Got Marketing?

Mia Fileman

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MARKETING
UPDATED BIMONTHLY

Are you tired of empty promises and stolen ideas? Me too. Got Marketing is a podcast for marketers and small business owners who want real talk and clever strategies—without the BS. Running an online business is hard, but your marketing doesn’t have to stink. I’m Mia Fileman, your straight-shooting, campaign-loving friend here to talk marketing, running a business, pop culture, and everything in between.

10H AGO

The discounting trap: why undervaluing your work backfires

Discounting is a terrible business strategy. There I said it. Now let me prove it. Many small business owners, especially service providers, fall into the trap of discounting because they lack strong marketing. But discounting should be a deliberate strategy—not a crutch.In this episode of Got Marketing?, we’re unpacking why discounting is not the move, why it attracts the wrong customers, and how pricing can be used as a powerful positioning tool instead.If you’ve ever considered slashing your prices to attract new customers, this episode is your sign to stop and rethink your approach.🎧 Enjoy the episode, and if you have thoughts to share, leave an honest review. As a thank you, we’re giving away a copy of How Brands Grow by Byron Sharp—one person who leaves a review in March will be randomly selected. What you’ll learn in this episode: ✨ Why discounting keeps you broke and attracts the wrong customers ✨ How pricing influences perception (and why underpricing signals low value) ✨ The hidden costs of discounts—and why they don’t build loyalty ✨ What to do instead of discounting to attract the right customers ✨ The ethical way to offer incentives without cheapening your brand Segments in this episode: The Big Swing: Australian brand TWOOBS takes a bold stand against discounting. Instead of slashing prices during Black Friday, they use their marketing to challenge consumerism and reinforce their value. We break down their strategy and what you can learn from it. Making Waves: Substack is on the rise as experts move away from social media to build direct connections with their audience. We explore why this shift matters for small business owners. Source of Truth: Doing your research is non-negotiable. A personal story on how skipping due diligence led to a costly mistake—plus, a must-read guide on spotting red flags before you invest in a guru. Mentioned in this episode:How Brands Grow by Byron Sharp Ehrenberg-Bass Institute for Marketing Science Twoobs Substack Fiona Johnston: How not to get ripped off Ps. Ripple Festival early bird tickets will run out March 31st. Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now (payment plan available) Visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast Subscribe to the Substack Exclusive insights & behind-the-scenes extras: gotmarketing.substack.com Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

14 min
MAR 19

Reimagining business events: why we need Ripple Festival

Why did we create another business event? Not all business events are created equal. In this episode, we’re pulling back the curtain on what it takes to build something ambitious, sharing the real behind-the-scenes including funding, structure and mistakes. Many conferences feel transactional, repetitive, and uninspired, the same speakers, the same panels, the same meh networking. Meanwhile, small business is at a crossroads—many owners are restructuring, rebranding, and trying to stay relevant, all while navigating the isolation of doing it alone. It’s time to change that. We need more than just another conference—we need a space to come together, connect, and create real impact as a community.Ripple Festival is here to shake things up. It’s a festival, not just a business event. A place where small business, music, and culture collide, because they’re not separate, they fuel each other.If you’re tired of the echo chamber and ready for something bold, immersive, and actually useful, this episode (and festival) is for you.🎧 Enjoy the episode, if you enjoyed it please share it with your business friends and we hope to welcome you all at Ripple. Ps. Ripple Festival early bird tickets will run out March 31st. Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now (payment plan available) Visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Subscribe to Substack and join the Got Marketing? conversation. Get a backstage pass to Got Marketing? Exclusive insights and behind-the-scenes extras: gotmarketing.substack.com Learn from Ripple Festival speakers as they share their biggest business blunders and the invaluable lessons that followed: Smart Moves 7-part series Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle

35 min
MAR 12

A step by step guide on how to build campaigns that (actually) build your brand

Why am I so campaign obsessed? Campaigns build brands. One campaign, one objective. That’s the rule. But too many business owners try to do too much with their marketing, leading to scattered efforts, wasted budget, and zero real impact. In this episode of Got Marketing?, we’re diving deep into marketing campaigns that drive real results. Whether you're looking to build brand awareness, grow your email list, or convert leads into paying customers, the key is strategy, not guesswork. If you want to create marketing campaigns that actually move the needle—without wasted effort or overwhelm—this episode is for you. Enjoy this episode, leave a review, and share it with your business friends 🎧 What you’ll learn in this episode: ✨ The difference between brand awareness, lead generation, and conversion campaigns—and when to use each one ✨ How to structure your campaign for maximum impact (without overwhelm) ✨ Why creativity matters in campaigns—and how to come up with fresh ideas ✨ The power of pre-launch strategies (and why most launches fail without them) ✨ How to track campaign performance without drowning in data Segments in this episode: Strong Opinions are Sexy: The word "launch" has been hijacked by online gurus—but real marketers run campaigns. The problem? Traditional launches cram too many objectives into a short window, expecting instant sales from cold audiences. Instead, we break down a smarter three-phase approach: brand awareness → lead gen → conversion for long-term success. Mentioned in this episode:Wall Art collectionThe Gurus We DeserveLessons In Falling Ps. Ripple Festival early bird tickets will run out March 31st. Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now (payment plan available) Visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast Subscribe to the Substack Exclusive insights & behind-the-scenes extras: gotmarketing.substack.com Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

22 min
MAR 5

Why you need a smart mix of owned, earned, paid and borrowed channels

Stop relying (purely) on social media: the smarter way to market in 2025 Most small business owners default to social media as their main marketing tool. But relying on just one channel is like trying to win a relay race with a one-person team. In this episode, we’re breaking down paid, earned, owned, and borrowed marketing channels—why they work better together and how to balance them without burning out or blowing your budget. If you want broader reach, more leads, and faster conversions, this episode is for you. Enjoy this episode, leave a review, and share it with your business besties 🎧 What you’ll learn in this episode: ✨ Why email marketing outperforms social media (and why it should be your priority). ✨ The power of owned channels (your website, email list, and community) in driving conversions. ✨ How to leverage earned media (PR, guest features, testimonials) without spending money. ✨ The right time to invest in paid advertising (and how to avoid wasting your budget). ✨ Why social media is borrowed land—and how to use it strategically. ✨ How different marketing channels work together at each stage of the customer journey. Segments in this episode: Source of truth: Third-party cookies are disappearing, and we’re moving toward a more private digital world. That means businesses need to rely less on borrowed data from platforms like Meta and Google—and invest more in owned channels like email marketing. This shift isn’t just inevitable; it’s an opportunity to build real relationships with your audience. Making waves: Poppy, a low-sugar soda brand, made headlines recently for an influencer stunt gone wrong. They sent $25,000 vending machines to influencers for the Super Bowl, only to be called out for gifting luxury items to people who didn’t need them. Was it a clever strategy or completely tone-deaf? And how could they have done it better? Let’s break it down. Ps. Ripple Festival is coming! 🎉 Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now—visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast Subscribe to the Substack Exclusive insights & behind-the-scenes extras: gotmarketing.substack.com Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

14 min
FEB 26

Ask me anything: your questions around SEO, marketing without socials, lead magnets, niching

Ask me anything: is SEO dead, can you market without socials, and should you niche down? Welcome to our very first Ask Me Anything episode. You submitted your burning marketing questions, and in this episode of Got Marketing?, Mia dives into the most common ones—SEO in the age of AI, why your lead magnet isn’t converting, whether social media is a must, and if niching down is still good advice in 2025. If you’d like to submit a question for a future episode, head to https://www.campaigndelmar.com/got-marketing or DM us on Instagram —we’d love to hear from you! Ps. Ripple Festival is coming! 🎉 Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now—visit RippleFestival.au for details We are beyond excited. Mentioned in this episode: Lush Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

13 min
FEB 19

How Belle Gibson fooled the world: breaking down Apple Cider Vinegar with Nell Casey & Janine Staunton

What Apple Cider Vinegar and the Belle Gibson story reveal about social media gurus In this episode of Got Marketing?, we're diving deep into Apple Cider Vinegar, Netflix’s gripping series about Belle Gibson, the wellness influencer who faked a cancer diagnosis to build her brand. Joining me are marketing experts and true crime lovers Nell Casey and Janine Staunton for a Goggle box-style breakdown of the show’s highs, lows, and jaw-dropping revelations. What you’ll learn in this episode: 🍎 How Belle Gibson built an empire on deception—and why no one questioned her sooner. 🍎 The intersection of marketing and true crime: why we’re drawn to wellness gurus and the role social media plays in their rise. 🍎 Did Apple Cider Vinegar get it right? Our honest review of the show’s execution, storytelling, and accuracy. 🍎 The system that allows scams like this to flourish—and how to spot red flags in online ‘experts.’ 🍎 Why ‘gurus’ keep getting away with it—and how to protect yourself from social media deception. Have you watched Apple Cider Vinegar? What were your biggest WTF moments? Do you think Belle believed her own lies? Let’s discuss—DM us on Instagram or tag us in your thoughts. Enjoy this episode, leave a review, and share it with your true crime-loving friends 🎧 Ps. Ripple Festival is coming! 🎉 Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now—visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast Connect with Nell: Instagram LinkedIn Connect with Janine: Instagram LinkedIn Mentioned in this episode: Apple Cider Vinegar Series Entrepreneurs and the truth by the Harvard Business Review Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

44 min
FEB 12

Struggling to win customers? This could be why.

Struggling to win customers? This is the episode for you. Many small business owners assume that better promotion will solve their sales problems. But what if the issue starts long before the website is launched or content hits social media? In this episode, we’re breaking down why market demand is the real kingmaker—and how even the best branding can’t fix a lack of demand. We explore two significant factors: insufficient market demand and the competitive landscape. From a below-average cafe thriving in Darwin to the oversaturated gift hamper industry, this episode is packed with real-world examples that reveal why some businesses succeed despite poor marketing—and why others fail despite doing everything “right.” Enjoy this episode, leave a review, and share it with your business besties 🎧 What you’ll learn in this episode: ✨ Why some businesses succeed despite objectively 'average' marketing – and why great marketing won’t fix weak demand. ✨ The Darwin cafe with a 2.3-star Google rating that’s still standing (and what it teaches us about supply and demand). ✨ The reality of launching into an oversaturated market (looking at you, gift hampers). ✨ How needs-based segmentation can help small businesses carve out their niche. ✨ The booming business categories and where opportunities lie right now. Segments in this episode: The Big Swing: Oslo’s self-deprecating campaign embraced its flaws and attracted the right audience by flipping traditional marketing on its head. Low Hanging Fruit: A look at the hottest market segments in 2025, from zero-alcohol drinks to AI-powered productivity tools, and where new opportunities are emerging Ps. Ripple Festival is coming! 🎉 Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now—visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast Mentioned in this episode: The Lime Cafe The Hamper Emporium Koko Black Maggie Beer Pinterest trend report Visit Oslo campaign film Casuarina Shopping Centre Sodaly and Kombucha Thank you products Who Gives a Crap The North Face Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

17 min
FEB 5

How to win paid speaking gigs, plus a big announcement

Want to win more speaking gigs? Listen up. In this week’s episode of Got Marketing?, Mia dives into practical strategies behind becoming a sought-after speaker. From understanding what event organisers are looking for to crafting a pitch that gets you booked, this episode is packed with actionable tips to help you step onto the stage. Then, Mia shares a massive announcement about a first-of-its-kind event coming to Melbourne that you won’t want to miss. What you’ll learn in this episode: ✨ Why speakers get booked: the key qualities that make you stand out to event organisers. ✨ How to transition from educator to entertainer: public speaking is a performance. ✨ Paid vs. unpaid gigs: what to negotiate when cash isn’t on the table. ✨ Pitching with purpose: how to craft a compelling pitch that secures gigs. ✨ The power of strong opinions: why they’re the foundation of an irresistible speaker profile. Segments in this episode: Strong opinions are sexy: why event organisers love speakers who challenge the status quo. Low-hanging fruit: build relationships that make you top of mind for event organisers. Making waves: the UGG trademark battle –a cautionary tale for small businesses about protecting what’s yours. The big announcement: Ripple Festival is coming! 🎉 Ripple Festival is a two-day celebration of small business, creativity, and purpose. Nov 12 & 13, Grazeland, Melbourne. Ripple Festival is where music, art, comedy, and small business collide. Because creativity isn’t just for artists, and strategy isn’t just for boardrooms. Tickets are on sale now—visit RippleFestival.au for details We are beyond excited. Ask me anything We will have dedicated episodes where Mia answers your questions. Submit questions here: Got Marketing Podcast Mentioned in this episode: West Wing Pete Buttigieg Laura Dern (Marriage Story) Fiona Johnston Ripple Festival Connect with Mia on LinkedIn Follow got marketing? on Instagram Give us feedback Marketing Circle Download the Focus Framework to learn where to focus your marketing efforts based on your stage of business, individually for product and service-based brands. https://zencastr.com/?via=mia

15 min

Are you tired of empty promises and stolen ideas? Me too. Got Marketing is a podcast for marketers and small business owners who want real talk and clever strategies—without the BS. Running an online business is hard, but your marketing doesn’t have to stink. I’m Mia Fileman, your straight-shooting, campaign-loving friend here to talk marketing, running a business, pop culture, and everything in between.

Creator

Mia Fileman
Years Active

2021 - 2025
Episodes

88
Rating

Clean
Copyright

© 2025 Mia Fileman
Show Website

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