brand strategy

Collaborative article: 3 secrets behind a successful brand strategy

Welcome to our collaborative article titled, “3 Secrets Behind a Successful Brand Strategy.” In this piece, we’ve gathered insights from experienced professionals to uncover the hidden elements that set apart thriving brand strategies. Join us as we explore innovative maneuvers, strategic thinking, and nuanced approaches that have propelled renowned brands to success. Whether you’re a seasoned marketer or a budding entrepreneur, this article is your guide to building a brand that stands out.

David Odier

CEO @ Launch Mappers

There are many things that make brands successful. The one common denominator is boldness.

Every successful brand needs to be strong, affirming powerful statements, and be perceived as unique.

To achieve these points your brand can leverage several strategies to get there:

You’ll need a strong visual identity and we’re not just talking about a fancy logo here. The overall brand from the fonts, the colour pairings together with the way you present your social assets need to work in harmony.

The visual aspect needs to match the overall brand messaging. A strong brand needs to balance its mission statement (i.e. its unique selling proposition) with what it stands for.

The ultimate example is Patagonia, the outdoor clothing brand that shares messages around sustainability and the importance of cherishing our nature.

Another untapped element is a strong sonic identity. If you think about household brands like McDonalds, Apple or even something as used as Whatsapp, all of these brands have a strong and unique musical identity.

In the blink of a note, consumers can identify a brand thanks to their unique musical and sonic identities. Companies like Izrom ( have made it their speciality to help brands in creating a unique sonic identity.

Lastly, and that might be the most important thing, every action taken around content, PR, messaging, ads and product needs to work in unison. Being consistent and coherent throughout time is what makes brands standout.

Chris Howard

Executive Marketing Director at LACE Partners


Tapping in to the culture of your brand – which evolves through your people – is essential. I think that brand also needs to evolve as your business evolves, particularly if you are a company that experiences rapid growth. Your brand is lived through your people and they are your ambassadors, so having a brand that is aligned to your people is just as important as your values and mission statement. If your customers’ experience of your brand is via the people who represent your brand, then having them aligned to it’s values is essential.

So I think tapping in to your people strategy is important when evolving your brand strategy. What can you do to get your people to ‘buy in’ to the strategy? Communicating it regularly and consistently is a given, it’s table stakes. But then also asking for feedback on it as it evolves is important. Do your people really believe your brand values? If they buy in to the fact that they exist to help to be a differentiator, then they will most likely ‘live’ those values and that helps to build better relationships between them and your people.

Amar Sanghera

Digital Marketing Manager at Orega


Marketing professional with over 10 years’ industry experience in a variety of both B2C and B2B sectors. This includes working with leading cosmetic groups, membership bodies, private healthcare groups, educational institutions, international payments, commercial real estate and international recruitment businesses. Amar is data led and brings retail and e-commerce practices to deliver transformational change in marketing and automation, to grow commercial delivery of digital channels and increase cost-per-lead efficiencies YoY.

In conclusion, our collaborative article, “3 Secrets Behind a Successful Brand Strategy,” showcases essential insights from experts David Odier, Chris Howard, and Amar Sanghera. David stresses the importance of boldness, while Chris emphasises aligning your brand with evolving company culture. Amar brings over a decade of data-led marketing experience to the forefront. Successful brand strategies require a blend of visual and sonic identity, alignment with company culture, and a data-driven approach. Whether you’re a seasoned marketer or a digital marketing manager, these insights serve as a guide to elevate your brand strategy. Thanks to our contributors for making this article a source of strategic wisdom.

If you are interested in reading more of our content which is centered around common business questions. Head over to our content hub here to discover more and grow you business further.

brand strategy

board buy-in

Collaborative article: 3 ways to achieve board buy-in

We reached out to successful marketers to contribute to our newest collaborative article titled ‘3 Ways to Achieve Board Buy-In.’ The responses we received were brilliant and very insightful. Achieving board buy-in is difficult, and through this collaborative article, we aim to create a space where other professionals can learn from success stories and use proven strategies that work. See our best entries here:

Paul Zanelli

Digital Marketing Manager at PPC Geeks Ltd


  1. Listen To Your Instincts: While data driven decisions are crucial, never underestimate the power of your intuition. If you can, don’t be afraid to share examples of successful campaigns or ventures where gut feelings played a pivotal role for you. Remember to balance your instincts with expertise (especially of others that you trust/respect), and remain open to adjusting your approach based on feedback. Sometimes, the best solutions emerge from a blend of both data and gut feelings.
  2. Practice Frequent Communication: Beyond those routine progress updates or reports, remember to delve into the “why” behind your chosen initiative. Sharing compelling stories, data insights, and competitor analysis helps add more context. Listen to any board member’s concerns and address them, encouraging a diaglouge that means everyone stays informed and engaged.
  3. Build A Strong Foundation: Trust is extremely important if you want buy-in from the board. Establish transparency by openly sharing information and acknowledging different viewpoints. Understand individual board member’s priorities and concerns and tailor your presentation to directly address these. A strong foundation built on trust sets the stage for collaborative decision-making.
  4. Do the Groundwork Before Board Meetings: Prior to entering a board meeting, engage in preliminary conversations. Understand that many agenda items are already familiar to board members. By doing your homework and building relationships beforehand, you increase the likelihood of being heard and gaining buy-in from key stakeholders.
  5. Gain Ideas From Your Team: Don’t forget to collaborate with your team to create your pitch beforehand. Utilising and recognising your team member’s contributions helps reinforce a collaborative culture that fosters buy-in.
  6. Start with a Strong Hook: While this doesn’t always come naturally, try to begin your presentation with a compelling opening emphasising what you want to achieve, why it is important and what the outcome will deliver. Capture their attention from the outset, setting the stage for more insights that will follow.

Erwin Wils

Founder of PowerMindCoach

You’re asking for 3 ways, but to me there’s actually just one way: WIIFM. WIIFM is the most famous radio station of the world, everybody listens to it: What’s In It for Me. So if you want to be successful, you need to tune into the radio station of your client: What’s In It for Them. This is like a universal law, so your job is to clearly state what’s in it for the board. How will they benefit from their interaction with you. That’s it! give them a reason to listen to you, spark their interest and make it clear how they will benefit and why they should do business with you.

John JB Russell

SEO & SEM Expert

Use data to drive your decision making.
Set out the business issue and why it’s a challenge and how by fixing it, you’ll drive revenue and or profit and or reduce cost.
Use data to back your case and articular the situation your business is in.
Then use the same data to articulate how big the opportunity is and how you’ll be able to put activity in place to drive growth.
Come up with a plan.
Be ambitious in your goals, but realistic with your timelines and resources available to you.
Demonstrate success with a small sample that is low risk/high reward, then roll out at scale and drive success.


In conclusion, our collaborative article, “3 Ways to Achieve Board Buy-In,” has brought to light valuable insights from successful marketers. From Paul Zanelli’s emphasis on balancing data-driven decisions with intuition to Erwin Wils’ focus on tuning into the client’s perspective with the “WIIFM” approach, and John JB Russell’s strategic use of data to drive decision-making, these contributors have provided a wealth of practical advice.

Achieving board buy-in is indeed a multifaceted challenge, and the strategies shared underscore the importance of transparent communication, trust-building, and groundwork before board meetings. The contributors stress the significance of understanding and addressing board members’ concerns, collaborating with the team, and starting presentations with a strong hook to capture attention.

If you are interested in reading more of our content which is centered around common business questions. Head over to our content hub here to discover more and grow you business further.

board buy-in

marketing trends

Collaborative article: What is a common email marketing mistake and how to avoid it?

Email marketing is a highly profitable form of marketing. If harnessed correctly the ROI which can be created is large. We called to professional email marketers with long experience in email marketing to highlight the common email marketing mistakes which are often practiced. Read this collaborative article below and discover common email marketing mistakes made and how to fix them.

Simon Marshall


Get your subject lines right every time. Think about the intent and the audience. What do they already know? What do you want them to do or know? Draft your headline accordingly.

Like this:

“How does your firm rank against others on LinkedIn?”

Andy Harris

Director – A1WebStats

Using no-reply email addresses – sends out a message that you don’t care about making it easy for people to respond.

Dave Davies


Email can be a deceptively attractive tool for reaching the widest possible audience.

But there are many ‘crimes’ committed in the application of this tool for sales and marketing.

Here are just 3.

1. Poorly considered subject lines.

The subject line is the ‘book jacket’ for your content. It needs to grab their attention and encourage the recipient to become the reader.

Asking a question in your subject line is proven to be one of the most effective ways to turn a recipient into a reader.

Think about the questions potential prospects for your business might be asking themselves.

Keep it short, keep it simple, make it specific.

Craft them, test them.

2. Digital monologuing

People are ‘busy’. Their Inboxes are ‘full’.

If you want a moment of their time, and for them to act, get to the point.

Try and answer these 3 questions for the recipient/reader as quickly as possible:

Why is this email being sent to me?

  • The clear reason they are the “audience”
  • Clear “PAIN” they have that your email addresses

What’s in it for me?

  • What value do you bring?
  • What outcomes could you help them achieve?

What do they want me to do?

  • What’s the “call-to-action”?
  • Make it easy to achieve, don’t give them “heavy lifting”

3: Timing is everything

You want your emails to hit the top of the recipients’ Inbox.

Not impossible, but probably implausible.

Pay attention to when your “audience” is paying attention though. Test and measure readership at different times, before you find the optimal timing for sending communications.

Studies suggest that the best times to send emails to Executives is early morning between 07:00 and 09:00, and later afternoon after 16:00.

Wednesday and Thursday are the best days to send communications. Monday and Tuesday tend to be clogged with internal meetings.

email can be a great tool in the right hands.

Learn all you can about getting it right with email and it will provide tangible results.

Email can be a great conversation starter, but don’t fall into the trap of believing it’s a “conversation” tool though.

Move those who engage with your email communication to valued, valuable, real-world conversations quickly.

John Storton

Managing Director, Yellow Spider Media

Email marketing is one of the longer-standing digital marketing techniques available to businesses today. It is a great way to get your brand, product, or service out there, and has the added benefit of going to people that are probably already interested in you in the first place.

Although easy to set up, email marketing can have its pitfalls, too. Avoid these three common mistakes to ensure that your email marketing campaigns hit the spot:

  1. Keep it simple. Think of 2-3 topics, trends or products that are high on your priority list and keep it brief. You can always add links to longer-form blogs or articles but you don’t want the recipients being put off by huge paragraphs.
  2. Don’t use large images. Big files can fill up people’s inboxes quickly and may cause issues. Crop, resize, or use thumbnails to get your message across.
  3. Don’t forget to personalise (or not). No one like the “Dear [first name]” approach. And I still get dozens of emails directed to ‘Yellow’. Check that you have the correct information in your distribution lists, or just avoid personalisation altogether.

Happy emailing!

Melody Wigdahl

PLR of the Month.Club

The most common email mistake I see people make is also the easiest one to fix: Not emailing your list often enough!

I email my list at least 5 times a week – and often every day! Some days, I publish a list of good articles that have hit my inbox, or I kibbitz about something silly – or important! – that happened that day. Every day is different, depending on my mood and schedule!

But the bottom line is that I SHOW UP! My readers KNOW ME!

I know that there are marketers that only email once a month…but if I don’t remember who you are or why I am on your list…I am probably going to hit the unsub button!

  • Don’t worry about having something to say every day! The more you write and get into the habit of “speaking” to your readers every day – the easier it gets 😉
  • Don’t worry about people hitting the unsub button: it happens, and they aren’t your audience anyway!
  • DO get in the habit of emailing regularly. Whether it’s twice a week or every day – email your readers often enough that they KNOW who you are when you pop up in their inbox
  • Scared? That’s ok, that’s natural. It’s not easy to put yourself out there for possible rejection…but if you take an hour or so to map out the first month of content, along with a few freebies to give away…you will be amazed at the results.

The bottom line? With a bit of planning, your newsletter can be both fun and profitable!

Navigating email marketing requires an understanding of common pitfalls and adept strategies. Experts such as Simon Marshall, Andy Harris, Dave Davies, John Storton, and Melody Wigdahl have offered invaluable insights. Crafting purposeful subject lines, ensuring accessibility, prioritizing content essentials, embracing simplicity, and maintaining consistent communication emerge as pivotal elements for success. By heeding these principles, businesses can transcend common email marketing mistakes, maximising the potential of email marketing to cultivate lasting connections and drive campaign success.

marketing trends

Collaborative article: What are the top 3 marketing trends that will dominate 2024

In marketing, it is often a task to forecast new trends. In 2024 we are due to some new trends. With this article, experts have expressed what they predict to be the most popular marketing trends in 2024. Read this new collaborative article and discover the top 3 marketing trends that will dominate 2024.

Michael Green

Head of Marketing at Kaleidoscope.Group

Michael Green’s top 3 marketing trends which will dominate 2024:

  1. AI delivers personal brand solutions globally online and offline.
  2. The power of the senses drives sales of every product and service in the world, as well as loyalty and ROI. It makes sense!
  3. Accessible solutions could drive your sales profitably by as much as 20%.

Melody Mijnen

Managing Director Marketing at Greystar

Melody Mijnen has more than 20 years of experience in marketing. Melody believes that the predominant marketing trends in 2024 will revolve around two key pillars. Firstly, she emphasises the significance of business transformation and innovation, underscoring the need for companies to undergo fundamental changes and embrace innovative approaches. This includes rethinking business models, adopting new technologies, and restructuring operations to stay agile and meet evolving consumer expectations.

Secondly, Melody highlights the increasing importance of Martech (marketing technology) and automation. In her view, businesses are expected to heavily integrate technology into their marketing strategies. The use of automation tools is anticipated to streamline repetitive tasks, enhance data analysis capabilities, and facilitate personalised customer experiences. According to her insights, these trends signify a broader industry shift towards data-driven decision-making and the optimisation of marketing efforts through advanced technologies.

Sudhir Kumar

Head of Digital & Marketing Technology Solutions

 AI, personalisation, authenticity

We’ve seen a significant shift in how we communicate, manage, work, and market in today’s world. Since the pandemic, we’ve witnessed an acceleration in digital adoption that has completely transformed how we market and communicate with the modern buyer. Right now, marketers have to compete with so much noise. Consider your own personal life: how many connected devices do you have? Take our phones, smartwatches, smart TVs, and even the infotainment systems in our cars; we are constantly surrounded by distractions. This has led to us being very time-sensitive; we, as humans, now have high expectations when it comes to communication, especially from brands and businesses. Any communication aimed at getting our attention needs to be personalised to us, and that personalisation needs to go beyond “Dear _ PerSal.” The following are my top 3 predictions for 2024, which I feel as a B2B marketer will be absolutely key in addressing the points I’ve made about communicating and marketing to the modern buyer.


Keeping in line with what we’ve covered already, personalisation should come as no surprise as an area of focus. Over the years, I feel marketers have been limited to the extent they can truly personalise their outreach to their audience. But with the audience of data at our fingertips and the influx of martech, there really is no excuse as to why you can’t offer a truly tailored and personalised journey to your audience. First off, your personas and ICP: fictional characters and guessing/assumptions are a thing of the past now. You should be able to create real-life personas; you can now understand your audience, their preferences, the channels they use, the type of content they are consuming, the subject matters they are searching for, the formats they prefer, and this is without asking them a single question. That’s an additional layer that everyone should do. With tools like Rocket Reach, LinkedIn Sales Navigator, and first and third-party intent data, you can carry out this activity with ease and start to understand your audience on a human-to-human level. It makes sense to stay on top of this, have a regular refresh, and add additional layers from research live interaction. Invest the time, understand your audience, and communicate with them on their terms. ROI is always front of mind with marketers, and adopting the outlined approach will have a positive outcome when it comes to your ROI.

The more you can understand about your audience, the better you can communicate with them and build that rapport. From my own personal experience, I find it annoying that Mercedes will send me marketing information about people carriers even though I’ve always driven a coupe. It’s those little things that leave a lasting impression.


No one wants to be treated like another name, number, or bum on a seat. We are all individuals, humans; we want and expect communications and experiences to be tailored to us. Take my example with Mercedes; it’s disappointing that no matter how much you can spend, the brand still doesn’t know me well enough to market to my preferences. Clearly, that touchpoint was generic or a very loose segmentation of data to create that campaign. That results in a lack of authenticity and a poor experience. To avoid this, it makes sense to carry out what we’ve covered in terms of understanding your audience on a human-to-human level. But beyond this, every business and brand should be showing their human side. People buy people, so I would encourage everyone to show the people behind their business and brand. Don’t just focus on sales messages or the same corporate posts that we all see in our feeds. Be human; showcase what happens on a daily basis, how products work, how long they take to set up, and address weak areas. This sort of thinking and communication will show your business and brand in another light and build authenticity. Guinness and budget airlines have all addressed the deemed faults or weak areas of their offering, but they’ve done this in a positive light. They haven’t shied away from it or painted a false picture; they have embraced it, they have shown they are real, and because of this, they have built a good rapport. For any businesses and brands, I recommend the same approach; in today’s world, step out of your comfort zone, break away from the norm, don’t hide behind the standard messaging, show your human side and build your authenticity with your audience.


This should come as no surprise, but AI is going to be a key focus for us all, not just in 2024 but in general. AI and ML are here to stay, and the advancements in their development have the ability to lead to some amazing things for all marketers. But for now, keeping in line with what we’ve outlined in terms of personalisation and authenticity, AI has a massive role to play in this too. AI can help us understand data better through predictive analytics. We can now use intuitive AI to understand customer behaviour and their preferences, plus what’s more, what they may do next or are likely to be interested in. A level up from this is using AI to add a layer of personalisation via dynamic content. AI can analyze data and based on a customer’s behaviour and preferences, it can adjust the content and messaging so it is truly personalised to them. This can be ads, landing pages, the layout, imagery, and tone of voice, all in line with the preferences of the customer.

Naturally, many of us will have some reservations about embracing AI, but with these simple integrations happening across our martech and apps we use day to day, we all have an opportunity to start small and gradually become accustomed to AI and the value it can unlock.

In this article, Michael Green, Melody Mijnen Greystar, and Sudhir Kumar have highlighted key marketing trends emerging in 2024. Green emphasizes AI, sensory experiences, and accessible solutions. Mijnen Greystar focuses on business transformation, innovation, and martech. Kumar stresses personalised communication, authenticity, and the growing role of AI. Marketers should prioritize personalised journeys, showcase authenticity, and leverage AI to thrive in the evolving landscape. Learn from these experts and implement their knowledge into your marketing strategy.

video marketing

Collaborative article: What is your most effective employee retention strategy?

“What is your most effective employee retention strategy?”

In organisational management, employee retention strategy stands out as a challenge for many businesses. Recognising the significance of this challenge, we decided to start a collaborative article to provide a space for business professionals to share their valuable insights and expertise on emplyee retention strategies and how to improve these stratgies. This collaborative article aims to foster an understanding of effective strategies that can improve employee retention within organisations. By bringing together the diverse perspectives and experiences of these professionals, this article highlights some brilliant ways to improve employee retention strategies.

See what the experts say here:

Erwin Wils

Millionaire Life Strategy

Employee retention strategy already starts with the hiring process. I recommend my clients to have their (company’s) core values clear, together with their vision and mission. The vision is what the company wants to achieve in the (near)  future, the mission is their reason for existence, their why, and I consider the core values as the guardrails between which the strategy is executed towards the vision. during the hiring process, the aspiring employee should at least align with the core values and feel comfortable with the mission and vision of the company. Ideally, they share the same core values. That way, the relationship will last longer.

Also, it is important that the employee feels valued, so you have to invest in your employees. Not only in training, but also in personal attention. Listen to their feedback, ask for their opinion, and make sure you follow through. Employees are your most valuable assets of the company, so treat them accordingly.

A simple yet very effective tip is to call your employees team members instead of employees, because team members are part of a team and subconsciously will feel more committed to the company. And if possible, make them own a little piece of the company by means of shares.

A final thought I want to share, is a quote that one of my coaches once shared: “either you work on your own dreams, or you work on someone else’s dreams”. Since you own the company, you’re working on your dreams and your team members as well. Why not ask them what their dreams are and see if you can support them in that direction? I’ll bet that will go a long way and you will become the employer everybody wants to work for.

Keiran Ward

HR & Learning Transformation

Increasing speed of HR & Learning transformations year on year, improving HR and organisation agility by applying technology and augmenting human-in-the-loop capabilities.

To improve employee retention strategy introduce a development pay increment/bonus for your employees.
Even a nominal amount increases loyalty & employee engagement scores.
Pay employees to learn. A small one-off amount for personal interests, more or ongoing pay increments for skills/knowledge you will need in future.

Congratulations! By implementing these steps people will stay longer at your organisation, be better at their job and be more engaged, at least until they’ve finished re-skilling (so keep offering development) and outgrown your will to promote them.

One last thing…

If you are really serious about retention you should:
-Once they’ve learnt something, recognise it.
-Appoint a mentor to help them develop their career the way they want to. Even if they leave, they’ll be a great employer brand ambassador and they’ll happily come back when you have a role that suits them.

In conclusion, this collaborative article on employee retention strategies has provided a wealth of insights from experienced professionals. Erwin Wils emphasises the importance of aligning core values during the hiring process, investing in employees, and creating a sense of ownership through shares. Keiran Ward advocates for introducing development pay increments and bonuses, recognising employees’ learning achievements, and appointing mentors to support their career development. These expert perspectives underscore the critical role of a strategic and supportive approach in fostering long-term employee commitment. As businesses continue to work with the challenges of employee retention, the shared expertise within this article is a valuable resource for organisations seeking to improve their strategies and create workplaces where both employees and businesses thrive.

If you are interested in reading our other recent collaborative article follow this link to read what experts thought about the 3 key things that make an effective video in video marketing.

video marketing

Collaborative article: What are 3 key things that make a video effective in video marketing?

“What are three key things that make a video effective in video marketing?”

With the rise of video marketing and it becoming a common marketing practice, we wanted to hear from marketing experts and see what they think are the 3 key things which make a video effective in video marketing. Video marketing is complex and there is a wide variety of approaches to take. In a sea of information, we thought we would collate the tried and tested techniques from experts who know their approach works. Sit back, relax and explore what esteemed experts think are the 3 key aspects which make a good video in video marketing.

Doga Ilter

Director & Marketing Consultant at RETLI GROUP

Video content is a crucial asset in marketing, where short-form videos have become a must for any business.

Short-form videos are leading the digital era, by hooking viewer attention in creative and engaging ways, it’s a perfect way to attract or inform target audiences depending on your marketing objectives.

Here are three fundamentals we use at RETLI GROUP that enhance the effectiveness of videos:

  1. Know your goal and audience. What do you want to show with the video? Will the video you create resonate with your audience? What will attract them and influence them to take action?
  2. Structure the video beforehand. Organise the content in a way that will engage with the viewers and effectively communicate the intended message. At RETLI GROUP we have developed a systematic approach to video creation, which involves identifying key messages, crafting a compelling narrative, and integrating visually appealing elements to enhance viewer engagement. Our team of marketing and digital strategists, copywriters, videographers, and UGC experts are ready to work collaboratively with you to ensure each video is structured for maximum impact.
  3. Choose the right type of video that differentiates and feels authentic in order to resonate with your audience. Authentic videos create trust which builds reliability. Target emotions to be memorable. Know your product’s or service’s USP.

Seb Brantigan

Digital Marketing and Automation Specialist | DBSS Digital Ltd

What are three key things that make a video effective in video marketing?

  • As technology develops and consumer behaviours change, video marketing keeps progressing. It maintains its role as a dynamic and powerful resource for brands and businesses to effectively convey their messages and meet marketing objectives in the present digital environment.

Here are three key components that commonly play a significant role in creating an effective video for video marketing:

  1. Engaging Content: Remember, content is everything! Your video needs to pack a punch, whether it’s fun, educational, or insightful. It’s all about spanking the sweet spot with your audience’s interests and requirements. When your content clicks with them, it’s like a magnet that keeps them hooked.
  2. Attractive Visuals and High-Quality Production: Looks count. The visual aspects of your video, such as the clarity of the footage, the finesse in editing, the graphics, and the general production standards, are key in grabbing attention. Sharp, top-notch visuals not only keep viewers engaged but also lend a professional touch, boosting the trustworthiness of your message.
  3. Distinct Call-to-Action (CTA): A straightforward and engaging call-to-action is essential for guiding viewers on what steps to take next. Whether subscribing, visiting a website, making a purchase, or sharing the video, a well-defined CTA prompts viewers to act, converting their interest into engagement or sales.

Bear in mind, that these elements frequently collaborate harmoniously to craft a powerful video marketing campaign. Each component strengthens the others, collectively contributing to the overall success of your video content.

Mike Ward

Head of Marketing

Three things that are key to the success of any marketing video are content, distribution and production quality.

Content and distribution work somewhat in tandem but it is crucial that your video contains relevant, engaging and compelling content. Being crystal clear on what you want the video to achieve and why the content of the video would be of interest or value to the viewer will make a massive difference to the end product.

Distribution is really about ensuring that the right people are seeing the video. It’s easy to buy views but also pointless. You need to make sure the video is seen by the right audience and ideally in the right context. Think about where you are putting the video (Your own website? Promoted on social channels? Into an article on LinkedIn? As a livestream etc) and in what context.

Finally, production quality is essential and is not as hard or expensive as it used to be. But do not cut corners on cameras, lighting, audio and graphics. Our graphics platform is a great way to add professional high-end graphics and it’s free. OBS is another tool that is really powerful, and free and will allow you to easily record (or live stream) video with our graphic overlays over the top of both video and audio feeds. Most webcams are now of a good enough quality but also for higher-end content, there are many production companies who specialise in making videos at really competitive prices. But if your video does not have good production quality viewers will leave.

Maja Nowak

Content Manager, Nomtek

The three key pieces that make videos interesting, in my opinion, are:

  • short scenes not exceeding 3-5 seconds to keep the video alive and dynamic
  • when the video showcases graphic designs, they have to work well with the narrative to further strengthen the message
  • the scenario should be clear and engaging, explaining the topic thoroughly, without scenes that bring nothing to the general message.

As video marketing becomes a common practice, marketing experts Doga Ilter, Seb Brantigan, Mike Ward, and Maja Nowak offered brilliant strategies for creating an effective video in video marketing. From aligning goals and structuring content systematically to emphasising engaging visuals and clear calls to action, these experts underscore the importance of content, distribution, and production quality. This compilation provides a comprehensive guide, reflecting the diverse perspectives that contribute to the success of video marketing campaigns, and serves as a valuable resource for navigating the intricacies of video marketing.

If you are interested in reading our other recent collaborative article follow this link to read what experts believe makes a good employee retention strategy.


What Are Your 3 Top Tips To Build An Effective Lead Magnet?

Creating lead magnets is essential for gaining customers and making sales. Often, professionals are unsure where to start or how to improve. This collaboration gathers insights from various successful businesspeople who have shared their expert knowledge for you to leverage. Discover three tips on building an effective lead magnet.

Dexter Moscow

M.D. Dexter Moscow – the Picasso of Sales Presentations, Pitches and Business Conversations


  1. Don’t tell people what you do  – Tell them what you have done for others.
  2.  Create relevant, concise, compelling stories with clear, quantifiable results.
  3.  Gain testimonials from your clients and customers and see them from their perspective

Dave Davies

Director, Sandler

Does anybody really want leads? Lead conversion currently ranks lower than the outcomes of cold-calling.

Most people want intention, not attention.

3 Top Tips to building an effective opportunity magnet.

1: Know who you serve…

Get finite in detailing your ideal customer, today, a reflection probably of your current good customers. Be aware that this changes over time in a business; from “take what we can get” to “go after those we want”. Be a razor, not a shredder.

2: Know what you serve…

Get clarity on the product and services you serve that bring the most value to your customers. Get clarity on the Situation your Buyers find themselves in. The Pain(s) they are experiencing, The Reason (or Cause) of those Pain(s), the Impact those Pain(s) are creating, both organisationally, and personally, what they believe they Need, and the Gain(s) your Buyers achieve as an outcome of buying your product or service. SPRING!

3: Know how you serve…

Develop a systematic approach to Opportunity Creation, Opportunity Development, and Opportunity Conclusion. Design, and refine, a selling system which is consistent, effective, efficient, and assists the Buyer throughout their Buying journey, whether short (transactional) or long (strategic consulting).


4: Know who you are…

What’s your identity? Your role in the Selling/Buying journey? What are your beliefs? Your values? How does that affect your tone of voice, language, create valuable/readable/insightful content that attracts the right audience, with genuine curiousity, and the ultimate intention of becoming a client, not for now, not for one transaction, but a lifelong advocate for you, and your business.

Nimesh Shah

Marketing Director, Feel Good Contacts

  1. Clearly Define Your Target Audience:
    The first step in building an effective lead magnet is to clearly define your target audience. The more specific your audience, the better you can tailor your lead magnet to meet their specific needs and interests. Start by researching and understanding your target market’s pain points, desires, and challenges. This will help you create a lead magnet that speaks directly to their needs and grabs their attention.
  2. Offer High-Value Content:
    An effective lead magnet must offer high-value content that is both informative and actionable. It should solve a specific problem or provide valuable insights that your audience can’t easily find elsewhere. Consider offering exclusive resources, such as e-books, checklists, templates, or video tutorials, that will help your audience achieve their goals.the quality of your lead magnet will directly impact the perceived value of a brand.
  3. Create an Irresistible Call-to-Action:
    To make your lead magnet persuasive, it’s crucial to create an irresistible CTA. Your CTA should clearly communicate the benefits of downloading or subscribing to your lead magnet and explain why it is relevant and valuable to your audience. Use persuasive language, such as “Get instant access” or “Unlock the secrets to…” to create a sense of urgency and pique their curiosity. Additionally, ensure that your CTA is visually appealing, prominently displayed, and easy to locate on your landing page.

Keep in mind that an effective lead magnet should provide a smooth transition into your overall marketing funnel and nurture leads towards conversion. Continuously evaluate based on data and feedback from your audience to ensure its ongoing effectiveness.

Jason Culleton

Social media Consultant

For an effective Lead Magnet to work.  You need to offer value and clear strategy on how and where to use it.

It needs to be well designed.  It needs to speak to your audience struggles.  And more than anything,  it needs to be specific.

Creating a compelling lead magnet is pivotal for businesses aiming to attract and convert potential customers. Through the insights shared by experts like Dexter Moscow, Dave Davies, Nimesh Shah, and Jason Culleton, it’s evident that understanding one’s audience, offering genuine value, and having a clear strategy are foundational. Whether it’s telling impactful stories, understanding buyer personas deeply, or designing a magnet that resonates with audience struggles, the emphasis remains on delivering tailored content that stands out. Continuous refinement based on genuine feedback ensures that lead magnets remain effective tools for marketers.

Collaborative Article: Share your top 3 ways to deal with negative customer feedback

Negative customer feedback is often inevitable but not always easy to deal with. With businesses only talking about their successes, it is harder to speak about the negatives. We asked business professionals to unveil the ways that they deal with customer feedback so to spread knowledge and expertise to others looking for advice on negative customer feedback. See how these successful proffessionals deal with negative customer feedback in our new collaborative article.

Levani Shalolashvili

Managing Director at

You must know how to deal with negative feedback in order to maintain a positive brand image and customer satisfaction. My top 3 ways are as follows:

  1. Aim to respond ASAP and in a professional manner
    • Acknowledge the customer’s concerns and show them empathy. Remember they wish to be fully heard. Even if the issue wasn’t directly your fault, apologise for the inconvenience the customer experienced. A sincere apology can go a long way in defusing tension and reaching a “middle-ground” resolution.
  2. Investigate the issue and take action
    • There is always a reason for a complaint. Do your thorough due diligence to understand the root cause. Consult with your team, review records, and check the customer’s journey with your product or service. If the feedback highlights a valid issue, take corrective action to address it. Whether it’s improving a process, fixing a bug, or enhancing a service, demonstrate to the customer and others that their feedback has led to positive changes.
  3. Learn from feedback and iterate:
    • Negative feedback can actually be a net positive! Treat it as a source of valuable information. Are there any patterns or recurring issues that may indicate broader problems? Analyse customer feedback on a regular basis to identify areas for improvement and give them an opportunity to provide feedback. This can be done through surveys, reviews, or even direct communication.

By responding promptly, addressing concerns professionally, and using negative feedback as an opportunity for improvement, you can turn a challenging situation into a positive customer experience and showcase your commitment to customer satisfaction.

Amy Pierquet

Owner, Waterfront Graphic Design

First of all, always respond to a negative review. When you respond it shows that you care, it can explain your side or show that the review writer wasn’t even a client (it happens more than you think). When responding to a negative review, empathize with the reviewer’s feelings and offer a solution for the situation.

Dave Davies

Director, Sandler

The Top 3 ways to deal with negative customer feedback.

1: Learn to separate your Role from your Identity. Your Identity (I) is who you are. It’s always intact. Your are always is always 10. You role is conditional. It’s you doing what you do. It’s behaviours and actions.

2: Understand the psychologies behind human interaction. Transactional Analysis teaches us that everyone has an ego. Constructed from the Parent, Adult, and Child. Understanding this, helps you understand the dynamics of human interaction, and where people are coming from. DISC teaches us about peoples Behaviours and Triggers, some are Dominant, others Compliant, Others Influencers, and others Steady. These nuances control behaviours and ultimately communication style.

3: Have a system.

Systems set us free. the 7-step system for dealing with “difficult” people?

1 – Listen; silently, attentively, be present)

2 – Validate; repeat back to them what they are saying, so they can hear themselves, and be sure you are actively listening and understanding them. People want to be heard, and understood.

3 – Contract: Get agreement to the outcomes they are expecting, and the steps you will take to get them there.

4 – Ask Questions: Take the time to truly understand them. Make sure you are working on the real problem, not the intellectual issues.

When they make a bold statement, ask questions to understand both the intent behind the question, and what they are hoping to hear.

5 – Negotiate Outcomes Get clear on the acceptable outcomes, from their perspective

6 – Manage Expectations: Be honest about what you can achieve, who else may be involved, and the reasonable timescales for resolution.

7 – Follow Up: When you’ve done what you said you would do, follow up, in a reasonable timescale to ensure that they are happy with the outcome, and back to being an advocate, rather than a detractor for your business.

PS: Following up is not a Survey link! Be a human!

Gerard Anthony Gerona

LINK Philippines

Negative feedback can be turned into an opportunity. Don’t mind the feedback.

Focus on the complaint. Start by acknowledging the issue, empathize and show that you are sincere and willing to go the extra mile to solve the issue and offer a solution.

Address the problem openly and professionally, aiming to resolve it effectively. Always thank the customer for their feedback as it helps improve your services.

Navigating negative customer feedback is a critical skill for any business professional. As showcased by industry leaders like Levani Shalolashvili, Amy Pierquet, Dave Davies, and Gerard Anthony Gerona, the key lies in active listening, empathetic responses, and a systematic approach to problem-solving. Embracing feedback not just as criticism, but as an avenue for growth, allows businesses to foster stronger relationships with their clientele and continuously refine their offerings. By integrating these insights, businesses can transform challenging situations into opportunities for improvement and showcase commitment to customer satisfaction.

Collaborative article What is your No1 automation tool in marketing delivering the best results

Collaborative article: What is your No.1 automation tool in marketing delivering the best results?

The use of automation tools in marketing is on the rise, offering brilliant benefits to marketers in their daily practices. To gain deeper insights, we queried various experts about their primary marketing automation tool and which one consistently delivered the best results for them. The outcomes were both brilliant, with esteemed experts sharing not only impressive results but also valuable insights. Discover marketing experts’ no.1 automation tool in marketing, delivering the best results here!

Tim Meredith

Founder – Fractional Teams

My number 1 automation tool is Zapier! Whilst there are loads of individual tools I could name, like Lemlist, PhantomBuster, FindThatLead, etc, Zapier is the glue that makes workflows, well, work!

When you need different apps to interact or exchange data, but they just don’t play well together, Zapier allows you to build your own custom logic-based automation and integrations with no coding experience.

It’s also a great tool for reporting and analysis. At Fractional Teams, we have literally hundreds of Zapier tasks (zaps) running every day, syncing information and executing tasks between datasets, marketing tools, CRMs and even reporting spreadsheets; all ensuring that we maintain good quality data when performing voluminous and complicated tasks for clients.

Sławomir Krakowski

Zoetis Polska sp. z o.o.

In today’s rapidly advancing digital age, AI Copilots and specialized AI Chats are emerging as essential automation tools for automating business processes. These tools are not static; they are dynamic and continually evolving. As they interact with users and analyze data, they learn and adapt, solidifying their position as the most promising automation tools on the market.

The evolution of these AI tools is akin to our historical dependence on electricity – they are becoming indispensable and integral to our operations. AI Copilots and AI Chats are set to become essential in the business world, offering more than just task automation. They provide valuable insights from data analysis and significantly enhance customer interactions.

We are witnessing the transformation of business process automation, a landscape that is constantly evolving. Embracing AI Copilots and AI Chats now can position businesses at the forefront of this technological race. This proactive approach promises increased efficiency and productivity, paving the way for a future where these AI tools are not just beneficial but essential for any serious business.

Mo Hussain


The adage “you can’t teach an old dog new tricks” held sway for years, and as a seasoned sales professional with 25 years under my belt, I passionately believed in the power of “bashing the phone” and the notion that sales were a numbers game. I was sceptical about the effectiveness of digital tools in the sales arena. However, after delving into the world of sales automation, I must admit I was wrong.

Venturing into the realm of sales automation opened my eyes to a world of possibilities. The sheer number of available tools and the potential time savings they offered were astounding. With data at our fingertips, we, as sales professionals, could become more efficient and effective.

Automation tools, I discovered, are not about replacing human interaction; they are about empowering us to have more meaningful conversations. By streamlining repetitive tasks and providing valuable insights, these tools allow us to focus on building relationships and closing deals.

My journey into sales automation has taught me valuable lessons. Firstly, it is crucial to choose the right tools for your specific needs. Overlapping functionalities can lead to wasted resources. For instance, I initially subscribed to multiple publishing apps like Adobe Creative, Canva, and Fotor, only to realize they served similar purposes.

Similarly, within the OpenAI realm, tools like ChatGPT, Copilot, Bard (my personal favourite), and Vondy offer overlapping capabilities. Carefully evaluate your needs before investing in multiple tools with similar functionalities.

When cost is not a factor, Zoominfo emerges as my top recommendation for sales data and automation. Its vast repository of information and powerful automation features make it an invaluable asset.

The world of sales automation is brimming with exciting possibilities. While thorough research is essential, don’t forget to enjoy the process. Embracing automation will undoubtedly make your sales journey more enjoyable and successful.

David Odier

CEO @ Launch Mappers

David Odier highlights as such, marketing automation is a big component of our work. His top 4 marketing automation tools he recommends are:

  • active campaign
  • zapier

In summary, industry experts highlight the rising importance of automation tools in marketing and business. Tim Meredith favours Zapier for seamless workflow integration, while Sławomir Krakowski emphasizes AI Copilots and AI Chats as transformative forces. Mo Hussain dispels scepticism around digital tools in sales, emphasising their role in efficiency and meaningful interactions. David Odier recommends his top marketing automation tools. Together, these insights affirm the growing indispensability of automation tools across diverse business domains.

If you are interested in knowing what Are the 3 common SEO mistakes to avoid in a content strategy, click here


Collaborative article: What are 3 common SEO mistakes to avoid in a content strategy?

Presenting our latest collaborative article titled “What Are 3 Common SEO Mistakes To Avoid In A Content Strategy?” In the creation of this piece, we reached out to esteemed experts in the field, inviting them to contribute their invaluable expertise to this critical topic. The experts delivered brilliant insights into the most prevalent SEO mistakes. By immersing yourself in the content of this article, you not only gain a deeper understanding of these common pitfalls but also position yourself advantageously to evolve into an SEO whiz.

Josh Spilker

Head of Marketing / Tettra

3 Common SEO Mistakes:

  1. Going after high-volume keywords too fast. These are what you should go after once your bottom and mid-funnel keywords are taken care of.
  2. Slowing down. There seems to be a big push for a while and then a company won’t publish for several months. This is actually a mistake because you start to lose momentum. You’ll still see some gains but you won’t capitalize on all that’s there.
  3. Forgetting CTAs and product info. It’s okay to include mentions of your product within an article. Always ask “How does my product help?” or “How does my product connect?” when creating SEO content.

Steve OBrien

The SEO Chap

One of the single most important things to remember is to actually start with a strategy! This will forge your content strategy and create a blueprint for your campaigns. Content that people are looking for is always a great place to start, consider research that looks at search volume and questions or keywords. There are lots of free tools available that can support this and give you a better understanding of search volume and intent around topics. Naturally building in the keywords and phrases into your eventual articles will be easier.

Think about the reader first and create content developed around them, SEO will follow. After creating hundreds of content and search engine optimisation strategies as a consultant at The SEO Chap, I realise that skipping this first and vital step is always a fundamental mistake. Diving in and building backwards never works, and is less effective from a results point of view, creating more work along the line.

Shivam Singh

CMO at WiseGuyXL

In SEO, three common mistakes often impact digital strategies: On-Page SEO, Technical errors, and Paid Advertisement missteps.

  • On-page SEO involves optimising individual web pages for search engines.
  • Technical issues relating to backend website aspects.
  • Paid Advertisement errors pertain to shortcomings in paid promotional campaigns.

Addressing these key areas is crucial for a comprehensive and effective SEO strategy.

In summary, our collaborative article, compiles insights from industry experts, highlighting key SEO pitfalls and offering valuable guidance. From Josh Spilker’s advice on keyword timing to Steve O’Brien’s emphasis on strategic planning and Amar Sanghera’s data-driven approach, the article provides a comprehensive overview. Shivam Singh succinctly outlines the three common mistakes. Dive into this content to gain actionable insights and position yourself as a proficient SEO practitioner.

If you are interested in reading our other new collaborative article titled “What is your No.1 automation tool in marketing delivering the best results?” follow the link here to read: