Fall Guys Marketing Launch Review with Daniel McGowan

In this episode of Fractal Marketing features Daniel McGowan, Co-Founder at Humble Links, discusses the almost overnight rise to fame of Fall Guys: Ultimate Knockout. Today, Daniel introduces what makes the game so unique and its appeal to gamers. He explains the role of their Twitter in growing the brand and how having a gamer manage it had been central in communicating the language of gamers to gamers. Daniel also explores the advantages of indie game developers and how the stage is set for them to achieve massive success moving forward.

RESOURCES
https://twitter.com/fallguysgame
https://www.youtube.com/watch?v=AyADwdiW7rQ
https://www.youtube.com/watch?v=vXdeNa9d9sg
https://www.linkedin.com/in/daniel-mcgowan/
https://www.hmbl.ink/directory

QUOTES
01:23 “It’s kind of like those original Japanese game shows where they put their contestants through hell, except these ones are like jelly beans with legs.”
04:19 “They just had a really good Twitter account. They really pushed memes everywhere and I think it really captured their audience because their audience, gamers, are just who they are.”
16:13 “Most of the user content has come from people griefing other people. Like there’s a special stage where there’s only one little bridge and people can stand on that bridge and other people try to get on it, they get knocked off.”
21:57 “Any branding, or any marketing for any company, is community. Community with a face. Not so much community but a community with a face. Having someone behind who is driving your community that everybody knows. And independent studios get to do that.” 22:54 “I think indie developers are in a really good position to be able to use that to push forward that thing.”

 

HIGHLIGHTS
01:07 Introducing Fall Guys
04:08 Utilizing “memekating” and TimTheTatman’s accidental influence
11:37 Putting a gamer in charge of the Fall Guys Twitter
20:07 Indie game developers: Growing the community and finding success
26:57 Humble Links: Cultivating influencers and their relationships with brands

Koala Mattresses: A Brand Strategy Review with Melissa Packham

This episode of Fractal Marketing is called “Koala Mattresses: A Brand Strategy Review” with Melissa Packham, Chief Brand Strategist at A Brand Is Not A Logo. Today, Melissa starts off with Koala’s name recall and going international.

They then discuss Koala’s guerilla marketing choices, their disruption of the industry with superior offerings, and their success in challenging titans in the business. Melissa also unpacks Koala’s logo and their choice to be transparent as an ethical and socially-conscious brand.

HIGHLIGHTS

01:38 Analyzing Koala as a brand name 

07:00 Disrupting the industry and challenging the competition 

13:53 Discussing traditional marketing channels and Koala’s logo

21:52 Embracing the future and being a socially-conscious brand

QUOTES

02:35 “It’s obviously a strong hook for them overseas because the association with cuddly koalas and Australia is so strong.”

07:49 “They set out not with the intention to launch a mattress, they set out to disrupt a category by improving customer experience.”

20:19 “The lower case kinds of suggests that it’s more approachable and modern than a very Times New Roman kind of Serif typography choice there. In terms of visual, it’s already saying that it’s a modern brand.”

22:30 “The reason more businesses are stepping up to the plate on doing social good is because, quite frankly, consumers are demanding it and have been demanding it for years. And it is definitely the global majority now.”

27:00 “People trust brands. They trust brands to take action and so that’s why they’ve trusted brands for so long and now they’re actively choosing brands that align with their values. And, in fact, they trust them more than governments.”

Don’t fear your Trumpian brand

In the US, voting is optional, just like our consumer spending is.

And Trump (maybe unwittingly) has discovered that it doesn’t matter how many people hate you, just how many people love you. Because if your ‘love’ something, then you get out and vote for it. or you’ll get out and buy it.

 

In this short podcast episode, I discuss why great brands will always attract some haters, and we need to learn to embrace that.

How to be unique in a booming niche like craft beer

This episode of Fractal Marketing is called “How to be unique in a booming niche like craft beer” and today’s guest is Richard Jeffares, founder of TWØBAYS Brewing Co, is a pioneer of gluten-free, vegan, and lactose-free craft beer in Australia.

Richard starts by laying the context for a gluten-free product, and for TWØBAYS, that is the niche of coeliacs. He then discusses the early successes of the brand and their plans for brand awareness and expansion in 2020, including social media and word of mouth marketing

QUOTES

05:19 “It’s just not the same as sitting there at the bar and you’re drinking the cider while everyone else is drinking beer, for me anyway. You feel different. And unless you love cider and don’t like beer, which I don’t, you want to fit in with everybody else. So that’s really been the crux of it is, just want to be inclusive.”

06:55 “So we then negotiated the exclusive rights to import millet, buckwheat, and rice from these gluten-free malt houses in the US and bring them in by the containerload. So we’ve got, I think it’s 11 or 12 different millet malts, 1 buckwheat and about 6 or 7 different rice malts that we can use to make the beers that we have at the tap or even in package.”

12:11 “So from April to December, we got to about 750 locations around Australia, so anywhere from Port Douglas, Hobart and Perth and probably of those, I’d say 250, probably 200 of them are the big guys and the other 550 are independents. And so we’ve really wanted to make sure we try and do both strategies.”

27:30 “We’re 100% dedicated brewery and no barley comes in, sort of a no gluten allowed setup. So if you then go to a contract brewer, which is what these big guys are doing and say hey, brew me a gluten-free beer, then that contract brewer is going to make sure that throughout their whole manufacturing process, they are doing everything to avoid gluten.”

28:19 “We do offer it to other breweries if they want to but when they realize the price of that malt compared to barley, they’re kind of go, uhh. Then we talk about how they’re going to clean their mill, which you can’t do, so how are you going to mill that barley to brew with it? How are you going to clean your tanks? All those sort of things. And I say, well, why don’t you just buy my beer?”

Background

TWØBAYS Brewing Co was born from the need to avoid gluten and a trip to America which opened the eyes of Founder, Richard Jeffares, to breweries in Portland, Seattle, Denver and Montreal who were crafting high quality, gluten-free beers, so he decided to bring high-quality craft beers to Australia.

HIGHLIGHTS

01:49 Introduction to TWØBAYS

05:41 Creating gluten-free beer in Australia

09:23 Marketing TWØBAYS

16:27 Expansion and markers of success

25:07 Competing with the big names

RESOURCES

https://www.twobays.beer/

https://www.instagram.com/twobaysbeer/

https://www.facebook.com/twobaysbeer

The difficult (but not impossible) task of content marketing for startups

Many startups have this issue, they want to play the long game and create a content marketing strategy that will bring the people in. These startups understand that they won’t see an ROI on it for months and that it’ll eventually help them in many ways. From helping them become authorities in their industries, to helping their SEO and getting themselves higher in the SERPs.

The problem in this is that it could be difficult for a startup to follow the process of content marketing cause they are such a new company. Also, they can’t afford to really pay someone to do it for them. I wanted to go through what startups might have to look at when it comes to putting together a content marketing strategy, and where they may fall over.

Getting Started

When it comes to putting together your strategy, you’ll need to understand two things:

  • Your goals for the content
  • Your mission statement

This automatically can be an issue for startups as they may not have time to put into understanding their goals and what their overall mission statement is. There is somewhat good news though, as your startup is solving a problem, yes?

This is something you can write about, to begin with as it’ll come with some pretty awesome benefits.

Finding your audience

One of the main things that writing about your problem can help your startup is building your its audience. This is a great way to start to see who engages with your content, and this may give you insights into who your first users could be.

If you write about specific problems that your features make easier, engagement metrics can help you decided what should be focused on. This will definitely help startups who are indecisive about the MVP or features for their version one launch.

If you haven’t launch either, this is another way to keep your perspective users engaged with you and your startup. Yes, you will also gain ‘Authority’ as well, but it’s trust that you can solve the problem that your potential users are interested in.

Builds your SEO

A technical benefit that will help you, in the long run, is what your content will do for your website’s optimisation. The continual traffic to your site will tell google that your site as some importance to certain people.

If you optimise your content (particularly articles) around certain keywords and don’t overdo it, you’ll start to rank organically in the SERPs. That’s a really good thing, especially if it’s keywords that your potential users are typing into google.

Set up a system

One of the main things that most founders (and some marketers, so don’t sweat too much) do after they start their content marketing is to let barriers get in the way. Some of these barriers could be the lack of time or just general inspiration to keep writing.

One thing that you should consider is setting up a system that has you continually researching, writing, and analysing your content. This can involve your team, but should definitely involve your audience/users.

Research

When researching, you want to go to your users (if you have any) and ask them questions around some of their problems you are trying to fix. To be fair, this should already be in your product build cycle anyway. If you have a limited/small amount of users, then ask questions to your audience as you grow.

The other way to do this is, of course, on the internet. There are many platforms on the internets that can help you come up with content ideas. Here are some of the ones I’ve used.

Also Asked — a new website that takes your search term and returns the ‘People also asked’ section in Google search.

Answer the Public — this tool brings Google’s autosuggest into a data visualisation setting.

Google Search Console — shows you your presence in Google’s SERPs and lets you dig deeper into what your audience might be searching when they land on your website.

Writing

Writing your content involves taking your research and then putting it together then tailoring it your audience. If it’s not tailored, you won’t get the same engagement and it will just sit there.

Now let’s talk about keywords, I beg you to not be annoying about it. You don’t need to shove a hundred different keywords into one article. You also don’t need to shove the same keyword into every sentence. Not only will it annoy your audience, but you’ll also be punished by the search engines.

You do want to target those keywords you spent a good time identifying but you want to keep the flow of the article natural. If you realise half-way through that you’re either a/ not using the keyword or b/ shoving the keyword in, you should stop.

You can then either continue writing the article that your accidentally writing (can still be a good thing) or start again with more of a focus on how to write with the keyword. Either way, you’re going to get an article that is still tailored to your audience.

Analysing

This is becoming my favourite part of the content, cause it is shown to be one of the most important parts. Without being able to analyse your content (be it blogs, ebooks, etc.) you’re just writing something, putting it out, and walking away.

Analytics gives you the insights you need to pinpoint what is working. Is your blog reaching your audience through google, or is audience mainly on your twitter? You won’t know unless you have something set up that can let you delve deep into the performance of your content.

It is hard though, and there are so many ways to analyse your content. The issue is you distribute your content across the entire internet through multiple channels. It then gets shared around and some times it’s even stolen (seriously?!).

The best piece of advice

Look, I’m pretty bad at taking my own advice but I’ve one hundred per cent been working on it and I’ve seen all the benefits that I’ve told others about. I know, however, that until you do it, you will see how content marketing can benefit your startup.

I would say though, just give it a go. It can fit perfectly into everything else you’re doing to build your startup.

Happy building, crying, and building some more.

Daniel is one of the co-founders of CoWryte, a startup building an end-to-end solution that lets time-poor content marketing professionals create content more efficiently.

Starting with blogs, the platform will let you create, publish, and then analyse your reach and engagement across the web and social media.

You can talk more about startups and content marketing with him on Twitter or LinkedIn

Online Marketing for Financial Advisors

As a financial advisor, your goal is to grow your business, manage the needs of your existing clients, save time and make more money. It’s time to think about optimizing your marketing channels. The financial service industry is slow to adopt online marketing practices. Earlier, a skilled salesperson would meet with prospective clients in person and this would work because advisors were in control of all the information that investors needed to make the selection decisions. But things are now changing. The internet makes this culture obsolete. When it comes to generating leads, traditional marketing efforts like seminars and referrals won’t cut it anymore.

What does online marketing entail?

  • Search engine optimization
  • Simple notification service or short message service
  • Social media
  • Paid ads (PPC) and placements
  • Webinars

Here are a few things to know about online marketing-

Inbound Marketing

The biggest trend that is impacting the way financial advisors market their services is inbound marketing. It uses a combination of social media, free offers, email marketing and blogging (which is considered content creation marketing) to connect with clients who might be interested in the products/ services you offer. The past has largely witnessed advisors relying on outbound marketing strategies to win new clients like seminars, direct mail, and telemarketing. These are rendered ineffective as more and more people are now using the internet to find and select financial professionals.

Your website should be an extension of you

Your homepage has 10 seconds to deliver a compelling message that will cause clients to want to learn more. If you fail to make an immediate impression, your clients will move on. People do not want to have to search for information on your website. A person should be able to know exactly what is it you do by glancing at your webpage. How to achieve this? by designing your website strategically to generate leads and ensure a positive organic user experience.

Video marketing is very effective

Video marketing is rapidly becoming a dominant force on the internet, surpassing the written word. It is a highly effective way of conveying information quickly and creatively. It is after all the next best thing to a meeting with a client in person. Social media platforms like Facebook and Instagram have live video streams that will help you communicate instantly with clients creating a highly engaging user experience.

Blogging gives you a voice

Outbound marketing tactics can lead to rejection rates that exceed 95%. Additionally, they are disruptive because you are contacting people who do not wish to be contacted. Bogging is by far the single best way to generate traffic for your website. It keeps the content on your website fresh and helps remarkably with SEO value. If you produce stellar blog content, you can easily solve financial problems for clients, establish yourself as an expert in the field, increase traffic and produce contact data for your drip system.

Engaging with your audience is crucial for your firm’s digital presence. You have to actively market your business where people spend most of their time if you wish to build brand trust. Also, it helps immensely with referrals. People are more likely to trust other people who have used your services than you. Online marketing, after all, is not a set it and forget strategy and it most definitely is not an overnight phenomenon. While content is definitely important, it’s just a piece of an overall campaign that aims to move a prospect closer to the advisor over time. Generate awareness of your firm and recognize that your prospects will evaluate your services before signing on. The ultimate aim of online marketing is to successfully get clients onboard. From there, it’s a slow but effective process.

Financial Planning Marketing

Financial planning is indispensable if you wish to determine your short term and long term financial goals. It doesn’t matter how committed you are to your business, finances are your top priority; if the money is not there you simply won’t succeed. Similarly, business development is the ultimate priority for any financial advisor and a flourishing business translates into a bigger bottom line. There are always however more referrals to ask for, more accounts to get and more new clients to prospect. Planners looking to increase their marketing efforts must consider implementing the best strategies that will nurture and grow their practice.

If you are a financial planner, you’d want to market yourself in the most cost-effective way possible. Whether you are an established practice or a new firm looking for a comprehensive way to get your name out there, you need stellar marketing solutions. Here’s why-

Interact with your niche market

To help develop a polished, unique and consistent way for potential clients to interact with your firm. You also have the benefit of a highly experienced, fully-staffed marketing department who will guide you and assist you in every way possible and partner with you to implement a marketing strategy aligned with your resources, ability, time, sourced from your strength and aimed directly at your prosperous future.

Save time and money

You may not have the budget for full-time marketing staff- a good one-stop-shop will help you with everything from establishing a strategy for building and promoting your professional website. You can now focus on and proact what you do best while keeping new client development and business growth a priority.

Stand out from the pack

It’s a highly competitive marketplace. If you leverage the right expertise and tools, you can easily gain access to strategic, intelligible marketing plans that include compelling content to differentiate you from your competition and demonstrate the experience you bring to your clients.

How will a comprehensive marketing solution help me?

Branding

If you implement a branding strategy you can easily stand out from the stiff competition and ensure your message is not ripe with jargon. A firm message is the core differentiator for your brand. An effective marketing strategy will focus on offering an initial freebie or help you stay ahead of the curve by explaining prospects what your CFP or CFA designation means to them and how it will help them achieve results. You can additionally develop your brand by highlighting the benefits.

It will help you share your knowledge

You can hold a seminar keeping in mind your target market and share relevant information that will show participants that you have the right answers to all their financial planning challenges. You need to put your knowledge out there in order to establish credibility. A good marketing solution provider understands the significance of a website that is secure, compliant and tailored to your target audience.

Referrals

When it comes to the trust needed to handle financial affairs, nothing beats new business from clients who are referred to you by other satisfied clients. An effective marketing strategy will help you get your products and services across people and network with accountants, lawyers and other non-competing professionals who happen to appeal to the same target market.

Ultimately your services add tremendous value by eliminating uncertainty, stress or obstacles to your clients’ ambitions. They can sleep better at night knowing that their taxes and finances are in good hands. Expand your services by being top of mind for your client. Clients’ financial planning needs are rapidly changing. With rampant mistrust in the financial services industry, clients are now hunting for the objective, effective and trusted insights from their CPAs. As their highly trusted accountant, it’s time for you to step up to the opportunity.

 

 

Financial Advisor Marketing Plan

A written advisor marketing plan can be quite compelling. Sure, every advisor out there has an idea of what they’d like to work upon and to be reminded of these ideas every day can be tiring if not consuming. When you take the time to articulate your strategies, goals, and tactics you are able to see things for yourself more clearly, remain constantly motivated and grounded.

When you put your ideas on paper, you release your mind from the pressure of balancing everything in your head. Additionally, your advisor marketing plan will keep you from activities that do not help you move towards your goals. You do not need distractions.

A comprehensive financial advisor marketing plan should include-

  • Measurable goals and objectives
  • Areas of focus
  • Value (proposition/competitive advantages; what do you offer that is unique and that distinguishes you from your competitors?)
  • Competitive Analysis/SWOT Analysis- what is your competition doing and what are their value proposition/competitive advantages?
  • Budget- how much are you willing to spend on your marketing program?
  • Marketing stance/your ideal client
  • Marketing calendar- schedule your whole year upfront and stick to your dates
  • Projects and action steps (plan or a broad approach for achieving what you wish to accomplish)

Why do you need a plan?

If you have business expansion goals (as most advisors do), you’d be better off with a well-defined marketing plan even if your business is not scrambling for clients today. Marketing will help you gain prospect attention, establish your position in the market, win customers while building demand for your services. You may be indulging in a shotgun marketing approach without a clearly laid out plan, a little of this and a little of that and none of it is directly targeted towards accomplishing your objectives.

To define how you will establish your position in the market

When you make a plan, you will be able to define your ideal client profile, target market and what is it about your firm that makes you better suited to serve them. Once you know these, you can easily create your identity, messaging and marketing stance to reach those ideal prospects and clients.

To outline what you will do to gain prospect attention

You will define strategies that will boost your firm’s exposure to not just existing clients but also ideal prospects. Once you identify your competition and their value proposition, you can easily work on yours and make it unique.

To determine which actions will build demand

Your plan should be able to determine tactics that will lead to conversions and win you, customers. You can do all the positioning to gain prospects but if you fail to specify actions to move prospects along the sales process, your marketing strategy is not working for you and you probably need a new one. The ultimate goal of any kind of marketing is to gather the most purchase-ready customers who are the best fit for your products/services and make it convenient for them to reach and choose you.

To ensure your marketing plan is actually implemented

Marketing should not be an item that gets pushed to the bottom of the list when there are competing priorities and time is short. Make sure your marketing plan includes hard scheduled deliverables. Once the schedule is set for the year, it is your job to stick to it. A consistent marketing plan will take some time to show results.

Financial advisors often tend to believe they are more comfortable on the “left brain” i.e. the numbers side of the business than on the “right-brain” or the more subjective feeling sales and marketing side. However, without an implementable marketing plan, you will feel like you’re spinning in a hamster wheel to figure out how to get more and more clients thereby growing your business. Do you have a marketing plan yet? If not, do you have a scalable resource to help you develop your personalized plan and deliverables? Now is the time to begin. Make this year all about results with an effective marketing plan.

 

Financial Advisor Marketing Strategies

In an increasingly competitive landscape of more than hundreds of thousands of financial advisors, it can be challenging to stand out and differentiate yourself by simply offering comprehensive financial planning and great service. One of the most crucial but difficult tasks is not just perfecting their craft, but figuring out how to get new clients and ultimately grow your business. An advisor needs to learn how to effectively market their services and communicate their value to audiences that they might do business with. Here are a few strategies that will help you.

Know your niche market

You should be able to describe your target audience to anyone with such clarity that they should be able to visualize it. Research and learn more about the demographics as well as psychographics. You cannot be delusional enough to believe you market to everybody. The riches are always in the niches and you need to specialize in knowing your ideal client. There are a host of options to choose from- retirees, divorcees, company executives, dentists or plumbers. The idea that casting a wide net will inherently translate to more business is wrong.

Listen to what your clients have to say

A client-centric approach never fails. Your current and past clients are a group your marketing team should focus on since if you’re not reaching out to them, you can be sure your competitors definitely are. Send out thank you letters or birthday cards that are sincere. These will go a long way in getting your clients to give you referrals. Additionally, address every complaint that you receive from unhappy clients and resolve them promptly. Let your clients know that you value their input and they will be more likely to do business with you again.

 

Know how much money you make per direct outreach

You are blessed with the incredible ability to control your income! Figure out the number of calls it takes for you to make an appointment and then the number of appointments it takes to get a client. If you know how much you make per client you should be able to quickly figure out how much you make per phone call. If you want to make some extra money,  pick up the phone. You ideally need to keep track of- the number of calls you make, the number of completed calls and the number of appointments you set. While implementing these marketing ideas, knowing your numbers can be highly motivating but also discouraging along the way. Don’t let it get to you.

Focus on conversions

Channelize all your energy towards your site’s user experience, traffic is great but ultimately worthless if it’s not converted into paying customers. You should strongly consider hiring a web designer who will make your site easy to navigate, to follow information with ease thus ensuring enhanced user experience. Your clients do not have the time for financial jargon, broken links or an outdated website. Have your contact information on every page and take extra care to maximize your “above the fold” use.

The ideal thing to do is to work with a marketing agency. If you have been looking for one, you’ll quickly learn that no two agencies are the same and none can guarantee results. It’s also a time-consuming process. But for the sheer efficiency and seamless operations, you might want to consider a financial advisor marketing agency for your next campaign.

 

 

 

 

Could you Sponsor an Athlete? with Andrew Stallings

While sponsoring Tiger Woods or Roger Federer is most likely way outside of your budget.

Athlete sponsorship can be more accessible than you’d think.

On this episode, I chat with Andrew Stallings from the Athelo Group, about how he identifies opportunities, what areas are undervalued, and why the talent story is more important than their Instagram followers.

Andrew Stallings, Founder / Head of Partnerships of the Athelo Group, is a 10+ year Sports and Entertainment Professional that has worked in many realms of the industry from Media (SiriusXM Radio) to Sponsorship and Brand Strategy (Octagon / AB InBev).

After working with a wide variety of pro athletes for several years, I discovered a need for niche category athletes in terms of 360 management, creative strategy, and partnership consulting + execution.

With Athelo Group, we pride ourselves on working with athletes in Action Sports, UFC, Motorsports, and other rising properties by offering a vast and extended array of services that are beneficial to both the athletes we represent and brands we consult for.

Follow their journey on Facebook & Instagram. Follow Andrew Stallings on Twitter.