Ep11: Why blogging is crucial for your Startup with Caroline McCullough

How can a startup founder create a blog that can compete against a large company with deep pockets?

What are the misconceptions about blogging?

You’ll find the answer to these and other questions in the first episode in the second season of my podcast.

This season I’ve changed the format and now I’m interviewing marketing professionals with the express objective of extracting advice and tips for founders.

In the first episode, I chat with Caroline McCullough from Writally 

If you’re a founder blogger or just thinking about starting a blog, then jump onto SpotifyStitcherGoogle Play or Apple iTunes

Podcast Technical Instructions

Firstly, thank you so much for agreeing to be a guest on my podcast, I know time is our most valuable asset so I truly do value your generosity.

What follows are some simple guidelines that’ll help you give the listeners the best experience.

The Technical stuff

Please find a relatively quiet, non‑echoey room where you won’t be disturbed.
Try to avoid too much moving, playing with pens, tapping on the keyboard and so on. All those noises get picked up by the microphone and can be distracting to the listener.
I use zencastr.com to record which automatically uploads everything to a cloud server.
You’ll be sent a link prior to the Podcast via email; it’s straightforward to sign in. It will need a laptop using Chrome.
Microphone ‑ normally your laptop microphone is fine from a quality point of view. But if you want true podcast quality, then a microphone is your best friend. If you’re planning on doing more podcast interviews then I’d highly recommend the investment.
These are my two favourite microphones:


Headphones ‑ make sure you have a pair WITHOUT a microphone in them otherwise if there is a headphone mic AND a laptop mic, that can produce feedback. Zencastr will ask you which ones you want to use when you sign in, so make sure you pick the right options.
When the session has finished DO NOT close your browser until the software says you can. Should only take 30 second maximum.
And that’s it.
If you’re unsure of anything, I’m happy to book in a test session prior to recording. https://calendly.com/gerard-fractal/pre-show/

If the connection drop for any reason you can just go back to the same zencastr.com url and we can keep on going, I can stitch it back together later. If the dropout of very quick, then your voice will record locally and everything will be fine.

At the end of the show your locally saved file will upload to the server, so when we finish recording we’ll just chat for a few minutes and thr files will upload. The browser will show/tell you when the upload is done.

Podcast Content Instructions

The purpose is to hear your opinions, advice, ideas that a Startup founder could implement in their business.
Remember that Startup founders are typically time and cash poor. Founders are however highly motivated and savvy. During the interview I’ll ask lots of questions of you, I’ll try to ask from a Startup founder’s perspective. So while I might know the answer, assume you’re talking to a generalist.
We can always edit the podcast, if you get really stuck or say something you regret (it does not happen) then we can always edit it out.
If you need we can always start a question again.
Some swear words are fine, passion tends to bring them up, but let keep it appropriate for a late night talk show 😉
It is always good to remember that voices tend to go a bit ‘flat’ when recorded so try and be an animated as you can, forcing yourself to smile while you speak might feel strange, but your voice will sound engaged and interesting.
While we have 60 minutes booked in we’ll try to keep the show to 30 minutes, that gives us time to set-up and run a little over.
You can find older episodes here https://www.stitcher.com/podcast/gerard-doyle/fractal-marketing-podcast
It is always a good idea to get a general feel for the show before you jump on. However, please note the first ten episodes are a different format to the show now.

Some example/common questions, I won’t ask all of these and I’ll ask you different questions, but this will give you a good feel:

1) What do you see as the biggest difference between founders and big business who are both doing (your marketing speciality) ?

2) What is a common misconception about (your marketing speciality) do you find people often have?

3) What particular area of (your marketing speciality) is ‘hot’ right now?

4) Can you share any lessons from bigger brands that a Startup founder could apply?

5) If a Startup founder is looking to hire someone to help them in (your marketing speciality) what questions should they ask to make sure they are getting a good provider?

6) What are some specific roadblocks to watch out for?

7) Which hurdles did you personally face and how did you overcome them?

8) How do you see your (your marketing speciality) changing over the next one to two years, and is there a way a founder can get ahead of the curve?

9) How much does it cost to do (your marketing speciality) and how long are the returns?

10) How do you measure results in (your marketing speciality) ?

11) What support and/or resources are available??

12) You meet a startup founder at your local cafe and they want to try (your marketing speciality), what one tip would you give her?

13) Can you tell us your favourite ad or campaign at the moment? why do you love it?

14) Tell me something that’s true that almost nobody agrees with you on

Who Is Our Audience?

Typically a Startup founder audience, typically in Australia but the UK/US side is growing.
These are founders of Startups https://www.linkedin.com/pulse/do-we-need-better-definition-startup-gerard-doyle/
I do however have many business owners who listen, looking for tips.

Remember that the Startups of today are the big clients of tomorrow and that Startup founders are social beasts, so you’ll personal brand will grow.

Pay it forward

The goal of the podcast is to educate the listeners and position you as the expert. It is essential that you approach the show with a ‘pay it forward’ attitude. You should try to give the ‘best’ and most ‘actionable’ general advice you can. People respond well to the generosity of knowledge and will see you as the expert.
I like to think of it as being like a celebrity chef,  ‘Jamie Oliver’. Jamie can give me a list of ingredients, a method, the final result, and entire 30minute TV episode showing me how to cook a meal, but in the end, if I want the best version of the dish then I go to his restaurant.

Episode Promotion

Can you please email me the following so I can get the show notes and promotion ready.
1) A headshot I can use for the promotion
2) Job title and company
3) Linkedin profile URL
4) Twitter handle (if you have one)
5) A 3-4 line bio OR are you happy for me to lift from Linkedin?

When the show is live I’ll post the show on Social media and send you some info so you can share it too.

Remember podcasts are about deep and engaging content, so you’ll have people who listen to the entire 30 minutes, that’s a lot of personal brand ‘buy-in’

Looking forward to chatting with you about marketing !!!


If you’re not sure about any of the above please feel free to book in a quick pre-show session at a time that suits you so we can chat here https://calendly.com/gerard-fractal/pre-show/

Startup Pitch Deck Special – Podcast Episode #10

In this episode, I discuss pitch decks for startups looking to raise funds.

A few quotes from this episode:

  • Everyone is a pitch deck expert, some of the advice will even be good
  • You can get some real confidence when you see how basic YouTube pitch deck was
  • Pitch decks are designed to be “pitched” not emailed
  • A great pitch deck has very few words on it
  • A pitch deck is not a business plan
  • If you don’t win an investor’s heart you’ll probably never convince their head
  • You want to start your pitch deck with a story
  • When you pitch you need to create both ‘fear’ & ‘greed’ within your potential investors
  • Create a vision for the future with your pitch deck
  • Make sure you add the ‘secret sauce’ to your pitch deck
  • Please don’t ask investors to sign an NDA before you present your pitch deck

pitching your startup


Here are the pitch decks I talk about during this episode.

Ep9: SEO for Startups Part 2

Choosing the correct SEO keywords, asking for those links and the importance of deep links with a focus on accounting sites. Plus I discuss dogfooding.



  • As an SEO you can tell when a page is built for SEO gain – 3:05
  • It’s Google’s job to work out if your page is offering value or is just there to collect traffic  – 4:50
  • If you’re ranking #1 but not seeing any traffic, it is possible that people are not searching for your target keywords – 4:55
  • Use Adwords to make sure the keywords you’re targeting for SEO actually have demand – 6:40
  • Creating lots of keywords targeted pages without much SEO authority will not win you much traffic – 8:00
  • Hotlinked images can be an easy way to pick-up some easy links – 8:20
  • Embedded videos will increase your visitor dwell time and therefore give an SEO boost – 10:00
  • Make sure you optimise your images to reduce your homepage loading speed for an SEO boost – 11:25
  • SEO is like an F1 car, onsite SEO is like your aerodynamics and your links are your engine – 12:50
  • Once an article on a 3rd party website has had it’s ‘day in the sun’ the long-term value to your business is the link – 14:45
  • To me, it is counter-intuitive for journalists to reference a website without providing a link – 16:10
  • You don’t lose SEO power by linking out, if you don’t link then it is like not voting – 16:49
  • To not add a link to an externally referenced website is just bad internet Etiquette – 18:15
  • Getting social signals to your website pages send Google good ranking vibes – 19:30
  • The title of your page is more often than not what appears in Google results in blue – 22:20
  • Matching your page title to a user search not only increases your ranking but also the click-through rate – 24:20
  • Dogfooding is using your product just like your customers would  – 27:12

Ep8: SEO for Startups Part 1

In this episode, I look at the SEO options for three founders’ websites. I cover, links, domains, duplicate content, linked building, keyword selection and website engagement.


The first website I reviewed the SEO for is Quaintrelle Consulting which I look at for Nicole Jensen

The second site is Fair and Square which is done for Anissa Farrell

and finally, I check out myPresences for Paul Gordan


A few quotes from the show.

  • If you pick a generic word for your brand, you’re not going to be able to rank #1 in Google straight away
  • You have to own your own brand in the SERPs
  • If you’re targeting a specific country and have a .com domain, then tell Google via Search Console
  • if you ever want to hide a body, the best place is the second page of Google results
  • 301 redirects are as permanent as a marriage
  • If SEO was a car, on-page would be the aerodynamics and links would be the engine
  • Use Google Adwords to work out your search demand for SEO
  • Wix isn’t actually a bad thing for SEO, they get most stuff right
  • Once you’re in the game, backlinks are going to make a difference
  • The number of backlinks is a good indicator of SEO power, the number of domains is better
  • You need to start thinking about links as being like money
  • Google prefers https to http

QUT bluebox podcast – featuring Gerard Doyle

A real honor to be invited on to Episode 2 of the QUT podcast Podcast.

At the start of the episode, Tim and Yotam talk about the QUT Bluebox Robotics Accelerator for 2018 Applications are open now and you can find out more and apply at www.qutbluebox.com.au/robotics

Tim and I discuss ‘growth hacking’,

You can listen to the episode here

A few quotes:

  • ‘Growth Hacking’ is often a buzzword that annoys marketers
  • Growth Hacking is really about making short sharp measurable marketing tests for your business
  • For startup marketing: Tie your product in closely with your marketing
  • I like to think that a degree still counts these days
  • Growth hack teams often resemble a hackathon team with a Hacker, Hustler and Hippie.
  • People try to re-invent the wheel, without knowing what a wheel is first
  • Growth hacking sits well with startups because a startup does not sit in a room writing a business plan, they get out and test
  • A founder actually wants to know if they are spending money and not getting a return
  • You can’t run an experiment if you don’t measure anything
  • A startup a temporary organisation looking for a repeatable business model



Ep7: Should you outsource your social media?

In this episode, I look how, and if you should outsource your social media. I discuss how to think about your social channels and recommend a great new tool I’ve found to extract the value from your quality content.
For the second question, I look at how to win over a target market that is expensive to engage and also look at how to use content to drive the more protracted sale.
In my end of episode rant, I talk about how the competition can’t just copy your brand authenticity, and how you generally don’t need to be afraid of the copycats out there.


In this episode, I discuss missinglettr.com as a SAAS tool I ‘m testing for re-publish my content, you can grab a free trial here.

Key Quotes:

  • You really can’t have your brand authenticity stolen by a competitor, so don’t sweat it
  • I’m not a fan of outsourcing social media – this is your digital voice
  • Are you really important enough to ask somebody to speak on your behalf
  • Always try to insource your social media before you try to outsource
  • pitching for a search account is about the most boring thing a brand marketer can do
  • have a vision, mission and desired outcome for your social channels
  • Too many companies are just on social media because they feel they have to be there
  • Social Media Idea: Post less, comment more
  • ebooks are great, but if you’re hiding too much content, bring it forward and drip feed it into a campaign

Ep6: Can you do too much split testing?

In this episode, I look at split testing and consider if it is possible to do too much. I also look into the boom that was location-based shopping apps that have since seemingly disappeared.
At the end of the episode, I pay homage to the íce breaking’ founders.

Thanks so much stopping by, your subscription to my podcast really helps me to reach a new and bigger audience.

If you’re an Apple user then you can subscribe to the podcast here Apple iTunes Podcasts

If you’re on Android then you can find us on Stitcher here

If neither of these work then you can just use Sticher through your browser

and remember, if you do have any questions you’d like me to answer on the show please just leave them in the comments here http://fractal.com.au/questions



Ep5: Influencer Marketing and resetting pricing expectations

In this episode, I discuss influencer marketing, where to start, why it works and the different types of influencers.

I also cover ways to measure your influencer marketing results.

I then discuss a potential way an ISP can re-frame their pricing model so that consumers can better understand and value the service. I leave you with a simple, yet power tip that will differentiate you on social media.


During the Episode, I talk about the different stages of a buying funnel and how we’d attach different metrics to each stage.

The image below summarises that discussion

ways to measure influencer marketing

Ep4: How do you decide what to charge clients for a services-based company ?

In this episode, I look at the BANT framework by IBM as a way to think about pricing your service, we discuss focusing on value and not falling into the trap of cost-plus pricing. I run through an adapted version of Peter Laurie’s pricing model strategy, and finally, I talk up the benefits of project-based pricing.
In the second half of the episode I cover the classic ‘adoption of innovation’ curve, Simon Sinek’s ‘why’ and a little time is spent on creating great copy.
I finish the episode talking about the false economy of not accepting Amex cards.

If you’re an Apple user then you can subscribe to the podcast here Apple iTunes Podcasts

If you’re on Android then you can find us on Stitcher here

If neither of these work then you can just use Sticher through your browser

and remember, if you do have any questions you’d like me to answer on the show please just leave them in the comments here http://fractal.com.au/questions