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Marketing Homebrew

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Join us, Mark Masters (@heyidgroup) and Ian Rhodes (@irhodes), as we share opinion and stories to help add a genuine purpose to your marketing.




Show 143 - How To Become The Source

When you become the source within your marketplace, it all comes from finding a content tunnel that is yours to fill. If someone cannot talk with real purpose and have an original slant, then it’s just the same as everyone else. Nothing is different, it gets lost. We are on a constant journey to skill-up and recognise what looks good in the eyes of someone else. If you can become relevant to someone, before they need you, you are in a far greater place to be held in higher regard than the...

Duration: 00:14:47

Show 142 - How To Align What You Say With What You Do

You have to align what you sell with the principals you have. When you misalign what you do, it undermines the association others have with you. The last thing you want is conflict where messages become messy and there is no connection. When it comes to alignment, the ventures that you pursue have to match your mission. When your product and your message do not match up, it causes conflict. It doesn’t become believable. Alignment is critical, as it is something that is with you for a very...

Duration: 00:20:05

Show 141 - Reach & Retention Does Not Matter When You Are The Same

Whilst it is important for your message to reach out, the seal of approval is when people want to stick around. The only way for people to stay with you is for them to see a quality of work that you can keep the momentum with. The only way for people to read/watch/listen is when you say/do something that others don’t. This is something that Kevin Kelly shaped in 2008 and is still true today with his 1,000 True Fans principal. Kelly explains that where we can create (with a defined voice),...

Duration: 00:16:46

Show 140 - The Spark And The Framework

Just because you have a good idea, doesn’t make it a good idea. Everything has to tie back to your objectives and strategy. When you dilute something you lose the essence of what it is in the first place. Adding too much water to something that originally had a lot of flavour, eventually becomes water. There has to be a framework from that initial spark of an idea. The side project promises nervous anticipation of the unknown, which is why they can be such a powerful part of your overall...

Duration: 00:18:13

Show 139 - When Content Marketing Just Won't Work

In order to deliver value so others come on board with you for the journey, you have to be disciplined. To some this is never going to work. Once upon a time everyone watched the same TV shows (24.35 million people watched an Only Fools and Horses episode in 1996), we all watched the same ads and we received our news from a handful of sources. We now live in a time where anyone can create content, for free and distribute globally. The companies who are seeing results are those with a...

Duration: 00:18:29

Show 138 - Lets Find The One Word You Stand For

You need to find that one word for what you stand for that doesn’t describe your product but the value you provide. Let's explain. Content is now showing uniformity. Within the space of marketing, that I hold my hand up, you can categorise topics into: Marketing is different today You need to be noticed Marketing is a lot difficult than it was You need to be human Don’t be average Use Instagram and Snapchat …I think you get it. This is all the stuff that flows through the door that has...

Duration: 00:20:00

Show 137: Why You Have To Be In A Constant State Of Change

To stay relevant people must embrace change. Changing direction has to be a path taken in order to stay true to what you believe in. According to the Oxford dictionary, the definition of evolve is, ‘developing gradually.’ Developing gradually comes down to having a purpose to what you do and a focus on whom you do it for. Darwin stated that organisms alter over time as a direct result of changes in physical and behavioural circumstances. This allows organisms to adapt far better within its...

Duration: 00:30:27

Show 136: How to be the roadsign not the billboard

It’s better to be the one who says ‘GO’! This week, it’s analogy time, why it’s better to be a roadsign than the billboard. Lets keep it simple and bring it into context of your business. One is consistent - the other is always chopping and changing So….is there a particular theme your business can deliver on? One is random - the other is all about timing So….you need to deliver the right the right content at the right time to a targeted audience. One is to trust - one is to draw attention...

Duration: 00:28:03

Show 135: How to make things less complicated

Many are trying a lot of things and throwing a lot of stuff at the wall. It’s time to slow down. Things don’t need to be complicated, lets strip things back to recognise that we exist to connect products and services to people who want and benefit from them. There are too many outlets available to spend time marketing on all of them. Marketing effectively makes and creates a market for your products and services. In order to do this, you build an audience who are interested. Once they are...

Duration: 00:31:36

Show 134: How to create a new routine to communicate regularly with your audience

When you create ongoing processes, it is far better than just turning up once in a while. When you create routines, they can be very powerful. It is what has helped us to get stuck into 134 shows. Over time, the right routines can be key contributors to your business success. You can’t just ask people to subscribe, if you don’t have any proof for people to delve in deeper and read articles, watch videos or listen to audio, that cements your role within the marketplace. Look at it this way,...

Duration: 00:33:27

Show 133: How to not be overly reliant on social media as the spoon to feed you

If it’s working brilliant, but sometimes it is too easy when you just throw money at something. Facebook recently reached a milestone, a quarter of the plant are on this channel. The earth contains 7 billion people, 1.94 are on Facebook each month. It is getting a bit scary. Many social places encouraged us to build and reach people for nothing, that fun ride has now well and truly stopped. However, many people and businesses still back the same horse, expecting to see a return. However,...

Duration: 00:32:19

Show 132: How to make people spend more time with you

Before you think that you need to spend more on the brand or the website, an overall objective is to get people to spend more time with you. Let's strip everything back and recognise that you need to understand how you fit into someone else’s time and day and more importantly, in a language they understand. When people spend more time with you (both offline as well as online), what matters most is how relevant you are. This is not just using media to tempt someone in and then go to town on...

Duration: 00:31:03

Show 131 - How To Make Someone Pick You Over Someone Else

Let's look at what you need to do to convince others that you are the trusted choice. How can you be chosen ahead of someone else? In the business of being picked at school time football, how do you stand more of a chance than someone else? Creating value plays a huge role here. Your audience is where everything positive comes from. It’s not from Google or Facebook. These are just ways for an audience to find you. Instead of trying to serve Google or an algorithm, serve those who can...

Duration: 00:31:46

Show 130: How Can You Build Your Business On The Back Of An Email List ?

You need a consistent mindset to grow your business; email provides a solid foundation. To have the ability to communicate a message through a space you have 100% control of should be seen as a privilege and not something to take advantage of. Everything you do has to be centred on creating something that people really want to open, not form a queue with the rest of the noise that someone else gets. When you get it bang on, email creates a more personal relationship with someone else that...

Duration: 00:32:16

Show 129: How To Get Far More People Clicking ‘Subscribe’, ‘Download’, ‘Register’…The World

Companies need to work on an audience-building framework that is centred of subscriber growth. Whether it is a one off download, a sales promotion tool, or to click that elusive ‘subscribe’ button, you need a strategy in place for why you want people to interact in the first place. It doesn’t just stop there, to delve deeper you have tools such as www.hotjar.com to record sessions and testing platforms such as www.google.com/analytics/optimize/ You have to create ways for people to come on...

Duration: 00:33:54

Show 128: How to keep your barrel of content ideas full to the brim

Lets look at how you can keep a rhythm that doesn’t tail off and start becoming a chore. As this is our 128th show, we guess we come from a place of knowledge and share with you why we haven’t sat here twiddling our thumbs, or relentlessly going over old ground. The ways to keep on creating, centres on understanding the problems for your marketplace and be seen as a place authority. If you accept that learning is a continuous process and you realise that not everything you distribute has...

Duration: 00:32:04

Show 127: Becoming Specialists, Taking Ownership and Asking Is Video Where It’s At?

Welcome to the weekly Marketing Homebrew taproom. BIG WORLD: People don’t want generalists or the jack-of-all-trades, they want specialists. L’Oreal recently echoed this. http://www.thedrum.com/news/2017/03/08/lor-al-building-marketing-team-specialist-marketers-rather-jack-all-trades Take using Google as an example. People go to Google when searching for something specific or they have a specific problem. When people search for you or your company, what do you want them to search for? OUR...

Duration: 00:31:51

Show 126: Challenges today, consistency and one book we'd recommend

Welcome to your weekly keg of Marketing Homebrew. Let's look at what’s happening in the big world and from your space. BIG WORLD A recent report looks at the biggest challenges marketers face today. OC&C Strategy Consultants and Experian interviewed more than 100 global CMOs and marketing executives. http://www.occstrategy.com/~/media/files/insight-documents/28131up-close--personal.ashx Three key areas from this report are: strategic priorities; data and mobile. However, the challenge is...

Duration: 00:30:11

Show 125: Action in-house, marketing motivation and how do I getting started with email?

Welcome to your weekly round up from what’s happening in the big wide world, to what’s happening in yours. BIG WORLD: Taking It In House https://www.marketingweek.com/2017/03/21/advertisers-marketing-services-house/ We touched upon this last week, but here is a research published this week from ISBA, on-site agency specialist OLIVER and market researcher Future Thinking. It highlights the increasing move for brands to take action in-house. The one-size-fits-all campaigns made for everyone...

Duration: 00:31:58

Show 124: Marketing outsourcing, business alignment and asking can passion build a business?

Welcome to the weekly Marketing Homebrew taproom. BIG WORLD A lot is being said and shared about the vulnerability of agencies. Including this gem from @Amelia_Torode Calling out agency BS, telling some #advertising truths as I see them. I think half London agencies will be gone in 3 yrs #firestarters pic.twitter.com/fkscBxMZUk — Amelia Torode (@Amelia_Torode) March 15, 2017 It’s safe to say that we have all changed. Brands are expecting an omnichannel experience and agencies are reliant...

Duration: 00:34:29

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