That OMG Moment in Marketing

I wanted to talk about that moment when you run digital marketing campaigns for your company and you start to think things aren’t working. I think we’ve all been there. This is my take on how to get a handle on it, where to go and what to do.


[0:01] [intro music]

Jon Buscall: [0:07] Hello, it’s Jon Buscall here from and Stockholm, Sweden. Thanks very much for coming on to listen to this show. This week, I’m going to be talking about that oh my gosh moment when you’ve been running your business for awhile now, whether your a solo or a small team, and you’ve had your additional marketing in place.

[0:28] You start looking at things and you start thinking, nothing’s working. We’re not getting any leads. Everyone else’s site looks better. Nothing that we’re doing is any good.

[0:40] I’m going to try to give you some encouragement and some tools to cope with that.

[0:45] [music]

Jon: [0:52] For starters, let’s all put our hands on our hearts and step forward and admit, yes, this happens to all of us. If we’re involved in marketing, there will come a day when we go to our computer, our smart phone, et cetera, we start looking at what we’re doing, and suddenly we’ll get gripped by panic.

[1:13] Now, of course, we could run around like headless chickens and make lots of changes and do lots of things, and think that being really active is solving our problem. I actually see this when people start talking to me and showing me what they’ve been doing as a way to try and improve things.

[1:32] Often, they’ll have pulled part of the tower apart, and it’ll all come tumbling down, when really they might have been better stepping back and looking at the whole structure before beginning to play. I hope that the kind of tools, the kind of suggestions that I’m giving you here will enable you to more slowly make changes to give you more an informed position.
[Read more…]

10 Things Every Bootstrapping Marketer Should Do

People often ask me for advice if they’re bootstrapping their marketing and want to go it alone on a minimal budget. On the show I discuss the ten things I consider must-dos.

1. Master WordPress
2. Have a goal
3. Measure – everything
4. Learn Analytics
5) Rind the right tools
6) Create brand personas
7) Think differently
8) Be reflective
9) Relax about SEO
10) Build meaningful relationships

Links Mentioned in the Show:


Jon Buscall:  [0:08] Hello. It’s Jon Buscall here from in Stockholm talking to you from the Dog House Studio. This week on the show, I guess we’re talking about 10 things that every bootstrapper who’s dealing with their marketing themselves or as part of a very, very small team should do.

[Read more…]

Is There a Quick Fix to Marketing Meltdown?

Is your marketing not generating enough leads? Are you not talking to enough prospects? Are visitors to your website bouncing away in an instant? Are you under pressure from your boss, my partner or yourself to increase revenue?

For many marketers the clock is ticking !
[Read more…]

Blogging Best Praxis Discussed

Emma Triplett from Old Town Hypnotherapy put out a request last week which was the prompt for this week’s episode of the podcast.

In the show, I discuss my resistance to talk about “best praxis anything”, instead outlining where I think we need to focus when using blogs as part of an integrated marketing campaign.

First and foremost, our emphasis has to be on selecting the strategies and tactics that will enable us to achieve the goals we set. This in itself will shape the very form of the content we create to market our business. Our target audience will then, in turn, shape the content. For example, if you’re trying to sell innovative, disruptive t-shirt designs to teens and twentysomethings you’re not going to rely heavily on long wordy blog posts but you might explore what you can do with Vine. Creating buyer personas, if you haven’t done so already, will certainly help you identify the kind of blog content that you can create to suit their needs: e.g. a list of essential resources your audience will find valuable. This in turn can be used to funnel visitors into suitable sales pages.
[Read more…]

Communication, Not Marketing, is at the Heart of Social Media

Annette Schwindt from Schwindt-PR is this week’s guest on Online Marketing & Communications.

Annette Schwindt

Annette Schwindt

I’ve known Annette, who is based in Bonn (Germany), for 7 years. We first connected when I translated Norwegian author Pål H. Christiansen’s Drømmer om storhet and she was doing some work for Pål.

We got talking and I suggested Annette investigate what she could do with a blog. She did and she has gone on to establish herself as a leading blogger and thought-leader on social media in Germany. Today she is a highly regarded digital communications consultant and her blog is one of the top ten German speaking social media blogs.

Visit Annette’s English page or check out her blog (in German).

[Read more…]

Be Buyer Centric

In episode 130 of Online Marketing & Communications I take a look at remembering to target potential buyers with different kinds of content marketing. People are at different points in the buying cycle when they come across your website, tweets, Facebook Page, podcast or videos.

Succeeding with content marketing doesn’t come from a moment of inspiration or sublime creativity; for the most part it comes from strategic planning and implementing a process designed to achieve maximum results. And that can mean really crafting content for tiny segments of your target audience.

Cookie-cutter content does not work. Without content created for the different stages of the buying cycle, it’s very unlikely you’ll implement a successful campaign. Identify where your potential buyers are in the purchase cycle. One message alone will not speak to everyone.

[Read more…]

Virtual Malls Should Disrupt Shopping

As regular listeners of Online Marketing & Communications know, I recently started producing a podcast for Mygooi along with Bernie J. Mitchell: Beyond the Business Card. The show is aimed at businesses looking to find out more about working at the nexus of digital, social and tech. It’s not a pure marketing show like my own, but I’m publishing it on here too as I’m sure it will strike a chord of many listeners to my own show.

Episode 7, released today, is an interview with Swedish enterprise architect Stefan Kjellberg.

With a career than spans product management, marketing, e-commerce and customer relations, Stefan brings some provocative suggestions and commentary to the show as he runs his eye over the current state of ecommerce. Amongst other things he talks about the need for virtual shopping malls and questions whether Google got Glass the wrong way round.
[Read more…]

How Should a Business Blog ?



I get it when solo entrepreneur’s blog. They’re generating traffic to their website, attempting to raise their profile and show their skill-set. It’s a proven strategy and there are more examples of this online than I could ever mention.

I also get why new media sites like Mashable and Upworthy took the blog format and turned it into an easily accessible form of bite size entertainment. Small nibbles of information to graze on the go.

But what I don’t get is why there aren’t many B2B businesses doing anything exciting with blogging.

I know I sound like a curmudgeon here and, YES, Of course I know there are examples of pretty good business blogs out there – actual company blogs where a team is actually doing some kind of content creation together; but my overwhelming feeling remains that the majority of business blogs I stumble across utterly bore me !

There. I’ve said it.
[Read more…]

How to Publish a Book on Amazon – An interview with Rob Cubbon


I had the pleasure of meeting Rob Cubbon at UKPOD14 last month.

Rob’s an Amazon bestselling author, online teacher, graphic designer and, even though he says so himself, an “all-round good guy” who wants freedom for you and success for your business.

I invited Rob onto the podcast to talk about the work he’s been doing publishing books on Amazon and how this has become such an integral part of his business.
[Read more…]

Inside the Dog House Podcast Studio

Inside the Dog House Podcast Studio from Jon Buscall on Vimeo.

Here’s a bit of an insight for those of you podcast listeners out there who wonder what my studio looks like. Just a glimpse.

Where do you listen?

I’m always curious to know where you listen to the show!

If you have a moment, do send me a pic and a shout out on Twitter, Facebook or Instagram.

Marketing is a commitment, not a campaign

Aggie picture