Fractal Marketing - with Gerard Doyle

Is your startup falling into the false positive trap? You're not alone. Many startups see huge engagement from creative campaigns, but if that interest doesn't lead to sales, it's a false positive. In this episode, we dive into how Fractal helps startups avoid this common pitfall. Discover the importance of problem-focused messaging, sales-driven strategies, and creating meaningful connections that turn interest into action. Don't just generate buzz—generate sales! Tune in to learn how to make your marketing efforts truly impactful.

Every startup founder seems to share one fear: that someone will steal their business idea. In this podcast, Gerard will discuss why having your business copied can be a good thing. If someone wants to copy your startup idea, it means it's desirable and validated by the market. Build a strong brand to defend your early-mover advantage and stand out from the competition.

Good products fail all the time – when they're not marketed properly. In this episode, Gerard discusses how a product's success depends on a combination of factors, including effective marketing. You can't kid yourself into thinking a better product is all you need. Instead, understanding your customers, building a strong brand, and using the right marketing techniques to reach them is the best way to establish your product in the market.

There's one thing that so many startups miss when first getting started: being small can be a big advantage. In this podcast, Gerard discusses how acting like a big company can often cause customers to avoid interacting with you, and presenting yourself authentically can be one of the biggest drivers of growth for small businesses.

What sounds more successful: a company that tricks you into wanting their product, or a company that's been steadily providing a useful service since 1972? In this podcast, Gerard discusses how marketing is often misunderstood as a means to trick customers into buying a product or service. However, effective marketing is actually about understanding the needs and desires of the target audience, highlighting the unique benefits of a product or service, and building trust and relationships with customers. Honesty and transparency in marketing are core tenants that will always result in beneficial customer relationships.

Ever tried to cancel your gym membership and just ended up frustrated? Did you then tell everyone you met about how crappy the gym was? In this episode, Gerard explores why making it easy for customers to leave can actually boost your success and help build a high-quality user base. In a world full of grabby gyms and Netflix-style “are you sure you want to cancel” emails, this surprisingly innovative strategy is a breath of fresh air for customers.

What sounds better: marketing that loudly bludgeons you over the head with its message, or something that calmly integrates into everyday life? In this episode, Gerard discusses how the best marketing is subtle and unobtrusive, seamlessly blending into daily life. Native and experiential marketing techniques are less annoying, more enjoyable, and builds trust and credibility with target customers.

Is having the lowest price really the selling point you want? In this podcast, Gerard discusses the ways that startups can focus on creating value for their customers instead of competing on low price, which can lead to perceptions of poor quality, low profits, and a race to the bottom. By creating value through high-quality products, excellent customer service, and unique features or benefits, startups can distinguish themselves from the competition and command better market position.

What do we do when an AI can just write all our content for us? In this podcast, Gerard discusses the importance of personality and authenticity in content creation in a world dominated by AI, and how infusing personality into your writing through tone, voice, humour, anecdotes, and stories can make it relatable, memorable and engaging for the audience. Plus a few personal examples from Gerard's 2022.

Venture capitalists want growth, but why do they so often ignore their investments' marketing strategies? In this episode, Gerard discusses why venture capitalists undervalue marketing for start-ups, highlighting its importance for attracting customers, establishing a brand, driving growth, and ensuring long-term success. He'll cover all the reasons why VCs should pay more attention to the marketing strategy of the companies they invest in.

Are the fundamental principles of marketing still relevant when there's a new platform every week? Find out in the first Fractal Podcast episode of 2023. Start-up business owners, don't get caught up in the hype of new marketing technologies. In our latest podcast episode, Gerard reminds us that the basic principles of marketing, like identifying your audience's needs and desires, will always be relevant and effective. Tune in now to learn how to effectively reach and engage with your audience in the digital age.

In this 5 minute podcast, Gerard talks about how everyone utilises marketing on a surface level from day to day basis without realising that there is much more to marketing than meets the eye. Using the marketing framework AIDA (Awareness, Interest, Desire & Action), Gerard breaks down the common mistake of focusing only on driving awareness to companies/brands rather than what really drives the goals that companies are aiming for.

In this podcast, Gerard talks about the idea people often believe that, 'the perfect product will sell itself'. Using the market introduction of sliced bread as an example, Gerard expands on the importance of market positioning and realigning to ensure that your product, no matter how perfect, is marketed correctly and to the right people.

In this podcast, Gerard from Fractal discusses the importance of understanding and knowing what to prioritise when it comes to marketing in the context of your business goals and time frame. Through the lens of Gerard's years of experience in SEO he emphasises the fact that businesses and founders should be validating if investing time and money early into SEO is the right path for them. He advises the importance of utilising other avenues of marketing to confirm this and to optimise your website's relevance and power before considering an SEO expert.

Gerard from Fractal goes into great detail explaining the Danny Kruger effect and how this effect seeps into the marketing and business world. He outlines the importance for Founders and Business owners to be proactive and vet so-called “experts” through acknowledging their background and experience rather than trusting what is being said at face value.

Often marketers get a bad rap as a result of the belief that they are good at convincing people to do things they don't want to do. However, good marketing is about driving change and making people aware of better alternatives. If done correctly, marketing can help improve people's lives by providing quality efficiency and better outcomes. In this podcast, Gerard delves into the impact of what good marketing can do. As long as marketers can look back and say that they've genuinely helped someone move to a better position, then they are doing their job well as a marketer.

In this episode of the 5-minute podcasts, Gerard from Fractal explains the challenges when facing social media and trying to stand out from the crowd. Through examples and experience working with start-up companies. Gerard describes the importance of audience engagement and listening to customers, rather than being one of the many businesses who are the loudest with little to no interaction.

In this podcast, Gerard from Fractal talks about the importance of properly positioning your company in a way that delivers a concise and direct message towards your customers. He discusses the fluffy style of marketing that has seen recent uptake which in turn has now left customers confused. Leaving them to try to sift through vast amounts of information to piece together what companies actually do. Through clear examples and anecdotal story telling Gerard explains the way to address this problem and encourages that companies be clear with their messaging.

“The best marketing tricks you need to know before you start marketing”. In this short 5-minute podcast. Gerard from Fractal discusses the power of Information Gap Theory and how you can best implement this marketing practice into your own copy writing and marketing. From good examples to bad, Gerard goes into depth dissecting Information Gap Theory providing some blueprints on how you could start writing them today.

Just like all thumbs are fingers but, not all fingers are thumbs. All advertising is marketing but, not all marketing is advertising. In this short 5-minute podcast, Gerard from Fractal dissects the crucial details between properly defining what is advertising and what is marketing. Gerard delves into the importance of marketing and not pigeon holing it as just advertising but, a whole range of business practices stemming from branding, messaging, positioning and many more. Gerard tackles the often-common misconceptions perceived by consumers and business owners in order to showcase the pivotal role that marketing plays for each and every business.

Did video really kill the radio star? In this short 5 minute Podcast, Gerard from Fractal Marketing discusses the many reasons why short podcasts are a perfect way to organically grow your start up business and view it as an extension of your marketing mix. Expanding on the nuances of podcasting, Gerard goes into further detail showcasing the many positives of podcasting. From it's low barrier to entry, affordable equipment and software all you need is a little time and commitment. Which is perfect for startup business founders who have a little bit of extra time on their hands. If you want to learn more about the benefits that podcasting can bring to your business, be sure to tune in.

Video might have killed the radio star, but I'm pretty sure that podcasts are gonna survive. Here's the thing I've got a face for podcasts. Well, it's more that when I look at myself on a video, I get so self-conscious that I know that I can't perform. I'm spending more time thinking about what I look like than what I say. And that's why for me podcasts are the best medium for me to communicate with that. And I find typing and spelling and grammar are a little bit of a hassle, but it's not just for that reason that I think podcasts are gonna survive. And it's part of the reason why I think most people should consider podcasts as part of their marketing mix. Look, the reality is the barrier to entry to podcasting is pretty low, a basic microphone, 60, $70. I'm using Audacity to record this, which is free. And these days, with anchor hosting, you can do that for free as well. So the barriers low; it really just comes down to two things. Do you have the time and commitment to spend on podcasting?

This episode features Daniel Mcgowan, and Louise Flynn, the Growth Marketing Consultants for Fractal Marketing. They discuss Naked Wines trading approach, what it represents, the choice of partnerships, and their means in getting their message to the market to win customers. From making their customers the hero to storytelling and using three revenue streams, Naked […] The post Naked Wines – transforming physical retail into a subscription appeared first on The marketing agency for Startup Founders and Entrepreneurs.

SUMMARY This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal. They analyze space exploration, marketing’s final frontier, with SpaceX and the unconventional path they’re taking in reaching the stars. From appealing to B2B and stakeholders to a seamless brand marketing tied with Elon Musk, SpaceX is using its PR to win […] The post SpaceX – Elon-gated branding appeared first on The marketing agency for Startup Founders and Entrepreneurs.

SUMMARY This episode welcomes back Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal, as they pick apart Pet Circle’s subscription marketing model. The company leverages social media to create social proof to reach their well-defined target audience: people with disposable income, use subscription services and, are time-poor. The brand is focused on making […] The post Pet Circle – Instagram and Subscriptions appeared first on The marketing agency for Startup Founders and Entrepreneurs.

SUMMARY This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal as they provide a marketing review and analysis of SEMrush. They analyze the company’s dependence on Google and the way the brand appeals to their niche: end-users of a certain size that want to take their analyses in-house. They also discuss […] The post SEMrush – Fast Brands and Community appeared first on The marketing agency for Startup Founders and Entrepreneurs.

This episode of Fractal Marketing features Lachlan Kirkwood, Digital Marketing Specialist and Founder of ClickThrough. He discusses Webflow, a champion of the no-code movement, and drills down their marketing strategies from content to paid advertising that fosters a robust online community of success stories. By building a great product supported by informative content, Webflow creates […] The post The flow of WebFlow: how a great product locks-in their users with Lachlan Kirkwood appeared first on The marketing agency for Startup Founders and Entrepreneurs.

This episode of Fractal Marketing features Andrew Miller, Startup Marketing Advisor & Coach at AndrewStartups. He discusses Numa, an AI that answers calls for businesses and the strategies they use to pitch to retail SMB’s. Gerard and Andrew take a closer look at their website and the ways Numa creates trust in their ideal customers. […] The post Numa and the Power of Case Studies with Andrew Miller appeared first on The marketing agency for Startup Founders and Entrepreneurs.

This episode features Louise Flynn, Founder and Marketing Advisor at Rulu Marketing. She talks about Kajabi, an online business platform that replaces multiple tools and offers a full-stack solution to solopreneurs, and how it positions itself to this very specific target market. Louise and Gerard discuss their free trial offer and the curious credit card […] The post Kajabi picking a positioning fight with every B2B SaaS company – Guest Louise Flynn appeared first on The marketing agency for service professionals.

This episode of Fractal Marketing features Jason Wright, New York Times Bestselling Author and Speaker, as he discusses the branding of Smart Passive Income (SPI) by Pat Flynn. Gerard and Jason look at Pat’s success in blogging and podcasting, as well as break down SPI’s branding elements like their website and mission statement. They also […] The post Smart Passive Income: Building trust with transparency – Guest Jason Wright appeared first on The marketing agency for service professionals.

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 […] The post Fall Guys Marketing Launch Review with Daniel McGowan appeared first on The marketing agency for service professionals.

This episode of Fractal Marketing is called “JB HI-Fi, Marketing Darling or Dead End?” with Jason Le, Managing Director at JRNY Digital. Today, Jason and Gerard pick apart the brand’s omnichannel approach to marketing to see which are effective in a shrinking market.  They discuss Click & Collect in an apparent bid to upsell their […] The post JB Hi-Fi – Marketing genius or lucky last man standing? appeared first on The marketing agency for service professionals.

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 […] The post Koala Mattresses: A Brand Strategy Review with Melissa Packham appeared first on The marketing agency for service professionals.

Today, Gerard Doyle features Iain Calvert, eCommerce Consultant at Boom Ecommerce training, to talk about the branding success of Allbirds in carving out its own niche.  They identify Allbird’s key strengths and discuss the brand’s core messaging. They further break down the brand’s strategy to create buy-in, its solid value proposition, and the simple yet effective use of […] The post Allbirds: Marketing Analysis with Iain Calvert appeared first on The marketing agency for service professionals.

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 […] The post Don’t fear your Trumpian brand appeared first on The marketing agency for service professionals.

This episode of Fractal Marketing with Gerard Doyle is called “How to launch a product with a latent need” with Maree Beare, the CEO and Founder of consumer health app Wanngi. Maree explains that Wanngi functions like a digital wallet and that its primary use is to manage difficult-to-access health records. Maree also shares the […] The post How to launch a product with a latent need appeared first on The marketing agency for service professionals.

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 […] The post How to be unique in a booming niche like craft beer appeared first on The marketing agency for service professionals.

This episode of Fractal Marketing with Gerard Doyle is called “Should You Build Distribution Channels or Sell Products Directly?” and today’s guest is Damien Stone, Founder of Water3. Today, Damien shares the journey of his company and how direct sales to a niche market created early success for Water3. He then shares the expansion of […] The post Should You Build Distribution Channels or Sell Products Directly? appeared first on The marketing agency for service professionals.

A quick monologue podcast from me on ‘sunk cost’, A sunk cost is a cost that has already been incurred and cannot be recovered. Sunk costs are contrasted with prospective costs, which are future costs that may be avoided if action is taken.  Business insider ‘lottery ticket video‘ Humans may be hardwired to be loss […] The post The Sunk Cost Fallacy appeared first on The marketing agency for service professionals.

This episode of Fractal Marketing with Gerard Doyle is called “Winning Online Retail with Position & Purpose” and today’s guest is Marty Cornish, Founder of Defence Sporting Apparel (DSA). Marty starts the conversation with an introduction to DSA and his military roots. He then shares the marketing success he has enjoyed with Facebook ads, email […] The post Winning Online Retail with Position & Purpose with Marty Cornish appeared first on The marketing agency for service professionals.

This episode of Fractal Marketing with Gerard Doyle is “Scaling Your Business Using A Remote Team – with Meryl Johnston”. Meryl is the Founder of Bean Ninjas, a bookkeeping and financial reporting firm, and today leads an in-depth discussion on how to achieve success using a remote team that works with members from anywhere in […] The post Scaling Your Business Using A Remote Team – with Meryl Johnston appeared first on The marketing agency for service professionals.

People with excellent memories and memory championship winners are not too different from you and I.  They just use a combination of techniques to enable their minds to memorize things. You might find it hard to remember names, facts, equations, lists, tasks you need to take care of, a new language and so on. But […] The post Dissecting a successful course and book business with Anthony Metivier, the creator of the Magnetic Memory Method appeared first on The marketing agency for service professionals.

As an Entrepreneur who is as lazy as I am smart, I’ve always loved automating and sliming down my to-do list. Out of all the automation apps, Zapier has always been my favourite. What I’m talking about here, is the automation of activities in your business. If you like your ‘Out of Office’ messages pinging […] The post Automating your business with Christopher Drake & Zapier appeared first on The marketing agency for service professionals.

With many new ways to advertise to potential customers, we often forget about the oldest and most trusted form. That is referral marketing. A Nielsen study showed that consumers still thought of ‘word of mouth’ advertising as the most trustworthy. 83% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and […] The post How to grow your business through referrals with Joe Sova appeared first on The marketing agency for service professionals.

If you’re a freelancer, contractor, agency or consultant, you know the pain of billable hours. I’m guessing you’ve also dreamt of productizing or knowledge in some way? If you’ve tried to package up your advice, then you know how hard that can be. In this episode, I’m talking with Hassanatou Barry, who is the Babysitter […] The post The journey from Practitioner to Product with Hassanatou Barry appeared first on The marketing agency for service professionals.

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 […] The post Could you Sponsor an Athlete? with Andrew Stallings appeared first on The marketing agency for service professionals.

New Year’s resolutions make lots of sense. If you could improve one thing every year, the results would be amazing. So here are 13 ideas for new years business resolutions.  I’m not going to be so arrogant as to suggest you should follow any of these; rather, I hope the following 13 New Year’s business […] The post New Year’s Business Resolutions appeared first on The marketing agency for service professionals.

To understand whether or not your influencer marketing campaign is successful, you need to know how to measure that success. With influencer marketing transitioning from a marketing fad to mainstream marketing. There’s an increased need for professional presentation of the media buying opportunities. Influencers can no longer get away with merely presenting their follower count […] The post How to measure influencer marketing with Anthony Richardson from Q-83 appeared first on The marketing agency for service professionals.

There’s no denying it, chatbots are a thing. If you conduct any kind of business online, you’ve looked at or thought about introducing a chatbox. And if you spend yourself any time online, you’ve no doubt encountered one. But the problem with chatbots are, for the most part, they’re implemented poorly. You know, the experience, […] The post ChatBots are so hot right now, but most are poorly created – I talk with Chat-bot expert Sean Melis of BotHello appeared first on The marketing agency for service professionals.

So I have a theory about ‘links in the comments’ – I don’t believe that Linkedin directly reduces the reach because of a link in the post, even though it is apparent that the reach is reduced. My theory is that the reduced reach is the collateral impact of people clicking on the link rather […] The post ‘The Link Is In The First Comment’ – Arrrrhhhh appeared first on The marketing agency for service professionals.

In Nuclear Physics, the minimum amount of physical material needed to create a self-sustaining nuclear chain reaction is known as critical mass. The idea is that in a complex system, moving the honour threshold can suddenly unleash powerful self-sustaining change. In my experience, this is the same thing with Startup companies. Enter a market too […] The post The perfect time to build a business for Freelancers – with James Fuller from Hnry appeared first on The marketing agency for service professionals.