Marketing isn’t just something you do when you get around to it. Well, at least it shouldn’t be! Marketing is everything and everywhere that your clients or customers see and hear you. It’s your website, your products, your social media channels, your videos and your podcasts. Marketing is happening all the time, not just when you are “doing it”.

That’s according to Chris Melotti, a marketing champion and owner of Melotti Content Media. He says your marketing strategy should align with your business goals (just like your podcast should, too!).

Chris outlines the "Nine P's" of marketing strategy: Product, Price, Promotion, Place, Positioning, People, Process, Physical Evidence, and Planet. He also talks about the 90-day action plan, where businesses regularly review and adjust their marketing tactics based on measurable outcomes.

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Christopher Melotti
https://christophermelotti.com.au/

Melotti Content Media
https://www.melottimedia.com.au/

Chris Ashmore Media
https://chrisashmore.media/

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Don’t underestimate the power of authenticity and the impact of personal branding on building trust and connection with clients.

Personal branding is crucial for information professionals and those who sell intellectual property.

Andrew Ford is a personal brand expert who discusses the importance of personal branding and how it differs from business branding. He explains that there are three brands in any business: personal brand, business brand, and product brands.

Andrew shares with me his insights on creating a personal brand website, leveraging social media, and the importance of quality content over quantity.

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Social Star
https://www.socialstar.com.au/

Andrew’s personal branded website
https://www.andrewford.com.au/

Chris Ashmore Media
https://chrisashmore.media/

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Andrew Griffiths wrote his first book 25 years ago. Since then he’s written another 13, including ‘Someone has to be the most expensive, why not make it you?’

Books have opened the door in a big way for Andrew. It’s helped get himself on television and radio, and writing for magazines and newspapers.

Because he is a published author, producers and editors see he has the authority and credibility to be a guest or writer.

That media exposure has helped catapult his business success: he’s a keynote speaker and he’s worked with some of Australia’s leading brands, including Telstra, the big banks, Officeworks, and so on.

Today, he helps other entrepreneurs and business coaches on writing their own books. In fact, he’s coached around 1000 first-time authors.

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Andrew Griffiths
https://www.andrewgriffiths.com/

The Author Academy
https://www.theauthoracademy.com.au/

Chris Ashmore Media
https://chrisashmore.media/

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How seriously have you considered using public relations to market yourself? Do you use it at all? Did you know TV and radio producers and newspaper and magazine editors are looking for stories all the time? They’re looking for new angles and for talented people to explain and educate their audiences in an engaging way.

It’s not as difficult as you might think. PR specialist Candice Gersun sees PR as an essential component of the marketing mix, working alongside social media, digital marketing, and traditional advertising. She emphasises the importance of newsworthy content and building relationships with the media.

Reconnect PR
https://reconnectpr.com.au/

Chris Ashmore Media
https://chrisashmore.media/

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Japan is the toughest market in the world to recruit in. The fees are an eye-watering 30-35%. That is, a recruiter receives 30-35% of a candidate’s annual salary if they’ve successfully recruited the candidate to another company. That might sound lucrative – and it is! – but the lack of talent and mobility in the Japan market means that a recruiter may not make a placement for months.

Nick Mina is a good mate of mine and former colleague when I was recruiting in Tokyo many years ago. These days, Nick has his own company, Aristos & Mina, specialising in the Asset Management sector. Because he’s his own boss, he calls the shots. He’s been in the market long enough now that he’s built himself a solid reputation. He focuses on retained search, which gives him exclusivity and where clients pay him up-front; and not contingency, where he would be competing with other firms and may not even get paid at all.

How does he market himself in Japan? Well, personal connections and that ability to pick up the phone and talk to hiring managers are the bread-and-butter of the recruitment business.

Aristos & Mina
https://aristosandmina.com/

Chris Ashmore Media
https://chrisashmore.media/

See omnystudio.com/listener for privacy information.

Almost everyone you know – and most likely your clients – have a profile on LinkedIn. Without doubt, LinkedIn is one of the most important reach tools for B2B, business experts, thought leaders and consultants. Are you getting the most out of the platform?

Karen Tisdell is a LinkedIn expert and she gives me her valuable insights on how to use it effectively. And that means providing real value and build relationships on the platform rather than simply promoting yourself.

She provides practical tips on generating leads, crafting engaging posts, and using voice notes and videos for outreach. Karen also discusses the benefits of Sales Navigator and offers advice on time management for LinkedIn activities.

Karen’s LinkedIn profile
https://www.linkedin.com/in/karentisdell/

Karen’s website
https://karentisdell.com/

Chris Ashmore Media
https://chrisashmore.media/

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If you can’t differentiate yourself from others, you ain’t gonna stand out. So how do you that? Well, it’s NOT by claiming you’re number one in the market. Nup, that just won’t cut it anymore, says Roy Osing, former president of Telus, a Canadian telco he took to $1 billion in sales. Instead, he says, you have to be the ONLY one in your market that does what you do.

Also, you need to focus on cravings-based marketing rather than needs-based marketing and to target specific customer groups. Plus, Roy highlights the importance of customer retention and creating barriers to customer exit.

He suggests that marketing should be a strategic resource and focus on delivering value and building customer loyalty. He offers the idea of a revolutionary marketing plan that differentiates yourself from competitors.

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Roy Osing, author of ‘BE DiFFERENT or be dead: The Audacious ‘Unheard-of Ways’ I took a Startup to A BILLION DOLLARS IN SALES’

Roy’s website:
https://www.bedifferentorbedead.com/

Email Roy:
Roy.osing@gmail.com

Chris Ashmore Media
https://chrisashmore.media/

See omnystudio.com/listener for privacy information.

The way you look in photos says so much about you… whether you like it or not! People make a perception about you in a fraction of a second, so how present yourself on your website, social media and brochures, goes a long way towards building likeability and trust.

I asked Fi to be my first guest on Master Your Market. She is not only an awesome photographer – she handled my portfolio of photos – she’s also a terrific personal brand consultant.

Fi tells me about the importance of authenticity and connection in personal branding. And she highlights the role of photos, videos, and podcasts in showcasing one's personality. She also provides insights into preparing for a photo shoot, including choosing outfits, locations, and props that align with one's brand.

Fi Mims Photography
https://fimimsphotography.com.au/

Chris Ashmore Media
https://chrisashmore.media/

See omnystudio.com/listener for privacy information.