Adapting To Changing User Expectations Online | Mike Ciffone From Ciffone Digital | 20 Minute Marketing #77

05/12/21 • 22 min

Our guest on the show this week is Mike Ciffone, who joins us from Chicago. Mike started his career agency-side before moving to a tech startup and more recently, he founded Ciffone Digital, which specialises in SEO, pay-per-click, content marketing, and web development. The episode focuses on how user expectations are changing online and how businesses can adapt to meet these changing demands.

We start the episode by asking Mike to share his thoughts on how the digital landscape is changing. Mike talks us through the increased demand for unique experiences and why it's important to trial new things before waiting for Google updates. We then talk about site structure and how to optimise the customer journey by using JSON and dynamic content, with a great coral reef analogy from Mike. Our focus then turns to content and how to use audio, video, and text to engage with site users. Finally, we ask Mike some questions on running tests and experiments and he shares some tips for getting started.

Previous Episode

Optimising Your Social Strategy | With Pamela Hopkinson From Social Media Solutions | 20 Minute Marketing #76

We're joined by Pamela Hopkinson from Social Media Solutions on episode 76 of the show. Launched by Pamela in 2021, Social Media Solutions provides social media training, consultancy, and management services. So, it makes sense that the episode focuses on social media strategy optimisation.

During the episode, talk about the current social media landscape and how it has changed over the past twelve months. We cover the big platforms but also discuss sites like Pinterest, Reddit, and Quora, and the value they offer to businesses. Pamela also shares her thoughts on whether businesses should be active on every social channel or specifically focus on a few. She then shares some social strategy tips before we move on to content scheduling. Finally, Pamela shares some of the brands that she's enjoyed watching over the past 12 months.

Next Episode

Shaking Up The Shandy Industry | Ed Stapleton From Shandy Shack | 20 Minute Marketing #78

This week's episode of 20 Minute Marketing is one of the most fun episodes we've ever recorded. We're joined by Ed Stapleton from Shandy Shack. Ed launched Shandy Shack in 2018 with two friends after they realised they could no longer hack a hangover. After trialing new drinks, they discovered that mixing craft beer and high-quality sodas provided a great alternative. So, Shandy Shack was born.

During the episode, Ed shares insights on how Shandy Shack transformed from an initial idea into a national brand that is stocked at Sainsbury's. We talk about marketing strategy and how Ed and his co-founders used local targeting for organic growth. Liam then asks Ed how the rise of the hard seltzer industry, which has popular brands like Whiteclaw and Truly, has impacted Shandy Shack. To close out, Ed shares insights on how Shandy Shack was pitched to Sainsbury's and a recent funding round which will allow the business to grow to the next level.