In this episode of Marketing Unzipped, I take a deep dive into the fascinating world where psychology and marketing collide. I explore how understanding the human brain, ethically using cognitive biases, and crafting compelling emotional stories can truly transform our marketing strategies. From the cutting-edge of neuromarketing to the personalized experiences powered by AI, I focus on how we can build genuine connections with our customers.

In this episode I cover:

• Neuromarketing: I discuss how we can use advanced technology, like fMRI scanning, to understand what customers truly feel, not just what they say.
• Cognitive Biases: I explore how we can ethically use principles like the anchor effect and scarcity to influence decision-making for the better.
• Emotional Storytelling: I emphasize the power of crafting narratives that resonate with audiences through authenticity, relevance, and resolution.
• Social Proof: I look at how social proof has evolved, including the rise of virtual influencers and the importance of community engagement.

I really want to emphasize the importance of ethical marketing in this episode. I believe we should use psychological insights to enhance customer experiences, not manipulate them. I talk about the crucial shift from traditional advertising to emotion-driven narratives, and the power of authenticity in building brand trust. I also dive into how AI is revolutionizing personalization, allowing us to anticipate customer needs and adapt in real-time. Finally, I share how using journey aligned CTA's can have a dramatic effect on conversion rates.

I’d love for you to share this episode with a fellow marketer who you think would find it valuable.

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Welcome to the latest episode of Marketing Unzipped. Today we’re talking all about content marketing!

Everywhere we look, we're bombarded with content. From social media posts to blog articles, podcasts to videos, it's absolutely everywhere. But here's the thing - while everyone's talking about content marketing, very few truly understand its power and potential. Today, we're going to change that.

Today's content marketing ecosystem is vastly different, primarily due to three major shifts:
1.The Digital Revolution: Content is no longer confined to print. We've moved from magazines and newspapers to websites, blogs, social media, podcasts, and video platforms.
2.The Attention Economy: We're not just competing with direct business competitors anymore - we're competing with Netflix, TikTok, and every other source of entertainment and information for our audience's attention.
3.The AI Revolution: Artificial Intelligence has transformed how we create, distribute, and optimise content. From AI writing assistants to predictive analytics, technology is reshaping what's possible in content marketing.

The landscape has shifted dramatically, and we’re seeing three major trends that are completely reshaping how we approach content creation and distribution.

First up, personalisation has moved from being a 'nice-to-have' to an absolute necessity. We're not just talking about adding someone's first name to an email anymore. Modern content marketing employs sophisticated AI algorithms to deliver hyper-targeted content experiences.

The second major shift we're seeing is the rise of multimedia content ecosystems. Gone are the days when you could rely on a single content format. Today's successful content strategies are like a well-conducted orchestra, where different content formats play together harmoniously.

The third trend is the emergence of interactive and immersive content experiences. We're seeing a shift from passive consumption to active participation. Virtual reality product demonstrations, augmented reality try-before-you-buy experiences, and interactive webinars are becoming increasingly common.

There is so much to delve into when it comes to content marketing, so lets dive in…

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On today's episode of Marketing Unzipped we're going to build a content marketing strategy that's designed for the way people actually consume content. We're going to look at a step-by-step framework for building a content strategy that converts, look at why search everywhere optimization is beginning to replace traditional SEO, the evolution of video content and why short doesn't always mean better.

And it wouldn't be an episode without me talking about a little bit of AI and some of those metrics that actually matter. And a little spoiler here, they're probably not the ones you're tracking!

The aim of this episode isn't just to be theory. I want you to walk away with some actionable frameworks and practical steps that you can implement right after you listen.

The businesses that succeed with content marketing aren't necessarily the ones with the biggest budgets or the most resources. They're the ones that understand the fundamentals deeply.

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On today’s episode of Marketing Unzipped we’re diving deep into that mysterious black box of Search Engine Optimisation – more commonly known as SEO. Whether you're a business owner who's been putting off dealing with SEO, or someone who's dabbled but never quite cracked the code, this episode is for you.

SEO has its complexities but at its core, SEO is about making your business more visible to the people who are actively looking for what you offer. And who wouldn't want that?

We start with the basics of SEO which is essentially the practice of optimising your website and online content to rank higher in search engine results. Think of it as making your business more discoverable in the digital high street!
I’ll share with you the mysteries of the two main types of SEO that every business owner should understand:

On-page SEO: This is everything you do on your website itself - from the words you use in your headlines to how you structure your content. It's like arranging products in your shop window to catch people's attention.

Off-page SEO: This involves activities outside your website, like building backlinks - think of these as digital recommendations from other reputable websites.
Search engines have evolved dramatically over the years. They're no longer just matching keywords; they're trying to understand user intent. When someone types "best coffee shop near me" into Google, the search engine isn't just looking for pages with those exact words - it's trying to understand what the person really wants and provide the most helpful results.

I share the three key reasons why SEO matters:

• Increased Visibility and Organic Traffic
• Cost-Effectiveness
• Trust and Credibility

Listen on as I break down the important aspects of SEO and how it will help your business to perform better online!

https://thepursuitagency.com/

In today's episode of Marketing Unzipped we'll find discuss what you can do if your campaigns aren’t connecting the way you expected or you’re struggling to attract the right customers.

The issue might not be your product or service—it could be that you’re focusing on the wrong audience. Many businesses assume they know who their customers are, but when you scratch beneath the surface, the reality often looks very different.

So, how do you build a customer profile that helps you create content, ads, and messaging that actually convert?

That’s exactly what we’ll be covering today.

We’ll explore why understanding your ideal customer is essential to marketing success, how to collect meaningful data instead of relying on guesswork, and how to apply those insights to everything from content creation to ad targeting.

We’ll also look at some well-known brands that missed the mark with their customer targeting—and the lessons we can take from their mistakes.

Many businesses make the mistake of defining their audience too broadly—thinking that by casting a wider net, they’ll attract more people. But the truth is, if you try to market to everyone, you end up connecting with no one.

A well-defined Ideal Customer Profile helps you:

• Create messaging that resonates. When you understand your audience’s challenges, goals, and motivations, you can speak their language instead of pushing generic sales messages.
• Improve engagement and conversion rates. Customers respond when they feel like a brand truly understands them.

Spend your budget wisely. The more targeted your approach, the less money you waste on people who were never likely to buy in the first place.

We'll get into the process of actually building a profile that helps you attract the right audience and increase conversions.

A strong Ideal Customer Profile isn’t just a list of demographics—it’s a detailed snapshot of who your best customers are, what drives them, and how they make decisions.

There are three key steps to getting this right:

1. Gathering the right data – so you’re basing your profile on facts, not assumptions.
2. Defining the characteristics that actually matter – separating useful insights from noise.
3. Creating a profile that your marketing and sales teams can actually use – instead of just filling out a template for the sake of it.

Together we'll break those steps down and more to create your Ideal Customer Profile.

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Welcome back to Marketing Unzipped!

In today's episode I'm talking about how useful AI can be in your business if you use it to support you with your automation. When used correctly AI can free up some of your time and help your business to run more efficiently.

AI has many functions that can be brilliant including the ability to have a 24/7 chat bot function on your website meaning that your customers can be helped even when you're not available.

It's important to be transparent with your customers so that they know that you're using AI and how their data is used by your company. There also needs to be a function that allows them to opt out of their data being used.

Listen on as I share my tips on the platforms that you can use and the ways in which AI can become an agent of your business!

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If you don't know how your customers find and interact with your brand, you're leaving money on the table.

Today we're exploring one of the most critical and often misunderstood aspects of marketing and that is understanding your customer's journey.

How do your customers really find you?
If you are not clear on this process, you're not alone. Many businesses focus on individual marketing tactics, running ads, posts on social media or even launching email campaigns but they fail to see the bigger picture and the result ends up in missed opportunities, wasted time, and most definitely customers falling through the cracks.

Today's customers expect way more than ever. They want something personalized. They want seamless experience that guides them effortlessly from interest to purchase and if your marketing doesn't meet those expectations, someone else and their their business will.

In this episode we go back to the basics and start with the path your customers take as they interact with your brand. But here's the twist, it's not a simple straight line. Forget the idea of a traditional funnel where customers move neatly through from awareness to purchase. Today's customer journey is more like a spider's web.

I'll teach you the five stages that guide your customer's decisions and how to map your customer path so that you build the relationship with you.

Understanding your customer's journey is the foundation of building better relationships, improving conversions and delivering exceptional experiences. So let's recap. The customer journey, it matters so much. Every step your customer takes from discovering your brand to becoming an advocate shapes their perception of your entire business. Without a clear understanding of this journey, you're operating in the dark, the complete dark and missing valuable opportunities to connect and convert.

If you found this episode helpful, make sure to subscribe to Marketing Unzipped and leave a review. I’d also love to hear from you. Drop me a message on LinkedIn or Instagram, or share your thoughts in the comments.

LinkedIn: https://www.linkedin.com/in/robert-curtis-the-pursuit-agency/
LinkedIn Page: https://www.linkedin.com/company/the-pursuit-agency
Instagram: https://www.instagram.com/pursuitagencyuk/
Website: https://thepursuitagency.com/

https://thepursuitagency.com/

https://thepursuitagency.com/

On this episode of Marketing Unzipped I'll be sharing the key metrics that every marketer should track to ensure they're getting the right performance from their material!

If you’re not tracking the right metrics, you might as well be throwing spaghetti at the wall and hoping something sticks. Metrics help you:

- Understand what’s working and double down on it.
- Identify what’s not working so you can stop wasting time and money.
- Prove your ROI—especially important if you’re justifying budgets to clients or stakeholders.

At the end of the day, marketing isn’t about guesswork. It’s about making decisions based on data. And the right metrics are your compass.

In this episode I share the 5 key metrics and what they are. These metrics are Website Traffic Metrics (GA4), Conversion Metrics (GA4), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV) and ROI (Return on Investment).

You'll leave this episode with an actionable plan to start leveraging these metrics for better results. By the end of this episode, you'll be able to

Review your CAC and identify where your costs are too high,
Calculate your CLV and compare it to your CAC, taking action when needed,
Calculate your ROI and see if it's meeting expectations - making changes if needed
Create yourself a Metrics Dashboard to monitor your CAC, CLV and ROI regularly,
Use your metrics to make informed decisions in relation to your goals!

If you found this episode helpful, make sure to subscribe to Marketing Unzipped and leave a review. I’d also love to hear from you. Drop me a message on LinkedIn or Instagram, or share your thoughts in the comments.

LinkedIn: https://www.linkedin.com/in/robert-curtis-the-pursuit-agency/
LinkedIn Page: https://www.linkedin.com/company/the-pursuit-agency
Instagram: https://www.instagram.com/pursuitagencyuk/
Website: https://thepursuitagency.com/

https://thepursuitagency.com/