I’ve helped businesses – large and small – to find new business opportunities and to get their messages out to the right people, in the right place, at the right time.
From mailing houses, data service providers, postal operators to professional services, manufacturers, telecoms providers, retailers, health spas, recruiters, estate agents, councils and universities… I’ve supported many organisations with their marketing challenges.
Here’s a few examples:
- Most organisations focus on ‘filling the funnel’ with new opportunities, forgetting to look at existing customers. I worked with a telecoms company to map existing customers against their range of products. We identified opportunities to up-sell/cross-sell additional products and developed a series of email campaigns. Followed up by the in-house telemarketing team, the company successfully generated new business and increased their ‘one-stop support’ for customers.
- When you have customer facing departments and siloed marketing teams who need to work together, sometimes external facilitation is required to guide conversation and insight gathering to ensure that everyone gets an opportunity to share their thoughts and listen to others. I worked with a leading higher education institution to build and lead a programme of internal workshops to aid the marketing planning process.
- Some debate the value of LinkedIn Groups but when you know the audience and what pain points you are looking for, you can find opportunities. I have successfully identified relevant groups, found discussions and identified prospects for HR consultants, event organisers and product manufacturers.
- The need to switch agencies for a FMCG business required steep learning to pick up a busy community on Facebook and Instagram. I supported the transition with an overview of the requirements, new processes for social media management, training and streamlined reporting.
- Over time a business creates a mountain of marketing collateral. A content audit can be a great way to review current assets and identify ways to re-focus your marketing approach. As part of a rebrand project we looked at 5 years of marketing material, how they were being used within the business alongside what information customers and prospects needed. Working with a graphic designer and print production specialist, I re-designed material to work harder, reducing costs at the same time.
- Don’t know what to say on social media? Before you say anything, you need to know which platform/s to use and what objectives you’re hoping to achieve. With some customer research and competitor review, I have helped organisations determine the best strategic fit for social media within their business and to build a social media messaging plan that works.
- Listening to customers is hugely important, so why not ask them to live test your website and record their actions/comments? Following a detailed website review, competitor comparisons and other industry research I can develop a series of tasks for independent user-testing. A great idea for all business; this helps to prioritise important changes to copy and functionality that you might just be too close to spot.
- When you have a product or a service that can be used/accessed by multiple target audiences, the key to having a successful website is signposting. For educational establishments and online retailers I have helped to define target audience characteristics, and worked with a graphic designer to create a website homepage that clearly signposts visitors to the information they need. It’s a win-win – users receive a greater experience and organisation benefit from being able to manage and measure against clearly defined user journeys.
If you have a marketing project that needs a fresh pair or eyes or an extra pair of hands. Get in touch.