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Marketing

Marketing is the work that helps people understand who you are, what you oer and why they should choose you.

Marketing can involve campaign planning, lead generation, content, advertising, landing pages, sales materials, social media, email, PR or wider marketing strategy. But the starting point should never be “let’s do some marketing.” The starting point should be understanding what the business is trying to achieve and what is currently geing in the way.

Sometimes the answer is a campaign. Sometimes it is beer messaging. Sometimes it is a stronger website, clearer sales material, beer targeting, paid ads, email follow-up, or a more consistent presence.

I help work out what is needed, then build the right mix of activity to support the business.

How I approach Marketing
Clarify Position Message Build Launch Measure

Clarify

First, I get clear on the business, the oer, the audience, the problem and the opportunity. What are we trying to change? More awareness? Beer leads? Stronger enquiries? Beer conversion? Clearer sales support?

Position

Next, I look at why someone should choose the business. What makes it credible, useful, dierent or beer suited to the audience? This helps shape the marketing around something real rather than generic claims.

Message

Once the position is clear, I shape what needs to be said. This includes the main message, supporting points, campaign hooks, calls to action and the language needed to make the oer easy to understand.

Build

Then I identify what needs to be created. That might be a landing page, brochure, advert, social campaign, email sequence, sales deck, website copy, case study, content plan or lead capture form.

Launch

The work then needs to reach the right people in the right places. That could be through organic social, paid social, Google Ads, email, PR, sales outreach, events, partnerships or direct customer communication

Measure

Finally, I look at what happened. Did it generate enquiries? Did the right people respond? Did the message work? What needs improving, testing or building next?
What I can help with

Marketing strategy and planning ■ Campaign planning and delivery ■ Lead generation campaigns Paid social advertising support ■ Google Ads and digital campaign guidance ■ Landing pages and enquiry journeys Social media content planning ■ Sales support materials ■ Campaign messaging and oers Customer journey review ■ Email marketing and follow-up content ■ Marketing audits and practical recommendations ■ Support for in-house marketing teams

Creative

Marketing

Branding

Communications