Think "real world marketing" not "text book marketing". You'll hear all sorts of terms being bandied around in response to that 'what is marketing?' question. Terms like: Marketing strategy or marketing mix or marketing campaign.
But essentially it's all about differentiating yourself, understanding your potential clients and using engaging communication to put yourself across in a persuasive way using various marketing channels. This is often about me enhancing the things you're already doing or introducing new things like social media activities or writing regular blog posts into an overall marketing plan that you'll actually have time to do.
In terms of marketing strategy, this is what I can specifically do for you:
- I can help you identify the marketing messages that your target audience wants to hear, NOT the ones that you may have thought you needed to say...
- I can devise quirky marketing ideas that will engage with an increasingly cynical world.
- Together we will put together a marketing plan which suits you and your business.
- To help drive traffic to your website and improve your search engine optimisation, I can identify and devise "useful stuff" for your target audience to access (By the way this is called Content Marketing!)
- I can help you rule in...or rule out...social media networks in terms of your marketing strategy - and show you how to integrate social media activities with the rest of your marketing activities.
If that sounds like to sort of help you need please get in touch.
Content Marketing is the name for the helpful resources on your website to which you can point from your social media. After all, if you're posting on social media you shouldn't be selling but helping.
So Content Marketing is the name for the helpful resources on your website which are there to share with your clients and potential clients. These are nearly always educational and sometimes entertaining (hence the word edutainment) and take many forms from a pdf to a podcast, from a white paper to a webcast, from a video to a very handy "How to" piece of advice - often within a Blog (like mine)
Of course, all of this fresh content is also looked upon most favourably by Google in terms of demonstrating your authority; enabling those links from other websites and those links & likes from social media; as well as showing that you're on the case in terms of current thinking. These things combined helps your website to be found more easily in terms of search engine optimisation (SEO).
How can I help? From coming up with a cunning plan in terms of your approach to Content Marketing to actually helping you create the resource(s). One popular service is the regular generation of marketing ideas for blog posts and either writing or editing these where required.
Please get in touch if you're in or around Hampshire and prefer to work with an experienced marketing consultant who is local to you. Of course clients from other areas are most welcome:-)
How do you compete with everyone else's words when you are writing marketing materials - or copywriting?
Well essentially you have to ensure that your corporate communications make real impact by using words that are insightful, relevant, understandable and energised. And by ensuring that your brand tone is distinctive and memorable.
No pressure there then. To be honest that's why many companies use a copywriter...
An experienced copywriter can put across the most complicated proposition in an engaging, enthusiastic and memorable way. That's what I'm great at which is why you'll see what one client described as "Jane's happy writing" all over Hampshire. It appears on:
- product sheets, flyers and brochures
- blog posts
- sales letters and newsletters
- email campaigns
- advertisements and articles
- labels and feedback forms
- content marketing resources
- video scripts
- Meta titles and meta descriptions (the results you see when you search for something on the internet)
You can use my copywriting services to do the editing, improving and refreshing of something you've written or ask me to write something from scratch. Just get in touch to find out more.
If I were to run you through the best practice for writing website content how would your website stack up? Let’s have a look:
- Please cover up your company name in the header, now does your home page content sound distinctive or just like any one of your competitors?
- Read your web text aloud. Does it sound like you’re chatting to the reader or as if you have swallowed a dictionary and are in lecture mode?
- Have you recently considered how you might need to reposition your offer or change your tone in a COVID world?
- Has the website grown organically so that the web visitor has to work hard to get to the heart of what you actually do?
If it’s any consolation a very large number of websites are NOT distinctive or engaging. They may sound irrelevant or out of date and their main marketing messages are either missing entirely or buried deep within the website.
Of course, these are not the only considerations, but essentially what I am talking about is missing a trick (or several tricks) in making your KEY MARKETING HUB actually work for you.
Would you like to see some examples (other than this website?!) Websites for which I have written the web copy include
Consultant Endocrinologist Dr Mark Vanderpump
Private GP Dr Stephanie Goodwin
If you’re looking for an experienced copywriter who can help with your website content challenges please get in touch
"Brilliant! Take a bow Jane, well done! I will raise a glass to you tonight"
Having the marketing of your business on your plate as well as everything else can often feel totally overwhelming.
Recognising this, I started offering a Marketing Mentor Service right at the start of my consultancy service in 2003. It was as a result of this that I began a long association with the University of Winchester.
In 2005 I was initially known as the "Business Mum" supporting new student and staff businesses within a scheme run by the then Knowledge and Transfer Unit. I continued to be a guest lecturer for Enterprise modules from time to time and was then invited to be a mentor within the Inspiring Enterprise Project which ran from 2017 until the end of 2020.
During this project I worked with over 20 businesses who offered an enormous range of services
- from pop up art galleries to nursery schools
- from photography services to virtual PA support
- from cake making to public events (see my case study on this)
- from innovative birthday cards to fitness training
- from tutoring services to HR services
- From domiciliary care to the training and development of community organisers
What all of these business owners had in common was the need to stand out from their competitors; help with identifying their marketing messages and their target markets; and effectively communicating their offer via marketing channels that they often needed to learn about.
To facilitate this I provided expertise, advice, practical answers and an ability to hold firm when putting across that what they wanted in their business was not necessarily what they needed in their business:-)
As the Covid pandemic arrived and business owners struggled to keep or regain clients I have been contacted by other businesses looking for someone who can quickly get their head around an offer and rapidly get their revived and repositioned marketing underway.
If this is a service you are looking for please get in touch. The following testimonials may give you some assurance that clients really do benefit from my support
"I've been fortunate to have the benefit of Jane's wise counsel in all things Marketing over the past few months and not only does she have a demonstrable depth of knowledge and expertise but she's an absolute pleasure to spend time with - nailing that difficult balance of challenging, coaching and practical support! This approach has enabled me to get clarity and a clear path forward on growing my business" Vicky Pawsey - Papillon Psychology
"Inspiring Enterprise put me in touch with Jane as a mentor. She instantly got my business idea and gave me lots of really sensible logical and practical advice to help me get my business started. She also had many great ideas to help with marketing, branding and adding personality to the brand" Gemma Dowland - Countdown Cards
"My business partner and I have been really happy with Jane’s advice. She has shared lots of practical and helpful tips and we learned new things. She took a genuine interest in our business despite it being in an area with which she had little familiarity"
Helen Wallis Dowling - Ansuzaction
‘If I could, I would nominate her to the best mentor award! I have learnt so much in such a short period of time.’
Andrea Unguras - MBSFlow
Jane is the consummate professional and never stops thinking of ways in which she can help her clients. She mentored me as I started Writers' Weekend and had effective ideas to market the new event. When Covid put a dent in our plans for an in-person event, we had an emergency meeting with Jane and she gave us the confidence to switch to a virtual platform, instead, giving us great marketing tips. Always positive. Always supportive. She's a great one to have as part of your team!
Sara Gangai- The Writer's Weekend