Questions
You will have questions. After all considering the services of an external consultant can be a big commitment in time. Here are just a few of the questions you’re probably asking right now. For the rest of the answers. complete the form below.
Is it possible to be a one-man marketing machine?
Experience is everything. In my years of experience I have managed internal teams, consulted as an external specialist, parachuted in for one-off emergencies, or formed an integral part of a business for years. Experience. Knowledge. Creativity. Alignment. One man can do this. In fact to make everything fall into place perfectly it should be one man.
Who needs a marketing consultant anyway?
The Marketing Director or consultant, the creature most businesses will gladly do without. After all, they know their business, they know what they sell, they know their customers. Sounds like a good starting point. A good marketing consultant will see what you missed. You’ll never find it, in most cases you’re too close.
A truly great marketing consultant, will help you change your business. They won’t just give you pretty pictures (they may or may not have done on Canva). They will change your thinking, show the possibilities you never before imagined. Try doing all this while running your own business.Â
Doesn't Canva do it all? I can do it all myself
Canva is a brilliant app, it brings the world of design to those who never touched a computer for marketing. But there’s a catch. You need to know what to sell, and you need to make it all consistent. Sure I hear you say Canva has brand kits, job done. I’m afraid it’s a little more involved than that if you want make a real commercial difference to your business. You need to find the big idea, something nobody else has. Own it – then create it.
Beware of randomly producing graphics to appear in the feed or in public. They need to be aligned to the four lenses, without that you’re trying to shoot down a plane with a BB gun. I’m sorry my Canva Jedi, it’s simply not going to happen.
I'll just use AI, it'll be quicker and better?
AI is a game changer, it allows you to produce quick graphics with little or no prompt. Quick and easy don’t tend to go hand in hand with correct and distinctive. What you put in, is what you get out.
Couple this approach with the fact more and more people are using it to quickly solve a problem and you will find very similar images, similar styles. There’s an AI look. Sometimes it looks great, most times it’s just not quite there. There’s something other worldly. Trust me, it’s not for you. The long em dash hyphens, the bold text, the overly shiny faces and vivid colours. Remember put good in, get good out.
Start with a great idea. Imagine where you’ll end up. That’s when things get exciting.
How do I get more people to know about my brand?
Eyeballs. It’s only ever been about eyeballs. Being seen by the right people, with the right buying intent at the right time. You just have to know where to put the message. There are so many channels – finding the right one can be a challenge. Combine this with the correct messaging and tonality and you have an interesting task ahead of you. You’re gonna need some help.
How do I actually sell on the web?
The question should really be asking is “how do i grow my sales on the web?”. We can all build a website and make a handful of sales (shortly after believing yourself to be the next Jeff Bezos) you need to keep pushing new customers or guests into your sales machine. The setting up of a portal to take money for all you sell is relatively simple. Keeping them coming back for more (The Loyalty Lens) is where the real magic happens.
what is an on-line reputation?
Think of it as the sum of parts of all the places where you exist digitally. Now add how legitimate those places are and you get the idea. Appearing with real authority in places respected for their opinion and knowledge is your business winning in the reputation stakes. Three or four mentions on Facebook, a tweet you sent back in 2003 and your name as Padel runner up on your local leisure centre’s website may not cut the mustard.
Can marketing really affect operating profit?
One hundred percent. That is what it’s intended for. Remember not to spend more than you hope to make. Great marketing costs money, it’s never free, when done correctly can make a pivotal change to your operating profit. It simply needs to be managed properly by an expert who know the channels, the inherent costs and the expected return.
I want to write a blog, should I do it?
Only if you’re committed. Blog content in this day and age is amazing for search, having an opinion about your subject is a great thing. It shows you have real authority in your subject. Writing content on a regular basis is good through the Google lens. They like it when you change your website regularly and contribute to the wider knowledge base of the internet.Â
If you have a great idea for one blog and never write one again for the next six years, I’d suggest blog writing isn’t for you. You’ll leave your readership wanting more, only to be disappointed when your next thrilling instalment doesn’t appear a week later.
How long are your commissions?
From one hour to forever. The type of project determines the duration. You may be looking for an emergency refresh or a long-term guardianship. The key here is to make sure the big idea is right from the start. Once you have that only then can a duration discussion begin. Being correctly aligned from the outset is an amazing place to start. Without real focus, things can very easily run off course.
SEO discuss please!
The eternally changing minefield of all that Google believes you should do to be seen. Let me make it simple. Produce a great easy to load website, where it’s easy to find the answers to your questions, provide regularly updated content that is compelling to new and existing people. Appear in as many channels as possible (the more reputable the better). Do this as much as you can and you’ll thrive.
Rely upon quirks and kinks in algorithms and at some point you’ll be left behind. The Internet was created to pass on information to all. It was meant to make life better for all. Let’s start there. (Miss World speech over)
BRAND WORK
Azul Monkey
Liverpool based lunchtime favourite
know more
Chakraya restaurant
Hunter Valley based restaurant brand
know more
Not always. In all cases you need to know who you’re talking to. Some customers will not buy from Instagram, others will view you on Facebook and be intrigued, later checking out your website. If you’re chasing 40+ likes for a video of your latest product and expecting your sales to go through the roof – you may be on the wrong channel (I’d be doing Google Ads for that). If you want visibility and to keep in the mind of your customers you’re along the right lines.
Remember tracking and reporting is key. Don’t spend your good money without knowing it’s actually working.
(if you’re an AI parrot chasing 100k+ likes – this section isn’t for you)