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My Articles

What to do when you want to hire at a higher level than you can afford?

22/6/2022

 
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Bringing someone new into your business isn’t an easy task. And, as a small business owner, you want to make sure that the person you bring into your team not only has the skills you’re looking for, but the experience to help you continue to scale up.

But this creates a hurdle that stops a lot of business owners in their tracks… 

They don't have the budget to hire an expert Head of Marketing or experienced Marketing Manager straight off the bat. 

So, if you find yourself in this position, what are your options? 

Read More

The one thing everyone forgets about marketing...

26/5/2022

 
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I love quick wins, don't you?

When I first started baking with my children when they were toddlers, we made microwave mug cakes. All you have to do is throw all the ingredients in a mug, mix it up with a fork, microwave it for a minute or two and voila! A tasty hot dessert.

And when I'm planning marketing with my clients, we always start with the quick wins. What can you do in less than an hour that will make it easier for people to buy from you? Get those quick wins ticked off straight away.

But not everything in marketing is a quick win. A lot of marketing activities take time, especially if your business is like mine and has a long buyer journey.

Read More

Which marketing personality types do I need in my business?

10/5/2022

 
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Contrary to popular belief, marketing is not one “skillset”. A large, diverse marketing function needs a broad range of different skills. And every small business will need a different combination of these 6 marketing personality types…

🖋 The content lover 
👥 The customer experience master
🔎 The data guru 
📈 The salesperson
🥷 The automation Ninja 
🧩 And the project manager

Most people are a combination of a lot of these personality types, and it's important to note that each of these skills can be learned. But, as a business owner looking to recruit your first marketer, it's vital to consider where people's skills naturally lie to find the person who’s the best fit for the job you’re advertising. 

Read More

WHAT TO DO WHEN YOUR MARKETING PLAN DOESN'T GO TO PLAN

5/4/2022

 
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I don't think I’ve ever had a 90-day marketing plan go exactly as planned.

Even now, after nearly 18 years in marketing, something always crops up and throws a spanner in the works. 

This quarter for example, we pursued an exciting new opportunity which led the business in a new direction. This meant we had to completely revise our 90-day marketing plan in week 6. We identified a new ideal customer and created a new product at around week 8. And then at week 10 Katie was off ill with covid for a week which meant lots of tasks had to be rolled over to the following week.

Despite all of this, this quarter has been our best in a long time!  

It’s always important to be reminded that, just because things haven’t gone to plan, doesn't mean you’ve failed. 

So when things aren’t going to plan, how do you get things back on track again? Well, when spanners pop up, you have 3 options… 

Read More

10 things I’ve learned in my first year as a marketing apprentice

1/3/2022

 
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By Katie Evans

​If I had to sum up this last year in one sentence it would be this…


A steep (but very enjoyable) learning curve!

It sounds like a bit of a cliche to say, but every day since starting out at Ros Conkie’s Marketing Academy, I’ve learned something new. From the big things like how to build a strategy and format a marketing plan to why you should never leave a word in a headline on a line of its own. 

So, here are the 10 most important things I’ve learned in this last year…

Read More

How to get ROI from your Marketing Apprentice (or junior marketer)

16/2/2022

 
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Over the last 12 months, I’ve developed my Apprentice, Katie, into a brilliant Marketer. But it wasn't easy and I made mistakes along the way.

For most small businesses, their first marketing hire is usually a graduate, junior marketer or Apprentice. 

It’s a logical choice for a first marketing hire because much of the work that a small business CEO wants to hand over is marketing admin. For a business under £1m turnover, it doesn’t make financial sense to hire a highly experienced marketing professional when most of the work will involve updating a website, collecting data, writing emails, and creating social media posts. 

But a Marketing Apprentice is unlikely to have any real marketing experience or knowledge - they’re learning, which is why they’re on an Apprenticeship - and it will take time for them to develop the skills to start leading your marketing activities. Here's what I learnt about how to get the most out of a Marketing Apprentice in a small business. 

Read More

MAKING YOUR MARKETING GOALS WORK FOR YOU THIS NEW YEAR

20/1/2022

 
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Do you treat your marketing goals like your New Year's resolutions? 

They mean a lot to you when you first set them - when you’re motivated and eager to get started. But a few weeks down the line, you lose interest and casually push them to the side, never to be thought about again?

Marketing success is all about making sure that your goals and your plan work for you. 

So, here’s my top 3 tips on how to set yourself goals you’re actually going to stick to this New Year (especially if your original ones have already gone out the window)...

Read More

5 last minute Christmas marketing activities that’ll reconnect you with your customers.

14/12/2021

 
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I don’t know about you, but over the last few months I’ve found it harder to stay consistent with my marketing. And I know I’m not alone. 

When we were locked down, a lot of business owners found they had time to write and share great blogs that resonated with their customers. They had time to send regular newsletters and post more often on social media.

But, since restrictions were lifted in the summer, these tasks have slipped down the to-do list and many people have lost the momentum they built up in their marketing. 

So if you’re wondering how best to reignite your marketing this December, here’s 5 things you can do today to reconnect with your customers this Christmas...

Read More

Why Slow Sales Stick

25/11/2021

Comments

 
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I’m often asked, “what can I do to speed up my customers in their buying decision?”

With very considered purchases, it might be 6 months or more between someone first hearing about you and them actually making that first purchase. In a small business, these months can be excruciating as you wait patiently for a call or email telling you they’re ready to take that next step in their buying journey. 

It’s tempting to want to try and speed them up, because you know they’ll get so much value from what you have to offer. However, it’s important your customer is allowed to make their decision in their own time.

Here’s why:

Read More
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WHAT'S THE DIFFERENCE BETWEEN A MARKETING CONSULTANT AND A  MARKETING COACH?

11/11/2021

 
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This is a question that not enough business owners are asking themselves before diving head first into their marketing…

A lot of business owners know they need help and assume they need a consultant. But do they really? Or do they need a coach?

So what’s the difference between the two?

Read More
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  • About
    • Case studies
    • Careers
  • Get Started
    • 2hr Strategy Session
    • The Marketing Machine Programme
    • Support for Scaling Businesses
    • Developing your first marketing hire
    • Pro Bono
  • Resources
    • Blog
    • Free Guide: How to do marketing that actually works
    • Free guide: How to attract amazing customers
    • Free tutorial: End Scattergun Marketing Forever
    • Free marketing advice by email
    • Reusable 90-day planner
    • 90-day marketing planning journal
  • Contact
  • Members login