What are high-intent keywords?
High-intent keywords are search phrases used by people who are close to buying, such as “hire fractional CMO” or “LinkedIn coach for consultants”.
Why high-intent keywords are important
They bring in visitors who are actively looking for a solution like yours, which usually means better conversion rates and faster wins.
How I can help with high-intent keywords
I identify the high-intent keywords that match your offers and build landing pages and campaigns to convert that demand.
Where I’ve done it before: I’ve planned and optimised high-intent keyword strategies for legal services, property businesses, consultancies, universities and digital products.
What is hub content?
Hub content is substantial, evergreen content that sits at the centre of a topic – for example a pillar article, glossary, or in-depth guide that other pieces link to.
Why hub content is important
It helps your site rank for important topics, gives visitors a clear entry point into your expertise and creates a structure for your ongoing content.
How I can help with hub content
I plan and create hub content that showcases your expertise, supports SEO and drives people towards enquiries and sales.
Where I’ve done it before: I’ve developed hub-and-spoke content strategies for EdTech platforms, universities, consultancies and professional service firms.
What is human-first marketing?
Human-first marketing focuses on real people, real problems and clear language, instead of jargon, vanity metrics and random tactics.
Why human-first marketing is important
People buy from people they understand and trust. Human-first marketing builds that trust and stops your brand sounding like every other corporate cliché.
How I can help with human-first marketing
I simplify your messaging, cut the fluff and design campaigns that feel like real conversations, not corporate broadcast.
Where I’ve done it before: I’ve helped founders, consultants and SMEs in multiple sectors strip back jargon and communicate in a way that actually lands with customers.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.
What is an ideal customer profile?
An ideal customer profile (ICP) describes the type of organisation that is the best fit for your product or service, based on factors like size, sector, budget and needs.
Why an ideal customer profile is important
A clear ICP stops you chasing the wrong businesses and helps you focus your marketing and sales on the accounts most likely to convert and stay.
How I can help with your ideal customer profile
I work with you to define your ICP, validate it against your existing customers and use it to guide targeting, messaging and campaigns.
Where I’ve done it before: I’ve developed ICPs for digital health consultancies, EdTech providers, professional services firms and SMEs looking to sharpen their focus.
What is inbound marketing?
Inbound marketing attracts prospects to you through valuable content, search, social and email, instead of relying only on cold outreach.
Why inbound marketing is important
It builds trust over time, creates warmer leads and reduces your dependence on outbound and paid channels.
How I can help with inbound marketing
I design inbound strategies that combine content, SEO, email and LinkedIn so the right people find you and choose to start a conversation.
Where I’ve done it before: I’ve led inbound programmes for universities, digital health firms, EdTech platforms and consulting businesses.
What is an integrated marketing campaign?
An integrated marketing campaign is a coordinated set of activities across multiple channels – such as email, social, paid ads and events – all built around one clear message and goal.
Why an integrated marketing campaign is important
Integrated campaigns give your audience a consistent experience wherever they see you and make your budget work harder by reinforcing the same core idea.
How I can help with integrated marketing campaigns
I plan integrated campaigns that connect your channels, clarify your message and link activity directly to commercial outcomes.
Where I’ve done it before: I’ve run integrated campaigns in-house and as a consultant for education, digital health, professional services and SME brands.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.
What is joint venture marketing?
Joint venture marketing is when two or more businesses collaborate on campaigns, content or offers to reach each other’s audiences.
Why joint venture marketing is important
It lets you tap into existing trust and reach new, relevant audiences without having to build everything from scratch.
How I can help with joint venture marketing
I help you identify potential partners, shape joint offers and design campaigns that are mutually beneficial and easy to execute.
Where I’ve done it before: I’ve supported partnerships between universities, consultancies, tech firms and training providers to grow reach and revenue.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.
What are key performance indicators?
Key performance indicators (KPIs) are the agreed numbers that show whether your marketing is moving in the right direction.
Why key performance indicators are important
Good KPIs keep everyone focused, help you spot problems early and make it easier to justify investment or change approach.
How I can help with KPIs
I help you choose sensible marketing KPIs, set targets and build simple reporting so your leadership team can see what’s working.
Where I’ve done it before: I’ve defined and reported on KPIs in senior marketing roles and fractional CMO engagements, including board-level reporting.
What is a keyword strategy?
A keyword strategy is the plan for which search terms you want your site and content to rank for, and how you’ll do it.
Why a keyword strategy is important
Without a strategy you create random content that doesn’t line up with what your ideal customers are actually searching for.
How I can help with your keyword strategy
I research, prioritise and group keywords by intent and relevance, then build a content and optimisation plan around them.
Where I’ve done it before: I’ve developed keyword strategies for professional services, education providers, tech products and local SMEs.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.
What is lead generation?
Lead generation is the process of attracting and capturing contact details from people who might buy from you in future.
Why lead generation is important
Without a steady flow of leads, your sales pipeline dries up and growth stalls, no matter how good your offer is.
How I can help with lead generation
I design lead generation strategies, campaigns and assets that bring in qualified leads your sales team actually want to speak to.
Where I’ve done it before: I’ve improved lead generation for consultancies, training providers, universities, property businesses and B2B service firms.
What is a lead magnet?
A lead magnet is something valuable you give away – such as a guide, template or checklist – in exchange for someone’s contact details.
Why a lead magnet is important
It gives people a low-risk way to engage with you and can significantly increase the number of leads you generate from your traffic.
How I can help with lead magnets
I help you choose the right lead magnets, create them and plug them into your website, email and LinkedIn activity.
Where I’ve done it before: I’ve created lead magnets and resources for education, funding, consultancy and training offers.
What is lead nurturing?
Lead nurturing is how you keep in touch with people between first contact and when they are ready to buy, usually through content, email and LinkedIn.
Why lead nurturing is important
Most buyers are not ready to purchase immediately. Nurturing keeps you front of mind and increases the chance they choose you when the time is right.
How I can help with lead nurturing
I design nurture sequences and content plans that move leads forward without being annoying or spammy.
Where I’ve done it before: I’ve built lead nurture programmes for consultancies, universities, digital health and training providers.
What is a LinkedIn strategy?
A LinkedIn strategy is a clear plan for how you use LinkedIn – content, messaging and outreach – to build your brand and generate opportunities.
Why a LinkedIn strategy is important
Without a strategy, LinkedIn becomes random posting and scrolling. With one, it becomes a consistent source of leads, conversations and authority.
How I can help with your LinkedIn strategy
I help you define your LinkedIn goals, audience, content themes and outreach approach, and I can coach you to execute it consistently.
Where I’ve done it before: Through my LinkedIn coaching and mentoring, I’ve helped founders, consultants and marketers grow their visibility and pipeline on LinkedIn.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.
What is a marketing-qualified lead?
A marketing-qualified lead (MQL) is a lead that has shown enough interest or fit to be passed from marketing to sales.
Why marketing-qualified leads are important
Clear MQL criteria reduce friction between marketing and sales and make sure sales spend their time on the right conversations.
How I can help with marketing-qualified leads
I help you define sensible MQL criteria, set up scoring and build processes so leads are handed over at the right time.
Where I’ve done it before: I’ve improved lead qualification processes in B2B environments including digital health, EdTech and consultancy.
What is a marketing strategy?
A marketing strategy is the overarching plan for who you serve, how you position yourself, which channels you use and how it all ties to revenue.
Why a marketing strategy is important
Without a strategy, your marketing becomes disconnected activity. With one, every tactic has a job and you can say no to distractions.
How I can help with your marketing strategy
I work with you as a fractional CMO or consultant to build a clear, practical strategy that fits your goals, budget and resources.
Where I’ve done it before: I’ve developed marketing strategies for SMEs, scale-ups, universities, digital health consultancies and professional service firms.
What is a messaging hierarchy?
A messaging hierarchy is the structured set of messages – from your main value proposition down to supporting points and proof – that you use across channels.
Why a messaging hierarchy is important
It keeps your story consistent, avoids mixed messages and makes it easier for your team to talk about what you do.
How I can help with your messaging hierarchy
I create messaging hierarchies that capture your core story, key benefits and evidence in a way that’s easy to deploy across your website, decks and campaigns.
Where I’ve done it before: I’ve built messaging frameworks for consultancies, SaaS products, universities, agencies and professional service businesses.
What is multi-channel marketing?
Multi-channel marketing uses several channels – such as email, social, SEO, PPC and events – to reach and nurture your audience.
Why multi-channel marketing is important
Your buyers rarely live in one channel. A multi-channel approach increases your chances of being seen and remembered.
How I can help with multi-channel marketing
I help you choose the right mix of channels, allocate budget and connect activity so it all supports one clear plan.
Where I’ve done it before: I’ve led multi-channel plans in-house and as a consultant for education, digital health, property and professional services.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.
What is net promoter score?
Net promoter score (NPS) is a simple measure of how likely your customers are to recommend you to others, based on a 0–10 scale.
Why net promoter score is important
A good NPS is a sign of strong customer satisfaction and future word-of-mouth; a poor one can highlight churn risk and service issues.
How I can help with net promoter score
I help you design NPS surveys, interpret the results and turn feedback into concrete improvements in your offer and communication.
Where I’ve done it before: I’ve used NPS and similar feedback measures in education, consultancy and digital services to guide improvements.
What is niche positioning?
Niche positioning is when you focus your brand and offer on a specific segment, sector or problem instead of trying to appeal to everyone.
Why niche positioning is important
It makes you easier to choose, lets you charge more for deeper expertise and gives your marketing a sharper focus.
How I can help with niche positioning
I help you identify a sensible niche, test it and position your brand so that you become the obvious choice in that space.
Where I’ve done it before: I’ve supported niche positioning for consultants, agencies, digital health specialists, education providers and professional services.
What is a nurture sequence?
A nurture sequence is a planned series of emails or touchpoints that guide new leads from initial interest towards a conversation or purchase.
Why a nurture sequence is important
It stops leads going cold, builds trust over time and makes it easier for people to raise their hand when they are ready.
How I can help with your nurture sequence
I plan and write nurture sequences that educate, reassure and invite the right next step without feeling pushy.
Where I’ve done it before: I’ve created nurture journeys for consultancies, training programmes, university courses and service-based businesses.
Ready to take the first step towards growing your business? Contact us today to schedule a consultation and learn more about how we can help you achieve your goals.