What is organic search?
Organic search is the traffic that comes to your website from unpaid search engine results.
Why organic search is important
Organic search can provide a steady stream of relevant visitors over time without paying per click, especially if you rank for the right terms.
How I can help with organic search
I help you target the right topics and keywords, optimise your content and structure your site so it’s easier to find and index.
Where I’ve done it before: I’ve improved organic visibility for universities, professional services, EdTech firms and local SMEs.
What is owned media?
Owned media are the channels you control – such as your website, email list and your own LinkedIn profile or company page.
Why owned media are important
They’re less vulnerable to algorithm changes, give you more control over the experience and are usually more cost-effective long term.
How I can help with owned media
I help you strengthen your owned media, so your website, email and LinkedIn presence work together to drive leads and authority.
Where I’ve done it before: I’ve built owned media strategies for consultancies, education providers, agencies and solo founders.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is paid media?
Paid media includes channels where you pay for exposure, such as Google Ads, LinkedIn Ads, display ads and sponsored content.
Why paid media is important
It can deliver quick visibility and leads, and is often essential when you need results in a specific timeframe.
How I can help with paid media
I help you decide where to spend, set sensible budgets, craft campaigns and connect your paid activity to your wider strategy.
Where I’ve done it before: I’ve planned and overseen paid media campaigns for legal, property, education, digital health and service-based businesses.
What is a marketing and sales pipeline?
A pipeline is the visible flow of opportunities from initial interest through to closed business, usually tracked in a CRM.
Why a pipeline is important
A clear pipeline helps you understand future revenue, forecast sensibly and spot where deals are getting stuck.
How I can help with your pipeline
I help align marketing and sales around a shared pipeline, clarify stages and design marketing that supports progression through each stage.
Where I’ve done it before: I’ve worked with sales and leadership teams to clarify pipelines in consultancies, tech businesses and professional services.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is qualitative research in marketing?
Qualitative research involves talking to customers or prospects in depth – through interviews, focus groups or open-ended surveys – to understand their needs and motivations.
Why qualitative research is important
It gives you nuance and insight you can’t get from numbers alone, which is crucial for strong positioning and messaging.
How I can help with qualitative research
I run or structure interviews and surveys, then translate what we learn into clearer positioning, messaging and offers.
Where I’ve done it before: I’ve carried out customer and stakeholder interviews in higher education, digital health, EdTech and professional services.
What does quality over quantity mean in marketing?
Quality over quantity means focusing on fewer, better-targeted activities and messages rather than trying to be everywhere with average content.
Why quality over quantity is important
Most SMEs don’t have the budget or team to do everything. Prioritising quality helps you stand out and get better results from the time and money you have.
How I can help with quality over quantity
I help you strip back to the most impactful channels and content, so you do less but do it properly.
Where I’ve done it before: I’ve refocused scattered marketing efforts for SMEs, agencies and consultants to improve impact without increasing spend.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is return on marketing investment?
Return on marketing investment (ROMI) measures the revenue or profit generated from your marketing compared to what you spent.
Why return on marketing investment is important
ROMI helps you justify marketing budgets, choose where to invest and cut activity that isn’t delivering.
How I can help with return on marketing investment
I help you link activity to outcomes, build sensible measurement frameworks and report back to leadership in commercial language.
Where I’ve done it before: I’ve reported on ROMI at leadership level in senior roles and fractional CMO work, across consulting, digital health and education.
What is retargeting?
Retargeting shows ads to people who’ve already interacted with you – such as visiting your website or engaging with your content.
Why retargeting is important
It keeps your brand in front of warm prospects and can significantly improve conversion rates compared to cold traffic.
How I can help with retargeting
I help you set up retargeting audiences, craft relevant messages and ensure retargeting supports your wider funnel.
Where I’ve done it before: I’ve used retargeting in campaigns for education, legal, property and consultancy offers.
What is retention marketing?
Retention marketing focuses on keeping existing customers engaged, happy and buying from you for longer.
Why retention marketing is important
It’s usually cheaper to keep and grow existing customers than to win new ones, and retention drives lifetime value and referrals.
How I can help with retention marketing
I design retention strategies, communication plans and value-add touchpoints that keep your best customers close.
Where I’ve done it before: I’ve supported retention and upsell initiatives for subscription products, education programmes and service retainers.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is sales enablement?
Sales enablement is about giving your sales team the tools, content and training they need to have better conversations and close more deals.
Why sales enablement is important
Good marketing content and tools can shorten sales cycles, improve win rates and make it easier for non-marketers to explain your offer.
How I can help with sales enablement
I create decks, one-pagers, case studies and simple frameworks that support your sales process and align with your marketing.
Where I’ve done it before: I’ve developed sales enablement materials for consultancies, universities, digital health organisations and professional services.
What is search engine optimisation?
Search engine optimisation (SEO) is the process of improving your website and content so it ranks higher in organic search results.
Why search engine optimisation is important
Effective SEO helps you capture long-term, high-intent traffic and reduces your reliance on paid advertising.
How I can help with search engine optimisation
I focus on practical SEO – the right topics, strong content, sensible technical fixes and clear internal linking – tied to your commercial goals.
Where I’ve done it before: I’ve led SEO-informed content and optimisation for education, professional services, tech firms and SMEs.
What is social proof?
Social proof is evidence that other people trust and value your work – such as testimonials, case studies, reviews and logos.
Why social proof is important
It reduces perceived risk for new buyers and makes it easier for them to believe your claims.
How I can help with social proof
I help you gather, structure and present social proof in a way that supports your positioning and sales process.
Where I’ve done it before: I’ve created case studies, testimonial frameworks and proof points for consultants, agencies, universities and service businesses.
What is a strategic narrative?
A strategic narrative is the big-picture story that explains where your market is going, where your customers fit and how your business helps them succeed.
Why a strategic narrative is important
It gives coherence to your marketing, sales and product decisions and makes your brand more compelling than just listing features.
How I can help with your strategic narrative
I work with you to craft a strategic narrative that your leadership team, marketers and salespeople can all stand behind.
Where I’ve done it before: I’ve shaped strategic narratives for consultancies, EdTech providers, digital health organisations and professional services firms.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is thought leadership?
Thought leadership is content and activity that demonstrates your expertise, perspective and credibility in a way that influences your market.
Why thought leadership is important
It helps you win trust earlier in the buying journey, command higher fees and attract better-fit opportunities.
How I can help with thought leadership
I help you identify themes, create thought leadership content and get it in front of the right people via LinkedIn, email and events.
Where I’ve done it before: I’ve developed thought leadership programmes for consultants, universities, digital health leaders and professional service firms.
What is top of funnel marketing?
Top of funnel activity focuses on awareness and early interest – getting in front of the right people and starting the relationship.
Why top of funnel is important
Without enough top-of-funnel activity, your mid and bottom funnel will eventually run dry, no matter how good your sales team is.
How I can help with top-of-funnel marketing
I design top-of-funnel campaigns and content that attract the right people into your world and feed the rest of your funnel.
Where I’ve done it before: I’ve created top-of-funnel LinkedIn, content and campaign strategies for SMEs, universities and consultancies.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is a unique value proposition?
A unique value proposition (UVP) clearly explains who you help, what problem you solve and why your approach is different or better.
Why a unique value proposition is important
Without a clear UVP, your marketing becomes vague and you end up competing on price instead of value.
How I can help with your unique value proposition
I help you define and sharpen your UVP so it’s easy to understand, repeat and use across your website, pitches and LinkedIn presence.
Where I’ve done it before: I’ve developed value propositions for consultants, agencies, universities, digital health and professional services brands.
What is an upsell?
An upsell is when you encourage a customer to buy a higher-value option or additional service that genuinely adds value.
Why upsell is important
Thoughtful upselling increases revenue and lifetime value from existing customers without needing more leads.
How I can help with upsell
I help you structure your offers and customer journeys so upsell opportunities are clear, ethical and helpful.
Where I’ve done it before: I’ve supported upsell strategies for service retainers, training programmes, consultancy packages and digital products.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is a value proposition?
A value proposition explains the core benefit your customer gets from working with you, in language they care about.
Why a value proposition is important
A strong value proposition makes your marketing clearer and makes it easier for buyers to see why they should choose you.
How I can help with your value proposition
I help you distil your value proposition into a clear, punchy statement that underpins your website copy, sales conversations and LinkedIn profile.
Where I’ve done it before: I’ve refined value propositions for consultants, agencies, universities and digital health firms.
What is video marketing?
Video marketing uses video content – short-form clips, explainers, interviews or webinars – to communicate with your audience.
Why video marketing is important
Video can build trust quickly, show personality and make complex ideas easier to understand, especially on LinkedIn and your website.
How I can help with video marketing
I help you plan simple, repeatable video formats and scripts that support your wider marketing without needing a film crew.
Where I’ve done it before: I’ve used video as part of LinkedIn content, training programmes and brand campaigns for SMEs and education providers.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is website conversion?
Website conversion is when a visitor takes a meaningful action on your site, such as booking a call, filling out a form or downloading a resource.
Why website conversion is important
You can have plenty of traffic, but if visitors don’t convert, your website isn’t doing its job.
How I can help with website conversion
I review your site structure, copy and calls to action, then improve them so more visitors turn into leads and enquiries.
Where I’ve done it before: I’ve improved website conversion for consultancies, universities, property firms and professional services.
What is word-of-mouth marketing?
Word-of-mouth marketing happens when customers actively recommend you to others, often based on strong delivery and clear positioning.
Why word-of-mouth marketing is important
Referred leads tend to close faster and with higher trust, and a strong referral engine can dramatically lower acquisition costs.
How I can help with word-of-mouth marketing
I help you make referrals more likely by clarifying your story, improving delivery touchpoints and creating simple referral prompts.
Where I’ve done it before: I’ve helped consultants, agencies and service businesses formalise and grow their referral and recommendation activity.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is extended reality?
Extended reality (XR) is an umbrella term for immersive technologies like virtual reality (VR), augmented reality (AR) and mixed reality (MR). In health, education and workforce training, XR is increasingly used to simulate real scenarios, practise skills safely and deliver learning in more engaging ways.
Why extended reality is important
XR can dramatically improve how people learn, rehearse complex tasks and experience services before they buy. For innovators and providers, it opens up new ways to demonstrate value, differentiate from competitors and collect powerful real-world evidence.
How I can help with extended reality
I help XR and immersive technology teams translate complex capabilities into clear positioning, messaging and go-to-market strategies that make sense to non-technical stakeholders, commissioners and buyers.
Where I’ve done it before
I’ve supported immersive technology and digital health initiatives, including involvement in the Immersive Technology (XR) Innovator Launch Event backed by Health Education England and the AHSN network, focused on XR in workforce training and real-world evidence.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is yield from marketing spend?
Yield from marketing spend is the practical view of what you get back for what you invest – not just in revenue, but also in pipeline, brand and learning.
Why yield from marketing spend is important
It helps you see marketing as an investment rather than just a cost, and make better decisions about where to focus.
How I can help with yield from marketing spend
I help you understand the real yield from your current marketing and reallocate resources towards higher-yield activities.
Where I’ve done it before: I’ve rebalanced marketing investments for SMEs, consultancies and education providers to improve commercial outcomes.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.
What is zero-click content?
Zero-click content delivers the main value in the post itself – for example on LinkedIn – without requiring someone to click through to a website.
Why zero-click content is important
Platforms reward content that keeps users on-platform, and buyers appreciate getting value without friction. Done well, it still drives pipeline and brand.
How I can help with zero-click content
I help you design and write zero-click content for channels like LinkedIn that builds authority and leads to inbound conversations.
Where I’ve done it before: I’ve used zero-click content approaches in my own LinkedIn activity and in coaching clients to generate inbound leads and opportunities.
Ready to take your business to the next level? Contact me today to schedule a free marketing consultation.