Marketing Work

Marketing Work

I appreciate being able to work with businesses across such a wide range of industries and markets. Detailed below are a varied selection of 3 of the businesses I've worked with most extensively, so should be able to give you an overview of some of my previous and current work.

 Any work I would undertake with your business, would of course be treated as unique and specific - I neither recommend nor work with a 'broad brush', instead would work with you to determine goals, and review the best way to achieve them. Click on any of the below brands to see more details about the business and how marketing is helping them.

The BBQ Shop

  • Brand Review
  • Project Management (Website Redesign)
  • Website Wireframing & Content Writing
  • CRM/Email Marketing Inception
  • Paid & Organic Social Media
  • ROI Tracking 
As a sponsor, and having seen the achievements made at The Big Meat Festival, Michael from The BBQ Shop got in contact about their advertising on social media.  Before jumping into spending too much on this, we discussed the benefits of ensuring brand messaging was consistent as this had never been a focus, and did some work researching customer base & talking about company direction. This helped to form ideas around how the brand should look, and what it should stand for.

I briefed a website designer on these branding concepts along with providing structural wireframes - which essentially show what should be on each page with an idea of hierarchy. In order to allow Michael to continue to run the business, I project managed the website redesign. As well as suggesting amends/approving designs as appropriate, this involved ensuring communication between the designer and web developers was all understood & the build accurately represented the designs.

The new site has seen increased conversion alongside significantly increased traffic (a tough combination to achieve)! SEO performance/organic traffic thanks to new content continues to increase  each month compared to previous years.

Paid social activity is now running as ongoing customer prospecting, as well as specific planned campaign activity.

Future projects include the introduction of a CRM to give a 'single customer view' & to launch customer journey & campaign emails.

All work is carried out with a keen focus on deliering Return on Investment and ultimately increasing The BBQ Shop's profit.

The Grey Horse & Ram Jam Records

  • Website UX (User Experience) Improvements
  • Introduction of CRM
  • Video Marketing
  • Extensive Email Marketing & Customer Journeys
  • Paid Social Campaigns
  • Organic Social Media to support campaigns
  • Loyalty Scheme & Gift Voucher Integration
Leigh runs The Grey Horse, a busy town/city centre pub which also offers US style low & slow smoked BBQ food in a dining area which once played host to a Jimi Hendrix gig. The attached venue, Ram Jam Records offers a variety of live music in an intimate setting.

First priorities were to increase the customer base, as well as increasing visit frequency from current customers. A secondary focus was to increase numbers on the email list, after it had been significantly dimished following overzealous and overly cautious advise on GDPR given by a previous marketing agency.

In order to cast out a catch net, I set up prospecting 'brand' style paid ads on social media, giving a tempting overview of the pub/venue respectively (& together), to run to a geographically local audience, targeted with relevent demographic, beavioural & interest data. This targeting is periodically adjusted depending upon performance or added to, for instance, to anyone who has recently moved into the area. The audience who interacts with this ad e.g. watches a video/clicks/scrolls through carousel can then be saved for future paid social campaigns.
To increase visits from current customers, specific campaigns are run across channels - email, paid & organic social. One example is for a monthly burger special - the burger of the month. As they are often very eye catching 'hype' burgers, a visual aspect is essential. I take multiple pictures in order to create a stop motion video of the 'burger build' along with details of ingredients. Stills are used on organic (unpaid) social media posts, including Instragram Stories, whilst gif & video formats are used for eye catching emails and social media adverts respectively. These ads are often targeted at multiple different audiences so effectiveness can be measured and monitored including for example:
- Mailing list subscribers (who will receive the email, then reminders on social media)
- Facebook users who 'like' the brand page (if only posting organically its unlikely for more than 10% to see these)
- 'Prospects' who previously interacted with the brand adverts (thus also increasing customer base, and as a reminder ad).

Currently, I am working with a CRM provider in order to improve the customer journey, tracking and data collection with the aim of a single customer view. The goal is to be able to have this 'single view' for each customer - including the ability to track physical visits via a WIFI partner (whcih also offers a data collection splash page) and spend & order details via integration with till systems. This data is then compared to marketing efforts to measure effectiveness. For instance - whether an email campaign result in increased visit frequency or spend when in the venue. This will also ensure we can introduce further customer engagement and reward schemes such as a Loyalty Club and increased marketing for Gift Vouchers.
Coolship Marketing - Gif BOTM client work for The Grey Horse

Sussex Carpet Brokers

  • Website Redesign & UX Improvements
  • Content Writing / Creation
  • Google Adwords Advertising
  • Google My Business Optimisation
  • Photography
Dene runs Sussex Carpet Brokers in Billingshurst. As a family run business trading for nearly 30 years, Dene wanted to reach a larger audience, including in particular, new young commuters moving into the local area.

Sussex Carpet Brokers did have an online presence with a website and basic AdWords campaigns run by a huge UK traditional business advertising firm. 
Whilst the website was functional, I found much of the language a little confusing, and at times quite technical, the layout was quite convoluted & busy, and the 'action' to take on each page was not clear. i.e. 'Call to Actions' - Clear phone numbers or buttons to enquire by email.

Utilising the colourscheme & general brand ideas already present, I re-organised the flow & main pages of the site to make it simple to use and follow. Anchor links were used to help users navigate & find what they needed and Call to Action buttons added to encourgage customers to enquire. To ensure content was easy to understand for non-flooring experts, I researched products and services to ensure I understood the facts & technical language, and then rewrote so that it is both easy to read and understand, but well optimised for google to help organic rankings for SEO.

When the website work was completed, I resumed all paused AdWords campaigns, as well as completely overhauling the account and keyword assocations. It was clear that the account hadn't been regularly monitored, so many ineffective and expensive campaigns were able to be stopped so that ad budgets could be better spent.

With the shop having been closed during lockdown, Dene has really been able to independently see the effectiveness of the improved website and marketing with many new equiries, and we are looking at running some social media campaigns, as well as a product area of site with details of flooring without the fitting service.

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