Author: Julie Kenyon

Founder and owner of Insider Marketing, with over 30 years of experience working with wonderful clients, Julie is a specialist in business support for business owners.

Move with the times

Julie Kenyon

In this ever changing world, it pays to review our messaging, and positioning, to ensure we remain relevant and are indeed meeting the needs of our clients and customers. Even traditional industries and sectors are being challenged to change, to go greener, to be more efficient, more high tech, more tailored to their target markets, and to communicate differently, using a vast choice of channels.

I’ve been working on a number of projects recently that have required focus on exactly where the business is, and what in essence it has to offer. For both start up businesses and those that are well established, we started with a strategy session to examine what it is that the market needs right now, and how my clients are able to meet those needs. This is not just about attracting customers, but taking a step back to think about what the environment, stakeholders and even the world needs and how my clients can answer those demands.

It’s not simply about setting out your stall and hoping people will buy – it’s about showing a thorough understanding of what your customers are experiencing, and how you can help them transition in an ever changing world.

For startup businesses, our strategy sessions involved focusing on how to turn experience and expertise into something people would want to buy. How could we commercialise a set of skills? How could we put this into context, so that potential customers would understand the benefits, and what exactly it was that they could buy? This takes time, discussion and some creative thinking away from the office, to let the ideas flow and a vision for the business to form. It’s a huge step starting out on your own, but it’s fun, exciting and rewarding too.

For established businesses, our strategy sessions focused more on existing websites and marketing collateral, to establish what needed to change, why, and how we could make the most of this opportunity to update the messaging, and ask our customers, and potential customers to look again, learn more and understand the true value of the product and/or service.

Set yourself a simple task

Take a look at your website and other marketing materials – when were they last updated? Are they still relevant? Even your privacy policy and GDPR statement should be updated from time to time, along with security updates on your website to ensure it is protected and running smoothly on both desktop and mobile.

Check for terminology – if Roald Dahl books are being updated, perhaps it’s time to review your own language, tone and intent – be sure you’re pitching correctly to your audience.

Check product descriptions – have you improved or changed products or services, what are their latest USPs, are they better for the environment, cheaper or do they do more than they used to?

Check your team information – remove old staff members, update with new

Check the About Us page and contact details on your website – what additional experience and credentials have you gained in the last year or more? Have you moved or opened a new office?

For an independent audit on all of your marketing collateral, or to get started in your new business please contact me, I’d be happy to help.

Business Owner: Growth Ambitions: Work-Life Balance – it’s a threesome that can work!

Julie Kenyon

If you’re a business owner, you’ll know all about hard work, putting in the hours, and wearing several ‘hats’ at once. You’ll also know that along with the hard work comes rewards and a sense of achievement.

But what if your work-life balance is out of line, and work is consuming too much of your time and headspace? It may also be that you are working some of the time on tasks that are just not your forte.

If you feel you have no choice because recruiting an extra person just isn’t for you – it costs money to employ people after all, and you have to commit to that expenditure every month, along with all of the responsibilities that come with being an employer. Rather than soldier on doing far more than perhaps you’d originally intended, there is another option.

Freelance support at a senior level

It’s possible to enlist the services of a senior business person to work alongside you to help you achieve your ambitions – both for your business, and for your personal life too – freeing up time to allow you to be more than a business owner running a business full time.

Such a person may be hard to find – do you research business consultant? (Sounds expensive). What about a Business Advisor – what does an advisor do other than tell you what to do? Finding someone that can join your business and hit the ground running, someone that doesn’t need managing, but can be trusted to get on with their role, what would you call that person?

A doer perhaps? They are hard to find if you do a search on LinkedIn! Here at Insider Marketing, it’s what we do.

I am passionate about working with clients to help their business achieve its true potential without sacrificing life outside of work. If you need that support, and want to have a chat, please do get in touch.

Take a look at some of our case studies for a flavour of the work we do, and if you’d like to talk to one of my clients to find out more about their experience, just let me know.

I look forward to hearing from you.

Website pain – where does it hurt?

Julie Kenyon

Hands up if you’re happy with your website!

OK, so the majority of us will make excuses for our website (me included) and say it needs work, it’s on my list of things to do, or my clients’ work must come first.

Hold that thought for a second. What if you were to bring ‘website development’ to the top of your list for just an afternoon – what changes could you achieve?

I’ve critiqued a number of websites in my time, and the good news is, there are lots of small adjustments that can be made to help move the game on. Small adjustments can turn into bigger changes over time, and when you start to see the results, the momentum has a habit of gathering speed.

It’s worth noting here that a website is never really finished – it’s best to consider it as work in progress. Google likes lots of lovely fresh content, so think of it as is an ongoing work of art. It’s not your company brochure, far from it. Your website is like a journal, detailing everything that’s going on in your world and most importantly in your customers’ world.

So, start by asking the question: Where does it hurt the most? Is it the cover image, the words, the navigation? Is it the fact that your call to action is almost non-existent? Are there internal links to help keep people interested and on your site for longer? What is the bounce rate? Is it too high? …the list goes on.

An independent view

If you’d like an independent critique of your website, complete with strategy and plan to make things a whole lot better, I’d be happy to help.

From corporate ID, through to web design and build there are lots of ways improvements can be made. I’ll look at the content too, to make sure it’s resonating with your audience.

We’ll start with one key objective – to create a website you’ll be proud of and from thereon in, things will only get better!

Can you podcast? Yes you can!

Julie Kenyon

Podcasts – you may have noticed that they are increasing in popularity. You’ll find there’s a podcast on virtually any subject you have an interest in. They may sound like they are produced by experts, but many are created by ordinary folk like you and me!

In simple terms, a podcast is an audio presentation streamed over the internet. It requires a simple piece of kit to make a good quality recording, and a content plan.

For many though, the technical side is too big a hurdle to conquer, and this could be why others are doing it and not you – am I right?

So, let’s assume for a moment that the technical side is taken care of, so that you can focus on the content. Do you have knowledge, a passion or inside info that you want to share? Could a podcast help you reach an audience that could turn into paying clients?

Start with a plan

Podcasts aren’t just one offs – plan a series of episodes to help you gain a following that grows over time. Create a content plan from the start, so you maintain momentum with quality, relevant content that is put together in the right order.

Think about your target audience – who will your listeners be? What are their interests? Do they have pain points or concerns that your podcast will answer? What do you want them to do when they’ve listened to the podcast?

Question – will you be doing all the talking or will you include interviews, vox pops or guest presenters? Plan the mix of content carefully so that you have a coherent strategy from the start.

Have a structure for each show, with a beginning (intro), middle, and most importantly, a clear ending with signposts to more content and/or a clear call to action.

Branding and Production

Music, branding, sound effects, intros and outros, all pull together to create your recognisable brand and help you to create a relationship with your audience. Don’t be put off, this is where you can get creative and is part of the technical bit, something a great podcast producer can sort for you (ask me, I know one!).

Presenting technique

Remember, when you record you can stop, pause, and re-record, so don’t try to make it perfect first time, and don’t try to record the whole podcast in one go. Pauses and breaks can be edited out later. Speak clearly, purposefully, and stay on topic. Be somewhere quiet, make sure you can’t be disturbed (switch off your mobile!) and have a glass of water nearby.

Remember you can only be heard, not seen, so no sign language. Do smile though and allow yourself to relax, this will translate nicely to those who are listening.

If you’d like to talk further about making your podcast dreams a reality, I’d be happy to have a chat. We can help produce high quality podcasts, including editing and hosting, so that you can focus on the important bit – the content. We’ll advise on marketing too, to grow your following using podcast platforms and social media.

For more information, please get in touch.

You may also like to take a look at a series of podcasts we have produced for our client Halcyon Education, available here.

The No1 staff training tool? Marketing content!

Julie Kenyon

Think about it for a moment – it’s your marketing communications that tell your customers what to expect if they have dealings with your company.

So, shouldn’t your staff be singing from the same hymn sheet?

There’s a lot to be learned from the content writers you employ. They put themselves in the position of your customers, and ask themselves “what is it that will encourage me to buy from your company?”  It’s how they’re able to create copy that resonates with the target audience.

The copy they produce answers all the right questions, it reassures potential buyers, educates them and may even entertain them too along the way.

Above all, it instils an expectation about the exact experience, service or product they can look forward to when they transact with your business.

And here’s where it all goes wrong…

The words themselves are meaningless if they are not backed up by actions. Every copywriter portrays an optimistic view of how a business operates. The spanner in the works is reality!

Which his why it makes perfect business sense to use marketing content as the number 1 tool for staff training – covering company ethos, competitive advantage, customer service, product information, delivery expectations and so on.

It’s time to take an honest look at the quality of your service – and if your people are not mirroring the image created in your marketing, you’re failing your customers.

There’s a lot to be learned from marketing copy. It’s not just about paying lip service to the notion of good customer service; it should accurately encapsulate the real substance of your business. It’s about creating an authentic reflection of who you are and what you deliver on an individual, one to one level.

And consider this, a good independent content writer will deliver valuable insight into how the market works, what your customers expect and how to join up marketing with deliverables. Food for thought indeed.

Bridge that gap!

Julie Kenyon

It’s summer and I’ve had a little more time than usual to browse websites, do some research into the latest trends in content marketing, and go off piste to expand my mind beyond the norm.

I’m conscious that some websites often miss a trick when they have got me interested – they fail to reach out and engage.

When overhauling a website for a client recently, we added lots of calls to action – newsletter sign ups, express an interest form for courses, and clear instructions on how to buy from the site. We added more internal links from blogs to videos, and back again to the website from the YouTube Channel.

Google analytics informed us which pages were the most popular, so we added links to those pages to take visitors deeper into the site, and give them more of what they were interested in. We also used this data to make intelligent decisions about what to promote on social media, to improve click rates and further engagement.

It has made a huge difference. Courses have consistently sold out in good time, we have grown our list of warm contacts, and given customers and prospects a much better website experience.

Review your website and bridge that gap!

Summer is a great time to step back and take a look at your own website, to see where updates and improvements can be made. Browse other sites, especially ones that you like – what is it that attracts you about the site? Can you replicate their ideas for your own?

How easy is it for customers to buy from you, or to let you know that they are interested?

If you’re stuck for ideas, or not sure how to go about updating your content and adding new and enticing calls to action, perhaps we should have a conversation. I’d be happy to spend a little time with you to get you on the right track.

Email me at j.kenyon@insidermarketing.co.uk and we can have a chat.

Follow these instructions…

Julie Kenyon

Christmas has been and gone, and with it lots of instructions – new child’s games, more adventurous recipes than usual to cook up in the kitchen, and technical household gadgets that should be simple to use but aren’t!

Which made me spend more time than usual thinking about who writes these instructions – and how do they test them?

I spent no less than 2 hours constructing a constellation globe – my 9 year old left me to it after about 10 minutes – is it just me? Am I less patient than most? Or are we right to grumble about complicated, hard to follow instructions?

I battled on with the constellation globe in the hope that it would all be worth it in the end, but alas, a perfect result was not to be. Thankfully my daughter forgave my paltry attempt and says it’s the best she’s ever had (and as it’s the only constellation globe so far in her short life, that’s not difficult!)

So, my plea here is for all manufacturers and cookbook writers – please oh please take care with your instructions, and have them tested, tested and tested again so we’re not filled with dread and bewilderment when we read them.

Here’s to a fabulous New Year, which should go with a bang, so long as we follow our firework instructions to the letter!

1st priority for 2019 – Deliver on expectations!

Julie Kenyon

As a writer and marketer, I put myself in the seats of the audience I am writing for. It ensures that I stay focused on customer needs and create a desire for a product or service because it is exactly what they are looking for. By identifying with their pain, and demonstrating that the pain can indeed be taken away, they’re right to feel confident about making a purchase.

Where it goes wrong however, is when the reality doesn’t live up to expectations. That’s why I’m a huge advocate of joined up communication between sales and marketing. If sales people do what the marketing communications promise, then everyone is happy.

And it shouldn’t just be the sales people – every person in a business should be part of the marketing vision, from administration to despatch, from quality control to HR. The most successful businesses are those that understand the importance of good customer service and share in the responsibility for its delivery.

A challenge for you

Take a look at the content on your website and on your other marketing collateral. Does your company do what it claims to do or is there a gap between the words your customers are reading and reality? Be honest with yourself, because if there is disparity, the first ones to notice will be your customers. Yet they may not tell you if they can’t find what they are looking for, or their first conversation with you leads to disappointment, they may simply go elsewhere, and you’ll never know where you are going wrong.

Of course your marketing content has to be right too – is it meeting the needs of your audience and answering the questions they have before they are able to make a purchase? What you think is important may not be important to your buyers, and their top priorities may not, in your eyes, seem that relevant.

Find out what is hurting your customers right now, demonstrate that you understand their issues and are there to help. It’s a simple formula for success that will work – so long as their entire experience of interacting with your company meets their expectations.

Have a happy and successful 2019 – it’s there for the taking!

I wanna tell you a story…

Julie Kenyon

For those of you too young to remember Max Bygraves, this isn’t gratuitous use of slang, more a reference to an old phrase of the past, used by a once famous singer – yet it’s a phrase that has considerable relevance to today.

Because marketing people talk a lot about telling the story of your brand. It helps to promote buy-in, loyalty and understanding of what your company is about.

And I’d like to reference a couple of instances in pop culture where story telling has won the day.

The 1st and 2nd best selling singles in the UK of all time relate to real life events – Candle in the Wind by Elton John and Do they know it’s Christmas by Band Aid, they’re kind of real life stories. The 3rd best selling single is Bohemian Rhapsody, it tells a story of a guy that just killed a man, you might remember it!

And in a poll by Radio 2’s Jeremy Vine to find out the best song lyrics of all time, listeners voted for Werewolves of London by Warren Zevon.

I saw a werewolf with a Chinese menu in his hand
Walkin’ through the streets of Soho in the rain
He was lookin’ for the place called Lee Ho Fooks
Gonna get a big dish of beef chow mein

Do these words conjure up a picture for you, set a scene, even give you a tangible feeling? They take you on a journey, and that’s the point I’m trying to make.

These words are clever, and they work, and songs like these appeal to our human instinct to want to know more.

The people that love these songs are highly likely the same people that you’re trying to sell to. So, now you know what they like, use this as a guide to help you create your next blog or website content, promotion or presentation. Tell a story and you’ll have a captive audience.

The Innocent brand famously tells the story of their start-up. The founders sold their new smoothie fruit drinks at a London music festival, and asked customers whether they should give up their day job and make their smoothies a full time commitment.

Customers voted with their empties – filling the ‘yes’ bin (yes they should give up their day jobs) in vastly more quantities than the ’no’ bin, giving an overwhelming thumbs up to the product.

It’s a twee story, some might say, but it’s worked wonders for their profile.

So what’s your story? Think Richard Branson selling magazines at school, to Alan Sugar selling car aerials and electrical items out of a van with an initial investment of just £50. Do you have a start-up story that explains how to got to where you are today?

And my story? From my first job in an advertising agency I started writing copy. I didn’t even have a computer then so I’m not sure quite how I did it. Then I got a computer, and several models later, I’m still writing and still helping clients to articulate the features and benefits of their product or service, with some business wisdom and advice thrown in for good measure!

Stories take people on an emotional journey. They help consumers engage with your brand. If you’d like a chat about how we can create a story around your brand, I’d be pleased to help.

Don’t talk to me about solutions!

Julie Kenyon

The lazy man’s terminology starts and ends with solutions – you’ll have come across it many times I’m sure.

But what does it actually mean? What does it tell you about how the company you are reading about can actually help you?

Some people even use the word in their Company name – it’s just so banal.

Storage solutions, IT solutions, recruitment solutions… the list is endless. But whoever you are, whatever you do, using the ‘s’ word is guaranteed to position your company way behind the competition.

I remember working on a ‘Solutions’ brochure back in the ‘80’s for a client that wanted to bring all of their product offerings together. And maybe then it was OK, but in today’s world, with ever more discerning buyers in the market, it just won’t do.

So, if you want your prospective customers to really understand how you can help them, take a tip from me and don’t talk to them about solutions!

Good marketing content has to meet with your customers’ expectations – you need to show that you really do understand their needs, their pain, and that your offering matches their needs exactly.

It takes effort, thought and the right choice of words but it’s time well spent to ensure you get your marketing content just right.

Fill your website with rich, sharp content and you’ll be pushing on an open door – escalating your product or service above anything else on your customers’ wish lists.

If you need help with pertinent content that gives your customers real tangible reasons to buy from you, please feel free to get in touch.