Over my years working in marketing with businesses & non-profits, I’ve noticed a growing and concerning trend: the value marketing and technology provides isn’t being communicated, and a lot of money is spent on the wrong things.
My current knowledge stems from my desire to learn what an organisation does best, using analytics to make business decisions based on fact, not assumption.
I'm passionate about information, and my strongest working practices are based on the below.
My core skills...
Auditing Current Marketing
I delve into all your current marketing channels, including your website, social media, online & offline advertising, PR and more. I believe an audit should always produce actionable insights.
Analytics & Attribution
One of the things I’ve found most companies need is help understanding the data they already have and what tools can help them understand that data. I set up new ways of monitoring digital progress, or just help you understand the correct way to measure your current efforts and attribution of marketing activity.
My marketing strategies are based on countless hours of reading books and testing the best ways to implement a plan that sticks - especially when it comes to getting buy in from a team. Strategy fascinates me, and I love to tackle big problems with a combination of creativity and strong, accountable KPIs.
Regardless of how much of a miracle people may make out digital marketing to be, there’s a reason competitor analysis, buying cycle analysis and other more "old-school" practices are still taught in business schools: they work. I find ways to apply new thinking to these, and demonstrate market fit.
Although digital marketers are often seen as data driven "left brainers", I love the process of creating and developing ideas. Whether it's articles, ad copy, web content, new business ideas or overall marketing campaigns, I produce strong creative work.
"Will gets things done! I worked with Will on an iOS app development project. He gave me a clear brief and the distance to get on with the work. Will's calm approach was a boost to the project. He is focused and organised. He managed a complex project with many stakeholders to everyone's satisfaction. And he always paid for the coffee!"
Martin Wright, TinyShinyApps
"I have recently started my own HR consultancy but the site wasn't ranking on Google search. Will was able to quickly analyse the site and put forward tailored recommendations to ensure it was effectively indexed for potential clients."
Sarah Dewsbury, GelHr