This month I’m delighted to be speaking to Hannah Roberts, Marketing Consultant at our client Connor, a people and change consultancy.
Here is her 5 minutes with…
What is your marketing background?
I joined the company around 8 years ago as an administrator. I quickly found a strength in supporting the marketing team and they helped develop me by moving me to marketing and sending me to study a diploma with the CIM. From there I was a Marketing Executive, a Brand Manager, I’ve been a product marketing manager, a marketing manager and now am a marketing freelancer which I love and have been back working with Connor for over a year.
What does your role at Connor involve?
I support the senior marketing marketing manager with the day to day marketing execution, from campaigns, emails, SEO support, social media management, and content – I help keep things ticking over.
You recently embedded a new marketing automation platform at Connor, what have been the benefits to you and the business of that implementation?
I’d say automation abilities and quality of content are the main benefits, as well as the reporting. We are able to automate our activities which frees up our time to work on other more strategic areas. Our content and emails look really fantastic and we are able to track and follow activity at a greater level to show back to the business.
A number of our readers will be considering implementing new or upgrading existing platforms, what are some of the key learnings you have had from the experience that could benefit others?
The best thing to do is take your time and ask for a trial access period where you can get in there and use the software first.
Make sure you do your due diligence! There are so many platforms out there who all do the same thing on paper, but in reality fall short of a few things that may be critical to your business. For example, they may have a great reporting suite, but it may be that certain areas of the reporting don’t speak to each other, so it requires a manual input and time spent. Others may not have the desired email templates to suit your brand. The best thing to do is take your time and ask for a trial access period where you can get in there and use the software first.
When you look back at the numerous digital campaigns that you have undertaken at Connor, which has been your favourite and why?
At Connor we recently launched a campaign called Outplacement Explained. I like this campaign because it has taken the audience on a story telling journey that is so powerful. It encompasses the critical touchpoints that enable us to reach our audience in the best ways – from SEO, to PPC ads, website content, a solid email campaign with built in workflows, excellent content such as brochures and videos and engaging social. It educates our audience as to what outplacement is and focuses on the benefits to their people, but also the ROI it can deliver to the business. It’s a tough topic to discuss generally and this campaign brings it to light in a fantastic way digitally.
For you what are the fundamentals needed for a successful digital campaign?
Reaching the right audience with the right touchpoints. Don’t try to do too much. Understanding what works for your business and amplifying this to suit your specific audience, whether that’s PPC ads leading to targeted content, diverse emails etc. Content is key, we live in a generation now where people want things quickly and they want what they want. It’s fundamental to give them value without asking for too much!
You do a lot of activity on Linkedin at Connor, why is Linkedin so important to you?
It’s the place where business discussions take place and with the pandemic, LinkedIn engagement has risen due to people looking to the platform for connection.
It’s the strongest platform for our brand and our service offering. It’s the place where business discussions take place and with the pandemic, LinkedIn engagement has risen due to people looking to the platform for connection. It has allowed good discussions and network growth.
For your various marketing campaigns to be successful, you need buy-in from senior leaders and you have achieved that at Connor with their managing director and various lines of business heads, what advice would you give to marketers who are perhaps struggling to build strong relationships with senior stakeholders in a firm?
Two things for me. Understand their communication style and understand what motivates buy in. At Connor, we have some drivers as leaders who just want to understand what you need, why and the outcomes/ ROI. Others want more of a story. It’s always important to communicate the return on investment not just ask for things because they sound cool or new in marketing. Always pitch with the business understanding at the forefront. Take the time to understand they are under pressure and so your ideas although great may not be right for that moment and that’s absolutely fine.
The world is struggling through Covid at the moment, how have you had to adapt your marketing approach?
We have had to look to solve new issues and challenges our clients are facing. The pandemic led rise to redundancies, org change, working pattern shifts and culture changes. We worked hard to look at our suite of services, adapt them in ways such as virtual programmes and reach out to those who need support to navigate the changing landscape. Many needed support there and then with employment law changes or restructures and Furlough, we were able to be reactive and right there to support.
Finally, thinking back over your career to date, what’s the best piece of marketing advice you’ve ever been given?
Speak to your audience as they want to be spoken to. Just because you feel like you should speak in an over complex and corporate tone because it looks professional, it doesn’t mean that works.
The best thing I heard was on a brand training course at an old employer. They said try to speak as you’d like to be spoken to. What they meant was, speak to your audience as they want to be spoken to. Just because you feel like you should speak in an over complex and corporate tone because it looks professional, it doesn’t mean that works. Don’t try to be too clever – be human. And for me this has helped when designing campaigns and tone of voice.