Customers, content and communication

Customers, content and communication

These three areas are key to your marketing day in day out.  Making sure that your delivering for your customers and solving their problems will keep you in front of the right people.

I shared my 3 C’s earlier in the year on a webinar and wanted to write this up to share with you further.

My 3 C’s – customers, content and communication

  • Communication keep talking to your audience and ensure that this is two way
  • Engage in conversations both on your channels and in online communities
  • Keep in touch with your customers, let them know you are there


First, you’ll need to know who your customers are and what problems your business will solve for them.  Look at

  • who they are,
  • where they are
  • what their interests are
  • what are their pain points

Once you know these you’ll be able to build a picture of your ideal customer and know who to promote your business to.

As an example who is my ideal customer is and what my customer’s pain points are?

They are spending long hours working in their business.

  • The development of their business is suffering as they spend too long on the day to day operations.
  • They know that marketing is important to the growth of their business, but they don’t have any time to plan and implement marketing campaigns
  • They are spending time adhoc on social media and it’s not producing any results.

What problems do I solve?

  • I will solve their marketing problems for them by being able deliver a marketing strategy and plan for them.
  • I will implement their marketing for them so they are always in front of their customer and working in their business.
  • I will deliver results and more customers through marketing.

Get in touch to set up a quick call here.


Now think about what would your ideal customer look like?  This will allow you to create the language style that you need to attract them.

Give your customer a name so you can visualize them as it makes it easier to pitch your content to a person.

Also ask your current customers about themselves, so you can find out more about who they are, how you’re helping them, what other problems do they have, and be sure to listen to them.


The English language is so powerful.  The Oxford English Dictionary had ‘Climate Emergency’ as one of THE words of 2020, however I think ‘self-isolation’, ‘social distancing’ and ‘lockdown’ could beat this one today.

Is the language you’re using reflecting you, your brand and attracting the right customers to you.  We call it tone of voice but ideally you want to be writing as you talk as this is how your customers want to hear from you.

Depending on your industry and target customers will also affect what language you use.  If you’re a solicitor there may be an expectation to use one tone compared to if you’re running a bar or restaurant.

Let me know what you think below.


2020 action plan to achieve consistent content

2020 planning your marketing

Having a marketing plan in place is the only way to achieve this along with have a content plan that you apply and following in your business.

With this in mind I’m just back from a 2 day content marketing masterclass in Northampton where I spent the time listening to people that have had success on various social media platforms and with their email and content marketing.  Not only that I planned out my first 3 months’ worth of content for 2020 and ready to implement these ideas for my clients too.

If you’re marketing and content is not consistent and you are not talking to your customers on a regular basis how do you expect to sell.  You need to be providing your customers with the content they want but also not be afraid to ask for the sale.

‘If you don’t know what you’re promoting or selling next year, should you be in business.’ Janet Murray

2020 content plan

My top takeaways from the event that I’m putting into practice this week….

  1. Create you/me moments – Janet Murray (Build your audience founder)
  2. Give people something to be excited about – Janine Coombes (LinkedIn expert)
  3. Make sure your content deserves engagement – Hannah Otto (Instagram Expert)
  4. Focus on one thing or on one platform – Sarah Mulcare (Messenger Chatbot expert)
  5. IN the end we only regret the chances we didn’t take – Jen Hamley (Facebook Live sales expert)
  6. Create Content to get people to raise their hands – Andrew & Pete Atomic
  7. Bring people into my community – Bella Vasta Pet Business Coach
  8. Don’t lose my personality when posting – Natalie Lue Baggage reclaim
  9. Email is the keystone to your content marketing – Rob and Kennedy, Response Suite


After listening to these amazingly, successful entrepreneurs it was on to creating my own content plan for 2020.

We also covered the type of content you should be creating and also how to make that content go further.

I’m so excited for 2020 to being and feel ready to create content plans for my clients to take us into the new year and build content that their audiences want to read.

Apart from the learning being in the room with other entrepreneurs is so inspirational to hear about their business journeys, growth and challenges.

If you want to find out more just arrange a call using the form below.


When to start planning for 2020?

I'm booked 2020 sorted

Now!  The time is now to start planning for 2020 and what you want your business to achieve next year.

With this in mind once you have your objectives the next step is to develop your marketing and content plan.  Which is why I’m going to two days of intensive training at #2020sorted on the 14th and 15th November with Janet Murray in Northampton.

The programme is full of inspirational speakers who are doing content on their chosen platform which is increasing their audience and getting engagement.

There are workshop sessions so I’ll come away with my content planned and that of my clients ready to hit 2020 running.

As with all training/CPD I set myself my own objectives:

  • To be in the room
  • To speak to at least 10 new people each day
  • Re-connect with existing contacts
  • Try out new content that’s suggested
  • Reflect on the event by writing another blog
  • Share with my clients

Now all that’s left to do is to pack and take my business goals for next year with me.

How to promote your business at a trade show


Firstly, going to a trade show can be a large investment of both time and money and the outcomes need to be considered before you even book the trade show.  Don’t let pushy sales people tell you that this is a one off deal as it’s only a good deal if your customers will be at that event!

Ensure that the trade show that you attend will generate sales leads and give your brand, products or services the exposure that will lead to the growth of your business and put you in front of your ideal client.

  1. Set objectives to measure how success the event has been, generate new sales leads, take orders at the event, build customer relationships, gain exposure in a new market
  2. Decide which trade shows to attend and this should be based on where your ideal client is, is the trade show happening within a new market you are wanting to develop
  3. Walk the floor first. If you can try and walk the floor at the trade show before you invest in taking your own space at it.  This will give you an idea of the layout, how busy the event is in terms of footfall, the other exhibitors and how they present themselves, what types of visitors attend the show
  4. Pre-event promotion, this is so important to ensure that buyers and the event organiser know who you are and what you will be bringing to the event. It allows you to maximise on pre-event PR and increase your exposure pre-event.
  5. Create an engaging and brand relevant trade stand. Make sure that your stand is on brand and showcases your business and what you’re about. Customers make decisions within seconds and may decide to just walk past you if you don’t make a first impression that connects with them.
  6. Staff training is key to a successful event. They need to be engaging and know stand etiquette such as not standing staring into their phones/laptops.  Any phone calls have to be taken off the stand.  If staff need to have a work discussion take this off the stand.  The stand is all about attracting your ideal customer and engaging with them, so they want to do business with you.
  7. Schedule meetings prior to the event too. Most events have a meet the buyer system where you can pre-arrange meetings and take advantage of buyers who are actively looking for new business.
  8. At event promotion is key to visibility around it. Ensure your talking on social media channels and using tag in the events channels too. Use hashtags so you can be found easily.  Talk about what to expect on the stand and any highlights you have at the show.
  9. Network at the event too. Be this with buyers or other exhibitors, most events have networking events around them too. Make sure you are seen.
  10. Data capture is key. Buy the scanner to scan name badges and have the details emailed to you.  Collect business cards.  There are apps that are easy to scan business cards these days too.
  11. Post-event follow up is the number one thing to do on return to the office. Email/phone all contacts made with any action points you agreed.  Follow up and set up meetings, get information out.  The first few days/weeks are key when you are fresh in the buyer’s mind.  Remember they attended as they want to do more business.

Lastly enjoy it. Customers want to be there, and you want to be there.


For more information read

Why do I need a marketing plan

7 ways to create a marketing plan for your business

Where to start writing your marketing plan

My action points from Build Your Audience Live 2019

After a whirlwind trip to London for two days of meeting inspirational business owners and hearing from some of the top people in the world of marketing online, I’ve now processed my thoughts, action points and key takeaways from the event.

My next step is putting this all into practice, today!Build your audience live

The main thing to consider when posting online, writing a blog or an email is, will this content solve my customers problems, are they interested in it and if not, how can I change this.

The key points that I’ll be putting into practice for me and my clients for the rest of the year are…

  • Be me
  • Be positive
  • Build relationships
  • Build trust
  • Be engaging
  • Show up everyday
  • Publish consistently
  • Valuable content
  • Be specific
  • Re-purpose
  • Make it easy for clients to contact me

I’ve come away really knowing my own figures and levels of engagement and ready to build relationships online.  However, I love the face to face side of my business and networking and this event showed how much I enjoy meeting new people.  Networking will always be a key part of my monthly activity too.



I gained lots of tips on Facebook advertising (Gavin Bell), video marketing both recording (Ian Anderson Gray) it and being on Youtube (Jessica Dante), along with one of the most informative SEO workshops (Matt Eldridge) I’ve ever been too. Although, I don’t think this article will get to 1800 words!

LinkedIn was covered by the host, Janet Murray who has some great examples of engaging content and her grenade posts and we covered off more on email marketing too. Email marketing is still key to talking with your clients. I’m still not ready to launch a podcast, but Colin Gray covered off how amazing this channel is for being able to re-purpose the content from and the exposure you get as being a host.

Pinterest is one channel I’m off to see if I can fall in love in.  I love the visual side and that the content lasts so much longer than Twitter or Instagram on it too.Build your audience live

Next step is off to connect with some of the other delegates who we shared laughs, struggles, great food and wine with too.

Running a business is the best thing I have done and spending time with other women who are doing the same is so inspirational.



Find you more about why I enjoy CDP.

Other events I’ve been too.

Promote your business on a budget

promote your small business on a budget

I’ve been asking recently the questions you’d like answered around developing marketing in your business? Is it planning? How to decide your priorities? What to say to customers? What channels to use to promote your business to customers? Time, you never have enough of it? Budget? It always falls to the bottom of your to do list.

And two key points kept coming up time and budget.  So, I’ve created my top 5 ways to work on marketing your business when you are short on both.  However, you do need to know who your ideal client is before you even start.  promote your business on a budgetThis way you’ll know the tone of voice to use and where and when you should be marketing your business and developing the products and services to meet their needs.

  1. Know your business objectives for the year and know what you’re wanting to achieve as this will allow you to focus on the key areas within your business and allow you to refine your messages
  2. Create a quarterly plan so you map out your product launches/events/key stories that you want your customers to hear about as this means that you won’t waste any time on activities that deviate from your objectives and plan.
  3. Focus your social media efforts on a maximum of two platforms and excel at these. Make sure that they are the platforms where your customers are.
  4. Create content that can be re-purposed throughout your communications channels from your website to social media and email marketing. Content should be useful to your customers and serve to answer their problems.  Re-purposing means you can create one piece of content and it saves you time when you can use it in many ways.
  5. Schedule your social media. There are many platforms that allow you to batch your content and schedule to multiple channels.  I use Meet Edgar as it is perfect for managing my evergreen content too.  I also use this to manage my client’s social media channels too.

Your next steps are to set aside a couple of hours to create your plan and then you’ll need time to create and schedule your content.

If you’re still short on time get in touch and we can discuss my introductory package.

Build Your Audience Live 2019

I’m getting ready for Build Your Audience Live in Shoreditch on the 27th and 28th June.  The event is hosted by Janet Murray and she brings together expert speakers from across the world of social media, content and email marketing.

Jennifer Macdonald-Nethercott
This year’s highlights that I’m looking forward to are the sessions on LinkedIn with Janet Murray, Facebook strategies from Gavin Bell and email marketing.  A key session will be on live video with Ian Anderson Gray as I’m looking to really get into this as the year goes on and use video with my clients more.  It’ll be great to get some tips on how to do it, adding captions and making the most of clients seeing me on video.

Attending the event will also allows me to re-connect with fellow members from the Love Marketing Membership, as the events happen twice a year in London and I always love seeing everyone face to face.  We all talk regularly on Facebook but it’s not the same as over a coffee or a cocktail!

With marketing the channels always changing and the needs of the consumer and where they want to be spoken to changes,  Build Your Audience Live means that the experts in their channels will bring me up to date with the latest trends and techniques. With the nature of the event being small we also get one to one time with all the speakers, to go more in depth with our questions.  So I’ll be spending the next few weeks working these up!

Other speakers I’m looking forward to hearing from are Jess Dante (YouTube expert), Jeff Sigh (Pinterest and all the way from the USA), Kirsty Merrit (Instagram expert) and Colin Gray will be talking all things podcasting.

Not only that but we’ll have plenty of networking with the other delegates and the event dinner at a rather trending restaurant, The Bike Shed.

I’ll be looking to come away from the event with key actions point to put into practice when it comes to LinkedIn and email for myself and Facebook, Instagram and Content for my clients. Will follow up with another blog on all the key takeaways.

I’m sure there will be a video or two from the event that I’ll share aswell.

Get in touch if you want to know more about how I keep up to date with what’s happening in the world of marketing.


5 tools you should use to promote your small business


Managing marketing when you’re running a business can be a challenge, however there are a variety of tools out there to make this easier.

I’ve created a round up of my favourite tools that I use to promote my business and manage my client’s marketing.  They are all really intuitive and make promoting and speaking to your customers easy and interactive.

It also helps when planning your content and re-purposing your content to be able to schedule and use a variety of channels through which to talk to your customers and keep the conversation going..

Facebook pages

This app is perfect for your mobile devices and means you can easily interact with your Facebook pages. It holds all the business pages you manage in one place so that you can respond to notifications and messages on the go.

It’ll send you notifications so that’ll you’ll never miss a message or a comment again.  I like that I can easily switch between the different pages I manage.


I love this website, as it’s super easy to create images for social media and your website and it has a free version too.  It has pre-uploaded templates for creating your header images on Facebook and Twitter and you can upload your own logos and images as well as using their image libarary.

I’ve used Canva to create infographics and flyers for myself and for clients.  It is really easy if you’re not design savvy but on a low budget as there are plenty of templates for you to choose from.

I’ve also created templates so that it is quick to create images that I’m using all the time, like blog images, quote cards and images for social media channels.


One tool that saves me a lot of time with scheduling to social media is Meet Edgar.  I discovered this about 12 months ago.  This tool allows me to create a posting schedule across Twitter, Facebook, Instagram and LinkedIn, I can re-purpose my content within Meet Edgar and it also makes suggestions for posts.

Using this tool means I can maximise on all the content that I’m creating for my business and ensure that it gets infront of more people in my audience.

Having MeetEdgar means that I’m always talking to customers and it’s easy to manage my client’s channels through too.

Check out the referral link and you’ll get a discount on your first month too.

Get a $10 monthly “bonus” when you sign up for Edgar through my affiliate link! Edgar is an easy-to-use social media scheduler that automatically recycles your best evergreen content, so you can say “goodbye” forever to social media babysitting!

Active Campaign

Email marketing is key in any business and with Active Campaign, this is really easy to set up and start talking to customers.  You can keep in touch, create sign up forms and email funnels to keep in touch with you customers.

I’m experimenting with different lead magnets at the moment for clients from how to’s, to recipes and discounts to find out which one is most effective in different industries. I’ll write another blog on this in the coming months!

Active Campaign has lots of great video tutorials and help blogs so you’ll not be stuck or there are plenty of VA’s out there specialising in Active Campaign who will take of this for you too.


This is the perfect platform for bulding a site your self and starting blogging.  If you don’t fancy trying yourself a lot of website designers are now using this platform to build websites on.  This is because it’s open source coding so can be amended and there are a lot of companies now building plugins for it and it is great for SEO and being found on Google.

WordPress can be adapted and updated for your brand and linked into an ecommerce function too.

Just speak to a WordPress website designer about the benefits and I can help put you in touch with one too.

Other tools…

There are so many tools out there now that the list is endless.  Another couple that I use are:

Repost – allows you to share Instagram posts on your own feed

Hoostuite – this is another social media scheduling tool

Kapwing – for adding subtitles to you videos

Let me know what tools you’re using to manage your marketing.


For more information read

Why do I need a marketing plan

7 ways to create a marketing plan for your business

Where to start writing your marketing plan



My first year in business

My first year in business by Jennifer Macdonald-Nethercott

It’s now 12 months since I started Strath Communications and what a year it’s been.  I’ve learnt so much and had so many opportunities it’s been incredible as well as really hard work too.

From learning to build my own website to learning how to sell running a business encompasses so many skills that I know that my done for you marketing strategy and planning for small businesses is the right product for me to sell.

I know that you need to let the experts into your business so that you can focus on delivering what you’re good at.  I’m not good at accounts so I have someone to do this for me.  I am great at marketing strategy and campaign planning and delivery.

I have a classic feeling of ‘cobbler’s shoes’ so will be having y website re-designed by an experienced website designer this year.celebrating 12 months of Strath Communications

The clients I’m working with are in the industries where I have years of experience in food and drink, hospitality and tourism.  I’m working with clients who value their marketing function and know they’ll have an always on marketing message going out to their customers.

Most importantly I’m having fun and enjoying running my own business and the freedom this brings.   I am able to focus on my learning and development in the areas I’m interested in and will bring the most value to my clients and the businesses I want to work with.

Contact me today to find out how we can work together.

7 ways to create a marketing plan for your business

7 ways to create a marketing plan - Strath Communications

I love planning!  I know that with planned, consistent marketing you can drive more customers to your business.  Having a marketing plan ensures that you don’t miss launch dates within your business or key dates throughout the year that you can promote your product or services around.  A plan means that you can budget and include this in your sales forecast for the year too.7 ways to create a marketing plan and include in your sales forecast

But where do you start?

With a blank sheet of paper and your business objectives for the year ahead.

  1. Set aside time – half a day/a day, but make sure that this is all you’re going to do, so that you can plan for the year ahead with clear actions.
  2. Have in front of you, your business objectives for the year ahead. This will keep you focused on what you’re wanting to achieve.
  3. Know who your ideal client/customer is and where to find them. This will ensure when you come to developing your marketing strategy that it meets the needs of your customers.
  4. Marketing plan template. Have a template split into months and quarters, so that you can populate this with launch dates and events that your business is attending. Alongside other industry events and awareness days. It will also allow you to compare your plan against your sales forecasts and budgets for the year ahead too.
  5. Populate your marketing plan with the content that you’ll use to attract customers and the channels you’ll use to share this content. Not only with your existing customers but also your warm leads and how you’ll convert cold leads to warm leads.
  6. Implementation – now you have your plan how will you implement this? Do you have the resources in-house? Will you need to take on some additional support?  Make sure that you do have the resources in place otherwise you won’t hit those business objectives and your launches will not be as successful as they could be.
  7. Budget – plan to have a budget to implement your marketing campaigns. Make sure that this is consistent throughout the year as you’ll see results if it’s always on marketing you’re doing.  You’ll need to spend on channels such as SEO, email marketing, social media marketing, events, PR and content creation.  You may also have to build a budget in for web development and market research too.

Your business is now ready for a marketing strategy and plan that will deliver your business objectives next year.

If you have any questions just drop me an email on or call 07738 966588.  Always happy to have an initial chat about marketing and go over any questions you have about the best way forward for your business.

You might also be interested in….

Where to start writing your marketing plan

Why do I need a marketing plan?