The Client : Rob Legge Consulting
Rob’s experience in the charity sector spanned over 30 years including Oxfam – as Head of Retail operations for UK and Ireland, RNIB – developing fundraising initiatives and Focus Birmingham as CEO. He now uses his experiences in leadership, fundraising, strategic planning and restructuring to provide advice, support and training at pivotal moments in 3rd sector organisation and their leaders lives. With this hands full running his business he wanted someone whom he could trust with the marketing of his growing business.
Marketing support deliverables
- Rob’s website had been up and running since he started his consultancy. And like a lot of entrepreneurs he didn’t have the skills, or time to spend updating it. One of our first priorities was to review the existing content, amend some copy and site structure and make sure relevant keywords were added. The site was created in Weebly making it straightforward and quick to update.
- Content planning and creation
The second phase of the website update was to introduce a programme of content planning and creation. This lead to the introduction of a new blog section and regular publication of new articles written by Rob. As the expert in the field Rob always wrote the first draft, using best practice guidlines I supplied, which I would then provide proofreading and editing as required.
I also explained the power of using client testimonials and case studies. Over the past few years we have created some great examples of Rob’s work and he continues to receive glowing recommendations.
The final piece in the content puzzle was to look at third party websites Rob could guest blog for. This lead to an ongoing relationship with BVSC (an organisation he already worked with) where Rob provided regular articles on leadership and management.
The content development process contines to be extremely effective and the website has been kept up to date ever since.
- New product development
In addition to his consultany and coaching work, Rob provides leadership and management training courses. In response to some enquiries regarding redundancy support we worked together to develop a topic for a new training course focused on transitioning staff through this difficult time. The course was well received and lead to Rob supporting several organisations and individuals in this area.
- New customer acquisition
The ongoing programme of keyword research and content development has successfully lead to the website generating enquiries from new clients. This has also been supported by content sharing via social networks.
- Email marketing and social media
With time and effort being put into valuable content development it was key to ensure this was shared through Rob’s networks. We established a regular quarterly newsletter that was sent to his customers and prospects via Mailchimp, as well as publishing updates via LinkedIn, Twitter and Facebook.
- Literature development
A selection of promotional flyers were created, promoting each area of Rob’s competencies. The ever growing bank of case studies and testimonials were key to adding content that demonstrated the results Rob can achieve.
- Measurement and evaluation
It was important to Rob that the activity was evaluated regularly. As standard I run regular meetings with clients to monitor marketing process. With Rob these were monthly face to face meetings at a mutually convenient location.
Following a review of email open rates and responses, we discovered the most interactions occurred from the emails Rob sent direct from his corporate email account. Therefore we agreed to stop using Mailchimp and focus on more targeted communications to certain groups of customers.
We also looked at the interactions on social media channels and agreed that effort was best spent building networks on LinkedIn and Twitter. Facebook wasn’t right for Rob’s audience.
“… Emma is full of ideas, works hard on my behalf and gives great value for money…”
“Emma has helped me develop my Management consultancy business with great success. In the last six months she has developed a new product and helped me sell it into my niche market place. She is also working on extending my customer base from the West Midlands. Emma is full of ideas, works hard on my behalf and gives great value for money.”