This week’s challenge comes from Philip who owns a cleaning franchise and is somewhat disenchanted with the marketing results he’s achieved so far, for various reasons. What can Nicola and Judith advise to help him spend his online marketing budget more effectively? And what other thoughts do they have which might help him grow his business using marketing?

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In The Show…

Judith did her annual tax return during Hurricane Ophelia, just as the sky was darkening, and Nicola’s enjoying a house guest in the shape of Susanne J, a former client who has become a friend.

  • What’s Fuelled Their Fire?

Nicola is marketing her one or two-day workshop at Gatwick between Christmas and New Year, a time of year she typically finds to be dead, and she’s been on the receiving end of a referral which is always lovely.

Judith is happy that the man she really wanted to write the foreword to her book said yes with alacrity, adding that from a quick scan through the book Judith’s voice comes across perfectly as “distinctive, strong and funny”, music to the ears of a relatively fragile first-time author.

  • Client Challenge of the Week

If you have a real-world business, how can online marketing helping you get more customers? How can you evaluate which marketing is working and which not, and what ideas could Nicola and Judith come up with to increase measurable results? They talk tracking, targeting, brand management and Facebook Pages, amongst other thoughts. Philip has a cleaning franchise and has to work within the constraints of his franchise agreement to some extent. He’s getting good results from SEO and PPC and has the budget to do more and better which, in itself, is relatively rare for podcast listeners and those who send in challenges. He’s not working on a marketing shoestring but he wants real results which convert into paying customers.

  • Words of the Week

Judith chooses Bigger and Nicola Reconnection.

  • Project Updates

Judith’s updates are all about what she’s learning from the proofreaders of her book including that she uses which when she means that, and all about formatting in Word (she’s using Scrivener!). And Nicola reports that the podcast is at #78 in What’s Hot and invites listeners to share the podcast with just one other person they think would enjoy it.  She’s also discovered an article by Jon Loomer about promoting a podcast with Facebook Ads and is going to explore that possibility for Own It!

  • Who or What’s Impressed?

Nicola is impressed by Karen Wilmot, the Virtual Midwife, and Judith by Paul Auster’s 1000+ page novel called 4 3 2 1, despite it not winning the Booker Prize as she had hoped.

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Nicola Cairncross

Judith Morgan