None of us sees the water we swim in...

...is one of my favourite sayings, because it’s true!

Clients often call me in because they’ve become too close to what they’re doing. I help them to ‘uncover’ the good things about their business that they take for granted.

Mary Fraser of Fraser HR recently asked me for help with creating the content for her new website. We started by sitting down over a coffee to discuss exactly what Mary wanted to achieve, so that we could create a website with genuine value, rather than a ‘me-too’ exercise. Like many clients, Mary didn’t fully realise what a great service she provides. To her, it’s simply the way things are done.

Mary’s really special value emerged in her combination of experience, flexibility and an ethical approach. HR issues – and fear of recrimination – can paralyse a small business. Mary takes on as much or as little of the HR hassle as her clients need, so that they are free to focus on their business.

You can see the end result at www.fraserhr.co.uk

Mary herself says...

When my website needed an update, after several attempts at writing the copy myself, the process stalled. I called in the assistance of Margaret from M squared Corporate Communications. Within a couple of meetings, my website copy had been sorted – not by magic, but by Margaret!

I am happy to recommend her efficient and professional service, especially to busy people in business.

Helping the Voice of God get heard

One of the things I love about running my own marketing communications consultancy is the variety of the projects I'm offered and the range of organisations that come to me for support. From one minute to the next, I can be talking to a leading technology company, a major utility or a small not-for-profit.

It certainly makes for an interesting professional life and means that I always bring a fresh perspective to clients' projects.

One fascinating smaller business I've worked with recently is voice-over artist Andy Rowe. He needed help to promote his services as the ‘Voice of God’. This is the behind-the scenes professional who makes the all-important announcements at dinners, awards and conferences for businesses, charities and professional bodies.

Andy has had an interesting career, including time as a rock guitarist. He also runs a full service live event production company. Find out more about Andy at: www.voice-over.org.uk

Keep your eye on the digital landscape

Web technology has brought unprecedented opportunity to reach out to new markets cost-effectively. But in a ‘noisy’ world, how do you ensure you get seen and heard?

Oculus Design & Communications Limited (www.oculus.co.uk), a leading Thames Valley marketing and brand communications agency, recently asked me to research and write a white paper for them, setting out some of the opportunities and pitfalls of web-based communications.

How successful has your organisation been in adopting digital tools originally created for the consumer market? OK, so you've taken on board Facebook, YouTube and Twitter, but do you Audioboo, or is that a technology too far? Does your viral marketing campaign create a buzz or will it fall flat?

Here are five top tips from the white paper:

1. Make web-based communications an integral part of your overall marketing strategy. Online campaigns and marketing should complement and extend your other activities, such as advertising, telemarketing, customer retention campaigns and public relations.
   
2. Careful end-to-end preparation is vital. Next steps, calls to action and follow-up activities should be planned in right from the start. Ensure your key people will be automatically alerted and able to provide an immediate response to customer enquiries.
   
3. Avoid a scattergun approach. Plan targeted campaigns and use the software available to measure which communications and messages hit the spot, so you can develop future campaigns that resonate with your audience. Remember, a short, snappy and easy-to-scan format will make for easier on-screen reading.
   
4. Capitalise on the power of the web to react with agility to changing circumstances. Your website will be the first port of call for customers and industry watchers to see how you counteract competitive activity or respond to negative press.
   
5. Don’t overlook the importance of internal communications. Your customers should never know more than your salespeople and business partners!

Email me at margaret@m2cc.co.uk for your copy of the full white paper, or you'll find it on the Portfolio page on my website (www.m2cc.co.uk).