Lizzie Hough

Spotlight on Lizzie Hough: Founder of White PR & Marketing

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This week we’re turning the spotlight on boss lady and company founder Lizzie Hough. Lizzie has been running White PR & Marketing since 2016. Outside of work, she is a proud mama to Henry and loves the work/life balance she has achieved by running her own business.

Q: Ok, first things first, what is your name and where are you from?

A:  My name is Lizzie Hough and I am from Lancaster in the United Kingdom.

Q: What made you want to get into the marketing sector?

A: I’ve always been interested in the way we communicate, particularly when it comes to persuading people to act a certain way. I got my degree in English Literature from Liverpool John Moores University and then studied for a PGCE in English and Drama. Rather than go into teaching, I headed into the corporate sector and worked in sales for organisations like Morecambe Football Club. I realised I had a real passion for building relationships and communicating with people. I then decided to branch out and start my own company in 2016.

Q: What does your company do?

A: I offer quite a wide range of services to my clients, including marketing and PR. In general, I help to bring direction to their marketing campaigns and grow their businesses through strategy and planning, generating new marketing ideas, content creation, design, social media management, and blog services. I work with big and small companies to help them achieve their desired results.

Q: What do you love about running your own company?

A: I love the flexibility it gives me. I can work from anywhere in the world and I’m not tied to a 9-5 job. It also allows me to be really creative and come up with new ideas to help my clients grow their businesses. No two days are ever the same and I love that I have the flexibility to grow my career in any direction I want to move in. It also allows me to be fully present for my son, Henry.

Q: What has been your proudest moment since starting White PR & Marketing?

A: Honestly, every client win is a big moment for me. Whether it’s helping a small business owner to get their first press coverage, or working with a large corporation on a huge campaign, seeing my clients succeed is what it’s all about for me.

Q: What has been the biggest challenge you’ve faced so far?

A: The biggest challenge has definitely been time management. As a one-woman band, I have to wear a lot of hats and this can be exhausting, particularly when I have to learn how to do something new.  I’ve definitely had to get better at delegating and outsourcing tasks that I either don’t have time for or that someone else could do better than me.

Q: What would be your top tip for anyone wanting to start their own business?

A: Just go for it! It’s never going to be the perfect time, so don’t let your doubts and fears hold you back. You’ll never regret taking the leap, but you will regret not trying. There is so much help available out there if you just ask for it, and the small business community is so supportive. If you have questions about how something works, you can guarantee that someone will be able to help you.

Q: Outside of work, what else do you love to do?

A:  In my spare time, I love spending time with my family and friends. I also enjoy reading and going on walks in the countryside. I’m also usually training for a race, so running takes up a big part of my time.

Q: What is your “why”?

A: I have a few different causes that are incredibly close to my heart. I grew up as a close sister to a very special man, called James, now 34. My brother has a genetic disorder called Noonan syndrome which has caused a wide range of health problems and difficulties throughout his life.

James was also born with a hole in his heart and has autism. Throughout his years, we have been on a journey as a family, to try to find the best care, schooling, and quality of life for him.

At the age of 14, James went away to a Barnardo’s school in Ripon. It was heartbreaking at first, especially for my Mum and Dad, for him to have to live away, however, this is where he had to go to develop as an individual. I don’t believe he could have gotten to where he is now, without this education and support from such a cause.

12 years ago James had to go through major heart surgery to replace the valve in his heart, therefore I am also wishing to give part of the funds raised this year to The British Heart Foundation. James is a real gent and loves movies, his favourite characters being ET, Indiana Jones, and Mary Poppins, to name but a few. He is a very special individual, and I feel so lucky to have seen life through his eyes.

So, in 2016, I set myself a twelve-month running goal to run twelve races, all mixed distance, in aid of a few select charities that are close to my heart: MIND, The British Heart Foundation and Barnardo’s.

Q: How can people get in touch?

A: If you’d like to discuss a PR or marketing project, you can reach me on my email, or you can follow me on Facebook or LinkedIn.

5 things to do before you publish any content

5 things to do before you publish any content

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Publishing fresh content on your website is one of the best ways to boost your visibility, improve SEO and connect with your ideal target customers. But if you don’t optimise your content for search and social, there is a good chance that your content will never land in front of the right people.

There are several simple steps you can take before you hit publish that can increase the chances that your content will get noticed and help to move you towards your business goals. So, the next time you’re ready to hit “publish” on a piece of content, make sure you run through this simple checklist.

Optimise for keywords

Have you carried out keyword research? This essential step will help you to confirm that the content you are creating fulfils a specific need. Company updates might not need keyword research, but informative or transactional blogs need to be backed up with the right research.

Try to include your main target keyword in the following places:

  • The title
  • The URL, or slug
  • In at least one H2 tag
  • In the content (aim for 1-2% keyword density)

Don’t stuff the keyword if it isn’t natural – particularly if you’re optimising for a geographical keyword – but try to include exact match keywords and variations throughout the content.

Check your title

Is your article title doing the hard work of tempting individuals to want to read more? If your title is bland, boring or run of the mill, don’t be surprised if individuals don’t click on or share your content.

You can use the CoSchedule Headline Analyser to determine how well you have optimised your title for things like emotional impact. This tool will also help you to construct more effective and impactful titles in the future.

Add a CTA

Every article should have a call to action at the end, otherwise, you risk capturing the reader’s attention and then letting them go without guiding them into the next step. Your CTA doesn’t always have to be a direct sale, it could direct readers to your newsletter, encourage them to follow you on social media, or even direct them to another blog post.

Add a suitable image

Articles with images get 94% more views than articles without images. And images of real people are the most effective. This information should be enough to remind you to add an image to every single post. You can find free, royalty-free images on sites like Unsplash and Pexels. Try adding multiple photos throughout your post to make it even more engaging and shareable.

Read it aloud

If you aren’t sure if your article is making an impact, try reading it aloud before you hit publish. This will help you to catch awkward phrasing, very long sentences, and silly mistakes. Reading aloud will also help you to ensure you are writing in your own tone of voice. So, if you hit a sentence that sounds awkward when you read it, this could be a sign that you aren’t using your tone of voice. Think about what you want to say and how you would say it, and then rephrase any awkward phrases accordingly.

Need help making your content work harder? White PR & Marketing is here to help. We can help you to spruce up your content strategy to ensure everything you publish is working as hard as possible.

What To Say To Your Target Market?

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What To Say To Your Target Market?

Are you struggling with what to say to your target market and how to say it?  

First of all, let’s stop calling them, target market. They are humans after all. Years ago, traditional media channels like television, radio and print carried a formal voice which was acceptable, it worked, however times have changed and gone are the days of the traditional methods of speaking to your audience.

Talk human talk

Social media has risen above traditional forms of marketing and has become the new integral part of business life. It is said to be seen as the most popular way to interact with customers. In business, social media is used to market products, promote brands, connect to current customers and foster new business.

But how is this done?

Social media is about being “Social,” and conversational. Use the formality voice spoken years ago and you will run the risk of sticking out a mile and turning your customers off.

Turn off the stiffness and correctness, people want to be able to relate to you. Talk to your audience as if they were humans.  Have a conversation with your customer, this tone will encourage a conversational response and will sound much more genuine.

The more you speak to your customers like they are humans, the more likely they will listen to what you have to say.  Much like a friend saying your name to get your attention, using descriptors in your marketing messages, that your audience will recognise in themselves, will get their attention.

Get to know your customer

Get to know your customer, consider what you don’t know about them, their goals, desires and habits. Each conversation you have isn’t about small talk, there should always be a purpose in mind, but get to know your customer by asking about things that aren’t directly relevant to selling your product or service. This will help form a picture in your mind of them, their likes and dislikes, and help engage with them better.

Ask the kind of “get to know you” questions you would ask in a real-life introduction.  Choose topics that have purpose for your market research, but also ask the questions because you just want to know your customer better.

Companies that use social media and new forms of marketing, to show they understand and care about the audience they serve are the ones that get attention, get fans, and get passed along because they’re trying to make a genuine connection rather than just sell.

Remember, yes your clients are buying a product or service from you, but they’re also buying the feeling, impression, sentiment they hope to experience once they have bought it.

We need to make business personal again and I believe the most effective way a brand can talk to their clients is by saying: “We aren’t perfect, we know how you feel, we understand, we can relate. It’s hard work and frustrating, but we can help, we have a solution and you’re going to be just fine.”

Thank You,

Elizabeth Hough, White PR and Marketing.

If you would like help with your PR and Marketing, contact me today, elizabeth@whiteprandmarketing.co.uk, info@whiteprandmarketing.co.uk, 07739109465. 

 Next Blog: What’s “Conversation Marketing”?  

Is Your Company Adding More Noise To The Sea of Sound and Getting Lost Amongst The Waves?

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In the current world we live in, there is a danger to just do and not think about the messages you are giving to your customers. Time constraints are a big problem and companies tell me that they simply do not have any extra time to plan their marketing.

Make the time. There are rapid business changes by the second and your company needs to stay ahead of its competitors.

In order for your business to win market share and stay current, you need to take a look at the ways you market your product. Step back and ask yourself:

  • Are my methods focussed and targeting my audience in the right way?
  • Have I thought about the design of my advert?
  • What content is appearing on my web page and does it convey my message?

The marketing methods you are using need to be relevant and need to stand out amongst your competitors.

When was the last time you reviewed your marketing strategy?

  • Did you start your marketing plan with clear business aims and objectives that considered your target audience?
  • Did you have a clear vision as to the outcome of your marketing campaign?
  • Do you have a marketing plan?

Be honest; had you researched your competitors and looked at what methods they were using to win over new customers?

Did not have time?

Stay ahead of the game and create the time to consider a plan. Whether you are launching a new product or putting together a press campaign to tell your audience about an award you have recently won, the way you communicate your message needs to be clear. The wording, the graphics and the content have to be focussed and a cut above the rest.

Know your competition

Who are your competitors? When considering your marketing plan your competitors must be at the forefront of your mind. We are currently living in a world where over 570 websites are being brought to the internet every single minute. The rise in business start ups is on the increase and your company needs to be ahead of the game.

Do not be afraid to start afresh with a blank page

Every company is different and marketing methods that have worked in the past, may not be relevant now.

If you are feeling trapped and need a fresh approach, consider taking a step back and reviewing. Why not consider calling in a marketing expert or consultancy and start your next campaign with a blank page.

Which would you choose?

  • A website with little information, no graphics or images, plain colours, difficult to navigate through, content confusing and lengthy, a news page which says, COMING SOON
  • A website with clear information, eye catching graphics, relevant focussed content with words used to target your audience, a news page which tells of current awards won, employee sales and achievements, and a blog which gives handy product tips and advice

Top tips to consider when thinking about marketing

Ready to start afresh? Below are some points to consider when reviewing your current marketing methods and planning your next campaign:

  1. Content:

‘Only 1 percent of Internet users produce the content online. The remaining 99 percent are onlookers, they just consume…watching as humanity progresses and history unfolds.’ R.Goodwin 03.10.17 http://bit.ly/2tLyZXg

How does this apply to you and your company? Be that 1% who carefully produces content and marketing material that adds value to your customer base so you are at the forefront of your vision time and time again.

The material you produce needs to be engaging and thought provoking, your brand needs to create a careful message that will make your customers want to keep coming back for more.

       2.Customer:

Who is your customer?

When planning your campaign your customer must always be at the forefront of your mind. How does your company fit into the lives of your customer, how are your products going to help them? Think about the words you use and what the audience is reading. Is it user friendly and easy to understand?

        3. Website:

How does your current website look?

This is your shop; this is where you present your company to the world. The design of your website must be clear; words and images should be carefully chosen to engage with your customers and establish yourself as a trusted brand. Ask yourself if what you are writing is.engaging and if it shows your product in the best light possible.

Choose a website you can manage and update regularly so you can change with the ever growing business world.

‘Those businesspersons who embrace the rapid changes of the Web are those who will be in the best position to benefit from them.’ Richard Branson

         4. Graphics and images:

Are you using clear, high resolution, relevant images alongside your content? This is your shop and opportunity to sell your product. Whether you are producing content for your website or putting together an email campaign to launch a new service, always use imagery alongside the content.

The image you use could be the ticket to catch the attention of the customer and make them read on. Choosing the right graphics is extremely important, it is your chance to sell your product so make sure the images are clear, have three different angles and ways of presenting your product.

          5. Blog:

The popularity of blogging is only on the rise. With two blogs being created every second, companies need to embrace this opportunity and way to market.

How does this apply to you?

Blogging is another way to show off your services or products.

Blogging is about sharing; this is your chance to tell your customers about your products, it is your opportunity to engage with your audience and tell your

story. Talk about your authentic attributes and the expert knowledge you can offer your customers. Tell your audience about new products, current offers, employee achievements. Give top tips on how to use your products and point readers in the direction of helpful websites to find information from.

‘Blogs help to influence customers’ buying decisions and if your business doesn’t take advantage of this, your competition will.’ R.Goodwin 03.10.17 http://bit.ly/2tLyZXg

Reflect, re-evaluate, re-design

To conclude, reflect, take a step back, re- evaluate and review your next marketing campaign. Ensure your aims and objectives are enhancing your product or services; that your content is telling your story in the best way possible; that your visuals are clear and concise, and that your online presence is always set on engaging with your audience with thought provoking status relevant to your customer.

Ten key words to think about when considering marketing:

  • Aims
  • Clear
  • Competition
  • Consistency
  • Customer
  • Engagement
  • Focussed
  • Objectives
  • Unique
  • Value

It’s a competitive business world for all types of companies, large and small, and growth continues by the second so how you present your business and how you plan to grow your brand is imperative.

Elizabeth Hough, White PR and Marketing, Creative Director

For further information about your PR and marketing contact us today, White PR and Marketing, info@whiteprandmarketing.co.uk, elizabeth@whiteprandmarketing.co.uk, 07739109465.