Hannah Fisher

When chima mmeje🏳️‍🌈 moved to the UK in 2022 and launched the Freelance Coalition for Developing Countries, she quickly noticed something surprising: 90% of people signing up for the Tech #SEO training thought it meant “SEO for tech companies”. This was a simple misunderstanding caused by a lack of awareness and she knew she needed to do something about that. She realised many people from developing countries had historically gravitated toward content work, as it’s often the easiest entry point into the industry. Chima shares how she herself first got into SEO through content, simply because it was something she could teach herself without formal training. Chima also shares how instrumental Aleyda Solís was in getting the FCC off the ground in its early days - and how she didn’t hesitate for a second to offer her help. Watch the full episode here https://lnkd.in/eyaWT7Ks

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Top tip for my freelance marketing homies out there: Stop trying to justify the costs involved in what you provide. Focus on the value/deliverables it will provide instead. I see a lot of people breaking down the fact that their prices include insurance, software, equipment, holiday pay etc. And whilst that’s all absolutely true, I’ll let you in on a little secret: That potential client doesn’t give a toss. They only care about them getting results/returns from whatever the service is that you’re selling. Try this instead: “That price is a bit steep. Especially as we didn’t get any results last time we did this.” “Interesting. How much did you pay for this last time, what did you get for it, how was it implemented, and what did you get back?” “We spent £300 on [let them specify shit deliverables from the fella from Fiverr] and got nothing back” “What’s an avg client worth to you?” “£3000”. “Ok. Well for [insert price], here’s a full breakdown of our process, all the exact deliverables you’ll get, how they’ll be used, and the metrics we’ll measure to show how they’ll affect your bottom line. I’ve also attached 3 examples of businesses similar to yours that we’ve done this for and the results they got. If we can land you [x] new clients from this in [y] time, how much profit does that leave in your pocket each month?” People think they want someone to “do a thing”. What they ACTUALLY want is confidence that there’s a clear system behind the investment that will return more than they’re putting into it. Frame your conversations this way and you’ll have a much nicer time on sales calls. P.S- there are plenty of people out there that are inherently just cheap/daft and will always place price above logic/evidence. Don’t waste your time or energy on those. The economy will teach them harsher lessons than you ever could. #Freelance #Marketing #Sales

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This is me at the lectern last week giving a talk on AI, SEO and Digital PR. It was a Figaro Digital event for marketers working within financial services, professional services and B2B. I've been asked quite a lot about this subject recently so here are a few of the main take-aways from my talk: 1. Don't panic. Yes things are changing and it's ok to feel overwhelmed by the avalanche of AI news, but things aren't changing quite as quickly as some would have you believe. AI search is tiny compared to organic Google searches and the intent behind those searches is quite different. You have plenty of time to consider your approach and adapt activity before Chat-GPT overtakes Google, if it ever does. 2. SEO isn't dead. If you are doing best practice SEO then you are already doing most of what the LLMs care about. Ignore the hype. Rather than being dead I think we'll see the opposite, a boom in demand for good SEOs who understand how to rank in both search engines and AI. 3. Brand mentions are vital. Having your brand spoken about and reviewed in the press and on social channels is one of the most important things if you want to get more AI traffic. That's why being great at Digital PR is a superpower. 4. Data is limited. We're at the start of things so the tools we are used to haven't been created yet or are far from where we need them to be. Those great keyword suggestion tools and the ranking software you're used to aren't really a thing yet. This is important if you are requesting or defending budget for this work as it's a lot harder to do projections and harder to prove value. I was hoping people would find the talk useful and thankfully the attendees did, with 94% of the room rating it "very good" or "excellent". With that in mind I'll be delivering it at other event in the coming months. Watch this space.

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Most agencies say they “also do LinkedIn Ads.” But every week, I audit accounts that look like a Meta specialist built them. This week I looked at one being run by a relatively big UK agency… And the audience size was 2 million. At first, I get excited thinking I’m about to help the marketing person on the call when I deliver this news. Then I realise, I’m actually delivering news that might get them fired. Because in some cases, there’s hundreds of thousands in wasted spend. LinkedIn Audience Network is another one. I audit accounts literally every week where this thing is switched on. It’s just one little checkbox. But it totally f$cks the account. Keep it off. Like 99% of the time. LinkedIn is not Meta. In many ways, it’s the opposite. Meta has super good machine learning and has a scary amount of info about us, which gives it intent signals on if we are in the market for a product. LinkedIn not so much. On LinkedIn, you need tight targeting. Spend your budget only on your ICP (not large audiences). Never trust LinkedIn's suggested bids or suggested anything for that matter. LinkedIn is built for sales-led businesses. + Long buying journeys. + High-ticket deals. + Complex funnels. To win here, you need: ✔ A real funnel strategy ✔ Middle-of-funnel nurture ✔ Ads that build trust, not just grab clicks ✔ A mix of thought leader, lead gen, and demand gen content If you’re an agency wanting to offer LinkedIn Ads to your clients, but you’re not 100% confident, we can run it for you. We’ve just opened our white label LinkedIn Ads service. We run the account under your brand. You stay the hero. We’re the engine behind the scenes. Send me a DM and I’ll show you how it works.

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❓ I've been asked a few times this week how to get the most out of #pDOOH...the simple answer is integrate it into you digital marketing mix....but things are never quite that simple.... ❓ Recent research from Skyrise shows combining #DOOH with other digital channels provides an uplift Vs control of 18%-118%. Varying significantly by sector and application. This resonates with research from Meta back in 2019 which showed a 1.6x improvement in sales by combining DOOH with mobile social. In reality pDOOH is a tactic, the use of which should be defined by the brand/campaign the strategy, which in turn should be derived from your business objectives....Place this is a measurement framework designed to gather actionable iterative intelligence (ask yourself what do I need to know to improve my next campaign) and you are set up for success! 🚀 Follow these simple steps to get the most out of integrating #pDOOH into your digital marketing mix. Get in touch to start your journey in The Middle East today [email protected] Ben Wilkins Mark Burton Displayce Blis Adform Hawk (an Azerion company) The Trade Desk The Neuron VIOOH JCDecaux Middle East JCDecaux 👀 💬 👇

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How to use AI to improve agency performance! Episode 2 of the Prompted podcast has just wrapped up - this one all about how agencies can use AI to improve performance. (And some painful examples of when they really shouldn’t). This month, me and Nick Handley were joined by the ever insightful and inspirational Stephen Kenwright. Stephen was the first person we wanted to get on to talk, having such a rich history in agency leadership, the nuggets in this episode were non stop. We discussed: - The right (and wrong) ways agencies are using AI - Ways to bring your team along on the AI journey without killing creativity - Practical use cases that can make a real difference to client results And what you can do about it. Sharing actionable insights you can use to help you out day to day. Big thanks to COLONY for hosting us 🙏 Look out for the episode when it drops in a couple of weeks once our editing skills have improved somewhat 😂 As we map out the next few episodes, I’d love to know, who would you like to see us bring on next??

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If you're feeling a little overwhelmed by all the AI chatter, and unsure where to get started with it, here's my advice on the first step you should take.. Step 1: Make sure ALL your (authorised*) communication channels are plugged into your CRM 👉 Emails (both individual reps and shared inboxes) 👉 Calls 👉 Meetings (invites and, if possible, recordings) 👉 Live chat 👉 WhatsApp 👉 SMS 👉 Phone calls 👉 Website tracking 👉 Form submissions 👉 Social media channels 👉 LinkedIn profiles AI is only as good as the data you feed it. If those conversations live in external inboxes, call logs, or random spreadsheets… AI has nothing to work with! Get those channels integrated → start capturing the messy, unstructured data. That's it. THEN (when you're ready) you can get clever with prompts, predictions and generative AI magic ✨ For HubSpot users this is easy with lot's of native integrations available, along side third-party integration tools in the App Marketplace and even an Engagements and a Custom channels API I'll link resources to all of the above in the comments. If you need some support getting communication channels integrated with HubSpot, shout! I'm happy to help 😊 And if you think this is already sorted in your business… double-check! There might be a new starter who hasn’t been set up yet, or an integration that quietly dropped off. Make this 'integrated comms' check part of your regular business audit - it’ll save you nasty surprises later! *Authorised as in channels your business has officially approved for customer communication. Always align integrations with your company’s data protection and compliance policies! #HubSpotTipsAndTricks #AI

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CEOs. Neglect LinkedIn at your peril. If your work in any way connects to corp comms, can I point you to Helen Dunne's excellent, weekly ‘Corporate Affairs Unpacked’ Newsletter. The latest one is right here https://lnkd.in/eZHYnJQm. It’s 15 minutes well spent for interesting views and information. I don't love a self-promotional plug BUT digital exec comms is a hot topic of mine, so, full disclosure, I do feature in the latest one (feel free to eye roll me. Let's not get into the argument that ALL LinkedIn posts are self-promotional). To expand on the lunchtime chat I had with her, this is what I'd say to those in senior corporate positions: 🟢 Traditional media isn’t enough: press opportunities are shrinking. LinkedIn has become a credible alternative front page for modern business, where audiences and journalists already are. In a crisis, it also enables CEOs to speak swiftly and directly. 🟢 People perform over pages: CEOs generate 35% more engagement than their brands, despite having less than 10% of the following. Their voices cut through further than logos ever can. 🟢 Authenticity is expected: stakeholders want leaders who are human and visible. A credible digital presence now signals modern leadership - building trust, reputation, and even career advantage. And should you want to go even deeper here, you can read our full report on People Over Pages. https://lnkd.in/eijARMuQ

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