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What marketing training do you need for your team?

marketing training teamIf you’re a larger organisation it can be easy to think of marketing as part of someone else’s job description. It’s easy to understand why. If your business has invested in employing marketing professionals why not rely on them to do the heavy lifting? Leave the marketing training sessions to small business, sole traders and network marketing companies. The truth is that even when marketing isn’t your primary responsibility it doesn’t mean that you can’t play your part. After all, as far as your customers are concerned, every employee represents your brand. The question is, what do you need your team to do and what marketing training do they need?

Social media

You might justifiably think that this is one to leave to the marketing team. When it comes to posting to official business accounts, you’d be right. However, you’d still be wise to consider what your team are doing on their own social media. If your employee is making offensive comments or acting in a way that could reflect badly on your business, it’s best to know about it sooner rather than later. Of course, some people make it easy. The annals of internet history are littered with stories of people who were sacked because they forgot they were Facebook friends with their boss.

The kind of training you’ll need to provide here is probably best lead by HR as it’ll need to be in line with company policies. It’s also a fine balancing act between protecting your business reputation and preventing your employees from posting anything vaguely interesting.


Personally, I love business expos. I get to wander round chatting to people and they’re also an excellent source of free stationery. However, I say this as someone who has never had to spend an entire day standing at a stall. Engaging with potentially hundreds of people to create the right first impression over the course of a day takes stamina.

You might think that it’s just a matter of sending the right people. However, even your most loquacious employees might need help. An expo is no different from any other marketing platform in that your message needs to focus on your customer. A monologue about your services isn’t going to help anyone. I’d suggest that a workshop style briefing session would be the ideal pre-expo training. Firstly, the team develop questions to get visitors talking. Then they think about potential answers and how your services would be of benefit. Your staff sound knowledgeable and visitors get to hear about stuff they’re actually interested in.


Depending on your business you might already have members of your team writing articles for various platforms. This may have lead you to believe that you don’t need to blog. The truth is that they’re not exactly the same thing. (For more on why, read this.)

Blogging is one of the most effective ways of humanising your business. People often see corporate businesses as remote and think that you might blind them with science. A business blog can, on one level, demonstrate your expertise if you let the marketing team do it. However, if you delegate some of the blogging to employees you get a unique perspective each time. It shows your customers that you’re approachable and not just a corporate stone edifice.

If your teams (even your marketing team) have never blogged before, there are some great workshops available that will take you through the basics from choosing topics to editing. It probably won’t surprise you to learn that I offer one and will bring it to you – sign up using the form below to find out more.

However you market your business it’s always worth getting your employees involved by offering them the right training support.

Further reading

Even your marketing team might need training – these social media horrors were created by professionals.

A more comprehensive expo survival guide

Finally, for details of my training sessions, sign up to my mailing list here.

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What do you get out of a conference?

conferenceI’ve been to a few different conferences during my working life and they’ve all taught me something different.  The biggest benefit is that I’ve become more discerning about the ones I attend.  The drive to behave like a business owner and only invest where it’s warranted gets stronger every day.  In terms of attitude I think I went from one extreme to the other – either ‘I mustn’t spend any money’ or ‘I’m going to spend everything I have spare – it’s probably worth it.’  I soon realised that ‘probably worth it’ didn’t cut it.  Now I’m somewhere between the two. I have to consider whether it’s worth my time and the money I’m spending on it.  So, here are a few of my conference experiences so you can think about what you get out of a conference – hopefully I’ll save you from making some of the mistakes I did.

The posh one

AKA the expensive one, especially for a brand new business owner. To be honest, the cost was worth it for the chance to stay in one of the most amazing hotels I have ever visited, to be wined and dined and meet great people.  Yet when the chance came to go again, I decided against it.

Why? The speaker panel was almost too targeted for me.  I knew that I would learn something great from some of the speakers, but wasn’t sure about the final two.  One was an expert in something I still have no interest in pursuing.  The other was talking about how to use a platform that I was a long way off exploring.  It was still a great experience – it’s just taught me to trust my gut when I’m not sure how much I’m going to learn.

The massive expo

I dabbled in travel marketing for a little while and went to the world’s largest travel expo at the ExCel in London.  It was massive.  There were exhibitors from all over the world and I talked to loads of them.  I’m an introvert which doesn’t mean I avoid talking to people, I just have to have some time off to recover afterwards.

The lesson from this one was a fairly slow burn.  I knew that I didn’t want to be an ‘influencer’ but thought that I could still work with some of the smaller travel companies.  After the expo, even though I changed my marketing I kept getting enquiries from other kinds of small business.  I thought it would be easy to turn them down, but actually they were great projects.  Crucially, they were also the kind of people that I wanted to work with.  Eventually I realised that I just love travelling for fun, I don’t have to focus on it in my work.

The one where I was a speaker

This one was a real challenge for me.  When my friend said she was organising a conference and asked me to be a speaker I said yes immediately.  I wanted to support her and thought that I could work out how to do it afterwards.  At the time I hardly did any public speaking and I’d never run a workshop before.  The best advice I was given beforehand was to remember that I knew something that the audience didn’t.  They wanted to learn from me.  I was nervous to begin with but as soon as I saw people nodding and taking notes I knew it was going to be fine.

The best thing about that conference was that I didn’t just teach.  I was surrounded by women in business just like me.  I learned from the other speakers and the attendees as well.  It taught me to think about who I’m going to spending my time with.  (Although I must admit that the delicious food, gorgeous hotel and spa time helped to make it wonderful too.)

If all of that sounds good to you, we’re going to be doing it all again at the end of September.  You can sign up to my mailing list using the form below, then you’ll be the first to receive all of the details! You’ll also get to hear all about my workshops and training options.