Strategic comms that deliver business growth
Growth becomes energising and rewarding when you remove uncertainty. By grounding every move in clear data and building a simple, shared communications framework, everyone – your team and your clients – stay aligned, confident and excited about the plan ahead.
We make decisions with evidence, not guesswork. We challenge “what worked before” thinking and optimism bias, replacing them with fresh insight and proven playbooks. The result? Investment flows into the opportunities that actually deliver, teams stay energised (because they can see the logic) and success feels deliberate rather than accidental.
High-performing teams deserve more than repeating yesterday’s playbook and hoping the market cooperates. With independent, data-smart guidance, growth stops being a leap of faith and becomes a series of confident, well-lit and measured steps forward.
How to create a useful brand
Define your promise – write one sentence: “We [solve X] for [who] so they [feel Y].” To do this you need to really understand your target audience – inside and out.
Create search friendly content by turning that promise into answers: blog posts, FAQs, reels and product pages that match what your target audience is looking for. Use the tech that we can help with to get this done without guessing, using data to create content your audience can find and finds useful.
Deliver this content everywhere by using the same words in your shop sign, emails, and Instagram bio. Consistency = trust + better search rankings.
Start today: write your promise, publish one helpful answer, repeat. Doing this makes your brand become findable, believable, unforgettable.
Tech adoption and management
Tech adoption and management for pipeline creation involves selecting, implementing, and optimising technology to build and sustain a robust sales pipeline. This means using tools like CRM systems (e.g., Salesforce, HubSpot), marketing automation platforms, and data analytics to attract prospects, engage them effectively, and convert them into customers. The goal is to make the process efficient, scalable, and data-driven while ensuring teams are equipped to use the tech effectively. Choose technologies that match your business goals, whether it’s increasing lead volume, improving conversion rates, or shortening sales cycles. And consider monthly costs – are they aligned with your expecations/organisational skill sets? Reduce risks like poor adoption which leads to wasted resources and frustrated teams. Clear training and support ensure everyone uses the tech confidently.
Lead creation, pipeline management and analytics
Pipeline creation
Knowing your target audience inside-out allows you to create marketing that feels personal and solves real problems. It’s like having a map to your customers’ needs, preferences, and behaviours—without it, you’re guessing and wasting resources. Understanding your audience’s demographics (age, location), psychographics (values, interests), and behaviors (buying habits, online activity) lets you create comms that are memorable and relevant. When you know exactly who your customer is, your ads, emails and content feel like a conversation. Detailed audience insights guide where to spend – targeted social ads, specific platforms (e.g., TikTok for Gen Z) or local events for community-focused customers.
Pipeline management
Identifying where your target audience sits in the sales funnel—awareness (just learning about you), consideration (evaluating options), or decision (ready to buy)—is like having a playbook for turning prospects into customers. Each funnel stage requires a different approach. For example, awareness-stage prospects need educational content (e.g., blog posts, social ads), while decision-stage prospects respond to offers or demos. Risks can include Sending a discount code to someone in the awareness stage or a lengthy whitepaper to someone ready to buy can push them away.
Analytics
Conversion rates, lead volume, and sales cycle lengths are the backbone of a predictable, profitable sales funnel. They tell you how many leads you need at each stage (awareness, consideration, decision) to achieve your targets. Conversion rates measure the percentage of leads moving from one funnel stage to the next (e.g., from website visitor to lead, lead to opportunity, opportunity to customer). For example, if 10% of leads become opportunities, you know you need 100 leads to get 10 opportunities. Understanding these rates helps you calculate the exact number of leads needed at the top of the funnel to hit bottom-line goals. It also highlights weak spots (e.g., low conversions from lead to opportunity) for improvement.
Build a website that works as hard as you do
Website creation, platform selection, CMS usability, URL choice, and email setup aren’t separate tasks—they’re the interconnected foundation of your online presence.
We design and build sites that mirror your brand, convert visitors and drive action with razor-sharp, conversion focussed CTAs.
Key considerations:
- Mobile-first (60% of traffic is on phones).
- Content-led for organic + AI search wins.
- Keyword-smart, lightning-fast load times.
Platform choice (WordPress, Shopify, Wix, Squarespace) is your tech backbone—picked for budget, skills, and scale. A wrong pick? Sky-high maintenance or stunted growth. We integrate marketing tools (e.g. HubSpot) from day one.
No guesswork. Just results.
Google Analytics: implement a no-guess pipeline machine
Google Analytics (GA4) is the free, powerful tool that reveals exactly how your website performs and what your audience does—fuelling pipeline creation and rock-solid success measurement.
Why it matters:
- Tracks channels (email, PPC, organic) driving traffic + conversions.
- Spots leaks (high bounce rates = fix now).
- Guides budget—if email converts 20% better than social, shift spend there.
Set goals (form submits, purchases) to measure every funnel stage. Example: £1,000 ads → 50 leads → 5 sales = clear cost-per-lead + ROI.
Dashboards deliver clean reports (Audience, Acquisition, Behaviour). Setup: Add tracking code in minutes (WordPress, Wix, Shopify).
No data? No decisions. With GA? Pure profit.
Workshop facilitation
Fun days out in great/extraordinary venues with nice food and after-thinking drinks. Outcomes include brand strategies, comms planning including documented understanding target audiences and potential channels, content strategies.
Organic and paid social media posts
Image and video led and created using Canva or Edits.
Weekly or daily posts
Regular, value-packed social media posts keep your business front-of-mind, build genuine trust with your audience and turn casual scrollers into loyal customers – delivering steady, low-cost measurable growth.
Decide a budget
Using tools like Hootsuite or Buffer, setting a budget is as easy as sliding a bar or typing a number. You can choose daily or lifetime spend with full control to pause or tweak anytime.
Create your target audience
Creating laser-focused target audiences is as easy as choosing age, location, interests, and behaviours from drop-down menus. Save these as a custom or lookalike audience, and you’re ready to reach the exact people who’ll love your business in seconds.
Start. Measure. Adjust. Go again.
“Michelle’s precision and clarity around how to target limited investment funds into the proper structures to grow the client engagement model for our consultancy was key to how we expanded our revenue base and secured our practice’s future.”
Chris S.
“Michelle excels at crafting compelling customer experiences and optimising marketing spend to achieve maximum ROI. Her strategic vision and tactical execution have made a significant impact on every project she’s led and her insights into digital marketing and brand building are second to none.
Will G.
“Michelle is one of the best marketeers I’ve ever worked with. Her ability to understand complex technical products and present them in a way that resonates with the marketplace is phenomenal. She is also a great innovator – thinking up new ways to work and get an edge in a constantly-changing market.
Steve M.