Accessible Marketing


GDPR – What do small businesses need to know?

by Judith Hutchinson

GDPR - What do small businesses need to know

  I’ve been asked about GDPR in relation to marketing for small businesses, here I am answering these question, if you have others join the Accessible Marketing Facebook group:

What is GDPR?

It sounds really boring doesn’t it – General Data Protection Regulations, I’m almost yawning just typing it.  …

How to Conduct Customer Research in 4 Steps

by admin

How to conduct customer research in 4 steps

Customer research is the essential basis of your marketing strategy. The data acquired by your research should influence every business decision, and it will allow you to create compelling content that engages your target audience. 34% of people say they have severed communication with a brand after receiving poor, irrelevant,…

How Can I Increase My Email List with Relevant Subscribers?

by Judith Hutchinson

How can I increase my email list?

A recent survey conducted with 1000 online businesses revealed that email marketing generates the highest ROI compared to other marketing channels.  Granted it depends on what demographic you are targeting. Perhaps, for example,  teenagers don’t engage with email as much as a 43 year old.  But it’s worthwhile realising that…

A marketers view on the 2016 Christmas Ads

by Judith Hutchinson

Christmas ads 2016

The big brands have well and truly launched their Christmas ads and I have been watching them with interest.  As they say on strictly – the scores are in…. John Lewis Probably the most anticipated ad of the year.   #BusterTheBoxer is a move towards the feel good factor. Presumably…

11 tips for writing a press release

by Judith Hutchinson

So you want to increase your profile in the media but are a little unsure of where to start.   First things first have a think about what ‘things’ your customers watch, listen to and read (the more specific you can get the better).  Is it printed press and in…

Video: 5 Marketing Myths

by Judith Hutchinson

The third and final instalment of my latest series of vlogs. This one is all about what I think are the five biggest marketing myths

Video: The 5 steps of putting together a marketing plan

by Judith Hutchinson

The second in a series, my latest vlog looks at the 5 steps of putting together a marketing plan. Regardless of whether or not you have a marketing plan or not there may well be some nuggets in here that will get you thinking about your own business.   Video…

Video: 3 Key Reasons Your Business Needs a Marketing Plan

by Judith Hutchinson

Here I am recording my first vlog all about why your business needs a marketing plan. Thanks for watching. Video Transcript… I’m always amazed by the number of small business owners I meet who don’t have marketing plans. There are a number of reasons they don’t– often they don’t understand…

Should my business be using Instagram?

by Judith Hutchinson

What’s all the fuss about?  If a picture paints a thousand words then Instagram is certainly a force to be reckoned with.  The picture and video sharing site now claims to have over 400 million active users (150m users per month).  It was acquired by Facebook in 2012 and since…

7 Do’s of Email Marketing

by Judith Hutchinson

So many businesses get caught up in the world-wind that is social media they often forget about the merits of email marketing. Whether you are marketing to individuals or to organisations email marketing can help in terms of sharing your content, raising your brand profile, keeping you at the forefront…

Free and Useful Marketing Tools for Small Businesses

by Judith Hutchinson

I’m often asked about useful online tools to help with marketing activity so I thought I would start compiling a list.  These are either free or have a free package 1.Google Analytics – If you haven’t got analytics for your website and you arent checking it regularly WHY NOT?…

How to ask your customers (and potential customers) what they think

by Judith Hutchinson

How to ask your customers what they think

It’s amazing how many businesses I work with that don’t or haven’t asked their customers what they think.  This is a fundamental part of marketing, whilst it can help you with the small stuff such as tweaking a particular part of the service you offer, it can also have some…

Top 6 Social Media Marketing Mistakes

by Judith Hutchinson

In a recent meeting I was asked what I thought the biggest social media marketing mistake is.  I don’t think there is just one, so here is  my top 6: 1. Not Being Social So often I see companies simply broadcasting their sales messages rather than using social media to…

Why should SMEs use video marketing?

by Judith Hutchinson

I recently attended a video marketing workshop with the key speaker being Phil Arkinstall of Ark Media I thought readers would find some of the key points from this workshop of interest. Whilst video has been about for years there has been some major technical advancements that have made it…

How Can Google+ Help My Business?

by Judith Hutchinson

I am increasingly being asked by small businesses about how Google+ can help in terms of marketing their organisation.  It was Liz Paton from Tarnished Studios who acted as catalyst for this article – Thanks Liz!  Here goes in hoping I can answer some general questions on G+ and that…

Do you need a mobile friendly website?

by Judith Hutchinson

    More and more people are accessing websites via their smartphones or tablet devices. If you want to communicate to your customers via your website then it’s important that your website works across these devices. I could quote a load of stats at you here about the number of…

Marketing a Town

by Judith Hutchinson

As any Destination Marketer worth their salt will tell you it sure helps if the local people have a little pride in where they live. They are/can be the best ambassadors. The new Experience Barnsley Museum is certainly a great way of injecting a little local pride into the town…

Is Guest Blogging Still Useful for Businesses?

by Judith Hutchinson

I was recently presenting at an Angels in Business Meeting when one of the delegates asked what I thought about guest blogging so I thought I would write about this for the benefit of my readers. A lot was said in 2014 about guest blogging being dead.  And as…

So What Exactly is SEO?

by Judith Hutchinson

In a recent client meeting I was asked this question.  To me the term is part of my vocab and I stupidly forget that others are not necessarily familiar with what SEO is.  So here goes with a quick guide…

Image courtesy of Stuart Miles at
What Is SEO…

The Fascinating Psychology of Colour in Branding and Marketing

by Judith Hutchinson

This is a guest post by Pam Neaves from Mint Creative Solutions  The psychology of colour and how it relates to persuasion in branding and marketing is fascinating.

Image courtesy of Sailom at
In a study entitled ‘Impact of Colour in Marketing’, researchers found that up to…

Hidden features of the big social sites

by Judith Hutchinson

From muting accounts, saving links to read for later and downloading your LinkedIn connections there’s an array of things the big social networking sites can do to make life (and business) a little easier.   I came across this info-graphic from salesforce that cleverly brings attention to some that you may…

How can a small business measure social media?

by Judith Hutchinson

It’s no good just doing social media you really need to have an idea of what you are trying to achieve and how you are going to measure it. If you already have a social media marketing strategy then you know what your goals are (and if you haven’t perhaps…

5 Useful Points About Target Markets for SMEs

by Judith Hutchinson

When I’m putting together a marketing plan for a client it’s often useful to think about the following things:

Image courtesy of Stuart Miles at
1.  Who is it you’re targeting? Are you selling to businesses or the public?  Think about where they may be based.  Perhaps you have…

5 Marketing Myths

by Judith Hutchinson

I often here ‘myths’ about marketing related stuff.  So I thought I would share a few with you here: 1. You can’t measure advertising Errr – yes you can telephone numbers, landing pages, google tracking and not to mention asking your customers where they heard about you!. 2. You have…

AIDA – A Useful Marketing Tool

by Judith Hutchinson

I often find myself using the AIDA model when helping clients to construct brochures, flyers, ads – even e-shots and images for social media, so I thought I would share this: Attention – A strong headline is the means by which you grab initial attention.  Asking questions is often a good…

Effective copywriting helps you win the war of words

by Judith Hutchinson

Image courtesy of jannoon028 at
This is a guest article by Pardeep Mattu of Ascent Writing  Being in business should be seen as a ‘war of words’. Every piece of marketing communication you create should be maximised, so that you’re promoting your unique selling points in the best…

4 Marketing ‘Things’ Every SME Should be Doing

by Judith Hutchinson


Image courtesy of tiramisustudio at

Tourism Marketing: The Trentham Estate

by Judith Hutchinson

Recently I attended a Chartered Institute of Marketing (CIM) event at The Trentham Estate in Staffordshire. The key speaker was Amanda Dawson, Marketing Manager at The Trentham Estate. It would appear that The Trentham Estate are doing ‘things’ really well and I’m sure there are marketing tips that other…

The downside of social media for businesses

by Judith Hutchinson

Even if you are using social media successfully you will likely come across one or more of the following. I would say it’s about how your brand manages these and can turn them around to your advantage. Here are a few downsides I can think of but I’m sure you…

Fail To Plan – Plan To Fail

by Judith Hutchinson

  I had a teacher once at school who loved the phrase ‘fail to plan, plan to fail’ (you have to say it with a nasally voice).  Despite the voice, he was right.  Now, I’m not saying that all successful people and businesses have strict plans that they religiously stick…

Useful Social Media related sites for Brands and Business

by Judith Hutchinson

I’m often asked what sites are useful for learning more about social media E.g. Learning more about your potential audience and how they use social media and how to measure your presence. So I thought I would pop a few into a blog article. Hope this is helpful for you…

Simple Marketing Tips for Small Businesses

by Judith Hutchinson

There are a number of marketing tactics that small businesses can utilise that will help raise profile and increase sales without breaking the bank.  Here are a few, feel free to add in what’s worked for you…  

  1. Build and improve your contact list – if you collect email address

Ten Commandments of Using Pinterest for Business

by Judith Hutchinson

Spotted this great infographic about Pinterest and thought my readers would appreciate it (sources shows at the end)….

Top Tips for using Facebook as a Marketing Tool

by Judith Hutchinson

The following tips will help you to use facebook strategically, legally and in line with your other marketing efforts. It is by no means an exhaustive list but will hopefully get you thinking….

–       Your business/brand is not a person – don’t create a personal account for your…

The A-Z of Marketing (E-H)

by Judith Hutchinson

Part 2 – E-H For A-D please see earlier blog article

    E – External Environment When putting together a marketing plan it’s very important to look at the external environment that the organisation operates within.      The PESTEL model is a useful tool for this.   PESTEL stands for Political, Economic,

Marketing Quiz

by Judith Hutchinson

People found the last strapline quiz very easy so here is a slightly harder general marketing quiz.  No prizes – just for fun and the prestige of winning.  Please post your answers below or via twitter – @JudithHutch

  1. What does AIDA stand for? (clue – see my earlier blog article)

The A – Z of Marketing (A-D)

by Judith Hutchinson

I’ve decided to write the A-Z of marketing.  This is intended to be a guide for small business owners and in-house marketers to either remind you about certain marketing tools and/or to introduce you to new marketing ideas.  I should add a caveat that whilst it is an A-Z guide…

4 Marketing Resolutions

by Judith Hutchinson

If you are turning over a new leaf and focussing on your marketing efforts for 2012 here are 4 marketing resolutions for you:

  1. Resolve to……Plan your marketing activity and write the plan down.  There is no point haphazardly going from one week or month to the next.  Resolve to put

Mobile Marketing – An outline

by Judith Hutchinson

There is no doubt that Mobile Marketing is big and is only set to get bigger.  When you think that globally, more people now have mobile phones than have bank accounts, you can see the marketing opportunity that these devices present us with. This article aims to outline a few…

QR Codes – How Your Business Could Use Them

by Judith Hutchinson

What Are QR Codes? QR Codes (Quick Response Codes) are square blocks of what look to be very techy pieces of information (similar to barcodes).  You can scan these codes with your smart phone (you just need to download a QR reader app) and the code will point you in…

Is it surprising people choose to shop online?

by Judith Hutchinson

Recently I seem to have encountered a plethora of poor customer service whilst on the high street and doing my supermarket shop.   Here are just 3 examples from the last fortnight (excuse the rant!):

  • A Supermarket floor worker thinking they had right of way rather than me and not even

5 Marketing Tips for Visitor Attractions

by Judith Hutchinson

By Judith Hutchinson Here are 5 things tourist attractions can do to improve their marketing efforts, footfall and ultimately profits!

Sheep Racing at Cannon Hall Farm, Yorkshire
  1. Get Social – if you aren’t already using social media to communicate with your visitors where have you been hiding? The likes of

Fiat tackles the family market

by Judith Hutchinson

I’ve enjoyed the recent campaign that Fiat have developed to promote the Fiat 500. They are clearly targeting the family market although I question if a family would fit themselves and all their stuff in such small car – but perhaps this is the whole point of the campaign –…

Social Media In a Nutshell

by Judith Hutchinson

Thanks to CIPR for bringing this to my attention and Otherwise blog for the original post. A really useful infographic.

Source: via Chartered Institute of Public Relations on Pinterest

5 Reasons why your business should blog

by Judith Hutchinson

  1. It helps with SEO.  Google likes it when your site is relevantly updated on a regular basis so if you are updating your blog regularly this will help with your google rankings.
  2. It gives you fodder for social media.  If you are utilising social media (twitter, facebook, Pinterest etc) then

Scheduling Pins on Pinterest

by Judith Hutchinson

At a recent training session a delegate asked me how you could upload pins in bulk and I have to confess that my immediate reaction was – fantastic that you have a lot of pins that your followers are going to want to see but why would you want to…

A presentation on Social Media

by Judith Hutchinson

A presentation I often find myself talking around in social media meetings and training sessions

How to brief a web designer

by Judith Hutchinson

So you’ve set up your business and are in need of a website or have decided that it’s time to sort out your current site.  This article should be useful for any business wanting to brief a web designer or agency for a new website. I would suggest having a…


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