And make sure the right people know about it.

A woman, smiling, in an office with her laptop open in front of her on a desk

I’m ten months into life as a freelance marketer, and I recently secured a new long-term client who barely knows me. I didn’t pitch to them, they don’t follow me on social media, and they haven’t seen my previous work.

They know me through a shared former client. Their exposure to me was a once-a-week, ten-minute Zoom update. This was enough for them to call me when the contract ended with our shared client and ask me to work with them.

This incident has confirmed a long-held theory of mine that being good at what you do is the best…

Five traits you need to level up

Three women in an office meeting room having a conversation

Marketing roles can be very broadly divided into the following categories:

  • Junior — assistant, executive, officer
  • Mid-level — manager, team leader
  • Senior — head of, director, CMO

There are levels within this, such as senior exec and assistant manager, but most marketers start their career in a junior role with a view to becoming a marketing manager.

It’s an arbitrary job title. I’ve seen marketing managers on £25k with no autonomy and marketing managers on £50k managing a team and six-figure budget. …

Three coaching principles that changed the way I work

Two women in the workplace sitting on a windowsill and laughing

My previous employer trained managers as coaches. I used this training to become a marketing mentor alongside my freelance marketing business. I’m now studying for a formal coaching qualification. An unintended but welcome consequence of my training is that it’s changed the way I approach marketing.

In a world where everyone seems to have become a coach, it’s easy to forget that it’s a skill to be learned and developed. It’s not just having a helpful chat, it’s quite the opposite.

The person being coached leads the coaching relationship. The coach is there to create a safe environment for the…

AKA, how to fail.

Sometimes, you aren’t very good at your job. Your friends, family and colleagues might give well-meaning advice and although there are times when you need extra encouragement, there are also times when you just aren’t the right fit. It’s not a very nice feeling — and I know, I have been there more than once. It’s helpful if you can recognise this before somebody else does, so let’s untangle this.

What are the signs?

1. Work fills you with dread

Not being very good at your job, and not liking your job are two different things. If you are good…

We all experience comparison in very different ways. So different, in fact, that it’s quite difficult to write about every possible situation. Each of us needs a toolkit to recognise when those feelings crop up, how to confront them, what to do during a negative spiral and how to use them as a force for good. Here’s mine, in the hope that it inspires you to develop yours.

In my 20s, comparison was a dominating presence in my career. I frequently felt that situations at work were were unfair. Sometimes it was justified, and I channelled those feelings into propelling…

One of the facts of working life is that the economy will go up and down, and there’s very little you can do about it. Nearly one in 10 marketers (9%) have been made redundant during the coronavirus outbreak. Over 300,000 businesses fail each year. Right now the redundancy rate is through the roof, at levels we haven’t seen since the credit crunch.

On top of economic crises, you will also go through a personal crisis at some point: break ups, accidents, bereavements, it happens to all of us. …

From a marketing standpoint, the blueprint of a crisis is typically: something has happened and it requires a response. The crisis might be a natural disaster or a public relations incident. The response can range from individual communications to customers, to the wider public, and even the press. It’s likely the crisis will need to be handled across many platforms including social media, online reviews and forums.

When specialist expertise is needed, a PR or crisis management agency are worth their weight in gold. This doesn’t mean you can check out of crisis mode.

Each profession has its own nuances around mental health.In my experience, these are the ways that working in marketing can cause stress:

1. Being responsible for the public face of a business

2. No guarantees that your work will be successful

3. Being perceived as a disposable resource*

Are these stresses exclusive to marketing? No. Do all businesses create the same amount of stress? Also no. …

Marketing is a very desirable career choice but often for the wrong reasons. So let’s start by saying: you won’t think events are glamorous when you’re building a trade show stand at 5am in a random European airport. It’s creative but you will need to show results. It’s fun, but at times very pressured.

Getting into marketing is hard, especially right now when so many businesses are making redundancies. But not impossible. I know because I’ve been where you are. My first office job was at the start of the credit crunch, as an admin temp, for £6 per hour…

I planned and launched Into The Woods Marketing during the Coronavirus pandemic. It was difficult, but I did it and learnt a lot along the way. I started with one client which just about covered my mortgage and bills. Six months later, I have four clients on retainer and each month, I invoice much more than I earnt in-house.

For five years, I contemplated going freelance in various guises before taking the plunge. The flexibility really appealed to me, along with the chance to have more focus on marketing and helping businesses to grow.

Here’s my guide to laying great…

Veronica Wood Querales

Writing about marketing, careers and freelance life • Marketing consultant and mentor •

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