In episode 7 of the more than marketing podcast, we learn from specialist marketer and senior account manager, Fiona Jackson, who gives us a thorough exploration of cost-effective marketing techniques. Fiona is passionate about cost-effective, data-driven marketing to develop brand loyalty and enjoys implementing this for her clients. Delve into Fiona’s knowledge on client relationships, strategy planning and cost-effective marketing tips in Episode 7 of more than marketing!

Fiona has over 15 years of marketing experience and has worked across sectors including financial services, retail and loyalty. She currently holds the position of senior account manager in Consortium – more than marketing and has worked with clients internationally and is renowned for equipping her clients with cutting-edge marketing tactics and strategies.

“Having a strategy – having a plan, so know that before you start doing anything or spending any money what you’re trying to achieve is a great place to start.”

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In modern times such as these, it has never been easier to market your business and service. With access to a plethora of marketing tools, specifically digital marketing tools such as social media and blogs, you can begin to build your brand from the ground up. Alongside this there is much more access to vital data such as audience and trends that can be used to craft your strategy in a more accurate way. Both pros and cons of utilising digital marketing strategies are discussed in length in the podcast, so understanding these will help equip you to make the best decision for you.

Fiona also discusses leveraging existing client relationships to provide testimonials and other, more trustworthy and human-focused tools. As someone who has years of experience in a client relationship-focused role, Fiona has a wide range of knowledge that she hopes to pass on to other marketers in the professional services sphere!

“The world is ever changing, and you have to be able to respond to that. Yes, you’ve got your strategy and you’ve got your plan, but there’s value in stepping back and thinking: ‘Let’s actually change what we’re doing’. It shouldn’t be static.”

Further Reading

Data, data, data!
Fiona recommends several digital tools in order to build up your online presence. Each comes the opportunity to learn more about your audience using the built-in analytics features. Collecting this data is vital to having a successful long-term marketing plan.

Existing clients are valuable assets
Testimonials and referrals are some of the most powerful marketing tools a brand can use. Your existing clients are walking and talking brand advocates!

Be flexible
Too many marketers are afraid of changing direction or switching strategy whilst in the midst of a campaign. Fiona suggests being as open as possible to switching tactics and experimenting with new ideas.

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