Suzanne Cleal, Marketing Coach

Are you a social entrepreneur? Do you want to make a bigger impact?

Hi, I am Suzanne Cleal, founder of Marketing for Impact. I run training and coaching programmes to help social entrepreneurs improve their marketing so they can: 

  • get more customers
  • build a sustainable business
  • have a bigger social impact  

I show you how to apply simple but effective marketing techniques to your business so you can make an even bigger social impact. Find out more here>>

Get marketing inspiration and guidance here

I hope you find my marketing inspiration and guidance articles below useful. Don’t miss out – you can sign up (in the bright orange at the bottom of this page) to receive regular updates direct into your inbox so you can make an even bigger impact.

Who is your ideal customer? And why it’s important to get to know them

Ideal customerDo you know who your ideal customer is?

I do! My ideal customer is Michelle. She is 27, an actress and wants to run acting workshops to help teenagers build their self-esteem and confidence.

She also thinks she can use these workshops to help teenagers explore specific ‘difficult to discuss’ issues in a safe environment.

She wants to set up a social enterprise and get paid for running the workshops.

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How to help your customers find you

womanspeakingDo you struggle to find customers? Is it difficult to find the people you are sure need your product or service?

Have you already made contact but had no response?

It may be time to stop looking for new customers and start helping them find you.

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How to set SMART marketing objectives (and why to set some that aren’t)

Marketing objectivesBefore you write a marketing plan you need to be clear on what it is you are trying to achieve. You need to set some marketing objectives.

Your key objective is likely to be to get more customers but you may want to set a number of other objectives to help you achieve this.

I normally suggest to clients that they have 4 – 6 main marketing objectives to help move them towards their vision. (more…)

What’s the difference between a marketing objective, strategy and plan?

Marketing for Impact PlanningYou know for your social enterprise to succeed you need to do some marketing.

You are desperate to get more customers so you can have the positive impact you know you can.

You have been in touch with some of your contacts, sent some emails to potential customers and designed a leaflet. But what next?

People keep telling you that you really should set some marketing objectives and have strategies and plans in place to achieve them.

You haven’t done this yet because you are not really sure what the terms mean.

The problem is different people use the terms differently and it is confusing. Very confusing!

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Use storytelling to demonstrate your authenticity

StorytellingI try to buy as much as I can from organisations that have a positive social impact. A few years back I spent a year switching my regular purchases to companies that have strong social objectives and continue to make purchase decisions based on my view of an organisation’s social intentions.

I made switches to Ecotricity, Naked Wines, Tea People, Café Direct, Method, One, Divine Chocolate, Biona, Give Me Tap, Green People, Bare Faced Beauty and Neal’s Yard Remedies.

The question is – how do I know if an organisation is genuine about making a positive impact?

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Want to save time on your marketing? Build a community.

Spending too much time on marketing?Do you think you spend too much time on marketing? You are not alone!

Are you always trying out different ways to attract new customers?

Do you spend hours finding out the contact details of potential new customers and composing ‘the perfect’ email, and even more time deciding whether to send it.

Do you worry they will feel you are pestering them if you get in touch a second or third time if they haven’t responded to your initial contact? Having decided they are not interested, do you then struggle to think who else might be interested in what you do and how on earth you will find them?

If you are constantly chasing new customers in this way, the chances are you are spending way too much time on your marketing. It’s not the amount of time you are spending that is the problem but what you are spending it on.

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Commit to your marketing success – 10 commitments that make a difference

Marketing Objectives and CommitmentsHave you been bombarded in the last few weeks with messages about setting objectives for 2016?

I know I sent you an email last week about planning for the year and the first step was ‘set your annual marketing objectives’.

I believe that setting objectives is a good thing. It gives you something to move towards and measure yourself against.I think that the process of setting SMART objectives (specific, measurable, achievable, relevant and timed) is a useful exercise for certain sorts of objectives.

I do, however, also think that if you only set SMART objectives you can miss out on some things you need to achieve for marketing success but can’t necessarily make them fit the SMART model.

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How to plan your marketing to be more effective

Marketing for Impact PlanYou want to make a bigger impact.

You feel now could be the time your business is really going to take off.

Not only do you want to make a difference to others but you also want to generate a sustainable income so you can live your life the way you want to.

But when you look back over the last year you worry you have not made the impact you had hoped for when you set out.

You are still finding it difficult to get your marketing right and feel you jump around from one initiative to another chasing different clients as opportunities arise.

I believe that the key to marketing success is planning.

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How to improve customer satisfaction

Excellent Customer Satisfaction Many years ago I attended a training course about improving customer satisfaction and discovered a simple model that I have used to help clients improve their customer satisfaction ever since.

The course was based on a case study – I don’t remember all the details but I want to share the story with you before I tell you about the model.

There was a world famous zoo that had a great reputation and was well known for its excellent conservation work.

The zookeepers loved their animals, worked hard to bring in a wide variety of species, looked after them well and helped visitors interact with them in new and interesting ways.

They were devoted to their animals and dedicated to creating a wonderful experience for their visitors.

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Save time and money – keep your launch to a minimum

Minimum Viable Product or MVPFor many years I have been delivering marketing workshops and training programmes in person.

I love the interaction with my students and believe I learn as much from them as they do from me.

Recently, however, I have been hearing from social entrepreneurs who want access to my programmes but are not able to attend the classes in person.

Having spoken to a number of these potential customers I decided to meet this need by creating an online, guided training programme.

This meant I needed a new website and I could have paid significant amounts of money to someone to develop a beautifully designed, ‘all singing, all dancing’ website to launch the programmes but I knew that at such an early stage in the development of the idea this would not be the right approach.

Instead, I developed a Minimum Viable Product or MVP.

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