Laguna Marketing

•	Ghostwriting for service providers to build their personal brands on LinkedIn and grow inbound leads.
•	Helping business owners tell their stories and grow their enquiries through copywriting and content creation.
•	Helping service based businesses find their ideal clients using digital marketing.
•	Acting as a virtual digital marketing manager for businesses who need part-time marketing support.

Copywriter and Ghostwriter

London's Air Ambulance Charity 

• Leading on all website activity across the charity including a rebrand of the existing site, increasing analytics capabilities, and introducing a new recruitment area.
• Implementing a CRO programme to improve UX and increase donor conversion.
• Responsible for resolving business critical issues.
• Providing digital support across the charity.

Digital Consultant

Lucy Group Ltd

• Project managed the redevelopment of the intranet for 1,600 employees across 10 regions and five languages and introduced an international internal communications plan.
• Led a Group-wide recruitment project to increase the number of high-quality candidates by improving the visibility of vacancies, launching a careers area on all websites, creating candidate-focused marketing collateral, and rolling out LinkedIn Life pages across all businesses.
• Led Group-wide projects including a centralised marketing and communications strategy for the Group in line with business priorities, international case studies and launched a sustainability programme.
• Project managed Lucy Real Estate marketing campaigns including creating branded 60 metre building site hoarding in central Oxford.

Head of Marketing and Communications

Ellacotts Accountants

•	Developed and implemented the marketing strategy in line with the overall firm business plans.
•	Project managed the development of a new website and building the firm's online presence, SEO strategies and PPC campaigns. This grew organic traffic by 650% with 22% of new business coming via the website.
•	Implemented content and thought leadership strategies, and created articles, blogs, and website content.
•	Worked with the HR team on all internal communications and recruitment activity.
•	Development of firm videos, infographics, brochures, and all external literature. 
•	Worked with the different departments to create engaging client proposal documents.
•	Implemented a client communication journey to upsell and increase lifetime value. 
•	Developed a client insights and engagement programme and developing new practices based on results. 
•	Wrote awards submissions which resulted in being highly commended and shortlisted for 4 national awards.
•	Oversaw the growth of Ellacotts social media presence by x1000 in two years.
•	Project managed a rebrand across the firm and managed ongoing brand consistency.
•	Development of the CRM system (Workbooks) and integrating it into the practice management system (CCH), developing a sales pipeline, workflows, list segmentation and trigger campaigns.
•	Management of the marketing budget and marketing team.
•	Produced management reports on new business, client lifetime value and cross selling opportunities.
•	Developed the firm’s CSR strategy and oversaw charity activity and fundraising initiatives.
•	Implemented 50+ annual events, and later a webinar programme during covid, to target new prospects.
•	Part of the organising committee of the Cherwell Business Awards, including implementing a new online application process and organising the annual gala dinner and awards ceremony for 250+ people.

Marketing and Projects Director

Brethertons Solicitors LLP

•	Project managed the redevelopment of the Brethertons website including scoping the technical functionality of online calculators and payment systems. In the first year, the website produced 21% of new business.
•	Developing the firm’s brand.
•	Project managing a high profile, large scale survey, including complex analysis and launching at a national industry event and across the network.
•	Project managing the implementation of a new email marketing programme (Click Dimensions) within Microsoft Dynamics CRM.
•	Campaign management including identifying target audiences, list segmentation, reporting and analysis, developing new ways to record and measure source of business.
•	Working with the Development team to introduce efficient ways of working with client data including developing workflows to automate processes and policies.
•	Managing PPC campaigns and developing content and SEO strategies to promote key areas.
•	Overseeing Brethertons social media and training staff in how to use social media for business use.
•	Management of the Marketing Assistant.
•	Implementing a new client satisfaction programme to gain insights into client service.

Digital Marketing Manager

Habitat for Humanity Great Britain

•	Project managing the redevelopment of the website including integrating Raiser’s Edge CRM to automate new donor and volunteer sign ups.
•	Implemented the supporter and acquisition customer journeys and project managed direct marketing and email campaigns.
•	Developed targeted content and SEO strategies and integrated online and offline marketing activities, resulting in 250% rise in website traffic and 15% increase in regular donors.
•	Managed the social media accounts and introduced PPC campaigns.
•	Managed the digital and direct marketing budget.
•	Management of the Marketing team.

Digital and Direct Marketing Manager

•	Managed and developed the charity’s website and events programme. 
•	Project managed numerous direct marketing campaigns including both acquisition and retention mailings. Liaised with list brokers, creative agencies and mailing houses. 
•	Worked with other departments to create promotional materials.

Marketing Executive

Information Arts

•	Acted as a day-to-day contact for clients and their agencies.
•	Organised and lead client status meetings.
•	Managed client customer database.
•	Ran data extracts and created client reports.
•	Organised client invoicing and tracked sales.

Account Manager

Seton UK, Banbury

•	Project managed all in-house marketing programmes and managing the budget.
•	Production of marketing reports for members of the management team and external agencies.
•	Hired and managed temps.
•	Analysing campaign results to plan future marketing strategy.

Marketing Coordinator

I turn service providers into thought leaders | Ghostwriting | Copywriting | Building your personal brand | Finding your ideal clients | Telling your story

Are you a service provider struggling to stand out from everyone else?

Do you want to get more active on LinkedIn, but aren't sure how or where to start?

I was once where you are and have built my own personal brand on LinkedIn. 

In the last 3 months, I have:

→ 8x followers
→ 800k impressions
→ 35k engagements

I am a passionate copywriter and ghostwriter and I can help you with:

→ Creating a powerful personal brand
→ LinkedIn ghostwriting to grow your authority
→ Copywriting to position you as a thought leader 

By helping lawyers and accountants position themselves and find their niche within their markets, I’ve been responsible for: 

→ 22% of new business in year 1
→ Growing leads worth over £600,000
→ Increasing organic website traffic by 650%
→ Being highly commended in national awards

I have spent 20 years helping accountants, lawyers and other professional service providers craft the words to:

→ Find their ideal clients
→ Build their brands 
→ Tell their stories
 
As a born perfectionist, I’m obsessed with delivering excellent results. 

I love what I do so I’ll bring bundles of enthusiasm to help you grow your personal brand, and tell your story. 

If 2024 is the year you want to get more leads, find your voice and stand out from your competitors, please DM me to get in touch or fill in the form via my featured section. 

I’d love to have a chat! 👋

My 7 biggest mistakes as a new business owner.

(And how I fixed them.)

I’ve been running my own business for 2.5 years.
But I’ve made countless mistakes along the way.

These are the 7 things I wish I’d done sooner:

1. Not shouting about myself.

→ I had major cringe about doing this.
↳ But no one else is going to, so you have to!

2. Not asking for testimonials.

→ I was so bad at this (and still am!)
↳ But they’re the best proof of your work.

3. Not using my contacts.

→ Tell everyone what you're doing.
↳ You never know who might be looking for help.

4. Not networking at all.

→ Networking as an introvert is hard!
↳ But LinkedIn has been unbelievably helpful for me.

5. Spending time on Upwork.

→ Some do well on Upwork, PPH and the like.
↳ For me, it was people wanting work done for very little.

6. Obsessing over getting things perfect.

→ They never will be, and it will suck up all your time.
↳ So just get on with it. Things are always a work in progress.

7. Not connecting with other freelancers.

→ They’re not the competition, they can help you!
↳ They have the same struggles and make you feel less alone.

I had no idea what I was doing when I first started.
And I still make mistakes EVERY single day.

Freelancing is a wild rollercoaster!

It pushes me well out of my comfort zone.
It’s a cliche but I do learn something new every day.

And I love it!

P.S. What’s a lesson you’ve learned doing something new?

Claire Waters

In December, I made the best business decision.

Which helped me 8x my followers,
and convert inbound clients.

I’m a writer, but last year my LinkedIn game sucked.

I had been posting 3x week but I had:

1. No real idea how to write posts
2. No clear personal brand
3. Low post impressions
4. No client enquiries 
5. Low engagement

I hadn’t invested in training for years so I decided
to join Lara Acosta’s Literally LinkedIn Cohort.

Lara taught us everything from niching down to
marketing psychology, monetisation, and storytelling.

She set high standards to push us out of our comfort zones.

Each week we were set challenges to write posts on
new topics or do a collab with someone else.

In the last few months, I’ve:

1. Got clear on my personal brand
2. Converted inbound clients
3. Have constant enquiries
4. 8x followers to 8,000+
5. Recorded a podcast
6. 40k+ engagements
7. 900k impressions

All because I learned to use LinkedIn properly.

And I’ve made friends with amazing
people from around the world!

But more than that it’s given me the
confidence to get active and tell my story.

On Wednesday, we had our Graduation Ceremony,
and I only went and won the Literally LinkedIn games!

I never win anything so I’m super proud of myself!

Investing in training has been the best decision,
and I’m so glad I joined Lara’s cohort.

P.S. Have you done any training recently?

If your copy isn’t working, people probably don’t understand it.

Think of it this way.

You know when you’re on holiday and
you can’t read the menu, because
it’s in another language?

You have to Google all
the words to figure out
what you want for dinner.

That happens if you write complicated
jargon that your readers don’t understand.

They have to start Googling everything to translate it.

And no one has time for that!

So they go somewhere that talks their language.

Don’t make your content a foreign language for readers.

Use a copywriter to be your translator.

P.S. Where’s your favourite place to go on holiday?

Are you a service provider struggling to stand out from everyone else?

Do you want to get more active on LinkedIn, but aren't sure how or where to start?

I was once where you are and have built my own personal brand on LinkedIn. 

I have:

→ 5x followers
→ 400k impressions
→ 20k engagements

I am a passionate copywriter and ghostwriter and I can help you with:

→ Creating a powerful personal brand
→ LinkedIn ghostwriting to grow your authority
→ Copywriting to position you as a thought leader 

By helping lawyers and accountants position themselves and find their niche within their markets, I’ve been responsible for: 

→ 22% of new business in year 1
→ Growing leads worth over £600,000
→ Increasing organic website traffic by 650%
→ Being highly commended in national awards

I have spent 20 years helping accountants, lawyers and other professional service providers craft the words to:

→ Find their ideal clients
→ Build their brands 
→ Tell their stories
 
As a born perfectionist, I’m obsessed with delivering excellent results. 

I love what I do so I’ll bring bundles of enthusiasm to help you grow your personal brand, and tell your story. 

If 2024 is the year you want to get more leads, find your voice and stand out from your competitors, please DM me to get in touch or fill in the form via my featured section. 

I’d love to have a chat! 👋

Lara Acosta 

7 ways to stand out and reach your goals on LinkedIn.

LinkedIn is a busy place. It’s full of noise.

And it’s easy to get overwhelmed 
and lose your direction.

Having a solid strategy is key to achieving your goals.

I’ve teamed up with my friend Sarka Risch.

Every day we help leaders build their brands.

Today we’re sharing our top 7 tips for how you
can build YOUR brand on LinkedIn in 2024.

P.S. Let us know what you would add!

P.P.S. Repost this if you found it useful! ♻️

P.P.P.S. Shout out to Lara Acosta for making this collab happen!

7 ways to stand out on LinkedIn

You’re the expert at what you do. But you can’t put it into words to tell others.

This is such a common problem.

Because most people aren’t natural writers.
Or storytellers.

You know your job inside out.
You might even be the boss.

But to be able to write down your story,
or tell clients how you can help them?

Well, that’s a challenge.

So I bet what happens,
is you don’t do anything.

It’s a natural response.

(I’m the same when I think
about doing my tax return!)

But it’s such a waste because
you could help lots of clients, AND
you have an interesting story to tell.

That’s where a copywriter comes in.

It doesn't need to be a scary process.

This is how I work with my clients:

1. We have a call
→ You tell me what you want to achieve.
→ We identify objectives and audience.
→ You tell me your story.

2. I make it happen
→ I create a content strategy.
→ I put your story and offer into words.

3. You review.

4. I tweak if needed.

5. You post & engage.

6. We review stats regularly.

7. We learn what's working and repeat.

You still get to do your day job, all while:

→ Growing your presence
→ Reaching your ideal clients
→ Getting ahead of the competition

Without having to master a new skill.
Which saves you time and money.

Are you telling your story?

7 ways CEOs are standing out from the rest.

Just being a boss isn’t enough any more.

A personal brand gives you the
edge over your competitors,
and makes you stand out.

Here are 7 reasons why:

1. It builds your network.
→ People connect with people.

2. It establishes credibility.
→ People trust you if they know you.

3. It demonstrates your authority.
→ Show why you are a thought leader.

4. People look up to you.
→ You’re inspiring to those a few steps behind.

5. You stand out from the crowd.
→ Show why you're not just another CEO in a suit.

6. It attracts potential employees.
→ People want to know who they’ll be working for.

7. People want to know who is behind the business.
→ Not the stuffy company page. Show the real you.

Bonus: You have stories to tell.
→ Tell people about your journey.

Relying on your company’s social media isn't good enough.

Other leaders are building their personal brand.

Are you?

In 2022 I quit the corporate world.

(To build my business and work remotely.)

Sarka Risch did the same.

I met her in Lara Acosta’s Cohort.
I got along with her immediately.
I share a passion with her.

We both love LinkedIn and every day we:

→ Help leaders build their LinkedIn brand.
→ Focus on building an active community.

We are not in competition
→ we love collaborations.

We both love developing ourselves
→ that’s why we are in Lara’s Cohort.

Next year Sarka will be working from Japan.
Last year I lived and worked in Barbados.
(And I am planning my next trip!)

Sarka is an extrovert.
I like am a huge introvert!

Sarka’s passion is marketing.
Mine is too!

That’s the power of LinkedIn.

→ Meeting like-minded people
→ Collaborating and winning together

P.S. Are you collaborating with others?

Other posts aren’t your competition on LinkedIn.

You’re competing against people’s lack of focus.

Their poor attention span.
Their multitasking.

Think about it.

When you’re scrolling through
LinkedIn, you’re probably also:

→ Watching Netflix
→ Eating your lunch
→ On a dull Zoom call

You’re not fully paying attention.
And neither do others.

You need to create scroll-stopping content:

→ Summarise the post in the 1st line
→ Cut the fluff, get to the point
→ Skimmable formatting

Make it relevant to your readers:

→ Speak directly to them
→ Show how you solve problems
→ Or tell them an engaging story

People need a reason to stop and read your content.

Give them that reason.

P.S. What makes you stop and read a post?

This is why you're not building your personal brand.

And how you can get started.

(From someone who faced the same issues.)

→ Your life is too busy.
→ You don’t see the point.
→ You don’t know how to start.
→ You don’t know how to build it.
→ You think people will laugh at you.

Here’s how I got over those concerns
and you can reframe yours too:

1. Surround yourself with supportive people.
2. Starting small is better than not starting.
3. Being visible is great for your business.
4. Why do you care what people think?
5. Recognise it’s a long-term journey.
6. Talk to someone who has done it.
7. Learn as you go and enjoy it!

You don't need to overcomplicate it.

P.S. What is stopping you now?

People who are lurkers on LinkedIn worry about:

→ What people think
→ If they will look professional
→ What they should write about

People who are active and posting on LinkedIn:

→ Are building a network of new people
→ Developing ideas each time they post
→ Are investing in their future

I used to be like the first group.

But then I started my business and
needed to get my name out there.

And I soon realised:

→ The more I wrote → the more I had to say
→ It wasn’t that scary → people are supportive
→ You can be professional and share your opinions

The bonus is that you make friends
(working by yourself can be lonely!)
And you find others in similar positions to you.

So what do you have to lose?

______________________________
If you want to get active on LinkedIn but don’t have time to write content yourself, click ‘Book an appointment’ to see how I can help you.

5 simple ideas for writing your 1st LinkedIn post.

The first post is always the hardest.

Your mind goes blank thinking of what to say.
But it doesn’t need to be complicated.

Here are 5 ideas I used to get started:

1. Introduce yourself.
→ What do you do? 
→ How can you help clients?

2. Comment on something in the news.
→ Give your insights that readers can learn from.

3. Show how you’ve helped a client.
→ What problem did you solve for them?
→ What was the benefit for your client?

4. Talk about something you’ve done recently.
→ Have you been to an interesting event?
→ Have you learned something new?
→ Met some cool people? 

5. Tell people how you got to where you are.
→ Your experience could help someone else.
→ Real life stories help readers resonate with you.

Bonus: Try commenting on other people’s posts first.
Use those ideas to create your own posts.

P.S. What tip would you add for someone new?

So many people get a shiny new website and let it become a relic.

Getting a website is only half the job.

It should be a constant work in progress
to bring in leads and build your brand.

If your website isn't working for you this might be why.

These are my 7 top tips to keep your website working:

1.  Update it REGULARLY - Google likes fresh content.
2. Write content that identifies your users pain points.
3. Write content that people will easily understand.
4. Tell users what to do next - clear call to action.
5. Identify and fix underperforming pages.
6. Check where you appear on Google.
7. Remove outdated content.

Like a plant, you need to feed it regularly to keep it healthy.

Just having a website won’t work.

You need to update it and improve it.

Constantly.

Do you look after your website?

______________________________
If you need to update your website content but don’t have time to write it yourself, click ‘Book an appointment’ to see how I can help you.

You don’t post on LinkedIn because it’s the “safe” option.

But your silence is telling its own story.

It suggests:

→ Outdated skills
→ Disengagement
→ Lack of innovation

While you’re lurking, others are active.

They are:

→ Sharing their voice.
→ Building their presence.
→ Demonstrating their leadership.

You don’t have to be left behind.

You can take control by:

→ Sharing your insights
→ Discussing industry trends
→ Writing about your thoughts
→ Sharing your journey & expertise
→ Highlighting your team’s successes

Use your voice to show who you are.

Don’t know where to start?
Or how to express your thoughts?

I help leaders put their thoughts into words.

To help you build your presence that you’ll be proud of.
And bring you opportunities others already have.

Will you take control?

Talking about yourself isn’t easy.

Selling yourself even less so.

Both at the same time?!
A total nightmare!

I get it.

I can sell other people all day long.
But I can’t sell myself.

Building your personal brand and shouting about
yourself and your experiences feels weird.

Icky even.

That's why getting someone to write it for you is easier.

Someone who can:

→ Tell your story in the best way possible.
→ Position you as the expert you are.
→ Showcase your expertise.

So you don’t get stage fright.
You stop underselling yourself.
You don’t put it off even longer.

The best part?

You get to stick to doing your day job.
Without having to master a new skill.

Which saves you time and money.

___________________
If you’re looking for someone to write the words 
to tell your story, I’d love to chat!

This is how I stand out from everyone else.

(And you can too.)

I show me.

If you’re selling a service.
YOU are the product.

You need to show potential clients:

→ That you understand their problems.
→ Why you’re the one to help them.
→ The results of working with you.

No one has your unique package.

If you want more client leads.
You need to take control.

Make yourself stand
out from the crowd.

Show clients why
you’re the person they
should want to work with.

Show them:

→ You understand their problems.
→ You have been there yourself.
→ You found a solution that works.

I do this with my copywriting.

My personal brand is my best portfolio.
And it can be yours too.

Do you show you?

__________________________
If you want to build your personal brand but don't 
know where to start, click ‘Book an appointment’ 
to see how I can help you.

How you can show your expertise as an introverted CEO.

One of the things I hate about being an introvert
is the way other people can misinterpret it.

They think I’m rude, aloof
or just not very friendly!

If you’re a CEO or a leader,
it may come across as you being:

→ Detached
→ Disengaged
→ Unenthusiastic
→ Unapproachable

This misconception doesn't just affect people’s 
perceptions; it could influence your professional relationships and leadership opportunities.

But you can change that.

Sharing your experiences and expertise
allows you to write the narrative and tell your story.

So that you can educate others on the strengths 
you bring, where you excel and why 
you’re the asset they need.

In doing so, you will open up many
opportunities for the future.

Tell your story the way YOU want to.

Don’t let others write it for you.

Have you started telling your story?

You don't need to promote yourself if you’re busy with clients now. Right?

Well actually, no!

The best time to market your services is
when you think you don't need to.

Because it builds momentum.

And lines up clients for the future.

If you wait until the slow times to start,
you’re going to be playing catch up.

And potentially have downtime in revenue.

If you promote yourself while you are busy, you will:

→ Keep your brand visible
→ Continually attracts leads
→ Keep an interest in your services
→ Have a healthy pipeline of future clients

Marketing in the good times = clients for the slow times.

It’s futureproofing your sales.
And protecting your business.

Are you promoting your business when you’re fully booked?

___________________
If you’re done worrying about promoting your
business and want to focus on running it, click
‘Book an appointment’ to see how I can help you.

Personal branding is a fad. 

You’ve never had one and you’re doing ok.

So why do you need one now?

Because times have changed.

Your competitors are building their personal brands to:

✓ Attract your ideal clients
✓ Build their network for the future
✓ Become thought leaders in your field

If you don’t keep up, you’re going to fall behind.
And no one will know who you are.

You probably have many hesitations:

→ Your life is too busy.
→ You don’t see the point.
→ You don’t know how to start.
→ You don’t know how to build it.
→ You think people will laugh at you.

I had those concerns too.
But it doesn’t have to be difficult.

Here’s how I got started and you can too:

1. Surround yourself with supportive people.
2. Starting small is better than not starting.
3. Being visible is great for your business.
4. Why do you care what people think?
5. Recognise it’s a long-term journey.
6. Talk to someone who has done it.
7. Learn as you go and enjoy it!

Stop overcomplicating it.
Start building your future.

P.S. Are you building your personal brand?

_______________________
If you want to build your personal brand but don't
know where to start, click ‘Book an appointment’
to see how I can help you.

New business owners often overlook this.

And it can derail you before you’ve got started.

As a new business, your priorities are naturally 
things like registering your company 
and sorting your finances out.

So it’s easy to overlook promoting your business.

But if you fail to:

→ Build your brand
→ Promote your offering
→ Show up where your ideal clients are

Business will be slow.

Or fail completely before you really get started.

How will you make money?

Make marketing the next thing on your to do list.

Create a plan and identify:

1. Where your ideal clients are (which platforms)
2. What their pain points are and what they need
3. How your service offering helps them
4. What the outcome will be for them
5. How their life will improve

Then you need to tell people.

✓ Create content about their problems and how you fix them. (2-5)
✓ Use it to build your visibility where they are. (1)
✓ Analyse, repeat, be consistent.

The result is:

You become a trusted voice.
↓
You’re always top of mind.
↓
Clients come to you when they need your service.

Starting out means you have many plates to spin.
But promoting your offering should be up there at the top.

Do you create problem-solving content?
__________________________
If you’re done worrying about promoting your 
business and want to focus on running it, click 
‘Book an appointment’ to see how I can help you.

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Claire Waters's Linkedin Analytics

Claire Waters

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