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Forma.marketing

Sales & Marketing Consultant for Home and Furniture Business

22/07/2025

𝐑𝐞𝐟𝐞𝐫𝐫𝐚𝐥𝐬 𝐚𝐫𝐞 𝐰𝐨𝐧𝐝𝐞𝐫𝐟𝐮𝐥...𝐮𝐧𝐭𝐢𝐥 𝐭𝐡𝐞𝐲’𝐫𝐞 𝐧𝐨𝐭

January: My calendar was packed until May. Referrals were flowing like water.
June: Radio silence.

The feast-or-famine cycle hit me!
I realised I’d become completely dependent on something I couldn’t control.

𝘏𝘦𝘳𝘦’𝘴 𝘸𝘩𝘢𝘵 𝘐 𝘥𝘪𝘥 𝘵𝘰 𝘧𝘪𝘹 𝘪𝘵 (𝘢𝘯𝘥 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘥𝘰 𝘵𝘰𝘰):

THE PRACTICAL STRATEGY:

𝐀𝐔𝐃𝐈𝐓 𝐘𝐎𝐔𝐑 𝐑𝐄𝐅𝐄𝐑𝐑𝐀𝐋 𝐒𝐎𝐔𝐑𝐂𝐄𝐒
I mapped every client from the last 12 months. Discovered 80% came from just 3 people. That’s not a referral network—that’s a single point of failure.

𝐅𝐈𝐍𝐃 𝐘𝐎𝐔𝐑 𝐑𝐄𝐅𝐄𝐑𝐑𝐀𝐋 𝐏𝐀𝐓𝐓𝐄𝐑𝐍𝐒
Look at your best referral sources. What do they have in common? Industry, network, values? Then actively seek similar connections in those same circles.

𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐈𝐂 𝐑𝐄𝐅𝐄𝐑𝐑𝐀𝐋 𝐎𝐔𝐓𝐑𝐄𝐀𝐂𝐇
Don’t just ask for “referrals.” I now send quarterly emails to past clients and contacts with:
• A recent case study or success story
• Specific client profile I’m looking for
• Update on my services
Example: “I’m currently working with X accountants struggling with inconsistent lead generation. If you know any accountant frustrated with feast-or-famine cycles, I’d love to connect.”

𝐂𝐀𝐋𝐄𝐍𝐃𝐀𝐑 𝐑𝐄𝐌𝐈𝐍𝐃𝐄𝐑 𝐒𝐘𝐒𝐓𝐄𝐌
Set a quarterly reminder to actively ask for referrals. Most business owners ask once, get nothing, then never ask again. Consistency beats perfection.

𝐑𝐞𝐟𝐞𝐫𝐫𝐚𝐥𝐬 𝐚𝐫𝐞 𝐰𝐨𝐧𝐝𝐞𝐫𝐟𝐮𝐥...and even more when you turn them into a referral strategy

What’s been your biggest marketing challenge? 👇

20/06/2025

“I can do it” - The Three Most Dangerous Words for Entrepreneurs

These three innocent words nearly destroyed two of my businesses.

Business #1: Had a PR person + assistant, but I still controlled everything. The result? Missed opportunities because I was the bottleneck.

Business #2: “Just a small side business” that consumed my life. I was the logo designer, web developer, social media manager, AND accountant. The result? Complete burnout.

Business #3 (now): I finally learned the lesson.

Just because I CAN do something doesn’t mean I SHOULD.

Here’s what shifted everything:

🤩Every hour I spend on my to-do list is an hour NOT spent in my zone of genius—strategy, client relationships, and the work only I can do.

The surprising outcome?
Building a small circle of trusted professionals didn’t just save my sanity—it elevated everything.

More professional results. Better client experiences. Space for bigger opportunities.

The hardest part wasn’t finding good people.
It was admitting that doing everything wasn’t a badge of honour—it was a self-imposed limitation on my growth.

What’s the first task you’re going to delegate this week? 👇

12/06/2025

Save this post if your blog needs some TLC

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optimisation

05/06/2025

Your content dies faster than you think☠️

Reality check: You’re spending 3 hours perfecting an Instagram post that dies in 6 hours, instead of writing ONE blog post that brings customers for 2+ years.

Here’s how long your posts actually last:

⚡ DIES QUICKLY (invest less time):
• TikTok: 10-39 minutes
• Instagram: 6-10 hours X: 30-60 minutes

🕐 MEDIUM LIFESPAN (moderate investment):

• LinkedIn: 11-15 hours
• Facebook: 4-6 hours
• YouTube: 17 days

🏆 LONG-TERM ASSETS (invest MORE time):
• Blog posts: 2+ YEARS
• Pinterest: 5+ months
• Podcast episodes: 24+ hours

This is what I recommend to my small business clients 🙃

✅ Create evergreen content that stays relevant for years

✅ Create searchable content your customers actually Google

✅ One quality blog post > 30 Instagram stories

>>>>start with your longest format, then break it down to repurpose across different channels

Are you wasting time on content that disappears too quick?

Small business owner follow me for more tips

29/05/2025

Your niche isn’t the problem. Your positioning is. 🤯

“I’ve niched down like everyone told me to, but I’m still struggling to stand out.”

Had a client say this exact thing on our call yesterday, and honestly? I hear it ALL the time.

Here’s the truth bomb nobody’s talking about: Finding your niche is only HALF the battle!

We’ve all been fed the “find your niche” mantra

But that advice is incomplete.

Your NICHE = WHO you serve
Your POSITIONING = WHY they choose YOU

Your niche tells people what market you’re in.
Your positioning tells them why you’re THE choice in that market.

Comment POSITION if you’re ready to figure this out! 👇

10/03/2025

Back in the day, newspapers were folded in half on newsstands. The juiciest stories? Always above that fold to catch eyes (and sell papers! 📰).

Today, the “above the fold” on your web site is the first screen visitors see on your website without scrolling. And believe me, it’s the most valuable space on your entire site!

Think of it as your website’s handshake - you’ve got about 5 seconds to make it count! 🤝

Here’s what yours needs (no negotiation!):
• A crystal-clear headline (be clear, not clever!)
• A supporting subheading that actually explains what you do
• An image that shows the end result (or your friendly face if you’re a consultant!)
• A compelling call-to-action button
• A snappy testimonial to prove you’re the real deal

Most importantly, it needs to answer:
- What do you do?
- Who is this for?
- Why should anyone care?

A simple formula:
“For [target audience] who want [desired outcome], we [your solution]”

🎯 Quick Tip: Save the creative wordplay for later. Above the fold is where clarity wins over creativity!

Speaking of websites... I have ONE spot left for a FREE Website Audit, specifically for Home Decor & Furniture businesses. Want to make sure your above-the-fold is performing at its best? DM me “AUDIT”.

05/03/2025

Little secret: I’ve never been to marketing school 😜

While studying Languages & Literature at university, all my friends were buried in Baudelaire and Villon, but I’d sneak off to Milan to buy marketing books!
Something about strategy and branding just lit me up inside.

For years, I thought this was just a quirky hobby. I built a career in sales and customer service across Europe, always feeling there was something else I was meant to do.

Then at 36, everything clicked. I spotted incredible furniture designers creating sustainable pieces no one in the UK had seen. Something whispered “this is it” - and my wholesale business was born.

For 15 years, I lived and breathed that business - building a brand strong enough to be featured in Vogue and Financial Times. I built an e-commerce site, opened a physical shop, navigated international markets.

I was doing marketing every single day without calling it “marketing.”

Then came the double punch: Brexit and Covid. The business I’d built had to close, and at 48, I found myself at a crossroads.

That’s when people started asking: “How did you get featured in those magazines?” “How did you build your brand?” “Can you help with my marketing?”

It wasn’t until that moment I realised I’d been doing marketing strategy for decades—just for my own business!

👉Sometimes your greatest expertise comes not from formal education but from living it every day.

What unexpected skills have you discovered through your journey? I’m curious to hear your story! 👇

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https://forma-marketing.co/

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