Jayne Kennedy Marketing

17/09/2026

"I really need to sort the marketing..."
..only to realise another three months have flown by?

You're not alone.

When you're running a business, marketing often gets squeezed in between quoting, meetings, invoices, customer queries and everything else that lands on your desk.

The problem is, marketing becomes reactive instead of proactive.

I see it all the time.

Businesses market when things go quiet... then stop as soon as they're busy again.

Sound familiar?

I've written a new blog looking at the signs it might be time to **outsource your marketing**—whether that's ongoing support, project work or simply having someone act as your part-time marketing manager.

It's not about handing everything over.

It's about getting experienced support so you can spend more time doing what you do best while your marketing continues to move your business forward. ([Jayne Kennedy Marketing][1])

You can read it here:
https://www.jaynekennedymarketing.co.uk/articles/outsource-marketing

I'd love to know...

What's the biggest thing stopping you from giving your marketing the attention it deserves?

Wondering whether it's time to outsource your marketing? Discover the signs your business is ready for outsourced marketing support and how a freelance marketing consultant can help your business grow.

15/09/2026

Well, it’s time to practise what I preach!

I’m always telling clients to showcase their brilliant work through case studies… while my own have been sitting patiently on the summer to-do list. Classic marketer behaviour! 😂

So, over the summer, I’ve been busy developing a new bank of case studies - and it felt only right to begin with Fresh Start Waste Services https://www.jaynekennedymarketing.co.uk/case-studies/fresh-start, my very first client.

They rang me as soon as I announced I was leaving B&M Waste and setting up on my own. That call meant more than they probably realised at the time, and I’m incredibly proud of all we achieved, culminating as was always planned, in getting them to a point where I could up and fly away like Mary Poppins, leaving them capable and ready to tackle their marketing successfully in-house. Huge thanks to Sean Martins and all the Fresh Start Waste Services team - it was a blast!

Have a read of the first case study and see what we’ve achieved together. More client stories are coming soon - now I’ve finally taken my own advice!

10/09/2026

Marketing isn't magic... but it can feel like it

One of my favourite moments with a new client is when they say...

"Why didn't we think of that?"

The answer is...

Because you're busy running your business.

You're quoting.

Managing staff.

Sorting customers.

Putting out fires.

(Occasionally literal ones if you work in waste - although I sincerely hope not!)

Sometimes you just need someone from the outside to step back and look at your business through fresh eyes.

That's where I come in.

Whether it's SEO, Google Ads, websites, email marketing, PR, social media or the bigger picture strategy... sometimes a couple of hours together can save months of going round in circles.

Fresh eyes.

Fresh ideas.

No jargon.

No fluff.

Just marketing that actually makes sense.

03/09/2026

AI is brilliant... but it can't empty a bin.

AI can write a sustainability report in 10 seconds.

It can't stop your business getting hit with a five-figure waste contamination fine.

One thing I love about working with waste management companies on their marketing is that I get to learn so much about the industry itself. And one thing has become crystal clear...

The biggest problems are rarely technical.

They're human.

Bins in the wrong place.

Staff who haven't been trained.

Collections being paid for when bins are only half full.

Compliance rules changing without anyone noticing.

Yes, technology is brilliant. AI, dashboards, tracking systems and data all have their place (and I'm all for using them).

But technology tells you what happened.

People stop it happening in the first place.

The best waste management companies don't just sell collections. They provide expert advice, carry out site audits, educate staff, help customers stay compliant and make sure they're not paying for services they don't actually need.

That's exactly the kind of expertise I enjoy helping showcase through marketing. Because sometimes the biggest value a business offers isn't the bit people immediately see.

No AI has ever wandered around a customer's site and said...

"That cardboard skip is definitely in the wrong place." or "you can't put that paint tin in that bin"

What's the biggest misconception people have about the waste management industry?

11/08/2026

"We tried marketing... it didn't work."

I've lost count of the number of times I've heard:

"We've done social media."

"Marketing didn't work for us."

Can I ask one question?

Did you have a strategy?

Not just posting because someone said you should.

Not just the odd "Happy Friday" post.

Not just pictures of the office dog (although I'm always here for office dogs - hence picture of Sonny with this post! 🐶).

Did you actually stop and think...

👉 Who are we trying to reach?
👉 What problems are they trying to solve?
👉 What would make them stop scrolling?
👉 Why should they choose us over everyone else?

Marketing isn't about shouting louder.

It's about saying the right thing to the right people at the right time.

Posting for the sake of posting is a bit like putting a billboard in the middle of a field and wondering why nobody saw it.

Strategy first.

Everything else follows.

06/08/2026

One of my favourite parts of the job 🎓

People often assume marketing is all about websites, social media and Google Ads.

I love all of that...

But one of my favourite things is actually helping other people become better marketers.

Recently I've been:
✅ Training the brilliant team at PALI Ltd on Google Ads.
✅ Mentoring ISM Waste's new junior marketer.
✅ Working with the fantastic young people at Spark Oldham, helping them learn the basics of marketing and business.

Over the years I've also mentored plenty of marketers... some fresh out of university, some changing careers, and some who definitely aren't "junior" but just wanted an experienced pair of eyes to bounce ideas off.

Sometimes all someone needs is confidence.

Sometimes they need a sounding board.

Sometimes they just need someone to say, "Have you thought about doing it this way?"

Seeing that lightbulb moment never gets old.

And yes... occasionally I even learn something from them too. (Don't tell them I admitted that.)

28/07/2026

Summer? What Summer?

If you're a freelancer, you've probably heard it a hundred times...

"It'll all go quiet over the summer."

Er... not here it hasn't.

Every year I tell myself it'll slow down, and every year my diary politely laughs at me.

That said, one thing I am quite strict about is taking two weeks off at the end of August. No laptop. No meetings. Just family time (well... as much as you can with teenagers!).

School holidays are always a bit of a juggling act. Early mornings before everyone wakes up, afternoons spent with the kids, then a few evening jobs once they've finally stopped asking what's for tea every 20 minutes.

It's not always perfect, but it's the flexibility that made me go freelance in the first place.

Marketing can wait an hour. Childhood doesn't.

Now... ask me again in September when I'm wondering why I booked so much work for October...

27/07/2026

I could not be prouder of Lu and all they are achieving, and a lot of it is thanks to people like Time Quinn believing in them (not just their mum!).

Lu is learning the value of networking, being themself, and taking opportunities offered by them when they appear, without stressing too much.

p.s. Liverpool Beatles Museum on Matthew street is 'awesome'!

22/07/2026

One thing I've learned after working in marketing for as long as I have...

The best marketers aren't the ones who know every button to press in Google Ads, Meta, LinkedIn or SEO.

They're the ones who know how to figure things out.

Give me a business I've never worked with before and I won't dive straight into marketing tactics.

I'll ask questions. Lots of them.

Who are your customers?
Why do they buy from you?
Why don't they?
Who else are they considering?
What happens when an enquiry comes in?
Where are you losing potential customers?
What's actually stopping your business from growing?

Only then do we start talking about marketing channels.

Far too often I see people jump straight to "Let's run some Google Ads" or "You need to be on TikTok."

Maybe you do.

Maybe you don't.

Marketing isn't about chasing the latest platform or algorithm. It's about understanding people, understanding businesses and solving problems.

The channels, AI tools and algorithms will keep changing. They always do.

But understanding your customers, asking the right questions and building a strategy around real business goals? That's what delivers results.

That's also the part of marketing I still love most.

13/07/2026

A great way to spend the day! 🙌

I had a fantastic time today delivering Google Ads training for Jo Milne and Natasha Miller at PALI Ltd

We covered everything from campaign structure and keyword strategy through to conversions, optimisation and making every penny of ad spend work as hard as possible.

I have to say, Jo and Natasha were an absolute pleasure to train. They were enthusiastic, engaged, asked some brilliant questions and clearly have their heads screwed on. Those are always my favourite training sessions because you can see the ideas clicking into place as you go. 💡

I'm already looking forward to our next session next week. I'm genuinely excited to see what a difference the training, along with my ongoing support, will make to their Google Ads performance and overall ROI.

Here's to more learning, more optimising and plenty more conversions!