Catherine Storey, CEO of Freshbat

Freshbat is a dynamic strategic communications agency offering comprehensive marketing services, including social media management, email marketing, and web content.

With a dedicated team of five full-time staff members and three freelancers, Freshbat is committed to supporting growing service-based businesses in developing and implementing effective content marketing strategies. By emphasizing a structured, strategic approach to marketing, Freshbat helps clients transition from reactive to proactive marketing, resulting in less stress, more satisfaction, and significantly better results. Their unique Worry-Free Marketing System guides businesses in a manageable and structured way, ensuring sustainable growth and success.

What is the main problem you solve for your customers?

Many businesses lack the specialist knowledge to undertake their own marketing activities. We support growing service-based businesses by creating and implementing content marketing strategies that effectively reach their target audience. Our strategic approach helps small businesses move away from stressful, reactive marketing and towards a more structured and enjoyable marketing experience. We assist in core content areas such as blogging and SEO, email marketing, and social media, ensuring a comprehensive and effective marketing strategy.

What made you start your business – did you want to rock the status quo, or was it a gap in the marketplace that you could fill?

As a Head of Marketing, I worked with various marketing agencies—some excellent and some terrible. I wanted to offer affordable and effective strategic marketing support to SMEs who could benefit from senior marketing expertise but couldn’t afford a full-time marketing team. Additionally, I wanted to provide marketing services that closely aligned with sales. Often, marketing and sales compete rather than collaborate to achieve business outcomes. At Freshbat, we operate as an outsourced marketing team, partnering with our clients and becoming an extension of their sales and marketing teams.

What are your brand values?

Our brand values are encapsulated in the acronym FRESH: Fun, Relationship-focused, Eager to learn, Socially responsible, and Honest. These values are central to our business operations and shape how we interact with our clients and team.

Do your values define your decision-making process?

Absolutely. Being relationship-focused is essential to our success. We ensure that we work with clients who share our values, which keeps our team motivated and engaged. This approach helps us build long-standing relationships with clients. We also prioritize working with clients who are open to learning and trying new things, as marketing is an ongoing test that requires flexibility and innovation.

Is team culture integral to your business?

Yes, culture is at the heart of building and growing our business. As a remote-working business, we place extra emphasis on our culture to support our team and build effective relationships with our clients. Our open, honest, and supportive culture fosters trust within our team and with our clients, enabling us to integrate seamlessly into their organizations and deliver high-performing marketing solutions.

Our team independently described our culture as ‘connected’ during our content day at the end of 2023, which is a testament to the strong culture we’ve built. We are committed to maintaining and developing this culture further by increasing face-to-face meetups, regularly meeting online, and aligning team members’ development plans with our FRESH values.

What do you do to go the extra mile to show your team you appreciate them?

We offer several perks to show our appreciation for our team. Each employee gets a free day off for their birthday, and we ensure an annual pay rise in line with inflation, not based on performance. We also have a two-week closed period over Christmas for everyone to rest and recharge, along with an annual Christmas get-together. Additionally, we provide flexible working hours and recently introduced a working abroad policy, allowing team members to work from different locations if they wish.

In terms of your messaging, do you think you talk directly to your consumers in a clear fashion?

Transparency is key to developing positive partnerships with clients. We ensure clear communication by telling our clients the truth, even if it’s uncomfortable. We are straightforward about our plans, processes, and results. Regular update meetings and an open-door policy help maintain transparency and trust with our clients.

What’s your take on inflation and interest rates – are you going to pass that on to your customers or let your margins take a hit and reward customer loyalty in these tougher times?

To ensure fair salaries for our team and the continued success of our business, we incorporate an inflationary increase into our client contracts. This approach is transparent and allows us to maintain high service standards while rewarding our team appropriately.

How often do you assess the data you pull in and address your KPIs and why?

We assess our key performance indicators (KPIs) weekly during our Monday team meetings. Using a scorecard, we track important metrics such as profitability, sales pipeline, and utilization. This transparency ensures that the entire team understands the health of the business and the rationale behind our decisions.

Is tech playing a much larger part in your day-to-day running of your company?

Yes, technology plays a crucial role in our operations. We use a robust tech stack for onboarding, project management, time tracking, and content creation. CRM systems and email marketing software help us and our clients optimize value and efficiency, allowing us to focus on strategy and performance analysis.

What is your attitude to your competitors?

While there are many marketing agencies, we believe there is ample work for everyone. Each agency attracts different clients based on their values and specialties. We focus on delivering the best service possible rather than dwelling on competitors, continually improving our offerings and client relationships.

Do you have any advice for anyone starting out in business?

Have goals but be flexible as you learn more about your business and market. Surround yourself with people who excel in areas where you need growth. Learning from a business coach and industry groups has been invaluable. Embrace imposter syndrome and let challenging experiences help you grow as a business leader.

It can be a lonely and pressured place to be as the lead decision-maker of the business. What do you do to relax, recharge, and hone your focus?

I practice short morning meditations, incorporate more movement into my day, and enjoy socializing with friends and family. Regular holidays and time away from the business are essential for gaining new perspectives and ideas.

Do you believe in the 12-week work method or do you make much longer planning strategies?

We implement the 12-week work method within Freshbat. Setting quarterly priorities helps us achieve significant progress throughout the year without feeling overwhelmed. Each team member is responsible for contributing to these goals, ensuring collective advancement.

What is your company’s eco strategy?

As a fully remote business, we have minimal emissions compared to office-based businesses. We operate paperlessly, store work remotely, and prefer public transport or electric cars for travel. The environmental impact of our operations is a key consideration in our business model.

What three things do you hope to have in place within the next 12 months?

1. Extending our service offerings to include branding, employer branding, advertising, and pay-per-click services.
2. Specializing in technology, healthcare, and finance sectors to enhance our expertise and marketing approach.
3. Establishing the first member of a management team to support company growth, building on the recent addition of a Fractional MD.

Through strategic vision, commitment to values, and a focus on building strong relationships, Freshbat continues to grow and evolve, setting new standards in the marketing industry.