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Do your Prospects Believe you?

Trust. Every business needs it. But how do you get it and how will you know when you have it? And in the online world how do we build the trust that gets us beyond the first tentative steps of a business relationship? I was given a lesson in the elusive and often irrational nature …

How Content Moves Customers from Awareness to Action in B2B Marketing

Any new sale is a journey from awareness to action. And in B2B marketing that journey can be a long and tortuous one. Social media and content marketing help speed up and scale up the process. But things often stall because businesses focus too heavily on the awareness end of the journey. It is, after all, the …

Never Mind About ‘Great Content’, Work out what it’s for first.

If you have any interest at all in digital marketing, websites and SEO, you’ll have heard plenty about content – and great content  in particular. ‘Great content’ improves your search visibility. Promoting your great content through social networks and influencers earns you traffic, trust and authority. So far so good. The content marketing concept is easy to …

Cultivating New Customers, Rather than Hunting them Down

At the dawn of civilisation we survived by foraging for food and by tracking and killing it. Effective, up to a point, but very time-consuming and ultimately limited in the size of population it could sustain. What we needed was a more efficient way of feeding ourselves. Mankind arrived at a crossroads. And in many …

It May be Content, but is it Marketing?

I am honestly losing count of the number of SEO agencies that are producing articles extolling the virtues of content marketing.  Fancy that! There’s more to on-line marketing than search rankings and organic traffic. Just be be clear, I’m not saying that rankings and traffic don’t matter. And a good technical SEO expert can still …

6 Ideas for Marketing Professional Services

I was recently addressing a group of management and chartered accountants and the discussion inevitably turned to marketing. All professional services providers face a significant challenge: how can businesses that provide broadly similar outputs differentiate themselves.  There’s a similar issue with law firms and, I guess, with web designers, training providers and a host of …