Category: Digital Marketing

New normal and building business relationships

Researching “post pandemic” marketing, one theme stood out to me: building business relationships. Businesses have lost face-to-face meetings, events and selling. In the new normal we may not meet so much face-to-face.  As trading becomes increasingly digital and “frictionless”, how can marketing and PR help build strong business relationships?...

Copywriting for media and corporates – style guides

The writing styles for journalism and corporate writing are becoming more alike but there are still differences.  Both are becoming more casual and accessible to succeed online, both need to grab readers. But the differences are important. What should you think about? Which rules and guidelines should you follow?...

Industry Awards – good for PR, a gamble?

The awards season is upon us. Winning an award can be a masterstroke of PR and Marketing – an opportunity for industry networking and recognition for months or years of work. This article discusses the reasons why you might enter or not, and suggests some tips to help you...

B2B Email marketing that stands out

B2B email marketing matters more while face-to-face marketing remains on hold. But busy people clear their inboxes as fast as they can and many people are so full-on busy that they don’t respond to an email even if they intend to. This article is about creating an effective email...

White Paper or eBook?

A white paper and an eBook might appear to be quite similar. Both are useful for content marketing and leads generation, especially in the technology sector. However the two concepts are not the same and they are used in different ways, at different stages of the digital marketing funnel....

More ways to use white papers for lead generation

If you are using white papers for lead generation, you will want to get the best value from each one.  This article outlines the different ways people use white papers in content marketing to generate as many sales leads as possible. First steps First of all, your sales managers...

IT services marketing update for 2021

IT services marketing should have an interesting year ahead. Analysts agree that the global Pandemic has accelerated the adaption of cloud computing, and that this will continue into 2021. No one will be surprised, the Cloud enables remote and mobile working, and shifts spending from capital to revenue. Although...

Secret search ranking factors: EU tackles big search providers

The EU has published their “Guidelines on Ranking Transparency”, which seek to make search engines and online intermediation services fairer. They’ve also published a list of factors that might be important in ranking search results. This is an interesting development which I will follow, as I write a lot...

Low-cost leads generation

Some of the smaller businesses I work with count their marketing budgets in hundreds of pounds not thousands. This article outlines three approaches my clients are using to generate sales leads with smaller budgets. Leads generation is always a high priority, especially at the moment during this difficult Covid...

Case studies – ten ways to use them

Case studies for marketing. Here’s a quick article to suggest ways to use those valuable customer stories. The first customer in a new market sector is an ideal candidate for a case study. Ideally your case study library will contain examples from every sector of your customer base. They can be anywhere from 200...