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?...
The classic challenge of marketing IT services is USP – Five areas to focus on
I remember a contact who told me their IT services business had no USP, or unique selling proposition. True, for companies marketing IT services the USP may not be apparent at a quick glance, but marketing’s role is to change this. IT service is becoming increasingly competitive, so if...
How to build a B2B PR Plan in six easy steps
This article goes back to basics, and looks at how you might build a plan for a B2B PR campaign. 1. Define the audience It is best to start by defining your audience as clearly and precisely as possible. You can start by identifying them by industry sector and...
Marketing – necessary evil?
Is marketing “a necessary evil” and an overhead? Some companies may feel this way if they have had a bad experience. I know that businesses need to be careful with their budgets! But whoever made this remark was clearly not getting their marketing right. Marketing should be the biggest...