Category: Marketing

White Paper or eBook?

A white paper and an eBook might appear 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. White Papers Generally, a white paper is an in-depth analysis...

Online PR

Online PR or PR in an online world? Is there a difference between online PR and other PR services ? Now, especially since Covid-19, there is even more digital media than before. This means that the difference between online PR and what we traditionally thought of as “PR” is...

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...

Stretching 2021 marketing budgets

Marketing budgets are usually planned for the year ahead in October. However, with the two great unknowns of Covid-19 and Brexit, we may need a different approach for 2021. Businesses that slowed spending in April may be moving ahead again, but they are taking more care of cash. Often...

Entering new markets – use PR

Some companies will need to think about entering new markets. The response to COVID19 has transformed the business landscape for many, causing trading difficulties. In some cases this may be short term but in others it may prove to be long term, or a permanent change. Economists call this...

Covid19 marketing where next?

After COVID19 marketing may look different. Since the Pandemic began, my inbox has been full of webinar invites and notices about virtual events that are replacing the real-life ones.  Without doubt, the pandemic has changed marketing. I sense that some of this change is here to stay. B2B Marketing...

Sustainability – Your customers care – what can marketers do?

The Climate Change movements are inspiring and their message is incredibly moving. There seems to be a real chance that people will finally start to take steps to slow down the heating of the planet. The latest headlines about our wildlife are serious. This article isn’t about governments. It...