The latest from our blog
LinkedIn coach and trainer Greg Cooper began his career in telemarketing before starting his own marketing agency. For 20 years he worked for computer companies like Microsoft and IBM, helping them identify the hidden opportunities within their existing large accounts. The agency was an early adopter of LinkedIn and used it regularly within its operations. So when Greg sold the company in 2011, he decided to use the knowledge he’d gained to help small businesses harness the potential of this powerful business networking tool.
When it comes to marketing, it’s understandable that most of us think about how we can promote our own businesses. But because good marketing is about building relationships, and the best relationships are built by giving as much as you receive, it’s worth thinking about the testimonials you write for other businesses.
“What should I look for in a copywriter?” I was so pleased to be asked this question recently. It’s one I wish more people asked. After all, if you’re going to entrust the words that represent your brand to someone, you want to make sure they’re going to do a good job. But so few people do any real research before making their choice.
Businesses often suffer from a summer slump. People are on holiday, parents are juggling children, and let’s face it, when the sun’s shining we’d far rather be sat outside than in front of a computer.
In fact, a survey of 2000 organisations, conducted by business development consultancy Sandler Training, found that two thirds of them believed that their productivity levels dipped in the summer.
But the truth is that six weeks is more than 10% of the year, so we can’t really afford to let things slide too far. So here are some great ways to generate leads and ensure you keep moving through the quieter months.
After cutting her teeth in the PR industry in Cardiff, Alex founded Bristol-based McArthur Davies with her partner Richard Davies in 2010, providing outsourced marketing support for ambitious, growing businesses. Many of their clients have been with them for several years and have grown steadily during that time, with one even recently winning the Marketing Award at the Business Leader Awards.
Yesterday, I attended a Natwest Boost event at the Ashton Gate Stadium in Bristol. There were loads of great speakers there, but the one that got everyone scribbling on their complimentary notepads was Patrick Cutliffe, an expert in digital marketing, online advertising and analytics.
Ranking high on a Google search can become almost an obsession for business owners who want to drive organic traffic to their sites, so it’s no surprised we were all dying to hear what he had to say. Trying to figure out the magic formula that will get Google on our side is a quest on a level with the search for the Holy Grail, so any inside help is welcome.
Many of our clients have a common goal when it comes to their content marketing: they want to establish themselves as experts in their fields. It makes sense - most of us would rather hand our money over to an expert than someone who only set up shop last week, right?
The thing is, you can be the most experienced and knowledgeable person or brand in the world, but if you don’t communicate that properly then you’re not going to attract the clients you want. You need to let people know you have what it takes - but without sounding patronising or boastful.
Today is National Writing Day. It’s also World Humanist Day and International Surfing Day, although those aren’t quite so relevant to us here at Rin Hamburgh & Co.
National days like this tend to divide people. There are some that rub their hands in glee at being given a platform from which to promote whatever it is the want to promote. Others roll their eyes at the increasingly silly list of days that seem to have been invented solely for the purpose of flogging stuff.
A couple of weeks ago, we featured sales guru Alison Edgar on the blog. She had a lot of really interesting and useful things to say, so if you haven’t read the interview, go have a quick look now (also check out her Easy Peasy Sales online course if you want to learn to sell with confidence).
One thing she said stuck in my head, and I’ve been thinking about it ever since. “I always talk about it [business] as a game of golf,” she said. “Marketing puts the tee in the ground and the ball on tee, sales hits it down the fairway and into the hole. It’s only when the ball goes in the hole that you make money - that’s the sale.”
Making the decision to spend money takes some thought, and the more money involved, the more thought it needs. Assuming you’re not selling penny sweets, your clients and customers are likely to go through a journey something like this when it comes to their relationship with your brand: Know, Like, Trust, Try, Buy, Repeat, Refer.
This is a helpful way to think about your marketing, which should be meeting customers wherever they are along that path. And each stage will have a particular style of marketing that suits it. Although you’ll need to experiment to see what works best for your brand, here are a few ideas to get you started.