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Marketing focus Tag

How to use positioning for your business

In a previous article I explained the basics of positioning and now I'm going to give you some tips for how to actually use it for your business as part of your marketing strategy. Remember that we will be covering this topic in the forthcoming Make...

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Marketing Focus – Positioning

For any of you looking to improve your understanding of marketing, we can recommend a great book called Positioning: The Battle for your Mind by Al Ries and Jack Trout. This book has been heralded as the Most Influential Advertising Book Ever Written and when...

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Marketing Focus – The power of a good blog

The start of a New Year is a great time to get motivated about your business and what you want to achieve in the coming months. It’s also the perfect opportunity to start a blog if you haven’t already!  The word blog is an abbreviation of...

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Marketing Focus – The 5 Key Marketing Methods

Marketing options infographic headerOn 7th October we will be offering our first training course which will give delegates an introduction to the five basic tools of marketing and work with them to fully understand them and learn how to apply them for their business. Click here to find out more and register.

Before the course, I wanted to give you a quick overview of the methods which we will explore in depth at the event, to give you a taster and help you become more informed about the different options open to you from a marketing point of view.

There are 5 main elements which make up marketing, and businesses should be using a combination of techniques to make the most of the power of each technique.


This is used to:

o    Create awareness of your company

o    Persuade people to buy from you by promoting products and services

o    Reinforce your existence by consistently repeating key messages

Marketing Focus – Twitter Part 2

Twitter for BusinessThe last time I looked at the topic of Twitter was back in 2010 when I gave an overview of how to use Twitter as a marketing method for your business. Four years on, I wanted to take another look at Twitter and how things have progressed over this time, looking at the possibilities of Twitter ads and promoted accounts which allow you to generate more followers or get more exposure for a particular tweet.

Twitter themselves offer some great help and advice I suggest you start with the Twitter Help Centre which is a mine of information – https://support.twitter.com/ Then they have their own Twitter accounts such as this one https://twitter.com/TwitterUKI_SME which offers advice for small companies in the UK and runs webinars and creates glossaries which we can apply to business here in Spain. There’s also the general one out of the US which includes all the updates as well as top tips https://twitter.com/twitter

I recently did a webinar with the Twitter team in the UK to refresh my knowledge of this great marketing tool (things change so quickly so you need to keep up to speed) and they shared some really interesting facts related to doing business on Twitter – very different to sharing what you had for dinner!

Marketing Focus – Careers in Marketing

careers fair 2We were delighted to be asked to give a presentation at Sotogrande International School’s first career convention last month and so for this month’s Marketing Focus I thought reviewing careers in marketing could be a useful insight for students and those thinking of changing careers.

What is marketing? Marketing is essentially communicating a message about a company, product, service or concept and it can take many forms – advertising (paid for promotion with a commercial message), public relations (using less commercial means such as media relations, events and community engagement to give a positive impression of a company), digital marketing (online marketing using a variety of means), sales promotion (the use of offers and deals to sell products and services at a special price/conditions), branding (logos, packaging etc.)

Where could you work? There are two main options – an agency or in-house (within a company). Although these both deal with marketing, the roles are very different and different people are suited to each path.

I was identified as an agency person early on by a specialist recruitment agency, I value variety and am easily bored and driven by deadlines, so the demanding and sometimes cut-throat world of an agency suited me.

However, there is little security in an agency and people tend to move jobs often, with long hours, a lot of pressure and a lot of competition to get to the top.

If you like the idea of marketing but prefer a more steady job, then working in a company’s own marketing department and either having sole responsibility for the function, or managing agencies could be a better option for you. The hours are more consistent and shorter, the working conditions tend to be better and there is much more security. However, the work can be very similar and sometimes dull, the politics within the company can be tricky, with the managing of agencies being demanding.

A good recruitment agent can advise what side would be more suitable for you. In London I used these guys and they had lots of really good information on their website as well www.stopgap.co.uk 

Marketing Focus – Creating Exceptional Web Content

content-marketingAs I mentioned in my last marketing focus post, more and more emphasis is being put on content marketing and creating really interesting information which people can find and enjoy through search. But it can be difficult to write engaging information, especially in a field which might not be the most exciting to the outside world, so is content marketing really for everyone?

In my opinion, everything is interesting to someone, and if you’re a specialist you should be showing that off online, so fellow enthusiasts can find you and engage in your knowledge. However, be careful of being too niche or specialist, try and run your content by an outsider who might buy your product, but not understand what’s behind it.

My first PR job was for the engineering giant ABB and they had the most amazingly knowledgeable people working for them, but trying to get them to speak in a way that the world could understand was hard. My job was to try and take the knowledge and convert it into a benefit driven, global language which could be understood by the buyers of their equipment, even if they were not engineers. Translating and repackaging their information into a more easily digestible form created some really interesting stories and if that can work for flowmeters it can work for anything! So try and step outside your specialist bubble and think what your consumers want to understand or know and go ahead and share your knowledge.

Marketing Focus – The Hidden Sales Cycle

marketer hidden sales cycleLast week I took part in a fascinating webinar by The Marketer all about how internet use is changing the buying process and changing the roles of marketing and sales and where these two functions interact and I wanted to share the insight.

The experts explained how the online buying journey is quite erratic, but that the research tends to be comprehensive and rely on different sources to make the correct decision. They summed up the buying journey as follows – Consider, Evaluate, Buy, Enjoy & Advocate

The message was that as modern marketers, the role is increasingly to create the best content on your subject matter to assist your buyers in the evaluation stage and give them no reason to look elsewhere. This is a more passive form of marketing driven by search, but can capture many more people in the research phase and drive them towards purchase.