As a full service marketing agency, we work with businesses of all shapes and sizes, from the sole trader to the global PLC, supporting with all aspects of marketing.
We’ve been doing this for more than 20 years, so we know just how overwhelming it can be for businesses trying to figure out where to invest their marketing spends.
And in a crowded sector, jam-packed with advice, shiny new tools and tactics, it can also be easy to lose sight of the marketing basics – the things that really work.
With that in mind, we’ve collated some of the main topics we frequently get asked about by clients, along with our top tips for succeeding in those areas.
How can I stand out on LinkedIn in 2025?
LinkedIn has become the go-to platform for B2B decision-makers, but that means it’s also become very crowded. While it is still possible to stand out from that crowd, it requires time and effort.
Here are some pointers for a strong LinkedIn game this year:
- Be consistent, post regularly, but make sure it’s meaningful
Being present is the first rule. Try to post on a regular basis; once per week as a minimum, but don’t just post for the sake of posting. Have a reason for your post.
- Add value
By this we mean sharing insights, posting about trends in your industry, asking questions, or provoking thought. Your posts need to have value for a reader. People come to LinkedIn to learn, not mindlessly scroll.
- Optimise your profile
Treat your LinkedIn profile as a website landing page rather than a CV. Focus on the problems your customers have and how you solve them, rather than your credentials. Remember to include a strong call-to-action – what do you want them to do next.
- Engage, engage, engage
LinkedIn likes people who spend time on its platform. Invest some of that time to comment on other posts, join conversations and connect with purpose. This is a great way to show off your expertise, boost your credibility and even attract new clients.
Think about LinkedIn as less of a social platform and more of a digital conference, where you’re in a chat room with your potential clients. Your next client or collaborator could be just a comment away.
How do I write LinkedIn posts that will get noticed?
While you might consider LinkedIn to be a sales platform (and fundamentally, it is), your posts shouldn’t be primarily about selling, because nobody wants that. You need to lay some groundwork first, build relationships and demonstrate your credibility, not go straight in with the big sell – or ‘pitch slapping’ as it’s sometimes referred to. No-one likes to be sold to, even less when it’s someone they’ve just connected with.
Focus on these basics for creating effective LinkedIn posts:
- Start strong: A bold statement or thought-provoking question can be a good way to grab attention
- Add value: Share tips, trends, or insights your audience can use
- Keep it concise: Make sure your point is clear and well-considered
- Engage: Ask questions or invite opinions to spark discussions
The goal isn’t to go viral (although it’s great when it happens), it’s to build credibility, and relationships by revealing more about who you are. We all know people buy from people and, when used well, LinkedIn allows you to connect to more of them.
You can read more about improving your LinkedIn marketing here.
What’s the secret to a successful Pay Per Click (PPC) strategy?
Not all PPC campaigns are created equal and it certainly isn’t one size fits all. No. The success is all about the details, and making sure the campaign is built on strong foundations.
Here are some of the main points to consider.
- Audience targeting: Who are you talking to? Make sure you narrow it down as much as possible to reach the key decision-makers.
- Keyword research: The right keywords can make all the difference. Long-tail keywords can be particularly powerful in niche markets, but there are different approaches to discovering the best performing terms.
- Landing pages: Don’t send clicks to your homepage. Your landing pages should be tailored to the ad for a seamless user experience and to boost those conversions.
- Test, test, test: Test different versions of your wording, images and calls-to-action to find that winning formula.
Once you’ve designed your lead-generating campaign and sent it out into the world, it doesn’t end there unfortunately. While platforms such as Google Ads are now dynamically generating ads for clients through AI, it definitely isn’t a ‘set up and forget’ advertising platform. A successful PPC campaign relies on constant monitoring, optimising and tinkering to keep it on track.
How can I improve the quality of my B2B website?
Your website should be much more than a digital brochure, it’s your first impression, lead generator, and credibility builder. Here’s how to make sure it delivers:
- Design for your audience: Make sure the content provides the information and answers your target customers want. A SaaS website might prioritise demos, while professional services might focus on case studies, for example.
- Speed matters: If your site takes more than three seconds to load, you’re probably losing visitors.
- Clear CTAs: Don’t make users guess what to do next. Every page should guide them towards a specific action.
- SEO-friendly: A beautiful site is useless if no one can find it. It should be built with search in mind, start with your messaging and the content, not a website template.
- AI-friendly: As traffic generated by AI platforms continues to grow, you need to ensure your site has a llms.txt file at a minimum.
Your website should be your best salesperson and it should be working for you 24/7. If it’s not generating leads then something’s going wrong.
How can I improve the authority of my B2B website?
If your website isn’t ranking, it might not just be just a visibility issue, it could be a trust issue. B2B buyers often see top-ranking sites as more credible, which means SEO isn’t just about clicks; it’s about authority.
Here are three quick SEO wins to focus on:
- Content quality: Create content that solves problems or answers questions. Blog posts, guides and FAQs can work wonders. These are also now playing a role in AI generated responses.
- Technical health: Slow website? Broken links? Google notices, and so do your visitors. Prioritise getting those technical issues fixed.
- Local search: Even in B2B, local SEO matters. Ensure your business appears in relevant searches with accurate location data and a Google Business profile.
SEO is a long game, but the payoff is huge. When done right, it should turn your website into a mean, 24/7, lead generating machine. It is also forever evolving and what was relevant 12 months ago, may not have the same impact today.
You can read more about effective SEO here.
How can I bring more creativity to my B2B marketing?
Just because you’re promoting a business, it doesn’t mean your creative output needs to be boring. It is possible to bring personality to professionalism, as long as you get the balance right for your brand. Ultimately, you are still marketing to people, only the type of service or product is different.
The key is in understanding your audience and what sort of tone and messaging they will respond to.
Here are some tips for designing compelling B2B creative assets.
- Simplicity: Don’t over-complicate the message, distil it down into a couple of key points. Be concise, but that doesn’t mean you have to be boring.
- Memorability: Use bold visuals and storytelling to leave a lasting impression. People remember stories more than stats.
- Relevance: Tailor your creative to the audience and the platform. What works on LinkedIn won’t necessarily work in an email.
- Consistency: Keep your branding tight and clear across all touchpoints.
Good creative means nailing that killer combo of strong design and sharp messaging. It can be clever and fun, as long as the message is clear. It’s more about striking the right chord with your potential customers, so they know exactly how you can help them, while reflecting the values of your brand.
Are in-person events still worth the investment?
While digital channels may have taken centre stage, there’s nothing quite like the in-person event for relationship-building. But like pretty much everything in life (and marketing!), what you get out really does depend on what you put in.
So if you’re thinking of holding an event, here are a few tips for maximising attendance.
- Focus on value: Offer insights, expertise, or networking opportunities that the audience can’t get elsewhere.
- Pre-event engagement: Build excitement with teasers, polls, or sneak peeks. Allow delegates to book meetings with your teams. The more you get attendees invested before they arrive, the better the results.
- Blend digital with physical: Virtual components like live streaming or event apps can expand the reach of your event so you get the best of both worlds.
- Post-event follow-up: The event isn’t over when people leave. Share highlights, continue conversations, and most important of all, follow up leads.
A well put together, value-adding event can be incredibly effective for creating experiences, building relationships and, in turn, generating leads. It’s also a great way to create and nurture a community of engaged customers.
Do I really need to bother with marketing?
A lot of businesses do genuinely ask this question, especially when they are facing other financial pressures. However, if sales are already slow, then ceasing all promotional activity will only exacerbate that problem, taking you further down that road to nowhere. The key is to make sure your marketing activity is focused on actual outcomes.
For example:
- Lead generation: Activities that are designed to generate leads for a specific product or service.
- Raising awareness: Letting people know you are a key player in a certain sector.
- Generating footfall: Campaigns or activities that are focused on bringing people to a place, a physical premises, or an event.
By being clear on what you want your marketing to achieve, and setting measurable targets, you can increase your chances of generating a return on that investment. Spending £1,000 is a no-brainer if it brings you £10,000 in sales, isn’t it?
More on the ‘point of marketing’ in a future article!
A lot of what we have outlined here is common sense, but when applied, it can amplify your marketing output to give you a greater return on investment.
If you need any help executing your marketing strategy, or want to find out more about how you can use marketing to take control of your business’s destiny, give us a call.