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LinkedIn Tips for Business – Why you need to make the most of LinkedIn

Since the first business social network launched back in 2002 when Co-Founder Reid Hoffman created LinkedIn from his living room users have really struggled to get the most from a tool that can be tremendously powerful.

I recently wrote an article for Forbes ‘Making the Most of LinkedIn' which has had over 6,000 views to date and still growing…it encompasses my latest tips to really get the best from LinkedIn as a social platform.

As a business we have been pro-active in the use of social media since the beginning due to the nature of our business but I can see how many people are still struggling with LinkedIn. It is definitely my platform of choice and we get about 80% of our business through LinkedIn for speaking, consultancy and strategy development.

I think the reason many people haven't bonded with this platform is the layout doesn't lend itself to easy use and perhaps over complicates the platform.

Benefits of using LinkedIn 

  • Recruiters and Human Resources professionals are on LinkedIn and also has extensive job listings so perfect for recruiting talent and finding job opportunities.
  • Receive (and give) endorsements and testimonials.
  • Make important business connections and join professional groups that include like‐minded people.
  • Establish your expertise by using the LinkedIn content platform and read news from your connections.
  • Research other businesses and competitors

These are just a few of the options you have in terms of using LinkedIn to increase you online visibility, establish yourself as an expert in your own field and ultimately generate leads.

What does LinkedIn mean to you?

Do you see it as a vast network with infinite opportunity or the place where up-to-date resumes go to die?

If it’s the latter, I would suggest that you’re missing a trick. Ranked in the top 1% of users on the site, she has seen the powerful effects that an active and engaged profile can have on your personal brand or business.

Despite being professionals, I’d hazard a guess that not many of us spend much time thinking about our LinkedIn profiles. They’re often something people keep because they feel they “have to” rather than because they see real value in them but, the truth is, it offers a wealth of opportunity.

Engaging on the platform regularly can have a significant positive impact on your career: an Adweek article from 2015 reported that 87% of recruiters turn to LinkedIn to find new talent.

The platform has had something of a renaissance in recent years. Where once it was seen as a place to simply connect with your professional peers, it’s become a social media outlet in its own right.

Two new members join the platform each second and the platform grew from 467 million users in the third quarter of 2016 to 590 million by the end of 2018.

Even entrepreneur, author and speaker Gary Vaynerchuk recently said he was “obsessed” with it thanks to its “organic reach.”

Learning to use LinkedIn effectively is the key to building a robust network that brings in consistent revenue:

I stay in the top 1% by being a ‘social’ networker and proactively growing my network, contributing meaningfully to conversations and interacting with others as well as posting content I feel will add value. I focus on building rapport and relationships and becoming a thought leader in my industry, rather than simply selling. This is what has helped me build my network.

For many, there’s still something rather off-putting about the concept of selling one’s own brand, whereas the idea of engaging in a sincere way with a wider audience is a much more palatable line of action.

This is exactly the approach that I take.

Whether you’re a business owner, employee or leader, use these expert tips on using LinkedIn effectively are applicable across the board.

It’s one of the best-untapped resources for content and connections online, so if there was ever a time to get back on your profile, dust it off and give it a spring clean, this would be it.

I have been making the most of the platform for years and now rank consistently as the global number one profile in my industry. Having launched my company, Business Consort, at the age of 21 with a £5,000 Prince’s Trust loan, I have since trained over 25,000 professionals in digital marketing and gained 5 million social media subscribers by practicing what I preach.

My second book, Dynamic Digital Marketing, which offers tried and tested strategies on growing your following, successfully marketing your business and increasing your revenue, is due for release in October 2019.

Reed my 7 steps to LinkedIn Success on Forbes – Actionable tips, trends and insights that will help you make the most of LinkedIn


Read Now…


Author – Dawn McGruer FRSA MCIM – Multi-Award-Winning Digital Marketing Speaker, Author & Trainer – Founder of Business Consort Digital Marketing & Social Media Academy.

Dawn’s Bio

  • Dawn is the founder of Business Consort – Digital & Social Media Academy which boasts an alumni of 25,000 trained and certified professionals worldwide.
  • She is an award winning digital marketing speaker (Best Female Speaker), author and trainer who has become a key influencer in the world of digital over the past 20 years having amassed over 5 million subscribers and is Ranked in the top 1% on LinkedIn in her industry (45,000 strong LinkedIn network) LinkedIn Profile
  • In addition, she also was shortlisted for the CIM Marketing Excellence Award ‘Marketer of the Year’.
  • She has signed an amazing publishing contract with Wiley for her second book due to be released in Autumn 2019 and continues to be invited to speak on stages across the world to share her digital marketing knowledge. The book is based around her Award-Winning Solution Framework which is the Digital Model she teaches at the Academy.
  • She was also invited as a lifetime Fellow of the RSA – The Royal Society for the encouragement of Arts, Manufactures & Commerce in recognition of her expertise in the field of social media marketing and her work to raise awareness of the advantages of social media to business owners.
  • She is also a highly regarded judge for the annual Digital Experience Awards (DXA Awards).
  • Her vast marketing skills and experience as a senior marketer has been recognised as she has been awarded a CIM (Chartered Institute of Marketing) Lifetime Fellowship which is an extremely high accolade to achieve.
  • Dawn hosts a weekly podcast ‘The Dynamic Digital Marketing Show’ and also has a 30 episode series ‘Digital Marketing Made Easy’ both available in iTunes


Want to use LinkedIn for Lead Generation?….Checkout my latest Masterclass to really drive your LinkedIn results – CIM Accredited LinkedIn Masterclass

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Helping YOUR Brand or Business Shine Online

How To Digital Campaign

Digital Marketing is at the forefront of every business and is only set to become more and more central to every marketing plan worldwide with content marketing spends increasing exponentially across businesses.

Our Director Dawn McGruer will be bring you a series of How To Digital Marketing Tips over the months of July and August

Dawn is an award winning digital marketing trainer, practitioner, consultant, author and speaker who has become a key influencer in the world of digital over the past 20 years having amassed over 5 million subscribers and a 45,000 strong LinkedIn network.

She is the Founder of Business Consort which is accredited by The Chartered Institute of Marketing and was established in 2005. The academy has developed it into a world leading training organisation having trained & certified over 20,000 students to date.

She has over 10 commendations from the CIM for outstanding results achieved by her students achieving worldwide recognised qualifications such as the CIM Digital Diploma in Professional Marketing. In addition, she also was shortlisted for the CIM Marketing Excellence Award ‘Marketer of the Year’ earlier this year.

Dawn has trained 1000’s or organisations including some of the world’s largest Global brands across most industries and was invited as a lifetime Fellow of the RSA – The Royal Society for the encouragement of Arts, Manufactures & Commerce founded in 1754. This invite comes as recognition of her expertise in the field of social media marketing and her work to raise awareness of the advantages of social media to business owners.

– Did you know ‘How To' is one of the most searched terms in Google for every industry and sector?

We've carefully selected the most searched terms and matched content for demand and we'll be sharing some amazing tips to revolutionise your digital marketing over the next couple of months.

Get involved #HowToDigital Campaign and follow our series of articles, free online workshops and more…

To get you started on dedicating to developing your digital marketing skills we have some instant wins for you.

  1. JOIN our Facebook Digital Marketing Made Easy Group to keep a breast of the latest digital tips, techniques and trends and receive the #HowToDigital Campaign Tips
  2. Check out our latest HOW TO articles
  3. JOIN our HowToDigital Campaign & receive all HowTo content direct to your inbox including exclusive guides and Free Online Workshop invites and a Downloadable PDF with all #HowToDigital Campaign Tips for easy reference.

What do Facebook’s latest changes to news feed algorithm mean to business

I just wanted to let you know about some really important changes for businesses using social media to market.

On January 11th, Mark Zuckerberg announced that Facebook would be changing its news feed algorithm to prioritise content from “friends, family and groups.”

“As we roll this out,” Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.”

What does this mean for business? in short a huge amount….It has never been more important to get a social strategy in place and adopt a strategy that works

How to continue reaching customers on Facebook

  1. Continue posting engaging, quality content that prompts comments
  2. But don’t fall into the “engagement-bait” trap
  3. Encourage customers to follow your Facebook Page
  4. Increase your ad budget
  5. Make more Facebook Live videos
  6. Invest time in Facebook Groups

We have constructed a series of workshops to help businesses adapt to the ever changing world of social media – check them out:

Discover the latest trends, tips & insights in social media today!

1-Day Social Media Essentials
£399 + VAT (normally £549)

  • LONDON – Tue 6th Feb / Tue 22nd May / Tue 18th Sept / Tue 20th Nov
  • MANCHESTER – Tue 15th May / Tue 11th Sept / Tue 6th Nov

1-Day Advanced Social Media 
£549 + VAT (normally £599) Add diploma £1349 + VAT

  • LONDON – Wed 7th Feb / Wed 23rd May / Wed 19th Sept / Wed 21st Nov
  • MANCHESTER – Wed 16th May / Wed 12th Sept / Wed 7th Nov

Got questions….Drop us an email or call 0800 334 5784

Written by Dawn McGruer FRSA MCIM MIoD
Founder & Head Tutor @ Business Consort – Digital & Social Media Academy Award winning CIM study centre of excellence

Shepherds Friendly Case Study

Shepherds Friendly Society

Finance Sector

Samantha Atherton, SEO executive at savings and insurance specialist Shepherds Friendly, called on Business Consort to help with digital skills 

Training/qualifications undertaken:

Google Analytics and SEO

Organisation requirements/objectives:

We wanted to better understand the advanced capabilities of Google Analytics and what insight can be taken from using it more effectively.

Challenges faced prior to training:

We set an objective to use Google Analytics more widely when reporting on our digital KPIs. We wanted to be able use the advanced reporting capabilities of Google Analytics on a granular level, without spending lots of time compiling the reports.

Training outcome/results:

Following our training sessions with Business Consort, we’ve been able to step up our Google Analytics activity and really hone in on certain aspects. For example, we now use elements of this training when reporting on KPIs within Google Analytics, such as the customisable dashboards.

We’ve found that these have saved us a lot of time when compiling figures, and ensure that we are constantly monitoring the most important data.

Our training in SEO has also meant that we can add this to our toolbox of skills when compiling our marketing plans for the year. Those staff members who took part in the training have also presented their knowledge to the rest of the team, contributing to a more rounded understanding across the company.

Are there any areas of marketing you still feel your business could improve upon?

Each individual team member has their own expertise and is constantly looking to improve their skill set. As a company, we fully support development as much as we can and this is something that led to us being presented with the Investors in People Gold Award. The award recognised our outstanding commitment to managing, developing and supporting our staff, making us one of only 1,500 organisations throughout the UK to receive the accolade.



Social Intelligence Drives Intelligent Social

Our Founder & Head Trainer – Dawn McGruer shares her thoughts on social intelligence.

With over 17 years' experience in the industry, founder of, and head trainer at Business Consort, Dawn McGruer is passionate about helping businesses to bridge the digital skills gap and runs courses in SEO, social media, email marketing, digital marketing and analytics. Business Consort is accredited by the Chartered Institute of Marketing and the Digital Marketing Institute.

Creating a marketing strategy that adds clear value to a business’ growth and development is essential, but, while this notion may seem obvious, marketers of even the highest calibre often struggle to build a fully-rounded, integrated plan tailored to their audiences’ needs.

Before sitting down to compile a strategy, we must consider who the customer is, what their behaviours are and, what trends we can spot across audience groups. This is where social intelligence (SI) comes into play, and is a hugely required skill among digital marketers.

Social listening allows us to collect data about behaviour, trends and patterns so we can market more effectively Firstly, digital marketers need to be switched on to what’s going on around them and in the wider industry – trends and tools are constantly evolving, but it’s important to be able to cut through the noise and listen to what’s relevant to you and your business.

Social listening allows us to collect data about behaviour, trends and patterns so we can market more effectively. This will of course help us to create engaging content to boost brand awareness, but it also means that with the help of social intelligence tools like TalkWalker, we can track online conversations and what appeals to individuals.

This allows us to listen to – and even get involved with – relevant chat, among both industry peers and would-be customers. It also allows us to monitor for any potential crises and nip such problems in the bud.

What’s Everyone Else Up To?

Ensuring we’re listening to what our competitors are doing is an integral part of any marketing strategy. Before creating any piece of content, work on finding out what similar content is already out there , noting what topics work well, what tones of voice hit the spot with audiences and even what time of day a piece should be posted to drive the most engagement.

Looking at what competitors are doing allows us to tap into new audiences and influencers, learning what’s of interest to them and, importantly, how and where they’re consuming media.

When it comes to influencers, businesses can no longer afford to ignore their impact on both existing and potential customers. In short, an influencer is an expert or enthusiast who has built a strong following within their field, whether that’s fashion, cooking or music – the list is endless. At the very least, brands should make a concerted effort to research who the main players are in their sector and find out what they’re talking about and who engages with them.

Once you have a list, it’s then time to think about what value they could bring to your business – it could be as simple as getting involved and offering opinion on the subject at hand, or perhaps striking up a conversation about a recent blog they’ve written or relevant industry news. It may be that you later discuss formal partnerships that could require more budget and strategic thinking.

It’s Not What You Say; It’s How You Say It…

Gaining insight into what format readers – or viewers – engage with the most will allow you to appeal to more people and provide them with the information in the most easily digestible way. For instance, listicle-style articles may be appropriate for time-poor readers, while a short vlog with subtitles may work better for others.

Once we know which platforms our audiences are likely to be on and how they prefer to get their information, remarketing can then be worked into a strategy. We can use software like MailChimp to devise a set of automation tools that will trigger an email based on a goal or action of an online prospect; for example, a business can build remarketing lists by posting video content on Facebook and then targeting those who engaged with or watched that content.

While social intelligence can undoubtedly improve the overall marketing cycle and related areas, such as product development and customer experience, it’s also key for optimising the customer journey to drive reach, lead generation and conversion through targeted marketing.

An understanding of SI tools is also vital when carrying out a competitor analysis and creating bespoke algorithms to create the best possible customer experience. Marketing a service or product without social intelligence would result in an ineffective, costly campaign that lacks audience insight and brand perception.

Once an element of SI is put into place, marketers are able to plan and develop strategies based on real-time insight and trends, therefore boosting return on investment and contributing to that all-important bottom line.

Please share your views below 🙂

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Why Your Employees Need A Digital Marketing Diploma

Digital marketing incorporates some of the best ways to target and engage your audience. There are many different aspects to digital marketing; social media being one of the most important with users spending up to four hours daily on various platforms. However, there are also other digital marketing activities and elements to consider and the all important question – who manages your digital marketing endeavours.

Digital marketing is not an easy process. For every success story there is also a failure; these can cost businesses significantly.

Those companies who have a qualified digital marketing team are finding their online marketing activities highly successful and are achieving a high return on their investment. Getting the best digital marketing team does take time and each business needs a different digital marketing strategy. Employing someone new to manage your endeavours may provide benefits in the long term but it will take time for the results to be seen.

A more cost effective method could be to train a member of your current team in the principles and implementation of digital marketing. There are several benefits for this compared to hiring new employees. Here are some of the benefits you can expect for training your current employees as to hiring in someone new.

Cost Effectiveness

The average salary of a Digital Marketing Specialist is £37,500. If you were to hire in someone new for the company you can expect that their productivity would be less than 100% for the first 5-6 months. According to research, for the first three months their productivity could be less than 50%. This can be a significant drain on your financial resources.

Eric Koester of MyHighTechStart-Up estimates that the total costs of hiring a new employee is approximately one and half to three times the cost of their annual wage. Therefore, hiring a new Digital Marketing Specialist could be as high as £112,500.

Training a member of your current workforce is a significantly lower cost with diplomas costing less than £1,000. You’ll also benefit from your staff member having more productivity because they don’t have to go through the on-boarding process a new employee has to. However, there will be some productivity loss as they develop and get used to their new responsibilities.

You’ll also have a limited long term rise in costs; even if you offer your existing employee a pay rise.

Content Is Instantly In The Brand’s Voice

It takes time for a new employee to gain an understanding and appreciation for your brand’s voice. When they start working within your company it is likely the content they develop will lack the experience to portray your brand’s identity.

On the other hand; those who have been with your business for a long time understand the business’ personality intimately. Therefore, they are able to maintain the relationship with your audience better by producing a consistent brand message. This will build trust between you and your audience which is very important in digital marketing for processing new leads and converting them into paying customers.

Current Employees Know What Makes Your Customers Tick

Some of the most profitable online marketing avenues are blogs, social media and email. Creating content for these avenues is very easy; creating content your audience will want to engage with is very difficult.

Whatever method you use to attract your target audience you are likely to rely on keywords and terms. To get the terms right you are going to need to know what your audience are actively searching for.

The majority of internet users don’t search for products directly but rather solutions to problems they are experiencing. For instance: how to fill in a tax form, how to employ a new member of staff, etc. To get the most out of your digital marketing, you need to identify and create content to match this.

A new employee might not have worked in your industry before and therefore will have little understanding about the current needs or problems your customers experience. A new employee would need time to get to know your audience, in order to create the ideal content.

In contrast, an existing employee has interacted with your customers for a long time. Through previous contact, your current staff members will know exactly what the common questions your core audience ask and they are likely to know how to solve them. They can put this to good use in their content and create material which is more tempting for your target audience and yield better results.

Improves Staff Morale

Improving staff morale is beneficial for retention and productivity. One of the best ways of achieving this is to offer your staff opportunities for skill development. The fourth most desired skill in 2013 was digital and online marketing.

Giving your employees these skills will increase their morale, giving you higher productivity and decreasing the likelihood they will leave your organisation.

Digital Marketing Improves Soft Skills

There are many different skills required for digital marketing; not all of these are exclusive to the marketing. Training your staff in this discipline allows you give them a new responsibility and improve their proficiency in other areas of your business.

Here is a list of some of the key soft skills your staff can improve in when they have taken a course in digital marketing:

Communication skills are one of the key requirements employers look for in their staff. Digital marketing is all about delivering the right message to your key audience. By learning the skills and process to talk to your customers, they are also learning the skills to develop better communications with your management team and their peers. Better communications will lead to less confusion and errors being made. This will create a business which is more cost effective.

Writing and editing skills are not often thought of as being a core skill, but more jobs in the current market require staff to complete at least some paperwork. When mistakes are made on paperwork it can be costly for your business. An example of this would the inaccuracies of measurements on the paperwork which cost a French rail network £12.1 billion. An important aspect of digital marketing is ensuring that marketing materials released are free from errors. Digital marketing is another method to train your staff in getting their written work accurate. It can also improve the speed in which they are able to write and edit.

Budgeting is an important skill for any member of your team. Most forms of digital marketing require strong budgeting skills. Pay-per-click is one digital marketing avenue requiring budgeting skills. Daily budget needs to be set and distributed to return the most effective results. If they can learn the necessary skills during their digital marketing diploma they can then employ these in other areas of your business. This will help cut costs and give you better profit margins.

Time management is always difficult; however an individual who manages digital marketing needs to be aware of exactly how long they have to spend on each task. Spending too much time on one task (i.e. social media) is very easy but can be very inefficient and drive costs up. Staff properly trained can learn how to manage their time more effectively and increase their productivity. This can then be implemented in other areas of your business. A more productive workforce will return higher revenues and better profits.

Resourcefulness and creativity are skills required for successful digital marketing. They can also support other business activities. There will be times in your business when you have problems you’ve not experienced before. Traditional and normal crisis management solution might not be able to solve the problem. Having someone who is creative and resourceful can aid your business’ management team to develop solutions for your problems.


Digital marketing is one of the most effective ways for your business to acquire new customers and generate leads and sales. However, it is not an easy process and you need a fully qualified team in order to gain substantial returns on your investment.

Hiring a new employee might seem like a good option but they are likely to cost your business significantly in the hiring process and during their on-boarding process. There would also be concerns they would not be able to match your brand’s voice quick enough and as they continue to create your brand content; your audience may look elsewhere.

However, training your staff to manage your digital marketing activities can be highly successful and not just for your marketing efforts. They can instantly give you a return, speak in your brand’s voice and know exactly what your customers are looking for. They’ll also be more willing to stay with your brand and have a higher productivity as you show your commitment to their professional development.

Finally, the skills that they will learn during a digital marketing diploma can be transferred to other areas of the business. This will make your business sleeker; save you money and improve your profits.

Download a copy of the Diploma in Digital Marketing syllabus or read more about how your business could benefit from enhancing  your teams digital skills through studying a professional marketing qualifications such as the Diploma in Digital Marketing which is accredited by The Chartered Institute of Marketing.

Feel free to air your views and join the discussion below.

NEW Digital Marketing Qualifications

Here at Business Consort – Digital & Social Media Academy we are very excited to share some very exciting news with you.

We have added 4 new digital marketing qualifications to our portfolio.

We already offer the CAM Diploma in Digital Marketing accredited by the Chartered Institute of Marketing (CIM) and the Professional Diploma in Digital Marketing accredited by The Digital Marketing Institute (DMI).

This month we have launched 4 new DMI qualifications;

  1. Professional Diploma in Digital & Social Selling Accredited by The Digital Marketing Institute
  2. Specialist Diploma in Search Marketing Accredited by The Digital Marketing Institute
  3. Specialist Diploma in Strategy & Planning Accredited by The Digital Marketing Institute
  4. Specialist Diploma in Social Media Marketing Accredited by The Digital Marketing Institute

These particular DMI qualifications have been designed for the busy professional and are constructed to allow flexible, fast track study – student on average graduate within 12 weeks as the actual syllabus is 30 hours of video based learning but can be fast tracked through our blending learning study options which encompass face-to-face courses.

These are important advancements in digital marketing education – They are professional qualifications recognised worldwide and can be used towards CPD (continuous professional development) and cater for both marketing professionals as well as business development and sales professionals.

Why not test your digital marketing knowledge – Try our Digital Marketing Diagnostic Skills Audit Now

Need help finding the right course for you? get in touch Tel: 0800 334 6784 or email usDownload Course Prospectus




What is content marketing?

so what is Content marketing? It is probably the most popular aspect of marketing across the internet for business in 2016 due to the return on investment it provides.

Marketing is impossible without the creation of content and over recent years we have seen decline of spend across more traditional methods of advertising such as banner or pay per click Google adwords because of the cost involved and results versus other digital channels.

A large amount of Google search users will skip straight to organic listings under adverts – Accordingly to a recent SEOmoz article organic results are 8.5x more likely to be clicked on than paid search results!

Also the fact that Google is no longer showing AdWords ads on the right hand side of its search results pages which makes it more competitive for the 3 or 4 spots available pushing organic listings down more means that many businesses are pursuing search engine ranking and domination of results through content marketing as a more cost effective method but also to attract traffic for broader search terms.

Consumer behaviour shows that approximately 25% of our searches are around brands, products and services we are actively looking for but the greater number of searches are centered around solving a pain – We search to solve a problem, to get the answer to a question, to research or learn more or compare options.

Keywords are rarely used on a daily basis as part of many marketing strategies and often are neglected after the initial website build and optimsiation meaning it becomes very hard to increase ranking positions and number of times presented in results as a business may only have opportunity to appear in search results for their company name and offerings which would be fine if someone is searching for something specific.

If we turn it around and lets think about your customer journey – Lets imagine you are searching for a ‘yellow widget' we may search for the ‘best yellow widgets' or ‘top 10 yellow widgets' to start comparing options, or research to find out more about types of yellow widgets or the benefits of yellow widgets – we go through a variety of terms to before establishing our shortlist. We may also click through a variety of related articles and materials on our search. Content marketing allows us to create ‘tell not sell' articles to enhance the journey!

Again with the term ‘Blogging' this often acts as an instant turn off to businesses who think it will take over their lives or drain their employee resources with no real benefit – but in fact there is a huge business case for blogging such as increase in traffic and leads.content-marketing-process

Websites with Blogs have 434% more indexed pages (helps search engines & SEO efforts) and 97 % more inbound links. (U.addresstwosee latest 2016 blogging facts

Blogs tend to be where we create this type of content which could be video, article, infographic, whitepaper, tips etc as well as our online press releases.

Google basically rewards businesses who create good quality, unique content on a frequent and consistent basis and successful sites such as the BBC are quite simply blogs – So taking this principle on board content marketing using business blogs as well as promotion tools like email and social networks etc to share and gain reach can increase your engagement and search ranking tenfold.

Developing a consistent and frequent content strategy geared around SEO (search engine optimisation) means we can reach a wider audience, attract visitors into our websites, capture data of prospects which is critical to build sales or lead generation funnels as well as nurture them through to conversion as well as engaging with existing customers for repeat purchase.

Using inbound marketing as a strategy using our website as a content hub tends to be the most effective method as content purely posted in social networks has a short term visibility an d no ongoing seO benefit as content is locked behind a login so Google can't see this meaning it can't be found in search results.

Durability of content whereby it can keep on working for our businesses is key due to the fact we really want to reap the exposure and reach of content over a pre-longed period of time which will in turn enhance visibility in search results of search engines and thus increase web traffic and leads.

Don't forget to subscribe to our blog to follow our digital marketing tips and news…and connect with us on social media, share this article to help others or join the conversation below and feel free to ask any questions and we will be happy to help! 🙂 


What is SEO / Search Engine Optimsiation?

SEO or search engine optimisation is possibly one of the most misunderstood elements of online marketing. Digital agencies have made a tidy profit from businesses lack of knowledge on the subject and unfortunately in some cases caused some detrimental results through applying bad practices.

The term ‘search engine optimsiation‘ quite simply refers to the appearance in search results within a search engine such as Google (reaches 90% of the Internets audience) resulting in more click-through to a company website or blog posts hence more traffic and ultimately more conversion.

SEO is very important for any business as Google handles over 3.5 billion search submissions a day – Check out this recent article ‘100 Amazing Google stats and facts

The more we appear in search for an array of terms the better. Think about it in terms of the more content you create such as blogs or pages, images or videos etc then the more property you are buying on the web and the larger your property portfolio the more visibility you have.

what is seo

SEO is an on-going process not a one-off activity and it should be considered as an investment.

Your Google adwords campaign is only going to perform for your business for as long as you pay – Content marketing however is a strategy many have adopted because of it's return on investment.

Content marketing is a fairly new buzzword banded around in digital but just what does ‘content marketing mean?' – Well it is simply the creation of content for the web to drive inbound traffic. Think of it as drawing your audience in based on their interest.

An article you publish from your blog will keep on creeping up he search ranking and could be bringing in even more leads and traffic 6 months down the line than it did when first published.

Consider creating evergreen content as part of your content and search marketing strategy because articles such as this one ‘what is SEO' is timeless and will still be relevant in months to come unlike timely new pieces.

I would say the biggest pitfall of search marketing is the lack of use of search terms relating to problem solving. Consider the fact that the majority of us use a search engine to research or identify a solution to an issue we have.

So using the example that we as a training provider want to appear in search for terms such as ‘seo course london' this assumes the searcher knows about seo and wishes to learn more.

What about the people searching to find out ‘what is SEO' they are not going to search for a course necessarily but research more about it and perhaps could be inspired into attending a course by reading an array of articles all about SEO, its importance for business, why a business needs an search strategy and so on.

Imagine that 25% of searches are those looking for something specific but 75% of searches are looking to find a solution.

We want to use a knowledge base such as our blog to help draw in visitors interested in our topic ‘digital marketing' – we want to establish ourselves as influencers in this field and build our authority and trust with readers through a tell not sell approach. We want to reach a broader audience using search terms covering our business, products, services etc as well as helping to bridge the digital skills gap.

Would someone feel closer to a brand or business if they had read several useful articles about a subject they were interested in or they had seen numerous times in search results? – well the answer is most probably.

SEO can be simplified into an activity all marketers can be involved in – it is not a dark, complex art only suited to digital experts or agencies. Establishing the terms you wish to rank for is probably the hardest element, followed by mapping out pages on your site to map those keywords to followed by a consistent content marketing strategy to generate useful blog articles to match what people are searching for in your industry. A business should always perform an SEO audit to establish exactly how visible they are in search prior to any other activities.

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