Customer profiling and brand building at the Advanced Engineering Show
November 15th, 2013

Advanced Engineering Show Advanced Engineering Show

The biggest and best show for the engineering sector took place this week at the NEC. The Advanced Engineering Show featured exhibitors across a range of high value and interlinked engineering and technology industries – Aero, Composites, Automotive, Auto Electronics and Printable Electronics for Industry.

Many exhibitors serve a broad range of customers with their products and services and speaking to a few, there is still a heavy reliance in the sector on repeat customers, large sales teams and word of mouth to secure future new business. The overriding challenges seemed to be that of understanding specific customer requirements and attracting potential new customers with a very niche product.

The Anochrome Group

Surface coating and finishing specialists, The Anochrome Group, supply many market sectors from structural and automotive, to advanced electronic, aerospace and telecommunications industries. The company is currently using some key inbound marketing principles on their website, offering visitors the opportunity to download seminar presentations and whitepapers in exchange for data.

However, I found that visitors only had to register once on the site to be able to download any of these materials, meaning that you never really know what product or service each potential lead has an interest in. With some great content such as they are already producing, Anochrome could be creating dedicated landing pages for each piece of content, optimising the page to get found by people searching for a problem they can help solve and capturing data with unique forms. They could use their established blog to help leverage this content by placing calls-to-action next to relevant blog posts.

This inbound marketing approach helps nurture the lead from the start of the buying decision making process until they convert into a customer.


Derbyshire based multisensor metrology company OGP UK showcased their multisensor measuring equipment technology at the exhibition, demonstrating how the equipment could solve problems for aerospace, automotive and engineering-led manufacturers.

With their advanced technology, the company has a great opportunity to start producing a number of informative ebooks or how-to-guides to offer their  insights on common problems such as time and cost savings relating to programming and inspection routines for example, educating their potential customers and building trust and credibility in their brand. Content such as this will help OGP get found organically for key phrases that people in the industry are searching for when they have a problem that OGP can help solve.

Customer profiling

It’s easy to forget that people will not always search for your product or service – what if they don’t know the precise solution you offer even exists? What if they’re not yet ready to buy?

By understanding your ideal customer profile, you can better understand what problems they are likely to have which will better inform the type of content you provide them with. Producing content with a specific customer profile in mind, particularly when working across numerous sectors, will help get you found at the research stage of the buyer decision making process and makes sure your company is front of mind when that ideal prospect is looking to purchase.

By Rhiannon Hulse

Posted By: rhiannon

Inbound Marketing in the Technology Sector
November 12th, 2013

EHI Live and Commontime

Last week I attended EHI Live, a two-day conference and exhibition for the E-Health community. Though many exhibitors in the technology and software sector were solely supplying services to the NHS, there were many others that provide IT solutions to a range of other sectors, helping to make data processing and business systems much more efficient.

I wasn’t surprised to discover that this is a sector already looking at the benefits of inbound marketing and marketing automation to generate leads and drive sales, however, there still seem to be some challenges experienced in the execution of successful lead generation campaigns. Read the rest of this entry »

Posted By: rhiannon

Getting a Greener Deal
November 6th, 2013


Wishing to further our green credentials and be active participants in the Green Deal, we have opted to have our gas supplied by fully-fledged Green Energy company, Ecotricity.

Kick-starting the global Green Electricity movement back in 1996, founder and CEO Dale Vince had a mission to change the way electricity is made and used in Britain. With 30% of Britain’s carbon emissions coming from standard electricity, the biggest single source, it’s also the single biggest thing we can change.

Ecotricity are dedicated to using alternative sources such as wind and solar to provide more homes and businesses with alternative renewable energy. They already have 18 wind parks and 1 sun park in operation with over 20 more renewable energy parks planned or already being built. Working in partnership with a number of other organisations, they are now looking to develop technology to effectively harness the power of the sea.

In 2010, Ecotricity introduced the concept of Green Gas to Britain. Making their own gas (from food waste) and putting it into the national gas grid, they are also working to establish Green Gasmills as a major energy source for the UK. Until then they promise that all of the green gas that they supply will be ‘Frack Free’.

Take a look how Green Gas works.

The organisation takes the money their customers spend on their bills and invests in building other new sources of green energy. Over the past nine years they have spent £281.02 per customer on building new sources of green electricity.

A green energy company with a great story to tell, Ecotricity seemed a good fit for us and with all the news of the big energy companies hiking up their prices recently, we chose good value AND helping to develop future renewable technologies.

How green is your energy company?

Posted By: rhiannon

EHI Live 2013: Event Preview
October 28th, 2013

EHI Live 2013

Having developed various marketing solutions for clients in the technology and software sector, I’m heading to the EHI Live event at the NEC next week to find out more about advancements in technology for the healthcare sector.

The two day conference programme features talks from software providers supplying to the NHS, but will be predominantly driven by GP’s and CMIO’s working at various NHS hospitals around the UK. Read the rest of this entry »

Posted By: rhiannon

Maximising ROI from the Photonex Exhibition
October 24th, 2013


I attended the annual two-day Photonex event last week at the Ricoh Arena in Coventry and met a range of exhibitors with varying marketing challenges, one of which included utilising their digital channels to get the most ROI from their event marketing spend.

Photonic manufacturers and social media

I was surprised when researching event exhibitors that there are still many businesses in the photonics technology and manufacturing sector that don’t have social media accounts. Speaking to a couple of marketing managers at the event, there seems to be the view that social media isn’t relevant in this industry. Using the excuse ‘no one in manufacturing uses social media’ is like saying ‘our customers don’t use the internet.’ Your customers aren’t just businesses, they’re individuals making purchasing decisions. If you want those decision makers to find you online and be able to demonstrate your knowledge of the industry, it isn’t too late to start using, and integrating, your digital marketing more effectively.  Read the rest of this entry »

Posted By: rhiannon

Trade Show Preview: Photonex & Vision UK 2013
October 14th, 2013

Photonex 2013

Working with some of the UK’s leading manufacturing companies in their fields across photography, technology, aerospace and power amongst others, I’m interested to find out what’s new in the photonics industry at next week’s Photonex, being held at Coventry’s Ricoh Arena.

The exhibition will bring together specialist manufacturing and technology suppliers in the industry and will feature a full conference programme focussing on new research and developments in the sector. Read the rest of this entry »

Posted By: rhiannon

The six SEO metrics marketing managers should know
September 17th, 2013

Managing the company website on top of all the other tasks a marketing manager in 2013 needs to oversee can be a true challenge. You know you need to get found on search engines but being an expert in SEO is a job in itself.

Don’t worry. I’ve got your back. Here are the six important metrics you need to know for successful SEO. As a HubSpot partner, I’ll take you through the ways HubSpot handles these stats as well. You can request a free HubSpot demo at any point.

Keyword performance & rankings

If you sell CNC machinery it’s fair to say you probably want to be found in search engines for terms such as “CNC distributors”, “CNC sellers” or  ”CNC machine resellers” so this means optimising your website pages for such keywords. Once you’ve optimised your site’s pages, you’ll then need to know how your pages rank in search engines for each search term.


Keyword tool in HubSpot

Within HubSpot you can use the keywords tool to track your position for numerous keywords. The above graph shows you the movement for a specific keyword over time. It also provides detailed information for each keyword such as the volume of monthly searches for that keyword as well as a difficulty score telling you how tough it is to rank well for that phrase.

Organic search traffic

Organic search is simply the amount of unique visitors that arrive at your website from search engines excluding visitors from paid search listings. It’s free traffic. All those visitors coming to your website from those high ranking search pages you recently optimised count as organic search traffic.

Organic Search in HubSpot sources tool

Any decent website analytics software worth its salt will be able to give you a breakdown of the amount of organic search traffic coming to your website. Where HubSpot marks itself out as being different is that it can tell you how many of your recently acquired website leads came through organic search traffic and it will tell you exactly who they are.

Sources and contacts report in HubSpot

Branded vs non-branded search traffic

Knowing what search terms are driving people to your website is also particularly useful. Within your organic search results you will have branded search terms and non-branded search queries. You know that people will arrive at your website with branded search terms (these are searches that include your company name), otherwise you really are lacking visibility, but non-branded search terms are also very important.

Unique search terms driving traffic

Unique search terms is the list of search phrases that visitors use to find your site. Checking the breadth of search queries to your site allows you to optimise for long tail keywords that are regularly bringing people in.

It is not only the breadth of search terms that are bringing people to your site that matters but also being able to see which ones are actually converting into customers or leads. You may find that the phrase “XYZ widgets” brings lots of people to your website but doesn’t actually generate new business whereas search terms with lower visitor volume could be generating more. Doing this research gives you better visibility of where to focus your efforts.

Inbound links

Inbound links are one of the key determining factors in establishing domain authority so it makes sense that you should be monitoring your inbound links over time in order to see who is linking to your website and where new links are coming from.

Inbound links report in HubSpot

The inbound links tool in HubSpot will track and monitor inbound links into your website. Not only that but it also provides a detailed view of which pages are linked to and what the domain authority of the linking website is. It’s a very handy tool for tracking link building efforts.

Conversion rates from organic search

The metric that ultimately counts is how many website visitors actually became leads. How many people spoke to your sales team or exchanged contact details with your business?

Tracking such stats using standard analytics software can require you to be a power user. However, with HubSpot you can track the whole process from the initial search query that brought a lead onto your site through to the last page they looked at and everything in between.

What are you waiting for? Request your free HubSpot demo today.

By Martin Broadhurst

Posted By: Martin Broadhurst

The three top reasons to have a corporate blog in the UK
September 12th, 2013

Blog World Expo 2008

B2B companies that blog get 67% more leads/month than those that don’t. Sounds good, right? A fact such as that should make the case for corporate blogging without any need for further arguments but I know you didn’t come here to see one stat and then leave feeling satiated. You need to convince your Chief Executive that blogging makes sense. I get that and I’m here to help.

1)      Blogging provides huge SEO benefits

Getting found online is the absolute first part of a successful digital marketing campaign and this typically starts with being visible in searches for relevant keywords. Those ten coveted spaces on Google’s page one search results are worth their weight in gold so you need to make sure you have a strategy for getting on those spots. Read the rest of this entry »

Posted By: Martin Broadhurst

Prince William in SkillForce charity polo match
August 5th, 2013

princes award

We were pleased to hear that Prince William’s first public appearance since the birth of baby George was a charity polo match in support of one of our clients SkillForce, of which The Duke of Cambridge is a patron.

SkillForce works in partnership with schools, drawing upon the skills of predominantly ex-Forces personnel, to inspire young people to succeed. We’ve worked with the SkillForce team for the last three years, developing the organisation’s brand framework and ongoing communications materials. Most recently, we created a unique set of bespoke awards for The SkillForce Prince’s Award which was presented by The Duke of Cambridge last year to ten young people in recognition of the contribution they had made to their communities (image above).

Though a worthy cause, we just hope he managed to get those nappies on his way home.

Have a look at the SkillForce website for more information on the work they do with young people.

By Rhiannon Hulse

Posted By: rhiannon

British B2B companies using social media: Land Securities Group
August 2nd, 2013

This is the second instalment in a series of posts looking at the way that some of the biggest B2B companies in the UK use social media.

Land Securities Group are a UK based commercial property company who manage 29 million square feet of shopping centres and office space around the UK. Their website is filled with resources in the forms of reports and press release related to their industry so they are clearly a company who understands the value of content. So how are they using social media channels to distribute all this content? Read on to find out…


When I viewed the Land Securities group company page on LinkedIn I have to say I was surprised. Not pleasantly surprised either. The company employs a not insignificant 656 people yet none of them – not even a summer intern –  seems to have been tasked with creating a LinkedIn profile that reflects the business in any way. The LinkedIn page has no products listed, no updates linking to relevant news and, most surprising of all, no careers section. The website makes it clear that employees are highly valued within the company so it seems like a missed opportunity not to utilise the careers section within the LinkedIn company page. It wouldn’t take much to greatly improve their LinkedIn presence.


Land Securities has no Facebook Page that I can see.


I really like what Land Securities Group have done on their YouTube Page. Not only have they managed to get the basics right with the design of the page but they’ve also organised their video uploads by using the playlists feature properly. They introduce us to their buildings, highlight their corporate social responsibility programmes, get us closer to the executive team and provide a company showcase. In terms of providing a clear set of videos, this does the job. I can’t fault this YouTube channel if I’m honest.


Another surprise was provided by the Twitter page and this time is was a pleasant one. Land Securities Group tweets often although there are often large gaps in between updates. The content they share tends to be industry news and retweets from a wide range of industry sources, which is good although the content is a little dry and could be made more engaging with the use of more visual, infographic style posts. What was especially surprising, was that they actually respond to negative tweets. I hadn’t anticipated that.

In summary

Land Securities Group are doing the basics of social media marketing well but there are definitely areas which they could improve upon. They already produce content related to an important sector in the UK economy so I would like to see some of these insights turned in to accessible bite-sized pieces of content in the form of infographics or motion-graphics videos to increase their content’s reach. The company LinkedIn page should be updated to focus more on recruitment and careers to bring it in line with their website which has a very detailed, well presented careers section.

Posted By: Martin Broadhurst