Bath Marketing Consultancy

Want a bigger slice of the SEM pie?

Paul TagentLeave a comment
Big Slice?

It’s not just about driving traffic and conversions. In my opinion, a secondary objective for a large amount of search marketing activity (SEM) should be dedicated to brand awareness and reputation management, yet the results of a study conducted by a company called Epiphany in Leeds show that a lot of well-recognised brands are failing to have a regular presence online leaving space for their competitors.

The study demonstrated that a number of the ‘SuperBrands’ are relying far too much on brand-led terms in search. Epiphany’s Director of Search, Andy Heaps:
“It’s not necessarily that big brands are complacent when it comes to search – it’s more that the potential of search isn’t always understood, so isn’t seen as a priority. Brands are also often blinkered by the comfort that comes from brand traffic they receive.”
In addition, the larger the market, the more competitive the search activity so why not use a slightly different approach?
A very good example of how Bath Marketing Consultancy applies this theory is with our client BLB Solicitors.
BLB have a dedicated Personal Injury website – www.personalinjurysolutions.co.uk. CPC for the term ‘personal injury solicitor’ can be as much as £95per click making it very hard to compete on a national basis. Even regional variations are upwards of £50per click in some areas. Therefore, Bath Marketing looked at organically optimising the website for the regions it has offices in and then targeting specific case studies.
For example, if you had experienced some sort of severe accident that left you in some discomfort. After consulting your GP, there is a good chance that you would be diagnosed with CRPS (Complex Regional Pain Syndrome). If you then thought about making a claim against the perpetrator or looking for a definition using CRPS Claim as a search term, BLB’s PI website is very likely to be the site that you find organically, via the online Dictionary, on forums etc.
Why not put this to the test by inputting crps claim into Google?

In a crowded market full of very similar competing companies & products, any advantage, regardless of how slight can make a significant difference to sales and essentially, the difference between the market-leader and second place.
If you want to increase your slice of the pie in your market, why not get in touch with Bath Marketing Consultancy?

SME Marketing Tips

Paul TagentLeave a comment

Below is a list of 7 simple tips to help the SME when considering marketing activity. They are simple, low-cost ways for any small business to find customers and generate sales quickly.


1. Don’t Advertise Like a Big Business. Big businesses advertise to create name recognition and future sales. A small business can’t afford to do that. Instead, design your advertising to produce sales …now. One way to accomplish this is to always include an offer in your advertising – and an easy way for prospective customers to respond to it.


2. Offer a Cheaper Version. Some prospective customers are not willing to pay the asking price for your product or service. Others are more interested in paying a low price than in getting the best quality. You can avoid losing sales to many of these customers by offering a smaller or stripped down version of your product or service at a lower price. 
3. Offer a Premium Version. Not all customers are looking for a cheap price. Many are willing to pay a higher price to get a premium product or service. You can boost your average size sale and your total revenue by offering a more comprehensive product or service …or by combining several products or services in a special premium package offer for a higher price. 
4. Try Some Unusual Marketing Methods. Look for some unconventional marketing methods your competitors are overlooking. You may discover some highly profitable ways to generate sales and avoid competition. For example, print your best small ad on a postcard and mail it to prospects in your targeted market. A small ad on a postcard can drive a high volume of traffic to your website or generate a flood of sales leads for a very small cost. 
5. Trim Your Ads. Reduce the size of your ads so you can run more ads for the same cost. You may even be surprised to find that some of your short ads generate a better response than their longer versions. 

6. Set up Joint Promotions with Other Small Businesses. Contact some non-competing small businesses serving customers in your market. Offer to publicize their products or services to your customers in exchange for their publicizing your services to their customers. This usually produces a large number of sales for a very low cost. 
7. Take Advantage of Your Customers. Your customers already know and trust you. It’s easier to get more business from them than to get any business from somebody who never bought from you. Take advantage of this by creating some special deals just for your existing customers …and announce new products and services to them before you announce them to the general market. 


Also, convert your customers into publicity agents for your business. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising – and it is much cheaper!!

Are you an SME looking for help with your marketing? Why not put Bath Marketing Consultancy to the test?

Spotting the marketing thief

Paul Tagent8 Comments

This is as much a post asking for advice as giving it and based on a recent problem I have experienced.
In a nutshell, I recently identified a prospect who was wasting money on unsuccessful marketing. He also had a very poor brand identity, performed badly in organic search and would have complimented Bath Marketing Consultancy’s client base due my sector experience. I approached him and we had 3 subsequent meetings lasting about 45 minutes each time and were really getting on.

He requested a formal proposal which I submitted identifying key strategies and initiatives over a 6 month period with costings…………..and he has now gone underground. Not only that, his pa has obviously been briefed to use the ‘he’s in a meeting’ line and he has blocked my number on his mobile. To top it off, the pieces of advice we discussed have been implemented………..not by me.

I believe that I am a good judge of character and this particular person never gave any indication that he was never going to engage me. However, it has become abundantly clear that he has simply used my experience and advice for his own gain.

In my numerous years in the marketing industry, I have come across certain people and situations where the personalities don’t work. In addition, there have been times when I haven’t won what I pitched for.

However, this is pretty much the first time this type of thing has happened and, in a small business community such as Bath, word can get around.

Are there any steps to prevent this type of thing happening? Do I name and shame the prospect in question to make sure he doesn’t do it to anyone else?

Advice would be much appreciated paul@bathmarketingconsultancy.co.uk

The definitive explanation of ….MARKETING!!!!

Paul Tagent6 Comments


Hopefully, this will clear up any confusion … 

 You’re a woman and you see a handsome man at a party. You go up to him and say, “I’m fantastic in bed.” That’s “Direct Marketing.”

You’re at a party with a bunch of friends and see a handsome man. One of your friends goes up to him and pointing at you says, “She’s fantastic in bed.” That’s “Advertising.”

You see a handsome man at a party. You go up to him and get his telephone number. The next day you call and say, “Hi, I’m fantastic in bed.” That’s “Telemarketing.”

You see a man at a party, you straighten your dress.You walk up to him and pour him a drink. You say, “May I,” and reach up to straighten his tie, brushing your breast lightly against his arm… And then say, “By the way, I’m fantastic in bed.” That’s “Public Relations.”

You’re at a party and see a handsome man. He walks up to you and says, I hear you’re fantastic in bed.” That’s “Brand Recognition.”

You’re at a party and see a handsome man. He fancies you, but you talk him into going home with your friend. That’s a “Sales Rep.” Your friend can’t satisfy him so she calls you. That’s “Technical Support.”

You’re on your way to a party when you realize that there could be handsome men in all these houses you’re passing. So you climb onto the roof of one situated towards the centre and shout at the top of your lungs, “I’m fantastic in bed!” That’s “Junk Mail.”
Bath Marketing Consultancy hopes you now have a complete understanding of Marketing !!!


Top Tips for success

Paul TagentLeave a comment

For successful marketing keep these simple rules in mind. Remember a plan and schedule will reap results, a muddled approach won’t. 
1) Start by setting clear objectives – where do you want to be, in say, three years. 
2) Define your target market and identify your audience. 
3) Decide on the brand and the values you want to transmit – the platform. 
4) Plan your promotion strategy. 
5) Set a budget. 
6) Devise a schedule. 
7) Decide how the strategy will be measured, for example, increased sales, direct responses, coverage in local press etc. 
8) Implement the programme according to the schedule. 
9) Monitor and evaluate results as an aid for future marketing decisions. 
10) Marketing works – if you don’t make good use of it your competitors will!



Get in touch with Bath Marketing to see how we can help..

Advertising vs Marketing

Paul TagentLeave a comment

I am often asked the difference between these 2 areas so official definitions are……….


Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.



Contact Bath Marketing Consultancy to see how we can help you.