Aidan Danaher

When talking about branding, Seth Godin once said“People do not buy goods and services. They buy relations, stories and magic.” And I think he’s spot on. People connect with a brand through the stories they tell, and how they market themselves. It’s all about language and tone. Which is exactly why achieving the right tone …

Professor Chris LoDolce defined smarketing as “The alignment of the sales and marketing team around common goals within a business or organisation, focused on improving revenue.” The two teams are traditionally disconnected and viewed, at least internally, as two separate entities. They tend to work with cross-purposes, but the evolution of the B2B buying process …

We all know that when people say one thing it’s quite possible that they mean another. “I’m fine!” in the UK is a particular favourite. Now, if we were to strap them to a lie detector test, we’d know the answer once the needle lost control and started scribbling chaotically. Neuromarketing works according to the …

As a business, there is a myriad of ways that you can improve your reputation and attract customers to your site – without competing for ad space, jostling for your customers’ attention or spending a big chunk of your marketing budget. Inbound marketing can help achieve this. What we talk about when we talk about …

For centuries, the art of the sale meant tailoring your pitch to individual customers. Encyclopedia salesmen, (remember them!) lugged around suitcases loaded with volumes of books, knocked at doors and crafted their pitch to suit the customer’s needs. The sale’s potential success or failure relied on adding that personal touch. The web’s introduction ushered in …

LinkedIn has been established as a popular B2B networking channel for some years now – and in 2019 that strength and value is set to continue. In fact, it’s now the single most popular channel B2B marketers use to distribute content. There’s a good reason for this; the professional focus of the platforms creates a …

In marketing, your content should aim to get into the ‘mind’s eye’ of the reader; helping them visualize a problem, an object, event, or situation without the thing being present to the senses. Creating a believable, emotional, or fantastical image in the mind of the reader is what defines great literature. It’s also what can …

Experiential marketing allows brands to offer their customers memorable experiences, often through planned events with product samples. But these events aren’t just dinner and drinks. They’re interactive and they’re elaborate, offering experiences to attendees that are unique. Earlier in the year, prestigious British charity D&AD gave its first award for experiential marketing to FCB India. …

When you hear people discussing ongoing SEO content, there’s a good chance they’re talking about blogs. In fact, blogging is such a fundamental part of inbound marketing best practice that, at this point, it’s scarcely worth disputing. There are plenty of good reasons for this, but the most important is SEO. Google likes websites that …

These days, an incredible amount of content is available on the internet and an increasingly dwindling amount of that is written in-house. Not enough SMEs out there have the available skills and internal resources to write professional copy, and generally it’s more valuable for their employees to focus on other, high value tasks. It’s for …