What is Pay-per-click? Pay-per-click advertising, or PPC, is an instant form of marketing, based primarily on internet search engines such as Google. When you enter a search phrase into a search engine, you are taken to a page with two distinct sets of results. Down the centre of the page run the organic results; these are ranked solely on merit, with no advertising attached. Just above the organic results, and down the side of the page, you will see the sponsored results – these are commercial messages, bought by advertisers on a pay-per-click basis. The sponsored results are extremely simple ..read more

In a world filled with marketing strategies, “surprise and delight” stands out as the secret weapon for small business owners, startups, and sales teams looking to perfect their customer service skills and boost affinity with their brands. This article unveils the magic behind the surprise and delight approach, demonstrating how it can boost retention and cultivate fervent brand loyalty. In this article, we will cover: What is surprise and delight marketing? Different ways to implement surprise and delight Understanding your target audience Ideas for surprise and delight campaigns Companies e ..read more

Understanding and harnessing customer loyalty is paramount to the success of your small business – and knowing your Net Promoter Score is the perfect way to do this. Loyal customers contribute significantly to your revenue, of course. But, they can also serve as enthusiastic advocates for your brand, attracting new business through positive word-of-mouth.  This article explains the significance of NPS, shedding light on its relevance, and how it can propel the growth of your business and help you build customer relationships for the long run. In this article, we will cover: What is NPS ..read more

You can’t manipulate someone’s first impression of you – that is true both for in-person and digital networking. Just like on a dating app, we decide in milliseconds if we find a LinkedIn business connection worthy of our time, or not, based on their profile picture. Does the photo make this person seem kind, intelligent, and open to networking? Or do they look like they’d be a relentless braggart, a personality vacuum, or even someone who’d remind you too much of an uptight former boss? Before you even reach out to connect or send them a direct message, you’ve already created a whole narrati ..read more

Securing funding is crucial for transforming innovative ideas into scalable ventures. Capital injections enable startups to put money into research and development, hire top talent, expand operations, and execute strategic marketing initiatives. The thing is that in today's hyper-competitive business landscape, investors are looking at approximately hundreds of startups per month. It's crucial to distinguish your company from others and make it memorable. Especially now, when the current economic reality makes investors more picky. To achieve this, relying solely on a pitch deck and cold ema ..read more

LinkedIn is the world’s most popular professional networking tool. Whether you want to follow the stellar career trajectory of someone you admire or get stuck into conversations shaping your industry, it’s a fantastic platform to get professional exposure. Most importantly, LinkedIn is also a social and advertising hub that can get your business noticed. There are currently about 38.1 million LinkedIn users in the UK, according to Statistica. The best part is that lots of these people are looking for active connections and business opportunities, making it easier to land high quality leads a ..read more

When Next issued its recent results it highlighted that its physical stores now account for not much more than a third (35%) of its total turnover, which would suggest a business with dwindling interest in high street stores. Far from it. Its stores still represent an important part of the company. Multi-purpose shops It has over 460 outlets and very actively manages them because they are no longer solely used as locations to sell goods but also act as click & collect hubs for Next’s continually growing online sales. The company values its stores on a number of metrics and not just the ac ..read more

When launching a new startup an entrepreneur should dedicate time to fully consider the customer experience and the customer journey. This informs the way the business operates, how it generates unique qualities and builds a distinct brand. It introduces high, consistent standards for all parts of the business. Why is it important for customer service skills to permeate a business? Some areas of a business naturally lend themselves to focus on customer service. For instance, sales, complaints and business development. By integrating customer service qualities and traits into other areas suc ..read more

All startup businesses know that customer service is important but the best providers deliver a special customer experience that can take a startup's reputation and sales to the next level. In this article we examine why customer service is so important, what benefits it provides startups and reveal the most important customer service skills that elevate customer experience so consumers want to return to a business and spread the word about the special service they received. UK customer service levels at 8-year low The UK Customer Satisfaction Index (UKCSI) as measured by The Institute of C ..read more

Sandwich and coffee chain Pret A Manger was in a desperate position during COVID-19, with the bulk of its stores being in central London where a deserted capital over a prolonged period almost put its future in question. Caffeine rush Critical to its survival and return to profitability post-pandemic has been its coffee subscription service that was lunched at a price of £20 per month, giving subscribers up to five barista-made drinks per day. It has since been increased to £30 on the back of its success and recently combined with a Pret Club loyalty scheme offering discounts of 20% on all pr ..read more