Gordon Campbell

With rising costs to advertise online, email marketing is one of the best tools to claw back some of your advertising spend. Aim to generate at least as much as it costs you to acquire that customer. It's a channel that most businesses completely underutilised.

LinkedIn is responsible for around 60% of our sales during some months. My strategy is very simple, yet effective. I connect with people who fit my ideal customer profile and share content that resonates with them. This simple strategy has generated my company a reasonable amount of revenue and allowed us to grow.

Integrating with a system such as HubSpot allows you to track the whole customer journey from enquiry, right through to sale. This means you can see the actions somebody took on your website before they enquired. You can also see the exact ad campaigns, right down to a keyword for Google Ads that generated you sales even if they take place over the phone.

Defining your ideal customer profile is especially important when creating ads for Meta(Facebook/Instagram). If you explicitly, or implicitly, call out your audience in the ad, it is more likely to be placed in front of your target audience. Meta scans the content of your ad and puts it in front of people likely to take action which reduces wasted spend as you'll find people to buy from you quicker.

The biggest improvement I made to my paid media agency was reducing the volume of tasks an individual member of staff was responsible for. Historically our Paid Media Managers were responsible for strategy, client comms and execution. This caused countless problems and caused some members of staff to become overwhelmed. To fix this we split the role into 3 positions. This was more expensive in the short-term, but long-term it allowed us to better service clients and gives us the ability to scale faster.