Recently I was helping a client with her marketing strategy. After a couple of sessions what I had been saying really started to click with her. She realised that because she knows her business better than anyone else she is the best person to identify what makes it special.

She also appreciated that what she needs to address in her content material is to put into words what she actually...

From a theory point of view, consumer purchase decisions are usually based on marketing messages that attempt to establish and communicate a “value proposition” – people almost invariably buy for one reason and that is that they recognise value for money and are confident they will get the quality they expect.

It’s therefore essential that we understand what the value proposition...

How do you evaluate the effectiveness of your marketing strategy?

Here are a few tips that might help you to measure, monitor and manage:

1 Analyse Your Sales &/or Fee Income. Hopefully there is a strong growth trend evident! As always, it’s important that you measure, monitor and manage, but be careful about what you measure. Some firms have a longer sales cycle than others...