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# Marketing strategy consultant | STO Consulting

Marketing strategy consultant

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## Posts

- [Marketing strategy blog](https://www.stoconsulting.co.uk/blog/) - Marketing strategy blog Go on – ask me for some ‘marketing blurb’ - see what happens In this article, we explore the history, purpose, and ethical implications of the blurb, and why, when done right, it Read more Businesses should not be doing ‘CSR’ – here’s why Do you pay your staff well? Treat people
- [Go on – ask me for some ‘marketing blurb’ - see what happens](https://www.stoconsulting.co.uk/go-on-ask-me-for-some-marketing-blurb-see-what-happens/) - In this article, we explore the history, purpose, and ethical implications of the blurb, and why, when done right, it can still be a powerful tool in the marketer’s arsenal. (By Graeme Jordan and Frankie Docker) Marketing blurb. Is that what you want? Content I can do. Copy – no problem. But, blurb? It’s in
- [Businesses should not be doing ‘CSR’ – here’s why](https://www.stoconsulting.co.uk/why-businesses-should-not-do-csr/) - Do you pay your staff well? Treat people fairly? Make honest claims about your products? Work safely? Respect the environment? Support your community? Why? Is doing the right thing important to you? If, so – great. This is not ‘Corporate Social Responsibility.’ (CSR), it’s reasonable and responsible behaviour. We should behave reasonably and responsibly all
- [The difference between knowledge and expertise](https://www.stoconsulting.co.uk/knowledge-vs-expertise/) - This month I have a guest post from contributor Danielle Shaw. Danielle has been working with me over the last few weeks in a Marketing and Communication Executive role and kindly wrote this blog post on knowing the difference between knowledge and expertise. By Danielle Shaw The difference between expertise and knowledge is slim in
- [Absolute heroes of Marketing: Greta Thunberg](https://www.stoconsulting.co.uk/absolute-heroes-of-marketing-greta-thunberg/) - Here at STO, we are not afraid to admit that we can learn something from a 16 year old. (By Lydia Neave and Graeme Jordan). By anyone’s standards, the achievements of Greta Thunberg have been exceptional. But she has achieved things that are very evidently essential to us all, in a relatively short space of
- [How to get the best results from your digital marketing agency](https://www.stoconsulting.co.uk/2765-2/) - (This month’s blog comes from our colleague, Charlotte who ran her own business and engaged marketing agencies prior to working with STO Consulting). I am in the fortunate position, having owned my own business for 3 years prior to being in marketing consulting, that I have been a customer of several digital marketing agencies. So
- [Engagement rather than enragement](https://www.stoconsulting.co.uk/engagement-rather-than-enragement/) - Ever noticed how many digital marketing types talk about ‘engagement’ but put forward solutions that sound more like SPAM? You can look at the social media profile of the ‘expert’ and see a vast sea of the same message going out repeatedly. In one case I looked at a Twitter account of one of these
- [What we can learn about marketing from Gordon Ramsay](https://www.stoconsulting.co.uk/what-we-can-learn-about-marketing-from-gordon-ramsay/) - Marketing is f***ing brilliant. In fact, it’s so f***ing important that if you don’t do it right, you’ll f*** it all up and your f***ing business will probably all go to s***! Seriously though, Gordon Ramsay is a great marketer. A natural. As far as I know not formally trained in marketing, but when you
- [Expertise – when is it worth paying for?](https://www.stoconsulting.co.uk/expertise-when-is-it-worth-paying-for-2/) - I’m almost amused by the number of comments on LinkedIn recently saying ‘Don’t pay for (insert service of your choice here) … You can get it free from the internet’ or ‘from (state tangentially related profession here)’ or ‘I’ll advise you on that’ (from someone not in the relevant field). We all love a bargain
- [How to generate leads: STOP selling, start nurturing](https://www.stoconsulting.co.uk/how-to-generate-leads-stop-selling-start-nurturing/) - As the customer journey from ‘none the wiser’, to spectator to loyal fan becomes more complex for businesses to master, so do the ways in which brands generate leads. Consumers are less attracted to ‘Sale’ style adverts these days, but instead prefer to build a connection with a brand before committing to a purchase. Consumers
- [How does social media fit into marketing strategy?](https://www.stoconsulting.co.uk/how-does-social-media-fit-into-marketing-strategy/) - I’ve lost count of the number of times I’ve met someone and they have said: “Marketing … so … is that mainly … social media then?” The answer is, it really isn’t. If used correctly, social media is a very effective method of marketing communications. It can facilitate more personalised, interactive and longer lasting conversations
- [What would a positive ‘new normal’ look like for the business community post Covid-19?](https://www.stoconsulting.co.uk/what-would-a-positive-new-normal-look-like-for-the-business-community-post-covid-19/) - There has been a lot of conversation about the fact that ‘getting back to normal’ won’t be just a case of going back to how things were done at the beginning of March 2020. Why would it? Things weren’t perfect then. Progress is a good thing, not a bad thing. We’ve all learned things in
- [2020 vision: What the pandemic taught us about business](https://www.stoconsulting.co.uk/2020-vision-what-the-pandemic-taught-us-about-business/) - It used to be synonymous with clarity, and peak performance (as in the case of a pilot). But I wonder whether 2020 will now be shorthand for an unforeseen disaster? As we come to what is hopefully the end of the pandemic phase (but not the virus itself of course), I’m reflecting on the way
- [What can we learn about brand building from Harry Styles?](https://www.stoconsulting.co.uk/what-can-we-learn-about-brand-building-from-harry-styles/) - In this article, Frankie Docker, CMO at Hey! Food is Ready, discusses inspiration in effective brand building from Harry Styles following the release of his much trailed new album ‘Harry’s House’. As we shall see, it came with a well planned campaign executed with style and panache befitting of the product itself. In May 2022,
- [Why is competitor analysis so important?](https://www.stoconsulting.co.uk/why-is-competitor-analysis-so-important/) - We all know that it’s important to keep tabs on our key competitors. But why? And how should we carry out a competitor analysis? It’s not because we wish to copy them – they exist in their space and you exist in yours. It’s generally a good idea to stick to what you specialise in
- [Marketing for the start-up company](https://www.stoconsulting.co.uk/marketing-for-the-start-up-company/) - The government’s budget last week attempted to coin the term ‘Aspiration Nation’ and was ostensibly about making the UK a great place to start and grow a business. Having worked with start-ups over the last 10 years, this is no new ambition. It’s the means of doing it that is up for discussion, not the
- [How is ‘Marketing Strategy’ related to Business Strategy?](https://www.stoconsulting.co.uk/how-is-marketing-strategy-related-to-business-strategy/) - I’ve had many conversations with people about marketing. Many of these involve people assuming that the product, target market and what customers want are already fixed. But why should this be the case? Is ‘Product’ not a flexible element of the marketing mix? Many companies begin with excellence in R&D or with a new concept, or, with an interest that
- [Are you outsourcing marketing for your business?](https://www.stoconsulting.co.uk/are-you-outsourcing-marketing/) - Marketing is a strategic function of business. It determines how successful you can be in achieving your goals. Thus, outsourcing marketing can be risky. The marketing strategy will determine your objectives and level of success in achieving them. It will also settle how the assets and resources of your organisation will be focussed on external
- [The essence of good marketing strategy](https://www.stoconsulting.co.uk/the-essence-of-good-marketing-strategy/) - It is impossible to give a ‘top tips’ kind of article on such a complex and fundamentally important subject as a marketing strategy. It’s like asking how should we win a football match? Beyond the obvious that we should score more goals than we concede, no more can sensibly be said unless we know some
- [Does your business have more than one strategy?](https://www.stoconsulting.co.uk/how-many-strategies-does-your-business-have/) - A strategy is often, wrongly, defined as if it is nothing more than a plan, or worse, a technique. In fact, it is the thing that determines how a business will create value over the long term. It is also what unites all of the different individuals within a business to be pulling in the
- [Is market research still relevant in a fast moving digital world?](https://www.stoconsulting.co.uk/is-market-research-still-relevant/) - The world is changing. You have to adapt or die. Fine, but let’s make sure we change the right things and don’t unlearn things that are actually quite useful to us, like market research for instance. The speed of change and the empowerment provided by digital and social media, of course, has great benefits for
- [Surviving your first year in business during a recession (Part 1)](https://www.stoconsulting.co.uk/surviving-your-first-year-in-business-during-a-recession-part-1/) - Start-ups are rightly considered an essential feature of our economic recovery. So, having recently come through my first year in business despite the continued bad news on the economy, I would like to share my thoughts on what I have observed, both within my own business and clients that I have worked with. A good
- [Surviving your first year in business during a recession (Part 2)](https://www.stoconsulting.co.uk/surviving-your-first-year-in-business-during-a-recession-part-2/) - Those who know me will know that I can’t stand ‘tips and tricks’ articles when the subject is as serious as your business and your livelihood. I have therefore broken down my wider observations and advice on start-up business into a series of posts over the summer. It’s a kind of starting point for how
- [Surviving your first year in business during a recession (part 3)](https://www.stoconsulting.co.uk/surviving-your-first-year-in-business-during-a-recession-part-3/) - Welcome to the third and (for now) final part of my business start-up series. This one is about innovation, product development and whether or not these have anything to do with marketing. Read part 1 on why start-ups are a key part of economic recovery and part 2 on how start-ups can be better supported.
- [The trial and error approach to business](https://www.stoconsulting.co.uk/the-trial-and-error-approach-to-business/) - There is a lot of emphasis on start-up and growth of business currently as a way of stimulating economic growth. Inevitably there are a number of different approaches being promoted, to enable such business activity to thrive. A variety of approaches is necessary because of course each business is different. As with many things though,
- [Taking your market for granted (or how to fail slowly in business)](https://www.stoconsulting.co.uk/taking-your-market-for-granted-or-how-to-fail-slowly-in-business/) - Ever wondered why different companies do different things? It’s not just because they perceive different opportunities, though this is likely to be the case. It’s mainly because different companies are able to excel at different things. So, the fact that there is a market out there for something that you want to do is great. But
- [Why is innovation so important?](https://www.stoconsulting.co.uk/why-is-innovation-so-important/) - Developing products and / or services that people are willing to buy is the foundation of any business. But when to develop new ones and when to concentrate on those that you already have is challenge. This is where ‘innovation’ decisions can be complex. I have mixed views on this subject because: Innovation is something
- [Are customers always right?](https://www.stoconsulting.co.uk/are-customers-always-right/) - Market research is often used to find out what customers want. Two questions arise when applying this to the complex area of new product development in particular: 1. How can customers perceive something they have not experienced? We are just not wired up that way. As Henry Ford (apparently) famously observed; if he had asked
- [Getting your message across](https://www.stoconsulting.co.uk/getting-your-message-across/) - OK, so this blog is going to be a little different. I’d like to think that most of my blogs are helpful and positive. Every so often though, it is good to learn how not to do things. There is a lot to be said for getting your message across. So, with this in mind
- [The strange disappearance of expertise: Part 1. The digital dimension](https://www.stoconsulting.co.uk/the-strange-disappearance-of-expertise-part-1-the-digital-dimension/) - I write this month with news hot off the press: Business success has now become so easy; so formulaic and reduced down to a mere following of the ‘key steps’ and the ‘tips, tricks and ploys’ that are Googleable by any of us, that it is no longer necessary to have specialist knowledge in any
- [Use of customer service as a marketing tool](https://www.stoconsulting.co.uk/use-of-customer-service-as-a-marketing-tool/) - It always amazes me when companies spend time, effort and resources seeking customers and then seemingly forget about them the moment the first deal is signed. The real responsibility of a marketer extends from conceiving and developing products / services right through to whatever happens after these are delivered AND the ongoing relationship with the
- [Things in marketing that are not new](https://www.stoconsulting.co.uk/things-in-marketing-that-are-not-new/) - 1. Brands need personality It has always been thus. A brand is the entirety of what you represent. It is impossible to be a provider of choice unless at least some aspects of personality are involved. Even if it is just trust in the quality of the product or service that the company
- [How to excel at marketing](https://www.stoconsulting.co.uk/how-to-excel-at-marketing/) - The answer to this question has little to do with tools, techniques, or, of course ‘tips and tricks’. It does however depend upon your view of the purpose of marketing. For example: It’s not actually about generating ideas. No – anyone can generate ideas. Most of us do. You can look around you any day
- [The strange disappearance of expertise: Part 2: The human dimension](https://www.stoconsulting.co.uk/the-strange-disappearance-of-expertise-part-2-the-human-dimension/) - I wrote recently (March 2014) about the digital dimension of this phenomenon. The human dimension shows equally concerning trends. The main one being the lack of value that is often attached to functional expertise. There are 4 ‘functions’ that all businesses are involved in: Marketing, Finance, Operations and HR. There is nothing that any business
- [How to start up a business with long term survival in mind](https://www.stoconsulting.co.uk/how-to-start-up-a-business-with-long-term-survival-in-mind/) - Lots of different skills and abilities are required to set up a business; with these making up an ability to be superior to the competition and sustain this long enough to achieve your objectives. The following is my view on how to start up a business with the best chance of surviving and thriving:
- [Who is responsible for small business marketing?](https://www.stoconsulting.co.uk/who-is-responsible-for-small-business-marketing/) - ‘If you are in business; you are in marketing’. A rare thing this – a cliché that actually has some value. If you own a small business, then, like it or not, the marketing is your responsibility. But far from being a daunting thing, this should be empowering and motivating. There are several important things to
- [Customer research is great – but which customers?](https://www.stoconsulting.co.uk/customer-research-is-great-but-which-customers/) - I always advise that any strategy development should take place within the context of sound and relevant research to inform the decisions that you make. This should include primary research unless there is a very good reason not to (good old ‘time and money’ usually). The research has a fundamental purpose (over and above the
- [How to get your marketing campaigns right](https://www.stoconsulting.co.uk/how-to-get-your-marketing-campaigns-right/) - I was reminded of a few things this week when I received what I believe is the best piece of direct mail I’ve had for a very long time. Now, my first response to any question about marketing campaigns would be ‘Get the strategy right first’. But if we take this as a given; there
- [Words that should not be used in marketing communications](https://www.stoconsulting.co.uk/words-that-should-not-be-used-in-marketing-communications/) - Some words and phrases should never be used in marketing because they are completely ineffective. Surprisingly, many of these are used persistently though. ‘No obligation’ is one of them. Why would anyone think there was an obligation? Others include: ‘Guarantee’ (If you are using this to emphasise your promises, such as delivery times, this should
- [How to make your website better](https://www.stoconsulting.co.uk/how-to-make-your-website-better/) - Having launched two new websites for my own business recently (www.STOconsulting.co.uk and www.GraemeJordan.co.uk), and having written numerous websites for clients over the years, I’d like to share my advice on how to make your website better. It goes without saying now that your website needs to be ‘responsive’ (i.e. work well on mobiles) and it
- [Doing marketing better: The importance of living your claims](https://www.stoconsulting.co.uk/live-your-marketing-claims/) - So, your marketing communications makes all kinds of promises about how great your business is. And they are probably true. But marketing is about so much more than that. One of the things a true marketing approach does is that it ensures you live up to these claims. Always. No exceptions. Not even for that
- [Looking forward in 2016](https://www.stoconsulting.co.uk/looking-forward-in-2016/) - So what is 2016 likely to bring us? Well, in the good old world of marketing consultancy, it’s likely to be new ways to engage with customers, new trends in consumer and business buying preferences and increasing competition (which is fine as long as we are better). One thing I think is certain is the
- [How to spot a really bad web design or development company](https://www.stoconsulting.co.uk/how-to-spot-a-really-bad-web-design-or-development-company/) - Having managed a number of website projects for both myself and my clients, I have definitely experienced the good, the bad and the somewhat ugly. So let me share with you some insight so that you don’t have to go through the stress that I and others have gone through. Here are the top red
- [Marketing for Large Companies: Why Call Centres Don’t Work (part 1)](https://www.stoconsulting.co.uk/marketing-for-large-companies-why-call-centres-dont-work-part-1/) - Call centres … We all have to deal with them occasionally right? And we must all love them; given how predominant they are in our relationships with big business. No, wait … we all hate them! So, could it be that they are damaging to brands? One of many ways in which call centres represent
- [What to do and what not to do at an exhibition](https://www.stoconsulting.co.uk/what-to-do-and-what-not-to-do-at-an-exhibition/) - So, having attended many exhibitions in recent years; both as a delegate and an exhibitor, I was thinking about how to get the most out of the exhibition experience. Things to avoid at an exhibition include: General rudeness. Basically if you wouldn’t do it in other circumstances, you probably shouldn’t do it here. Turning
- [Why call centres don’t work (part 2)](https://www.stoconsulting.co.uk/why-call-centres-dont-work-part-2/) - Here is the second instalment of my blog about why call centres are a really bad way of managing customer relationships. They are also really bad for brands. Recent news from the energy sector has indicated that bad customer service can impact profits. There is potentially more mileage in this given that a company’s position
- [What would EU exit mean for north east businesses?](https://www.stoconsulting.co.uk/what-would-eu-exit-mean-for-north-east-businesses/) - Whatever business you are in and whatever your target market, you can’t escape the fact that external factors will have some impact on your business. So it was with interest that I attended the North East Chamber of Commerce event 'Brex-it or Brex-in'. Surely that should be ‘Brexit or Brin’? Here are my reflections on
- [From marketing strategy to marketing plan – here’s how to do it](https://www.stoconsulting.co.uk/from-marketing-strategy-to-marketing-plan-heres-how-to-do-it/) - Something I have been doing a lot of recently (as part of my interim Marketing Director service) is translating marketing strategy into a plan or plans that are implemented within a company. Here are the key considerations: Have someone in-house who is responsible It’s great to have external support for marketing planning, but there are
- [How to get more customers: Key marketing principles](https://www.stoconsulting.co.uk/how-to-get-more-customers-key-marketing-principles/) - Want more customers? Good sales ability helps. You need to grow sales by attracting and retaining people. But beyond this, you need to have a credible business that the marketing and sales activities are representing. There are some things that can’t be polished! Here is my guide to the rules of the game when finding
- [Top 10 marketing tips and tricks (for winning marketing strategies)](https://www.stoconsulting.co.uk/top-10-marketing-tips-and-tricks-for-winning-marketing-strategies/) - Anyone who has read a blog of mine before will know that I’m not a big fan of gimmicks. But the gurus will tell you that the most popular blogs involve numbers (such as a ‘top 10’) and easy take-away advice. So, ‘what-the-heck’ I thought; who am I to deviate. Here are my top 10
- [‘I don’t do marketing, but …’](https://www.stoconsulting.co.uk/i-dont-do-marketing-but/) - I was inspired to write this blog post after various conversations with people recently that literally included the words ‘I don’t do marketing, but …’ What follows (inevitably) is a description of any number of things, all of which do fall under the remit of marketing. So here is my top list of things that
- [Customer retention: Do your processes attract or repel customers?](https://www.stoconsulting.co.uk/customer-retention-do-your-processes-attract-or-repel-customers/) - Getting customers is among the major aims of most businesses. Maybe you are lucky enough to have all you need or you can choose those you want. But you still need to keep them. Have you ever thought about your business processes and how these contribute to your success? If customer retention matters to you,
- [Generating marketing ideas: Why brainstorming does not work](https://www.stoconsulting.co.uk/generating-marketing-ideas-why-brainstorming-does-not-work/) - The imminent return of the Apprentice to our TV screens has reminded me of few things. The characterisation of ‘business people’ and ‘entrepreneurs’ in popular culture. The reductionist way in which ‘leadership’ is characterised … and the indisputable fact that brainstorming does not work. The ‘brainstorming’ part is particularly worth consideration due to its prevalence
- [Content Marketing – What it is and what it isn’t](https://www.stoconsulting.co.uk/content-marketing-what-it-is-and-what-it-isnt/) - There has been much talk about content marketing in recent years and as usual with things that are relatively new, it brings much excitement and the claim that things will never be the same again. But how different is Content Marketing from other marketing and what should businesses do about it? The definitions of content
- [What kind of Marketing do you do?](https://www.stoconsulting.co.uk/what-kind-of-marketing-do-you-do/) - Those of you who have met me out on the networking scene might have heard me say this before: This is the most pointless question you can ask me. You see, in my opinion, there is only one kind of marketing: The kind that helps your company to meet its objectives by serving your chosen
- [What will 2017 bring for business?](https://www.stoconsulting.co.uk/what-will-2017-bring-for-business/) - It's that time of year again when we start to think ahead and plan for the coming year. Many of us will be optimistic about what can be achieved with renewed focus, twelve months ahead of us and new ideas to implement. So of course the challenge is to choose the right ideas and see
- [Networking – don’t miss out this key marketing tactic](https://www.stoconsulting.co.uk/networking-dont-miss-out-this-key-marketing-tactic/) - Networking at events is an activity that businesses should take seriously. Never more so in the current time when relationships, authenticity and genuine engagement are of such concern. Done well, networking will help increase your contacts in the right circles and keep you front of mind amongst these. Networking is also interesting because it involves
- [The value of honesty in business](https://www.stoconsulting.co.uk/the-value-of-honesty-in-business/) - I often wonder whether or not enough people value honesty within business and when doing business with others. I’d like to think so, but so much everyday experience would suggest otherwise. It’s like ‘quality’ – it’s something that most of us talk about but really, when it comes down to it, are you prepared to
- [How to grow a business](https://www.stoconsulting.co.uk/how-to-grow-a-business/) - There are lots of ways to grow a business. Business owners should beware any suggestions that a single solution can yield best results. As with many areas of life, the easy answers to complex questions are to be treated with caution. This is clear from the fact that lots of very different companies grow. And
- [How to make better business decisions](https://www.stoconsulting.co.uk/how-to-make-better-business-decisions/) - Success in business is dependent upon big and small decisions that we make every day. Making them consistently is good for efficiency and for brand clarity and value. There are a number of criteria we can use to make such decisions, but of course, choices need to be made with regard to the external business
- [How to do integrated marketing](https://www.stoconsulting.co.uk/how-to-do-integrated-marketing/) - The key to marketing success is not which techniques you use but how you use them. Take this infographic for example. It shows very clearly the potentially bewildering array of options for carrying out marketing communications. But jumping on as many of them as you can is not where it’s at. All of them can
- [Ready to hire a marketing intern?](https://www.stoconsulting.co.uk/ready-hire-marketing-intern/) - Every business needs marketing, especially marketing that is done right. However, small business managers sometimes find themselves too occupied with daily tasks that they put marketing aside or worse – forget about it altogether. If you find yourself in a similar situation, you might want to consider what cost-effective alternatives you have. One of them
- [The difference between an agency and a consultant](https://www.stoconsulting.co.uk/difference-agency-consultant/) - As a marketing consultant (I could add Newcastle and North East based for SEO purposes, but I won’t), I would like to think that I practice what I preach in terms of understanding my place in the market. As someone who advises companies on how to plan and manage their marketing, I, of course, have
- [A simple way to know whether or not advice is worth having](https://www.stoconsulting.co.uk/simple-way-know-whether-not-advice-worth/) - Does anyone else think the issue of people posting all sorts of biased ‘advice’ online is getting out of hand? The internet is great in the sense of giving everyone a platform, on a theoretically equal basis. But it does present audiences, including business people with challenges in terms of distinguishing an expert from a
- [Should businesses care about more than just the bottom line?](https://www.stoconsulting.co.uk/businesses-care-just-bottom-line/) - Business is all about making profit. A fairly uncontroversial statement in a capitalist (or more accurately mixed) economy. Even those with a community / public / charitable focus often look to make a ‘surplus’ to reinvest into doing good. But should businesses of all kinds care about things other than profit? For a number of
- [How to choose a marketing agency: 10 key pointers](https://www.stoconsulting.co.uk/how-to-choose-marketing-agency/) - Here are our top tips on how to choose a marketing agency: Whose responsibility is strategy? Not as obvious a question as it may sound. You should not outsource key decisions about how your business generates profit. These are too personal and too fundamental. Of course getting help with these is fine, but the business
- [What I learned about business in 2017](https://www.stoconsulting.co.uk/what-i-learned-in-business-2017/) - Well, it has been a busy start to the year here at STO Consulting. From obtaining a new client on 2nd January to retained work with ongoing clients. But it’s also worth taking time out to stop and review. 2017 was a decent year for STO. Not world domination just yet – there is room
- [Things you should never say to a prospect](https://www.stoconsulting.co.uk/things-never-say-prospect/) - I try my best to be polite when people call trying to sell me stuff, but really … If we’ve never met or spoken before, don’t ask me how I am. The level of insincerity involved in this is off the chart! It’s also a really boring, time wasting question to have to answer. It
- [Customer service: How language used can determine customer experience](https://www.stoconsulting.co.uk/customer-service-language-to-use/) - Think of the last time you experienced great service. Can you remember how it made you feel? I’m guessing you can, even if you don’t remember much of the other detail. What about bad service? Easier to call to mind? There are many aspects that make up our perception of great service, but it’s worth
- [Copy writing – what expertise you should be looking for?](https://www.stoconsulting.co.uk/copy-writing-what-expertise-you-should-be-looking-for/) - As content marketing becomes ever more popular, and relevant to the way in which modern businesses and consumers buy, a resurgence has been seen in the copy-writing profession. Many of the people offering such services come from very wide ranging backgrounds. So, how do you decide who to choose? Here is my guide to the
- [Why is strategy so important?](https://www.stoconsulting.co.uk/why-is-strategy-so-important/) - Having decided to specialise in the development of business strategy, it seems like a reasonable question to ask ... Why is a strategy so important? Perhaps it is a pertinent time to ask such a question: Everyone knows that it’s a difficult time for businesses at the moment. What should businesses do to best manage

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- [Home](https://www.stoconsulting.co.uk/) - Marketing strategy consultant helping businesses to do marketing better with a right-first-time strategy. Our workshop brings clarity to your marketing.
- [Marketing coaching](https://www.stoconsulting.co.uk/services/marketing-coaching/) - Marketing coaching that is bespoke to your business. I develop your team's ability to deliver your strategy through marketing planning and operations.
- [Retained marketing director](https://www.stoconsulting.co.uk/services/retained-marketing-director/) - Retained marketing director Retained marketing consultant service: Your fractional Chief Marketing Officer (CMO) Do marketing better How good is your marketing? This will depend upon how well it is led and how well those involved are briefed. If your marketing needs clearer objectives, better coordination, and/or an uplift in quality, then our retained marketing consultancy
- [Testimonials](https://www.stoconsulting.co.uk/testimonials/) - Reviews Marketing consultant reviews and testimonials:STO Consulting Inspired CCTV(NE) Ltd needed expert advice to review our Marketing offering and to redesign our basic website to achieve higher search engine ranking. We have a successful full detailed redesign of our website and have retained STO to continue with providing our ongoing marketing assistance. I have no
- [Reviews](https://www.stoconsulting.co.uk/reviews/) - ReviewsSee how we have helped clients turn their vision into impactful strategies and measurable results. “A professional service was delivered to the organisation which highlighted many development areas within the business.” Colin Dagg Managing Director, Keep Active “My company brand and identity needed a complete overhaul. STO helped me create a company brand that I
- [Case studies](https://www.stoconsulting.co.uk/testimonials/case-studies/) - Case studies Higher revenue, more and better work for Gbiz We developed a strategy that helped Gbiz to move from 10% of their business being B2B to 100% being B2B within two years. Additionally, as planned, revenue and profit increased by more than 100% with no additional staff because the new work involved larger projects
- [Gbiz](https://www.stoconsulting.co.uk/gbiz/) - STO case study Gbiz increases revenue and profit by more than 100% with no additional staff. The challenge Gbiz needed to improve client retention and revaluate marketing strategies. They asked STO consulting to inspect their current sales proposition, site engagement and marketing output. Deliverables STO helped Gbiz to implement the new strategy via monthly meetings
- [Environmental Inspection](https://www.stoconsulting.co.uk/environmental-inspection/) - STO case study Environmental Inspection found for more than 30 relevant terms with new enquiries every week The challenge Ongoing work on content marketing has kept the company performing beyond its objectives. They wanted to move away from a basic website on a restrictive platform to a high-performing website that they fully own and control.
- [Newcastle office](https://www.stoconsulting.co.uk/contact/newcastle-office/) - Marketing consultant based in Newcastle. I help to develop marketing and business strategy.
- [Sunderland office](https://www.stoconsulting.co.uk/contact/sunderland-office/) - Marketing consultant based in Sunderland. Helping businesses to develop a right-first-time strategy.
- [Middlesbrough office](https://www.stoconsulting.co.uk/contact/middlesbrough-office/) - Marketing consultant based in Middlesbrough. I'll help you develop your strategy for better marketing. This aligns your marketing with your business objectives.
- [Business and marketing strategy development](https://www.stoconsulting.co.uk/services/business-and-marketing-strategy-development/) - A workshop to develop your business and marketing strategy. This will bring you a right-first-time strategy that you and your team can implement.
- [Contact](https://www.stoconsulting.co.uk/contact/) - Contact Marketing strategy company in Sunderland, Newcastle and Middlesbrough: STO Consulting STO Consulting is a Newcastle and Middlesbrough based agency working with clients across the whole of the North East. This includes Sunderland, Gateshead, Tyneside, Northumberland, Durham, Darlington, Hartlepool and Teesside, including Middlesbrough and Stockton. Contact form Your Name (required) Your Email (required) Your Telephone
- [Training page](https://www.stoconsulting.co.uk/training-page/) - Training heading 2 Why? Because so many businesses are not led in a market-oriented and purposeful way. We can change that, and help companies to develop their strategy and manage their marketing better. Independent marketing and business advice We provide independent advice on business strategy and marketing management. This independence is important in a world
- [Meet our team](https://www.stoconsulting.co.uk/about-us/meet-our-team/) - Meet our team Marketing expertise and leadership consultants Graeme JordanMarketing Consultant / Managing Director Strategic level marketing professional, leader, and brand builder, who cares about marketing, and the possibilities that exist when it’s done properly. Graeme provides marketing leadership, honed from a background in professional market research, level 7 marketing qualifications, and a track record
- [Large organisations](https://www.stoconsulting.co.uk/who-we-work-with/large-organisations/) - Consulting for larger organisations Marketing services for larger organisations and businesses: Evidence based marketing strategy / leadership support We help big businesses to respond to major changes in their market, to carry out periodic strategy reviews, or to grow and develop as per their objectives. It might involve taking advantage of new opportunities, developing new
- [Established SME businesses](https://www.stoconsulting.co.uk/who-we-work-with/established-sme-businesses/) - Small business marketing Small business marketing consultant: Established SME marketing services We support established small businesses with review and improvement of strategy, improved quality of marketing, or development of in-house marketing capacity. This is ideally suited to established businesses looking to grow or needing to adapt to a changing environment. Strategic level marketing leadership for
- [Who we work with](https://www.stoconsulting.co.uk/who-we-work-with/) - Who we work with Who we work with: Company-specific strategy STO Consulting works with businesses large and small to improve results by focusing on those things that create value. There is no business or organisation to which we can’t bring some value. We have deliberately chosen not to specialise in any industry or sector. Marketing
- [Services](https://www.stoconsulting.co.uk/services/) - Services Marketing services for business growth, new market and product development Our services are designed to help businesses meet their objectives (however you define them). Often, this means business growth. But it can mean maintaining a current level of business or transitioning products and markets. There are certain situations that our clients are commonly experiencing:
- [About us](https://www.stoconsulting.co.uk/about-us/) - Independent marketing expertise Independent marketing and business advice We provide independent advice on business strategy and marketing management. This independence is important in a world of fragmented marketing services, ever-changing technology, and a lack of trust in ‘experts’. We know exactly who we are and why we are here: To help our clients succeed. Why?
- [Content marketing](https://www.stoconsulting.co.uk/services/marketing-management/content-marketing/) - Content marketing Content marketing planning and copy writing Content marketing has become a popular and well-used approach and set of techniques for modern marketing. It is a great way to engage your audience. Of course, content marketing has always existed, since marketing has always been about content. Whatever marketing techniques you use, your content is
- [Market research](https://www.stoconsulting.co.uk/services/market-research/) - Market research Market research services Insight to inform strategy Our research services are key to delivering evidence-based strategy. This is the most comprehensive way to evaluate opportunities, and then help you to exploit them. In business, like anything else, there are always new things to find out. This might be about your market as a
- [Personal branding](https://www.stoconsulting.co.uk/services/personal-branding/) - Personal branding Personal branding services: CV writing, interview coaching, LinkedIn profiles, and job application support Almost all of us need to have skills in job applications and presenting ourselves effectively to employers, at least for part of our careers. In addition, CVs are often used in business situations e.g. within tenders or investor pitches, or
- [Putting strategy first](https://www.stoconsulting.co.uk/about-us/putting-strategy-first/) - Putting strategy first Our approach to business strategy Business strategy means identifying what you are about, what you are for, and who you are for. Then, broadly, how you will achieve objectives, in ways that are sustainable over time. In this sense, business strategy, and marketing strategy are the same. Good strategy: Reduces risk Maximises
- [Start ups](https://www.stoconsulting.co.uk/who-we-work-with/start-ups/) - STO Consulting for Start-ups Start up marketing consultant and services Get your business and marketing plan right first time We are ambitious for start-up businesses. Start-ups need an effective strategy, and they need marketing that works. Having worked directly with start-up business owners, and via business support funding programmes, we have a recognised track record
- [Why STO?](https://www.stoconsulting.co.uk/why-sto/) - Why STO? Right first time marketing: Return on Investment (ROI) delivered long term Strategy and marketing management will improve your business in so many ways. It’s not just about leads and revenue. It will transform how you and others think about your business. It will transform your performance, now, and over the long term. It
- [Marketing management](https://www.stoconsulting.co.uk/services/marketing-management/) - Marketing management Marketing agency services Strategy | Planning | Communication Marketing agency services with a difference – consultancy and strategy-led. We will apply our marketing expertise to the job of improving your business results. Delivering independent marketing expertise across all marketing disciplines – that’s the best way to achieve cohesive and integrated marketing. Marketing planning
- [GDPR Privacy Notice](https://www.stoconsulting.co.uk/gdpr-privacy-notice/) - This notice describes how STO Consulting collects and uses limited personal data about clients, potential clients, suppliers, and research respondents which is either done via consent or for the normal exercise of a contract between us. All data is collected, processed, and stored in accordance with the General Data Protection Regulation (GDPR). What data do
- [test blog page](https://www.stoconsulting.co.uk/test-blog-page/)
- [Terms and Conditions](https://www.stoconsulting.co.uk/terms-and-conditions/)
- [Sample Page](https://www.stoconsulting.co.uk/sample-page/) - This is an example page. It's different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this: Hi there! I'm a bike messenger

## Post Grid

- [Blog posts](https://www.stoconsulting.co.uk/post_grid/blog-posts/)

## Testimonials

- [](https://www.stoconsulting.co.uk/testimonial/6987/) - Graeme managed to help me gain more clarity in one hour than I have previously achieved in months! I booked a session to establish my content pillars, as a foundation for my marketing strategy. Graeme asked the right questions and listened intently. As a product of this he helped me realise the difference between my
- [Recruitment Technology Company](https://www.stoconsulting.co.uk/testimonial/recruitment-technology-company/) - I hired Graeme with an understanding that starting a business in recruitment would need some savvy marketing to stop our business getting crushed before it got started. Without Graeme, we would not have a business. His understanding of strategic direction and research into the market perception of recruitment businesses has been instrumental in our position
- [Software Company](https://www.stoconsulting.co.uk/testimonial/software-company/) - Graeme’s approach to our project was methodical and well researched. He asks a lot of questions which made us feel confident in his ability. His knowledge of marketing is extensive and he was able to draw reference from previous projects. The outcome and delivery of his recommendations were thorough, well explained and broken down into
- [Events Planning Software Company](https://www.stoconsulting.co.uk/testimonial/events-planning-software-company/) - Thanks for your invaluable input on the project. The research program you designed and managed allowed us to prove demand for our on-line exhibition and live events resource, allowing us to prove the concept and make it a reality. Going forward, your assistance in developing the marketing strategy and helping to instigate the marketing programme
- [Allinson's Photography](https://www.stoconsulting.co.uk/testimonial/allinsons-photography/) - In the year that I worked in the same office space as Graeme, often delivering different services to the same clients, I can honestly say I have never worked with such a dedicated and hard working individual. On a daily basis Graeme would go out of his way to make sure that clients where receiving
- [Axion Energy Solutions](https://www.stoconsulting.co.uk/testimonial/axion-energy-solutions/) - Graeme helped us enormously in developing a strategy that was best suited to the stage in our development as a company. We were doing well but wanted to prioritise new opportunities and make sure we were focusing on the right things. The understanding of our market that Graeme brought us, plus the strategic options that
- [Hadrian Residential Bootcamp](https://www.stoconsulting.co.uk/testimonial/hadrian-residential-bootcamp/) - We worked with Graeme to develop a strategy to diversify an existing business and to get a better understanding of the market we were looking to enter. Graeme did not disappoint us. We thought we already knew the existing market and the competitors out there, but Graeme took it to another level. His research and
- [Optimum Health](https://www.stoconsulting.co.uk/testimonial/optimum-health/) - I have been in the Complementary Therapy business for 6 years and had fallen into the trap of marketing that had not only cost me a lot of money but revealed very little return. I had also just completed a marketing course which left me overwhelmed by the enormity of the task ahead and how
- [MMCS](https://www.stoconsulting.co.uk/testimonial/mmcs/) - If you want to establish real marketing strategy that works and where you know you will get the results – use STO Consulting Ltd. Thanks very much for the information we garnered at the workshops. They were brilliant. Entertaining, informative and most importantly relevant. Now all we have to do is get it into action.
- [Redstones](https://www.stoconsulting.co.uk/testimonial/redstones/) - What impressed me most about Graeme was that he was prepared to say what he thought needed to be improved upon in my marketing in our first meeting, rather than just telling me that everything was great etc and how good we were. This made me take notice and want to learn more about how
- [ProForecast Ltd](https://www.stoconsulting.co.uk/testimonial/proforecast-ltd/) - Thanks for your professional approach, hard work, innovative thoughts and the vision you used to create our marketing plan. This plan has given us the solid platform we required to enable ProForecast to bloom and achieve our goals by giving us a competitive advantage. The plan has enabled us to formulate a business plan which
- [Bee Aloe Good](https://www.stoconsulting.co.uk/testimonial/bee-aloe-good/) - A fantastic detailed service was provided by STO Consulting which has helped me so much with promoting my business further. Thank you for all of your help and marketing expertise, I will definitely recommend this company to others. Julie Charlton, Business Owner Bee Aloe Good
- [Mayfield](https://www.stoconsulting.co.uk/testimonial/mayfield/) - My company brand and identity needed a complete overhaul. STO helped me create a company brand that I am now proud of. Graeme was extremely helpful during the whole process. I would definitely recommend him. Most importantly of all – within only a few months of the project I was able to win a number
- [Lets Manage](https://www.stoconsulting.co.uk/testimonial/lets-manage/) - I have found Graeme’s marketing strategy an invaluable tool for my business. Graeme spent a great deal of time getting to know Lets Manage North East and worked with me to pin-point where I should be improving my marketing and how to do it. The report I received at the end was top-class and I
- [Inspired CCTV](https://www.stoconsulting.co.uk/testimonial/inspired-cctv/) - Inspired CCTV(NE) Ltd needed expert advice to review our Marketing offering and to redesign our basic website to achieve higher search engine ranking. We have a successful full detailed redesign of our website and have retained STO to continue with providing our ongoing marketing assistance. I have no hesitation in recommending STO to any business
- [Keep Active](https://www.stoconsulting.co.uk/testimonial/keep-active/) - A professional service was delivered to the organisation which highlighted many development areas within the business. The guidance and support we received were invaluable, and we now have a vision of how we will develop new programmes and the market we will target to achieve our goals. I would recommend STO Consulting should you require

## Categories

- [Uncategorised](https://www.stoconsulting.co.uk/category/uncategorised/)
- [Putting strategy first](https://www.stoconsulting.co.uk/category/putting-strategy-first/)
- [Expertise](https://www.stoconsulting.co.uk/category/expertise/)
- [Marketing advice](https://www.stoconsulting.co.uk/category/marketing-advice/)
- [Market environment](https://www.stoconsulting.co.uk/category/market-environment/)
- [Business strategy](https://www.stoconsulting.co.uk/category/business-strategy/)

## Tags

- [Marketing strategy](https://www.stoconsulting.co.uk/tag/marketing-strategy/)
- [Business strategy](https://www.stoconsulting.co.uk/tag/business-strategy/)
- [Marketing campaign](https://www.stoconsulting.co.uk/tag/marketing-campaign/)
- [Marketing plan](https://www.stoconsulting.co.uk/tag/marketing-plan/)
- [motivation](https://www.stoconsulting.co.uk/tag/motivation/)
- [objectives](https://www.stoconsulting.co.uk/tag/objectives/)
- [Business](https://www.stoconsulting.co.uk/tag/business/)
- [Growth](https://www.stoconsulting.co.uk/tag/growth/)
- [Innovation](https://www.stoconsulting.co.uk/tag/innovation/)
- [Marketing](https://www.stoconsulting.co.uk/tag/marketing/)
- [start-up](https://www.stoconsulting.co.uk/tag/start-up/)
- [startup](https://www.stoconsulting.co.uk/tag/startup/)
- [Strategy](https://www.stoconsulting.co.uk/tag/strategy/)
- [advice](https://www.stoconsulting.co.uk/tag/advice/)
- [planning](https://www.stoconsulting.co.uk/tag/planning/)
- [Communications](https://www.stoconsulting.co.uk/tag/communications/)
- [Lean](https://www.stoconsulting.co.uk/tag/lean/)
- [success](https://www.stoconsulting.co.uk/tag/success/)
- [markets](https://www.stoconsulting.co.uk/tag/markets/)
- [New Product Development](https://www.stoconsulting.co.uk/tag/new-product-development/)
- [NPD](https://www.stoconsulting.co.uk/tag/npd/)
- [Business Growth](https://www.stoconsulting.co.uk/tag/business-growth/)
- [Market orientation](https://www.stoconsulting.co.uk/tag/market-orientation/)
- [B2B](https://www.stoconsulting.co.uk/tag/b2b/)
- [Behavior](https://www.stoconsulting.co.uk/tag/behavior/)
- [Buyer](https://www.stoconsulting.co.uk/tag/buyer/)
- [Consumer](https://www.stoconsulting.co.uk/tag/consumer/)
- [Digital](https://www.stoconsulting.co.uk/tag/digital/)
- [Brand](https://www.stoconsulting.co.uk/tag/brand/)
- [Content marketing](https://www.stoconsulting.co.uk/tag/content-marketing/)
- [Relationship marketing](https://www.stoconsulting.co.uk/tag/relationship-marketing/)
- [Segmentation](https://www.stoconsulting.co.uk/tag/segmentation/)
- [Targeting](https://www.stoconsulting.co.uk/tag/targeting/)
- [Customer](https://www.stoconsulting.co.uk/tag/customer/)
- [Service](https://www.stoconsulting.co.uk/tag/service/)
- [Consulting](https://www.stoconsulting.co.uk/tag/consulting/)
- [Start-ups](https://www.stoconsulting.co.uk/tag/start-ups/)
- [Small business](https://www.stoconsulting.co.uk/tag/small-business/)
- [campaign](https://www.stoconsulting.co.uk/tag/campaign/)
- [Direct marketing](https://www.stoconsulting.co.uk/tag/direct-marketing/)
- [Market research](https://www.stoconsulting.co.uk/tag/market-research/)
- [Market segmentation](https://www.stoconsulting.co.uk/tag/market-segmentation/)
- [Strategy development](https://www.stoconsulting.co.uk/tag/strategy-development/)
- [Advertising](https://www.stoconsulting.co.uk/tag/advertising/)
- [Selling](https://www.stoconsulting.co.uk/tag/selling/)
- [Website](https://www.stoconsulting.co.uk/tag/website/)
- [Company](https://www.stoconsulting.co.uk/tag/company/)
- [Large](https://www.stoconsulting.co.uk/tag/large/)
- [Customer acquisition](https://www.stoconsulting.co.uk/tag/customer-acquisition/)
- [Events](https://www.stoconsulting.co.uk/tag/events/)
- [Exhibitions](https://www.stoconsulting.co.uk/tag/exhibitions/)
- [Trends](https://www.stoconsulting.co.uk/tag/trends/)
- [Design](https://www.stoconsulting.co.uk/tag/design/)
- [Development](https://www.stoconsulting.co.uk/tag/development/)
- [Online](https://www.stoconsulting.co.uk/tag/online/)
- [Web](https://www.stoconsulting.co.uk/tag/web/)
- [Customer service](https://www.stoconsulting.co.uk/tag/customer-service/)
- [Large companies](https://www.stoconsulting.co.uk/tag/large-companies/)
- [Economics](https://www.stoconsulting.co.uk/tag/economics/)
- [Environment](https://www.stoconsulting.co.uk/tag/environment/)
- [EU](https://www.stoconsulting.co.uk/tag/eu/)
- [Market](https://www.stoconsulting.co.uk/tag/market/)
- [Customer attraction](https://www.stoconsulting.co.uk/tag/customer-attraction/)
- [Sales growth](https://www.stoconsulting.co.uk/tag/sales-growth/)
- [Marketing mix](https://www.stoconsulting.co.uk/tag/marketing-mix/)
- [Tips](https://www.stoconsulting.co.uk/tag/tips/)
- [Retention](https://www.stoconsulting.co.uk/tag/retention/)
- [Marketing ideas](https://www.stoconsulting.co.uk/tag/marketing-ideas/)
- [Marketing management](https://www.stoconsulting.co.uk/tag/marketing-management/)
- [Audience personas](https://www.stoconsulting.co.uk/tag/audience-personas/)
- [Lead generation](https://www.stoconsulting.co.uk/tag/lead-generation/)
- [communication](https://www.stoconsulting.co.uk/tag/communication/)
- [leadership](https://www.stoconsulting.co.uk/tag/leadership/)
- [techniques](https://www.stoconsulting.co.uk/tag/techniques/)
- [External environmentt](https://www.stoconsulting.co.uk/tag/external-environmentt/)
- [Marketing planning](https://www.stoconsulting.co.uk/tag/marketing-planning/)
- [Marketing tactics](https://www.stoconsulting.co.uk/tag/marketing-tactics/)
- [Networking](https://www.stoconsulting.co.uk/tag/networking/)
- [Brand management](https://www.stoconsulting.co.uk/tag/brand-management/)
- [Business culture](https://www.stoconsulting.co.uk/tag/business-culture/)
- [Honesty](https://www.stoconsulting.co.uk/tag/honesty/)
- [Integrated](https://www.stoconsulting.co.uk/tag/integrated/)
- [Company values](https://www.stoconsulting.co.uk/tag/company-values/)
- [Stakeholders](https://www.stoconsulting.co.uk/tag/stakeholders/)
- [Agencies](https://www.stoconsulting.co.uk/tag/agencies/)
- [prospects](https://www.stoconsulting.co.uk/tag/prospects/)
- [Marketing advice](https://www.stoconsulting.co.uk/tag/marketing-advice/)