Your business has grown. Has your marketing?
A business built on reputation already has something valuable. The next step is to give that value a clearer voice and stronger foundations.
Read the lead story ↗A higher view
The Canopy
Ideas, perspective & practical thinking.
For established businesses. By Growth Gorillas.
The longer view.
Start with the question behind the activity.
The message before the machinery.
More tools will not make an unclear offer easier to understand. Decide what needs to be said before deciding where to say it.
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Useful content begins with a real question.
The best starting point for a content plan may already be in your sales conversations.
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Report fewer numbers. Ask better questions.
A useful report helps someone decide what to do next.
Read the piece ↗The business has already done the hard work of becoming valuable.
Marketing should help people recognise that value.
Explore The Canopy.
Your business has grown. Has your marketing?
A business built on reputation already has something valuable. The next step is to give that value a clearer voice and stronger foundations.
The message before the machinery.
More tools will not make an unclear offer easier to understand. Decide what needs to be said before deciding where to say it.
Your website is a reputation test.
When someone hears good things about you, what do they find when they look you up?
A CRM is a way of working.
The software matters. The habits around it determine whether it becomes useful.
Referrals are a strength. Build around them.
Earned trust is an asset. Give it a reliable route into the business.
Useful content begins with a real question.
The best starting point for a content plan may already be in your sales conversations.
What should belong to you?
Assets, accounts, data and documentation: ownership should be clear before the work begins.
Report fewer numbers. Ask better questions.
A useful report helps someone decide what to do next.
The homepage should answer five questions.
Clarity begins with what the visitor needs to understand, not with the sections a template provides.
Positioning is a decision about fit.
A clearer offer starts with choosing the work, customers and situations you are best equipped to serve.
Your brand is more than a logo.
A visual identity should make the business recognisable and easier to present consistently.
A proposal should continue the conversation.
The document should connect the agreed work to the customer’s priorities, not restart the sales pitch.
The enquiry is the beginning, not the result.
A working form matters. What happens after submission matters just as much.
Why follow-up fails in good businesses.
A capable team can still lose the thread when the process depends on memory.
Email is a relationship, not a broadcast.
Useful communication gives people a reason to stay connected to the business.
Paid acquisition needs somewhere useful to land.
The campaign and the destination should make the same promise and support the same action.
The quiet cost of disconnected tools.
The waste often lives in repeated entry, missing context and work that has no clear owner.
Build the foundations before adding channels.
A new platform is a distribution decision. It cannot replace a clear offer and a working enquiry process.
What a useful marketing audit should reveal.
The result should be a set of decisions, not a longer list of things to buy.
The owner should not be the operating system.
Commercial knowledge can remain with the owner without every routine depending on their memory.
A 60-day build needs a clear scope.
A defined delivery window works when decisions, inputs and acceptance points are understood.
Bring marketing in-house without losing the system.
A handover should transfer the working method as well as the accounts.
Customer proof needs a process.
Good evidence is easier to use when collection, permission and context are handled deliberately.
Consistency is an operating habit.
A coherent brand depends on the way everyday material is produced, approved and maintained.
What to improve in your monthly review.
Choose a short set of useful changes, with owners and a reason to make them.