Category: Marketing

Partner marketing rebates often look like guaranteed income. In reality, they are one of the easiest revenue streams to lose. 

Marketing Development Funds (MDF) give partners access to funding for impactful marketing, reduced costs , rebates and increased sales opportunities but campaigns must be delivered to strict guidelines, within tight deadlines, and supported by clear evidence. Miss any part of the process and the rebate may be delayed or lost entirely. 

Why rebate income is at risk 

Internal marketing teams are under constant pressure. Marketing development fund campaigns are rarely the only priority and often compete with: 

  • Product launches 
  • Sales support 
  • Employer branding 
  • BAU digital activity 

As quarter- or year-end approaches, multiple partner deadlines converge. Campaigns get rushed, evidence is gathered retrospectively, and reporting becomes inconsistent. 

The result isn’t just marketing stress, it’s commercial risk. 

The hidden cost of missed obligations 

When partner campaigns slip, businesses can face: 

  • Lost or delayed rebate payments 
  • Reduced ROI on partnership relationships 
  • Strain between marketing, sales and finance teams 

What’s often overlooked is that rebate income is usually high-margin revenue. Losing it has a disproportionate impact on profit. 

A smarter way to protect rebates 

Many partnership-led businesses now use flexible specialist marketing support to step in at pressure points. This ensures: 

  • Campaigns are delivered to partner specifications 
  • Evidence is captured as activity happens 
  • Deadlines are met without burning out internal teams 

The cost of support is frequently outweighed by the rebate income it protects. 

If partner rebates matter to your bottom line, protecting delivery is not optional. It’s essential. 

If you’d like to firm up your rebates, you can read more here or contact us today to find out more. 

Marketing development fund campaigns rarely fail because of poor intent. They fail because of capacity constraints. 

Most teams begin the quarter with a plan. Partner obligations are documented and deadlines are noted. But as the weeks pass, BAU activity takes over. 

Suddenly, quarter-end arrives and partner marketing becomes urgent. 

Why partner campaigns are uniquely vulnerable 

Partner marketing comes with challenges that standard campaigns don’t: 

  • Fixed deadlines 
  • Non-negotiable deliverables 
  • Multiple stakeholders 
  • Financial consequences 

Yet these campaigns are often treated as “extra work” rather than revenue-critical activity. 

The real business impact 

When campaigns are rushed or incomplete: 

  • Rebate claims can be rejected or delayed 
  • Partner relationships may suffer 
  • Internal teams experience avoidable stress 

This pattern repeats quarter after quarter because the underlying issue isn’t planning, it’s resourcing. 

Building elasticity into marketing teams 

Rather than relying solely on permanent headcount, many businesses now build flexibility into their marketing model. On-demand support allows teams to: 

  • Scale delivery at peak periods 
  • Maintain quality under pressure 
  • Protect revenue without increasing fixed costs 

If partner marketing consistently becomes a quarter-end problem, it’s a sign that capacity, not capability, is the issue. 

If you’d like to firm up your funding, you can read more here or contact us today to find out more. 

When a marketing lead leaves, the instinctive response is to find a replacement quickly. Businesses want continuity and minimal disruption. 

But replacing a person doesn’t always solve the problem. 

The questions many teams avoid 

A departure often exposes uncertainty: 

  • What marketing activity is actually driving results? 
  • Which skills are missing? 
  • Has the business outgrown the role? 

Hiring like-for-like can embed the same issues for another year or more. 

Why a short pause creates better outcomes 

Short-term expert support during transition allows businesses to: 

  • Review performance objectively 
  • Identify real skill gaps 
  • Clarify priorities before recruiting 

This approach reduces the risk of expensive mis-hires and misaligned marketing strategies. 

Clarity before commitment 

Taking time to reset doesn’t slow growth, it enables it. 

The strongest marketing teams are built intentionally, not reactively. 

If a reset sounds sensible, you can read more here or contact us today to find out more. 

Marketing budgets are under more scrutiny than ever. Every decision must be justified, and every campaign must show potential value. 

Yet many businesses still commit significant spend before they know whether a campaign, market or audience will deliver results. 

Why big bets are risky 

Launching into a new sector, geography or product without testing often leads to: 

  • Wasted budget 
  • Slow learning 
  • Internal scepticism when results disappoint 

When budgets are tight, mistakes are expensive. 

The power of controlled testing 

“Test before you invest” marketing focuses on learning first, scaling second. 

Small, controlled campaigns, often in the £500 to £1,500 range, are designed to answer critical questions: 

  • Is there genuine demand? 
  • Which messages resonate? 
  • Which audiences engage? 

These tests provide evidence, not guesswork. 

Better insight, better decisions 

Testing allows businesses to: 

  • Reduce wasted spend 
  • Build confidence before scaling 
  • Make informed investment decisions 
  • Focus resources where they will have the most impact 

In uncertain markets, certainty is a competitive advantage. 

If you’d like to test us first, you can read more here or contact us today to find out more.

Many leaders can list what their marketer does. Far fewer can explain which activities directly support growth. 

When clarity is missing, recruitment becomes guesswork. 

Activity vs impact 

Marketing output is easy to see: 

  • Social posts 
  • Campaigns 
  • Content 

Marketing impact is harder to measure without proper review. 

Using change as an opportunity 

Periods of change allow businesses to: 

  • Rebuild marketing around outcomes 
  • Align skills to growth goals 
  • Improve ROI from limited budgets 

The result is not just a better hire but a more effective marketing function. 

If this touches a nerve, you can read more here or contact us today to find out more. 

At Get Ahead, we’re full of admiration for small businesses who do their own marketing. However, we also know how easy it is to become stuck in a marketing rut. If you’re churning out the same content every week, or your page views aren’t as strong as they used to be, it’s time for a different approach to marketing.

In this blog, we catch up with marketing expert Steve who shares some his top tips for pulling yourself out of a marketing rut.

How do I know I’m stuck in a marketing rut?!

Steve: The biggest sign is that you’re doing what you always do but your figures are lower than you’d like. For example, if you create LinkedIn posts every week and your interactions are going down not up, your posts might be getting stale. Or if you used to get customers via your website but it’s all gone a bit quiet, you might have missed a new SEO trend. And if you’re just bored of all your content and you know, deep down, that it doesn’t really reflect your brand, it’s time for a change.

Fortunately, these problems are easy to solve. Here are my top ideas:

  1. Check the algorithm

Google, Meta (Facebook & Instagram), LinkedIn and other platforms are forever updating their algorithms! Just when you thought you’d found a successful formula, the platform changed the way it worked and now your customers no longer see your content.

If you can see your page views or post views going down in number, your old approach might need a refresh. Check out updates on the Search Engine Journal, or ask a SEO or social media expert to audit your digital content.

  1. Update your content

While I’m a big fan of some smart repurposing, even the best content wears out eventually. If your social media followers have seen all those life quotes, product images, blogs and infographics before, that’s probably why they’re not interacting with them anymore.

Instead, create some new content. Build on a frequently asked question or write a case study on a recent project. Alternatively, you could work with a marketing expert to generate some new ideas and turn them into shareable content.

  1. Try a new medium

Unless you’re a massive brand, it’s unlikely that you’ve got the resources to cover every sort of marketing. But that doesn’t mean you have to stick with the ones you’ve always used. For example, if you’ve never had a newsletter before, maybe it’s time to set one up. Remember, you’re not pestering people, you’re informing them! Maybe you’ve been reluctant to explore video but your customers would really benefit from seeing you demonstrate your products.

Jot down a list of all the marketing approaches you don’t currently use and choose one to explore. If the one you choose is completely new to you, don’t worry – Get Ahead’s team of experts (including me!) are all here to help you.

  1. Find the latest trend

Business owners have really busy lives and it can be hard to keep up with marketing trends in your industry. However, investing some time exploring what others in your sector are saying in the press and on social media will pay off – looking at the hashtags that popular posts are using is a great start. You might find a new trend to inspire a different marketing approach.

  1. Outsource

Bringing some new people into your marketing team can generate lot of exciting changes. Freelancers and virtual experts have worked for lots of different organisations – they’re buzzing with fresh ideas that they can’t wait to share with you.

Marketing support from Get Ahead

If you know you’re stuck in a marketing rut and it’s time for shake-up, Get Ahead can help. As well as Steve, we have a strong team of marketing experts to support you. Whether you need an hour’s tuition on uploading YouTube videos or a complete marketing team, our outsourcing model can deliver the right solution for you. And because we’re fully flexible, you can have as much or as little support as you need, all within your time and budget.

Explore our site to find out more, or follow us on social media.

If you’re planning to outsource PR to enhance your marketing, you might be wondering, “how do I gain national press coverage?” National press coverage can really increase your visibility and it’s great for brand awareness.

In this blog, we look at how to decide if national press coverage is the best PR strategy for you, how to get the press’s attention and when to send out your press release.

Is national press coverage the right strategy?

Having your products featured in Good Housekeeping or your story told in the Financial Times both feel like big wins. If you’re looking to have everyone talking about your products, services or business journey, the national press is a great way to increase awareness of your brand.

However, before you throw all your energy at getting your business in a national publication, take time to consider whether it’s the best place for your story. Remember, if your story has a niche audience, like a new product aimed at a specific industry, national publications are unlikely to take it up.

If that’s made you decide to target your PR specifically and promote yourself within your industry, read our interview with PR expert Caroline here: PR ideas for small businesses – maximise your marketing 

And if you’re confident a national campaign is right for you, read on.

How to get the attention of the national press
Understand your lead times

Different publications have different lead times. In general:

Remember to factor these timings into your PR operation.

Forward planning is essential for magazine coverage – if you want your business to feature in a Christmas edition, you need to share your story in July.

Equally important: be ready to share your breaking story. If your business is responding to an unfolding crisis and mitigating against disaster, send your press release out immediately. This should get you the coverage your business deserves.

If you’re sharing a news story, it’s generally agreed that the best times to send out a press release are Wednesday and Thursday. There’s often a big rush at the start of the week, with journalists catching up on everything that’s happened over the weekend. Friday, on the other hand, can see offices winding down. Aim for the middle of the week instead.  

Think about readership

Not all national publications are equal. Before you start reaching out to them, think about which ones your target market reads. If you don’t know, buy a copy or check the website. For example, if you’re hoping to build awareness of your product, check whether a publication promotes luxury items or budget solutions. And if there’s a political angle to your story, target the broadsheet that will consider it good news.

Build a relationship

The first time you reach out to a publication, you might not hear anything back. Don’t take it personally – instead, think about how many communications a journalist receives every day and accept that they can’t reply to them all.

It’s also important not to be discouraged. Keep going! Send out your next press release or product sample just like you’d planned – it might get picked up next time.

If you succeed and a journalist responds to you, keep a record of it. You can connect with them on LinkedIn and start to build a professional relationship or use them as your first point of contact for that publication. Don’t just advertise – network as well.

Outsource PR to Get Ahead

PR can be a highly effective way of promoting your brand. However, it’s also complicated and time consuming, especially if you’re running a business as well. If this blog has made you think about harnessing the power of PR, our PR experts would love to help. Explore our site to find out more, or contact your local regional director today.

Did you know there are lots of great PR ideas for small businesses you can try yourself? They needn’t be expensive, difficult or time consuming, but they could make a big difference to your brand’s reputation.

In this blog, we talk to PR expert Caroline who shares some of her top PR ideas for small businesses.

Why do small businesses need PR?

Caroline: For small businesses, reputation is everything. This means that it’s really important to establish your brand and tell people why it matters. PR is the best way of doing that! Yes, your website and your advertising can tell potential customers what you have to offer, but your PR will tell your story, bring your brand to life and share it with a new, wider audience.

What PR can small businesses do themselves?

Harness the power of social media

Caroline: One of the easiest approaches is social media. You can choose between affordable outsourcing or doing it yourself. And best of all, social media accounts are free.

For effective social media PR, choose the right platform for your campaign. For example, if you’re a B2B business, your first choice should always be LinkedIn. But if, say, you’re bringing a lifestyle product to a new audience, Instagram would be the best option.

Make sure your profile is strong and says exactly what you do in language your audience understands.

Look for opportunities to share your news too. If you attend an event, achieve a milestone, appear in the press or win an award, don’t waste the opportunity – shout about it on social media!

Responding to someone else’s social media posts is also important. The more support you show, the more you’re likely to receive. Communicating with others also shows you can see the bigger picture – a great position for any brand.

Share your story

Caroline: There’s always something going on in a busy business. You might be celebrating a business birthday, gaining B-Corp status, welcoming a new employee or something else. Maybe you’ve merged with another business, or you’ve broken into a totally different market.

These developments are all worth sharing. From a warm, authentic social media post to a targeted press release, there are lots of ways to tell your story and celebrate success.

I try to maximise the effectiveness of press releases by reaching out to the right publications and websites. It’s better to make the front page of an industry-specific publication than be ignored by the Financial Times!

A strong press release should always include the “who, what, where, when and why” of your story. Try and think like a journalist and make it as easy as possible for them to get the information they need. Include some quotes they can drop into their finished article, as well as contact details in case they have any questions.

Enter for awards

Caroline: There are awards for almost every industry that recognise hard work, innovation, inclusivity and more. I’d always recommend business owners enter for awards and competitions because the resulting PR is so strong. The application might cost you time and money but you should see a good return on your investment.

It’s great to be able to post on social media that you’ve entered for a prestigious award – you can ask your community to vote for you. And if you’re shortlisted or even win, you’ve got a great piece of news to shout about. Not only does it make a great social media post, but the press might be interested too. We’re really proud of how many times Get Ahead has been featured in the business press for just this kind of achievement.

Delivering PR ideas for small businesses

If reading Caroline’s expert view on PR has made you wonder if you could be doing more to increase awareness of your brand, we’d love to hear from you. Caroline and our other PR experts can help you see your business in a newsworthy way, finding the stories and turning them into positive press. Visit our PR page to find out more, or contact your local regional director here.

If you’re a start-up or a family enterprise and you’re mindful of the bottom line, it can be hard to think of giveaway ideas for small businesses. But the good news is that you don’t have break the bank, or leave yourself out of pocket when you give something away.

In this blog, we share our top five giveaway ideas for small businesses.

Why does giving matter to small businesses?

Giving is an essential part of any business’ marketing strategy. When we give things away, we reinforce our brand with our customers and clients. We interact with those people in a different way from usual, strengthening the professional relationship. This can be a very effective way of getting customers further down the sales funnel. It can also help you appeal to different markets who respond to different approaches.

Think of giving as lighting one candle off another – the second candle gains but the first candle loses nothing.

Top five giveaway ideas for small businesses:
  1. Promotional items

An on-message promotional item can be a great addition to your marketing toolkit. Trainers and coaches can give out branded pens and paper so their clients can take notes. Trades often prefer a branded fridge magnet to a business card – their customers don’t have to rummage when they need a plumber quickly! Events organisers sometimes give out branded bottle openers while travel agents give out branded luggage labels.

Get Ahead has a number of suppliers in our network of contacts – if you need a recommendation for branded items, please ask!

  • Your own products or services

Obviously, we’re not suggesting that you just give away all your hours and stock! Instead, think about how you can use a giveaway strategically. Who is likely to respond positively to a free software trial – will it make them more likely to buy a subscription at the end? Yes, they’re using your software for free for a month, but if they turn into loyal customers then the freebie was a valuable investment. Remember to research likely groups and target them strategically so you get the best outcomes from giving away your own product or service.

  • Expertise

Yes, it is possible to write a blog or a newsletter without giving away your trade secrets! Instead, give away a small amount of useful knowledge that will help your clients get more from what they already buy from you. For example, letters from your bank often feature a market or finance update. By sharing these insights, banks can help customers to make their money work harder, in turn promoting more of the bank’s products.

Think about what ideas you could share that would help you and your customers at the same time.

  • Discounts

Even if you can’t afford to give something away completely free, consider whether you can afford to offer a discount. Do your sums and work out what percentage you discount from the price of your product or service. You can also give a discount in exchange for something, like signing up to a mailing list. Discounts like this can be excellent investments: once customers or clients have joined your community, they’re more likely to buy from you again in future.

  • Referrals

This one isn’t a traditional sort of giveaway, but it makes a real difference to others, grows your network and establishes you as someone worth working with.

When you’re networking, be ready to praise others in the network whom you’ve worked with. And if there’s a request for a recommendation on LinkedIn, for example, don’t be afraid to put others forward – they’ll really appreciate it!

Marketing strategy support with Get Ahead

If you think that giveaways could play a bigger part in your marketing strategy, Get Ahead would love to help you make it happen! Explore our marketing pages to find out more, or contact your local regional director today.

 

Social media marketing is a fantastic, low-cost solution that helps you share your message with your online community. Social media is also a great place to establish yourself as a thought leader and build your reputation through your expertise.

But what makes this complicated is that some content works better on social media than others, and it’s also important to stay-on brand.

In this blog, we look at how to flex with content while also keeping up your brand consistency.

What type of content is best for social media?

All types of content are great on social media…but you might have to adapt them. For example, sharing a whole blog as the main part of your post rarely works, because people using social media are looking for quick content rather than a long read. However, sharing the subheadings from a blog, or copying and pasting the intro paragraph, can be very successful. Both work as a teaser for the blog – you can then add the link to the whole blog if anyone wants to click through.

Similarly, you can adapt the message of your latest newsletter to share on your social channels. This helps you share the quality information that’s gone out to your mailing list with your social media community too.

If you create ebooks, you can use social media to promote your latest publication without sharing the whole thing. Remember to include a link to help people buy or download the complete ebook – don’t leave them hanging!

How do I find time to adapt my content?!

It’s often a good idea to write all your content from one idea at the same time – it can be a real time saver. If you write a blog, think about which sentence would make a strong social media post while you’ve still got the Word file open. Think too about how you can make this idea into a newsletter that will appeal to your mailing list.

All of Get Ahead’s content writers offer packages, where clients can have their blog and newsletter written from the same idea, with a suitable social media version too. This can be a great value solution that gets all the content written at the same time.

How do I maintain brand consistency if I’m changing up my content?

Editing your existing content doesn’t mean you have to compromise your brand message. If you have a strong brand that’s really embedded in what you offer, it’s almost impossible to go off-piste. That’s why it’s worth investing in your brand…but that’s another blog!

Re-read the carefully selected sentence from your blog before you post it on social media. It might be strong, but does it convey enough on its own? Consider whether it could be misinterpreted without the whole blog or ebook to give it context. Don’t be afraid to tweak it again to remove any controversy or reinforce your brand message.

Pictures can be very powerful on social media. Remember to illustrate your posts with pictures from your brand palette, accompanied by wording in the right font. If you regularly share content from your website to social media (e.g. estate agents sharing the latest properties), plan how these regular posts will look to keep up your brand consistency.

Outsource social media marketing

Our experienced social media managers love helping businesses like yours get more from Facebook, LinkedIn, Instagram and all the other channels. To find out more, explore our site or contact your local regional director.