The Prudent Marketing Company Blogs

Marketing Training Basingstoke

I thoroughly enjoyed the Marketing Training Basingstoke workshop.  It was packed full of relevant, up-to-date content, covering a variety of marketing techniques that all delegates on the course could use and optimise within their organisations.  The workshop was well-structured with Steve continuously asking for our opinion, sparking countless discussions. I found it very engaging and interactive.  The environment was very relaxed,  and I felt comfortable asking questions (however silly they were)! Finally, Steve provided great resources to take away from the session.  I am looking forward to the next one!

Maisie Cole – K3 Consultancy and Training Services

Internet Marketing Advice | Your website does not work…

Marketing tips clock

Would you like a 30 page report on what is wrong with your website?  The cost is only £50+ VAT and it covers:

  • Search engine optimisation (SEO)
  • Key words
  • Mobile compliance
  • Content
  • Words
  • Links
  • Social media rating

I hope you are like me and you think signing up to this is a NO BRAINER!!  By the way, I am assuming that you are one of the 98% of businesses who have a website that does not create leads.

To sign up give us a call on 01256 345 556.

Marketing Company Hampshire – The 7 reasons why your website does not work

Marketing Advice

Marketing Company Hampshire | The 7 reasons why your website is not performing

No.1 – Not getting found on search engines.

Having a nice looking website means nothing if it does not get traffic! Yet every day business owners say to me “Our website does not win us any business and so we are getting it re-designed”.  How stupid!

These people end up with a better looking website, that still wins no business!  You have got to Search Engine Optimise (SEO) your website, so that it gets found on Google.

Two questions

  1. Do you think that people are going onto Google and searching for what you do?
  2. Are these people finding you, or your competitors?

No.2 – Relying solely on search engines

If you pay to get your website optimised and it appears to get your business found on Google, then that is great, but what happens when Google decides to change the criteria it uses to rank websites (like it did on 14th April 2015)? Now your website is no longer on the first page on Google, along with you losing the £100,000 per month you were making from your website.  Why?  Because no one can find your business on it any more.

It is better therefore to have multiple streams of income, or in this case multiple ways of driving traffic to your website, including:

  • Search engine optimisation
  • PPC Advertising
  • Banner advertising
  • Email marketing
  • Twitter
  • Facebook
  • LinkedIn
  • Google+
  • Blogging
  • Etc

How effective are you at driving traffic to your business?

No.3 – Not using Google analytics

If you do not use Google Analytics, then how do you know what is working and what is not?  The truth is that most people say to me – “I think it is installed on our website, but I am not sure”.  Others tell me – “Yes we look at it once per month to see how many people look at our website, but we don’t use it to grow our business”.

No. 4 – Your website is unclear and cluttered

So many of the websites that I see are too cluttered.  They often have ten calls to action and fifty things people can click on, and that is just on their home page.  As yourself – What is the primary purpose of this page?  What do you want people to do as a result of visiting this page?

No.5 – Poor conversion of traffic

People occasionally tell me that they get 20,000 people to their website in an hour, day, week, month, or year.  When I ask them how many leads that creates, they either have no clue, or they look very sheepish and say something like, three per month.  What ever your conversion rate is right now, it is not good enough and you should be working at improving it.

No.6 – Poor page structure and CTA

What is the CTA (call to action) on each page of your website?  Do you have enquiry forms, sign up forms, special offers, or incentives.  Are you offering something for free in order to get contact names, company name, tel number and email address?  Are you following these people up?

No.7 Poor design

I have left this until last as it is probably the least important.  It is also the area that most people focus upon if their website is not working, and this is totally the wrong thing to do.  I have seen really poorly designed websites that pull in lots of business and I have seen lovely designed ones that create no leads.  The worst example of this was a lady who attended one of my workshops.  Her company had spent £50,000+ on a new website and six months later the site had produced zero leads.  When I asked her how much she had spent on Marketing the site, her reply was nothing at all.


Marketing training for Marketing Assistants and Managers

Prudent Marketing companyEach month, you will attend a one-day workshop plus a fortnightly Webinar.

The Prudent Masterclass Programme is a twelve-month marketing programme designed to help Marketing Assistants, Marketing Managers and those responsible for Marketing.  The objective being to help delegates to implement proven sales and marketing systems to make your business work better. We analyse each part of your Marketing and automate and optimise what you already have in place.

We help get rid of what’s not working and increase the performance of what is. We help you develop a dynamic marketing programme and plan.

Whether you have a start-up or established business, you will benefit from this programme. Take a step back and work through a structured process.

The Programme is run by Steve Mills, The Prudent Marketer.  Steve has worked with thousands of businesses in various industries for over 20 years helping them grow their businesses.

The Marketing Masterclass pulls together the best and latest ideas from thought leaders and trainers around the world. In this Masterclass, you will learn the key elements to successful marketing and by the time you finish the programme, you will have grown your business 30% to 100%.

Join the Marketing Programme NOW!

The programme commences on 8th July 2015.  This is a twelve-month commitment and you will be asked to sign a contract agreeing to this twelve-month commitment.  The reason we are doing this is because marketing is not a one off event but rather, a commitment to take action in order to get results over a twelve-month period.  We want you to be part of a team of like minded businesses who are committed to help each other to grow.

Payment Option 1

The cost of the programme is £125 per month + VAT.

Payment Option 2

The second option is to pay up front.  The cost of this is only £1,200 + VAT.

Payment Option 3

By choosing option three you get get to attend the programme and work with Steve half a day per month ‘one to one’ on your business.  This is a tailor made service, working with Steve.  The investment here is £500 + VAT per month.

The Return on your Investment

The ROI (return on investment) from this Marketing Programme should be in excess of £100,000 worth of new business won.  However, the key is not the workshop, but rather the action you are willing to take, as a result of the workshop.

To book your place, call 01256 345 556, or click here  NOW!

Online marketing advice for small business

Internet marketing adviceHow to compete online with BIG Companies…

One way is through Search Engine Optimisation, or (SEO). SEO can be difficult, but it is not complicated, if you know how to do it properly.

You do need to focus time on it and spending hours of hard work on it isn’t every small business owner’s idea of money or time well-spent. Yet, in order to get a good ROI from doing SEO, you must at least understand what ‘good’ looks like.

In fact, not spending time on SEO can mean failure for your e-commerce business, or any business, as internet marketing become more and more important. After all, if no one can find you, you don’t exist! On the internet, that means if Google isn’t ranking you well, you might as well not even bother having a website.

The only problem with SEO, is that it takes time to see the benefits.

“A typical client wants results as soon as SEO tactics are implemented, but it does not work like that” says Steve Mills. “SEO never finishes – it is a bit like getting fit, you can’t go to the gym for 3 months and then think that’s it, I am fit now, so I don’t need to do that any more!”. SEO takes time and constant tinkering and updating.

To compete with BIG Companies, smaller businesses must understand SEO.

Below, are the top three things you need to be implementing when it comes to SEO.

1. Use Long-Tail Keyword Phrases

For instance, “marketing advice berkshire” works better for us than “marketing advice”. Again, get specific and descriptive for your product pages, Optimise for individual products.

2. The Long-Tail Theory

Why use a long-tail keyword phrases instead of something shorter? It is as simple as this.

Because the big companies of the world have already optimised for short-tail keywords, and your small business won’t be able to compete with them.

And that’s totally fine.

Long-tail keyword phrases catch the customer who knows what they want. They know exactly what they are looking for.

They don’t want just any Solicitor, they want a ‘solicitor in Wokingham who specialises in employment law’.

Larger brands focus more often on short-tail keyword phrases that pull in high traffic volume to their site.

They do this because they pay SEO companies £1,000s per month to keep them at the top of the search engines and because of their brand name and sizable online presence.

A smaller company won’t receive such a luxury.

3. Instead of trying to compete with the bigger brands learn how to be more niched

The goal here is to put your keyword phrase in as many places as possible, without over-optimising for it. Google will penalise you for using a keyword phrase so often that it becomes obvious you are writing for the robots, not for people.

To learn how to do this and much, much more, take a look at our newly launched 12 month Marketing Training programme, providing business growth and Marketing advice for small businesses.


So, if you want to succeed with digital marketing and SEO, you must make sure that each of your long-tail keyword phrases are unique, descriptive and specific.

In addition, be sure that you aren’t just using that keyword phrase once. Use it in all of the spots where robots only can read them (i.e. the metadata and alt text).

When it comes to what your actual customers are reading, be sure you use the keyword phrase, but not in a way that alienates them (i.e. only once!).

Also, keep in mind that good SEO pulls in traffic over time, not over night. Be sure to use SEO best practices on all product pages, and watch your site begin to make it to the top of Google search queries for long-tail keywords.

Take a look at our results – by going to internet marketing advice.

Marketing advice for your website

The most important part of your website

The most important part of a website is the home page and specifically the ‘above the fold part’, this is the bit your prospects can see before they scroll down.

The question is – Do you have one of those websites that has a big photo, or graphic at the top of the homepage of your website?  Or perhaps you have one that rotates round, showing several nice pictures

This small indiscretion is costing you money every day – 365 days per year…  The truth is that a big picture on your homepage looks nice – but is it effective in terms of Marketing and Sales?

The fact is that it reduces leads and sales.  This type of graphic is very popular and also very costly.  It often dominates the most important part of your website and whilst it looks good, it also costs you in lost sales.

Believe it or not – it’s a complete and utter waste of space!

This is just one of literally hundreds of essential Marketing facts that you will learn on my 12 month Marketing Masterclass, starting in July 2015.

For further details, click on the box below:

12 Month Marketing Masterclass Programme
Ask yourself some very powerful questions:

  1. How many leads are you currently creating on your website?
  2. What do you need to do in order to improve this number?
  3. What is the one action that you want someone to take when they visit your websites home page?
  4. What can you do to increase your ‘conversion rate optimisation’ of each page on your website?

Again these are just a few of the question we will be answering on the 12 monthy Marketing Masterclass Programme for small businesses starting in July 2015.

Are you booked in yet?

12 Month Marketing Masterclass Programme

PR Article – 20 years in business

The Prudent Marketing Company are…

Celebrating 20 years of successfully helping small businesses grow.

Relatively new to Basingstoke, Steve Mills owner of The Prudent Marketing Company – is celebrating 20 years of successful business.  His company provides training and consultancy in addition to mentoring business owners on Prudent Marketing methods.

Steve is a former international sportsman and he understands the value of having a good coach. When Steve went into business for himself, he applied many of the principles he learned as a sportsman, including a continual and never ending growth, to be the best he could be. He now inspires his clients with the same ethos. “There is a great opportunity for SME’s to embrace the internet – but they need to understand and put into action internet marketing tactics in order to increase leads, conversions and business growth”

Approved Enterprise Nation Business Growth Voucher advisors, The Prudent Marketing Company, moved into Worting House from their original Bracknell offices earlier this year, and are focusing on using all their expertise and knowledge on helping local businesses get a tangible return on investment and achieving greater sales from their marketing effort.

“We understand the many reasons that small businesses cease trading and unfortunately it generally comes down to a lack of sales!   So, we help clients make marketing work for their business in a practical and prudent way; we help them identify sales opportunities, increase profit, have a better understanding of how to take products to market and how to sell, as well as coaching them through the marketing maze of internet and social media.  We really care about people, and want to make a difference by sharing with others what we do best”. 

The Prudent Marketing Company is not a marketing agency, they provide a huge range of free advice, as well as regular low cost monthly options for in house or web based training across a myriad of subjects such as PPC, Social Media, Sales, Event or Bid Management.  Their Marketing Services covers much more and is again, targeted and priced for SME budgets.  “We have helped a broad range of businesses raise millions pounds worth of addition income – some have said that we have ’saved’ their business from going under with the advice that we have given.” Jayne Mills, Operations Director

The Prudent Marketing team deliver this through three engagement models: 

  • Train you – training, mentoring, advice and guidance
  • With you – direction, support, tools, systems and a little hands on help
  • For you – complete marketing services from a team of experienced marketers.

As for success, The Prudent Marketing Company website shares client feedback and testimonials, such as

“We selected Working House with great ambiance for TPMC team and customers, good/versatile training facilities on site, Basingstoke has great Networking opportunities in with many start-ups and SMEs within a 10 mile radius. We see Basingstoke as a modern and growing business hub”

Steve is a Marketing Consultant, Author, Professional Speaker, he is acknowledged as a leading marketing advisor, as well as a professional sales and marketing speaker. With over 25 years’ experience Steve has built The Prudent Marketing Company into a unique position with the focus on helping other small business owners to experience growth.

He is known as ‘The Prudent Marketer’, and has authored four books on marketing, he is also the founder of ‘The LinkedIn Academy’.

Search Engine Optimisation (Mobile)

Your Mobile Optimisation Approach

If any of your content isn’t optimised for mobile, it’s really important that you make some changes in light of the new algorithm which launched on 21st April 215. Even the best landing page in the world will see drastically diminishing returns after 21st April 2015 if it’s not optimised for mobile.

To remedy the situation you have several options. Google recognises three different configurations as “mobile friendly.” You can move your content to any of the following set-ups and be protected from the change.

1) Responsive Design

The reason responsive design is so desireable is that it doesn’t create two copies of the same site. Viewers only have one URL to go to and the website will adapt as they move from phone to tablet to desktop and beyond.

2) Dynamic Serving

Like responsive design, a dynamic serving approach keeps the same URL — but this time, the HTML actually changes. Dynamic serving uses user-agents to “sniff” out what kind of device the viewer is using and then dynamically serves up the appropriate view.

3) Mobile Website

Creating a separate mobile website was one of the earliest versions of mobile optimisation, and it still works for Google’s requirements. Upon a new user arriving, this configuration tries to detect the users’ device, then redirects to the appropriate website using redirects.

The reason this method isn’t as recommended as responsive design is it requires you to maintain — and Google to crawl — two versions of your content. In addition, it can be a disruptive experience for someone who accidentally clicks on the mobile link, possibly shared through social or email, while on a desktop computer.

Why is Responsive Design the Best Choice?

There are lots of reasons responsive makes sense as the best way to optimize your site right now.

Website visitors like it.

From a visitor’s standpoint, responsive is pretty seamless. It’s the same URL (address) and the same HTML (content) — it just adapts and gets re-proportioned based on the viewer. That means if you email yourself a link from your phone and then re-open it on your desktop, it’s going to be a consistent experience, either way.

Google likes it.

From Google’s standpoint, there are a few things Responsive does really well. For starters, it saves resources when Googlebot crawls your site.  Rather than crawling multiple sites, the Googlebot can go to one place which increases efficiency and helps Google index more content. It also helps Google’s algorithms more accurately assign indexing properties to a piece of content without needing to check two places.

Marketers and website owners like it.

A responsive site requires less time to maintain because you don’t have multiple pages for the same content. It also requires no redirection of users based to other URLs based on their device, which speeds up the load time of your website — and faster sites lead to more conversions.

Google’s List of Common Mistakes

In addition to the mobile-optimisation tool, Google has also put together a list of common mistakes to avoid in optimising your site for mobile devices and the algorithm change. These mistakes include using flash video and other unplayable content types on mobile as well as having a slow mobile site.

Frequently Asked Questions

Here are a few remaining questions you might have about the change.

1) I’m not ready for a redesign. Do I have to do this now?

You may not need to fully redesign it now to comply with Google’s requirements for mobile-friendly sites. What you do need to do is move your existing site, blog or landing pages to a mobile friendly platform.

2) Is my site permanently penalised if I don’t optimize for mobile now?

No you can rebuild search credit after the fact. But you should try to move quickly on it because every day that your site isn’t optimised for mobile is a day that you’ll lose traffic.

3) What other elements should I consider in optimising my website for mobile?

In addition to ensuring that the site loads properly and the font is big enough for mobile, you’ll want to consider the length of your forms on mobile devices. If you have a landing page tool that allows you to swap out forms for people visiting on mobile devices, build shorter forms into your strategy.

Marketing Advice for Small Businesses

When considering how to market your small business, there are many things to take into consideration and most Marketing Advice for Small Businesses makes the mistake of focussing on ‘The Media’.  In other words, are we going to use PPC, Email Marketing, Facebook or LinkedIn and the truth is that you should be using at least six streams of income.

However, it is even more important that you first consider the 3 keys to Marketing Success.

They are the 3 ‘M’s:

  1. Market
  2. Message
  3. Media

Watch this two min video and learn the 3 keys to Marketing Success.

Internet Marketing in real time

I saw this the other day and it totally blew my mind.

Click the image to open the interactive version (via

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