JPAbusiness

You’ll often hear the internet gurus say ‘content is king’ and that in order to be successful in the online sphere you have to share lots of relevant content.

For some traditional business sellers, online marketing feels like the equivalent of walking around naked in public – you’ve got to show everything!

This presents a real conundrum for business sellers because, as many of our clients know, being in business can involve dealing with commercially sensitive information.

Social media has taken the marketing world by storm, significantly reducing traditional advertising costs and increasing customer engagement in only a few years.

It’s a constantly evolving space, with new platforms being developed and delivery methods jostling for popularity (e.g. visual content’s increasing ascendency over written content).

Despite this evolving landscape, there are some ‘golden rules’ that continue to ring true for social media marketers and which you can follow to help increase your business value.  

From the JPAbusiness Strategic Business Insights blog archives

We have been sharing insights from our ‘digital marketing journey’ for the past three years.

Part of that journey has involved determining what to prioritise in the digital marketing space to drive the greatest return in our business and so maximise our business value.

One of our important clients – Parkes Shire Council, in central west NSW – has been watching this process with interest.

Parkes is a very proactive, business-oriented Council. Earlier this year their management identified that a ‘gap’ existed in many businesses in their local government area in terms of understanding how to embrace the digital economy and use digital marketing to its full benefit.

Trends and issues in digital marketing

When JPAbusiness began operating in 2002 we were primarily a business advisory firm. Then, about seven years ago, we added business broking services to our mix and began helping clients sell their businesses.

At the time I was quite sceptical about whether digital marketing was going to cut the mustard in terms of selling what I consider a complex product: a business.

Online marketing challenge: detailed content versus commercial sensitivity

You’ll often hear the internet gurus say ‘content is king’ and that in order to be successful in the online sphere you have to share lots of relevant content.

For some traditional business sellers, online marketing feels like the equivalent of walking around naked in public – you’ve got to show everything!

This presents a real conundrum for business sellers because, as many of our clients know, being in business can involve dealing with commercially sensitive information.

Marketing businesses for sale is not like selling a car, house, building or boat.

Simply listing your business with a broker and having them put it on their website or in the local paper is unlikely to deliver a great result.

At JPAbusiness we often work with business clients to develop customised sale and marketing plans to assist an owner reach their exit, retirement or succession objectives. This process involves:

While Barbara and I were in Boston recently, being shown around the HubSpot headquarters by our guide Rachel, we asked her how long she had been with the company and what she thought of working there.

What a question!

Rachel’s answer led to what I feel was a major takeout from the visit; a gem of an insight and yet so simple and straightforward – like most valuable insights.

Over the past 10 years, JPAbusiness has been on a journey of utilising digital technology and practices to help us reach out to clients and prospective clients

We still have a lot to learn in the online space, however we remain very committed to providing our services through a mix of digital platforms and personal interaction – and feedback from clients indicates they like the mix, too.