Bite Marketing Logo

Phil K

Before You Post Anything, Check These Five Things

by
Untitled design (5)

More content isn’t always the answer. If your marketing isn’t getting results, the fix probably isn’t posting more – it’s getting the foundations right. It’s a common mistake we see from B2B business owners. Things aren’t working, so the instinct is to do more: more posts, more platforms, more content, but without the right groundwork in place, it just means more noise. Before you add anything else to the mix, work through these five checks. 1. Know Exactly Who You’re Talking To Not “business owners” or “anyone who needs our service.” A specific person, with specific problems, that your business can solve. It sounds obvious, but most businesses are vague about this. They worry that being too specific means missing out on potential customers. In practice, the opposite is true. The more clearly you can picture your ideal client – their role, their frustrations, what keeps them up at night – the more your content will resonate with the people you want to reach. If your audience is “everyone,” your message will land with no one. 2. Make Sure Your Message Is Clear Once you know who you’re talking to, the next question is: would they immediately understand what you do and who you help? If someone landed on your latest post having never heard of your business, could they tell within a few seconds what you offer and whether it’s relevant to them? If the answer is no, it needs work. Clever copywriting has its place, but not at the expense of clarity. A post that’s witty but confusing will always underperform a post that’s plain and direct. Clear always wins. 3. Focus Your Effort on the Right Channels Spreading your effort across every platform rarely pays off. It dilutes your time, makes consistency harder, and means you’re probably investing energy in channels your ideal clients don’t use. The smarter approach is to identify where your audience spends their time and focus there. For most B2B businesses, that’s LinkedIn, but it depends on your sector, your clients, and the kind of content that works for your audience. Pick your channels deliberately, not by default. 4. Be Consistent, Not Just Frequent Posting every day without a clear direction won’t build an audience. Showing up regularly with something worth saying will. There’s a difference between being active and being consistent. Frequency is easy to measure, but it’s not the metric that matters. What builds trust and visibility over time is posting regularly, with content that’s relevant and useful to the people you’re trying to reach. 5. Track What Actually Matters Likes and follower counts feel good, but they don’t tell you whether your marketing is working. Enquiries, conversations, and leads are the signals worth paying attention to. If your content is generating engagement but no business conversations, something needs looking at. Vanity metrics are easy to chase. The ones worth tracking are the ones that connect back to real business outcomes. Not Sure Where to Start? That’s exactly what we’re here for. At Bite Marketing, we work with owner-managed B2B businesses across Lancashire, Cumbria, and the wider North West to get the foundations right and build marketing that generates results. Get in touch with Sam at sam@bitemarketing.co.uk to find out more. Bite Marketing is a fractional marketing agency based in Morecambe, Lancashire, working with ambitious B2B businesses across the North West.

How to Build Your Personal Brand on LinkedIn

by
Bite Marketing - April 2024-192

It might surprise you to know that only 1% of LinkedIn users post on the platform every week, yet that 1% attracts around 50% of all inbound enquiries. If you’re working in B2B services, that statistic should make your ears prick up. Building your personal brand on LinkedIn isn’t about becoming an influencer or posting every day. It’s about showing up consistently and letting people get to know how you work. Here are our top tips for getting started. 1. Start with your ‘why’ Before you write a single post, get clear on why you want to build a presence on LinkedIn in the first place. Without a clear purpose, it’s easy to run out of steam after a few weeks. Your reasons might be straightforward: win new business, build credibility, demonstrate expertise. Or they might be longer term – positioning yourself within your industry, staying visible with referral sources, or building your professional reputation more broadly. Whatever it is, write it down. On the days when you can’t be bothered, that ‘why’ will keep you going. 2. Know who you’re talking to Different audiences want different things from you on LinkedIn, so it’s worth thinking about who you’re actually trying to reach before you post. Are you trying to attract potential clients? Then focus on content that shows you understand their problems. Trying to build your referral network? Make yourself easy to recommend. Looking to establish yourself as a voice in your sector? Thought leadership and industry insights will serve you well. Most people have a mixed audience and that’s absolutely fine, but before you hit publish on anything, ask yourself: “Who is this for, and what do I want them to think about me after reading it?” 3. Be authentically yourself This one sounds obvious, but it’s where a lot of people go wrong. You cannot maintain a persona that isn’t really you – and people can spot the difference very quickly. The most effective LinkedIn presence is one where everything you post is something you’d say to someone face to face. No jargon you wouldn’t actually use, no attempt to sound more impressive than you are. Just honest, consistent communication about how you work and what you care about. Your personal brand isn’t something you invent – it’s what you already are, made visible. 4. Post these five types of content Not sure what to actually write about? Here are five content types that work well for B2B professionals: Events and networking – When you attend a conference, meet a client, or go to an industry event, share a quick post with a photo. It shows you’re active in your field and keeps you visible. Monthly round-ups – Share a snapshot of what you’ve been working on. You can demonstrate breadth of experience without ever sharing anything confidential — something like: “This month I’ve been working on X, advised on Y, and attended a course on Z.” Client stories – Show how you’ve helped a client – this is best if you can tag them in the post but it can still work without naming names. “Recently helped a client navigate a complex situation. The key was X.” This is one of the most powerful ways to demonstrate your expertise in action. Insights and tips – Share your take on recent developments in your sector, flag a common mistake you see businesses making, or offer a practical tip. This positions you as someone worth following. Personal moments (used sparingly) – Occasionally, it’s fine to share some more informal moments but keep it professional. You’re building a personal brand, not a personal diary. 5. Consistency beats perfection This is probably the most important thing to take away. You don’t need every post to go viral – you just need to keep showing up. You’ll post things that get 10 likes and things that get hundreds. Both keep you visible. Both contribute to your personal brand. And both matter, because the people watching aren’t necessarily the ones who like or comment. Around 90% of LinkedIn users are what you’d call lurkers. They’re reading your posts, watching how you think, getting a sense of who you are – but they’re not engaging publicly. Enquiries often come from people who’ve been quietly following your content for months, sometimes years. We’ve seen this happen first-hand at Bite. A connection who’d never been in touch got in touch out of the blue after following our content for a couple of years. He’d just moved into a new director role and wanted to work together. All from simply showing up consistently – no hard sell, no outreach, just regular, genuine content. 6. Sort your profile first Before you start posting, make sure your profile is doing its job. It’s your first impression, and it needs to be a good one. Three things to focus on: Professional photo – it doesn’t need to be a studio shot, but it should be clear and friendly A headline that says what you do and who you help – not just your job title An About section written in first person – talk like a human being, not a CV 7. Take it one step at a time You don’t need to go from zero to posting daily overnight. Start with one post every week or two and see what feels comfortable. See what resonates with your network. If you’re nervous about putting yourself out there, begin by commenting on other people’s content. Get used to having a voice on the platform before you start publishing your own posts. Treat LinkedIn like any other business development activity – give it time in your diary, be consistent, and play the long game. The bottom line Building your personal brand on LinkedIn isn’t about becoming someone else. It’s about letting people see who you already are – a credible professional who’s good at what they do and worth getting to know. Do that consistently, do it authentically, and the clients will come. Want help putting together a … Read more

5 B2B Marketing Misconceptions Holding Your Business Back

by
Phil and Sam, both directors are standing near a table

Running a successful B2B business means you’re brilliant at what you do. You’ve built something you’re proud of, you deliver excellent results for your clients, and you know your industry inside out. But marketing is often a different story. Over the years, we’ve worked with ambitious business owners across Lancashire and beyond, and we’ve noticed some common beliefs about B2B marketing that can actually hold businesses back from reaching their growth potential. Let’s tackle five of the biggest marketing misconceptions we hear – and what you should be focusing on instead. 1. “Our product or service speaks for itself” This is probably the most common misconception we encounter, and it’s completely understandable. When you’ve invested years building something you’re proud of, it feels like the quality should be obvious. But people don’t buy what you do – they buy the solution to their problem. Your potential clients aren’t looking for a list of your services or features. They’re looking for answers to questions like: Will this solve my specific problem? Can I trust these people to deliver? What will change for my business if I work with them? What to do instead Your marketing needs to focus on the outcomes you deliver and the transformation your clients experience. Talk about the ‘after’ state – what does life look like for your clients once they’ve worked with you? Instead of listing what you do, explain what changes for your clients when they work with you. 2. “B2B means it’s all about the business decision” It’s easy to think that B2B marketing is all about facts, figures, and rational business cases. After all, you’re selling to businesses, not individual consumers. But behind every company is a real person trying to make the right call without getting it wrong. The operations manager reviewing your proposal is under pressure to prove ROI to their board. The business owner considering your services is worried about making another expensive mistake after being let down by the last supplier. People buy from people. Always have, always will. What to do instead Your marketing needs to speak to the human behind the business decision. Address their: Concerns and worries Personal goals and pressures Need for reassurance and trust Desire to make decisions they can feel confident about When you focus on the human side of B2B marketing, your message resonates on a completely different level. 3. “If we’re good at what we do, clients will find us” This one comes up time and time again with business owners who are excellent at running their business but struggling to attract the right clients. We completely understand where this comes from – it feels like quality should speak for itself. However, being excellent at what you do and being visible to potential clients are two completely different things. Your ideal clients are out there right now, actively looking for exactly what you offer. But if you’re not showing up where they are and demonstrating that you understand their challenges, they’ll simply never know you exist. What to do instead Effective marketing isn’t about shouting the loudest. It’s about: Being present where your ideal clients spend their time Speaking their language and addressing their specific challenges Making it clear how you can help them Building trust before they even need to get in touch You don’t need to be everywhere. You just need to be in the right places, with a message that resonates with the people you want to reach. 4. “We need to sound professional and technical” There’s a persistent belief in B2B marketing that using complex language and industry jargon makes you sound more credible and professional. But often, the businesses with the most effective marketing do the opposite – they keep things clear and straightforward. When you hide behind jargon and complexity, several things happen: Your ideal clients get confused rather than convinced They can’t quickly work out if you’re the right fit Your message gets lost among similar-sounding competitors You create barriers instead of building connections The smartest marketing strips everything back to what really matters: the problem you solve, who you solve it for, and the transformation you deliver. What to do instead Focus on clarity over complexity. Your marketing should answer these questions simply and directly: What specific problem do you solve? Who do you solve it for? What transformation do you deliver? What makes your approach different? 5. “Everyone in our industry is competition” When you look at your market, it’s easy to feel overwhelmed by how many other businesses seem to offer similar services. But most businesses in your sector are just adding to the noise rather than standing out from it. Think about your own industry – how many of your competitors have websites that all say basically the same thing? How many use the same buzzwords and make the same vague promises? Your goal isn’t to shout louder than everyone else. It’s to cut through the confusion with a clear message that resonates with the right people. What to do instead Instead of worrying about competition, focus on: Clarity: Make it crystal clear what you do and who you help Specificity: The more specific you are about your ideal client, the more you’ll stand out Authenticity: Let your personality and values come through Differentiation: What do you do differently, and why does it matter? When you create clarity while others create confusion, you’re not competing – you’re in a category of your own. The common thread Looking at these five misconceptions, there’s a clear pattern: effective B2B marketing starts with understanding your clients’ reality. Not your reality as the business owner or what you think should matter. But their actual reality: What challenges are they facing? What’s really stopping them from solving these problems? What does success look like for them? What do they need to hear to feel confident about moving forward? When you truly understand this, your marketing becomes so much more effective. You’re not trying to … Read more

Fractional Marketing Team vs. In-House Director: The 2026 Cost

by
Thick rope untangling from a knot, showing the efficiency of a Fractional Marketing Team

The Unicorn Problem That’s Costing You Growth You’ve probably seen the job description floating around LinkedIn. The one that makes marketing directors collectively roll their eyes. Wanted: Marketing Director who can develop strategy, write compelling copy, design graphics, manage social media, run PPC campaigns, optimise SEO, edit videos, and ideally make a decent cup of coffee. Salary: £45,000. Here’s the uncomfortable truth: that person doesn’t exist. And if they claim they do, they’re lying or they’re spectacularly mediocre at all of it. Yet business owners keep searching for this unicorn because the alternative – building a full marketing team – feels financially terrifying. So they either overpay for someone who can’t deliver what they promised, or they cobble together a patchwork of freelancers who never quite gel. There’s a third option that’s quietly transforming how ambitious UK SMEs approach marketing leadership. It’s called the fractional marketing team model, and it’s solving a problem that’s been plaguing growing businesses for decades: how do you get Marketing Director-level strategy without the eye-watering overheads? Let’s break down the numbers. Because when you see the true cost comparison, the decision becomes remarkably straightforward. The Financial Reality: What an In-House Director Actually Costs Most business owners anchor on salary when they think about hiring. A Marketing Director in the UK typically commands £60,000 to £90,000 depending on experience and location. Let’s use £80,000 as our baseline – a reasonable mid-range for someone with genuine strategic chops. But that’s just the starting point. Here’s what the true cost looks like: The Real Cost of an In-House Marketing Director And that’s before you consider: Office space (if you’re not fully remote) Holiday cover (you’re down 28+ days per year) Sick leave The productivity dip while they’re learning your business The risk they’re simply not very good But here’s the bigger problem: a Director shouldn’t be doing execution. Their value is in strategy – understanding your market positioning, identifying growth opportunities, building a roadmap that aligns marketing with business objectives. That’s where an £80k salary makes sense. What doesn’t make sense is paying £80k for someone to then spend 60% of their time writing blog posts, designing social graphics, or fiddling with Google Ads settings. That’s like hiring a surgeon to take your temperature. The Fractional Marketing Team Model Now let’s look at the alternative. With a fractional marketing team, you’re essentially getting: Strategic Direction – A Marketing Director who focuses purely on high-value work (your strategy, market positioning, campaign planning) Specialist Execution – Experts in SEO, Web Design, PPC, content creation, and social media who are brilliant at their specific discipline Accountability – A team that’s measured on results, not just activity At Bite Marketing, our Fractional Marketing Team packages start from £2,000 per month. Here’s what that looks like compared to the in-house option: The savings are striking. Even at the higher end of fractional engagement (£5,000/month), you’re spending 40% less than what an in-house director actually costs – whilst getting significantly more breadth of expertise. Strategy vs. Execution: Why Directors Shouldn’t Write Social Posts Let’s be clear about what actually drives business growth. It’s not the volume of content you publish. It’s not how pretty your Instagram grid looks. It’s having a marketing strategy that’s aligned with your commercial objectives and executed by people who are genuinely good at their craft. A Marketing Director’s brain should be focused on questions like: Which market segments offer the highest margin opportunities? Where should we allocate budget for maximum ROI? How do we position ourselves against larger competitors? What’s our content strategy for the next six months? What a Director shouldn’t be doing: Spending two hours trying to remember how to edit a video Writing LinkedIn posts at 9pm because they ran out of time Teaching themselves Search Engine Optimisation through YouTube tutorials Designing graphics in Canva that would make a professional designer weep With the fractional model, the Director does what they’re paid to do – think strategically. Then specialists execute brilliantly in their respective areas. Your SEO work is handled by someone who lives and breathes algorithm updates. Your Web Design projects are managed by developers who’ve built hundreds of sites. Your PPC campaigns are run by someone who’s spent millions of pounds of ad budget and knows what actually converts. This isn’t just more efficient. It’s transformatively better quality. The Proof: How This Model Delivers Real Growth Theory is one thing. Results are another. Take our work with Bandicoot, a Lancashire-based IT services company. When we started working with them, their Commercial Director Anna was trying to handle marketing herself whilst running the business. She was working on adrenaline, spreading herself impossibly thin, and genuinely stressed about whether their marketing efforts would ever gain traction. As Anna told us: “The day Sam came along and presented our new strategy I went home early and went to bed. The adrenaline I’d been working on for months disappeared because I knew our marketing was in safe hands.” We became their fractional marketing team. We developed a comprehensive marketing strategy, took over execution across multiple channels including social media, SEO, email marketing campaigns, and event support. Most importantly, we worked directly with their internal team without Anna having to be the middleman for every decision. Over a year later, Bandicoot is getting exactly the type of clients they’re operationally geared up for, and they’re growing fast. The partnership has delivered improved search visibility and event success – all without the cost and risk of building an in-house team. Similarly, when we worked with Lonsdale Health Products, a contract manufacturer specialising in nutraceuticals, they needed to reach strategic manufacturing contracts but their digital presence was virtually non-existent. Their state-of-the-art manufacturing capabilities and 40 years of expertise weren’t translating into online visibility. We completely redesigned their website, created a professional digital presence, and launched targeted SEO and PPC campaigns specifically designed to reach businesses looking for a contract manufacturing partner. The result? A predictable sales pipeline that’s transformed their … Read more

From Chaos to Clarity: A In-Depth Marketing Strategy Creation Guide

by
Two hands holding a piece of jigsaw puzzle, symbolising the process of assembling different marketing elements

Are you a Lancashire or Cumbria small business owner feeling buried under a mountain of marketing “to-dos”?

We hear you! Marketing doesn’t have to be a chaotic guessing game. Our step-by-step guide cuts through the jargon and shows you how to create a clear, actionable marketing strategy that actually gets results. No more overwhelm, just a clear path to reaching your ideal customers and growing your business.