proven digital marketing strategies for professional services
TRANSCRIPT
25YrsTRUSTED FOR OVER
Proven online marketing solutions for those
Who don’t want to get left behind
Websites that come with ‘refresh technology’ as standard
Some things age well, your website is not one of them!
Does the web really work for professional service companies?
Take your digital responsibilty and reputation seriously
Copy that will generate a response
Design that will distinguish you
Exclusive development - no templates and Mobile Device Enabled
Relevant, attractive and exclusive sales led content
The latest innovation in website development
Email marketing, newsletters and soft offers
What clients are actually searching for
Videos that bring your site to life
Socially gifted - blogs, Twitter and LinkedIn©
Post-live management, support and care
Flexible packages and investment options to suit
Why Insight?
The team behind the projects
Testimonials
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Contents
4 Proven online marketing solutions
Does the web really work for professional service companies?
The simple answer is YES the web does work. It’s working for thousands of professional firms across the UK right
now, generating significant volumes of new business and an ongoing supply of high quality leads. Worryingly
though, there are many other firms who cannot or will not accept the impact that digital technology is
having on their market place. These firms are not taking their digital responsibility seriously – and almost
certainly are losing potential customers. Critically, many of them don’t realise it!
Still sceptical?
Most of us probably agree that the use of the internet and technology is growing at a staggering speed. If
you are in any doubt simply type “internet growth statistics” into Google and you’ll have access to numerous
amounts of research and reports on internet use in the UK and globally.
Thanks to the internet buyers’ habits have changed forever, and while some potential clients will find you
offline, the vast majority will find you through online searches. What’s more you can be sure that 99% of
potential clients will look at your website before making a decision either to contact you or use you. Even
those who come to you through referral are highly likely to look at your website before contacting you.
“If you are still not sure if the web really works, then my advice is simple – Wake Up! and then try to catch up!”
John Braithwaite John Braithwaite | Head of Digital Marketing Insight
Does the web really work for professional service companies?
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Take your digital identity, responsibility and reputation seriously
This is a basic concept that must be understood – and fast!
We all know we should not turn up to meetings in dirty, smelly clothes
and a bird’s nest hairstyle. All reputable firms would make sure
that if a potential customer is visiting their office that it is clean,
tidy and presentable. Few if any would accept anything but
the highest standards offline, yet so many accept very poor
standards online. Yet every potential client will visit your
website and social pages before choosing to use you
and certainly your existing customers will periodically
‘check you out’. Therefore good quality new customers
and existing customers can be won or lost online.
These days we all operate in a digital era, where our
digital responsibility is growing and a good online
reputation is essential.
The sad news is that most websites we review
(thousands every year) are outdated, poorly
constructed sites full of generic, often needless
information. As a result, they have little hope
of developing future business. They say to the
prospective client: “I have no imagination. I’m
not up to date and I have no confidence that
company practice is any different from any other
accountancy firm out there.”
If you already have a website but it isn’t really
working for you, then you are probably viewing it
as an expense, not an investment. And it’s true...
great marketing of a poor site will result in little new
business; no marketing and a poor site will result
in no business! Worse still, an out of date site can
have a damaging effect on the perception of your
practice by potential and current customers.
Take your digital identity, responsibility and reputation seriously
“... You must provide your company with a fast loading and high converting professional website that is optimised or loose out!”
6 Proven online marketing solutions
Reaching out to a new generation of wealthy, tech-savvy business owners
It is not just important to consider how you engage prospects online but also who you are trying to connect
with. If you have an ageing client base and are looking for long term growth you must employ digital
marketing to reach out to these new prospects. These potential customers grew up with mobile phones, they
understand the difference between IE and Firefox, LinkedIn and Xing, and they could blow your company
out of the offing just by looking at your Twitter page (if you even have one!). They communicate with
their friends using Facebook and they use Dropbox for simple large file sharing. They are hugely capable
individuals with more ability and capacity for growth than many previous generations as the stand on the
shoulders of the chip.
Your online engagement will define your future direction
These are bizarre times, when the future is difficult to predict precisely. What does seem clear to the Insight
team is that we are reaching a critical period where firms will either learn to face the threats posed by the
changing market and increased competition with new ways of marketing, or lose significant number clients.
What’s more, everything is going to get FASTER.
Thanks to high-speed broadband through mobiles, more and more of us are using smart phones, ipads etc
to browse online. The entire experience has changed, and dare we say it, many crave for even faster, more
complex services.
Will you be ready?
Will your company have the ability to respond and benefit from these exciting new technologies?
Why not create a website designed to improve your digital reputation? One that will provide you with a
fast loading, high converting, professional website that is optimised for both user conversions and search
engines. It will help you stay ahead of your competition; it will reflect where you are going and not where
you have been, and provide a great marketing and PR vehicle for your firm.
Does the web really work for professional service companies?
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Copy that generates a response, written for you
Writing effective copy is a specialist area of expertise
in its own right. Bringing together words that trigger a
response is an art few people understand and even
fewer master. A great copywriter understands that
every word must lead towards action. Good copy does
not simply talk about a business, its partners or about
you generally. Strong, focused copy communicates
meaningfully with your customers and potential
customers alike. It tells them what they want to know
in a way that keeps their attention. Therefore, it’s the
job of the copywriter to understand precisely what
services your firm offers and what your potential clients
are looking for. A good copywriter will then create a
synergy between the two to produce dynamic hard-
working copy.
“I’m passionate about writing copy that has impact – and triggers a
response; copy that translates real value to my chosen audience and helps
them connect with my clients. Crucially, I write copy that’s meaningful to the
reader; it’s about their world, their problems, their opportunities. Our whole
team has this same focus and that’s why we are able to produce beautifully
differentiated sites that don’t just generate enquiries but also play a pivotal
role at the very heart of all your marketing activities. I’d love to help you
achieve marketing excellence through my highly focused and effective
copywriting”David CooperDavid Cooper | Senior Copywriter
That’s exactly what you get when you use Insight.
Copy that generates a response, written for you
8 Proven online marketing solutions
Design that will distinguish you
Unlike many web development firms, we start with a
totally blank canvas, and not with a pack of highly
restrictive, pre-designed templates. In fact your site
is not restricted by anything at all, as long as it falls
within the bounds of digital best practice.
Everything is completely bespoke from the ground up.
Our philosophy is based on designing and delivering a
website that differentiates your firm from all the others
and ensures your online reputation is enhanced and
improved.
We understand that you don’t get a second chance
to create a first impression – and we don’t let our
customers miss that opportunity! We’ll make sure
your site will endorses your position and supports your
busines, whilst reflecting who you are and what makes
you different.
“Our design philosophy is simple: We build clean, updated
and easily navigable sites that reflect who our customers really
are. The end result is a website you’ll be proud of and potential
customers will love.”Steffan ChyzakSteffan Chyzak | Lead Designer
Design that will distinguish your firm
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Exclusive development – and Mobile Device Enabled
Your site will be coded (that’s the geeky bit which makes all the images and words load and fit into your
computer screen and switch quickly from one page to the next) by our team of experienced developers.
Using the design and text you have already approved, they will develop your site to meet with best practice
web standards as well as your own requirements.
Mobile Device Enabled – means that your site is developed for use on a PC, laptop, iPad, phone or other
mobile device. On completion, every site we create undergoes an advanced independent assessment to
ensure it can be successfully viewed by all the major mobile devices.
“Many people struggle to make their digital marketing work.
When a prospect is searching, i.e. when it is most important to
them to find what they are looking for, it is imperative your site
stands out. Often 3-4 websites will be viewed when someone is
considering enquiring, and if your site is the same (sometimes
verbatim!) as your competitors – what chance have you given
yourself? How are you helping your potential clients? Integrating
LinkedIn©, Pay Per Click and other online marketing with your
website gives you real competitive advantage.”John BraithwaiteJohn Braithwaite | Head of Digital Marketing
Exclusive development - and Mobile Device Enabled
10 Proven online marketing solutions
Relevant, attractive and exclusive content
We don’t believe in cramming your site with inappropriate content that has little or no benefit to your
potential clients. Instead, we create reports, brochures etc that are exclusive to Insight customers and are
made available through your site as downloads or ‘soft’ offers. These highly attractive, well written reports
are designed to appeal to potential clients and will increase the conversion rate of visitors to enquiries from
your site.
Exclusive company growth section - written by internationally, recognised marketing and sales author David Oliver
Available only to Insight customers this section of your site is for your own clients and potential clients that
may want practical tips and advice on how to grow. It includes tried and tested ways to grow a company,
in the current climate plus free downloads to help generate additional enquiries. This unique section will also
help differentiate your website from the competition.
Relevant, attractive and exclusive content
“For nearly 30 years now I have had the privilege of working with companies of all sizes. We’ve seen
significant change over that time and never at the pace experienced these last 4-5 years. That can
be a challenge, however it doesn’t need to be. The pace of change outside most firms is greater than
within. And it means that those who take action now, there’s a great opportunity to get ahead of your
competitors - and stay ahead. Digital Marketing and a well designed and written website are the key
to everything.”David Oliver David Oliver | Founder of Insight-Marketing | [email protected]
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The latest innovation in website technologies
Unlike many website developers who use template designs and standard copy, Insight creates each website
according to its own specific, individual needs from scratch.
Thanks to detailed briefing calls with each new customer, we are able to shape their website to reflect their
taste, values - and idiosyncrasies! Each one is as individual as the characters behind your company – and in
our opinion that’s just how it should be.
It’s this innovative and creative approach that’s given Insight a leading position in UK website development
over the past 5 years – and one that ensures your new website will be at the cutting edge of technology and
online marketing.
Your website at your fingertipsChange content yourself, when you want and where you want
When you entrust your site to Insight, you get far more than just a marketing tool. It comes with full support
and a suite of back office functions for your use.
You have control at your fingertips thanks to our Content Management Suite. This innovative platform gives
you complete control of all or part of your website. This can help progressive firms get even more activity
through their site. It’s easy to use… You choose how much you want to do online, from simple functions such
as uploading PDFs to a client area through to adding entire new pages.
The latest innovation in websites in website technologies
12 Proven online marketing solutions
Email marketing, newsletters and soft offers
Email marketing, newsletters and soft offers
In our view, communicating with both your current and potential customers on a regular basis is essential.
That said, we do not advocate nor endorse mass marketing by email using generic, poorly designed,
template email shots. Your email marketing should represent your firm, your values, and your ethos it should
therefore stand out and be ‘different’. This will ensure that your email marketing improves your reputation
and brand awareness and gives the reader a great experience and where appropriate will generate a
meaningful response.
Some insist on sending ‘generic’ material Not everyone is in a position to consider customised email
marketing and for some firms it’s a case of having to send something out. In these situations we recommend
www.uktaxworld.co.uk who produce 2 different generic tax focused newsletters.
Bespoke email marketing - You can breath easy, relax and leave all the hard work to our professional team
who are on hand to write, design, code and send your custom email shots. Having written your website
and understanding what makes your firm tick, our team are in a great position to develop your email
marketing strategy.
Written - Your email shots, newsletters and reports etc. that we can offer free can all be written by our
expert team of copyrighters. All you have to do is sign of the copy and it then is handed over to your
designated designer.
Design - The sky really is the limit when it comes to the design of your email marketing. A careful balance is
made between branding, generating a response and great design so that you can be sure that your email
marketing stands out whilst re-enforcing your online reputation.
Developed - Once your copy and design is signed off this is where out team of technical wizards get to work
taking your wonderful design and ensuring that its coded so it can be read by major email programs such
as Outlook, MacMail, Google mail etc.
Sent, tracked, measured and reported - Your emails are then loaded into the chosen mail platform and sent
using your account. You are able to log in and view the full results of open rates, click throughs, who has
done so etc.
The value – comes from responses generated, increased brand awareness, significant impact for minimal
spend and intelligence. Using specialist technology you can then target-using telephone follow up those
who have clicked and opened your emails for maximum response. What’s more you can focus and tailor
future messages to those people.
Typical costs
The typical cost to write, design and code your individual email shot is £190 - £300. The costs to send an email
out will vary depending on the platform you already use or together we agree is best for you. The send costs
vary from less than 1p per email sent to a small fixed monthly charge.
The 3 platforms that we recommend
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What clients are really searching for
Our experience in working with companies of all sizes for over 25 years means we have a good insight into
what works and what doesn’t, when it comes to website content.
The simple fact is clients want help to grow their businesses. That’s why in every website we build, you’ll find a
dedicated section for ‘Business Growth’. Each one is designed and written to ‘fit’ the profile you determine,
but it will always aim to give the sort of information on business growth that your prospective clients are
looking for, information such as:
New! What clients are really searching for
Business Start-ups
Corporate structure, business plans, cash
flow forecasts.
Business Improvement
Profit and loss analysis, KPIs, reducing tax.
Raising Finance
Mergers and acquisitions, increasing share
capital, acquiring plant or premises.
Selling Your Business
Getting the best price possible, protecting
your wealth.
Of course, if you have any specialisations,
these will be featured more heavily.
An open door to a world of opportunities“
”
14 Proven online marketing solutions
Video that brings your site to life
One of the difficulties you need to overcome when promoting your services is that they are largely
intangible. That’s why we have developed a simple and effective method of grabbing peoples’ attention
– a promotional video. Video is one of the most powerful tools for promoting your company. It’s immediate,
dynamic, captivating and has the ability to put some ‘personality’ into your site. Video also helps gain your
firm extra prominence on search engines so more prospects will find you.
We have combined our experience of marketing and promotion and blended it with very high quality video
production, producing a powerful end product that generates great feedback from clients and potential
clients alike.
Benefits of Videos
Thanks to YouTube and other similar platforms web video has exploded. Users have been groomed to expect
content quickly, and extensive research shows visitors decide whether or not to stay on your firm’s site within
seconds. The use of online video has been proven to hold customer’s attention, generate additional leads,
and therefore increase the return on investment for a site. What’s more, video is now so widely accepted it
has become a viral form of communication that users are happy to send to colleagues or contacts.
What Does a Single Video Cost?
Video shoot to provide you with 4 - 8 minutes of professionally edited video for your site
Some firms are short on time, budget or both but want to benefit from the advantages of our video for accountants
service. For these firms we have pioneered a unique set-package. All you have to do is arrive in London at the allocated
time and venue and we will do the rest.
Includes:
• Professionally written script created in conjunction with you and your partners
• Filming – you simply arrive and we will take you through the filming process 1:1 and when you are comfortable we
will commence the filming
• Editing - following the filming slot we will fully edit your video prior to upload and make any changes to the graphics
being used
• Production for web - we prepare the HTML code so that your web provider merely cuts & pastes the video into the
pre-agreed space on your website. This task should take no more than a couple of minutes.
• This unique package is structured to provide your firm with the full benefits of video in a structured way at a low
investment level of just £1650 to include all the above.
Video that brings your site to life
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Socially gifted – blogs, Twitter and LinkedIn©
For companies with historic values it’s encouraging to see the fundamentals of Know, Like and Trust, the three
stepping stones to building profitable relationships, have once again been dusted off and used prolifically,
thanks to Social Media. People are once again doing business with people they like; people who are just
like them; people who show a genuine interest in them and who they trust. Social networking is thriving and
the move towards social business is growing. Your website will be designed to link with all the major social
networking platforms, and where possible we strongly recommend your firm undertakes LinkedIn© training
through Insight.
Socially gifted - blogs, Twitter and LinkedIn©©
“LinkedIn© in probably the most powerful tool that I know of
in practice right now for businesses of all sizes! Over 100 million
people now use LinkedIn© and that number is always growing.
My role is to lead our team and to directly help you understand
why LinkedIn© is important, how to best get established and
then how you can use it for the most profitable effect. For those
already extolling its virtues, we can provide advanced support
to help you truly unlock the power of this outstanding tool. Best
of all? It’s networking! It plays to the strength of nearly every
partner of every firm in the UK.”James PotterJames Potter | Senior LinkedIn
© Advisor
16 Proven online marketing solutions
Post-live management, support and care
In many senses, once your website is ‘live’ the journey has not ended but just begun. You can update,
improve or amend your site at any time, either using our team or your CMS. We encourage customers to
make the most out of this, and we want you to take your site seriously. Look at it on a monthly basis (if only
for a few minutes) to see how it can be improved; what additional information (new content) might you like
us to add and what would you like amending.
Our team are on hand at any time for the duration of the relationship to assist you whenever you need help.
Furthermore, in the background and often unseen, our team will review your site for SEO effectiveness every
3-4 months and make any necessary improvements.
N.B. All included in your package, at no extra cost.
Live launch support package
Once your site is live you will receive a 26 page ‘Website Live’ document which explains, step by step, how
to get the best out of your new site. In addition, we advise you to consider the following points:
1. Tell all your contacts about your new site
2. Take the time to read and understand Google analytics
3. Understand on-site optimisation
4. Start Google Ad words – A no brainer
5. Online pay per lead
6. Add new content – why content is king
7. Blogs and articles
8. Tell your LinkedIn© contacts
9. Support available, to you on any of the above topics, via our digital help line, 0800 80 30 834.
Post-live management, support and care
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Flexible packages and investment options to suit
Flexible packages and investment options to suit
When it comes to selecting the level of website you need, there are two options:
The Silver Package: Simple, dedicated and functional
As an entry-level solution, the Silver Package is designed as a reference point and ‘shop window’ for current
customers. Its secondary purpose is to show interested contacts that you have a dedicated online presence.
The silver package will give your firm a totally customised, bespoke site that benefits from the following:
• Bespoke website up to 10 pages
• Professional design and copy writing
• Fully customised and smart phone friendly
• Monthly analytics
This is the perfect solution for small firms or start ups who want a new or improved online presence without
the full functionality or depth of site offered by the Gold package.
No fixed term and ultra small monthly payments
Deposit prepayment £1250
No fixed term £55 per month
No up front payments, simple monthly instalments and 4 year relationship
Deposit or prepayment £0
Fixed term 48 months £150 per month
Working with Insight Marketing has future-
proofed our digital marketing. We are
confident because we know there is an
experienced digital team on tap to develop,
improve and perform for us. Their design skills
are excellent, and we are very pleased with
the quality of work.
“
”
18 Proven online marketing solutions
Website packages
Website Packages from Insight
Package Silver Gold Platinum
Design
Dedicated designer • • •
Bespoke design - blank canvas • • •
Maximum pages 10 30 Unrestricted
Social networking enabled • • •
Enquiry forms • • •
Flash animation X • •
Ability to integrate content form your current site • • •
Password protect any pages • • •
Images included Up to 10 Up to 30 Unrestricted
Development
Dedicated developer • • •
Bespoke development • • •
Smart phone friendly • • •
Hosted video X • •
Customised video of your firm O O •
Blog enabled X • •
Customised enquiry forms X • •
Content and Copy
Dedicated copywriter • • •
Your copy written for you • • •
Exclusive soft offers and news feed • • •
11 Reasons free report X • •
7 Biggest Mistakes free report X • •
Exclusive business growth sections X • •
Content Management System CMS X • •
Client upload area X • •
Socially gifted
Social marketing enabled • • •
LinkedIn guide and advice X • •
LinkedIn training on site O O O
Twitter page design X • •
Future proofed - refresh technology
Website redesigns - rebuilds O • •
Edits, text changes (within pre agreed no. of pages) • • •
Technology updates • • •
Integration with CRM solutions O O O
Optimisation
Search engine optimisation on site Basic Ongoing Dedicated
Guide to off site optimisation • • •
Extensive monthly analytics • • •
Support
Response time (working days) 5 48hrs 12hrs
Dedicated project manager X • •
O - Optional X - Not included
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Flexible packages and investment options to suit
When it comes to selecting the level of website you need, there are two options:
The Gold Package: A premium website solution at an affordable price
This is the most popular package chosen by firms (of all sizes) who want a dedicated online presence to
serve both current and potential clients alike. The gold package will give your firm a totally customised,
bespoke site that benefits from the following:
• Dedicated project manager
• Bespoke website up to 30 pages
• Hosted video
• Professional design and copy writing
• Fully customised and smart phone friendly
• Monthly analytics
• Free professionally produced reports
• Exclusive Content Management System
No fixed term and ultra small monthly payments
Deposit prepayment £2950
No fixed term £147 per month
No up front payments, simple monthly instalments and 4 year relationship
Deposit or prepayment £0
Fixed term 48 months £295 per month
The Gold package: a premium website solution at an affordable price
20 Proven online marketing solutions
Why Insight?
Insight Marketing was founded over 25 years ago by well known author and philanthropist David Oliver.
David has grown a number of companies, which he has either sold or continued to develop. He is one of
the most sought-after sales and marketing presenters and trainers in the UK and Europe. David’s vision for
Insight is as clear today as it was 25 years ago: To help other organisations grow and realise the potential of
the business owners and the people they are responsible for.
Since its formation David and the team at Insight have been instrumental in training some of the leading
sales and marketing teams in the world. For over 25 years, Insight has worked with the broadest spectrum
from small start-up companies right through to top international firms.
When you appoint Insight to create or improve your website, you can rely on:
• Topqualitydesign,copyanddevelopment
• Excellentcommunications–soyouknowwhat’shappening
• Speedyconstruction
• First-classongoingsupportandadvice
• Regularupdatesandmonitoringtoensurethesiteisperformingaswellasitshouldbe
And that all means you have complete Peace of Mind.
Why Insight?
We are proud to have used Insight for over 10 years. During
this time they have been excellent in future-proofing my
entire sales and marketing. My website has won many new,
good quality local customers from the sort of spend you’d
barely get a quarter page in the press. I am impressed and
can say without a doubt that this has proved to be the
most profitable marketing for our firm.
“
”
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Some of the team behind the projects
The Insight Team
David Oliver - Founder - [email protected]
Insight founder, David Oliver, is a world-class inspirational trainer, speaker and author of 9 books.
David writes every month to 25,000 opt in subscribers and is viewed by many as one of the leading
trusted voices on practical company growth. David has also featured regularly as a sales and
marketing expert in the press, on television, radio and as a keynote speaker for national companies.
Steffan - Lead Designer- [email protected]
An extremely talented designer with extensive experience in web design, illustration, photography
and print. Steffan studied at the University of Hull with a MSc in Applied Digital Media and won the
Multi-Media Graphics Shield for “Student of the year”. He went on to become an Adobe Certified
Associate, became a regular college lecturer and has worked for Sky Sports.
James Potter - Senior LinkedIn© Adviser - [email protected]
James (also known as The LinkedIn© Man) was originally destined for a career in accountancy when
in 1986 he discovered networking and sales. He went on to learn four different sales methodologies
along with a passion for various other professional disciplines. James has a unique understanding
of LinkedIn© and its use for businesses.
John Braithwaite - Head of Digital Marketing- [email protected]
John is a leading authority on digital marketing. John has spearheaded pioneering new approaches
to digital marketing for modern companies. John has embraced and developed unique design
concepts, effective PPC campaigning (he controls a PPC budget alone of over £20,000 per month),
online video production, e-brochure marketing and much more.
David Cooper - Copywriter - [email protected]
Viewed by many as the leader in the field of writing copy for accountancy firms. His experience is
unique. Having qualified as an accountant with a top 6 firm, he also worked as a Finance Director
and Managing Director before opting for a career in marketing – specialising in writing outstanding
sales and marketing copy for companies as American Express, Diners Club and Nightingale Conant.
Daniel Richards - Lead Generation Manager - [email protected]
Heading up all client services and the lead generation team for Insight, Daniel Richards has been
instrumental in the growth of literally hundreds of companies. His team specialise in relational
appointment generation and have been responsible for over one million phone calls, setting
thousands of pre-qualified appointments for senior partners. Daniel advises a number of top twenty
companies, as well as smaller businesses looking for predictable growth. There are few with his
understanding and experience of lead handling and enquiry conversion for companies.
Adam Gray - Account Manager - [email protected]
As Account Manager, Adam is primarily responsible for the day-to-day management of Insight’s
Relational Telemarketing team. Having previously worked in the role of Sales Executive generating
high-quality leads for accountancy firms around the UK, as Account Manager he works to develop
the Relational Telemarketing team, taking client briefs, briefing team members, monitoring client
campaigns and building strong client relationships.
22 Proven online marketing solutions
Testimonials
“I have heard David Oliver a number of times presenting to lawyers, accountants, and finance professionals. His content is practical, his principles easy to implement, and his delivery inspiring.”
“David Oliver is both a powerful presenter of material but also.... and more importantly to me, his work has made a significant difference to our business. It has depth and can be practically applied... but most of all it produces results.”
“I must admit that I was very sceptical to start with but this session was amazing. I have picked up so many nuggets of information. I will definitely be attending more Insight events – thank you for a great workshop.”
“A very informative, thought provoking event. I am leaving here with many ideas that we are looking forward to implementing.”
“The session was really helpful in understanding how LinkedIn and Facebook works was not aware of how many pages can be generated automatically and stay empty.”
“An essential and must attend event for any firm looking to grow in the continually evolving digital age.”
“Very enjoyable and informative event – lots of ideas to take away.”