How to delight your existing customers when selling to schools

It costs up to 25x more to obtain a new customer than it does to maintain an existing one. When you're trying to grow your business, it can be tempting to fall into the trap of spending all your time on sales. Of course, acquiring new customers is essential to any business, but not if it means you have to replace them a few months down the line.

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3 common pain points for selling to schools

Selling and marketing to schools is a subtle science, because teachers and school leaders are less available than would-be customers in other sectors. If, by some miracle, a teacher finds themselves with a few spare minutes for a break, they are far from likely to want to spend it reading marketing materials or taking a sales call.

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6 ways to keep your content fresh

Companies that publish 16 or more blog posts per month generate 4.5 times more leads than companies publishing 0-4 monthly – so who can afford to have blogger’s block?

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A chatbot with a difference? Meet Lupin – ESM's Marketing Mutt!

Woof! I'm Lupin, the ESM Dog. I adopted the kind hoomans at ESM in May 2017 so they could help me out around the office. I still had a lot of growing to do back then, so I slept through most of the working day and chewed laptop cables the rest of the time – no-one else was up to the job.

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3 ingredients that make the perfect blog post

Last month marked the hottest May on record and with the gorgeous weather set to continue until at least late August, there will be no soggy sandwiches this year as we celebrate National Picnic Week. So, what is in our basket? Nothing for Yogi and Boo-Boo, but instead a juicy piece of content with plenty of tasty blog writing tips for you!

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3 opportunities for selling to schools this summer

School is almost out for summer. As thoughts turn from the classroom to the beach, teachers and pupils are winding down, and so should your marketing, right? Wrong!

Summer is one of the best times of year to get through to decision makers in schools, as they are no longer in the thick of it all, and actually have some headspace to reflect on the past year and consider new products and services for the academic year ahead. If you've got a product or service to sell to schools, then don't miss these key opportunities.

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Stop worrying about your competitors when selling to schools

A competitor analysis is a vital component of any business strategy. You need to understand the market and how other companies are meeting your customers’ needs. You should have an offer that differentiates itself through features, process, value or philosophy. But you shouldn’t obsess over your competition.

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What Quidditch can teach us about running an effective agency

With the World Cup, Wimbledon and the Tour de France just around the corner, 2018 is promising to be an exciting time in the world of sport. At ESM Inbound, our sports-following habits may be sporadic at best, but what we do love is finding inspiration for our business (and yours) pretty much anywhere. So we’ve been thinking about one sport we can always get on board (or on broom?) with – and since this sport’s lesser-known World Cup is also due to take place this summer, it seems the perfect time to take a closer look at what it can teach us about running a fantastic agency: that sport is Quidditch.

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How to build a strategy for selling to schools

How did you plan your last journey? I doubt that you simply started walking in a random direction, hoping that you'd end up in the right place. Nor did you simply get on a random train, only to act surprised when you went in the opposite direction to your destination. So, why would you take this approach when it comes to your selling to schools strategy?

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