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bmon.co.uk
The Business Marketing Online Blog
@bmon.co.uk
18 followers 6 following 250 posts
A new blog post about online marketing every weekday from the UK, aimed particularly at industrial, engineering and scientific marketers. Follow here or free by email. Over 4000 posts since 2007 archived at https://www.bmon.co.uk/articles/ for the curious!
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bmon.co.uk
How to create content to top the search rankings in 2026
For anyone interested in creating content to rank highly in the SERPs (search engine results pages) for specific search terms, this is quite simply the best way I know of...
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December 14, 2025 at 2:45 PM
bmon.co.uk
Rethinking the 'About Us' Page
For years, the 'About Us' page has been the quiet backbone of every company website. It's where we explain who we are and why anyone should care. But in an...
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December 11, 2025 at 2:45 PM
bmon.co.uk
Page one still rules search
People are always claiming that search rankings don't matter as much as they used to. The numbers tell a different story. An analysis of billions of clicks and impressions this...
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December 10, 2025 at 2:45 PM
bmon.co.uk
The problem with Ai search conversions
Ai search is sending us some traffic, but apparently it's not buying. One analysis of nearly a thousand ecommerce sites found that referrals from ChatGPT convert far worse than traditional...
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December 9, 2025 at 2:45 PM
bmon.co.uk
Good B2B search advertising copy never dies
In B2B search advertising, good ads don't wear out. They can keep working for years, quietly delivering the same steady flow of leads. That's because our audiences don't see them...
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December 8, 2025 at 2:45 PM
bmon.co.uk
Even smarter business newsletters for 2026
One of my most-read articles this year has been a guide to creating business newsletters in 2025. An update for 2026 may be required! If you're launching or revamping one...
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December 7, 2025 at 2:45 PM
bmon.co.uk
Can we measure those calls to action? If we're lucky.
We'd all like to improve our calls to action. However, without data, every tweak is guesswork. If we're lucky enough to be in the right sector, we might have enough...
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December 4, 2025 at 2:46 PM
bmon.co.uk
Combining psychology and design in the call-to-action
Now that we've been reminded how important the call-to-action is, and how Ai can help us improve what we've got, let's look at the psychology of the website journey. Every...
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December 3, 2025 at 2:46 PM
bmon.co.uk
Let Ai help with calls-to-action, but feed it wisely
Having understood the importance of the website call-to-action, let's turn our attention to writing better ones. This turns out to be a great task for generative Ai. When it comes...
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December 2, 2025 at 2:46 PM
bmon.co.uk
A weak call-to-action can waste almost everything
We spend most of our online marketing time worrying about 'the top of the funnel'. The ads and the SEO can be all-consuming. But things can fall apart at the...
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December 1, 2025 at 2:46 PM
bmon.co.uk
Pre-empting those questions on credibility
When prospects arrive on our website, they're not looking for a sales pitch. They're looking for reassurance. In the few seconds it takes to form a first impression, they're silently...
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November 27, 2025 at 2:45 PM
bmon.co.uk
Frequency does not equal loyalty
It's easy to assume that customers who keep engaging with us are loyal. But in B2B, where buying cycles are long and research-heavy, frequency can be misleading. Loyalty is emotional...
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November 26, 2025 at 2:45 PM
bmon.co.uk
Is Ai-assisted writing a bad thing?
Here's a great article on the giveaways that show an article received at least a little machine assistance. How to tell if writing is AI: The 6 elements of robot...
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November 25, 2025 at 2:46 PM
bmon.co.uk
Micro-trust is our handshake
Research shows users can form design-based judgments in as little as 50 milliseconds (Lindgaard et al., 2006), and those judgments colour their assessment of a website's credibility (Rieh & Danielson,...
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November 24, 2025 at 2:45 PM
bmon.co.uk
Why marketing needs documentation discipline
Marketing and traditional technical authors don't always have a lot to do with each other. Yet they share the same challenge: explaining something complex in a way that a broad...
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November 23, 2025 at 2:46 PM
bmon.co.uk
The rise of the second homepage
For years, our website home page has been the front door of the brand. But increasingly, first online impressions happen elsewhere. Prospects encounter us through LinkedIn pages, Google Business listings,...
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November 20, 2025 at 2:45 PM
bmon.co.uk
Real stories need conflict
So many B2B case studies sound the same. A tidy problem and a perfect outcome. They read well, but they're rarely persuasive. Where's the tension that makes any story work?...
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November 19, 2025 at 2:45 PM
bmon.co.uk
That email branding micro-moment
The email signature is one of our most pervasive and visible brand assets. It's also one of the most ignored. Every day, we send messages to customers, prospects and suppliers...
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November 18, 2025 at 2:46 PM
bmon.co.uk
The future of B2B PR is about being understood
There's always been a link between press relations and search visibility. But with Ai summaries now rewriting how users see information, the purpose of B2B PR is changing. What used...
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November 17, 2025 at 2:46 PM
bmon.co.uk
New tool monitors brand performance
A new tool from the company behind the widely-used Yoast SEO product is an interesting way to track our brand's performance across both traditional search and newer Ai services. 'Visibility'...
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November 16, 2025 at 2:45 PM
bmon.co.uk
What works on LinkedIn now?
Many marketers treat LinkedIn like Facebook — click a few default settings, launch a campaign, and wait for leads. But LinkedIn's defaults are designed for big enterprise budgets, not smaller...
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November 13, 2025 at 2:46 PM
bmon.co.uk
An explanation is a prerequiste for rebranding
B2B companies often announce some sort of rebranding, but too often it's for the wrong reasons. A rebrand should only happen when the existing brand is holding the business back....
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November 12, 2025 at 2:45 PM
bmon.co.uk
More insight into winning the 'AI Overview' war
Google's AI Overviews are changing how our content competes for attention – and this shift could be exactly what many of us in B2B marketing have been hoping for. After...
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November 11, 2025 at 2:46 PM
bmon.co.uk
The art of developing arguments with Ai
I really liked The Emerging Art of Deep Thinking with ChatGPT on the Jeff Bullas blog, which is an exceptional example of good advice on how to get the most...
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November 10, 2025 at 2:45 PM
bmon.co.uk
Machine enhancements for our search ads
If you're wondering why Google is pushing so hard for "Ai advertising," the simple answer is this. The company is certain that the future of search is now powered by...
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November 9, 2025 at 2:45 PM