Embracing Sustainability and Supporting Green Tech in a Climate-Conscious World

In an era marked by climate change and environmental awareness, embracing sustainability isn’t just an ethical choice, for many firms, it’s a strategic one. Businesses across the world are recognising the value of aligning their brands with environmental stewardship. Here at Shrewdd, we have over 20 years of experience in successfully supporting sustainable and Green Tech brands, helping them navigate the complexities of the market and the changing demands of their environmentally conscious customers.

Sustainability as a marketing advantage

For us, sustainability is more than just a principled pursuit; it’s a marketing advantage that resonates with a growing global audience and our longstanding Green Tech and sustainability clients understand this perfectly.

As more and more consumers make conscious choices about where they spend their money, prioritising companies that demonstrate a responsible approach to the environment – and as an extension, moving towards companies with a green alternative solution – the connection between sustainability and market success is becoming increasingly clear. By focusing on sustainable and green principles, brands can tap into these shifting consumer behaviours, driving not only sales but positive societal impact.

The demand for green products and services, and the interest in Green Tech solutions is not a fleeting trend; it’s a profound shift that reflects a broader commitment to a sustainable future. This shift isn’t limited to individual consumers; businesses, partners and investors are also placing sustainability at the centre of their decision-making processes.

The numbers bear this out. According to market research, there’s been an exponential growth in the number of customers, businesses and partners seeking a sustainable and green approach in their suppliers.

A recent First Insight report revealed that 72 percent of UK consumers now consider sustainability when making purchasing decisions[i] and Statista reports that in 2022, shoppers globally were willing to pay up to 24 per cent more for sustainably produced consumer goods[ii]. Research for Ernst and Young, also undertaken in 2022, showed that 80 per cent of supply chain executives were increasing their efforts toward sustainable supply chain operations[iii].

As a company that has seen these values in action for over two decades, the team at Shrewdd understand the nuances of this demand and how to leverage messages.

Expertise in green messaging

Our approach when supporting companies within the Green Tech and sustainable sectors is not just targeted but also multifaceted and effective. We understand what resonates with different demographics and use this to create content that inspires action and connects with the underlying values of your target audience.

From social media and content strategies to SEO optimisation and public relations, our tactics reach audiences with impactful messages, emphasising both the practical and ethical benefits of a Green Tech or sustainability led brand. We create integrated B2B marketing strategies that align with our clients’ green credentials, reflecting the values of today’s eco-conscious .

With two decades of experience, a passion for sustainability and Green Tech as well as a commitment to continual learning, we provide tailored solutions that resonate with the climate-conscious generation. Whether it’s a comprehensive marketing campaign or focused brand messaging, our expertise is geared towards making our clients’ messages heard, appreciated and acted upon.

We’ve promoted sustainability messages for Green Tech and Sustainability brands and beyond, including university spinouts, start-ups and leading FTSE companies, securing national and international press coverage in publications and relevant online industry websites. At the same time, we’ve launched new brands, new products and developed successful social media campaigns for a multitude of audiences.

If you’d like to learn more or discuss how we can help you, send an email to alflombardi@shrewdd.com.


[i] https://yougov.co.uk/topics/resources/articles-reports/2022/01/24/shoppers-prefer-sustainable-products-while-retaile

[ii] https://www.statista.com/statistics/1377869/global-shift-to-buying-sustainable-products/#:~:text=As%20the%20fight%20against%20climate,for%20sustainably%20produced%20consumer%20goods.

[iii] https://www.ey.com/en_gl/supply-chain/supply-chain-sustainability-2022#:~:text=EY%20teams%20research%20found%20that,larger%20focus%20on%20ESG%20initiatives.

Micro Agencies – leading a charge

In the post-pandemic market, smaller micro-agencies can offer as much, if not more than their larger counterparts in the battle for new clients. Claire Frankland, Creative Lead at Shrewdd Marketing, explains why smaller agencies might be gaining traction.  

In the world of B2B outsourced marketing, it’s widely believed that larger companies will opt for the leading large agencies. The assumption is that the biggest players have the resources, the procurement teams and the established relationships needed to win the business. But is this always the case?

More and more decision-makers are turning to smaller agencies, drawn in by the creative and collaborative culture that these agencies can offer. While it’s true that micro-agencies lack the size of larger firms, they make up for it with agility, and a deep understanding of their niche. They are also less burdened by red tape.

One of the biggest advantages of micro-agencies is their ability to quickly explore new ideas and approaches. They operate with non-traditional hierarchies and methods, meaning they can pivot quickly and with minimal disruption.

These firms typically revolve around a central team of individuals, highly skilled in their respective fields, who in many cases have rejected the corporate world to establish and develop their careers in smaller owner-led agencies. Supporting this core team there is often a network of contractors, employees and freelancers, with specialised expertise that can be called upon for specific projects as and when required, making it more cost-effective for clients. This model provides companies and organisations with a flexible format to access marketing services when required.

By focusing on a particular niche, clients can see them as experts in that area – a factor that helps establish trust and confidence in partnerships. There is also the belief that services will be less ‘off the shelf’ and more bespoke. This is something that micro agencies can deliver. Team members may have often honed their skills as part of big programs of work, so they know the level of quality expected.

It could be argued another advantage of partnering with micro-agencies is they offer a level of collaboration that is challenging to achieve on a larger scale. They have the ability to become more deeply involved, as they have easier access and greater flexibility.

Micro-agencies are also highly valued for their ability to quickly generate intelligent ideas and act as a valuable resource. Their appeal lies in the close working relationships they foster, with companies gaining access to a small team of experienced professionals.

Should larger agencies be concerned about the development of micro-agencies? Not necessarily. Some micro-agencies work in partnership with larger agencies, often collaborating on projects or offering white-label services. They are also less likely to pitch for large projects that they are not geared up to deliver on.

Small, agile and disruptive agencies have always been around, however, in the current market, large companies and organisations are finding more value in working with them.

Celebrating 20 years in the industry, Shrewdd Marketing is a micro-agency with extensive experience and expertise in developing and implementing successful digital and traditional PR campaigns and social media marketing strategies for B2B clients. The company operates across various sectors, including sustainable technologies and services also manufacturing, amongst others.

To learn how our dynamic and forward-thinking agency can energise your marketing and PR, give us a call on 01422 363424 or email us at info@shrewdd.com.

Print is dead, long live print

For years, as the world rushed towards a digital future, the demise of traditional print media had been predicted. With the ongoing evolution of online, print seemed like an old-fashioned way to reach customers. It was unsurprising then that in the years prior to the pandemic, print had been declining – we saw print media consolidation and publications closing their doors for good.

However, it appears that print’s popularity has been underestimated! While print media may not be as prolific as it was 20 years ago, when Shrewdd Marketing was founded, print and particularly print media for B2B businesses remains well and truly part of the marketing and PR mix. Here’s why:

1 – Print is tangible: Magazines are physical items and there is a significant portion of the B2B sector that still enjoys having a physical, colourful copy of a magazine in their hands, something they can touch, feel and flip through. And who doesn’t like the smell of a freshly printed magazine (or is that just me!)

2 – It has longevity: Printed journals frequently stay in circulation longer, as many people hang on to them. It’s easy to close a ‘window’ with a simple click, while on average a B2B magazine changes hands several times and can be passed from one manager and/or executive to the next.

3 – Print is credible: Dare I say in some circles (specifically certain age groups!) and job roles, print media is considered to be more credible than digital. People who subscribe to magazines often do so because they believe the information contained therein is accurate and reliable and is edited by a trustworthy source. 

4 – It’s a staple in the quest for industry knowledge: B2B publications frequently tackle complex industry issues, giving high value to readers with a combination of industry trends, company news and relevant thought-provoking content.

5 – Helps reach wider audiences: Just because a publication is digital doesn’t mean it shouldn’t or doesn’t have a print edition. In fact, it adds to their circulation. How many of you have started attending conferences, exhibitions, and seminars again? Let’s be honest, it’s great to walk away with something in a lovely bag.

While digital is here to stay, print undoubtedly still has a lot of life left in it, remaining a crucial platform for many, particularly when paired with a strong digital strategy.

In fact, at Shrewdd Marketing we believe that print can not only support but can amplify the impact of other channels while increasing the overall effectiveness of marketing and PR campaigns. When combined with digital, print can be powerful, it can leave a lasting impression, and it can maximise engagement and reach. 

Also, just because print journals are considered a more traditional medium doesn’t mean they have to adhere to tired marketing clichés. It may be a traditional content marketing staple, but it can be used in unique, creative and innovative ways.

Of course, a question to consider is whether print is sustainable. And the answer may surprise you!

According to the Confederation of European Paper Industries, the paper, pulp and print sector is one of the lowest industrial emitters of greenhouse gases, accounting for 0.8% of European emissions (2019). The print industry also uses certification schemes to ensure that paper comes from a sustainable source. The Forest Stewardship Council (FSC) and the Programme for the Endorsement of Forest Certification (PEFC) are the most recognised accreditations associated with sustainable paper products in the UK, however, they aren’t the only sources of responsibly produced paper. What’s more, paper is also incredibly easy to recycle.

It is safe to say that the digital era has not yet killed off print. If anything, it has drawn into sharper focus just how much of an impact print can have. To me at least, it is very clear that print is still alive and very relevant, and I look forward to receiving the hundreds of magazines we receive each month from kind publishing houses.

That said, I recognise that like a lot of things, print is evolving in an effort to adapt to modern times. That’s why I say… print is dead, long live print…!

By Alf Lombardi

2003 to 2023: Time flies

Twenty years ago, the world was a completely different place to what it is today. As Shrewdd Marketing celebrates its 20th anniversary, please allow me to look back on our journey while reflecting on the evolution of public relations (PR).

When we opened our doors in Halifax in 2003, Tony Blair was prime minister (the country has changed leadership six times since then), England won the Rugby World Cup, and Concorde made its last flight.

In terms of running a PR and marketing business, press releases were distributed via fax, connecting to the internet happened via a very slow dial-up connection, websites were essentially just electronic brochures, and social media was virtually unheard of.

While the world around us has evolved with the ongoing advances in both society and technology – we survived the 2008 recession, London hosted the Summer Olympics in 2012, we endured the Covid-19 pandemic, and we bade farewell to Queen Elizabeth II in 2022 – so too has the world of PR.

20 years ago, PR wasn’t driven by the digital options available to us today. Where once traditional PR focused on offline visibility, distributing press releases and news in a one-way communication funnel (via Royal Mail), monitoring the media, and placing stories, modern PR has morphed into an industry that touches almost every aspect of business and has reinvented communication as we know it. It has brought brands online, allowing them to broadcast information in real-time and have an actual conversation with their audiences.

In fact, the rise of digital technology has played a major role in the PR industry’s evolution, making the dissemination of information quicker and easier than we ever could have imagined. Social media has been a key driver, and PR professionals have adapted, learning to navigate each new platform by strategising how to manage, create and post content. This, however, doesn’t mean that print is dead (look out for my next blog!).

Additionally, the advent of the smartphone has enabled PR practitioners to accomplish a lot more in a lot less time, e.g., managing an off-site event while sending and receiving emails, posting to social media, proofreading copy, and liaising with a client on the go.

Bill Gates is often quoted as saying: “If I was down to my last dollar, I would spend it on public relations”. However, another famous phrase, “Content is king!”, is also attributed to him. It came from an essay he wrote and shared with his Microsoft employees in 1995.

The creation and dissemination of quality content is one aspect of the PR industry that hasn’t changed, and it has remained a key service and area of expertise for Shrewdd Marketing. What has continued to evolve, however, is the how, what, and where content is shared. In the words of Richard Branson, “A good PR story is infinitely more effective than a front-page ad.”

As with everything in life, Shrewdd Marketing has had to evolve, adapt, and keep up with ever-changing technological requirements over the past two decades. Gone are the days of offering a static, traditional public relations offering. Today, we are a digitally savvy agency with skilled PR, content and design experts.

I’d like to think we’ve coped well with these changes, especially considering the speed at which it has affected not only the industry, but the world at large. And although many things have changed since our humble beginnings in 2003, some things have remained the same – we are still an owner-managed agency, we continue to deliver the highest quality of work, and we remain true to the principle of putting our valued clients first to ensure we deliver ROI.

We are extremely proud of the milestones achieved along the way, such as setting up a design team in 2010, renovating and moving into our current offices in 2013 – a beautiful Victorian building in the heart of Halifax, my hometown and a town which has since been called the ‘Shoreditch of the North’ thanks to a thriving music, film and creative arts scene – and winning our first industry awards in 2014.

Over the past 20 years we have delivered exceptional service, creativity, and strategically aligned results to B2B brands across the UK and internationally. Through our vast experience, personal approach, and cost-effective business models, we have gained loyal clients across multiple sectors and industries, including sustainable technologies, green tech, chemicals, engineering, lighting, logistics and construction.

It has certainly been a memorable journey, and we are very proud of the long-term relationships we have been able to sustain with many of our clients.

By Alf Lombardi

Social media is a must for B2B companies

B2B buyers are increasingly turning to social media to stay informed about their industry, to connect with their peers, and to make purchasing decisions – 75% of B2B buyers and 84% of C level executives turn to social media before making purchasing decisions.

In fact, social media is one of the most efficient and effective ways for B2B companies to build their brand and connect with their audience, which is why a well-designed social media plan should form part of every B2B company’s integrated marketing plan.  

There are several reasons why B2B companies should use social media, including:

  • Establishing your brand identity: A strong social media presence with a targeted and relevant content marketing strategy can help establish, build and maintain your company’s reputation.
  • Amplifying your PR efforts: Social networks are ideal for amplifying your PR efforts and, as a result, boosting your reputation in your industry. Social media channels are especially valuable for sharing, repurposing, and using PR to support your overall marketing efforts.
  • Cost-effectively promoting your content: One of the key benefits of social media is that it is cost-effective, making it ideal for distributing all types of content. With the right audience and quality content, organic posts alone can deliver outstanding results. Even paid promotions aren’t very expensive.
  • Connecting with customers: Another benefit of social media is its ability to stimulate brand-customer interactions and social media channels offer B2B companies an ideal vehicle for driving conversations around their products or services. A solid social media presence coupled with great content will elicit engagement and positively position your business in the market.
  • Providing better customer support: Social media offers the perfect channel for providing an exceptional customer support experience as customers can quickly contact and deal with your business. It allows you to control the situation, display efficiency, and mitigate reputational risk.
  • Humanising your brand: People will have a hard time connecting with your business if they don’t know the people behind it. A major benefit of social media is its ability to put a human face to a brand and to showcase the people involved.
  • Understanding your audience: Social listening can help your business gain a better understanding of your audience. It is a great way to really understand what topics your audience is interested in, what conversations they’re following, and what resonates with them. These insights can be used to optimise your messaging.

Social media is a great tool for building engaged audiences and a loyal community of followers who are interested in what your company has to offer. If your B2B business isn’t currently enjoying the benefits mentioned, or if it’s time to revamp your social media efforts, we can help.

With nearly 20 years’ experience and expertise developing and implementing successful digital and traditional PR campaigns for B2B clients in various sectors, including sustainable technologies, services, manufacturing, logistics and construction, amongst others, we have extensive experience in developing and implementing successful social media marketing strategies.

To learn how we can help your business with exciting and engaging social media content that cuts through the noise, why not give us a call on 01422 363424 or email us at info@shrewdd.com.

Making the case for case studies

Case studies can often be overlooked when putting together a marketing communications strategy, which is unfortunate, as they are a powerful method to communicate expertise and capabilities.

Case studies are a particularly effective tool in the consideration stage of a customer’s journey, when they are actively comparing solutions and providers to solve a challenge they’re facing. This is because they not only offer a deep and exclusive look into how the customer can benefit from your products and/or services, but they also demonstrate quantifiable results, whilst providing proof of the value of your solutions by means of direct endorsement from satisfied customers.

Maximising value

There are several ways to use case studies, once written, to maximise value. The most obvious is to showcase them on your website. After all, when a customer is thinking of reaching out to you, visiting your website is likely to be one of the first things they’ll do.

Case studies are also great for sharing on social platforms, especially if they include interesting facts, impressive metrics and compelling quotes.

Additionally, case studies can be re-purposed as blogs or video content, both of which are powerful ways to communicate your value proposition. If your business has a podcast, you can even invite the customer to join you and share their experience.

Finally, you can add a link to your latest case study into your email signature, or use it in presentations to potential customers, as well as at networking and trade events.

Business benefits

The following are just some of the benefits of creating case studies:

·      Showcases your products and services: One of the more obvious benefits of creating and sharing case studies is showcasing what your products or services are and the tangible value they bring to your customers

·      Demonstrates your expertise and success: The point of a case study is to illustrate what sets you apart from your competitors and how your product or service gets results. By providing credible evidence backed by numbers, data, and analysis, case studies can show potential customers with a similar challenge how they can achieve comparable outcomes

·      Establishes credibility and trust: Instead of you telling prospects how great your brand is and how effective your products or services are, case studies let your customers do it for you, by endorsing your brand, establishing credibility and trust

·      Boosts SEO: Case studies that are informative and engaging will drive visitors to your site, signalling to search engines your content is interesting, valuable and relevant.

·      Supports sales: Having a selection of case studies can be hugely beneficial to your sales team, as it will allow them to show prospects with specific challenges, how similar problems were resolved by your company’s solutions.

As a B2B business, compelling case studies can be the difference between a prospective customer choosing your business over that of a competitor. If you are looking for a way to demonstrate your company’s value and convince customers you are the best choice, it’s time to create some case studies.

 With nearly 20 years’ experience and expertise developing and implementing successful digital and traditional PR campaigns for B2B clients in various sectors, including sustainable technologiesmanufacturinglogistics and construction, amongst others, we are well versed in crafting compelling case studies.

Four common business challenges PR can solve

If implemented correctly, PR can help solve a few common challenges many businesses face. Here’s how.

Challenge 1: Why won’t customers believe us when we say we’re the best?

Simply stating that your company or product is the best is not an effective PR strategy. Why? Because you need to prove it, preferably through third-party endorsements. Highlighting why your company or product is indeed superior to your competitors’ is a business challenge PR can help you solve. After all, the goal of PR is to showcase what sets your company apart and to highlight why potential customers should pay attention to you.

Challenge 2: Why won’t customers listen to us?  

Even if your organisation employs the best and brightest, customers are generally wary of people and companies they’ve never heard of. A key component of an effective PR strategy is expert positioning, which amplifies the voices of the experts in your organisation and establishes them as industry thought leaders. This recognition can give your brand an immense boost.

Challenge 3: Why won’t customers engage with us on social media?

From new products and company milestones to marketing campaigns and beyond, social media allows your organisation to boost positive mentions and keep customers in the loop – but only if they are engaged. PR is hugely effective in promoting engagement through content that is interesting, positive, insightful, and actionable, and can help spark positive conversations about your organisation.

Challenge 4: Why won’t customers stay loyal to our brand?

Ineffective communication can seriously harm your company’s reputation. Through a constant, consistent, and insightful communication strategy, PR can help your organisation maintain its reputation, boost customer retention, and improve brand loyalty.

PR isn’t a magic wand that can fix everything, but a smart PR strategy can help your business face and successfully overcome several common problems. To learn more about how an integrated traditional and digital B2B PR campaign can help your business, why not give us a call on 01422 363424 or email us at info@shrewdd.com.

Benefits of B2B blogging

Blogs are an invaluable tool for any business wanting to attract new customers, build brand loyalty, and become an industry leader. Regardless of business size or industry sector, a B2B blog offers a host of benefits.

These include:

  • Increasing traffic to your website: A HubSpot study has shown that blogging increases website traffic by 55%. The secret lies in frequently and consistently posting informative, well-written blogs created with customer engagement in mind.
  • Connecting with visitors: Blogging provides a way to connect with visitors. It can be used to showcase products, highlight services, explain technical aspects, or share industry insights.
  • Becoming an authority: Regularly posting high-quality, high-value content on your company’s niche will boost credibility and help establish your organisation as an industry leader.
  • Broadening your reach: Every blog post published gives you an opportunity to increase your company’s reach by sharing it on your social media channels. It also enables your audience to share your blog with their connections.
  • Boosting SEO: The number of inbound links found on your website is very important as they signal you as an authority to search engines, which improves SEO rankings. Companies that blog have 97% more inbound links.
  • Gaining valuable backlinks: By creating high-quality content that other sites are willing to reference you can get backlinks, which will enhance your SEO rankings.

What should your company blog about?

The most obvious answer is to blog about how your products or services benefit your customers and the industry, but the options are endless!

You can blog about how your sector has changed and make predictions about future trends; you can report on regulations or policies that impact your business or clients; or you can highlight industry advancements and innovations. You can also share case studies, expert interviews, and relevant infographics.

Other popular blog topics include debunking industry myths, addressing frequently asked questions, and revealing best practices, tips, and tricks. With a bit of brainstorming, you will undoubtedly be able to add even more great ideas to the list.

While adding a blog to your marketing strategy may seem unnecessary, it’s worth it. Not only do businesses that blog often see a significant return on investment, but they also soon realise that it is a great opportunity to engage with, inform and educate existing and potential clients.

We have a dedicated team of content creators who can write engaging, high-quality B2B blog content for your business. Why not give us a call on 01422 363424 or email us at info@shrewdd.com.

How to utilise touch points

With it taking an estimated six to eight ‘touches’ before a company may even decide to contact you (Salesforce), knowing how to best create ‘touch points’ is a must when achieving B2B marketing sales.

You may wonder what exactly constitutes a touch point, luckily, they come in many forms and for them to be at their most effective, should be delivered in a variety of ways and over a period of time.

Touch points can be anything from a phone call, literature, a physical connection (meeting or networking event), an advert, seeing your logo or sponsor in a brochure, social media posts, receiving an email or word-of-mouth.

With businesses searching out information about you through different avenues – a huge 94% of B2B buyers conduct research online before making a purchase, (Forbes) – ensuring you engage with your audiences at every stage of the buying journey is essential.

In today’s digital world it takes 52% more touch points to close a deal (Bright Funnel), which emphasises the value of having as much readily available information about your company, products and services as possible, as it will all help potential customers make an informed decision.

It takes time to consistently represent your brand through touch points and there isn’t always the capacity in-house to do it as effectively as you might wish, which is when an experienced agency that has a team of content writers, social media experts and creatives can be of value. Saving you time and giving you peace of mind.

It is no longer enough to simply write a piece of literature, with so much competition, there is an ever-growing need to deliver multi-channel marketing campaigns that reach potential buyers.

At Shrewdd we have been implementing creative, innovative and meaningful marketing campaigns since 2003. With an experienced team, we know what makes for great marketing and why sometimes, companies need guidance. Whether you feel you need assistance with content marketing, social media, PR, branding, website development, advertising, digital, strategy or SEO, get in touch, we have the expertise to help.

8 reasons to invest in PR

The marketing landscape is constantly evolving and in the digital age, the value of public relations (PR) – both traditional and digital – is often questioned. But what companies should really be asking is whether they can afford not to invest in PR?

No doubt there is an increased reliance on the internet today and marketers have a plethora of channels available to them where they can communicate and engage directly with their clients. But capturing and sustaining people’s interest in a company or brand requires more than that, which is why companies should be embracing public relations as a key part of their long-term marketing strategy.

To be clear, in this scenario digital and traditional PR are not mutually exclusive. In fact, integrated campaigns using both digital and traditional PR can be a game changer as it allows businesses to amplify their impact while maximising their budget.  

As you prepare your business and budget for 2022, here are eight reasons why you should invest in PR.

  1. PR inspires trust and cultivates credibility.
  2. The unbiased endorsement of your products or services through the right online or offline channels helps build brand perception and fosters engagement.
  3. PR is the key to shifting narratives when an industry goes through a disruption.
  4. It is an important tool for rebranding or building an industry presence.  
  5. If something goes wrong and a speedy response is required, PR is on the front line, taking care of your reputation.
  6. Thought leaders influence peers and help shape trends. By consistently placing thought leadership pieces across the right online and offline channels, your leaders can be positioned as trailblazers while simultaneously humanising your brand.
  7. Mindshare usually determines how well clients receive a product or service, and organic media coverage achieved through PR can meaningfully boost your company’s mindshare.
  8. Finally, earned media coverage can be a significant driver of high-quality leads.

When considering your overall marketing strategy, PR should ultimately steer the ship. By investing – or continuing to invest – in PR, your business can reach the right audience, with the right message, at the right time.

With nearly 20 years’ experience and expertise developing and implementing successful digital and traditional PR campaigns for B2B clients in various sectors, including sustainable technologies, services, manufacturinglogistics and construction, amongst others, we are well versed in producing informative content for our established media contacts, in turn delivering tangible ROI for our clients.

To learn more about how an integrated traditional and digital B2B PR campaign can help your business, why not give us a call on 01422 363424 or email us at info@shrewdd.com