Monthly Marketing Reflections: Why Brand, Referrals, and Patience Still Matter More Than AI Buzzwords

Attending BrightonSEO this year left me buzzing - not from too much caffeine (although that definitely played a role), but from the overwhelming clarity that brand is having a moment.

The Rise of Brand in a Clickless Search World

Search behaviour is shifting fast. With Google’s ever-evolving SERP features and the rise of AI answer engines, only around 40% of searches now result in a click. That means fewer people are landing on your website straight from a search. So if you’ve been treating SEO like the golden ticket to leads, it’s time for a reset.

People are discovering brands before they search. They’re hearing about you in newsletters, podcasts, from colleagues, at events - and yes, from great brand content that lives beyond product pages. If your brand is forgettable, your click-through rate will be too.

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"How Do I Get My Brand on ChatGPT?"

This is a recurring question from our clients at the moment. And the short answer? You don’t. Not directly, anyway.

Being recommended by ChatGPT or other generative AI tools isn’t about hacking a system. It’s about being everywhere a trusted brand should be: on well-structured, helpful websites, getting mentioned by credible sources, and building a consistent online presence over time.

So forget the AI panic and focus on the foundations:

• A solid, content-rich website
• Articles and resources worth linking to
• Organic, natural mentions from third-party sites

AI pulls from what's already out there. The long game of SEO and reputation building is how you show up in that world.

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"Wait Jess, Did You Just Contradict Yourself? Should I Do SEO or Not?"

What I'm trying to get at is that, now more than ever, businesses need a well thought out marketing plan that covers more bases than one. Brand, content, good websites... they all contribute towards business success.

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Referrals: Still Gold for B2B

Even with the fancy tech, referrals remain the holy grail for B2B marketing. People trust people - and thoughtful gestures go a long way.

Here are a few client-inspired ideas:

• "Moments of joy" client care – Our client Paradigm Norton brings clients their favourite biscuits to meetings. It’s small, but unforgettable.
• Tactile thank-yous – The team at Storm sends cards and thoughtful gifts in the post to new or loyal clients.
• Delight over discount – Instead of a price cut, why not offer something unexpected that makes people smile?

When someone feels seen, they’re far more likely to say, “You should speak to X.”

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Patience Beats Leap-Frogging

We see it too often: a founder tries something for one month, doesn’t see immediate ROI, and jumps to the next thing. Rinse and repeat.

But the best marketing isn’t reactive - it’s strategic and consistent. Don’t chase the shiny new tactic every few weeks. Instead:

• Make a clear plan for the next 12 months
• Prioritise fewer, better-executed initiatives
• Review, adapt, and stick with it

The leapfrog mentality is the enemy of long-term growth.

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And Finally - Webinars Aren’t Dead

Still think webinars are 2020's news? Think again.

When done right - targeted niche topics, clear value, and the right audience - webinars still convert MQLs. They create a reason to engage, learn, and ask questions in real-time. And they’re a brilliant format for repurposing into blog posts, clips, and nurturing content.

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All in all?

If you’re feeling overwhelmed by AI buzz or sluggish metrics, come back to this:

• Brand is the new battleground in a click-light search world
• Referrals come from delight, not discounts
• Consistency wins over chaotic flurries of activity
• Webinars work - if you know your niche

And if in doubt? Take a moment, grab a coffee, and write your marketing plan for the year ahead.

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