I have to apologise for not having written for about 3 months. I have been flat out and never far from my thoughts, the newsletter has always been the item pushed down the todo list. When this last happened to me in the late 1990's it ended up being to my cost. So - pen to paper again.

In this letter I want to highlight some of Google's latest news regardless of Facebook being the major headline grabber over the winter. F/B still remains an appropriate marketing platform for only some types of enterprise, whereas Google's usage is specific and universal.

I also want to highlight a specific client project I have been working on which represents some "firsts" for Briquesetclics (coincidentally in tune with Google's next moves!).

I am also altering my own approach to market with two clear years of Briquesetclics operations and 26 clients later (plus a number of near-misses) the path ahead for me is becoming clearer and I wanted to touch on that too.

What Google is thinking about

Matt Cutts (Google's unofficial spokesman) sketched out Google's direction at the last Pubcon conference in Las Vegas in November last year.

(Realising everything Google does is additive, not cannibalistic this does not mean abandoning previous SEO good practice but it does show where Google is looking next.) Cutts highlights the following big 5 areas of focus: Read More more...

International Casting

Fashion model agency London

Still with some minor amends to work through with the owner of this UK model agency I did want to highlight this site at this point as it builds coincidentally well on Google's "next steps" above, so the timing is great.

"Is your website working for you?" is always the key question at stake when new clients talk to me, although how we resolve their marketing is always different. I won't go into the specific issues confronted by the client, although you may be interested to read my views on "CMS" packages compiled from a number of similar client experiences I have seen and dealt with.

For me the solution to International Casting's web marketing needs revolved very clearly around leverage of Social Media and Mobile and you can read more of what I have done for them here... more...

Where next Briquesetclics?

The last two years have seen some very clear distinctions emerge for me which now prompt my next steps:

a) While I started and will continue to work for startups and micro enterprises, the core of my clientele is larger, established companies. I have also had some very near misses in recent months engaging with some very well established companies with exciting marketing requirements. It is time to "up my game" and make a better case for my expertise - part of this pitch is my social media and web marketing "brain" which is now open to the world.

b) All my clientele has turned out to be English speaking although the need for French translation doesn't go away. A very interesting portion of client queries turns out to be companies external to France who are in search of French and European markets but who need that link between English and French in order to communicate and operate. This tells me that my french proposition and translation capabilities are relevant but that I need to alter my French pitch less towards native French companies than to overseas companies seeking to expand in France.

c) I have become convinced I need to make it clear I am an independent consultant who can bring an expertise and objectivity to clients that agencies cannot (agencies being referred to by more than one client as "black holes": reinforcing rather than dispelling John Wannamaker's observation "I know that half of my advertising money is wasted … I just don't know which half!"). I had previously seen it necessary to use the "Royal We" to convery size, but client feedback suggests to me I stay vocally "single". Interestingly, it has been the larger companies seeking to expand in France who have actually stated a preference for dealing with knowledgeable individuals rather than than agencies.

As part of this overhaul I shal shortly be moving my newsletters over to a more robust, professional system. If you do not mind, I shall be sending you a polite letter from the new system asking you to "Opt in" to receive further newsletters. I do very much hope you would like to do so and continue the journey with me.

Richard

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