Most companies we meet are not short of marketing. They are short of marketing that adds up.
There is an agency running paid search, someone else doing SEO, an email tool nobody has logged into since the person who set it up left, and a social account posting into the void. Every supplier reports on their own numbers and every set of numbers looks fine. Meanwhile the business cannot say which of it is actually working.
That is the problem Axiom Flux exists to fix. We build marketing systems where the parts feed each other, and then we run them.
Who you would actually be working with
Axiom Flux is Ian Duncan. Thirty years in digital marketing across search, paid media, email and marketing automation, and more recently the problem of getting businesses named by AI assistants. He founded the company in 2024 to do the work he had spent three decades watching agencies get wrong, namely joining the channels up rather than running them in silos.
The team is deliberately small. That means you deal with the person doing the work rather than an account manager relaying messages, and it also means we are the wrong choice for anyone who needs a large delivery team. We say which below.
| Detail | Verifiable at |
|---|---|
| Axiom Flux Limited, company number SC826619 | Companies House |
| Incorporated 22 October 2024 | Companies House register |
| Registered in Scotland, based in Fife | Companies House register |
| Ian Duncan, Founder | LinkedIn and the author page on this site |
We put that in a table because our own guides argue that authority is a set of facts somebody can check, rather than a tone of voice. Making that argument and then not doing it would be a poor look.
What we publish, and who quotes it
We research this sector properly and give the results away. Ten guides and market reports so far, all written in house, all with sources listed and dated.
The volume is beside the point. What matters is that other people use them. PolicyBee, an insurance broker who ranks first in Google for UK aesthetics industry statistics, cites the Axiom Flux market report as a source for their market size figure. So does Aesthetic Launch Lab. Neither has any reason to be generous to us.
Being cited by the people you compete with for attention is the only marketing proof we would put much weight on, and it is the same thing we build for clients.
- UK Aesthetics Industry Report, which reconciles market size figures that differ by fifty times across published sources.
- UK Financial Services Industry Report and UK Home Improvement Industry Report, doing the same job in those sectors.
- Generative engine optimisation, answer engine optimisation and how to get cited by LLMs.
- Entity maps and E-E-A-T for AI search, which are the mechanics underneath the rest.
What we do
Six things, meant to be bought together rather than separately.
AI search optimisation
Getting your business named when somebody asks ChatGPT, Perplexity or Google's AI Overviews for a recommendation. New, moving fast, and still treated as ordinary SEO by most agencies.
Search engine optimisation
The technical work, the on page work and the content, aimed at organic visibility that holds up rather than spiking and fading. In regulated sectors that starts with what you are allowed to say, which is why our clinic SEO guide opens with the advertising rules instead of keyword research.
Paid search
Campaign strategy, build and management across Google and Microsoft, with a close eye on what each pound returns.
Marketing automation
The repeatable work handled by systems shaped around how your business already operates, rather than how a piece of software wishes it did.
Email marketing
Lifecycle and campaign work, starting with list health, because a beautiful sequence sent to a dead list achieves nothing.
Strategic marketing
The layer holding the other five together and deciding what gets priority when the budget will not stretch to everything.
Sectors we know properly
We work outside these, but this is where we have done the research rather than just the campaigns.
- Medical aesthetics clinics, where prescription only medicine rules decide what can be advertised before any marketing begins.
- Aesthetics training academies, selling to practitioners rather than patients, with a different set of advertising permissions.
- Financial services, where a promotion has to be approved before it runs and FCA interventions nearly doubled in a year.
- Home improvement, where the certification regime is being rebuilt and green claims are an enforcement priority.
How we work
We start with your numbers. Once we can see where growth actually comes from, we work backwards to the channels that move it. Fairly often the honest recommendation is to do fewer things and do them properly.
Then we build it. Strategy nobody implements is an expensive document, and doing the delivery ourselves means we find out quickly when something is underperforming. We would rather discover that in week two than in the quarterly review.
You get reporting that says what changed and why. If a channel is not earning its place, we will tell you before you ask.
Where we work
We work with clients across the UK and internationally, from Dundee to New York.
Whether we are a fit
We work best with businesses that want one team accountable for the whole picture, and particularly with those in regulated sectors where getting the compliance wrong is expensive.
We are the wrong choice if you already have a strong in house team and need a specialist for a single channel, or if you need the capacity of a large agency. In either case there are better options than us and we will happily point you at them.
If the joining up is the problem, tell us what is going wrong. We will give you an honest answer about whether we can help, including when the answer is no.