Black Friday campaigns for small businesses: win the season without burning out
Black Friday is the best shopping moment of the year, but also the time when margins disappear. How does a small business benefit from…
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Articles
Writing about what actually works.
We write about measurement, advertising and search visibility. Every topic comes from client work, not from a content calendar.
Outsourcing digital marketing: what it costs and when it pays off
Outsourcing digital marketing pays off when there is more to do than there is time or skill for, and when the value of one…
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Video marketing for business: five videos you can shoot on a phone
Video marketing no longer needs a production company or a budget in the tens of thousands. A well-thought-out video shot on a phone usually…
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Marketing measurement: four numbers that tell the truth
Marketing measurement usually falls down on the same thing: people track numbers that look good in a report but say nothing about the business.…
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Visitors but no enquiries: a guide to conversion optimisation
Conversion optimisation means improving a site so that a larger share of visitors take the desired action: get in touch, buy or book. It…
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Email marketing: the only channel whose audience you own
Email marketing is the only channel whose audience you own. A social algorithm can change overnight and ad prices can rise, but an email…
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A business blog that generates leads instead of company news
A business blog produces results when it answers the questions customers ask before buying. It produces nothing when it reports company news. The difference…
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Google Ads for beginners: how not to burn the budget on your first campaign
Google Ads is the fastest way to get enquiries online: a campaign can produce its first clicks within hours. It is also the fastest…
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Website redesign: when it is worth it and what it really costs
A website redesign is worth doing when the current site does not produce enquiries, looks dated on a phone, or is so awkward to…
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Google Business Profile: how to reach the map top three
Google Business Profile (formerly Google My Business) is a free company profile that appears in Google search and in Maps. For a local business…
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Instagram marketing for business without it eating the whole day
Instagram marketing works for a business when the content is built on the customer’s interest rather than the company’s news. Reach now comes mostly…
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Why your marketing copy is not selling, and how to fix it
Marketing copy that sells comes from three things: it speaks about the customer’s problem in the customer’s own words, it states the benefit before…
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