It's easy to produce a lot of content right at the start of your content marketing campaign and then to pull back as you either get distracted or are disappointed by the initial results of the campaign. As easy as it is to lose heart, it's important that you don't as a good content marketing campaign will build in effectiveness over time. If you give up too quickly, you'll never truly know the impact your campaign could have made. You can avoid this problem by producing a realistic content schedule right at the start of your project. Make sure that you plan things for at least the first three months so that there is time for you to establish a sensible
Year: 2019
Tracking the return on your marketing spend
There's an old saying about marketing that's no longer true (if it ever was): "I know that half of my marketing spend is a total waste of money, the only trouble is that I don't know which half". Nowadays, there is absolutely no excuse for thinking like this thanks to the number of marketing services that make it possible to track the impact of everything that you spend right down to the very last cent. Tracking your spend online Tracking the effectiveness of your online marketing spend can be relatively straightforward and, if you're not already doing it, you really should be. All you need to do is get hold of a tool like Google Analytics and place the relevant code snippet
Are you getting the message right?
It might sound obvious but every single piece of marketing that you ever put out has to have a message. However, this doesn't mean that it has to convince every single person who sees it to buy your product. Nowadays, most people need to see multiple ads and reviews for a product or service before they decide to buy. However, it's important that you stop to consider what you want the person who views the ad to think and how it will change their attitude towards you and your product or service. To work out what message you need to send, you should first think of who will be looking at your advert. If that person is just doing some initial
Are You Marketing to the Right Audience?
When companies start putting together their marketing strategy, it can be tempting for them to try to reach the widest possible audience. After all, one might assume that the more people who are in your audience, the more likely it is that one of them will decide to buy your product or service. Marketing science and experience, however, shows that this isn't the case. Marketing campaigns tend to be most effective when they send a message that is relevant to a particular audience. A dull, generic message that talks to a wide group is far less likely to be effective than a direct and specific message that speaks to a smaller one. Example: How to Select Your Audience Let's look at a working
Getting your website ready for the mobile age
If your website experience still isn't up to scratch on mobile devices then you're really playing with fire. Google may still be in the process of rolling out its mobile-first indexing update but in a few months, it will be active on all searches. This means that websites that provide a poor experience on mobile devices, including those that redirect visitors on mobiles to a mobile-specific version of the site, will suffer in Google's search results. How to ensure your site is ready for the new index To avoid being penalized by the new setup, all websites must use what is known as mobile responsive design. This means that all of the elements of your site can rearrange themselves to look good
What you need to know about search engine optimisation
Search Engine Optimisation, better known by its initialism SEO, is the name given to the process of improving a website so that it appears as high up as possible in the results of search engines like Google. SEO has become an increasingly important part of almost all online marketing campaigns as more and more internet users turn to Google and other search engines in order to find what they're looking for online. For this reason, a site's Google ranking is vitally important and any fall can cost major websites millions of dollars in a few short weeks. The process of SEO is generally split into on-site and off-site optimization. In this article, we'll give you a brief overview of both of
Is PPC advertising right for your business?
If you've paid attention while you've been using Google, then you've probably noticed that it is possible to buy your way to the top of the results on the world's most popular search engine. This is done through a system known as Google Ads, which allows different companies to bid on individual search terms for the chance to show their website off to potential visitors. This entire system is managed through a fantastically complex algorithm that runs an instant auction between dozens of websites every single time someone types a query into Google. If you're trying to get your business up and running or just want to get what you do in front of more potential customers, then PPC advertising could
Working out the size of your marketing budget
The first time that you sit down and try to plan out your marketing budget can be a pretty scary experience. You will quickly discover that it is possible to spend an almost unlimited amount of money on your marketing activities. If your pockets aren't very deep, it's all too easy for this to put you off the idea of running a marketing campaign altogether. What you need to keep in mind is that spend isn't important, it's the return on investment that it produces. You should be happy to spend more and more money on your marketing efforts so long as the ROI that you are achieving is hitting an acceptable level. The big question for your accountant or bookkeeper
When your marketing needs to stop – identifying problems
No marketing campaign is ever perfect. That's because there is always some way in which it could be tweaked to make things even better. This is why you shouldn't lose heart even if your marketing efforts aren't a massive success straight out of the door. Most struggling campaigns are not fundamentally bad, they just require tweaks and a little more effort to work in the way that their creators hoped they would. This is why it's so important that you set your objectives before any campaign goes live. This way, you'll have a realistic set of targets that you can measure the campaign against. Try to look to previous campaigns and marketing industry benchmarks when you are setting these. Most campaigns
What is content marketing?
Content marketing can feel like it's simply the latest buzzword that the online marketing community has hooked onto. It appeared to come from almost nowhere and pop out almost fully formed about a decade ago. Now, it's almost impossible to read an online marketing blog or talk to an agency without having a lesson about content marketing shoved down your throat. However, it's worth remembering that agencies generally know what they're talking about and people don't tend to jump on this type of bandwagon unless there is a grain of truth in it. Nevertheless, if you're not familiar with the concepts behind content marketing, it can be hard to grasp exactly how it will help your bottom line. In a nutshell,