Act is all about how to get the initial impact and encouraging interACTion when online users visit your site, Facebook page, mobile app or read their email. You want visitors to act by clicking on to the next link or converting to leads.
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Traditional promotional techniques will only get today’s B2B marketer so far. Digital marketing techniques can support B2B marketing well since B2B relationships are rarely about an immediate one-off transaction. Rather it is about building reputation, demonstrating capability and showcasing credibility.
Content marketing is a vital method of engaging online audiences and using social sharing to reach new audiences too. Our content strategy guides and templates give you the tools to support this process.
Conversion rate optimisation (CRO) isn’t only important for Ecommerce and transactional sites. Every site should have clear conversion paths to marketing outcomes which contribute to the business.
We’ll show you how to increase your conversion, no matter what your type of site through using the right measures and using the right best practices.
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In the beginning, the web was just flat text and images accessed through desktop computers. In this section we cover emerging technologies and innovation.
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Your digital strategy provides a foundation for all of your tactical marketing to engage customers across the lifecycle of Reach-Act-Convert-Engage summarised in our RACE digital marketing planning framework.
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Some say Email marketing is dead. We’re sure there’s a lot of life in yet; it’s still a primary way of engaging customers and one of the most popular topics on Smart Insights.
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If you don’t know where you’re heading, you’ll never know when you get there or whether you’re on track. Setting the right goals for digital marketing isn’t so easy, but our RACE framework should help you select the right goals.
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Google Analytics is a fantastic tool, but to get the most from it and so get more commercial value from your Internet marketing needs careful setup. Our guides take you through the steps to customise it for your business.
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Online lead generation creates new selling opportunities by converting site visitors to prospects. Prospects are classically qualified through completing a profile form and then tailored communications delivered.
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Managing digital marketing will often need new skills, new staff, new technologies and new processes for marketing. It’s a big change! We look at digital marketing governance the – best way to structure teams and update processes in larger organisation. If you’re a team of one you can ignore this section! The bigger the organisation, the bigger the challenge!
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Understanding your customers online is the first step to improving your results from online channels. Next, it’s benchmarking competitors and looking for partners to work with. We’ll show you how to audit your capabilities and identify the best commercial opportunities.
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Mobile marketing is massive already and forecast to exceed desktop Internet access in many developing countries. So every marketer needs to keep tabs on the opportunities of reaching their audiences via mobile and how to make their mobile sites and presences visible and accessible. To learn more take our free mobile marketing healthcheck
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We think Online PR is one of the most cost-effective marketing approaches for all types of business. But it’s difficult to get right since it is often managed by different people and there’s the overlap with SEO and social media marketing.
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The Internet and digital technologies give fantastic opportunities to engage companies with your brand in new ways.
Creating usable sites is important, but an effective marketing site overlays persuasion to encourage visitors to engage and follow a journey to conversion. So understanding user psychology and knowing the persuasion principles we describe here is helpful.
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Search Engine Optimisation (SEO) is arguably THE most cost-effective digital marketing technique, but also the most challenging to get right. Our SEO resources are aimed at marketers who need to ask the right questions to get better results from SEO whether they are working on SEO themselves or they have an in-house or agency SEO resource.
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Here is a selection of the most useful articles on SEO on Smart Insights followed by a listing of the most recent articles.
You may have heard of this! It’s transforming marketing, for the better most would say. We’ll help you navigate social media with a strategic approach sharing approaches from the leading commentators and companies.
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Most site owners want more traffic, that’s quality traffic of course. In this section we show how a planned approach can help you build traffic. We also cover how to increase the reach of your brand through publisher sites and social networks.
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The tools and techniques for creating a compelling user experience are constantly changing. With today’s websites and social networks offering interactivity and rich media we couldn’t have dreamt of a few years ago, there are great opportunities to produce an effective experience.
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Timeless tips for more engaging blog posts We have given many recommendations on managing content marketing in posts and guides this year, including how to plan the content, be creative and allocate the resources to manage the content. This infographic explains how to engage …..
Web copywriting Read moreA briefing on this new branding feature in YouTube’s “One Channel” Viewers who are yet to subscribe to your YouTube channel and visit your channel page, can now be greeted by a video telling them why they should hit the …..
Video marketing Read moreThe Facebook Studio 2013 winners for marketing creativity in different business categories This year, Facebook ran their ‘Facebook Studio Awards‘ to highlight the brands who are leveraging Facebook well and executed creative marketing campaigns, without the use of paid advertising. …..
Facebook Marketing Read moreMatch personas, content changes and stages of the buying cycle to help you nurture your leads In my last post, Personalisation 101- How to increase customer engagement and conversion rates, I introduced the main types of personalisation available to make your …..
Customer segmentation/targeting Read more Website design Read moreCould Google Hangouts on Air be the solution for your video platform? Videos are some of the trickiest marketing assets for companies to produce. They require a lot of preparation and are expensive to produce and market. Google Hangouts on …..
Video marketing Read more12 practical tips for customer preference centres Preferences centres have never really caught on have they? Many of the big retailers like this one from Amazon or Tesco have had them for years, but they’re still not used so widely. …..
Email list management and ECRM Read moreAn introduction to using personas to create more customer-centric websites Creating personas of website visitors is a powerful technique for helping increase the usability and customer centricity of a web site as part of a user-centred design (UCD) process. I’ve …..
Customer research & analysis Read more Marketing personas Read more5 types of tools for a more customer-centred website and brand Web analytics tools such as Google Analytics are used by nearly every company since they provide valuable quantitative data on site visitor behaviour. No surprise there. But web analytics …..
Customer feedback Read more
