All posts by Expert commentator

This is a post we've invited from a digital marketing specialist who has agreed to share their expertise, opinions and case studies. Their details are given at the end of the article.

Are you really getting the most value from your landing page?

While businesses often focus on getting the word out to consumers, they often fail to give the same attention to setting up the best trail of breadcrumbs. Landing pages are key to conversion, and if your snappy email sends people to a confusing or bland landing page, good luck getting anyone to answer your call to action. To create a better landing page and improve your conversion rates, you must understand the challenges in front of you, recognize your areas of weakness, and implement a data-based strategy to overcome your flaws.

Common Landing Page Mistakes

The modern Internet user has an attention span of about eight seconds. If your page requires too much focus from your site’s visitors, you’ll struggle to convince them to do anything but close the page and go elsewhere. For every second your page takes to load, say goodbye…

Diversify your brand narrative with a multi-platform marketing campaign strategy

“The attention economy is not growing,” asserts CRM Essentials’ co-founder, Brent Leary, and many marketing strategists would agree. In today’s fast-paced mobile world, it’s become increasingly difficult to make an impression with traditional marketing techniques, as ever-more sophisticated methods - incorporating multiple formats and publishing platforms - take hold and make their presence felt. This is known as nonlinear marketing, and in this article we’ll explore how and why the use of such abstract strategies can be so successful, and how you can start to incorporate nonlinear into your narrative.

The value of video

Cisco has predicted that 80% of all Internet traffic will be video content by 2019, revealing a growing trend for smartphone streaming that has put advertisers the world over on hot alert. There are many other reasons to embrace video marketing, and I’ve gone to the trouble of collating…

Techniques to improve your results from your LinkedIn Ads

Marketers using LinkedIn’s Advertising Campaign manager often achieve poor results when testing the Ad platform for engagement and impact. Below are 3 reasons and possible solutions why marketers often fail with LinkedIn advertising:

1) Understanding LinkedIn’s context and the intent of users

The purpose behind LinkedIn is to provide an environment which “connects the world's professionals to make them more productive and successful’ Where marketers very often fail on LinkedIn Ads is pushing out solutions and products expecting similar clicks and conversions to that of Google Adwords where users are actively searching for product information with a high intent to purchase. Fundamentally, this is because on LinkedIn you are often reaching customers at a difference stage in the buying cycle where users are making professional connections, having conversations with their networking on groups rather than purchasing services directly.…

Learn which types of PPC are most effective at the various stages of the sales funnel

Why does anybody do marketing? The fundamental answer is to make more money. You might argue that some campaigns have other motives, but ultimately all marketing activity funnels back to one end objective – sales (or a charitable equivalent). However, in order to complete sales we need to break our approach down into a number of smaller goals and objectives. These form our different marketing approaches. The potential customer who already knows exactly what they want or need should form the core of advertising efforts, but what about those who haven’t yet reached that stage? Perhaps you’re in a niche industry or a competitive market – your potential customers may not have even heard of you. Even if they have, do they understand your unique selling points and what makes you different? The clever marketer knows that, while they…

Marketing Lessons from How Apple became the Dad’s brand and the kid’s choice 

Ah the good old days. Aged in my twenties, I must have looked like a prat lugging my arm-breaking Apple computer – simply to demonstrate I was so out (from the conventional crowd) that I was ‘in’. Everything about Apple was different. Especially its marketing. In 1984 the brand ‘disrupted’ the American Superbowl showcasing an ad predicting armies of former independent thinkers who had turned into insipid automatons, eyes fixed and living in a dystopian ‘ Big Brother society. In terms of futurology, the Cupertino brand got it right about people’s heads down to their their chests and thoughts high in data clouds and the surveillance observation via ‘Big Data’. However rather than feeling under duress to submit every private thought, thanks in part to Apple’s lifestyle…

One algorithm to bind them all

In March this year, Instagram continued with its plans to change its photo and video feed model to one which is algorithm-based rather than organic. This is not on the cards just yet – the plan is to introduce it over the next few months – but for a platform which supersedes the others in level of  social network engagement and interaction, this move is very interesting indeed. It is also one which is going to have a marked impact on brands, users and consumer behaviour. See this Gifographic for the statistics on Instagram growth. Like it's parent, Facebook, this new structure will now see images slotted into streams based on user actions, not in reverse chronological order. For the A-List it probably means very little indeed. For the rest, well, there…

Setting specific objectives that help dictate your online marketing budget

Deciding on a budgeting strategy for SEO and PPC can sometimes be tricky. There is not necessarily a one-size fits all blueprint that organizations can follow. It is oftentimes a balancing act between the organization’s long-term and short-term goals. Developing a SMART objective that can be measured is an effective technique to budget for both PPC and SEO. Once specific objectives are set, it becomes much easier to determine how much money should be allocated to each online tactic.

Managing a budget for SEO

SEO is a long-term strategy. It takes time to develop and implement an onsite/offsite SEO plan. Most good SEO firms can cost $1000-$5000 a month; even more in some cases depending on the complexity of the business. The important thing to remember with SEO is that contrary to popular belief,…

How to use LSI keywords to boost your SEO

Back in the day, Google determined relevancy of an article mostly based on keyword density. In other words, the more you use a certain keyword in an article the better your rankings are. This method came to be known as keyword stuffing. As you can imagine, such SEO strategy led to the creation of some pieces of content that were virtually unreadable by a human eye, not to mention they were completely useless. Of course, given that Google search engine is primarily concerned with finding the best content which can provide valuable information to the end user, keyword stuffing became quite a problem. So, in order to remedy the issue, Google started implementing LSI keywords instead.

What are LSI keywords?

LSI stands for latent semantic indexing. In short, LSI keywords are words that are semantically linked to your main keywords without directly…

Out with the old and in with the new

The idea of scheduling all your appointments on large excel sheets or overfilled diaries is a thing of the past. Small businesses are now gradually switching to digital calendars and online appointment scheduling and in turn improving their business output as customers have the ability to make appointments online, anywhere, anytime. To get to this stage, it is recommended to follow the next 7 steps for success as a small business.

7 methods for a small business to boost adoption of online booking

1. Promotion, Promotion, Promotion

When committing your business to a CRM / Online booking system you need to “go big or go home”. Meaning, you need to promote the fact that you are now accepting new appointments through online booking. This should be advertised anywhere your customer has most interaction within your business. For example, good places to advertise would be next to your cashier,…

Google AdWords scripts are an incredibly powerful tool for managing Google AdWords campaigns and automating laborious tasks.

AdWords scripts were voted the 3rd most useful Adwords optimization tool by a panel of 41 seasoned AdWords experts. One of those tasks is A/B testing, where it can be incredibly difficult to keep track of when all of your tests have finished in large-scale Adwords accounts. However, split testing is essential for increasing your CTR, Quality Score and conversion rates. In this article, I’m going to be explaining how you can use AdWords scripts to monitor and report the progress of your A/B tests, so you won’t have to trawl through your data to see when your tests have finished. I’m also going to be showing you how you can use scripts that aggregate data, so you can reach statistically significant decisions on ads faster, where individually there would not be enough data. Furthermore, I’ll…

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