Convert Quick Guides

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.

Our recommended links:

• 7 Step Guide to getting more from your site
• Increasing new customer conversion rate
• The perfect landing page

Customer relationship management or CRM is a well established approach. Although some argue it’s impossible to achieve and customer managed relationships is more appropriate! Digital media provides new opportunities to tailor customer communications integrated with traditional channels.  We also review this for our email marketing tactic.

In the beginning, the web was just flat text and images accessed through desktop computers. In this section we cover emerging technologies and innovation.

Our recommended links:

• Increasing the impact of your blog
• Introducing web video into your digital mix
• 8 key SEO issues when choosing a new blog platform
• Augmented Reality examples
• Webcasting – audio and video streamed presentation

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.

Our recommended links:

• 7 Steps to developing a digital strategy guide
• Digital marketing strategy and planning Word template
• 10 reasons why you need a digital strategy
• 2011 digital marketing trends
• Digital marketing strategy trends

Our content on Ecommerce focuses on techniques to increase sales of transactional Ecommerce sites including retail, travel and financial services.

Our recommended links:

• Best practice in managing Ecommerce sites
• Creating a digital strategy
• Developing an online brand strategy

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.

Our recommended links:

• Our 7 Step Email Marketing Guide
• Segmentation and targeting for email
• Email communications strategy
• Tracking email marketing
• Reviews of email and enewsletter software

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.

Our recommended links:

• 7 Steps to getting results from digital marketing
• Inspiring through vision statements
• Set the right goals using the 5Ss
• Setting goals in Google Analytics
• Difference between efficiency and effectiveness measures

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.

Our recommended links:

• Google Analytics Setup Guide
• Goal setup in Google Analytics
• Using advanced segments in Google Analytics
• Tracking offline campaigns with Google Analytics

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.

Our recommended links:

• Landing pages for lead-generation

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.

Our recommended links:

• Digital marketing strategy template
• Internet SWOT analysis
• Competitor benchmarking guide
• Backlink analysis
• Digital marketing radar

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

Our recommended links:

• Mobile statistics
• Mobile design trends
• Developing and marketing iPhone Apps
• Marketing with QR codes

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.

Our recommended links:

• Using persuasion for customer engagement
• Landing page persuasion principles
• Email signup persuasion

Our recommended links:

Here is a selection of the most useful articles on SEO on Smart Insights followed by a listing of the most recent articles.

• The basics of SEO
• Understanding SEO ranking factors
• Why do most companies fail in their link-building?

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.

Our recommended links:

• 7 Steps to Social media marketing Ebook
• Social media marketing trends
• Social media marketing – if you don’t let go, you miss-out

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.

Our recommended links:

• How to review your traffic mix in Google Analytics
• Campaign planning template
• Media attribution

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.

Our recommended links:

• User-testing 101 – an introduction
• Website design crimes
• Findability in Website design
• Selecting a website design agency
• Upgrading an SME website