…

When we first created our best practice guide to effective website design, mobile experiences weren't a major issue since smartphone access was often less than 10% of website visits. Today, smartphone access will often be the first contact a person has with your company, so creating effective mobile experiences is hugely important! While many of the principles of website design and persuasion remain similar across devices we advocate a data-driven approach to make websites more effective. Using analytics and structured testing to review and improve your website over time is the key to delivering a high-quality experience on all devices.…

We see Content Marketing as the fuel that can drive online audience engagement for many types of companies. If you can create a Content Marketing hub that is more powerful than your competitors then you should be able to pull further ahead.…

Google Analytics is a fantastic tool from the moment you arrange to have the tracking code installed and you experience the thrill of your first reports appearing showing how real people are interacting with your online business! But that's not to say that it's easy to customise it to a business or to get the most from it to drive improvements to digital marketing. Google has its Academy which is great at explaining the fundamentals of how to customisation and where the different reports are. But it's not so great in showing marketers how to drive improvements to results and that our aim in this course.…

Welcome to our Email Marketing e-learning course

Unlike some have suggested in this age of social networking, email marketing is far from dead! You can use email marketing for gaining new customers and for selling more to existing customers. In this guide we’ll look at both, but we’ll focus on using email as a customer communications tool. This is where email marketing gives the biggest commercial contribution and can integrate well with all your marketing efforts. [si_key_question title="Key question" description="How can we improve our use of Email communications across the customer lifecycle to get better commercial results?"/]

We think email is where you can 'roll out the red carpet' for your customers by delivering personalised messages to encourage further interactions and sales. Although email can be used throughout the customer lifecycle, for example to encourage conversion to sale, here we focus on…

Welcome to our Google Ads course. Unlike the Google Help system which just explains the options available and how to use them, our focus is on how to get more for less, i.e. to improve the return on investment on your paid search advertising.…

Welcome to our SEO course!

Search engine optimization (SEO) is one of our most popular topics on Smart Insights and rightly so. If you get it right, SEO can be a fantastic, relatively low-cost way to drive quality visitors who want to do business with you to your site. Even with all the hype about social media, many businesses and blogs can deliver well over half their traffic and conversions from SEO through their SEO mastery or the strength of their brand. Take, for example, the retail sector, where there is high search intent as consumers search for products and brands.  Wolfgang Digital highlights this in their Ecommerce 2019 KPI report based on data from their European and US-based international clients. It's based on an analysis of over 250 million website sessions and over €500 million in online revenue over 12 months. The data clearly shows the importance of paid and organic…

Welcome to our social media marketing course!

Social media marketing has ‘virtually’ exploded over the last few years with brands truly starting to realise its potential to genuinely reach and engage consumers. Given it’s one of the biggest opportunities we’ve seen in years, we’re very excited, but, if there’s no strategy or it’s unmanaged it won’t be as effective as it could be and can even be damaging. So, this course is aimed at helping you develop a strategic approach towards your social media marketing. This infographic summarises our challenge with social media... On one hand, it shows the opportunity from the popularity of social media, but on the other, it shows the difficulty of getting cut-through... There is also the challenge of reputation management. As people will discuss your businesses and your brand online this has to…

…