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With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand

It is difficult to overstate the importance of evergreen content for modern content marketers. With every company keen to climb Google’s search rankings, it is easy to lose perspective by simply churning out fresh content that seizes on the zeitgeist or otherwise meets current demand. Evergreen content, though, doesn’t age the same way: it is, by nature, time-proof, as relevant if read in a year as it is today. While Google does like to answer searchers’ queries with up-to-date articles, it also rewards high-quality legacy content created many months or even years ago – particularly if you update it regularly. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy…

What needs to go into a marketing communications action plan to survive a recession?

In March 2020, we saw global brands like Apple, Nike and Starbucks closing stores around the world and posting Coronavirus advisories to their websites and social networks. Since then, many businesses and individuals have seen their fortunes transformed by the COVID-19 pandemic and following recession. By May, we saw many countries moving from lockdown to re-opening some businesses, with new measures in place. But this wasn't enough. By mid-June, the impending global recession had been confirmed, the worst economic hit since WWII. This forecast by the World Bank demonstrates a GDP drop in 2020 for all regions, Latin America and the Caribbean being hit the worst and East Asia Pacific the least. To help consider the priorities and options from…

Keyword research data reveals the click-through rewards for top of SERP organic rankings

You often hear company owners saying “I want to rank top” for their target keywords. Although this may be an unrealistic hope, they’re right to say this since they realize that claiming top position in the SERP (Search Engine Results Page) drives up your organic CTR like nothing else. In fact, 2020 research from Sistrix reveals that the average click rate for first position in Google is currently 28.5%.

SERP layouts Vs Safeguarding your organic click-throughs

We've all noticed the changing layouts seamlessly integrating into our search journeys. with Zero-click searches are becoming increasingly common mobile. But what does this mean for our organic reach in 2020? It seems that, for search engine marketers, 'search volume alone isn’t the decisive figure' anymore. In fact, snippets and panels in 'position zero' take up…

Learn how to estimate your share of search for different keywords using Google Search Console, and how to perform a gap analysis to find your SEO gaps

Making better use of organic search has become particularly important in the 2020 pandemic where many businesses don't have the budget available to put into Google Ads or social ads. The gap analysis technique we will explain in this article is powerful in identifying new opportunities to increase organic traffic. Since search engines first became popular, search engine marketing has offered a fantastic way for businesses to grow awareness and sales as people search for their products and services. What better point in time to reach your target audience if they have a defined need? This recent marketing channel benchmark from search analysis service Brightedge shows that across different B2B sectors, both organic and paid search are major traffic drivers. …

Creative, low-cost ideas are the way of the future, and they work just as well (and sometimes better) as some of the most expensive methods of marketing

Despite what you may have heard from expensive marketing companies, it doesn’t take a lot of money to get your customers to engage. As long as you know what you’re doing, you can keep costs low and still facilitate a high level of engagement. Whether you’re an entrepreneur in a small company, a freelancer, or a member of a big marketing team at a large company, it pays to save money where you can in your advertising techniques. Creative, low-cost ideas are the way of the future, and they work just as well (and sometimes better) as some of the most expensive methods of marketing. [si_guide_block id="86160" title="Download our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design…

3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts

Guerrilla marking can be defined as “an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product.” Lower cost and increased exposure — that’s the dream, right? To illustrate with a modern, classic example, in 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see more than 2,900 media messages every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video. If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?

Guerrilla Tactics Expand Your Reach

Most marketing — traditional and digital — is about scalability and input/output; it costs…

The 11 step launch marketing plan

The success of a startup will often depend on its approach to marketing. Unfortunately the vast majority of startup founders have little to no experience or marketing or managing a marketing budget. How do you deal with this dangerous contradiction? Well it's in the planning! Make sure that you’ve got your marketing strategy in line by applying this product launch framework. There are a million articles out there on brand development, launch marketing, PR, viral videos and more. Reading them all would be a start – or you can check our tried and tested approach below! The framework described below is typically rolled out step by step over 18 months. We hope it helps. 'In this world of intangibles and endless competition branding is everything.'

Phase 1 - Strategic Positioning, Brand and Web Presence

1. Strategic positioning (ad Early Adopter target market definition) The first step in a successful brand/product…