For Website Owners

Social Media

How to do Facebook Ads right (or, the best £100 you’ll spend this month)

Everyone should advertise on Facebook. Everyone.

There are over 1 billion active (and growing) Facebook users. That’s 1/7th of the world’s population. And a significant chunk of your (anyone’s) target audience, all using a website that allows for wonderfully specific targeting.

But running Facebook ad campaigns can be confusing – Facebook change their policies, there’s a myriad of options for how to structure a campaign, how best to target an audience, how to exclude people you don’t want to target … on and on. What we need is a simple run down of how to do Facebook ads right. Here’s how I would spend my first £100 on Facebook ads:

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Email Marketing

Where does your audience open their email?

Time was, we used to consider only when in the day people would open their email. We wanted to send our campaigns at the time people were most likely to be at their computers to receive them. We tested sending email at 9.10am – people coming into the office, firing up Outlook, settling in with their first cup of coffee … your email would ping straight to the top of the queue. Perfect.

Then, we tested sending emails at strategic times through the day … just after lunch, in that mid-afternoon lull, at or just after each hour (meetings are scheduled at whole hours-o-clock … so, people flitting between meetings and checking their email as they go). And so on. But now, as well as ‘when’ we really need to consider ‘where’ – and what that means to our email campaigns.

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Learn how to rank with search engines

Getting Started with Local SEO

Small businesses can often feel at a disadvantage when competing online. There’s always someone with a better site, greater reach, and deeper pockets. But such a mindset overlooks the one significant advantage your local store has over Amazon.com: locality.

As much as 43% of google search traffic has local intent. That’s 43% of all google traffic searching for physical businesses, services, shops, properties – just like yours. And that’s going to increase. And become more profitable. In this article we’ll take a look at why local search is becoming increasingly important and what you, as a local business owner, should be doing about it.

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Social Media

5 tips to grow your Facebook business page

Small businesses need to be actively marketing on Facebook. That’s the long and the short of it. Clients often ask – slightly wary tone in their voice – if they need to be on Facebook. My answer usually boils down to this: Facebook has 1.9billion users. Your customers are there – and you should be too. The question then is not whether you should be on it, but what you should do once you’re there. Growing your Facebook page – both the number of people who ‘like’ it, and those who engage with it – should be a fundamental part of your marketing strategy, and like the other elements of it, should be approached strategically and methodically. This article will look at how to go about doing just that.
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Content Strategy for Website Owners

My 25 favourite online marketing articles from 2013

It’s that time of year again. Well, it was last week … but what can I say? In between all the turkey and gravy, it’s been tough to focus on ‘year end’ lists. But, I wanted to share some of the great content I’ve been reading this past year. In amongst the usual ’100 ways to rank number 1 in google’, and ‘grow your website audience by 10,000%’ articles, there’s been a lot of good stuff. So, let’s get started – I’ve split the list into 5 categories …
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Website Usability

6 Warning Signs That Your Website Is Failing

Unsure if your website is working for you or not? Outside of the most simple metrics (are you getting any traffic, is that traffic converting?), there are a few things you can look out for that will give you a quick heads up – pointing you in the direction of fixing it before your website is killed off completely … - Read More -

Conversion Rate Optimisation

5 Little Known Factors to Improve Your Conversion Rate

Increasing the traffic coming in to your website is not always the easiest way to boost the revenue your website makes. I always advocate going after the lowest hanging fruit first – and in most cases, that means making more from the traffic you already have. After all – you’ve already got those people … you’ve done the hard yards to get people to your website, don’t let them away without convincing them to actually do something!

Conversion Rate Optimisation

Conversion rate optimisation is an often over looked method for increasing the amount of revenue your website makes. Actually – it’s not all about revenue. What we’re really talking about here is improving the rate at which users take actions. All web pages should have a purpose – whether that’s completing an enquiry, purchasing a product, or simply moving a visitor on to the next stage of the site – a page requires a purpose. (Without a defined, measurable, purpose you cannot measure it’s success or failure). - Read More -

Learn how to rank with search engines

5 lies that SEO consultants like to tell (and one bonus)

Search Engine Optimisation (SEO) can be an extremely effective tool in your marketing armoury. When done well, as part of an overall content strategy – and using relevant, up to date, techniques then I’ve seen sites do remarkably well with a sustained SEO plan. However, there are an awful lot of people touting themselves as SEO experts who, it has to be said, talk a load of nonsense.

As Google (note: other search engines remain available!) constantly tweak their algorithm in a bid to consistently provide users with the best search results, it is worth remembering that what was good yesterday, is not always good today. In an effort to help identify the most commonly told porky pies in the business, I’ve put together this list of 5 of the biggest whoppers you’re likely to come across: - Read More -

Content Strategy for Website Owners

Content Strategy for Website Owners

This is part 5 of 5 posts that I’ve written, covering the cornerstones of how to market your newly launched (or under marketed) website.  Part 1 covered the basics of measuring website traffic, part 2 looked at learning how to rank in search engines, part 3 covered some strategies for building your email marketing list, part 4, looked at how to effectively use your email list, and this – part 5 – covers the basics of content strategy for website owners.

Content strategy is the overlooked, ignored, shoved into the corner, occasionally beaten with a stick, mangy dog of website marketing. (NB – don’t beat dogs with sticks, mangy or otherwise – or I’ll come and beat you with a bigger stick. And take your dog away with me.) But it shouldn’t be. It should be the cornerstone, the flagship, the Crufts prize winner (you get the picture) … but look at me: writing a five part series on website marketing and shoving Content Strategy at number five. Pah! But there’s a reason for this. Content strategy is the glue that binds together everything else you do online. It’s the guiding light in SEO’s darkness … (enough. Ed.) and in this instalment we’ll be looking at what it means, how best to go about it, and how to maintain it over time. - Read More -

Social Media

Achieve 3 quick social media wins

The most basic form of social media integration for your online business is the addition of social sharing buttons to your content. So simple – yet so many businesses fail at it. Here are 3 tips to ensure that you get it right:

Use the default sharing buttons

If you run your website through a popular publishing platform – like WordPress (which this website uses), then there are hundreds of free plugins available to help you share your content. (A search in the WordPress plugin directory revealed 684 results for a ‘social sharing’ search). Whilst many of them are helpful – I wouldn’t really recommend any of them. - Read More -

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