As regular SEO techniques improve your global ranking, local SEO improves the ranking of your brand in your area, helping those who live close to your location find your business easier
Local SEO represents a series of steps that allow your content to reach online users that live close to your business. As regular SEO techniques improve your global ranking, local SEO improves the ranking of your brand in your area, helping those who live close to your location find your business easier.
It is a strategy that every local brand crafts according to the number of locations they operate in, as opposed to global SEO that includes the use of techniques with worldwide metrics in mind.
More than 50% of users that perform local business searches end up visiting the local office within a day. A well-implemented local SEO strategy allows users to contact you or get important…
Insights, tips and advice on personal branding from Rita Clifton CBE
For many people within the marketing world, Rita Clifton is regarded as one of the definitive ‘brand gurus’. Her authority in the field of branding is impressive, with previous roles including Vice Chairman at Saatchi & Saatchi and London CEO and Chairman of global brand consultancy Interbrand.
However, whilst Ms Clifton’s expertise has been dedicated to building corporate brands, I was interested to hear her talk recently about how these brand-building skills can be applied to ourselves.
As digital marketers, it’s becoming increasingly important to identify and exploit a point of difference. While some of us may specialize in a particular area, others may take on a broader, more overarching role. Whatever field we work in, it’s essential for us to make it clear to others what…
Written content and infographics offer a range of benefits for digital marketers, but which is best for conversion rate optimization?
While many may argue that written content cannot go head to head with infographics, its importance in conversion rate optimization (CRO) is enormous and cannot simply be substituted with any other form of content.
Similarly, infographics also have a strategic place in digital marketing and present great prospects for CRO in 2019. In this article, we will discuss how certain content marketing practices and infographics play a role in optimizing your website’s conversion rate.
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Conveying your message
"You can’t sell anything if you can’t tell anything" - Beth Comstock
Text content has the power to send your message in a diverse range of styles,…
Following the Gillette and Nike controversies, is it possible to showcase your brand's attitudes to societal and political issues without backlash?
Consumer mindset has evolved and we are now more conscious of the things that we are buying and the brands we are buying from than ever before.
With more than half of Britons thinking that brands have a responsibility to society, they can no longer simply rely on having a well-performing or cheap product offering to entice customers. Brands increasingly need to showcase their attitudes towards society in their marketing strategy, but is it easy to do without causing controversy and disrupting the status quo of your audience’s buying habits?
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It isn't always easy to determine exactly why you've dropped in SERPs and have seen a traffic dive
You might know the 'flush of victory' when your content eventually hits the first page of search results and attracts significant traffic. Can you imagine the moment it drops one day? Perhaps, this has already happened to you?
You’ve taken the effort and have created high-quality content, which should have been fresh and engaging for quite a long time, but something went wrong. Time passed and you've noticed that the page isn't performing that well anymore. The reasons for this may not be obvious at all. If you want to know how you can diagnose the problem, recover and prevent the same decline next time, this post is for you.
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It doesn’t matter whether your business is big or small, if you’re not generating quality leads, your business is doomed to fail
High-quality leads are the lifeblood of any thriving business.
It doesn’t matter whether your business is big or small, if you’re not generating quality leads, your business is doomed to fail – after all, how are you going to keep growing and evolving if there’s no new business coming in?
Unfortunately, getting quality leads is one of the areas that marketers find most challenging.
In fact, 59% of marketers say generating quality leads is their primary challenge, according to research conducted by the B2B Technology Marketing Community on LinkedIn.
But generating quality leads doesn’t need to be a complicated process.
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All you need to do is work on your marketing ninja moves and have a few tools in your arsenal that will help you identify leads that come with a…
What guides, templates, examples and Quick Wins have our members found helpful in 2019? We've taken a look at this year's most popular Smart Insights resources
Over the last year, we’ve updated and created new guides, templates, presentations and Quick Wins in order to help you better develop your marketing skills. We always aim to provide the most up-to-date information and advice to enable you to grow your knowledge, while our practical approach means you can easily put this knowledge to use.
No matter what your membership level, business or personal goals, we’ve aimed to provide you with a broad range of resources to help you achieve them. So, whether you’re trying to improve your skills, upskill your team or grow your business, you’re all set with the support of Smart Insights.
You’re not the only one either, as this year has seen a huge number of people making use of our guides,…
Only 34% of marketers report being comfortable with the idea of customer lifetime value, and even those who get it struggle to market across generations
"Know your audience" is Marketing 101, so why do so many marketing leaders miss the mark when appealing to their bases? Even when a brand is successful, it often struggles to maintain that appeal in the long run. Your brand’s customer lifetime value strategy is crucial, no matter what industry you’re in.
Unfortunately, only 34% of marketers report being comfortable with the idea of customer lifetime value, and even those who get it struggle to market across generations. They get lost in the myriad details of the marketing process without realizing it’s an audience’s culture — not one of the countless formulaic solutions that work only on paper — that maintains its loyalty.
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Storytelling helps form connections and captivate your audience, making them an effective part of your social media strategy
Who doesn’t love a good story? Whether it’s as toddlers, captivated by Maurice Sendak’s Wild Things book, or as adults watching our favorite movie, we love to get to know the characters, see how the story plays out and maybe experience an unexpected 'plot twist.'
If you love stories so much in your personal life, why not craft and share some in your digital marketing work? Doing so will not only turn more of your passive visitors into engaged followers - and eventually paying customers - but your team will have some fun in the process.
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This post shares how best to do this via your social media channels. But first I’ll explain what a story is, which types of stories to tell at each stage in your buyer’s journey and how to measure the…
Should you create a separate site and which content do you need?
In our experience, you should think carefully before creating a new product launch or campaign site if you have already got a company website.
You may already have your own website that incorporates essential company information. In this case, you have the decision of whether to create a dedicated site or integrate it into your existing site.
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In most cases, using an existing site will be most cost-effective and a well-designed existing site will have the flexibility to create the impact you need.
Advantages of using an existing site for your new product launch
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