Our Daily Articles: Complete Index 2008–2020

An innovative project has sprung up in my locality to design and make face visors, and thousands of these visors have already been produced.

Most of us are taking part in more video calls, and we should try to look our best, not for vanity reasons but as a courtesy to others.

There have been reports of people gatecrashing (or ‘Zoombombing’) meetings, sometimes in an offensive way, so it’s wise to bear in mind these guidelines.

One approach in marketing to keeping things on message and simple is the “Message House”. It works in crisis communications too.

If you haven’t got communications plans in place for the current potential eventualities, you need to create them in the next few days.

The ‘open rate’ for these emails has actually risen slightly in the past fortnight, so maybe they’re a welcome distraction.

I shall never look at trade show modular booths in the same way again, and nor will you, I expect.

Online communication tools keep discussions going. They do have limitations when it comes to other business needs however.

I’m sure videoconferencing will be part of the future of First Friday Club, so let’s clink a virtual glass and carry on in the coronavirus-free internet world.

Only bother your customers with news if it’s to explain how you can make their life easier in these uncertain times.

Call out whoever sent you the message, and tell them not to propagate this rubbish, no matter how well intentioned they may be.

In this unprecedented situation, good communications will save lives, and those of you who have marketing responsibilities in your working life may be able to use them socially.

There are many, many online tools for keyword (search term) research, and the first thing to think about is what you actually want to do.

These things are easy to leave low down on the to-do list. They need to be brought to the top and ticked off.

Low quality email addresses need to go. Pretend every email costs £10 to send out. Concentrate on people who want to hear from you.

It’s really something just for companies that have more than a million website visits per month, and have run into data sampling and freshness issues.

This difficult period for business may present new challenges and opportunities, so it’s a good time to show some intelligent thinking.

This is becoming a pressing issue for many businesses needing to connect staff temporarily working from home, and for event organisers

Audiences can provide some interesting results, especially in combination with another targeting option: ‘broad match’ keywords.

Having websites which display as effectively on mobile devices as they do on desktop PCs is going to be crucial in the next few months.

Conversion tools, calculators and reference charts get links from other sites. For those who already have these resources, here’s a tip.

I thought I’d add my own experience to all those articles advising on the best way to Be Productive At Home. It’s one thing I do know about.

Google Search Console has expanded the data download capabilities so that the big download button now gives you all the data in one hit.

The TikTok app reached a billion downloads a whole year ago, so we should all know what it is by now, right?

Managing ads on the Display Network requires a lot of care. There are all sorts of sites where you wouldn’t want your advert to appear.

The sort of customers we deal with probably search for ‘reviews’ just like consumers do, but what they’re really after is a demonstration.

If you think about nothing else, consider setting a ‘brand tone’ for your business. Most other things will cascade down from this.

To balance your budget between short- and a long-term investment, splitting it between Google Ads and content writing could be smart.

The product may not generate much of a thrill, but what it can do for the customer could be a different matter.

Think carefully about how you set up the UTM codes. These can be anything you like, but you’ll want them consistent and grouped.

Think of LinkedIn as an evolving, public CV showing your authority and expertise, and you might put more effort into adding content there.

The titles of pages in Google Search results will be cut off in different places, so getting the important words at the start is important.

If you’re just putting over one straightforward message, more than ever I’d try to put the whole thing in the email

That long tail, in total, could easily account for far more traffic than the few headline terms at the top.

As you’d expect, it’s pretty good at just about everything, although you will need to add ‘plug-ins’ to ensure you get the most out of it.

Weigh up the commitment you’re asking them to make and the value they’re going to get from it. Then sell that value.

I still come across businesses which don’t define goals and the associated results required, yet measure performance regardless

Google claims the change makes ads more distinguishable, even if every normal human I’ve spoken to thinks otherwise.