Business Marketing Online

Nobody’s going to get excited by a brand that offers nothing new, but we shouldn’t forget what makes it the same too.

Google Analytics is fighting hard to remain accurate, but trust me, it’s still not selectively ignoring specific dodgy publishers.

Whatever we’re doing, there are who, what, when, where, how and why questions which we might throw at the activity to get us going.

Like everything else with the Google results, there’s not much we can do to force Google to show or not show our images

With pay-per-click, the relevance of the audience isn’t important in terms of reach, but in terms of being able to tailor the message.

Brand purpose is one of those things that’s easy to dismiss as having been invented to keep corporate marketing consultants in business. But is it more than that?

It’s going to be rare now for a customers to look up a supplier, call in a salesperson, and buy the product.

A web page should be as long as it needs to be to satisfactorily deliver on the promise of its headline or the link that got people there.

It’s worth ‘tagging’ the link to our company website in Google Business Profile, so that we can segment out the traffic in Google Analytics.

The clunkily-named but ever-so-essential ‘Google My Business’ has been renamed yet again, this time to Google Business Profile.

Why we should break things down, while ensuring the readers know how much there is in the presentation and where they are in the process.

I promise that Answer The Public will give you enough ideas to write a nice new article every month until next Christmas.

There’s no doubt in my mind that in business, people are becoming less forgiving of any lag between the B2B and consumer sectors.

The index of everything that’s been in our ‘An Article A Day’ blog in the last month.

For those of you managing your own search ad campaigns, I asked the team here to name some things they think you should be looking at.

The Center Cam is intended to sit in the centre of your screen and be small enough for you to look past it to look straight at your audience.

As far as SEO goes, soft 404s are bad. If we have lots of URLs like this, the search engines will try to index them all as separate pages.

It’d be a surprise if Google ever indexed every page on our websites, but we can take steps to increase our coverage.

It seems there are a number of things that it’s generally accepted will improve our speaking performance. Here are a few.

Let’s scrap the idea of ‘personalisation’, which to so many businesses just means ‘mail-merge’, and think more in terms of ‘customisation’.

If our business has a regional office, should we write a full-length article about ‘Blue Widgets in Leicestershire’ or whatever?

Changing your username on social media was once impossible, or at least very hard, but is now quite a bit simpler on many services.

I really liked this recent email newsletter analysing what it had got right in its first 99 issues. Here are the main bits of advice.

…but it may impress prospects. Customer feedback gained through surveys may have some decent marketing collateral hidden in it.

Rising prices for travel and accommodation could easily put the trade show and conference sector into a death spiral.

A video introduction on a website, featuring a trustworthy face, can be one of the most effective tools available to create enquiries.

From time to time we might want a new website for a specific initiative, and it’s worth knowing the best practice for when that happens.

Available for a while now, selectable modes on Teams and Zoom make it look like everyone is in the same room, and I like the approach a lot.

It’s hard to convince search engines that our sites are more relevant than similar ones thousands of miles closer to the search engine user.

I cannot understand business websites that have a home page that stays the same for years on end. And there are plenty of them.

Think of different customers. Answer these three questions. And use these answers to write pages for your website.

Companies can be reluctant to delete stuff from their website but will happily add more which isn’t part of the sales or support narrative.

Many of your YouTube viewers will always have the closed captions button switched on. What are they seeing?

Limit the social media links to accounts you frequently update, and only link to them on pages where people will be looking for them.

Dark Mode is appearing across operating systems and websites, and we need to consider the way our web properties display.

Cleaning up our own website has given us a degree of simplicity that I’d never have expected. I can’t see any downside to this.

In terms of marketing, email is very much alive and kicking. Indeed, after 50 years its effectiveness may be greater than ever.

I think we will see a move to more freelance talent in many job roles, such as accounting, sales and marketing.

I see this as the end of a bit of a ‘free ride’ for those of us in marketing; we’re going to have to act a bit smarter.

iPhone users who use the standard Mail app will now not send back information from your emails such as whether they’ve opened it or not.

Our friends at marketing consultancy Walker Riley are running a prize draw competition called ‘Is Your Business “Marketing Ready” For 2022?’

The index of everything that’s been in our ‘An Article A Day’ blog in the last month.

Leaving the “Request a quote” message in the website visitor’s peripheral vision drives home that this is the logical next step to take.

It’s easy to make claims, and when you know them to be true, it’s just as easy to forget to prove that’s the case.

None of us will need to go back to the drawing board, but the tips are certainly worth bearing in mind. There’s also a link to give feedback

Letting YouTube pick a still frame from our video and using that as the thumbnail is not an option to get any clicks from casual viewers

If you create standalone documents with a standalone application on your computer, you’re dating yourself as coming from an earlier generation.

It’s easy to think a rush of visitors will never happen, but ensuring there’s a contingency plan in place if it did shouldn’t cost you much.

“Is it a ranking factor?” Is there any more contested topic in the industry of SEO? Find out what is and isn’t in with this huge new guide.

FLoC aims to group users with similar interests, so advertisers can target them without needing to track information about individual users.