Business Marketing Online

Brand purpose: food for thought?

Brand purpose: food for thought?

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?

How long should a web page be?

How long should a web page be?

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.

Step by step

Step by step

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.

Article ideas for free

Article ideas for free

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

Customer expectations in 2022

Customer expectations in 2022

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

What is a ‘Soft 404’?

What is a ‘Soft 404’?

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.

Looking good, sounding better

Looking good, sounding better

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

Personalise marketing meaningfully

Personalise marketing meaningfully

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

A fresh image on social media

A fresh image on social media

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

That don’t impress me much

That don’t impress me much

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

Trust in the video

Trust in the video

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

Choosing a domain name

Choosing a domain name

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.

Looking good in dark mode

Looking good in dark mode

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

Email looking good in its 50s

Email looking good in its 50s

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

More iPhone challenges

More iPhone challenges

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.

Fancy some marketing consultancy?

Fancy some marketing consultancy?

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

The psychological button

The psychological button

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

The kids know what they’re doing

The kids know what they’re doing

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

A nice problem to have

A nice problem to have

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.