If you're doing business in 2021, you know about online marketing. By this I mean, you know what it is, and what is included... which is pretty much everything from twitter to instagram, youtube to facebook, mailchimp to google... the list is endless. And, there's a good chance you've at least dipped your toe in the murky waters.... ...and been bitten. Running online marketing campaigns can be a very quick way of making a small fortune.... but only if you start off with a big one. If you have a website and a credit card you can be advertising in minutes. Google, facebook and others make it very easy. There are a whole series of automated steps which the system will run you through to get you started. You'll spend the €500 or €1,000 you decided to invest - and once that money is gone you sit back and try to make sense of what just happened. The alternative is to use an online marketing agency. SPOILER ALERT : We..
GA4 is now the default set up for new Google Analytics accounts. You add the new account and set up the first property. The default and, apparently, only option is to create the new GA4 property with its new tracking. So you go ahead with the "advancement" - after all, you assume that Google knows what they are doing. It all works, although the interface is significantly different and you struggle to find the reports you are used to accessing without really thinking. But you figure that it's just a learning curve - which, like so many learning curves that have come before, you'll eventually get used to and it will become second nature in a week or two. Then you go to link the Search Console account for this site, and you can't find anything in the admin area. So you run a quick search online to see where it's been moved to find that it's not possible to link Google Analytics GA4 and Search Console! Thanks, Google?? Why..
So, one of my client's boosted posts on Facebook triggered this response from a disgruntled FB user.... Let's ignore the fact that within 5 words he (it was a he, though I've protected his identity for obvious reasons - you shouldn't feed the trolls!) managed to use "you're" rather than "your" and misused the comma.... the sentiment is clear. He's annoyed that his timeline was "invaded" by what is, frankly, an innocuous ad for a real estate development in Southern Spain. Why would this be annoying? Possibly, because it cluttered up what is likely to be a clean, streamlined timeline which only features quality posts from his closest friends, just like everyone else's timeline. Or maybe not. Possibly, because there is some deep seated frustration that he cannot afford to buy a second home in one of Europe's most sought after destinations... well, guess what... I handle their ad campaign and I can't afford one either... so stop..
Remember the saying, "Don't put all your eggs in one basket"? Sound advice, right? It was then, and when it comes to marketing budget management in today's digital world, it still is! Unfortunately, there is so much more going on today than there ever has been. Can you imagine running a business back before the internet where you had maybe three or four places where you could invest your marketing budget? You could run an ad in the local paper (after all, who was going to buy your product from the next town over, let alone the other side of the world?). If you have the addresses you could run a mail shot, or an ad on the local radio. Maybe you could rent a couple of billboards. And you'd have a listing in the Yellow Pages. After that, however, your options were pretty much exhausted. In today's world there are a multitude of marketing avenues open to every business - above the line, below the line and online - and the..
As much of the world goes back into lockdown, many small business owners have the twin forces of time on their hands and procrastination running wild. It's been a while. Things were supposed to be better by now, and the light at the end of the tunnel is still a long way away. You know you should be doing something... anything... to keep your business ticking over, but you're not sure what. Well, here are 5 things you can do over five days that will put your business in front of your potential customers without having to spend budget you don't have. DAY ONE : Activate or update your Google My Business listing If you search for your own business you should see the info box to the right of the search results. When we search for Advent Communication - this is what we see: See the link that says "Own this business" - if you haven't already claimed your listing you can click here. If you have previously claimed your listing and..
Over the past few weeks as the lockdown has been keeping us inside, and spending a little more time reading emails we would normally delete without even reading, a few have caught my eye... and I'll be adding to them as time goes by. Here's a thought... if you want a spam email to work, get someone to check it for you. Got any to add - send them..
Being stuck at home - even if you can still work - tends to leave you with some "down time". We are delighted to announce that we have taken advantage of the forced lockdown to run through our paces at the Mailchimp academy - and we are now officially certified! Mailchimp is much more than just an email platform - there are powerful ways to leverage your mailing list to grow your client base - and we can..
As marketers we are expected to come up with ways to "put a positive spin" on things, keep driving traffic to websites and make the phone ring. No. Matter. What. Today, the elephant in the room is Covid-19. My inbox is still filled with announcements of new product launches, webinars and seminars. Special offers and, frankly, a number of things from what can only be described as marketing vultures piggy-backing on tragedy. We are based in Spain. Today is lockdown Day 12 - and the numbers being published currently show no signs of slowing down. And yet my facebook feed is offering me a test drive of the new Ford Focus, poolside bed reservations at a local beach club - opening soon, according to their ads - despite the government decree that prevents them from opening and me from visiting. Some of the marketing I am seeing now is clearly scheduled activity which someone has presumably forgotten to pause (I hope that is..
One of the things people are continually telling us is that online Content is King. Even Google tell us that it is relevant, original content that their search engine looks for online. As a result many businesses literally busy themselves creating content. And that's good thing - provided you think about the best way to structure your activity. The way Google and other search engines work is based upon relevance of content to the searcher's search terms. Thus, if you search for blue widgets, the search engine will look to offer you links to content about blue widgets. But the search engines do not simply list all the content that has "blue widgets" lost within it. They are becoming ever more sophisticated, and they understand not only the context of the content but the relationships between similar pieces of content. For this reason we treat content as worker bees that we send out into the wider world to bring value back..
One of the most common questions we are asked by new clients is "How much should I spend on Google Ads?" - it is important to carefully set your Google Ads budget to avoid both over, and underspending. To help with this there are some considerations that should be born in mind: 1. Don't spend more than you can afford to lose I know that sounds really pessimistic - bit it is realistic. Google Ads is tricky to get right. The first money you spend will struggle to wash its face, let alone make money. That's just a plain truth. But it is invaluable in the learning process. What is working? What attracts the right kind of client? How much is it going to cost to land a paying customer? All of this is core to the optimisation process. Working with a professional will help reduce the wastage, but there will still be some - it's a question of how quickly you can learn and adjust your campaigns to improve the results which takes us..