Time for me to bring you another Spotter’s Guide. And, as usual, inspiration hit me when I least expected it – on my day off.
I don’t mind admitting that I’m rather a fan of swanky hotels. I don’t have a fancy car, or a designer handbag collection, but, one thing that will always part me from my cash is the opportunity to potter about in a lovely hotel.
Earlier this month I had the perfect excuse to stay at The Hoxton Shoreditch with my sister.
I didn’t expect to stumble upon a piece of marketing excellence. But, I did.
The lovely Pip asked me if I would like to write a post for her after we worked together to help one of her clients get better website traffic using on page SEO (I’ll come to exactly what that is in a minute). SEO is something that is often talked about in language that would make any sane person run for the hills, but it doesn’t need to be like this. I’m going to explain how to start talking to Google on your website so that you and Google can become besties…
Creating a marketing plan is a necessary, but often overwhelming task.
It’s sometimes stressful, mind-bending or gut-crunchingly challenging. But, there’s one thing you should bear in mind to make the whole process a whole lot easier.
I have to admit, I’ve never been any good at maths. At school, I positively loathed the subject. But, ever since I studied for the Chartered Institute of Marketing (CIM) Diploma, it’s fair to say that I have become obsessed with business figures and statistics.
Most people consider marketing to be a creative, arty-type pursuit, but, it’s far more science-based than you’d think. Part of the CIM training includes learning to read a balance sheet and a P&L statement.
One thing I always set up for my clients is a dashboard. Inside the dashboard are the critical measures needed to identify which marketing activities are most successful and where there are ‘holes’ in the marketing programmes. The data for this comes from the business’s accounting processes, social media platforms and, most importantly, by using Google Analytics.
Good business writing doesn’t always come naturally. Here’s the checklist I used to make my writing better, and how I learned how to get my point across.