Grow your business with paid search and social media marketing

Rather than choosing one digital marketing strategy over another, you can maximise your chances of a successful campaign by using a creative combination of strategies. Despite their different approaches, search engine marketing (SEM), search engine optimization (SEO), and social media marketing share the same goals of improving your search engine rankings, increasing website traffic and maximising conversions, writes Lauren Wiseman. Here, she shares how to integrate these different approaches—wh...
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Instagram Marketing Tips for 2019

Marketing automation tips for small business

Effective use of marketing automation can help you boost your bottom line by eliminating time-consuming routine tasks, giving you more time to focus on higher-level strategies. With so many marketing automation tools available however, "it's very easy to 'overbuy' software." To avoid adding unnecessary complexity and expenditure to your marketing effort, you "want software that does the job it needs to do at a cost you can afford," writes Brian Edmondson. Here, he shares an overview of what mark...
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3 things you need to know about marketing to Generation Z

Having focused on millennial consumers for a long time, marketers are switching their attention to the next generation of influential consumers; the tech-savvy 16-24 year old generation Z. To engage Gen Z consumers, you'll have to make some changes to your current marketing strategies and learn new ways to drive brand awareness and cultivate brand loyalty. Here, Christabelle Tani shares the key takeaways from research into what Gen Z consumers expect from brands and how to leverage these in...
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The psychology of color in marketing and branding

Color not only has a crucial role to play in creating your brand identity, it can directly influence people's purchasing decisions. According to research, up to 90% of snap judgments made about products can be based on color alone. Although personal preferences, cultural differences and other factors influence how people react to different colors, there are general associations that can help you determine which colors effectively communicate your brand personality and how consumers perceive your...
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How to build a smart yet simple social media marketing plan [template]

While it may be tempting to post your content anywhere and everywhere to maximize its potential reach, this 'spray and pray' approach, with little regard for audience targeting, is ineffective and can even be counterproductive. Each social media channel has its own "rules, opportunities, audiences, and value propositions" and you need to know what, when and where to post so you can distribute your content more effectively, says content strategy consultant Jodi Harris. Here, she shares ...
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Learn to spot fake social media influencers

Consumers trust people more than they trust brands so, as brand advocates, social media influencers lend credibility to your business. And with an audience that trusts their recommendations, influencers can sway the purchasing decisions of their followers. Not all social media influencers are genuine, however. There are some who artificially increase their followers and engagement rate, tricking brands into believing they're more influential than they really are. Here social media strategist Sai...
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6 psychology-based tips to boost your sales

Even though we like to believe we make rational decisions, we tend to rely more on emotions than information. And while we may weigh up the pros and cons, emotions greatly influence—and sometimes even determine—our willingness to make a purchase. As a marketer, understanding what makes people tick allows you create an emotional connection with your audience and drive sales. With that in mind, Syed Balkhi shares here some top tips for "steering consumers in the direc...
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Social media mistakes all small business owners should avoid

Social media can be a great way for small business owners to build brand awareness, reach potential new customers and interact with existing customers, all of which can directly impact sales. While it's important to choose the right platform and have an effective strategy in place, it's also crucial to avoid making the kind of mistakes that can damage your reputation. To help you build and maintain your credibility on social media, Jared Hecht shares here the six most common errors that "can lea...
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4 essential Twitter marketing tips

Twitter can be a valuable marketing and customer service tool and an important part of your overall social media marketing strategy. Used effectively, it offers you a platform to share content, monitor and engage in conversations, interact with influencers and customers, and build a community of followers. Things move very quickly however and the key to a successful Twitter strategy is quick conversations and engagement. In this article, small business owners and social ...
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