Marketing insights and practical guides for businesses
Thirteen guides designed to help you get started yourself. Written by the two people who do this work every day and organised around what you need right now.
For the numbers behind each investment, visit Costs. For clear explanations of the terminology, use the glossary.
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SEO for beginners: the complete guide
This guide shows you step by step how to help search engines understand your site: from keyword research to clear, useful content for traditional and AI-assisted search.
Google Ads guide for businesses
Once approved, Google Ads can generate visibility quickly, but it cannot guarantee a particular number of enquiries. This guide explains the mechanics: auctions, keywords, budget, landing pages and tracking.
Conversion rate optimisation: how to increase your conversions
Learn how sound measurement and testable hypotheses can show whether a change improves your conversion rate, without any blanket promise of results.
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How to create a social media strategy: a guide for businesses
Strategy means deciding what not to do. This complete seven-step guide covers objectives, audience, channels, content, budget and the figures that show your progress.
Instagram marketing for businesses
Reels, Stories and adverts serve different purposes. This guide shows you how to structure your profile, content and budget as measurable tests without promising reach or enquiries.
TikTok marketing for businesses
TikTok can distribute content beyond your existing followers. Learn how to assess audience fit, formats, adverts and commercial impact using your own account data.
Social media trends 2026: what businesses need to know
Eight areas you can assess in your own account in 2026. No platform forecast can replace audience data, a policy review and a limited test.
The 5 biggest social media mistakes businesses make—and how to fix them
Five recurring risks can hold business accounts back. Learn how to recognise them and test a change in your own account.
AI in marketing: what it can really do and where it falls short
AI can assist with drafts and analysis, but it cannot verify sources or assume responsibility. Learn how to use it with human review, data protection and clear labelling.
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Social recruitment: the complete guide
Social recruitment can complement job adverts and reach people who are not currently searching on job boards. Whether it works depends on the audience, platform rules, the role on offer and the application process.
Employer branding: the complete guide
An unfilled position costs you every day without ever appearing on an invoice. This guide explains how to build your employer brand: EVP, channels, recruitment and metrics.
A presence built to last
Website relaunch checklist 2026
Six phases, one sequence: measure first, then reduce risks to existing visibility, build, and monitor after launch.
Google reviews: a strategy for local businesses
Genuine reviews can help people make sense of a business. Here is how to invite every customer to share their experience neutrally, avoid incentives and review gating, and respond to criticism calmly without disclosing unnecessary personal data.
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