Strategy | Brand Ambition

What If Iron Man Ran Paid Ads: A Billionaire Genius Approach to PPC – #1

by Joseph | Apr 4, 2025 | Advertising, Strategy

When it comes to paid media, most marketers aim for efficiency, data-driven decisions, and audience targeting. But what if the man behind Stark Industries, Tony Stark (aka Iron Man), took over your PPC campaigns? With his genius, flair for showmanship, and high-tech AI at his disposal, you can bet that paid advertising would never be the same. Let’s break down how Tony Stark would run a PPC campaign.

1. AI-Driven Campaigns – Jarvis, Meet Google Ads

Tony wouldn’t rely on traditional automation – he’d build his own. Forget Google’s Smart Bidding; Stark would create an AI-powered system (likely an upgraded version of Jarvis) that dynamically adjusts campaigns in real-time. His AI would predict customer behavior before they even know they need a product, optimising bids and creative elements instantly.

“Why let Google handle automation when you can build something smarter?” – Tony Stark, probably.

2. Unlimited Budget? No Problem.

While most advertisers worry about daily budgets, Tony Stark would scoff at the idea of financial constraints. His philosophy? Scale first, optimise later. His campaigns would dominate every auction, with maxed-out impression shares and an “always-on” approach.

Of course, this doesn’t mean reckless spending—he’d use data from Stark Industries’ own satellites to refine geo-targeting, ensuring that his ads were placed in front of exactly the right people at exactly the right time.

3. Ad Copy With Stark-Level Confidence

If there’s one thing Tony Stark excels at, it’s branding. His ad copy wouldn’t just be engaging—it would be audacious, self-assured, and packed with personality. Here’s how a Stark-approved ad might look:

Headline: “Why Settle for Second Best? Get the Tech Even SHIELD Wants.”
Description: “Designed by a genius. Powered by innovation. Tested in battle. Click now and experience the future of technology.”
CTA: “Upgrade Your Life.”

4. Retargeting? More Like Re-Engineering

Forget standard retargeting ads—Tony Stark would engineer a way to predict drop-offs before they happen. If a user hesitated before converting, he’d deploy an interactive hologram-powered chatbot (probably voiced by himself) to convince them otherwise.

Imagine this: You browse for an Arc Reactor-powered smartwatch, leave the site, and suddenly, a personalised video ad appears: “Hey, you were checking out our latest StarkTech wearables. Let’s be real—you’re not going to find anything better. Click below, and I’ll throw in a custom AI assistant.”

Conversion rates? Through the roof.

5. Video Ads – The Hollywood Blockbuster Approach

Tony wouldn’t settle for generic product demos. His video ads would feel like Marvel-level cinematic trailers—explosions, witty one-liners, and dramatic reveals. Each ad would be packed with Stark-level storytelling, making every click feel like the start of an epic adventure.

Expect teasers, limited-time offers presented like classified intel, and high-production-value storytelling. Forget 6-second bumper ads—Stark would make mini-movies designed to keep audiences hooked.

6. Audience Targeting – Only the Elite Need Apply

Instead of broad targeting, Stark would refine audience segmentation to an elite level. He’d create hyper-specific buyer personas and use biometric data (because of course he has access to that) to identify those truly worthy of his products.

His exclusion lists? Extensive. If you’re not at least a tech visionary, billionaire, or government agency, you might not even see his ads.

7. Iron Man’s PPC Dashboard – Real-Time Data Like Never Before

Tony wouldn’t settle for Google Ads’ default reporting. He’d have a 360-degree, holographic, voice-activated PPC dashboard in his lab. Metrics would be updated in real-time, with instant insights fed directly into his AI for live campaign adjustments.

Forget waiting for A/B test results—Stark’s dashboard would know what works before the data even fully rolls in.

Would Tony Stark Be the Ultimate Paid Media Manager?

Absolutely. With unlimited resources, cutting-edge AI, and a branding mindset that screams “Go big or go home”, Tony Stark would redefine paid advertising. His campaigns wouldn’t just generate clicks—they’d create experiences, dominate digital landscapes, and make every other marketer question if they’re thinking big enough.

So, next time you’re setting up a PPC campaign, ask yourself: What would Iron Man do? Then, maybe add just a little more confidence, creativity, and automation to the mix.

Want to discuss how to bring some Stark-level innovation into your paid media campaigns? Get in touch—we promise, no AI overlords (yet).

The 2025 Reality Check: Why Technical SEO Just Became a Priority (Again)

by Luke | Mar 26, 2025 | SEO, Strategy, Tech SEO

If you’re paying attention to the search landscape in 2025, you’ve probably noticed a shift—not subtle, not quiet, and definitely not temporary.

Google’s core updates are rolling out harder and faster, and this time, there’s one thing they’re laser-focused on: credibility.

It’s not just about backlinks anymore. It’s not about publishing a blog post every Tuesday. And it’s certainly not about flooding your site with AI-written content and hoping for the best.

What we’re seeing now is a search ecosystem recalibrating itself in real time—rewarding websites that can prove they’re built by real people, with real experience, and structured in a way that makes sense for both users and machines.

That’s where technical SEO comes back into play.

This isn’t just another “check your meta tags” list. This is about building a site that’s future-proof, credible, and worthy of ranking in a search engine that’s trying to outsmart synthetic content.

What’s Changed in Search?

Before we get to the fixes, let’s unpack the why.

AI-generated content is everywhere. It’s faster than human writers, but lacks the nuance, originality, and context that Google now sees as essential.
The Helpful Content Updates (HCU) from late 2023 through 2025 continue to push down content that’s “search-engine first” rather than user-first.
Search Generative Experience (SGE) is reshaping how results are shown. Sites that offer fast, structured, and credible answers are being prioritised—especially in AI summaries.
EEAT signals have moved from theory to practice. You can’t just say you’re an expert. You have to structure your site like one.

So, what can you actually do to compete? Here are seven technical SEO improvements that matter more than ever.

1. Fix Crawlability & Indexation: Let Google See the Right Stuff

No matter how good your content is, if Google can’t get to it, it’s not going to rank. In 2025, crawlability isn’t just about visibility—it’s a trust signal.

What to check:

Are your sitemaps and robots.txt up to date and accurate?
Are key pages being indexed? Use Search Console’s Page Indexing report to see what’s stuck in limbo.
Are you overloading crawl budgets with paginated content, tag pages, or unimportant parameters?

Google’s crawlers are becoming more selective. Sites with clear structure and prioritised, high-quality pages get crawled more frequently. If you’re publishing credible content and no one sees it, it’s a technical problem—not a content one.

2. Consolidate Content: From Volume to Value

Many websites—especially those that leaned into AI—now have sprawling blog archives full of near-duplicate content. Unfortunately, Google is wise to it.

Rather than seeing 20 pages about the same keyword, it’s now rewarding depth and authority over coverage.

What to do:

Merge overlapping posts into fewer, deeper pages.
Use 301 redirects to consolidate equity from older, thinner pieces.
Add canonical tags if consolidation isn’t possible yet.

Google now penalises “site bloat”—and rewards websites that show editorial intent. Less clutter = more authority. You build authority by diving deeper, not publishing wider. One well-maintained page is worth more than five autopiloted ones.

3. Improve Site Speed & Core Web Vitals (Seriously This Time)

Speed is no longer just about bounce rate—it’s baked into the user experience signals that feed directly into rankings, especially in the age of SGE and mobile-first indexing.

Where to start:

Optimise Largest Contentful Paint (LCP) and Interaction to Next Paint (INP)—Google’s new standard for input response.
Implement lazy loading, use CDNs, and trim third-party scripts.
Don’t ignore CLS (layout shift). A janky mobile page = lost trust.

SGE pushes results that provide instant value. If your site takes too long to load, you might never be surfaced at all—even if you rank. Does your site feel like a modern experience, or a clunky archive? Technical speed reflects how much you value the visitor’s time.

4. Use Structured Data to Reinforce Authority

In 2025, structured data is the semantic map that tells Google what your site is—and who stands behind it.

What to mark up:

Article and Author schema to tie content to real people
Organization, LocalBusiness, and Product schema to define entities clearly
FAQ, How-To, Breadcrumb schema to enhance UX and clarity

SGE relies heavily on structured data to pull accurate summaries. Without schema, you’re invisible in that new layer of search. Show who you are. Tell Google what you do. Apply consistent markup. Reflect on how your structure supports your content’s credibility.

5. Restructure Your Site Around Topics, Not Navigation

Most sites are still organised by legacy logic—services, products, blog categories. But that’s not how search sees it.

Google now rewards topical authority—a clear, structured understanding that your site covers an area of expertise thoroughly.

How to improve:

Build content clusters around key services or subjects.
Link related pieces internally using semantic anchor text, not just “read more.”
Create hub pages that centralise and define your main topic areas.

Topical authority is about clarity. If you’re a financial planner, and you’ve written five separate pages about pensions—but they’re buried and unlinked—you’re not signalling expertise. Expertise shows when your site structure mirrors your knowledge, not just your navigation menu.

6. Eliminate Legacy Bloat That’s Dragging You Down

Most websites have digital skeletons in their closets—old press releases, tag pages, abandoned campaign microsites, duplicate blog categories. They served a purpose once. Now? They’re dead weight.

Why this matters:

Legacy content often ranks for nothing, earns no links, and dilutes your crawl budget.
Worse, it creates a weak overall content-to-quality ratio, something Google actively considers in its Helpful Content System.

How to clean up:

Run a content audit that looks beyond traffic: assess by purpose, quality, and current relevance.
Remove, merge, or redirect outdated content.
De-index archive or tag pages if they serve no user benefit.

Trimming legacy content helps clarify your topical expertise and sends stronger trust signals. A lean, focused site is more authoritative than a bloated one.

7. Create a System for Content Lifecycle Management

It’s no longer enough to hit “publish” and walk away. In 2025, ranking content is maintained content—and Google increasingly expects freshness, clarity, and relevance over time.

Why this matters now:

Outdated content—even if it used to rank—is being filtered out by SGE and core updates.
Evergreen pages need upkeep to stay accurate, especially in fast-moving industries (health, finance, tech, etc.).
Regular content reviews help demonstrate that your site is actively curated, not just passively indexed.

What to do:

Set a content review schedule (e.g. quarterly for high-value pages).
Add visible “Last updated” timestamps.
Treat high-performing content like products: monitor, refine, and improve based on feedback and performance.

Show your users that you stand by what you write. Tell Google you’re committed to quality. Apply regular reviews. Reflect on what performs—and what doesn’t.

SEO in 2025 Is About Discipline, Not Volume

The days of “more = better” are behind us. Google’s updates are making it clear: quality, structure, and ongoing maintenance are what count now.

If you’ve relied on AI to scale content without revisiting its purpose or accuracy—now’s the time to shift your energy toward cleaning, clarifying, and curating.

Technical SEO is your proof of care. It’s how you show both users and algorithms that your site isn’t just content-rich—but credibility-rich.

The good news? Most of your competitors won’t bother. Which gives you the edge—if you’re willing to do the real work.

My Multi-Channel Marketing Journey 4 Months In

by Luke | Mar 20, 2025 | Multi-Channel Marketing, Strategy

Starting a multi-channel marketing apprenticeship can feel like stepping into a whole new world. But, four months in, I can honestly say it’s been an exciting and rewarding journey. I’m doing a 12-month course through NowSkills, and I’ve already learnt so much that’s shaping my career.

What I’ve Been Working On So Far

During the first four months, I’ve completed three pieces out of ten case studies that will form part of my final assessment.

Introduction to My Role – This gave me the chance to clearly outline what I do at Brand Ambition and how my work fits into the bigger picture.
Social Media Marketing – Learning how to create effective strategies and campaigns to boost engagement and reach.
PPC (Pay-Per-Click) Advertising – Understanding how to create and optimise ads to generate traffic and conversions.

Each case study has been a mix of theory and practical tasks, helping me put what I learn straight into practice.

A Great Place to Work and Learn

One of the best parts of my apprenticeship is the support I receive from Brand Ambition. I’m given plenty of time during work hours to complete my apprenticeship tasks, which makes juggling work and study so much easier.

My manager is encouraging and ensures I have the time and resources to keep progressing. This flexibility and support make Brand Ambition a fantastic place to work.

The Digital Masterclass Workshop

Recently, I attended a Digital Masterclass Workshop designed to help new apprentices and those just starting out in the digital marketing industry. It was an eye-opening experience that covered several essential areas, providing me with skills and knowledge I can use throughout my apprenticeship and beyond.

Social Skills

Understanding how to communicate effectively is crucial in the digital marketing world. We learnt about professional communication, both online and in-person, and how to adapt our tone and approach depending on the platform or audience. This has already helped me build better relationships with colleagues and clients alike.

Employability Skills

We explored what makes a strong digital marketing professional, including time management, collaboration, adaptability, and problem-solving. The workshop also provided valuable insights into building a strong CV, preparing for interviews, and showcasing my skills in a competitive industry.

Online Protection

Staying safe online is more important than ever. This part of the workshop focused on best practices for online security, including safeguarding personal data, recognising phishing attempts, and understanding how to protect company assets. Knowing how to stay secure online is essential when working in digital marketing, especially when dealing with client information and sensitive data.

IT Fundamentals

To excel in digital marketing, having a solid understanding of basic IT skills is essential. We covered everything from navigating software tools to troubleshooting common technical issues. This foundational knowledge helps me work more efficiently and tackle tasks with confidence.

The Digital Masterclass Workshop was incredibly beneficial, not only for learning new skills but also for reinforcing what I’ve already been practising. It’s a must-attend for anyone starting their digital marketing journey.

Support from NowSkills

My tutor at NowSkills has been fantastic. They’ve been really accommodating, making sure meetings and catch-ups are arranged around my work schedule. If I need help or have a question, they’re always there to support me.

The best part? I’m not behind on any tasks according to their timeframe. It feels great to be making steady progress and knowing that the support is there if I need it.

Looking Ahead

I’m only a third of the way through my apprenticeship, but I’m already seeing the benefits. The combination of practical experience, supportive tutors, and a positive work environment at Brand Ambition is making the whole process really enjoyable.

I’m excited to keep learning, working through my case studies, and building my skills. I feel confident that by the end of the 12-month course, I’ll be ready to tackle anything the digital marketing world throws at me!

Figma 101: A Beginner’s Guide from an Adobe User’s Perspective

by Anna | Mar 13, 2025 | Design and Branding, Strategy

As a designer, I’m no stranger to the Adobe Creative Suite. But Figma? That was always the tool I heard people raving about but never actually used myself. I knew it was popular for its collaborative features and ease of use, but I’d never had a reason to dive in — until now.

I finally gave it a go, and in this post, I’ll share my honest first impressions, along with a simple guide for anyone else looking to get started. If you’re an Adobe user wondering whether Figma is worth the switch, or a complete beginner feeling a bit intimidated, this breakdown is for you.

First Impressions: A Surprisingly Smooth Start

The moment I opened Figma, I was struck by how clean and user-friendly it looked. If you’ve used Adobe XD, Sketch, or even Canva, you’ll find Figma’s interface refreshingly simple. The best way I can describe it? It feels like a perfect blend between Adobe Illustrator and Canva. Once you get used to where everything is, it’s incredibly easy to navigate.

Here’s a quick breakdown of the interface:

Toolbar (Bottom): Where you’ll find essential tools—selection, frames, shapes, text, and more.
Layers Panel (Left Side): Similar to Photoshop or Illustrator, this is where your elements are stacked.
Properties Panel (Right Side): Adjust fonts, colours, alignment—this panel changes based on what’s selected.
Canvas (Centre): The main workspace where all the magic happens.

Pro tip: Since Figma runs in your browser, there’s no need to download anything. However, if you prefer a smoother experience, there’s a desktop app available too. I’ve been using the browser version, and it’s been a breeze.

Step 1: Setting Up Your First Frame

In Figma, instead of ‘artboards’ (if you’re coming from Adobe), you use ‘frames.’ These are flexible containers that hold your designs.

Here’s how to set one up:

Click on the Frame tool (shortcut: F).
Choose a preset size (e.g., ‘Desktop’ or ‘iPhone 14’) or create a custom one.

And just like that, you’re ready to start designing!

If you’re working on a webpage, remember to design for multiple screen sizes. At the very least, create both a desktop and mobile version, but adding tablet and large desktop variations can make your design more polished and user-friendly.

Step 2: Adding Shapes, Text, and Images

Now for the fun part—bringing your design to life!

Shapes: Use the shape tool (R for rectangles, O for circles) and drag to create.
Text: Hit T, click anywhere, and start typing. Adjust size, font, and alignment in the right-hand panel.
Images: Drag and drop directly into your frame, or press Shift + Ctrl + K to import. You can also create a shape and replace the fill with an image (my go-to method).

One thing I love? Figma’s snapping guides. They keep everything perfectly aligned without the hassle of measuring manually — similar to Adobe’s smart guides.

Step 3: Making the Most of Components

One of Figma’s standout features is components: reusable design elements like buttons, icons, or cards.

To create a component:

Select an element (e.g., a button).
Press Ctrl + Alt + K (or right-click > ‘Create Component’).

Now, you can reuse this element across your designs. Even better, any changes to the original component automatically update all instances, saving you loads of time and keeping everything consistent.

Step 4: Real-Time Collaboration (That Took Me by Surprise!)

This is where Figma truly shines. Unlike Adobe, where you have to export and email files back and forth, Figma is cloud-based and multiplayer.

Click ‘Share’ in the top-right corner to invite others.
Teammates can comment, edit, or even design alongside you.
Changes save automatically, no more ‘Save As’ nightmares!

I’ll admit, watching a client’s mouse whizz across my screen in real-time was a bit disorienting at first! But for remote teams, this feature is a game-changer.

Step 5: Prototyping Without Code

Figma makes prototyping seamless — perfect for UX/UI work.

Click the Prototype tab (top right panel).
Select an element (e.g., a button) and drag the blue circle to the frame it should link to.
Choose an interaction (e.g., ‘On Click’ → ‘Navigate To’).
Click Present (Play button in the top right) to preview your design.

No coding needed, just simple drag-and-drop logic. This feature is brilliant for testing designs before development and spotting potential issues early.

Will I Keep Using Figma?

Absolutely! Here’s what won me over:

✔ Easy to learn – I was up and running in minutes.

✔ Seamless collaboration – No more version control headaches.

✔ Lightweight and accessible – Works smoothly in the browser, no heavy downloads required.

If you’re a designer looking for a flexible, shareable, and collaboration-friendly tool, Figma is well worth a try. Whether you’re a complete beginner or a long-time Adobe user, it’s surprisingly easy to pick up.

So, if you’ve been debating whether to give Figma a go, just go for it! Take the plunge, and you’ll wonder why you didn’t try it sooner!

Why 12-Week Marketing Plans Will Make You Wish You’d Started Sooner

by Sam | Mar 6, 2025 | Multi-Channel Marketing, Strategy

Most SME marketing managers know the drill: too many channels, too few hours in the day, and a to-do list that reads more like a crisis log than a strategy. If you’re juggling SEO, PPC, content, PR, email, and social media with a tiny team (or solo), it’s time to hit reset.

Enter the 12-week integrated marketing plan — a smarter, more strategic way to run campaigns that gets real results, fast.

So… Why 12 Weeks?

It’s long enough to build momentum, but short enough to stay focused. Think of it as a sprint-sized strategy — one that aligns your entire team (however small) around a single theme, with measurable KPIs across every channel.

And here’s the kicker: it actually works.

The Stats That Matter:

Businesses using multi-channel campaigns outperform single-channel ones by 300% in campaign performance (Gartner).
Consistent messaging across platforms increases revenue by up to 23% (Forbes).
Agile marketers are 73% more productive and better at hitting KPIs (State of Agile Marketing Report).
A campaign run over 12 weeks by Logicalis generated £8 million in pipeline by aligning PR, content, email and landing pages.

What Does a 12-Week Plan Look Like?

Each 12-week campaign has:

One core message or theme that ties everything together.
A mapped customer journey aligned to channels: SEO for discoverability, PPC for intent, content for education, PR for trust, and email/social for nurturing.
Weekly sprints with clear actions, deadlines, and data reviews.
Content and creative that is repurposed across formats, saving time and cost.

You move away from ad hoc marketing and into strategic storytelling — across platforms, with purpose.

Why It Works (Especially in B2B SMEs)

For teams of 1–3 people, structure is power. A 12-week plan brings:

Clarity: Everyone knows what they’re doing and why.
Focus: You’re not spinning up five unrelated campaigns — you’re amplifying one.
Better Results: With channels working in sync, every blog, ad, email or social post reinforces the same message.
Real Attribution: Track what’s working and what’s noise — adjust as you go.

TL;DR – Here’s What to Do:

Pick one business goal to focus on for the next 12 weeks.
Build a campaign theme that supports that goal.
Create one high-value content asset (e.g. guide, report, tool).
Distribute it across channels: SEO, ads, email, PR, social, landing page.
Hold weekly check-ins. Review what’s working. Tweak where needed.
Finish strong. Debrief, report, repeat.

Final Word:
Marketing shouldn’t feel like you’re drowning in disconnected tasks. A 12-week integrated campaign brings structure, focus, and clarity — and when done right, it becomes the difference between simply doing marketing and generating measurable business growth.

Need help aligning your next 12-week campaign? Let’s talk.

The Best SEO Tools for 2025: Elevate Your Strategy with the Right Tools

by Luke | Dec 20, 2024 | Market Analysis, SEO, Strategy

Why SEO Tools Are More Essential Than Ever

Search engine optimisation (SEO) isn’t just about keywords and backlinks anymore; it’s about creating seamless, user-friendly experiences that resonate with your audience. With Google’s focus on Core Web Vitals, the rise of AI, and the dominance of mobile-first indexing, having the right tools in your corner is a must. In today’s blog, we’ll cover the best SEO tools for 2025, from keyword research to competitor analysis, so you can keep your strategy sharp and effective.

1. Google Search Console: The Foundation of SEO Success

Google Search Console remains the bedrock of any SEO strategy. It’s free and packed with insights that help you fine-tune your website’s performance. Learn more about Google Search Console.

Key Features:
- Core Web Vitals reports for page speed and user experience.
- Index coverage to spot and fix crawling issues.
- Search performance metrics to track how your keywords are doing.

Pro Tip: Use the URL Inspection Tool to quickly diagnose and resolve page-specific issues.

2. Google Analytics: Understanding User Behavior

If you want to make smart decisions, you’ve got to know how people are interacting with your site. Google Analytics is your go-to for detailed insights into user behavior. Set up Google Analytics here.

Key Metrics to Monitor:
- Bounce rate and session duration for understanding engagement.
- Conversion rates to see how well your goals are being met.
- Audience demographics to tailor your content strategy.

What’s New for 2025: Enhanced AI features for predictive analytics that help you stay one step ahead.

3. SEMrush: The All-in-One SEO Solution

SEMrush is a powerhouse that covers everything from keyword research to competitor analysis and content optimisation. Discover SEMrush’s full capabilities.

Top Features:
- Keyword Magic Tool: Pinpoint high-intent keywords that your audience is searching for.
- Competitor Gap Analysis: Discover opportunities by comparing keyword and backlink profiles.
- Position Tracking: Keep tabs on your rankings across devices and locations.

Best For: Whether you’re new to SEO or a seasoned pro, SEMrush has something for everyone.

4. Ahrefs: Mastering Competitive Analysis

Ahrefs is your secret weapon for understanding what’s driving traffic to your competitors’ websites. Try Ahrefs for free.

Standout Features:
- Backlink Explorer: See who’s linking to your competitors and why.
- Content Explorer: Find trending topics in your industry.
- Keyword Explorer: Analyse search volume, difficulty, and click-through rates.

When to Use It: Perfect for crafting data-driven content strategies that outshine the competition.

5. Screaming Frog: Unmatched Technical SEO Audits

For technical SEO, Screaming Frog’s SEO Spider is in a league of its own. This desktop tool crawls your site to uncover structural issues. Download Screaming Frog’s SEO Spider.

Why It’s Essential:
- Find broken links and redirects.
- Identify duplicate content and metadata problems.
- Audit Core Web Vitals performance.

Pro Tip: Use custom extraction to pull specific data from your site’s HTML and save time.

6. Frase.io: AI-Powered Content Optimisation

Frase.io brings AI into the mix, helping you create data-backed content briefs and optimise existing pages. Explore Frase.io’s features.

Notable Features:
- SERP Analysis: Understand what’s ranking and why.
- Content Scoring: Optimise your content to rank higher.
- AI Writing Assistant: Generate outlines and drafts in minutes.

Why It Stands Out: If content is your main focus, Frase.io is an absolute must-have.

7. Yoast SEO & Rank Math: WordPress SEO Simplified

If you’re using WordPress, Yoast SEO and Rank Math are tools you’ll want on your side. While they’re similar, each has its own perks.

Yoast SEO:
- Simple readability and keyword analysis.
- Google Search Console integration.
- Handy internal linking suggestions.
Rank Math:
- Lightweight and fast.
- Advanced schema markup features.
- Multiple keyword optimisation, even in the free version.

When to Choose: Go with Yoast for simplicity or Rank Math for advanced options.

8. Emerging Tools for 2025

a. ChatGPT for SEO: AI-Assisted Content and Idea Generation

ChatGPT has become a favorite for:

Brainstorming keywords.
Writing meta descriptions and title tags.
Crafting FAQ sections tailored to user intent. Learn more about ChatGPT for SEO.

b. Surfer SEO: Content Strategy at Scale

Align your content with search intent using NLP insights. Learn more about Surfer SEO.
Real-time content scoring ensures top-notch optimisation.

c. Answer The Public: Visual Keyword Research

Perfect for generating content ideas based on real-world queries. Discover Answer The Public.
A must-have for uncovering long-tail keywords and FAQs.

9. Free vs. Paid Tools: Finding the Right Balance

Not every tool needs to cost a fortune. Free options like Google Trends and Ubersuggest are excellent for starters, while paid tools like SEMrush and Ahrefs offer deeper insights and scalability. Start small and expand your toolkit as your SEO needs grow.

10. How to Choose the Right Tools for Your Business

The right tools depend on:

Budget: Free tools are great for startups, while premium options are worth it for advanced campaigns.
Team Size: Collaborative features in tools like SEMrush are perfect for larger teams.
Goals: Focus on local SEO, content creation, or technical audits based on what you need most.

Building Your 2025 SEO Toolbox

The SEO world keeps evolving, and your tools need to keep up. By mixing free and premium options, you can build a flexible SEO strategy that delivers results. Keep evaluating your toolkit and stay open to new trends and technologies—because in SEO, staying ahead is half the battle.

Top Halloween Marketing Ideas: When Scares Meet Sales

by Patrick | Oct 28, 2024 | Advertising, Design and Branding, Market Analysis, Strategy

Ah, Halloween – that time of year when it’s socially acceptable to indulge in all things spooky, from gory costumes to haunted houses, and of course, pumpkin-flavoured everything.

Beyond the costumes and candy, Halloween presents a golden opportunity for marketers to tap into that spooky season energy and connect with their audience in new and creative ways. Let’s dive into some of the best Halloween marketing campaigns that have not only scared us, but also inspired us, with their use of different channels to grab attention and make an impact. Grab your candy, settle in, and prepare to be wowed by some truly ‘killer’ marketing.

IKEA: Monsters Not Included

Remember those childhood nights when you were absolutely certain a monster was lurking in your wardrobe? IKEA took this fear and turned it into marketing magic with their “Monsters Not Included” campaign. The premise? Monsters might be hiding behind your curtains, under your bed, or in your wardrobe, but thanks to IKEA’s affordable and cosy home accessories, you can rest assured that no monsters are included in the package.

What’s genius here is how IKEA taps into an almost universal fear—monsters under the bed—and flips it into something whimsical and playful. Not only do they reassure you that no scary creatures come with your new wardrobe, but they also slyly suggest a nightlight might do the trick for any lingering childhood terrors. Short, snappy, and spot-on.

Mars Wrigley: "Halloween It Like You Mean It"

If there’s one thing everyone can agree on during Halloween, it’s that sweets are non-negotiable. Mars Wrigley understood the assignment with their campaign, “Halloween It Like You Mean It,” which was basically a sweet-laden call to action for anyone even remotely thinking of skipping out on the holiday.

With an interactive website that included a ‘Handy Candy Calculator’ to help make sure you don’t run out of fuel for the trick or treaters, Halloween recipes, shopping links, and promo codes; this campaign ticked all the boxes. It wasn’t just about selling chocolate bars; it was about making sure your Halloween was fully stocked, stress-free, and, most importantly, sweet. Whether you’re team Twix or Snickers, Mars Wrigley has your back, ensuring you “mean it” this spooky season.

Liquid Death: Martha Stewart Dismembered Moments Candle

Martha Stewart… in a Halloween campaign? Liquid Death, a brand known for pushing boundaries, decided to team up with the queen of all things domestic to promote their Halloween-themed product: the Dismembered Moments Luxury Candle. Seriously, who doesn’t want a luxury candle in the shape of a dismembered hand? The commercial is a masterpiece in contrasts—Martha, as calm and composed as ever, sweetly introduces the candle amid screams, fake blood, and heavy metal music.

It’s the kind of bizarre, unexpected pairing that makes you do a double-take, and really grabs your attention. Chalk it up to Martha’s unflinching poise in the face of chaos, or Liquid Death’s ability to make canned water seem edgy. Either way, this campaign was a spooky hit, because what’s Halloween without a little dismemberment?

Skoda: Carving Pumpkins (and Cars)

Pumpkin carving? Pretty standard Halloween fare. Carving a Skoda car hood instead? Now we’re talking. Skoda’s Halloween ad played off childhood nostalgia, showing a young boy carving a pumpkin, only to flash-forward to his adult self carving the face into the hood of a Skoda.

It’s a simple concept, but incredibly effective. Not only does it tug at your heartstrings, but it also aligns perfectly with Skoda’s brand—focusing on creativity, craftsmanship, and a bit of fun. It’s Halloween for grown-ups, but with the same childlike joy of carving a pumpkin, only this time the “pumpkin” is a car.

SVEDKA: A Halloween Curse

Here’s the deal: we’ve all experienced ad fatigue, and Svedka knows it. So, what better way to break through the noise than by cursing your audience? The campaign starts with an ominous message: “By watching this, you’re now cursed.”, invoking online copypasta posts which drive engagement by threatening to curse the reader if they don’t comment & share. Sure enough, the only way to break the curse? Share the video with a friend.

It’s the kind of playful and slightly devious concept that fits perfectly with Halloween. By engaging the audience directly and making them part of the experience, Svedka turned a simple video ad into something memorable, interactive, and just a little bit creepy.

Oh, and by the way? By reading this blog post you are now cursed. Share this blog post with your social networks and we’ll get that taken care of for you. 😉

Netflix: "Netflix & Chills"

“Netflix and chill” has become a modern catchphrase, but for Halloween, the streaming giant put a spooky spin on it with their “Netflix & Chills” campaign. The concept was simple: use the popularity of the phrase to showcase some of their scariest shows and movies, like The Haunting of Hill House and 1922.

Sometimes, the best campaigns don’t need to be over-the-top. By playing off their own brand’s massive cultural influence, Netflix was able to remind viewers that when it comes to streaming horror, they reign supreme. All you need is a cosy blanket (and maybe some protection from whatever’s lurking in the shadows).

M&M x Ring: Trick-or-Treating Gets Tech-Savvy

What happens when you combine Halloween with cutting-edge tech? M&M and Ring created an innovative collaboration that took trick-or-treating to a whole new level. By teaming up with Ring doorbells, M&M’s ‘spokescandy’ Red, greeted trick-or-treaters with interactive challenges, pranks, and Halloween-themed games.

The best part? Ring users were encouraged to share videos of these interactions online, bringing a whole new layer of social engagement into the mix. It’s a smart way to integrate technology into a centuries-old tradition, all while making sure M&M’s stay top of mind.

Final Thoughts

From monster-filled closets to luxury candles, Halloween marketing campaigns prove that there’s no shortage of creativity when it comes to capturing the spooky season. Whether they’re tapping into childhood fears or using the latest technology to enhance a centuries-old tradition, brands continue to push the envelope on how they connect with audiences during Halloween.

So, as you’re carving your pumpkin or picking out sweets for trick-or-treaters, remember: there’s always a marketing team somewhere plotting their next spooky move. Happy Halloween!

How to Segment Your Email Audience to Properly Target a Campaign

by Patrick | Aug 24, 2024 | PR, Strategy

These days you may hear the call that ‘email is a dead channel’, but the opposite is true. There are more people currently using email than there are on social media – and it’s estimated that half of email users spend between 10 – 60 minutes each week browsing marketing emails. By tailoring your messages to specific segments of your audience, you can significantly improve open rates, CTR, and ultimately conversions. Here’s a guide for you on how to get started in segmenting your email audience.

Desired Outcome

The first step in email segmentation is defining your desired outcome. This means understanding what you want to achieve with your email campaigns. Are you looking to increase sales, improve customer retention, or boost engagement? Your goals will dictate how you segment your audience.

For example, if your goal is to increase sales, you might focus on segments that include high-intent buyers or past purchasers. If you aim to boost engagement, you might target segments based on past interactions with your emails.

Basic Customer Information

To effectively segment your audience, you need to gather and utilise available customer information. This can include:

Demographics: Age, gender, income level, education, occupation, etc. Segmenting by demographics allows you to tailor content that resonates with specific groups. For instance, students may be interested in budget holiday deals while an older audience may be better suited for all-inclusive or cruise options.
Geographic Location: This is particularly useful for businesses with location-specific offerings, like an events organisation. You can send location-based promotions, adjust your content for regional events, or even account for different time zones.

Previous Customer Interactions

Analysing previous customer interactions can give you a great insight into how interested in your products or services a customer is, and where they may be on their buyer journey. Very few people buy something with no previous interactions with the brand they are buying from. Some indicators of a good customer to target are:

Email Engagement: Track who opens your emails, clicks on links, and converts. You can create segments based on engagement levels, such as highly engaged users who open most of your emails and less engaged users who rarely interact with your content.
Purchase History: Segmenting by purchase history allows you to identify loyal customers, frequent buyers, and those who haven’t made a purchase recently. This can help in crafting specific messages to re-engage lapsed customers or reward loyal ones.
Abandoned Cart: If you have a cart function, you should be able to access data on users who have users who have added items to their cart but haven’t completed the purchase. Sending reminders or incentives to complete the purchase can help recover these potential sales.

Purchase Intent

Understanding purchase intent can help in creating segments that target potential buyers effectively. This includes:

Customer Journey Stage: Identify where customers are in their buying journey. New leads might belong in a segment that you send more informational content to, while those closer to making a purchase might benefit from a demo or a discount offer.
Browsing Behaviour: Use data on what products or services customers have shown interest in. For example, if a customer frequently visits a specific product page but hasn’t made a purchase, you can target them with a special offer or more information about that product.

Additional Considerations

Besides the primary segments, consider additional factors like:

Seasonal Behaviour: Some customers may only purchase during specific times of the year, such as holidays or back-to-school seasons. Segmenting based on seasonal behaviour can help in targeting these customers at the right time.
Technology Usage: Segmenting by device type or email client can help optimise email design for better readability and engagement.
Opt-in Preferences: Respecting how often subscribers want to hear from you can reduce unsubscribe rates and improve engagement. Some subscribers might prefer daily updates, while others might only want weekly or monthly emails. Segmenting based on these preferences ensures that your audience receives content at a frequency they are comfortable with.

By using these segmentation strategies, you can create more personalised and effective email campaigns that resonate with your audience more and can help move your customers along the path to purchase.

Looking for Web Support?

If you would like to talk to us about our consultancy services, then just click the link below.

Speak to Us Today

Choosing an Apprenticeship in Marketing: My Career Journey (Part iv)

by Lex | Aug 17, 2024 | Strategy

As someone passionate about creativity and communication, I knew early on that I wanted a career that allowed me to explore these interests. My initial foray into the field involved learning about content writing, technical SEO, paid media, and public relations. These areas fascinated me and solidified my desire to dive deeper into the marketing world. However, the traditional university route didn’t appeal to me as much as gaining hands-on experience and learning in a real-world environment. That’s when I discovered apprenticeships, and my journey toward becoming a multi-channel marketer began. But I needed to choose the right training provider for me.

Why I Chose an Apprenticeship

I wanted a learning path that would provide practical skills, real-world experience, help me in my current job role and future career. An apprenticeship seemed like the perfect blend of education and on-the-job training. Not only would I be able to earn a qualification, but I would also gain invaluable work experience and get paid while doing it. I’ve also seen how successful our current apprentice is doing and how much of an impact she has had on the business. Learn more about how our apprentice has helped the business.

Exploring the Multi-Channel Marketer Apprenticeship

One of the first programs that caught my eye was the Multi-Channel Marketer apprenticeship offered by NowSkills. This apprenticeship stood out because it covers a comprehensive range of marketing skills needed in today’s digital landscape as well as transferable skills. From SEO and social media management to email marketing and data analytics, the curriculum is designed to equip apprentices with a versatile skill set.

The NowSkills program emphasises practical learning, allowing apprentices to work on live projects and campaigns. This hands-on approach ensures that by the end of the apprenticeship, you not only understand marketing theories but also know how to apply them effectively in real-world scenarios.

The Digital Project Manager Apprenticeship

Another program that piqued my interest was the Digital Project Manager apprenticeship from The Coders Guild, who have a wide range of apprenticeships. Although it’s more focused on project management, it includes elements of digital marketing, soft skills and making it a great option for those who want a broader digital skill set. This apprenticeship trains you in managing digital projects, coordinating teams, and ensuring that projects are delivered on time and within budget. Which could also help in other job sectors, giving me other career options if required.

What attracted me to this apprenticeship was the opportunity to develop strong organisational and leadership skills. Project management is a crucial aspect of marketing campaigns, and being able to manage projects efficiently is a valuable skill in the marketing industry.

Making the Decision

Choosing between the two apprenticeships was tough because both offered unique advantages. Ultimately, I chose the Multi-Channel Marketer apprenticeship with NowSkills because it aligned more closely with my passion for creative marketing and direct engagement with audiences. However, I appreciated the insights and skills offered by the Digital Project Manager program, and I knew that project management skills would still be beneficial in my marketing career.

Looking Forward

With my decision made, I am eagerly anticipating starting the Multi-Channel Marketer apprenticeship with NowSkills. I am excited about the opportunity to dive into various aspects of digital marketing, from crafting compelling content to analysing campaign performance. The support from NowSkills promises to provide a strong foundation and guidance as I embark on this new chapter.

Final Thoughts

If you’re considering a career in marketing and want a pathway that offers practical experience and a solid education, I highly recommend looking into different apprenticeship options. Programs like the Multi-Channel Marketer apprenticeship at NowSkills and the Digital Project Manager apprenticeship at The Coders Guild offer fantastic opportunities to kickstart your career. Both apprenticeship providers offer a blend of learning and real-world experience that can give you a significant edge in the job market.

Choosing an apprenticeship with NowSkills was one of the best decisions I’ve made, and I’m excited about where this journey will take me next, as I do feel this is the ideal apprenticeship for me. If you’re passionate about marketing and eager to learn on the job, an apprenticeship might just be the perfect path for you too.

Looking for Web Support?

If you would like to talk to us about our consultancy services, then just click the link below.

Speak to Us Today

« Older Entries