All posts by Richard Bayston

How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey

Google Survey

Facebook is still primarily a leisure social network: people browse it to connect with their friends, find interesting news and, of course, check out cat pictures. Therefore, most marketers believe that advertising on Facebook is useless for B2B. They’ll point to lower click-through rates for B2B Facebook ads, and higher costs per click, and go back to focusing on Google Adwords. Facebook is a great tool for B2C promotions, where marketers can offer discounts, promote sales and retarget buyers. But these tactics are not always suitable for the B2B crowd. That’s fair. But guess what? Companies are made of people….

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How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey

What Makes a Great Press Webpage?

press page

PRs and SEOs love press releases. You get an SEO boost, earning links from journalists in your space across a bunch of different sites. And you get traditional PR benefits. But focusing on your press page could bring much bigger dividends. Think of a press page in the context of broader strategy. If you’re emailing and phoning publications trying to get yourself or your client mentioned, you’re doing ‘outbound PR’ – the PR equivalent of cold calling. Surprise, surprise: journalists don’t really like it, and as Bloomberg’s David Lynch warns, ‘you’re going to strike out most of the time.’ A…

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What Makes a Great Press Webpage?

Whatever Steve Jobs Thought, Thermonuclear War Is NOT the Best Way to Get & Keep Talent

It’s nothing personal. It’s just business. Except when it’s not. When Google brought out a smartphone OS in 2008 that let some competition into what had been an Apple-only field, the reception was mixed. Just like with any new tech product, a lot of people were sure they’d never feel the need for one. (I thought the same. Now I have a Samsung the size of a door. I wrote some of this post on it.) Some people were overjoyed – it’s just like an iPhone, except I can afford it. Awesome! And then there was Steve Jobs. Boy, was…

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Whatever Steve Jobs Thought, Thermonuclear War Is NOT the Best Way to Get & Keep Talent

How to Create, Track and Rank CRO Hypotheses So You Know What to Test

CRO hypothesis ranking

CRO makes big promises. But the way people get to those 300% lifts in conversions is by being organized. Otherwise, you find yourself in the position that a lot of marketers do: you do a test, build on the result, wait a while, do another test, wait a while… meanwhile, the big jumps in conversions, leads and revenue never really seem to manifest. That’s because only a structured approach can get you in position to make the best use of your testing time and budget. This isn’t something you want to be doing by the seat of your pants. In…

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How to Create, Track and Rank CRO Hypotheses So You Know What to Test

A Handy List of Resources for Picking the Perfect Website Color Palette

picking color palettes

Creating an effective color palette is a vital part of designing a website that works. But how do we get there? For some projects, you already have one or two colors picked out – maybe they’re your logo, or brand colors, and you’re working within those limitations when you create your site. For others, you’re starting from scratch. And some projects just need tweaking – minor adjustments to the color palette to make it more beautiful or usable. Whether you’re a seasoned pro looking to outsource some of the spadework of design, or you’re building a website for the first…

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A Handy List of Resources for Picking the Perfect Website Color Palette

What is a Unique Selling Proposition (USP) ?

unique selling proposition

A unique characteristic of a product or brand identified by the marketer as the one on which to base a promotional campaign; often used in a product differentiation approach to promotion. A USP is a ‘Unique Selling Proposition,’ or a ‘Unique Selling Point.’ In other words, it’s the reason why someone should buy from you, and not from another vendor in the same space with a similar product. Why use Slack and not Facebook at work? Why buy pizza from Papa John’s and not Pizza Hut? How Does a USP Work? Some businesses are the only one in their field….

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What is a Unique Selling Proposition (USP) ?

The Beginner’s Guide to Performing a Local SEO Audit

google local seo audit

Local SEO works a little differently than the mainstream version. It uses some ranking factors that simply don’t show up in ordinary SEO, and some techniques are different too. That makes sense, since the buyer journey is often very different too. Local buyers are often searching from somewhere close by, they’re likely to make purchases soon and they’re interested in local information like phone numbers and directions. Before you can set out to be successful at local SEO, you need to know where you are. That means you need to audit your local SEO, onsite and off, and check that…

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The Beginner’s Guide to Performing a Local SEO Audit

6 Smart Ways to Get Quality Backlinks for SEO

smart cat

Link building is one of the oldest and most effective SEO tactics. It’s also one of the most productive ways to grow organic search traffic. Oddly, though, link building can actually harm your traffic, too. Historically, links were how Google figured out which websites were good: a link was a recommendation, so websites with more links ranked higher. Google let the web decide how good each page was. Since then, Google updates have largely been about getting ahead of efforts to game this process by acquiring unearned links. We’re now at a point where only very white hat link building…

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6 Smart Ways to Get Quality Backlinks for SEO

How to Make Local Mobile Landing Pages That Convert

The second you step away from your desk, or leave your home or office – what do you do when you need to find something to eat, purchase or get directions to? You pull out your phone and do a search. Unfortunately, local businesses aren’t making the best use of digital marketing. In fact, as many as 60% of small businesses don’t even have a website at all. Local businesses don’t see it as a priority. And even when they do have solid websites, in too many cases, mobile is an afterthought, and the landing pages are weak or absent….

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How to Make Local Mobile Landing Pages That Convert