Insights
Marketing guides — page 6
More practical, data-backed guides on getting found and growing demand.
Influencer marketing on a small business budget
Influencer marketing isn't only for big brands with celebrity budgets. Small businesses can win with it — often more efficiently — by working with micro and nano creators whose engaged, local, or niche audiences trust them. The key is fit and authenticity, not spend.
Read the guide →Influencer MarketingThe many ways to collaborate with influencers
Influencer marketing is far more than paying for a sponsored post. From gifting and affiliate deals to takeovers, co-creation, and long-term ambassadorships, the format you choose shapes the result. Matching collaboration type to your goal is what makes campaigns work.
Read the guide →Influencer MarketingWhy influencer campaigns fail (and how to avoid it)
When influencer marketing doesn't work, it's rarely because the channel is broken — it's because of avoidable mistakes: chasing follower counts, forcing inauthentic fits, over-controlling the creative, and measuring the wrong things. Avoid these, and the channel delivers.
Read the guide →Influencer MarketingB2B influencer marketing: experts, not celebrities
Influencer marketing isn't just for consumer brands on Instagram. In B2B, the influencers that matter are industry experts, analysts, and respected voices whose credibility sways buying decisions. Partnering with them builds the authority and trust that win complex, considered purchases.
Read the guide →Influencer MarketingLong-term partnerships beat one-off posts
A single sponsored post reads as exactly that — paid. A creator who champions your brand repeatedly over months reads as genuine advocacy. Long-term influencer partnerships build the authentic, credible endorsement that drives real results, which one-off deals rarely can.
Read the guide →Analytics & ReportingWhich marketing metrics actually matter
You can measure almost anything in marketing now — which is exactly the problem. Drowning in dashboards, most businesses track dozens of metrics and act on none. The skill isn't measuring more; it's identifying the few metrics that actually connect to business results.
Read the guide →Analytics & ReportingMarketing attribution: who gets the credit?
When a customer buys after seeing your ad, reading your blog, opening an email, and clicking a search result, which one earned the sale? That's attribution — and getting it wrong quietly misallocates budget, starving the channels that actually drive growth.
Read the guide →Analytics & ReportingVanity metrics vs metrics that drive decisions
Followers, likes, impressions, page views — the numbers that feel good and prove nothing. Vanity metrics flatter your reports while actionable metrics guide your business. Knowing the difference, and reporting on the latter, is one of the most clarifying shifts a marketer can make.
Read the guide →Analytics & ReportingConversion tracking: the foundation of everything
Without conversion tracking, you're marketing blind — spending money with no reliable idea of what it produces. Setting it up properly is the unglamorous foundation that makes every other measurement, optimisation, and budget decision possible. Skip it, and nothing else can be trusted.
Read the guide →Analytics & ReportingMarketing dashboards people actually use
Most marketing dashboards are either overwhelming walls of numbers or pretty charts nobody acts on. A useful dashboard does one thing: it shows the few metrics that matter, clearly enough that anyone can see what's working and decide what to do. Clarity, not comprehensiveness.
Read the guide →Analytics & ReportingCustomer lifetime value: the number that changes everything
How much is a customer actually worth? Not from one purchase, but over their whole relationship with you. Customer lifetime value answers that — and once you know it, almost every marketing decision, from how much to spend acquiring customers to who to target, changes.
Read the guide →Analytics & ReportingData-driven marketing: decisions, not dashboards
'Data-driven' is one of marketing's most overused phrases and least practised disciplines. It doesn't mean collecting more data or building more dashboards — it means letting evidence, not opinion or habit, guide your decisions. Fewer businesses do this than claim to.
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