Yell are a huge reseller of Google of AdWords and many a small business trusts their digital marketing efforts to the online directory - but, we have to ask, are they any good? In this post, we are going to give you an overview of a Yell created and managed ad campaign that we reviewed this week for a client and provide some insight into how that could be improved.   Google Adwords PPC by Yell   The names will be changed here to protect the innocent but let's say this was a roofing company in the town of Sutton Coldfield and the goal...

Yell.com provide a range of digital advertising and marketing services for small to medium-sized businesses - but are they any good? Services on offer include website design, AdWords PPC management and promoted listings in the Yell.com directory. In our exposure with many small businesses that have used Yell, there is a huge bias towards selling exposure on the Yell.com directory platform. And in most cases, this is not the approach that offers the best possible return for your business. In this post we take a look at an example business who dropped Yell, reduced their costs and generated far more leads and...

Every single day I must visit several sites with a "sign up to our newsletter" section on the page somewhere. In many cases, this will be a pop-up. Something that gets in my face and screams "SIGN UP TO OUR NEWSLETTER!!!". But I have to ask - why?   Why Would Anyone Sign Up To Your Newsletter?   Do you think that people don't get enough email? That they need 'news' about your business area? That your news is so delicious and irresistible that they want more, more, more? The fact is, news about your business is likely to be pretty boring to most folks...

In the agile project management, there is frequent mention of the 80/20 rule. This is the concept where 20% of the effort produces 80% of the value. This is not new thinking, and whilst I prefer the 80/20 moniker, the rule is also commonly known as the Pareto principle, the law of the vital few, and the principle of factor sparsity. Fancy names aside, there is some really obvious common sense here - which is often the hardest to spot when you are right in the eye of the storm. Whether that storm is science, a business, software development, or some other...

Most businesses have more than one customer they are looking for. Yet most businesses only have one set of marketing materials. This results in a kind of catch-all approach, which ultimately ends up catching nobody very well. There is a better way, and by simply identifying customer segments and creating simple campaigns that directly target the specific customer segments, you can radically improve results.   Gym Example   There is a micro gym near where I work in Birmingham at the Custard Factory. There are 500 offices within less than a mile so there are plenty of people. There are two main services offered,...