It depends on your target audience and goals. For B2C, platforms like Instagram and Facebook are ideal. For B2B, LinkedIn works best. TikTok and YouTube are great for creative industries, while Twitter/X is useful for timely updates and conversations.

Track metrics such as engagement rate (likes, comments, shares), reach, impressions, click-through rates, and conversions using tools like Meta Insights, Google Analytics, or platform-specific dashboards.

Frequency varies by platform: 

• Facebook/Instagram: 3-5 times a week.
• Twitter/X: 1-2 times daily.
• LinkedIn: 2-3 times a week. 
• TikTok/YouTube: At least once weekly for consistency.

Typically: 

•  Facebook/Instagram: Lunchtime (11 am–1 pm) and evenings (7 pm–9 pm).
• LinkedIn: Weekdays during work hours (8 am–10 am, 5 pm–6 pm).
• TikTok: Evenings (6 pm–9 pm).

Post high-quality content, use eye-catching visuals, ask questions, run contests, and post at optimal times.

Facebook Ads are paid promotions that target specific audiences based on demographics, interests, and behaviours. They run via Facebook’s Ad Manager and include formats like carousel, video, and lead generation ads.

Use 10-20 relevant hashtags per post. Combine popular hashtags (#Travel) with niche ones (#DogFriendlyCafe).

Engage with followers, use trending Reels and hashtags, collaborate with influencers, and post consistently.

Professional insights, industry news, case studies, thought leadership articles, and success stories.

LinkedIn Ads target professionals based on job title, industry, and skills, making it ideal for reaching decision-makers in businesses.

It tracks tweet performance, audience demographics, and engagement. Use it to identify what content resonates most.

Only engage in trends relevant to your brand. Add genuine, thoughtful contributions to discussions.

Short, entertaining, or educational videos, including challenges, behind-the-scenes, and how-tos.

Use TikTok Ads Manager to create In-Feed Ads, Brand Takeovers, or Branded Hashtag Challenges.

Shorts are brief, vertical videos. Use them for quick tips, teasers, or engaging short content. They are very similar to Reels on Facebook & Instagram, and TikToks. In fact, YouTube introduced them as a direct response to the success of short form video on these social media platforms.

Use relevant keywords in titles, tags, and descriptions. Create attractive thumbnails and use subtitles.

Update your website regularly to ensure accurate information, fresh content, and optimal performance. Aim for updates:

• Weekly for blog posts or news.
• Quarterly for design or functionality improvements.
• Whenever you launch a new product or service.

Key pages include:

• Home
• About Us
• Products/Services
• Contact Us
• Testimonials
• Blog (optional for SEO and engagement) 

Mobile optimisation ensures your website works well on smartphones and tablets. With most users accessing websites on mobile devices, it improves user experience and search rankings.

Use a clean layout, simple navigation, fast loading times, and clear calls to action (e.g., “Contact Us”). Conduct usability testing to identify pain points.

Use strong passwords, enable two-factor authentication, keep software and plugins updated, and if your website is built using WordPress you can use security plugins like Wordfence or Sucuri.

The General Data Protection Regulation requires websites to handle user data responsibly. Compliance includes having a privacy policy, obtaining consent for cookies, and ensuring data security.

SEO is a long-term strategy. It typically takes 3–6 months to see noticeable results, depending on competition, the quality of your optimisation, and your website’s current standing.

On-page SEO – Optimising elements on your website, like keywords, meta tags, and content. 

Off-page SEO –  Building backlinks and increasing authority through external activities, such as social media and guest blogging.

Long-tail keywords are specific, less competitive phrases (e.g., “eco-friendly dog food for small breeds”). They often have lower search volumes but attract more targeted traffic and conversions.

Review and update your keywords every 3–6 months, or when there are changes in trends, customer behaviour, or your business focus.

Use tools like Screaming Frog or Google Search Console to identify broken links. Replace or redirect them to maintain a good user experience and avoid SEO penalties.

Meta tags (title tags, meta descriptions) provide information about your page to search engines and users. Well-written meta tags improve your click-through rate (CTR) and rankings.

• Claim and verify your profile.
• Add accurate business details (address, hours, contact info).
• Post updates and photos
• Ask for reviews from your customers.
• Respond to reviews as you receive them.

Positive reviews improve your business’s credibility and visibility in local search results. They also influence customer decisions, boosting conversions.

Customers can leave reviews on –

• Facebook Business Pages
• Your LinkedIn Profile
• Review sites such as Tripadvisor and CheckaTrade

Offer value in exchange for email addresses, such as free downloads, exclusive discounts, or newsletters. Use sign-up forms on your website, social media, and at events.

Checklists, tips documents and how-to guides make grweat downloads.

Include all your existing and previous clients and anybody who has signed up to your mailing list through your sign-up process.

Segmentation allows you to tailor messages to specific groups, improving engagement, open rates, and conversions. For example, you can target new customers with welcome emails or loyal customers with VIP offers.

A/B testing compares two versions of an email to see which performs better. For example, you might test different subject lines, call-to-actions (CTAs), or email designs.

How can I improve my email open rates?

• Write compelling subject lines.
• Personalise emails (e.g., using the recipient’s name).
• Send emails at optimal times, often mid-morning or early afternoon on weekdays.
• Ensure your sender name is recognisable.

•  Use a reputable email service provider.
• Avoid spammy words like “free,” “urgent,” or excessive capital letters.
• Ensure you have permission to email your recipients.
• Include a clear unsubscribe link.
• Do not add unsubscribers back onto your list.

• Obtain explicit consent from recipients (opt-in).
• Include your business address in the email.
• Provide a way to unsubscribe easily.
• Have links to your privacy policy and Terms of Use pages on your email.

A content calendar outlines what content to publish and when. Include:

• Topics or themes.
• Platforms for distribution.
• Deadlines and responsible team members. 

 Use tools like Trello, Asana, or Google Sheets to manage your calendar.

Evergreen content remains relevant over time, such as “How-to” guides or FAQs. It’s important because it consistently drives traffic and value without frequent updates.

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Repurposing your content is a great idea and will save you time.

Ways to repurpose content include:

• Sharing the same social media post across mutiple platforms.
• Using the idea from a social media post in a blog.
• Splitting a blog into multiple social media posts.
• Creating reels / short-form videos from content in your blog / other social media posts.
• Reposting social media posts after a time has elapsed.

Use tools like AnswerThePublic, Google Trends, or SEMrush to discover trending topics and common questions in your industry. Also, consider customer FAQs or pain points.

•  Use relevant keywords in titles, headers, and body text.
• Include meta descriptions and alt tags for images.
• Add internal and external links. 
• Structure content with clear headings and bullet points for readability.

Use tools like Canva, Adobe Spark, or Figma for graphics.

Invest in high-quality images or video equipment and follow basic design principles, such as consistent branding and clear layouts.

Popular free tools include:

• Canva: Graphic design.
• Pexels/Unsplash/Pixabay: Free stock photos.
• Lumen5: Video creation.

You need to check the usage rights against any image you find whilst searching the internet.

If you don’t have images of your own to use, the safest thing to do is use images from Royalty Free stock image libraries such as pexels.

•  Social media videos: 15–60 seconds.
• Explainer videos: 1–2 minutes.
• Tutorials or in-depth content: 3–10 minutes. 

Edit videos into different formats and lengths to suit each platform:

• Vertical clips for Instagram Stories and TikTok.
• Horizontal videos for YouTube.
• Short previews for Facebook or LinkedIn with links to the full video.

AI tools automate repetitive tasks, provide data-driven insights, personalise customer experiences, and enhance content quality, leading to increased efficiency and effectiveness in marketing campaigns.

Provide clear guidelines and examples of your brand voice to the AI tool. Regularly review and edit the generated content to maintain brand consistency

AI can produce SEO-optimised content by incorporating relevant keywords and adhering to best practices, improving your website’s search engine rankings.

AI chatbots can handle common queries efficiently, reduce response times, and free up human agents to focus on complex issues, enhancing overall support quality

AI segments audiences based on behaviour and preferences, allowing for tailored content and offers that resonate with individual customers, increasing engagement and conversion rates. 

While some technical knowledge is beneficial, many AI tools are user-friendly and designed for marketers without extensive technical backgrounds.

Regularly review AI outputs for biases, provide diverse training data, and implement guidelines to ensure fair and inclusive content generation.