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How to growth hack your business and achieve sustainable results

The first rule of Growth Hacking? Don’t talk about growth hacking.

That was my paraphrased tweet quoting one of the speakers at the Growth Hacking Conference in London recently. It seems I’m not the only one who isn’t a fan of the name but feels the principles behind it are sound, if a little misunderstood.

Many people (maybe just us Brits?) roll their eyes when they hear the phrase ‘growth hacking’, thinking it’s a cheesy term applied to the processes of inflating numbers exceptionally quickly with a goal of reaching a ridiculous valuation figure that gets Mark Zuckerberg jingling his pocket change.

So it was refreshing to hear so many of the speakers at the conference talking about sustainable growth – yes, build a product that scales, but also one that provides value to its audience, not just for 3 days, 3 weeks weeks or 3 months, but on an ongoing basis. A product that would be missed if it were no longer there.

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Posted in Business Performance, Conversion Testing, Customer Experience, Innovation, Product Development, Search Engine Marketing

Looking for a RBYes Mortgage or Rabies? RBS Campaign Fail

In my previous post, I talked about how Natwest’s new ad campaign fell short because TV and digital were not integrated. The TV advert creative contained the call to action ‘Search NatYes’ yet NatWest did not have a listing in the organic results for that search phrase. They effectively paid twice by running PPC ads to try convert the visitor.

The post generated a lot of shares, comments on the blog and some twitter conversations. Whilst reading further around the subject I discovered a couple of interesting things.

Firstly, Natwest are owned by RBS and it transpires that the same advert has been shot twice – once for NatWest and once for RBS – with different accented boy actors to cater for different regional markets.

Both use a similar call to action in the TV ads – either ‘search NatYes’ or ‘Search RBYes’.

Secondly, as you’d expect given the same marketers & agency, both campaigns experience similar digital integration problems. However, to compound it, the RBYes campaign has encountered another unfortunate issue.

When you type in ‘RBYes’ to Google, the search engine has tried to helpfully correct what it believes to be a misspelling. So instead of information on RBS mortgages you get…

Rabies.

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Posted in Business Performance, Natural Search Marketing, Paid Search Marketing, Search Engine Marketing

NatYes or NatLess: NatWest Campaign Lacking TV & Digital Integration

From personal experience, I know TV campaigns cost a lot. Digital campaigns can be no small change either. But regardless of the size of your budget you need to be smart about getting maximum return on your spend.

This requires joined up thinking across your campaigns (or preferably your single integrated campaign) and plenty of forward planning.

With this in mind it’s disappointing to see the latest campaign from NatWest.

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Posted in Business Performance, Customer Experience, Search Engine Marketing

10 Things Die Hard Will Teach You About SEO

We all know the film Die Hard. It’s the iconic 1988 action movie starring Bruce Willis, where an international band of terrorists hijack an entire Los Angeles office building and get their asses handed to them by a seemingly unstoppable, quick-witted John McClane.

Now, I’ve watched Die Hard more times than I care to admit to, but just recently, I realised SEO (Search Engine Optimisation) and Die Hard have a lot in common.

Here are 10 of the similarities I spotted. Feel free to add your own in the comments.

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Posted in Natural Search Marketing, Search Engine Marketing

Top 10 It’s Digital Marketing Posts of 2009

photo credit: coquetboy And that was 2009. Hopefully yours was a good one, it certainly was for me.  On reflection, much happened in 2009 – both from a personal and web perspective. So much, in fact, it’s hard to imagine

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Posted in Business Performance, Innovation, Search Engine Marketing, Social Media

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