Clear ideas on digital marketing. No hot air.
What I learn working with small businesses and service businesses, told so you can apply it. One idea per article. Data with sources.
In shortThree key points on this page
Digital marketing articles without the hot air: brand, strategy, web, actions and the trenches, written from work with real clients.
Start with the featured article (online advertising for small businesses) or browse by pillar.
If you'd rather get it by email, there's a fortnightly newsletter.
By pillar: brand, strategy, web, actions and the trenches
Each piece belongs to a pillar and links to its service. That way the blog works for the website, not the other way round.
How much does a website cost: real prices and what they include
My service websites cost from €1,000 (self-employed) or €1,500 (companies) excl. VAT, plus domain, hosting and maintenance. What each price includes.
How to change your website without losing SEO: the step-by-step process
Switch websites without losing SEO in three phases: inventory of URLs with traffic, 301 redirects one by one, Search Console checks. With my own migration.
How to show up in ChatGPT and Google's AI as a small business
How to show up in ChatGPT and Google's AI as a small business: what Google asks for in writing, 775 measured citations and a 6-step plan with timelines.
How to hire a web designer without nasty surprises
Nine questions to ask before hiring a web designer and what the price should include. 28% of my clients came to me without their logins.
Online advertising for small businesses: what actually works
When to invest in online advertising, Google Ads or social media, and how much a lead costs: a real case with €12 a day, 4,330 clicks and €0.46 per click.
Digital marketing KPIs: the ones that matter for your small business
The 5 digital marketing KPIs I look at in a small business, in three phases, and how to build the dashboard with Search Console, GA4 and a spreadsheet.
AI in your small business's marketing: what I delegate and what I check
How I use AI in a small business's marketing: drafts, data and visual assets with human review. What I don't delegate and what Google says.
How to set up Google Analytics 4 for your small business: key events in an afternoon
Setting up Google Analytics 4 for a small business takes an afternoon: property, tag with consent, three key events and Search Console, step by step.
WordPress or a hand-coded website: which to choose for your business
WordPress if you edit it yourself and publish often; hand-coded if speed and security come first. A table of 8 criteria and my own website as an example.
Monthly marketing report: what it includes and what you decide
A monthly digital marketing report for small businesses fits on one page: five numbers, three sources and three decisions made in 30 minutes.
Email marketing for small businesses: where to actually start
Email marketing for small businesses in an afternoon: a form with consent, a gift, a 4-email welcome and one send every fortnight. And what the law says.
Which pages your business website needs, and in what order
Seven pages, in this order: home, one per service, about me, case studies, contact, blog and legal pages. What each does, with data from 30 reviewed sites.
A blog for your small business: what to write and how often to publish
A business blog works with two articles a month that answer real questions, plus two updates. What to write, how often, and how I do it myself.
Digital strategy consulting: the full method in 5 steps
The method behind digital strategy consulting in 5 steps, with timelines and prices: an audit in 7 days, a 90-day plan and a monthly review.
Digital marketing consulting for small businesses: what it is and when you need it
What digital marketing consulting does for a small business, what it costs (from €0 to €450 a month) and the four signs that you need it.
Should digital marketing training be compulsory?
Yes, the basics: why digital marketing training should be compulsory from the age of 12, what it would include and why you don't need a degree.
The origins of personal branding: 4 essential books
Personal branding was born in 1997 with Tom Peters. Four books explain its origins and how it went digital: Peters, Pérez Ortega, Schawbel and Núñez.
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One resource per article: the ones I use with my clients, as a PDF to print or an Excel file to fill in.
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