Market research methods: surveys, interviews and secondary data
When to use published data, interviews or surveys, how to write neutral questions, what sample size tells you, and the MRS standards to follow.
Social media marketing for small brands
Choose the right platform, set content pillars and a cadence you can keep, build community, work with creators within UK ad rules, and measure…
Marketing metrics that matter: funnels, conversion, CAC, LTV and attribution
Measure your funnel step by step, pick the right key events, read CAC and LTV with care, and understand how GA4 attribution models share…
Paid ads basics: search versus social, CPC, CPA and ROAS
How search and social ad auctions work, what CPC, CPA and ROAS mean, and how to work out whether your ads make money before…
Content marketing strategy on a small budget
A practical plan for small businesses: define one audience, find topics in customer questions, pick formats you can sustain, distribute, repurpose and measure.
SEO fundamentals for small businesses
How Google finds, understands and ranks pages, and the practical steps a small business can take on its site, its Business Profile and in…
Customer journey mapping: stages, touchpoints and moments of truth
How to map a customer journey: phases, touchpoints, pains and moments of truth, how to run a mapping session, and how to turn the…
Value propositions and positioning statements that say something
How to use the Value Proposition Canvas and Geoffrey Moore's positioning template to say who you serve and why you are different, then test…
The marketing mix: from the 4Ps to the 7Ps
Where the 4Ps and 7Ps came from, what each P asks you to decide, when to use which, and a worked example for a…
Segmentation, targeting and positioning (STP): choosing who to serve
A practical guide to STP: how to split a market into useful segments, choose which to target, and decide how you want customers to…
