Marketing
This category looks at marketing beyond a single channel: building a strategy, researching the market and competitors, and splitting the budget between Google Ads, social media and SEO. Analytics gets a lot of attention. Leads from ads have to reach sales, so we connect GA4, Data Studio (formerly Looker Studio) and a CRM (KeyCRM, HubSpot, Pipedrive) and check which channel brings deals.
The articles are written for owners and marketers of small and mid-sized companies. If you need a strategy or an audit of your current marketing, see the services below.
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04
June
2021
Lead magnet: what it is, types and how to create one
A lead magnet is a free, useful resource people get in exchange for their contact details: a checklist, template, calculator, mini-course, trial audit or discount. It solves one specific customer problem and leads towards your main product. In shortA…
18
May
2021
Running marketing promotions: types, mechanics and launch
A marketing promotion is a time-limited offer for customers: a discount, gift, bonus, contest or referral scheme. It pays off when it has a measurable goal, calculated margins, clear rules, its own landing page and a way to track sales. In shortStart…
07
May
2021
A good ad headline: what it should be like
A good ad headline repeats the search words, names a concrete benefit and the next step, fits the platform limit and honestly matches the landing page. Google Ads allows 30 characters per headline, 15 headlines per ad. In shortGoogle Ads responsive search…
05
March
2021
What does competitor research for a marketing strategy cost?
The cost of competitor research depends on the decision the report must support. Comparing five websites before an ad launch and researching several markets for a new strategy need very different data, tools and analyst hours. In shortStart with the question:…
03
March
2021
Customer acquisition cost: how to calculate CAC
CAC (customer acquisition cost) is what it costs to win one new customer. The basic formula divides marketing and sales costs for a period by the number of new customers who made their first purchase in that same period. In shortCAC = (marketing + sales…
DUNS Number: 68-606-2061
NCAGE Number: A3G3J
"INNOVA CONSULTING GROUP"
