FAQs

Conversion rate is the percentage of users who take a desired action – such as making a purchase, signing up for a newsletter, or downloading a resource. It’s calculated by dividing the number of conversions by the total number of visitors, then multiplying by 100. A high conversion rate usually means your offer is

Marketing automation uses software tools to automate repetitive marketing tasks – such as sending emails, scoring leads, scheduling social media posts, or managing workflows.Platforms like HubSpot, Mailchimp, and ActiveCampaign help marketers create automated journeys that respond to user actions. For instance, if someone downloads a free guide, they could automatically receive a follow-up email a

Guerrilla marketing is an unconventional marketing strategy that relies on surprise, creativity, and a smaller budget. It’s about making a big impact with unexpected tactics – often in public spaces.Think flash mobs, clever street art, pop-up experiences, or viral stunts. Guerrilla marketing is designed to be memorable, shareable, and buzzworthy. It works best when you

A buyer persona is a fictional profile that represents your ideal customer. It’s based on real data, insights, and informed guesses about who your audience is, what they care about, and how they make decisions.Personas typically include details like:Name and job titleDemographicsGoals and challengesBuying behaviourPreferred channels and content formatsCreating personas helps you write better copy,

Customer segmentation is the process of dividing your broader audience into smaller, more specific groups based on shared characteristics. These segments might be based on demographics, behaviours, needs, values, or buying habits.Segmenting your audience helps you create more personalised and effective campaigns. For example, you might send different email content to new customers versus loyal

Brand awareness is the extent to which people recognise and remember your brand. It’s the first step in the marketing funnel and plays a vital role in long-term success. The more people know you exist – and understand what you stand for – the more likely they are to choose you.Brand awareness can be built

Getting into marketing doesn’t require a specific degree – but it does require curiosity, creativity, and a willingness to learn. Many people start with internships, freelance projects, or voluntary roles to build experience. Others take courses in digital marketing, content creation, or analytics.Build a portfolio of your work, learn the basics of SEO, branding, and

KPIs (Key Performance Indicators) are measurable values that show how well your marketing is achieving its goals. They help you track progress, identify areas for improvement, and justify your budget.Common marketing KPIs include:Website trafficConversion rateEmail open rateCost-per-click (CPC)Customer lifetime value (CLV)Return on investment (ROI)Choosing the right KPIs depends on your objective. For example, if your

Market research is the process of collecting and analysing data about your industry, competitors, and customers. It helps you make informed decisions by understanding what people want, how they behave, and what trends are shaping your market.There are two types of market research: primary (which you conduct yourself, like surveys or interviews) and secondary (which

USP stands for Unique Selling Proposition (or Unique Selling Point) – it’s the thing that makes your product or service stand out from the competition. Your USP explains why someone should choose you over anyone else. It’s not about being the best at everything, but being clear and confident about what you do better.A strong