Key messages

What do you want people to remember about your enterprise? If you send out dozens of messages, it will be difficult for people to remember them. It is better to have a central message that is supported by a handful of key messages. Once you have decided what the messages are, keep repeating them throughout your promotional mix. Your promotional mix = all of the ways in which you promote your enterprise, i.e. website, advertisements, email marketing, social media. Key messages are important as they help to create awareness and word of mouth. They are part of your marketing strategy. The Marketing Compass has two key messages: * Impartial marketing advice & training * Find your marketing direction...
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Keyword research

Free keyword research tool: https://ahrefs.com/keyword-generator Try: https://trends.google.com  ..as this shows information from Google itself....
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KPI – Key Performance Indicators for marketing

You can set a KPI - Key Performance Indicator - for any aspect of marketing. A KPI is something that you can measure against an objective. Here are some marketing KPI examples that can be measured within a given time period (i.e. per month): Website KPIs *  New URLs added *  Website unique visitors (new versus returning) *  Website page views *  Average time on site *  Bounce rate Email marketing KPIs *  New subscribers *  Newsletter open rate *  Newsletter click-through rate *  Conversion rate (if appropriate) *  Subscriber engagement rating Social media KPIs *  Blogs written *  Facebook Likes, Comments, Shares, Friends added *  LinkedIn connections made + Likes, Comments, Shares *  Twitter followers gained + Likes., Comments, Shares Media relations KPIs *  Journalist conversations *  Press releases sent *  Articles placed *  Media interviews Customer KPIs *  Customers lost *  Customers retained *  New customers acquired *  Customer acquisition cost *  Customer lifetime value Bear in mind that there are over 300 promotional techniques and KPIs can be set for all of them....
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