Marketing FAQ's. What you want to know.

Marketing can be confusing and at times overwhelming, so we hope to provide some clarity and empower you with some free advice.

How do I use a keyword or key phrase in my content for SEO?

Keywords in your web content make it possible for people to find your site via search engines. It’s incredibly important to make sure that you know how to use keywords in your content correctly so that your content can be found, indexed and ranked

Keyword or key phrase placement is essential for good website SEO. See the list below on where best to place your keywords or key phrases:


  1. In the <TITLE> element
  2. In the <description> element
  3. In your content – in the <p> tags
  4. In the <alt> text
  5. In the URL
How do I advertise on Facebook?

Advertising on Facebook allows your content (eg a post, video or image) to be seen by a broad range of users, including those who do not necessarily like or follow your page. Any paid content is considered an ad by Facebook, no matter which of the Facebook-owned platforms it runs on (Facebook, Instagram, Messenger).

To set up an ad, there are two ways to go about it: “boost” content directly from your page (on mobile or desktop); or create a campaign within Ads Manager:

Once a campaign has been drafted, it must be submitted to Facebook for review to ensure it abides by its various policies. These include the Community Standards governing all users, and specific advertising policies. After an automated (or human) review) has been completed, the ad will go “live” and be shown to relevant users.

Click here for more information on Facebook’s review proces.

What is geo-targeting?

Geo-targeting is an essential element of your Search Engine Optimisation (SEO) strategy. It enables your business to be found when a potential customer searches on Google for your service or product in your location.

To rank websites, Google uses geo-targeting as part of a suite of metrics. These impact a site’s rating in Google’s search results: the more specific the geo-targeting, the higher Google will rank the site for searches in the relevant area.

For example, if you operate a ladies’ fashion store in Brighton, you want to make sure your site is identified by Google as valuable for customers who search from the local area.

To improve your business’ geo-targeting, ensure that your website includes appropriate location-specific keywords and landing pages.


What is TikTok?

Tik Tok is a social media video app where users produce and share short creative videos (15-60 seconds). It is extremely popular amongst teenagers as a creative outlet. It’s a feed of (mostly) hilarious looping videos and whacky music montages made by users all over the world. It has trending dance moves and has given birth to a whole new set of influencers, with contributors such as Charlie D’amelio and her 33 million followers. 

Find out more about TikTok here.

Where can I find inspiration on the internet?

Sometimes we need to just let our minds wander, before we can write or think creatively. Need some inspiration for your inspiration? Look no further...

  1. Gravity Points - A PEN BY Akimitsu Hamamuro
  2. The Best Magazine Articles Ever 
  3. IKEA Hackers
  4. The Toast
  5. They Shoot Film

You're welcome.

What is your top marketing tip?

Be strategic. All of your activities need to relate to your business and marketing goals. For example: If your business goal is to increase your customer base, your marketing goal may be to increase your brand reach. Put your business name out where your target market is through different channels, and allow yourself to be creative and interesting to get noticed. If your business goal is to decrease the cost of customer acquisition per sales then your marketing goal may be customer retention, and therefore your actions will be different. A more targeted approach would be more applicable, such as focusing on your database. Reach out and find out why you were chosen in the first place, and give your customers a reason to come back.

How much should we spend on marketing?

Various sources will offer different opinions on allocation of budget as a percentage of turnover, and it is subjective to variable market conditions. As a guideline, approximately 1-10% of turnover is the recommended investment in marketing implementation per annum. The does not include launch of new brands or products which generally require an initial higher investment during launch phase. It also does not include the cost of an in-house marketing department, so outsourcing this work would add to the investment. As an example, it has been reported that McDonalds spend approximately 4% of turnover on marketing. When setting a budget, it is important not to over commit the available funds. This allows flexibility to leverage opportunities as they arise.

Why do I need to do marketing when 95% of my business is word of mouth?

Word of mouth (WOM) is one of the most powerful marketing channels and whether you realise it or not, you are managing and influencing the power of WOM for your business. The question is, are you doing this well? What inspires people to talk about your business? Are they talking about it positively?



Things that get people talking include customer service, value (or perceived value) you have delivered (tangible or emotional). Channels you need to closely manage to empower positive WOM include, employee training and satisfaction, online and offline publicity, social media and various brand experiences. It is also imperative to note that research shows that 75% of people will research a product or service online prior to purchase, so while WOM might drive them online, you need to ensure your digital presence (website, social media, online reviews etc) also support the endorsement.

Have you ever measured the level of positive WOM and compared it to actual conversions? You might find that WOM is strong but conversions are down because of poor marketing in other areas. Your marketing efforts need to focus on the whole purchasing decision process, not just awareness.

What is marketing attribution?

Marketing attribution is the method of determining the source from which purchases are being driven.  This could be a TV Advertisement, a Facebook post, or a Google Search to find your website. Often ‘last click’ is measured for online attribution, as this is an ‘easy’ data source.  ‘Real’ attribution will assign credit in the right proportion to different touch points along the customer’s journey. This let’s us give credit to a Billboard with a URL on it, or a Facebook Ad which is seen 4 times before the buyer Google’s the brand name. Technology is increasingly catching up, allowing us to follow a user’s journey online from one website to the next, tracking and assigning credit, and advanced modelling is taking place, assigning attribution to TV Ads and other offline channels. This is a work in progress, but the technology will come – and the answers to where your purchases are coming from may surprise you. Often we talk about the impact that marketing efforts have on the subconscious. Real attribution may provide the justification and ROI on our marketing efforts that appeal to this part of the brain.

Which words should I avoid in an email subject line?

Unfortunately the list of words which trigger your email going into someone’s spam or junk folder is getting longer and longer. As illicit list buying and spamming becomes more common, it becomes harder for the legitimate email marketer to appear in the user’s inbox. There are some obvious words to not use, such as those around adult themes, informing recipients that they have won a large sum of money, losing weight or enlarging other areas. Below are some that may be less obvious. Avoid using these and remember to ensure that EVERYONE in your email list has agreed to be contacted by you, and ALWAYS give them a clear chance to unsubscribe. Amazing, Free Offer, Profits, Save Money, Free Quote, Free Website, Dear Friend, While you sleep, Opportunity, Please Read, Click below, Apply Online, We hate spam, Do it today, Great offer

Why would I use social media for my business when I don’t even use it at home?

We hear you, we are all busy and having something else to monitor can be time consuming.  The bottom line is that you might not like it, care for it or want it but rest assured your competitors will and may well be engaging with your customers already. As far as marketing activities go it is one of the most cost effective channels to connect with your market/ customers. The biggest mistake is viewing social media as an opportunity to shout about your product or service. These channels are successful when organisations commit to authentically engaging with the audience and having a two-way conversation. It’s an opportunity to develop a tribe of believers and supporters in your industry, cause, passion or purpose.



Social media allows you to keep your brand top of mind, so long as you provide relevant content for your audience. You will need to enter each channel with clear objectives, which might include increase brand awareness, provide outstanding customer service, employer branding, thought leadership or market research.

It’s not all #IhateMondays, or pictures of meals you’re about to eat -  it’s a real opportunity to connect and more importantly let your customers connect with you the way they want to.

Even if you are still not convinced, we encourage you to check out your competitors’ presence and if it’s rubbish – you’ve just identified an opportunity!

My Google Analytics is showing a lot of referrals from sites whose names I do not recognise. Are these real?

We have found that of late referrer data is being spammed by Referrer or Ghost Spam, which is falsely increasing your visitation figures. The rise of referrer spam (or Ghost Spam) will most likely match the rise of  referrer traffic. Referrer spam doesn’t harm your website, doesn’t affect your SEO, but it makes your Analytics referrer and visitor data pretty useless. The first step to take is to block these referrers. Let’s be clear here – you are blocking them from Analytics, not from your website (they don’t hit your site, they hit your analytics data). The second step is to create a Segment and remove the historical spam so you can see your previous data in its true form. We’ve created a new Ask Pitstop article to show you how to stop referral spam. Click here for the full instructions.

What paper stock should I use?

Have you ever been handed a business card that looked fabulous? It was heavier than most other business cards, it may have had some embossed detail or a textured finish? This is the difference between having that wow factor or remaining unnoticed.

After designing a new set of stationery or promotional material, there comes a further question, printing. Printing on the right stock, says something about your brand.  It’s yet another brand experience.

What does it say about your brand?

  • Cheap and nasty?
  • Environmentally conscious?
  • Middle of the road?
  • Interesting?
  • Clever?
  • Showy?
  • Understated?  The list goes on…

Some things to consider;

  • The weight of the paper
  • The paper’s finish, which is usually Matte or Satin
  • Printing in CMYK or Digital

CMY…what? Understanding the differences between methods of printing can be tricky and sometimes clients feel in over their head.  There are some fundamental differences between “digital” and “offset” printing and they do make a difference to your campaign and business stationery.

The benefit of using a professional printing company to produce your material is that it has a higher chance of leaving an impression on the customer. In addition to this, giving some thought or having a consultation on the right printing method will also put you one step ahead of your competitors.

What size video can I upload to Facebook?
You can upload videos with unlimited bitrates, up to 1 Gigabyte in size.  To go over 1 gig file size you must limit a 1080 HD upload file to a max bitrate of 8 Mbps, and a 720 HD file must be limited to a max bitrate of 4 Mbps.The maximum time length is 45 minutes.
How do I share a Facebook post on an event page as the page I manage and not as myself?

Click on the timestamp of the post, then copy the link in the address bar. This is the link to that post, which you can share anywhere.

What are some marketing benefits and tactics?

Benefits of marketing

  • Reach new audiences
  • Increase brand visibility
  • Referrals
  • Build authority
  • Build trust
  • Researching our own products and services
  • Product development
  • Position a brand
  • Communicate points of difference
  • Direct people to buy
  • Education
  • Collaboration

Tactical application

  • Social media
  • Websites
  • Direct marketing
  • Emails
  • Advertising
  • Blogging
  • Videos
  • Brochures
  • Events
  • Competitions
  • Automation
  • Displays
  • Networking
  • Referrals
  • SEO
  • Sponsorship
  • Case studies
  • Webinars
  • Guerrilla
  • Landing pages
Thought starters for defining your target markets.

The Person That Will Pay You – who wants or needs your product or service? Whose problem does your product solve?

The Person That Influences The Person That Pays You - Influencers include any person that holds another person’s attention in some way. It might be a business partner, industry people, mentors or clients. These people hold attention and influence the decisions that your target audience makes - and that’s why you need to pay attention to the influencers. If you can earn their trust, their approval then you can win them over and they can influence the person that will pay you.

Your Supporters - These are the people that support you to achieve your goals. Supporters include family members, friends, colleagues, co-workers, mentors and anybody that can offer support as you work your way to success.

What are personas?

A “Persona” is a fictional representation of a purchaser. Personas provide the team with a shared understanding of users in terms of goals and capabilities.

Benefits of using personas:

  • Personas give marketers a ‘test case’ for communications. Using Personas to walk through communications allows clarity as to whether the ad, email etc meets the desires or breaks down barriers.
  • They help team members share a consistent understanding of the user group: Personas make the stories more compelling and fun, thus making them easier to remember and consider when the team is working towards a solution – together.
  • Personas help develop informed wireframes and site architecture: Since Personas focus on the needs of the users, the team can walk through scenarios and determine optimal placement of content to specifically support the goal of the product. This is vital to the success of a website or application, and will save your client thousands of dollars and/or man-hours reworking a product after it’s launched (and “officially” tested by actual users).
How do I add captions to a YouTube video?

It's actually pretty simple. You can do it directly through YouTube - click to edit your Video and click on CC. Try out YouTube's voice recognition (their automatic version). You can edit directly from here, OR, if it's incorrect - this awesome YouTube video shows you how. It's a little out of date - some of the menu items live in different places from when it was first recorded... but it's a great summary.