Learn how to work out what you can afford to pay for a lead or customer before running Facebook and Instagram ads, with a worked example and a free worksheet. Let’s start with a confession. Maths isn’t everyone’s favourite subject. But there’s a good chance this is the most valuable bit of arithmetic you’ll do … Read more
If you last ran META ads, or FACEBOOK ADS, a few years ago, you may remember a world of tiny audiences, interest stacks and a lot of fiddling. You’d select “women aged 35 to 50 who like gardening and a particular brand of secateurs”, watch your cup of tea go cold, and hope. That world … Read more
If you’re still measuring your success on X by how many followers you have, it’s time to rethink your social media strategy. In 2026, successful X marketing is less about broadcasting messages to as many people as possible and more about earning attention, starting conversations and becoming part of the discussions your potential customers already … Read more
Social media can be one of the most cost-effective marketing channels available to a small business. It can also become one of the biggest drains on time. Posting three times a week. Creating graphics. Making Reels. Responding to comments. Trying to understand algorithms. Looking at analytics. And then wondering: “Is any of this actually generating … Read more
Getting your business noticed online is harder than simply creating an account and posting regularly. Your potential customers are exposed to an enormous amount of content every day. You’re competing not only with other businesses, but with creators, news, entertainment, friends, communities and an increasingly sophisticated stream of personalised recommendations. So how do you make … Read more
Influencer marketing has changed. The old model was relatively simple: Find someone with a huge following → pay them to promote your product → hope it works. That approach can still work in certain circumstances, but it is far from the only — or necessarily the best — way for a business to use creator … Read more
Great social media content doesn’t happen because you have a nice camera. It doesn’t happen because you use the latest Canva template. And it certainly doesn’t happen because you add a few popular hashtags. Effective content starts with a much simpler question: “Why should somebody care?” In a crowded digital environment, your content needs to … Read more
Social media advertising gives businesses an extraordinary ability to reach specific audiences. But better targeting doesn’t automatically produce better results. You can have the perfect audience, a beautifully designed advert and a healthy budget — and still generate very little business. Why? Because successful paid social isn’t just about targeting. It’s about the entire customer … Read more
