Word, or 5 to be exact as we take a look at some of the words or phrases you shouldn’t be using while studying for a CIM qualification and we’re taking a break from all this assignment writing and exam questioning, but we’ll be back in the new year with all that gubbins, so take December off. But keep listening. And if you would be so kind as to leave a five star rating on iTunes that would be the best end of year present I could hope for!

But before we all have a word with ourselves we are going to meet Dan Charles, who is the Owner of Be Fair Marketing who doesn’t believe in trying to blind his clients with the ‘dark arts’ of SEO or charging a customer for what is essentially an automated PPC report. Dan is of the opinion that being open and honest is just good business sense, so in the nature of being open and honest, Dan, what is the one link you wish you’d never clicked on?

Takeaways
– There are so many unethical practices out there, many leading to poor customer communications and service. Dan explained the following as things to watch out for:

– Ryanair website UX patterns
– Fake urgency
– Upsells that are automatically added to a shopping cart
– The false positives to get you to do something (i.e. click a button’)
– Pop-ups that have negative or positive connotations

– Dan highlighted how to create a great PPC strategy:
1 – Create a customer persona (which you can hear more about in episode 30 with Tracey Tait)
2 – Make sure you know a list of ‘negative’ keywords (one’s you don’t want to rank for) and you’ll find, this on top of a persona will make your PPC very targeted
3 – TEST, always test, using A/B testing
4 – Review the big things, then refine the smaller elements
5 – Make sure you have clear and transparent reporting

– And finally, re-marketing – which is targeting those consumers who already know about you. Those that are interested in what you have to offer due to their previous digital actions and using the likes of Facebook and Google to specifically target them with the appropriate creative. Which should in theory, cut down costs as you are targeting those that are already engaged.

 

Top Tip – 5 Words to avoid in your assignments:
It is important to note that there are multiple words, phrases and inappropriate language that shouldn’t be used in any assignment, let alone your CIM assignment. Here are my top 5 words to avoid using while writing your assignment:

We
Your assignment should always be written in the third person, therefore you should never use the words We, I or your and only use phrases that can be written in the third person – i.e. using the organisation name.

Obviously
Don’t ever think that something is obvious within your assignment. Any statements that you make must be backed up by theories, models or real life examples, don’t forget these as they show an additional level of study and research.

Sw**ring
I don’t think I have to explain why using expletives is a no, no. Please don’t use them, they aren’t big or clever and will add no value to your answers.

Your Name
Please, please please, don’t use your name in any assignment. This could end up in an automatic disqualification. Instead use titles such as Marketing Executive or Senior Management Team for answers where you are writing directly to someone or a team of people.

Links
Dan Charles – befairmarketing.co
Instagram: https://www.instagram.com/befairmarketingco/
LinkedIn: https://www.linkedin.com/in/dancharles/
Twitter: https://twitter.com/befairmarketing
Facebook: https://www.facebook.com/befairmarketingco/

Books:
How to Win Friends and Influence People – Dale Carnegie: https://amzn.to/2Rd2kUc

App:
Clear Focus:
https://play.google.com/store/apps/details?id=personal.andreabasso.clearfocus&hl=en_GB

Method:
(P)RACE Model: https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

(P)RACE Episode: https://marketingstudylab.co.uk/episode-8-the-prace-to-digital-success-dave-chaffey-digital-marketing-guru/

Google Doodle:
20 Years: https://www.google.com/doodles/googles-20th-birthday

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