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Open Source
Tools, thoughts, and playbooks we use internally. Free to steal.
Use AI first where a small business loses the most hours to repeatable work: research, first drafts, repurposing and reporting. Keep the judgement human: what to say, what to cut and what goes out under your name. Start with one task, one owner and one number.
An AI-native marketing agency runs its work on AI systems it built and owns, and spends its people on judgement, strategy and taste. An AI-powered agency uses the tools anyone can buy to do the old work faster. The test is simple: ask which decisions the AI changed.
Marketing automation ROI is the value it creates minus what it costs, divided by what it costs. Count three kinds of value separately: time first, then cost, then revenue. Time savings show within weeks; revenue takes months to read. Here is the formula, a worked example and the traps.
You're ready for AI in marketing when you can name the number it should move, the process it speeds up, the data it uses and who checks it. If any of the four is missing, fix that first, or AI will only speed up the mess. The ten questions below take one sitting.
An Indian Shopify store can sell in ChatGPT today only if it sells to customers in the United States. Shopify's rule is about where the buyer is, not where the store is. A store selling only to buyers in India can't use ChatGPT, Copilot, Google's AI Mode or Meta yet, but it can get its product data ready now.
To get cited by ChatGPT, let OpenAI's crawler read your site, answer real questions plainly and describe your business the same way everywhere. We measured our own site across four AI engines: cited 8 times in 8 on brand questions, once in 38 on everything else.
SEO gets a page ranked, AEO gets its words used as the answer, and GEO gets it cited inside an answer an AI writes. All three reward the clearest, most trustworthy answer to a real question, so start with SEO: the other two build on it.
Ask an SEO agency for past work you can check, a written timeline, how it measures success and what it won't promise. Google publishes its own eight interview questions and warning signs; an agency that guarantees a number one ranking fails both.
SEO reaches people already searching for what you sell. Social media reaches people who weren't looking yet, and makes them remember you. Pick the one that matches how your buyers decide, lead with it, and use the other to support it as the business grows.
Many SEO mistakes are invisible in a browser: the page looks fine to you and reads wrong to a search engine. We found ten on our own site this year, from pages serving the wrong content to answers hidden in closed panels. Here is each one and how to check yours.
Keyword intent is what a searcher wants: to learn, to reach a site, to compare options or to act. Those are the informational, navigational, commercial and transactional types. Match each search with a page built for its intent, or you rank and still get nothing.
PPC puts you in front of searchers today, for as long as you pay for each click. SEO takes months to start and keeps bringing visitors after the work is done. Use PPC to learn which searches turn into customers, then use SEO to stop renting the ones that do.
Local SEO for a restaurant starts with a verified, complete Google Business Profile, then consistent listings, replies to every review and real photos. Google ranks local results on relevance, distance and prominence, and says there is no way to pay for a better local ranking.
Topical authority is how far search engines trust your site on a whole subject, earned through depth, original information and being cited for it. There is no official score. Build it with a planned cluster of pages, and measure it in Search Console by how many of a topic's searches you appear for.
The costliest digital marketing mistakes we see are doing every channel at once, counting activity over results and hiding where buyers decide. All of them showed up in our own client work or on our own site. Here are eight, with real examples and the fix for each one.
Consumer behaviour is what people do when they choose, buy and use things; consumer psychology is why they do it. Behaviour shows up in your analytics as clicks, purchases and repeat orders. Psychology needs research to see. Use the first to find a problem and the second to fix it.
Consumer psychology in marketing means building offers, prices and messages around how people really decide. Five well-studied effects do most of the work: loss aversion, anchoring, the decoy effect, social proof and choice architecture. Use them honestly, and test them, because some replicate better than others.
STP means segmenting a market into groups, targeting the ones you can serve best, and positioning your offer so those buyers see it is for them. The order matters: positioning without targeting is a message to nobody. The worked example below shows all three.
The 4Ps of marketing are product, price, place and promotion: the four decisions that turn a strategy into something a customer can buy. Decide them in that order. Trouble usually starts when the promotion is planned before the other three are settled.
Brand voice is your brand's character in words, and it stays the same everywhere; tone is how that voice adjusts to the moment and the reader. Mailchimp's guide puts it in one line: same voice all the time, different tone. A useful voice document records opinions, banned words and examples.
