Digital Marketing Archives - Digital Marketing Experts

Why Seasonal Marketing Can Be Great – And How It Can Be Bad

Joel Sleet — Mon, 06 Apr 2026 15:49:25 +0000

Spring is in full swing and with that comes great opportunities for sales, promotions, events and more. Easter is a very prominent celebration in April in the UK and, aside from the over-the-top retail marketing and displays, there is a real opportunity for small businesses to tap into that excitement.

Benefits of Seasonal Marketing

Benefits of seasonal marketing can include:

• Relatable – people who celebrate it will see your business as more relatable.
• Pricing – exclusive deals like Easter bundles or themed packaging can increase perceived value and quality.
• Personality – seasonal events are a great time to show your business has personality. Whether it’s a warm message, a funny video or creative packaging, it gives a glimpse into the people behind the business. With technology progressing faster than ever, human authenticity is a key selling point.

All of this is great and offers easy, accessible content that small businesses can create in-house. There are thousands of examples every year across all industries, which makes it more achievable than ever.

The Risk of Becoming Dependent on Seasonality

However, with that comes the risk of becoming dependent on seasonality.

Many small businesses only show up online when something seasonal is happening. Their regular posts get little traction, have no identity and no clear selling point. Yet when they run a seasonal post, giveaway or promotion, they suddenly get hundreds of likes due to the incentive.

This is not a hit piece on incentives – they are a great way of bringing in new business. But when your business gets no leads… then suddenly explodes because of a giveaway, is that really success?

Is It Actually Valuable?

It might bring in the occasional lead, but is it:

• Sustainable
• Consistent
• Real value

When a customer spends £50 in hopes of winning a big prize, what happens when they don’t win? Whether they enter once or five times, eventually most of these people are only there for the prize – not because they see real value in your business. This leads to a low percentage of returning customers, which is economically vital in today’s business landscape.

Likes feel amazing. Seeing them pour in is exciting. But from a commercial point of view, it’s the same as impressions and clicks in paid advertising – if they don’t lead to sales, they’re vanity metrics.

Those posts you stopped doing because they only got one like could, in theory, be driving a sale. Meanwhile, the giveaway with 500 likes might generate nothing. That’s unlikely, but it’s possible – and that’s the point.

Using Seasonality Properly

You don’t want to be known as “that business that always gives away chocolate.” You want to be known as a key player in your industry – whether that’s locally, nationally or internationally.

So when you ask yourself, “how should I market my business this spring?”, include seasonality where it makes sense. Use it as a tool – not a foundation.

What Actually Drives Growth

Don’t forget what actually drives growth:

Authentic brand awareness.
Real results.
A genuinely strong offer.

You need to think about who you are marketing to, why they would buy from you, and what truly makes you different. Not just that your service is great – because your competitors will say the same.

You need something real. Something valuable. Something irresistible.

If you feel like you never have time to properly focus on what drives growth, or you don’t have the technical expertise to do so – teclan can help.

We specialise in digital marketing, website design and technical support, and we genuinely care about helping businesses grow.

It’s not about vanity metrics or looking flashy – it’s about driving real revenue.

The post Why Seasonal Marketing Can Be Great – And How It Can Be Bad appeared first on Digital Marketing Experts.

How to Market Your Business in Spring in 2026 | Quick Guide

Joel Sleet — Wed, 11 Mar 2026 17:24:33 +0000

Yes yes, you have an Easter post set up and you emailed your customers to prepare for Mother’s Day. But what about actual marketing?

Not just reactive marketing, but proactive marketing.

A lot of people have probably searched this question not really knowing what to do – and that’s okay. That’s why we exist. In this article, I go over some general marketing tips as well as some season specific ideas, whether you are reading this in 2026 as it is now, or in five years.

1. Spring related messaging

The usual angle which does work in spring, no matter how cliché it may seem, is the idea of spring cleaning or refreshing something.

It’s the time of year when everyone is coming out of the mood dampening January and February period and moving towards brighter days and better weather. That naturally creates an opportunity for businesses to encourage people to restock, redesign, refresh or try something new.

For example:

If you sell homeware, a message aimed at people redesigning their living room to make it feel more “alive” would be perfect.

If you sell washing machines, you could emphasise that spring is the time for a deep clean – so why not finally replace that old machine and properly refresh your clothes and home.

The key point is that almost every business can find a spring related angle if you think about how your product or service helps people refresh, upgrade or improve something in their lives.

2. Strategy

This is an evergreen point and a required step for everyone reading this.

You cannot properly market your business without a strategy.

Despite what videos online may say, if you are serious about growth, a two week posting plan is not enough. You need a strategy that connects all of your platforms together so that no matter where your audience finds you, they recognise your brand and become familiar with it.

At teclan, we help businesses build a comprehensive omnichannel strategy which ties together:

Paid advertising
Email marketing
Social media
Brand positioning

When these elements work together with one clear message, they create a consistent path that guides customers towards your business.

3. Preparedness

While many people consider spring to start on the 1st March, technically in the northern hemisphere it starts on 20th March this year.

So don’t worry – you still have time.

Ideally in marketing you plan months ahead, but if you are only starting now that’s okay. The important thing is to start building a plan.

A strong strategy should include:

Clear objectives
The investment required to achieve those objectives
Steps to make it happen

From there, you can build a strategy guide that you refer back to throughout the season, improving and adjusting it as you go.

Your Growth Partner

At teclan, we help businesses market and scale through clear strategy and omnichannel marketing.

In 2026 the competition is higher than ever and it is essential to build visibility across multiple platforms. Being present on just one platform is no longer enough – awareness is everything.

If someone does not recognise your brand or understand what you offer, they are much less likely to buy.

That is a lot to manage on top of running your business which is why we take the reins – keeping you informed along the way while handling the marketing.

We are not just marketers and not just an agency.

We are your growth partner.

Need some advice? Get in touch today.

The post How to Market Your Business in Spring in 2026 | Quick Guide appeared first on Digital Marketing Experts.

How to Scale an E-commerce Brand: 3 Reasons Most Businesses Fail to Grow

Joel Sleet — Mon, 09 Mar 2026 17:10:59 +0000

How to Scale an E-commerce Brand

Scaling an e-commerce brand often fails because of three key factors: mindset, operational capacity, and time. Many businesses attempt to scale their marketing before their operations, leadership, or investment mindset are ready to support growth. Sustainable scaling happens when businesses treat marketing as an investment, ensure they have the operational capacity to handle demand, and dedicate time to strategic leadership rather than only day-to-day tasks.

Why Many E-commerce Brands Struggle to Scale

“How do I scale my e-commerce brand?”

This is a question we hear a lot as digital marketers. In this article, I go over the main reasons and limits business owners hit, whether it’s a marketing related issue or something that indirectly affects marketing performance.

If you own a business but feel as if something isn’t quite working when it comes to growth, this article is for you.

The 3 Biggest Barriers for Growth

Mindset – Growth requires patience, delayed gratification, and seeing marketing as an investment rather than a cost.
Operational capacity – Many businesses cannot handle a sudden increase in orders due to staff, supply, or logistics limitations.
Time and leadership focus – Owners often spend too much time working in the business instead of working on the business.

1. Mindset

While it isn’t a tangible ceiling to hit, mindset is arguably the most important factor when it comes to building and growing your brand.

You need to embody a growth mindset. This means understanding the fundamentals of growing a business such as seeing it as an investment, understanding both operations and marketing, and accepting delayed gratification.

Results often take time to show. A strong mindset allows you to look past surface-level results and understand the bigger picture.

2. Operational Capacity (and Investment)

As unfortunate as it is, not every business is ready to scale.

Whether it’s limited profit margins on low revenue, a lack of operational capacity with staff and supply, or other constraints, there are many reasons why a business might struggle to grow.

A serious question to ask yourself is:

If my website blew up tomorrow, how many orders could we realistically handle before we ran into serious problems?

Your answer to that question usually reveals your true growth ceiling.

Sustainable growth comes from capacity, investment, and operational readiness.

3. Time

Time can be a huge factor when it comes to scaling a business.

Although it ties into capacity, it deserves its own section because sometimes a business has everything it needs to grow but the owner simply feels as if they don’t have the time.

As the owner, it’s easy to get caught up in the operational side of the business or the actual work itself. This often means there is less time for the top-level leadership work you are meant to focus on.

Scaling requires time spent on strategy, leadership, and planning, not just day-to-day tasks.

Why a Growth Partner Matters

Amongst all of this, having a growth partner like teclan to help set the vision, strategy, and path for growth is extremely valuable.

It saves time, helps solve operational problems rather than splitting your focus between marketing and business operations, and helps you adopt the investment mindset required for long-term growth.

Ultimately, it allows you to move forward knowing you have a team of experts with a wide range of skills, backgrounds, and knowledge supporting your brand.

Frequently Asked Questions

Why do most e-commerce brands struggle to scale?

Most e-commerce brands struggle to scale because their operations, mindset, or time capacity are not aligned with growth. Businesses often try to increase marketing before their fulfilment systems, staffing, or leadership structure are ready to support higher demand.

What is the biggest mistake when scaling an e-commerce brand?

The biggest mistake is treating marketing as a short-term cost rather than a long-term investment. Scaling requires patience, strategic planning, and the ability to focus on long-term growth rather than short-term results.

How do you know if your e-commerce business is ready to scale?

A business is ready to scale when it has the operational capacity to fulfil increased orders, the financial stability to invest in growth, and enough leadership time available to focus on strategy rather than only day-to-day operations.

The post How to Scale an E-commerce Brand: 3 Reasons Most Businesses Fail to Grow appeared first on Digital Marketing Experts.

Paid Ads Are Getting More Expensive, Here’s What Actually Matters in 2026

Joel Sleet — Wed, 11 Feb 2026 19:30:03 +0000

Paid advertising is becoming increasingly expensive and competitive, and people are panicking.

While it is understandable, panic doesn’t do anything but cause impulsive decisions, which can actually lead to the detriment of your own business.

The problem people instantly jump to, or get told by YouTubers looking to invoke panic, is this:

YOUR BUDGET IS TOO LOW
YOUR BIDDING STRATEGY IS WRONG
YOUR KEYWORDS ARE SLIGHTLY TOO TIGHT

All of these surface-level insights get thrown around, and people focus on that.

They don’t look at the big picture.

We aren’t blaming you; we understand it.

It’s easy to look at an account and think this is down, so let’s do this.

But certain tweaks don’t actually help.

For example, you are running a high-intent, tight brand campaign.

What does Google think?

Your match is too tight.
Add broad keywords to broaden reach.

But doing that will just ruin your campaign, despite it sounding like the correct analysis in theory.

Google Ads is no longer about small technical tweaks.

It’s about the bigger picture and your brand.

What campaigns does a strong structure usually include?

Performance Max (PMAX)

PMAX is vital for e-commerce.

Once you get a winner, it can scale efficiently.

It can also be used for seasonality, with separate asset groups for different ranges and product categories.

Search Campaigns (Brand, Location, Specific Service)

Search is perfect for high-intent searches.

Whether that’s:

High-return brand campaigns
A specific local service
A buyer actively looking right now

Search is one of the best ways to capture intent-driven demand.

Demand Gen (Awareness and Consideration)

Demand Gen campaigns can be effective for brand awareness, especially when supported by strong display and video assets.

People often pause these due to:

Budget pressure
No direct conversions

Without realising that conversions are not always the point.

Awareness brings people back later through organic search, direct traffic, and familiarity over time.

Why is creative so important in 2026?

Creative is becoming more and more important.

AI has disrupted the technical side of marketing.

But guess what human experts are great at?

Evoking emotion
Messaging with context
Understanding psychology and behaviour

AI can create basic copy, but it often sounds robotic.

A human expert mixed with creativity and behavioural understanding is invaluable in 2026.

Why do I need a measurable goal?

This is arguably the most important part.

With a measurable goal, using frameworks such as SMART, you have direction.

Editing Google Ads is impossible without a target goal.

Every business has different needs:

Scaling revenue fast
Maintaining a stable return
Increasing repeat customers
Expanding awareness

Making changes for return when you actually need rapid scale can be counterproductive.

To aim for something, you need to know what you are aiming for.

It sounds obvious, but so many people don’t take that into account.

They get stuck in execution mode.

In 2026, it’s the strategic phase that wins.

At teclan, we can help you lay out a strategy not only to achieve ad success but also to drive success across your business as a whole.

With our omni-channel approach, we give you the clarity you need to grow, especially in a world where competition feels higher than ever.

Frequently Asked Questions

Why are paid ads getting more expensive?

Because competition is increasing and platforms are more saturated. Costs rise as more businesses bid for the same attention.

Is my budget always the problem?

Not necessarily. Often the issue is strategy, structure, or creative, not spend.

What matters more than small Google Ads tweaks?

The bigger picture. Campaign structure, brand positioning, and aligned goals matter more now than micro-adjustments.

Do Demand Gen campaigns work without conversions?

Yes, because awareness often drives future organic and direct purchases that platforms cannot always track instantly.

Why is creative more important in 2026?

Because automation handles technical optimisation, but humans still win through emotion, messaging, and psychology.

What should I focus on first?

A measurable goal, then the right campaign structure and creative to support it.

The post Paid Ads Are Getting More Expensive, Here’s What Actually Matters in 2026 appeared first on Digital Marketing Experts.

Why Attribution Is the Most Hardest (But Vital) Part of the Marketing Setup

Joel Sleet — Wed, 11 Feb 2026 11:45:41 +0000

Attribution is everything when it comes to marketing, and funnily enough, like all good things, they don’t make it easy.

Most of the time, attribution is 30 days. So if someone clicks on your ad and comes back 31 days later, your ad won’t get any credit at all.
And that’s where it gets complicated: why not just make that window three months?

Six months?

A Year?

And so on.

The main reason it’s not as simple as that, in this question, is: where is the line drawn? If someone saw your ad 8 months ago, a lot can change in that time. While it could be due to brand awareness from the ad, if it was shown only once, it’s unlikely. It could be a coincidence that they clicked through, so why should the ad get credit? Or why shouldn’t it? As it could have been the reason.

No matter which side you argue for, you would have a valid argument, and that’s why people use all different types of conversions, different windows and definitions of a conversion.

Customer Life-time Value

What if someone’s first purchase came from ads and they only spent £50? The cost to acquire them was £15, and your operations cost £30. That leaves you £5 profit.

Based on the official ad data, this appears to be a one-off customer who barely broke even for the business and, for many, probably lost money.

But in reality, what if they end up returning every month and spend £500? Or come back and buy a high-ticket product for £10K.

Suddenly, that £50 first sale was the start of an immensely valuable customer.

The return would be substantial, even if the cost per acquisition appears high on the surface or barely profitable.

That’s why attribution is not just a technical setup.

It’s the foundation for understanding marketing performance and your business as a whole. Businesses often cut marketing when making cuts. They then learn how much that marketing was worth, even when the surface-level data was ‘profitable but not worth it’. And it doesn’t end there: some customers won’t return to your company directly; some may purchase and forget. They then see your display ad pop up and think – “oh, they were great last time, let’s try again”.

Shoppers Aren't Simple Anymore

Buying journeys are not instant anymore.

People might:
– Click an ad today
– Come back in two weeks through organic
– Come back again, but by searching your brand URL directly and buying.

The direct gets the final purhcase but your paid advertising and organic marketing made it happen. So why not give them credit?

Platforms do not always present the full story, especially when long-term value is involved, and everyone should be mindful of this.

Strategy & Attribution Matter More Than Ever

Google’s algorithm is becoming increasingly sophisticated, and while everyone is panicking, they fail to realise that this makes human expertise even more valuable.

Marketing is increasingly about strategy and creative direction. It can be the hardest part, but it is also the most valuable.

AI struggles with two key things here:

Feeling
Context

With good strategic direction, strong creativity, and a working conversion setup (and an understanding!), Google’s algorithm can learn what actually converts.

Once it knows what works, you can improve what doesn’t and iterate from your learnings in line with your goals.

This applies to all platforms, but on Meta, it can be especially powerful, where creative and visual resonance are key drivers of success.

If my campaign is showing low conversions, should I pause it?

Sometimes, yes. Some campaigns just don’t work.

But it depends on what the campaign is doing.

If your ad is clearly resonating with people with a strong click-through rate but no conversions, don’t blame the ad. It can point to:

An opportunity to improve the landing page

People clicking off and coming back later through other channels, and not being attributed

An offer that isn’t resonating with people.

This is why you need to be careful about cutting campaigns too quickly. Something that looks useless on the surface can be what is moving the needle in reality.

A common situation people see all of the time:

You spot an ‘underperforming’ campaign. You pause it.

Over the couple of weeks following:
– Less organic traffic
– Less direct traffic
– Lower phone calls

And you start to realise that the campaign may actually be really strong in driving awareness and consideration, even if conversions look lower on the surface. It’s not a performance issue; it’s an attribution issue.

Frequently Asked Questions

What is marketing attribution?
Attribution is how you identify where sales and conversions came from, whether it was ads, organic search, email, or another channel.

Why does GA4 sometimes undervalue ads?
Because many customers don’t convert immediately. They may return later via direct or organic channels, which means the ad’s impact is hidden.

What is an attribution window?
It’s the time period where a platform can still credit a conversion back to an ad click, often 30 days by default.

Should I pause campaigns with low conversions?
Not always. A high click-through rate can mean the ad is working, but the website or tracking may be the problem.

Why does customer lifetime value matter in attribution?
Because the first purchase might be small, but the long-term return can be massive, which platforms often fail to show clearly.

The post Why Attribution Is the Most Hardest (But Vital) Part of the Marketing Setup appeared first on Digital Marketing Experts.

Websites Are the Hidden Key to Better Marketing Results

Joel Sleet — Thu, 05 Feb 2026 10:19:37 +0000

When people aren’t getting their ideal returns, or their ads are resonating but not converting, they often look to the ads themselves and assume something’s wrong. Often, it isn’t the ads.

It’s the website itself.

Factors such as landing page design, site speed, and checkout experience play a significant role in conversion rates.

Let’s dive into each and learn why they are so important.

Why Does a Website Affect Marketing Performance?

Because marketing brings people to your site, but your website is what turns them into customers. If the website is slow, confusing, or doesn’t answer the right questions, people leave, even if your ads are strong. There are many things to watch for when building a website, and numerous ‘optimisations’ that can be made; however, we have picked out the top 3 we believe are especially vital for your website and paid ads.

1. Landing Pages

Landing pages are essential, but people forget that.

Let’s say you are running an ad for an event planning service…

Some people want to book instantly. Others want to research first. What do you do?

Many businesses go to extremes:

Either the landing page is too short, or the page is too wordy and overwhelming.

The key is balance.

Make it easy for someone to click BOOK early, but for those who want more insight, features like testimonials, FAQs, and information can keep them on the page.

This is also where Generative Engine Optimisation comes in – something we at teclan have been looking into. AI search is starting to surface businesses based on how clearly they answer customer questions, their authority, and their trustworthiness.

This is how you should treat your landing page (even if AI wasn’t a factor). It should answer the relevant questions people NEED to know before booking. Not the random questions you think of, because maybe 1 in 100 customers might ask it. It should guide them through what they need to know and make booking an easy choice.

Consistent creativity also helps significantly, especially as it becomes increasingly essential in marketing as the technical side of things becomes more automated.

Pro tip: Look at landing pages that work for huge companies or famous converting landing pages. Don’t copy them; instead, identify what they all have in common and implement it.

Don’t have the time? No problem, get in touch with teclan and see how we can help you with your website.

2. Site Speed

Site speed is arguably the least exciting one because it’s technical rather than visual.

But it is one of the biggest deciding factors in modern e-commerce.

If your site even hesitates for a couple of seconds too long, people click off.

Even a one-second delay in loading can lead to noticeably fewer conversions.

Competition is higher than ever.

Internet shopping is rapid.

People have become used to instant results.

If something doesn’t load or grab attention within seconds, they swipe off.

This is especially apparent among businesses using older website platforms such as Sellerdeck. They simply aren’t fast enough. Modern design capabilities aren’t available, or they’re slow and time-consuming to implement. The number one move in that situation is not tiny optimisations and procrastination.

It’s getting a new website.

Yes, it’s a big decision. It can feel daunting.

You might ask:

“Why should I spend money making a new website?”

Picture your website like a physical shop.

A store that’s hard to navigate, outdated, and difficult to buy from. People leave.

Then picture a modern shop next door selling the same things. Structured layout. Easy to find things. Fast checkout. Fresh design.

Would you stay in the first one?

A slightly slower site doesn’t feel like a big deal until you realise how much money has, or can be lost over time.

3. Checkout Experience

Checkout is one of the easiest places to lose sales.

Many people make the checkout process a single long form.

But did you know multi-step checkouts often convert better? (make sure you have a progress bar!)

For example:

Step 1: Name and email
Step 2: Payment details
Step 3: Confirmation

It works because once someone starts, they feel more likely to finish. It links to the ‘Suck Cost Fallacy’.

Another essential is having multiple payment options.

The card is the norm.

But PayPal, Apple Pay, and Google Pay are no longer just a nice-to-have extra.

People are impatient now. Most people no longer carry wallets.

Apple Pay makes everything 10 times quicker. It removes the friction of filling out the card section or scrambling for your wallet.

A card-only checkout feels slow and, quite frankly, outdated (time moves fast!). Even small friction or milliseconds added here and there cost your business money.

Frequently Asked Questions

Why are my ads getting clicks but no sales?
Usually, because the website experience doesn’t match the ad. People arrive interested, but something is stopping them from completing. This could also be your offering.

What makes a landing page convert better?
Balance. Let people book quickly, but also include trust-building elements such as testimonials, FAQs, and clear answers for those looking for further information (and for AI awareness).

How important is website speed?
Massively. Even a one-second delay can reduce conversion rates.

What is Generative Engine Optimisation (GEO)?
It’s the process of structuring your website so that AI Models like ChatGPT see your business as clear, helpful, and trusted, which then promotes your business to users.

How can checkout improvements increase conversions?
Multiple payment methods and less friction make people more likely to complete the purchase.

The post Websites Are the Hidden Key to Better Marketing Results appeared first on Digital Marketing Experts.

Why Increasing Ad Spend Does Not Fix Poor Performance

Joel Sleet — Tue, 13 Jan 2026 09:40:55 +0000

When you see your hard-earned money leaving your business each month on ads that do not seem to be working, the move is usually one of two. Some people panic and turn the ads off. That is likely the worst thing you can do. For many online businesses, marketing is where most customers come from, and once you lose visibility, it is very hard to regain it, especially given how competitive it has become.

Others do the opposite. They rapidly increase ad spend, hoping that spending more will magically fix the problem, only to have the ads fail.

The mindset is right because growth requires an investment, but blindly doing that is a fast way to make things even worse. On a very small budget, increasing spend can help unlock more volume and better results. But once you are already spending a reasonable amount, adding more money without fixing the true problem can signal to Google that returns don’t matter to you. You are effectively saying you just want volume. For businesses that need a strong return on ad spend to survive, this can be extremely dangerous.

Some large companies can live with a 200% to 300% return because of scale, margins and their high customer Lifetime value. Many growing businesses cannot. A drop in return can be the difference between profitable growth and a sore wound that just keeps bleeding cash. So what do you do instead? The answer is not more budget (without the support). It is fixing these three things that actually make a difference.

In this blog, we will go over some of the most basic yet effective things to look at before impulsively increasing ad spend.

Why are my ads not working

Most major paid ad problems come down to one of three areas.

– Your account structure
– Your creative
– Your landing pages

If any of these are weak, no additional budget will fix them. In fact, spending more can just make the problem bigger and, obviously, more costly.

Account structure and why it matters

The way your Google Ads account is structured changes everything. This includes which campaigns you are running, how they are made, and how Google learns from the data you feed it. While every industry and budget is different and has different needs, there are two campaign types that almost every serious ad account should have in 2026.

Search campaigns
These are built around high-intent searches. People are actively looking for your service or your brand. Clicks do tend to cost more, but they convert better and ultimately balance out. This is where you capture demand that already exists, ready for you to grab. Running at least two versions of your search ads with slight differences lets you improve performance over time without making risky changes that could significantly affect your performance.

Performance Max
Performance Max was met with a lot of scepticism when it was first released, and rightly so. But when it is set up correctly, it can be extremely powerful – especially given how much Google is investing in and researching AI. It allows Google to test creative combinations, audiences and placements on a large scale. It works especially well for general product/service campaigns and for seasonal ranges where the theme changes but the business stays the same.

Smart use of asset groups lets you rotate messaging and focus while keeping all the learning in one place. When something works, Google pushes it harder, and your return improves over time.

There are other campaign types that have their place, but search and Performance Max generally form the backbone of most accounts nowadays.

Why Creative Now Drives Paid Ad Performance

Creative used to support ads. Now it is often the thing that decides, will this win or not?

In modern-day paid advertising, creative is often cited as responsible for 65% to 70% of ad performance. This is because platforms now rely heavily on machine learning rather than set-in-stone technical rules. They show your ads to people who engage with them by testing many combinations. If your creative does not resonate, the algorithm moves on very quickly. This means paid advertising can be deemed as easier or harder depending on your position in persuasion and branding. It is much harder if you rely on textbook Google tweaks that used to be prominent or don’t have a clear, defined brand message and purpose.

Good creative stops someone from scrolling. It sets expectations of your brand. It makes people want to click and find out more. When that happens, the platforms reward you with better traffic at a lower cost – and if you pair that with increasing ad spend, you are in a great position for growth.

How important is your landing page?

Your landing page is one of the most underestimated factors of performance in marketing.

It does not matter how good your ad is if the page it sends people to does not deliver. A landing page needs to strike a balance between relevance and appeal. When people click and leave quickly, Google sees that as a bad experience. Your ad quality declines, and costs can rise over time. The simplest way to spot a landing page problem is this. If you get clicks but no enquiries or sales, the page is almost always the issue.

If you track conversions, you will see this clearly in low conversion rates compared to industry benchmarks. If you do not track yet, you have to rely on lead quality and enquiry volume from your internal business knowledge, which can make it hard to attribute.

This is why paid ads and websites cannot be treated as completely separate. One does not work without the other, and you ned them in sync to truly drive growth.

Why spending more makes things worse

When your structure, creative or landing pages are all wrong, increasing the budget just burns more money, with a broken system. Google learns from what you give it. If the data shows people click but do not convert, bounce, or do not engage, the platform optimises around that. You end up paying more for traffic that just doesn’t work. This is why businesses often feel like ads get more expensive over time. This suggests the system reacts to bad signals and altered learning.

Fix the root problem, and the same budget suddenly goes much further, and leads to much more positive results.

Where teclan can help you

These problems, outlind above, are exactly why teclan does not treat paid ads like they haven’t changed in years, we keep on top of things, experiment with new ideas and iterate to help you grow your business. We look at the full growth picture – long-term goals, short-term steps and an omnichannel approach that helps grow your business across all customer touchpoints. When your website, ads and strategy work together with your goals, increasing ad spend becomes a lever for real scaling, not desperate growth.

That is the difference between just spending money on ads and actually investing in your business growth. Get in touch today to discuss what we can do for you.

The post Why Increasing Ad Spend Does Not Fix Poor Performance appeared first on Digital Marketing Experts.

3 E-commerce Trends for 2025 – and What to Do About Them

Caitlin Maclean — Thu, 03 Jul 2025 15:34:44 +0000

The UK e-commerce landscape is changing rapidly in 2025, with shifting customer behaviours, platform developments, and emerging technologies redefining what success looks like for online retailers.

After reviewing the latest insights from the UK B2C E-commerce Market Report, we have identified three key trends that every retailer should be acting on now. We are also sharing how teclan clients are already adapting and where you can start.

1. Mobile-first shopping is the default

Mobile now accounts for over 70 percent of all online retail sales in the UK. While having a responsive website used to be enough, today’s customers expect much more.

Fast load times, simplified checkout, and seamless browsing are critical to keeping customers engaged and converting.

At teclan, we have helped clients across Shopify, Aero Commerce, and WordPress streamline their mobile experience to reduce friction and increase conversions.

Questions to ask yourself:

Is your mobile checkout intuitive and fast?
Are page speeds slowing down user experience?
Can customers find what they need without frustration?

How teclan helps:
Mobile performance audits, improved site architecture, simplified navigation, and checkout optimisation.

2. Social commerce is influencing purchase decisions

Platforms like TikTok Shop and Instagram have moved from trend to core revenue stream. Shoppers are discovering and buying products without ever leaving their social apps.

The opportunity is clear, but it requires more than simply being active on these platforms. Success depends on pairing creative content with clear product journeys and smart retargeting strategies.

We work closely with clients to develop paid social campaigns, set up social storefronts, and create content that both builds brand and drives sales.

How teclan helps:
Social shop setup, content strategy, and cross-channel campaign planning.

3. AI personalisation is shaping customer expectations

In 2025, customers expect tailored experiences. AI is enabling dynamic product recommendations, personalised email content, and predictive marketing that feels natural.

We support clients using platforms like Klaviyo, Mailjet, and Shopify’s AI tools to enhance customer journeys and increase repeat purchases.

Personalisation is no longer a nice-to-have. It is what turns browsers into loyal customers.

How teclan helps:
AI-integrated email flows, product recommendation tools, and personalised customer journey mapping.

What this means for your business

These trends are not just future possibilities. They are already delivering results for businesses that choose to adapt.

At teclan, we focus on helping businesses like yours take action in practical, commercially focused ways. Whether you need help with your platform, your marketing, or your overall strategy, we are here to support your next phase of growth.

Book your e-Commerce review

We will help you assess where you are now, and where you could be with the right support.
Book your free e-Commerce review today

The post 3 E-commerce Trends for 2025 – and What to Do About Them appeared first on Digital Marketing Experts.

What is Google Consent Mode V2, and How Will it Affect Tracking?

Joel Sleet — Fri, 18 Oct 2024 14:11:40 +0000

In today’s digital landscape, respecting user privacy while maintaining effective data collection is more crucial than ever. This is where Google Consent Mode V2 comes into play. Designed to enhance user consent management and provide businesses with a way to track conversions and other events in a privacy-friendly manner, Google Consent Mode V2 offers a powerful way to bridge the gap between data privacy and marketing analytics. But what exactly is Consent Mode V2, and how might it impact tracking efforts? Let’s explore.

Understanding Google Consent Mode V2

Google Consent Mode was originally introduced as a way to help businesses comply with GDPR (General Data Protection Regulation) and other privacy regulations. It enables website owners to adjust the behaviour of Google tags—such as those for Google Analytics and Google Ads—based on user consent choices. This means that if a user opts out of cookies, Google Consent Mode automatically modifies tracking behaviour to ensure that personal data is not collected.

Consent Mode V2, released in 2024, takes this concept a step further. It enhances Google’s ability to fill in data gaps through advanced modelling techniques, which improves reporting accuracy even when users decline cookies. Essentially, it provides businesses with a greater level of insight into conversion data while respecting user privacy preferences. Here are some of the main features:

Enhanced Data Modelling: With Consent Mode V2, Google has refined its data modelling capabilities, allowing businesses to see more accurate insights into conversions even when direct tracking is restricted.
Improved Consent Signals: Google now offers more granular consent signals, allowing businesses to better tailor tracking behaviours based on specific types of user consent (e.g., consent for advertising cookies but not for analytics cookies).
Increased Control for Users: Consent Mode V2 enables website owners to pass on users’ consent decisions to Google tags in a more granular way. This means that tracking behaviours can be modified not just at the broad “yes or no” level but based on specific consent types.
Integration with IAB’s TCF 2.0: Google Consent Mode V2 aligns with the Interactive Advertising Bureau’s Transparency and Consent Framework (TCF 2.0), making it easier for advertisers and publishers to align their tracking practices with industry standards for privacy compliance.

How Google Consent Mode V2 Impacts Tracking

Consent Mode V2 will change the way businesses approach user tracking. Here’s how it could impact your website’s tracking capabilities:

1. Reduced Gaps in Conversion Data

When a user declines cookies, traditional tracking is disabled, which results in gaps in conversion data. With Consent Mode V2, Google uses machine learning to model conversions that would have been lost due to missing data. These modelled conversions provide a more complete picture of how users interact with your website, giving you a better understanding of what’s driving sales or other key events.

2. Greater Accuracy in Reports

Data modelling in Consent Mode V2 means that the data you see in Google Analytics and Google Ads will be more reflective of your actual performance. It will allow you to capture a broader range of actions taken by users on your site, improving your overall reporting accuracy. However, remember that the modelled data is based on predictive algorithms, so it may not be 100% accurate for every individual user action.

3. Improved Privacy Compliance

Consent Mode V2 is designed to comply with stringent privacy regulations like GDPR and CCPA. By allowing users to provide granular consent and then tailoring your tracking accordingly, you can rest assured that your data collection practices are aligned with the latest privacy laws. This improves your brand’s trustworthiness and reduces the risk of non-compliance fines.

4. More Control Over Consent Decisions

With the added capability to adjust tracking based on different types of consent, you’ll have more control over how data is collected. For instance, if a user consents to analytics cookies but not advertising cookies, Google Consent Mode V2 can ensure that your Google Analytics data remains intact, while ads and retargeting scripts are restricted. This flexibility allows you to tailor your tracking to be as non-intrusive as possible based on each user’s consent preferences.

5. Alignment with Industry Standards

Consent Mode V2 aligns with TCF 2.0, which makes it easier for businesses to integrate with other advertising platforms. If you work with multiple ad networks that are TCF-compliant, Consent Mode V2 can help synchronise consent preferences across these platforms, making it simpler to manage privacy compliance at scale.

Key Considerations for Implementing Google Consent Mode V2

While Google Consent Mode V2 offers a wealth of benefits, it’s essential to approach its implementation thoughtfully. Here are a few tips:

Update Your Consent Management Platform (CMP): If you’re using a CMP to manage user consent, ensure it’s compatible with Google Consent Mode V2. Many CMPs now offer integration with Google’s API, making it easy to pass consent signals directly to your Google tags.
Monitor Your Data Modeling: While Consent Mode V2 is highly accurate, it’s still based on machine learning models. Check your conversion data regularly to ensure that the modelled data aligns with your expectations.
Educate Your Users: Transparency is critical. Make sure your users understand how you’re using their data and give them clear options for managing their consent. This can help build trust and encourage users to consent to tracking when they feel comfortable.

Conclusion

Google Consent Mode V2 represents a significant evolution in the way businesses can track user behaviour while respecting privacy preferences. By enhancing data modelling, improving consent signals, and aligning with TCF 2.0, Consent Mode V2 enables businesses to maintain valuable insights even when faced with strict privacy restrictions. Whether you’re a marketer, website owner, or digital analyst, embracing Google Consent Mode V2 can help you stay ahead in the privacy-first digital world, making your data collection more compliant and accurate.

The post What is Google Consent Mode V2, and How Will it Affect Tracking? appeared first on Digital Marketing Experts.

Are You Using Automated Email Marketing to Your Benefit?

Caitlin Maclean — Tue, 17 Sep 2024 10:23:07 +0000

In today’s fast-paced digital landscape, businesses in Inverness and beyond continually seek innovative ways to stay ahead of the competition. One such method that has proven highly effective is automated email marketing. If you’re not already leveraging this powerful tool, you could miss out on significant opportunities to engage with your audience, increase conversions, and boost your overall business growth.

Automated email marketing is more than just sending out newsletters or promotional offers. It involves the use of sophisticated software to send pre-scheduled, personalised emails to your subscribers based on their interactions with your business. For example, it may send service subscription reminders, re-purchase offers, or targeted information related to that specific customer. This approach ensures that your messages are timely, relevant, and tailored to the specific needs and interests of each recipient.

The Benefits of Automated Email Marketing

In an era where social media seems to dominate the digital landscape, you might think that email marketing is losing its impact within the wider marketing industry. However, did you know that 60% of consumers surveyed stated that an email influenced their purchasing decisions? Clearly, it’s still an effective tool for brands to directly speak to potential customers.

Automated email marketing offers a range of benefits that can help keep your brand competitive. One key advantage is time efficiency. Once your automated email campaigns are set up, they run on autopilot, allowing you to focus on other crucial aspects of your business. This reduces the time spent on manual email sending, freeing you up for more strategic planning and execution.

Another benefit is personalisation at scale. Automated email marketing enables you to send highly personalised messages to large audiences without the need to customise each email individually. By segmenting your email list based on user behaviour and preferences, you can deliver targeted content that resonates with specific groups, driving higher engagement rates.

Improved customer engagement is another strength of automated emails. These emails can be triggered by customer actions such as signing up for a newsletter, making a purchase, or abandoning a shopping cart. By sending timely and relevant messages, you can keep your audience engaged and prompt them to take further action.

Customer retention also improves with automated email sequences. By regularly sending updates, offers, and valuable content, you keep your brand top-of-mind, fostering loyalty and leading to repeat business. For instance, if you run an online beauty store and know how long mascara typically lasts, you could automatically send tailored reminders to customers when it’s time for a replacement. This not only keeps your brand at the forefront but also encourages timely purchases.

Finally, automated email marketing platforms provide data-driven insights through detailed analytics. By tracking metrics like open rates, click-through rates, and conversion rates, you can gain valuable insights into what works and what doesn’t, enabling you to continually optimise your campaigns for better performance.

Best Practices for Automated Email Marketing

To fully harness the power of automated email marketing, it’s crucial to follow best practices that ensure your campaigns are effective and well-received by your audience. Here are some key tips to consider:

Welcome Emails: First impressions matter. When someone subscribes to your mailing list, send a welcome email to introduce your brand and set the tone for future communications. This initial interaction can significantly impact how your audience perceives your brand.
Segmentation: Divide your email list into distinct segments based on factors such as demographics, purchase history, and engagement level. This allows for more targeted and relevant messaging, which can lead to higher open and click-through rates.
Personalisation: Use personalisation tokens to address recipients by their names and tailor the content based on their preferences and behaviour. Personalised emails create a more intimate connection with your audience. Perhaps you can send promo codes to customers based on when their birthday is to increase that brand loyalty through a personalised email.
Drip Campaigns: Develop drip campaigns that deliver a series of emails over a specified period. These campaigns are perfect for nurturing leads, onboarding new customers, and re-engaging inactive subscribers.
Clear Call-to-Action (CTA): Each email should have a clear and compelling CTA that guides the recipient towards the desired action, whether it’s making a purchase, downloading a resource, or signing up for an event.
Mobile Optimisation: Ensure that your emails are mobile-friendly. With a significant number of users accessing emails on their smartphones, your content must be easily readable and engaging on smaller screens.

How to Get Started With Email Marketing

Getting started with email marketing can seem daunting, but with the right approach, it becomes an invaluable tool for growing your business. The first step is to choose the right platform. There are numerous email marketing platforms available, each with its own set of features and pricing models. Popular options like Mailchimp, HubSpot, and Brevo offer robust tools, but many of these platforms charge extra for additional contacts and place limits on the number of emails you can send based on your subscription plan. This can quickly add up as your email list grows. That’s why we recommend using our custom platform, which removes these restrictions — allowing you to send unlimited emails without incurring extra fees for additional contacts.

Once you’ve chosen a platform, it’s time to build your email list. The success of your automated email campaigns depends on the quality and size of your subscriber base. You can grow your list through various methods, such as offering valuable incentives for signing up, promoting your email sign-up on social media, or incorporating clear and simple forms on your website. The more engaged your audience, the better your campaigns will perform.

Next, focus on segmenting your audience. Simply sending out mass emails to your entire list is rarely effective. By dividing your email list into smaller segments based on criteria such as demographics, purchase history, or engagement levels, you can tailor your messages to each group’s specific needs and interests. This approach ensures your emails are relevant and increases the likelihood of a positive response.

Creating compelling content is the cornerstone of any successful email marketing campaign. Craft engaging subject lines that grab attention, write copy that resonates with your audience, and include strong calls-to-action (CTAs) to encourage your recipients to take the next step, whether it’s making a purchase or visiting your website. Keep the content clear and concise, with a focus on delivering value.

Finally, it’s essential to test and optimise your campaigns. Email marketing is not a “set it and forget it” strategy. By continuously testing different elements — such as subject lines, images, and the timing of your emails — you can identify what works best with your audience. Use A/B testing to experiment with variations and optimise your approach over time to improve your results.

Choose teclan as Your Email Marketing Partner in Inverness & Beyond!

Does all this sound like too much work or perhaps a bit too complicated? That’s where a reputable agency like teclan can step in. We have the expertise and tools to handle everything from platform selection and email list management to segmentation, content creation, and ongoing optimisation. Let us take the complexity out of email marketing, so you can focus on what matters most — growing your business.

Automated email marketing is a powerful tool that can help businesses in Inverness enhance their customer engagement, improve retention, and drive growth. By implementing a well-thought-out strategy and leveraging the right tools, you can take full advantage of this technology and stay ahead in the competitive market. Start harnessing the power of automated email marketing today and watch your business flourish.

Get in touch with our experts today to find out how we can boost your business online with results-driven email marketing strategies.

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