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Online marketingNovember 6, 2026 · 8 min read
Social media customer support: Respond professionally and resolve the case
A complaint appears under a post, an order question arrives on Instagram, and the same customer also writes on Facebook. Three replies from different colleagues can make things worse. Social media customer support needs one case owner, a useful first response and a clear next action through to resolution.Read article →Google Performance Max: When to Use It and What to Monitor
Performance Max can extend your campaigns’ reach, but more reported conversions do not necessarily mean more new customers. What matters is the outcome the campaign optimizes for, where it sends visitors, and whether it adds business beyond your existing advertising. Here is how we assess its role and keep it accountable.Customer journey mapping: Find where customers drop off
People visit your website, explore the offer and sometimes disappear. The number of exits alone cannot tell you whether they hit a barrier, are comparing options or have already completed their task. A customer journey map connects their goal, actions, questions and the available evidence. It helps you choose a specific problem to investigate and an improvement whose outcome you can assess.Website Analytics: GA4, Search Console, and What to Actually Track
Nearly every company has a Google Analytics tracking snippet on its website, yet Eurostat data shows that only 10.8% of European Union enterprises with ten or more employees actually analyze web data. Everyone else glances at total visits once in a while, a number that says nothing about whether the website makes money. Here is how to divide the work between Google Search Console and Google Analytics 4, which four reports and key events to watch, which five settings to fix on day one, and how to read your numbers when more than half of European users decline advertising tracking.International marketing: How to localize campaigns for a new market
A campaign is ready for a new market when the offer makes sense locally and your business can deliver on it. Translating an ad is only one task in that process. This guide explains how to choose a first market, adapt the full customer journey, run a focused pilot and judge results beyond the cost of a lead. It applies to Czech businesses expanding abroad and to teams entering another market from anywhere.Analytics and heatmaps: Turn user behaviour into a testable improvement
People click the button but never submit the form. Bright areas on a heatmap look persuasive, yet they do not explain the cause. Combine counts, individual journeys and a focused test before deciding what to change and how to measure its value.TikTok for businesses: What to try beyond dance trends
Customers keep asking how to recognise a good installation, why two quotes differ or what to prepare before ordering. Those questions can become useful TikTok videos. Start with a clear answer and a demonstration, then test whether you can reach a relevant audience.50 tips for measuring Google Ads: From clicks to valuable sales
A cheap lead is not necessarily a future customer. To assess Google Ads, you need to know what counts as a conversion, what it is worth and what happened in sales. These 50 checks connect campaign reporting to business results.Google and Firmy.cz reviews: How to request feedback and handle criticism
A happy customer leaves without a review. An unhappy customer posts one, and nobody notices for several days. A simple operating process helps: make independent feedback easy, catch problems and respond with useful next steps. Google and the Czech service Firmy.cz have different rules. Include Firmy.cz when it is relevant to the Czech market you serve.50 Google Analytics 4 setup tips: From events to decisions
Traffic is rising, but which visits became enquiries? A useful GA4 setup starts with business questions and ends with verified data. These 50 tips cover ownership, consent, events and reports that help your team decide what to improve.From ad click to paid invoice: Connect advertising with your CRM
Your ad account reports enquiries, sales keeps its own records and finance knows which invoices were paid. Which campaigns lead to real business? Here is how to connect the records, agree sales stages and build a report you can trace back to the evidence.Traffic dropped after a redesign: Investigate with Search Console
Your new website is live, but fewer visitors are arriving from Google. Before rewriting titles or restoring the old site, find out where the loss occurred. Here is a practical order for your Search Console checks, with the limits of what each finding can prove.Build a social media strategy from zero: a usable operating plan
A new social media account needs more than a calendar full of posts. Decide who you want to help, what action or understanding should follow and who can produce and manage the work. Start with a manageable operating plan, then expand when the team has evidence that the channel deserves more investment.Set up Google Analytics 4: from account access to verified events
Installing an analytics tag is the beginning of measurement. A useful GA4 setup has business-owned access, appropriate collection controls and events that represent successful customer actions. Build it in that order, then verify the complete journey before using the numbers to change marketing spend.Marketing attribution: which channel contributes to sales?
The advertising platform reports a sale, the analytics dashboard credits search and the sales team remembers a referral. These accounts can describe the same customer from different perspectives. Begin with a reliable business outcome, understand how each report assigns credit and use experiments when the decision requires evidence of additional sales.Marketing and sales: agree on lead quality and the next action
Marketing reports a successful campaign because inquiries increased. Sales reports that the inquiries are unsuitable or still waiting for a reply. The disagreement cannot be resolved by changing the dashboard label. Both teams need the same definition of a useful lead and a visible agreement about what happens after it arrives.Cross-sell and upsell: increase order value with useful offers
A customer buying a coffee grinder may need suitable cleaning tools or a model designed for a different brewing method. A useful recommendation explains that relationship. Adding unrelated products or blocking checkout with repeated offers can raise friction even when a few customers spend more.Sklik vs. Google Ads: choose channels for the Czech market
For a business selling to Czech customers, Sklik and Google Ads can serve different useful roles. Choose from the audience and purchase journey, then test comparable campaign types. A lower click price or a familiar platform does not establish which channel produces worthwhile customers.Facebook Ads: structure campaigns around the result your business needs
A service company celebrates cheap enquiries, then discovers that most people cannot use its service. An online store reports strong ad revenue while returns erase the margin. Facebook Ads need a clear business outcome, reliable measurement, and a campaign structure that supports learning about that outcome.Product feeds: get Heureka, Zboží.cz and Google Merchant working reliably
A shopper sees a product in stock at one price, clicks through, and discovers a different variant with a higher price. The campaign may be configured correctly, but the product data have failed. A reliable feed connects your catalogue, actual offer, destination page, and each channel's requirements.AI in marketing: what to delegate and what to keep under review
The team can produce twenty headlines before lunch, but someone still has to decide what the campaign promises. AI changes the cost of generating options. It does not supply the evidence behind an offer, the permission to use a customer's story, or the judgment needed to publish something under your brand.How to involve customers in creating useful UGC
A customer has found a useful way to use your product. Your next marketing asset may begin with one good question and an easy way to share the answer. A customer content program works when participation is voluntary, the request is clear, and people understand what will happen to their photo, video, or review.Email remarketing: when a useful follow-up becomes too much
A customer buys the product, then receives three reminders to finish the same order. Someone unsubscribes, but the next campaign includes them again after a CRM import. These problems rarely start with the wording of the email. They start with uncertain permissions, delayed events, and automations that never check whether the message is still useful.Ecommerce Email Marketing: Why 2% of Your Emails Can Drive Nearly a Third of Email Revenue
A weekly newsletter goes out to your whole list and earns, on average, about 18 cents per email sent. An automated email that reaches one person at the right moment earns more than fifteen times as much per send. Among stores sending through Omnisend in 2025, automations made up just 2% of emails sent but 30% of email revenue. We went through the data from Klaviyo, Omnisend and the Baymard Institute, the EU rules on email marketing and the sender requirements of Gmail, Yahoo and Outlook. The result is a practical guide to abandoned cart, recommendation and win-back emails that make money without landing you in the spam folder or in front of a regulator.Marketing Reporting for Executives: How to Show Results Your CEO Will Understand and Trust
The report is twenty slides long: click-through rate, reach, new followers and a traffic chart. The CEO flips through it and asks one question: did we make money on this? If the first sentence of the report doesn’t answer that, no chart will save it. Here is how to present marketing results to leadership on one page, which metrics belong in it, how to calculate return without dressing it up and how to be upfront about what can’t be measured.Online competitor analysis: how to find out what your competitors do better in one afternoon
Most of what your competitors do online can be found in public sources, often for free. Ad libraries show their Facebook and Google ads, PageSpeed Insights shows how fast their site is, review sites show what customers complain about, and company registries show how the business is doing. Here is where to look, which tool numbers to trust and which not to, what is legal, and how to turn it all into a short list of improvements in a single afternoon.Is Influencer Marketing Worth It? When It Pays Off and How to Choose the Right Creator
A creator with a million followers looks like a safe bet. Yet follower count barely predicts sales. A meta-analysis of 251 studies found that how credible the creator is, and how much they interact with their followers, are far more closely linked to purchases. Brands keep spending anyway: US advertisers put $29.5 billion into creators in 2024, according to IAB, more than double the 2021 figure. And when the European Commission checked 576 influencers, only 20% consistently disclosed their ads. Here is when a partnership pays off, how to pick the right person, what to pay, how to measure it, and which rules you need to follow.How to Measure Social Media Success When Likes Don’t Pay the Bills
A thousand likes feel great, but they won’t cover rent. If you want to know whether social media is paying off for your business, track the numbers that lead to money: clicks to your website, leads, orders and what each customer costs you. Below you’ll find which metrics matter, how to calculate engagement rate properly, why every tool shows a different number and how to connect social media to your website so you can see what it actually brings in.Landing Page Copywriting That Sells: How to Write Copy People Actually Act On
Most landing page copy never gets read, and the top of the page does almost all the work. Nielsen Norman Group’s eye-tracking research found that desktop users spend 57% of their viewing time above the fold, and an earlier NN/g analysis estimated that people have time to read at most 28% of the words on an average page. That makes the headline, the first paragraph, the proof and the button text do almost all the work. Below is a step-by-step way to write them, what the most quoted copywriting statistics actually measured, and what EU consumer law says you can’t put on the page.Brand vs. Performance Marketing: How to Split Your Budget So Your Ads Still Pay Off Next Year
Put almost your entire budget into ads that have to sell today and your Google Ads dashboard will look great, right up until growth stalls. Analysis by the UK's IPA shows campaigns are most effective on average when roughly 60% of the money goes into brand building and 40% into performance campaigns. A smaller business can't copy that rule word for word, though. Here is where the 60:40 split comes from, when to move away from it, and how to set and measure the balance without expensive research.Personal Branding for CEOs and Founders: Why People Want to Know Who Runs the Company, and How to Build Yours Without Cringe Posts
Job candidates check who runs a company before they apply, and B2B buyers increasingly want to hear from a named person rather than a logo. In a 2022 Brunswick survey of employees at large companies in five markets, 82% said they would research a CEO’s online presence when considering a new job. Done well, a founder’s personal brand has nothing to do with vanity or influencer culture. Below: the data, the real time cost, what to post and the rules that apply.How Much Should a Small Business Spend on Marketing? Work Out Your Budget in 10 Minutes
There is no single percentage that works for every business. US companies spend just under 9% of revenue on marketing on average, but half of them spend 5% or less. For a smaller business, it is more useful to work backwards: how many customers you want, how much you can afford to pay for each one, and what a click costs. This guide walks through a worked example, the minimum budgets that follow from Google's and Meta's own rules, and a template for splitting your budget.A social media strategy that builds a real community: a step-by-step guide
Thousands of followers and silence under every post. That is what a profile with an audience but no community looks like. Here is how to build a social media strategy that makes people come back, message you and recommend you to others. The guide is written for small and mid-sized businesses, with data from Eurostat and DataReportal and a plan for your first 90 days.How to Generate B2B Leads Effectively with Paid Ads and SEO
Most business buyers have a favourite supplier before they ever get in touch. They do most of the research on their own, and by the time they send an enquiry, they often know who they want. If you are not visible in search at that moment, you are not on the list. Here is how to combine paid ads and SEO so they bring in leads that turn into deals, not just clicks.Share this page
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