With the economy finally on the upturn, businesses are getting busier and confidence is increasing. For many that means the ‘to-do’ list is getting longer and, despite the extra daylight around, there still aren’t enough hours in the day.

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Many of us often wrongly assume that our customers fully understand the length and breadth of our service or product offering. It can then come as quite a shock when they say “Oh I didn’t know you did that.” And it can be particularly galling when they turn to one of your competitors for that provision.

So within the best marketing strategies, there should always be an area set aside for existing customers. The idea here is definitely not to turn customers off by continually bombarding them with sales offer after sales offer.

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For many businesses, their website is a key component of their marketing strategy. It commands a sizeable chunk of their marketing budget and is intended to be a key force in attracting new business enquiries.

Therefore it makes sense to regularly test how visitors are engaging with it – exploring its usability to see what is drawing in visitor attention and what is putting them off. Of course, the Google Analytics data which is freely available to businesses can give a lot of valuable insight, but sometimes it only tells part of the story.

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