Courtlyn Saxby
Articles by Courtlyn Saxby
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How Long Before Social Media Works?
Roughly six months before you notice anything, which is indistinguishable from failure while you are in it. What to check at three months, and when quitting is the right call.
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Do Polls and Interactive Posts Actually Help?
Engagement for its own sake does nothing for a contractor. But polls have one genuine use that has nothing to do with engagement; they are the cheapest customer research available.
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Rebranding Without Losing Your Search Rankings
A rebrand moves URLs, and moved URLs lose rankings unless redirects are complete. The sequence that protects organic traffic through a name or domain change.
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Send When Someone Can Answer the Reply
For a contractor the right send time is a time somebody can answer what comes back. And for text messages, part of the timing question is settled by law before you touch it.
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The Swap Test for a Local Page
The test for a town page: swap the place name for a different town. If it still makes sense, it was never about that town.
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Accessibility Is a Business Case for Contractors
Accessibility is sold to small businesses as compliance. For a trade it is commercial: your customers skew older, and older homeowners are who small text and poor contrast lock out.
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Deciding When to Scale or Stop a Campaign
Most campaigns are killed too early, on too little data, in the wrong month. How long to wait before judging, how fast to scale, and what to check before concluding the campaign is the problem.
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Is Your Retargeting Actually Adding Anything?
Retargeting almost always reports excellent numbers, and is the channel most likely to be taking credit for conversions that would have happened anyway.
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You Are Not Out of Things to Post
Running dry is usually a symptom of posting too often, not of having nothing to say. The capture habit that fixes it, and why your phone already holds the week’s content.
