Social media: goals, content and calendar
Choosing the right channels, planning content and measuring what matters.
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Marketing guides
Practical guides, a glossary and frameworks for your SME’s marketing. Full texts, open and free: no sign-up needed.
In short. The Studio Salatino Marketing guides are free resources for SME owners and managers: practical guides on strategy, data and Artificial Intelligence in marketing, a glossary defining the key terms and metrics, and the frameworks to use for analysing, planning and measuring. The Studio writes them based on the method it uses with its clients.
Guides
Practical guides
Google Business Profile and local marketing
How to get found by people searching nearby.
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How we measure results together
KPIs, goals, monthly reports and variances: how to read the studio’s work.
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Tracking and privacy: what you really need
How to measure reliably and in compliance with the rules.
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Strategy: market, audience and competitors
How we build together the analysis that comes before the plan: market, buyer persona, competitors, positioning and business model.
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Team and resources: who does what
Why a plan only works when people, time, tools and budget are clear, and how the work is organised.
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The marketing plan: objectives, actions and calendar
How the plan document is structured and how to read it: monthly, quarterly and annual objectives, actions, budget and deadlines.
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Reading the results: from the starting point to today
How to read the Results page: starting point, today, forecast, variance and projection.
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The editorial plan: what to publish and when
How to organise content, channels and deadlines in a single calendar that brings together the marketing plan, reports and meetings.
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How marketing works: from objective to result
The four questions every strategy starts from, and the stages of a customer’s journey.
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Reading data without being misled
Metrics, comparisons, seasonality and the most common pitfalls when looking at the numbers.
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The conversion funnel
The steps between the first visit and the sale, and how to find out where people drop off.
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SEO in ten minutes
How search engines choose what to show, and what you can do to appear.
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Online advertising: Google Ads and Meta Ads
When to use search engine ads and when to use social media ads, and how to evaluate them.
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Email marketing and automation
Building a consent-based list and using it to send useful messages, including automated ones.
Read the guide →Glossary
Marketing glossary
123 terms explained simply, from A to Z.
- A/B test
- AI agent
- AI (artificial intelligence)
- AIO (AI Overviews)
- Appointments
- Attribution
- Marketing audit
- Awareness
- Backlink
- Banner
- Benchmark
- Bounce rate
- Brand identity
- Brief
- Browser
- Business Model Canvas
- Buyer persona
- CAC (customer acquisition cost)
- Call to action (CTA)
- Traffic channel
- Capacity (available hours)
- Who does what (RACI)
- Churn rate
- Sales cycle
Frameworks
Marketing frameworks
Frameworks to analyse, decide and measure, explained step by step.
SWOT analysis
Internal strengths and weaknesses, market opportunities and threats: the snapshot every strategy starts from.
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PESTEL analysis
Political, economic, social, technological, environmental and legal factors: the external forces that change a business’s market.
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Porter’s Five Forces
Rivalry, new entrants, substitutes, buyer power and supplier power: how competitive a market is and where the pressure is concentrated.
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Buyer persona
A concrete portrait of the ideal customer: who they are, what they want, what holds them back and what convinces them to choose.
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Customer journey (See, Think, Do, Care)
From discovery to loyalty: the See, Think, Do and Care stages, with channels, content and indicators for each.
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Value Proposition Canvas
What the customer is looking for and what the business offers, side by side: the tool for building a compelling value proposition.
Explore the framework →First step
From theory to your business
Every partnership starts with a conversation. The first two steps are free and with no obligation: they help us understand whether our method is right for your business.
Prefer to write to us? info@studiosalatino.com