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News and ideas on marketing.
THPAUL news and practical guides on marketing, advertising, photography and websites, drawn from our work with brands.
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THPAUL's new website: all our work in one placeA photo globe, a cost estimator, a page for every service, case studies, tools and cookies only with your consent.Read the articleAll articles
THPAUL's new website: all our work in one place
A photo globe, a cost estimator, a page for every service, case studies, tools and cookies only with your consent.
Read the articleMarketing agency in Athens: how to choose the right partner
The questions to ask before you sign, the signs that should make you hesitate and what should be done in the first month.
Read the articleSocial media management: what it includes and how to measure it
Strategy, production, publishing, community, advertising and reporting: what social media management covers, how to measure it and what to ask.
Read the articleGoogle Consent Mode v2: what it is and why it matters if you advertise
The four parameters, what Google requires for visitors from the EEA and the difference between basic and advanced, with practical checks for your site.
Read the article- thpaul.com › blogMarketing glossary: 60 terms in plain language
Marketing glossary: 60 terms in plain language
We explain 60 marketing terms in plain language, the ones you will come across in proposals and reports, from ROAS and CTR to SEO, the pixel and the packshot.
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Photography studio in Athens: what to check before you book
Portfolio in your category, shot list, retouching, files, timings, sending products and usage rights: what to ask before you book a shoot.
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Property photography: what makes a good listing photo
Light, straight verticals, the right order of rooms, a lens that does not mislead, and exteriors: what a listing needs to show the space as it really is.
Read the article- Sponsoredthpaul.comMeta Ads or Google Ads: where to start
Meta Ads or Google Ads: where to start
Demand or discovery? How your product, budget and creative show you where to start, and how to test both properly.
Read the article- thpaul.com › blogWebsite cost: what it depends on and what to ask
Website cost: what it depends on and what to ask
Pages, content, design, e-shop, integrations, languages and maintenance: what drives up the price of a site, what to ask and what should be yours.
Read the articleDigital marketing cost: what it consists of and how to set it
The four parts of the cost, how to work out a first realistic budget from your goals and how to judge it after 90 days.
Read the article- thpaul.com › blogGoogle Business Profile: steps to help customers find you in Athens
Google Business Profile: steps to help customers find you in Athens
Verification, categories, opening hours, photos, reviews and the same details everywhere: everything your profile on Google and Maps needs.
Read the articleOutsourced marketing department: in-house team, agency or freelancers
What your own team, an agency or freelancers ask of you in time and management, how the hybrid model works and what to outsource first.
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How to ask for Google reviews the right way
When and how to ask for reviews, what Google and the law prohibit regarding fake reviews, and how a tool like ReviewDesk helps.
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Restaurant marketing: what works and in what order
Google, photos of your dishes, the menu on your site, reviews, Instagram, local advertising and the seasons: what a restaurant needs and what to measure.
Read the article- thpaul.com › blogHow long SEO takes to deliver results
How long SEO takes to deliver results
Why SEO usually takes months, what the timing depends on and what you can already see early on in Search Console, before the visits and enquiries arrive.
Read the articleNew product launch: a plan in three phases
What to do before launch, during launch week and afterwards, which materials you need and how in-store and online work together, with checklists.
Read the articleContent calendar: how to plan a month of posts
Pillars, formats, posting frequency, approvals and a simple planning template: how to organise a whole month of social media posts.
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AI visuals for e-shops: when they help and when they don't
New sets, digital models and video from a single photo: where AI visuals save you time and where you need a real photo shoot.
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Airbnb and Booking photos: what guests need to see
How to prepare the property, which shots guests need, which photo to use as the cover and when to refresh the set for the season.
Read the articleHow to write a brief that leads to a better campaign
Goal, audience, one message, constraints, budget and measurement: what a good brief needs, with examples of vague and clear wording.
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Product photography prices: what the cost depends on
Product codes, shots per code, type of shoot, category, retouching, styling and express delivery: how the price is worked out, with indicative prices and an example.
Read the articleMarketing plan: a 12-month template for small and medium-sized businesses
A practical template in six sections, from goals to measurement, and a short example of how to fill it in for a year.
Read the articleSite speed and Core Web Vitals in plain language
What LCP, INP and CLS mean, how to check them in PageSpeed Insights and Search Console, what the usual causes are and how to fix them.
Read the articleWhat branding is and how it differs from marketing
Simple definitions, what a brand system includes, from the name to the usage rules, and when you need branding before more marketing.
Read the articleContent strategy: creativity needs direction
How to turn a brand brief into a content plan with a clear audience, messages, channels and formats, so that every post has a reason to exist.
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Hotel marketing: more direct bookings
Your own site alongside the booking platforms, photography and video, bilingual content, reviews and the seasons: how to build direct bookings.
Read the articleInstagram for business: Reels, carousels and what to measure
Profile, Reels, carousels and stories: what to show for products and services, how to stay consistent and why you should measure saves and messages.
Read the articleBlack Friday and Christmas campaigns: the seasonal calendar
Black Friday, Christmas, the sales, Easter and summer: how early to prepare, and how to organise stock, offers, production and measurement.
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In-store brand experience: why every touchpoint matters
A physical store gives a brand volume, texture and human contact. See how to connect it with your content and digital communication.
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Product descriptions: how to write them for your e-shop and SEO
Text structure, unique descriptions instead of the manufacturer's, specifications, FAQs, alt text and category pages, with an example and common mistakes.
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Packshot: what it is and how white background photography works
What a packshot is, white or coloured background, consistency rules for angles, shadow, margins and files, and when you need lifestyle or still life.
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Property video: what to show in 30 to 60 seconds
The order of shots, vertical or horizontal format, music and on-screen text, and where each version works: listings, property Reels, ads.
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A guide to product photography for e-shops: from SKUs to files
How to prepare your catalogue, set a shot specification for each category and receive files ready for your e-shop, with fewer redos.
Read the article- thpaul.com › blogDigital marketing for small businesses: where to start
Digital marketing for small businesses: where to start
Google Business Profile, a website, one social channel and one advertising channel: the order to set them up in and what to measure at each step.
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Retail activation: from concept to in-store execution
A retail activation needs a clear goal, a workable plan for the store and materials that carry the story on before and after the event.
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Internal employee communication: beyond email and chat
Why announcements get lost in email and chat groups, what to ask of an internal communication app and what OMADIFY does.
Read the articleTarget audience and buyer persona: how to find your audience
How to define your audience from real data, a simple buyer persona template and how it changes your messages and your channels.
Read the article- Sponsoredthpaul.comLanding pages that bring in enquiries | THPAUL
Landing pages for ads: what they should include
A landing page for Google Ads or Meta Ads supports one intent, one message and one clear next action. See what it needs and in what order.
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Marketing for estate agencies: listings, mandates and leads
Listing photos and video, the agents' personal brand, local SEO, social campaigns and follow-up: how to attract buyers and win mandates.
Read the articleTikTok for brands: when it is worth it and how to get started
When TikTok suits a Greek brand and when it does not, what a native style means, how to work with creators and how to test without wasting money.
Read the articleInfluencer marketing: selection, brief, agreement and measurement
How to choose influencers by their audience rather than their follower count, what to put in the brief and the agreement, how to label the partnership and what to measure.
Read the articlePerformance creative: how to design ad tests
Ad creative tests produce useful findings when the hypotheses, variants and evaluation criteria are clear in advance.
Read the articleGoogle Analytics 4: what to look at and what the numbers mean
Events and key events in simple terms, the five reports worth checking, the gaps caused by consent and the link with Search Console and Ads.
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Jewellery photography: light, detail and shots that sell
Why jewellery is among the most demanding products to photograph, how to prepare it, which shots you need and what affects the cost.
Read the articleBrand content system: consistency without monotony
A content system with clear pillars, visual codes and an approval flow gives a brand consistency and leaves room for creative surprise.
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Drone property photography: when an aerial shot is worth it
When an aerial shot shows something you cannot see from the ground, when it adds nothing, and what to check for safety, permits and privacy.
Read the articleMarketing funnel: the stages of the customer journey in simple terms
Awareness, consideration, decision and loyalty: which content and which channel suit each stage, and how to see where you are losing customers.
Read the article- Sponsoredthpaul.comGoogle Ads for businesses | THPAUL
Google Ads management: campaigns, keywords and measurement
Search, Performance Max and the other campaign types in plain language, negative keywords, conversion tracking and the mistakes that burn through your budget.
Read the article- Sponsoredthpaul.comE-shop marketing: how to increase sales step by step
E-shop marketing: how to increase sales step by step
Product pages, photos, catalogue ads, email, abandoned baskets, reviews and measurement per product, with a checklist.
Read the articleEmail marketing and newsletters for businesses: how to get started
A list built with consent, a welcome series, content ideas, frequency and what to measure, for a newsletter people want to open.
Read the articleUGC and creators: how to work with user-generated content
What UGC is, how to write a brief for creators, what to agree on usage rights and partnership disclosure, and how to use it in ads.
Read the articleRetargeting: ads for people who have already visited your site
How retargeting works with consent, which audiences to build, frequency, creatives for each stage and exclusions, without wearing anyone out.
Read the articleMarketing dashboard: the KPIs worth checking every week
Leads, cost per lead, conversion rate, sources and sales follow-up: what to put in a simple dashboard and which mistakes to avoid.
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Food photography: shooting food for restaurants and brands
Menus, delivery platforms, packaging and social media: what each use needs, how to organise styling and timing, and how we work in the studio.
Read the articleMarketing ROI, ROAS, CPA and CAC: how to measure your marketing
ROI, ROAS, CPA, CAC and LTV in plain English: the formulas in words, a hypothetical example with numbers and what to measure first in your business.
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Preparing a home for a photo shoot: a room-by-room checklist
What to do in each room before the photographer arrives: tidying, lights, curtains, beds, bathrooms and exteriors, in a checklist you keep on your phone.
Read the articleB2B marketing: how to find business clients
Long sales cycles, LinkedIn, content that proves expertise, case studies, events and CRM: a practical plan for B2B leads.
Read the articleRebranding: when you need it and how to do it without losing ground
Signs that you need a rebrand, a refresh or a complete change, the steps, SEO when your URLs change and how to announce it to your customers.
Read the articleLinkedIn for companies: company page, posts and leads
The LinkedIn company page and your team's profiles, what to post, how to organise employee advocacy and what to do with every B2B contact.
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Outdoor Art: 17 young artists exhibit in Columbia stores
THPAUL brings art into Columbia stores: 17 works at 4 locations in Attica until 10 June, and then at Sianti Gallery.
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