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Blog · Marketing
Marketing & digital marketing: guides for businesses
Here you will find practical guides to marketing a business: how to write a plan and a brief, how to set and judge a budget, how to choose a partner, how to organise your content, how to set up campaigns on Google Ads and Meta Ads, and how to measure properly while respecting visitors' consent. Each article answers one specific question, with steps, checklists, examples and mistakes worth avoiding.
THPAUL is an independent creative studio in Athens that does holistic marketing: one team for strategy, content, retail and advertising. It writes the plan, produces photography and video in its own studio, runs campaigns on Meta and Google, sets up measurement and sends a monthly report. It can become your marketing department or work alongside your own team, on a project or on a monthly basis.
All articles
Marketing 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 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.
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 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 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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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 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 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.
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 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 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.
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.
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.
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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 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 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.
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 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 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.
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 articleHow much does working with THPAUL on marketing cost?+
There is no public price list and there are no ready-made packages for marketing. The cost depends on the goal, the channels and the scope of the work, and after an initial conversation THPAUL sends a written proposal that states exactly what is included. For photography, there is an online cost estimator with indicative prices.
How does THPAUL work on a marketing project?+
THPAUL works in four steps: brief and goal, idea and plan, production, then measurement and the next cycle. The metrics for each goal are set from the start and shown in a monthly report. On THPAUL's side there is a single point of contact.
How soon do results show?+
How soon results show depends on the channel. With advertising, the first signs appear within a few weeks, while SEO takes a few months, depending on the competition and the state of the site. THPAUL does not promise numbers before seeing the data.
Talk to the team
Shall we look at it together?
Tell us what you want to achieve and we will suggest where to start.