Blogs, webinars and long reads from Insites

Your clients are invisible to ChatGPT, Gemini, and Perplexity. Discover 6 critical AI optimisation gaps your sales team should spot to win more deals and future-proof client businesses.

Surprising data reveals 49% of SMBs are boosting marketing budgets while 75% invest in AI. Get the complete sales playbook for capitalising on these opportunities as a digital marketing provider.

Why keyword research actually matters for small businesses, the challenges digital marketing providers face and how to overcome SEO objections with Insites Keyword Planner.

Let's face it - small businesses that have had bad experiences with SEO providers are like someone coming out of a bad relationship. They're wary, skeptical, and probably a bit defensive. And fair enough! Many have shelled out serious cash only to see minimal results, or worse, had their websites damaged by dodgy tactics. These folks aren't just looking for another service provider - they want someone who actually gets their business and can deliver what they promise. Spotting the signs of SEO heartbreak Before you dive into your pitch, take a moment to spot the telltale signs that an SMB has been burned before: They ask super specific questions about your tactics (because they've been bamboozled with jargon before) They want guarantees and exact timelines straight away They're reluctant to share previous work or analytics access They seem suspicious of practices that are actually industry standard They're confused about SEO basics because they've been fed misinformation Remember, this isn't them being difficult—they're just protecting themselves from getting burned again. Show some empathy (and ditch the jargon) When you're chatting with these businesses, the standard sales spiel just won't cut it. Instead: Acknowledge their frustrations without throwing shade at other providers Talk like a normal human being—avoid the technical mumbo-jumbo that might trigger bad memories Be brutally honest about timeframes and what's actually achievable Be crystal clear about how you'll keep them in the loop on progress Show them exactly how you're different from the providers who let them down Building back trust takes time, so don't rush the process. Let the data do the talking Nothing cuts through skepticism like solid data that actually makes sense. Create jargon-free audits that clearly show: What's currently holding their visibility back Opportunities they're missing out on How local competitors are nabbing their potential customers Specific, actionable fixes with realistic outcomes A good audit demonstrates your expertise while giving them immediate value—even before they've paid you a penny. Start small, win big For businesses still nursing their SEO wounds, consider offering: A small starter project with clear deliverables A shorter initial contract without the scary long-term commitment A step-by-step approach with checkpoints before expanding work No sneaky lock-in clauses that got them stuck last time This gives wary clients the chance to see real results before they go all-in. Show your work (properly) Burnt SMBs need extra reassurance that things are actually happening. Create reports that: Show clear before-and-after comparisons Explain technical stuff in plain English Connect improvements to actual business outcomes, not just abstract rankings Are completely honest about what's working and what's not Visual proof of progress works wonders for rebuilding confidence. Teach without the techno-babble Many SMBs have either been kept completely in the dark or bombarded with confusing tech talk. Find the sweet spot by: Creating simple guides tailored to their specific business Using analogies and examples relevant to their industry Breaking complex topics into bite-sized pieces Creating an environment where they feel comfortable asking "stupid" questions A client who understands what you're doing is a client who trusts you. Make it about their business, not just SEO Rather than droning on about algorithms and meta tags, connect your work to what actually matters: Show how SEO improvements translate to more customers Demonstrate the journey from clicks to cash Use examples specific to their industry Show how your work supports their broader business goals This shifts the conversation from "SEO wizardry" to tangible business growth. Real talk: How we helped a skeptical dentist A local dental practice had thrown thousands at SEO with nothing to show for it. When we started working with them, we discovered: Their website had technical errors that were basically making it invisible to Google Despite having a prime high street location, they were nowhere to be seen in local searches Their competitors were actually ranking for their brand name (ouch!) No proper tracking was in place, so previous agencies could hide their lack of results By implementing clear, weekly updates and focusing on quick wins first, we helped them see substantial improvements within three months. Today, they're getting 40% of new patient bookings through their improved online presence. Your action plan for winning over the skeptics Ready to rescue some SEO-burnt businesses? Here's how to start: Create a straightforward audit process that cuts through the confusion Develop simple guides that help business owners understand what you're actually doing Offer flexible contracts that don't feel like a trap Use clear, jargon-free reporting that actually means something Focus on delivering some quick wins to build momentum Remember, winning these clients isn't just about new business—it's about showing them that effective, ethical SEO actually exists! The silver lining of working with the skeptics Here's the thing—SMBs who've had terrible SEO experiences often become your most loyal clients when you finally deliver what others couldn't. By understanding their concerns, being refreshingly transparent, and actually getting results, you're not just winning new business—you're helping repair the reputation of an industry that's let too many small businesses down. More importantly, you're helping local businesses that are the heart of our communities reach the customers they deserve through honest, effective digital marketing. And that's something worth getting out of bed for. Ready to stop guessing which keywords actually matter? Our new Keyword Research tool takes the headache out of SEO planning for your clients. No more cobbling together data from multiple platforms or trying to explain complex metrics to skeptical SMBs. Say goodbye to keyword confusion and hello to: Instant keyword suggestions tailored to your client's industry Easy-to-understand difficulty scores and search volumes Built-in local search insights that show real competitive gaps Simple reporting that actually makes sense to small business owners The best part? It's already included in your Insites subscription at no extra cost. Book a quick demo today to see how our Keyword Research tool can help you win over even the most SEO-traumatised clients with data they can actually understand.

Empower your digital marketing sales team with Insites Keyword Planner. Convert more SMB prospects with instant, AI-powered keyword suggestions that build confidence, save time, and demonstrate clear ROI. No SEO expertise required.

For enterprise sales teams looking to boost conversion rates, local keyword data offers that perfect sweet spot between scalability and personalisation. It lets you quickly qualify leads, create targeted proposals, and demonstrate compelling value without having to spend ages researching each prospect manually.

Small business owners often view keyword research as an optional extra or a luxury they can't afford. As a digital marketing provider, you know the truth is quite the opposite - poor keyword research can silently drain their resources while delivering underwhelming results. Let's explore how to effectively communicate these hidden costs to your SMB clients in language they'll understand. The invisible drain on marketing budgets When speaking with small business owners, it's crucial to frame keyword research as an investment rather than an expense. Without proper research, your clients are essentially throwing money into digital marketing efforts that may never reach their intended audience. For instance, a local plumber targeting generic terms like "plumbing services" instead of location-specific phrases such as "emergency plumber in Southampton" is competing unnecessarily with national brands and services far outside their coverage area. This means higher costs per click, lower conversion rates, and marketing spend that delivers minimal return. Time wasted on creating the wrong content Another hidden cost that resonates with busy small business owners is time wastage. Without strategic keyword research, businesses often produce content that simply doesn't align with what their potential customers are actually searching for. Explain to your clients how creating blog posts, service pages or social content without keyword insights is like opening a shop without researching what products the local community wants to buy. They might be investing hours creating content about boiler maintenance when their potential customers are frantically searching for "emergency pipe repair near me." Lost opportunities to competitors Perhaps the most compelling hidden cost is the competitive disadvantage. While your SMB clients hesitate on keyword research, their competitors may be capturing valuable search visibility.` Show your clients real examples of local competitors ranking well for lucrative keywords they could be targeting. This concrete demonstration of missed opportunities often resonates more effectively than theoretical discussions about SEO principles. Diminished trust and authority Small businesses rely heavily on reputation and trust. Without strategic keyword targeting, they miss opportunities to establish themselves as local authorities in their field. Explain how properly researched content that answers specific customer questions positions them as experts. Without this research foundation, they're missing chances to be the business that appears when a potential customer searches "how to choose the right accountant for my small business" or "best family dentist for nervous children." Making the case for proper keyword research When presenting solutions, focus on these practical benefits: More efficient marketing spend : Target customers who are actually looking for their specific services in their specific location. Better conversion rates : Attract visitors with actual purchase intent rather than casual browsers. Strategic content development : Stop guessing what content to create and start knowing exactly what your customers want to learn. Measurable results : Show how properly researched keywords provide clearer metrics for success. Start small and demonstrate value For SMBs unconvinced about keyword research, suggest starting with a focused pilot project. Choose one service area or product line and perform proper keyword research for just this segment. Track the results carefully and use this as evidence for expanding your research to other areas of the business. This approach allows sceptical clients to see real-world benefits without committing to a comprehensive strategy upfront. Once they witness the improved performance, the hidden costs of poor research become much more tangible. Translation before selling Communicating the hidden costs of poor keyword research isn't about technical jargon or intimidating statistics. It's about translating SEO principles into business language that resonates with small business owners' practical concerns: wasted money, wasted time, missed opportunities, and diminished market position. By framing keyword research as a crucial investment rather than an optional expense, you help your SMB clients understand why cutting corners here ultimately costs them more in the long run. Want to help your SMB clients avoid the hidden costs of poor keyword research? Discover the power of Insites Keyword Intelligence , part of the Insites for Sales solution. Book a discovery call today to learn more about our tools for digital marketing providers.

Discover 7 proven strategies to improve your digital marketing company's AI visibility and get cited in ChatGPT, Claude, and other AI tools. Learn how to position your brand as an authoritative source for SMB digital solutions.

New research reveals that top Google performers aren't always winning in AI tools like ChatGPT. Discover how your digital marketing agency can leverage both SEO and AEO strategies to deliver greater value to SMB clients and stay ahead of competitors. Includes practical implementation tips and industry-specific insights.

Google now shows landing page screenshots in Demand Gen ads. Learn how digital marketing agencies can turn this update into new revenue opportunities with Insites auditing tools.

Learn how digital marketing agencies can navigate EU AI Act compliance while turning new regulations into a competitive advantage. Discover practical strategies for AI governance that help win more SMB clients despite compliance changes.

Discover how large digital marketing agencies empower non-technical sales teams to confidently sell SEO, websites, and local listings without technical expertise. Learn proven strategies that help enterprise sales teams increase conversion rates while reducing onboarding time, and see how Insites helps bridge the knowledge gap for large agencies with 10+ sales representatives.

Today's students are becoming AI fluent at unprecedented rates. Soon, they'll be the SMB owners your sales team is pitching to with different digital expectations. Learn how Google's education initiatives are accelerating this shift and what it means for enterprise marketing providers. Discover practical strategies to prepare your sales team for the rise of AI-literate clients who expect instant insights, sophisticated solutions, and AI-powered digital marketing approaches. Read our latest insights on navigating this transformation and positioning your services for the next generation of business owners.

Discover how leading digital marketing agencies use self-service audit widgets to generate qualified SMB leads while providing immediate value. Learn how to implement this strategy with a proven flywheel approach and industry-specific tips.RetryClaude can make mistakes. Please double-check the responses.

Discover how your sales team can demonstrate clear ROI to budget-conscious SMBs. Learn 3 key strategies that help digital marketing agencies convert more prospects even when budgets are tight.

Google's new review QR code feature creates perfect sales opportunities for digital marketing agencies. Learn about Google's expanded data sources, and how Insites' Local Grid can help your sales team close more deals with SMB clients seeking local SEO services.

AI search engines drive 123% more traffic to SMBs in 2025. Learn industry-specific AI referral patterns from ChatGPT, Perplexity and Gemini to help your sales team convert more digital marketing clients.

Transform digital marketing metrics into compelling stories that convert SMB prospects. This guide reveals proven storytelling frameworks, data-to-narrative techniques, and training methods that help sales teams close more deals. Learn how successful digital marketing agencies use storytelling to simplify complex concepts, create emotional connections, and position SMB owners as heroes in their own success stories. Ideal for sales leaders looking to boost conversion rates and stand out in a crowded marketplace.

Discover the 10 digital marketing trends transforming hospitality in 2025. Learn how large sales teams can help SMB hotels and restaurants capitalise on AI, mobile optimisation, and data-driven personalisation to drive bookings and stay competitive in a rapidly evolving digital landscape.

Discover how digital marketing agencies can help healthcare professionals showcase their AI innovations online. Learn to leverage Insites' traffic light scoring and Local Grid features to create compelling proposals, demonstrate competitive gaps, and win more healthcare clients.

Google's new visual search tools are game-changers for e-commerce and hospitality businesses. Help your sales team turn these updates into closed deals and competitive advantages.

Google just released generative AI for creating people in ads, and it's a game-changer for digital marketing agencies. This post breaks down how this feature helps your sales team close more deals, removes creative barriers for SMBs, and transforms the ad creation process. Learn specific ways to leverage this update to upsell ad services to your clients and position your agency as cutting-edge AI experts.

The problem for SMBs: Price wars and lost connections You might need to hold your clients hands when breaking this news because this isn't great news for small businesses. Here's why: Price becomes everything When services are presented side-by-side with only price and availability shown, businesses are forced to compete solely on price. This is especially problematic for service businesses that differentiate on quality, experience, or specialised expertise. Personal connections disappear 42.4% of Millennials and 55.9% of Boomers still rely on Google Search first when discovering products (according to GRIN survey data). But with this new feature, traditional direct phone conversations where businesses could build rapport and communicate value could vanish. Workload increases while conversion drops Business staff have to handle these AI calls like any other inquiry, but with: Zero information about the potential customer Likelihood of lower conversion due to price-shopping No opportunity to qualify the lead Potential for spam abuse (competitors wasting staff time) Now none of this ideal for SMBs, but it’s happening. So that’s where your sales team come in - they’re there to help them compete, rather than lose out based on ranking. This changes everything for your sales team If you're selling digital marketing solutions to SMBs, "Ask for Me" just handed you an incredible opportunity. Here's why your sales agents using Insites should be excited: 1. Creates genuine urgency that closes deals Unlike other Google updates that might seem abstract, this feature represents a tangible, easy-to-understand shift in how consumers find businesses. When you get prospects to understand that: Only top-ranked businesses will receive these automated calls Their competitors might already be getting these leads Businesses with no clear differentiators will get trapped in brutal price wars Suddenly, digital marketing services become an urgent necessity rather than a "nice to have." 2. Local SEO becomes critical If Google only calls businesses from the top Local Finder results, ranking well isn't just about visibility anymore - it's about being included in automated lead generation. Your sales agents can use Insites to: Show exactly where prospects rank in local search Use Local Grid to demonstrate which competitors are likely receiving these calls instead Quantify the potential revenue impact of missing these leads Create data-driven proposals with clear ROI potential 3. Opens new service opportunities "Ask for Me" creates specific new needs for SMBs that your team can address: AI-Readiness Audits : Only 18.8% of Gen Z consumers use Google as their primary product discovery tool (compared to 30.4% using Instagram and 23.2% using TikTok). But Google's new AI features could change those numbers dramatically. Sales agents can offer: Technical optimisation for AI crawlers Schema markup implementation Page speed improvements (critical for AI indexing) Local business metadata optimisation Differentiation Strategies : Help businesses stand out when traditional differentiators are removed through: Review management (star ratings become even more important) Content strategies that communicate unique value propositions Website optimisation for conversion once customers engage directly Response Protocols : Prepare businesses for handling these new AI-generated inquiries with: Staff training programs Scripts that effectively communicate value beyond price Follow-up strategies to convert price-shoppers How to use Insites to prepare clients Your sales team can leverage Insites to help SMBs prepare for this new reality with concrete, actionable steps: Run comprehensive local audits to identify where businesses stand in local search rankings. Analyse competitor performance using the Local Grid to understand who's receiving these automated calls. Identify specific optimisation opportunities across Google Business Profile, local citations, reviews and more. Create ongoing monitoring plans to track performance as AI features evolve. This is a sales opportunity, not a threat While "Ask for Me" creates challenges for SMBs, it represents a massive opportunity for digital marketing providers who can help businesses adapt. Your job? Nurture them through the shift. The local businesses that will thrive aren't those with the lowest prices—they're the ones working with solution providers to optimise SEO and AI search results. And that's exactly what Insites equips your team to deliver. To learn more about how Insites helps sales team, book a call with us today ! 👋 Happy selling

How customer reviews impact SMBs and how your sales teams can help with digital marketing solutions.

What impact does social media search have on small-medium businesses and how can digital marketing solution providers leverage social media upselling in their pitch

The framework and step-by-step method for train sales teams quicker and more efficiently

AI-powered website audits are bringing cold calling back, particularly for enterprise digital marketing sales teams. The post How AI-powered website audits are transforming cold calls appeared first on Insites.

Is your enterprise sales team struggling to sell digital marketing solutions to SMB prospects? Minimise the complexity; here are the 7 metrics that will help them sell. The post 7 digital marketing metrics your enterprise sales team needs to close more deals appeared first on Insites.

If managing the sales process is one of your biggest challenges, ask yourself: what could be automated? Too often, mid-large agencies with extensive sales teams let their sale reps spend more time on admin tasks, internal meetings, and lead qualifying, rather than on delivering value to customers. But remember: people buy from people. Your sales […] The post The growing need for sales automation in agencies appeared first on Insites.

Forget our usual sales and productivity hacks – this week we’re doing something different… You might be wondering why we’ve been highlighting small businesses this week as part of our Anti-Black Friday campaign on LinkedIn. Let me give you some context… Insites is a SaaS tool but our founder Andrew created Insites with a genuine […] The post Anti-Black Friday – 25 small & sustainable businesses to support instead appeared first on Insites.

A few years ago, one of my favourite independent jewellery brands, Cult of Youth, felt the need to put a post out on Instagram about why they’re not doing Black Friday. The justifications were as expected; they already had tight margins, they couldn’t cope with increased volume because they were a one-woman band, and so […] The post Why this Black Friday you should support small instead appeared first on Insites.

You’ve got people around you banging the drum about “sales productivity” and how crucial it is for agencies, right? But why does this buzzword dominate the agency world so frequently? The simple answer: it drives conversions. End of the story? Not quite! There’s so much more to explore. Agencies often get bogged down by ad-hoc […] The post How to Improve Your Agency’s Sales Productivity and Conversion Scores appeared first on Insites.

Introduction Is your LinkedIn also flooded with personal branding tips, hacks, and how-to guides? It’s become a hot topic, and for good reason — more professionals are realising its potential. A personal brand is a reflection of who you are, what you stand for, and what you want the world to remember about you. When […] The post 6 Tips for Building a Personal Brand to Grow Agency Awareness appeared first on Insites.

Whether your niche is niche, or hyper niche, the difference between creating content, and creating great content for your agency's niche market, is what impacts how you rank on search engines, win traffic, and generate leads. So, how do you make great content? The post How to make great content for your agency’s niche market appeared first on Insites.

Introduction: The Importance of Consistency in Sales Processes If you’re reading this, chances are your agency is doing well. You’ve built a strong brand, established a solid client base and delivered results. Now, it’s time to shift gears and scale up. With the sales process, you can achieve consistent growth and expand your agency effectively. […] The post How to create a consistent sales process for your agency appeared first on Insites.

Are you servicing clients who are selling products online? An Insites audit checks any business’s full online presence – including social media channels like Instagram, Facebook, TikTok, and now Pinterest! What is the Pinterest Check? The new Pinterest check within our audit tool identifies if a business has an active Pinterest account. This will help […] The post Online presence audits, now with Pinterest appeared first on Insites.

Discover how to prepare your agency for a profitable exit. Learn how refining processes, optimising a tech stack, and scaling sales can maximise your agency's value. The post How to Prepare Your Agency for Your Exit Strategy appeared first on Insites.

This feature will mostly benefit SEO folk who put the work in to optimise a client’s reach in search engines. This feature works alongside other tacking features, and gives SEO production teams a clear and broad understanding of their work at a glance. Plus, sales teams can use it show clients how their website has developed visually overtime. The post Track on-page SEO with Website Screenshot History appeared first on Insites.

The power of the upsell – where do we start? Using the relationship you have with existing agency clients to boost revenue, deepen that relationship and making them more ‘sticky’ in the process is the power we’re talking about. Sticking power! Upselling isn’t possible with every client, as they have budgets to stick to and […] The post How to upsell to your existing agency clients appeared first on Insites.

The goals for each digital marketing agency varies, but the most common ones are to scale the business, grow teams and build a loyal client base. The post Improving Productivity in Your Digital Marketing Agency with Automated Tools appeared first on Insites.

Looking to grow your pipeline, but struggling with cold outreach? Here's how to use free online audits to hook your prospects. The post How to use free audits as a lead generation tool for your marketing agency appeared first on Insites.

What is local SEO, and why is it important? We dive into the importance of local SEO for small businesses and what tactics to use to improve local SEO ranking. The post What is local SEO? appeared first on Insites.

Discover how your digital marketing agency can leverage AI to empower small businesses with personalised strategies! The post AI Essentials for Digital Marketing Agencies: A Guide to Enhancing Small Business Strategies appeared first on Insites.

What is an SEO audit? An SEO audit includes finding and fixing content, scanning keyword optimisation, identifying opportunities and more. The post What is an SEO audit? appeared first on Insites.

As an agency, there are several steps you can take to help you optimise your client's eCommerce site, and how you can deliver impact. The post How Agencies Can Optimise Client eCommerce Sites appeared first on Insites.

Google Consent Mode v2 is the latest move from Google to be compliant in the EU. But what does that mean for your small business? The post Why Google Consent Mode v2 is important for your small business appeared first on Insites.

Welcome back for part two! In our last post we explored 4 of the key aspects of mastering Local SEO for your clients, why they’re important and the impact they have on your clients business success. This week we’re diving into the following points and the actions you can take, to make sure your agency […] The post Location, Location, Location: A Deep Dive into Local SEO Best Practices – Pt 2 appeared first on Insites.

The Digital Services Act is now a legal requirement, but what do you need to know to make sure your clients are compliant? The post Navigating the Digital Services Act: What business owners need to know appeared first on Insites.

Mastering the art of Local SEO is essential for succes in the local markets. Read on to find out what's most important. The post Location, Location, Location: A Deep Dive into Local SEO Best Practices – Pt 1 appeared first on Insites.