Author: ammarketing

Google Analytics Definitions

Google Analytics is a massivly important tool for understanding your customer journey and what your customers actually want from your business.

However, it can be very confusing to understand what everything means, so we have put together some basic google analytics definitions to help you understand what data you are looking at.


Users: “Unique visitors”, or a person who has come to your website.

Sessions: “Visits”, or different times that person came to your site.

New vs Returning:

New visitors: Those who go to your site for the first time on a specific device.

Retuning Visitors: Those who have come back to the website more than once on the same device.

Frequency vs Recency:

Count of Session: How many sessions returning visitors made

Days since last session: Days between last session closed and new session opened

Average Page Per Visits: Number of pages (on average) people look at on each visit to the website (if this is low, add more call to action buttons on the pages people are most likely to visit)

Bounce Rate:Meaning a visitor enters your website and immediately exits (if this is high, check the design, the rendering on mobile, and how slow your site loads)

  • If it is low or 0% it may mean that analytics is not installed on the website correctly
  • 26% – 40% is Excellent
  • 41%-55% is Average
  • 56%-70% is Higher than Average (higher or expected if the website is a 1 page website)

Devices (Desktop, Mobile, Tablet):

  • If your visits from mobile are high, make sure the site is optimised correctly for mobile, same with desktop/tablet.


Social: Visitors who come to your website from a social network

Direct: Visitors who come to your website without a traceable referral source, such as typing your URL into their address bar or using a bookmark on their browser

Organic Search: Visitors who come to your website after searching and other search engines

Referral: Visitors who come to your website from another website by clicking on a link

Other: If you use URL parameters for custom campaign tracking (Campaign URL Builder), the traffic linked to those campaigns is listed here

Paid: Visitors who come to your website from an AdWords or other paid search ad


Behaviour Flow: Shows the journey of the customer from the point of entry to the point of exit

Site Content: Shows pages that have been most visited in the time period selected (Home page will most likely be the most visited page)

The Importance of Facebook Groups

There are 2.6 billion monthly active users on Facebook, and every brand is trying to cut through the noise to find their perfect clients. So, you need to find a way to interact with your target audience and a great way of doing this is using Facebook Groups.

Our video below from Ellie, talks you through all the reasons that using Facebook Groups are so important:

If you are in the St Albans or surrounding area, we have linked some of our favourite Facebook Business Groups.

If you want to discuss Facebook Groups, drop us a message using the button below:

Creating The Brand You Need

Your brand is what people recognise about your business, it’s your logo, colours, fonts, and the way you present your business.

Brand can be a hard of your business to get right, but it is essential to growing your business and reaching your audience.

So, we have put together some of our tips on creating the brand you need!

1. Vision, Mission, Values

Your vision, mission and values are the core elements of what your business is going to do, what your business stands for and where you want to the business to go.

Vision – Think of the big picture of your business. Imagine it is 5 years from now and your business is successful. What does that look like?

Mission – What do you do in your business? Who do you do it for? How do you do it? How does it help them? Now write your mission statement in one sentence!

Values – What does your business stand for? It’s time to dig deep. Ultimately, you want your branding/business to attract people with the same beliefs and values.

2. Define your brand

Defining your brand means understanding what you want the voice and tone of your business to be. Understanding what is at the heart of your brand’s style, content, and personality will help a lot in the process of creating your mood board, choosing your colours, fonts, and more.

One way to do this is use keywords, so sit back and think of ten words that come to mind when you think of your business.

3. Audience

You want your audience to feel like they belong with you and your business. In order to achieve that, you need to know exactly who they are, and everything about them.

A great way to do this is to use a Customer Persona template, to help you understand your ideal customers demographics, characteristics, interests, frustrations, and tone.

4. Mood Board

A mood board is a great way to visualise what you want your brand to look and feel like. Creating your mood board is a fundamental part of the process of creating a brand that attracts the right people to your business.

An easy way to do this is by creating a secret board on Pinterest and pinning different colours, textures, photos, logos etc (aim to get between 10 and 20 images)

5. Brand Visuals

Now you can take a deeper dive into the visuals of your brand by choosing up to 5 brand colours, made up of neutral colours, dominant colours, and one accent colour.

Then choose a font combination, make sure you chose fonts that reflect the personality of your brand.

Next, you can decide if you want any patterns, textures, illustrations or icons in you brand visuals.

Lastly, you can create your logo, aim to keep it simple and in harmony with your branding. You can use pinterest or google to have a look at logos ideas, having this clear in your mind really helps with the logo design whether you outsource or create your own logo using Canva, Photoshop etc.

Having an easily recognisable brand will make potential customers trust you more, and give a good impression of your product/service before they have brought it. If you are still struggling with this contact us and we can send you our branding workbook to enable you to really drill down and focus on exactly what your brand and business is all about.

Are you using the correct social media platforms for your target audience?

Social Media, can be a total minefield. With new platforms popping up and updates and changes to current platforms happening all the time, we can understand why people shy away from them. The common theme we find with our clients that are active on social is they use the platform they like the most, and that’s great if your client is using that platform but what if they are not? You could spend a year on Facebook promoting your business and trying to get your name out there but in actual fact, your ideal client spends the majority of their time on LinkedIn or Instagram.  

We often get ‘LinkedIn scares me’ or ‘I don’t get Instagram’ but in all honesty, if you don’t know where your dream clients are and don’t get to grips with the right platform you are indeed just wasting valuable time and energy. Which in turn will not give you the results or sales you desire. We want you to really think about where your clients are if you are B2B what are you doing on LinkedIn right now? If you are targeting the under 30’s it’s all about Instagram, YouTube, and dare we say it TikTok! 

However, it is also about considering that just because your business may be B2B it doesn’t automatically mean your client is going to be on LinkedIn, so it’s really important to understand where your clients hang out to determine which platforms you should be on! It’s also really important to work out how they communicate. For example, a lot of places like hairdressers will arrange appointments via Facebook Messenger, but we highly doubt a recruitment agency will set up an interview through Facebook Messenger. So it is about approaching your customers where they are comfortable and where you will get the most engagement from them.

We are urging you all at the minute to really think about your ideal client, what are they doing? What do they like and dislike? Where are they hanging out? And how can you create content that will resonate with them?  It will save you time in the long run and really help you to create engagement which will, in turn, increase your sales leads.  Please please don’t shy away from other platforms, and if you are struggling contact us today. We will happily guide you in the right direction, or even do it for you.

Register for our FREE webinar all about content creation here:


Adding Subtitles to Videos using Kapwing

Subtitles are a massively important part of using videos on your social media. Videos without subtitles are only watched 66% to completion, compared to videos with subtitles included, 80% more people watched to completion.

It isn’t always easy to add subtitles to videos, but we use a handy website called Kapwing and we wanted to show you how you can use it to add subtitles to your videos.


  1. Head to and create an account
  2. Click into my workspace on the left-hand side, and choose new project
  3. Next click Start with Studio
  4. Then upload your video
  5. Next click subtitles just above the video
  6. Scroll down to autogenerate and change the language to English (Great Britain)

*Kapwing is great but you will definitely need to go through and check that it has picked everything up*

  • Now, click into the sentence that you want to change
  • Then click Done
  • On the top right hand-side click Publish
  • Once processed you will be able to save the video.

Top Tips for staying positive in the Corona crisis

With the majority of the world in a current state of fear and panic, Tia loves to help the Amber Mountain team with her mindset and suggests the only way we can fight this is to be positive! Don’t worry, we completely understand it’s not that simple, which is why Tia is going to share our office’s top tips of how to maintain a positive and motivated mindset! Tia is by far our biggest positivity motivator in the office so take a look at her amazing blog on keeping you going in these uncertain times.

Before you start taking on any of these tips, it’s important to remember that you need to accept the situation you’re in. It may feel a bit overwhelming but as soon as you understand what you can and can’t do to change your circumstances, the sooner you will be able to feel positive!

Tip 1 – Make weekly goals

Every week, without fail, we make weekly goals in the office. These goals are in place to ensure we have a productive week, being productive will bring up your spirits and make you feel more positive. We choose to make a business goal and a personal goal so that we feel we’re progressing in all areas of our life! Amber Mountain’s top tip is to make these goals specific, as you’re much more likely to achieve a goal if it’s specific. For example, do you want to catch up with previous clients? Write down how you will catch up with them – via email or phone call – and how many clients you will catch up with. Then at the end of the week, see if you’ve achieved your weekly goals… if you have, then a G&T is in order and if you haven’t that’s okay, look at why you didn’t achieve it and carry it on to next week.

If you’re going to try out weekly goals, find someone to do it with you because having someone else to hold you accountable to undoubtably going to make you work harder!

Tip 2 – Make daily wins

A win is something that you’ve done well or has made you happy – whether that’s writing an amazing blog or enjoying 5 minutes peace in the sun! We write down a win every day so that when we feel we’ve had a bad day we can look back and say actually I’ve done this today! Daily wins are just a small way of keeping you positive every day and then when you look at them all written down after a week or a month you realise that you’re achieving great things, which is great for a positive mindset!

Don’t limit yourself at daily wins though! Emma likes to do a win per hour advised by her business coach Jeremy Graham-Clare to keep her motivated, especially whilst working from home and teaching the kids at the minute!

Tip 3 – Plan out your day

Planning out your day in the morning is proven to save you from time wasting throughout the day. Therefore, take 15 minutes every morning to write out your to-do list and include timings. This gives you something to hold you accountable. For example, if you were meant to finish task one by 10am and it’s now 10:15am your list will give you the push you need to get it finished and move onto the next task. The feeling of seeing all your tasks ticket off is a brilliant way to switch off at the end of the day and carry your positivity through to the evening!

Our top tip is to make sure you include enough time for regular short breaks away from the desk too!

Tip 4 – Express what you’re grateful for

This task isn’t necessarily one to do daily or weekly but, whenever you’re feeling a little negative write down everything that you’re grateful for. From certain experiences to work achievements to family time, make sure you include every little thing on this list. Once you’ve written the list you will start to appreciate these things a little more which is an amazing positivity boost.

Tip 5 – Utilise your social life and support networks

Doing any of the tips above with someone else will naturally increase your positivity, whether it’s with friends, family or colleagues. As we said, we create weekly goals, discuss daily wins and plan our days together, as an office via zoom. We find this great as it means everyone is aware when someone is feeling particularly worried or stressed and they will then help out wherever possible. Socialising with others and speaking to them for support is a fantastic way of increasing positivity as it means you’re not suffering alone. So, do make sure that you bring other people along this journey to a more positive mindset with you!

Tip 6 – Exercise regularly, eat healthy and get plenty of sleep

This tip is the basic tip that you’ll find everywhere however, we wanted to include it because they are so important! A lot of our office’s personal goals consist of exercising 3-5 times a week, getting a full 8 hours sleep or drinking 2 litres of water a day because sometimes you need that nudge to look after yourself properly. Your goals don’t have to be the same straight away… you may start with aiming to go on a walk twice a week and at least getting 6 hours sleep a day, whatever works for you and your lifestyle! Without these basic rules of self-care there’s no way you’ll feel motivated to maintain a positive mindset.

We can assure you that feeding these tips into your daily or weekly routine is going to improve your productivity and your overall positivity. However, in these quite frankly mad times, we are all going to have our bad days and that’s okay!  Just don’t beat yourself up about it!  We are all human.   Try to get a good night’s sleep, ready to wake up the next day and put your positivity pants firmly back on. WE GOT THIS!!!  

Please tag us on a post on social media or let us know whenever you try any of these tips as we’d love to help you stay positive!

5 Marketing Tips to help your business in the current climate!

1. Communicate with your clients – Keep talking

Let them know you are still working and communicate any changes that are taking place in your business.  Definitely keep a positive spin on what you are doing, you need to keep upbeat for your customers.  Communication is vital when times get tough!

2. Keep posting on social media – let the world know you’re here

Be consistent and remain positive. Offer advice in your expertise – if you are an accountant what can small businesses do financially, if you work with children post and share ideas of what can parents do to keep sane?  If you can’t think of ideas for content contact us and let us help you – we can always find a positive.

3. Change your business model – Don’t fight it, feel it

If your business involves face to face contact change it up a bit.  Our lovely client Jess at Showtime Circus provides circus skills to kids so she is going online with Hometime Circus.  This could in fact make her business even bigger with more opportunity for kids not in the local area to join in.  Naomi Czuba Dance will also be doing this – we need motivational people like Naomi & Jess in our lives right now!

Think outside the box!  This is the perfect time to do your up garden.  Landscape gardeners, tree surgeons and rubbish removal companies do not even have to enter the home or make physical contact.  You can stay safe in your house whilst they work their magic.  

4. Offer free tools – share the love

Give out anything you can to help people.  We are offering free advice, our business coach Jeremy at Action Coach is offering free advice and a webinar tomorrow to help everyone. Our IT client Neil at NetSec is offering his conference call service for free, Charlotte our Invoke Finance client is offering mortgage advice calls and our Crisp Accountancy client Luke is doing a series of videos to help businesses. He’s also bucking the trend in the accountancy sector by having zoom calls with all his clients 1-2-1.  What can you offer to help everyone you can right now? If your business is events and networking we can do this online!  Thank goodness we have technology!

5. Use the groups!  There’s nothing wrong with shouting ‘look at me’

We are lucky enough to have so many good social groups on Facebook and business connections on LinkedIn.   We can all post and share our content on most of these so find them and use them.  If you don’t know what we mean contact us and we can tell you more and help you find them. 

Finally add some humour where you can – share some positivity and happiness, we have to keep that going.  

If you are really struggling to smile check out my sister Kay DJ Kayrona on Spotify she is setting up a daily positive playlist.   We have got this guys and if you are struggling just call us!!!!  We want to help!!!

Automation vs Personalisation: Have you got the balance?

With technology becoming more and more powerful the use of AI (Artificial Intelligence), is becoming a popular choice with a lot of businesses.  There is however a fine line between keeping it personal and badgering clients with constant automated emails that they can clearly see are automated too! Only leaving them to do one thing and that’s click on the Opt out button!   As much as we live in a digital world the old saying is still very much true ‘people buy from people’ and I personally hate the way the world is going with automation.

When to use automation

Automation will never replace the personal connections you should have with your clients, however, that doesn’t mean it can’t make it easier for you.

One example of this is, Birthdays. That’s right, something as simple as wishing your client/customer a Happy Birthday can be automated yet still personal. If you know when your client/customers birthday is, why not add it to your database, then automate an email to go out to them wishing them a happy birthday and maybe offering them a birthday discount, it really is that simple!!

Split your database to make it more personal

If you are automating 10 different emails to go to potential customers, that are generic, and not personalised to offer a solution to that specific business, do you think your message will stand out? Probably not.

Knowing how to segment your audience can be really tough, boring and very confusing. However, automation can do all of that for you, and not just based on age, gender and location but interests, income, buying habits, social media activity etc.

So rather than trying to sell a training package to all business owners, you can segment your audience and automate your message to go out to Business Owners who aren’t using social media, or who are using it intermittently, which is a lot more personal than a generic blanket email.

Newsletter tools such as Mailchimp are great platforms to use to segment your audience, with the option to have different audiences and tags. Plus, you can even use different segments based on birthdays, address, activity etc.

Personalisation over automisation any day.

Automation can make your processes easier, more effective and increase efficiency however it’s something you really need to think about and make as personal as possible.  We need to be human, people want a warm fuzzy feeling inside when they hear from you, and it’s not something you can do lightly and it takes huge amounts of time to perfect.  We are yet to find a series of emails that we don’t feel have been automated but please do prove us wrong and send us your automated ‘personalised’ emails. As marketers we all want that day to come!

Amber Mountain turns 2!

We can’t quite believe it’s been 2 years; it feels like only yesterday Emma had an idea and now look where we are!!!

In what feels like a whirlwind Amber Mountain not only exists but has already smashed its goal, of helping small businesses to grow and we couldn’t be prouder!

After starting the business with mentoring business owners, it soon became very apparent that some people didn’t want to do their own marketing or in fact enjoy it!  Emma then joint forces with the amazingly talented and quite frankly awesome marketer Tamzin, and phase two of the business was born.  The apprenticeship marketing package!   This allows small businesses to work with apprentices working at Amber Mountain Marketing that implement their marketing for them at a more cost-effective price.   It also gives us the opportunity to train young adults and give them an alternative to Uni after leaving school.  We have been blown away by the interest in this package and are so pleased to be able to offer small businesses a marketing service that they can afford, and so far, it delivered some amazing results!

Emma and Tamzin have worked their socks off to build the business and a team that are fun, eager to learn, and ambassadors for the clients they look after!  Our first apprentice was our amazing Tia who quite frankly blows our minds with her innovative content ideas.  She is also extremely funny (but don’t tell her we said that) and always keeps the positivity up in the office with her weekly goals setting activity.  Next into the office was Ellie, we can’t say she came in quietly but that’s why we love her!  The girl doesn’t stop and can quite often be found posting on Facebook groups for us and her clients, from her bed late at night!   No one ever goes hungry in the office anymore either.  She is a walking vending machine!  Another one that continues to make us giggle!   Next in was Adam, finally a boy!   Adams results in just 3 months have astounded us.  The financial returns his clients are seeing in such a small amount of time is just immense!  Adam sits with his head in his laptop and earphones on most of the day, working as hard as he can for his clients (and probably because he is in an office full of girls), but when he does make an appearance his one liners have us in stitches, and it’s very clear this gent has a heart of gold!

Next in was Sarah!  Emma’s knight in shining armour!   She got invoices paid, she got Emma’s work life in order, she continues to come up with genius ideas and she loves Gin!  A match made in heaven!  In such a short space of time she has become a massive part of our team and is definitely the work mum!  We love you Sarah.

Finally, but by no means least we celebrate our 2nd birthday with Ollie joining us.  Both Emma and Tamzin have worked with Ollie in past and it’s safe to say this one joining has really made our 2-year birthday celebrations!   He already knows his stuff, is incredibly techy (which helps Tamzin out massively) but is also innovative with ideas and a great communicator!  His sarcasm in on par with Tamzin’s so it could mean trouble, but in a very good way! 

Not forgetting our apprentices that have left us to follow their dreams especially our lovely Maddie who we will continue to support in her cheerleading business! Plus, the unsung heroes including Tamzin’s Mum AKA Coach & Therapist, Emma’s Dad AKA the DIY/removals man, Emma’s mum AKA Emergency childcare, and Emma’s amazing Husband Jamie AKA IT support and our biggest cheerleader (watch out Maddie).   We love you all!!!!!

What an amazing work family we have!    We really couldn’t be prouder!!!!   Sometimes you need to stop for a minute and look at your achievements!  This to Emma and Tamzin is just huge!  Roll on 2020, we are coming for you big time!!!

Gin celebrations will be commencing this month!  Watch out for the incredibly messy photos coming soon! 

Top 5 Free Tools for Small Businesses

What free tools do you use to help your business?

Starting out as a small business is tough, there are a lot of different things you want to do, but majority of the time they come with a cost.

So, we have put together a list of our clients’ Top 5 Favourite Free Tools that they use to help their business.

1. MileIQ

At Hour Hands we help busy people by taking care of their to-do list so often we’re out and about in the car – running errands, delivering items or attending client meetings. Keeping accurate mileage records is vital for billing clients and our bookkeeping, so we’re big fans of MileIQ. It’s a handy app that creates an automatic, accurate record of miles driven, so we have all the information we need at the touch of a button.

Obviously, we all drive for personal reasons as well, so the app cleverly allows us to designate which journeys are business and which are personal by swiping left or right. We can even personalise it by specifying our work hours, location, etc and it will automatically classify drives based on our schedules! Parking and tolls can also be logged. We use it on all types of devices and can download detailed reports from the desktop dashboard, although there’s a weekly report that provides much of the information we need.

Basically, it’s a really clever and simple idea that’s easy to use and saves us time and money – we highly recommend it!

Suggested By: HourHands – Virtual Assistant Services.

2. Google PageSpeed Insights

Google PageSpeed Insights is one of the best tools out there if you have a website.

Not only is it FREE but it gives you a great insight into how your website is performing and useful tips on how to make improvements.

It lets you know how your website is performing on both mobile and a laptop and is useful for both Search Engine Optimisation (SEO) – Google has made speed a ranking factor, and also for user experience, after all as users we don’t like to be kept waiting!

The insights can help you to identify what is slowing your website down and will list the main culprits. This will include all images that have not been resized and minified correctly.

There are also detailed explanations on how to improve your speed. These can be quite technical so it may mean contacting your website host or web developer. It also gives recommendations on WordPress plugins that can help you to improve your website speed.

The key thing is nobody likes a slow website so the more improvements you can make, to make sure the user can see your content, the more likely these visitors will turn into customers!

Suggested By: Gold Nugget Designs – WordPress Website Design

3. Kapwing 

My favourite free tool right now is the subtitling function of an online video editor called Kapwing. Kapwing is an awesome platform that has some great editing capabilities, however, I only really use it for the subtitles, as I already have an editing system. 

Once you get the hang of it, it’s super easy to use. You simply upload your video and then choose the Auto Caption feature. It then takes a minute or so (depending on the length of your video) to put captions to it. As with any auto-captioning system, it absolutely WILL make mistakes, so you must ALWAYS go through and check the subtitles. The clearer the audio, the fewer mistakes it makes.

Facebook and YouTube also have auto captioning features, but the difference with Kapwing, is that the subtitles will be imprinted onto your video, so you just need to do it once, and they will be seen everywhere that you post it, including your website!

Subtitles are so important on videos these days, as statistics say that up to 85% of them are watched on mute. So, if you want to make the most of your filming, they are essential!

Suggested By: Nutty Amber Videos – Corporate Video Production

4. Trello 

At Uskuri Theobald Architects there are 3 of us who run the company, Leoni, Oguz, and Ryan. As business owners, we have to wear all the different hats and we are often pulled in different directions; which can become so overwhelming.

We decided to start using Trello which has helped organise all our tasks. Trello is essentially an online platform that you can create interactive lists. It’s a really quick and simple way to assign tasks and keep track of everything between the team.

We keep track of everything on there from potential job enquires, office admin tasks down to more detailed lists of each project which keeps track of project progress. We can all view each of the lists, comment on items within the lists, assign tasks to certain team members, attach documents if needed, we can make checklists within the lists and set deadlines on the lists if required.

That’s the beauty of Trello, you can use it in a really simplistic way for straight forward tasks, or you can really delve down the Trello rabbit hole and use it as a complex and full office management tool.

Suggested By: Uskuri Theobald Architects – Architectural Services

5. Buffer

We hear so many people say ‘I know I need to do it but I don’t have the time’… So our favourite tool that we use every day and recommend to our clients too is simple, easy to use and will help you cut down on wasting time!

Buffer is a free social media scheduling tool that means you can Plan, collaborate, and publish content. Buffer has been in the scheduling space for a while and a respectable platform that allow you to manage your social media content easily.

Buffer’s free plan includes the ability to manage three social profiles, schedule up to ten posts, utilise their browser extensions and mobile apps (iOS and android) feature, create and schedule content using their image creator and GIF/video uploader, and shorten and track links.

Social media is a great way to build your brand and grow your business, but posting every now and then isn’t going to get the awareness of your brand that you want, so posting must be consistent!

Put aside an hour or two a week where you can focus solely on your social media and scheduling your posts.

Suggested by: Amber Mountain Marketing – Marketing Agency

As these tools all have a free plan, it means you can trial and test what works best for you and your business.

Let us know what Free tool you love the most!