What is an advertisement? It is a sale proposal which brings together certain features to be able to be successful. In particular, the ad must inform the reader, viewer, listener about the existence of the product or service through the brand, the photo, speech, slogan and the commercial features and let him know the easy way acquisition of the product. Each ad, except the ova inform, must also propose in an original way to the receiver to buy the product with the promise of significant benefits, creating the desire to buy and at the same time the belief that this product is the best.
The proposal given through of advertising, in addition, should be unique in the sense that has not been articulated by competitors, while the benefits and advantages of the proposal should be strong in order to massively motivate the consumer public and bring in young people consumers in the advertised product. Summarizing the essentials components of an ad, we end up considering it "good" when achieves at least the following:
The benefits of implementing a marketing strategy. Unlike SMEs in advanced countries, many small and medium-sized Irish entrepreneurs are unaware of the benefits of integrating a marketing strategy into their overall business strategy, perhaps because they do not know that a well-crafted marketing strategy:
Do I need to be a marketer to design my business marketing strategy? Given that we are talking about small and medium-sized Irish companies in the majority of cases, no one knows better than you do your business, the existing competition and market conditions. So I answer that you are the best marketer you could have, and in fact without any salary burden, as long as we agree on two assumptions.
Let's learn more about Social Media Marketing Strategy. Managing the "Social Media Marketing Strategy" of a business is not a simple matter. "SNS" undertakes the creation and implementation of the strategy, with a full understanding of the needs and specifics of each brand / company. The use of the internet and the spread of social media dictate a different way of life for consumers than we were used to. Their habits have changed and with them has changed the way they listen to their needs and make their purchases. Will you continue to "shoot" them using old-fashioned practices? Social media offers a serious opportunity for the companies that utilize them, through their social media marketing strategy, because they allow them to reach their potential customers where they spend most of their time. This approach has proven to be positive.
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We know that the first thing you do when you want to buy something online is to check the opinions of other consumers. Why? Because humans trust other humans. “People are more likely to trust a complete stranger because they see that reviewer as a peer, like they’re in it together.” (Pesce, 2021).
In fact, the power of reviews is sometimes much more powerful than product descriptions and photographs. This information, generated directly by users and customers, has become a guarantee of confidence for all those interested in the purchase of products or the acquisition of services. There is a word that keeps gaining popularity within the Digital Marketing world, trust. Users need to feel that the services or products they are about to purchase are trustworthy, their data is protected and their money can be trusted to third parties. This means that companies have to make big efforts to persuade their customers and users that what they offer is safe and can be trusted; thus, the million dollar question here is, how can you convince someone you don’t know, on the other side of a black screen, that your product is legit and safe? The magic answer is reviews. Reviews are important in the buyers journey Particularly in the Wellness sector, reviews are decisive factor in the buyers journey because they encourage loyalty and conversion in the buying process. More than 80% of consumers find in the reviews a personal recommendation, which can help you decide on a particular product or service. Therefore, including comments, opinions or reviews in the digital marketing strategy is what makes good SEO which increases the degree of consumer confidence. Reviews help improve Search Engines Optimization How many times have you seen user reviews on a website? These recommendations have a positive effect on brands. They not only retain consumers by providing helpful information, but also positively affect organic search results on Google, which rewards websites with positive reviews. Don't forget that the Google algorithm absolutely love good reviews. Reviews generate trust in the wellness sector This is the case of brands such as Airbnb. The entire Airbnb system is built in the trust generated by the reviews that guests and hosts write about each other after a reservation has ended. Airbnb offer many Airbnb Experiences focusing on wellness, customers usually search for meditation classes, spa services, luxurious hotels, and even online experiences about tarot reading and astrology (among other services). These services require 100% trust, as they must comply with high standards of god quality, cleanliness, customer service, and secrecy, even in the cases of more “spiritual” experiences where personal information can be shared. Airbnb CEO Brian Chesky explained that the company “redesigned a system of trust where the reviews are the equivalent of a public trust ledger, essentially”. (Why the future of work is the future of travel, with Airbnb CEO Brian Chesky, 2021). Are all reviews the same? The answer is no. There are different types of reviews, and they go from the more classic example such as the ones that are made by a user through a comment on a blog or social network, to those made strategically and premeditated. Here we are going to expand on both. Customer reviews Customer or consumer reviews help hesitant users to know if a product is good or not. These reviews are made on a voluntary basis and can be good or bad; positive reviews are the result of a good shopping experience that depends on many factors (product or service quality, customer service, speed of delivery, etc); on the other hand, negative reviews relate to unpleasant experiences, disagreements or errors where the user seeks to expose a product/service or brand. These types of opinions are very common and sometimes difficult to manage, but you can find a new opportunity to help a customer by answering them correctly. Fake reviews Not all the reviews on the internet are real. Some of the reviews that you see on websites, and social media profiles can be bought, especially the reviews posted on Google Search. In fact, buying reviews is quite easy, all you have to do is typing on Google Search “buy reviews”, and you will kind thousands of sites offering to help you “boost your rating” or “bury those negative reviews” (3 Reasons Why Buying Google Reviews Hurts Your Business, 2021). However, it doesn’t matter how easy and even convenient may seem buying fake reviews, it is never advisable as the probabilities those reviews affect the brand or business are considerably high; Google has made it very clear that posting fake reviews on Google listing goes against their Terms of Service. “Unlike a review site like Yelp, which slaps consumer alerts on businesses that have fake Yelp reviews, Google can actually take down the entire listing of the violating business, based on the Google review policy.” (Should You Buy Google Reviews? The Answer May Surprise You, 2021). This means that you can go from having great visibility to having no visibility at all. Reviews made by influencers Influencers are still a key piece in the great puzzle of digital marketing. Involving people with some degree of influence on the internet, allows to increase the reach of a product, service or brand. An influencer or a relevant personality is part of a campaign by reviewing their experience with the product will help to give visibility to it, get new followers and customers and create new opinions. Reviews can be found everywhere on the world wide web. More specifically, there are some popular platforms where customers can leave their reviews; the most used worldwide is TripAdvisor, a website that allows you to search for reviews of hotels, restaurants and travel in general; it's followed by sites like Google and Ekomi. Lastly, we can find reviews on each brand's own social networks, where more and more users are looking to share their experience. It doesn’t matter where the reviews are found, the most important thing is that the evaluations made are made voluntarily by users after having lived a certain experience. Reviews are not mandatory, but the benefits are tremendous and they should be considered as a key piece of your digital marketing strategy. by Christian Hernandez. Andrea Melchor PastorNovember 2021 Adwords Optimization consists of implementing changes in the structural and organizational characteristics and in specific details of the Campaigns to improve the Performance Control metrics, such as lowering the CPC (Cost per Click), increasing the CTR (Click Through Rate), lowering the CPA or CPV or CPL (Cost per Action or Cost per Sale or Cost per Lead), improving the Conversion Rate (CR), etc. Based on some research follows some advice on how to improve an ad campaign strategy: 1. Keywords in Adtext to improve Relevance and Quality Score Google's goal as a search engine is to satisfy the user's search experience, showing the results that best match the search terms used in the search, displaying the most relevant results to each user. In this sense, the relevance of keywords in Adwords is a very important factor to take into account, since Adwords will reward us if we have a good relevance factor in our campaigns, giving good quality levels (quality score) to our keywords. Improving the Quality Score of the keywords, will improve the rankings of the ad and we will pay less per click: that is the reward of Adwords when we get to improve the quality of the campaign. When a user performs a search in Google, and it includes the keywords for which we are interested, the relevance is given if these keywords of the search terms are in our campaign, in the ad that appears, and in the landing page destination of the ad. Including the Keywords for which we bid in Adwords within the ad copy is a good trick, since they will appear in bold in the ad copy, improving its visibility and ability to get the user's click. 2.Improve CTR with Keyword Insertion in Adwords Ads The CTR (Click Through Rate) is one of the most important metrics of Google Adwords Campaigns, since it is informing us how good our ads are. The better the ads, the more clicks they are going to receive, and that will mean generating more traffic to our website. One of the tricks to increase the click-through rate of the ads (CTR), is the use of Keyword Insertion . This technique consists of getting the desired part of the ad to dynamically include the keyword of the campaign that has been activated by the search performed by the user. In this way, if the keywords are well worked at the ad group level, in order to achieve a good consistency in their structure, the relevance of the keyword within the ad will be improved, which will also appear in bold when it coincides with the search term. It is for this reason that this technique improves in ad groups with keywords in phrase or exact match. By improving relevance, we will be improving the Quality Score of the keywords in our campaign. Examples of implementation: - {Keyword:keyword} -> keyword - {Keyword:keyword} -> Keyword - {KEYWORD:keyword} -> keyword - {KEYWORD:keyword} -> KEYWORD If we use the Keyword Insertion technique we have to take into account the type of keywords we have in the ad groups, because if we have misspellings, they will be in the Ads. We need to consider all possible variations that can occur in the ads, and testing to evaluate the final result. 3.Initially high bids to achieve good positions When starting a campaign, it is advisable to use the strategy of bidding with high CPCs, this way you get good initial positions, and this will bring us traffic from Adwords. Once the positions are good, the next step is to progressively lower the bids by controlling the average position of the ads, so that we can maintain good positions without overpaying. If your campaign does not have a good structure and its quality levels are low, this initial tactic will be of ephemeral success: after having good positions but start lowering the CPCs, to find the optimal point that at CPCs that are profitable you maintain good positions, your ads will be harmed in the good positions you had achieved, because your campaign does not have the right quality for Adwords to reward you by maintaining the good positions you had achieved. It is very important to optimize your Campaigns to get good Quality Levels, because this way you will be paying less for good positions. This is the way Adwords rewards good campaigns, making them get more traffic for having good positions, and at a lower cost. More traffic at less cost. That is the Adwords gift. 4.Use Analytics to do Keyword Research A very important factor when carrying out PPC Campaign Optimization tasks is having control of the web statistics, through the access, for example, to the Google Analytics panel, which, being free, is the most implemented in all sites. The data that we can extract from Google Analytics to improve our Adwords campaigns are very useful, that is why it is very important to link the adwords accounts with the analytics accounts correctly. In order to see this data in analytics, we have to go to the Traffic Sources -> Sources -> Campaigns section. As Google Adwords has a delay with respect to Google Analytics, we can see before in analytics the searches that users are using to access our site via Adwords, and this detail in large accounts is important, since discovering in analytics an unwanted word that is sneaking from Adwords and solve the problem in time can mean an important budget saving. This is one of the advantages of using analytics: being able to see the search trends and extract negative and positive keywords to improve campaigns, avoiding unwanted impressions in Adwords and incorporating new keywords discovered in Analytics. There are many synergies to take advantage of between Analytics and Adwords, and many optimizations improve their effectiveness if analytics is used to draw conclusions. 5.Use Remarketing Campaigns segmented by objectives. Remarketing is a technique by which a user who accesses a specific web page is marked with a cookie, and when browsing the Google Display Network, will be impacted by ads configured in the Remarketing Campaign. By inserting a javascript code on a particular page of our website, when a user accesses this page is marked with a remarketing cookie, which then identify you as a user marked by remarketing for that landing, and will be impacted by remarketing campaign ads when browsing the Google Display Network, which consists of all the pages that integrate Adsense ads from Google, which are the media used by Google Adwords to target their Display and Remarketing ads. The possibilities of Remarketing Campaigns are many and varied, because depending on the characteristics of our website we may be interested in marking a type of audience that has accessed a particular section, and later impact it with ads containing a particular message, segmenting the types of messages by the particular section of the web that the user has accessed. The idea is to establish different objectives for your Remarketing Campaign, and activate ads with a certain message according to the desired objective for that specific audience, in this way we can better target the messages in order to capture again that user who accessed our website and did not complete the conversion, that is, who did not send us their data in the contact form or did not successfully complete the purchase process they had started. REFERENCES:
Data visualization is an effective way to communicate with data, there are several tools for data visualization and we will mention the top 6 below.
It’s worth mentioning that visualizations are only as good as the data you leverage to create them. If the data is incorrect or faulty, it can lead to misleading visualizations or even misleading insights What is SEO?
SEO stands for: "Search Engine Optimization" and refers to the techniques that help your website to have a better ranking in search engine results per page. It makes your website more visible to people who are looking for your brand, product or service, which is, your website or URL appearing in the first positions. SEO is basically, how easy is for Google to find your website. What can I do to improve the SEO of my website? The first thing is to understand that there are three types of SEO and it is worth it to make a list to check, adjust and add the following elements: ON-PAGE SEO This term is used to refer optimizations within the page, to try to improve the natural position within Google searches. It is everything that depends directly on you and your server:
On-Page SEO it is associated with the content of your website. It is crucial to understand if internet search engines understand your content and if your page is a source of relevant information for people who are looking for those topics. Would be ideal to conduct a study of keywords within your page and add inbound links. You can use the Keyword Difficulty Tool to understand which keywords you could include on your site without being very competitive and being relevant. You could also use the On-Page SEO Checker, to check each of your pages within your website. TECHNICAL SEO It focuses on the technical optimization possibilities of a website. These include, for example, source code operating systems, and server configurations. Technical SEO it is related with all the elements that are not content within the website. In this topic we go into a deeper aspects, since it is related with the back-end structure that the site has. The Technical SEO, helps the full reading of SEO by the search engines, being able to understand the site and its architecture, it also helps to provide a good user experience for those who navigates within the website and this also tells to the search engines if the site is with good quality. If you want to know how well you have done this job on your page, you can go into the SEO Audit Tool to check it and to know what actions you should take. OFF-PAGE SEO It Is the most complex of all, it helps to improve the influence and the relation that the website has with other sites. It includes the strategies and techniques that should be used to build the reputation and authority of a site, these factors help search engines to know which website should be an ideal result when someone is performing a certain search since it comes from a reliable source. Most of the actions that increase off-site SEO are related to high-quality backlinks. A high volume of links pointing to the site from other reliable websites helps the site become a valuable and relevant page. For this, you must have an inbound link building strategy of inbound links and a plan to invite well-known people to write on the site or invite them to point out some content of your page. To create a building plan of inbound link, you can use the following Backlink Checker, where you can enter up to 10 URLs of your competitors or related companies to receive a report of which sites are pointing to your pages to get an idea of how to develop a solid plan to achieve the same goal. What is Organic Traffic? This type of traffic refers to the person or persons who are conducting a search through search engines and clicking on a result that is not an advertisement. According to a study conducted by The RAIN Group in 2009 and published in 2010 by HubSpot, the website influences 97% of customer purchase decisions. The advantage that exists today is that social networks also help us to get our prospects to our website or to search for us directly on our profiles through Instagram, Facebook, Twitter, Tik Tok, etc ... this is known as : Social Search. What is Direct Traffic? This type of traffic is directly related to a metric called “brand awareness”, which has a direct impact on sales. Brand awareness tells us how well recognized is a certain brand by consumers. Direct traffic consists of the number of visitors that come to your website by directly typing the URL of the website in their search engines instead of coming from another website, a search engine result or social networks. We should think of SEO more as Search Experience Optimization or Search Experience Optimization, as it is a crucial part of our brand, it has a direct impact on sells and it makes a reliable source of information for our prospects. |
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