Sunday, 14 February 2021

Marketing for ecommerce: the importance of multi-channel

Today, more and more consumers are making purchases by integrating different channels, both physical and digital. In fact, according to the research 2019of the Multichannel Observatory, 83% of Italians over 14 are made up of multichannel consumers. These are users who usually use the web to search for information, compare prices, find outlets, buy and share purchase reviews. Of them, 63% make purchases on ecommerce sites (eShopper), while the remaining 37% use the network to get information (Info Shopper).

Just looking at these data, it is clear the important role played by digital and multi-channel in the consumer purchase path (customer journey). The integration of multiple promotion and sales channels guarantees access to products and services from any device, at anytime and anywhere in the world. Precisely for this reason, ecommerce marketing, to be effective, cannot do without well-structured multichannel strategies.

Before going into this discussion, let's clarify some basic concepts.

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·         What is multichannel

The term multi-channel identifies marketing and communication strategies that integrate, in a logical and coordinated way, various channels for the promotion and sale of goods and services in all the places where potential customers buy. A channel is a means by which a message or product can be transmitted from a sender to a receiver.

Multichannel and Omni channel are often associated in a more or less direct way. Despite expressing similar concepts, these three terms are not interchangeable as they identify different modes of interaction and use. The multi-channel provides a person more channels to choose from, even at different times, to get in touch with a given product or content. The crosscanalità combines multiple channels and provides for the transition from one channel to another in order to obtain further information. Omni channel allows simultaneous and integrated use of all channels available at that given time and situation.

The main promotion and sales channels

The promotion and sales channels on which to develop multichannel marketing strategies are increasing more and more. Among the best known and most popular we find:

·         showcase sites and ecommerce platforms

·         social media and messaging apps (Facebook, Instagram, Pinterest, Messenger, WhatsApp, Telegram)

·         marketplace (Amazon, eBay, Etsy)

·         price comparators (Google Shopping, Nextag,, Kelkoo)

·         search engines (Google, Bing, Yahoo, YouTube)

·         email marketing

·         advertising platforms (Google Ads, Amazon Advertising, Facebook Business Manager)

·         online community

·         catalogs

·         traditional advertising channels (television, billboards, flyers, magazines)

The channels mentioned are just some of those currently available. Based on the type of business you lead and the objectives to be achieved, the various channels take on a different value from time to time. They also have different effectiveness in the various phases of the customer journey. Let's take some more in-depth examples by analyzing the first four promotion and sales channels mentioned.

Showcase sites and ecommerce platforms

These channels are crucial as they represent your online store. Fully customizable, showcase sites and ecommerce platforms offer (or should offer) customers tailored browsing and shopping experiences. The contents are designed ad hoc for the reference business and are useful for informing, involving and seducing users. Websites also allow you to generate leads that you can build relationships with through other channels, such as email marketing.

Social media and messaging apps

The image, extracted from Report Digital 2020by We Are Social, shows the number of active users worldwide on the various social platforms. Given the data, it is clear that many consumers spend some of their time online on these channels.

Precisely for this reason, social media and messaging apps are considered very effective for brand awareness strategies and for making potential customers discover new products and stores. Furthermore, if we consider sponsored content, social platforms are excellent for driving traffic to the site and thus increasing sales.


Large brokerage sites for the direct sale of goods and services, the marketplaces are divided according to the types of products sold. The three categories are:

vertical marketplaces, which sell a single product, of different brands, and are characterized by a well-targeted audience

horizontal marketplaces, which sell different goods united by a theme, a style or an intent, and which are frequented by a specific audience that already knows what they want

global marketplaces, such as Amazon and eBay, which offer an assorted catalog of products and are open to all sellers and buyers

Marketplaces, like search engines, have high commercial power and offer high flexibility to both sellers and consumers. The eShoppers who use these channels are often in the process of considering and deciding to purchase a product.

Thanks to internal algorithms, the search engines present on marketplaces make your products more easily found by potential buyers. Furthermore, their reliability is a very important lever in the consumer's purchasing choices. Precisely for this reason, if you sell online you should carefully consider the inclusion of these channels within your marketing strategy for ecommerce.

Price comparators

Price comparators also have a high importance for those who sell online. In fact, the price is a determining factor in the choice of purchasing a product and it is information that a consumer wants to receive immediately. Price comparators are created precisely to meet this need. Having your products appear in them can give a strong boost to your sales.

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Marketing for ecommerce: the advantages of multichannel

Adopting a multi-channel marketing strategy allows you to maximize the reach of your message to intercept the greatest number of potential customers, precisely in the places where they use the content.

Nowadays, using just one channel to communicate with your customers can be limiting. The same is true if you choose to open sales channels in a casual and arbitrary way. In fact, the channels to be used must always be chosen wisely, taking into account the consumption habits and customer journey of their target.


Only after understanding where to find your prospects and relevant touchpoints in their ideal buying journey will you be able to define an effective multi-channel sales strategy that uses only the sales channels that are truly useful for the purpose. The next step is the correct integration of the various tools, which will allow you to significantly increase the sales opportunities of your product / service by offering, at the same time, a fluid and pleasant shopping experience to all your users.

Ecommerce marketing: tips for an effective multichannel strategy

After understanding how important it is for an ecommerce to be present on multiple channels, we conclude our article with some useful tips to develop an effective and advantageous multi-channel strategy.

As anticipated, you must first identify the most suitable channels for your business. Then, study each channel's audience to understand what they're looking for and how they want to buy it. In this way you will know how to address each type of audience. Take advantage of the largest number of channels useful for your business by defining a marketing strategy for diversified and wide-ranging ecommerce. Finally, for each channel it determines one or more specific, achievable and measurable objectives. Don't forget, always analyze the results of your marketing activities.

Are you interested in starting a multi-channel marketing strategy? Contact us, we will be happy to help you.

Thursday, 11 February 2021

How to advertise an advertising agency 5 strategies that cannot be missing from your plan


You may have heard the expression “holy house does not work miracles!”. The idea of ​​being a specialist in publicizing your clients' company and not being able to prioritize the very disclosure of your business is, unfortunately, very common. To help you change that reality, we created this article on how to advertise an advertising agency .

 There are many reasons why an advertising agency team has difficulty putting its own marketing strategy into action, the first of which is the lack of prioritization. In everyday life, full of chores and commitments to fulfill with its customers, considering a marketing strategy for the company itself seems unfeasible.

 However, as you well know, a company without disclosure tends to lose competitive advantage, this just to start talking about the losses that the lack of strategy can cause in the company.

 But then, what to do? How to advertise an advertising agency and make the strategies created really put into practice?

 The first thing is to create a plan that is practical, focuses on actions that really bring results to the business and that can be absorbed by your team.

 Prioritize digital marketing strategies that really make sense, rather than trying to embrace the world.

 Another tale to be considered - and one that often prevents agencies from starting a strategy - is the cost of actions . If your company does not yet have capital for large investments, take advantage of its expertise to create campaigns with excellent return on investment , using channels that require little or no direct financial investment.

 How to advertise an advertising agency: 5 strategies

 In this guide on how to advertise an advertising agency we will focus on strategies that are part of Inbound Marketing . This is because in addition to being a more modern and efficient tactic for B2B companies, with complex sales and long decision-making cycles, they are also actions with better cost-benefit and little investment demand.

 Of course, you can also invest in paid ad campaigns, sponsorship of events, participation in fairs and other strategies for managing the advertising agency . However, in a guide that aims to optimize the team's production capacity and control costs, while contributing to the organization's results, we will focus on other strategies.

 Invest in SEO

 You already know what SEO is and, potentially, you know that it is very strategic for organizations that want to increase qualified traffic within their pages.

 When the pages on your site, for example, are ranked in good positions on Google, your chance of bringing more users to your channel and being able to relate to them is much greater.

 SEO is part of the set of attraction tactics , within an Inbound Marketing strategy and should not be left out of a marketing action plan for agencies.

 In addition to requiring low investment, it expands the company's reputation and is of great importance for all other stages of the purchase journey and the sales funnel.

 Many advertising agencies, however, ignore the strategy, focusing on ad campaigns and social networks, either for planning their clients or for their own.

 According to the SEO Trends survey of 2020 , SEO increases organic traffic by 38.1% and improves the quality of that traffic by 21% .

 Therefore, if you consider it important to have quality traffic within your site to achieve your goals, investing in SEO is a must.

 Create a Blog

 Content is in all marketing actions, after all, communication is done through content sharing.

 Investing in the production of relevant content within a blog will contribute to your brand's SEO and branding results.

 In addition, when done well, the content has the power to convince the reader to take actions, including downloading an ebook, registering for an event, making a purchase, and more.

 To learn how to use the content to achieve these results, watch the video below.

 For an advertising agency, creating a blog with relevant content will contribute to:

  •  the increase in the volume of traffic on company pages,
  • the reach it has,
  • your reputation.

 In addition, the material produced for the blog can be used and shared on other company channels such as social networks and email marketing.

 Use social media

 It is likely that you already have a LinkedIn, Instagram and Facebook account, at least.

 Social networks are really great allies to bring us closer to our audience, talk to them and present our services and our personality as a company.

 To advertise an advertising agency using social networks, it is necessary, once again, to create relevant and interesting content, which draws the attention of your audience and arouses curiosity.

 Avoid posting anything and doing more of it. For this:

  •  create a social media marketing plan ,
  • put together a publication schedule,
  • invest in creating short videos,
  • use the full potential of your chosen channels, such as feed, stories and more,
  • seek partnerships with other channels,
  • interview your customers,
  • present numbers and data,
  • share practical tips and more.

 Have you thought about creating a YouTube channel? Video content generates more engagement, can be shared on other networks if you expand the reach and authority of the company.

 Invest in lead capture

Lead capture is at the heart of Inbound Marketing and therefore must be present in a plan for how to advertise an advertising agency.

 Remember that content marketing, SEO and social networks are strategies, above all, of attraction.

 They will help you take users to your other channels like blog, website and landing pages . However, to maintain the relationship with these people, it is essential to convert visitors into leads .

 To do this, invest in relevant rich content such as:

  • ebooks,
  • webinars,
  • whitepapers,
  • spreadsheets,
  • surveys, etc.

 Are you still confused when you hear about this stage of the strategy of how to advertise an advertising agency? Then go to the article, “ What are leads ? 5 most common questions about lead capture ”.

 Use email marketing

 Last but not least, email marketing is the strategy with the highest ROI among all the ones we have talked about so far. For every US $ 1 invested, US $ 38 goes back to the company.

 Of course, for this it is important to create efficient email marketing actions, which allow a good relationship with the leads.

 In short, email marketing is one of the best channels of communication with your leads, and certainly the most used.

 To find out how to implement an effective strategy, we recommend that you download our exclusive free material, “Checklist: how to create your ZERO email marketing campaign without forgetting any details”.

 Marketing automation tool for your agency and clients

 The marketing automation software is one of the indispensable tools for the job of an agency, whether in customer management or management of the strategy itself.

 The software reduces costs and increases team productivity , as well as allowing a series of tactics to be put into practice, for example, automating the flow of email marketing , lead segmentation, scoring and more.

 In addition to allowing the execution of some activities, the software optimizes the work with other strategies such as:

  •  management of social networks;
  • triggering email marketing;
  • creation of landing page, among others.

An Abdul Rimaaz is a marketing automation software which offers features such as lead nutrition, automation e-mails and SMS, landing pages and other comprehensive tools to attract leads, build relationships and generate sales .

To better meet the needs of the agencies, we have created a White Label for marketing agencies , in which you personalize the system to have the brand and name of your company , adding even more value to your customers.

Monday, 8 February 2021

Basic Digital Marketing Services in the Retail Sector

When a company in the retail sector begins to carry out its activity in the digital world, great doubts begin to appear about what are the basic digital marketing services in the retail sector for companies that want to launch their business online.

The question is whether they must carry out all the actions themselves or need to outsource some digital marketing services outside of their company. Because without digital marketing the project is doomed to failure !!!

We help you decide quickly.

A mixed solution is the way for companies that want to have a digital business.

On the one hand, a digital marketing team or department whose function will be the strategic planning and coordination of digital marketing actions. On the other hand, digital marketing agencies that provide and execute the online marketing services planned by the marketing department of the retail company.

But, what are the basic or minimum digital marketing services for a company in the retail sector?

They can be grouped into 4 large areas: S EO, Analytics, Digital Advertising (SEM or Facebook Ads) and content marketing.

SEO for the retail sector

SEO is one of the fundamental strategies for any company that wants to have a profitable business on the internet.

A website without SEO is like a store without a showcase and without a front door !!!

SEO is especially critical in companies in the retail sector where competition is very high and the work has to be more thorough and constant.

What you should keep in mind:

- An adequate study of keywords with long tail keywords.

- The study of competition or benchmarking at the level of internet positioning.

- A correct implementation of onpage SEO or technical seo of the web.

- Web or WPO load optimization.

A professional analysis of the results is essential for the project to be a success.

This service is one of the services that can cost the most internally because, to carry out a truly professional job, highly specialized personnel and professional tools such as Semrush, Sistrix, Screaming Frog, etc. are needed. that have a high cost for a company.


Therefore, the SEO positioning service is one of the services to outsource to a digital marketing agency.

The department or head of marketing will have to set the strategy together with the agency and monitor that the work is being carried out according to the general marketing strategy set by the company. (Download our template to make your complete digital marketing strategy )

Digital analytics, the pillar of decisions for an ecommerce in the retail sector.

Digital analytics is another one of the digital marketing services that they are prone to outsource. The reason is similar to SEO.

A correct implementation of measurement systems on a website requires a lot of time and highly specialized knowledge that, for a digital marketing department with a small number of people, does not usually compensate economically.

With a good configuration of web analytics we can measure:

- What steps does the client follow on the web.

- Which customers have clicked on a button.

- How many have downloaded the data sheet or have reached the shopping cart and have not made a purchase.

- The conversion path of each purchase.

- The level of quality of the web user .

With all this information, well segmented, well analyzed and well presented, the company's digital marketing department will be able to make the right decisions. For this you must have advanced knowledge of tools such as Google Analytics, Google Tag Manager, Yandex, Hotjar, Dropscore….

At this point do not play it, the knowledge of what happens on your website, thanks to web analytics, is the basis for the success of your online retail business to succeed.

Digital advertising in the retail sector or how not to lose money.

There are many ways to advertise on the internet but the most used today in the retail sector are Google Adwords campaigns (search and display), pure Display and Facebook campaigns and Instagram Ads. Both companies make it very easy for retail companies to invest money but beware, if you don't do it right you can throw a lot of money without your ROI being positive.

Digital advertising has to be a source of qualified traffic generation and conversion.

Advertising management involves a high level of visual content creation for ads and constant updating and monitoring of campaigns.


Digital analytics here is of great importance and is the perfect complement to this digital marketing action for retail.

To begin, it is necessary to configure the brand's account in Google Adwrods (look for certified partners) as well as create the Facebook Business Manager for serious and professional management.

Content marketing, the key to differentiate yourself in the retail sector.

In order to stand out on the internet, one of the basic and main pillars is content.

An attractive, differentiating content that really draws the customer's attention compared to the amount of information that can be found on the internet.

However, for a company, the generation of content for a content marketing strategy is a big problem due to the lack of means and a content marketing agency is the solution.

- Create videos that you position on YouTube and Google.

- Create infographics that make your brand go viral.

- Create webinars, online workshops, product demos, virtual fitting rooms, etc.

There are hundreds of possibilities for your retail brand to be innovative on the internet.

But do not always forget to work the texts from 2 perspectives:

- Always oriented to the user, your reader, your client.

- Oriented to SEO: you have to work on the keywords or keywords.


Any company in the retail sector that wants to have a successful strategy on the internet requires some services and minimum actions that are unavoidable.

The option of outsourcing these digital marketing services is a good option to make your income statement balance at the end of the year.

Specialized services at a reasonable cost that would otherwise be impossible to afford.

In addition, working with outsourced services allows you to tighten in the setting of sales objectives and mark an ROI per service for the agency. Goals that if they do not reach will make you look for another agency that will give you better results.

Do you want to start taking off on the internet? Professionalize your digital marketing.

Posted By: Abdul Rimaaz


9 Tricks to Increase Web Visits in Retail

You now have your retail website ready and published. However, you don't have as many visits as you would like. Currently, web visits are almost as important, sometimes even more, than those received in your physical store.

If you do not carry out different strategies to increase traffic to your website, it will hardly increase it. Therefore, in this article we offer you strategies that you can implement yourself to increase visits in retail.

1. Include your website url in your retail documents

It seems obvious but many people do not do this practice. You must have your website totally public and promote it on each of the occasions that you are given. That is why we recommend that you include your website in business cards, email signature, budget sheets, invoices and all kinds of digital and printed documents of your company.

2. Show your website and RRSS in your retail store

Not only must you include the url in your company documents or in the form of a link in each of the e-mails, you must also use the physical medium of your establishment to publicize your website. Use the counter, the shop windows, the waiting rooms and any important area of ​​your business to share your url so that your clients can see it.

3. Appears in business directories

The platforms where users look for types of premises or where we can advertise can be another option where to give visibility to our website and, in the event that someone looks for us in them, they can visit it. The most popular directories are: Yellow Pages, Qdq, axesor, Yelp, etc.

4. Have a profile on Google My Businnes

Creating a profile for Google My Business helps your business in several ways. First of all, geolocate your physical store on Google Maps, that is, show your business with the full address on the map and in Google results. In addition, using it in the correct way can increase the SEO positioning of your website.

The previous points are just a few small guidelines that you can carry out yourself without having knowledge of Digital Marketing or being a specialist in any field. However, these little guidelines will not increase your retail website traffic too much. In the following points, we are going to recommend other good practices that require some time to implement.

5. Take advantage of Facebook

You can use the different RRSS to generate traffic to your website, sharing content not only on your fan page but also making publications in different interest groups that are made up of people similar to your target audience.


Besides this, you can also use Facebook Ads. By carrying out a paid campaign with this tool you can indicate that your goal is to increase web traffic.

Normally, Facebook advertising is quite affordable for any retail business and has a great advantage, micro-segmentation. You can only reach the people you really want by specifying the sociodemographic profile, age, tastes, hobbies, job position, etc.

Another option is to carry out Remarketing on Facebook by Abdul  Rimaaz, you can install a tracking pixel on your site and make all users who visited your website at any given time view your advertising. These users, having previously visited your website, showed interest in your products so it can be more effective than other types of campaign and generate more conversions.

6. SEO positioning

SEO optimization is something that, if you are not an expert in the field, you will not be able to do it alone. You may have to hire a professional for this. However, if you optimize your website's SEO well, this can ensure you are in the first positions of Google's organic results. Not only will you get more visits but they will be of quality. You will not impact the user with advertising that may not be of interest to him, but the user himself will be searching on Google for your products or company.

7. Adwords campaigns

You can not only use SEO to increase your retail visits through Google. With different SEM campaigns you can generate an increase in web traffic. This technique requires much less time than SEO positioning, but it is paid.

8. Content Marketing

Create a blog and publish articles of interest to users. But beware! it is not worth copying or duplicating, Google penalizes these practices and rewards the generation of new content. You will appear in more Google searches and also, if the texts you publish on your retail website are original they will attract your audience, increase brand positioning and help your consumers.

9. Email Marketing

Lastly, what better audience to increase web visits in retail than your own customers? Send e-mail to your customer database. Do not spam, it is not about advertising but about sharing quality content that your customers are interested in, it offers value to those who read your e-mail to take them to visit your website. An example would be to share part of the articles that you generate on your website.

In conclusion, you can take small actions to make your website known to your customers or people closest to you. If you really want to increase traffic by a fairly large percentage, you should opt for digital marketing actions that aim to increase visits to your retail website.

Posted By: Abdul Rimaaz


Sunday, 7 February 2021

Healthcare marketing, the best communication strategies for doctors

Marketing, and more specifically web marketing, also plays an important role in the healthcare sector. Here are the communication strategies that doctors should adopt.

As the name suggests, health marketing is the set of tools that doctors use (or can use) to make themselves known. To increase the number of patients, to make their experience known and to demonstrate professionalism in that particular field of medicine.

However, medical marketing is still underestimated today. Few are the doctors, clinics and even hospitals that exploit its potential. So let's find out together what you can do if you work in the medical field and want to increase your online popularity.

Ask for references

While reviews work for restaurants and shops, references are among the most effective tools for medical web marketing . Patients need to trust so much that the choice of a specialist is often the result of word of mouth. However, what you are looking for is not always in your circle of friends and acquaintances.

The references, which can be left on Google My Business or on Facebook, are just for this: to tell you that you are reliable, prepared, professional.

Your patients are a very important resource, and they must be the first to turn to when studying a digital medical marketing strategy. Whenever you introduce a new service or new technology, let them know. Of course, if your specialization is general surgery it becomes difficult but, if you are a dentist or a cosmetic surgeon, it is a strategy that can give you excellent results.

Test the strategies that work best

The health marketing strategies , like any other marketing strategy have to be tested. If you have launched a Facebook promotion and an AdWords campaign at the same time, you need to know where new patients are coming from. How to do? You can simply ask for it (or ask your secretary to do so), or you can associate a phone number with each campaign.

Explain how you can help

In order for medical digital marketing to work, it does not have to be purely self-referential. Rather than telling what you do and what specialties you have, it is better to base the communication on what you can do for your patients. Talking about the specific procedure is much less immediate than talking about how you can solve a symptom (eg "Find out how I can solve your back pain").

Use the PPC strategy

More and more people are looking for doctors and clinics on the Internet. And more and more doctors and clinics have a website, a social page, a blog and specific health marketing strategies. Positioning is therefore not so simple, especially if there is a lot of competition in your specialty. Here then, the PPC (Pay per click) strategy comes to your aid.

PPC ads are a smart way to be found through search, and they are a smart form of advertising based on specific search terms. This means that your ad is only shown to potential customers who are actually “pre-qualified” . Also, you only pay for visitors who are looking for your service and who choose to visit your website.

Manage your online reputation

Today, reputation is played online, and it is essential that yours is good: users search the web for the doctor to rely on or the clinic to turn to.

Like all businesses, you need to protect your reputation by constantly monitoring it. Keep in mind that satisfied patients will be able to share their positive feedback with the world, but it is the dissatisfied ones who almost certainly will. You need to know if you have been given a negative review, to understand if it is "legitimate" and if you can therefore intervene to improve your service, your approach to the patient or any "lack" that has been pointed out to you and, in any case, manage them properly.

Don't neglect traditional media

Although today everything (or almost everything) takes place online, in the case of medicine, neglecting traditional media is a shame. Radio, television, billboards and newspapers can be frightening and seem very expensive, but this is not always the case. Especially if you operate locally, you can focus on local broadcasters and newspapers: the cost of the advertisements will be much less prohibitive, and you can also earn that (not negligible) slice of the population that prefers to browse a newspaper rather than surf the web.

Saturday, 6 February 2021

How to select a business consultant?

 Consultants are important for a company because they generally have an objective view of their situation or problem, since they are not affected by it.

 The support that a consultant can provide to a company is summarized in the following:

 a) Has specialized knowledge on a specific topic and is supposed to be up-to-date on the latest trends, methodologies, cases and strategies of the topic in which he is an expert.

 b) It has relationships with allies that can help it integrate different solution alternatives to the company it serves.

 c) He has developed experience with other companies , which means that he has the ability to analyze different scenarios and solutions.

 d) Has the ability to listen to the employer and communicate clearly and in an orderly manner, the alternative solutions.

 These general characteristics of a consultant can represent great advantages for the strategy design of any company, as long as it finds the right consultant. Thus, to select a business consultant it is advisable to consider these basic steps:

- Identify the experience of the consultant . Request and review his curriculum vitae since you will know what his academic background is, the organizations in which he has worked, his clients, the refresher courses he has taken, if he has certifications and recognitions.

 "You must be careful with some factors that may indicate that you do not have the right business consultant"

- Request that I provide you with the contact details of a referenced client. This client can tell you about their experience with the consultant, the benefits that their work brought them and recommend or not that you hire them.

 - Ask me to explain their working method . The way in which he attends to you, listens and seeks solutions is relevant because if you do not feel confident, collaboration will be simply impossible.

 Although these steps are easy to follow, you should be careful with some factors that may indicate that you do not have the right Abdul Rimaaz business consultant ; watch out for the following signs:

 - If the consultant tells you that he can attend any type of company and any type of problem; there are no expert consultants at all.

 - When the consultant does not present you a written work proposal with a quote, times, cost and deliverables, since he will not work in an orderly manner and the amount he will charge you will not be clear.

 - If the consultant does not ask you questions and does not summarize what you have said, then it is likely that he has not understood what you require.

 - When you perceive that the consultant does not seek to have a long-term service relationship and is not interested in adding value to your company, however minimal.

 Remember that it is valid for the consultant to seek you to sign a service contract, it is a good practice since it specifies all the fundamental elements of collaboration. However, take care that the contract has termination clauses in the event that the consultant does not comply with the established commitments.

Thursday, 4 February 2021

Understand the differences between target audience and buyer persona

 The concepts of target audience and buyer personas may not be familiar to anyone who is not a marketing expert - but they are crucial tools within an effective marketing strategy.

 In inbound marketing , your goal is to find your customers' pain points - their problems and challenges - and combine them with your product or service through assertive approaches.

 But for them to be truly assertive, you need to deeply understand your audience's habits and behaviors. Only then is it possible to create a strategy that will attract your interest. That's where the concepts of target audience and buyer personas come in . See in more detail how these tools work and how they can be applied in your operations.

 The target audience concept

 We call the audience a simple summary of basic demographic information about your buyers.

 An example of a target audience for a marketing company might look like this:

 ·         Occupation: Entrepreneur / Operator

·         Age: 25-50 years

·         Annual income: R $ 80 thousand to 120 thousand

·         Location: Grande SP

 As you can see, the data in an audience is basic . They describe demographics, but talk little about behavior.

 Your company may also include other data, such as gender, marital status, family size, etc.

 The target audience is simply an overview of who you are targeting. But it does not detail exactly how the customer buying process works. That's where buyer personas come in.

 Talking about buyer personas

 In contrast, buyer personas are much broader profiles . They represent typical individual buyers, customers or users.

 Your marketing team or agency uses them to obtain information about your customers' purchasing process and how your marketing strategy should address each of these types of customers.

 Each persona offers data that provides a deep insight into your customers' minds - see an example below:

 ·         Persona name : choose a descriptive and qualitative name, such as Director Antonio, Coordinator Camila, Analyst Pedro. This makes it easier to identify them during brainstorms and strategic meetings;

·         Background : data on work (company profile and position), career (level of education, years of company, career stage), family (marital status, number of children, if you have pets);

·         Demography : gender, age, income, location;

·         Identifiers: communication preferences and types of digital channels through which it is best accessed;

·         Objectives : Name a primary and secondary;

·         Challenges : also name a primary and secondary - to be useful, they must map your goals;

·         Mission : how can your company help them achieve their goals and overcome their challenges?

·         Common objections : why wouldn't they buy your product or service?

You now have a useful reference guide to understand which subset of your customer base your company is addressing.

 This allows for the development of highly targeted content that speaks to real people rather than a broader group of potential buyers in general, increasing user engagement and conversion rates.

 The importance of an effective strategy using target audience and buyer personas

With the arrival of inbound marketing, companies are increasingly focused on creating a competitive marketing strategy based on buyer personas . Here are the reasons for this decision:

 1) More details

 A complete buyer persona creation process will go so deeply into detail that you will even have a brief overview of your buyer's daily routine.

 Why does all this matter to us? Because we now have valuable data: where they get their information online (or offline), the best time to publish content aimed at them, the likelihood of making risky business moves or not if they are solely responsible for family income, among others.

 2) More data-driven

 The term “impulse buying” is not new for traditional entrepreneurs and executives. Campaigns that elicit emotional responses have been used since the beginning of marketing.

 But inbound marketing has a more structured approach. The most important facts to know your buyer personas are your motivations: objectives, challenges and pain points . Knowing this, it is easier to trigger a response and make the lead realize how a product or service helps to solve their problem.

 3) Possibility to use different messages

 By dividing your audience into buyer personas, your company has a chance to adjust the tone and voice for each person. In addition to making your website two to five times more effective and easier to use for your target market.

 This is even more strategic for B2B companies, which deal with different types of decision makers - CEOs, CFOs, etc.

 The success of your campaign will depend on how much your content “speaks” to each individual - even if your company tells the same story from different angles. A CFO does not want to be bothered by inbound marketing terms that sound like Greek to him or her: they want to see the solution presented through the financial aspect.

 Now that you understand the needs of your potential customers, you can create content that meets those needs. Then, placing them on channels accessed by your target market will see you. This attracts leads, which will be worked on by your sales team through the consumer's journey - right through to conversion.



Posted By: Abdul Rimaaz

Learn how to optimize your website SEO and attract more sales

 You have certainly heard about Search Engine Optimization , or SEO , right? But do you know exactly what it is and why it is so important to your company?

 The topic seems to be complicated - which makes many companies leave their SEO strategies in the hands of experts like Abdul Rimaaz. But we will bring in this article some tips that can expand your knowledge about SEO and provide some ways of acting.

 Importance of SEO in digital marketing strategy

 SEO is critical because your company wants people to easily find your content, product or service. He is a key player in attracting leads  - who may not know about your brand - to your sales funnel.

 When your company doesn’t optimize your content for search, it’s hurting your results and failing to attract potential customers and close deals.

 So how do you ensure that your website appears at the top of these search results? Check out our tips in the next topic.

 7 tips to optimize your SEO strategies

 We have separated some simple tips so that you or your marketing team can direct professionals who take care of the production of your content. Check it out below:

 1) Post relevant content

 Even at the risk of sounding repetitive, the importance of good content is always mentioned because it is the main driver of every search engine.

 Well-produced content, with something like 2,500 words, impresses Google and puts your company at the top of the search engine or SERP results page.

 In addition, it is essential to use and identify a keyword for each page. Think about how your prospect can search for that specific page. Some examples are terms like "automation software", "orthognathic surgery" or "hospital cleaning".

 Remember to highlight them using bold, title tags and other emphasis tags to highlight keyword phrases.

 But don't overdo it: don't sacrifice the quality of your content for SEO only. The best pages are designed for the user, not the search engine.

 2) Update your content regularly

 You probably noticed that when it comes to SEO, content is the flagship of strategy. When updated regularly it is seen as one of the best indicators of the relevance of a website.

 A good rule of thumb is to publish new content at least once a week, to prevent Google from considering it obsolete.

 3) Use metadata

 When designing your site, each page contains a space between the <head> tags to insert metadata, information about the content of your page, such as:

 ·         Title : responsible for the page titles, displayed at the top of a browser window. They are the most important metadata on your page.

·         Description : textual description that the browser will use in its page search return. It's your website's window, so make sure you have a concise and compelling text on the site that encourages people to come in.

·         Keywords : search terms that people type when they want to find your page. You may want to include several phrases, but restrain yourself: if the list is too long, the browser may completely ignore the data.

 4) Ensure a good network of internal links

 Focus on creating relevant links within the text: instead of using a call to action like “click here”, try to write the name of the destination. "Click here" has no search engine value other than the attached URL, while " free digital strategy evaluation " is rich in keywords and will improve not only your search engine rankings, but also the page ranking you is linking.

 5) Use alt tags

 Always describe your visual and video media using alt tags or alternate text descriptions.

 They allow search engines to find your page, which is crucial, especially for those using text-only browsers.

 6) Learn from analysis and testing

 What posts do people access the most? Which are weak? Which are more shared: the most extensive or the shortest? What are your post bounce rates?

 Carefully monitor your data , test your content and see what’s engaging your readers the most.

 If you want to know more, the tip is to take a look at Google's Search Console as a reference when it comes to understanding your site's statistics.

 7) Count on SEO experts

 As you can see, this is an extensive topic - and full of technicalities. Therefore, it is worth having a team of experts in digital marketing to take care not only of SEO, but of the entire marketing strategy of your company.

 So you can stay focused on maintaining the quality of your products and services without neglecting sales results through your strategy.

Wednesday, 3 February 2021

Definition and Types Of KPIS: Digital Marketing Indicators


Identifying the types of KPIs and digital marketing indicators that our business needs is a key aspect to take into account to monitor current and future actions in the company, but most of the time we have so much data in sight that we we overwhelm and there is what we call an excess of information.

That is why the Data Studio tool is so essential to dump the data that we consider most important and to be able to interact with it, since it allows us to visualize the data in a clearer way and, in addition, to order it in our opinion.

This tool, launched by Google, allows you to easily link data from Google Sheets, Google Analytics, Google Ads, Google Big Query, and other products.

To be able to control your online business you have to know what the main objectives to achieve are, for this we use the famous KPIs. But… what is a KPI?

Definition of KPI in marketing

Well, a KPI as its acronym indicates is a Key Performance Indicator , which is translated in Spanish as key performance indicators.

We define a KPI as a measurable and quantifiable metric that determines a variable, such as: income, expenses, sessions, etc.

You have to define the KPIs in a company to have different objectives in the short, medium or long term, and maintain a line of action with the established deadlines. Thanks to the monitoring of the different types of KPIs we will be able to know the repercussion of the actions we carry out for our target audience.

Now that we have defined what a KPI is, we must choose those that best fit our business, to help us analyze the data that interests us most according to our needs.

Each business has its own objectives to achieve, a website that offers products to another is not the same as what it offers is services or a website that is defined as a blog.

In this post we are going to analyze a dashboard of a business that offers its services. We will also explain the metrics that we will use and how to compare them to get relevant data.

We started!

How to make a strategic Dashboard? Definition and example.

In this example Dashboard we will think as if our business were a veterinary clinic, the objectives set are:

·         That users fill out the contact form.

·         That users request an appointment at the veterinary clinic.

·         Traffic to the web.

This is how a general dashboard for this type of business would look:

What these Google Analytics metrics mean

Next, we are going to explain the Google Analytics metrics that appear in the previous Dashboard, which we can say is divided into 3 columns and 3 rows.

Users and sessions

The first row contains different digital marketing indicators grouped by groups, the first group contains sessions, users and new users.

With the sessions we will know the volume of traffic that our website has registered in the marked period, if we look closely, each metric contains a comparison of that same metric with the previous period, that is, if we are looking at data from this month in Data Studio, we would compare them with the previous month and we would have to do the same if we look at a period of 2 or 3 months and even a year.

Next we have the user and new user metrics. A new user is the one from which Analytics has no more visits (due to cookies) and the recurring user is the one from which previous visits have been registered.

Keep in mind that it is impossible to detect users well since they can delete cookies or access from different devices.

Session duration, pages per session, and bounce rate

In the Site Health part, we analyze the digital marketing indicators such as the average duration of the session and pages / session that allow us to know if the user has navigated beyond the page through which he has entered the web and the level depth of navigation.

It must be taken into account that if the user enters and leaves without making any interaction with the web, Google Analytics will count that user with a bounce rate of 100%.

Objectives met

In the Goal Conversions part, we will add our own KPIs. Here we will see the number of objectives met in a general way, for this reason the table below has been created in which at a single glance we can see which channel is the one that works best, that is, the one that has registered the highest number of objectives met.

Sessions vs sessions of the previous year

On the left side we find a time series graph in which two lines appear. The darkest line shows the sessions that are being generated this year and the clearest is the comparison of the same with last year.

Pages with more sessions

We know the volume of traffic that we generate to our site, but what is it that interests our audience the most? What are the most interesting pages?

Thanks to the table of pages and sessions, we can answer these questions, so we can detect which pages are failing and do an analysis of them to get more traffic to them, such as generating content more regularly or even changing the aesthetics of it.

We hope we have clarified all your doubts regarding KPIs and scorecards, but if you want to investigate a little more, we advise you to take a look at this post on how to design a balanced scorecard in real time .

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