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User and robot friendly website
The primary task of Google is to serve users with content that fully meets their needs. Before you start working on the content-text layer of the website, you should adapt it visually. Consider the structure and distribution of information. The things that matter most to you should stand out. Navigating the menu must be simple, and placing an order, paying or choosing a delivery should all be in one place. Do everything possible to make the visitor of your website move freely on it.
Keyword selection and website optimization
Before you start optimizing your website, think about what keywords will be important to you and why? Do the selected phrases fully reflect what you do? What would you enter when looking for a product or service similar to yours? The list you create will be the basis for creating new content.
Each page should be completed with tags responsible for its appearance in search results. “Meta Title” is responsible for the title and cannot exceed 65 characters, including spaces. The title tag affects the position of the site, so you should include your keyword in it. On the other hand, “Meta Descritpion” is a description of a tab with a primarily sales meaning. You have the chance to use over 300 characters and encourage the user to familiarize themselves with your offer.
When optimizing the website, pay attention to the structure of URLs. They should be as simple as possible and not contain special characters. This means that each link should be configured so that it can be easily dictated. WordPress users don’t have to worry about it. The system automatically generates friendly addresses.
Proper text structure
Working on content is one of the most important elements of the SEO process. By creating attractive and engaging texts, you encourage the user to stay longer on your website. We recommend creating a blog tab. It is an ideal place to publish substantive content. In addition, it facilitates internal linking. Such linking of subpages with each other has a positive impact on the position of the page in the search engine.
When creating new content or optimizing the one you already have on the website, remember that the text:
- must be unique – do not copy parts or entire content from other sites. This may result in a penalty for duplicate content. And this will translate into a decline in the page’s position or its complete removal from search results;
- should be linguistically correct and useful – remember to follow the rules of correct Polish. Try to include only the necessary information in the text. Don’t generalize and write just for the sake of writing. Short but valuable text can sell faster than “pouring water” and throwing clichés;
- should be saturated with selected keywords – focus on weaving into the text key phrases that you care about. Do all of this in moderation and keep the proper proportion, for 1000 characters the selected word should appear 2-3 times. You don’t have to start sentences or paragraphs with it, or use it in every subheading. It should be naturally occurring, it may be in an altered form;
- must contain the tags H1, H2, H3, in the subheadings – each of them will be an appropriate introduction. It is also information – both for the reader and the Google robot, where in the text it is located;
- It should encourage action – we are talking about the popular “Call To Action (CTA)”. Interaction with the reader will increase the chances of using the offer or ordering a product. A good solution is to use active links with a phone number or e-mail.
Responsiveness of the website
Pages that are not responsive lose in the eyes of users and the search engine itself. What does responsiveness mean? It is a popular RWD (Responsive web design), thanks to which the website is adapted to tablets and smartphones. Simply put, you can use it on a desktop computer, laptop and mobile devices, and the website will be just as readable.
More and more websites decide to use AMP (Accelerated Mobile Page), i.e. accelerated mobile pages. Sites using AMP are highlighted in the search engine with a distinctive lightning sign next to “meta description”. It is visible on mobile devices.
It takes time
Remember that the effects of the changes made will not be visible immediately. It takes time for them to get indexed and start showing up in the search engine. There is no clear answer to the question of indexation speed. The first results may be visible after a few hours or weeks. SEO is a time consuming process. When deciding on it, one should be armed with a good strategy, patience and systematicity.
Snapchat , an application that you probably remember at the turn of 2015 and 2016, when it made a big “boom” on the market. It undoubtedly revolutionized social media, introducing innovative solutions and leaving other applications far behind. In International SEO Agency, Snapchat has surpassed the popularity of Twitter, Pinterest and even Instagram.
For several years, however, less and less has been said about him. All thanks to the update of Instagram and the introduction of Instastories, as well as the appearance of TikTok on the market. But does this mean that Snapchat has nothing to offer us? Nothing could be more wrong! In this article I will try to show that it is worth using it and introducing your brand there.
What is Snapchat for?
Snapchat is a lot different from other social media apps. From the beginning, it was created to facilitate and make communication with loved ones easier and more attractive using the so-called Snaps that disappear after 10 seconds.
While other social media focuses on other users’ posts and reactions, displaying them right after launching the app, Snapchat’s creators focused mainly on the camera . Thanks to this, our relationships and sharing the most interesting moments are definitely in the first place there.
There is no possibility of public commenting or liking on Snapchat . What is the effect of this? First of all, users do not become addicted to positive reactions to shared posts and do not try to gain the favor of others at all costs. Secondly – there is no hate phenomenon there. If someone wants to express their opinion, they can only do so by sending a message directly to the creator.
Snapchat users – how many are there in Poland and in the world?
In the first quarter of 2021, Snapchat had a record number (!) Of 280 million active users who use the app every day. There were 77 million of them in Europe, or 27.5% of all users.
The advertising panel also contains information about the size of the target group in International SEO Agency, which is estimated at 3.5-3.6 million users.
One thing’s for sure, the numbers don’t lie – more and more people are using Snapchat. Who are they and why do they choose this application?
User profile – who uses Snapchat?
Most Snapchat users are between the ages of 16 and 24 . About 58% of them are women . Generation Z, which Snapchat mentions frequently in its reports, is a group that follows all the trends on the internet. Reaching it and building a relationship with it requires a lot of effort, but it also brings a lot of benefits – generation Z is more loyal to brands than any group of recipients.
Snapchat Spotlight – a threat to TikTok?
In November 2020, Snapchat introduced the Spotlight feature; in International SEO Agency it has been available recently.
Spotlight is a section where we can post videos up to 60 seconds and watch Spotlight snapshots that Snapchat believes may be of interest to the user. This tab does not add content that is blurry or soundless (with only text); the application only allows vertical videos with sound .
It is also important to note that Snapchat does not allow sponsored material to be uploaded here . But let’s hope it is only a matter of time – after all, Spotlight seems to be the perfect place for advertisers.
The resemblance to TikTok is probably not accidental, but it is also worth noting that there are several features that make Spotlight different from the features known to us from TikTok.
The first is the aforementioned lack of comments section under the videos – most likely due to the fact that Snapchat wants to be a hate-free application. The profiles of users who upload videos are also private by default. You can publish content to the Spotlight section, but you don’t need to share your profile with other users.
Backstage activities – what brands will be found on Snapchat?
Showing activities “behind the scenes” or organizing short talks makes the user feel closer to the brand. This is why Snapchat is perfect for community building activities . A creative and unconventional approach to organic activities can make recipients engage in activities and stay for longer.
In addition, it should be remembered that in addition to ordinary image or video ads, Snapchat offers an augmented reality (AR) function, which can advertise a brand’s product or service in an original and, above all, interesting way.
The sales and credibility of the brand are also increased by the activities undertaken as part of Influencer Marketing and the presence of well-selected influencers. They have their loyal recipients who willingly use their recommendations.
There are many possibilities for promotion, so it is worthwhile for the brands that decide to promote on Snapchat, at the very beginning, build a strategy and carefully plan their activities within this platform.
The beauty, clothing, educational, music and food industries have the greatest field to show off there, which will certainly find their target group on Snapchat and will be able to successfully acquire new customers. All you need is a bit of creativity and innovation to attract potential customers using this medium.
AR (augumented reality), or augmented reality, is a feature that made Snapchat even more attractive, providing users with a lot of entertainment.
Both the front and rear cameras of the phone allow the use of lenses that change every few days. This was the app’s hallmark for a while – until Instagram and Facebook rolled out the feature as well.
In addition to lenses, there are also filters that change the color of the photo or video and allow you to add elements such as time, location and temperature. For example: during a pandemic, a filter with five rules was added to help fight the virus.
And that’s still not all! Snapchat also allows you to create your own filter or lens. It is definitely a great solution for brands that want to be aware of and establish a closer relationship with potential customers.
Business profiles – a novelty for brands
In July 2020, Snapchat introduced a new feature – ” Business Profiles ” – in beta. Thanks to this, brands have the opportunity to run their business profile with functions such as: AR lenses, shop or “Highlights” – “Highlights”.
AR lenses can be saved and shared on the brand profile. The “Store” allows you to purchase products directly through the app (powered by Shopify), while the “Featured” section contains a collection of company-published photos and stories that are permanently saved. Thanks to this, the user can get acquainted with the brand, its products or the entire offer.
To set up a business profile, you must have a corporate account and contact the customer service team. So far, this solution is not popular yet – so it is worth taking the opportunity and stay ahead of the competition.
Snapchat Ads – to your destination through best practices
The Snapchat advertising panel is intuitive and clear. When creating a campaign, we have two possible options. One of them is ” Instant Create “, which is the instant creation of an advertisement – undoubtedly helpful in situations where we care about time and the simplicity of creating an advertisement. However, it should be remembered that we have a fairly limited choice of advertising goals.
” Advanced Create “, ie the creation of advanced, while enables you to take complete control over the created ads. However, having more goals and targeting options doesn’t make campaign launch any more problematic or complicated.
One of the steps in creating a successful campaign is to define its purpose. Snapchat Ads gives us ten options.
Thanks to ” Awareness ” we can operate in a wide range. Therefore, if we want to increase brand or product recognition, this goal can help us in this.
If you want to increase the number of downloads from the Play Store (Android) or Apple Store (iOS), choosing the ” App installs ” target is a great solution .
We can also increase website and application traffic . This will work when our goal is to make the user visit a given website or application.
We will get involvement in advertising, that is, the transition to the lens, thanks to the ” Commitment ” goal . On the other hand, if you want a large number of views of a longer video, you should choose the ” Watch video ” goal .
Snapchat is not lagging behind and gives us the ability to generate leads (forms) directly in the application. So if we want to gain new contacts, this goal will undoubtedly prove best here.
Targets for specific conversions or sales are: ” In-app conversions “, ” On-page conversions ” or ” Catalog sales “. However, it should be remembered that in order to be able to choose the last one, you must send a product feed (CSV file of products).
Snapchat Ads gives us a wide range of advertising formats. For the Awareness and Commitment goals, we can use AR lenses or filters – the most engaging formats that allow a brand to stand out. Users also have the option of using the lens in the snaps they send, which further increases our ranges.
In addition, Snapchat has the classic format of a single photo or video , as well as an advertisement with a story, or ” Story Ad “. A Story Ad can contain from 3 to 20 photos or videos, each for a maximum of 10 seconds.
” Collection Ads ” is a full-screen photo or video up to 10 seconds. Below are four photo thumbnails (each may redirect to a different URL). This format is perfect for e-commerce stores that would like to present their product range.
Good practices – what is worth paying attention to when it comes to advertising formats?
If we want advertising on Snapchat to be effective and attract users, we need to remember to create content that resembles native content – one that is similar to that shared by users. Why? The answer is simple – we manage to keep their attention for longer.
It is also worth using the CTA , i.e. Call to Action, available in the panel . This will encourage the user to take a specific action that we care about at the moment.
In the case of video ads, it is recommended that they last no longer than 6 seconds – smartphone users scroll through content much faster and lose interest.
The Snapchat panel allows you to choose from three different billing models:
- automatic bidding – a strategy in which Snapchat, taking into account the target audience, tries to achieve as many target actions as possible (e.g. impressions, clicks, conversions) within a given budget;
- maximum bid – a strategy where we determine the maximum amount we can pay for the target action. When determining our bids, Snapchat suggests to us the range within which the bid should be;
- target cost – a strategy in which we set a bid for a target activity, and Snapchat makes every effort to ensure that the bid is at a similar or lower level before the end of the campaign.
The basic bid is CPM , which is a fee per 1,000 impressions.
When installing the application, you can specify the installation rate – CPI (Cost per Install). The cost for going to the landing page or application in the panel is called Cost per Swipe up . This rate can also be specified in the “Lead Form” format or conversion on the website / application.
The Watch Video goal is billed for 15 seconds of video .
In terms of targeting, Snapchat is no different from other media. Basic settings such as location, age, and gender are among the many options. We can target our ads to users, specifying their interests and even devices. In the case of the latter, in addition to the operating system, we can also choose a specific smartphone model, as well as a mobile network operator.
It is possible to create groups of similar recipients ( Lookalike Audiences ) and targeting users who have already had contact with our advertising ( Pixel Audience ). This allows us to create remarketing campaigns and return to our audience.
Snap Pixel, or how to measure results?
The implementation of Pixel requires generating a code and enabling tracking in the advertising panel. The code can be added directly on the website or you can use Google Tag Manager for this and configure a new tag.
Thanks to it, we can record events such as page views, purchases, additions to the cart or registration. It is also worth remembering about the possibility of assigning parameters that will dynamically complement each other with values - this will give us information about the value of the basket.
You can add the Snap Pixel Helper extension to your browser to check that the Pixel has been implemented correctly .
Snapchat is still evolving (on the day of writing this material: June 2021) – introducing new advertising formats that adapt to the prevailing trends and preferences of its users. It gives us a wide range of targeting options, and additionally allows us to analyze the engagement of our recipients. Thanks to this, we can constantly optimize campaigns and reach the right recipient at the right time with the right message.
It is also worth noting that ads in this medium are not expensive – of course, as long as they are well planned and configured. Therefore, brands that find their target group among Snapchat users have a lot of room to show off there and many interesting opportunities to reach.
The platform still has its loyal fans who use the application every day and are attached to it. Therefore, it is worth remembering about them when planning brand advertising activities.
The world of social media has become a board with very strong players: influencers. Who is Influencer ? And why has Influencer Marketing become one of the fastest growing internet marketing channels?
Who is Influencer?
An influencer is a person who conducts various types of activities on the Internet and enjoys popularity – sometimes moderate, and sometimes even spectacular. This term did not come out of nowhere – it derives from the English word “influence”, i.e. the influence that these people can undoubtedly have on their recipients.
Influencers bring together a community with similar views and interests, and their experiences and opinions help others make decisions. They are bloggers, installers, gamers, people who run vlogs or use many different media in their activities.
The sources of influencer popularity may vary. Sometimes it is knowledge in a given area that this person shares online, sometimes it is just charisma and an interesting way of being (and living).
Influencer – someone like us
Times changes. In the past, TV celebrities had the greatest impact. If they signed something with their name or recommended it, flashing a snow-white smile in the advertisement, then the product grew in popularity and the sales bars grew. Nowadays, online creators are often much more credible, especially for young audiences.
Digital media, which are the basis for influencer activities, are closer to young people than television or magazines. It often happens that influencers have a social status similar to their recipients and the same interests, which additionally influences the possibility of identifying with them. For an ordinary internet user, they are basically “at your fingertips” – you can contact them, enter into a discussion, share something, and even actively participate in their activities.
Influencers share their everyday life, inspire, serve solid doses of knowledge, provide entertainment and build relationships with their community. All this makes them very close to the average Internet user. Moreover, they are credible and authentic to him. They do not create barriers, and by providing interesting content and encouraging recipients to engage, they gain the sympathy and trust of fans. All this means that they can be a bridge for products and services, leading directly to the target group.
Categories of influencers – division by range
Considering the number of followers, influencers can be divided as follows:
Nano – influencers – people followed by up to a thousand followers. While the audience size is not dizzying, it is a very committed community. These influencers are very authentic in their message. When they recommend a product or service, it may be perceived as a sincere recommendation by a friend. The recipients of nano-scale web developers are usually a homogeneous group (e.g. in terms of interests). That is why nano-influencers are great at collaborating with specific niche products – thanks to them, the brand message reaches exactly where it should be.
Micro – influencers – usually it is said that these are people who have gathered a community of 1,000 to 10,000. fans, which is relatively small. They are primarily characterized by high authenticity and credibility, which translates into high engagement of the recipients. Thanks to not very large ranges, micro-influencers are able to interact with them – respond to comments and private messages. This, in turn, increases trust and loyalty to themselves and the brands they work with.
Macro – influencers – people who have accumulated over 100,000 on their channel or profile. to a million followers. Due to the large reach, in this group you can often meet “regular” influencers. As influencing is their job, they approach cooperation with great professionalism. They invest in professional equipment, spend a lot of time refining materials and care about the quality of photos or videos posted. It is worth engaging them in your activities, especially when the brand cares about the strength of the image (the recognition of an influencer may translate into products / services that it advertises) and the “exclusivity” of cooperation.
Megainfluencers – real stars of the influencing world, with a community of over a million followers. They are very often celebrities. Despite their recognition and powerful reach, they have lower engagement rates than micro-scale influencers.
|Nanoinfluencer||100 – 1000|
|Microinfluencer||1,000 – 10,000|
|Makroinfluencer||10,000 – 100,000|
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What is Influencer Marketing and why is it growing in importance?
Marketing activities based on the cooperation of a given company with an influencer have been called Influencer Marketing . Influencer acts as an intermediary between a specific brand and its recipients, i.e. potential consumers. Defining the target group is one thing, and reaching the people who represent it effectively and as much as possible is another. Thanks to cooperation with popular (and at the same time trusted) influencers, you can present your product or service to thousands or even millions of people from your target group. More importantly – the message is signed by someone whom they trust for recommendations.
Why this type of marketing can provide great results? It is natural that each of us wants to invest our money well. We are guided not only by eye-pleasing advertising, but most of all by opinions, extracting the most valuable and credible ones from them. In the maze of advertising messages attacking us from all sides, we want to save ourselves time and effort – so there is a good chance that we will be interested in a product (or service) recommended by a popular influencer. It is the opinions of such people that are considered more valuable than even the most clever advertising message.
It turns out, therefore, that the influence of influencers may affect not only the shaping of the worldview, but also purchasing decisions.
Cooperation with influencers – why is it worth it?
Such cooperation has many names and can take various forms – from product placement, through posting reports on its testing, sharing opinions, to organizing contests very much liked by recipients or providing dedicated discount codes.
The so-called unboxing, i.e. unpacking advertising mail in front of viewers, as well as providing dedicated discount codes. They can also be reviews or tutorials.
The advantages of working with influencers include:
- the ability to reach the target group in a faster and more effective way than a typical advertisement;
- the perfect way to reach young people – if they are your target, be sure to take this type of marketing into account;
- community building and engaging – long-term relationships and building brand loyalty are worth their weight in gold;
- authenticity – the trust that followers have in an influencer translates into trust in the brands recommended by him;
- the ability to break through the competition – thanks to cooperation, you can stand out from the crowd of similar offers and stand out from the crowd;
- a chance to minimize the costs spent on classic advertising;
- building recognition.
What is important when choosing influencers?
The first step is to find the right person for your industry. Consideration should be given to:
- whether the influencer community corresponds to the brand’s target group;
- reach, i.e. the number of recipients of a given creator – but it is worth remembering that reach is not everything. For accounts with smaller reach, audience groups are often more homogeneous and loyal;
- involvement – are the observers willing to comment, discuss, or take part in various types of actions;
- whether the channel / profile of the creator is full of ads – in such situations, the influencers lose credibility in the eyes of their recipients.
Before starting the cooperation, you should also make the main arrangements, present the brand, its idea or campaign goals. However, it is worth remembering to leave the creator a bit of freedom and be open to his suggestions – after all, no one like him knows his community to which he will address. If we ask him to act according to a strictly imposed scenario, his audience will surely sense it – and this does not bode well for a given advertising campaign.
Influencer and celebrity
Recently, the terms “influencer” and “celebrity” often interpenetrate. Many celebrities are actively involved in social media, sharing their private lives and undertaking various collaborations and advertising brands.
What are the differences?
Well, a celebrity is a person who has gained fame and popularity outside the Internet – thanks to traditional channels such as television or the press. Maintaining the proportions, it can be said that celebrities are influencers of the pre-Internet times. Looking more broadly, celebrities can also include actors, singers, writers, athletes and TV characters. Thanks to their recognition, they can gather an impressive number of followers in social media, but it will be a very diverse group.
Celebrities are admired, they inspire people, but at the same time they are perceived as inaccessible in a way. Certainly many of us will be happy to learn what is going on with the world-famous model, but due to the differences in lifestyle or account balance, it will be difficult for us to identify with them.
Influencers, on the other hand, build their popularity via social media, creating content on a specific topic and for a specific target group. They are “ordinary” people with whom the audience can identify.
We must emphasize here that the definitions cited are vivid and fluid – they only serve to illustrate the trend.
Cooperation with influencers is quite a broad topic, but definitely worth exploring. The key is to choose the right person with whom you want to start this type of cooperation. Recognition is not everything – it is often micro-influencers who enjoy greater credibility. So it’s worth doing solid research and finding a creator whose activities will be in line with the values and needs of your brand, and the community will represent its target group. Authentic and, at the same time, non-intrusive Influencer Marketing , aimed at the right target group, is an element of a marketing strategy whose potential is worth using.
Storytelling without secrets: what do you need to know before using it?
Storytelling is one of the most effective techniques used in marketing. With it, you can move crowds – literally and figuratively, because storytelling is used not only in marketing, but also in movies, literature, and even in areas of life such as politics and social engineering. However, it is not the simplest one – it requires certain skills, experience and a kind of intuition. Despite the complexity of this technique, you can start using it with some basics that will evolve over time. So where to start if we want to use storytelling in marketing ?
Definition of storytelling
Storytelling is an English word meaning storytelling, storytelling or storytelling. It is by no means an invention of the last years or even of the 20th century – humanity has been practicing it for a very long time. If at the word “long ago” you are faced with the pyramids and ancient Egypt, then know that one of the first stories in the history of civilization was recorded on the rock paintings in Lascaux about 18,000 years ago. So, most likely, storytelling has as much history as our genre.
From then until today, it has been the basis of novels, poetry, plays, films, and other emotional storytelling. What is important to us – storytelling is also successfully used in marketing.
While it is easy to associate it with a film, novel or theater play, its use in marketing does not have to be so obvious at first glance.
Storytelling in marketing
Therefore, you need to realize what the universal structure of storytelling (and, in fact, most stories) looks like and translate it into advertising.
It almost looks like a mathematical formula:
Hero + problem to be solved (conflict) + solution
By using this composition, a certain type of narrative is created that can be applied to an article, graphic, and even in very short forms such as social media posts. Of course, we will see it most often in video spots – it is basically an organic form for storytelling.
Advertising without advertising
Note that the best storytelling ads do not present the offer in a typical advertising manner (language of benefits, addressing the customer, persuading through arguments, etc.). Well, sometimes they don’t even talk about it at all, and they are advertising only because the company’s logo appeared at the beginning or at the end, or because of subtle product placement. The recipient is actually watching the short film and associating these positive emotions with the brand.
And this answers the question why storytelling is so effective: it stirs up emotions . They are so strong that they often have a greater influence on us than our minds – then we even buy those products that are more expensive and offer less than others, but we feel “this something” towards them.
So how do you arouse these emotions?
What do you need to remember before we start using storytelling?
Who is the story for?
While storytelling is something universal in itself, in the case of marketing storytelling it is worth remembering that advertising is usually targeted at a specific audience. It is your target audience that should determine the shape of your story – for example, the hero and his struggles.
If the advertisement tells about people and problems that the client will not be able to identify with, it is unlikely to be convincing. In extreme cases, he may even feel hostile to the heroes and the brand (the history of marketing knows such cases). If, on the other hand, the ad presents a hero similar to your client, he will feel that the same situation may happen to him as well. And this will make him tense or at least curious.
Conflict – the most important element of the story
The conflict is, in fact, the axis of the story.
In a nutshell: a conflict is a situation when a hero strives to achieve his goal, but something is in his way. The more difficult this obstacle, the more tension and dramaturgy in the story. A conflict can also be the difficult choice that the protagonist has to make – the more complex and entangled, the better for the dramaturgy.
More in marketing terms: a conflict is a problem that your client (hero) has to solve . Of course, he succeeds with the help of your product, thanks to which the customer achieves the desired goal. As a result, he is relieved and can do what he so longed for.
An example from an advertisement from a few years ago:
The conflict is that the grandfather living in International SEO Agency does not know English, which is the language of his granddaughter, who was born in England. He struggles with it all year round, learning this language. Will he manage to learn it enough to talk to his granddaughter at least once?
Of course, grandfather makes his dream come true, and we feel thrilled and happy that he was able to do it thanks to a certain service.
Emotions are the driving force behind storytelling (and every story). Storytelling is supposed to keep you in suspense, move you, make you laugh, motivate – and preferably a little bit of everything. The structure of the story serves precisely the purpose of arousing these emotions .
Note that the mere fact that there is a hero – a woman in her thirties who lives in a big city – does not move us in any way. It is not a story in itself. However, if we add a conflict in the form of a strong desire to return to her native village, which she cannot fulfill due to the unemployment there, we feel some emotions towards her: compassion, sadness, willingness to help.
In order to add extra drama to this story, we present the protagonist with a difficult choice: a stable and prosperous but gray city life, or an uncertain, possibly even poor, but perhaps happier life in the countryside?
Do you feel the burden of this decision facing our heroine? If you offer a product that can help in this situation, this moment of the story will be perfect for presenting it. Finally, it is worth showing the solution of the action to associate positive emotions with the product.
This joy or emotion at the good ending of the story even has a name. Aristotle called them κάθαρσις ( catharsis ), that is, cleansing from tension. This is the moment when, after the protagonist’s struggle, we feel relieved that “everything ended well” and with this feeling we return to everyday life.
If you want the customer to remain with good associations, anchored on your product after watching an advertisement, this is what catharsis does .
Why is it worth using storytelling?
Storytelling engages the brain most of all forms of advertising, because it stimulates both hemispheres to act : the left one, which is responsible for processing and assimilating facts and negative emotions, and the right one, which is related to positive emotions, imagination and noticing similarities.
In addition, it does it imperceptibly because it speaks to what is deep within a person . More precisely and down to earth – skillful storytelling activates parts of the brain related to feeling joy, fear, trust, expectation and other emotions. So it is a great way to reach people who are immune and reluctant to traditional forms of advertising.
Another important benefit of using storytelling is that it has a holistic effect on the entire brand , not just on the presented product. It places it in context and creates its personality and builds positive connotations with the client. This makes it much faster and better remembered than the one towards which the client feels no emotions or bonds.
The effectiveness of storytelling depends heavily on the ability to use the structure of the story, reading and some intuition associated with telling engaging stories. These are skills and knowledge that are often acquired and polished over the years. If we master them at least to some extent, we will gain the key to human emotions – so important in effective advertising. And even if we only use the basics of storytelling , we will enter a higher level of marketing.
TikTok – why should you and your brand be there?
TikTok is a medium that is taking the mobile application market around the world by storm. Month by month it is gaining more and more popularity – both among users, marketers and social media specialists. Its success is confirmed by the ranking of the most downloaded applications in 2020 and in the first quarter of 2021 – TikTok was in first place, ahead of giants such as Facebook, Instagram and WhatsApp.
Do you use Facebook Ads, Google Ads or Snapchat Ads? It’s time to advertise on TikTok ! With my article, I will try to convince you to start marketing activities within this platform.
TikTok compared to other media
Compared to other media, TikTok stands out above all with an incredibly high level of commitment . The average user of the application opens it 14 times a day and spends up to 84 minutes in it during the day; the duration of one session is approximately 315 seconds. For comparison: YouTube user spends an average of 405 seconds on one session.
However, the difference between these media is fundamental: YouTube videos can be over an hour long, on TikTok – no longer than a minute. It is also important that to watch the next recording in the TikTok application, you need to scroll on it – YouTube starts the next videos automatically.
Thanks to such a TikTok treatment, we can be almost sure that the user is looking at the screen at a given moment – so we focus his attention. An additional advantage of the platform is that the ads are displayed there in full screen, so we do not have to be afraid that one of them will go unnoticed.
According to the Kantar report, TikTok delivers the least intrusive advertising among all major digital platforms. A properly created advertising creation (matching the content posted by users) makes the advertisement blend in with organic content and be better received by the recipients.
At the beginning of 2021, 41% of active users stated that ads on TikTok naturally become part of the content, and as many as 61% found them unique compared to ads on the main top social media platforms.
Demographics of International users
TikTok in International SEO Agency has already accumulated over 5.5 million active users (data for the last quarter of 2020), and this number continues to grow. The application is more popular among women, but more and more men appear on it.
Contrary to popular belief, the main age group is not children, but users aged 18–24. Older generations also come there on an ongoing basis.
Niches in Tiktok
Clothing, cosmetics, gastronomic and music brands do the best on TikTok. On the other hand, the platform already has so many users that almost every industry will find its target group there.
Thanks to an interesting advertising creation, we are able to obtain surprising (positive, of course) advertising results – even for customers representing the least popular industries, such as monument conservation or agriculture. It is worth focusing on the recording that will not only promote the product / brand, but also interest the users and make them stop by them for longer.
Movies of a comedy, tutorial or dance character will work best here. It’s good to remember about choosing the right background music – after all, as many as 81% of users use the platform with the sound turned on.
TikTok advertising opportunities
One of the goals available on TikTok is building brand awareness through the use of a reach campaign at a specific frequency selected by the company. It allows you to reach a wide audience from our target group and introduce our product / brand to them. This goal is achieved in the CPM billing model.
On TikTok, we can also create campaigns aimed at website traffic – attracting recipients to our website. However, if we want users to perform a specific action on it (and we want to measure the number of those actions), the best target will be conversions – just like with other ad panels.
TikTok also allows you to launch campaigns focused on downloading applications – directing to the Play Store or Apple Store. In the three above-mentioned formats, billing is done using the CPC model.
Another goal that can be achieved on this platform is watching movies . Thanks to it, we can strive to ensure that as many users as possible see the entire ad creation and optimize the ad in terms of views. In this case, we settle accounts in the CPV model.
The last advertising goal is to fill in the form , i.e. Lead Ads . We can choose between two types of forms – classic and advanced, as well as three color formats. Thanks to them, we can not only ask the user for basic data (name or surname), but also for more detailed information, for example the question of having a product of a given brand / company.
The form – apart from collecting data from the user for contact purposes – also gives him the opportunity to ask him questions through questionnaires, to which he can efficiently answer by selecting one of the available options.
Measure campaign results
Campaign launched? It is high time to measure and analyze the results. The TikTok Pixel will be extremely useful – a tool that works on the same principle as the Facebook Pixel.
After entering the code on the website, we can track the activities of users visiting our website. This enables us to create custom audiences, remarketing groups as well as similar audiences. The collected data also makes it easier for us to optimize the campaign for the most engaged users who are most likely to perform the specific action we expect. Then – based on the analysis of conversions made by recipients – we can determine the effectiveness of our ads, as well as ROAS (Return on Ad Spend), i.e. the return on investment in advertising.
We can conduct campaigns on TikTok using three cooperation models: auction, booking and creative campaigns.
- Auction campaigns are campaigns generated directly from the advertising panel. It is in this format that we can track user actions using Pixel and settle accounts in CPC, CPM or CPV models. Ads are placed in user feed.
The use of this format enables us to use a wide range of targeting options – from age, through interests, operating system, to the price of the device used by the application user.
We can monitor the auction campaigns on an ongoing basis and optimize them for the best results. This format also allows us to support organic content posted on the brand’s profile or a profile cooperating with the creator’s brand.
- Campaigns booking are campaigns implemented by those TikToka team (with one exception). In these models, there is a guarantee of achieving specific results and a fixed CPM or CPT rate. We can choose from five advertising formats:
- Top View – the first video that the user sees after entering the application. It is a video creation lasting 5–60 seconds, displayed for 24 hours (guaranteeing 100% share of voice);
- Brand Takeover – a format similar to the previous one, but here the advertising creation is video without sound, lasting 3–5 seconds, or JPG / PNG graphics, displayed for 3 seconds;
- One Day Max – An ad displayed to the user in the feed between the fourth and seventh organic video. It is a 5-60 second video, displayed for 24 hours with a 100% share of voice guarantee – just like the formats mentioned above. There is an additional option to promote organic content, previously placed on the profile;
- Brand Premium – one of the two advertising formats in the booking model, where it is possible to target ads to specific groups of recipients. These ads are 5–60 seconds long videos that can be found in the user feed – without any specific position. In this format, we can also promote organic content previously posted on the profile;
- Reach & Frequency – booking ads that we can reserve up to 90 days in advance through a self-service platform. The format allows for in-depth targeting – the same as in the case of auction ads. These ads, like Brand Premium, can be found in the user feed, without a specific position. With Reach & Frequency campaigns, we have the ability to manage the campaign and report its results in real time, just like in the case of auction ads.
The first three models are subject to CPT billing (cost per 24 hours), while the last two – Brand Premium and Reach & Frequency – are billed in the CPM model.
- Creative campaigns are definitely what distinguishes TikTok from other advertising platforms, which makes application users extremely engaging. Two formats are available under this collaboration model:
- Hashtag Challenge – the most interesting of the advertising formats, generating the greatest commitment to advertising and offering the entire challenge promotion package;
It encourages users to create their own video, harmonizing with the brand’s theme or with the campaign itself. The duration of such a campaign is 66 days; it includes: challenge page, banner in the “Discover” section, search engine optimization of the challenge hashtag in the “Discover” section in the second and fourth position and promoting it using Top View and One Day Max advertising.
2. Branded Effect – creating a special effect in the application, related to the promoted product or brand, which users can use in their recordings. A format that is often a creative addition to the Hashtag Challenge campaign.
For advertisers, TikTok offers the Brand Lift Study service , based on surveys. It allows us to measure how brand campaigns are perceived by the recipients of this application. This, in turn, allows us to check its results in the context of awareness or favor. Thanks to these surveys, advertisers receive analyzes and suggestions that can support better optimization of the campaign.
Creating an advertising creative
When creating an ad creative on TikTok, you should focus on matching your video as much as possible with user-generated content. Creativity, authenticity and naturalness play a big role here – everything that makes a video look organic.
It is also important to observe the current trends and adjust your creation to them, thanks to which it will become more interesting for the recipients.
In addition, it is also worth paying attention to the user’s average focus time, which is 6-8 seconds. So you have to remember to make the best use of the first seconds of the recording and thus attract the attention of the recipient – and so that he wants to see what will happen next.
Influencer Marketing on TikTok
The most engaged community on TikTok are – as in other social media – influencers . They are extremely popular and have a group of fans who are eager to watch their every step.
Influencer Marketing on TikTok can take several forms – including the creator’s involvement in the Hashtag Challenge or selecting him as the main person appearing in a given advertising creative. Thanks to cooperation with an influencer with the appropriate target group, the campaign can achieve surprisingly good results and, as a result, become a viral.
However, it is worth remembering that it is the creator who knows his audience best and knows how to reach them. A good solution is therefore to give him as much freedom as possible in creating content.
If you would like to learn more about Influencer Marketing and cooperation with influencers, I encourage you to read the article: Who is Influencer .
Google Ads – 3 Tricks Useful in 2021 You May Not Know Yet
Probably some of you know that the Google Ads advertising system is developed like the Italian tax system. On the one hand, it may overwhelm with its complexity, but on the other hand – such complexity gives an experienced specialist such complexity as it gives a lot of possibilities of configuring advertisements and campaigns. In addition, over time, you can discover your own ways and tricks to optimize or simply improve your work. I have described the most interesting of them below. So if you have already mastered Google Ads to some extent and want to extend their support with a few advanced tricks, then I invite you to read!
Controlling your daily budget
In planning Google Ads campaigns i.a. from your daily budget, i.e. the average amount that can be spent on advertising activities during the day. The key is the word “average”. Google Ads works in such a way that sometimes it spends less than the agreed amount on advertising, but often it also spends more than the budget provides (from experience I will add that it is identical to renovations …). It can spend up to double the daily amount, and in some cases even more (when the campaign is targeting conversions). If this is the case, on the one hand, it is a good signal – it tells us that Google’s algorithm found more people rated as having high probability of converting. And it is often so, so in fact you can be happy because it will be money well spent.
On the other hand, however, it is not difficult to guess that such quick spending is far from rational budget management, and this can have quite troublesome consequences. This way it is easy to exceed the assumed budget in a short time and finish the campaign ahead of time. For your client, it probably won’t be a reason for joy.
Is there any way to fix it? The programmer would say sure, I have a script for that!
And it just so happens that there is a script that pauses the campaign when the budget is exceeded. Amazing, isn’t it? Thanks to this, the ad account will never spend more than the amount planned during the day.
The script described here is based on a rule that Google checks every hour. Its big advantage is that it can be assigned to individual campaigns, so you can control them more closely.
The described script can be downloaded from here: Google Ads Budget Protector script
In general, it is worth taking a closer look at Google Ads scripts, because they can make your work a lot easier.
By the way – if someone before us had access to our client’s Google Ads account, it is worth checking if they did not use scripts that may affect our work. And if so – it is better to turn them off when we are not sure about their operation.
Account maintenance history
Speaking of checking prior access to the Google Ads account , it is worth knowing that we can check who had this access before us.
How to do it? It is very easy:
- We log in to the Google Ads account.
- In the menu on the left, at the very bottom, select “Change history”.
- Click the “Add filter” button under the chart.
- Then select the “User” section.
This way, all e-mails that previously had access to the account will be displayed. We can also set different time intervals and check how long a given e-mail address had access, what changes it made and when.
What does this knowledge give us?
Contrary to appearances, the very fact of getting to know the e-mails of previous account users gives us a lot. For example, we can check how many people had access to the account before us and whether they were freelancers or agencies. If it turns out that many people had access, but for a short time, it may, for example, shed new light on a possible difficult relationship with the client. It might also be interesting to see among the previous e-mails… our biggest competition. The question then arises – why did the client change the contractor and this particular one for you? Was he not satisfied with his services?
As you can see, many conclusions can be drawn from such information – but of course you have to correct the context of a specific situation.
Positive targeting is not always positive
If we do not change the default settings, then Google Ads using the so-called. Similar audience targeting broadens the reach of the campaign to include people similar to those in our target group; that is, implicitly – to people who may be interested in the product. In principle, we should have more conversions, which in addition should also be cheaper.
However, contrary to appearances, it will not always be such a good solution. When and why?
The new remarketing campaign initially collects cookies from people who actually visited the page, and the number of views roughly matches the size of the remarketing group. This means that the campaign is set up correctly.
However, it happens that the number of views is skyrocketing day by day and no one knows why. It may of course be the case that for some reason people visiting the website often display it, but when these views are disproportionately large, a red lamp should light up.
The first thing to check is the country the traffic is coming from. If it is different from the page language and the alleged nationality of the remarketing group, it may be a matter of bots. Let us not assume that overnight thousands of inhabitants of the Indian Peninsula suddenly became interested in a product targeted at the Lubelskie Voivodeship.
But what if the country agrees and the traffic is still sudden and unnaturally heavy? This is most likely due to the similar audience targeting mentioned above.
While in campaigns aimed at acquiring new customers, such targeting works perfectly, in remarketing – it is quite the opposite and such targeting only disturbs. The remarketing campaign is supposed to reach only those people who visited the designated page, not “those who may be interested”. This sort of thing leads to a distortion of the campaign’s results.
How do I turn off this setting?
Getting to it is not easy, so here’s the instruction:
- We log in to the Google Ads account and select the campaign that interests us on the left.
- In the menu on the left, click “Recipients”.
- In the new window, click the blue edit icon and select “Edit ad group targeting”. In the next window, select the ad group we are interested in and select the “Similar audience” function.
It’s a good idea to disable this feature before starting remarketing campaigns.
Google Ads gives you a lot of opportunities to find and test your own ways to improve your work and results. It is worth searching for and trying different solutions, including non-obvious ones, because in this way we learn something more than just “using the tool”. It was thanks to such creative searches that Columbus discovered America, and Copernicus – heliocentrism. And I wish you such discoveries, even if it’s just Google Ads .
Why is it worth implementing website analytics? 5 key benefits
There was a saying in marketing that half of the money you spend on advertising is wasted – the problem is that you don’t know which half. I am talking about it in the past tense because today we can measure the effectiveness of activities and find out which marketing activities do not bring us profits, and which on the contrary (and whether they are profits adequate to expenses). This is what web analytics is for . What other benefits does its implementation on our website bring?
The importance of web analytics
Web analytics is needed by virtually anyone who wants to be effective on the Internet – regardless of what exactly they are doing. Analyzing data, seeing certain dependencies in their maze and drawing conclusions from them will be useful both in running an online store, writing a blog, and editing portals or websites.
Of course, the analyst is different in each of these cases; it also examines other data and shows different mechanisms. As a rule, however, the benefits are similar and equally important to everyone. Interestingly, they are also felt by people using a given website, i.e. our customers and readers. Implementing the conclusions of data analysis usually results in a better offer, website structure or ease of finding it on the Internet.
Analytics – where to start?
Web analytics can have different purposes and use completely different tools.
So we can talk about general analytics, most often understood as measuring traffic and its sources, conversion and demographics, SEO analytics, in which traffic sources, traffic quality, keywords and website visibility are measured, or about e-commerce analytics that combine general measuring traffic and measuring related to sales.
At the basic level, a large part of the above analytical tasks (traffic analytics, SEO analyst and store analyst) can be carried out using Google Analytics . In the basic version, you can use this tool for free. It provides us with a lot of data that helps answer many questions related to the operation of the website. Practical conclusions can also be drawn from them, which have a large (sometimes even fundamental) impact on running a business on the Internet. The tool itself is valued for its configurability, thanks to which we can adjust goals, conversions or steps of the shopping path strictly tailored to our website, the nature of customers and the type of business. It’s hard to find a better tool for beginners – and it’s also free.
Once we have installed and properly configured Google Analytics, let’s start collecting data. Why is it worth doing?
Benefits of implementing website analytics
1. We can make better decisions
Thanks to analytics, we can make better decisions. This applies to virtually every area of running a website – from the offer, through marketing, to changing business goals. Importantly, these decisions will not be made on the basis of intuition and the famous “I believe”, but on the basis of hard data. Of course, for that to be the case, we have to draw the right conclusions from the data provided by analytics.
A good example of this is the often-made mistake of paying too much attention to the traffic generated by the ad, instead of the final cost of the conversion. Of course, if the advertisement results in good traffic on the website, it will impress us – especially when we take the first steps in analytics and marketing. However, what we ultimately care about is the conversion – and that should be the most for the lowest possible cost. Therefore, instead of the cost of traffic, it is better to analyze the cost of conversion.
I will show it on an example:
In the table above, we can see that in ad A, the cost of one click (CPC – Cost Per Click) is lower, so (with this amount of information) we consider that ad A performs better. Based on the information above, we could even risk the conclusion that the higher the budget, the more traffic and the lower the cost. However, this conclusion will be wrong because of too few trials and – what I’m aiming at – too little data.
When we add information about the number of conversions and the cost of each conversion (CPL – Cost Per Lead), the conclusion will be completely different: conversions from ad B are 33% cheaper, with a budget lower by half. And – referring to the beginning of this paragraph – by half the traffic. We can obtain this type of data in a properly configured Google Analytics for the Google Ads advertising channel.
2. We get to know our client
Website analytics also gives us the opportunity to learn about our clients and their habits. It is a solid basis for building a specific target group – and target groups are the foundation of effective online operation. It is thanks to analytics that we will find out from where the recipient comes to our website, how much time he spends on it, on what subpages, what actions they performed, whether they return often… We will also know the age of our recipients and the locations they use the Internet.
Such an analysis will also allow us to compare what the recipients enter in the questionnaires and what they actually do – of course, we are talking about a certain “average” collective recipient.
3. We know if our website is working properly
A useful benefit of doing website analytics is being able to see if our website is working – and working properly. When we make changes to it, add a signup form, links or other new functionalities, we can see on an ongoing basis whether the links or subscriptions are working, whether traffic is counted, and whether something disturbs users when they use it. It happens that such minor mistakes are put on the shoulders of entire campaigns.
4. We get to know the preferences of our customers and discover purchasing trends
Having an online store, sooner or later we will see (even by the number of orders) which products sell better and which are worse. However, this is only a general picture of the profit and loss – the analyst provides us with more accurate data. It allows you to check the time of purchase, buyer demographics or products that are often bought together with another, specific type of product.
Thanks to it, we are also able to observe interesting and non-obvious purchasing trends: – e.g. seasonality in industries that are theoretically independent of the seasons, such as books or electronics, increasingly earlier purchasing of winter tires, increased purchases at the beginning and 10th day of each month or exceptional the popularity of a certain type of product in a specific location.
Based on such data, we can create more effective messages and promotions, taking into account the preferences, age and location of customers. We also know when and how much to stock up so that we don’t run out of products at the beginning of a given season.
5. We are able to optimize the customer’s purchasing path
Web analytics gives us the necessary data to optimize the website and business on many levels. A good example of this is the customer’s shopping path, which is apparently simple: search for a product, add it to the cart and pay for it. However, practice shows that as many as 70% of people leave their baskets abandoned ( Baymard Institute study ).
With the help of the aforementioned Google Analytics, we can add events at every step taken in our store by the customer – from the moment of entering the website, through searching, browsing categories, opening the product page, to adding them to the basket and paying. Having an insight into these stages, we can see which of them customers most often stop at. So instead of looking for the cause in the dark or saying that it is “just like that”, we can focus on this particular stage, find the probable problem and solve it.
The optimization of the purchasing path allows to limit this phenomenon – and with its scale there is something to fight for.
The fact that despite so many benefits and easy access to analytical tools (Google Analytics is free of charge), not all of them conduct this analytics may be a bit of a shock. The very fact of introducing it, drawing conclusions from it and implementing changes based on data will place our website at least a shelf higher than some of the competition. Admittedly, advanced analytics take time to configure it well and avoid the GIGO (Garbage In Garbage Out) problem – but it’s definitely worth the sacrifice. Even if we incur minimal costs, the benefits of web analytics will be returned to us many times over.
How to use YouTube in influencer marketing?
Where is the best place to conduct influencer marketing in 2021? While Facebook is still doing great, Instagram and YouTube are the most frequently mentioned platforms. However, in the context of promoting content video – YouTube offers the greatest opportunities. So how can you use it in influencer marketing?
Influencer marketing on YouTube – why is it worth it?
Content video counts more and more every year. In 2021, its role will be really significant; already generates 57.7% of all internet traffic (which is twice the traffic generated by Netflix). Even on International user YouTube we have 100 channels with over a million subscriptions and a lot of channels with over 500,000 subscriptions. So the numbers speak for themselves.
This is not only because the video content itself is very attractive. A big role in this popularity is played by the fact that YouTube – in addition to being a video platform – is also an efficient and easy-to-use marketing tool. It allows not only simple video editing, but also the promotion of content within the platform itself (even for low amounts) and through Google Ads. Here you can easily track viewership, build a community around the channel and of course earn money – which is what tigers like the most.
If we add to this the fact that YouTube is owned by Google and YT videos are positioned in the search engine, the question is: “Is it worth having a YouTube channel?” becomes a rhetorical question. It is also not surprising that many influencers have built their brand solely on this platform.
Since we already know all this, the question arises: how to use this potential in influencer marketing?
Before we start recording …
You should use YouTube in a thoughtful and planned manner. One of the basic mistakes is when you first shoot a movie and only then wonder what it is supposed to serve. For influencer marketing on YouTube to be effective, the order should be reversed – we determine what we are going to shoot for and what the purpose of our presence on this site is. At this point, it is worth noting that the purpose of a brand or influencer on YouTube – if it is carried out and implemented in a thoughtful way – automatically becomes a benefit from a marketing goal.
So what can we gain by running influencer marketing on YouTube?
- Sales support . If we plan to sell products (or we already have them), the YouTube channel can be a great place to promote them. Of course, this cannot be done directly – we follow one of the golden rules of content marketing: sell without selling.
- Building the image of an expert . Have you noticed how many “how to” movies or reviews of various equipment and products on YT? This is a great way to reach your brand customers. By establishing cooperation with youtubers and influencers from our industry, we can reach customers in an attractive way – at the same time presenting products in a way that ordinary advertising would not allow.
- Building a community and expanding your reach . This can be both a goal and a side benefit to your business. By giving viewers good content, we can expect that a community will build around the channel and the influencer that will want to establish a relationship with an influencer or with people sharing their worldview or passion. We can also try to appear in the community of creators, somehow related to our industry.
Regardless of what you choose, the goal should be part of a larger strategy.
How to conduct influencer marketing on YouTube?
The principles of running a channel and creating videos on YouTube take the same starting point as the principles of content marketing. In one sentence, one could say that content of the highest quality should be provided, while ensuring the authenticity of the message and image . In the case of video, however, there is one thing to remember.
The filmmakers’ saying goes that screenwriting error grows square. It’s a golden rule to keep in mind – also on YouTube. Each of our oversight and neglect in the strategy, movie script (yes, it’s worth writing the script of each movie) or the idea of working with an influencer or YouTuber on the screen will be visible much more than on paper or in our imagination. Here we go back to the starting point from the beginning of the article: if we want influencer marketing on YouTube to pay off, then choosing a YouTuber and discussing cooperation with him – as well as our goal of working with him – should be planned from start to finish.
Golden time for influencers on YouTube
It goes without saying that YouTube is a real Eldorado for influencer marketing at the moment. This platform is a bit more demanding than, for example, running a fanpage on Facebook or Instagram – but it offers a lot of possibilities
Every day we strive to increase the position of the website in the search engine. However, it happens that positions fall instead of rising. What could be the reasons for this? Who’s fault is it? What should you do then? How can the hired SEOwiec help us? And most of all: should you panic when our position in Google has dropped by a few places? You will find the answers to all these questions below.
Why are positions falling?
A page decline, especially when it occurs suddenly, can indeed be disturbing and frustrating. Many reasons for the decline in position are completely independent of us. Even if that happens, there is no need to be afraid either – the effects of most of them are fixable. These effects are not always negative for us. First things first.
Which reasons for the decline in position are beyond our control?
Google algorithm update
Google is literally improving its algorithm overnight. Of course, these are usually not changes that would completely change the appearance of the results page over the course of a day. Algorithm changes usually work to our advantage, because pages with good content and well optimized gain higher and higher positions, and neglected pages fall to lower and lower positions. In addition, these daily changes result from the algorithm learning the behavior of websites and Internet users – they are not controlled by anyone.
However, several times a year the change in the algorithm is more significant and this is when turbulence in the positions of our phrases may appear.
Actions of the competition
When we operate with our website, our competitors are also awake. It happens that it will allocate a larger budget for SEO activities , conduct an advertising campaign, offer a large promotion or even publish an article that generates a lot of traffic to the website – and we will already see the results in the search engine. Let’s remember that – going back to the comparison with running – the results in Google are like a podium that everyone fights. The only difference is that the results are changing all the time and the one who is on top today may be overtaken by someone else tomorrow.
Seasonality of the industry
Before we start wringing our hands, check whether the phrases and questions we are search engine optimization for are currently typed less frequently than usual. Contrary to appearances, seasonality does not apply only to the most obvious industries, such as ski equipment. It depends on very different factors, not necessarily easy to predict.
Viruses and hacker attacks
Even when we secure the website in various ways, it happens that a virus slips onto it, someone plugs suspicious subpages on it. This applies to both small, medium and large sites and is a completely normal part of the life of the site. The effects of such attacks may be difficult to predict, but they can also affect your position in Google – the main thing is to check the website on a regular basis to be able to detect such attacks quickly.
Decline in position as a result of activities on the site
However, it may happen that the position of the website in the search results drops as a result of our activities. We all know it well: sometimes you have to remove something quickly, add something or change something quickly. Unfortunately, such changes often have an impact on the positions without consultation.
Changes in the structure of the site
Changing such page elements as category names, names and addresses of subpages or moving them within the parent categories may not only change the position, but even prevent proper indexing of the subpages. As a result, they will be invisible to the search engine and to the customers looking for us.
When we move the website to another domain (or delete one of the subpages), it is necessary to redirect it from the old place to the new one. If we do not do this, it is a message for Google that the page no longer exists and will not be taken into account in search results over time. Removed subpages should be redirected to other subpages with possibly similar subject matter (e.g. the removed product to other products in the same category or to the subpage of the removed product category).
Keyword saturation and other over-zealous application of SEO recommendations (while optimizing)
People new to SEO sometimes do not fully understand these rules. One of the most common mistakes is saturating texts with key phrases, i.e. placing them too often. This can be seen, for example, after entering the phrase “trading Sunday” – you can often find articles in which this phrase appears even twice in one sentence. Such saturation at the very beginning may (but does not have to) raise the page to a high position, but when Google notices that users spend little time on our website (because such text sounds unnatural and is of little value to the recipient), the page’s position may start to drop. . The position of the website may also drop when we obtain external links from sources of poor reputation and position.
Other changes to the page that cause it to run erratically or slowly
Changes on the website, such as installing new plugins, adding a large number of photos or other modifications, often have a negative impact on the operation of the website – and Google’s robots pay attention to the speed and quality of the website. If they worsen, the page may lose its position in favor of faster and better optimized pages.
The page goes down in ranking. Should you panic in such a situation?
Not immediately. It may be that we run the website well and follow SEOwca’s recommendations, and its position still has some fluctuations. They are something completely normal and you should see if the position of the site grows in a certain time interval, e.g. throughout the month. It’s kind of like running: we never run at a perfectly steady pace – sometimes we accelerate and slow down, but ultimately we are constantly on the move and getting closer to the goal. It is similar with the page in Google results.
The drop in position and the traffic on the site
So before we are pale fear, let’s check whether the decline in position has any impact on our business and actual traffic on the site. Just specify a date range in Google Search Console or Google Analytics and see if traffic and conversion have also decreased since the position drop. It is not uncommon for position fluctuations to have absolutely no effect on movement and sales. Then you shouldn’t worry about it that much – although interest and checking it will never hurt.
What does SEO manager do in such a situation?
If we are in constant contact with the SEO agency that deals with our website, we don’t have to worry about anything. The role of SEOwca is to find the reason for the drop in position and understand what it may be the result of. With this knowledge, he adjusts the course of action depending on the reason for the fall in position.
In the case of reasons beyond our control (changes in the algorithm, competitors’ actions and others), SEOwiec prepares changes to the existing SEO strategy and gives us recommendations or introduces them – depending on our contract.
In the event of a decline resulting from our actions – consults us to find out when and what changes have been made, and then removes the effects. There is no rule here – in the event of deleting subpages or moving the website to another domain, redirecting is not a particularly difficult task. On the other hand, if a plug-in installed by us or code modifications cause changes in many parts of the page, it must be restored to its previous state.
The drop in position and the decrease in visibility for key phrases
SEOwca’s tasks also include checking whether the drop in position is a result of a decrease in visibility for the phrases for which the website is or was positioned. This is the case, for example, when an inventory is being discontinued, but Google continues to direct us inquiries about these products for a while. Then, depending on which phrases the visibility has dropped and how important they are for the traffic on our website – SEOwiec makes further decisions and recommendations.
Summary. When should you be worried about a decline in position?
Dips and fluctuations in search results are normal and to be expected. It will sound very lofty, but Google is a bit like life – many things have not been given in it once and for all and it is impossible to create a scenario that will turn out 100% as we would expect. The difference, however, is that with SEOwca’s help, you can react quickly and introduce changes that will offset the effects of a drop in position. If this decline will have negative consequences for our business at all – because it does not have to be that way.
5 practical methods for budgeting an online campaign
Have you ever wondered how to start media activities in cooperation with the agency and what budget should be allocated for them? The biggest pain in the agency-client relationship is undoubtedly setting the media budget. Conversations about products, tool possibilities, media mix, and creative ideas are usually one-sided. The agency says, the client listens, recognizing the expert solutions and knowledge of the agency’s employees. The situation changes drastically when asked about the budget.
The client may:
- specify the budget – the situation is simple;
- not know the budget – then you need to set the budget and this is what this article deals with;
- treat the value of the budget as an element of negotiation – the worst case scenario. It puts the agency and the client on opposite sides and can distort your real judgment. This is a problem and can lead to erroneous, overly optimistic assumptions due to customer pressure and the agency’s willingness to raise the budget. Valuers promise unrealistic goals (“excel will take everything”), counting on the fact that after making a decision, the client will not be able to easily withdraw from the contract.
The most common situation is the lack of a budget from the client. Below, I suggest some practical methods for budgeting online. Each has advantages and disadvantages. These methods are a derivative of experience in online campaign valuation , and not the development of a marketing manual with which they may overlap in some part. This text assumes knowledge of terms such as conversion, LTV, CPS. It should be seen as a voice in the budgeting discussion and not as a marketing budgeting guide for beginners.
The purpose of the campaign
The budget should always be planned in relation to a specific goal. Online media can be planned on three levels. The reach and frequency in the target group is the first level, relatively easiest to design. The second tier is traffic to the website / app downloads. The most difficult, third level is media design in terms of sales results. This article focuses on budgeting for sales.
USD 10,000 – in other words, it can be an arbitrary number that the company is able to spend. This is the easiest (but not the worst model) to start budget talks. This amount should be low enough to be accepted individually.
Simple to determine.
We can easily determine which tools are available to us and which are not.
Slow checking of online tools – too little budget for parallel tests
Selection of initial channels based on the opinion of the campaign planner.
The model is surprisingly effective because it allows for a quick start of operations. In the second month, the budget problem disappears – the first conclusions from the campaign are available. The problem may be the inability to test two channels in parallel. In the case of a low test amount, some channels may not be available at all due to the minimum budget requirements. An interesting fact is that in Google Grants (at the beginning of 2018, when this text is written), the monthly budget for NGOs is $ 10,000.
Competitive benchmark – a model used for reach campaigns, where the goal is to achieve participation in the overall communication (Share of Voice – SoV). This approach is useful when we cannot easily define conversion, which is the case with most FMCG products.
It is problematic to obtain reliable data. You can rely on information provided in public materials – case studies from conferences, stock market information, sector analyzes or the knowledge of former employees (as long as it does not break contracts / law). Having knowledge on this subject, we are able to design a budget in relation to the competition. The disadvantage is the lack of knowledge about the media mix and the effectiveness of competitors’ activities. It can be very disturbed by one-off events – e.g. an increase in the budget by a category leader in the process of rebranding.
A quick and effective method that gives a realistic approach to budgeting.
Acceptable corporate – gives a false sense of peace.
Difficult to determine realistically – unless direct information is available.
No information about the media mix and its effectiveness.
Tool (bottom up) – the basic model of agency valuation. The capabilities of tools such as Ads or Facebook are used to assess the media potential. In addition, quotes from publishers are collected – price and potential. On this basis, it is possible to estimate three things: reach, website traffic and sales. Traffic and sales are affected by an estimation error. The range is relatively certain.
This model encounters a problem when the product is new to the market. Lack of historical data in Ads and Facebook tools and in publishers make estimations less effective.
Probably the most precise model.
Clarity at the level of estimation – modeling is carried out in practice on two coefficients – conversion (CR) and CTR.
Usually the estimates are not very optimistic.
For new categories (without historical data), less precise.
Resultant (percentage of the margin on sales) – the budget amount is determined by the maximum cost of obtaining sales (CPS). A solution that is often used to keep marketing costs in check. The basis for the determination is the operating margin and the margin percentage that can be used to generate sales. The easiest way to present this is an example:
Example [selling a book]:
- net book income = PLN 50
- product cost 60% of the net price = PLN 30
- operating margin = revenue – product cost = PLN 20
- other operating costs = 30% of the product cost = PLN 9
- profit on sale = PLN 50 – (PLN 30 + PLN 9) = PLN 11
In the example above, the maximum cost of obtaining sales (CPS) is USD 11. When planning online activities, estimates and valuations should only take into account channels that offer an effect below USD 11. Thanks to this assumption, sales in the Internet channel will be profitable. This is an undoubted advantage of this model.
This solution also has disadvantages – the reality is much more complicated. The above model does not take into account effects that we are unable to measure (such as sales from direct traffic). The second problem is that the customer once acquired (from a more expensive channel, e.g. for USD 30) may make a direct purchase again. The result is an artificially limited potential. The panacea for this problem is the (technically difficult) calculation of the customer’s lifetime value (LTV), which will allow to set a higher CPS target. This will result in a higher budget and more sales.
Safe for the marketing budget – unless part of the media is estimated.
It requires understanding the business and trying to determine the margin and CPS.
Where based on real LTV, it can be very effective.
May be too low if based on first sale margin rather than LTV.
Difficult to buy / manage if the utilities do not want to settle in the CPS / CPL model.
Resulting (top down) – the so-called Boss model. It is used when the goal (usually sales) is imposed in advance – to generate X sales at a cost not higher than Y (CPS). The budget is the result of multiplying the number of sales times the CPS. This approach is usually based on business assumptions – budget implementation usually means the financial success of the project.
This approach can be assessed from two sides. On the one hand, it may be completely wrong thinking that has no reflection in market prices. On the other hand, it allows the campaigners to be motivated as much as possible, if the goal is achievable but ambitious.
We do not have to budget – we have a predetermined goal.
It allows you to achieve results that we thought were unrealistic.
It can be completely detached from reality – unreal.
Wrong assumptions of effects can lead to a wrong media strategy.
Owners of companies that outsource the operation of their websites to others – it is worth learning the basics of this solution in order to monitor the company’s progress and plan a marketing strategy.
SEO and Internet Marketing Specialists – the tool helps SEO specialists monitor the volume of traffic on the site, optimize the position and determine the next steps during long-term activities.
Website administrators – they can ensure the proper functioning of the website. Administrators monitor and solve problems related to the server, page loading and security (hacker attacks and malware).
Developers – As you create tags or write code for use on a Search Console website, it will help you monitor and troubleshoot common problems.
Mixed models & hands-on budgeting
Online campaign budgeting does not in practice mean sticking to one specific model. The above approaches can be mixed. In practice, we very often start with the Boss Model and verify the assumed data in the Bottom Up Tool Model.
To budget well, however, there are no shortcuts. The top organizations in the online advertising market are companies that make a living off the Internet. A very interesting segment of these companies are online game producers – where the target group is everyone who has a smartphone. The approach they present should serve as a signpost.
Companies, leaders in the online media buying market, selling mobile games rely on counting the client’s LTV.
The target budgeting model should be an approach based on the CPS as a percentage of LTV. Ideally, run campaigns budgeted in the Resultant model.
Practice shows that life can be more complicated – in most cases organizations are not able to calculate LTV or it is unprofitable for them (analytics cost). The question arises – then how to start when we do not have full analytics? How do I set my startup budget? In practice, the client can use three models – the Boss’s Model (i.e. the goal to be achieved), the Competitive Benchmark (i.e. comparison to other players on the market) and the 10.000 Model (i.e. an arbitrary starting budget).
With these three budgets in mind, it is worth getting an agency valuation in the Bottom Up (tool) model to assess the effects. Then it is worth reducing the budget – because the first campaign will probably be ineffective, there will be no analytics plugged in. And we can take off.
However, it is worth remembering that the key to success will be what we do with the results of the campaign. When we are realistic, we will not be offended by the data and we will strive to calculate the real LTV, then there is a chance that our campaigns will reach their maximum potential.
Where to start positioning the website?
Gone are the days when to appear on the Internet, it was enough to buy a domain and set up a website. Today, as important as the website itself is creating good content, and then search engine optimization it, i.e. taking care of a high position in the search engine and the ease of finding our website by interested parties. How and when to go about it to do it effectively?
Determining key phrases
Search engine optimization actually starts before writing any content for the website. If we already have an existing website full of content, of course nothing is lost – you can (and should) optimize it according to SEO standards. However, if we start thinking about it before creating the content, it will save ourselves a lot of time and effort.
Our first step is to select key phrases for which we will position ourselves. They are strictly dependent on what industry our website relates to, and if we run, for example, a lifestyle blog – then it is worth determining what topic appears most often in our country or what we want to be associated with. The choice of phrases is one thing, and the other is their popularity and competitiveness – if we do not have a huge budget and we do not have well-known brands behind us, and our website or store is from a very popular industry (such as cosmetics, car parts or sports equipment), we have negligible chances to break through such phrases as “women’s cosmetics” or “sports shop”. So how do you get out of it?
One solution is to choose a specialization or search engine optimization ourselves for local activities – it will be much easier for us to appear in the phrase “Kielce cosmetics” than in the general “women’s cosmetics”. You can also position yourself for long tail phrases (more on this in the article on text correctness and recommendations for content creation ). Use the appropriate tool to select phrases – we will describe them later in this text.
Acquiring external links
Every self-respecting site includes internal linking (which you can learn more about in the article on effective internal linking ). However, in addition to internal links, it is also worth taking care of external links (external linking or backlink) – it is based on the fact that the value of our website increases when another website on a similar topic recommends and links to us.
An important note here – it is not the number of pages and links that recommend us that counts, but the quality of these pages and their high position in the ranking . It works exactly the same as in interpersonal relationships – if we are recommended by several people with a poor reputation, such a recommendation may not only not help us, but even harm us; but if we are recommended by one person who is the boss of a large and recognized company, we will gain a lot in the eyes of others.
However, if we do not have such internet “connections”, then we should take care of them – for example, by running a blog connected to a social media account, where we will share content valuable to our recipients – in other words, conduct content marketing . Later, having some content, you can also enter into cooperation with other creators or websites on our subject – it will help us a lot in obtaining good-quality links to our website.
Site audit and optimization
When we decide to position an already existing website, we should start with an audit. Audit aims to show weak features that need to be improved so that the website works faster and better positioned . For example: after building a website and inserting content, you may find that our website is slow because we have inserted photos and graphics that take up a lot of space on the server. In addition, we may also not have provided the photos with ALT descriptions, which greatly assist in finding our site.
In addition to the photos, there are many other factors: adaptation to display on mobile devices, server response speed, metadata compliance with Google’s guidelines or the appropriate setting of H1-H6 headers. It may sound scary – but the tools listed below will make this task easier for us, and sometimes even lead us by the hand and tell us how to make changes. At the very end of the text, we will also find advice that will make our work even easier.
Tools helpful in website positioning
Now let’s move on to the promised tools to facilitate the first steps in search engine optimization. Many of them are proposed by Google itself. These are for example:
Google Keyword Planner – checks the popularity of keywords and examines what result a combination of several different phrases can achieve. The tool is theoretically designed to run Google Ads campaigns, but we can confidently use it to determine phrases.
Google Page Speed Insights – conducts an audit of the speed of our website and indicates the elements that need to be improved so that the website works faster and achieves a better result in the search engine. In many points, he leads the hand and gives instructions on how to correct a given element. It is worth using this tool not only after setting up the website, but regularly from time to time.
Google Search Console – a free online platform created by Google for website administrators. It allows you to check the indexing status of the site by the search engine and optimize the visibility of the site. GCS allows you to send and check the status of a site map, review page indexing statistics, analyze visibility, and analyze internal and external links of the page.
What is worth remembering when positioning the website
Today, the Internet is overloaded with pages, services and content, so even if you have really high-quality content, you should take measures to increase our position in Google. However, the number of aspects affecting the visibility of the website and the mechanism itself, as well as activities almost on the border of programming, may seem scary to us.
Therefore, it is worth remembering one very important matter – the recipient of our content is primarily another person to whom we direct our store, website or blog. And that’s what we create for him in the first place – and Google’s algorithms can only help us reach him. So we don’t have to be afraid that if we forget about any of the elements, no one will find our website. Let our motto be the words of Bill Gates: content is king! So first human and content, then algorithms.
What is a PPC campaign?
Each of us has come across PPC ads – most likely in the form of sponsored links at the beginning of Google results and more. Contrary to appearances, they do not require a huge budget (such an impression can be created by large brands appearing in campaigns displayed for a very long time), and when properly used, they can bring a lot of valuable traffic to the website. What are PPC advertising and when should they be used?
PPC advertising – what is it?
Payment in a PPC ad is charged only after it is clicked – so you pay for the effect and not for the impressions themselves. Hence its name – PPC as an abbreviation of Pay Per Click or CPC , i.e. Cost Per Click . A well-known example of PPC advertising is Google Ads , i.e. in sponsored link campaigns, displayed before and after organic results, in the place where the next pages of Google results are selected. A similar advertising system is also present in popular social media platforms such as Facebook, Twitter, LinkedIn and Reddit.
In addition to the Google results page, PPC ads are also displayed on the websites of Google’s partners (that is, in fact, most of the large and well-known websites) as display ads – in the form of graphics on the side or in other places of the screen. Image advertising can be an effective support for traditional search advertising.
In this case, we also have the ability to precisely define the group of recipients, e.g. by means of the user’s interests. Thanks to this, the banner will be shown to the appropriate people willing to get acquainted with the offer of our company. PPC ads also appear in front of the results as in-store items – with a price and a photo.
The cost of a PPC campaign – what does it depend on?
The cost of PPC advertising is based on an auction system . This is where we set a maximum cost that we are able to spend per click, and then bid for cost-per-click with our competitors who have launched an ad in the same industry. This cost will therefore depend on many factors:
- industry competitiveness,
- keyword popularity,
- the quality of the page to which the link from the ad leads,
- our previous results on Google
- matching our keywords to the content of the advertisement and the page.
The ads that achieve the best results will appear first in search results.
If we don’t set a maximum bid, Google will determine it automatically and optimize it based on information such as time, location, devices used, and more.
For this reason, it is worth not only using the Google Keyword Planner, but also taking care of the good position of our website and not treating PPC ads as a tool that (for a fee) will save us from search engine optimization. In the case of a poorly maintained and positioned website, such action will work in the short term and will be very expensive. PPC ads and standard search engine optimization are not alternatives to each other, but they should overlap.
When is it worth using PPC advertising?
Running a permanent campaign in Google Ads with a link to our site seems to be the most obvious use of PPC advertising. However, this can be very costly and is not always necessary.
However, PPC advertising can be very useful to us in other situations – also when we do not have a huge budget:
- We have prepared a good website, but we are just entering the market and we want to break through it quickly . We can then run a PPC ad in the context of our most important product or in general for our industry. Even if we do not get many entries, we will be visible in the results for some time and thus build awareness of our brand.
- If our activities are local , e.g. for a given city and its immediate vicinity (and these are not the largest cities in Poland), then Google Ads can be a very good solution. Companies operating locally often do not have much competition. If we have a better website for that, we can get a low cost per click. However, one must make sure that we are actually operating under such conditions. There are industries that are strictly dependent on certain places and operate locally (for example, guesthouses at the seaside and in the mountains or companies from the mining industry in Silesia) – in such a situation the competition may be very strong.
- Sale or seasonal advertising . PPC advertising in Google Ads will be a good solution when we run it for a short time to promote seasonal or date-related products or services. A good example is the advertisement of Valentine’s Day gifts, launched in early February, and the advertisement of the PIT filling service, which will be launched in mid-April.
- Another interesting use of PPC advertising is to launch it before starting the positioning of the page . PPC ads can be easily analyzed and improved – thanks to this, we can very quickly check if the keywords we choose are actually generating traffic. If not, we are able to improve them on a regular basis. Although such tests are quite expensive, they give us information about keywords for which it is worth positioning our website. Standard SEO activities would take us an incomparably longer time to find out.
The essence of a good PPC campaign
If we want PPC advertising to be low-budget and effective, we should focus on its creative use. Let’s take into account what the company for which we will conduct the campaign, at what stage it is and what goals it has. Let’s also analyze its competition – after all, the bigger it is, the more expensive the click rate may be, because more entities participate in the auction. Contrary to appearances, creating an ad just to display a link to our website all the time and compensate for its poor position in the search engine is not the best solution. And certainly not the cheapest.
A launched campaign, regardless of its purpose, is worth testing and improving, and also work on website search engine optimization at the same time. Remember that PPC advertising and SEO activities are not an alternative – but a supplement .
How to write a good text for a blog?
You can be sure of one thing – a well-run blog can translate into significant profits. It helps to build and strengthen the brand image, create a community around it. There is one conclusion, from a business point of view, it is worth running a blog in almost every industry. We reveal a recipe for good and engaging texts.
Find your own point of view
Nowadays, a lot of content is being created on the same topic. There will be many specialists in diet, books and image. If you want your blog to stand out from the competition, you should look for something that will set you apart from other online creators. It may be a different point of view, the way it is presented, or a characteristic language form.
Define your target audience
If you do not know who your customer is, you will not be able to respond to their needs. Therefore, it is very important to define target groups, the so-called marketing person with whom we intend to communicate. You can choose the content and form of your marketing message completely differently for 18-year-olds, and completely different for people over 50. We will write to women differently than to men.
Virtually every detail – job, gender, age or interests should influence your business communication strategy. The better you know and understand the client, the easier it will be for you to communicate with him. Determining the characteristics of the target group helps not only when creating content, but also when choosing its distribution channels.
The universality of the text
When working on your content, try to keep it as neutral as possible. This will make it easier for you to distribute using different channels, and this in turn will enable you to reach a wider audience. Neutral texts, so-called evergreen, can be freely adapted. They are the basis for creating blog posts, Facebook entries or videos. By using various forms of communication, such as gifs, summaries or infographics, you will not only give the character of the communication, but also strengthen your position as an expert.
Remember about SEO
Blog articles have a huge impact on SEO. Remember to use keywords in them, choose the right headers or use graphics.
It’s best to create title and description tags on the fly as you type text and publish them in parallel. This will make them work for the benefit of your website from the beginning of its existence. In order to optimize texts for SEO, we recommend the Yoast SEO plugin. Its use is intuitive, and it makes it much easier to optimize the text for SEO.
Of course, you need to balance SEO and text quality well. Anyone who reads a lot on the Internet realizes how terrible content is when it is overly saturated with key phrases. They lose their quality significantly and it is not enjoyable to read them.
Pick a good title
The title has to be catchy first of all. It is he who determines whether a potential client will read the text we wrote at all or ignore it. In addition, it is good to include keywords.
The ones with questions or using numerals work best. It is also worth specifying the subject of the entry itself. It means not to refer to a general situation, but to a specific one. As in the example below:
“How to effectively lose unnecessary kilograms with Hashimoto’s?”
We not only advise you on how to lose weight, but also discuss it in a specific context. Therefore, on the one hand, we limit the number of people who may be interested in our article, and on the other hand, we clearly define the audience.
In addition, lists work well with the above-mentioned numerals:
“Learn 11 ways to lose weight while suffering from Hashimoto”
“Here are 13 tricks that will make you forget about unnecessary kilograms”
Perhaps you noticed the use of numbers such as 11 or 13 in the title. Not by accident. American scientists have proved that round numbers are worse in the case of content-related content. They look as if they were chosen by force, so they undermine the substantive value of the guide. And this reduces the number of people willing to read the article.
Bet on quality
Create texts that you would like to read yourself and from which you could learn something yourself. Google algorithms are more willing to serve users with pages that will potentially be a response to their needs. The conclusion is simple. Published content must be of high substantive value and should satisfy the curiosity of customers.
The published text should have a clear division into introduction, development and conclusion. It is good practice to divide the expansion with subheadings. They will facilitate the reception of content and allow the user to focus on the information that is most important to him. By using paragraphs you will increase the amount of light between the text, it will be more readable.
Of course, it is the content that will make the reader come back to you, but well-chosen graphics will encourage reading and translate into the user’s comfort.
Experiment with form
When posting to your blog, you should remember that there are many forms of articles you can create. Experiment and look for the form of communication that will suit you best. Interview, column, Q&A or case study – each of these forms will allow you to present the same topic in a completely different way. If you not only describe a given product, but also show its application, you will encourage the customer to buy.
We’ve outlined elements that we think
make it easier to work on blog content, but we should warn you. It will be long and tedious. In the beginning, you most likely won’t work. We can reveal that before we were satisfied enough with this text to be published, we corrected it several times. Good luck!
Online campaign optimization
To explain what online campaign optimization is, we can use the analogy of household budget planning. If the financial management system we choose does not work or we have an unexpected expense, we should think about what to do to restore balance in finances, i.e. reduce the costs of eating out and increase for groceries, and thus regain a sense of material stability.
Similarly with an Internet campaign, the key to success here is constant monitoring and controlling various solutions. These activities are intended to achieve the goal. In this article, we will show you how to optimize your online campaigns and what to pay attention to when running it.
Determine what you want to achieve
First findings. This means that in order to get tangible results from your online campaign, you need to precisely define the measurable goals you want to achieve. Such goals may include, above all, increased turnover and profit on sales, acquiring new customers, increasing brand awareness among your target group or increasing the number of unique users on your website.
Think about what tools you will use and what media you want to appear in
There are many tools and media that can be used to conduct online marketing campaigns. The most popular of them are, among others, Google Ads and Facebook ads. Frequently selected elements of online campaigns are also e-PR activities, cooperation with bloggers and vloggers, word of mouth marketing and running your own video channel or podcasts.
What media and tools you choose depends mainly on what you want to achieve. For example, if we run a construction services company as a general contractor, we will not advertise on Facebook as this is not an appropriate sales channel for our services.
However, if we conduct retail sales or provide services to consumers, then Facebook may turn out to be the most important element of our campaign. One of the benefits of campaigns is audience setting. Which marketing tools you use also depend on your budget.
Consult with marketing specialists what campaign budget is appropriate
When planning an online marketing campaign, be sure to plan the optimal budget. Remember, too low a budget may prevent you from reaching your business target, too high a budget may lead to overinvestment. You should measure your intentions, but it is worth remembering that unlimited finances do not necessarily translate into unlimited sales increase.
At this stage, it is worth starting cooperation with an agency / specialist freelancer / external auditor, because specialists run dozens of active marketing campaigns on the Internet and therefore have experience on the basis of which they are able to determine the optimal financial range to achieve the set business goals.
What and when do you want to promote? Define the timeframe of the campaign
When preparing an online marketing campaign, you need to define what you want to promote and for what period. It would be pointless to organize a Christmas tree store campaign in the middle of summer. Many products and services are of only seasonal interest.
Together with the marketing agency, analyze the trends and plan the appropriate time frames in which the online campaign can bring the most revenue. There are many tools on the Internet that allow you to track the popularity of different phrases.
Perform a simple experiment – run the website of the Google Trends tool, enter the phrase “Christmas trees” into the program and see what the popularity of this phrase looks like in the last few years. You will notice that interest in Christmas trees begins every year in October / November, and the peak of popularity falls on the second week of December. You will also notice that every year, during the peak of popularity, the number of total inquiries is increasing.
This is your first campaign? Make an appointment with the agency for a trial campaign
Are you afraid of long-term commitment? Many agencies will offer you a marketing campaign for a trial period. This procedure is to show you what benefits result from a well-run campaign on the Internet with a low investment cost.
Experience tells us that most companies that decide to organize a trial internet campaign decide to extend it indefinitely while it is still running. Such a campaign teaches us the method of working with the agency, and the period of 2-3 months allows us to analyze the results and notice a growing success rate.
How to analyze the results and optimize your online campaigns
A well-run online marketing campaign is a cycle that consists of the same elements every month:
- Analysis of the results from the previous month;
- Learn from all right and wrong decisions;
- Updating (making real) business goals;
- Implementation of the plan for the next month;
Optimization also means introducing improvements and updating business goals in response to the market. The information that is obtained when analyzing the results of a campaign can also prove invaluable to day-to-day business decisions. For example, we can find out what the demographics of our clients are and based on this information, we can better adjust our offer to it.
Optimization in practice
To explain the topic a bit and show an example of optimization, we will use numbers. Our assumption is to achieve a specific goal, e.g. getting 500 inquiries from forms during the year, which gives us 41 forms per month. In practice, optimization may involve changing the media mix. In such a situation, we can change the assumptions of the campaign for the following months. For example, give up your Facebook investment and try to reach potential customers through other media. It all depends on our target group and the industry we deal with.
The monthly report shows that we paid the least for acquiring inquiries through search engine optimization, but their number was not what we expected. The second method of promotion was Google Ads, i.e. paid search results on Google. Social media – Facebook and Linkedin did not translate into inquiries, but they are important to us because they build the image. In the first month, we use channels in the form of Google Ads, search engine optimization and social media (in this case Facebook and Linkedin) for promotion. The action taken resulted in 20 forms, so we still need 21 inquiries for our goal.
Let’s also try to increase the budget on Google, which may – but does not have to – translate into more visits, and thus more completed forms.
When the media mix is optimal – we can work on communication and in the long run, our results can be improved by effective brand building.
To sum up
To find out what budget you should spend on advertising, watch which actions translate into conversions and compare monthly expenses. Create a campaign diagram divided into permanent and seasonal activities. Then, apart from cost estimation, you can estimate by how many percent the sales or the number of visits to your store or website should increase. When optimizing an advertising campaign, it is good to turn to a media agency, because it guarantees access to the knowledge of specialists in various fields, who help minimize the number of mistakes and reduce accidental actions.
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