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SEO in Hong Kong

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Stay ahead of the competition on Google with SEO!

Hong Kong SEO: Hundreds of companies have risen to the first page of Google thanks to our customized SEO in Hong Kong and across the world.

We have the client track record to show that we regularly deliver our clients’ top page results and assist them in converting 5% – 20% of their organic traffic.

Unlike other SEO firms that assume which phrases you want to target or depend only on you to supply keyword data, we use monthly data to show you which keywords your audience is looking for on Google and offer you an action plan tailored to your company objectives and requirements.

We utilize cutting-edge premium SEO technologies to evaluate your website’s shortcomings and your rivals’ strengths, allowing us to customize an SEO strategy to your requirements appropriately.

Furthermore, our month-to-month SEO contracts ensure that if you don’t receive the results you want, you may remain or opt-out; you’re not locked in for the long haul.

Packages for SEO

SEO packages customized to your company’s size, amount of keywords required, and degree of competition, emphasizing getting you ranked fast and on keywords that convert consumers into clients.

SEO for local businesses

Our local SEO is centered on specific technologies that generate backlinks in local directories in the area you’re targeting, allowing you to rank on the top page faster than rivals.

International Search Engine Optimization

International SEO entails geotargeting the particular country you want to rank in and developing links, especially in those areas.

SEO for eCommerce

eCommerce is the fastest growing sector in Hong Kong, and we’ve tailored our SEO packages to ensure that eCommerce businesses rank high on the first page of search results. Thorough ongoing audits and optimization for all product pages are just a few of the numerous capabilities offered by our eCommerce SEO services.

Audit of SEO

With the release of Google’s new Core Web Vitals upgrade, website audits are becoming more essential. Our premium audit tools show technical SEO problems that need to be addressed; we can quickly identify and resolve any issues on your site.

Editing SEO Content

Our AI content analytics analyzes your content to the top 10 rivals for any given term and tells us crucial data like which phrases to include in your content (and how many times), how much material we need to add, and much more!

The Advantages of SEO

It takes on average 1-3 months to reach first page rank for keywords; the power of SEO stems from the fact that you pay a set cost, but your targeted website traffic grows over time.

The potential for long-term SEO development is also enormous since the more optimized landing pages and search engine-friendly content you have, and the more extra long-tail keywords will rank on Google.

Furthermore, SEO visitors remain on your website longer than any other kind of visitor and have a significantly lower bounce rate.

What distinguishes our SEO?

The bulk of SEO firms use automated backlink generators and blackhat techniques such as poor-quality directory link building to generate backlinks to your website. Not only are they unable to manage these connections if problems occur, but these backlinks lower your website’s overall rating and quality, as well as harm your long-term SEO results.

We only generate high-quality backlinks that are relevant to your business. We examine the metrics of the websites with which we hyperlink to ensure that they are niche-appropriate (so if your business is in fitness and health, then all the backlinks we create will be coming from fitness and health).

Through our customers’ constant feedback and communication, we learned that our SEO reports are among the most complete, thorough, and easy-to-understand before and after comparison studies in the whole business.

While most SEO firms are just concerned with displaying your keyword ranks, we are entirely concerned with ensuring that the keywords we rank you on convert into customers; a return on investment is what counts. We aim to keep your costs low while ensuring that individuals who discover you on Google become clients.

SEO and SEM are used jointly by 99 percent of our customers.

SEO and SEM work well together to provide a decisive 1-2 marketing punch. Because search engine marketing is immediate, the advertisements we produce generate instant leads and revenues within the first seven days, assisting income generation while the SEO improves overtime over the first two months.

Doing SEM in addition to SEO offers you an edge over rivals that perform SEM or SEO (but not both). This is because we may put you in up to three places, including Google advertising, organic search engine results, and Google maps. This increases your market share and increases the likelihood that searchers will click on your website since you are featured in three locations rather than one.

Why do we care about conversion rates?

What is the purpose of digital marketing if not to boost sales? Companies who merely tell you that keyword rankings are sufficient to understand that they cannot generate sales.

Keyword rankings and increased website traffic aren’t enough; if you’re going to spend money on marketing, you should anticipate a return on investment. This is what we are concerned with: generating relevant clicks for you.

Keyword planner for SEM Hong Kong

Keyword Investigation

We do extensive research to determine which keywords match best into various ad categories, whether precise, broad, or phrases.

We want to ensure that the traffic that comes to your website makes a difference; traffic isn’t enough; we need to increase sales.

Split A/B SEM Ads Ad Testing Split A/B is the process of pitting two advertisements against each other.

We check the advertisements regularly to see how many people click the ad out of how many impressions, and we constantly modify and tweak the ad that is receiving fewer clicks.

This procedure allows us to ensure that you always get the finest and most focused clicks available.

Quality Rating

Landing Pages with a High Rating

When we direct advertisements to your website’s various pages to generate traffic and sales, Google AdWords assigns a ‘Quality Score’ to each page depending on how relevant the page is to what the consumer is searching for.

Our goal is to enhance your landing page’s content, graphics, and layout to ensure a high-Quality Score.

The better your quality score, the less money you’ll have to pay on advertising since Google will position your ad higher and make it less expensive because it’s more relevant.

Optimization of Bidding

Bidding optimization daily

We differentiate ourselves from the competition by adding unique columns to your AdWords, allowing us to view daily bids as #1, #2, or #3. We then determine if it is worth bidding to be #1 or #2 on a per-keyword basis, based on the power of the keyword. This daily bidding saves our customers money while guaranteeing we receive the most conversions and stay at the top of the rankings.

This is how, despite paying half the money, all of our customers regularly get 60 percent – 90 percent of the impressions and the most clicks among their rivals.

Metrics & Reporting for AdWords Traffic

Transparency is essential. Therefore we keep you informed on the success of your AdWords campaign on a daily, weekly, and monthly basis with comprehensive statistics and data.

Conversion Tracking for Ads

Many businesses cannot tell you where their leads originated from; we can. We monitor your leads using Google Analytics and Google AdWords to determine if they originated from SEO, SEM, Direct, or Referrals.

Marketing on Social Media

Engage your consumers via all available platforms.

Facebook Advertising & Posting

Your Facebook page is critical for ensuring that your brand is well-known and active. Customers are more informed than ever before, thanks to the wealth of information accessible to them.

Customers will do background research on you and compare your social media platforms to your rivals and how active you are, how many followers and likes you have, and all of these aspects will assist them in making a purchasing choice.

We utilize Website Metrics and Demographics Data to our advantage and know what your audience wants to see.

You must publish fresh material regularly to satisfy your existing audience while also attracting new ones.

Our authors’ material is virally shareable and may be pre-screened by you.

We develop and execute 1-3 promotional concepts for you each month, together with stunning graphic design posters, to improve your Facebook brand recognition and reputation, as well as your sales via advertising.

Twitter Updates

The material and visuals we use for Facebook will also be pushed and shared on Twitter under various headings and hashtags to ensure that as many people as possible are exposed to it.

We boost your Twitter impressions, Twitter website clicks, and post likes and retweets. We also participate in conversations about your company and make sure to retweet and comment on other people’s posts in the community to guarantee that we grow your following base via reciprocity.

Instagram Promotion

Instagram is one of the most exemplary social media networks for accessing a large audience of interested individuals in a particular sector. What distinguishes social marketing on Instagram is that you can reach more people with hashtag marketing without spending more for it via advertising, which is a significant advantage.

We post daily to your Instagram using your images and our graphic designer images, follow other fascinating accounts for two-way following, increase interest in your business and brand through hashtagging, and create the same ads we use on Facebook to bring instant sales to your products and services.

Instagram Video Creation and Promotion

After seeing a video, 40% of viewers take action. Seventy-eight percent of users report increased website traffic as a result of utilizing videos. Customers are 22 percent more likely to interact with a video ad.

We think video advertisements are essential, and we’ve included them in our social media bundle for our clients. We create high-quality films and promote your new unique videos to identify specific audiences on social media, whether you want to advertise your company, show off a product launch, or gala.

Pinterest Image Posting daily

Pinterest is one of the world’s fastest-growing social networks. It has a significant female clientele. Therefore it is specific to certain goods and services, but the reach is vast.

Copywriting Services for Content Marketing Businesses

We begin by screening hundreds of copywriters who apply to write for your company. Because these writers only have a background in your sector, they will be experts on the topics they write about.

Once we’ve identified the best prospects, we’ll match you with and assign a particular professional writer to you. We can help you with anything from a weekly or monthly blog post on your website to an article to be shared on social media or a press release.

We have it all: Beauty, Finance, Fashion, Health, eCommerce, Automotive, Law, Retail, Service, and Home Improvement.

Press Release Distribution

Have you just launched a new website? Have you opened a new office location? Have you hired a new team member? Have you won an award?

We not only create a press release on a newsworthy development about your company, but we also distribute your press release article to hundreds of news sources, including the New York Times, USA Today, The Associated Press, Business Times, and many more!

Thousands of engaged targeted readers will read your SEO-optimized news release, increasing brand awareness and increasing interest, inquiries, and sales for your company!

Design and development of websites

Our Web Design Methodology

We’ve assisted hundreds of company owners by creating websites that best reflect their vision and style.

We use the most recent WordPress theme designs, database, eCommerce, PHP, Javascript, and MySQL technology.

We host your new website on a private IP address so that you can see it throughout the process, and we work with your input to ensure that the website is exactly what you want.

The websites we create are mobile-friendly themes with a contemporary design tailored to the kinds of goods and services you provide, all while keeping a strong brand presence and color scheme that flows smoothly from one page to the next with consistency throughout the website. This generates an environment for visitors that communicates that you are an authority brand in your field and a reliable source.

Depending on the number of pages and the amount of work needed, our designs may take anywhere from a few weeks to a few months.

We identified many areas in the digital marketing and SEO business that needed to be addressed: immediate customer service and assistance, establishing trust via our month-to-month contracts, transparency, and ensuring we bring in leads – not just traffic.

Customer care:

Based on customer feedback, we discovered that consumers often did not get live updates on the status of their campaigns. We saw reports from other businesses in Hong Kong that were full of pie charts and nonsensical analytics information that had nothing to do with the customer or provided them with a knowledge of their clientele and prospects.

Transparency is ultimately crucial, and keeping the customer informed about what is going on with their website will put their mind at rest. We made it a requirement to email, chat, and video chat with customers to ensure they understand what is going on at all times.

Within the first hour, we respond to and resolve our clients’ inquiries.

Creating Trust:

Customers may quickly feel as though they have no clue if the digital marketing expert on the other end is working on their campaign or not when using online services. We keep consumers satisfied by providing frequent weekly and monthly reports and keeping them up to date on marketing choices and consultation.

A win-win situation:

Tal saw in the SEO and digital marketing business that consumers had a difficult time trusting SEO firms. Customers would be burned by large claims and broken promises, paying a lot of money and never seeing their website rank or traffic increase.

Furthermore, customers were bound to long-term contracts lasting three, six, or twelve months or more.

Rise Marketing solved this problem by only providing a month-to-month subscription. Customers may then opt-out if they did not notice any results (which is never the case). Clients see the results and may remain or opt-out as long as their websites are listed on Google and making revenue.

This results-oriented approach has assisted us in gaining the confidence of our customers.

7 rules of cooperation with influencers worth remembering

Influencers are present today in most corporate marketing activities, and influencer marketing is beginning to be treated as a standard brand activity, sometimes part of a social media strategy. Such an approach was impossible a few years ago; today, there is no need to convince anyone that it is worth cooperating with internet creators.

However, it still often happens that cooperation with influencers costs many nerves on all three sides – the client, the creator, and the Agency. Below we present a few rules that will make such cooperation more effective, more efficient, and less stressful.

  1. Choose the correct creator.

Influencers have different target groups, themes, content formats, and ranges. At the beginning of many campaigns, we see that customers are only influenced by the reach and numbers regarding the Creators that can be seen at first glance. This is not the best approach, and the number of subscriptions or followers is not the only metric to look at when creating a concept, nor is it a guarantee of campaign success.

Creators have various forms of expression and ways of communicating with their audience. As an agency that cooperates with influencers daily, we always put the customer’s good and brand safety first. We try to select creators who create only high-quality content – regardless of the social platform on which they publish. We also pay attention to the so-called security of cooperation – to all parties. They were satisfied with it.

When selecting creators for a campaign, it is essential to ensure that the creator’s style, character, and image are consistent with the brand concept, communication strategy, and needs. Therefore, it is essential to do good research, relying on reliable data and information about the creators and analytics.

  1. Trust the Creator

There are campaigns during which the client wants to influence the content created by the influencer strongly. It is worth remembering then that the contact between the creator and his viewers, fans, and recipients is not a random thing but a relationship built over the years. The creator knows best what his recipients like and expect. He also knows that influencer marketing is not about advertising a product but about creating exciting content that will make viewers want to use this product. The client, of course, has contact with the Agency and the creator, he knows exactly what the content created as part of the cooperation will look like, but sometimes it is worth giving an influencer a free hand when it comes to details, technicalities of how communication with his fans will look like. The creator deals with them daily and will surely know how to involve them.

  1. Act on a multiplatform basis

YouTubers, Instagrammers, bloggers. All of them have their niches, their own spaces, their primary media. However, it is worth remembering that the best results will be obtained from collaboration on multiple platforms when undertaking cooperation with them. Each of these communication channels offers slightly different possibilities and may have somewhat different goals. Combining these messages is always a good solution. It shows that cooperation with the creator is not accidental, and he reaches with our message to as wide a group of recipients as possible, creating content dedicated to us.

  1. YouTube is not funny, kittens.

A few years ago, influencer marketing was in a completely different place, and cooperation with internet creators was a kind of experiment, an exception, a test. Such activities were a tiny cog, a small element of significant creative concepts and marketing plans. These times are long behind us. Influencer marketing – with the support of meaningful communication activities, content marketing, performance marketing – is an effective channel for image building and customer acquisition. The best results are achieved by constant, strategic, long-term cooperation with the creators. Thanks to it, the brand uses the ranges, images, and the authenticity of the creator and the involvement of his recipients. And they get used to the presence of the brand and treat it as a companion in discovering the content of their favorite creator.

  1. Customize your message

Brands that want to operate on YouTube but do not have experience try to transfer their TV experience to this platform. It needs to be made clear at this point: it will not work. Of course, with paid activities, we can build extensive ranges (YouTube in International has about 20 million users), but to build a community and commitment, we must adapt to the platform. Creators who work on YouTube know YouTube and their audience best; a common understanding of the specifics of the portal and adapting activities will also help us build trust on the client-creator line, and everyone will benefit from it.

  1. Either fast or good

Creating a video for the YouTube channel, building quality, exciting and engaging content continues. They adapt it to customer requirements, presenting the product in a natural, interesting, and engaging way for the recipients. Such a product consists of many different elements, and YouTubers do not always have their production teams and often do, write, and plan most of the things themselves. It also happens that the time allocated for the approval of the script is extended, which reduces the time scheduled for video production. The less time for each party, the greater the chance of possible errors and problems. It is worth remembering and making sure that all parties can prepare well for implementation.

  1. Trust the Agency

A marketing and social media influencer agency in cooperation between the client and the creator is essential. He takes care of comprehensive support in the production and implementation of all activities, from concepts and ideas for actions, through production (if needed), to reporting the results. We are here to take care of the interests of both parties, supervise the implementation of all services and make the cooperation effective, qualitative, and engaging.

5 things to get your YouTube channel organic impressions

A YouTube channel is the perfect place to build community, engage, and have a positive relationship with our audience. However, we will not gather a broad audience and set broadcast records for our episodes immediately. However, there is something that can help with this.

Good optimization means even several dozen percent more views of each video, and in the case of building a channel from scratch – a mandatory and necessary element. What is this optimization?

  1. Awareness of matter

Look at YouTube a bit differently – treat it like an extensive search engine because this platform is the second – right after Google – most significant search engine in the world. If so, our YouTube channel could be compared to a website that wants its articles to appear high in search results. For that to happen, we need to give people a chance to find our content. This opportunity is precisely the excellent optimization of the channel.

  1. Content is the king.

The content is the most important. When you think of a YouTube channel that will be successful and meet your goals, we MUST remember that content is the most important thing. The most important thing is to convince people that it is worth returning to us, that we provide viewers with cool, interesting, developing, and engaging content. Thanks to the visit to our channel, the viewer receives a specific added value (regardless of whether it is a smile, entertainment, knowledge, learning, idea). The quality of the content and the professionalism of its production are therefore essential.

But that’s not all. The next step is to create a specific, consistent content format. The format, that is, a particular pattern, the construction of our episode. People like repetition and want to know what to expect. Therefore, we should not create a channel that will be a content repository for us, a place where we throw all the strange video materials we have. And advertising, and vacation vlogs, and event coverage, and explaining our products. We have to decide on something. People – our viewers, subscribers, potential customers want to know what to expect from us and have a reason to come back – because every week, on Thursday at 19:30, a movie is waiting for them, thanks to which they will learn more about hair care, repairing quads, picking mushrooms, cooking, dieting, exercising, or whatever we can prepare for them.

  1. Regularity and stubbornness

Every Thursday at 7:30 pm – once we come up with a format, we plan to show our films to people. At the beginning of the new channel, we should be cautious about regularity and do our best to publish at least one video every week at the same time. This approach means that, on the one hand, from the very beginning, we accustom viewers to regularity, we give them comfort and a promise to deliver content, on the other hand, YouTube’s algorithm learns that “it can trust us,” we are a reliable company. Our videos are watched all the time – at the beginning of the channel, a more extended break in the display may cause the algorithm to “learn” our tracks from the start, and our efforts will be wasted. That is why it is so important to post regularly and often so that some channel views are built up non-stop.

  1. Construction of the episode

Another significant issue is the technical construction of each section. And here, you need to pay attention to several elements. First of all, remember that YouTube is not TV; we should not start an episode with the opening credits. The first several/several dozen seconds of each movie is a significant time. If we interest viewers, we have another point from the algorithm. At the same time, in the first second’s people leave our videos – the algorithm may decide, for example, that our title misleads people (since they go right after clicking) and is less willing to show the video to other users of the platform.

So it is essential to give people the most interesting, beautiful, best parts of our episode at the beginning of the film, then show the opening sequence (literally a few seconds) and then move on to the entire movie. It is also essential to conduct the narrative thoughtfully – build and relieve tension in such a way as to keep the viewers in our products as long as possible. The algorithm considers both the total number of minutes watched and the average watch time, i.e., the percentage of viewers watching the movie. What does this mean in practice? Well, it means that our film… should not be too short or too long.

YouTube likes videos that are over 10 minutes long (e.g., 10 minutes and a few seconds) because, from 10 minutes of video length, you can display ads in it not only before (preroll) but also during the episode (mid-roll). However, as a rule, everything on YouTube has to be tested, analyzed, and decided. Videos lasting between 7 and 12 minutes are okay at the beginning; depending on the degree of attention of the viewer, we can lengthen or shorten them – after all, there are 5-minute formats, as well as 40-minutes or over an hour on YouTube. It all depends on the subject, design, and behavior of the audience.

  1. SEO is a rodeo

If we want people to find our content, we need to describe it in such a way as to make it as easy as possible for viewers. Therefore, before each recording, it is good to do keyword research – check what people are looking for on Google and YouTube in the context of our channel topic. And then remember that keywords and key phrases should appear both in the film’s title, description (let’s not save time on the report, try to create an exciting text, mini-article about our material), and metadata tags, etc. Thanks to this, the algorithm will “understand” what our movie is about and will be able to show it to interested searchers.

The titles should be compelling, exciting, and encourage clicking, but you shouldn’t exaggerate because algorithms today don’t like clickbait, i.e., tags that somehow force you to click. So it is essential that the title is exciting and inviting on the one hand, and at least the main word or key phrase on the other.

An essential element of optimization is also miniatures, which should be consistent, in one style, illustrate the episode’s topic and preferably show the face of the channel leader or his guest. The above five elements will positively affect the views and treatment of our channel by the Google algorithm.

Seven observations from the Content Marketing Association Summit 2019

The conference, which took place in London last week, is the Content Marketing Association (CMA) annual event, which brings together content marketing companies. The majority of CMA members are from the English market, but there are several outside the UK, including our business, International’s sole content marketing agency. A one-day CMA Summit is not like a typical marketing conference. Because there were several fascinating discussions on it, I made a list of the most noteworthy (in my view) observations and conclusions. I’m hoping you’ll be interested.

The CMA Summit is a special meeting for several reasons. To begin with, it is primarily attended by members of the CMA, i.e., the vast majority of agencies. It is not a significant event attended by thousands of marketers (such as Content Marketing World in Cleveland), but rather a small meeting of 100-150 individuals. They’re all gathered in the movie hall of one of London’s multiplexes, and the all-day gathering concludes with an afternoon of less formal talks over a drink.

Unlike significant marketing conferences, the CMA Summit conference is mainly focused on discussion panels. In reality, there were just three brief lectures delivered by single individuals throughout the day. This year’s gathering began with the subject “future content marketing agency.” The panel discussion, which is open to the public, is attended by the leaders of major British agencies and officials from businesses such as LinkedIn, Verizon, and Lloyds.

1. The in-house model is expanding, but agencies are doing very well.

Many businesses, particularly those in more developed markets, invest in their content marketing teams. They set up their own editing offices and research teams. This has undeniable benefits in their eyes. The internal team, for example, knows the complexities of business, certain internal circumstances, dependencies, and priorities considerably better. Such subtleties are just incomprehensible to other organizations. Nonetheless, the content marketing industry, as well as the agencies, are growing.

CMA Summit: What role should content marketing firms play in the future?

A fascinating debate moderated by Lazar Dzamic on the future of content marketing firms focused on, among other things, the growth of the in-house model and possible reasons for businesses’ choices to execute part of the operations autonomously.

The meeting’s distinct subject was, of course, the quality of services offered by different agencies. And their attitude toward collaboration. Many businesses have noticed that sure agencies, to increase their revenue, push customers to take activities that are not always the most successful. It is, of course, a question of trust and the agency’s commercial integrity. Nonetheless, concerns about the strategy’s quality (rather than simply implementation) are one of the issues that impact mutual interactions.

2. The absence of efficacy research and rigorous data analysis is the illness of content marketing.

During a conversation about the efficacy of content marketing, an intriguing issue came up about shallow, superficial data analysis from content marketing initiatives. And, in many cases, it is not there at all. In reality, from my viewpoint, ROI in content marketing, the hunt for some universal indication that covers all activities, is often brought up in client discussions. However, it usually concludes with the total number of views, reach, or clicks. Many initiatives, even those that have won international competitions, lack a broader perspective that exposes authentic connections.

At the CMA Summit, several perspectives on analytics and data gathering were presented. However, everyone agreed that it was critical. Maybe that’s why expenditure on it is continuously increasing, and the world’s most giant corporations mainly employ content analysts in the UK and the US?

3. Market positions are continuing to shift.

This isn’t breaking news, but the discussions I overheard at the conference proved it once again. Everyone is engaged in the creation and distribution of information. Service delivery by mobile operators Many companies are entering areas that were traditionally designated for the media. One of the presentations regarding content marketing initiatives for external customers was delivered by… a mobile provider representative, for example. What about the press? As it is with us. They debate how being paid more is more important than creating high-quality material.

4. Content marketing is still a primarily undefined subject.

Nobody can describe what content marketing firms perform. Alternatively, everyone can achieve it, although the definitions are often conflicting. Similar debates occur in every market, including International. Everyone believes that content marketing is about creating content and using it to achieve marketing objectives. This is the last chapter. The definitions then differ. CM is defined differently by a video production agency for B2C campaigns, by a B2B relations firm, and so on.

5. Purpose as a new marketing push (content)

It was a minor point, but it was significant to me. In content marketing, more and more companies (albeit still few in International) utilize the word “purpose.” It outlines its social purpose, which serves as a market distinguishing characteristic. The “missionary” approach to business is under attack from two directions. Customers are more inclined to identify with companies that are “about something” and establish a set of values that are comparable to their own. And from rivals who employ the word “purpose,” giving them a competitive edge.

CMA Summit: Content Marketing with a Purpose

According to Thomas Kolster, brand unique marketing should promise a transformation in which the brand assists the customer. Interesting, but some of the thesis statements in this lecture sounded a little far-fetched.

Although purpose marketing is a broad subject, it is represented in content marketing efforts. The material you produce is often used to support the narrative, pull consumers into the realm of activity, and establish the reality (beware of “purposewashing!”) of your actions.

6. Long forms are becoming more critical.

This subject made me pleased since I am a lover of lengthy forms – huge, in-depth information.

During the CMA Summit, the focus was on video rather than written content. Nina Jacobsen’s voice from Biites.com, a video content distribution company, was highly intriguing. For example, corporate films and reportages. More and more businesses have realized that “brief” is “superficial” and frequently fake. Therefore they choose lengthy reports and interviews. This causes issues (again with analysis!) when evaluating campaigns based on qualitative, costly, and time-consuming products. What’s the purpose of comparing 10,000 people who watch an hour-long documentary on the company’s history to 10,000 people who care about a 30-second advertising spot?

7. (Content) marketing is an adult discipline (for adults!)

Okay, I included this conclusion mostly to round up my synopsis with a seventh item.

But it doesn’t imply the observation isn’t correct. The overwhelming majority of marketing conference attendees in International are young individuals. A year, three years, or, less often, five or ten years after the start of his professional career. Meanwhile, in the United States or the United Kingdom, including at the CMA Summit, content marketers, video strategists, and content analysts are often individuals in their 50s or 60s. It also tells a lot about the labor market, that marketing is a profession in which you may grow and stay for many years. Cool!

Influencer Marketing: Why Is It A Good Investment?

Influencer marketing is marketing activities based on cooperation with the so-called Influencer, i.e., a person publishing video, text, or photos on social channels, followed by thousands, sometimes millions of observers. Because, as shown by many studies, nearly 90 percent. Consumers declare that when making purchasing decisions, they are guided by the opinions of other people, including their friends from the Internet, the role of influencers in marketing is constantly growing. Influencer marketing is becoming an element of companies’ social media strategies. Is it right?

Influencer marketing: what are the advantages?

In addition to the apparent advantages, such as using the range and increasing brand recognition, it is worth presenting others of crucial importance in marketing and sales.

  1. A new way of showing the product

Thanks to the decision to cooperate with influencers, we can present the product initially and unobtrusively in a completely different way than, for example, in an advertisement or a poorly written sponsored article in a popular magazine. By properly selecting a representative of our brand, we have the opportunity to present the product to a group of people of the desired age and with similar interests. An honest opinion and showing from A to Z ways of using the product in various, often non-obvious situations, is worthwhile for the brand.

  1. Brand credibility through influencer marketing

The more authentic the brand, the closer it is to the customer. Cooperation with online creators helps the company create such a “human” image and establish a lasting relationship with a potential buyer. Such a relationship will bring results not only in terms of sales but also in problems and crises – the customer will be more understanding for a brand that is a “friend.”

  1. Visibility among those affected by the so-called “Banner blindness.”

Okay, the content created by influencers is used to promote products or services. However, the appropriate selection of social media channels and publication format means that even the range in which the product placement is more obvious will arouse a potential buyer’s interest. They are not an advertisement that we try not to see. They are an entry or a recording of a person we know that we observe.

  1. Increased visibility on Google and increase sales

These are two aspects that complement each other. During the campaign, influencers redirect their recipients to, for example, the brand’s online store. They publish active links to the brand’s website, strengthening it in the SEO dimension, increasing its position in search engines. And a higher position and greater visibility in Google mean reaching potential customers and then sales support.

  1. Reach the target group precisely.

Over 3 billion people use social media today. This gives a huge field to show off for both the marketer and the brand, but it does not always facilitate good targeting. Thanks to specialization, thematic divisions of blogs, and channels of individual creators, it is easier to reach people with specific interests and needs. You can reach niches that are not available / developed in other media at all. People involved in DIY, makeup, or learning foreign languages.

  1. Lower cost of building coverage

High ranges are often cheaper to achieve, thanks to an influencer who, in a sense, sells his audience to the brand. A simple calculation is enough to determine whether the cooperation with an influencer pays off in the media dimension. Converting how much it would cost to achieve the same results (reads, views, clicks) thanks to advertising tools. For example, on YouTube, “reach value” can be calculated by comparing it with the costs of getting paid views in the form of a preroll advertisement. Of course, that doesn’t always work. And it doesn’t always make sense! Sometimes the cost of paid cooperation with an influencer exceeds advertising costs, although entirely different factors may determine the collaboration.

How and where to find the right creator?

Appropriate mapping is the first and most crucial step before starting the campaign. The selection of a proper influencer should not be rash but supported by thorough research. If the content published by the creator does not match the brand’s character and is not consistent with it, there is a high risk of failure of the action. In addition, when planning influencer marketing, it is worth paying attention to whether the materials characteristic for the selected creator have any space for presenting our product or company.

When we have a specific campaign goal and a specific product, we should define the target group. Its definition should indicate which type of influencers we should look for partners to cooperate with. Someone else reads the fashion entries of a mature blogger; someone else watches InstaStories with the styling of a teenage Instagram girl. As I have already mentioned, when choosing the right internet creator, we must consider whether his communication method suits the brand. During the cooperation, we should not insist that he changes the style in which he creates his content – his image and credibility will suffer, but above all, the campaign’s effectiveness.

One of the mistakes that can be made is choosing an influencer who works with many different brands from a specific segment at the same time. Such an influencer, acting a bit like an “advertisement pole,” is not the best choice. Its credibility is limited. An influencer who promotes several (sometimes competing) products at the same time does not work for himself or the benefit of the brand.

An important issue when looking for influencers is to check the quality of the recipients of the future brand promoter. Unfortunately, a common phenomenon is, for example, buying followers/subscribers, likes, and even comments. Therefore, it is worth checking how many people involved in the Influencer’s profile are real accounts from the region where the creator comes from. Let’s also not forget to check the recent past of the Influencer’s activities. Searching for conflicts and controversial stories can save us from starting cooperation with a person whose image is unstable.

Ways of cooperation with influencers

Working with influencers can be divided into several categories. Each of them has its pros and cons depending on the needs and budget of the brand. Considering the length of cooperation, we talk about two models: single activation and ambassador, which is a long-term relationship. However, in the settlement method, the partnership is based on barter (service for the product) or commercial (we pay for collaboration).

Over the last year, long-term ambassadorial cooperation has certainly gained importance. No wonder, after all, a permanent relationship based on trust is something that pays off not only in everyday life. Influencer, who exclusively cooperates with the brand and recommends its products, becomes a reliable source of information, opinions, and support. Unlike if he juggled competing products every few months or weeks.

Most often, when thinking about long-term cooperation, it is worth investing and betting on one or a maximum of several people who will become the faces and reliable representatives of the brand. However, you have to consider the brand ambassador’s risk by an image scandal. Unfortunately, it will also have an impact on the brand. A great example is Deynn, who lost all contracts in which she was involved due to a family scandal. Even months after the scandal broke out, her collaboration with one of the cosmetic brands met a very hostile reception.

Often, the brand decides to do one additional activation, which is to involve the fans, and usually ends with a competition. In this case, a different influencer is selected every few months that matches the product, communication, and image. Such cooperation is not associated with such a high image-related risk as ambassadorial actions.

Influencer marketing: costs

When establishing a budget for cooperation with an influencer, many issues must be considered, e.g., how “big” is an influencer, “how long partnership do we assume, in what amount and what content we expect from him, is remote cooperation enough?

To simplify, when it comes to the scale of inflator operation, we distinguish three categories:

Mega influencers

Broadly understood celebrities. Actors, artists, and athletes who have over a million followers on the social media

. An example of a Singaporean mega influencer is Ewa Chodakowska.

Macro influencers

Bloggers, YouTubers, installers, scientists. Their range varies between 10,000. And a million followers.


Influencer marketing – the most common mistakes

  1. Poor brief

The basis for successful cooperation with an influencer is a professional brief. The detailed information on the campaign, product, and expectations towards the internet creator contained therein will prevent many misunderstandings. The brief is also often the first contact to interest the Influencer and encourages him to cooperate. It’s worth remembering that we are writing to a person, not to their channel. When preparing an attractive text, we must not forget to match it to the age and character of the Influencer.

  1. Lack of trust

Trust in the future brand promoter is another critical issue. An influencer knows best what content its audience will like. You should not force him to change his communication style but treat him as a specialist in his field. A successful influencer campaign is in the middle of giving the ambassador freedom and keeping your finger on the pulse.

  1. Lack of individual approach

We cannot treat an influencer as a place where we hang our ad. Let’s treat him as a person, like a partner with whom we want to create something great together. You can read more about the principles of influencer marketing.

  1. Inaccurate mapping

Choosing the wrong promoter, whose character and method of communication are inconsistent with the brand, will quickly become apparent in the first days of the campaign. Thorough research of information about the Influencer, knowledge of its channel, and the history of image crises is the way to success and excellent protection against possible failure of a jointly organized campaign.

  1. It’s not about ranges.

When choosing influencers with whom we would like to cooperate, we often consider the wrong indicators. Let’s not focus on the number of fans – real commitment is essential. Nowadays, for virtually every social media channel, we have the opportunity to buy: followers, likes, thumbs up and down (YouTube), and even comments. That is why it is essential to check the actual quality of statistics provided to us by creators on the Internet.

  1. Lack of feeling

In influencer marketing, the most important thing is the naturalness and imaginative weaving of the product in the content published on Social Media. The channel on which they are posted remains consistent and thus credible for its audience. It is not worth imposing on an influencer that his brand name should be his every other word or that the logo appears in ten different places in the first minute of the recording. The key to success is an unobtrusive product placement consistent primarily with the nature of the Influencer’s channel.

Optimization of advertising campaigns in social media

Optimizing advertising campaigns in social media is an area that requires, firstly, an excellent knowledge of advertising systems of various social networks, and secondly – tracking changes that their administrators introduce. We take care of it for our clients as part of their advertising budgets. We help them get more and cheaper.

Campaign optimization – why bother with it

The purpose of optimizing ads in social media is always to get better results. So, without changing your budget – getting, for example, more clicks, registrations, or form fills. Campaign optimization is a process by which we simply make the promotion money better spent. Consequently, optimization brings savings. It is possible to acquire, for example, more customers (clicks, views, registrations, purchases, etc.) by spending the same amount or to acquire the same number of customers by spending less. A poorly optimized campaign produces results, but expensively. In a poorly optimized campaign, ads are displayed unnecessarily to users who do not respond to them for too high bids. In a well-optimized campaign, the opposite is true – we minimize losses, display ads to appropriate users, in time and form,

What results can campaign optimization bring?

It all depends on its goals, scale, and the way it is conducted. We are often invited to analyze the current activities of companies or brands related to, for example, their fan page, profiles in various media. Sometimes you can see simple mistakes right away. Sometimes all advertising activities seem to be carried out correctly, and only a closer look at the details reveals minor errors or omissions. Sometimes everything is carried out so well that the area for improvement is tiny. There are projects in which our optimization activities bring, for example, a constant reduction in advertising costs by 30-40%. But there are also somewhere you can’t get that much.

What is the optimization of advertising campaigns?

Optimization is a continuous process. It’s not that, for example, we “optimize” a campaign for an hour, and then we put it aside for long weeks, passively watching the progress! Of course, the effort is the greatest initially, but unfortunately, there is also a lot of work later. This is why we charge a flat fee depending on the budget and not a one-off payment for campaign management and optimization.

Example results of optimization activities for CPA campaigns on Facebook and a fixed budget of 5,000 USD / week

Advertising social media websites to encourage advertising expenses allow you to set the ad with a few clicks. Unfortunately, in practice, using the default solutions proposed from the machine leads to considerable costs. It is easy to illustrate this with the example of Facebook. By clicking “promote a post,” we start a promotion based on the most straightforward assumptions without thinking about all the campaign parameters. For example, a post encouraging you to go to a page where the status text plays a significant role is automatically presented on Instagram or in a shortened version on websites with which Facebook cooperates. Advertisements are unreadable there because the recipients cannot see important information. Ad posts get some clicks, but many are worthless, and the end cost of getting a worthwhile visit is hefty.

While optimizing a campaign, we observe its course every day, changes in the unit costs of the obtained results, identify certain phenomena, and test variants. We constantly modify small campaign parameters to lower costs and increase the scale of impacts.

Elements of optimization of advertising in social media

Below, we have listed the six main areas of optimization that we deal with when working for our clients. They are not ranked in order of importance! Each of them plays a role. Each of these elements is capable of “putting the campaign up,” and adjusting each of them can make the results soar quickly:

  1. Communication.

Do we use a good argument that meets the expectations and may interest the recipient? Is it tailored to the target audience of the campaign and makes us different?

  1. Creation.

Not everyone works well. Not everyone is convinced and communicates in an understandable way why the user should take some action (e.g., click). Not everyone is also adapted to all placements.

  1. Target groups.

Social media websites provide vibrant possibilities for addressing advertisements. Demographic, geographic, and behavioral. However, simple definitions such as “health food people” do not always work. For example, the Facebook advertising system provides a mechanism of exclusions (people who visited the site or met some other criteria at the same time), means of finding users similar to a specific group (look-a-like), defining TG (target group) in many ways at the same time. It’s worth testing them.

  1. Placement.

The place where the ad is displayed. For example, clicks from mobile devices do not always generate purchases as often as clicks from desktops. It is also a matter of observing, possibly testing, and making certain decisions during the campaign.

  1. Timing.

Every day or range of hours is appropriate for obtaining specific activities on the user’s part. Sometimes limiting the duration of advertising presentation to certain hours may, for example, lead to a reduction in the number of “curiosity” passes or otherwise not leading to the expected results.

  1. Budget and auction rates.

Most of the social media advertising systems are based on auction systems. This means that when setting a campaign, we define the price that we are willing to pay, e.g., for advertising. Most businesses use automatic bidding, but manually adjusting bidding can sometimes help reduce costs—similarly, it regulates the entire campaign budget and the pace of its implementation.

Sample chart documenting changes in auction rates and obtained results for one of the campaigns we conducted.

Optimizing Your Social Media Advertising Campaigns: How To Get Started

There are two different ways: stand-alone or with an agency like ours. If your advertising budget is microscopic and you spend USD 500 or USD 1000, it is better to start with independent experiments. This is too small an amount for the optimization savings to cover the cost of the optimization work. But if you spend more significant amounts on Facebook, Instagram, or, for example, Twitter and want to be sure that you get the most out of them – please contact us. We are happy to conduct a simple audit of your current advertising activities and propose solutions that will allow you to spend less!

Advertising in social media: what it can be used for, how much does it cost, how to settle it

What is advertising on social media?

Social media advertising is simply advertising activities that are carried out on social networks. It’s about reaching users of social networking sites in a paid way—one where you pay to view your content. For many companies and marketers, only Facebook ads are synonymous with social advertising. Wrong! Each of the major social networks has its advertising system – LinkedIn, Twitter, Pinterest. Of course, each of them has its own specifics, features, advantages, and weaknesses. However, it is difficult to ignore social media in marketing plans. Facebook alone has over 16 million users in International that you can easily reach.

Advertising in social media almost always meets the criteria of “native” advertising. In most cases, it is difficult for an inexperienced user to distinguish it from the content that he sees “naturally.” For example, from posts about pages you like or profiles you follow. Legal and ethical reasons force all websites to mark advertising content, i.e., those whose display is paid for by advertisers. In most social networks, such posts or entries have a small, discreet note, e.g., “sponsored.”

The term “sponsorship” is sometimes used interchangeably with “advertising” about social media. Publishing some content through its profile causes its natural display ( organic reach ) to a specific group of users, but we get a significant space only by “sponsoring” the content. That is, paying the website to show it to users who would not usually have a chance to contact it.

What is the difference between advertising in social media and other forms of advertising

Firstly, unlike, for example, TV or radio advertising, recipients may interact with it. For example, they can comment on it critically, which is sometimes the bane of marketers conducting, for example, brand sales activities on social networking sites. They can like it, share it. They have the same options for content published by people or companies who do not pay for advertising. Of course, this creates an entirely different kind of challenge for advertisers. Criticism of an advertisement visible to other recipients, complicated and troublesome questions asked by skeptical customers, the resulting problem situations, spam stuck in the comments – all this is the everyday life of companies conducting advertising activities on social networking sites.

Secondly, in social media, we generally have a greater variety of forms of advertising available. It is possible to use the simplest, static forms of graphics + text. Still, there are also video posts, interactive forms (leads on Facebook and LinkedIn), posts that develop into simple pages (Facebook Canvas), and many more. The creators of social media platforms constantly experiment by introducing (sometimes for a short time), sometimes creating exciting promotional opportunities. An example of such an experiment is, for example, the “sponsored domain” that has already been withdrawn from Facebook, i.e., an advertisement in which you could pay for additional views of posts linking to our website, even if we were not their authors. Traditional media has no chance to compete with such unusual forms of marketing.

The scale of available forms of advertising in social media can be seen as a great advantage, but you can also see its weaknesses. From a practical point of view, the excess of forms often leads to marketers’ concentration on the wrong issues. Instead of thinking about a compelling, exciting message implementing a social media strategy, they get bogged down in technical games with new functions, experimenting, for example, looking for a lower cost of a click. You forget that social media advertising is just another variation of the same discipline – communication with people. This can be seen in the example of social media advertising training, which is much more often devoted to technical topics than strategy or creation.

Third, advertising in social media differs from advertising in other media in terms of addressing them. Other media, such as thematic portals or printed magazines, have minimal targeting possibilities. Their publishers, and thus advertisers, often have little knowledge about the recipients. The only thing that they can be sure of most often is the recipient’s interest in a given topic – an article, the entire website, a video clip. The power of advertising in social media is based on the fact that social media identifies its users and gathers a lot of information. On LinkedIn, you can, for example, define the group of advertising recipients using the knowledge of the website about their professional position. It is easy to target your ad there, e.g., to managers of food companies employing over 50 people. The absolute leader in building targeting models based on behavioral analysis and user profiling is Facebook. In advertising campaigns on FB, it is easy to identify recipients, for example, women aged 20-30 who shop online and are interested in nail care and modern dance at the same time.

What can be achieved by advertising on social media

The most straightforward answer is – the same as advertising in any other medium for reach! Social networks offer excellent opportunities to reach consumers and support online sales, building brand awareness and education. The most common uses of advertising in social media reflect the goals defined by marketing departments. At the marketing level, the most common are:

  1. It builds the range and strengthens brand recognition, awareness of its initiatives, new products, or offers.
  2. The incentive to leave contact (lead generation) by directing users to the landing page with forms or directly collecting contacts in social media.
  3. Support for online or offline sales by directing users to the store, promoting special offers, new promotions, remarketing.

However, let’s face it – not all goals can be achieved by advertising on social media. Despite the efforts and convincing sales presentations, incl. Facebook still has a hard time talking about generating visits to offline stores. The very nature and place of contact with advertising in social media also mean that the effectiveness of such advertising about FMCG products is generally much lower than, for example, a promotion at points of sale. Advertising in social media, just like on TV, affects the consumer on a general level, increasing brand recognition but not appealing to him when he decides the shelf with the product.

How to determine the budget for social media advertising

Unfortunately, there is no golden recipe for this. The budgets that companies in International operate on social media range from zero to several hundred thousand zlotys per month. The most important thing is to relate the budget to the goals we want to achieve. If our goal is, for example, to gain additional ten sales contacts through a social network to people interested in car insurance – probably a few hundred zlotys will suffice. However, if the goal is to build awareness of a new product among 3 million women, the media plan must consider several dozen thousand zlotys expenses per month.

There are many myths related to spending on advertising on social media. For example, advertising is so cheap that USD 300-500 per month is more than enough. Unfortunately, this is not the case. In most companies, expenses of this order will not cause any significant change, no shake in sales results. Yes, advertising statistics will show, for example, reaching 50,000 people. Still, if we are talking about a company offering a popular product available offline, it is just a touch of the market, with no real impact on the awareness of the overwhelming majority of potential customers. For comparison, our agency spends monthly on promoting their content on social media, min. 2 thousand USD per month. However, we are a specialized B2B company interested in reaching a narrow group of specialists. Most of our clients spend much more on advertising.

When thinking about advertising budgets, there is also a lot of misunderstanding of the mechanics of receiving sponsored content. Most of the content on Instagram, Facebook, or Twitter is consumed casually, at an express pace dictated by the movement of the thumb scrolling through the newsfeed. The assumption that a single appearance on the phone screen with a sponsored post makes a revolution in the recipient’s consciousness is wrong. Apart from the issue of viewability, i.e., what the display reported to us by the advertising system means, a single impression is a fraction of a second, sometimes 1-2 seconds of contact, in most cases without remembering, without focus, often without understanding. Therefore, when thinking about the advertising budget, you need to think about communication sequentially and accept the expenses for repeated contact with increased frequency.

Unit advertising expenditure in social media does not seem to be high in nominal terms. For example, the cost of 1,000 Facebook views generally ranges from $ 4 to $ 12. Therefore, it can be said that reaching a single person costs about 0.4-1.2 groszy. Not much, but if we want to build a scale, the values multiply and get much bigger. For example – the cost of the range promotion of 1 video post on Facebook, which ensures reaching a group of approx. One million recipients in the Reach & Frequency model, 2 to 3 times, is approx. USD 20,000 net. Such amounts are, of course, still small compared to the costs of advertising activities on TV or in the press. But from the point of view of budgets generally allocated to social communication by Singaporean companies, it is, unfortunately, a lot.

A critical issue related to advertising budgeting is also the optimization of social media campaigns. Often, thanks to it, much better results can be obtained with similar expenses.

How to settle advertising activities in social media

Social media advertising systems give advertisers a whole lot of numbers that describe the course of each campaign. So we have a real-time preview of the number of views, clicks, reactions, hides, thoughts, fills, number of fans, etc. As in the multitude of forms of advertising, the scale of the available data can easily make it challenging to evaluate the campaign. Therefore, when thinking about planning and accounting for advertising in social media, it is best to always start with marketing goals. Based on them, define critical indicators (KPI) for the advertisement.

If the company’s marketing goal is to increase brand awareness, the indicator characterizing the effectiveness of advertising may be, for example, reach and frequency of contact within a specific budget. Other data, such as the number of visits to a page, the increase in fans or followers, reactions, or comments, may give some idea of the reception of ads but are not as directly related to this marketing goal as the obtained reach.

Many sites try to report advertisers’ metrics closer to their actual goals than just clicks, responses, and impressions. For example, the Brand Lift indicator has been available on Facebook for a long time, determining the estimated number of people who remembered the sponsored post. At the same time, many websites (including Facebook and Twitter) have long been able to configure and report advertising campaigns optimized for conversions, i.e., specific activities performed by users on the advertiser’s website – e.g., orders, adding to the basket, or leaving a contact.

How to start advertising in social media

Ideally, by considering and discussing the goals, you could pursue social media channels within the company. Think about the role these channels play in your company and try to define your expectations towards advertising in these media. The second step may be to contact a social media agency, for example, such as ours. Of course, we do not discourage you from experimenting on your own, but we will be happy to help you plan your activities, budget reasonably, define KPIs, and how to evaluate the campaign. Please do not hesitate to contact us!

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