Month: April 2019

Visual Identity: Simple, But Successful Logos. Success Stories

Written by admin on April 6, 2019. Posted in Marketing, SEO.

The visual identity continues to be a very important factor in every brand. Remember that it encompasses everything that can differentiate a company from the rest, both visually and conceptually. In this case, the logo is a way to express the essence of a brand, it will be the first thing users will see and what could attract them completely or scare them away. Precisely for that reason, in this note, we have made a compilation of simple logos with a great scope.

Visual identity: Top 7. Simple, but successful logos

Next, you will see a couple of logos that you may have already seen, but you probably do not know the background of their creation. So let’s start as soon as possible:

1 # Zara

Its simplicity has led this brand to be one of the most recognized and attended worldwide. In this case, we can see that it is a typographic logo, it is a simple, direct, and concise name.

Even when it is considered one of the most simple and graceless logos in the fashion industry, Zara has been able to position itself in the mind of the consumer. And is that users who have not even bought in these stores, see the logo, and immediately recognize the brand.

Reason? Zara has been in charge of maintaining a very neat visual identity. In the shops, everything is white, and the staff wears black. In this way, it maintains a visual coherence with the name of the brand.

2 # Nespresso

We continue highlighting the typographic logos. Nespresso, through its typography, demonstrates clarity and precision in its message, the black color gives it a touch of elegance and formality. The name of this brand is memorable: easy to pronounce, delicate, synthetic, and powerful.

In this case, it merges two clear and powerful concepts: Nestlé – Nescafé and Espresso What is your goal? Show that your product has premium quality.

3 # Apple

This neat and simple design has been able to polish Apple’s visual identity. It is very difficult for a common user to see the isotype (it is only an image, without text) and not know what the brand is dedicated to and what its name is.

Although Apple started with a completely different logo, from 1976 onwards, it began to show what it wanted to show the public. It was not until 2013 that he defined what would become one of the most recognized logos worldwide.

Today, this simple isotype demonstrates the design values of this brand: simplicity, attractiveness, and beauty.

4 # Google

Although Google has broken some specific rules of branding to use tonalities that break with each other, the brand has managed to penetrate the mind of the consumer. To the point that their representative colors are easily memorable. This logo has become the awakening of users, it is the first thing they see on the web when they open the browser.

5 # Amazon

It is impossible not to mention the giant of e-commerce in this selection of simple visual identity, but successful. Do you know what the arrow that is under the brand name refers to? Amazon has managed to take its objective as a very present brand, in a few words, it indicates that in its platforms they can get everything … Yes, from A to Z, that is the meaning of the arrow.

With this simple logo, the company has managed to create very powerful brand recognition, to the point of standing out among the rest. And we know that there is no other e-commerce that exceeds the experience that is achieved with Amazon.

From its logo, we obtain two meanings: its purpose as a company and a simple design that seeks to highlight the main objective, without disguising the message.

6 # Nike

First, it started being an Isologotype (combination between name and graphic) until it was in an isotype, the current image of this sports brand. The iconic Nike popcorn was selected by its co-founder, who commented that he did not like it, but that he would get used to it.

Without thinking about how many years later this logo would end up becoming one of the most recognized worldwide, its simplicity shows elegance, movement, and speed, a description given by its founders.

7 # Adidas

We close this selection with the Adidas brand. This Isologotype was created by its own founder, who used the three stripes for the first time in Adidas footwear. Since its inception, the shape of the logo has changed, but its essence has remained. Its bars emphasize the challenges that the brand must overcome to achieve the desired goals.

These samples of visual identity through different logos have achieved the recognition of brands worldwide. Did you know them?

How To Get More Web Visits

Written by admin on April 2, 2019. Posted in Marketing, SEO.

This time we want to help you increase your organic web traffic. Google has announced several times those good practices that web developers must carry out to achieve good SEO positioning, to avoid being penalized. Today we will focus on several aspects to consider, such as the creation of incoming links (link building), quality content, and the use of blogs and forums.

About the generation of links. There are many who still believe that they can fill the web page with millions of links to increase their SEO positioning, but this type of action would eventually penalize the web. In Mullbrand we are in favor of another type of action, more effective in the medium and long term and, in many cases, effective immediately. It is about looking for content of relevance, quality for the user. This simultaneously generates quality links, which will take us to the first page of Google. Now, this is hard and constant work.

It is not necessary to be a digital marketing guru to know that this is the way to go. Many experts and online marketing agencies promise and promise to position, the only thing we can say is that the best way to see a positive evolution on our website is to learn from experience and do the “tasks” of web positioning with ethics and natural form.

HOW TO GET MORE WEB VISITS?

The first thing is to study the website of the company in question, the platform or development used for its creation, the URL’s, to know if the images have been optimized, that there is no duplicate text, among others, to carry out a strategy of more objective and effective positioning. For this, we use essential tools, which make our work much easier, for example, Google Analytics and Webmaster Tools for developers, others like SEMRush, which offers us alternatives to search for the indicated keywords.

GENERATE QUALITY CONTENT

Once the SEO of the website has been strengthened to the position, with an already optimized code, with the well-labeled web images, with the ALT texts and titles in the images, etc., that is when we must go to the phase of generation of contents. The long and attractive articles are very beneficial for SEO, with powerful images, infographics that complete the information shown in the text body. This type of articles with titles and keywords of the long tail, with URL’s based on the same keywords and categorized in sections with the same keywords, will make our website significantly increase the number of visits.

The use of social networks for this type of action in fundamental, in our opinion, the virtualization or dissemination of content will make our article “go further”, will favor the increase of visits to the web.

PARTICIPATE IN FORUMS AND IN BLOGS WITH RELATED OR RELATED THEMES

Writing interesting comments in blogs with the same theme or business sector, registering in forums related to our website, and participating in them will make us have a greater online presence. Apparently, this does not seem to work in the short term, but it is a vital activity for Google since it detects that the information we disseminate or share is real and interesting for the public, so it will value our website in a very positive medium and long way. The term increased the ranking of positions in the search engine.

However, once Google alarms have sounded and we have managed to climb positions in the search engine, with the continuous positioning work, we will be able to attract exponentially new visits to our website. That is, direct web traffic will also increase since more users will know us.

In general, this is complicated, but you should not miss the opportunity to get links from other blogs or forums, you will appreciate that organic, referral, social and direct traffic will be constantly increasing.

WHAT SHOULD WE DO AFTER SEO?

When one of our clients manages to be on the first page when they perform a search with their keyword and their website appears when the traffic of their website multiplies and the SEO positioning increases, these tend to think that all the SEO positioning work already has been done and that this positioning will last forever.

Web positioning is something that changes daily, requires constant activity and maintenance so as not to lose positions. Just as we strive to keep a well-positioned website alive, there is also a lot of competition, businesses, and agencies that struggle with new digital strategies, keywords, and, also daily, to appear in the top positions of Google.

With this, the only thing we can say is that it is totally forbidden to stay relaxed waiting to be positioned. Therefore, if you want to gain visibility on your website, contact us and we will advise you.

The 7 Most Used Communication Channels

Written by admin on April 1, 2019. Posted in Marketing, SEO.

There are different ways to communicate and also different means to establish this communication. When we think of clients, this is even more evident, since your audience can look for you in many communication channels. For this reason, it is important to know how to identify the best way to transmit your message to each person and each channel. Thinking about that, we select here the 7 main online channels that can help you in your business.

What are the communication channels?

Communication channels are tools used by companies to establish a relationship with their audience and communicate with them. The channels enhance the experience between the client and the brand, strengthening relationship marketing and providing recognition to the company and impact on sales.

Through them you can:

Present your clients with a new product or service;
Keep people informed about everything related to your area of action;
Answer your questions and comments;
Share materials that can bring your audience closer to your brand.

Therefore, when choosing the channel you will use, it must be one that provides information, that helps your audience adding value and offering solutions.

Know what are the pain points, the doubts, the wishes, and the objectives of your consumer. In this way, you will be able to create useful content to establish a relationship with it.

What are the communication channels for?

Communication channels help build and root your brand with your audience, intensifying sales, and helping you understand their behavior. They function as a bridge between you and your audience. Therefore, knowing how to work in each channel is as fundamental as choosing your buyer persona, because your digital marketing strategy will be built on that.

There is no specific channel that brings you a bigger and better result. Everything depends on your business and the profile of your customers. But since there are several communication channels, it is recommended that you be in more than one. In this way, the public will have more than one customer service option and you will have more opportunities to strengthen your relationship with them. Ideally, opt for a form of communication that is related to the culture of the company and that manages to dialogue easily and adequately in each channel.

You must be wondering what are the most used channels, right? Then let’s start.

1. Social Media

Social networks are widely used as a strategy to strengthen the relationship with the customer, because they allow you to interact directly with the public, in addition to increasing their involvement with the brand. In it, you can respond to comments and offer relevant content in various formats, such as photos, videos, and texts. It is worth remembering that each audience in each network has different behavior. Therefore, it is necessary to create content related to each medium.

To learn more about the topic, read our post about types of content for social networks.

2. Blogs

This is the most used means to provide educational information on various issues. With blogs, it is possible to build a cycle of publications and create new ways of approaching your audience. The idea of the blog is to expose your knowledge showing not only the subject in which you have recognized authority but also covering general topics of interest to your audience.

When you offer educational content you create a relationship with your audience, as you answer their doubts about different issues related to the market. This also helps to transform you into an authority in your market.

It is important to keep the blog always updated. In this way, you create a dynamic, since your audience knows that you will always publish texts. That increases your visibility, loyalty to your visitors, and conquer the confidence of your client. In addition, there are several other strategies behind a blog, from the insertion of a banner with sponsored links to the inclusion of a space for questions and suggestions related to your business. It is worth exploring all these opportunities.

3. Email marketing

The email marketing is a communication channel that allows deliver personalized message for a base of leads and customers. This channel is widely used for its low cost, and for speaking directly with an audience that already showed interest in your business. You can use it both to talk about your brand, to send a promotion, give ads or offer rich content for your client. Today, there are various email triggering tools that automate the entire process, from creation to measurement of the result. One of them is the MailChimp , do not forget to know it.

4. Customer service

This sector, which is often the gateway for the user, goes beyond customer service to clarify their doubts and solve their problems. Quality care transforms customer pain point solution and can turn a defender of the brand. In addition to anticipating possible difficulties, through customer service you can identify bottlenecks and discover your main doubts and needs. You can offer this service via email, phone or chat.

The important thing is to have a qualified team, with a high level of knowledge about your business and to provide good service to your customers.

5. Videos

This format of disclosure that grew significantly in recent times is among the consumer favorites for the public today. Today, videos are not used only for entertainment or dissemination of products and services. They are also produced and thought for didactic and educational purposes. This type of content, in addition to being fast and attractive, facilitates the understanding of the message.

Just as the communication channels presented are important, so is creating a content marketing strategy for your video. Your audience needs to have a true experience that is interesting to take it to the main objective of the video, whether it is selling or reporting something.

6. Discussion forums

Widely used by online course students, the discussion forum is a digital channel focused on collective interaction. In it, all users manage to communicate and exchange experiences, both good and bad. It is exactly for this reason that it is interesting to be present in these communication channels, mainly if there is a forum about your business. Having knowledge of this, you can mediate the discussions on a certain topic, you can clarify doubts to enhance the understanding of the content, or even understand the problems of a dissatisfied customer.

7. External complaint channels

Since not everything is flowers, it is very common to have unsatisfied customers who claim your product or service in communication channels that you do not necessarily control. Web pages of claims services or customer service are used to show that dissatisfaction and it is important that you not only know everything that is being placed in them but also that you respond to complaints. Thus, you manage to understand your client and you can even take measures to change the perception he has of your business.

Why use more than one communication channel?

Choosing the appropriate communication channels for each situation is very important for the success of your business Believe us, you will have to use more than one channel, in the end, your audience can be in all of them and you will never know it if you do not use them. But if you work alone, or do not yet have a team that can help you in each channel, do not run trying to use them all.

It is important to answer questions and receive suggestions from your customers, and when you have many channels to communicate the task can be long and difficult to control.

Thus:

Define strategies

Observe all the communication channels used to keep them always up-to-date. It is important to post new content at least once a week and have an editorial calendar to help you in that.

Investigate

Stay updated! Create a daily reading routine to keep you informed of the main events of your digital market. That helps when it comes to producing your content.

Manage all your communication channels

It is very easy to forget about some communication channel, which will make your clients’ messages accumulate. So that does not happen, create a management routine and verify all the comments that your business receives.

Identify your buyer person

The person is a fictitious character that represents your ideal client. She has all the characteristics of the people for whom you intend to direct your product or service. Unlike the target audience, when we create a person, we look for more detailed characteristics, such as habits, personality, desires and needs. The creation of the person will direct your product to the right people, in addition to showing which are the channels of communication with which your audience interacts more. This way, you will really understand where you need to be present to talk with your audience.

What Are Sponsored Links And How Does Online Advertising Work

Written by admin on April 1, 2019. Posted in Marketing, SEO.

You already know that content marketing is an excellent way to get new customers organically. But if you use this strategy, you must have already realized that it brings long-term results. For those who need to attract a public more quickly, online advertising is an excellent option. Among the various ways to advertise, are sponsored links, campaigns that appear at the top of the search results list. Do you want to understand this matter better? Follow us

What is a sponsored link?

The name helps to understand this strategy, is not it? Because in fact, it is that: they are access links that you offer to your audience through advertisements. That is, they are paid. These links are provided with simple texts and generally appear in the first places of search mechanisms such as Google. When you write a term in the search engine, have you already seen that in the first positions of the list some results appear in the form of an advertisement? Those are the sponsored links.

But, in addition to Google, other websites also open the possibility of investing in sponsored links. Facebook and Instagram are examples of that. Both have their own ads, which is a good option, considering the high number of accesses that these two networks have. Regardless of the channel, any of these has similar formats in their ad platforms, although, generally, these three media are used for different strategies. Google focuses on the user’s search. But how? Well, you invest in a link focused on a certain keyword.

For example, You work as a designer in the city of Valencia. At the time of announcing your Web page, you invest in the term “Designer in Valencia”. Whenever a user enters this term in the search, your name may appear.

Of course, there are other peculiarities, but in a few words, that’s how sponsored links work.

What do you need to know about the matter?

Despite being used with different strategies in each channel, sponsored links almost always have some definitions in common, wherever they are displayed. These are strategic terms that you need to know – and master – to achieve successful online advertising. And we are going to talk a little more about the most important ones.

Conversion

If you are new to the digital market, you should be asking yourself, in fact, what conversion means. In digital marketing, the conversion is nothing more or nothing less than the real objective of a strategy: getting customers. If your strategy is, for example, to distribute ebooks so that your users learn to “use the paintbrush of Photoshop”, the conversion happens when that person enters your sales page and buys your ebook.

However, not always a click on your ad becomes a conversion. But this is an indicator that you need to know before creating your ads.

CPC (Cost per click)

The CPC, grosso modo, is the value charged for each click of the users in your ads. Generally, it is the model adopted by those who make advertisements in Google Ads, but it is also the ideal indicator for those who want to know the exact value they are spending with an advertisement. It is a price calculation that is easy to do and control, that is why it is the most suitable for those who are starting now.

The CPC calculation is the result of dividing the total cost of the ad by the number of clicks received during the campaign.

CPA (Cost per acquisition)

The CPA is only charged when there is a conversion on your website, that is, only when a user clicks on your sponsored link and makes a purchase. This seems like the best way to invest in ads, is not it? However, there are several requirements to use the cost-per-acquisition format, including having at least 15 conversions over 30 days and having your Google Ads campaign have conversion tracking turned on.

When you purchase a package by CPA, your online advertising will be automated. This means that you will have less control over the position of your ads and you will be suffering from some variables such as the click rate and the quality of the ad texts. Before opting for this method, try other types of price calculation to evaluate if the CPA is really the most recommended for you. It is important that you also know that by this method you will not necessarily reduce your costs with sponsored links.

CTR (Rate of click or click-through rate)

The CTR is a meter that verifies the proportion between the times your ad was shown and the number of clicks it received. By that meter, you check if your sponsored links strategy has worked. By CTR you can evaluate which ads and keywords perform well, and filter which ones you should reconsider. Google evaluates your CTR when it’s going to place your ad in a search, for example. And it also causes the price per click to decrease.

For a powerful CTR, you need to be aware of digital marketing techniques, such as good CTA (call to action), for example. Therefore, you should always be updating yourself with some SEO suggestions. In those moments, they are very important.

Is it worth investing in sponsored links?

You must have understood that, for a short and medium-term strategy, sponsored links are highly recommended. Therefore, they can be a good option for you. Of course, everything depends on the type of keyword you want to use and your creativity to compose an advertisement. Even so, it is important that you learn about ads to be able to build them and place them in your content marketing strategy.