Case Studies

Tag: seo

How To Set Up An Affinity Marketing Campaign For Your Brand

Have you ever been offered a credit card with the name of another service?

When JP Morgan Chase Bank partnered with to offer an Rewards Visa Card, they realized that the online shopping market was expanding.

What better way to serve online shoppers than by partnering with the largest online retailer in the world?

This partnership, also known as an affinity marketing campaign, allowed these two companies to link their brands in a mutually beneficial relationship.

These campaigns are win-win scenarios for both parties.

When a business partner with an organization provides goods in exchange for access to a new market, both parties benefit.

Through its affinity partnership, Chase Bank increases its general customer base, while Amazon offers incentives to those who use the credit card with their service, which increases the number of people who probably buy Amazon products.

Affinity Marketing

Who uses affinity marketing campaigns?

There are two parties involved in an affinity marketing campaign: the affinity group and the business that provides the group with a new product or service.

Affinity groups typically include:

  • Membership organizations or associations
  • Non-profit organizations and charities.
  • Companies that deal with specific demographic data.

Companies that are associated with affinity groups differ widely in size, scope and product offered.

Companies that participate in affinity partnerships can be as small as a coffee shop that sells cakes from a local bakery, or as large as credit card companies that wear the logo of sports teams on their cards to attract fans.

Some other business examples typically involved in affinity marketing campaigns include:

  • Airlines
  • Hotels
  • Banks
  • Supermarkets
  • Large clothing stores
  • Real estate companies
  • Gas stations
Affinity Marketing

Why use affinity marketing?

  • Establish policies and procedures for client recommendation.
  • Develop ambassadors within your community to promote your services
  • Negotiate mutually beneficial marketing relationships
  • Request endorsements from associations with many members.
  • Group of marketing effort to individual niches.
  • Cross sale of products to existing members.

What type of clients are actually marketed?

The greatest strength of an affinity marketing campaign could be how customizable it is.

There are hundreds of affinity groups and target markets for companies to present themselves, and with the right campaign, these strategies are largely successful.

Members of organizations are always looking for more incentives to stay in an organization, which makes them one of the most successful affinity groups to which campaigns are directed.

For example, AARP is the largest organization for older adults in the United States, a target population of The Home Depot.

When Home Depot marketers realized that the best way to reach this group of older adults was to get help from AARP, they associated with the affinity association.

AARP representatives understood the potential benefits of partnering with The Home Depot, such as agreements to offer current members and increased brand advertising in the store.

Through the AARP newsletters and updates, the association’s representatives announced the new promotions and benefits that Home Depot was offering, giving AARP members more reasons to renew their membership.

Simply reaching a new group or organization is not enough to develop a solid relationship.

Successful affinity marketing campaigns lead teams of marketing strategists and business negotiators to take advantage of a strong partnership with another company or organization.

Affinity Marketing

How is an affinity marketing plan developed?

At the beginning of an affinity marketing campaign, companies generally have a rough idea of which affinity group they want to reach.

Marketing managers first seek to identify potential market areas and begin to work with the sales side of a company to discover the potential benefits of entering these markets.

This part of the marketing campaign requires many numbers, so the marketing team should examine how different affinity groups could affect the sales of a product.

Fundamental criteria in affinity marketing

Communication is one of the most important elements of a successful affinity marketing campaign. Marketing teams must follow the following steps:

  • Choose the right business partner
  • Set clearly defined goals, objectives and responsibilities.
  • Make sure your partner’s goals are aligned with yours.

After deciding on an affinity group to target, the marketing team begins to create a list of goals and objectives for their campaign.

This includes not only the sales figures, but also aspects such as the image of the company.

The image of the company and the brand is an important element of any marketing campaign, so the marketing team must identify the organizations that complement its current image.

After developing a list of potential partners, marketing managers communicate with those organizations and companies to negotiate the terms of the partnership.

During the negotiations, the marketing specialists explain exactly why an organization must associate with a company, from promotional offers and offers, to meet the growing needs of the members of an organization.

Trade associations carry a great deal of legal responsibility, which means that both organizations must draft terms and responsibilities to ensure that all needs are met.

If both organizations accept the terms of the agreement, an affinity partnership is developed.

From here, the affinity marketing campaign really takes shape, as public relations experts and advertising agencies issue new agreements and offers that the organization or company is providing to its clients or affiliates.

The campaign is aimed at the target audience and sales representatives begin to track the impact of the campaign.

Leaders from both ends of the association meet frequently to discuss any improvements or adjustments that can be made to the campaign, taking into account market research and sales figures.

If a company has partnered with a non-profit organization, they often conduct surveys to find the reaction of the public to the new association, and it is an improved image of the company.

Nonprofit organizations report any increase in the influx of funds and decide whether or not to continue the marketing campaign.

Affinity Marketing

What career titles work with an affinity marketing strategy?

Discover some of the different degrees related to the implementation of successful affinity marketing strategies.

Marketing manager

What do they do?

Effective marketing managers have a lot of analytical and management skills needed to carry out affinity marketing campaigns.

The main responsibility of marketing managers is to estimate the demand for a product and identify potential markets for that product.

Marketing managers help determine affinity groups for companies to focus, calculate numbers and develop a list of potential partners to reach those groups.

Marketing managers must have strong communication skills and be able to negotiate business partnerships to establish a successful affinity marketing campaign.

Education and experience

Most marketing managers have at least a bachelor’s degree in marketing.

Other generally accepted degrees include business, accounting, economics, mathematics or statistics.

The simple fact of obtaining your bachelor’s degree does not guarantee you the position of marketing manager.

Marketing managers also often gain several years of experience in lower-level marketing jobs before making the leap to managerial positions.

Advertising and Promotion Manager

What do they do?

Promotional managers work with marketing managers to help determine what promotions or benefits a company can offer an organization in an affinity partnership.

This individual brainstorms the various benefits and potential promotions to offer affinity partners and refers them to the marketing manager to determine their impact.

Promotions managers help plan advertising strategies for the partnership, discovering ways to reach customers.

This could include mail campaigns, phone calls or brochures to inform members of an organization about new benefits or offers for which they qualify.

Education and experience

Promotional managers must obtain at least a bachelor’s degree before obtaining employment.

In general, these people look for degrees in marketing, business, advertising or public relations.

Promotional managers must have a solid foundation in business communication that allows them to work proactively with marketing managers and leading partners.

Marketing Specialists

What do they do?

Marketing specialists enter a company to consult on marketing strategies.

These professionals usually have years of experience in the development of marketing campaigns, which allows them to provide guidance in the campaign.

Many marketing specialists are independent contractors with a great reputation for success.

The marketing specialist sometimes assumes the role of marketing manager, while others assume a much broader role in the overall campaign, overseeing multiple areas from negotiations to promotions.

Education and experience

Most marketing specialists have at least a bachelor’s degree in marketing, but the experience is truly the greatest indicator of an effective marketing specialist.

Most marketing specialists get at least 10 years of experience before entering the independent contracting field.

Affinity Marketing

How can a marketing school help you in this field?

A bachelor’s degree program in marketing raises the essential question: how do you make sure that you understand your customers and how they are given a higher value?

For strategists who implement affinity marketing techniques, this is the first question they must ask to discover how to market products to new affinity groups.

Marketing programs present future professionals with the background and skills needed to communicate their brands effectively to different affinity groups.

One of the most outstanding skills in the marketing school leads these individuals to success in the future: communication.

Business communication and marketing skills are essential to develop an effective affinity marketing partnership with an organization.

In a marketing school, students learn how to present business proposals that they develop in class.

These exercises allow students to practice their presentation skills in front of their classmates, taking criticism and adjusting their speech styles.

These skills are transferred to the real world when marketers present their proposed affinity marketing campaigns to potential affinity partners.

Marketing classes also teach students about the psychology of consumers, and why they buy certain products, join organizations and look for specific brands, elements that are directly related to successful affinity marketing campaigns.

This experience in consumer psychology allows professionals who examine the use of affinity marketing campaigns to consider the needs of an affinity group, and whether their product can meet those needs.

Profile analysis and marketing of consumer behavior are some of the most critical elements of any successful affinity marketing campaign.

By exploring the benefits of different consumer markets, professionals can constantly expand their business without experiencing stagnation in the market.

Because affinity marketing is associated with entering new markets, professionals must also have a complete understanding of how to develop new products and services.

As marketers examine the impact of an affinity marketing campaign, they can discover ways to increase effectiveness by adjusting current products or offering different ones.

Certain marketing courses offer students the opportunity to learn the value and process of developing new products to meet the need for a new customer base.

For more information on how to obtain a degree in marketing can help boost success in affinity marketing campaigns, ask for information to schools that offer marketing titles.

The Complete Guide To Using Images For Your Blog

It is safe to say that you are not blogging just because:  You want people to really read what you have written. However, for that to happen, your blog should be easy to find online.

The right images can significantly increase the visibility of your blog, especially now that Google is in the process of  moving from text to “a more visual way to find information”.

For years, Google’s algorithm has preferred blogs with images. Now the images are essential if you want to increase organic search traffic and user engagement.

But any old image will not work.

Your images should be  optimized,  on the subject  and  placed properly.

We will cover everything you need to know about the selection of images for your blog. But first, let’s deepen the role played by the images to improve their classification.

Where to get images for your blog

Why do blogs need SEO images to classify?

Why are optimized images important? As already mentioned, Google (and other search engines) value the skillful use of images. Optimized images can be an indicator of a high quality blog.

Improved readability

The images break the text, creating an easier and more pleasant reading experience. They can also arouse the interest of their readers and take home their main points, which keeps visitors in place for longer.

When search engines realize that people tend to stay, they come to the conclusion that your blog offers value.  This, in turn, improves your organic search ranking.

Opportunities for SEO

All the images have file names, and the images on your blog must also have alternative texts and, sometimes, subtitles.

Each one gives you the opportunity to improve the density of your keywords and emphasize in the search engines that each blog post deals with. (We will discuss the writing of alternative SEO texts below).

Where to get images for your blog

Tips for selecting appropriate images

Keep these 4 tips in mind when choosing images for your blog posts.

1. Always check the licenses

While some websites provide completely free images, others provide theirs under licenses that impose certain obligations on you.

For example, in some cases, you may need to contact the owner to obtain a permit or provide them with attribution in your publication.

Some images, of course, can not be copied legally or used at all. Before choosing an image, find out what you must do to be in the clearing legally.

2. Choose relevant images

Both for SEO purposes and for the benefit of your readers, it is imperative that you choose graphics and photos that are related to your subject. Doing the opposite can leave search engines and readers confused, which hurts their ranking.

3. Do not forget mobile users

More than 50% of Internet traffic is mobile, so your entire blog must be compatible with mobile devices, including images. In addition, mobile users will see their sites with a variety of screen sizes.

The way your blog is displayed can differ a lot on the devices. You want to make sure that your images are the right size, appear in the right places and maintain their quality, regardless of which mobile device is being used.

4. Choose compelling images

The images are not just there to look beautiful. They are tools to motivate people to action, even when “action” simply means continuing to read your blog. Therefore, you need attractive images that increase commitment.

The photos of people are an excellent tool for this purpose.

Research has shown that audiences respond particularly strongly to faces.

For example, one study found that   Instagram photos with faces are 38% more likely to receive I like others. Whenever possible, choose dynamic images that appeal to your readers.

5. Keep your images “with the brand”

To achieve the best results, there should be no confusion when it comes to your brand. The photos you choose should be aligned with the way you present your business as a whole. There are several aspects of this to consider.

As mentioned above,  your photos should match your theme. If there is no obvious connection or connection between the two, and the images do not help you to communicate your thoughts better, it does not make sense to use them.

In addition,  the types of images you choose should accurately reflect your business and your personality.

If your blog has a happy or serious tone, choose images that match. You should use the colors of your brand when possible, perhaps by applying filters to all your photos to keep them uniform and, when possible, make them uniform in width.

If you decide to produce your own images, which will be discussed later, you should also maintain the coherence of the sources and the logo.

Where to get images for your blog

Where to get images for your blog (and avoid legal risks)

At this point, you know why you need to classify the images, as well as how to select the appropriate ones.

Now, you need to know where and how to find images for your blog posts.

You have three options:  Free stock,  stock paid or internal. Here are the strengths, weaknesses and legal obstacles of each one.

Free photos

This option is excellent if you have a tight budget but still want to enjoy the benefits of using optimized images in your publications.

There are several sites where you can get completely free images for your blog. Some of our favorites include:

  • Pexels
  • Unsplash
  • KaboomPics
  • Pixabay

Instant Magazine created a  complete list of 10 free stock image sites.

Regardless of the site you use, you should always be careful. The different sites have different requirements with respect to the accreditation of the original source of each photo.

Some do not require anything at all, while others require an adequate attribution to the creator.

Similarly, some sites, and even individual photographers at those sites, may place limitations on the way their work can be used.

For example, some images can only be used for non-commercial purposes. You must make sure what is required of you before downloading and using them; doing it in another way exposes you to potential legal action.

Paid Stock Photos

Paid stock images are similar to their free counterparts in terms of requirements and limitations. As long as you respect the rights of the creator, as indicated on the photo site, you must be sure.

Where can you find paid stock images? Here are some sources:

  • Adobe Stock
  • Shutterstock
  • iStockPhoto
  • False images
  • BigStock

In general, the quality of the images in these paid sites is a little higher and, often, these photos are already sized for web content.

Internal image creation

Do you have doubts about using stock images?  If so, it is understandable. Although it is unlikely that you will ever use an image that any of your readers recognize, it is a possibility.

Even if it never happens, some archive photos have an obvious “look” about it; almost everyone has seen an image at some point and they have thought: “Oh, that’s a file image“, even if they had never seen it before.

With a decent camera, good lighting and a decent editing program, you can produce your own images that will improve your blog’s ratings and attract your readers.

The drawback: this option is the most expensive, both in terms of the equipment and software you will need as well as the time and energy it will take.

Which of the three options you choose will depend on you and your needs. Whichever you choose, when looking for photos, keep the following in mind:

Where not to look for images

There are some places that you should never take pictures of. It is true. For example, never extract images from Google Image Search or any other similar search tool.

For almost any search, almost all major results will be copyrighted.

You should also avoid taking photos and graphics from social networking sites such as Facebook, Twitter and Pinterest. On these platforms, most images operate under fair use.

If you are writing for a monetized or affiliate blog, you are not allowed to make use of those images.

The same applies to the screenshots you take from other websites. The fact that you have taken the screenshot will not necessarily protect you. Publishing an image of another person’s website is equivalent to republishing your content.

Make sure you have the rights to do so, even with attribution.

Where to get images for your blog

Always do your homework

In summary, make sure you understand the copyright law and use it right before committing to using other people’s images. Communicate with the creator whenever possible, make sure they are compensated for their work and always give credit when necessary.

Making your images friendly with SEO

Once obtained, it is time to optimize your images with the hope that they will help you to classify your website. What is involved in this process?

Adding Alt Texts

All of your images have something called “alternative text”  that “tells” the search engines what the image represents. Google evaluates alternative text in terms of accuracy and relevance. The deceptive alternative text may incur a penalty.

Alternative text also appears when the image is not loaded in the browser, and is what screen readers read to web surfers with visual disabilities.

To add this text, you can write it directly in the HTML tags of your site. It should look like this:

<img src = “image.jpg”   alt = “A sentence that describes your image”/>

Many WYSIWYG content editors (what you see is what you get), like the one WordPress, uses, allow you to enter your alternative text in a simple text box.

Writing the alternative text

Your alternative text should be a concise sentence (125 characters is the usual limit) that describes the image. For example, this image may have the alternative text, “Close-up of pine cones on a tree branch”, and in fact, that is exactly what alternative text is.

Where to get images for your blog

Choose the correct size

There are   three main types of image files  on the Internet: PNG, JPG and GIF. Everyone has their niche, and determining which one to use in your blog can be complicated.

Here is a quick breakdown of each one.

  • PNG  stands for  Portable Network Graphics. PNG uses DCT compression to create images without loss, which means that images can be saved, reopened and scaled without losing quality. It is the standard for most digital photographs, and is ideal for graphic designers who work with high-quality images and vectors, but can be too detailed (meaning that the file size will be too large) for some publications. Blog.
  • GIF, or  the  images  Graphic Interchange Format, also have losses, but only support a maximum of 256 colors. They work best with moving graphics, small icons and graphics with little pixel variation.
  • The  images  JPEG  named after  the Joint Photographic Experts Group  (the creators of file type) and have become the standard for images of blogs. It is a lossy format, which means it loads quickly, but tends to lose quality as it scales and reloads.

Regarding the dimensions, make sure that you only reduce the size downwards, never upwards; nothing is worse than blurred and grainy images.

For header images, make the most of your website’s web space by measuring the width of your site’s banner and choosing images long enough to cover the entire page.

For body images, keep the images relatively small to avoid interrupting the flow of your publication.

Where to get images for your blog

Place your images with care

The appearance of a page can dramatically increase or decrease the bounce rate of your blog. Therefore, where you place your images is critical.

  • Header images: Recently, Ogilvy discovered that headlines placed below the hero images are read 10% more often. That means that a bad location of the highlighted image can drastically reduce your readers. Do not make things difficult for yourself. Place your header images at the beginning of your blog.
  • Body images: Sandwich your images between paragraphs, as close as possible to the relevant paragraphs. Try to avoid placing them immediately after the headlines and at the end of the body sections.

Follow these general rules and you will see good results.

Where to get images for your blog

Am I still confused? Hire a little help

To summarize, there are many things you should keep in mind when selecting the right images for your blog. Among other things, you should think about whether an image is relevant to your subject or not, compelling, in line with your brand, free to use and suitable for visitors who use mobile devices.

When you do not feel comfortable with the image verification and publication process, it can take a long time.

If it seems too much trouble, consider outsourcing a service that provides you with complete content with SEO images. Why not make things a little easier for you?

7 Email Marketing Errors That You Should Avoid In Your Campaign

You are in the middle of the digital promotion campaign of your company and you have discovered in the massive sending of emails a very useful tool. You have a database of prepared for your campaign and everything ready to send. However, you should pay attention to certain email marketing errors that are committed more than you think.

Have you ever wondered why certain email marketing campaigns succeed while others are shipwrecked in the attempt? The following errors to avoid may give you the answer:

1. Do not take care of the matter and the sender

Yes, it may sound very obvious. But one of the main errors of email marketing lies in the lack of care with these two aspects.

Is it clear to your recipients that you are the one sending the message? Make sure that your name or the name of your company are perfectly reflected in the sender.

This generates greater confidence in the reception of the mail and its opening.

On the other hand, the issue is another of the most important aspects. And it is a common mistake to neglect it in email marketing campaigns.

Make the end of your message very clear, with a concise and non-deceptive concept. Do not promise the moon, simply summarize your goal.

2. Lose personal tone in your messages

Another of the most frequent email marketing errors is losing that personality in the message.

Even if we are facing a mass mailing campaign, and the recipient himself knows it, it does not mean that we should stop making him feel special.

And with just two or three simple actions, you can achieve better results.

Say hello to your receiver by his first name, apply the second person of the singular in the body of the mail and avoid farewell formalisms of the type “receive a cordial greeting” by others closer such as “I wish you good afternoon”, they will give you better results.

3. Forget about adding value to the content of your mail

An email with no valuable content ends up in the bin within two seconds. And it is very good that you want to introduce a striking call to action, but you must not forget the rest.

Users like to be given value, to receive a different message that provides ideas and solutions.

Focus on the typical “buy it now” or “register now” is another of the big mistakes of email marketing that you should avoid in your campaign.

4. Do not elaborate your own landing page

Where are you going to direct your users once they click on your call to action?

One of the most common email marketing errors is to forget to create a landing page or specific landing page, where the user can carry out the action to which you are inviting.

Make sure you take that user to the product or service you want to promote. If you do not make it easy, it is very likely that you lose that lead.

At NeoAttack, one of the best content marketing agencies, we always consider this detail in our strategies.

7 email marketing errors that you should avoid in your campaign

5. Pay little importance to the usability of the mail

Today, it is more than likely that most of your campaign emails are opened from a smartphone or tablet.

The computer is still in use, yes, but it has lost ground in favor of these portable devices. Therefore, make sure that your mail is displayed correctly on all platforms.

If you have received a poorly optimized email, you will know how annoying it is not being able to access the content correctly. And, surely, you will have ended up closing it without really knowing what its purpose was.

Remember this when it comes to carrying out your campaign, it is one of the most basic email marketing mistakes.

6. Put aside social networks

Among the errors of basic email marketing, leaving aside the inclusion of corporate social networks is among the most common. And it is common to find one of these emails without links to the sender’s profiles.

How do you expect to win more leads and followers if you do not provide that contact to your recipients? In addition to putting the simplest things, you will be inspiring greater confidence, giving you more channels to communicate with your brand.

7. Obviate the measurement and analysis of the results

Every online communication strategy yields a series of results that you must measure.

It is useless to launch one of these strategies if you do not pay attention to their operation and the ROI (Return on Investment) that you have achieved with them.

For both good and bad, all information will be tremendously valuable to you.

Analyze the percentage of opening, the number of emails that have been marked as spam, which texts have worked most, the colors … etc.

With these data, you can plan your future strategies much better.

These are the seven basic errors that you must take into account in your email marketing campaign.

The Importance Of SEO For Your Business Now And In The Future

Today’s consumers live in a digital world. According to Accenture, approximately 94% of B2B buyers say they search online before making a purchase.

Brands that do not take the initiative to take advantage of and understand the importance of SEO will be left behind and lose a great value that they could be adding to your business.

In the B2C sector, you can also see the predominance of the online world. Statista reports that global e-commerce is expected to reach $ 4.5 billion by 2021.

By that time, e-commerce will represent 17.5% of all retail sales, more than double what it was in 2015. In addition, GE Capital Retail Bank reports that 81% of people who investigate online before making the decision to buy something.

The digital world also affects local companies in the local search. An LSA-Acquisio report found that 75% of mobile searches result in a visit to the store within 24 hours, and 30% of these visits result in a purchase.

Modern consumers see the Internet as an integral part of their shopping experience. Regardless of whether they shop online or in person, they use the Internet to learn more about the products and businesses available.

The digital market, therefore, can not be overlooked by any business.

Investing in SEO, however, can seem overwhelming.

Companies want to know that the time and financial investment they make will give them a strong return both now and in the future. This is what every organization should know about the importance of SEO.

The importance of SEO for your business now and in the future

Understand the fundamental principles of SEO

Search engine optimization describes a strategy that covers almost every aspect of site creation and content development.

When done effectively, it creates an exceptional user experience for the consumer, which increases their confidence in the company.

The main objective of SEO is to demonstrate its value to search engines. When they know their value, their pages will have a high rank of relevant queries for their content.

The importance of SEO comes from its ability to help customers find it easily.

How search engine optimization works

Google ‘reads’ the websites available online with their spiders.

These spiders look for key information that indicates the topics and the value of the content of each web page.

Spiders, of course, can not really read. This means that they will search for certain terms and examine the organization of the site to find clues about the value of the site.

These are some of the aspects of SEO that form the basis of any strategy.

Keyword optimization

People often talk about keywords when people discuss the importance of SEO. The keywords refer to the terms you write about, trying to match the keywords that your target audience uses in searches.

It is important to realize, however, that keywords alone are not enough. Google does not want to see text that is filled with endless repetitions of the same keyword or key phrase. This text reads poorly and contributes to a poor user experience.

Instead, Google wants to see high-value keywords, but also semantic words. Semantic keywords refer to the other terms you will probably use when analyzing a particular term.

The semantic terms that he uses give Google more information about precisely what he discusses about this topic and the level of depth it offers.

Content that does not use many related keywords can be seen as superficial and does not offer the value that customers want to see.

The construction and organization of the site.

Google and its algorithm also analyze the organization of the site. A clear site map makes it easy for Google to navigate the site.

It also helps ensure that the spider does not miss any of the pages on the site while it is exploring the domain.

A clear site map and easy navigation also contribute to the user experience.

When users can easily move through their site, they get better involved with the content. It also improves your ability to convert and then become a paying customer.

A part of the construction of the site also includes the loading speed of the site.

The pages that are loaded slowly on any device will be poorly marked by Google and will also be abandoned by users who enter the site.

Brands should take the time to carefully consider how they build their site, including the images and videos they use, to be sure that everything has been created to ensure an optimal loading time.

The importance of SEO for your business now and in the future

Site errors

Site errors also negatively affect SEO.

These site errors interrupt the user’s experience and make it difficult for visitors to find the content they want to see.

Google disregards these types of errors and will damage the page rankings. Part of SEO is to run a site audit and verify that all error pages, misdirected redirects, duplicate pages and similar types of errors are removed.

A simple site audit will look like this and will tell you any errors you may have on your site.

You can run the audit of this site through a variety of different programs, but we recommend that you hire an  SEO company to audit your site so they can correct it for you as soon as possible.

Mobile optimization

Of course, SEO would not be complete without a discussion about mobile optimization. Google has observed that there are now more searches on mobile devices than on desktop computers.

In response, they have updated their requirements to improve mobile optimization.

As of 2015, Google launched its call mobile Geddon update.

According to this update, the sites that were not suitable for mobile devices would be affected in the rankings.

Being ready for mobile devices can take several different forms, such as having a designated mobile site or using responsive design to adjust the site to any screen size.


Soon, Google also began to discuss the potential of a mobile algorithm first. Google announced that this update would start operating in March 2018.

Previously, Google had created its algorithm to observe first how sites appeared on desktop sites.

The search engine does not use separate algorithms for mobile and desktop devices.

With this new update, Google now looks first at the mobile construction of the website. This means that your mobile optimization will affect the rankings of your site on both mobile devices and desktops.

To succeed in this first mobile world, brands need to use mobile SEO to make sure that their content has been created correctly.

The site should be easy to navigate with your fingers. It should also be loaded on mobile devices, be easy to read and avoid pop-ups or other types of text that may interrupt the mobile user’s experience.

To fully optimize for mobile devices, brands should focus on creating sites for mobile users, instead of just creating a site that works on their devices.

The importance of SEO for your business now and in the future

Overcoming objections to SEO

The most common objections raised by companies regarding SEO revolve around the necessary time and investment.

It may take a few weeks or a few months (at least 6 months) to see actual results of an SEO initiative, which makes it difficult to find the resources to invest in optimization now.

Fortunately, there are some commercial results that brands can immediately see from an investment in SEO.

While the most significant results may take time, the positive changes observed with SEO can benefit customers, and therefore the business, immediately:

  1. Improve visibility as site rankings improve:  As brands correct errors in their sites and select particular keywords for which they want to optimize their content, they will begin to obtain ranking positions. Although they may not reach the best SERP locations immediately, they can still increase their visibility and begin to see the improved organic performance.
  2. Better commitment to site users:  As brands begin to pay attention to the importance of SEO and, therefore, begin to clean their websites, they will improve the user experience. It will be easier for people to move around the site and find what they need. This will improve the reputation of the site. It will also increase engagement with users and encourage more potential customers to become customers.
  3. Improved user experience (UX):  Clearing site errors will help eliminate duplicate content, errors, or poor redirects. This will also improve the user experience.

Brands commonly feel concerned about financial investment in SEO.

Hiring several new employees can be a burden on the budget, especially when people add the tools needed to maximize site optimization. Fortunately, there are also ways to avoid this stress.

SEO agencies can give brands access to highly experienced professionals.

These partners as they are the agencies already use the main SEO tools, which reduces the need for more investment.

Since brands should not worry about additional employee salaries or benefit payments, they can also reduce some expenses.

Those who do not want to follow the route of the agency can also start with SEO with their current internal marketing team.

Providing training opportunities can help these professionals learn the basics so they can begin to build a successful site.

However, when brands analyze the importance of SEO in the long term, they will see that the benefits only multiply the longer they stay focused on the power of optimization.

As your SEO improves, the returns you receive will far exceed your initial investment.

The importance of SEO for your business now and in the future

The importance of SEO now and in the future

Brand building

Brand building can help create powerful organizations.

When people recognize their logo, colors and name with a positive reputation that precedes it, it can help create greater confidence with the prospects. SEO and digital marketing can help capitalize on this.

As I mentioned, consumers use the Internet to find solutions, products and services for weak points.

A strong online presence will build your brand and increase your market share. Your site will appear regularly for relevant searches for your organization. Clients will become familiar with your name and business.

A strong online presence will span many channels. A complete SEO strategy will involve using platforms, such as social networks.

Your brand will be present for customers throughout their digital life, improving recognition and potential customers.

Better positions in the SERP

Your position in the SERP will play an important role in the number of clicks you receive. According to the Advanced Web Ranking, the first three positions in the SERP alone receive an average of 60% of all clicks.

This means that the higher your site appears, the more results you will get from your efforts.

Focusing on the importance of SEO will help you improve your ranking.

As Google recognizes the value that your site offers users in this sector, you will get a higher rank.

SEO helps you communicate better with search engine algorithms. Your theme will be clearer for the spiders of the search engines. It will also inform the search engines about which queries will be relevant.

Customers associate higher rankings in the SERP with industry leaders.

Google’s algorithm carefully classifies the content to find the material that provides the most value to the customer and works to separate the content that people can trust from what they can not.

Customers know that Google’s algorithm usually returns the sites that will provide the best response. This generates confidence.

When he obtains some of the highest ranking positions in the SERP, he provides an excellent platform to promote himself as an industry leader and someone whom these consumers can trust.

More traffic

As you create your ranking, you will be in a better position to increase your traffic. The best SEO practices include optimizing your titles and meta descriptions to clarify your topic.

This allows your customers to know exactly what your piece offers. Customers want to know that your site will meet their needs.

Optimizing these aspects of your site will help persuade them to click.

When you combine these elements with the strongest site rankings you get through optimization, you’ll see an increase in your traffic rates. More people will come to your website.

As you introduce more people to your websites, it will also encourage more opportunities for people to become potential customers and then convert.

The importance of SEO can not be underestimated when it comes to organic revenue growth.

Higher percentage of traffic becomes leads

SEO will also increase the percentage of your traffic that becomes potential customers.

SEO focuses on understanding what potential customers want to see and then meeting those needs. Therefore, creating a solid SEO strategy will result in a site that is more suited to your target customers.

With SEO, you need to analyze your sales funnel and determine what people want to see at each stage. You can assign the people of your target customers to the stages of the buyer’s journey, and thus create more effective content.

With content that better attracts your visitors, you can guide your prospects through the sales funnel more easily.

Customers will be able to find the content they want and you will know how to pass them to the next level. This will result in a higher conversion rate in each stage.

Business growth outside the geographical limits.

With traditional marketing, companies are often limited to their immediate geographic area. You promote yourself with direct mail, radio transmission and billboards, for example, that only people who live in your area see.

With SEO, you have the opportunity to expand your reach beyond your region. You can do business with people from all over the country and to other continents.

By understanding the importance of SEO and creating an optimized site, your page can be positioned highly in SERPs for people in different locations.

When its content is relevant, it will appear regardless of whether the prospect lives next door or thousands of kilometers away.

SEO, therefore, provides your organization with more space to grow. You have the opportunity to expand your potential audience and thus increase your reach.

You can expand your business to a level that would not have been possible before.

Greater understanding of what customers want to see

Today’s customers like to know that companies understand their weak points. They want to work with companies that meet their individual needs.

Modern customers want to foster relationships with companies and not be seen as just a number.

To serve these customers, both online and offline, you want to understand your customers intimately. This means going deeper than targeting people within a particular age range.

He wants to understand the behavior of people and why they do certain actions.

Before SEO and digital marketing, companies relied on market research and basic analysis of their own merchandise.

They used market research to identify trends in their consumption habits, for example and would use sales data to see which products and services were most popular with customers.

SEO, however, offers a completely new level for the ability to understand the customer.

By paying attention to the importance of SEO, you will begin to monitor the behavior of the client on your website.

You will see your bounce rates, how often people click on your site and where they go, your rate of abandoned shopping carts and your rate of repeat customers.

Through social networks, you can listen and participate in the conversations of these consumers.

You can receive comments from both those frustrated with your organization and those who are happy. You can use this information to improve your offers.

These behaviors were significantly more difficult, if not impossible to track before the birth of SEO and measure these metrics.

The importance of SEO and the consequent monitoring of the behavior of the website improves the ability of brands to understand their customers.

The consumer’s desire for a personalized experience and the feeling that the brand cares about them as a unique individual becomes possible.

Before SEO and digital marketing, brands were limited by what they could determine from extensive market research and some behavioral analysis of their organization.

However, with SEO, they can analyze customer behavior on an intimate level, creating a much superior brand experience.

SEO requires brands to make an investment. Without immediate results, such as those that a traditional advertising campaign can produce, it can be difficult to make that leap.

As you begin to understand the long-term importance of SEO to your organization, it should be easier to take the first steps towards digital success.

The more time you invest in SEO and the more intense your dedication, the easier it will be to see how the benefits you get from this strategy easily pay for the effort you’ve made.

The importance of SEO for your business now and in the future

12 reasons why your business needs absolutely SEO

Many brands and companies know (or think they know) that they need SEO for their digital properties, and the benefits they will get from that SEO work that is being implemented on their behalf.

SEO will undoubtedly improve the search capacity and overall visibility of a website, but what other real value does it offer? Why is SEO so important?

These 12 reasons must offer some clarity, regardless of the industry or the size of the company, as to why companies need SEO to take their brand to the next level.

1. Organic search is often the main source of website traffic

Organic search is an important part of the website’s performance of most businesses, as well as a critical component of the buyer’s funnel and, ultimately, of the users to complete a conversion or commitment.

As marketers know, Google owns a significantly larger portion of the search market than its competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo and many, many others.

That does not mean that all search engines do not contribute to the visibility of a brand, they do, only that Google owns about 75% of the search market in general.

He is the clear leader and, therefore, it is important to follow his guidelines.

But the remaining 25% of the market owned by other engines is also obviously valuable for brands.

Google, being the most visited website in the world, is also the most popular email provider in the world (with more than 1 billion users). Not to mention that YouTube is the second largest search engine.

We know that a clear majority of the world that has access to the Internet is visiting Google at least once a day to obtain information.

Being highly visible as a trusted resource by Google and other search engines will always work in favor of the brand.

A quality SEO and a high quality website carries brands there.

2. SEO builds trust and credibility

The goal of any experienced SEO is to establish a solid foundation for a beautiful website with a clean and effective user experience that is easily detectable in the search thanks to the trust and credibility of the brand and its digital properties.

Many elements enter into the establishment of authority with respect to search engines like Google.

In addition to the factors mentioned above, authority accumulates over time as a result of elements such as:

  • Quality backlink profiles.
  • Positive behavior of the user.
  • Automatic learning signals.
  • Elements and content optimized on the page.

But establishing that authority will do more for a brand than most, if not all, other digital optimizations.

The problem is that it is impossible to generate confidence and credibility overnight, as in real life. Authority is earned and built over time.

Establishing a brand as an authority requires patience, effort and commitment, but it is also based on offering a valuable product and service that allows customers to trust a brand.

The importance of SEO for your business now and in the future

3. Good SEO also means a better user experience

Everyone wants better organic rankings and maximum visibility. Few realize that an optimal user experience is an important part of getting there.

Google has learned to interpret a favorable or unfavorable user experience, and a positive user experience has become a fundamental element for the success of a website.

Clients know what they want. If they do not find it, there will be a problem. And the performance will suffer.

A clear example of how to build a solid user experience is how Google has increasingly become a response engine that offers the data searched directly in the SERPs (search engine result pages) for users.

The intention is to offer users the information they seek in fewer clicks, quickly and easily.

SEO quality incorporates a positive user experience, taking advantage of it to work in favor of the brand.

4. Local SEO means greater commitment, traffic and conversions

With the increase and growing domination of mobile traffic, local search has become a fundamental part of the success of small and medium enterprises.

Local SEO aims to optimize their digital properties for a specific neighborhood, so that people can find it quickly and easily, bringing them one step closer to a transaction.

Local optimizations focus on cities, regions and even specific states, to establish a viable medium for a brand’s messages locally.

SEO professionals do this by optimizing the brand’s website and its content, including local citations and backlinks, as well as local listings relevant to the location and business sector to which a brand belongs.

To promote participation at the local level, SEO professionals must optimize a brand’s Knowledge Graph panel, their Google My Business list and their social media profiles as a start.

There should also be a strong emphasis on user reviews on Google, as well as on other review sites like Yelp, Home Advisor and Angie’s List (among others), depending on the industry.

5. SEO affects the buying cycle

The clients do their research. That is one of the greatest advantages of the internet from the perspective of the buyer.

The use of SEO tactics to relay their messages in search of good offers, innovative products and/or services and the importance and reliability of what it offers to customers will change the game.

Without a doubt, it will also have a positive impact on the buying cycle when done correctly.

The marks must be visible in the places where people need them to establish a dignified connection.

Local SEO improves visibility and allows potential customers to find the answers and the companies that provide them.

6. The best SEO practices are always updated

It’s great to have SEO tactics implemented on a brand’s website and in its digital properties, but if it’s a short-term commitment (budget constraints, etc.) and the site is not reevaluated steadily over time, will reach a threshold where it can no longer be improved by other impediments.

The way in which the search world evolves, basically at the discretion of Google, requires constant monitoring of changes to stay ahead of the competition and, hopefully, on page 1.

Being proactive and monitoring important changes in the algorithm will always benefit brands that do so.

We know that Google makes thousands of algorithm changes per year. Stay far behind and it will be extremely difficult to resume your position. SEO professionals help you ensure you avoid this.

The importance of SEO for your business now and in the future

7. Understanding SEO helps you understand the web environment

With the ever-changing environment that is the Internet, it can be a challenge to keep abreast of changes as they occur.

But staying aware of SEO includes being aware of the main changes that take place in the search.

Knowing the Web environment, including the tactics used by other companies and local and comparable competitors, will always be beneficial for those brands.

8. SEO is relatively cheap

Sure, it costs money. All the best things do, right?

But SEO is relatively cheap in the grand scheme of things, and the reward is likely to be considered in terms of the benefit and the end result of a brand.

This is not a marketing cost. This is a true business investment.

A good SEO implementation will keep it in the market for years to come. And, like most things in life, it will only be better with the greater attention (and investment) you receive.

9. It is a long-term strategy

SEO can (and hopefully) have a notable impact in the first year of action, and many of those actions will have an impact that will last more than several years.

As the market evolves, yes, it is better to follow trends and changes closely.

But even a site that has not implemented a lot of intense SEO recommendations will improve the best basic SEO practices that are employed in an honest website with decent user experience.

And the more time, effort and budget of SEO is committed to it, the better and longer a website will be a worthy competitor in its market.

10. It is quantifiable and measurable

While SEO does not offer the easiest ROI to calculate, like paid search, it can measure almost anything with proper tracking and analysis.

The big problem is trying to connect the points in the back-end, because there is no definitive way to understand the correlation between all the actions taken.

However, it is worth understanding how certain actions are supposed to affect performance and growth, and we hope that they do.

Any good SEO will point to those improvements, so connecting the points should not be a challenge.

Brands also want to know where they were, where they are and where they are going in terms of digital performance, especially for SEO when they have a person/company that is paid to run on their behalf.

There is also no better way to show the success of SEO. We all know that data never lies.

The importance of SEO for your business now and in the future

11. SEO brings new opportunities to the light

High-quality SEO will always find a means to discover and take advantage of new opportunities for brands not only to be discovered, but to shine.

Offering quality SEO to brands means immersing an SEO team in everything that brand is.

It is the only way to really market a brand with the passion and understanding that the brand’s stakeholders have for it: to become an interested party.

The better a brand is understood, the more opportunities will arise to help it prosper. The same can be said about SEO.

12. If you are not on page 1, you are not winning the click

It’s no secret in the SEO world that if it’s not on page 1, it’s probably not in the organic search game.

A recent study shows that the top three organic search ranking positions result in almost 40% of all clicks, while up to 30% of all results on page 1 and 2 are not clicked at all.

What does this mean? Two things:

  • If it’s not on page 1, it should be.
  • There are still too many cases in which a user enters a search query and cannot find exactly what they are looking for.


Implementing strong and quality SEO on the website and the digital properties of a brand will always be beneficial for that brand and its marketing efforts.

Are You Following The Rule Of Social Media?

It is tempting for companies to share their content exclusively to drive sales or marketing, neglecting authentic commitment.

It takes discipline to share content from like-minded companies or industry opinion leaders.

You may have heard from co-workers or business owners that social networks have really changed the game for them in terms of leads and sales.

Social networks are an amazing way to reach potential customers that you would otherwise have missed.

But some of you may have started doing some social campaigns on your own, and you are not seeing the kind of results you have heard!

One of the benefits of hiring a social media marketing company is that they know all the tips, tricks and social media rules necessary for your campaign to be effective.

And when we say the rules of social networks, we are not talking about subjective ideas that generally increase the results of a campaign.

We are talking about rules of real social networks: guidelines and advertising policies established by the platform of social networks that advertisers and companies like yours should follow.

Are you following the rule of social media?

By following the so-called “Rule of the thirds” of social networks, you will ensure that you are sharing content that attracts and keeps track of those interested.

What is the rule of the thirds of social networks?

  • ⅓ of its social content promotes its business, converts readers and generates profits.
  • A third of your social content should come up and share ideas and stories from opinion leaders in your industry or related businesses.
  • ⅓ Your social content should be based on personal interactions and build your personal brand.

Sharing your own brand content should be something natural. It’s the other two thirds that can be a challenge.

Let’s talk about why sharing professional and personal content is equally important.

Are you following the rule of social media?

What is 5: 3: 2?

Social media can play an important role in attracting audiences to your brand, but what do you need to do to get there? What should I be sharing and when?

The key you should not do is talk about yourself all day and every day; This is the sure way to keep people away from your brand.

It’s like that annoying “friend” you have on Facebook who brags all the time, who hides from your timeline or, ultimately, is not your friend.

It does not want to be that brand.

So, what should I be doing? This is where rule 5: 3: 2 comes into play, and it has nothing to do with the rules of football (or soccer, depending on your part of the world).

With regard to social exchange, it is about achieving the right balance, so think about every ten publications:

  • 5 should be content from other sources that are relevant to your audience, also known as healing.
  • 3 must be content that you have created, that is relevant to your audience or creation.
  • 2 must be personal and fun content that humanizes your brand for your audience, to be called humanization.

You will notice that each of these areas has something in common: they are all focused on your audience, not on you.

So let’s dig a little deeper into each one and see how they can attract your audience and what you can do to get the most out of each one.

50% cure

Therefore, most of what you share must be cured from other places and sources that are relevant to your niche and audience.

There is a lot of content out there, take time to read the industry news and be part of the conversation around topics that you know will interest your audience.

Sharing content that is relevant and specific to your industry area will indicate that you are aware. The pulse of what is happening.

Here are some tools to help you quickly customize the content of your social media channels:

  • Feedly
  • Storify
  • Quora

These are not the only healing tools you can use, but they are a starting point.

Remember that everything you post should be useful and shareable; It must also be relevant to your niche and audience.

Creation of 30%

Next, you want to spend some time creating content on your own, try to stay away from difficult sales. If you do, you will undoubtedly see that your list of followers decreases.

Social networks have to do with attracting the audience you want and what you do is valuable content. Try to create varied content as well, as this will keep things interesting for your audience. These types of content could include:

  • Blogs
  • Infographics
  • e-books
  • Videos

20% humanization

This is what gives life to your brand and shows your audience that you are human and not just a large faceless corporation that tries to sell you.

It’s okay to publish random publications like this if you have the correct balance. The result is likely to be more followers because they will keep coming back to see what other fun things you publish and also to find other useful content.

When sharing this type of content make sure:

  1. It’s the kind of fun your audience likes.
  2. It shows your brand personality

Now that you know the 5: 3: 2 rule and how it can work for your brand, but now you wonder how I can continue to share and publish all this excellent content?

Access a social media management tool, there are many options to help you program, manage and find content, all in one place! 

Below is a selection of the main platforms that will be used for the administration of their social networks:

  • Buffer
  • HootSuite
  • TweetDeck
  • SproutSocial

To help you with the best time to schedule your publications in each social network.

In conclusion,

So there’s the 5: 3: 2 rule for social networks, remember that it’s about your audience and finding a balance in the content you share.

Try not to try to sell all the time and, instead, focus on the content that is valuable, interesting and fun; You want to humanize your brand and make your audience interact with you.

Are you following the rule of social media?

The 80/20 Rule

There is no secret formula to successfully interact with your audience on social networks, but applying the “80/20 Rule” should always be an important part of your social media strategy.

It simply comes down to this: use only 20% of your content to promote your brand, and dedicate 80% to the content that really interests your audience and involve them in conversations.

Do not get me wrong, social networks are definitely a big part of your marketing mix. But because people use social networks to be social, they do not want to be subjected to their online sales pitch.

Always try to create relationships, instead of annoying your audience with irrelevant content and increase your own image.

Because people use social networks to be social, they do not want to be subjected to their online sales pitch.

The year 2018 was marked as “a great year for content”, therefore, content marketing is a really important component of any social media marketing strategy.

Here’s how to apply ‘The 80/20 rule’ to your social media content:

20% of your brand content: include persuasive calls to action

When you work on 20% of the content that deals with your brand, also include information that benefits your audience.

Include a discount, add a special offer, provide useful statistics, etc.

Be sure to integrate a persuasive call to action that will inspire your audience to learn more about your company so it can lead to conversion in the future.

80% of other ‘interesting content’: make it shareable

Dedicating 80% to interesting content that really suits the interests and needs of your audience means compiling content from influential people whose ideas and ideas you agree with.

It supports your way of thinking, the way you do business or what you think is happening in your industry.

Think of retweets, inspirational quotes, links to news, questions, etc.

Just look for content that appeals to your audience and shares it on your social channels.

Are you following the rule of social media?

Put aside your pride and share the content of another company

Why is it so important to share external content with other companies or opinion leaders? It shows your audience that you know the industry like the back of your hand, that you are collegial and aware of the competition.

It shows that it is collaborative and secure enough in its own brand to share the content of another person.

It also doubles your exposure by connecting your content to your audience or online community.

By sharing content from another company, even a competitor, your company is positioned as the best source of content more complete and rounded.

To get content from other companies, try these features:

  • Find industry influencers: use keyword searches or suggested Twitter user lists to find influential people in your industry. Once you have found them, add them to a list or transmit them to continue listening.
  • Follow your competition: find your competition or other online related businesses with keyword searches, add them to a list or transmit them and start sharing the good things.
  • Follow the hashtags and industry keywords: source the hashtags or keywords of your industry and follow them in a sequence to keep them in your backpack. This will help you find new content and know what to include in yours.
  • Make lists: create lists of influential people, competitors, industry keywords and opinion leaders and keep them in separate sequences for easy listening.
  • Configure transmissions: multiple transmissions simplify your listening opportunities so you can spend less time searching for excellent content.
  • Use several styles of Re-Tweet: In HootSuite for example, by selecting “edit” on the Retweet button, you can give your content its own spin. Or, by selecting “Yes”, it simply comes out through its channels with its attached profile. This makes your Twitter feed look more dynamic and shows that you are outsourcing content (something good).

Time to get staff

The personalization in social networks is twofold: build your personal brand in your own channels and be more customizable in your business.

Personal accounts give you the opportunity to share attractive content, create a personal brand around your interests and participate with your followers.

Companies, on the other hand, can learn a lot from personal social accounts. Getting involved with your audience through personal interactions opens your business and shows a more human and vulnerable side.

This could mean sharing the stories of your customers, appreciating your comments or encouraging employees to be brand ambassadors online.

By doing so, you not only recognize your audience, but you also build a committed community.

To listen and participate with your community, try these features:

  • Trust teams: train your employees to be online ambassadors. They can share and amplify the content of their business, participate in personal conversations with a personal touch and collaborate to respond and receive feedback from fans.
  • Configure Streams: use streams and tabs to get a quick overview of your activity on social networks. This helps you listen and participate better with your audience.
  • Find community ambassadors: Suppose you wrote a blog post about your business and a fan had a lot to say in the comments. Contact them to write invited publications or follow them on social networks to get different perspectives.

In Canarias Digital we empower our followers to be ambassadors with a personal touch. We encourage everyone to contribute to the blog and create a professional and personal brand.

This adds new perspectives and exposes Canarias Digital to more diverse audiences. Similarly, our customer service team is encouraged to sign messages with your name. Claudia is our example.

This allows them to have a voice and conduct personal interactions while they are useful.

13 social media rules to live

13 Social Media Rules To Live

Social networks are now a common place in sales, marketing and general business communications.

Unfortunately, some people still do not know how to use social networks in the workplace without having to land in hot water.

Here are the rules, slightly adapted to our social media policy with an extra portion of common sense:

1. DO NOT  provide confidential or other information. If there is any question in your mind, err on the side of keeping silent.

2. DO NOT  identify yourself by name and, when relevant, your role, when discussing your company or matters related to it.

3. DO NOT  write in the first person plural (for example, “we”, “our”). Make it clear that you speak for yourself and not on behalf of your company.

4. BE AWARE that everything you post will be public for a long time, possibly throughout your career.

5. NOT  violate the laws of copyright, fair use or disclosure of financial information. When you quote someone, link back to the source if possible.

6. MAKE SURE that your online profiles and related content are consistent with the way you want to present yourself to your colleagues and clients.

7. DO NOT  assume that the anonymous publication will keep your true identity secret if you post inappropriate comments and content.

8. Assume  personal responsibility for the content you post on blogs, wikis or any other public forum.

9. DO NOT  forget that the brand of your company is represented by your people and what you publish will inevitably be reflected in that brand.

10. Make the best effort to add value by providing valuable information and perspective instead of mere opinions and bluffing.

11. DO NOT  quote or make reference to the clients, partners or suppliers of the company without their approval. If you do so, you could take your business in legal trouble.

12. Show due consideration for the privacy of others and for sensitivities that may exist with respect to politics and religion.

13. DO NOT  use ethnic slurs, personal insults, obscenity, or engage in any online behavior that is not acceptable at work.

In summary, if a brand focuses too much on itself within social networks as a means to increase sales, its audience will see it and disconnect it immediately.

Only by discovering what really interests your audience and responding to those needs will your brand be able to maintain a consistent, sustainable and attractive online social media presence.

Inbound Marketing Strategies For B2B Companies

Marketing is defined as the activity, set of institutions and processes to create, communicate, deliver and exchange offers that have value for consumers, customers, partners and society in general.

Or, as the economist Philip Kotler defined it, marketing tries to satisfy the needs of an objective market for a profit.

There are many marketing strategies that can be carried out, but it must be taken into account that marketing is not done in all industries equally.

It is important to consider various factors such as the target audience, the product or service sold or the market position of the company.

Before starting to explain the different strategies that can be carried out, it is important to take into account two concepts: B2B Business and Inbound Marketing.

B2B (business-to-business) refers to transactions between companies, that is, those companies that sell to other companies, and not the final consumer. Therefore B2B marketing will be that which is done from company to company.

On the other hand, the Inbound Marketing or Attraction Marketing is a methodology that coordinates non-intrusive marketing and advertising techniques, with the purpose that the user is the one who finds you, is interested in your product or service, and finally make the transaction.

How can an inbound marketing strategy be implemented in B2B businesses?

First of all, take into account who you are, how you are and what your target customer’s purchasing method is. From this consideration, you will be more prepared to customize and carry out the inbound marketing strategies for your business.

Create quality content

It is proven that quality content generates the most organic search traffic. Creating this type of content is a good way to generate leads and potential customers.

But what should be taken into account to carry out this marketing strategy?

First of all, we must know what our purpose is and who our audience is.

From this, we can define which topics are of interest to them and, therefore, which we are going to talk about.

Who will be responsible for writing the content? Must be a creative person, well informed on the subject and have a rigorous control of the content.

Finally, you must choose the platforms through which this content will be published (blogs, social networks, etc.), define how often it will be published and measure and monitor these campaigns (visualizations, recommendations, etc.) .).

Promote your content

There are many platforms through which to promote the content that the company creates, either from a blog of the company or through social networks.

It is important to stay updated at all times and select well the platforms that will be used. It is not better how many more media you use, if not the quality of these.

Use SEO Techniques

Posicionamiento search engine has revolutionized the way we search for information and purchase goods or services.

The goal of this technique is to appear in the top search positions on Google and be found before your competitors. Because we all know that beyond the first page of Google we do not read.

SEO strategies are very varied, but some of the most important for B2B companies are the following:

  • The web content is the core work: it is important to have detailed descriptions of products and services, using images and videos, create a predictive web and always give contact details. It is also interesting to insert in your website a click to call or a chatbot to easily contact the potential client, without requiring much effort for him.
  • Create landing pages to create visitors in registers, that is, create potential clients in real clients. Thanks to these are the attention of the user and that is why it must be optimized to the maximum and should generate interest.
  • Use the jargon of the area to which you dedicate yourself, either in your own website or in what you publish externally and establish the keywords. Use these and their related in your web and in what you post externally.
  • Link your social network profiles on your website. They will give you credibility. But you must keep them up-to-date and use the keywords we’ve talked about in these too.

Welcome to my business, LinkedIn

LinkedIn is one of the most promising social networks today, and above all, very useful for this type of B2B companies. It is the professional network par excellence, where there are profiles of companies, CEOs, senior managers, etc.

The LinkedIn platform is perfect to spread your content to other businesses, as well as attract traffic to your networks, blogs, and websites or make yourself known.

LinkedIn is a machine to generate leads, since in addition to the millions of users that compose it, with a good communication and business strategy in it, many of them can become potential customers for your business.

To do this, you should only make a profile, share, recommend and create content of interest and update it every day. Be an active person, be seen.

An inbound marketing plan for B2B companies is not an easy task. All procedures need their time and a rigorous monitoring and control during and after.

However, companies must adapt to new user purchasing processes, this is no more than integrating new digital processes into their strategies and being up-to-date with the advances that take place every day in the field of marketing.

E-commerce: How To Optimize Your Product Pages?

Selling on the internet involves ant work that never ends. Once you have chosen the platform for your online store, you have customized your theme and created your categories. It’s time to integrate your product pages and optimize them.

This is a key step for the success of your shop. Your product pages are essential to make you want to buy and convert your prospects into customers.

The Essentials To Present The Product

The first step is to present your product in a clear way for both your customers and the search engines. For this, make the most of the essential elements of a product page:

  • The title  :
    • We must be careful to always have an optimized title for SEO and that it is clear for the visitor.
  • The images  :
    • The photos must be homogeneous with each other. Try to have the same background for each product, or that the atmosphere is consistent.
    • Remember to publish several pictures of the same product in different situations and in different points of view.
    • Put yourself in the shoes of someone who has never seen the product. Show the texture, size and colors closest to the real.
  • The descriptions  :
    • In general, you must write two descriptions: a short that can be taken by Google to display in the search results and a longer text to better describe the product. Even if this step may seem tiring and tedious, do not neglect it! On one side the search engines like the content, and on the other side, your potential customer wants to have all the information about the product. You can describe its shape, its material, give ideas for its use, talk about its manufacture…
  • The technical sheet  :
    • In some cases, data sheets, or maintenance tips, or use may complete your product sheet.
  • The price  :
    • Do not forget to display the price including VAT if you sell to private individuals, in a clear and visible way.

e commerce

Reassure Your Customers

The above information is essential for presenting your products. Your page can be supplemented by various elements that will reassure visitors before moving on to the purchase.

Although these elements can be displayed in other pages, their presence on the product page can be a trigger of trust and convince the user to add the product in his basket. Among these elements of trust we can find:

  • Declinations: show the different sizes or colors of your product. Be careful not to propose more than three.
  • The stock available: inform your customers about the availability of the product, it is nothing more frustrating than receiving an email to indicate that the item purchased is out of stock.
  • The opinions: give the floor to your customers, good advice will reassure future buyers.
  • Fees and delivery time: avoid a cart abandonment at the end of the conversion tunnel, be clear from the beginning.
  • Means of payment: demonstrate that you offer a secure payment.

variant product page

Call To Action

Do not leave the user blocked on a product sheet, give him ideas to continue to discover other products:

  • Similar products: at the end of your product page you can submit products of the same category that might interest him.
  • Complementary products: a t-shirt that goes well with the proposed jeans, wax to clean the pair of shoes proposed…

As you can see, the creation of a product page needs to be thought through and worked on. The biggest challenge is to multiply this work by the number of different items you have.

But it is essential to have clear and attractive product sheets, a little for search engines but mainly for converting your visitors into customers.

How To Position Your Website In The 1st Google Results

Google is an indispensable tool to make itself known today. It is the number 1 search engine with 100 billion requests per month in the world. Nothing can be done, it’s the best.

But Google is mostly a robot. A stupid animal and nice because it allows us to free to position his website on its first page. An old digital adage says: “If you want to hide a body, put it on the second page of Google”.

There are over 200 SEO criteria to position its site. By respecting only a dozen criteria, you have the opportunity to overcome the competition and position yourself in the first results. Be methodical and patient. Moreover, by paying Google or Bing, we can also find ourselves in the first results. We tell you more below.

Opt For Natural Referencing

One thing is certain: Google positions web pages. No websites. It is therefore essential to work methodically and accurately every page of your site. Depending on the query (keyword) that the user will write, Google will search, with its powerful engine, all pages that refer to this key-phrase. We will give you some tools for Google to hear you and position your page on the front page.

Create a professional blog on your site

A website is good, it’s pretty. But it is absolutely necessary to make it live. And the blog is a great tool to make your website live.

Add a tab in the menu of your site and write your first article. Put yourself in the shoes of your customers, share your knowledge and experience and start writing your blog post.

Be Regular! It is best to write an article a month for twelve months rather than 6 articles a month for 2 months. The search engine will prefer regularity because your website will be built in the long term.

Share your articles on social networks

Take the opportunity to share your articles on social networks. Social media is increasingly being taken into account by search engines: engagement (likes, shares, and comments) prove that your article is of interest to many users and your article will be rewarded.

Think mobile for Google and Bing

Today, art mobile searches are superior to computer searches. The search engines have understood this and today value websites with mobile navigation adapted. 

Test your site today by opening it on your smartphone: if readability is good, navigation is fluid, access to the simple topic, everything is fine. Otherwise, it is essential to rework your website so that it is “mobile friendly”.

And, the loading time of pages is a paramount parameter. There are tools to check the speed of your site (Tools Pingdom for example). If the page loading time is slow, you need to make quick arrangements to improve it.

Opt For Paid Referencing

This is another way to position your services or your offers in the first results of Google. It will take less time than SEO. On the other hand, you will naturally need a budget.

By precisely defining your objectives, you will be able to control your budget and your results. Do not throw yourself too fast in each tool at the risk of spending a lot of money without result. Take the time to study each tool to optimize your campaign.

Pay ads from Google

This is the fastest and most effective way to appear immediately in Google’s first search results. You define the most relevant keywords, obviously related to your activity. After setting the maximum bid you are willing to pay, your ad will appear in first, second, third … position. It all depends on the auction of your competitors on the defined keyword.

To control your budget, take out your calculator and calculate your cost according to your investment. For example, if you pay a keyword € 1 per click. Arriving on your landing page, only 1 visitor out of 4 leaves his contact, 4 € the lead. And, after calling your contacts, 1 out of 3 contacts buys your solution, that is 12 € the customer. Do this calculation for your business and master your budget. It’s essential to succeed in your digital marketing.

Look after your ads, landing pages and especially the choice of keywords. Be consistent on the entire digital path of your visitor.

Paid ads from Bing

Google is a leader with 94% market share, but nothing prevents you to test Bing Ads. Bing is the search engine of Microsoft and is the 2nd most used search engine in France.

The costs are often lower and the contacts you can generate are just as interesting. Also, the platform for creating paid ads Bing is very close to that of Google. So you will not have a hard time switching from one to the other.

The vast majority of Internet users use search engines to find answers to their questions. If you want to know your products or services, SEO or pay is a great way. If you have time, write articles on specific keywords. If you have a budget in communication or marketing, use the Google or Bing ads tools to meet the needs of users. It’s never too late to get started. So go ahead now.

Social Selling: The Inbound Marketing Strategy Guide

Social selling relies on inbound marketing and content marketing to communicate, and connect with customers and prospects without selling. What social selling strategy to be effective?

Inbound Marketing

Inbound marketing is a strategy that consists of:

  • Attract Internet users with a website optimized for content and SEO.
  • Turn visitors into prospects with free content to download.
  • Convert leads to customers with a marketing automation strategy.
  • Retain customers to become ambassadors of the brand.

Companies that have adopted inbound marketing generate 54% more leads than traditional methods.

Content Marketing

Content marketing is the heart of inbound marketing.

Its goal is to create and distribute free, qualitative, creative and relevant content intended for its targets in order to touch it, engage it in a relationship and turn it into a prospect and then customers.

Quality content is content that does not speak for itself. To impact your audience, your content must solve a problem, hence the importance of knowing your targets better to meet them.

And to know your targets, you will use the technique of buyers personas: it is about creating the typical profiles of your ideal customers centered on their needs, their challenges, their brakes, and their motivations. In a process of social selling, the profiles of your buyers’ personas will allow designing a content strategy that will be attractive and shared on social networks to connect with your targets.

Which formats for your editorial strategy?

  • The blog article
  • Images and photos
  • Videos
  • Computer graphics
  • The case study
  • The white paper
  • The webinar

The video will be the preferred format because it is content consumed by Internet users, and it allows to interact with prospects in a simple and powerful.

Which Social Networks To choose In Social Selling?

75% of Internet users are present on social networks. The choice to deploy a social selling strategy will depend on the sector of activity and the uses of the targets.

Each social network has its uses, and we do not communicate in the same way on Facebook and LinkedIn for example. It will be a question of adapting the contents, and the tone according to the targets.

The goal is to share engaging content and generate interactions to engage targets and conversation. You have to be social on social networks and have a relevant presence.


It is the reference professional network, and the most suitable for social selling in BtoB and generates leads through targeting features for digital prospecting.


BtoB or BtoC is the social network of the snapshot. It is adapted to social selling especially on niche communities, or influencers and opinion leaders. Prospects are responsive on Twitter. You have to be very active on Twitter because there are so many tweets, and you have to stand out to be visible.


It is the most widely used social network in the world, and prospects are necessarily there. Nevertheless, it is a network especially adapted to a BtoC target. To practice social selling on Facebook, you will need to contact a different professional profile than a personal profile.

The communication on Facebook works well with publications on the employer brand of the company to make you want to join. It is not easy to develop a community in BtoB or with small business targets.

The visibility of company pages becoming increasingly weak on Facebook, it is necessary to communicate via a private Facebook group with content adapted to the expectations of the audience.

How To Be A Perfect Social Seller On Social Networks

Well used social networks are strong levers to engage prospects with a tailored and personalized speech.

Social selling is above all a position of expertise and credibility to establish relationships of trust with prospects. We do not sell on social networks, we socialize! The philosophy of social selling: “Stop selling, start by helping”.

A mere presence on social networks will be insufficient to have an impact on sales. It’s actions and interactions that will turn engagement into sales.

The perfect social seller knows how to “listen to customers” on social networks to meet their expectations. He is alert on the needs to show his expertise, and get in touch with them more easily.

Being a perfect social seller

  • To learn about the particularities of social networks

Social networks do not all have the same uses and the same codes. Understanding their operation is essential.

  • Be active to be visible and capture prospects

Build your personal brand and put your profile forward by multiplying content publishing and sharing. You have to show yourself on social networks to make yourself visible. It’s a way to work on personal branding and to heal your e-reputation.

  • Engage with prospects
  1. The first step is to know the prospects before they become customers.
  2. Start by following the target leads on social networks.
  3. Identify their interests as well as the people with whom they engage.
  4. Like or comment on their contents.

The second step will be to approach them with a speech adapted to their stage of maturity of purchase and to convert them into a buyer.

Put In Place An Effective Social Selling Strategy

Before you start social selling, think about your strategy:

  • What are your goals?
  • Who are your buyers’ personas?
  • What are their expectations, their needs?
  • What content to produce with which format?
  • Which are the social networks adapted to your strategy?
  • What messages to send to your prospects?
  • What indicators to follow to measure your actions?

Defining all these elements will allow you to have a clear and precise way to reach your goals with social selling.

SEO, SEM And Everything You Need To Get The Most Out Of Your Website

What is the difference between SEO and SEM? Which is more important? What does each one work for? These are some of the most common questions from users who start to optimize their search engine web. 

In this post, we answer them and explain how to get your website to reach the top of Google, either through SEO, SEM or the combination of both.

SEO – Online Success Through Organic Positioning

The acronym SEO refers to the optimization of websites for search engines such as Google. That is, work a website so that it is perceived positively by Google and other search engines. If you want to perform effective optimization you will have to pay special attention to the content, structure, and metadata of your website. In addition, there are other disciplines within the organic positioning such as local SEO or link building that will help you get better rankings. This is an essential technique for any website that wants to achieve online success and ensure it in the long term.

SEM – Online Success Through Paid Positioning

The acronym SEM refers to search engine marketing, which is synonymous with improving the positions of a website in the search results Google and other search engines through payment strategies.

One of the most known strategies within the SEM are Adwords. These are ads that Google places in the top positions of its search results, recommending websites of companies that have paid an amount of money to appear in said place. This is a technique that seeks to achieve online success in the short term and fully compatible with SEO

SEO And SEM, Better By The Hand 

While we have seen that both are different disciplines, they are also complimentary. While SEO will offer you lasting results, the SEM can give you an initial boost.

However, keep in mind that investing in SEM without having a website that interests your visitors, may be wasting your budget. Therefore, it is always recommended that SEO and SEM go hand in hand.

Keep in mind that an ideal online marketing strategy should be distributed in figures of around 25% SEM – 75% SEO.

These are especially interesting since analyzing the behavior of your Adwords will help you modify certain aspects to achieve online success.

AdCortex offers Integrated Digital Marketing services to startups and businesses. As fans of the scientific method, we at AdCortex combine science with all our digital marketing activities. Our formula is a method for designing and optimizing high-performance marketing campaigns. Get in touch to power up your digital presence starting today!

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