Month: August 2020

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How to use an omnichannel strategy to generate benefits for the company

Como usar uma estratégia omnichannel para gerar benefícios a empresa

There are several studies on what an omnichannel strategy is. But, regardless of the analysis, omnichannel is the joining of sales and communication channels with the aim of delivering a better experience to the customer.

Read too: Inclusive Marketing merges innovation with a more human experience

In a world with several communication channels, serving the customer with agility and excellence is essential for the success and competitiveness of the business in the long term.

A global study by Microsoft showed that 56% of consumers stopped buying a certain brand because of a negative customer service experience. Therefore, factors such as empathy, humanization and quality standardization in Customer Service (SAC) are so important.

Far beyond being present in all sales channels, it is important to know how to develop an omnichannel strategy that is in line with the company's reality and meets the particular needs of customers.

How to create an omnichannel strategy

  • Analyze your service channels

Before creating an omnichannel strategy in communication channels, it is necessary to understand which platforms are most appropriate for the profile of the business and the customer itself. In the same way that Whatsapp is an application that facilitated the business world, email is still a widely used tool due to the ease and credibility of registration.

Invest in platforms that will bring returns and that will be useful for the operational team when it comes to serving customers with the highest quality.

Read too: Networks and social media: when to use each term?

  • meet the customer

There is no way to create an omnichannel strategy without knowing who the customer is. While there are people who can't live without a cell phone and prefer to do everything over the internet, there are even more careful consumers who need face-to-face or telephone contact. Once you understand these and other particularities of the public, it becomes easier to implement an omnichannel system that works.

  • Train the service team

Invest in training for the team to be in tune, both online and offline. The consistency of information, as well as a well-defined quality standard, with problem solving, response time targets and differentials in the way of serving, contribute to delivering a positive experience for the consumer.

If the company's service is good, the organization's image will also have a positive public perception.

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Networks and Social Media: when to use each term?

Redes e Mídias Sociais quando usar cada termo

Currently, much is heard about the terms Social Networks and Media, as they have become important tools for social and business relationships. Therefore, confusion is common when trying to define them or understand that they are different things.

Read too: The importance of OHH media for companies

It may seem simple, but in order to have a greater campaign development and improve internet boosting techniques, it is important to understand what each of the terms are and how they work.

Social media

The term social network basically means creating a relationship with people sharing common values and goals, not being connected to the internet. The family, as well as the work environment, are examples of social relationships.

With the advancement of technology and its implementation in our daily lives, these connections began to form over the internet as well. A dating site or social network is where you can connect with other people or groups of individuals through a profile in order to share content.

In this way, interactions that used to be restricted to offline life, such as meetings in bars and restaurants, now also happen online. To do this, just access platforms such as Facebook, Youtube, Instagram and Linkedin.

Social media

Social media, in turn, are defined as a means of disseminating and decentralizing information – free and paid – and messages. The term emerged in 1990 when traditional media companies began to lose ground to digital technology.

The main objective of these media is the creation, dissemination and sharing of content that enables public interaction without the involvement of social relationships. Thus, when we refer to digital environments connected through the internet, we are referring to the term social media.

Therefore, social media platforms between logged in users are characterized by the creation of relationship networks. Therefore, the aforementioned social networks are seen as a part of what we call social media.

Read too: Learn how to use organic traffic to drive hits to your website

How relationships occur is the main difference between networks and social media

As explained, social media corresponds to any channel where interaction takes place. The same can also be said of social networks, but it is necessary to know how to differentiate the ways in which interactions take place.

In the case of social networks, the relationship between users is the main focus, which is the reason for its creation. Therefore, it is common for websites to develop more and more tools to increase interactions, so that people get closer.

With social media, although there are exchanges of information between people, this relationship is less fervent. An example to elucidate this difference is the way websites and blogs develop their interactions through comments. In this area, it is possible for users to share opinions and information with each other, but this occurs in a more restricted and limited way.

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Learn how to use organic traffic to drive hits to your website

Saiba como usar o tráfego orgânico para gerar acessos ao seu site

It is estimated that the sites that appear first in search engines receive more clicks than the others, so the lower the site is, the less visits it will receive. All visits that a portal or website receives spontaneously – without investment in ads – are considered organic traffic.

Read too: Inclusive Marketing merges innovation with a more human experience

Through performance tools, such as Google Analytics, it is possible to know the origin of the accesses. These connections can be a source of:

– direct traffic: when people access the website address through the browser bar;

– referral traffic: when the person clicks on a link, existing on another site, which directs to yours;

– social traffic: that happens from the social networks.

Paid media is very efficient for immediate results, but investment in organic traffic reaches a good place in the first search results.

Tips for generating organic traffic

Although there is no practical guide to what works, there are actions that help in the growth of spontaneous hits.

  • meet the audience

One of the advantages of organic traffic is working for potential customers. However, in order to have assertive insights, it is necessary to know the behavior of the public, adjusting the planning to achieve more accurate results.

  • bet on mobile

The use of cell phones and tablets to access the internet has controlled a considerable portion of access sources. Therefore, it is essential to have adequate and fast loading pages for the good experience of the public.

Read too: Video Marketing could be a new way to increase your organic traffic, finds research

  • Be on social networks

Having a business profile on Facebook, Instagram and Twitter – using the appropriate communication strategies for each platform – drives organic growth and establishes a good relationship with the public. This is an important point for brands to remember when choosing a product.

  • Plan based on Google rules

It is necessary to work on behavioral studies and always be up to date with Google's criteria. SEO strategies are allied to adequate organic growth. Therefore, it is worth producing content with a focus on optimization, improving navigation and speed aspects, planning keywords, analyzing the site's information architecture and producing good titles and meta-descriptions.

  • Invest in different platforms and formats

E-mail marketing, social networks and referral links on other portals can improve access growth. Therefore, it is important to know the possibilities, choose the ones that best suit the objectives of the company or brand, carry out good planning and bet on multiplicity.

  • bet on content

Good keyword research, email marketing and improved loading speed are all great optimization measures, but it's the content that builds audience loyalty. Therefore, bet on creativity, adequate language, clear and reliable information and Call To Action (CTA).

  • Data analysis

Making use of analysis tools is essential to monitor results, maintain or adjust actions. Organic traffic has long-term results, but following the indicators from the beginning is decisive for conversion success.

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Understand what it is and what types of SSL certification

Entenda o que é e quais os tipos de certificação SSL

SSL – Secure Socket Layer – is an acronym in English that refers to the encryption mechanism created to increase the security of data shared on the Internet, that is, all data crossed on sites with active SSL certification are more protected compared to the others.

Read too: Video marketing could be a new way to increase your organic traffic, finds research

Even if someone has access to the data along the way, he will not be able to decrypt it because it is a difficult encryption to break.

The security of websites is an essential factor for companies that are on the Internet. Pages without a security certificate digital may put your consumers' personal information at risk. In addition, these certifications influence search results.

The page with SSL certification with domain or organization validation, shows a padlock followed by the word 'secure' and the address starting with 'https'.

Types of SSL Certification

There are several types of SSL certification, with different levels of data protection. The three most common are:

  1. domain validation

The most common SSL certificate found on most websites. It presents a basic level of protection and its purpose is to validate the domain's trust level. It is only indicated for small websites and blogs where there is no bank data transaction.

Read also: Businesses will be able to try WhatsApp payment function in a few weeks

2.organization validation

This type of certification has an intermediate level of security, as in addition to validating the domain, it also verifies the information associated with the organization. Medium-sized companies and e-commerces should opt for this alternative

3. extended validation

The most complete of all SSL certifications. In this case, both the company and the website go through a more rigorous certification process to achieve the highest level of SSL on the market. Ideal for virtual stores with heavy traffic and large companies.

Importance of SSL certification in organic search

Google announced that its browser – Google Chrome – would consider sites without certification as unsafe and warn the consumer. In addition, the page ranking system was modified to prioritize sites that had an SSL certificate. In this way, companies that did not have the statement will lose positions on Google's results pages, consequently also losing visits and sales.

The objective behind the ranking is to provide a better user experience, placing the safest sites with relevant content first, and this includes the encryption of information.