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New Facebook Supervisory Committee has a Brazilian; look

Novo Comitê de Supervisão do Facebook conta com brasileiro

Last week Facebook announced new names for the Oversight Committee. Among them, the one that stands out the most for us is Ronaldo Lemos, who is the only Brazilian of the 20 members. As reported on several news sites, Lemos is a lawyer and director of the Institute of Technology and Society in Rio de Janeiro.

Know more: Online Media: research points to growth of 26.6% in accesses to social networks

What is the role of the Facebook Oversight Committee?

The Facebook Oversight Committee is a tool that will have the function of deciding the platform's positioning in the face of controversies such as the repercussions of the offline world, analysis of the terms of use – to prevent dubious or controversial interpretations – in addition to removing and restoring content from social networks following user requests. In this way, discussions about what to remove, what to allow and why should be emphasized and directly impact the way users behave on the platform.

In an interview with the Uol portal, Lemos clarifies that the council is independent and that it is an autonomous organization, which will take care of issues from around the world related to both Facebook and Instagram collectively. That is, it will function as a collegiate body, in which no one decides anything alone.

Know more: Practical and dynamic: see how to use Whatsapp Business and optimize your company's communication

What is the Committee's guidance? of Supervision of Facebook and what to expect from him?

As the Facebook Oversight Committee is made up of members from around the world, it is expected that the plurality of voices will benefit the billions of users. “The council will be guided by international treaties that protect human rights and freedom of expression,” said Lemos in the interview that ended the speech by emphasizing that freedom of expression is the main focus of the new body.

Read too: Find out about the changes to Facebook Messenger that are in effect from March onwards for business pages

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Know what Performance Marketing is

Saiba o que é Marketing de Performance

Before buying an ad, the company conducts several surveys to find out which will be the best strategy. However, it is also necessary to know if the public was actually reached, otherwise all planning could be compromised. And this is exactly what Performance Marketing fits into.

To better understand the subject, it is necessary to know that this marketing category fits in the digital environment. Like the other strategies, the planning is aimed at reaching the greatest number of people, however, this case has a great differential.

Read too: Understand what Lifetime Value (LTV) is and why it is important to apply this concept to your brand

Unlike other strategies, Performance Marketing stands out for being advertising in the right place and at the right time, a method that allows you to save money on ads that never convert. By applying this methodology, it is possible to pay only when consumers engage with your ad, since the brand will know where to invest and what the exact results of that decision will be.

Check out some tips to implement Performance Marketing in your company

1. Define your segments precisely

The more specific your audience, the more specific your ad. And the more specific your ad is, the more relevant it is to your audience.

Read too: How Digital Marketing can help overcome the crisis

2. Opt for SKAG

Simplicity is the best way. Therefore, avoid complicating too much when choosing keywords. As tempting as it may seem, placing a high number of keywords will only complicate your Performance Marketing strategy. The more keywords you choose, the more SERPs you'll ask Google to place you on. Choose 20, and you'll have a lot of words to work with in your sales copy.

Therefore, choose only one for each ad group (SKAGs).

Read too: What is Branding and why does your company need it?

3. Understand the importance of writing good headlines

As it is the first contact that the public has with your ad, it is essential that the title is eye-catching and holds it. It's also important to remember to be direct.

4. Go beyond Google and Facebook

You're probably advertising on Google and Facebook for the same reasons everyone else is. But if you take the time to explore smaller niche networks, you'll find platforms where your ads will generate an even greater ROI.

Read too: Better understand the difference between Target Audience and Persona

5. Buy the best times

Betting on an ad means bringing people to your site and eventually convincing them. Therefore, one of the most effective Performance Marketing strategies is to plan a good time for the ad to appear.

It is important to monitor the campaign and evaluate the best times. The afternoon period, for example, is much more likely to convert the public into new customers.

6. Use remarketing lists for Search Network Ads (RLSAs)

Bidding on broader terms may seem risky, but under certain circumstances, bidding on popular terms or competitor names can be a great idea.

RLSAs allow you to rank for the broadest terms for the consumers you are remarketing to. Therefore, your ad will appear to users who have visited your site before. This means you can bid on broad terms to maximize your reach and still avoid new costs, as your ad will only run to past visitors. Put what you've learned about Performance Marketing into practice!

Read too: Local Marketing: set up some tips that can help your business

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What is Lifetime Value (LTV) and why apply this concept to your brand?

O que é Lifetime Value (LTV) e por que aplicar esse conceito na sua marca

Lifetime value (LTV) is a very simple concept. This is the total amount of profit or revenue – it is up to the company to determine which variable is most important to work on its strategies – obtained from a single customer during its entire lifetime. That is, a specific customer who buys your products annually will have a higher LTV than someone who buys every two years.

Read too: What is Branding and why does your company need it?

Why is Lifetime Value important?

It's important to have your customer's lifetime value at the tip of your pencil for very simple and practical reasons. First, because the cost of attracting a new customer can be five to seven times higher than that of keeping a loyal one, as pointed out by marketing theorist Philip Kotler in the late 1990s.

Another reason is that the probability of selling to an existing customer is 60 – 70% higher, as the article says Don't Get Lazy About Your Client Relationships published in Forbes, which cites data from the book Marketing Metrics. In contrast, the chances of selling to someone who has never used your product and/or service are 5 to 20%. In addition, existing customers are more willing to try new products compared to the public that does not consume your brand. There are estimates that point up to 50% more prone.

Read too: Better understand the difference between Target Audience and Persona

How to increase my client's Lifetime Value?

To increase your customer's LTV, you need to know them better than anyone else. That is, knowing your desires, needs, socioeconomic position, where you live and the entire booklet of your persona and/or target audience. What's more, hearing opinions about your product is essential to grow as a brand and gain competitiveness in the market.

By making a careful assessment of the answers obtained, the brand's strategic decisions will have a technical-numerical basis, which will actually serve the customer and will have many more chances of retaining him. After all, with the exception of price issues, nobody switches brands if they are fully satisfied with what is being offered.

Read too: Local Marketing: check out some tips that can help your business

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What is Branding and why does your company need it?

O que é Branding e por que sua empresa necessita dele

Since its emergence, marketing has gone through phases that revolve around three major disciplines: product, customer and brand management.

In this last aspect, one of the items that stands out the most is the visual identity, in which we relate the term brand to a logo, colors and symbols. However, its real meaning goes further.

See too: Better understand the difference between Target Audience and Persona

In reality, brand is the whole set of experiences and feelings that the consumer has experienced and created from your company, from his first impression, to what he saw and heard about it.

That is, everything that the individual experiences, added to the social, cultural and economic contexts, forms what we call a brand.

With the emergence of Branding, the main objective of brands that are attentive to marketing trends is to ensure that these experiences are positive, since it is the process of managing a brand, which includes everything from planning, going through structuring, to promoting it.

Positive experiences, the quality of its products and services, as well as customers' identification with its values will define whether or not the brand will become a market leader like Apple, Nike and Coca-Cola have become.

Read too: How Digital Marketing can help overcome the crisis

From the practice of Branding it is possible to keep employees motivated, take care of the image and reputation of a brand, adapt its positioning and bring more and more visibility. Within this process there are some terms that need to be created and managed:

  1. Brand identity;
  2. Brand platform;
  3. Brand architecture;
  4. Brand extensions;
  5. Employer Branding;
  6. Brand perception;
  7. Brand consistency.

from the Branding, a brand can positively impact people's lives, without it, it's just names, and names don't sell, don't connect and don't relate to the public.

Read too: Content Marketing: understand why it is a relationship strategy.

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Online media: research points to growth of 26.6% in accesses to social networks

Mídias online pesquisa aponta crescimento de 26 de acessos às redes sociais

Online media has taken on new meaning in recent weeks due to stay-at-home guidelines. However, in addition to this, research indicates that the use of social media also showed growth.

Read too: How Digital Marketing can help overcome the crisis

According to a media analysis by Comscore, the interval between the 16th and 22nd of March had 26.6% more hits on social networks than between the 9th and 15th of the same month.

The balance also explains that sessions on platforms such as Facebook and instagram went from 34 billion to 43 billion, as the average time spent in these online media increased by 19% in the compared periods.

However, in addition to using these tools to connect with loved ones and search for information, it is observed that users are also using digital platforms to distract themselves.

Read too: Digital Marketing: 10 trends your brand should pay attention to in 2020

Online media users are looking for lighter and more relaxed content

Comscore's analysis points out that content of the genre familiar and young had an increase of 43.1% in the analyzed period.

This means that from 637 million views it went to at least 900 million. Other expressive ranges are games and entertainment which grew, respectively, by 20% and 22.8%.

Read too: Learn about the changes to Facebook Messenger that will apply from 2020 to commercial pages

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Better understand the difference between target audience and persona

Entenda melhor a diferença entre público-alvo e persona

When creating a business or rethinking a company's marketing actions, it is necessary to go through the definition of the target audience. However, in recent years, brands have been trying a new technical modality to get to know the customer better, the creation of a persona. Check out our content today and better understand the difference between target audience and persona and how both can be advantageous for your company. 

The target audience is used to define the consumer's socioeconomic status in order to start a marketing campaign. In this way, it brings very broad information such as gender, age, marital status, education, purchasing habits, in addition to the profession and region of the country where you live.

See too: Digital Marketing: trends your brand should pay attention to in 2020

More complex: persona brings information beyond the target audience

With digital networks and the high volume of data that companies can work with, the persona emerged, which is a more complex structure in relation to the target audience, since it is the profile of the ideal customer. Thus, in addition to what is already addressed by the target audience, in the persona it is possible to find: fictitious name, brief story about the persona's daily life, lifestyle, favorite social networks, as well as personal values, hobbies, doubts and ambitions. See this comparison, in topics, between target audience and persona.

Target Audience

  • marital status;
  • training;
  • gender;
  • buying habits;
  • age;
  • profession; It is
  • region of the country.

Persona

  • a fictitious name, to facilitate the connection;
  • a brief story about the persona's daily life;
  • profession;
  • buying habits;
  • Lifestyle;
  • favorite social networks;
  • hobbies;
  • values;
  • pain related to your product;
  • doubts;
  • ambitions.

Now that you know more about the difference between target audience and persona, check out this practical example of persona

Marcia is 37 years old, earns between R$ 10,000 and R$ 20,000 and works as an HR manager at a medium-sized technology company in São Paulo. In his daily life, he faces the difficulties of a lot of work for a team of only 1 employee and 1 intern. She is married, has a young son who has just started school, and her favorite social networks are Facebook and Instagram for her social life, and LinkedIn for recruiting professionals and keeping up with industry news. He likes to travel with his family and go to concerts on the weekends.

See too: Learn why it is important to invest in a Digital Marketing strategy, such as SEO

See what benefits and when to use the persona

  • Better language;
  • Which social networks to invest in ads;
  • What issues to address;
  • Optimal content formats;
  • Key words;
  • Which media to invest in;
  • Upsell and cross sell opportunities;
  • Best times to offer a product;
  • Style and periodicity of email marketing.

Thus, by creating a closer connection with the customer, the brand better understands their needs and is thus able to adopt a specific language to communicate with them, understand which social networks are worth investing in ads, choose the best time to offer a new product , as well as email marketing style and periodicity.

With this, your company's marketing becomes more sophisticated and customers are much more satisfied for having a brand that understands them and does what is necessary to meet their respective demands. Ready to put what you just learned about target audience and persona into practice in your company?

See too: How Digital Marketing can help overcome the crisis

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Local marketing: check out some tips that can help your business

Marketing local confira algumas dicas que podem ajudar a sua empresa

According to data from the consultancy Empresômetro released in February 2019, at least 13.5 million companies are classified as small in Brazil, which represents 70% of national enterprises. Among these millions are local initiatives dedicated to providing services and products to certain neighborhoods and regions. Faced with a reality in which consumers use digital channels to find somewhere that meets their respective needs, investing in local marketing can make a big difference.

Read too: Digital Marketing: 10 trends your brand should pay attention to in 2020

With that, one of the tools that can most help to put the brand name in evidence in the region is the Google My Business. With this feature – in which companies appear in a box on the first page of the search engine – the result related to your company happens through geolocation and can be accompanied by images, addresses, customer reviews, thus arousing interest in new people.

Also optimize your results on Google with SEO

When knowing the name of the company, one of the things that the user can do is search for a possible website of the brand. In this context, it is beneficial to meet some requirements, such as having a special layout for mobile devices, adopting SEO (Search Engine Optimization) strategies, in addition to inserting a map with your location, phone number and WhatsApp contact link. Everything for the person to have at hand what he needs to contact your service immediately.

Read too: Learn why it is important to invest in a Digital Marketing strategy, such as SEO

In addition to a good position on Google, the local business can also invest in specific content for Instagram and the Facebook page. On these platforms, it is possible to periodically post the services provided, the news, in addition to building a closer bond with customers, demonstrating that it is open to dialogue with people in the region, whether clarifying doubts or thanking for a compliment.

Local marketing in times of crisis

Currently, in the midst of the coronavirus pandemic, major brands and digital influencers have mobilized to encourage preference for local businesses, which, among companies, are the ones that have suffered the most from the impacts of the quarantine. With this, local marketing can be very useful in expanding the famous word of mouth and making the brand name reach more people.

Read too: How Digital Marketing can help overcome the crisis

In addition, adapting the product portfolio, offering promotions and disclosing these news on social networks are often interesting ways to attract and retain customers. However, adopting a good tone is as important as the publications themselves. Therefore, having a communication agency can be essential to help your business in these times and gain credibility in the region.

Read too: Practical and dynamic: see how to use Whatsapp Business and optimize your company communication

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How Digital Marketing can help overcome the crisis

Como o Marketing Digital pode ajudar a vencer a crise

The coronavirus crisis will test us all, but business owners need to think long term and continue to build their brands, protect their people and honor their values. And nothing better than having a Comunication agency by your side in this very complex moment.

If you work with different sales channels and/or different products, start measuring which ones are more or less affected by the crisis right now. Chances are, you'll have to make changes to your digital marketing strategy, channels, and product distribution at breakneck speed. Having these numbers at hand will help you make more assertive decisions.

It may seem silly at first, but your dedication (especially if you are the sole manager of the business) will be highly responsible for the success of your actions.

Planning your return to the market, thinking about new ways of distribution and focusing efforts on customer service can put you in an advantageous position when the market returns to normal. Therefore, no arms crossed. It's time to work!

First wash your hands!

primeira fase - dicas de planejamento
marketing digital

Talk to your consumer

It is necessary to understand the scenarios, whether by chat, Instagram, Facebook, WhatsApp, etc. It is worth asking how the customer is doing, how he prefers the delivery to be carried out… This relationship is very important now.

Read too: Practical and dynamic: see how to use Whatsapp Business and optimize your company's communication

marketing digital

Adapt the operation

Focusing on new delivery partnerships and strengthening the delivery service is a good option. It is time to reinvent the business. It is possible to review the approach and not miss the opportunity.

marketing digital

Order, coordination and planning

These are the key words to go through a crisis. You need to plan your actions and evaluate all scenarios. Nothing leaves the paper without having been validated within a planning beforehand. Plan everything. This type of data will give you the necessary security to make decisions.

marketing digital

Financial control

As you may have noticed, during a crisis everything changes too fast! It is also important that you know exactly how much cash flow and financial reserve you have to maintain your operation in case things get complicated.

marketing digital

rethink your prices

In general, product pricing involves some basic rules. You need to take into account issues such as your market price and company expenses. The pandemic of the new coronavirus, however, brings a different context for entrepreneurs. Even resorting to deliveries, the tendency is for it to be more difficult to maintain the pace of sales as before. It is also worth resorting, to a lesser or greater extent, to more attractive promotions and conditions, such as free deliveries.

Opportunities

In addition to reviewing its product/service portfolio, new customer needs create innovation opportunities for its business. Don't get focused on defensive actions. Take this moment to innovate around emerging opportunities. Keep an eye on the signals your consumer will give.

segunda fase - invista em marketing digital

At a time when the customer has withdrawn and is practically reclusive at home, small business owners need to use digital marketing to reach the public. Use technology to your advantage!

Read too: Digital Marketing: 10 trends your brand should pay attention to in 2020

Announcement and positioning

The first step is to make it clear that you care about the safety of your employees, customers and stakeholders. Use the power of your blog and das social media to make publications informing the adopted solutions. You can also rely on an email marketing strategy to expand this message.

Use the power of videos

Record videos showing the public the procedures you are carrying out to ensure everyone's safety. Ideally, the video should be as illustrative as possible. In addition, have a positive positioning, showing that you are always available to your customers and partners.

offer contents of value

What people are most looking for right now is a little comfort and a way to reduce uncertainties. So it's time to take even lighter strategies. Offer content to customers without the intention of selling immediately, focusing on building a relationship that can later bear fruit.

Read too: Content Marketing: understand why it is a relationship strategy

Humanize your brand

Sharing the behind-the-scenes of your business can also help you better connect with customers – and provide a foundation for supporting them. It is also worth sharing the pains of the business, such as the challenge of facing this crisis. People have a fondness for local businesses.

Invest in lead generation

Broadly speaking, leads can be defined as people (or companies) who came into contact with your company and have the potential to become customers. Even if they don't close a deal now, having this base of people can generate results in the medium and long term. One of the common ways to generate leads is to offer something of value, such as content, through a lead.

Read too: Learn why it is important to invest in a Digital Marketing strategy, such as SEO

invest in adverts 

While long-term relationship building is important, short-term strategies help to gain momentum at this time. One of the possibilities is to invest in advertisements on online platforms, such as Google and the social networks themselves.

Set goals – and measure the results

For advertisements, communication or any other strategy to work, you must first have well defined your objectives. Data analysis is especially useful at this time, helping to define strengths and weaknesses and map out next decisions.

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We are physically separated but connected

Estamos separados fisicamente, porém conectados

Last week, we communicated to our clients and employees our temporary move from the agency to work from home office. 

More than respect for the people we live with every day, we have a commitment to society and the world.

Unfortunately, it's moments like this that show us the right path.

Part of this is our human-centric essence and our efforts to enable us to connect anywhere in the world. 

We will certainly come out of this humanitarian crisis stronger. We will need everyone's cooperation and commitment to understand the new paths and challenges to be followed. More than ever, we need to learn, unlearn and relearn the work model we know today.

We will be connected through traditional communication channels, available for calls and video conferences. We follow our routine physically separated, however, connected!

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Respect for women: research points out that brands need to improve the way they treat the female audience

Respeito às mulheres pesquisa aponta que marcas precisam melhorar a forma como tratam o público feminino

A study released by Kantar indicates that, for people, 61% brands should offer more respect to women, as well as listen and act on their, respective, opinions. Another number obtained from the interview of 2,000 people, including men and women, points out that 62% of the participants would like to see themselves represented in everyday situations, thus indicating that communication with the public still needs improvement, while 48% of the men interviewed, less than half, believe in this need.

Regarding the segments that most promote gender equality, 60% of the respondents said that the areas of beauty and fashion are the ones that most fulfill this role. On the other hand, the sectors linked to beer and automobiles need to make progress in this regard, since less than 45% of respondents consider that they are portraying men and women equally. Additionally, 46% of respondents miss the diversity of women in communication.

More respect for women: gender equality is among the UN Sustainable Development Goals

Between the Sustainable Development Goals of the United Nations (UN) is gender equality, which means not only more respect for women, as well as an end to all forms of discrimination and violence against girls and women in the world, but also the need for their empowerment, to ensure that all people have peace and prosperity.

Finally, it is also worth mentioning that the other items of the objectives are: poverty eradication; zero hunger and sustainable agriculture; health and wellness; quality education; clean water and sanitation; clean and affordable energy; decent work and economic growth; industry, innovation and infrastructure; reduction of inequalities; sustainable cities and communities; responsible consumption and production; action against global climate change; life in water; terrestrial life; peace, justice and impeccable institutions; partnerships and means of implementation.