Tag: comunication agency

Categories
News

Strengthen your brand's digital presence by combining SEO and Google Ads strategies

SEO e Google Ads

Being present on Google can mean total lead capture or survival for many companies. As a result, many managers only consider the platform's paid strategy, Google Ads, renouncing the possibility of working on the search engine optimization (SEO), which concerns organic ranking. It is a fact that this is a strategic work choice. However, what digital marketing experts recommend is the combination of SEO and Google Ads, to strengthen the brand's presence in the largest search engine results in the world.

Read too: See 7 steps to make a digital transformation in your company

Google Ads is directly related to short-term performance improvement. The logic is simple, as soon as the investment is completed, the ad is catapulted to the first results. There are surveys that point out that 75% of users never get past the first page of Google after a search. That is, occupying the top positions in the search engine automatically puts your brand in front of hundreds or thousands of competitors.

Still with regard to Ads, it is worth pointing out that it is not enough just to have ads in a privileged position on Google. It is also necessary to plan keywords, mapping, target audience, among other elements that will contribute to the achievement of qualified leads for the company. After all, what's the point of being in the top position on Google if it's being shown to a person who has nothing to do with my brand's persona?

If Google Ads takes my brand to the top of the search engine, what's the point of using SEO strategies?

SEO e Google Ads

This is a question that makes many brands disregard the possibility of working with SEO, since, with Ads, disclosure needs are met immediately. However, there is a condition for this to happen, the financial maintenance of the campaigns periodically. In other words, when the brand stops paying, it disappears from the search engine as quickly as it appeared.

Read too: Mobile marketing: what is it and why is it important?

In this way, SEO emerges as a complementary strategy insofar as it takes the company's name to the first results organically, in the medium and long term, depending on the segment. Therefore, as you gain visibility and brand awareness – people's level of familiarity with the product or service – with ads, it is important to create content for the site, to strengthen its organic performance. Thus, if it is necessary to discontinue the ads, there are two great advantages outlined here: 1 – Your brand does not completely disappear from Google. 2 – Users will click on its results because they will be familiar with the company's name, a strategy worked on over months or years of investments in ads.

Categories
News

Video content reached 99% of the Brazilian population in 2022, research points out

Conteúdos em vídeo

Video content is increasingly popular in Brazil. This is what points out a survey carried out by Kantar Ibope Mídia, in which it says that 99.6% of the Brazilian population was reached by messages in the form of video.

Among the devices, television (open or pay) was the audience champion, with 78.7%, while smartphones, tablets and computers were with 21.3%.

Another factor raised in the study is the average national consumption time, which reaches 5h17min per day watching television linearly. Among the capitals, Rio de Janeiro has the highest average time, reaching 6h04min.

Research reveals higher advertising investment in the video format

The high rates indicate a favorable public position towards the format, which should be explored by the advertising market in the coming years.

According to the study, 68% of all advertising investment in 2022 was spent on video, an increase of one percentage point over 2021. However, if you only analyze the 10 most influential brands in the market, the number increases from 71% to 74%.

Online video reaches 31.8% of the Brazilian population in one day

Conteúdos em vídeo

Connectivity is increasing every day and the percentage of reach of an online video in just one day shows this. The study points out that 31.8% of the population is achieved by the daily format. Already in a month, the number of people almost doubles, rising to 61.1%.

In this way, 55% of people are achieved by watching TVs and connected TVs, while 36% through the smartphone.

At least 56% of people would accept advertising on streaming platforms if they were cheaper

The survey also revealed that in Brazil, 56% of people who subscribe to a streaming service would accept advertising on the platforms, if this made subscriptions more affordable. The value is higher than in other countries such as Great Britain (53%), Argentina (48%) and Germany (44%).

It's time to invest in video ads

With the high reach of the format, it is time to invest in video advertising. Therefore, small, medium and large companies should seek to apply the format in their social networks to increasingly leverage the enterprise.

However, it is important to point out that the quality of the product must be good in order to catch the attention of the potential customer and convert him. Therefore, having an efficient team behind the audiovisual production, which performs from capturing to editing and publishing efficiently, can make all the difference in the Return on Investment (ROI).

Categories
not categorized

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

Categories
not categorized

Why should companies dedicate energy to their Sustainability Reports?

Por que as empresas devem dedicar energia a seus Relatórios de Sustentabilidade

The theme “sustainability” is very recent for our society. The first world conference on the environment was only held in the 1970s, shortly after we received the first images of the Earth – coming from space, after the launch of the mission that took us to the moon -, and we came across what we were doing with she. 

Eco 92 was the first time that we actually heard about “sustainable development”. Since then, we have evolved a lot in this respect, although not satisfactorily in its entirety. We discovered that this development involves other practices, such as economic, social and not just environmental – the famous triple bottom line. 

People are more aware. They are growing more aware of how and at what cost companies produce. According to a study How to speak Z, 92% of Gen Z youth care about social and environmental causes. Among Millennials – Generation Y – this percentage is 87%.

Given this scenario, with the social, environmental and economic challenges faced by companies today, sustainability management must be a priority in business strategies in any segment. This means that it is not enough just to have initiatives in favor of causes, it is necessary to have sustainability in management, decisions and day-to-day attitudes.

This is where the Sustainability Report comes in. While originally seen as a way to build trust and enhance reputation, it is now truly a strategic tool used to support sustainable decision-making processes, drive organizational development, achieve better performance, engage stakeholders and attract investments. 

But what is the Sustainability Report?

Briefly, the report is a document where companies gather information with the aim of measuring and disclosing all the environmental, economic and social impacts that their activities generate. It is the main tool that companies have to present their performance to society. 

This report tends to be very favorable to organizations. In addition to contributing to improving the public's image of the brand, it is an important starting point for self-knowledge, helping the company to detect positive and negative points in its management. And it all starts with the development of the Materiality Matrix.

What is the Materiality Matrix?

Materiality is an accounting principle that was adapted by the sustainability area to identify non-financial aspects that are relevant to the company. It consists of the organization's knowledge process of the most relevant subjects for it according to the business strategy and the perception of impacts of the public with whom it relates: the stakeholders.

It is estimated that 80% of a company's market value results from intangible assets such as reputation, image, brand recognition, relationships, customer loyalty, innovation capacity, transparency and corporate governance, brands and patents and policies. 

The objective of the materiality analysis is to identify which environmental, social and governance aspects protect and add value to the business. In addition to providing the basis for the reporting process, this study can be an important tool for prioritizing actions and integrating sustainability practices into the companies' strategy and management. 

What are the most used indicators and guidelines?

A common question in the corporate environment is which indicator is most suitable for each company. In general, all reporting tools have the main purpose of transparently communicating the actions, commitments and goals adopted. The main difference between them is in the structure, considering that in each one there are rules guided by different organizations, such as: IIRC, GRI, CDP, SASB, ETHOS, IBASE.

Sustainability Report (RS) – Focused on publishing practices and actions related to the main impacts of the company, based on the pillars of the triple bottom line, environmental, social and economic. It also addresses issues that are a priority not only for the company, but also for its stakeholders.

Social Balance (BS) – The main objective is to communicate the practices of a company in the context of Social Responsibility, with a variable structure based on the themes adopted by the company.

Integrated Report (IR) – The main feature is the emphasis on integrating information in a concise way, with a very strategic and future-oriented focus. 

Benefits obtained with the issuance of the Sustainability Report

  • It improves the management of socio-environmental risks by the organization and by society;
  • Allows better definition of strategies related to sustainability in the economic, social and environmental spheres;
  • It improves dialogue between the organization and stakeholders, contributing to the generation of common solutions;
  • Integrates organizational departments promoting strategic alignment;
  • Provides greater transparency between the company, partners and society.

Even though the Sustainability Report is not a legal requirement, it is advisable that all companies, regardless of their size, issue it annually. This brings transparency to their activities, as well as underscores their commitment to their consumers and society.

In short, the Report is indeed an important communication and management tool!

To paraphrase Neil Armstrong, the Sustainability Report is a step for the company, but a giant leap for humanity.