Placing and maintaining a company in the market and competitively are not easy tasks. Regardless of the size, you should think about the business plan that contains elements such as initial investment, market research, hiring staff, purchasing equipment and marketing planning. In other words, solving countless items to establish itself as an institution.
However, it is also necessary to pay attention to another issue: how to relate and communicate with this market, in addition to the traditional 'word of mouth'? Digital marketing and content marketing are the answer. While the first concept is a set of strategic actions to attract, retain and build customer loyalty through online platforms (websites, blogs, social networks, etc.), to communicate directly and horizontally with the public, as an issuer that transmits and receives feedback, content marketing enters in a complementary way to feed this dialogue in an interesting, relevant and useful way.
Faced with this proposal, many companies adopt and have been adopting these strategies in the contemporary scenario. To give you an idea, a recent survey pointed out that 73% of Brazilian businesses already rely on content marketing for customer acquisition and 61.8% of those that do not use it yet intend to adopt it soon.
Another released balance that dialogues with these data is a study published by Google that estimates that searches on search engines are responsible for 80% of the initial traffic of web browsing. The same survey also points out that, daily, more than 3.5 billion searches are carried out on the platform, which annually results in more than 2 trillion searches, thus making Google a great window for attracting new customers and stakeholders who want to learn about a new product or service provider.
However, it is enough to be a Google user to know that a link positioned after the first page is rarely chosen to click on. And this is precisely where Search Engine Optimization (SEO) comes in, which can be used as a powerful digital marketing strategy.
Briefly, SEO can be defined as a set of techniques applied to written content that will meet search engine algorithms, placing the text link in the top positions on Google in an organic way, that is, without investment in ads and publicity. pay. And, when added to all those brand responsibilities mentioned in the first paragraph, this becomes a task that requires just as much detail.
If the entrepreneur's area of expertise is not content production or digital marketing, the application of SEO techniques can become an exhausting task and disconnected from their daily work routine, as it demands another professional investment. In other words, the extra financial resource that could be used to directly benefit the closing of new partnerships and customer service ends up being used to supply the demand of another area.
It is at this point that the choice to outsource the use of this strategy weighs in the balance and takes on an interesting tone. By relying on communication agencies specialized in SEO techniques, the entrepreneur can dedicate himself completely to his clients and be unconcerned with that problem pointed out at the beginning of the article: how to relate and communicate with the market, in addition to the traditional 'word of mouth' mouth'.
One of Alliance Comunicação's clients is the e-commerce Laranjas Online, a company that adopts the concept farm to table, thus taking care of the entire process of production and delivery of fresh oranges. With Alliance for about four years, the company has been investing in content marketing by creating articles that follow the SEO strategy for its blog.
The large volume of production, in addition to other market strategies, resulted in more than half a million Google impressions of Laranjas Online, between June and September 2019 alone. Which means that, in this three-month period, search for a term related to one of the topics posted on Laranjas, 500,000 times one of its links appeared to a user on the search engine, which resulted in around 30,000 organic hits.
The strategy is also interesting for companies that have a more specific niche, such as Inovar Ambiental, which specializes in industrial waste treatment. In one quarter, content marketing combined with other strategies resulted in a total of 136,000 impressions on Google's website and more than 7,000 clicks on the institution's website.
After all, what are the benefits of SEO for my business?
According to SEO Trends, one of the largest sources of data on the subject, companies that invest in the strategy and conquer a space on the first page of Google get 13 times more visitors and five times more customers compared to those that do not use SEO.
It is a fact that, depending on the company's area of activity, improving ranking on Google is a task that takes time and constant production of content based on search engine algorithms. However, it can be said that the benefits obtained with SEO are extremely important for a context in which digital has a vast influence on society's routine and search tools are used to find professionals who meet certain needs, however specific they may be. be.
Conquering new customers must be strategically thought out and take into account the increased visibility of your business. These elements bring more credibility to your company and, therefore, strengthen the brand in the niche. In this way, it is possible to raise the levels of collection, which means more capital to: improve yourself professionally, increase the remuneration of the employees who are with you on a daily basis, buy new technologies and a more strategic positioning in the face of the competition.
