According to a Google search conducted between the 18th and 20th of May, at least 63% of Brazilians will celebrate Valentine's Day in a different way this year. The study developed to understand the impacts of the pandemic on the special date was prepared online with the participation of 800 Brazilians.
With the recommendation of social distancing, 25% of the respondents said they will stop going to restaurants, while 22% canceled travel plans and 12% decided to postpone the celebration. In this way, most couples are planning to do something together at home, as was the response given by 35% of the participants. Other 20% said they intend to prepare a special dinner.
New search interests on Google and more people with gifting intent on Valentine's Day
The idea of celebrating at home also led to an increase in interest in product categories related to this form of celebration. According to Google's balance sheet, 25% of lovers searched for new clothes, shoes and accessories. Flowers and cards appear next in the ranking with 24%, while food for meals and beauty and perfumery products were the target of interest, respectively, 23% and 18%.
A surprise of the research was in relation to the intention to present. In previous years, the average number of respondents who intended to buy a gift for their partner was 20%. This year, a significant growth was observed, since now 22% reveal to have this purpose. Within this group, 43% declared that they will make the purchase over the internet.
Finally, respondents also stated that they adapted the gift, opting for gifts that are easier to buy (25%) and for products that minimize the need to exchange (23%).
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.
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.
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.
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.
Unlike some areas that take years and years to consolidate trends, digital marketing is one of those areas where you must always be aware of technological innovations. Otherwise, brands are easily left behind and become less competitive. That's why we've listed some of the media and platforms your brand should pay more attention to in 2020, to follow Digital Marketing trends.
Currently being one of the social networks with the highest retention in Brazil, Instagram is a platform that has a very interesting proposal for approaching the public, thus having great potential to attract new customers and pass on the brand's values through content on a daily basis. In addition, Google Ads and other resources are expected to migrate to Instagram advertising, thus leaving the platform's terrain even more fertile for content marketing.
More real social networks
Until a few years ago, it was very common for brands to be concerned with building millimetrically impeccable feeds. However, what agencies have observed is that the public interacts better with publications that are closer to ordinary people, that is, without corporatism or the use of super elaborate layouts. Thus, a trend that can be observed in this year of Digital Marketing is the growth of posts with relaxed content in real time, thus resulting in greater public identification with the brand.
More interaction on your social networks
Taking advantage of this hook of strengthening the relationship with the public, also use social media publications to invite your followers to comment, so the brand can be more successful on social media and reach more people in an organic way, that is, without sponsorship Ads. If on Facebook you can make posts to generate comments and the most diverse reactions, on Instagram, encourage people to save your posts.
However, don't forget the Stories, in this tool, users can react to your content, whether it's more relaxed or serious.
whatsapp business
Last week we published an article talking about how to use WhatsApp Business. One of the cited advantages of this media is that it can reach a large number of people, as it is one of the platforms with the most active users in Brazil. Therefore, it is essential to take advantage of this application to list your products or services and communicate directly with customers.
Before starting to invest content on LinkedIn, you need to know whether or not your audience uses the platform. Being more recommended for B2B, corporate and HR professionals, a feature that is worth noting in the coming months is the possibility of live that the platform is developing. Thus, it will be possible to produce dense content in a much more dynamic and efficient way.
Follow Alliance Comunicação on LinkedIn, Click here!
From Google to social networks
Still talking about social networks, in 2020 a feature should arrive that will liven up social media. This is because it is planned to incorporate content generated on social networks into Google results. That is, posts made on platforms such as Facebook and Instagram can reach an audience beyond their respective users and thus enhance the ranking of brands that already have a history of producing content on blogs, for example.
More media for blogs
Blogs are one of the main tools of content marketing. However, in addition to helping the site's organic ranking in the medium and long term, this content tends to gain a new prop, audio text. The resource also has the advantage of democratizing the material, as people who are deaf or have other limitations will have efficient access to what is being discussed.
Podcasts are also among the trends in Digital Marketing
Continuing with the audio subject, it is impossible not to talk about the phenomenon of podcasts. According to a Spotify survey carried out at the end of 2019, consumption of this content model has grown by 21% per month since January 2018.
One of the main advantages of this medium is that it can be consumed by the public during working hours, at the gym or performing another mechanical task. In this way, the podcast can capture other groups and, consequently, gain new customers who share their ideas.
data protection
The General Data Protection Law should come into force this year. With that in mind, this is a key moment to talk to customers about the use of their data. The idea is for companies to transparently inform their customers about what will be done with the information provided and leave the unsubscribe option always open.
2020 Olympics in Japan
Nowadays, in addition to being a big event, sporting events are the time to see different ideas in action. With that, it's pretty cool that brands keep an eye on the trends of the Olympics in Japan, which should launch trends in digital arts, automation and everything else that can be used as a digital marketing strategy.
Currently, experience and interactivity are essential points in companies' digital marketing strategies. More than communicating correctly, it is necessary to learn how to relate to the public, encouraging the multiplication of the message you want to convey.
That's because, the information age has changed the way people communicate. Brands attentive to the new market demand have behaved like people, in an accessible, kind, but also vulnerable way, becoming an integral part of the consumer's lifestyle. To create this relationship, a lot of dialogue is needed, and content plays a fundamental role in this dynamic between brand and consumer.
This approach is intended to create, select, distribute and amplify through interesting, relevant and useful messages for a strategically defined audience. In addition, another detail that makes all the difference when communicating is loading the content with the brand identity, creating narratives – storytellings – that connect.
To get an idea of the importance of content marketing, according to data from Content Trends, 73% of Brazilian companies already adopt this methodology in their customer acquisition strategy and 61.8% of those that do not yet use it intend to adopt it soon.
Content strategy planning
Definition of Personas
The concept of persona is totally different from target audience. While the target audience is based on a description of a demographic group you're looking to target, the persona is a description of your ideal customer. The idea is to identify common traits among them that should be repeated in future customers.
Contents
The goal is to create interesting content that will make the reader (prospect or customer) return to your site often and become familiar with your brand. Some examples of content that can be produced are blog posts, articles, materials, videos, video lessons, rich content, podcasts, ebooks, whitepapers, infographics, webinars, testimonials and customer cases.
Channels
One of the most important points is choosing which customer acquisition channels to invest in. That is, where you will distribute your content. The main acquisition channels that currently exist are blogs, ads, social networks, email, sponsored posts, among other resources.
Content marketing combined with SEO brings long-term results
One of the tools used in this strategy is the production of informative content using SEO (Search Engine Optimization) techniques, which help the site rank in search engines such as Google. That is, a text not focused on selling services, but on answering questions or giving tips, thus transmitting messages of value to both loyal customers and potential customers and, consequently, winning them over.
The result time of an efficient SEO varies from company to company, given that factors such as location, whether it is a local business or not, market in which it operates, choice of keywords, content size and format, review, scanability and optimization for search engines influence the period of results.
However, it is also worth mentioning that the tool works cumulatively, that is, the six-month ranking will be much weaker compared to that of a page that has been online for a year. For this, some internal cases were selected to demonstrate how this strategy works organically over time.
Cases Alliance Communication
In the first case, it is a laundry specialized in cleaning industrial uniforms in the state of São Paulo. In the graph, it is possible to check the increasing number of times that a company page appeared on Google for a person between the months of February and November 2019, thus reaching the gross result of 38.7 thousand impressions and almost 1,300 organic hits.
The second image accounts for a total of 102,000 impressions in a year and almost four thousand hits. In this case, it is a group specialized in the management of industrial waste and environmental studies services in the Rio-São Paulo axis.
An interesting parallel to make is with this other company that operates in the same waste market, with the difference of focusing its services on the region of Belo Horizonte (MG) and having been generating content with SEO for three years. Tempo guaranteed more than half a million total impressions, a result five and a half times greater than the previous case. Totaling more than 31,000 organic hits.
Finally, in this case there are a total of 2.02 million page impressions, totaling more than 115 thousand accesses to the website of this company that has been investing in content marketing for six years. The company is an e-commerce company in São Paulo specialized in selling oranges with the concept farm to table.
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.
More benefits of Content Marketing
Increases your website traffic;
Generates brand awareness;
Increases engagement with the brand;
Educates the market;
Gain authority on the subject;
Influences the purchase decision;
Generate sales;
Boosts lead generation;
Increases lifetime value (LTV);
Increases customer engagement;
Reduces Customer Acquisition Cost (CAC).
Although this strategy can bring very good results for the company, it is worth mentioning that the text is directed to people who have critical opinions and not to a search engine. Therefore, do your best to reconcile a good user experience with Google ranking, always prioritizing the reader who will consume the content.
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.
Why rely on agencies specialized in this digital marketing strategy?
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'.
Results of companies that have relied on SEO as a digital marketing strategy
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.
This mode enables people with epilepsy to use the website safely by eliminating the risk of seizures that result from flashing or blinking animations and risky color combinations.
Visually Impaired Mode
Improves website's visuals
This mode adjusts the website for the convenience of users with visual impairments such as Degrading Eyesight, Tunnel Vision, Cataract, Glaucoma, and others.
Cognitive Disability Mode
Helps to focus on specific content
This mode provides different assistive options to help users with cognitive impairments such as Dyslexia, Autism, CVA, and others, to focus on the essential elements of the website more easily.
ADHD Friendly Mode
Reduces distractions and improve focus
This mode helps users with ADHD and Neurodevelopmental disorders to read, browse, and focus on the main website elements more easily while significantly reducing distractions.
Blindness Mode
Allows using the site with your screen-reader
This mode configures the website to be compatible with screen-readers such as JAWS, NVDA, VoiceOver, and TalkBack. A screen-reader is software for blind users that is installed on a computer and smartphone, and websites must be compatible with it.
Dicionário online
Experiência legível
Content Scaling
Predefinição
Text Magnifier
Readable Font
Dyslexia Friendly
Highlight Titles
Highlight Links
Font Sizing
Predefinição
Altura da linha
Predefinição
Letter Spacing
Predefinição
Left Aligned
Center Aligned
Right Aligned
Experiência visualmente agradável
Dark Contrast
Light Contrast
Monochrome
High Contrast
High Saturation
Low Saturation
Adjust Text Colors
Adjust Title Colors
Adjust Background Colors
Orientação fácil
Mute Sounds
Hide Images
Virtual Keyboard
Reading Guide
Stop Animations
Reading Mask
Highlight Hover
Highlight Focus
Big Dark Cursor
Big Light Cursor
Navigation Keys
Accessibility Statement
alliancecomunicacao.com.br
September 7, 2024
compliance status
We firmly believe that the internet should be available and accessible to anyone, and are committed to providing a website that is accessible to the widest possible audience, regardless of circumstance and ability.
To fulfill this, we aim to adhere as strictly as possible to the World Wide Web Consortium's (W3C) Web Content Accessibility Guidelines 2.1 (WCAG 2.1) at the AA level. These guidelines explain how to make web content accessible to people with a wide array of disabilities. Complying with those guidelines helps us ensure that the website is accessible to all people: blind people, people with motor impairments, visual impairment, cognitive disabilities, and more.
This website utilizes various technologies that are meant to make it as accessible as possible at all times. We utilize an accessibility interface that allows persons with specific disabilities to adjust the website's UI (user interface) and design it to their personal needs.
Additionally, the website utilizes an AI-based application that runs in the background and optimizes its accessibility level constantly. This application remediates the website's HTML, adapts Its functionality and behavior for screen-readers used by the blind users, and for keyboard functions used by individuals with motor impairments.
If you've found a malfunction or have ideas for improvement, we'll be happy to hear from you. You can reach out to the website's operators by using the following email
Screen reader and keyboard navigation
Our website implements the ARIA attributes (Accessible Rich Various Internet Applications) technique, alongside different behavioral changes, to ensure blind users visiting with screen-readers are able to read, comprehend, and enjoy the website's functions. As soon as a user with a screen-reader enters your site, they immediately receive a prompt to enter the Screen-Reader Profile so they can browse and operate your site effectively. Here's how our website covers some of the most important screen-reader requirements, alongside console screenshots of code examples:
Screen reader optimization: we run a background process that learns the website's components from top to bottom, to ensure ongoing compliance even when updating the website. In this process, we provide screen-readers with meaningful data using the ARIA set of attributes. For example, we provide accurate form labels; descriptions for actionable icons (social media icons, search icons, cart icons, etc.); validation guidance for form inputs; element roles such as buttons, menus, modal dialogs (popups), and others. Additionally, the background process scans all of the website's images and provides an accurate and meaningful image-object-recognition-based description as an ALT (alternate text) tag for images that are not described. It will also extract texts that are embedded within the image, using an OCR (optical character recognition) technology. To turn on screen-reader adjustments at any time, users need only to press the Alt+1 keyboard combination. Screen-reader users also get automatic announcements to turn the Screen-reader mode on as soon as they enter the website.
These adjustments are compatible with all popular screen readers, including JAWS and NVDA.
Keyboard navigation optimization: The background process also adjusts the website's HTML, and adds various behaviors using JavaScript code to make the website operable by the keyboard. This includes the ability to navigate the website using the Tab and Shift+Tab keys, operate dropdowns with the arrow keys, close them with Esc, trigger buttons and links using the Enter key, navigate between radio and checkbox elements using the arrow keys, and fill them in with the Spacebar or Enter key. Additionally, keyboard users will find quick-navigation and content-skip menus, available at any time by clicking Alt+1, or as the first elements of the site while navigating with the keyboard. The background process also handles triggered popups by moving the keyboard focus towards them as soon as they appear, and not allowing the focus to drift outside of it.
Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
Disability profiles supported in our website
Epilepsy Safe Mode: this profile enables people with epilepsy to use the website safely by eliminating the risk of seizures that result from flashing or blinking animations and risky color combinations.
Visually Impaired Mode: this mode adjusts the website for the convenience of users with visual impairments such as Degrading Eyesight, Tunnel Vision, Cataract, Glaucoma, and others.
Cognitive Disability Mode: this mode provides different assistive options to help users with cognitive impairments such as Dyslexia, Autism, CVA, and others, to focus on the essential elements of the website more easily.
ADHD Friendly Mode: this mode helps users with ADHD and Neurodevelopmental disorders to read, browse, and focus on the main website elements more easily while significantly reducing distractions.
Blindness Mode: this mode configures the website to be compatible with screen-readers such as JAWS, NVDA, VoiceOver, and TalkBack. A screen-reader is software for blind users that is installed on a computer and smartphone, and websites must be compatible with it.
Keyboard Navigation Profile (Engine-Impaired): this profile enables motor-impaired persons to operate the website using the keyboard Tab, Shift+Tab, and the Enter keys. Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.
Additional UI, design, and readability adjustments
Font adjustments – users, can increase and decrease its size, change its family (type), adjust the spacing, alignment, line height, and more.
Color adjustments – users can select various color contrast profiles such as light, dark, inverted, and monochrome. Additionally, users can swap color schemes of titles, texts, and backgrounds, with over 7 different coloring options.
Animations – epileptic users can stop all running animations with the click of a button. Animations controlled by the interface include videos, GIFs, and CSS flashing transitions.
Content highlighting – users can choose to emphasize important elements such as links and titles. They can also choose to highlight focused or hovered elements only.
Audio muting – users with hearing devices may experience headaches or other issues due to automatic audio playing. This option lets users mute the entire website instantly.
Cognitive disorders – we use a search engine that is linked to Wikipedia and Wiktionary, allowing people with cognitive disorders to decipher meanings of phrases, initials, slang, and others.
Additional functions – we provide users the option to change cursor color and size, use a printing mode, enable a virtual keyboard, and many other functions.
Browser and assistive technology compatibility
We aim to support the widest array of browsers and assistive technologies as possible, so our users can choose the best fitting tools for them, with as few limitations as possible. Therefore, we have worked very hard to be able to support all major systems that comprise over 95% of the user market share including Google Chrome, Mozilla Firefox, Apple Safari, Opera and Microsoft Edge, JAWS and NVDA (screen readers), both for Windows and for MAC users.
Notes, comments, and feedback
Despite our very best efforts to allow anybody to adjust the website to their needs, there may still be pages or sections that are not fully accessible, are in the process of becoming accessible, or are lacking an adequate technological solution to make them accessible. Still, we are continuously improving our accessibility, adding, updating and improving its options and features, and developing and adopting new technologies. All this is meant to reach the optimal level of accessibility, following technological advances. For any assistance, please reach out to
