Tag: digital marketing

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How to create a relevant profile for your business on Instagram

Como criar um Perfil relevante para sua empresa no Instagram

Currently, a company being present on social networks is essential for it to have relevance in the market. With so many options, such as Twitter, Facebook, Tik Tok and Linkedin, Instagram for businesses is gaining more and more space. In addition to providing a closer relationship with the public, having an Instagram account is a great way to publicize the brand, since the social network has more than 1 billion active users worldwide and has been showing rapid growth. 

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

How important is Instagram in a company's marketing strategy?

In addition to the main factor, which is the number of users present on the network, Instagram is different for business profiles, as it offers an account adapted for companies. In this way, it is possible to count on several metrics for online brand management and the ease of creating paid ads through Instagram for Business. 

Another important point is that digital marketing strategies are gaining strength in the market. After all, in Brazil alone, almost 80% of the population has access to the internet, thus enabling the digital medium to provide creative and personalized ways to promote the brand in a totally segmented way.  

Along with segmentation, it is also necessary to highlight that the network has frequent and engaged users. Therefore, the company's presence on the platform modernizes its image in the market, in addition to creating a relationship with customers, supported by important information and an attractive branding. 

Why should I create an Instagram Profile for my business?

There's no denying that with a well-executed and designed strategy, it's possible to get great deals through Instagram. In addition, Instagram for Business provides Instagram Insights, with metrics that help guide the construction of efficient strategies with consistency of data on audience profile and engagement. 

In addition, there are other benefits provided by the platform that will leave no doubt about the importance of a company's presence on Instagram.

1. focus on images

Images create an immediate emotional connection compared to text because they are so easily understood. Many platform users use Instagram to be entertained and inspired by the photos and videos posted. 

Companies that create attractive images instead of making the platform a catalog of products and services are those concerned with passing on the organization's values. It is this behavior that creates empathy, attracts more followers and adds value to the brand.

2. Interaction with Facebook

When publishing a new image on Instagram, it is possible to automatically share it on the company's Facebook page, just link the accounts. This helps publicize the publications and encourages Facebook followers to also follow the Instagram profile.

Among the many benefits of integrating Facebook with Instagram, there is also Facebook Studio. This is another tool made available by the network that allows the management, publication, monetization and metering of the contents of the two social networks. In addition, it also helps in taking advantage of the financial resources invested in the platform and provides new monetization opportunities.

3. tag products

For companies that have a business profile on Instagram, it is normal to receive direct messages asking for information and purchase prices. With that in mind, the platform brought the possibility of creating a virtual catalog, linked directly to the company's website, leading the follower to the purchase in a simple and quick way. 

To use this tool, it is necessary that the company has a business account, segmented by the area of activity and is linked to a Facebook page to make use of the Facebook Business Manager, where the catalog will be created.

Read too: How to use Facebook for your business

4. instagram ads

Instagram ads are a simple and effective way to reach more people, increasing brand awareness and helping to drive sales. 

By clicking on the “Promote” button within publications, you will have access to an assistant that will help you create an ad. With it, it is possible to segment the target audience to which the ad will be directed, determine a budget and choose the duration of the campaign. These ads are customizable and can be served in a variety of formats, such as photos, photo sequence carousels or videos, and videos only. Among the campaign models that the tool makes available, there are conversions, generation of clicks, app downloads and several other options.  

5. use of hashtags

Hashtags are a way of categorizing image content. They characterize the context of publications and help users interested in that content to reach your profile. 

It is essential to include hashtags in the captions of the images, as they help the public to identify with the photos or videos posted. In addition, they also increase the chances of new users discovering the brand, as the photo can be found in the explore tab when the hashtag is searched for.

6. Instagram Stories

Stories help bring more humanity to the brand, using less artificial and produced images. The custom of disclosing behind the scenes, the company's daily life and more personalized subjects brings more fluidity and personality to the account.

In business profiles, this is a great way to promote event, blog and promotional content. In addition, if the profile has more than 100,000 followers, it is possible to boost a publication and insert a link to take users directly to the brand's website. 

7. lives

This is an efficient way to hold workshops, interact with the public and even do product demonstrations. During the live, followers can send comments and questions to answer throughout the broadcast. In addition, through integration with Facebook, the live can be shared between the two platforms, reaching even more people. 

8. IGTV

IGTV is a new tool present on Instagram that came to facilitate the consumption of long-lasting videos. The main point of attention for entrepreneurs is that videos can be up to one hour long and have the possibility of being posted in high quality. In addition, it is available in the company's feed and can be accessed through the brand's business profile. 

As a result, IGTV has become an incredible way to produce in-depth, creative and relevant content to capture the maximum attention of the consumer and create engagement, since the platform allows comments, likes and shares of published videos. 

9. audience engagement

Engagement refers to how much followers interact with the content available on the profile. In the case of Instagram, in addition to the follower being able to interact through comments, likes, direct messages and polls in stories, it is also possible to share and save the most interesting publications. 

With so many interaction options, followers tend to be more engaged. If the brand focuses on maintaining a good response rate, with a level of engagement and monitoring, the reach and interaction with users can become even greater. This is due to the fact that Instagram can be used in different ways, since the platform allows you to gain customers, in addition to nurturing and educating them with the most diverse types of content, such as IGTV videos, targeted publications, stories and lives.

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Understand the difference between metrics and KPIs

Entenda a diferença entre métrica e KPI

To strengthen the presence of a brand in the digital environment, it is essential to know how to analyze whether the chosen actions bring positive results for the business. To make this measurement, it is necessary to know the difference between metric and KPI. Confusing these two concepts can be harmful when making decisions and delivering results.

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

One of the advantages of digital marketing over traditional marketing is that everything can be accurately measured to guide decisions and insights.

Metrics are measurement systems that calculate behaviors, trends or business variables. It is simple and generic information that is important to monitor the results and be clear about the actions to be taken. In this way, it is possible to know how users interact with the site, for example.

On the other hand, KPIS are indicators generated through metrics. Through them, it is possible to analyze whether an action or set of initiatives are generating results for the achievement of a company's goals. These performance indicators make the institution's objectives clearer and fully measurable, making it possible to clearly monitor goals.

What is the difference between metric and KPI?

Read too: The importance of OHH media for companies

KPIS are important indicators for understanding the level of success of a business and are directly linked to performance, focusing on the company's strategy and goals. Metrics, on the other hand, are information that are not necessarily linked to the company's objectives, it is just something that can be measured.

  • Number of leads and number of conversions are examples of metrics.
  • Acquisition cost per lead and conversion rate and sales are examples of KPI.
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New normal: what the pandemic brought differently to the daily lives of people and brands

Novo normal o que a pandemia trouxe de diferente para o dia a dia das pessoas e das marcas

The new coronavirus pandemic has changed the way people relate, live and consume. This new normal – an expression that began to be used to designate the changes that are happening in the world – much more than an immediate transformation in the population’s routine, should generate long-term impacts on the behavior of people and brands.

Read too: New normal: Valentine's Day 2020 will be different for couples, says Google survey

This crisis scenario brought brands the challenge of understanding these changes and repositioning themselves for a post-pandemic world. To discover the new role of the brand in this new normal, it is necessary to understand the expectations of Brazilians in relation to its positioning. Activities such as donations to health institutions and the manufacture of products that help control the spread of the disease are the main points observed.

In addition, R/GA promoted the survey Best Practices for the New Normal to understand how the issues that emerged during the quarantine can influence consumer behavior towards brands.

Cultural triggers that must remain in the 'New Normal'

Check out some cultural triggers, which must remain in society with the arrival of the new normal:

1. Home office

With social isolation, many people needed to adapt their homes to the work routine, and brands embarked on this movement through musical lives, home exercise programs and with an exponential growth of digital work platforms.

2. Focus on the collective

The crisis awakened a different look at the whole and the public began to think about the collective. This should expand into an overhaul of business models as companies have been charged with making a difference for their employees and consumers.

Read too: Covid-19: companies bet on a daily online employee health checklist

3. The importance of the essentials

The crisis has been affecting families in different ways, mainly in terms of income. This situation sparked a new look at what is considered really essential, reducing the consumption of superfluous things. It's time for companies to start thinking about how to stay relevant to consumers and invest in cost-effective solutions in this new normal.

4. Digital growth

Activities that were done in person migrated to the digital environment with the implementation of social isolation. Consumers who were not used to using digital services for shopping, for example, found in e-commerce a safe way to maintain consumption.

5. The power of experience

The opportunity to live experiences away from home will be even more valued in this new normal with the resumption of activities and control of the pandemic. Companies will have the challenge of creating experiences that follow the norms of coexistence and that, at the same time, reinforce the relationship with the public.

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

Vídeo marketing pode ser uma nova maneira de aumentar seu tráfego orgânico aponta pesquisa

According to the survey The State of Video Marketing, conducted by Wyzowl, 76% of companies participating in the study that use video marketing said that the media increased their organic traffic. But what is this concept all about and why can it be a powerful tool for my brand? Check out our content today and start using audiovisual content in your company's marketing. 

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

Video marketing can be defined as any audiovisual production used to attract and retain customers, which includes everything from advertising campaigns to educational content. However, whatever your brand's goal with videos is, you need to think about their SEO. According to a study carried out by Google in 2018, YouTube has become a search platform, in which users seek to better understand how a product works and what its qualities are before buying, for example. In addition, the video is characterized by ease of use without neglecting quality, as it allows for more complex explanations with illustrations and other resources. 

Video marketing also needs SEO

Just as a written article needs to follow some rules to achieve a good ranking on Google, videos also need to be thought of strategically, that is, with catchy titles, with keywords, together with an attractive thumbnail for your target audience. , in addition to good quality recording, lighting and audio. 

Read too: How Digital Marketing can help overcome the crisis

Another interesting factor is to think about the frequency with which this material will be published. Informing the public that there are certain days and times to post creates a bond with consumers and shows professionalism. Also, platforms like YouTube tend to highlight those who post frequently, providing more evidence on the platform.

Check out some videos from our portfolio

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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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Check out 10 trends in Digital Marketing that your brand should pay attention to in 2020

Confira 10 tendências tendências do Marketing Digital que a sua marca deve se atentar em 2020

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.

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

Don't Ignore Instagram

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.

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

Give LinkedIn a chance

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.

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Practical and dynamic: see how to use WhatsApp Business and optimize your company's communication

Prático e dinâmico veja como usar o WhatsApp Business e otimizar a comunicação da sua empresa

This Wednesday (12), WhatsApp announced that it reached the mark of 2 billion users worldwide. However, the platform's high volume of membership is not just an international phenomenon. In 2018, the Folha de S.Paulo released a number indicating that Brazil had at least 120 million active users. Based on this reality, which has changed the way of communicating in recent years, many companies have seen the application as an opportunity to better communicate with the public. Although it was launched two years ago in Brazil, many still wonder how to use WhatsApp Business and what are its advantages. Check out our content today and understand.

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

Just like the conventional version of the application, when opening WhatsApp Business for the first time it will be necessary to inform the mobile number that you want to use to manage the new profile. With this, the user can easily choose a separate chip, to make the complete separation of the personal account from the professional one.

After that, it is necessary configure the information for this new profile, which includes the name of the business that will appear to customers and the selection of the category it belongs to (automotive, entertainment, beauty, spa and salon, among others). Thus, WhatsApp Business will be ready to be used.

How to use WhatsApp Business? Platform offers more refined functions

When entering the menu Company adjustments, the user can find functions that help even more, such as the possibility of creating a product catalog with description, price and image. Already in the option Hang tags, it is possible to manage the status of each customer, using markers such as “order completed” or “payment pending”.

Another very useful option is generating a short WhatsApp Business URL to place on your website. When clicking on it, the customer is automatically directed to the platform's conversation window, thus not needing to add the company's contact number on the cell phone to then make contact.

More improved response time

As an important customer service tool (SAC), it is essential to respond within a reasonable time, so that the customer does not feel ignored. In this way, the professional profile can standardize a greeting or absence message, which can be sent even outside office hours.

In addition, there is also the option to formulate quick responses, which can be sent through simple shortcuts on the screen. Thus, it is possible to answer in a very practical way the price of a service or inform the opening hours of the establishment, for example.

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Find out about the changes to Facebook Messenger that will take effect from March onwards for business pages

Conheça as mudanças no Facebook Messenger que valerão a partir de março para as páginas comerciais

At the end of last year, Facebook published that, as of March 4, 2020, a new policy on Messenger will come into force, with the aim of strengthening the relationship between companies and customers. The new standard should also optimize the user experience (customer or potential customer), as spam and other types of negligence will be prevented.

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

During the announcement, the platform also pointed out that people are currently demanding faster responses from brands, thus placing their changes as a solution to this demand: “We know that people expect companies to respond quickly, and those that respond more quickly to user messages see better business results.”

Check out the changes to Facebook Messenger, as officially announced by the platform: 

Default messages: businesses will have up to 24 hours to respond to a user, and messages sent within the 24 hour window may contain promotional content. 

Message tags: companies will be able to send important and personally relevant updates to users outside the standard 24-hour message window. Also, the number of tags will be reduced from 17 to 4. They are: Confirmed event update; post purchase update, account update or human agent;

Subscription Messages: only pages registered with the NPI (Facebook News Page Index) will be able to send non-promotional subscription messages. With this, the platform recommends that relevant pages immediately submit a request to register in the News Page Index, in order to allow sufficient time for review and approval before the new policies take effect.

Sponsored Messages: Sponsored messages allow companies to send promotional content outside the standard message window. Sponsored messages are subject to ad integrity controls and auction dynamics, which work to protect the user experience and ensure that the volume of promotional messages is consistent with user expectations.

Changes to Facebook Messenger do not impose on the user

In addition to encouraging companies to communicate, Facebook also thought of a way to avoid harming the relationship between brands and users who do not wish to receive notifications, as this will be optional. Thus, the company will use a much more modern marketing resource, which respects the wishes of its customers. 

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Content marketing: understand why it is a relationship 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.

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

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.

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