The most popular social media

First, let’s review the social media that Internet users most often use. It may be surprising that the most popular medium is not Facebook, but YouTube – it is used by as many as 92.8% of Internet users aged 16-64 (source: Paraphrase-Online.com Digital 2021). Facebook ranks second, followed by Facebook Messenger in the ranking. Then, in order, we have such platforms as:

– Instagram,
– WhatsApp,
– Twitter
– Skype,
– Snapchat,
– TikTok,
– Pinterest,
– LinkedIn.

These social media have much smaller reach than the top three giants, but they are still used by a huge group of network users – from 60 to about 25% of internet users. These numbers go to the imagination, which is why social media marketing is gaining popularity all the time. However, it is important to approach it methodically and with a developed action strategy.

Social media marketing – channel selection

First of all, it is worth realizing that effective marketing does not mean that our brand must be in all available social media channels. Of course, if we have the time and resources, we can invest in activities on various platforms, but it is worth considering how profitable it will be. First, the analysis should cover the habits of our target group. You should consider what types of users are in it and see where they spend the most time. This will help select the social media channels that will work best for a given type of business. Sometimes the choice is quite obvious – it is known that business partners are unlikely to be found on TikTok, and hydraulic services are not an ‘Instagram-like’ industry. However, when conducting an analysis, it is worth following not only your own feelings and experience, but also available statistics from various sources – there is a good chance that this way we will find recipients that we did not have access to before.

After the first screening, it is time to assess whether the budget will allow you to appear in all channels that we found useful. It is also worth considering whether the time will allow us to actively deal with each of them or whether we can afford to entrust the care of social media to an external agency. Obviously, omnichannel and sales support works best wherever our customers are. With the skilful use of various social media and a coherent message, we can count on synergy that will ensure a significant increase in profits. However, if we have a relatively small amount of resources, it is better to focus on fewer platforms. This will keep the quality of your ads and posts high, making your promotion more effective than chaotic activities across channels.

What does effective social media marketing look like?

The essence of effective social media marketing is to get to know the specifics of each of the channels in which we operate. Promotion on the Internet is very different from what can already be called classic – that is, on TV, radio, in the press or on billboards. Its essence is that the recipients do not remain passive, but are in touch with the brand, they can comment on its posts, ask questions, insert reactions or pass the material on to show it to their friends. In addition, we only have a fraction of a second for the interest of the recipient – whether it is an advertisement or a non-promoted post. Users are bombarded with various information on the Internet and only a small percentage of them focus their attention on longer. That is why publications in social media should be primarily:

– eye-catching – it does not mean that we should use a whole rainbow of colors and dozens of emotes. The point is to somehow grab your audience’s attention. You can do it with an interesting composition in a photo, an intriguing slogan or in any other way – the more creative the better. – engaging – in social media it is not enough to show your products or services and wait for applause. It is important to post content that prompts users to act. We can ask our recipients for their opinion, preferences (e.g. the brand’s favorite product), encourage them to respond to posts or organize contests with prizes. Sometimes, in order to interest the recipient, it is enough to show the brand from the backstage: describe how it works or introduce its employees. Such posts generate great commitment and increase brand credibility.
– adaptation to the medium – each social medium has its own specificity. On Instagram, we work almost exclusively with the image, and we build the reach with appropriately selected hashtags. On Facebook, we often link an image or video to the text of a post. LinkedIn is a medium for industry publications, in which the substantive value of the entry is valued. TikTok uses short videos that have nothing to do with polished TV commercials – they are spontaneous, natural, amateurish, but in a positive, relaxed way. If we do not follow the unwritten rules, our communication will be artificial and, as a result, ineffective.
– current – not every entry has to refer to the current situation, but in the posts it is worth referring to the events that society lives, but of course only if they can be associated with the brand’s offer or its business profile. We are talking about permanent elements such as holidays, holidays, the beginning of the school year, Black Friday, sports competitions (Olympics, Euro, etc.), but also about less obvious events. When looking for ideas, you can refer to the calendar of unusual holidays or even information portals. Often a funny politician’s mishap, unusual event or comic photo becomes a breeding ground for internet users and a base for virals. However, when using Real Time Marketing, you need to act really quickly and creatively. Only an immediate and brilliant reaction to the event will be applauded by the Internet community. Late “reheated chops” will only bring you weariness and irritation.
– valuable for the recipient – a common mistake of companies conducting social media marketing is to write about themselves instead of about the user. Often the only solution is to change the narrative. Example? If a cosmetic company boasts that it has created a new hair conditioner, the value of this message for the user will be nonexistent. It is different, however, if it communicates that it has a unique solution for people struggling with hair that is difficult to comb. Then our target group will feel that the given entry applies to them and it is worth taking an interest in it.

Advantages of social media marketing

Marketing in social media has many advantages that a good specialist can skillfully use. They mainly include:

– variety of formats – using social media, we can publish texts, videos, photos, collages, slide shows, create groups, events, add locations, moods and many other elements that enrich the message.
– direct contact with recipients – in social media, like nowhere else, we can build customer relationships with the brand and research their needs. Thanks to them, the recipient has faster, more direct contact with the company than in the case of e-mails or forms.
– the ability to direct traffic to the website – we can post links to the blog, offers or individual products from the assortment, which means that social media can be valuable sources of traffic.
– long range – as we have already written, social media is used by a huge number of people from various age groups. A brand from virtually every industry can find the most appropriate audience for its marketing purposes.
– speed of dissemination of information – if we care about time, social media is an ideal way of communicating messages. There, we can post information about promotions, sales, changes in the offer, as well as unplanned situations, e.g. temporary closure of a restaurant due to a breakdown or a last-minute deadline for a cosmetic procedure that may be taken over by another willing person.
– the possibility of conducting both organic and paid activities – you do not have to pay to run company profiles on social media. So we can build our group of recipients without incurring any costs. However, one should bear in mind the tendency to cut organic reach in social media – as a result, an ordinary post may reach only a small percentage of people who have shown interest in the brand’s profile. However, free activities can be supported with paid advertising campaigns that will reach a very well-chosen target group. After all, who knows more about us than the social media we actively use?
– the possibility of building brand awareness – social media marketing is often used to increase brand recognition, build a narrative around it and inform about the company’s values. Thanks to this, potential customers have a chance to become attached to the brand, which in turn helps ensure their loyalty.

Social media marketing – what should you watch out for?

Social media is a tool that must be used with caution, as the slightest mistake made there can be widely echoed. A badly understood post or advertisement will be widely commented and passed on, which makes the case public and the brand image suffers. The flagship example is a post by a company from a few years ago, which is still a warning to most marketers. The brand published an entry on its fanpage with the question: “What surprised you the most with our company in recent years?” Users began to write massively comments about unpleasant surprises they encountered in the offer and when dealing with consultants. The seemingly innocent post turned into a storm that left scratches on the brand’s image for a long time. Therefore, when handling social media, you need to anticipate potential crises, and in the event of unexpected situations, react quickly and minimize damage.

It should also be noted that social media marketing is a time-consuming activity. It requires not only preparing materials for publication, but also monitoring private comments and messages as well as animating the community, for which high availability is needed. Another downside is that the content posted on social media is more fleeting than anywhere else. Therefore, a large group of people may miss the information posted there, because it will be overlapped with other posts and advertisements. For this reason, it is worth placing important messages not only in social media, but also in other places – for example on your website.

Our client has been operating on the market for almost twenty years, selling cameras and photographic accessories for both amateurs and professionals. It offers high-quality laboratory equipment and services, thus providing its recipients with comprehensive service. In the case of Google Ads for this client, we operate equally completely: we run text, product, video (on YouTube) and display campaigns, including remarketing. We’ve already got to know your audience, so we can focus on campaign optimization, achieving more and more conversions within our budget. Let’s take a look at how the combined results of all these campaigns changed over the course of a few months – from March to June this year.

Clicks and conversions

Testing and optimization measures in the customer’s account have led to a significant change in the number of clicks. At the turn of February and March, advertisements collected about 11,000 clicks, and in May-June it was slightly more than 15,000 clicks per month, which is an increase of 39.9%.

However, this parameter is not the most important in ad statistics – clicks in themselves increase website traffic, but they do not have to be associated with the achievement of the most important goal, which is the purchase. What’s more, a large number of clicks with a small number of transactions may indicate a poorly selected target group or an unclear advertising message. In this case, however, it can be seen that both the recipients and the content of the message have been correctly selected. You can see this clearly in how the number of conversions has changed over the period – it increased by 85%. The cost of obtaining them changed very slightly, only by slightly more than 5%.

Profits from the campaign

The good results achieved in the campaigns made the client decide to allocate more funds to Google Ads – in three months the budget almost doubled (by 94.07%). In February / March, we spent about $ 8,000 on advertising on Google, and at the turn of May and June, over $ 15,000. The client’s willingness to invest led to even more tests, which made the results even more satisfactory. Revenue increased from $ 114,374 to $ 560,431, almost 390%. In other words, raising the budget by about $ 7.5 thousand allowed to achieve income higher by over $ 446 thousand.

Return on advertising investment in Google Ads increased from 1,416% to 3,575%. What does it mean? Simply put, at the turn of February and March, each dollar spent brought about $ 14 in revenue, while three months later it gave almost $ 36.

Facebook Ads

The results from Facebook ads show even greater progress. In their case, however, it should be noted that the default data attribution settings are selected in such a way that the system also counts indirect purchases in the statistics. What does this mean exactly? When counting conversions, it takes into account the attribution model 7 days after the ad is clicked and 1 day after it was displayed. As a result, he also credits himself with conversions that have already taken place in other channels and for which Facebook did not have to be the last channel on the shopping path.

This is justified, because Facebook is a channel that does not respond with advertisements to the directly expressed shopping intention in the search engine, and selects advertisements that best match the user’s preferences.

Clicks and conversions

The number of clicks on Facebook Ads did not change as rapidly as in the case of Google campaigns – it increased from 7803 to 8709, i.e. by about 11.6%. However, as we have already mentioned, clicks do not directly translate into profits, and the most important statistics parameters are the number and cost of conversion. In the case of the number of conversions, the increase is more clearly visible – from 132 to 184, i.e. by 39.4% in three months. As for the cost of a single conversion, the level remained very similar – the fee for acquiring one customer decreased by $ 1.51, a decrease of about 3.5%.

Profits from the campaign

We increased the budget for the Facebook Ads campaign by 34.6%, or about $ 2,000. The revenue generated thanks to this channel increased by $ 685,573, which, with the given budget, means an increase of 283.4%. ROAS, i.e. the return on investment for this campaign for the period May 16-June 15, 2021 was 11981%, which, even when counting indirect purchases, is a very good result for this type of campaign.

However, conducting extensive marketing in social media is very demanding. Each platform in social media has its own rules – it has a slightly different user profile, puts emphasis on different elements and uses a different technology, so that the marketer has to adapt to the communication code prevailing there. Usually, we will not post the same content on a TikTok or Twitter profile (or at least not in the same form) as on Instagram or LinkedIn. For this reason, when running company profiles on various websites, we have to generate a lot of different content, tailored to a given website.

In addition, it is necessary to use separate applications for each medium, and sometimes, in addition, to switch between several profiles within one platform – all this in real time in order to answer customer questions as quickly as possible and react to current events. It cannot be denied that in terms of logistics, this is a huge challenge.

Social media tools

Platforms that, thanks to API (Application Programming Interface) integration, allow you to manage profiles on many social networks within one tool come to the rescue. Thanks to this, using one “combine”, we can – depending on the functionality offered by a given product – plan automatic publication of posts, reply to comments, talk to users via private messages, and analyze statistics on reach, engagement or the number of subscribers and generate reports from it. What are the most popular tools and what exactly do they offer?

Hootsuite

Hootsuite, apart from the basic functions, also allows you to set an alarm that will notify the user of a non-standard increase in activity on our profiles. As you know, immediate reaction allows you to minimize any crises. Hootsuite also allows you to analyze frequently used words in a given situation, so that we can properly formulate the messages we need. Setting the right parameters also allows you to connect and advanced analysis of the effectiveness of posts in Google Analytics.

The most important information at a glance:
– Integration with over 20 social networks – including Facebook, Instagram, LinkedIn, YouTube, Twitter,
– Post publication planning,
– The ability to receive and send private messages for some portals,
– Charts regarding the reach of individual posts, collective charts and the possibility of comparison with competing fan pages,
– Built-in link shortener,
– Possibility of integration with advertising systems,
– Mobile applications for Android and iOS.

Postplanner

Postplanner connects to the most popular portals and allows you to plan posts using a convenient calendar. Integration with Canva also allows you to easily create graphically friendly content.

The most important information at a glance:
– Integration with 5 social networks: Facebook, Instagram, LinkedIn, Twitter, Pinterest,
– Planning, editing and targeting of posts,
– Sorting posts in terms of range, number of comments or reactions,
– Displaying the most popular posts on a topic from different platforms for guidance and inspiration
– File hosting,
– The ability to create graphics using Canvy,
– Algorithms to evaluate the potential of a given post.

Loomly

Loomly, apart from the publication calendar, allows you to analyze the effectiveness of posts, suggests ideas for new entries and allows the tool to be used by several users.

The most important information at a glance:
– Integration: Facebook, Twitter, Instagram, LinkedIn,
– Calendar post scheduling,
– File hosting,
– Image library for publication,
– Management of ads in social media,
– Performance analytics,
– Ideas for posts generated on the basis of current trends in a given industry,
– Ability to reply to comments.

Later

A content publishing tool focused mainly on Instagram, but also works with Facebook, TikTok and Pinterest. As one of the few, it allows you to plan Stories (in the form of sending material to the phone and reminders about the need to publish – Instagram API currently prevents the automatic publication of stories).

The most important information at a glance:
– Drag & drop calendar,
– Hashtag suggestions,
– Suggestions on the date of publication based on data,
– Visual image editor with filters,
– Post effectiveness analysis.

Buffer

Like the above Later tool, Buffer also allows you to schedule Instagram Stories in the form of content upload and publication reminder. Buffer will also highlight any Instagram comments we haven’t replied to.

The most important information at a glance:
– Integration: Instagram, Facebook, Twitter, Pinterest and LinkedIn,
– Analytical module,
– Mobile application for iOS and Android.

Planoly

A tool dedicated to Instagram and Pinterest, in a limited form also cooperating with Snapchat, Facebook and Twitter. In addition to the publication calendar combining several platforms, Planoly also offers other modules, including a post builder with various functions for visual modification.

The most important information at a glance: Platform integration:
– Instagram, Pinterest, Facebook, Twitter, Snapchat to a different extent,
– An extensive analytical module,
– Built-in basic post patterns,
– iOS and Android application.

Postify

Basic post planner for several social networks – apart from the most popular, it also integrates with the Russian platform Vkontakte. On Facebook, apart from the publication of entries at a specified time, it allows, for example, to automatically change the background photo on the fan page.

The most important information at a glance:
– Integration: Facebook, Instagram, LinkedIn, Twitter, Vkontakte,
– Graphics editor,
– Suggestions and inspiration for posts,
– Built-in link shortener (to Twitter and LinkedIn),
– Analytical module.

NapoleonCat

The Social Inbox feature will allow you to handle all messages sent to the company in one inbox. NapoleonCat also allows you to manage ads (Facebook / Instagram) and profiles on Google My Business.

The most important information at a glance:
– Integration: Facebook, Instagram, Twitter, LinkedIn, Messenger, YouTube, Google My Business,
– Analytical module,
– Ad moderation (Facebook and Instagram),
– Multiple users – team coordination,
– Reports in .pdf.

SkedSocial

A tool that focuses mainly on Instagram, but according to the principle “Instagram first does not mean Instagram only”, it also works with Facebook, Twitter, Google My Business and LinkedIn.

The most important information at a glance:
– Publication calendar,
– Multiple users,
– Graphics editor,
– Analytical module,
– Canva integration.

SproutSocial

SproutSocial is a multiplatform social media calendar that also allows you to analyze and compare your statistics with competing profiles.

The most important information at a glance:
– Integration with Facebook, Instagram, Twitter, LinkedIn, YouTube, Pinterest (post publication), Reddit, TripAdvisor, Glasdoor (monitoring),
– Analytical module,
– Graphics editor and template library,
– Algorithms suggesting the best time to publish a given post,
– Multiple users,
– Mobile application.

Kontentino

A simple-to-use social media organizer, useful especially with a large number of profiles and a large team. It will be especially useful for marketing agencies thanks to the module enabling easy acceptance of the given content by the client.

The most important information at a glance:
– Integration with Facebook, Instagram, Twitter, LinkedIn and Pinterest,
– Solutions facilitating communication in the team,
– Mobile application,
– Analytical module,
– Ad management.

Sendible

A tool designed for larger teams and marketing agencies. Monitoring of specific phrases can be especially useful, which will allow you to be always where a given brand is mentioned.

The most important information at a glance:
– Integration: Facebook, Instagram, Twitter, LinkedIn, Pinterest, Google My Business, as well as a number of blogging platforms (WordPress, Blogger, Tumblr) and messengers (Slack),
– Solutions facilitating communication in the team,
– Mobile application,
– Analytical module,
– Ad management.

Social media is not homogeneous – although their core remains similar, individual websites use slightly different solutions, have a different user interface, focus on different customer groups and approach data management differently. However, you can find many common features and basic principles that should guide a social media specialist in carrying out his work. These are the foundations that may seem obvious to an experienced marketer, but – as practice shows – in surprisingly many cases they are neglected.

Don’t lie

Almost everyone uses social media – we will see the entire cross-section of society there. Generation Z has naturally come to the digital voice in recent years, growing up in constant contact with computers, smartphones and the Internet. This means that the new generation can – in general – verify data better. People “born with a smartphone in their hand” are much more efficient than previous years of using long tail keyword searches and controlling the accuracy of your message. It was required by their constant presence on the Internet – the constant bombardment with messages naturally made it necessary to filter them.

What does this mean for the marketer? It is more and more likely that the average social media user will say “check” and do a decent research on the product and the entire brand. Only transparency in communication will guarantee that it will not end in a crisis. Basing your offers and image on half-truths today is more risky than ever, and sooner or later marketing manipulations usually turn against dishonest scammers.

Don’t limit yourself to one medium

Does your brand only have a website and Facebook profile? It may not be enough. Diversification of traffic sources has even become a necessity. Your profile on a given portal may disappear in a fraction of a second, for example due to an algorithm error – of course, you will probably regain access to your account, but it may take some time. In such a situation, each day cuts you off from the sales channel, which is in fact irreplaceable. If you don’t separate your traffic sources, you are completely dependent on one of them. Only a skillful combination of SEO, Google Ads and marketing on various social networks will bring meaningful results.

Match the message to the platform

Each social media has its own rules – it results from both the technicalities and the general target group of a given portal. There are of course some universal guidelines, but each portal is a kind of a separate world with a separate communication code. Twitter doesn’t post long elaborations, TikTok is ruled by video – of course you can fight it and go against the tide on a given platform, but most likely it will just end up with very poor results. Use especially the technical guidelines of a given portal, for example, choose the size and format of graphics carefully for the platform.

Don’t count on organic

You refresh your Facebook feed, and after pressing F5 you see completely different posts than a second ago. You set Facebook as the “show newest” user and a moment later you see again what the algorithm has chosen for you. Big data rules social media – organic reach is successively decreasing, and portals find new ways to monetize users’ activities every day.

Although it is less and less frequent, many social media specialists still believe that it is better to publish, for example, 4 or 5 sales posts a week, instead of one, but “burnt” with a decent campaign, significantly increasing the reach and click-throughs. Overproduction of content on social media disturbs rather than helps, and by engaging the time of graphic designers and copywriters, such an approach can actually increase the financial and time cost, rather than optimize it.

Don’t look at the number of likes

The number of likes really matters little. Of course, a large number in the profile adds to a certain digital prestige, which is important for potential collaboration with other brands and overall brand perception on the Web, but usually the impact of this factor is horribly overestimated.

Facebook is slowly withdrawing from showing this value on fan pages, which means that the exposure of the number of “likes” decreases (the number of followers of a given page remains public, however). Algorithms reduce the reach of posts – organic traffic in social media experiences difficult moments without any prospects for improvement. Your posts won’t be shown to all subscribers without your ad investment.

It can be assumed that if the fanpage was set up a few years ago, a certain number of users no longer use a Facebook account. These dead souls are of no value to the marketer – an inactive user is not a potential customer.

The same is true when we decide to buy followers – apart from ethical issues, it will not actually help us sell the product in any way. Fake accounts “clog up” the space to display our posts and advertisements that could be used for marketing purposes. The fake account will not buy your product, which will burn through your advertising budget. It is also prestigiously a complete shot in the foot – the flood of likes from suspicious-looking foreign accounts will light a red lamp for anyone with anything to do with social media marketing.

Use Stories

Facebook, Instagram, Twitter, and even recently LinkedIn – all these portals strongly focus on fleeting content in the form of reports. Social media posts have always been characterized by a lot of flyby, and the Stories format makes the shelf life of a message shorter than ever.

However, the data show that a skilfully prepared relationship can bring great reach and sales effects. In order to conduct effective marketing in social media, you cannot afford to disregard this format.

React quickly and use RTM

It is not only about responding to customer questions instantly, although this is of course also a very important aspect of social media marketing.

Is the occasional post for Valentine’s Day, the football world cup or the presidential election real-time marketing? Theoretically yes, because it concerns current events, but usually such activities have zero marketing power. They are simply predictable – we have known the date of these events for a long time, we see news about it long before the actual event, so there is no chance for a surprise effect.

Good real-time marketing is based on spontaneity, instinct and quick reaction. When an internet buzz about a topic breaks out, it usually fades away after a few days. “Late” and “imitative” are two words that should definitely not be associated with real-time marketing. In many companies, this is of course due to the need to “pass” a given post through all levels and the acceptance of several people. Real-time marketing, however, requires overcoming the organizational power of inertia – in this case it is better to react as quickly as possible or not at all.

The statistics speak for themselves:
– 39% of users follow the fanpage to receive a special offer,
– 57% of consumers declare that social media influences their purchasing process. 44% of the same respondents described Facebook as the most influential platform,
– 26% of people who responded to the advertising message purchased a product.

The possibilities are at your fingertips. There is nothing else but to try your hand. How to conduct business activities on Facebook? Below you will find the most necessary information and practical tips.

There are two forms of collective profiles on Facebook:
– A discussion group is based on communication between people who have something in common. People can have a passion, place of residence and profession. In other words, groups are sometimes created, for example, by owners of Opel cars, residents of the same housing estate or people working as computer graphics. The common denominator keeps all members consistent. This is where you can share information, photos, videos or files.
– A website (or fanpage) is a key tool to promote a company, brand, person or initiative. Success is measured by the achievement of a vast base of committed fans. For this purpose, the administrator should focus on creating intriguing and valuable content on a regular basis. Additionally, the development of the website can be driven by the display of advertisements via Facebook Ads.

Company on Facebook – how to create an account?

Each user can set up a fanpage on Facebook. The entire process consists of just a few steps. Just follow these tips:
– Select “Create” at the top of the site on the right.
– Define the nature of your business.
– Enter the name that your Facebook page will adopt. At this stage, you can still choose a working variant. You are able to make changes at any time.
– Choose categories that precisely define what you do. This way, you can increase the visibility of your website for your visitors.
– You can add photos or temporarily hold off the decision. The choice is yours.

How to set up a Facebook fanpage?

The newly created website looks unprofessional and does not inspire the trust of the recipients. Therefore, you still need to enter a number of information to increase your credibility. Start with the following:

A. Graphics are the foundation of visual identification. Therefore, be sure to upload a profile photo and a background photo. What criteria do you have to meet?

B. The form of the profile photo depends on the nature of the business.
– In the case of a company, brand or initiative, it is worth designing a simple and clear logotype. Bet on symbolism and create a creation that is easily remembered and unambiguously associated with your business.
– If you are building a personal brand, you can promote yourself with your face. Photography should be professional, but at the same time it is worth to include some attributes that you use at work. For example, if you are a professional dancer, capture your image while dancing on the dance floor.

C. The background photo can take the form of graphics, animation or a movie. Use this space to precisely define what you do. Remember that the background photo should not be set once and for all. We recommend a seasonal approach and changing the outfit at least once a quarter. What to put in the cover photo?
– Introduce yourself. Build a sentence or three short slogans that will contain the following information: who you are, what you do, what value you provide to customers and followers.
– Present your latest achievement or the most important point of the offer. In this way, we displayed the latest guides or another service in our portfolio.
– Tell me what you are up to. It can be a teaser of a new collection of clothes or an announcement of events in which your brand will take part.
– Create an aesthetic “wow effect”. It is worth using animation with this concept.
– It’s worth putting a CTA here. This way, users get to know your expectations.

D. A dedicated URL can be set by selecting “Create Page Username” below the profile picture. Enter an uncomplicated, easy-to-search phrase in the provided field. After this operation is done, just enter “facebook.com/ selected_url” in your browser to get directly to your fanpage.

E. Check the Information tab and write short notes in the information and description section. Tell me what you do. Identify your most important products or services. Also mention achievements and values. Formulate concise and concise sentences.

F. It is also worth telling about your brand in the Our History section. In this case, opt for a looser form. Do not bore your readers with a mass of dates and names that they will not remember anyway. Instead, try to arouse excitement and interest. To do this, use anecdotes and personal reflections. It is supposed to be a text with a soul from which emotions and authenticity emerge. After making the last stop, just try to put yourself in the recipient’s shoes and make a good judgment whether you might skip reading after the first two sentences.

G. The key issue is also providing recipients with their contact details. Start with a phone number, email address, and website. It is also worth adding the company’s address. The more information you provide, the more credible you will become in the eyes of users. This cannot be underestimated. If you expect users to trust you with their money, you need to earn their trust.

H. Facebook allows you to link to accounts on other social media platforms. If you are already active on Instagram, Twitter or another medium, you can put such a mention on your profile. As a result, you can gain new followers.

I. Select 3 categories that accurately define your product or service. This way the page will be more visible to the audience.

J. Just below the background photo, it’s a good idea to embed a contrasting CTA button to trick users into interacting with your page. In this way, you can encourage to book an appointment, make contact, obtain information about the website, make purchases or download an application. Thanks to this, recipients know perfectly well what they expect from them. Contrary to appearances, such a direct message can work wonders.

K. The above elements constitute the necessary minimum that must be taken into account for the website to function efficiently and not to deter recipients. However, it is worth trying to fill in all available fields. The more information you include, the better the results you can expect.

Content on Facebook – types and formats of publications

Facebook allows you to create posts with a varied structure. The foundation of each publication is a description, which usually consists of text and emojis. In addition, you can add multimedia in the form of graphics or video materials. There are several types of publication:

– Statuses are text posts without multimedia. A wall of text devoid of graphics can discourage users from interacting. Therefore, this type of publication, by default, arouses the least interest.
– Links refer to an external website (they take the form of a thumbnail with redirect). They can be accompanied by a description and an emoji. An interesting variant is also the carousel, i.e. a post composed of several “tiles”. Each item has a different photo and they all lead to the same destination.
– Photos enriched with description in the form of text and emoji. The content may include a link with a redirect to the website. It is worth considering this form as an alternative to the default link posts. You don’t have to limit yourself to one photo. You can create an album of several creations.
– Videos posted from a computer or mobile device. Users definitely prefer to watch rather than read, which is why video is the most effective format on Facebook.
– Live broadcasting is considered the most engaging way due to its spontaneous nature. Chat users can chat with the creator in real time.
– Accounts are temporary publications that disappear after 24 hours. They can take the form of photos, videos and posts. After your access has expired, you can view your materials in the archive of stories.

As part of the posts, you can also:
– mark geolocation,
– define your mood,
– mark the product,
– redirect to the store, encourage you to participate in a charity event,
– invite people to view the profile.

How to effectively run a fanpage on Facebook?

Any brand can start working on social media. Ba! She should even do it. Due to the low entry threshold, many daredevils try their hand. However, creating an extraordinary fan page is only the first step. The biggest challenge is to assemble an informed and committed community. Here are a handful of tips that will help you stand out above the average:

Breathe soul into your posts
Most of the fan pages in social media are run without an idea. They mirror the content on the corporate website. Let us take an example. The administrator enters the “About us” tab on his company’s website. He then copies a taken out of context saying that 15 years ago the owners moved from LA to NY. Finally, he puts this information on his fan page and ticks off the next published post in his schedule. Sorry, it doesn’t work that way. Such information has absolutely no value until you add an interesting narrative to it. In this case, it is worth trying to expand the message. Describing a story from the life of the brand will work much better.

Speak in the language of benefits and emotions
Suppose you run a lighting store and want to present an office lamp. You mention its economic advantages. The statement that a lamp is energy-efficient is just a feature from which you must derive benefits. Add a note that the customer can save $ 20 per month. This is a tangible benefit that can persuade the recipient to buy. Our agency faces similar challenges on a regular basis. For example, we have created the Paraphrase-Online.com Campaign Manager system to help you effectively manage your advertising budget (feature). Such information has little value for our recipients. That is why we mention that the described platform allows you to increase costs up to 32% and reduce costs by an average of 15% per year (practical benefit). Then the potential client can calculate how much money he will gain in his wallet. It is also worth mentioning that such a solution guarantees stabilization and reduces uncertainty (emotional benefit).

Think abstractly
First, you need to present your product so that your audience can find out what they will find in your offer. However, do not stop at presenting features that can be seen with the naked eye. Everyone can see that white is white and black is black. Instead, play around with associations. Write that your volleyball may turn out to be your best friend on a desert island (By the way, where is Oscar for Wilson for his role in Cast Away?). Make yourself known as a man of flesh and blood. Show that you are not just a calculating salesperson, but have distance and sense of humor. Wink at your audience and put a smile on their faces. This is one of the most effective ways to arouse sympathy and build relationships with your users.

Each fanpage is different
Many myths have arisen in the marketing industry about the universal timing and frequency of publishing that produce the best results. Of course, no one will prevent you from familiarizing yourself with these conclusions, but take them with a pinch of salt. The most important thing is to only speak when you have something interesting to share. Do not use force to produce shallow posts, because some blogger decided that 30 publications per month is the best practice. On the other hand, do not delay the implementation of innovative concepts, for fear of a decrease in coverage caused by violating the time window between publications. Quality will always defend itself. If your post is so interesting that it immediately arouses above-average commitment, then any strict rules cease to matter. In addition to a creative approach, we recommend experimenting. Post different types of content on different days of the week and at different times. After a few weeks, check if you see any rule in the results that is worth following.

Follow up on current events
References to holidays and other high-profile events are a great way to place your products in a specific context. This is what Coca-Cola did, which over the years has been associating the public with Christmas. As a result, in many homes, the popular drink is presented every year on the festive table, right next to traditional dishes. In a similar way, you can create a need and immediately propose a solution. Holidays are a season full of various festivals. During concerts, you take photos, record videos, and the energy inevitably escapes from the battery. In such conditions, it is rather difficult to find an outlet to which you can connect the charger. Thus, a capacious powerbank should be an integral part of your inventory.

Avoid generalities
The average bread eater thinks marketing is one big hoax. It is hardly surprising if he is bombarded with messages of dubious value. Imagine if someone offers a pencil that fits your individual needs. It is suitable for a variety of applications, is durable and is considered an absolutely unique product. What is the conclusion? Absolutely nothing. Now let’s take the same pencil, but it will be designed for sketching technical projects, it will last for 3 months of daily use, and it also has an unbreakable stylus. We know something now. Pouring water could work at school or college. In marketing, you cannot afford to throw empty words.

Ask fans for their opinion
Many creators assume an attitude that can be described as the curse of professionalism. They believe that all their actions must be buttoned up and the audience should applaud it without reflection. We propose a different path. Are you preparing to change your company logo and are still hesitating between two projects? Ask your fans for their opinion. They will definitely help you make the right choice. This way, they will feel that you take their opinion into account, and you will generate commitment that will allow you to increase your reach.

Invite to the discussion
An active community is the greatest value for a fan page. You can’t expect users to speak up if you haven’t asked them for their opinion. Communication must work both ways. Therefore, make it clear that you are counting on the answers. For this, you can share a meme with empty bubbles and ask fans to suggest some lines for the heroes. You can also encourage them to tag friends or suggest an exchange of anecdotes from school years. There are plenty of ways.

Take, but don’t forget to give as well
Many companies build a very selfish narrative. Still just “me” and “we”. In such communication, product posts are predominant, which are to directly encourage sales. It is worth finding a compromise and giving something from yourself. They don’t have to be contests or other forms of giving away. In real-life marketing, people often expect just a little attention and interest. Tell us how your brand improves the quality of consumer life. Show the backstage and invite them to discussion.

Organize gray cell training
Mental gymnastics and a bit of healthy competition are a great way to get a community moving. You can ask to solve a puzzle, math, word game, etc. It is worth constructing the task in such a way that the individual elements and the solution are somehow related to your brand. For example, let the rebus lead to the slogan “Free Shipping”, which is hypothetically a standard in your company.

Bet on movies
We mentioned above that video materials are easy to read and therefore generate more engagement. Accordingly, you should focus on this format. Many people refuse to create their own recordings because there is a misconception that such activities require full professionalism. Nonsense. The manicured and directed scenes are associated with classic television, which is gradually becoming a thing of the past. On the Internet, naturalness and naturalness are more important. Films made in cottage-style conditions are considered to be more authentic. To create, all you need is a smartphone that supports Full HD resolution. In addition, you need to start thinking about your video material in a broader context. You don’t have to make a new movie from scratch every time. You might as well collect a few photos and present them as a slide show. Such content can be easily and effectively assimilated in the course of daily duties.

Play with form
Users prefer interactive content in an accessible form. Therefore, you have to respond to their expectations. How to do it? Let us take a few examples. You’ve organized a corporate event and have dozens of photos to share with your fans. Don’t expect anyone to wade through all the photos if you put them in one at a time. Creating albums makes sense only if you periodically include one creative with it, e.g. every week. A collage arrangement will be a much better choice. To do this, design one graphic that you will divide into several segments. Then you can insert several photos in one go and they will all be noticed. An alternative solution is to create the so-called carousel, i.e. a creation composed of several photos placed next to each other. The user can view all available photos by clicking on the side arrows.

Build authority
The content posted on your fanpage must be beneficial for the recipients. It does not necessarily have a material dimension. It will also be of value to make you smile or facilitate some embarrassing activity. Let us focus on the latter aspect. As an entrepreneur with a lot of experience, you must be an expert in your field. Sharing knowledge is one of the best ways to establish your position. Suppose you are a personal trainer. In this situation, you can post tips on how to perform complex exercises. It is worth making a permanent series on your fanpage out of it. Thanks to this, you will get your audience used to the fact that they will find you a handful of practical advice every week.

Be a source of inspiration
Utility has many names. In addition to practical tips, you can also become an inspiration for your fans. These are all the tips that can potentially improve the quality of life for your fans. For this purpose, you can put a motivating quote to take care of your physical condition or provide a photo of the arrangement that can be used during renovation. Inspiration is also a very clever form in which you give at the same time, but you can also camouflage the desire to benefit a bit. Present a ready idea for styling, and let its key element come from your store by accident.

Show a human face
A company that downplays the importance of a positive image will appear to be a group of self-determined careerists who care only about money. Show that you value other values. Maybe on Mondays after work, employees regularly play football together? Maybe you are used to bringing your dogs to the office on Fridays? Show off on your fanpage!

Track trends and react to them
The life of a Facebook publication is extremely short. Important events have 5 minutes of publicity, and then their popularity begins to gradually decline. In this situation, you have to act spontaneously. If information begins to spread virally across the web, try to link it to your products or services. There is a good chance that your creation will be in the mainstream and will be noticed by many recipients.

Numbers
Contrary to appearances, statistics do not have to be boring and repel recipients. It all depends on the form you choose. It makes sense to juxtapose numbers with objects that are easy to imagine. Don’t expect commitment when you boast that your employees produced 14,000 kilometers of cables in the past quarter. As the number looks abstract, users may not know how to rate this result. A much better solution would be to say that the length would be long enough for the cables to reach from United Kingdom to Australia in a straight line. Then you can quickly imagine the scale of this undertaking. Always present complex concepts with commonly known circumstances, but if you want to publish a post with raw data, you should prepare an infographic. Information presented in the form of visualization is processed by the brain as much as 90% faster than plain text. Thus, users learn the message more efficiently, and the message will remain in their memory for longer.

Tell a story
Why are para-documentary series on television so popular? After all, the actors are lousy, the scenario is naive, and the production is not very high-flying. The answer is simple. By its very nature, storytelling is more engaging than many other ways of narrating. The recipient may feel that he is part of the illustrated events. Commitment is half the battle. From this position, it is much easier to move on to consolidating brand awareness.

Create thematic cycles
Social media is full of extremes. Finding a balance between various concepts is the key to success. On the one hand, users like to be surprised, so you should constantly raise the bar by creating the most original solutions. On the other hand, recipients warmly accept repetitive actions. Therefore, it is worth running thematic cycles on your fanpage, which will always appear at the same time or at least on the same day. You also need to take care of creating a coherent visual identification and finding a complex issue that will not be exhausted after a few episodes. In such a convention you can embed, for example, recipes, practical advice on doing strength exercises, etc. The constant thematic cycle gives fans a reason to visit you regularly.

Show off your achievements and important events
As children, we learned that bragging was rude and inappropriate. Then social media came out and all the science went to the woods. However, you can boast in a good tone, which is not vanity. It’s about showing you the way to your goal and the fruits of your hard work. Let us leave files of banknotes, luxury cars and gold-studded interiors to the creators of music videos. We are going more towards presenting a favorable financial result, a new office or an employee who has successfully made it through the recruitment. Transparent entrepreneurs will always enjoy greater trust.

Build up tension
Are you preparing something special for your fans? If you provide complete information only on the day of the premiere, you may waste a significant part of the potential hidden in the planned action. Instead, try to build up tension. Publish posts where you will gradually reveal more cards. Many users will wait with bated breath for the solution of the puzzle. This way you will get much better results.

Appreciate your audience
As we mentioned before, a committed community is the most valuable asset for your fan page. You should thank the fans for any interest they show. If they share their thoughts or photos, make it clear that their opinion is valuable to you. First of all, you need to remember about it when users showed a lot of activity under some initiative or when you exceed the next threshold of page likes. Then create a dedicated creation in which you express your gratitude.

How to find the best audience and customers on Facebook?

Find out who belongs to your target group
First, you need to find out who your audience is. Universal messages may turn out to be completely wrong. Therefore, it is worth personalizing the message. You can get the data from Google Analytics connected to your website or check the Facebook fan page statistics. Take into account the age, gender, education and interests of your fans. Thanks to this, you can precisely respond to their needs.

Get closer to your fans
Creating the so-called person is sometimes underestimated by marketers. This inconspicuous method, however, allows you to precisely adjust the language to the characteristics of your audience. The whole operation consists in dividing your target group into several most important segments and listing their most representative characteristics. To do this, use the knowledge you gained in the previous point using analytical tools.

Match the style to your expectations
Not every publication has to meet the expectations of the entire community. When planning your monthly schedule, create some universal creations that can reach everyone. Beyond them, lead a personalized narrative. In this way, you can build a closer bond with representatives of particular groups. Based on previous experiences, adjust the type of communication that will be comfortable for both parties. Answer a few questions for yourself:
– Unofficially or officially?
– Enthusiastic or reserved?
– Loose or serious?
– Youthful or mature?

Once you have dealt with these doubts, you will know how much you can afford to discuss with each audience. You must also be aware that online savoir-vivre rules are more flexible. Most people call themselves “you”. Even if you are addressing a mature audience, you don’t necessarily have to be protective and stick to conventions. It’s more about professionalism and creating factual publications based on reliable sources. Certainly no one will be angry with you if you call him by his name, but at the same time you open your eyes to some very important issue or present a point of view that touches on the problem from a completely different angle. Everything is a matter of feel.

In the case of looser topics, the situation is much simpler. Then you can indulge yourself, treat fans like buddies, share memes, and even use slang.

What are the benefits of Facebook for your business?

Thanks to Facebook activities (both organic and paid):
– You will increase brand awareness in a mass audience,
– You will lead to an increase in sales results,
– You will get traffic to your website,
– You will warm up the image of your brand,
– You will be in constant contact with recipients,
– You will build a committed community,
– You will strengthen relationships with customers.

Chatbot – what is it?

One definition gives:
A computer program designed to simulate conversations with human users, often over the Internet.

Chatbots have been around for many years. The first of them was created in 1966 under the name ELIZA. He was supposed to parody the behavior of the psychoanalyst, who mocked the patient, often repeating his statements in the form of questions. However, only recently have companies started to pay attention to the business benefits of their use. The real merit for popularizing chatbots, however, should be attributed to Facebook, which allowed them to be integrated with their messenger.

Depending on how the individual chatbots have been programmed, we can divide them into two main groups:

Simple chatbots
They operate on the basis of a previously prepared set of keywords that they are able to understand. Each chatbot reaction to a particular query must be designed separately by the programmer. If the user asks a question without using one of the known keywords, the robot will not understand the query and will usually respond with a “sorry, I don’t understand” message.

Advanced chatbots
Self-learning algorithms were used in their design. Instead of using pre-prepared answers, chatbot creates them on an ongoing basis, based on flexible rules and their knowledge. All customer queries are saved for later processing. Nevertheless, in this case artificial intelligence does not work perfectly, and preparing such a chatbot requires a lot of work. It must be admitted, however, that great progress has been made in this area. The proof is the world famous voice conversation of the Google machine with people who wanted to reserve a place at the hairdresser. It perfectly imitated even momentary reflection in the style of “mmmmm” or “eeee”. People were convinced that they were talking to another person. She definitely passed the Turing test.

What encourages users to interact with chatbots?

According to one study, the main factors are:
– Productivity – chatbots provide quick and effective help and access to information.
– Entertainment – chatbots entertain people by giving them funny tips, and help to pass time when users have no classes.
– Social and relational factors – talking to bots gives some people the chance to talk without being judged and helps work on conversation skills.
– Curiosity – many people are interested in the very idea of “talking programs”, which encourages them to interact with them.

Let’s move on to how chatbots can help your business grow:

Answering questions
The simplest and most popular chatbot application is to make it an interactive FAQ. Chatbot filled with answers to individual questions will be particularly useful in situations where customers use a particular jargon. He will be able to answer the most common questions, leaving the employee service for really demanding cases.

The introduction of a chatbot will also help you improve your visibility on social media. It is difficult to make the customer service team be able to answer any query on the platforms on which you are present. Even if you succeeded, it would be rather time consuming and, consequently, expensive. Chatbot, in turn, can be active 24/7. This will not only save employee time, but also maintain better communication with customers and improve statistics related to reply rate.

Reduction of operating costs
Service and contact with clients (current and potential) takes time and generates costs. However, according to Paraphrase-Online.com research, implementing virtual advisors or chatbots helps reduce customer service costs by up to 30%.
Of course, such solutions will not completely replace people. Chatbots will successfully deal with simple and repetitive tasks, so that employees can be assigned to more complicated jobs.

Collecting and analyzing consumer data
Your chatbot is a great tool with which you can collect customer information. If you don’t really have a specific reason for doing so, you won’t be willing to complete the survey. Chatbot approaches feedback collection in a gentler and natural way by entering relevant questions during the conversation.
Additionally, thanks to the use of machine learning algorithms, your chatbot can analyze opinions and other information that it collects from users. This will give you better insight into what they really want. It will also help you improve your marketing strategy to focus more on your needs.

Personalized customer contact
Customers don’t always know what to do to find information that interests them. In fact, they may not even know what they are interested in. Maybe they just heard about your brand and decided to take a closer look.

Therefore, chatbots integrate with social media, collecting data about each person with whom they interact. When a user enters a specific query, chatbot can respond by offering personalized advice based on purchase history and customer preferences.

Even if chatbot does not use such a solution, it can get to know the potential customer better with a series of questions.

Streamlining the payment process
Advanced chatbots use features that allow them to make payments. Customers can pay for their products without leaving the chat interface. Bots that store the payment details of regular customers significantly improve the ordering process for subsequent products.

Summary

Chatbots are undoubtedly a useful tool in business and their popularity will grow. They help to meet recipients, adjust marketing activities, reach new consumers and save employees time. It’s definitely worth using their options as soon as possible. Chatbots currently support businesses, but in the near future it may turn out that … they will be businesses themselves. An example is the movie “Her”, where the hero enters into a conversation and is connected with an advanced algorithm (woman’s voice) managed by a company that was established to provide satisfying, platonic relationships in a world in which interpersonal relations were qualitatively getting worse . Sounds familiar? Ha! Maybe the demand for such a service is just around the corner.

Creating a website can, however, be a heavy burden on the budget of young companies. The basic cost of the site consists primarily of the price of the domain and hosting as well as the work of the graphic designer and developer. Another cost is the time that you need to spend to find the right technologies and even prepare content, graphics and photos. The choice of solutions that do not require the involvement of external specialists is associated with the need to increase the time required to prepare the site. However, website creators have limitations that can prevent them from gaining customers effectively. Let’s take a closer look at popular solutions and consider when building a page with the help of a creator will pay off, and when we should, however, choose other solutions.

Website Builder – what is it and how does it work?

Website creators are a kind of computer program that allows you to create a website without knowledge of HTML and CSS, not to mention other languages. Creating a page from scratch, we choose the background color and add further details by selecting a specific element from the available collection. The graphic design we created and the background content added in it are rewritten into the language understood by web browsers. Boom – the website is ready.

The main principle of website creators has not changed substantially since the appearance of the first program of this type. Modern versions, however, have much greater capabilities and faithfully stick to the principles of creating pages and Google guidelines. Modern solutions allow in some cases to run seo processes and effective positioning of websites created with the help of one of the currently popular creators – Wix, Squarespace or wordpress Elementor.

Website creators from 10 or more years ago offered very limited customization options, and no one thought about adaptation to mobile devices or positioning.

Website creators – where did their popularity come from?

Website creators allow you to quickly create a functional website. Depending on the advancement of the creator, they allow you to modify ready templates, add colors, icons, and format text. Thanks to these solutions, creating a website does not always have to be associated with high costs. Most creators provide some functionality for free or in the form of a subscription – and the price of such is much lower than the fees associated with the work of a graphic designer and programmer.

An additional advantage of creators is their friendliness to non-technical users. Services like WIX present the functionality of their program in an accessible way and help you build your dream website step by step. The tutorial and the ability to prepare the site according to your own vision (limited only to the choice provided by the platform) allow you to start the promotion even on a very limited budget and … do not require the involvement of developers.

The number of platform users that have enabled the creation of their own website in recent years has begun to grow – in proportion to marketing efforts undertaken, among others by Wix, Weebly or Squarespace, which sponsors a whole range of Youtubers. Wix deserves special attention here – the advertisements of the website could be seen during the last few Super Bowl games, and they took part in, among others Karlie Kloss, Jason Statham and Gal Gadot.

Pros and cons of website builders

It can not be hidden that the independent creation of websites is quite popular. Is it, however, a universal solution? Let’s look at the pros and cons of such programs:

Pros:
– costs, a definite plus of creators is the ability to build a site after the so-called “Costs”, which I mentioned earlier. Part of the functionality is available for free, some for a fee or as part of a subscription, which can be terminated at any time or with a monthly notice period;
– intuitive navigation, adapted to the skills of non-coding people – pagebuilders do not require their users to know about coding pages, language skills and rules for creating websites. Website creation is done by means of graphical navigation – drag & drop or selection of subsequent options from the drop-down list of available elements;
– security – one of the biggest problems associated with having a website is to provide yourself and your guests with an adequate level of protection for their data. When using the creator, the responsibility for the tightness of the solutions used remains with the creator of the service;
– time – if you believe the ads, taking a page will take about the same as a break from work. In fact, choosing the right options and template and making the final decision about the appearance will take a few hours. Still, it’s a lot less than creating a page from scratch;
– all-in-one – modern creators are solutions that allow you to create a page from scratch and in one place. This includes not only the site design itself, but also domain and hosting issues;
– help – the platform user (depending on the subscription paid) can benefit from extensive support – guides, tutorials and consultants. Thanks to this, building your own website becomes quite a pleasant experience.

Cons:
– lack of full freedom in creating the page – the number of templates and solutions to use the site – depending on the plan – is limited. Additional restrictions are also technical issues of the platform. Moving subsequent elements can be partially blocked, and adjusting their size very time-consuming;
– slow, heavy site – if in recent years page builders have made a great step towards optimization for speed, some of the solutions still leave much to be desired. Another problem is the limited or complete inability to modify the page code. This creates unnecessary lines of code, e.g. by creating unneeded nests and enlarging the DOM, which Google Page Speed ​​Insights points out as one of the reasons why websites slow down. Too many unnecessary elements that could be described in a more optimal way are the risk of more rejections for mobile device users with a worse internet connection;
– Restrictions resulting from the plan or application – e.g. the ability to create up to 10 subpages, the ability to use only a few additional applications, restrictions on adding links on the site, etc.
– Lack of possibility to fully optimize the page – the lack of access to the code prevents full optimization under search engine guidelines, and thus – restrictions related to ranking, among others on Google. More about positioning on creators in a moment.

There are more pros than cons? However, this is not a confirmation of the universality of the solution which is page builders. It all boils down to the purpose for which we create a given website and what we want to include thanks to it.

Positioning and website creators – a bumpy relationship

Website positioning created on Wix or Squarespace platforms is one of the most controversial topics in the SEO world. Most specialists still remember the times when the creator in principle prevented any optimization of the website. The problem was, among others, the inability to set a unique <title> for the subpage, creating friendly addresses, or even adding the Google Search Console code to the <head> section. Modern platforms are more seo friendly, but they still do not enjoy much sympathy among positioners. Why?

Inability to fully optimize – Optimization under seo guidelines is content and code activities. While adding content and saturating them with keywords should not be a problem, technical optimization is the way it is. The appearance of the given elements on the page is important for the user, however, wishing to conquer SERPs you should also pay attention to how the site is seen by network robots.

During positioning, it is necessary to change the content, among others titles, descriptions, headers. Creators of the type Wix or Squarespace allow you to add your own elements from this range – all changes are made via the panel. Interestingly, Wix still promotes adding the meta keywords tag and filling it with about 10 keywords, which in the positioning environment is considered unnecessary archaism. The meta keywords tag has no longer fulfilled its original role for years and is de facto redundant on the site.

Adding more advanced elements, e.g. schema tags, goes beyond standard services.

In the case of Squarespace, adding schema tags requires modification of the page’s <head> – pasting the generated code in the right place. Here, basic basic knowledge of html structure will be useful.

In this situation, Elementor seems to be the best solution – it works with popular wordpress plugins intended for SEO, e.g. Yoast SEO. However, there is still the problem of too large DOM – excessive number of nested elements that delay rendering of the page.

Unsociable seo technologies – One of the problems Wix had to deal with for some time was generating the page “on the fly” – with the help of JavaScript. As a result, the site content was virtually invisible to robots. Currently, the situation has changed – both Google has made a big step in “dealing” with JavaScript, and Wix has put greater friendliness in the solutions recommended by Google.

Unsatisfactory speed test results – In recent years, Google has significantly increased the focus on adapting websites for mobile devices and for fast rendering also for slower connections. If you look at the results of speed tests of pages made using the selected creator, it is easy to say that speed demons are unfortunately not.

The biggest problems include unused code fragments and too large DOM. These elements can be modified, provided that we have access to the code.

Here you should do justice to the creators indicated above – most of the solutions actually try to keep up with trends and implement on their platforms photo optimization and formats preferred by Google, code minification and prioritizing loading of the most important elements of the page.

The problems we encounter when trying to position websites on Squarespace, Wix or built using Elementor, however, do not completely eliminate the chances of building visibility in Google search engine. There are other factors at stake – first and foremost the purpose of creating the page and the niche that the site is about.

Wix, Squarespace, Elementor … solutions for special tasks

Website creators make it easier to appear in the virtual world, but they do not quite prove themselves as professional websites for larger companies targeting competitive industries. We can talk about increasing the visibility and positioning of pages on Wix, Squarespace or other creators in the case of small, local businesses. The condition here is the use of more extensive subscriptions that allow access to advanced site modification options.

The solutions proposed by popular page builders will work to build a page from an amateur photographer’s portfolio or a page that will contain basic information about a service closely related to the local operation, e.g. a community day-care center for children. Positioning a site built on the Squarespace or Wix creator, whose ambition is to search for keywords like “New York dentist” may not be effective. In this case, making a lighter page – e.g. on WordPress, with the option of connecting an external system for booking visits, will pay off. Full access to the website’s code will facilitate optimization under current Google guidelines, and the possibility of facilitating registration of patients from the website level will significantly improve the calendar of visits.

Finding the perfect solution that will allow you to mark your position in the search engine and compete with larger players requires appropriate research and time expenditure. In this case, saving on technologies and choosing a “cheaper” solution may block the possibility of further development.

You cannot deny the universality of solutions such as page builders, but you can not put an equal sign between them and success in search engines. Seo adaptation promoted by Wix and Squarespace is primarily the ability to preserve the basics of seo activities, i.e. care for content delivery, the ability to set titles and descriptions, and the ability to connect your own domain and codes to GSC. However, positioning activities are much more than that – technical optimization requires changes that are simply not possible with subscriptions to page building platforms.

So who should you recommend such solutions to? First of all, businesses that do not have the ambition to compete in the race for the highest positions in SERPs. The website on the platform is a solution for those who target inbound traffic from social media and based on searches with the brand name or paid advertising. A website based on WIX or Squarespace will be perfect as a portfolio for young photographers, models and companies that base their content on photos and gain most contacts through activities, e.g. on Instagram.

Popular website creators

Wix – allows you to create pages using a graphical creator based on drag & drop activities. We create a page based on templates that we can use to use the editor to suit our needs. The creator allows you to create a page for free, but editing the page is limited, and our site will display ads. The extension of functionality is possible in one of several subscription plans.

Positioning your site on Wix – the creator allows you to add individual titles and descriptions for each page. Extended optimization is available thanks to the Wix SEO Wiz application, which guides you step by step through the basic activities related to online visibility – including adding Google Search Console code.

Squarespace – just like WIX, allows you to build a site based on a template related to the theme of the page. Here, however, we create and modify elements without dragging them on the side. There are 4 subscription plans available, and the larger the amount, the more possibilities of creating a page.

Positioning on Squarespace – all basic optimization elements are available – you can set titles, descriptions, URLs and even redirects. However, users complain that the positioning modification options are scattered across the platform and finding them is not always easy.

Weebly – as in the case of other popular options, also here the site is built using drag & drop. The creator, however, does not allow full freedom in arranging elements – it imposes the size and arrangement of elements, according to the selected template.

Positioning on Weebly – as with other programs, Weebly allows you to enter seo-essentials – titles, descriptions, and even altos. There are also no problems with adding codes necessary to control the page. The program also automatically generates the sitemap.xml file.

Elementor – WordPress plugin allows you to build a page in the drag & drop system, with the help of which you can create the entire layout of the site. Its definite advantage is the multitude of options that allow you to create an unconventional page. The feature-rich free version allows you to create a fully functional website .. The PRO version allows you to better adapt the design to your needs and work with other WP plugins, e.g. WooCommerce, i.e. tools for online stores.

Positioning on Elementor – creating a page with the help of a creator increases its volume. Elementor, however, prides itself on the speed of his solutions. With the help of other wordpress plugins (Yoast SEO, All-in-One SEO) you can perform quite satisfactory optimization.

Competition in the market is growing year by year – no matter what industry you operate in. Therefore, it is obvious that you are looking for newer and newer methods that will guarantee that the customer will reach you and not another entity. You win primarily with the good quality of products or services. However, this is not all. After all, a customer needs to:

A. be aware that your brand exists,
B. know that you offer solutions that they need (and feel the need to reach for them),
C. be convinced that your products meet his needs and are better than what the competition offers.

That is why marketing is such an important element of the sales process. However, the question remains: what? In modern terminology, two types can be distinguished: inbound and outbound marketing.

Outbound marketing vs inbound marketing

In recent years, there has been a lot of talk about inbound marketing – it has become extremely popular and is increasingly used in the digital space. Outbound marketing is somehow contrasted with it – often as less beneficial or outdated. But is it really so? Not necessarily. It all depends on how you approach it.

Before we go into a specific analysis, however, it is worth explaining both concepts to understand the difference between them.

What is outbound marketing?

Outbound marketing is outbound marketing (this statement does not hide anything from us), i.e. any activity in which the company addresses the client, directly encouraging him to take advantage of its offer. The initiator of the entire process is a brand that has a whole range of tools at its disposal.

As you may have guessed, inbound marketing is inbound marketing (this statement does not hide anything from us). In practice, it is about communicating with the market in such a way that the customer himself expresses his interest in your offer, and then lead him down the sales funnel to the finalization of the transaction.

At first glance, the inbound strategy seems to be more attractive and effective. Indeed, in many situations the “inbound” direction is the best one to choose. However, not always.

What are the advantages of outbound marketing?

The key advantages of using an outbound strategy are:

– full control over the course of communication
Inbound traffic is focused on interaction, to a large extent relies on the reaction of recipients to the message. This is where you speak more, waiting for specific actions from potential customers.

– the ability to achieve quick results
Inbound strategies are usually long-term in nature. But what if you want to carry out a quick sale in your e-shop? Then you reach for a specific, direct advertising message and direct it to a wide audience.

– possibility of application on a large scale
Outbound are activities that you can address to a mass audience – e.g. to radio listeners or to all recipients of a given website. Contrary to appearances, you also have the option of targeting, but of course it will not be as accurate as in the case of the Internet.

What about the disadvantages?

Like any advertising strategy, this one has two sides of the coin. So you need to remember that outbound marketing messages:
– can be considered disturbing and undesirable – if the campaign is not carried out properly,
– can be ignored – it must be remembered that the huge number of advertising messages that reach us has made the recipients used to “filtering” them,
– can be expensive – requires active actions throughout the campaign, its carriers (television or press) are usually expensive, and moreover, the target groups are less targeted, which means that the investment is less effective.

Therefore, you must use the tools in this range wisely. However, this does not mean that outbound marketing is a thing of the past. On the contrary! There are many ways to use it effectively!

What are outbound marketing tools?

The tools used in this communication strategy are basically all techniques that are aimed at advertising the product and encouraging the customer to take advantage of the offer. However, you can very specifically indicate the most commonly used among them. Here is their overview – both in digital and traditional channels.

Let’s start with the most traditional forms of outbound marketing – outside the world of the Internet.

ATL
All “Above the Line” channels in traditional media. It is mainly about: TV and radio advertisements, outdoor advertisements, advertisements in the press.

… All those that are well known and widely used both by large concerns and local companies. Their disadvantage may be the high cost of publication. The advantage – wide coverage and reputation.

Direct marketing
We are talking here both about direct contact with the customer, conducted by sales representatives, but also about telephone contact – when the telemarketer calls with a specific offer.

POS, leaflets etc.
Any catalogs, advertising leaflets, folders and the like are also a direct offer to encourage the customer to make a specific product.

Outbound marketing on the Internet

Of course, outbound techniques are also commonly used in digital advertising. There are many tools that you can use in this area. Here is an overview of the most widely used.

Paid advertising (PPC and PPV)
The most popular form of promotion on the Web – consisting in the publication of various types of banners and other messages. This group includes all ads that are published on websites, but also in search engines and social media. It is about, for example:

– Google Ads – and therefore paid promotion in search results, in the form of sponsored links, but also promotional banners,
– Facebook Ads – and therefore about ads that are displayed both on the wall and in the side panel of the website,
– banners and (recently less popular) pop-up ads.

It is worth remembering that there are different accounting systems. The most popular are pay-per-click, where you pay only for ads that have been clicked, and pay-per-view, where payment is made in relation to the page views of the message.

It may seem that the challenge for this promotion system is the fact that many people use software to block such advertising messages. Nevertheless, more and more portals encourage their recipients to unblock promotional content or protect themselves against it by preventing access to the content while using a blocker. Therefore, reasonably prepared outbound marketing ads create an opportunity to effectively reach the customer.

You cannot forget about remarketing, i.e. the strategy of displaying personalized advertising banners, based on the user’s cookie files. It is a very effective outbound tool that directs a potential customer straight to the offer they were already interested in.

Mailing
Mailing is often viewed in terms of inbound promotions. Indeed, it is often the case that a company obtains leads from potentially interested people, and then sends e-mails encouraging people to read blog articles etc. ? What if the messages are purely advertising? While many of these messages can be classified as spam, some will “make it through”. So when such messages are sent on a mass scale – and this is a relatively cheap solution – there is the prospect of profit.

SMS messages
Although in order to receive them, you must subscribe to a specific SMS newsletter, it is a typical form of outbound advertising. The recipient usually receives very specific advertising messages, with information about current promotional campaigns or discounts available to him. The company therefore directly encourages to take advantage of its offer and aims to obtain a quick conversion.

Is it working? This form of promotion can be beneficial, for example, when the target group includes many middle-aged people. They are still attached to sending traditional SMS messages in exchange for communication using Facebook Messenger or WhatsApp.

On-site advertising
So, all those that appear directly on the company’s website. The website itself is obviously a promotional tool. However, you can use additional tools to increase conversion. Those from the outbound catalog include, for example:

– pop-up pop-ups – e.g. those with messages about promotions or with a discount code for purchases,
– on-line chats – they also appear on the website, not called by the recipient, to encourage him to contact,
– web push notifications – i.e. pop-up notifications for the client or “flashing” page header in browser tabs.

These types of messages can be highly effective and carry a lot of sales potential.

How to conduct outbound marketing and what mistakes should be avoided?

Outbound marketing, as you can see, can be an effective sales tool. Nevertheless, the method of conducting activities must be adapted to the expectations of a modern recipient.

Remember: times of intrusive communication, in which the client might feel pressured and persuaded, are a thing of the past. That is why in outbound communication it is worth focusing on:

– relative personalization of communication – wherever possible. When preparing each advertising message, its purpose should be precisely defined, the expected reaction of the recipients, as well as the characteristics of the target group,
– advisory tone – modern sales is about accompanying the customer in making decisions, and not about persuading him by force,
– skillful selection of outbound channels – others will be suitable for running a nationwide campaign, and others for promoting a niche e-shop.

And finally, the most important thing: if you want to achieve marketing success, mix inbound and outbound strategies. If you are not sure how to find the balance between the two tools, get help from experts.

Why is it so important? The answer to this question is simple. Specialists:

– they will analyze your market situation as well as what you have to offer to your customers,
– define what the target group of your recipients looks like – outline their personas, thanks to which you will know who and in what form to address,
– they will adjust marketing tools to your budget and the time range of the goals to be achieved,
– prepare a specific advertising publication plan – with the selection of media, tools and specific messages,
– they will watch over the effectiveness of campaigns and report their results.

Thanks to this, you will be sure that the funds invested in the inbound and outbound promotion will work for themselves and return in the form of an expanded customer portfolio.

What is inbound marketing?

Inbound marketing is a strategy aimed at persuading the customer to contact the company on their own. It was created in opposition to traditional methods of promotion – included in the circle of outbound marketing.

Inbound marketing involves:
– building long-term, valuable relationships with the client – those that will result in not one conversion, but many,
– partner, two-way communication – one in which the company really listens to feedback and reacts to it,
– shaping and strengthening the company’s image and building an emotional bond with customers,
– “leading” the client through the sales process in an advisory form – so as to provide him with the necessary information, but not directly persuade him to buy.

This strategy has been the most popular promotion method in recent years, used by both large brands and smaller companies. The place where it is easiest to implement inbound marketing strategies is the Internet.

Inbound marketing vs outbound marketing: what’s the difference?

Before I go over the specific tools from the “inbound” palette, it is worth explaining in detail the differences between traditional promotional communication methods and inbound marketing.

Messages in outbound marketing:
– have a highly persuasive character,
– they are typical advertisements – they can be easily identified among other content (thus they can be “filtered” by recipients, and thus – ignored),
– they are often overly intrusive, which can evoke negative emotions (although this does not have to be the case, as long as the outbound communication strategy is well planned),
– they are less likely to be precisely targeted, which means that they also reach random recipients, which translates into relatively low efficiency.

It is also worth knowing that outbound advertising can carry high costs per pageview / click, because it has to pass through a fairly dense screen before it reaches the customer who is really interested in the offer. For these reasons, modern marketing focuses precisely on building inbound traffic.

In inbound marketing:
– communication is two-way in nature – it is focused not on one-sided message, but on interaction (thus building partner relations and commitment),
– the goal is to build a relationship, not a one-time sale,
– focuses on counseling, not intrusive persuasion,
– messages are personalized and reach well-targeted recipients – thanks to this, they enjoy a better response.

So you could say that inbound marketing puts the customer in the spotlight and realistically adapts to their needs, not just promising to do it.

What does inbound marketing do?

Reaching for inbound marketing tools is not just a temporary fashion. These activities bring very tangible results – in the long term. By using these tools and, in fact, by changing your approach to the client, you can gain a lot.

– Own database of potential, very promising customers
Not the random ones, of which one or two people out of every 100 people will be interested in your offer. One in which there will be consumers with high conversion potential, and therefore in human terms: more willing to make a purchase. Importantly, the list of potential customers builds itself – those interested will leave the data for you, e.g. by subscribing to the newsletter. This is the beginning of a long road that will ultimately lead to a positive transaction closing in many cases.

– Building commitment
How do you make purchasing decisions? Is it only based on “hard data”? What if you have two products with very similar features and price in front of you? How do you choose then? Then even the most hardened “logicians” will reach for emotions, so they will choose a brand that they simply associate better. One that is not indifferent to them. Being focused on interacting with users and encouraging them to take action on their own is like a foot in the door – the commitment invested builds a bond, and thus increases the chances of the final purchase of the product.

– Financial benefits
Inbound marketing strategies bring long-term benefits – also financial. The costs of generating a lead and then converting are much lower than when using outbound techniques. Reason? Much more precisely targeted communication. Since you reach people who, at least initially, are interested in your offer, the chances that they will decide to buy becomes much higher. Simple! In addition, once set in motion, skilfully selected inbound strategies can function almost like a perpetual motion machine, or at least operate and attract new customers for several years.

– Better meeting customer needs
When you reach for inbound marketing, you focus on how to realistically solve your clients’ problems. And since you give them ready-made proposals tailored to what they really want (and not what you think they want!), You can count on positive interest.

In summary, inbound marketing means lower costs, higher effectiveness in reaching customers and long-term effects. In a word: everything you dreamed of!

How to start using inbound marketing?

You already know what exactly inbound marketing is. However, this is just the beginning of the road. Now you have to plan your strategy in this spirit. What tools to use? How to prepare for it?

First things first: in inbound strategies you give the client a sense of control. You give him your responsibility. You just let it find you. You don’t urge. You show possibilities. Only this and so much.

How to implement inbound marketing strategies?

Inbound is based on three main tasks that the marketer has to face – obviously related to the stages of leading the customer through the sales funnel. You use inbound marketing to:
– attract the recipient’s attention – inform them in advance about your presence on the market and show that you are a partner who can be trusted. At this stage, it’s all about building a brand image,
– engage him in interaction – it does not have to be a purchase of the product right away At the beginning, it is enough for him to like your post, write a comment or subscribe to the newsletter. The time for the “harvest” will come later,
– provide a solution to your problems, so you can enjoy your purchase.

Remember: the above levels of commitment also define the relationship with the customer, who from a complete stranger becomes a “friend” (feeling a hint of sympathy for the brand), a friend, customer, and finally a promoter of your company. And this is exactly what it is about to achieve.

What inbound tools can be used on the Internet?

The range of tools suitable for generating incoming traffic is huge – especially in the Internet space. At each of the stages discussed above, you can apply different solutions and media.

Inbound techniques at the stage of attracting the recipient’s attention

Attracting a customer’s attention – especially in a competitive market – can be the biggest challenge. So how do you get attention by doing it in a non-pushy way? The answer is simple: prepare valuable content for the recipient. For that to be the case, you must define in advance who and for what purpose you will be addressing.

In inbound marketing it will not be necessary to clearly define the purpose of the promotion and the meticulous creation of personas. It’s about identifying exactly who your potential customers are. You have to answer questions about their needs, concerns, worries and … how their day is going. How do they use the Internet? Where can you find them?

Once you know this, getting their attention becomes much easier. You will not be blind, and you will appear where they are also. And what specific tools to use?

Content marketing
Create a company blog and publish valuable content on it – the kind that will allow you to find answers to the questions bothering your customers. They cannot be strictly advertising. The more expert and specific the responses you give your audience, the better your impression will be.

Social media marketing
Start promoting yourself on social media. Not all of them, but those that your customers visit. For example, a clothing manufacturer can “win” little by promoting itself on LinkedIn or Twitter, but already on Facebook or Instagram – much more! Remember that promotion through these channels is about building engagement – and therefore about making your posts receive the greatest possible response from “live” users.

SEO
Positioning is the first step to attracting attention to your offer. The higher your page is in the search results for related phrases, the greater the chance that the interested party will find your page and leave a lead.

Classic ads
preferably in the remarketing model – so that they reach people potentially and initially interested in the solutions offered. Thanks to this, you will gain a greater impact on real results.

How to engage customers?

The second step is building commitment. You can also use the tools above, but the ones below are most suitable for bonding and interacting.

Landing page
So “landing page” – a special, short and specific website, the purpose of which is to obtain a lead, i.e. customer contact details. It must be very interactive and offer the recipient an advantage for leaving an email – it could be, for example, a free e-book.

Newsletter
Sent to people who have left their own leads, it is much more effective than communication with recipients from an external, random base. E-mails will remind recipients of your existence and encourage them to click, read an interesting article, and take advantage of the current promotions that you offer.

Chat-bots
Those that appear directly on your website and, for example, on your Facebook fanpage. Their task is to encourage the client to start a conversation – in a simple and easily accessible form. They can automatically answer frequently asked questions or… redirect you to the seller.

Marketing automation tools
This includes intelligent solutions that contact the customer when he has already taken some action. For example: a customer visited the website looking for vacation offers, but at the last moment changed their mind. The system can send the person a question about why this happened or send a message with similar offers.

How to build a positive relationship and satisfaction with cooperation?

Cooperation with the customer in the inbound model does not end with the purchase. This is just the beginning of the road. Therefore, communication with him also continues after the transaction is completed. At this stage, you can use, among others:
– mailing – sending an e-mail with thanks, a discount code for subsequent purchases or a request to evaluate the course of cooperation evokes positive impressions,
– marketing automation – periodic communication with the customer and sending him new offers.

Of course, there are many more tools that can be used for inbound-style communication, and a specific strategy should be developed taking into account the specifics of the company’s operations.

In a global and increasingly complex world, information has become a valuable resource, and some experts consider it to be another factor in production. There is no doubt that building the company’s position based on valuable information is necessary for the holistic recognition of macro-environment. Many determinants of success are hidden, especially at the very beginning. With the increase of experience and competence, acquired knowledge and skills allow economic entities to reach further milestones. That is why we have marketing guides for you that cover specific areas in the subject!

Marketing guides that are worth knowing!

The following list contains marketing guides for e.g. positioning of company websites and targeting. This is an area of marketing that has an increasingly greater impact on the current financial results of enterprises both in the micro and SME sector, as well as for larger organizational units. Knowledge of SEO issues and efficient use of effective internet advertising tools allow reaching recipients who would be difficult to be interested in the offer in the analog world. Here’s a portion of the necessary knowledge available at your fingertips:

Google My Business. How to create a Google business card?

During the first meeting with the client, a positive or negative image of the company is created. This also applies to virtual space. It is therefore worth ensuring a good impression, even when sometimes it is only about one look. An internet user browsing Google Maps or using a search engine is familiarized with brief information about the enterprise. This is the result of using the Google My Business advertising tool.

Google tools that every business should know

It is widely known that the internet giant founded by Larry Page and Sergey Brin has a huge impact on the fate of a large part of enterprises. The list contains a few words of introduction regarding selected and in our opinion the most important tools from the point of view of company management. You don’t know what Google Ads is yet? Or maybe you want to get new information about Google Trends?

Content Marketing step by step

Content is king? Sure! Nothing has changed in this respect for years. It ignites the imagination of your customers. He builds your image. He sells, supports the positioning of your website and builds strong brands. You can learn about how to write, how to structure content, where to draw topics and inspiration, as well as what content is simply the best.

Blog in business

As our cyclical articles have repeatedly proved, focusing on content marketing can bring measurable benefits to a company. As competition grows day by day, it’s worth to stand out with unique content. An excellent method to increase the interest of potential customers is to run a blog. The organic reach gained in this way will boost the website in the search engine ranking.

The guide provides practical information on determining recipients of texts and a brief introduction on different styles of communication with readers. Adapting to the preferences of specific groups allows you to establish a better relationship, which directly translates into gaining customer loyalty. When they receive a reliable source of information, which is also interestingly written, they are much more likely to use the company’s offer. It’s worth trying because Internet users will catch inaccuracies within a few minutes and point them out in the comments. You can always count on it.

In addition, the beginner blogger’s manual has knowledge about the use of key phrases and tools that facilitate their selection. It is worth being up to date with the ranking of the most popular searches to always accurately describe the issues that are currently bothering customers. This is the only way to stay in the turbulent waters of business competition.

SEO guide. Lessons that will bring you to TOP10

Our blog is very popular. Through it, we provide a lot of substantive knowledge and current SEO information. We decided to gather the most important lessons in one place so that everyone could benefit from a compendium of knowledge. Journey through the next issues contained in the blog is both a great adventure and a source of reliable information. What will a thriving manager find there who intends to improve his company’s website statistics?

The lessons are arranged in such a way as to move from general knowledge to more and more specific issues. We devote a lot of space to explaining that page optimization is a multi-step process whose success depends on at least several factors. The blog also includes practical tips on, among others recommended image file size or the importance of page encryption. Even the appearance of a pageview with 404 error can affect! In order not to get ahead of the competition, SEO issues should be known inside out.

Transcript from the conference ‘SEM campaigns of the future’

As experts in the field of contemporary trends and marketing solutions, we devote additional time not only to sharing knowledge through the written word. We are also eager to visit industry conferences. This was also the case in September 2018, when speakers from Paraphrase-Online.com appeared at the event “SEM campaigns of the future”.

Martin Grossberg talked exactly about machine learning in Google Ads campaigns. He presented in detail over the forty-minute lecture all the most important aspects of planning, implementation and evaluation of activities. In turn, Ireneusz Iwański and Marek Walas presented specific strategies for optimizing Google Ads campaigns in the context of automation and machine learning. In their opinion, content optimization based on good quality data allows to obtain positive results. The subject of the speech was to develop the issue of implementing budgetary, efficiency and portfolio strategies. The lecture ended with a discussion of case study, i.e. translating these issues into business practice.

SEO guide for services

More and more service providers are using the optimization knowledge. This is a large group of entities. No wonder, since in the economies of highly developed countries the share of the service sector is growing all the time. The guide is adapted both for those who are just starting their adventure with optimization and for those who already have some experience. The publication contains basic information about the essence of positioning and adapting the website to Google requirements.

A lot of space was also devoted to content marketing, i.e. content management. Creating on the Internet is slightly different from analog writing. Key phrases and a number of other elements should be taken into account that have an impact on the effectiveness and reach of messages. Everything you should know about SEO in the services sector is on this blog.

SEO guide for e-commerce

A large group of our customers are online stores. Regardless of the industry they represent, each activity must be tailored to the requirements of e-commerce. The problem of online commerce is the so-called abandoned baskets, i.e. initiated transactions that ultimately fail. Appropriate SEO activities together with marketing automation tools allow to reduce negative phenomena, and thus – to contribute to successive revenue growth.

The publication contains reliable information on issues such as positioning, optimization of meta tags, adding customer reviews or encrypting the sales platform. In addition, the blog describes the rules for adapting the original appearance to the specific settings of mobile devices.

Google Ads lessons

Everyone who intends to stand out in the market should read at least some tips on running a Google AdWords campaign. We guide readers through this fascinating but trapped world. To avoid mistakes, use our hints. In this way, the planning process smoothly goes into the implementation phase, and when the time comes for summaries and evaluations – you can open champagne for the joy of increased revenues.

The following pages contain information on determining the purpose of the campaign and its budgeting, the selection of keywords and the thematic scope of content. The following sections provide guidelines on scheduling and measuring conversions. The practical blog was prepared by a Paraphrase-Online specialist who has many years of experience, so the publication is certainly a source of reliable and current knowledge.

A guide to effective action on LinkedIn

There is also a position in the library of the Paraphrase-Online Knowledge Academy that allows you to learn the rules of acquiring customers on the LinkedIn platform. There are many possibilities, but one thing is beyond doubt – business without a presence in this social medium is much poorer. Content management is not limited to creating a company profile. The blog tells you when to apply for paid solutions, and when you can limit yourself to free options.

Guide to online video campaigns

Almost from the beginning of its presence on the Internet, YouTube was doomed to success. Today it is the largest video platform that brings a lot not only to Google, but also to individual users. Thriving companies like to focus on video content marketing. And rightly so, because it brings a lot of benefits. What? You can read about it in our vademecum.

Effective marketing guides are not everything we have for you

Marketing guides are not everything! An extremely popular solution proposed by Paraphrase-Online is the possibility of using two tools that allow you to have all the numbers related to website optimization under control. The first is a website audit that allows you to check your website in just 20 seconds for optimization and the requirements of different types of devices.

The second suggestion straight from Paraphrase-Online is the Google Ads audit. This time, after 40 seconds you can get information on the evaluation of the campaign being implemented. Regardless of whether the result is positive or negative – it is worth contacting us and our experts will choose the right solution. After all, the competition is not sleeping and the world is rushing ahead, so you always have to keep your finger on the pulse of marketing.