The term real-time marketing is mainly used to describe the concept where the brand actively tracks social media and the entire network for the possibility of interacting with the audience by talking about current events and popular topics. Brands that have already decided to implement RTM practices refer to this concept as a true performance lever, thanks to which they generate better sales results and increase their publicity. Before we look at the concept from the practical side, let’s take a look at the definition of real-time marketing.

Real-time marketing – what is it?

RTM is a strategy that uses real-time data, on the basis of which marketers create content for the benefit of a given brand. Rather than creating an advance marketing plan and executing it on a schedule, real-time marketing creates a strategy focused on relevant, relevant trends and immediate customer feedback. The use of such a method in communication allows:
– arouse the interest of Internet users,
– gain publicity,
– increase the dissemination of published content,
– establish direct communication with current and potential customers,
– get greater audience engagement.

The essence of real-time marketing is not to create content that will suit the nature of your business, quite the opposite. This strategy relies on the company’s ability to use new and popular non-industry news for its own benefit.

Real-time marketing – How does it work in practice?

RTM can be compared to marketing that takes place every day in physical stores. When you step over the threshold, the seller greets you and tries to understand your needs, then offers you the item that best meets them. The household appliances stores operate in a similar way, offering TV sets at promotional prices during the FIFA World Cup.

In the first case, the seller tries to understand your needs in order to present you a product that will satisfy you immediately and encourage you to buy. In the second, the store uses a very popular event to awaken in you the desire to buy a TV that will make sports emotions unforgettable. Each time the store directly adjusts the current promotions, advertising or the way of communication to real time in order to finalize the sale. Moreover, this strategy tends to build consumer loyalty, because if the seller offers a product that is perfectly suited to his needs, the customer will be satisfied and come back to him. Real-time Marketing works just like that, only on the Internet, where the customer is not physically standing in front of the seller.

How to prepare for real-time marketing?

Implementing real-time marketing doesn’t mean managers have to spend their entire lives staring at phones 24/7 and alerting you every time something happens. RTM requires a much greater degree of organization and appropriate preparation. New processes and work approaches should be designed, tested and implemented. It is not an easy matter. A brand should be ready to implement methods that will allow it to respond to a global trend or the needs expressed by a local customer in just a few minutes.

Before applying real-time marketing, it is also essential to thoroughly study online customer profiles and shopping paths. Companies must follow consumer habits as well as know their sociodemographic, behavioral and geolocation data. Only after arming yourself with such key information, you can start developing an effective RTM strategy.

Planning of RTM

The real-time marketing strategy is based on news. It is therefore important to be up to date with the latest news, information or trends. First of all, it is worth establishing a yearly publication schedule, taking into account holidays or other celebrations. This can be extremely helpful. Of course, it is impossible to predict in advance what will happen throughout the year, so the RTM campaign plan should be as flexible as possible.

If your company decides to implement real-time marketing, it is important to regularly research the most popular hashtags or topics covered on the Internet. In addition, you also need to be prepared to engage with audiences who are likely to react to your content. When sharing an article on a topic, you need to be ready for questions from consumers about the material you have published. Only a quick answer will allow you to build trust between the brand and its recipients and will use the potential of RTM.

Time is money, i.e. the faster you react, the more you gain

RTM requires you to distribute your content at the perfect time. Publishing too late exposes you to the fact that no one will pay attention to your post or article anymore. Real-time marketing needs to be immediate in order to impress audiences by causing laughter, comments, reactions, and responses, both pleasant and less affectionate. However, it’s worth remembering that publishing too early can cause yours to be forgotten before they gain visibility. Knowing when to publish will come with practice.

Advantages of real-time marketing

Real-time marketing is a powerful lever for sales and publicity. Consumers love to be close to events and information, and in particular to express their opinion on them. Therefore, a company that starts the RTM game and gives its audience something to comment, think about, or a reason to smile has a chance to:
– build a closer relationship with consumers, overcome barriers through brand humanization,
– gather a committed community around the brand,
– generate interactions, arouse curiosity in recipients,
– increase competitiveness, demonstrate expert knowledge and become a key player in the industry.

According to a survey by Paraphrase-Online.com, brands using real-time marketing can increase their conversion rates by 26%.

Can RTM be harmful?

Each strategy has its advantages and disadvantages. RTM can also do harm if the brand only uses this strategy. When reacting to current events, there is no room for planning, which may reduce the quality of the content. Moreover, in the case of RTM, it is difficult to predict the reaction of Internet users. The published content may be received very well or the opposite. This may be due to too hasty publication, or simply the content will not appeal to the audience. That is why it is so important not to rely only on RTM and, above all, to create content that will be valuable to the recipients.

Good examples of real-time marketing

Some brands quickly realized the importance of creating ads that reach their audience and get immediate responses. Let’s take a look at the most interesting examples of real-time marketing:

OREO REAL-TIME MARKETING – SUPER BOWL
Oreo is a great example of successful real-time marketing. In 2013, the brand made a hype on Twitter, addressing Super Bowl XL VII viewers who had been plunged into the darkness for 34 minutes. The message “You don’t need light to bite your cookies” has sparked the enthusiasm of millions of football fans, both inside and outside the stadium.

STAR WARS REAL-TIME MARKETING
Loyal Star Wars fans who purchase tickets and plan their costumes months before launch inspired marketers around the world to harness their creative potential and surprise audiences with stunning marketing gimmicks. The popularity of Star Wars was perfectly used by the Japanese airline ANA, which prepared for the premiere, equipping the crew with quite unusual outfits and accessories:

Duracell also capitalized on the popularity of Star Wars by creating a Duracell Star Wars ad, then stoking the emotions of audiences with the announcement “the most powerful alkaline battery in the universe”.

REAL-TIME MARKETING: BANKSY
The loud event, which was the deliberate destruction of the painting “The Girl with a Balloon” just seconds after the work was auctioned in London, was also not overlooked by the masters of real-time marketing. It didn’t take long for the brands to react.

RTM rebounded with hiccups

Sometimes an idea presented in a conference room may sound great, but when the moment of implementation comes, it turns out that even if carefully thought out, it turns out to be a failure. One of the most devastating failures is Pepsi, which in 2017 wanted to advertise to make their product a symbol of cultural unification. The idea was not bad, but the film in which Kendall Jenner by handing a policeman a can of soda tries to resolve the stalemate between the protesters and the police in the Black Lives Matter turned out to be a scandal. The spot was ridiculed on social media, parody on SNL and quickly removed.

Another RTM mistake on social media concerns the Cinnabon brand, known for its confectionery products. After the death of the late Carrie Fisher, Cinnabon decided to pay tribute to the actress on Twitter by posting an artwork of a Star Wars character made of famous cinnamon rolls. The tweet received a lot of negative responses and was labeled “tacky” or “shameless self-promotion.”

Can RTM help with SEO?

A conscious RTM strategy in social media can support SEO by generating organic search results. By tracking popular topics that are relevant to your brand communication and publishing content that relate to them, you can effectively drive traffic to your site. Real-time marketing allows you to build a closer relationship with users, and thanks to a bit of creativity and humor, it will warm up the brand image. In addition, RTM allows you to create content that is eagerly shared by Internet users, and this will not be indifferent to search engines. As a result, real-time marketing allows you to expand the reach and gather new recipients.

There is no doubt, however, that creating a good RTM combined with content marketing requires in-depth analysis and knowledge of the target group. There is no single recipe for successful real-time marketing. Successful brands are those that make the most of their consumer knowledge and multi-channel marketing strategies combined with constant observation of what is happening on the internet. It’s worth experimenting and drawing conclusions to be successful and build effective real-time marketing.

Sales automation – what is it?

At a certain stage of the company’s expansion, proper sales management requires a certain change of mind – or rather, the willingness to delegate some responsibility to special software. Software devoid of the human factor, of course, will not replace the salesperson in convincing the customer that this product or service will be the best choice for the lead – at least not at the present stage. However, it can revolutionize the company’s approach to sales organization. After all, it cannot be denied that the “traditional” model of sales management has several disadvantages, of which two are in the lead:

– Sales specialist’s time is limited – the more small sales-related obligations a salesperson has to fulfill, the less time (and energy) he has to actually sell;
– Even in the best organizations, leads are sometimes “wasted” – for example, when they were not communicated to the right person at the right time or their potential was misjudged.

The Sales Automation software allows you to eliminate, or at least significantly reduce, the damage caused by the above-mentioned points. It saves the time of the sales department on all “fronts” and – properly configured – deals with the organization and classification of leads. All this is done with the inevitability and immediacy of a computer program. In short, the Sales Automation module in HubSpot:

– Improves productivity by replacing the salesperson in many necessary organizational tasks;
– He makes sure that the lead is not “lost in action”;
– It ensures consistency of sales data between all departments in the company;
– Allows you to associate a given lead with activities that he performed on the company’s website – for example, he visited specific subpages or completed a given form;
– Offers the ability to send internal messages to all members of the sales department;
– It allows you to see the entire history of cooperation with a given lead – conversation records, logs of activities performed, etc. on a clear timeline.
– In conjunction with the Marketing Hub, it enables full automation of e-mails – for example, automatic dispatch of an upselling offer, reminders about the need to settle an invoice or a request for an opinion on a product / service.

What does our Head of Sales Donald Cooper say about HubSpot Sales?

HubSpot enables me to manage my sales team with greater efficiency. Detailed data analyzes and non-standard reports allow you to study the sales effectiveness of salespeople and observe their ability to build relationships with customers. Thanks to the possibility of tracking leads on our website in real time, I can select the most engaged ones and configure the appropriate e-mail notifications for my team. This is just a drop in the ocean of possibilities that HubSpot offers us. It is definitely worth using them to develop your business.

It should not be forgotten that while Sales Automation in the right hands is an advanced tool that can be a catalyst for the dynamic development of the company, the software will not be able to use its capabilities without proper configuration. Sales automation is a powerful ally of the merchant, but without it is nothing more than galaxies of ones and zeros. The introduction of this type of software to the company must therefore take place in a thoughtful and organized manner, and all people who will use Sales Automation in the company should be properly trained. Don’t worry – in the vast majority of cases it pays off.

Sales Automation CRM

The most important element of Sales Automation is certainly CRM (customer relationship management) – software for managing customer relations. The times when all related processes were organized using Excel’s spreadsheet should be rightly called the past – the CRM system can be compared to the transition from a cab to a modern car.

HubSpot Free CRM as part of a wider ecosystem perfectly meets the needs of enterprises in establishing and maintaining relationships with potential and current customers. What is it about?

Sales automation in HubSpot – for the merchant

Let’s start from the beginning, i.e. adding contacts to the lead base and initial selection. The marketing module in HubSpot allows you to develop a personalized workflow. In this way, based on the source from which the lead comes, the data he provided and the activities he performed on the website, it is possible not only to automatically enter it into the contact database, but also to categorize a given lead.

People who have participated in, for example, a company-organized webinar on a specific topic, will rather be interested in such a service or related options, rather than in another part of the offer. The source of the contact may also be advertising on Facebook or Google Ads, the form on the website and many others. There are many options for classifying leads thanks to the almost complete customization – other examples are categorization by position (with a CEO with a high probability the conversation will look different than with a junior specialist), the size of the company and any other value you set.

The Sales module in HubSpot allows you to create message templates with personalized tokens, thanks to which the system can automatically fill in such elements as company name, name or position. This provides a noticeable time saving in relation to writing content, and even the typical copying of a template from another source and adapting it to a given lead. HubSpot does it for you.

What’s more, thanks to the e-mail tracking function in HubSpot, the trader will see in the system that the message was opened by the addressee, the link in it was clicked or the file attached to the message was downloaded (notifications can also be displayed on the desktop in the form of push notifications).

If the lead ignores the sales email, the sales chances drop, but are still more than zero. The Sequence feature in HubSpot Sales allows you to automatically send several messages at specific intervals to remind a potential customer of the offer. And when the dialogue is established, HubSpot will immediately remove the contact from the list and stop sending any more e-mails.

Thanks to the integration with the Google calendar or the calendar available in Microsoft Office 365, HubSpot will also help the salesperson to arrange a meeting with a potential customer. It is enough to send a link with the available hours to the lead, and the lead can quickly and conveniently click on a suitable date. The meeting will automatically appear in your calendar.

Sales automation in HubSpot for a manager

HubSpot is also a powerful convenience for leaders of sales teams. In many organizations, reporting is a very time-consuming (and often necessary) job. HubSpot has a solution for this – customized reports can be automatically generated and then sent via e-mail to members of the sales team, management board or other people associated with the process.

Another advantage of HubSpot as a CRM are the enormous possibilities of automatic categorization of leads. From basic classification options – for example based on company size, location, industry or type (B2B / B2C) to fully definable custom fields that can be useful in a given activity. What’s more, with HubSpot you can also create a scoring system for potential customers.

What is it about? Thanks to the recording of various events and the possibility of adding your own fields, a given lead can be subject to automatic evaluation. For example, failing to pick up the phone several times will result in receiving negative points, and reading the article on the subpage of a specific service will result in a positive ranking. You can extend the entire algorithm with even such elements as e-mail address analysis – if the customer is potentially interested in a service or product with a high price, and the company e-mail is on a free domain, it can be initially assumed that the cost probably exceeds the customer’s capabilities.

With the right number of factors and giving them the right weight, HubSpot can present the potential of cooperation with the client using a percentage value. Of course, it will only be an auxiliary indicator, but if properly configured, it will be surprisingly effective in scoring.

HubSpot and the power of integration

Even the best designed and configured CRM system would be of little use if it could not be integrated with other services. Enterprises use many external services for various purposes – from lead acquisition, to analytics, to logistics and many more. In the case of sales automation, HubSpot can be integrated with different types of software, used in principle at each of the steps mentioned above.

– For example, Sales Navigator will help in “catching” leads,
– LeadSpace or LeadGenius can be useful in obtaining information,
– When arranging calls, apart from the Google and Microsoft calendars, you can also use Calendly or Arrangr,
– In the analysis of sales calls, it is worth taking an interest in tools based largely on artificial intelligence: these are, among others, Wingman or Avoma,
– ClientPoint or PandaDoc will work well in developing valuations and sales proposals,
– In report automation, your (and HubSpot) ally will be, for example, QuarterOne.

And that’s just the tip of the iceberg – the number of tools you can integrate with HubSpot is truly impressive – and sales automation is just a slice of the platform as a whole.

The times when the company’s website was displayed in TOP10 “by itself” are gone forever. Business has moved online, overwhelming virtual corporate sites with the weight of competition. What to do to ensure yourself a good position and overtake other rivals in the fight for the highest positions? Among other things, positioning activities, including the aforementioned SEO texts, can help in this. How to write valuable content that will be appreciated not only by our audience, but also by Google robots? We have our own methods and we will be happy to share them with you. Fire up the engines and off you go!

SEO texts – what is it?

With the old, good (and how!) Habit, we start from scratch and provide answers in the so-called telegraphic shortcut. SEO texts – what is it? Nothing else than content supporting the optimization of a website for queries from a popular search engine. Why is it worth investing in them? Because they translate into traffic that results in a broadly understood conversion (time on the website, shopping, newsletter subscription or direct contact with the seller / service provider). How to recognize them? Good and well-written content is no different from high-quality product or marketing content. And finally – how to handle them properly? First of all, with sensitivity. Below, we’ll expand on the topic and explain why moderation and balance are especially important when it comes to SEO content.

SEO texts are substantively valuable content, provided in a tasty, but well-thought-out form in terms of optimization effects. Texts on SEO services are created mainly with the needs of the recipient who is looking for various types of information online, including about the product or service. Properly written and equipped with the weapon of phrases and headers, the SEO text is primarily designed to raise the site to a high position in the search engine, attract the user to the site and interest him enough to stay on it, draw knowledge from it and actively use the information provided. , e.g. by clicking on the links provided. The substantive content of the text and the language layer (style, correctness, fluency) must build a credible message that meets the recipient’s taste and needs.

SEO articles need to be optimized to make it easier to read – for both humans and robots!

What are these treatments for? We’ve already mentioned it, but it’s worth doing it again. Well, in order to gain and maintain a high position in the search engine ranking, intensify website traffic and gain a chance for a happy ending of the transaction process. Put simply – to stay ahead of the competition in the race for podium places and increase sales.

What does this mean in practice? How is it done? Let’s go deeper into it …

A quick guide for writers

When it comes to SEO texts, the rules of “breaking the scheme” are unlikely to work here! In their case, we have clearly defined guidelines on how to write to do it well. Below are the golden rules of writing for SEO that are worth printing and hanging over your desk. And then assimilate and use in practice!

A. Write to people
Anyone who has tried to deal with SEO texts at least once knows that the line between formulating a message for a “live audience” and creating content suitable for Google robots is really thin. It is not only about touching topics that are interesting to potential customers, solve their problems or arouse interest. It is also the clarity of the message and its appropriate form.

By over-focusing on keywords in the text and trying at all costs to put as many as ok as we can find in a fat broth, we will have a counterproductive effect. First of all, hardly anyone can get through it. The retreat will also be done by Google robots, which will give a poor evaluation of the presented content. To sum up – by flicking the text with SEO phrases without moderation, we make ourselves (if we write for our own use) or the client (if we write on request), or more precisely – we damage the website.

Bonus …

What not to do?

Among other things, not to use clichéd texts such as “We are one of the largest organizations in the World”. After reading such a text, the recipient may only say: “Well?”. Think about the benefits and create a message from this perspective.

B. Flirt with keywords
We deliberately used a moderately professional-sounding verbal nomenclature. However, we wanted to draw attention to the need for delicacy in their use in SEO texts. It has to be tactful and with sensitivity. Let’s get down to business.

If you want to know what people are “reading” about, check out Google Trends. For free you will receive information on what Internet users from all over the world are looking for.

Before starting to create an article, be sure to check which phrases you are able to “stand out” and what the recipients are really looking for. You can use the Keyword Tool or AnswerThePublic for this purpose. It is worth not to limit yourself to the main phrases only – those with “Long Tail” (called Long Tail Positioning) have great potential and often allow SEO to more easily follow a given query. It may turn out that they will also consume significantly less resources (financial and time) in the entire process. However, remember that SEO texts are not everything! What else is worth spending your energy on?

Good advice…

If you want to use 100% of the power of key phrases, include them in eye-catching and entertaining titles and headings in your text.

C. Pay attention to form …
Do you have the gift to put words into sumptuous “bouquets”? Your description of cotton pads written in flowery language reads with more commitment than some of the items available in bookstores? This is already half the battle! Add keywords to it (e.g. our agency has created a paraphrasing tool and it is worth having such a slogan also appear in our articles), make sure that the SEO text is properly formatted. All kinds of bolding important points, italics, highlighting the most important parts of the text or bullets – everything is included! Thanks to this, we will gain greater transparency of the content, emphasize the most important things and make the work of Google robots more pleasant. And they can repay you.

D. Head is cut off for copying content.
Possibly hands. If someone, after this emphatic statement, does not yet know how to write SEO texts – we explain. DO NOT duplicate the content. We understand that not everyone has to be Tolkien. If the words do not flow out from under your fingertips like gusty torrents, you can always outsource your SEO texts. The price list is determined individually by the agency. If you decide to work directly with a copywriter, the author will create a price list for SEO texts based on:

– the specifics of your industry,
– “substantive input” delivered,
– the number of texts (and the basic unit of account – characters with spaces) included in the ordered content package,
– your experience,
– suggested date of material return.

If writing is not on your way, investing in professional SEO copywriting will be the best solution. Forget about copying excerpts from your competitors’ entries. Why?

First of all – texts obtained through CTRL + C, CTRL + V, and those that come from different websites and are glued together into one language monster hastily, usually it is impossible to read without realizing that something is wrong. And with what word will you greet your recipients, this is how they will perceive you for a long time. This rule also applies to spelling and punctuation correctness. Sometimes one comma changes everything!

Second – you will get a ban from Google robots. It is not difficult to figure out which content appeared first. Are you a thief? You will get the paws, nose and … other parts of the body. More importantly – you will be dethroned by Google. And it will really hurt!

Ethical issues are also important here. Someone has worked or invested to make the website unique. And more humanly speaking – do not do to the other person what you do not like. And you can fall victim to plagiarism, when you have your own beautiful and well-thought-out content.

E. Personalize your message
You can present one message in several different ways. For what? To be sure that your recipient understands you well. Speak the language that will reach him and he will feel at home on your website.

Since you’ve made it to this place with us, it can be assumed that you already know how to write SEO texts. However, to be absolutely sure, we provide examples below.

SEO texts – examples

SEO advertising texts or substantively valuable blog entries must be created in a thoughtful way. As we wrote above, what counts is the appropriate form, length of the entry and the proper use of keywords. What does this mean in practice? How to write SEO texts so that they have “hands and feet” and rank at the top of the search list?

SEO texts from the point of view and … words of a specialist

We asked the boss of all bosses, Head of Copywriting Paraphrase-Online.com – Amanda Hill

– With a good text (a bon mot) you can make a sensation in the company and join the group, with a good advertising text (claim) – promote the brand and gain customers, with a good SEO text – “tame” Google robots and boost the page in an internet search engine. In the era of gigantic development of e-commerce, this last good is especially important for companies that every day compete for the attention of customers looking for answers to their questions and needs online. Explains Amanda Hill.

– SEO copywriting is still considered second-class creative writing. Some, although appreciating his role on the Internet, still accuse him of lack of panache and quality, which, according to them, are characteristic for only creative copywriting (advertising texts, slogans, slogans or product names). This SEO copywriting patch was obtained in the first years of the development of search engines, when websites were equipped with synonymized content that was linguistically and factually poor, aimed solely at stuffing as many of the so-called keywords. Fortunately, this uncontrolled and wild race for visibility in virtual space is over, and with it the era of mediocrity in the area of words posted on the website. Today, entrepreneurs care about the broadly understood image and it is they, next to the creators of modern technological solutions responsible for searching, who demanded quality.

Contemporary SEO copywriting plays a very important role in e-marketing and significantly contributes to the optimization of websites, influencing their visibility and promotion on the web. The text for the home page, categories, product subpages, blog or sponsored article, prepared according to strict SEO principles, is a value that cannot be overestimated.

How to write SEO texts – a summary of the most important rules

If you are still wondering whether it is worth writing SEO texts for your website – the answer is: YES! To serve valuable articles that will be appreciated not only by website visitors, but also by Google robots, focus on quality. In the broad sense of the word.

Ideas for additional content may arise in your head or result from the suggestions of Internet users! Check what topics are hot and what problems your target group is struggling with. Solve them with your entries. Stick a stick in “verbal anthills”, tone down emotions, be intriguing and expressive. Get to know yourself from the best side – literally and figuratively.

In addition to the typical articles that come across your company’s blog, you may be tempted to post:
– industry news with your own comment,
– reports on events, actions or interventions,
– tests and opinions,
– case study.

As you can see – there is a lot to choose from! Whichever form of expression you choose, remember about the visuals. Polish the title, headings (h1, h2, h3…), use keywords and also use those from the “long tail”. In addition, it is necessary to “draw the site map” to make its structure even more transparent for search engines.

How to advertise a fishing shop on the internet?

First things first: regardless of whether your fishing store operates only in the Internet space or also in the stationary field, you need a promotion on the Web. Why? The answer to this question is very simple: this is where your customers are. It is on Google that they look for information both about stationary points in their area, where they can buy a new rod or groundbait, and about e-stores selling such goods.

That is why advertising an online fishing store is a good solution if you want to:
– increase awareness of your brand among the target group,
– increase the visibility of the website,
– take care of more traffic on the website,
– raise the level of conversion and improve sales results,
– create and strengthen the brand image.

On the web you have access to a very wide range of promotion tools – from those in the area of SEO, through Google Ads campaigns, to actions that you can take in the field of social media. Let’s take a closer look at all of these solutions.

SEO for the tackle shop

SEO activities are the first to be undertaken in the context of promoting a tackle shop. Why? Because this good positioning will allow you to appear in the first lists of search results for keywords related to your business. This is a key issue because Google is where the lion’s share of fishing enthusiasts start their shopping.

You have to remember that this is a very diverse audience. On the one hand, they will be beginners looking for basic equipment and enter very general terms, such as “spinning rod” or “cheap fishing shop”. On the other hand, they are experienced enthusiasts of this form of activity, whose purchases will be more specific. They will look for, for example, specific reels, fishing rods, hooks or advanced sonars that will allow them to map the bottom of the fishery. Therefore, your SEO activities must be able to reach such a wide audience.

A good solution is to invest in long-tail positioning, i.e. a wide range of terms and phrases related to the area of your business. Why is this a good way out? There are several reasons. First of all, you can significantly increase the ranges thanks to this. Secondly, it will be easier for you to break through the competition, which is quite large in the fishing industry. Thirdly, an investment in SEO activities carried out with this method may bring a better level of return.

Remember that the tackle shop SEO campaign is not based on random keyword selection and promotion planning. If you implement it in consultation with experts, you can count on:
– in-depth analysis of keywords – both those for which your store is currently searched and those important in the fishing industry. Specialists will look at their potential and help match them to the goals set,
– clear definition of the purposes for which the advertisement of the fishing tackle shop will be carried out – both short-term and long-term,
– SEO audit, i.e. analyzing how your website is adapted to positioning activities.

It is worth remembering that in order for SEO campaigns to be successful, it is necessary to optimize the content on the website – incl. creating substantively valuable and at the same time appropriately saturated texts with appropriate keywords, with headings, as well as the development of metadata. This, of course, is not all, because a Google algorithm-friendly website should also be responsive or error-free – all this is important for the effects of positioning.

What are the advantages of SEO?

Positioning of a tackle shop, provided that it is carried out in a thoughtful and planned manner, will bring long-term benefits for the company. It will help build large ranges and strengthen the brand image. In addition, the positioning process will create valuable texts that will also allow you to achieve persuasive effects.

It is worth emphasizing, however, that SEO activities require a long wait for results – you have to be patient for at least a few months. Also remember that although in theory you can perform positioning and optimization yourself, a much better solution is to use the support of specialists. It’s easy for you to make a mistake that will not make the invested funds well spent.

Paid ad for a tackle shop on Google

The SEO of a fishing tackle shop brings long-term results, but you have to wait just as long for them. But what if you want to achieve faster results, e.g. run a quick campaign aimed at selling specific products – just in connection with the beginning of the season for a given species of fish? This is one of the situations when you should focus on the Google Ads promotion system.

Of course, saying that Google Ads only helps with short-term campaigns is a simplification, because the set of tools provided by the Mountain View giant is very wide. By using them, you can effectively reach a very wide audience – both in search results and on external portals.

When it comes to advertising a tackle shop, consider using both of these channels.

Search engine advertising

Fishing enthusiasts who are interested in buying good quality equipment direct their first steps to Google, both when they want to get general information about certain products and when they plan to buy specific accessories. In order to reach them quickly and increase your reach, it is worth investing in sponsored links. This form of advertising will make the link to your tackle shop appear above the organic search results after the recipient enters a keyword related to the offered assortment. The first position increases the likelihood that a potential customer will visit your website and take advantage of the offer.

PLA advertising – Product Listing Ads increases the conversion potential even more. This solution is intended mainly for the e-commerce industry. It is based on the fact that the search engine above and next to the standard search results displays specific product offers related to what has been entered in Google. For example, if the recipient uses the keyword “fishing reel”, a photo of the product offered by your store may appear next to the search results, along with the price and name of the store. There is a chance that the recipient will click on such an offer and make a purchase or at least be interested in your offer.

Google Display Network – advertising of a fishing tackle shop on external websites

Of course, these are advertising banners displayed on portals visited by your recipient. This is an extremely effective form of promotion, especially when targeting people to whom messages are displayed is based on the analysis of cookies in their browser. This is how remarketing. It is a strategy that involves showing product ads to people who have visited a given online store. For example, a customer looked into your e-shop, viewed specific products, e.g. landing nets, but did not complete the purchase – abandoning the basket. This is a very common occurrence. Nevertheless, you can attract some of these audiences back to your store – remarketing ads serve this purpose. Recipients will see banners with specifically viewed products and, for example, with an offer of a few percent discount.

Advertising of a fishing tackle shop on Facebook – is it worth it?

Advertising on Google brings many benefits – from quick translation into website traffic, to the ability to precisely monitor the results of the campaign and how effectively the budget has been used. Facebook ads operate on a similar basis.

Is this the right medium to advertise your tackle shop? Absolutely! On this portal you will find many recipients interested in your products – both young and old. With them in mind:
– run an attractive fanpage that will be combined with content marketing activities on your website (e.g. with a company blog) – it will help you build organic reach,
– promote your solutions using a wide range of tools – from sponsored posts, through advertising banners, to sales tools,
– think about automating communication with recipients by using a chatbot.

The tackle shop can also be promoted on other social media. Pinterest can be a good solution – it is a place eagerly visited by hobbyists.

To sum up, an effective advertisement for a fishing tackle shop on the Internet is one that is based on a coherent and precise strategy, clearly defined goals and carefully selected tools – both in the area of SEO and marketing. If you want to be sure that it will go according to your expectations, use the support of a digital agency. Thanks to this, you will be sure that the money invested in campaigns is well spent and you will see the expected results.

Positioning the website

Our client’s company has been operating for over twenty years, providing high-quality furniture throughout Europe. Nevertheless, when we started SEO in December 2020, its online visibility was very low. The website did not appear on any phrase, neither in TOP3 nor in TOP10 of search results, i.e. it was never visible on the first page in Google for phrases related to the industry. What’s more – it appeared only for one phrase in the TOP50, which almost completely limited the organic traffic on the site.

Top phrases in December 2020
Therefore, it was necessary to take both on-site activities, i.e. within the website itself, and off-site activities – consisting in acquiring high-quality external links. We started out by optimizing the site technically to improve loading times and usability for the user. We also focused on adding meta elements, important for the website evaluation by search engine robots. However, these changes were only the beginning. Together with the client, we also decided to implement a blog with tips on the website, and saturate each entry with key phrases best suited to the store’s offer. In addition, we strengthened the website by acquiring links on external websites leading to the client’s website.

Thanks to these actions, after six months we can see a significant improvement in the visibility of the website – we currently have 5 phrases in TOP3 of search results and 25 phrases in TOP10, i.e. on the first page. Naturally, the TOP50 saw the greatest progress – here we have already introduced over 500 phrases and we are constantly fighting for their even better positions.

Top phrases in June 2021
It is worth remembering that indexing pages by search engine algorithms is a time-consuming process, and it is sometimes even a dozen or so months for Google robots to be “recognized”. So this is just the beginning of the SEO road, and even better results can be expected in the coming months.

In a short time, however, you can achieve a significant increase in traffic and conversion thanks to Google Ads. Let us compare the results of our client’s campaign from 3 months ago with those achieved now.

In the period from February 16 to March 16, the ads generated over 21,700 clicks. In the period May 16 – June 14, this number dropped by approximately 1,500 clicks. However, does this mean a decrease in the effectiveness of the campaign? On the contrary. Clicks themselves do not bring the customer tangible profits – they only mean that the user has entered his website. In the process of optimizing ads, we try to limit accidental, empty clicks from recipients who are not really interested in the offer and do not plan to make a purchase. Choosing the right target group may therefore slightly reduce the number of clicks, but this does not translate into a reduction in profits.

The number and cost of the conversion

During the three months of campaigning, the number of conversions doubled – there were 319 of them at the turn of February and March, and now their number is 663 per month. At the same time, however, the cost of acquiring one conversion decreased by over 50%, which means that at the price you had to pay three months ago to acquire one customer, you can now acquire two.

How it’s possible? The answer is simple. The longer the campaign runs and the more data our specialists and bid optimization systems have to analyze, the more effective your ads can be. We constantly monitor when there is the greatest chance of conversion, what devices are used by users who most often show interest in the offer, where are the people who convert and many other factors. On this basis, we can predict which actions will bring the best effect and optimize the rates per click to achieve the campaign’s goal at the lowest possible cost.

What profits did the campaign bring?

Together with the client, we agreed that we would stick to the chosen budget for the campaign – for 3 months it increased by only 2.6%. With almost the same budget, revenues increased by more than 56%, i.e. about 88,500.

So how has the return on investment changed? At the turn of February and March, each euro spent on campaigns brought the client about EUR 14.50 in revenue, which is a very good result anyway. Now, however, EUR 22 in costs corresponds to EUR 22 in revenue, an increase of 50%.

Channel bonding = more profits

By combining a Google Ads advertising campaign with positioning, you can significantly increase not only brand visibility and recognition, but also real profits in a relatively short time – this applies to both online stores and service industries. Can we promise that the profits for each company will be on a similar level? Of course not. Marketing campaigns on the Internet are governed by too many variables to take anything for granted, and we focus on honesty and transparency in contact with the client. Instead of empty promises, however, we offer experience, knowledge and commitment, and this in many cases, with good cooperation with the client, brings even higher profits than expected.

Bounce rate – what is it and what does it mean?

Google Analytics calculates the bounce rate using the formula:

sessions where the user has performed only one interaction / whole session

Of course, the rule is that the lower the bounce rate, the better – low bounce rate means that most users interact with the site, which should be important to every website owner. However, it does not have to play a very important role for every website.

High bounce rate – is this a cause for concern?

Certainly, the opinion that a session with a single subpage means that “the user entered the site, threw up and left”, which can sometimes be found on the Internet, should be approached with a great distance. For natural reasons, the bounce rate analysis will not work very well if the website is a so-called onepage, i.e. there are no subpages. Expert blogs are often characterized by a fairly high bounce rate – a user usually comes to such a blog in search of an article containing specific information on a specific topic, and after obtaining it, he leaves the site. A similar “problem” occurs in the case of online dictionaries, culinary websites or websites with research aids, and it does not necessarily mean that the websites are of little value to users – it is simply dictated by the specificity of the content.

Certainly, a high bounce rate should be very alarming for the e-commerce industry, especially when it is accompanied by a low conversion rate. The specific value in most cases can only be interpreted after taking into account the user group and the customs prevailing in a given industry, as well as – if possible – the results of competing parties.

When it comes to traffic sources, sessions obtained from display ads and social media typically generate the highest bounce rates. Users who access the site from these sources often return to the previous site quickly. In the case of display ads, you should definitely take into account “missclicki”, i.e. incidental clicks on the image with the advertisement, especially if the entries were generated by pop-ups that were difficult to close, or other forms of “clever” provoking not entirely intentional interaction.

Is bounce rate a ranking factor in SEO?

As is often the case with the Google algorithm, opinions are divided. Google itself claims that the bounce rate is not a factor that directly affects a website’s position in search results. On the other hand, a large number of positioners believe that the search engine is able to conclude that a given page is optimized for a given phrase, and users do not find information on it, which must have some impact on SEO.

A high bounce rate can also be related to other factors that are included in Google’s official webmaster guidelines. In this case, the bounce rate will be an indicator of other website optimization problems that will definitely affect positioning. A high value may, for example, result from a long loading of a given subpage, which makes an impatient user decide to switch to another site. Another reason may be poorly optimized text, which makes it difficult to absorb the content, the website is not adapted to mobile devices, a large number of annoying ads or the lack of an SSL certificate.

How to reduce your bounce rate?

Improve UX (user experience) on the website
Underdeveloped UX is usually the main reason for a high bounce rate. For some reason (or more often reasons), the site simply does not encourage the user to interact. This may be due to hundreds of factors, from the archaic structure of the website itself, through the choice of an insufficiently fast server, to errors that hinder browsing the content.

UX is a multi-faceted, complex issue – a valuable first step may be to commission a full UX audit to specialists.

Optimize your content
Proper optimization of the content is in many respects a UX element – division into paragraphs, alignment of the text in paragraphs to the left, choosing a font that is pleasing to the eye or adapting the content to different resolutions. However, not only the form, but also the content is of great importance – sometimes redrafting a given text can significantly minimize the bounce rate. Analyze whether there is a lack of appropriate call to action, whether the text is read lightly or rather clumsy. Even seemingly small changes can have a noticeable effect.

If a subpage generates a lot of organic traffic and at the same time its bounce rate is very high, perhaps the keywords used do not correspond to the actual content, collecting low-value inputs from the owner’s perspective.

Link internally and send suggestions to users
If there is an article on your website with a high bounce rate, offer the user other subpages that are related to the topic – you can do it in the form of a link directly in the text, with an appropriate CTA or a panel that will automatically display suggestions for similar subpages in within your website. In online stores, you can suggest other products from a given category that will probably meet the customer’s requirements.

Check the correctness of the Google Analytics implementation
Suspiciously high or low bounce rates can also be the result of incorrectly pasting the Google Analytics code. In this case, the system will misinterpret the given page entry, which will result in falsified data. A related issue will also be the lack or improper setting of events – the session with the launch of the movie on the website should not be included in the rejected sessions – although the user has not visited other subpages, he has performed a specific action on the website.

Google history – where does the name come from?

The company known as Google was founded on three main elements: American Larry Page, Russian from Sergey Brin and…mistake. When looking for a name for their company, the gentlemen drew on what was at hand, and the most at hand at that time was Page’s roommate from college. He came up with the idea that the ideal name for a product intended to organize unimaginable amounts of websites would be the name of a large number. However, a million or a billion sounded too little spectacular, because there was a proposal to christen the company as googol. Googol actually means a huge number, as much as 10 to the hundredth power.

However, luck wanted that Larry Page, checking if such a domain was free, made a typo (it cannot be ruled out that math in the form of percentages contributed to it) and entered “google”, which was free as a non-existent word. A contented founding father bought the domain and it stayed that way. The bug was discovered very quickly, the very next day, but the googol address was still busy, so the gentlemen decided to stick to the name chosen by the accident.

University beginnings

Before this memorable event happened, however, what was called Google was also developing under different names. So let’s step back a bit to see the real beginning of the most popular search engine in the world. Larry Page and Sergey Brin met while studying at Stanford University, and rumor has it that they didn’t like each other a bit. However, the initial animosities quickly turned into sympathy and in 1995 the gentlemen decided to create an innovative project for those times – a system that would determine the value of individual websites and, after entering a query by the user, create a list of them – from the best results to the least significant.

The tool was originally named Backrub. This name comes from the main and initially the only factor that was taken into account when creating the page ranking, i.e. backlinks – external links. The way of creating the list was therefore very transparent – the more pages linking to a given site (and therefore recommended it), the higher position in the search engine was that site had. While the tool itself was enthusiastically received, its name had a much cooler welcome, so the search engine was renamed PageRank. It was patented under this name, but eventually the gentlemen changed the name once again – this time to the well-known Google.

Google search engine – the first investments in the brand

Initially, Page and Brin developed their project at university, but when this became hampered by the distrust of college computer scientists, they moved to where the best ideas are known to be born – the garage. The lease of the research area was the first step in the company’s development – and certainly great for humanity. It was possible thanks to the first major investor, Andy Bechtolsheim, co-founder of Sun. He invested 100,000 dollars in the emerging brand, thanks to which in 1998 the gentlemen officially registered the company and started operating outside the walls of Stanford University.

In the garage where one of the most complicated algorithms in the world was hatching, there were initially only the most necessary things: a carpet, a ping pong table, and some computers. According to various sources, the design of the first Google headquarters was a tribute to all sorts of saturated, bright colors – this passion for vivid colors is still visible today not only in Google headquarters, but even in the brand’s logo.

Google Top Dog

The following years brought technological development, new engineers whose names hardly anyone remembers, and one dog that everyone remembers. Yoshka belonged to one of the engineers – Ursa Hölzle – and was the first four-legged creature to enter Google’s headquarters. He was named Google Top Dog, and he probably visited the company more regularly than many of its employees. His appearance was even noted on the official website with the history of the brand. Yoshka was well known and loved by the staff and even couriers. Already at a later stage, when Google took its current headquarters, he often appeared in front of one of the company’s cafes, which is why years later it was named after him.

Googleplex – the company’s headquarters in Mountain View

It is also worth writing a few words about the seat itself. The company moved from the garage to the complex in Mountain View, now known as Googleplex. At first, of course, Google only rented some of the premises, but as it expanded, it grew more and more, and finally the company bought the entire 47,000 square meter complex. The facility consists of over 20 buildings, which means that employees have to travel long distances, which is why in many places you can find company bikes in the Google colors.

The headquarters of the company developed in a natural way what began with a carpet and a ping pong table, i.e. attractions for employees. The complex has a lot of rubber balls, foosball tables, several beach volleyball courts, two swimming pools, mini golf, a swimming pool with colorful balls, chairs for naps, a dozen cafes, canteens with delicacies from around the world and many other amenities. An interesting addition is, for example, a hairdressing bus, where employees can take care of a haircut for free. Employees can also eat free of charge in all pubs and food trucks located within the complex. Googleplex is also a place where you can see the eccentric hobbies of the founder of the brand, such as a replica of the first private manned spacecraft or the skeleton of a tyrannosaur.

Work culture at Google

Along with the technological development, the high organizational culture also grew in Google, which can be seen for example in the example of employee bonuses. Google has built a new quality in terms of relations between employees and on the employee-employer level. The company is known for leaving a lot of freedom in terms of both clothes and work. It focuses on free development, loose contact and a friendly atmosphere at every level of the organization.

One of the most important business principles of Google is don’t be evil, which can be translated as “don’t be evil” or “do not do evil”. In the top 10 maxims of the brand, we find one that says that you can also be serious without a suit. Hairdressing in the workplace may seem like a fun idea, but this is also the bigger idea – since employees spend many hours in the complex, the company wants to save them from wasting time and energy searching for essential services elsewhere. For privileges, employed specialists repay with creative ideas and effective work – according to Google’s tenth maxim – great is not enough.

Google products

In addition to the flagship product, i.e. the Internet search engine, Google has also developed other projects over the years, many of which have been extremely successful. These include, among others:

– Google Maps – a huge system containing maps and aerial photos, connected with the so-called Street View, i.e. photos of individual streets, squares, facilities, thanks to which we can take virtual walks around the world. It is also a navigation tool used by many drivers.
– Google Translate – a Google translator who was rather a joke some time ago. Today it is refined to such an extent that it is possible to obtain consistent, logical translations thanks to it. Currently, it also translates texts from photos in real time, makes transcriptions, even including punctuation, and changes the language versions of entire websites.
– Google Chrome – in addition to the Google search engine, it also offers a browser for computers and mobile devices with a constantly growing list of add-ons and extensions.
– YouTube – Google did not design the largest online video viewing platform, but acquired it in 2006, the most expensive transaction in the company’s history.
– Chromecast – is a device that allows you to transfer movies and music from your phone to the TV, if you do not have the Smart version of the receiver.
– Android – one of the most popular operating systems for mobile devices purchased by Google in 2005.
– Gmail – Internet mail with a well-developed message filtering algorithm, thanks to which mailboxes are protected against spam.
– Calendar – a tool that allows you not only to plan your own events, but also share them with others. Many companies use this system to synchronize and arrange team meetings, recruitment, meetings with clients, etc.
– Google Drive – a place in the cloud for storing texts, photos, videos, presentations, etc., thanks to which we always have access to our files.
– Documents, Sheets, Presentations (Google Docs) – office programs in which you can create content, tables, presentations and share them with other users. They automatically save a history of changes, so the owner knows who has made changes to it and when.
– Google Ads – an advertising system that allows companies to promote themselves on the search network, YouTube, mobile applications and over 2 million pages owned by Google advertising partners.
– Google AdSense – a program that allows you to join the network of advertising partners of Google. There, website owners can provide advertising space on their websites and earn money from advertising created through Google.
– Google My Business – a tool that allows you to create an electronic business listing. Thanks to this, users of the search engine and google maps can find the most important data about the company gathered in one place: name, address, phone number, website, social media, photos, customer opinions, type of services offered, etc.
– Google Analytics – a tool that allows you to analyze the behavior of Internet users on our website. If we implement the Analytics tag on your website, we can use many statistics that show the effectiveness of activities so far and allow us to develop a strategy to increase conversion.
– Google Play – an online store from which we can download applications with tools, games, music, etc. to our phone.
– GooglePay – a system that allows you to make payments online and in stationary stores by phone.
– Google Assistant – an intelligent system that can communicate verbally with a user of mobile devices. With it, you can search for information, save events in the calendar, shop online, control smart home devices or recognize objects thanks to the camera. The Google Assistant can also be asked questions and given instructions – for example, to sing a song.
– Google Meet – a video communication tool. It includes, among others, chat, screen sharing and presentation services, so it can also be used for remote business or training communication.

Google currently

Today, Google is a huge company employing approximately 100,000 people. It generates billions in profits and is based in various countries on five continents. It is also still in the top places in the ranking of the best employers in the world. He is constantly developing new products to facilitate our work and provide online entertainment. What else can we expect from a global giant? We will probably find out soon.

Keywords like bread crumbs

Google is the first stop in online searches – we enter the Google address almost automatically, both on mobile phones and when using desktop computers. The Google search engine is constantly changing, but the basis of its searches is still the word.

Keyword – a phrase consisting of one or more words, leading users to the materials they are looking for. In other words, “keywords” are used to describe all the terms that users enter into the search engine window.

In simple search engines, e.g. searches on store pages, the code fragment responsible for this element focuses on searching for a string of characters that creates a given phrase. More advanced search engines, such as Google, Bing or Yandex, use complex algorithms to deliver the best results. Search complexities are related to the amount of data processed by search engines that sort content from all over the Internet. In a situation where the results for even the most complex terms are displayed on several thousand pages, searching for a string and presenting the results in an alphabetical manner would not be very effective.

Keywords – types and varieties

Search engine marketing – in a nutshell – is based on selecting the right keywords and strategically placing them within the website. However, before we start looking for an answer to the question “how to find keywords” and move on to research, it is worth taking a look at the basic types of phrases that we will be looking for:

A. short-tail keywords – the so-called “general keywords”. These types of phrases consist of one or two words and are characterized by very high searchability, and thus – also by competition. Another special feature is their quite generality, which is rather not conducive to conversions – after all, it is difficult to find the skirt model of your dreams, guided only by the results related to the slogan “skirt”. It is similar with wildcard phrases – depending on the search context, the user’s goal may be completely different.

Short general phrases may seem attractive, but the cost of bringing the page to the top of the search results may not be worth the results – i.e. not translating into website traffic, contact or purchases.

B. long-tail keywords – a type of phrase that consists of at least three words. Characteristics? Less frequency of searches, but also – usually – less competition. Longer phrases are more specific and it is much easier to determine the purpose for which it was entered in the search engine. The phrase “red pleated midi skirt” allows you to define the specific features of the desired model – color, type of decorations and length.

Accurate definition of longer key phrases allows you to successfully target the needs of search engine users and significantly facilitate conversion. The cost of positioning long tail phrases will vary between industries – some are still undeveloped, and in others – competition is as fierce as it is on general phrases.

C. brand keywords – words related to the brand. These types of phrases usually contain all or part of your company name. Brand phrases also include entries containing a fragment of the website. If your company name is original, in most cases branded phrases will return results from your domain. In the event that the name of the activity has common features with the names of competitors, it is worth taking care of additional promotion and optimizing the website taking into account interesting brand phrases.

Note – positioning yourself on the name of the competition is not a good solution. In order for the optimization to be effective, it is necessary to place the selected brand phrase within the website, which may lead not only to information chaos and doubts on the part of potential customers, but also to unpleasantness on the part of the competition.

The above division of keywords is one of the most frequently used. It is not perfect – key phrases can be divided in several other ways, for example … according to the “use by date” – into “short-term” (fresh) and “evergreen”. The first one can certainly include phrases based on the current trend.

The ideal solution is to find keywords from each of the groups – this type of diversification allows you to reach various groups of recipients. Appearing various types of phrases in the search results also allows you to increase your reach and raise brand awareness. If the user has received satisfactory answers at the first contact with our brand, there is a chance that he will also choose our link on the next occasion.

How do you find the right keywords for your website?

He can search for keywords with the help of many available online tools. However, before we start using the available software, let’s take a moment to a less technical look at keyword research.

As in the case of setting up a website, when searching for keywords, it is worth defining the GOAL that guides our activities. If the purpose of creating the website was to sell, you should focus on the phrases under which customers will search for products. In a situation where the website is to strengthen our position as an expert in a given niche, the phrases we will focus on will allow us to present our knowledge on a given topic.

A website can simultaneously fulfill various types of purposes, e.g. sell products and be a source of industry advice. This is how DIY stores or bookstores that are also cultural portals. It is also worth remembering that the purpose of the website may change after several months or years of operation. Change is a constant element of running a business, and its intensity and frequency depends on the industry and users’ expectations.

The second important issue is the NICHE ANALYSIS. The analysis of industry activities on the Internet is as important for new businesses as for older ones that are just “entering the Internet”. Marketing online and engaging with customers are different from traditional marketing efforts and require a different set of skills and tools.

It is worth starting to analyze the Internet version of your industry on forums and groups associating people interested in our subject, e.g. on Facebook.

What to look for? It is worth taking a look at what people interested in our subject talk about, what questions are asked there (it’s also a great place to get inspiration for blog texts!) And what language they use. Research should also be supplemented with competition analysis – check how they communicate with customers on the website and on their social media profiles. Additional information may also be provided by reading the comments – in the case of unsuccessful ideas, users of social networks do not have problems with criticizing the actions taken by the company.

Defining the GOAL of our activities and finding out about effective methods in our NICHE will allow us to set the direction in which we should follow when searching for keywords. The preliminary analysis will make it easier to select the main keywords – terms with a greater degree of generality, which will be the basis for further keyword searches. By specifying this basis, it will be easier to use tools to help you find key phrases.

How do I find keywords? Choose your tools!

The correct selection of keywords is the basis for optimization and the entire process of website positioning. Focusing on the phrases that will convert is one of the elements of success that seo activities are aimed at. The tools available on the Internet will help you find words that will be consistent with your goal.

By using the previously specified keywords, we can expand our database of phrases with new related terms.

The Google search engine aims to provide its users with the best possible answers to the questions they are looking for. For this purpose, it uses, among others hints to help you formulate relevant queries.

Autocomplete is based on the popularity and similarity of the phrases entered by the user. The search engine puts a lot of emphasis on personalizing the content served to its users, hence some of the hints will be based on the search history on our account. More universal prompts will appear when using incognito mode.

Keyword suggestions are not the only way to find attractive phrases using search engine data.

KEYWORD PLANNER – the planner is a tool dedicated to Google Ads campaigns. However, you can successfully use it when searching for keywords for positioning. How to find keywords that will suit our needs?

Start by going to the keyword planner page and log in to your Google Account.

Do you remember your main keywords? Based on them, you can define subsequent phrases that will better reflect your business. When using the tool, remember to select the language and country to which you want to direct your services.

You should review your keyword ideas in terms of the number of searches. Note – the “competitiveness” of these phrases is counted for Google Ads, while searching for phrases for positioning, it is not necessary to include the data collected in this column.

How do I find… even more keywords?

The evolution of the keyword base for our website is inevitable, especially if we plan to further increase our visibility within the Google search engine. For this purpose, it is worth taking a look at the phrases on which our website ranks – i.e. the password under which users are displayed.

For this purpose, it is worth visiting the Google Search Console, the EFFECTIVENESS tab.

The data collected in GSC is especially useful when we want to squeeze as much as possible from pages that already exist and are included in the Google index. Perhaps these slogans include those that we did not take into account before, and which have a great potential to increase the number of users on our website? The tool shows us not only the average position of our website – after clicking on the password, we will also get the address of the subpage that ranks it and the type of device.

Additional information may also be provided by the analysis of the search terms – if we place one on our website. This type of data is successfully collected by Google Analytics.

And more and more and more… we don’t need any more

When searching for keywords, moderation and matching their quantity to the size of the website is essential. The amount of space in the key points of each subpage (title, headers) is limited, as is the possibility of processing information by network robots and the user.

When creating lists of key phrases, it is worth planning their placement in a way that allows for optimization in accordance with Google’s requirements, ie without stuffing keywords “by force”. The development of the keyword database does not have to be hampered by this – just take care of expanding the content layer through a blog or news section. In the case of stores, other tricks can also be used – for example, creating various types of unconventional product categories that can be decorated with occasional texts. And the rest … Your clients will tell you what they need – just watch them for a while!

Creating an online store is extremely hard work – even if you limit yourself to running it in a dropshipping model. However, despite everything, even the best designed and made online store will not become visible to search engines or recognizable among customers overnight. You need advertising for this to happen. There are no shortcuts here. It is worth emphasizing immediately that the effects of e-shop promotion are best visible in the long term and you often need to be patient. But this patience pays off – especially if the campaign is conducted in a thoughtful and consistent manner.

Where is the best place to advertise an online store?

Are you wondering how to approach the topic of online store advertising? First of all: before you act, plan what you will do. Especially that in the virtual world there is a lot of tools waiting for you that can be used to advertise an online store. However, if you rashly invest in advertising, without first specifying the basics, you may find that instead of gaining … you will only lose the funds spent on the campaign.

How to avoid it? Specify precisely the assumptions of the campaign before proceeding to the selection of channels through which the promotion will be conducted, as well as the content of messages that are to “go out into the world”.

What exactly needs to be specified before advertising?

A. What is the target group of your customers?
Who are you addressing your offer to? Are they recipients in a specific age range? A specific gender? With specific interests and lifestyle? Or maybe you want to reach a very wide group of customers? The more precisely you define your target, the easier it will be for you to plan communication and the better you will invest your funds. For this purpose:

– create personas representing the target audience of your products – give them symbolic names and surnames, specify their approximate age, needs, interests, expectations and possible objections, and even add sample photos,
– think about how the products you want to sell are supposed to solve their everyday problems,
– think what type of communication style will be appropriate in the advertisement – is it more “official” and neutral, or maybe “laid back” and bold?

B. brand DNA
Do you know what and to whom you want to sell? You still need to define what image your brand will have. What associations should the recipient build? What is it supposed to be associated with? With prestige? Or maybe with low prices and fast delivery? With high-quality products? Or maybe with “exotic” goods unavailable in USA in a stationary way? This will translate into both the manner of advertising and selected communication channels.

C. Objectives of the advertising campaign
What will be the aim of the conducted promotional campaign? If you are just starting your business in the e-commerce industry, first of all, you need to make potential customers aware that you exist on the market, and in the next step to build their trust. Only then will the campaign move towards promoting specific products and lead directly to the conversion. Most often you have to go through all these stages in order to gradually start to expand your portfolio of clients – not the one-time ones, but those who will come back again and again and recommend your services to friends.

So start by identifying a key campaign premise. Once that’s done, it’s time to define your specific goals. This can be, for example, an increase in traffic on the store’s website, obtaining sales leads, or strengthening the sale of a specific product. What course of action you choose will depend on what tools and channels will be used during the campaign.

D. Budget
How much money can you spend on an advertising campaign? Remember: it is not worth limiting expenses for promotion, because it is … very apparent savings. Why? Take a moment to consider where are you buying? In stores whose offers are readily available and visible in the palm of your hand, right? This visibility will not build itself! If you don’t tell the world about your store, nobody will hear about it and find it.
Nevertheless, there is no such thing as an unlimited advertising budget. It is worth knowing in advance how much money can be invested in the implementation of a specific campaign.

How to promote an online store?

Do you already know why you will advertise your e-shop, who do you want to contact and for how much? Now it’s time to choose the tools with which you will conduct the campaign. The decision is not easy at all because – as we mentioned – the number of options is really solid. Important hint: you don’t need to use all the available options during one campaign. Choose those that will match the assumptions of the promotional campaign or choose those that, with a limited budget, can potentially turn out to be the most sensible.

How? For example, a very large online store, which cares about huge ranges, may think about advertising using ATL channels, e.g. press, radio, and even television. However, this is a solution primarily for the largest players on the e-commerce market. Those who operate on a slightly narrower scale will focus on promotion mainly on the Internet.

So where to promote? The basic rule that is always worth having “at the back of your head” is: be where your customers are. Where? Here is an overview of the tools that are good to consider.

The advertising system provided by the Mountain View giant is the absolute basis of Internet advertising. Why? Simply put: because we all use Google, and the platform offers extremely wide opportunities to promote ourselves. What more can you reach for?

Sponsored Links
Where are the recipients looking for the products they want to buy? They very often start their hunt by entering a search term into the Google search engine, and then… they click on the first search results. However, sponsored links appear above them. The presence of your store in this section will increase the chances that its offer will be checked in the first place. Customers rarely distinguish an ad from organic results, and even so, these ads are very well targeted, and advertisers want the person who clicked on them to make a purchase. If the ad is set wrong, they will just blow your budget.

Google Shopping
In recent years, Google has improved its advertising tools and today one of the most interesting proposals for e-commerce is a “carousel” of products displayed in the search results – with photos and product prices. Such a mini catalog with promoted stores’ offers increases the probability that the recipient will click on your ad and then make a purchase!

Outdoor advertising
Google Ads is also advertisements displayed on various external portals – in the form of banners. This format, discredited some time ago, if only due to the fact that many internet users blocked banner ads, is now back in favor. For two reasons. First of all, more and more websites are introducing technological solutions to prevent ad blocking or asking their users to display them (it works!). Second, remarketing ads are widely used and are much more effective. What’s the thing? In remarketing campaigns, the recipient on the banners sees personalized ads that show, for example, the products he has previously viewed. Such constant reminders can be very persuasive!

Google Ads tools – as long as the campaign is run by a specialist with appropriate qualifications – can bring very good short-term and long-term results. Although the configuration of the campaign is seemingly very simple, in fact, specialists should watch over its course – they will make sure that every dollar invested in the promotion earns itself and brings the expected ROI. In the case of Paraphrase-Online.com, campaign optimization is entrusted not only to a specialist, but also to our self-learning algorithms that introduce even thousands of changes a day. This campaign optimization ensures that you invest resources in the time and place most appropriate for it.

Social media

If e-commerce advertising on social media is of course Facebook first. The portal founded by Mark Zuckerberg has today become a source of information, entertainment and inspiration. That is why it is worth being here and promoting your e-shop. How?

First, use the full potential of free solutions. So, first of all, run a fanpage of your e-shop. Regular, engaging posts will allow you to build a specific audience that will grow over time.

But that’s not all. On Facebook, you can use a wide variety of advertising tools. There are, among others:
– post promotion – so that they are displayed in the news feed of people from your target group,
– classic banner advertising,
– advertising in the form of a carousel of products – redirecting directly to the e-store,
– video advertisement, displayed during the presentation of film materials on the portal.

It is mainly these tools that the online store will use. Like Google, Facebook also allows you to set the purpose of the campaign and conveniently configure other details. It’s also easy to track the results your message is getting. Regular monitoring of the results allows you to implement any corrections in the campaign or draw conclusions for the future. Depending on the industry, remarketing on Facebook can also turn out to be very effective and it is worth to complement the activities carried out with Google Ads at least in the basic scope.

Remember that advertising an e-shop on social media is not necessarily just Facebook. Depending on the profile of your business, you can also reach your potential customers, e.g. on Instagram (especially in lifestyle industries), and even on LinkedIn (especially if you sell products intended more for business customers). Where is the best place to advertise an online store using social media? This question will be answered by e.g. an internet marketing specialist.

YouTube

Is YouTube a good promotion channel for an online store? In many cases, yes. And how to promote yourself in this medium? One of the options is to publish video ads that will be displayed during videos watched by users. However, it should be remembered that here you need to focus on short, several-second messages – especially since visitors to the portal most often “click” ads whenever possible.

But that’s not all. An increasingly common solution used by online stores is the so-called influencer marketing. In a nutshell, it is about starting cooperation with the creator running a popular YouTube channel and placing the store’s brand in its material. For example, online stores with cosmetics operate in this model. Collaboration can take many forms. An influencer can:
– mention in the material about the current promotion in a given e-store,
– recommend purchases on the site,
– offer your recipients a special discount code obtained in the affiliate program,
– link products used in the published video and available on the e-shop website.

A skilfully and unobtrusive campaign can result in a quick and significant increase in traffic in the e-store. However, it should be remembered that in order for such effects to last long-term, cooperation with influencers should be repeated regularly.

Another option offered by YouTube is … running a video channel through the store itself. What could happen to him? In the case of an e-shop, specific industry guides will work best. Valuable films will reach a wider audience, thanks to which they will work in the field of image and sales.

Are the places where it is best to promote the online store the only channels you can use? No! There is also a whole range of inbound marketing and PR tools that are worth paying attention to. One thing is certain: the campaign strategy should be developed and implemented wisely, preferably under the supervision of specialists. Then it takes place in an orderly, not chaotic manner, and above all – translates into the desired conversion.

We left the positioning of online stores for the very end. In the long term, it is usually the cheapest method of acquiring new customers. However, among all forms of advertising, it is also the most “investment” nature. By investing funds today, you can feel it only in 3 or e.g. 6 months. Therefore – even though most people do not set up stores to operate, for example, only for a year – most of them decide to position themselves only after some time. It cannot be clearly stated that this is a mistake. Every investor wants to achieve returns as quickly as possible and can do it with e.g. Google Ads. However, if at the beginning you have a slightly larger budget for advertising, then it is definitely worth conducting your marketing in two ways and in addition to what is “now”, think about what “later”. The sense of investment in positioning – in relation to your budget and needs, will also help you determine the specialist – in this case, the positioner.

First things first: don’t expect an instant return on investment from your online store. As in any business niche, e-commerce takes time to develop your business and guide your customers through the marketing funnel. However, if you think it is taking too long and your results have not flickered for a long time, you do need to do something about it. You cannot “add to business” endlessly. So what to do?

Look objectively at your e-shop activity

What aspects are worth taking into account?

The quality of customer service
What was the process of servicing customers who so far decided to use the services of your store? Was everything smooth and without problems? The ordered products reached the addressees on time, and the buyers received the goods as described? Or maybe there are some reservations and complaints? If so, how did you react to them?

There is a lot of competition in the e-commerce world. Today, you win not only with the lowest price, but also with the highest quality of customer service. If there are clashes and negative reviews follow, the chances of staying in business with a good result decrease.

If you notice that the sales process can be improved and streamlined – be sure to implement these changes! The more satisfied the customer with the cooperation, the greater the probability that they will recommend your store to their friends. The power of such recommendations can be very long!

Communication channels used
To increase the visibility of your e-shop, you need to be where your customers are. Is your e-shop present on social media, e.g. on Facebook? If so, is your profile active there? How often do new posts appear on it? Do you answer customer questions? What are you posting? Are there other customer reviews? These elements may be important because activity in social media builds awareness of your brand and creates its image.

Also remember that social media is a great place to promote e-shops. More about it in a moment.

Ranges
Take a look at how many people visit your e-shop each month. Combine this information with competition data. Why is the number of visits important? Because the number of transactions also depends to a large extent on it. Although it is obvious that not everyone who visits your e-store will automatically become its customer, each visit brings you closer to conversion, and the better the targeted group, the greater the probability.

In addition, the larger the ranges, the more valuable the page becomes in the eyes of Google’s algorithms, and thus – the higher its position in search results.

Take a closer look at your advertising strategy

Advertising is a trade lever – this well-known saying is more than just an empty phrase. It works very well for an e-commerce niche. With a huge number of online stores, you have to advertise. A well-thought-out, coherent and well-implemented campaign is the foundation of success.

So how have you advertised yourself so far? Did you only use free tools, e.g. ran a Facebook shop profile without even investing in advertising on this website? Or maybe you spent a lot of money on marketing, but it did not translate into return on investment?

In the latter situation, there may be many reasons for the failure of the campaign – from the wrong selection of the target group, through an inadequately formulated message, to incorrect setting of campaign parameters. This could happen, for example, if you did all these tasks yourself, and you are not an expert in digital marketing.

In theory, setting up an advertising campaign is simple. Exactly. In theory. In practice, not necessarily. Without a good action plan and its precise implementation, the advertising budget may go away, not even increasing the number of visits to the store, let alone conversions. Therefore, it is extremely important to optimize the campaign, i.e. target it so that it invests funds in groups where it is most profitable.

Does this mean you need to cut your advertising budget and focus on other aspects of your business? On the contrary! Money well spent on marketing will translate into the expected results and will allow you to finally spread your wings.

Effective advertising in e-commerce, which is what?

Marketing in the world of e-commerce can go two ways: outbound and inbound.

Outbound marketing is all tools that focus on actively looking for customers and convincing them to take advantage of the offer. Inbound marketing is based on inbound traffic – that is, conducting activities in such a way that the customers come to the company themselves.

A good strategy for an online store should include tools in the area of both of these strategies – so that you can achieve short-term goals (e.g. quick increase in sales in connection with a promotional campaign) and long-term (i.e. acquiring customers who will come back more than once, and even promote your business). The question is, what exactly to do?

There are tons of advertising tools you can use. One thing is certain: it is worth focusing on direct advertising, PR activities and SEO tools. Let us discuss them one by one.

Online store advertising

There are many advertising tools on the web. And so, e-commerce campaigns can be conducted, for example, using:
– Google Ads, such as product ads – it is worth making sure that products from the store appear in the advertising section in Google search results. Currently, the search engine presents a “carousel” of products above advertising links and from organic results. This is where you want to be!
– banner advertising – advertising banners, presenting, for example, the latest promotional campaigns and discounts, should go to, for example, portals whose content is identical to your offer.
– remarketing advertising – it can take many forms, but the rule is simple: if the customer has already visited your online store, the ads displayed on the banners will directly relate to his visit. For example, he will see specific products he has been browsing with a proposal to reduce their prices. This strategy works very effectively!
– ads in social media – on Facebook, these are ads redirecting to the store, placed in the news feed, as well as in the side panels of the website.

Large online stores also advertise in traditional media – on the radio and even on television. However, you can only afford it if you plan very large ranges and are sure that you can handle them logistically.

Remember: advertising, especially the banner one, is primarily used to achieve short-term sales goals. It is aimed especially at consumers who are already potentially interested in your offer and need an impulse to take action.

Image is important

Take care of it especially in the world of e-commerce. How to do it?

– Run profiles on social media – be where your potential customers are and interact with them. Which social media should you choose? Of course, Facebook is a must, also when you operate in the B2B area. Instagram and LinkedIn can also be useful.
– Join consumer feedback programs – give customers the opportunity to review your store and try to get as many authentic, positive recommendations as possible. Such an opinion may be encouraged by, for example, an additional discount on subsequent purchases.
– Think about working with influencers – especially if you want to sell on a large scale.

Increase your visibility

The reason why an online store may not be profitable may be that… it is invisible to Google’s algorithms. And if it’s not there, it may be harder for the customer to reach it. How to change it?

– optimize the content on the e-shop website – if you use product descriptions from their manufacturer, get rid of them. Such plagiarisms are poorly received by search engine robots and lower your rating. However, unique texts on the home page, as well as those containing categories, subcategories and specific products will strengthen your position;
– think about sponsored articles that will combine SEO and image functions. Thanks to them, you will gain valuable linking and engage customers at the same time,
– make sure that the e-store meets the applicable standards – it is, among others, o responsiveness of the website, as well as the loading time of the start page or smooth operation of the entire store,
– consider running a shop blog – it will serve as a guide for a potential customer, and will also be a great tool for long tail positioning.

Acquire valuable leads

When does a client become a client? Once he knows your brand, trusts it, is aware of your products and the need to purchase them. However, in order for him to be able to go all the way through the marketing funnel, you must first get in touch with him – so that you can stay in it for a long time.

The best way? Acquiring e-shop newsletter recipients. It’s quite a simple task – especially if you offer a 10% discount on purchases for entering your address. It’s worth it!

A long mailing list with the addresses of potentially interested people is a real gold mine. In well-matched e-mails in terms of content and graphics, you can:
– recommend new texts on the company blog,
– inform about current promotions and discounts,
– remind you about the products you offer.

This way you will stay in touch with the client and build a long-term relationship. And what next? Conversion is on the horizon!

There may be more reasons why your store “does not sell” – for example, a terrible website layout, difficulty in making a purchase (generally bad UX), or, for example, poorly selected payment or shipping options. It is worth auditing such a store to gain a holistic knowledge of what can be better in it.