SXO – a combination of two important strategies

The combination of Search Engine Optimization and User Experience has contributed to the creation of a completely new operating strategy. It focuses on both increasing the visibility of a website and improving conversion. Fine-tuning your site for SEO and user experience is the most effective way to get your audience to respond the way you want. Usually, it is the purchase of products, which is why SXO is especially eagerly used by sales platforms.

How does this strategy work? The site ranks high in the search results, and this generates organic traffic. Users who pass to it see that it is intuitive and tailored to their needs. This encourages you to stay longer and even come back frequently. According to SXO, the website must be refined not only in terms of factors important from the perspective of search engine robots. It is also supposed to be useful for recipients, so responsive, fully legible, and it should load as soon as possible.

The SEO elements that make up the SXO strategy are mainly:
– technical optimization (including correctness of the HTML source code),
– key phrases,
– content,
– metadata,
– headers
– internal and external linking.

The user’s experience while using the website plays an equally important role. The UX factors are:
– clear site navigation,
– refined CTA formulas,
– aesthetic and modern look of the site,
– functionality and adaptation to the needs of users,
– loading speed.

When traditional SEO proves to be insufficient

As every SEO agency emphasizes, the strategy aimed at ensuring the website’s good position must be analyzed and modified on an ongoing basis. This is due to the constant changes in search engine algorithms and the need to adapt to them. Traditional SEO focuses on increasing the visibility of your website, this is the main focus of your activities. Although many companies can achieve their business goals in this way, it is not enough for everyone. The mere refinement of key phrases, meta data and similar issues is sometimes not enough to keep users on the site and persuade them, for example, to buy products. That’s why the SXO strategy has emerged.

Search Experience Optimization is the successor to SEO. In recent years, there have been significant changes in Google’s algorithms, as a result of which user experience has started to have a more significant impact on the position of the site. 2021 was the year when the implementation of new ranking factors began, focusing on the convenience of website visitors:

– LCP – Largest Contentful Paint, i.e. the largest rendering of content. It measures the time it takes for the largest (by default the most important) element of your website to be loaded.
– FID – First Input Delay, delay on first operation. It measures the time that must pass until the first interactivity of the website (from the moment of clicking on a specific element to the reaction).
– CLS – Cumulative Layout Shift, or visual stability. This is a reference to the traffic that occurs on the site once it is loaded. LCP, FID, and CLS are indicators that are part of the Core Web Vitals collection.
– Responsiveness – adapting the website to mobile devices.
– Security – Google checks if the website uses the HTTPS protocol.
– Presence of interstitial ads – it is recommended to avoid them as they limit access and make the content inaccessible to users.

This shows that Google wants pages to be adapted not only to robots, but above all to the needs of the recipients. The SXO strategy includes activities in the field of SEO, UX, but also analytics, content marketing, CRO and web development. All this to ensure the highest possible conversion and help the company achieve all the business goals it has set for itself.

Why is SXO needed?

SXO makes users go to a website through organic search results and then perform the desired action. They are effectively encouraged to do so by positive experiences resulting from refining the website in terms of the needs of the recipients. Search Experience Optimization is most often referred to in the context of increasing product sales. However, it is worth remembering that a call to action placed on the website may also persuade you to perform another action, e.g. subscribe to a newsletter, fill out a form, set up an account on the website or watch a video.

The main goal of the SXO strategy is to increase conversion, but implementing it brings the company several other benefits as well. Belong to them:
– increasingly better visibility on Google,
– lasting bond with clients,
– gaining trust and creating the image of an expert,
– standing out from the competition and gaining an advantage.

As you can see, SXO allows you to combine two very important aspects influencing success on the Internet – positioning and adapting to the needs and requirements of customers. The combination of SEO and UX is very effective. Even when the site is perfectly polished in terms of user experience, it will not guarantee the company’s success if it is difficult to find it in the search engine. It also works the other way around. A well-positioned website that is neither readable nor responsive at the same time will not increase profits to such a large extent. According to the SXO assumptions, the website should be clearly visible, but also encourage users to stay there for longer.

SXO not only for e-commerce

Since SXO is used to improve positioning as well as increase the number of page visits and conversions, it is used in particular in the e-commerce industry. This is due to the fact that it is mainly focused on sales. A highly visible platform that provides users with a positive experience is conducive to shopping. For potential customers, every detail is important, from a clear menu through quick product search to the possibility of making an easy transaction via a mobile device.

E-commerce is an industry that is constantly developing, and the businesses operating in it should respond to changes in order to be successful. The implementation of the SXO strategy facilitates the achievement of the intended goals, as it is a response to the constantly growing expectations of customers. Comprehensive, multi-dimensional optimization of an online store ensures results both in the short and much longer term. In the case of platforms that have already been visible on Google, it is not uncommon for a sudden increase in conversion to occur very quickly. A nice looking, fast loading and clear website will gradually generate more and more sales and profits. There is also a high probability that people satisfied with the transaction will return to the store, becoming loyal, regular customers.

However, it should be remembered that SXO can also be successfully implemented in many other industries. This solution is recommended to anyone who wants to stand out from the competition and have higher financial results through good visibility on the Internet and improving user experience. More traffic to the website results in a high conversion rate, which may or may not be in the form of product purchases. Sometimes it is signing up for a subscription, submitting a form, ordering a phone call with the company, downloading an e-book, etc. According to the definition, conversion is a specific activity performed by the user that is desired by the company and brings it closer to achieving its business goal. Therefore, SXO works well not only in e-commerce, but also in service industries. More and more often, bloggers or people running content websites decide on such a strategy.

Important support for business

The combination of SEO and UX strategies is considered to be extremely effective. SXO is a very important support for business, conducive to its development. Thanks to it, users can easily find exactly what they are looking for on the Internet, and then perform actions on the website that meets their expectations. The implementation of Search Experience Optimization allows you to get rid of the doubts whether the website is adapted to Google’s algorithms and at the same time fully valuable for the recipients.

The use of the SXO strategy allows you to refine every important detail. Compared to SEO, it does not only focus on optimizing the website for search engine robots, because they do not increase conversion. It is necessary to realize that the users, their feelings and needs play an important role in this matter. Companies wishing to be successful on the market should show potential customers that their satisfaction is the most important.

Of course, SXO will not make every user visiting the site perform the desired action. Nevertheless, this strategy makes it easier to reach people from a well-defined target group and encourage them to stay on the site for longer. This increases the likelihood that the company’s offer will arouse interest and translate into profit. The implementation of SXO enables adaptation to the new requirements posed not only by Google, but also by internet marketing itself. It is worth remembering that there are still changes in this area that you need to adapt to in order to build your competitive advantage.

Google Data Studio – an aesthetic way of presenting data

The Google Data Studio tool appeared in 2016 and quickly gained a lot of positive feedback, especially among analysts. It is free and, moreover, easy to use due to the transparent panel that appears after logging in. An additional convenience here is a short introduction in the form of a tutorial. With the help of Google Data Studio, you can collect all important data in one place, presenting it in an aesthetic and accessible way.

The tool provides access to ready-made report templates that can be modified in terms of background, font, colors of individual elements or dashboard dimensions. After a style is defined, all subsequent data sets will be automatically adjusted to it. If needed, you can use options such as inserting images from Google Drive or a computer, and even using text boxes, shapes, graphics, and other objects.

Google Data Studio allows you to create reports based on various databases. They can come from, among others with:
– Google Sheets,
– Google Ads,
– Google Analytics,
– YouTube statistics,
– Google Search Console,
– Facebook Ads,
– Ahrefs.

A significant advantage of the tool is that more than one person may be involved in creating a report. In addition, adjusting the appearance of reports to the company’s needs is not a problem.

Google Lens – innovative image search

Even though the Google Lens tool appeared in 2017, it is still gaining in popularity and is being discovered by an increasing number of users. It is an advanced application that allows you to recognize objects in photos and obtain various information about them. On some phones, the Google Lens is available immediately, for others, it is enough to download it from the App Store or the Play Store. The technology of scanning and interpreting images is constantly being improved, which enables it to be used in many situations.

The tool allows, among others to quickly translate the text (however, it is still not possible to paraphrase the text), to check the appearance of dishes from the restaurant menu or to identify specific plant species. All you need to do is point the phone with the application turned on at the selected object to obtain the necessary information. The Google lens is useful both in everyday life and at work, in many industries. It has long been said that visual search is the future of e-commerce. After scanning a specific item, you can quickly get a list of similar products ready for purchase. Perhaps in the future, image scanning will completely or almost completely replace text search. That is why it is worth optimizing marketing activities in this respect already, remembering, among others, about detailed metadata or the appropriate size of graphic elements on the website.

Performance Planner – easier optimization of campaign costs

Tools from Google such as Performance Planner will be useful primarily to people who create advertising spending plans. Thanks to them, they gain many new opportunities, including:
– viewing the results by adjusting the campaign settings,
– access to forecasts for conducted campaigns,
– budget management.

Performance Planner is usually updated every 24 hours and can handle up to billions of queries. This guarantees access to accurate forecasts. The tool takes into account important aspects such as landing page, seasonality and competition. It significantly facilitates the preparation of advertising spending plans, but not only. The Performance Planner is also useful for assessing how your changes to your campaign will affect its overall performance and key metrics. Thanks to it, you can receive suggestions on how to optimize the selected strategy without the need to increase the budget. The tool is available through Shopping, Local, Search, Display, and App campaigns.

The Performance Planner tells advertisers what bids and budget to set to maximize the data they choose for their campaigns. By using it, you can save a lot of time that would have to be spent on analyzing expenses yourself. The tool gives you access to several practical functions, and one of the most important is the summary chart. It is dynamic and at the same time transparent, reading information from it is not a problem. The comparative table of before and after data, in which key items are broken down into existing and planned, is also rated well. Performance Planner allows you to check many scenarios before choosing the most appropriate one.

Google Tools for Internet Businesses

Many small and medium-sized enterprises are already active both offline and online. Google decided to make it easier for such companies to develop and introduced two new, free tools: Grow My Store and Local Search Navigator. Their premiere in our country took place in September 2021.

Grow My Store was launched in several countries in 2019. It is a very useful tool with which sellers can improve the quality of their online customer service. It tests the website, taking into account over 20 indicators, measures, inter alia, mobile friendliness and loading speed, in addition, it checks the HTTPS protocol. Any retailer can take advantage of Grow My Store, whether online or offline only. It gives you access to information and tips on how to improve your website’s visibility in the search engine and increase traffic. All this is based on suggestions tailored to the needs of customers. The insights were gathered during research conducted by Google in collaboration with Ipsos MORI and Kantar TNS. Tips deal with aspects that play a significant role in shopping, including personalization and page performance.

The second tool, the Local Search Navigator, also helps companies reach a wider audience and increase profits. It tells you what to do to stand out on the Internet. The Navigator provides entrepreneurs with personalized tips based on a thorough analysis of their business profile on Google. It also suggests what data should be improved and what new information to enter. One of the greatest advantages of the tool is its intuitive operation. It is enough to enter the name of the company and after a few minutes you will see if it is visible enough on the web. The Local Search Navigator allows you to refine your Google My Business profile to attract potential customers to your offer. By using it, you can also make sure that you have entered all the necessary information to facilitate communication, making an appointment or performing another activity.

Less known tools from Google that are useful not only in marketing

One of the tools that undoubtedly deserves attention is Google PageSpeed Insights. It allows you to check how fast the website loads on computers and smartphones. The categorization of user experiences is presented in three categories, namely: Good, Needs Improvement, and Poor. This data is based on Chrome User Experience Report information. The tool also makes suggestions on how you can improve your site to reduce its load time. They are useful because page loading speed is currently one of the most important factors influencing the Google ranking.

It is also worth paying attention to the Public Data Explorer. It is used to view and visualize large data sets that may relate to many different areas, e.g. fuel prices, demographic indicators. The tool allows you to navigate between different views, share results, and compare individual information. Although Explorer was introduced in 2010, many people are still unaware of its existence.

There are also a few other tools that are not popular, but can be useful not only at work, but also in everyday life. This, for example:
– Google Keep – an application for taking notes, also works on phones. You can add photos, letters, and drawings to your notes, and copy them to Google Docs and share with others. The tool allows you to mark your notes with different colors and labels to keep everything in order.
– Arts & Culture – online service and smartphone application from the Google Cultural Institute. The tool allows you to search and admire the greatest works of art from dozens of countries without leaving your home. It is also a source of valuable knowledge. Arts & Culture has a lot of interesting features, such as spherical films, virtual tours of museums or turning your own photos into works of art.
– Google Flights – online flight booking tool. At the same time, it is a server that allows you to search for connections via external providers. To find your flight ticket, simply specify the type of flight ticket (e.g. one-way) and fill in other important information, including the place of departure and destination. In Google Flights, it is possible to use an interactive calendar as well as a price chart, which allows you to easily find the best offer for you.

Google is not only a search engine, although it is the basis of this company. Currently, many people cannot imagine everyday functioning without the tools they offer, because they often prove to be helpful not only at work, but also outside of it. Since many are available for free, you won’t have to pay extra for using them.

What is SEO?

As we mentioned above, positioning is a process, the correct execution of which makes the website attract more users who enter certain phrases in the search engine. In a nutshell, SEO activities are divided into two types – both are necessary to properly position the website in search engines and ensure high positions on the list of results:

A. On-site SEO – activities that we perform at the level of our own website. They mainly include:
– publication of well-matched content, containing carefully selected keywords,
– presenting content in a search engine-friendly form – using appropriate headers, taking care of the structure of the text and division into paragraphs, graphic descriptions (alt),
– ensuring fast operation of the website – choosing a server, CMS system, code optimization, image compression,
– internal linking – simplifies navigation for the user, but also influences better page indexing;
– equipping the website with an SSL certificate,
– setting friendly addresses,
– responsiveness – the website must be displayed correctly on various devices – not only computers, but also smartphones and tablets.

The first step in positioning, however, is always choosing your keywords. The analysis should be detailed and based on reliable data. You have to consider what phrases users may enter when looking for products or other content on our website. A good start will be an analysis of competing pages – what words are they positioned on and what “power” they have in the context of SEO. To check various aspects related to the selection of key phrases, the market offers a large number of programs and services – from free ones, such as Google Trends, to paid ones, such as Ahrefs or Semstorm.

B. Off-site SEO – activities aimed at acquiring as many valuable links leading to a given page as possible.

Linking is a key element of website positioning. As a website gains popularity, it most often also gains links in a natural way – users share content they consider valuable by placing hyperlinks to it on their own websites or blogs. In the vast majority of cases, however, it will not be enough to ensure high positions in search results, especially if the industry is highly competitive and there are many candidates for sharing the online pie.

Websites that help us buy links from different sites come to the rescue. Their form varies – it may be the purchase of a hyperlink in an already existing article on a similar topic as our website. It can also be buying space and publishing your own sponsored article on a given website, thanks to which we have full control over keywords and the form of the text. Some websites also allow you to buy a copywriting service, which consists in writing such an article, thanks to which the need to generate the text yourself disappears.

The key in this case is the quality of the page from which we want to obtain the link – the quality is calculated by the Google algorithm and depends on the SEO level of the website.

Another option is to build a network of your own pages to improve the positioning of your main site. On such pages, called backend, keywords are placed along with links, thanks to which the positioned landing page increases its results. However, building an effective back-up facility requires a lot of know-how. Usually they have to be projects based on valuable domains with a rich history, and there should be a lot of well-profiled content on the website itself. It is not enough just to “set up” a simple CMS and wait for the results – the Google algorithm very easily detects pages of little value from the perspective of the search engine, so unskillful preparation of the back-end will only be a waste of resources and time.

The principle is simple – the more links from websites defined as valuable, the greater the value of our website, and thus, the higher the position.

It is also important that the links leading to our website have the dofollow parameter, i.e. they are indexed by search engine robots. Links with the nofollow parameter, i.e. very little valuable from the SEO point of view, are, for example, links in social media – of course, they still lead to a given page and attract users to it, but they do not noticeably improve its position after entering a given phrase in the search engine.

However, link building is not easy. If suddenly many links from different sources appear to our website, the algorithm of Google (or another search engine) may determine this activity as suspicious, which will limit the effects, and in the worst-case scenario, the website will be punished, which will result in the opposite positioning result.

Is it possible to position the website for free?

Technically, it is of course possible, and with an extremely niche industry and relatively large effort, quite likely. A well-chosen strategy and on-site and off-site SEO carried out on-site in the long run may lead the website to the top of search results. One of the biggest allies here is Google Analytics along with the Google Search Console tool – these are free services officially provided by Google. However, their installation itself can be problematic (depending on the website structure and the CMS used), and improper implementation will make the results distorted.

When it comes to acquiring links, we can of course count on a natural flood of hyperlinks – especially if, for example, an entry from a company blog is substantively very valuable and solves a widely encountered problem or raises an issue that has not been explained in such a comprehensive way so far. Usually, however, you should not expect spectacular results.

We can also ask for help in linking friends who run their pages – preferably on topics related to our site. In the vast majority of cases, however, the number and power of links will not be sufficient to catch up, let alone overtake the competition in a clear way. In individual cases, free positioning can be successful, especially if the website is run as a hobby and it concerns a little-known topic. However, if we want to promote a profit-oriented business, and there are recognizable brands in the industry with marketing and SEO budgets, our chances of high positions are illusory.

Why is it worth working with professional positioners?

First of all, because website positioning is a complicated process that requires experience, specialist knowledge, professional tools, resources and time to bring good results. Many agencies allow you to conduct a free SEO audit after entering the address. This automated audit is able to find the most pressing problems related to indexing and page construction, giving an overall picture of the situation. This is a good start, but the tool will provide us with much less data than a professional audit performed by an experienced specialist.

Tools supporting the analysis of links and keywords are paid:
– Ahrefs,
– Senuto,
– Semstorm,
– SurferSEO,
– ScreamingFrog.

Professional agencies use a whole package of various programs, thanks to which they are able to correct the SEO strategy on an ongoing basis and operate on the basis of a large set of data. When working on SEO, Paraphrase-Online.com uses tools whose monthly cost for one company (one page for positioning) is over $ 2,000.

The cost of website SEO

There is no simple answer to this question. The cost of website positioning depends on the competitiveness in a given industry, the “strength” of the competing pages, previous SEO activities, content quality, site construction and many other factors. However, you can put the entire SEO process into the overall framework, relying on the rates offered by experienced agencies.

Remember: in SEO it is not possible to guarantee the result and agencies that declare the certainty of achieving TOP1 or TOP3 on a popular phrase within a certain period of time actually predict coffee grounds. Certainly, an experienced team of reputable specialists will improve positioning results, but how high the page will be is the result of so many factors that precise prediction.

The problem here is also the fact that the search engine displays different results to different users. The core of the positioning “value” of the page remains the same, but Google, based on the location, history of visited pages and Internet behavior of a given Internet user, will probably present him with a slightly different order in the rankings than his friend.

The minimum cost of website SEO in cooperation with the agency

It can be assumed that in the case of cooperation with a good agency, the monthly cost of website positioning is at least $ 1000-1500 in the case of small service websites (local small business) and online micro-stores from less popular industries. As part of such a package, we typically get about 30-50 monitored phrases and optimization up to 10-20 subpages. These values are slightly lower for service companies and higher for e-commerce stores – due to the specificity of sales, positioning of stores is generally more difficult, and therefore costs more.

SEO of a service company – cost

A company that operates on the local market in a moderately competitive industry and plans to significantly increase the number of leads from search engines must take into account a slightly higher cost – $ 1,899 (up to 100 phrases, up to 30 pages). Extending the scale of operations if we take into account a niche industry – nationwide, it is already $ 2,700 (up to 170 phrases and up to 60 subpages) and $ 4,200 (up to 250 phrases and up to 100 subpages). Nothing stands in the way of, of course, getting involved even more on the basis of an individual valuation.

The cost of SEO an online store

A small e-shop from a relatively niche industry, offering a small number of products, should spend at least $ 2,000-3500 on SEO. As part of such a package, it will receive monitoring of 100-250 phrases and from 30 to 100 optimized subpages. Medium and large e-commerce websites with a larger assortment can consider higher packages – from 5,000 to 8,000 $ (in Paraphrase-Online.com, up to 250 phrases and up to 100 subpages or up to 400 phrases and 150 subpages, respectively). The largest platforms from the most crowded sectors of the market are subject to individual pricing – “sky is the limit”, both in terms of costs and returns on investment.

The cost of website positioning may seem high – especially in the case of microbusinesses – but the traffic coming to the website directly from search engines (the so-called organic traffic) is very valuable in the context of acquiring customers. Users come to the website in search of specific products, services or information, which means that they usually do not get there by accident, which significantly increases the chance of conversion.

We say it often, but this quote will most likely never become outdated: SEO is a race of sorts. Certainly, however, he is closer to a marathon (or even an ultramarathon) than a sprint, and a good result requires know-how, effort and, above all, time.

What is PrestaShop?

As you may have already figured out, PrestaShop is one of the most popular platforms for online stores. It operates all over the world, currently serving over 300 thousand. shops. It is a universal Open Source tool that allows you to create a commercial website offering any assortment. Undoubtedly, it owes its popularity to the fact that it is free. You do not have to pay any fees to use PrestaShop software, and the store created with it can be freely modified.

An open-source solution gives developers the freedom to adapt their store to the seller’s needs. Thus, PrestaShop is a kind of framework that can be used in the chosen way. However, you do not need to be a specialist to create a trading platform with the tool yourself. It is complete and intuitive, with an accessible administration panel.

PrestaShop is simple and intuitive to use

It is worth starting the platform analysis with the advantages. One of them is simplicity and intuitiveness. To set up a store, all you need to do is have a domain and hosting, then install PrestaShop. It is very simple, as is the operation of the tool from the administrator’s position. It was created for those who do not have extensive IT knowledge and want to trade on the Internet. Launching a store, and then running or expanding it, should not cause anyone major problems. The options regarding e.g. creating promotional offers are also very useful – just a few clicks are enough to offer your customers a discount or e.g. free shipping.

A very accessible interface and functions described in simple language make it easy to perform all the necessary operations. The platform also provides tutorials and other materials to help you learn about its operation and operation. In case of problems, you can also count on the support of PrestaShop experts who are ready to answer any question and solve technical problems.

PrestaShop is high functionality

Despite the ease of use, PrestaShop is an extensive tool that offers a wide range of applications. It is suitable for both small and very large-scale trading. This thesis can be confirmed by well-known brands that use PrestaShop. The sheer volume of options may be overwhelming at first, but it also makes it a comprehensive online trading platform. The abundance of functionalities definitely distinguishes PrestaShop from other popular tools of this type.

It is possible to expand the store’s capabilities with additional modules, and if none of them meet your expectations, you can prepare your own (with the help of a specialist, of course, if you are not a developer yourself). Store owners can also use templates that influence the layout and appearance of the site. Both free and paid modules and templates are available. They create great opportunities for building an original, functional store that perfectly displays its products.

PrestaShop is universal

As already mentioned, PrestaShop allows you to create a trading platform with any subject and range. This is not the only thing that proves the universality of the platform. Its great advantage is multilingualism. The script has been translated into several dozen languages, which reduces the automatic creation of different language versions of the same store to just a few clicks. The same applies to currencies – when choosing a language, product prices can be automatically converted to the currency of the country. This in turn means that it is easy to reach international customers. This can be a great advantage – especially since more and more Internet users are eager to shop outside their country of residence. Therefore, creating several language versions of the store can significantly increase sales – especially if you offer unique products.

The universality of stores built on the basis of PrestaShop also lies in the full responsiveness, i.e. adaptation to operation on various devices – not only computers, but also tablets or smartphones. The number of mobile users of trading platforms is constantly growing, which is why this is a very important aspect that should not be overlooked. By choosing PrestaShop, you can easily optimize your store to the needs of each device and ensure a convenient shopping experience for every visitor.

PrestaShop is SEO and marketing friendly

Speaking of optimization, the topic of SEO, i.e. positioning, must not be ignored. How to make your store show up to users entering specific terms in the search engine? An appropriate site design is needed. PrestaShop provides many tools that facilitate SEO-oriented optimization, helping stores to increase their visibility in search engines. The platform is synchronized with Google Analytics, thanks to which you have easy access to all data about entering the website and the related behavior of Internet users. This, in turn, provides a lot of important information for more effective marketing and SEO activities.

Among the additional PrestaShop modules, there are also many tools to facilitate marketing activities: starting from mailing, and ending with easily setting promotions or organizing sales. Their skillful use can lead to a significant increase in conversion (the number of purchases made in relation to visits to the store), therefore their presence should definitely be considered an advantage.

PrestaShop is not without its flaws

Of course, the perfect system for online stores does not exist, and PrestaShop also has its drawbacks. It is worth noting, however, that many of them are ambiguous, as not everyone expects the same from their online store.

The mere presence of various modules that allow you to expand the functionality of the store is of course an advantage. However, they are also responsible for some, it might seem, basic functions that are missing in the basic version of the store. These include, for example, a blog feature that allows you to build trust in your brand and increase store traffic, or the cash on delivery feature that customers often expect. Some users also complain about the prices of modules – most of them are paid and slightly destroy the promise of a free online store that PrestaShop makes. The costs of implementing the system may turn out to be even greater if you decide to help professionals in the construction, operation or development of the store.

Another disadvantage is frequent system updates as they are not installed automatically. The script is constantly improved, which provides its users primarily with security, but the need for constant updates can irritate and hinder the development of the store. It may also be difficult to use certain functions. Overall, the admin panel is intuitive, but unfortunately fails in some places. Fans of various templates for stores should also be vigilant – editing them requires knowledge of the Smarty language.

Summary – advantages and disadvantages of PrestaShop

Let’s juxtapose all the observed advantages and disadvantages of PrestaShop to make it easier to evaluate the platform. Its positive features certainly include:

– free installation and use of the script,
– wide possibilities of personalization and expansion of functions,
– availability of many useful modules and attractive templates,
– Open Source code that can be freely modified,
– intuitive operation of the admin panel,
– availability of built-in tools for creating different language versions of the store,
– SEO support and extensive marketing tools,
– support for mobile devices – the ability to create a fully responsive store,
– good performance,
– security,
– constant development and improvement of the platform,
– availability and usability for each store regardless of the scale of operation,
– the possibility of using the support of experts or the extensive PrestaShop community.

The following can be considered as defects of the script:

– lack of some important functions in the basic version and the need to buy additional modules,
– low availability of free modules and relatively high prices of the paid ones,
– the need to manually install frequent updates,
– ease of slowing down the store’s operation due to the multitude of extensive functions and too complicated structure,
– difficult template editing.

It’s easy to see that the script has more advantages than disadvantages – especially since the latter are much finer and generally less significant. PrestaShop is certainly an interesting and noteworthy tool that can be perfect for building an online store. Its great advantage is accessibility – thanks to it, everyone can set up their own trading platform, even without specialist IT knowledge.

Is PrestaShop for you?

Let us emphasize once again that PrestaShop is a universal script that has a chance to work in many applications. However, it certainly will not satisfy everyone. This solution is primarily for:

– small and medium-sized stores – a very extensive offer may require the implementation of a dedicated platform;
– beginners and intermediate users – relatively easy operation and wide possibilities make it possible for almost anyone to create a professional shop;
– people looking for flexibility – additional functional modules and the possibility of constant expansion of the store allow for complete freedom.

Due to the ability to use the basic version of PrestaShop for free, it is a great starting platform for all those who are just starting out and don’t want to invest too much in the website itself. It will also be appreciated by those who have previously used SaaS (Software as a Service) solutions and were dissatisfied due to the constraints associated with them.

It is worth noting that PrestaShop is most suitable for professional use. However, it is a platform designed to sell products that have specific prices and are differentiated according to such features as color, size, etc. – i.e. clothing, handicrafts, everyday items, electronic equipment. It works well for a range of up to several hundred thousand products. In the case of personalization of goods or complex pricing based on various parameters, additional modules can be used. In some cases, however, it is worth investing in a dedicated platform that will be perfectly suited to your needs.

Google Tag Manager – what is it?

Google Tag Manager is a tool that allows you to easily add scripts (or tags) to the website, remove or modify them. In other words, thanks to it, you can manage all the tags we need from one place to analyze data from the website more effectively, increase conversion, track traffic sources, etc. Using GTM, we do not have to interfere directly with the website every time we want to implement a new script. site code. It is a kind of intermediary, thanks to which you do not have to insert any tags “rigidly”, burdening and slowing down the page. It also allows you to avoid errors that may occur when you try to implement the tag manually.

Over time, we place more and more tags on websites. The most popular are the Google Analytics tag, thanks to which we can collect data on traffic and conversion on the website, the Facebook pixel that allows us to measure the effectiveness of advertisements, or the Google Ads remarketing tag. However, there are also many other scripts that are useful from a marketing point of view. Thanks to GTM, we do not have to place all of them manually on the website – we just need to implement the Google Tag Manager code once, and we can implement all other tags through it.

How is Google Tag Manager built?

In Google Tag Manager, the account is the highest in the structure – it collects all the smaller subsets in the tool. Within the account, we can create containers, i.e. figuratively speaking, separate boxes for collections of tags. Each container has its own code to be implemented in the code of the page. After its implementation, the entire collection of tags contained in it is active on the website.

The tag itself is a type of tracking code that, once installed on your website, starts collecting data – this could be information about traffic, conversions, etc. – depending on the type of tag. Each tag should have an assigned rule that says when the script should run – we can add a rule that the tag should work on all subpages or only on some of them – for example, when measuring the conversion, we will assign a rule that the script should collect data only from the purchase confirmation page.

Assigning permissions in Google Tag Manager

In Google Tag Manager, we can grant permissions both at the account level and at the level of the container itself. If we want a user to have access to all the containers we have created, we should give them account-level permissions. We have two types of permissions here: Read Only and View, Edit and Manage. However, it is worth knowing that the second type of permissions cannot be edited within the containers – it only allows you to see what settings have been selected for each of them.

If we want to give the user the ability to edit the container or do not want to give him access to the entire account, we should grant permissions at the container level. In this case, we have three options: View Only (view only), View and Edit (view and editing) and View, Edit, Delete & Publish (view, edit, delete and publish). Thanks to this, we can freely manage access to the account and maintain full control over the data it contains.

Why is it worth having a Google Tag Manager?

Facilitation when making changes to the website
Sooner or later, most pages need updating or even more radical corrections. If, however, we change the appearance of the website, CMS system or template, it is necessary to transfer all scripts implemented directly in the code. When there are a lot of them, it is easy to skip any of them or paste them incorrectly, and in addition, it is simply tedious and time-consuming. By using the Google Tag Manager, we have an easier task – you just need to move the code to the container in which we placed the tags from a given site to trigger all the scripts on a given page. Therefore, it is worth thinking about implementing GTM at the beginning of running a website – at first it may seem that there are not many scripts, so this is an unnecessary difficulty, but their number can quickly grow and make any changes difficult.

Faster website loading
Each additional script in the page code makes the site a bit slower, and the longer the page load time, the more likely the user will get impatient. Thanks to GTM, it is easier to keep order in tags and to easily remove those that we do not need, so as not to unnecessarily burden the site. However, using this solution has one more important advantage – thanks to it, tags can be loaded asynchronously. what does it mean? Simply put, faster loading scripts do not have to wait for others, which shortens the overall page loading time.

Container template import option
If we have prepared and implemented a set of tags on one page, we can easily import it to a new account. Thanks to this, we do not have to waste time creating a completely new container with scripts if we launch a second or another website.

Ability to disable tags
If we implement the scripts directly on the website, we have to completely remove them if we do not want them to collect data further. However, we do not always want to decide on such a radical solution – sometimes we are not sure whether we will need a given tag in the future. With the help of Google Tag Manager, we can simply temporarily disable a given script.

Ability to quickly verify the correctness of the script implementation
Google Tag Manager gives you the ability to preview and debug, so you don’t have to wait to see if the tag has been properly implemented. Otherwise, we would have to wait for the tag to collect the data to be sure the implementation was successful.

Possibility to implement tags without the help of a programmer
When it comes to tampering with the website code, most people prefer to seek the help of a specialist to make sure that the change does not cause problems with the website. The need to involve a programmer in the implementation not only extends the entire process, but may also be associated with an additional cost. However, if we use Google Tag Manager, we can implement new scripts ourselves, being sure that we are not threatened by a long-term failure of the website caused by the new tag. If, as a result of our actions, the website starts to work incorrectly, it is enough to return to the container settings before the last script was deployed.

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

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

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

Company on Facebook – how to create an account?

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

How to set up a Facebook fanpage?

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

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

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

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

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

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

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

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

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

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

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

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

Content on Facebook – types and formats of publications

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

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

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

How to effectively run a fanpage on Facebook?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

How to find the best audience and customers on Facebook?

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

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

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

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

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

What are the benefits of Facebook for your business?

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