Articles Digital Marketing and creating online businesses.

Do you really know what you want your client? Just ask!

Why is it so important to create customer value

Seguramente te has preguntado alguna vez porqué hay empresas que triunfan de forma espectacular como Google, Facebook, Amazon, Apple, Booking para citar algunas, y otras empresas que tuvieron su momento como Nokia, Sony, AOL, Yahoo, pero que hoy en día, en plena era 3.0 y entrando en la 4.0 no han sido capaces de sobrevivir o están agonizando. El mundo está cambiando de nuevo. De hecho, está siempre cambiando, pero los modelos de negocio que fueron válidos en la era 2.0, la de las redes sociales, la primera década de los años 2000, ahora no son suficientemente robustos para retener a los clientes actuales, mucho más sofisticados y conocedores de las herramientas online y de las posibilidades de internet. No tenemos más remedio que evolucionar.

The importance of generating value in the business model

In academic definitions of "What is a business model" that is found mostly an abstract concept that no one dares to define with specificity. Luckily we have Osterwalder (the same as in 2009 created the framework Canvas Business Model) that helps us clarify terms and business model defined as "the system that creates, delivers and captures value." On their website you will find more info about this model https://strategyzer.com/

So a good business model revolves around creating value and ability of the company to recover the value as billing and profit ... but how can we create value?

How do we generated value for a customer 10 years ago?

En la época del 2.0 había negocios que con solo formar parte de ellos ya se generaba valor, lo que se denominaba “las externalidades de red” (network externalities, en inglés). Eran el tipo de negocio de floreció desde 1998 hasta más o menos 2010 y que se regían por la llamada “Ley de Metcalfe” que postula que el valor de pertenecer a una comunidad incrementa al cuadrado del número de usuarios que forman parte de ella. Este es el caso de Facebook, de eBay, de todos los portales de citas, de Wallapop, y un sinfín más de negocios online. En 2004 escribí un artículo donde explicaba qué es la Ley de Metcalfe y qué es una Red de Metcalfe, si quieres leerlo lo encontrarás aquí: What is Metcalfe's Law.

The point is that in 2000 businesses operating in a network of Metcalfe are those who triumphed at that time and the value was generated by the market efficiency, the complementarity among the products offered, los lock-in’s who managed the sellers were faithful to the market and novelty posed this market. These are the keys to success SoloStocks, from Infojobs, from eMagisterTo name a few of the businesses that create from IntercomBut also the most online companies created in the early 2000s and had good life until 2010 approx.

From a time, which can be between 2008 and 2010, many businesses began to go into decline. At first it was attributed to the crisis ... wear brand ... but the truth is that the online world was changing and we were starting to get into the web 3.0: Mobile internet, pervasive, intelligent devices, augmented reality, virtual reality, big data and new business models, many of them based on e-commerce and social interaction.

How to create value in today's world?

This question has no easy answer. Each company must analyze how ... but there are several fronts on which we can create value:

In the product: making it reliable, with the exact features you need the client that is easy to use, ...

How to offer the product: a good marketing process, a good process sales, extraordinary customer service, a clear billing process, ...

How we relate to the client: resolution of incidents flawlessly, quality technical support, confidence in our company, ...

... Surely you're asking in your case you do not see clear ... read on ...

How do you know what your customers consider value?

There is a term that is becoming fashionable that is the co-creation ... How can we apply the concept of co-creation with the challenge of knowing what a customer wants? Well, by asking customers own! Something that previously would not have done that would have seemed a weakness of business or weak leadership and vision of the direction ... but now, at the customer has great power (... and knows it) makes perfect sense in the world we do participate in finding new ways to create value.

Here are some examples

LEGO - Example of co-creation of value creation product: through LEGO Ideas this company includes proposals to create new products and ensure that when the product reaches the market has accepted and at least a certain number of buyers will be with him. In addition, the person who proposed the idea gets a share of the profits and is cited in the boxes as the creator of the idea, and rewarding creativity and participation, while loyalty of users.

ALAIN AFFELOU - Example of co-creation of marketing value: This eyewear manufacturer has created Ideas4afflelou.es to propose challenges, receive new ideas and customer loyalty. The challenge today is marketing they have open and ask users how would like the "Black Friday" of Affelou this year 2018. Do you realize the change? It not that the marketing department does not have ideas, is that the ideas offered and voted by users ensure good customer orientation, while client loyalty and are innovative.

BANK SABADELL - Example of co-value creation from employees: since 2010 the Banco de Sabadell has BS Idea on the intranet of this entity, a community created by employees, regardless of position, they offer ideas for improvement to the bank's management. So far 21,000 have contributed ideas on evolution processes, product processing and new business lines.

So summarizing:

  1. The future of your company depends on your architecture value. That is, how to detect what your customers think it is worth, how you manage to generate that value and how you are able to recover as billing and profit.
  2. Forms of value creation on the internet that were valid 15 years ago, now they are no longer. We need new formulas.
  3. Do not cut and Ask your customers how think your company could generate more value for your business (if B2B) or how they think your company you might be more useful (if B2C) ... plus useful for loyalty, make this question is trendy.

We're going talking

Montse.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

How the new Data Protection Act 2018 affects

On May 25, 2018 comes into force compulsorily the new European regulation affecting Protection Act Data, or LOPD (by Organic Law on Data Protection) although the final version of the law is still pending in the Spanish parliament .

Who is affected by the new law: All entities that deal with personal data and are within the European Union. That is, if you're in Europe and you have a website where you offer a newsletter subscription and therefore recabas the name and email to your subscribers, it affects you. If you have customers, employees and suppliers ... then you hesitate and neither affects you directly.

Most clients and students ask me questions about it, so here I prepared a brief summary of the 7 most important points you should know about the new law.

What are the new obligations of the Data Protection Act

1. Accountability: you must notify the Spanish Data Protection Agency, within 72 hours any security breach affecting personal data. And if the data are of a sensitive nature (sexual orientation, health, religion, etc.) you must also notify affected users. But no longer you need to register files on the website of the Agency.

2. Proactive Responsibility: You should prevent any incident that may lead to a breach in the security of your data. For example, the machines which are data must have login and password, you must have the updated operating system, should have antivirus, etc. If you have more than 250 employees have to keep track of treatment activities (my advice is that if this is your case, you put in the hands of a specialist).

3. The Data Protection Officer: If you have sensitive data (my advice is to not have them) you need from a security in your company that will be responsible or in charge of supervising compliance. This was already the case with the old regulation, but now you have the name "Data Protection Officer".

4. The Right to be Forgotten: 5. Right to Portability:

5. Right to Portability: This is new and it is a good idea! Users who have provided their data digitally someone who is recovering can request this data in a format that allows the transfer ... will be practical to change doctors!

6. Changes in obtaining consent: el reglamento indica que el consentimiento debe ser libre, informado, específico e inequívoco. Aquí es cuando empiezan los problemas… porque en la Agencia de Protección de Datos indican que en todos los formularios de captación de datos hay que poner una parrafada de 150 palabras. Y debes poder demostrar que los usuarios te han cedido los datos libremente e inequívocamente. No te preocupes, en el menú de administración de los programas de gestión de emails tipo Mailchimp te indican la fuente de los datos y la fecha en la que se incorporaron y por lo tanto, tienes un registro y una prueba de su suscripción. Además, como los usuarios deben confirmar su email (doble opt-in) no hay posibilidad de que se suscriban sin darse cuenta. Esto está pensado para los que compran datos personales. Sobre las coockies, la normativa sigue igual, necesitas el consentimiento del usuario la no acción no puede ser considerada una aceptación.

7. Data processing by third parties: If you use an agency to pay payroll or a company marqueting makes your newsletter, you need a certificate from the company in which you are instructed to comply with regulations. Before you needed a contract ... a certificate is easier to obtain.

To facilitate the work and have all the documentation, the Spanish Agency for Data Protection You have created a website that automatically generates documentation you all you need (including paragraphs of forms, certificates for your agency, etc.). The truth is that the tool is fine. This is the link: facilitates RGPD. I recommend you use it.

As you can see it is not as drama as he is painted, make sure you meet the requirements, take heed documentation of the Agency if ever you need it and continues to work as usual.

Mailchimp why I cited is the newsletter sending program that I use and I teach in class emailmarketing, but most programs work the same, so check yours what makes for lighter.

I hope this article has been helpful.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

MOOC new edition of SEO, Free

Finally everything is ready to start Mooc de SEO we teach from the Unviersitat of Vic in Miriadax platform. On April 16 you will already start this course online, massive and open (Massive Online Open CourseIn English) we offer free through the platform of Spanish universities Miriadax.

We are now in the third edition and for this we have updated the agenda with developments in SEO that will affect the 2018.

  • The changes aimed to end the fake news.
  • Changes aimed at achieving a safer Internet. You can extend this point here: how to move from http to https.
  • Changes designed to get users to see what Google has indexed really.
  • Changes in Google Search Console.
  • As well as changes in some of the interfaces of the SEO tools used in 2018.

Free SEO MOOC

We also took the opportunity to expand the weeks in which the MOOC SEO is open, passing from 6 weeks to 8 weeks, so there will be no rush for students seeking certification or validation of training credits UVic (with MOOC certification can validate the subject of SEO Online Master in Digital Marketing and Social Networks).

I'm sure it will be so successful as the previous edition.

This is the direct link to Mooc de SEO so you can register today.

See you in videos and forum of the course :-)

A hug

Montse.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

What is the conversion rate of a website? and how to improve

He conversion ratio or a web site conversion rate is the percentage we get by dividing the number of goals met by the total number of visits to a website. So, this is the metric that measures the success of a website. English call conversion rate.

For example, if this month you've got 20 sales through your website and you had 600 visitors. Your conversion rate is 3.3% (a good conversion rate for e-commerce).

Or for example, if this month you got your users fill 100 forms asking for more information about your products and you had 1,500 hits, you have achieved a conversion ratio of 8.3% (not bad for a contact form, although it could be better).

For each type of website is a definition of conversion: get a download, a sale, a request for quote, book, newsletter registration, etc.

Why is it important to know the conversion rate of your website?

If all you are measuring how many visitors you have and do not create a funnel for various purposes, you can not improve the performance of your website. You'll spend only bring traffic to the site without realizing that instead of a funnel have a strainer that loses users everywhere ... and this is very expensive. In the long run you have serious financial problems.

There are 4 ways to increase sales of a website:

  1. Increasing the number of visits
  2. Improving the conversion
  3. Achieving an increase in the average ticket, ie getting your customers to buy more in each transaction.
  4. Increasing margins with which you work, ie, increasing prices (if your customers put up) or performing best buys (if your suppliers consenting).

The easiest is the second. If you improve the conversion rate with the same traffic, the same price and the same purchase price, you'll get better results.

How to calculate the conversion rate of your website?

The first thing you should decide is what to target or targets have your website. With this information creates a Funnel as you see along these lines and set up conversion goals in Google Analytics. Once configured you can start measuring the behavior of your users.

The next step is to start working the increase in conversion rate.

What conversion rate should have your website?

For e-commerce: Between 1% and 3%. May reach 5% to 9% if the product is very good and you're a super specialist in digital marketing. Also keep in mind the industry for which you work.

For a web contact form: Between 10% and 15%. When you do not ask money if you do not fill out a contact form is easier to obtain a good conversion, so it is normal to get up to 15% if the digital marketing is well done and really attract to your website only your target audience.

When you start, you do not normally get 0.5% but as you know your users and understanding how your business works online you improve this rate to achieve the expected results.

To help a little in determining what would be your correct ratio included this table that WordStream indicates ratios CTR by industry, ads in Adwords updated data 2018. Ojo, are not the conversion rates of the site are only ads ... but they can give you an idea of ​​the variations by type of industry.

If you want to read the whole article, you got here: conversion ratios by industry.

How to improve the conversion rate of a website?

There are many variables that affect the conversion of a website. But these are the main ones:

Download speed: If your website is slow people do not want to navigate it and go before've become. In addition Google will penalize you for being slower than normal and above will not have traffic ... so the download speed is important. Measure it on the Google tool: Google Speed ​​Test. Follow the personalized tips that will tell Google.

Usability: Make sure your users understand well what to do on your website and do not get lost along the way. Also check out what it's like sailing through a mobile. Google performs the test: Mobile optimization test and follow Google's advice if your page is not optimized.

Persuasion: verifies that your website indicate what to do and persuasive in your messages explaining what to solve the problem and how you will serve your product to the user. Segmented do so. That is, for each segment, a specific page, speaking from the point of view of the customer and vocabulary. Shows photos of your segment using your product to be reflected in them.

Transmission of trust: make sure your site is professional, with a design that reflects your brand values ​​and is user friendly. Encrypts the entire website to the user's browser indicates it is safe (used in https instead of http) And the user feels safe. If you are a member of an association or chamber of commerce, indicate also gives users peace of mind knowing that if they have a problem you can appeal to a higher entity. In the "about us" shows photos of yourself or your team generally stick up for your business conveys confidence.

Attracting well done: Obviously, if people entering your website is not your target audience can not convert them. Make sure the SEO and other techniques to attract visitors are well done.

With these 5 tips you should start increasing your conversion rate and therefore your billing.

I hope this article has been helpful.

We're going talking.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Video "Introduction to Digital Márqueting"

He Online Master in Digital Marketing and Social Networks University of Vic is about to begin.

As the first edition, it has not been easy. We had to prepare videos and syllabi of all subjects, coordinating the agendas of teachers and consultants (who are also professionals in their respective fields), prepare weminars, Discussions, case studies, and interviews with companies, and endless work but even from outside can not see, it does require great dedication. But you're all about ... and we are thrilled!

The video you can see below is the first video of the course Introduction to Digital Marketing. In this video I make a summary of the subject, and I share why I think just seeing the 12 points can already be useful to create the communication plan for your business ... but if you also want to know how to do everything I explain ... for this is the master :-)

The Masters will begin on October 18th and is 100% online.

There are still 5 places, so if you fancy, you're in time to register.

You will find more information here:

Online Master in Digital Marketing and Social Networks

See you!

A hug.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

The new marketplace of Facebook is already running

As promised Mark Zuckerberg, Facebook has been heavily involved in e-commerce, but rather the Amazon style has made the Wallapop style. That is, for the moment, the Marketplace is a set of offers posted by users themselves, using geolocation to display products that are closer to the user, and without charging commission on transactions.

US and takes 10 months running, but in Spain began in mid August and this week the app has appeared on the web. You will see the link in the menu on the left of the home page under the News & Messenger, or clicking here: Facebook Marketplace

Once in the Marketplace, products are displayed by category, price and geolocation. The search engine works quite well, and sell button is located in the most visible part of the page. So nothing to criticize ... all OK.

Bids are created by end users and also for companies that are exploited is not oversaturated, to publicize their products.

Facebook no ha publicado cifras sobre el uso del Marketplace, pero parece razonable augurarle un buen futuro puesto que el comercio electrónico está en pleno auge. Fue a principios de este 2017 que Telefónica ya publicó que durante 2016 más del 50% de los internautas españoles habían realizado una transacción online durante los 12 últimos meses, así que está claro que el Marketplace de Facebook llega en el mejor momento. Veremos cómo reaccionan sus competidores Wallapop, eBay y Vibbo (Anuntis)… y también será interesante observar cómo evoluciona el modelo de negocio porqué lo del todo gratis está bien para empezar y obtener cuota de mercado, pero a medio plazo se necesitan ingresos que al menos cubran los gastos de mantenimiento del sistema, por más Facebook que seas.

To finish Zuckerberg keeping promises, we now need to see how to put your own payment system PayPal to Google Wallet or running. In 2014 he requested permission from the Bank of Ireland to start this service in Europe and in January 2017 public which already had all the necessary permits to operate in Europe.

I will attentive ...

We talk to each other

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.

Review of "Seveneves" (The seven HALE) Neal Stephenson, Nova - Ediciones B

Review SevenevesNeal Stephenson read is a safe bet. As always, the book engages the base is scientific, suggests and prose is well written ... what more could you ask for?

Write a review without spoilers is complicated, but come on, it's summer and I have time ... so I'll try.

The book can be divided into two distinct parts (present and future) and a transition between the two.

En la primera, el autor parte de la premisa que la Tierra va a quedar inhabitable en 24 meses a causa de la explosión de la Luna. Y, sirviéndose de la especulación científica, desarrolla cómo con la tecnología actual, los gobiernos actuales y la sociedad tal como está, se podría crear un plan de evacuación para el máximo número de ciudadanos. Así que se abren diversos hilos argumentales al rededor de la selección de los supervivientes, de qué cosas se llevarán al espacio, de los perfiles más indicados, sobre cómo adaptar la Estación Espacial Internacional (ISS), sobre cómo consolar a los que se quedan, sobre las naves públicas y las naves privadas… en definitiva, de la organización de la evacuación.

Entre esta parte y la siguiente (5000 años en el futuro) está la parte de transición que da nombre al libro… el momento en que por causas accidentales que el autor va introduciendo en la primera parte, casi toda la humanidad queda reducida a 7 mujeres confinadas en una parte de la ISS, nuestras 7 Evas. Cada una de ellas con un perfil psicológico, con unas características físicas y con determinada visión sobre cómo debería ser el mundo y la humanidad. Por suerte, entre ellas hay una genetista y aunque el archivo genético de la Tierra está medio destruido, el laboratorio de la ISS sigue operativo.

The second part of the book is already in a future in which humanity has been divided into 7 races and the author explores the organization and coexistence of the 7 space societies and how it goes back to "terraform" Earth.

It is ultimately a story of annihilation and resurrection, approached from a scientific, psychological and sociological.

As always, there are details that lead to reflection for hours ... if 5,000 years mankind has managed to turn a wolf into a chihuahua only guided selection ... how far we could reach humans themselves with genetic engineering? If we could start again in a society created as why we regiríamos rules? What economic system would like? Why we would opt governmental system? What would interpersonal relationships in this new world?

Anyway ... 100% recommended reading for any lover of science fiction speculative.

Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.