Articles Digital Marketing and creating online businesses.

What is Content Marketing?

This article will try what the Content Marketing and what it is.

Basically, the technique of Content Marketing It is to create content on our website or on social networks, so that the attention of the various segments of our target audience and get attract so we can turn them into customers. It is a technique that is part of Inbount Marketing, Techniques to attract potential customers to our messages, instead of going to look for us using techniques such as advertising.

6 key success factors of Content Marketing

  1. We know very well what is our target audience segments.
  2. We know exactly what content might be of interest to each of these segments.
  3. We are able to create that content.
  4. To give voice to this content so that it reaches different segments of our target audience.
  5. That is what we show at the right time
  6. Once we have the public on our website, we are able to get them to become business contact or customer.

Content Marketing

Let's look at each of these factors affecting the Content Marketing:

How to know which segments have our target audience? This topic we have discussed in other articles, these two will find information that will help:

How could we know what content is of interest to each of our market segments? Answering this question is complicated because each segment is a world apart, so their interests vary widely. As in every action of Marketing, the Content Marketing It requires a great deal of empathy, so it's best that we put on the skin of a person of that segment and think what you really need to know, or what you should be looking. tools like Google Trends, he Keywords Analyzer Adwords or your own Google Analytics will help.

How can we create content? We can order it to a third party, we can create it from scratch, we can read articles on the same subject and thus writing a new one. How important is it that your target audience needs and do it in the proper format (not only articles, also computer graphics, images, tables, FAQ, etc.)

How to publicize the content? The main technique to publicize the content of a website is search engine optimization (SEO) so we must ensure that our page is indexed well in Google and optimally positioned for searches related to this content. We can also make it known through blogs and forums or through actions of Web 2.0, and of course, a public relations action. If you want to use the Content Marketing, you should train you in SEO.

What is the right time? A good strategy Content Marketing takes into account what time of purchasing process is the customer: If you are still drawing inspiration, if you are already planning if you already have clear intent to purchase, if you have already purchased but look for more information on obtaining a better user experience ... we should create content for each of the steps in the "customer journey".

How to convert visits has sent the Content Marketing, in contacts or customers? Bien, la respuesta es fácil: por un lado, debemos persuadir a la visita de que nosotros podemos ayudarlo con la necesidad que lo ha traído hasta nuestro contenido, y por otro, debemos asegurarnos que nuestra página facilita la toma de contacto entre las visitas y nuestra empresa. Así que debemos indicar explícitamente a las visitas que podemos ayudarlas, y debemos asegurarnos de que nuestra página web muestra el teléfono de contacto de forma visible en todas las páginas, de que disponemos de un formulario de contacto fácil y rápido de usar, y de que los usuarios pueden ver claramente, una dirección de email a la que pueden escribir si lo desean.

I hope this article has been helpful and after reading see clearly that the Content Marketing It is a very good technique for attracting market segments that may be interested in your products and services.

We talk to each other.

The 6 communication techniques applied to internet marqueting

I often find that my students of Digital Márqueting no tienen suficientes conocimientos de “márqueting de base”, como para poder realizar las comunicaciones a través de internet con éxito. Así que en muchos casos, antes de empezar con el Marketing digital, explico las técnicas básicas.

This article is a summary of this basis I explain to my students and the public for if it can be helpful to any reader of the blog. Here I explain the 6 basic techniques of marketing, applied to Internet.

Technique 1: Personal selling

As its name suggests, this communication technique It is able to sell products or services of our company. They are sales of life, only no longer a study area within second-level Marketing techniques and now take a leading role in the fields of study of this discipline.

Internet, direct sales are made by the website of the company, incorporating into it and e-commerce functionality allowing customers to make purchases themselves directly on the page. It can also be sold through brokerage portals and even through social networks.

You can see an example of direct sales through trading electrónido www.textura-interiors.com

Technique 2: Advertising

Advertising It is one of the variables of which the marketing uses to act on both markets to sell more or to alter the image of a brand, therefore, also on the internet has a big role to play.

It is communication technique It is very versatile and is to provide information to consumers, persuasively, to influence their buying behavior and help companies achieve their sales goals.

To achieve its goal (to influence the buying behavior of consumers), you must first define the target audience for each of the actions, and the message to be sent.

Por definición, la publicidad es remunerada y controlada. Los mensajes son emitidos a través de los diferentes soportes a cambio de una contraprestación económica. Esta es una de las principales diferencias entre las relaciones públicas (otra técnica de marketing) y la publicidad. Por ejemplo, una acción de publicidad podría consistir en insertar un anuncio en un diario online (el diario nos cobrará según las veces que sea vea el anuncio, según el número de clics que reciba, según el número de personas que se apunte a nuestra campaña [cada soporte decide cómo cobra las campañas]). En cambio, una acción de relaciones públicas sería contactar con un diario online para conseguir que escriban un artículo sobre nuestros productos o sobre nuestra empresa. Si lo que deseamos comunicar es de interés para los lectores del diario, éste escribirá el artículo y lo publicará sin que tenga ningún coste para nosotros.

We can see examples of advertising on many websites. To better understand advertising is a good idea to check rates and ad formats that offer us some portals. For example, this link will find the rates and document formats La Vanguardia.

Technique 3: Public relations

Public Relations They are a marketing communication tool with a great capacity to be the alternative to advertising, since its cost is significantly lower and offers ample opportunities for communication as designed to acquire each share.

Public objectives of public relations of a company are usually: customers, shareholders, employees own the company, suppliers, the media, unions, opinion leaders, public administration, schools and similar professions.

The basic objective of public relations is to "credibility" and "trust" by a public company. For this various techniques of dissemination and propagation, telling time and when deemed appropriate, on persons or organizations that wish to inform used.

Public relations tools serve as:

  • Issuing press releases.
  • internal and external communications with various segments of our target audience (employees, shareholders, consumer associations, etc.)
  • Contacts with opinion leaders and customers.
  • Relationships with communication media.
  • Relationships with social organizations (which can serve as a basis for sponsorship of events).

Internet public relations are conducted also using these techniques, but taking as supporting websites, online journals, blogs, social networks, influencers, etc.

If the media asks us money to publish our communication, then this action becomes longer advertising and public relations action.

We can see an example of public relations action reading this article that undoubtedly comes from a press release from the Italian brand of men's underwear "Intimissimi" (http://www.clarin.com/deportes/Ahora-boxers-Irina-Cristiano-Ronaldo_0_532746944.html)

Technical 4: sponsorship and sponsorship

In recent years the sponsorship and sponsorship They are becoming the focus of attention of many businesses and consumers, while not a new tool (sponsorship is a form of sponsorship that is as old as humanity itself).

Internet and digital media in general, we can find suitable supports for sponsorships, sponsorship and patronage.

Internet and digital media in general, we can find suitable supports for sponsorships, sponsorship and patronage.

Sponsorship is not a short-term action. The big difference is that advertising does not seek direct sales and recruitment is for a long period of time (one year, for example).

For example, this blog sponsored by jewelery brand Pandora, included in the digital version of the magazine Hola (http://blog.hola.com/fionaferrer/)

Technique 5: Sales promotion

In terms of concept, a sales promotion is a marketing communication technique consisting of a set of incentives, usually short term, designed to quickly stimulate the purchase of certain products or services by consumers and traders.

Some of the tools most commonly used when making sales promotions are:

  • Discounts for end user (immediate discount on the same purchase).
  • Discounts for distributors (immediate).
  • Vouchers and coupons (with discounts for future purchases).
  • Three x two (produces an increase in repeat purchase immediately).
  • special passes.
  • Free samples.
  • favorable financial treatment (installment payment or special funding).

The ultimate goal of a sales promotion is to get immediately (or very short term) consumer (or distributor) would increase the level of purchase of the product we promote.

Unlike advertising (which informs the consumer of the favorable characteristics of the advertiser, your product or your brand, to raise an intention to purchase), a sales promotion seeks to boost sales immediately. That is, while advertising seeks to provide a reason to buy, a sales promotion provides an incentive to do so.

By definition, sales promotions are limited in time (have an expiration date) and affect the economic dimension of the product or the value obtained with the purchase of the product (offering extra services or additions, for a limited time).

We can see an example of sales promotion, by Burger King - Venezuela and released on Youtube. Burger King Promotion.

Technique 6: Direct marketing

Direct marketing takes different forms but outside the network, the most commonly used are the marketing by mail, and telemarketing. On the Internet, the most common form of direct marketing is email marketing, but increasingly also Whatsapp marketing.

In terms of concept, we can define as direct marketing to an interactive communication system that uses one or more channels, which aims to create and operate a direct relationship between the company and its customers, individually and measurable responses.

because we see that a difference of direct marketing over other communication techniques of marketing, is the fact that communication is done individually: the company, directly to each consumer selected to be recipients of communication .

To do this, on the Internet, we are able to buy lists of emails from people who have given their consent to receive a certain type of communication, or may be developing our own databases from users who visit our website and our own customers.

I hope this summary has been useful and that when you think of the forms of marketing communicationThe have all taken into account. when you create your online communication plan, you should also make sure that you include actions for each communication techniques.

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Download the Practical Guide to Twitter for Business

Here is the second of the guides company in which we are working from the Research Institute 3isic.

This time, the guide is dedicated to Twitter and how to make the most of the enterprise level.

A primera vista las empresas pueden pensar que Twitter es una herramienta muy limitada para la comunicación corporativa debido a los 140 caracteres, pero precisament esta es una de sus ventajas, no da pié a escribir sin sentidos y la gente va directo al grano. También es cierto que el Twitter que teníamos hace 5 años prácticamente ha desaparecido y ahora es más un medio de comunicación que una red social… de hecho, Twitter solicitó a principios del 2016 que tanto Google Play com el Apple Store cambiaran la categoría de esta herramienta y estuviera junto a los otros medios de comunicación.

What sense then has Twitter and why so much talk about this tool? How we can utilitzar at company level? What are the key success factors for corporate communication in Twitter?

In this guide we answer some of these questions and certainly you will help to create the online strategy in this network.

Basic Guide for Business TWITTER

I hope you find it useful

We're going talking

Montse.

Difference between codes Google Adwords and Google Analytics

Today I started to teach my classes in the Master Search Engine IDEC-UPFSo I start to get interesting questions in the forum of students. I think some of them may also be of interest to people outside the master, so here's one: the question student at the user level, what is the difference between codes Google Adwords and Google Analytics, and where can find.

Conversion codes Google Adwords

Conversion codes Google Adwords You are provided this service and should be included on the final page of what you consider to be a conversion. For example, if you have an e-commerce, must be codes on page: "gracias.php" ie last page of the checkout process, in which you thank you for purchasing.

Thus, when a user who has entered your site from an Adword, completes a purchase, Google Adwords knows why not perceived this, the user activates the code and Adwords account that can offer it as a sale, which makes statistics on how many customers have achieved through ads and how much it cost you to get each of them ... without this code can only tell you how many visitors you had and how much it cost you to get them.

The conversion code you find Google Adwords Adwords menu under Tools -> Conversions.

Google Analytics codes

On the other hand, are codes google Analytics. Estos deben incluirse en todas las páginas del sitio web, de esta manera, Google puede ir haciendo el seguimiento de qué hacen los usuarios en ella. Los encontrarás en Administrador –> Propiedad –> Información de seguimiento –> Códigos de Seguimiento.

Para conocer las conversiones de tu web desde Google Analytics, no hay códigos especiales, debes ir a Administrador –> Ver –> Objetivos–>Crear objetivo y allí le indicas que el objetivo es llegar a la URL “gracias.php” y así Google Analytics sabe cuántos usuarios han llegado allí y por lo tanto, cuántos clientes has tenido. También sabe de dónde venían, por donde han navegado antes de iniciar la compra, y si tienen una sesión de Google abierta, puede saber si son hombres, mujeres, la edad y sus intereses… un montón de cosas, vaya.

As you can see, the two systems are different but have similar goals, although one is oriented control of ROI in advertising campaigns and the other not.

Google Tag Manager

To simplify a bit the whole issue of putting the codes, Google created a few years ago Google Tag Manager. A system that once installed on your website, allows steps which codes you want to put it through a friendly form found on the website of Tag Manager. This has greatly simplified the life of marketing agencies and marketers of companies in which the web carries a technical department, which is not always a priority to include a couple of labels that has asked the marketing department. If this is not your problem, the tag manager does not offer much more ...

I hope the answer has been helpful.

A hug

Montse.

Presented the report of the Information Society in Spain 2016

The pasado24 February 2017 was presented in Madrid the report published annually Telefónica with all kinds of data and statistics on the deployment of information society in Spain.

This report is a good source of referrals for any talk / work / article you should publish on the Internet and year to year shows very well how the Spanish society evolves.

Here's the link to the website of the Telefónica Foundation in which'll find full report: Report on the Information Society in Spain 2016

And here below the video summary of the report.

I hope you find it useful.

A hug

Montse.

Session Web 4.0 for cultural enterprises in Barcelona, ​​free.

Friday February 24 I have the pleasure to coordinate and participate in Conference Web 4.0 which organizes the BDS (Business Development Service of the Government of Catalonia) creadas especially para las empresas cultural catalanas.

This first session is part of the training will be taught throughout 2017 and in fact, is a presentation session and offer also educational content.

If you are a cultural enterprise just register for the event and that's it ... but remember that as free and seating is limited, you can not show without prior registration.

The session begins at 9 am and ends at 14pm. It will be held at the Museu d'Historia de Catalunya in Barcelona.

For more information, please see the training routes and to register to the conference, please follow this link: Web 4.0 SDE Cultural Enterprises

See you there.

A hug.

How to adapt your business to the new internet approaching

If 10 years ago, just when the first smartphones, saw it coming a big wave that would change our business dramatically, today, we come another wave coming that again, it will be disruptive and require major adaptation by companies . We started to call to web 4.0.

cambra_sabadellJanuary 26 morning, I have the pleasure of teaching in the Chamber of Commerce of Sabadell, a conference on how this wave coming and how we should adapt our companies. This session is open to everyone and is free (does not happen every day that I invite everyone ... usually my sessions are part of a master or are in company and thus deprived by) ... so even if a little late, I extend the invitation to readers of this website.

The session will address what the web 4.0, what are its characteristics (and go over the web 3.0 to see how it is becoming 4.0) among others will see what is the IOT, the VR, RA, the Semantic Web, how they are using the first AIs, how the economy transforms collaborative value chains, how it handles the Big Data, and go over all the changes that these new technologies behave in our companies).

The conference begins at 9:30 am 'at the headquarters of the Chamber of Sabadell. For more information you will find it here: Montse Peñarroya Conference Web 4.0

See you tomorrow.

A hug

Google turns on the penalty pop-up's mobile searches in

popupFrom January 10 has been put into operation a new Google penalty: the penalty for pop-up's in mobile versions. This penalty affects mobile versions of web pages and only those who are using intersticials (a type of pop-up) that opens just before loading the page.

This practice is widespread among some web pages before displaying the content already offer discounts, coupons or newsletter subscriptions. On a computer on board this does not lead to confusion ... but seen from a mobile itself can confuse the user about the true result obtained in the search.

Google is essential for the user to get exactly what you are looking for, so the purpose of this penalty is to force anything stand between a click on the results page of a search and indexing website.

How we can affect this penalty?

Notices of the Act Cookies.

Google has already announced it will consider warnings Act Cookies, and other notices legal (the age for alcoholic beverages, for example), and that they not be penalized.

Pop-up's do not fill the screen

Google has also indicated that we can use pop ups ... but in the mobile versions must keep a part of the free screen so that can view the contents of the website.

Banners

If this site has very large banners at the top, it is essential to guard seen from a mobile banner does not fill the screen ... the problem is that Google has not communicated the exact measure ... but go ... it is clear to Watch .

For more information contact:

Land Searchengine items where discussed the effects of the penalty and show some examples.

I go all right.

Montse.