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LinkedIn Ads, finally in Castilian

LinkedIn has finally agreed to allow ads can be made in Castilian.

This was one of the main handicaps portal to want to use it for more than just professional social network. Until yesterday, if you wanted to advertise on it, you segmentabas only Spanish-speaking countries, you realizabas the ad, you asignabas a budget and finally iniciabas the campaign, after a few minutes you were receiving an email indicating that the campaign would not be published why the ad is not I was in the official language of the website.

Desde mi punto de vista, anunciarse en LinkedIn es una buena acción de marketing publicitario, puesto que permite las segmentaciones habituales (país, sexo, edad, etc…) y además permite que segmentes por empresa en la que trabaja la persona que verá el anuncio (por ejemplo, puedes crear un anuncio especialmente para los trabajadores de Mercadona), por puesto de trabajo (puedes crear un anuncio que será visto únicamente por directores de Recursos Humanos), por universidad en la que se ha estudiado (por ejemplo, un anuncio para ex alumnos de la Universidad Autónoma)… en fin… que es la gloria para quienes nos gusta la micro segmentación. Lástima que hasta ayer no podíamos utilizar el idioma que quisiéramos. Otra ventaja (como Facebook en este caso) es que permite que seas tu quien decida si se paga por clic o por veces que el anuncio ha sido visto (por impresión).

To test their performance and taking advantage of new license plates masters open, this morning I created a campaign for Master in Digital Marketing the Barcelona International Management Business School using criteria microsegmentation and paying per click ... to see how it will go. If I get good results, it will spread to other masters of the same business school changing the criteria advertisement sign.

We talk to each other.

From 19 to July 30: Summer School for Entrepreneurs Startup

From July 19 days of the start Summer Startup School in Barcelona.

These seminars aim to foster corporate culture, motivate and energize stakeholders in self-employment and business creation, as well as helping entrepreneurs who want to improve some aspects of their projects.

My participation in Summer Startup School will be twofold: on the one hand, on Monday 19 I impart a lesson on how to create a dot com company (See key success factors and different business models, all based on my experience in creating companies within Intercom Group), And secondly, on Tuesday I will coordinate 27 Digital Marketing workshop where we will see how to perform an analysis of competition, how to conduct microsegmentation the target audience of a business and how to program actions to attract different segments of the target audience to the website of a company, then convert them into business contacts.

If you are interested in this conference, you will find more information here:

http://www.summerstartupschool.com/index.php

  • Duration: 40 hours
  • dates: 19 to July 30
  • Schedule: Monday through Friday, from 18h to 22h
  • Place: CINC (C / Llull 321-329, Barcelona)
  • Price: the subsidized 150€ (Total Course 400 €)

We talk to each other.

A hug.

Microsegmentation and Marketing 2.0

What is microsegmentation?

The microsegmentación It is a technique that involves dividing the target audience of an almost unique product or service in parts as small as possible ... in really very very small segments.

Many of these segments, so far, were out of the market because they did not represent sufficient critical mass to be considered profitable and therefore were not attacked by advertising or customized products.

This has changed with the advent of the internet and now the cost of reaching these segments and prepare an offer specially designed for them, has made itself considered profitable part of the market, and therefore the microsegmentación is an increasingly used practice because of the good results obtained using it.

The Long Tail and microsegmentation

This marketing concept that involves dividing the target audience and take it into consideration micro segments commercially, is what he calls "The Long Tail" or "the long tail"And it is typical of the new internet, what we call Web 2.0.

It is the opposite to Pareto PrincipleA classical principle in economics and marketing. The Pareto principle postulates that 20% of an action will produce 80% of the effects, while the remaining 80% originates only 20% of the effects.

The Long Tail principle has many advantages, including the following:

  • Thanks to techniques such as SEO or SEM attacking the cost of micro segments is actually very low. In fact, in SEM, the more specific are the words we buy, the less people will buy them and therefore have lower cost.
  • Thanks to microsegmentation can get CTR (click through rate) higher in our campaigns, which allows, for example, improve our position in the sorting algorithm results Adwords, at no cost to us.
  • As few companies practicing Marketing 2.0 these segments will be attacked by few people and have more chances that our message reaches our target audience successfully.

So you know ... the next time you make a campaign of any kind, think of micro segments and creates content / ads for each of them.

How to discover your market segments

Following the class hypersegmentation / Microsegmentation in the subject of SEM Master in the UPF seekers I'm giving this week, I have seen that in many cases it is not evident discover who are the market segments of a company (whether it's your own as if it is for someone who has hired you as a specialist in Marketing). So here are some tips on how to discover who are the market segments of a company:

1. Analyze and segment existing customers.

It is always best to start analyzing what the company is doing right now, so except when we analyze a business start-up, the first thing we should do is create a list with current customers and go looking for demographic and behavioral patterns.

My advice is that you create an Excel spreadsheet and include in it the following fields: business name, business sector to which it belongs, services or products that you hired ever, why you think you hire the services, income generated your company during the past year. If possible, also indicates the number of employees you have and where it is located geographically, as well as any other information that you think may be relevant.

While this Excel spreadsheet analyzing discover patterns that allow us to group customers based on behavior and according to certain attributes.

With this information have discovered the market segments currently working with our company, and probably already discover some micro segments, but the interesting thing is to discover new micro-segments to attack from now, let's see how.

2. Analyze competition.

Another good way to find out who can be your market segments is analyzing the communication of your competition and their website.

Si la página web está bien hecha, estará orientada a cliente y no a producto y podrás ver a qué grupos de clientes se dirigen y cuál es su propuesta de valor para cada grupo. Por desgracia, la mayor parte de páginas web están orientadas a producto y no es fácil ver a quién dirigen la información.

If brochures communication have been made by someone marketing specialist it will also be easier to give you clues as to which market segments are addressed ... but again, sometimes companies conduct communication activities Marketing without marketing specialists , so that the resulting product is useless level of segmentation and value propositions for the market.

Analyze competition will also help us differentiate ourselves from it (if we carry out a differentiation strategy, obviously).

3. Investigate patterns of behavior.

Using certain tools can know which websites people visit entering our website (through google AnalyticsFor example) and what websites people visit entering the competition website (through Alexa.com or through Google Trends para Websites, for example). With this information we can discover sites that compete with our company and types of customer that will help us better target.

Once the segmentation and discovered the potential niche market, you have to decide which of them we will attack (certainly be just some ... but if we follow a strategy of "long tail"We should try to reach the largest possible number of small segments).

Having decided this, we can begin advertising campaigns we have in mind, segmentándolas well, and we can prepare our website orientating market segments and not product, and preparing for both landing pages for SEO and SEM.

I hope this information has been helpful and that from now on make it easier to discover market segments and can make your digital marketing actions considering microsegmentation.

A hug.