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Digital Marketing for Artisans in Tarragona

Marketing Digital per ArtesansFriday begin the conference "Activa’t" directed to artisans in the province of Tarragona and that aim to help this group to market their products through the network. They will be held on 21 and 28 October, in the morning, in Valls (Tarragona).

In the first session we will see how it should be a website to publicize handicrafts and techniques to attract visitors to the site (SEO, SEM, advertising, eMail Marketing, Public Relations blogs and press, and all the tools related to web 2.0 and social networks).

In the second session we will see how to convert visitors into business contacts or customers and how to measure results (persuasion, usability, reliable transmission, engines e-commerce, community building and web analytics).

The sessions are organized by the Tarragona Province and they are free. If you are interested in attending them, please contact the department as soon as possible with local development of the Provincial de Tarragona (desenvolupament.local@dipta.cat loss. 977 249 488).

See you there.

Changes in the algorithm of Google - Adsense Farm Update

Adsense Farm UpdateThis week Google has surprised us with drastic changes in its algorithm.

Some changes in its algorithm, on a regular basis is something that Google has accustomed us. Every month, Google seeks to keep improving search results and will neutralize "shortcuts" that take some SEO, and refine the results. But this time, the change has been dramatic and as Google itself, affects 12% of the results of the search pages.

The purpose of the change is to lower the positioning of pages devoted to copy or add mass content of others, without contributing anything new, then include in your site a large number of ads Google or other affiliate programs.

The truth is that the network began to be flooded with pages whose sole purpose was to show ads (which on the other hand, the vast majority were from Google itself). In many cases these pages, original content, and riddled with advertising, appeared in the top of the searches because their creators, aware of all SEO techniques, had managed to make it so. In English this kind of page is called "Adsense farm". Hence this is the algorithm update has popularly dubbed the "Adsense Farm Update”.

According to Google, its engineers have been working for over a year to find a way to neutralize the strength of these web pages, and it seems that with the new algorithm lon has achieved ... The question that arises now is how exactly has been modified the algorithm and what Google is taking into account when determining whether a site has original content or not.

Compare indexes created from scanning pages is already what he was doing at the moment when discern what was considered duplicate content (and punishable) and what not. But when one copy only part of a page, he included in his, and fill the rest with ads, is something that is not detectable from the simple comparison of indices simply why the word list that includes the page is different and original about that you copied. So Google has had to find another way to do it.

By reading forums SEO parece que el resto de profesionales están también preguntándose qué es lo que ha cambiado exactamente, y aunque especulan sobre diversas posibilidades, ninguna parece concluyente. En algunos casos, incluso ha cundido el pánico entre gente que practicaba el Adsense Farming y algunos indican que han perdido un 40% de su tráfico.

Desde mi punto de vista, lo más lógico sería que el cambio consistiese en que ahora Google es capaz de reconocer párrafos enteros (no palabras sueltas) que han sido publicados en otros sitios, y puede conocer qué contenido fue indexado primero. También me parece lógico pensar que Google sabe perfectamente cómo reconocer el código fuente de páginas web que son granjas de Adwords (precisamente porqué el código es suyo) y por lo tanto puede hacer énfasis en el control del contenido de este tipo de páginas.

In any case, we are not doing these practices can be calm because this change should not adversely affect, if not the opposite. Our websites should gain positions on the search results pages.

Hopefully a few days, see if someone manages to decipher the change and discovered exactly what it is.

The official announcement of the change in the Google algorithm we can read in your blog notifications: Adsense Farm Update.

Digital Marketing Course in Girona

Next February 24 starts in Girona during Digital Marketing organized by PIMEC and Playbrand.

This course lasts 16 hours spread over 5 sessions held on Tuesday and Thursday afternoon at the headquarters of PIMEC (Manel Bonmatí i Romaguera 2 Girona).

The 5 sessions will cover the following topics:

  • Introduction to digital marketing and change management
  • Creating a campaign of buying keywords on Google (SEM)
  • web analytics
  • search engine optimization (SEO) (this is my meeting on March 10)
  • Actions and viral marketing techniques.

The course is 100% subsidized for workers in companies of Girona.

To learn more about the event or to register, please click here: Digital Marketing Course - Girona

See you in Girona.

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.

Event: Course on Electronic Commerce and Digital Marketing in the Barcelona Chamber of Commerce

Cámara de Comercio de BarcelonaThe next 13, 20 and 27 April (yes, it's the day of my Holy), I have the pleasure of giving this new edition of Course on Electronic Commerce and Digital Marketing offering Barcelona's Chamber of Commerce companies in their area.

The course objective is to provide companies with the necessary training and the necessary tools to enable them to carry out successfully their e-commerce initiatives in the network.

To do this, we have divided the class into 3 sessions of 5 hours each, in which students will have a computer each and which may be practicing everything that is learned in the course.

Also, from the first day, students will be given the skeleton of a Action Plan Digital Marketing to go scoring and specifying in it, all actions are explained in class, but already adapted to your company. Thus, at the end of the course, the participant both in class and their own company, will have a concrete action plan to carry it out immediately.

In the course we will cover the following topics:

  • Introduction to Digital Marketing (online benchmarking and segmentation)
  • Key features of Electronic Commerce.
  • How should an Electronic Commerce (functions, tools to create, etc.)
  • legal aspects of electronic commerce.
  • Pyramid conversion.
  • The 21 basic to drive traffic to a website and convert them into customers techniques. These techniques include SEO, SEM, advertising, web 2.0 tools, usability, etc.
  • How to make a good action plan online.

You can read more about this course on the website of the Chamber of Commerce of Barcelona: Course on Electronic Commerce and Digital Marketing

See you there. A hug.

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.

Event: Course Search Engine Optimization (SEO) worldwide

On March 24 I have the pleasure of giving in Chamber of Commerce of Huesca It is SEO course oriented positioning international markets.

It is not the first time that impart training in Huesca, but it is in the Chamber of Commerce This beautiful Aragonese town at the foot of the Pyrenees, so it makes me especially excited to begin this relationship that I hope will be long and fruitful.

Training International SEO It will be taught in one morning at 5 class, which will see among others the following topics:

  • How to know what we are interested searchers depending on the country where we want open market.
  • How the major Internet search engines (specifically Google) work.
  • How can we improve our indexing and appear in top positions.
  • How to generate more useful content for international positioning.
  • How to know which words or phrases which are key to our business in the market we want to attack via the Internet.
  • How to create a good link strategy in a country we do not know.
  • How to structure well our website.
  • And of course: specific features that must be taken into account at the level of our website to the desired position in other countries and in other languages.

The course will be taught in their own Chamber of Commerce. For more information this, please contact the Chamber of Huesca: http://www.camarahuesca.com/.

For those who left them a little away Huesca, know that this SEO course It will be included in a slightly less extensive version in Digital Marketing Course International taught in the Fasteners - ACC1Ó from 19 to 28 April in an adapted version to Electronic Commerce in Digital Marketing Course which will be held in Barcelona's Chamber of Commerce 3 sessions from 13 April.

During this week, I'll write a post for each of these courses explaining the contents.

We talk to each other. A hug.

About Courses, Masters and Graduate Studies in Digital Marketing

Every day I receive emails from people asking me advice when choosing a Digital Marketing course in BarcelonaSo finally I decided to write this post to see if I can help more people.

About Masters and postgraduates, and Digital Marketing

I do not know all programs and all schools (in fact, I know a tiny part of Digital Marketing training offered in Barcelona), but I can recommend the following programs because I teach them and know them well:

Master in Finders the IDEC - Pompeu Fabra University. This Masters is taught 100% online and is focused on SEO and SEM. I participate in the part of SEM, but I attest that SEO is in the hands of true professionals and experts in the field.

Master in Digital Marketing and Distribution, UAB - This master specializes in Digital Marketing, but also teaches Strategic Marketing (is unthinkable perform actions of Digital Marketing without a knowledge base in Marketing) and is 100% online. The first edition was held in May 2010. It is not yet included on the website of UAB Masters Online (... we're at it), but you can request information through the website of the Programs Master in Marketing and Distribution UAB (which has the link to the page of the master include it in this post).

In the following UAB Masters impart the subject of Digital Marketing, But they are not specialized in this field:

In the CETT School of Tourism and Hospitality linked to the University of Barcelona: Master in eTourism: Marketing Strategies and Marketing, This master's face and is held once a year.

In the CIS, University of Barcelona: Master in Globalization, International Trade and Emerging Markets, This master's face and is held once a year. I participate in the section on SEO.

About Courses and Sessions

Throughout the year I teach or participate as a teacher in many courses in Digital Marketing and SEO. Some of them are single day, others are 4 or 5 sessions of 4 hours.

The best way to see all courses and sessions in which I participate is subscribing to this blog. Each time frame a session or a course in my schedule, I write a post (... or at least try to).

All can be found by clicking here: Courses and Conferences

To subscribe to the blog simply indicate the email in the box that appears in the column on the left (at the top).

Course on Electronic Commerce in the Chamber of Commerce of Barcelona

Cámara de Comercio de BarcelonaThe next 7, 14 and 21 October I am pleased to impart Electronic Commerce course in the Barcelona's Chamber of Commerce.

The course objective is to get the students know all the theory that affects the creation and promotion of electronic commerce, and is capable of executing the Plan Online Action that will have been created over the three days of class. Thus, in addition to acquiring knowledge on Electronic Commerce, the student will have a plan of action online for your business, if you already have, or a Plan of Action that will guide you when you need to create one .

This course is divided into two types of sessions: a theoretical session of 5 hours and two practice sessions of 5 hours each.

The first session will discuss the characteristics of a good e-commerce, the basic structure of such web pages, different e-commerce platforms that exist in the market, payment systems and different legal aspects to be taken into account when creating an e-commerce. We will also learn how to perform a benchmark of competition and which parameters should look to create it.

In the other two sessions we will see the four basic processes of Digital Marketing and all techniques to carry them out successfully. Among these techniques is the search engine positioning (SEO), search engine advertising (SEM) advertising on third party sites, email marketingEtc ... In total, 21 techniques which will help us to get good results when promoting electronic commerce and customer getting conversions.

To view the full program and eventually register for the course, you can go to the website of the Chamber of Commerce http://www.cambrabcn.org/web/cambra and browse the phonebook (search Oct. 7). (Note: I can not include the direct link because it depends on the user session).

A hug.