id,Title,Content
2668,”3 Crucial Elements For Jumping Sales Numbers”,”

Marketers from every niche have common ground when it comes to bills.  Yeah, every month there’s a new stack of bills demanding to be paid.  Will there be enough profit to slide right through bill paying time without a flinch?  Or do you find yourself fretting about whether you’ll even break even?  You don’t have to be victimized by envelopes and 8×10 sheets of paper.  Implement these 3 techniques to boost your sales. 

1.  Find More Customers

The first thing that comes to mind when we think of making more money is getting more customers through our doors.  In fact, the majority of advertising focuses on doing just that.  There are several things you can do to entice more customers to buy from you.

Implement Follow-Ups

Marketing gurus have discovered that follow ups can increase your customer conversion rates by as much as 50%.  Now, that’s a whopping improvement!  Don’t let potential customers fade away.   Keep the doors for future communication open, and watch the drastic growth in your profits.

Encourage Referrals

Every satisfied customer will tell 3 friends or family members about your business – without encouragement.  Imagine what would happen if you start rewarding their efforts.

Get Free Publicity

Nearly everyone keeps a sharp eye on the local news.  Hey, it’s funner to know what’s going on when you personally recognize the names and faces in print!  Find ways to make your business newsworthy and catch the attention of potential customers without even paying advertising fees.

2.  Sell More Per Customer

Think about it… how can you get every customer that walks through your doors to spend more money before walking back out the doors?  Here are 3 sure-fire, profit increasing tips:

Increase your prices.

Hey, that might not be as bad as you think.  Along with the price increase, focus on increasing the perceived value of your product.  Yeah, we all expect to pay a little more for high quality stuff.  Not everyone is bent on finding the absolute cheapest price in town… they may be more interested in lasting quality.

Add some higher end products or services to your business.

It’s never wise to put all of your eggs in one basket.  That’s why wise marketers diversify their products and services.  Think of it this way… higher priced products may not make as many sales, but each sale will bring in a much greater profit.  You don’t need to make as many sales to come out on the best end of the deal.

Upsell

Offer every customer an additional product that accents his current purchase at the register.  Hey, maybe they forgot they’d need batteries to go with the toy they’re getting for their niece’s birthday gift!  You can be a hero… a richer hero.

3.  Sell More Often

The fact that it’s easier to sell to the people who know and trust you is obvious.  Sometimes we get so focused on new customers that we miss the gold mine in our own back yard.  Take advantage of the hard work you’ve invested in winning the loyal customers you already have with these ideas:

Create a Special Deal

Show your customers you appreciate them and understand their needs with a special offer catered just for them.  You’ll be thanking them, and selling more in the process.

Add New Products

Increase the number of products you already have available – especially products that your customers have asked for.  They’ll know that you’re looking out for them, and you’ll take their thanks to the bank.

Communicate

Resell yourself on a regular basis.  Don’t forget to let them know about upcoming specials that they’ll appreciate.  Most of all… keep selling them on the benefits of the products or services you offer.


2671,”4 Explosive Tips To Dynamite Your Sales Volume”,”

Some of the most effective things in life are the simplest.  Marketers spend a lot of time trying to understand the psyche of consumers, discover ways to predict economic trends and a million other aspects of business that can determine success.  Hey, it pays to remember that some things are just basic, common sense and as easy as pie.  Let’s look at some tactics that just might be the key to the success you’ve been pining for.

1.  Keep An Eye On Your Best Customers

Yeah, wouldn’t be great if all of your customers were just like them?  …easy to please, loyal, and ready to tell a friend about your wonderful service.  Just maybe you can develop more customer just like them!

Think about it… what makes them so great?  What are the traits they have in common?  Direct your marketing campaign to people who are just like them.  Focus on their niche!  You’ll net new consumers and higher profits for your efforts.

2.  Hurry It Up!

What’s the hurry?  Todays customers are busily running helter skelter from work to day care to home to an event back home… They’re rushing through life, but trying to save a buck as they go.  How much do you think they would appreciate the ability to do both in your shop?

Revise your advertising campaign to stress the time they’ll save and the money they’ll keep in their pockets while enjoying all of the wonderful benefits your products have to offer.  Chip in a few specials where they can save even more moeny (with a deadline, of course). Deliver!  Immediately!  Let them save money and time… and hey, watch your sales explode!

3.  Make it Easy to Buy

Convenience it the key to attracting buyers in today’s fast paced society.  What will be the fastest and easiest for them… credit card, phone, fax, Internet, or cold hard cash?  They say there are different strokes for different folks… your customers don’t all use the same methods to buy.  It just makes sense that if the method they prefer is available, they’ll be more likely to take advantage of it.

Simplicy… ah, it makes life so much easier.  Yeah, your harried customers are busy and tired.  They don’t want to mess around.  Most of the time, they just want to make the purchase and head home.  Convenience stores testify to the fact that quick and easy often overrides a better price!

4.  Follow Up

Following up with a customer who didn’t buy can be the determining factor between and “almost sale” and a satisfied, loyal customer.  Simply contact them afterwards and let them know the product is still available or offer them further information they may find valuable.

One of my favorite catalog companies always closes out the sale with a special buy that is available only at the time of purchase.  I’m not an impulsive shopper by any stretch of the imagination, but it stops me in my tracks every time.  I know it’s a one-time shot, and I really consider whether I want or need it before I hang up the phone.

Expoding your current sales volume and profit margin may not be as difficult as you’ve been making it!  Give these 4 tips a shot, and see what happens!


2677,”Tips to maximize the sale of your business”,”

Question: How can I maximize the amount of cash I receive when I sell my business?  

Answer: Acquire every last after tax dollar and get paid in cash. Also, follow three critical steps before proceeding:

1. Preplan the sale of your business. This should not be a spur of the moment decision. Rather, it should be well planned in advance. Though it is not possible to control the external environment, such as interest rates and strength of the economy, it is possible to plan for an orderly transition. Start thinking about some obvious sources for a potential buyer. For example, should an employee be groomed for possible succession? Might a good customer be interested in acquiring your business in the event of its sale?

2. Recognize the importance of finding the right buyer. Most businesses don’t have a value that is set in stone. Instead they have a range of value. This means that different buyers will have different perceptions of the same business’s value. It becomes important to pre-plan your confidential marketing effort to gain exposure to multiple buyers, especially synergistic buyers. Synergistic buyers are those individuals who, because of their location, complimentary customer base, financial resources or market position, can profit more from owning your business and are therefore willing to pay more.

3. Consider getting professional help. Unless you have a background in taxes, legal issues and merger and acquisition work, you will probably unknowingly make a multitude of costly mistakes by trying to sell your business yourself. Those mistakes may cost you substantially more than any fees paid for competent professional assistance. Do some homework on various alternatives. Become informed by attending seminars regarding tax issues, estate planning, and so on. Ask your CPA or lawyer to recommend “general knowledge” seminars that might assist your learning curve.

Question: How do I legitimately minimize my tax obligations when I sell my business? 

Answer: Plan well in advance by reviewing your corporate structure on an ongoing basis. This will enable you to maximize the amount of proceeds you retain from your business’s eventual sale.

As one would expect, the tax rules make it difficult for any quick fixes that give rise to immediate benefits. Consider changes to structure now that may result in more favorable tax treatment when the business is sold in five or ten years.

Start by getting up to speed on recent developments in the tax code. Chances are the code is very different today than when you bought or started your business. So sit down with your professional advisor and review your current business structure and its appropriateness for your business’s eventual sale.

For example, if you are structured as a corporation, the substantial difference to your after tax dollars on sale depends on whether you proceed with an “asset” sale or a “stock” sale. Selling the corporation’s assets can result in proceeds being taxed at the corporate level as well as the individual level when the remaining proceeds are distributed to the stockholders. However, if the stockholders sell their stock, it is likely that capital gains provisions would apply. The difference this makes to retained proceeds can be enormous.

Paying our share of taxes in the United States is an economic reality of life. Yet after tax dollars in the sale of a corporation can vary between 45 percent and 85 percent of the sales price based solely on tax structuring issues. The earlier you start planning for the sale of your business, the more likely you will be to minimize tax obligations.

Question: When is the best time to sell your business?

Answer: The best time to sell your business is determined through a careful consideration of the factors that can and cannot be controlled to maximize the amount of cash you receive. These factors include:

Environmental/External Issues- Beyond our Control

Low interest rates and a low inflation environment with plenty of liquidity and a buoyant economy create an ideal scenario for mergers and acquisitions. Clearly, we have enjoyed this scenario in the United States over the last few years. As a consequence, there has been a flurry of activity in corporate America as well as small business America. Well-run, sound businesses are selling relatively easily for nice multiples. Yet, as we all know, the economy goes in cycles. If the sale of your business is on the immediate horizon, then perhaps consideration should be given to bring the “sell” decision forward in order to take advantage of these robust conditions.

Internal Issues-Within our Control

A potential buyer is going to pay significantly more for a business that demonstrates a consistent track record of growing revenues and profitability. However, all too often a business is allowed to stagnate or even decline because the owners have taken their foot off the accelerator. Getting “burned out” and other health issues are probably the most often cited reason for a small business owner wanting to sell. This is understandable, but also often controllable. Recognize the warning signs and take whatever corrective action possible. Again, choosing to sell for a good price while the business is buoyant is far superior to forcing a sale because of health or other issues that have impacted revenues and reduced the business’s value.

 Above all, think with the head and not with the heart. A decision to sell can be very difficult for a host of good reasons. Most small businesses don’t have boards of directors holding management accountable. However, sometimes it is prudent to seek outside objective advice from respected confidantes or professionals. These individuals bring a fresh perspective and insight that will assist you in making good strategic decisions for the future of your business.

Question: When a business is sold, what liabilities are the buyer responsible for and which remain the obligation of the seller?

Answer: In general, whether it is as an asset sale or a stock sale, just remember that sellers are obligated to provide “lien free” assets to the buyer. While all transactions are unique, buyers will typically assume liability for the following: leaseholds related to real estate, unless they are relocating the business; accounts payable (and if they do they will also get the accounts receivable); advertising commitments such as Yellow Page contracts; customer deposits, provided seller relays to buyer a like amount of cash; and any other liabilities that are agreed upon in writing.

Sellers will typically be obligated to pay off out of the sale proceeds the following: lines of credit; installment debt and/or leases related to vehicles, computers, equipment; all obligations to employees up to the date of closing; all tax related matters; and all other debt that has any claim against any of the assets that are being transferred to the buyer.

There is another issue related to liabilities. The seller is obligated to give the buyer strong “warranties and representations” (guarantees) that there are no undisclosed or unknown liabilities that might create claims against the assets being sold. The California Bulk Sales Law essentially states that a buyer can be held liable for goods transferred to him or her that has not been paid for by the seller. Obviously, all buyers want and are entitled to protection from having to pay for the same goods twice.

In summary, it is essential that both buyer and seller commit to having everything in writing (i.e. no verbal agreements) and that both sides be represented by competent legal advice before signing on the dotted line.


2680,”4 Ways to Use Auto-Responders to Build Sales”,”

Auto-responders, email systems which are built to deliver multi-step messages over time, will add value to your business in four ways: auto-responders can educate customers about your products and services, auto-responders can build rapport with your prospects, and auto-responders can carry much of your customer support and customer training load. These systems are always working for you delivering important and valuable information. Please see several ideas on how to do this below: 


1. Communicate with Customers: Enter company data and product information into a series of auto-responders. Messages should be informative for your customers and should include an offer of value which the recipient can respond to. The auto-responder cycle can add value by making your company information more accessible to your clients.


2. Increase New Business Sales: Put a lead management system in place with auto-responder functionality. This will solve a common problem. Sales people will work a lead list, and burn a lead if it does not respond. The multi-step auto-responder system keep your company in your prospects’s mind. The AR system spark a low fire into the mind of your prospect and build mind-share touch by touch.


3. Distribute Training: Training is critical to customer adoption and customer retention. Training is expensive and can eat up valuable sales and operation time. Distribute training to customers, new and existing, with an AR. The messages can range from the “”Welcome on-board”” basics and can evolve to advanced learning. Why not create advanced usage streaming videos and content and load up a 7 or a 10 message AR and put this Advanced Training offer to your customers for a fee?


4. Distribute Support: Set-up  an auto-responder with Frequently Asked Questions. Determine what customer queries are asked and put a series of answers into your auto-responder. Put your AR to work for you by distributing your FAQ to your customers and your trial users.


The auto-responder sequences are fluid: work always to improve your messages and your offers. Your auto-responders can differentiate your business by optimizing customer communication and getting the most from your lead generation and marketing systems.


3117,”Marketers know the importance of statistics.”,”Marketers know the importance of statistics. In the world of marketing research, statistics are one of the most versatile and informative types of data that there are. And in the world of generic Viagra and other generic ED pills, marketing is of prime importance. There is a huge market out there for these products, but you need to know what you’re doing in order to make money in this field.

 

That is why our web site is here, and will prove so important to you. We have compiled all sorts of marketing information to assist you in making your place in the world of generic Viagra products. We have reliable statistics on Generic Viagra usage. We have statistics on Generic Cialis usage. And that is only the tip of the ice berg in the sort of marketing information that you will find at your fingertips as you read through our massive web site.

 

Not only do we provide the latest statistics on generic Viagra usage, we also provide you with in depth analysis of the raw data to help you understand how to use this information to your advantage. Information from surveys, focus groups, as well as sales report and more is all provided to you here. Statistics, data, analyses and more: we’ve got it all and it is only a click away.”
3119,”How to Grow Your Business During the Coronavirus Pandemic”,”

Win New Customers, Communicate Effectively, Increase Profits

Now is NOT the time to go silent. Online engagement is surging with social distancing in place. More people are spending more time on social media and accessing web-based resources than ever before. There’s a great opportunity to reach your audience and provide them with information, interaction, positive thoughts, and relevant resources. They need to know if you’re still operational, what services you’re now offering, how you’re adjusting (it’s okay to be human), and how you can help them.

Now is the time to emphasize any online products, pre-sales (think gift certificates or vouchers), or delivery services you offer. People are also looking for great resources and activities to stay productive and positive.

Update customers on changes in your operations

Communicate any hours, service, safety protocols, or operation updates that have been made via:

  • Your website
  • Email lists
  • Social media accounts
  • Post updates to your Google My Business listing! (VERY important)
  • Check Your Listings on Online directories such as Yelp, TripAdvisor, Angie’s List, etc.

Don’t cut back on marketing

Many small businesses are making the mistake of cutting their marketing budget to the bone or eliminating it entirely. This is good news for you, the savvy marketer, as your marketing dollars will go MUCH further as ad rates decline and there is less clutter in the market. Lean times are exactly when a business needs marketing.

Put an automated lead machine in place

If you don’t have automated lead processes in place, now is the time to get on that. If the economy goes down, you’re going to have to sell twice as much as you were previously and without automation, you’re running an uphill race. Automation helps clone you and your team.

Implement systems and rely less on people

Never manage people. Always manage systems. Remember during turbulent times, people become even less reliable. From CRM’s to Project Management Systems, it’s time to work smarter and not harder.

Focus on perfecting copywriting

A lot more people are going to be online over the next few months, constantly checking updates about the virus and the economy, but also because most companies are going to implement temporary work from home policies. Because of that, the copy on your website, marketing materials, ads, etc, is going to be an especially competitive advantage right now.

Adapting to New Changing Customer Behaviors

Customer behavior is changing with new regulations, so you may be wondering what your specific customers need from a business like yours right now. Consider asking them directly via your social media channels or using tools like Google Trends and Google Alerts for insight into your local market or industry.

Focus on offerings that make your customers money or save them money

In these uncertain times, companies are less focused on products they don’t need. But, if your product or service either makes your customer money or saves them money, you become much less indispensable.

Productize service-based businesses

Here’s why products matter. You only have so many hours in a day to sell and execute on services (even if you have a team, you’re limited to their hours and so on). Products will help you make money while you sleep. Plain and simple. In order to scale and grow, you need products. If you’re a service, figure out how to productize some of those services. To keep things simple, just start with one. Products come in all shapes and sizes, from digital SaaS products to courses, to e-books, to anything that can be purchased and paid for online. You want products.

Double down on markets that have served you well

I don’t think testing new markets in the current uncertain economic landscape is an effective use of your time and resources. Contrarily, we’ll be doubling down and going deeper into the markets that have been effective for us.

Focus on current customers

Happy clients act as ambassadors for your business and share their experience with other potential customers. Right now, you need advocates to support local businesses. Your customers have a lot of time right now to help your business.

Ask for reviews & testimonials

Update (as of March 23) – Google My Business has stated that new reviews, updates to profiles, and comments may not be seen as they have limited availability to review them internally as well. We would recommend focusing your current review efforts on Yelp and Facebook and then asking for Google reviews once their system is back to normal.

Share company updates on social

pro tip: I have a good friend that runs the best dessert restaurant in Collin County that sent texts to friends asking us to share their social posts.

 

Have a loyalty program?
Double it and offer rewards. No? Perhaps this is the time to start one.

 Pre-sell gift cards?

Create incentives to buy now with additional perks (ie. buy a $50 card get a free $10 card).

 Call current customers

where applicable and ask what you can do to assist their businesses – there maybe some non-traditional ways that you can continue to serve them.

Uncover missed revenue streams.

Incorporating things like affiliate marketing, digital and physical products for online ordering, a monthly/recurring membership group, ad revenue, and sponsored content help. You don’t want to be caught with all your eggs in one basket, unable to make a shift or pivot.

Stay Connected Through Facebook & Instagram – Stay connected with your customers and employees through Networks your customers are already connected to.

Updating Your Google My Business Profile

Has your business been affected by the Coronavirus?

Have your business hours changed?

Update your business description

Is your phone number up to date?

Reviews – Ask existing customers to leave a 5-star review”
3163,”10 Benefits of Google Ads for Business”,”

Today we would like to introduce you to a few advantages of Google Ads campaigns for SMEs. Google Ads are probably known to most, as they appear before the organic results almost every search query.

Optimized Google Ads
Ads are a tried and tested means of attracting qualified visitors to their own website, especially in the initial phase of a web project, because the optimization of organic rankings usually takes several months. But even later, Google Ads campaigns can be a great way to advertise your own service or products and present them to a large public. Google Ads offers a lot, especially for small and medium-sized enterprises. It is often difficult for these companies to run costly online marketing campaigns or spend a lot of money on link building or search engine optimization.

In the following article, we’ll list 10 benefits of Google Ads for small and medium-sized businesses. The list is intended to show what potential is in Google’s ads and what can be achieved with it.

The benefits of Google Ads:

1. Accurate targeting
With Google Ads, you can reach your target group at any time in the right place, because the ads can be perfectly matched to the respective search queries and are only displayed if the request fits their products/services.

2. Regional advertising
With Google ads, you have the chance to advertise not only locally but also globally. With the local ad, you can also run ads only in certain regions or language areas.

3. Time-flexible display
The advertisements can also be displayed flexibly in time, so you can focus, for example, on special offers or temporary discounts and display ads either around the clock or only at certain times.

4. Interested users
With advertisements, you get qualified users on your website – i.e. only those who are actually interested in your products or services. The scatter losses are many times lower than with other forms of advertising.

5. Accurate measurement of success
The advertising success can be accurately measured thanks to evaluation and statistics. You can analyze at any time what adjustments should be made on your website and how your newly created landing pages reach real customers.

Google Adwords Campaign Optimization

6. Transparent budget planning
The advertising costs for Google Ads are transparent. Creating a campaign is free of charge. You only pay for actual clicks on your ad.

7. Flexible advertising costs
Advertising costs are flexible and can be constantly adjusted and changed, even during an existing campaign. In this way, they can also directly influence current company developments.

8. Mobile Ads
All ads on Google Ads are optimized for mobile devices. This means that users on mobile devices also become aware of your products and advertisements.

9. Accurate user approach thanks to ad extensions
By extending the ads with sitelinks, you can navigate visitors more specifically to the landing page that suits your request. In addition, the display appears larger and more structured.

10. The advertisement also via a partner network
Thanks to a large cooperation network and many cooperating advertising partners, your websites can be switched not only in Google’s SERP but also on topic-relevant partner sites. Therefore, you reach your target group not only when they actively search for topic-relevant keywords, but also when they surf on other websites.

As you can see from this shortlisting, advertising on the Internet and especially through Google Ads is a profitable thing for website operators. If you have any questions about your current campaign or are interested in optimizing an existing campaign or creating a new campaign, we will be happy to help you.”
3168,”Customer retention tips with remarketing”,”In today’s article, we want to focus on customer loyalty and customer acquisition by existing customers and clarify the question “”What is remarketing?””.

What is remarketing?

The term remarketing (or retargeting), which is well-known in online marketing circles, refers to the focus of advertising measures on users or customers who have already bought from the marketer in the past or who have at least been interested in the online shop or the products offered.

In the past, remarketing was exclusively carried out in display marketing, but now it has also expanded to all other online marketing channels. A classic example of remarketing is that a user who has viewed a product on a website but has not placed an order will subsequently see that product on other pages. This procedure is intended to entice the user to take a closer look at the product and then make the purchase.

There are two types of remarketing:

1.) Static remarketing

Static retargeting is when the user is shown static banners of the shop where he has recently viewed a product but has not purchased it.

2.) Dynamic remarketing

Dynamic remarketing is the case when the user uses a product data feed to display exactly those products in the banner that he has previously viewed in the shop.

Retargeting is often also used as a marketing measure when a user has purchased a product and wants to offer similar or above all complementary products.

How exactly does Remarketing work?

1.) If a user arrives at a website or a webshop, he or she is marked with the help of cookies.

2.) If the customer leaves the website and opens another, the cookie set is recognized and the tailor-made advertisement is presented to him.

3.) Due to this special type of banner advertising, we have reminded the customer of his last product search and enticed him to take a closer look at the product and possibly to buy it.

Remarketing is a perfect way to put users before the purchase decision again and to target users according to their interests. It is not only for these reasons that retargeting is one of the most important online marketing tools of our time. Due to the fact that the user has already expressed interest in the shop or the products, the conversion rate in remarketing is significantly higher than in conventional display marketing.”
3172,”CHECKLIST: Building & Optimizing a Landing Page”,”

How to create a successful landing page?

The first impression must be correct. Not only in the interpersonal sphere, but also in online marketing. Up to 80% of visitors leave a homepage after a few seconds if what they are looking for does not immediately catch their eye. The landing page can decide on a page’s bounce rate and thus on its success— conversions.

 What is a landing page?

A landing page is a web page that a user lands on when following a link. This can be a search result on Google’s search engine or part of an add After that, it decides in a short time. Has the landing page been perfectly optimized? Are the offer and the message clearly communicated and explained so that as many users as possible follow the call to action, the call to action? With a well-thought-out landing page, more conversions can be achieved. Whether it’s buying a specific product, contacting or signing up for a newsletter.

 What distinguishes a landing page from a Web page?

Unlike a home page, a landing page can be tailored to a specific audience and needs. This increases the likelihood of the success of an online marketing campaign. As a service company, for example, you would like to see new customers ask for them. This can be done, for example, via a form in which visitors leave their contact details for sending an offer. Without distraction or additional navigation elements, interested parties must be provided directly with what they are looking for. A clear call to action or trust elements contributes to success.

What are the goals of my landing page?

Before you can start building and designing a landing page, you should be aware of the goal to be achieved and define the function of the landing page. Defining a specific audience is important for the role of a landing page. If the needs and interests of the visitors are known, it is easier to match the content of the page to them. If users find exactly what they are looking for and feel addressed by the content, the probability of a successful conversion is very high.

Possible targets of a landing page are:

  • Sign up for a newsletter
  • Start a download
  • Filling out a contact form
  • Click on a specific link
  • Watch a video
  • Etc.

Landing Page Structure: What elements does a successful landing page need?

There are certain elements that can be found on each successful landing page. During the construction and design of the design, one can orientate oneself.

Landing Page Element: Unique Selling Point

The basis of any marketing strategy is to highlight the unique selling point. What is the unique added value of the service offered here? Why is this company the best supplier for the product you are looking for? The Unique Value Proposition (RRP) or Unique Selling Point (USP) must be clear in the first few seconds of the website visit.

The design of the headline of a landing page

The headline is the first text element in the kit that the visitor perceives. A meaningful headline right at the beginning answers these first two questions succinctly: “”Am I right here?”” or “”Do I find what I’m looking for here?””. A promise corresponding to the target group awakens their need. A sub-line can be used to continue or continue to run the headline. It provides other convincing arguments and messages, such as highlighting the USP.

The logo on the landing page

The logo of a company also has a certain recognition value. It is therefore of course also necessary to include customer loyalty on the landing page. A well-known logo unconsciously evokes certain memories and associations that contribute to the evaluation of the website. Even if a company is still unknown, a logo must be on the page. It should be positioned in such a way that it is perceived quickly, but still does not distract from the headline.

Landing Page Element: Reason Why

Closely linked to describing the unique selling points is highlighting and presenting the benefits of offering the landing page. By presenting and concisely summarizing the benefits, the visitor is once again given a reason, The Reason Why, for the very product that is presented on the page.

Particular attention must be paid to the needs of the target group. The user should find out why it is worthwhile and what the purpose is to follow the Call to Action. In this element, it is a good place to present the advantages of the service and the wide range of applications of a product. Based on a problem that affects the visitor, it is presented and explained that this website offers exactly the right solution. This can be done, for example, by visualizing with icons or short videos that describe a function in more detail. Additional information can then be provided.

Landing Page Element: Hero Shot

The Hero Shot is the actual image of the “”hero”” of the landing page. The topic, product, or service should of course not only be described in writing but also visually presented. A particularly high-quality, high-resolution video or photo attracts the most attention. This puts the “”Hero”” in the center and allows visitors to get a good picture of the offer.

When selecting the Hero Shot, it is possible to orientate against the AIDA principle of advertising impact research. It must arouse attention (attention) through conspicuous design and arouse interest (interest) by precisely aligning it with the needs of the target group. After all, not only the interest but also the real desire of the visitor is important. In the best case, the Hero Shot does its job and triggers a positive action (action) of the customer. He chooses the presented product or service of the landing page.

 Landing Page Element: Call to Action (CTA)

Before the landing page was created, it was defined which goals (conversions) should be achieved. The Call to Action prompts users directly to the action defined as a conversion. In this sense, it is the most important part of the landing page and must be set in the same way.

Around the CTA, additional elements are added that lead the visitor to the destination. The introduction is a short text that serves to build trust, such as the promise of a free download. This is followed by the actual call for action in the form of a button, for example, “”Request now!”” or “”Download checklist!””. This must stand out from the rest of the content, for example by means of an eye

Catching color. It is important to communicate clearly what the user can expect by clicking on the button. This includes additional space where an additional argument or more often the reference to data protection can be placed.

If the Call to Action has the shape of a form, its design must be clearly designed. Only the data that is really needed should be collected. Otherwise, the skepticism of the visitor is aroused. In addition, the information on the confidential treatment of the data must be accommodated here.

Landing Page Element: Social Proof

Especially in the event that the company behind a landing page is unfamiliar to the visitor, the use of various trust elements is a good idea. Proven trust elements are used to convince users of safety, seriousness, or professionalism. These are, for example, seals of approval, certificates, or even embedded social media elements, such as the Facebook Fanbox, which display different customer voices.

Trust can also be created through the personal presence of the company as well as the contact persons visible in photos. However, the images must be authentic. Under no circumstances should stock photos be used for this purpose. The employees also appear more tangible through short presentations or product videos. Competent, technically correct information in the texts conveys trustworthiness and additionally underlines the seriousness and security of a company. The social proof is provided by customer voices or testimonials, experience, and test reports of real customers, which are mapped with names.

Landing Page Optimization

Content, style, and layout of a landing page

Less is more. This is the most important principle that applies to the creation of landing pages. A visitor should be confronted with the call-to-action right at the beginning and at first glance. Short, concisely formulated sentences allow a quick (positive) decision. Therefore, the entire landing page should be clearly structured. This is achieved by apt headings, highlighted keywords, bullet points, or loosening graphics or infographics.

A navigation option can also be shortened or omitted. The main menu of the website or further links, such as to social media profiles, is only distracting elements that could prevent the conversion from being achieved. The focus must, therefore, be on the call to action.

At this point, the following should be emphasized once again: A landing page is characterized by the focus on a specific topic. It needs to tailor-make to provide exactly the content that the ad or title tag promises in the SERPs.

Technical Features of the Landing Page

Time is money. Nothing causes more trouble than a website that is not loaded in a few seconds. The longer the loading time of a landing page, the higher the bounce rate and the lower the conversion rate! Something similar applies to compatibility with mobile devices. Smartphones and tablets are the devices that are most frequently used to surf the Internet today. Not only the design and layout should be optimized for smartphones, but also the matching of the content to the screen size is essential.

A not to be underestimated plus point is the setting up of a Confirmation Page after the visitor has followed the Call to Action. It confirms the correct transmission of the data and therefore receives the last attention. This offers the possibility of further offers. The user experience can be positively enhanced by a surprising goodie. Perhaps the customer now wants to connect with the company via social media or connect in the member area of the website. Suggestions for similar products may encourage you to continue shopping.

Landing Page and SEO

Once a landing page has been created, this does not mean that there is no longer any need for optimization with regard to SEO. Analysis tools should be used to record values such as conversion rate, bounce rate, or dwell time. The conversion rate is especially important for landing pages. On the basis of this data, targeted optimizations can be made. Also interesting is the creation of so-called heat maps, which make user behavior on websites visible. For example, the perfect placement of the Call to Action button can be determined and usability improved. The landing page should also contain relevant keywords.

Landing Page Optimization Checklist

No navigation or internal links

One should not present the user too many distracting elements or lead him to the desired destination without exit possibility on the landing page and do not link to other landing pages.

 Contact form contains only necessary fields

Forms that are too long to reduce the conversion rate.

The following applies:

  • The greater the benefit of the offer for the customer, the more information you may request.
  • Explain what the data is collected for
  • Mark mandatory fields
  • Apply examples of expected inputs
  • Don’t hide forms with few fields behind buttons

 Privacy

The legal provisions with regard to the storage of personal data must be observed. Before submitting the form, the visitor must be made aware of the data protection regulations and informed about the sending of promotional offers.

 SSL Certificate

  • Landing pages in particular, which have a contact form, should definitely have an encrypted connection.
  • Offer to make more attractive by
  • reading samples, case studies, etc.

Introductory prices

  • Temporary special offers/product tests
  • free trials / scarcity (e.g. “”only 5 pieces available””)

 A/B Testing

Test different contents or offers. Tools such as Google Optimize or A/B Tasty are suitable for this purpose.

Evaluating user behavior

Google Analytics or Hotjar are suitable for this purpose. The latter allows the analysis of the landing page using mouse flow or heatmap tracking.

Analyze the landing pages of the competition

What can I do about the competition? What’s going well with the competition?

 Important for SEA campaigns

  • Keywords and ad texts fit together
  • Own landing page for each set of keywords
  • Conversion tracking set up and linked to Google Ads
  • The good page speed of the landing page (analysis using Page Speed Insights)
  • Mobile-friendliness of the Landing Page


3173,”SEO for YouTube – How to find your own video better?”,”In addition to Google, YouTube is now the second largest search engine and for many already a lucrative source of revenue. We want to look at how to make your videos best located on the video channel of YouTube and thus optimally place your services or products in the following blog article.

Not only the video itself but also the YouTube channel must be optimized and made user-friendly so that users can also find the content they are looking for.

SEO Optimization for YouTube

Channel optimization

1.) Channel Trailer

The first step should be to set up a channel trailer that plays as soon as you visit the overview page.

This gives users a quick overview of what they can find on the content channel. You can find out how to set up such a channel trailer on YouTube’s support page. In addition, the content should be summarized briefly textually, because here too, the more topic-relevant content, the better.

2.) Use channel information

Up to 1,000 characters can be used in the field provided for channel info. This should be taken advantage of and presented to yourself and your company or his service. In addition, you should store contact information on a website similar to an imprint in order to enable the users to contact them.

3.) Individual URL for the YouTube channel

Under certain conditions, YouTube allows channel owners to create a custom URL for their own channels. This is the case if you have won the first 100 subscribers for your channel or more than 30 days have passed since the channel opened. This offer should definitely be taken up, as simple URLs are more likely to be remembered by users than cryptic ones. The ability to change the URL can be found in the advanced settings in the customer account.

Video optimization

 1.) Video title

Similar to the page title when optimizing a website on-page, the title of a video is also very important to maximize discoverability on YouTube. The title is an important keyword carrier and thus one of the decisive optimization points. The keyword should at best be at the beginning, the name of the channel/company or the fire at the end. As with Google, there is a maximum length for the video title. This is 60 characters.

 2.) Video description

Also in the description of the video, the keyword should be used again. In addition to a meaningful description of the video or the services, links to further information or to your own website can also be stored.

 3.) Video Thumbnail

The thumbnail probably has the greatest influence on the click rate of a video. The click-through rate, in turn, gives YouTube hints about whether or not a video is relevant to a particular search query, similar to Google. For this reason, it is especially important to choose a suitable and meaningful thumbnail, which encourages users to click.

 4.) Quality of the video

We found the video easily, but then it is of poor sound and/or image quality, so all the effort is of no use, because the users will not watch the video until the end. It is therefore important to upload the video in HD quality and have interference-free sound.

 5.) Reviews & Comments

Reviews and comments are also an important ranking factor on YouTube. The more positive reviews and comments a video has, the better it will be for certain search terms.”
3174,”SSL encryption: Meaning of SSL Certificate for SEO”,”WHY DOES EVERY WEBSITE NEED AN SSL CERTIFICATE?

Websites without an SSL certificate are increasingly lagging – not only among search engines but also among users.

Google officially announced in 2014 that the use of an SSL certificate for its website will be included in the ranking factor. Web content that is delivered over an encrypted connection should thus have an advantage over websites without SSL encryption.

Google wanted to “”pressure”” website operators to finally switch to HTTPS connections. As of July 2018, websites without encryption will generally be marked as unsafe. Through this approach, Google wants to promote encrypted data transmission on the web and establish it as the usual standard.

You can find out what SSL encryption is all about and why websites should not only rely on an SSL certificate for ranking reasons, in our following third SEO Basics article.

What is SSL?

The abbreviation SSL stands for “”Secure Sockets Layer”” and encrypts the data communication between the client (user computer) and the server. If installed on a Web server, the security lock and HTTPS protocol are activated via port 443, enabling a secure connection from the Web server to the browser. Data can be exchanged between computers without third parties being able to “”read along””. In addition to retrieving website data, SSL encryption is also used primarily for the secure transmission of emails, credit card transactions, or logins.

Key tasks of an SSL certificate:

  • Authentication of communication partners through asymmetric encryption methods
  • Confidential end-to-end data transfer by using a shared session key
  • Ensuring the integrity of the data transported

Comparison of SSL & TLS, as well as HTTP & HTTPS

Difference SSL & TLS
In addition to the abbreviation SSL, one often finds the name TLS or SSL/TLS. The abbreviation TLS stands for “”Transport Layer Security”” and is the standardized evolution of Netscape’s Secure Socket Layers protocol. Version 3.1 of SSL has been declared standard and renamed TLS 1.0. In colloquial terms, however, the term SSL has become more established, which is why it is mostly used. So if you talk about SSL these days, you mean TLS encryption.

Difference HTTP & HTTPS
The Hypertext Transfer Protocol, or HTTP for short, allows Web sites to be loaded from the server in a browser. The encrypted version “”Hypertext Transfer Protocol Secure”” or HTTPS creates a wire-proof connection between the website operator and the browser. In the technical sense, however, HTTPS is not a stand-alone protocol but refers to the use of HTTP over SSL or TLS. The prerequisite for switching to HTTPS is the use of an SSL certificate.

Attention!

Often the names SSL and HTTPS are used interchangeably. The HTTPS protocol only ensures that the sent data is encrypted along the way. The digital SSL certificate, on the other hand, ensures that this data also arrives where it is supposed to arrive.

How to recognize SSL-secured pages

When a Web page is loaded via an SSL-secured connection, it becomes visible based on the URL displayed in the browser. Instead of Http://, the Internet address is now preceded by https://. In addition, Internet browsers also mark protected pages with a lock icon or the addition “”Safe”” or “”Insecure”” for unprotected pages. If you click on these icons, additional information about the SSL certificate can be retrieved. If there are problems with the secure connection to the Web site or the embedding of the certificate, it appears in the browser bar with a red warning triangle.

Caution!  These methods only show that the page was loaded over a secured connection. Nevertheless, parts of the area can only be reloaded later via a secure connection. Many websites also use a secure connection exclusively for the transmission of user input, while the remaining subpages remain unsecured.

How does SSL work?

SSL technology is used to secure the transmission of information on the Internet.

When an encrypted Web page is called, the host server first responds with the SSL certificate. This serves as a digital id card that can be issued by a Certificate Authority (CA) and assigned to a person or organization by a signature verification key. This verifies the identity of the server and the validity of the encryption.

If everything is fine with the certificate, the “”SSL Handshake Protocol”” starts. The personal identification data of the participants is transmitted and the fragmentation and encryption procedures are negotiated. The two computers are therefore suitable for a uniform encryption code. Only now can data be sent encoded and decoded by the receiving computer.

If this data is intercepted by third parties during the transfer, it is unusable due to its encryption with the help of the Public Key Infrastructure (PKI).

A digital SSL certificate includes:

  • Identifying information about the website,
  • Information about the issuer of the certificate,
  • The validity period of the certificate,
  • And a unique algorithmic signature.

The signature is the most important part of the certificate because it confirms that it can be encrypted with the desired communication partner. This becomes particularly relevant when it comes to sensitive data such as payment information or passwords.

Where do you get an SSL certificate?

Each SSL certificate requires its own IP address. They are integrated on the server where a webspace is located. As a result, most hosting services offer SSL certificates in addition to webs paces and domains.

The principle of SSL certificates is based on trust. Numerous certification bodies around the world approve certificates of their digital signature. Before you blindly obtain and integrate SSL certificates, you should always pay attention to the trustworthiness of the issuer. So-called root certificates are used to verify trusted certificate issuers.

  • Identifying information about the website,
  • Information about the issuer of the certificate,
  • The validity period of the certificate,
  • And a unique algorithmic signature.

The signature is the most important part of the certificate because it confirms that it can be encrypted with the desired communication partner. This becomes especially relevant when it comes to sensitive data such as payment information or passwords.

Where do you get an SSL certificate?

Each SSL certificate requires its own IP address. They are integrated on the server where a Webspace is located. As a result, most hosting services offer SSL certificates in addition to web spaces and domains.

The principle of SSL certificates is based on trust. Numerous certification bodies around the world approve certificates of their own digital signature. Before you blindly obtain and integrate SSL certificates, you should always pay attention to the trustworthiness of the issuer. So-called root certificates are used to verify trusted certificate issuers.

What ARE the SSL certificates? Which SSL certificate for your website?

For every need, there is the right SSL certificate at the appropriate price. Most CAs distinguishes between three SSL variants, which differ based on the following criteria:

  • Strength of RSA cryptosystem (2048 bits are the recommended standard, better are 4096 bits)
  • Domain or identity validation
  • Browser compatibility

Certificate type: Single, wildcard (main and subdomains) or multi-domain

  1. Domain Validation (DV): lowest encryption level

The most commonly used certificate is domain validation, as it can be issued almost immediately. The domain is only verified with a simple email confirmation. The certification body only checks whether the applicant is also the owner of the domain.

When you click on the SSL lock in the address bar, the domain name is displayed in the domain validation.

This simplest form of SSL certificate is suitable for small websites, forums, blogs, or mail servers.

  1. Organization Validation (OV): medium encryption level

In the case of the organization Validation, an identity check is carried out in addition to the domain. A company must submit appropriate documents that confirm it as the owner of the domain. In most cases, a commercial register statement is requested, the bank details are checked and contacted by telephone.

In addition to the domain name, the certificate owner is the company and its location

This type of certificate is suitable for organization and company pages, as well as pages with contact forms and Web mails.

  1. Extended Validation (EV): highest encryption level

Extended Validation certificates differ primarily visually from the other two variants. A green address line immediately conveys to the Internet user that it is a trusted connection. Here, too, a domain check and an identity check are performed for validation. In addition, it is verified that the applicant is actually employed in that company and has the power to acquire SSL certificates there.

With an Extended Validation Certificate, the aim is to achieve the highest possible browser acceptance. In addition to the green browser line, as with the OV, the domain and company name as well as its location are mentioned in the certificate details.

This certificate is recommended for online banking and web presences of financial institutions.

How to include an SSL certificate on the website?

Many web hosts now offer a free SSL certificate by default when purchasing a webspace.

If the certificate has to be requested additionally by an external CA, a detailed implementation guide is usually sent along. Here, the SSL certificate must be installed on the server and the pages, domains, and sub-domains to be protected must be manually selected. Whether the certificate has been correctly integrated on all pages can be checked, for example, with the SSL Checker from sslshoper free of charge.

SSL Certificate Checklist: What should I look out for when switching to HTTPS?

If you set up a website from the very beginning with the encrypted HTTPS protocol, it usually has an easier time. The HTTP and HTTPS versions of a website are completely different domains from an SEO point of view. If an unsecured HTTP page needs to be switched to HTTPs, there are a few things to keep in mind:

CHECKLIST: Switch to HTTPS

Crawl the current HTTP version

For example, before the transition is made, the Http version should be crawled with the Screaming Frog tool. This allows you to check later whether the switch to HTTPS has been completed and correctly.

Set up 301 redirects from HTTP to HTTPS

Without 301 redirects, both versions are still indexed independently of search engines. Google & Co. do not recognize which version is to be preferred, so duplicate content is created, which means that both page versions cannot reach their full (ranking) potential. Redirects can be used to prevent this.

As soon as each page content can be accessed via HTTPS, HSTS can also be used. This informs the browser that the website should only be used with HTTPS.

Switch links, resources, and web content to HTTPS

Web content that is not switched to HTTPS causes the so-called Mixed Content Error. Unsafe web content that is played using a regular HTTP protocol is a security vulnerability for the entire Web site. The browser prevents the affected pages from opening and displays an error message instead.

The transition from HTTP to HTTPS should extend to the entire Web site. The following checklist has to be worked out:

  • Media files such as images, videos and audio files
  • Internal links
  • Txt
  • CSS Files
  • Scripts
  • Reflag attributes
  • Rel-Alternates
  • Canonical Tags
  • XML Sitemap

Store URL Property in the Google Search Console & in Google Analytics

In order for Google to read data from the HTTPS website, the new property URL must be created in the Google Search Console. In order for this data to enter Google Analytics, the Search Console must be re-linked to Analytics. However, this is only possible if the tracking code of Google Analytics is implemented on the website.

However, you should not delete the HTTP property. If both properties are indexed, data from the two properties can be compared with each other. Especially at the beginning, it is important to compare the increase or decrease in impressions due to the changeover and to observe clicks.

Local websites should also change the URL in Google My Business in order to get correct data via the Search Console.

Disavow Change File

If a Disavow file already exists in the Search Console, it must also be re-stored for the secure HTTPS version of the website.

Correct URLs in Google Ads

If ads were played with the old HTTP address Google Ads, they should also be changed in time on the management interface.

Adjust backlinks

Backlinks from important websites, i.e. those that bring a lot of traffic to their own website, should also be changed to HTTPS. In social networks, changing the URL is usually quick through the profile settings. This is also the case with many industry books.

A 301 redirect mentioned earlier ensures that backlinks that are not customized to HTTPS are not lost.

Mixed Content Error: Fix SSL Pages Errors

HTTPS pages are encrypted by an SSL certificate and are therefore protected. However, if an HTTPS Web site also provides content over the regular HTTP protocol, the connection is only partially encrypted. Such websites are referred to as a mixed content page.

The unencrypted content can be modified by sniffers and man-in-the-middle attacks and remove the protection of the entire website. Current browser versions block this content and playout warnings or error messages when polling mixed content pages.

There are two types of mixed content:

Mixed passive content
Web content that is integrated into the website or is delivered. This includes images, videos, audio files, and Object-Sub resources.

Mixed active content
Web content that is part of the Document Objects Model (DOM) of a website and can change it sustainably. These include links, scripts (such as JavaScript), XML Http request objects, iFrames, CSS files, and object data attributes.

To resolve this error, HTTP content should be removed and replaced with HTTPS. Depending on the content management system used, it is sufficient to customize the website path in the system configuration file. However, WordPress has absolute paths in the database, so customizing them directly in the database is necessary.

Online crawlers such as SSL Check or the desktop crawler HTTPS Checker make it quick and easy to check which links and media are causing the mixed content error.

SSL Certificate & GDPR: When is SSL encryption mandatory?

The new General Data Protection Regulation of the European Union, which harmonizes the rules on the processing of personal data across the EU, entered into force on 25 May 2018.

The new GDPR stipulates in Article 32(1) that website operators must take technical and organizational measures to protect the rights and freedoms of natural persons. This explicitly mentions the encryption of personal data as a technical measure.

Since this deadline at the latest, SSL encryption is therefore mandatory for all websites that request personal visitor data. This includes all pages with an online form, such as contact and order forms or newsletter registrations.

Similar regulations existed before the GDPR, but these were often not strictly implemented due to inaccurate definitions. However, the current regulation may result in a fine of EUR 20 million or up to 4% of annual turnover if not complied with. In the case of large companies and corporations, the EU Member States also have the right to introduce further sanctions.

In addition to the risk of insecure data transfers, the lack of SSL encryption also opens the door to rapid punishment by competitors in the form of competition warnings.

Google Chrome will flag websites without SSL certificate from July 2018

With the launch of Chrome version 68 in July 2018, all websites that do not run an HTTPS protocol will be tagged with the “”Insecure”” tag. This marking has been available for months for login pages or pages that request personal data – also for other browsers. In the future, Chrome will mark the entire website with a warning, even if no personal data is requested on the active subpage. With this step, Google wants to get website operators to switch to encrypted connections.

To make it easier for developers to transition, Google offers Mixed Content Audits and recommends free certificates from the Let’s Encrypt initiative. This is an automated Open Certificate Authority, which is supported by Google, Mozilla, and the Electronic Frontier Foundation, among others.

Benefits of an SSL Certificate for SEO Trust

SSL encryption primarily makes websites more secure and in many ways corresponds to a seal of quality for the said online presence. This strengthens customer confidence in the site and therefore reduces the bounce rate or cancellations.

Visibility & Rankings

In addition, Google has been officially counting SSL encryption among its ranking factors since 2014. With the warnings now appearing in the future for non-secure websites, Google is pushing the use of a secure connection via SSL additionally. Analyses have shown that encryption has increased visibility by up to 5%.

Data quality in analytics tools

Tools such as Google Analytics can be used to analyze, among other things, how users have reached their own website – via organic search, ads, social media, or as referrals via links from other websites. If the URL is typed directly into the browser bar, this page visit falls into the “”Direct”” category.

If you have an unencrypted website yourself and a user comes from an encrypted page via a link, the referrer is lost in the HTTP header. Without referrer information, Google Analytics cannot assign how the user came to the site and classifies the session as a “”Direct”” visit. In the long run, analysis results are distorted and the potential for good referrals cannot be recognized.

Conclusion

The integration of SSL encryption into websites is indispensable in successful search engine optimization and advertising. Even without technical know-how, the implementation of an SSL certificate is feasible and brings long-term benefits for users and webmasters.

But often easier said than done. Especially when switching from HTTP to HTTPS, there can be many difficulties (mixed content, missing redirects, etc.). In such cases, we will be happy to advise you on possible sources of problems and, if desired, also take care of the entire changeover, error analysis, and correction.”
3196,”Communities: How to build and use them”,”Range, traffic, and backing for Shitstorms. Communities are an important factor in this. But how do you build your own community?

I spoke to Nora Breuker about this. She gives you some tips on what it’s all about building communities. She is one of THE experts in this field and will also give a lecture on this topic.

Dear Nora,

You are co-founder of the American company From Fat to Finish Line, where you are responsible for community building and support. At the same time, you work at the Set log as a digital marketing strategist and are responsible for the complete marketing and PR. There you built Digital Innovation Ruhr – the largest Meet up Group in the Ruhr area. In the last year, you also set up your own business and consult with Runaway Redhead companies on building brand communities.

With the Digital Valley Community, your own community, you have set the sights on networking in the Ruhr area and bring together the people who deal with the business model C2C. When it comes to community, you can’t get past you and you can feel the passion for the subject when you’re experienced live. As an expert, you know what building and maintaining communities are all about.

Please explain briefly what communities are for you and what they are directed to? By this I mean, is communities about the product or service, or are they behind a company?

The community definitely has a definition problem. Especially in marketing, the word community is often used for a wide variety of descriptions. But these aren’t really communities. My newsletter recipients or my commenters on my blog are not automatically a community. In particular, many believe that social media followers automatically form a community. That is definitely not the case.

A much better definition of a community is rather:

A sense of community with others, as a result of shared attitudes, interests, goals, and a built-up relationship. This is also a decisive factor. A real community does not mean that I interact with my members/followers as a brand or as a person, but that the members build a relationship with each other. Consumer to Consumer.

Every company or entrepreneur and freelancer has its own community and if so, why should they deal with it?

No, a community usually doesn’t arise automatically. But every company and every freelancer has the opportunity to build their own community or activate their own customers in such a way that a community is created. However, this requires time, effort, and a good strategy. Companies should definitely look at what C2C can offer them.

Communities lead to extreme customer loyalty, loyalty, and identification with the brand or the person behind it. A healthy, strong community leads to improved products, innovation, and the growth of a business. Community builders need to make sure that their members are always offered real value and support, and that they don’t just focus on offering a product or service.

If companies are really adept at this, online communities, in particular, offer a real advantage for their business. Nowhere else do you get to know your target group as well as in your own community and are so close to your own customers.

What are your tips for building and keeping a community activist from scratch?

Simplifying the way you build a digital community into the following six steps:

Community idea

What kind of community do I want to build and, most importantly, for whom? Why is this community interesting right now and why does my audience need it?

Community Art

There are different types of communities. Support, Product, Acquisition, Content, and Engagement. What kind of community do I want to build? Is it about my product or a topic related to my product?

Community Platform

There are many, many more platforms than most think. There are Facebook and Co. that are a free version. But there are also platforms like Discourse, Mighty Networks, and others that offer standalone, often cost-related opportunities.

Community Strategy

As with everything, the community needs a strategy. How does the community fit into the business? What problem does it solve for members? What experiences should members have when they are part of the community? How do I lead the community? How do I measure success? Do I have a budget?

Moderation & Management

A community without guidelines is anarchy. I need to think carefully about what the community should have. The moderation of an online community should not be underestimated. As a manager, you are close to the members and it quickly becomes personal.

Community Team

Who is the one who hats the hat when it comes to all the community management? What is the team that moderates and is involved in the strategy? How do departments that the community deal with communicating?

Are there issues where you say building a community here is going to be really difficult?

In general, I think you can build a community for every topic, either online or offline. There are certain issues that are a little more difficult. Especially when it comes to confidential information, which may even be subject to legal ties.

Someone has opened a group on their subject and you realize: Damn it doesn’t happen. It remains calm and there is no exchange between the group members. Do you have any recommendations on what the group admin can do to bring more life to the group?

As a community manager, I need to create content that helps guide my members to my community through the steps of their commitment. What exactly does that mean? I need to think about how I’m reaching out to potential, new, passive, active, and power members and getting them to move to the next level. Especially in the beginning, it is very tedious to get people to interact with each other. Here it is a thing of the past to maintain patience and animate it with simple but effective content tricks. I wouldn’t get too complicated, but I would also listen to my target group and directly address what they want from the community.

What can visitors expect from your presentation and what can they look forward to?

Many insights into the world of communities based on real examples and experiences. C2C and Community Building is a fresh topic that is growing and is something that concerns everyone.

 Thank you for the conversation!

How do you see the topic Communities and what tips do you have to build one? Please write this to me in the comments!”
3200,”4 Tips for Companies to Write Successful Blog Posts”,”

Corporate blogs often make a mistake: they give away their potential. They target customers and (future) employees. Of course, they are also industry-oriented. Unfortunately, however, this often leads to their texts reading as dry and fluid as crispbread. But that does not have to be the case!In fact-worded and often self-referential, companies provide information about their latest products or recently received awards. Reader orientation, on the other hand, is lacking. It is both texts and conversations: those who only talk about themselves forget their counterpart and juggle with technical terms usually have only a few friends. In the case of a company blog, this means few to no visitors.

Sure, company blogs are not lifestyle blogs. Basically, however, every company that chooses a blog has to ask itself: Who do I want to reach with which content and why?

In concrete terms, this means which target group(s) should be reached? What content does it take to address it? And what language do my readers speak? So it’s about the content, also called content, the preparation of this content and its presentation.

So what should a good blog article look like?

At least 300 words and quality

When it comes to the length of a text, Google specifies a set of words of at least 300 words to list the text. That is the minimum. It is not a matter of writing as long a text as possible in blog posts, but of an article that helps readers. The article should solve a problem or address issues that are relevant to the industry.

In short, the blog post must be good for readers, not for your business.

This is not to say that our own services and products should not be mentioned. No. Rather, it depends on the mix of articles. Articles that have to do with your own industry, such as introducing employees or providing interesting information about specific events, belong to a company blog as well as articles describing the services and products. But if you only talk about yourself, you will quickly become boring and uninteresting. So again the appeal: Don’t forget your readers!

Conversely, a blog text doesn’t have to have 1,000 words. In my opinion, the length does not necessarily say anything about the quality of an article. I wrote more about this in my post “”From the Myth of 1,000 Words for Good Blog Posts””.

Structure gives support and makes the reader happy

There are texts from hell. These include those that are (a) written in small letters from beginning to end, and which only give a glimpse of commas and points; b) Texts that pass through in one. This means that if there is a paragraph in an article, you are lucky as a reader, otherwise, it means persevere or jump off. And it is precisely the latter that anyone who has a blog wants to avoid. Corporate blogs also have a special feature: they are not necessarily addressed to the general public, but to business-to-business (B2B) or business-to-consumer (B2C) customers.

So it’s hard enough to keep readers at bay. That’s why make it as easy as possible to read your posts!

Blog articles should be designed as a good book. This means that it needs intermediate headings and meaningful paragraphs. They help your reader orient at home and make it easier to read. Fats in the article are also helpful if you want to highlight certain content. These help with scanning as soon as the reader only flies over the post. An article will be really good in its structuring if the subheadings each reflect the contents of the paragraph or paragraphs. This provides the reader with an additional service.

Simple is competent

Nobody likes to read box sets. They do not demonstrate competence or are reader-friendly. In short, concise, precise sentences should be designed. An unwritten rule says No more than 16 words in a sentence.

In any case, it is advisable to work according to the journalistic rules and answer the five W-questions: who, what, when, where, how. Anyone who keeps this question structure in mind and writes according to the premise “”subject, verb, and object”” is already very well positioned.

It is worth bringing technical words only if it cannot be avoided or if the corresponding (specialist) audience is to be addressed. Otherwise, leave them out.

Added value matters

The word “”added value”” is now mentioned as often as the term “”content marketing””. I like the word because it contains two important components, ‘more’ and ‘value’. This means that you should give more than the reader expects, and this is especially true of your text. This includes links to further sources if the reader can gain more information here. Also within your blog. Internal links are also welcome by Google. But the primary concern is to help the reader read it.

Always ask yourself the question: What else can I give the reader so that he knows he is right with me with his questions because he gets the solution from me? When you trade after it, you have a completely different view of your post. You will discover and record sources that you might have ruled out before from a competitor’s point of view. It doesn’t matter what you want, but what’s relevant to your reader. And he will return it to you with confidence and a new visit, if not with a purchase or application.

I have compiled some good examples of corporate blogs. Please don’t be surprised that it’s big companies but they’ve also started at some point. Take a look at who the blogs and their articles are directed to and how the posts are structured. Surely you will find enough inspiration there that you can implement for your work in your company blog.”
3207,”The secret of fantastic blog posts in 7 steps.”,”

Phrases like “”Content is King”” or offer your readers “”added value”” you have certainly heard and read many times. This is exactly what a good blog article should provide your reader with.The question comes up again and again: How do I get more readers on my blog? It’s basically quite simple. Just write fantastic articles! Honestly, your number of visitors stands and falls with the content of your blog posts.If your readers don’t get input that they think is interesting, then you’ve lost. That’s why to write articles that will help your readers. This means: Answer questions that you have noticed, offer infographics to clarify a situation, or discuss the content of other authors and discuss them.The possibilities for your readers to write an interesting and readable post are almost endless. But to create such added value with your blog post, you need good preparation. Which exactly I’m showing you today.

Step 1: Patience is a virtue

A good text does not write itself. That sounds better now, but it’s a fact: a good text is a work. He needs time. Time to research, process, and shape the content into a blog post. A good article can sometimes take six hours. Of course, the topic and the complexity involved also matter. But it’s like this: quality takes time. You should take that.

Step 2: Headings are your ticket

The headline is the first thing your readers see from your post. It is optimal if it makes you so curious that your article is clicked on. A headline can be many things: exciting, questioning, funny, enumerating, denying, etc. But it must never be one thing: boring!

Therefore, consider how you can formulate your headline. You may also provoke. The only important thing is that you don’t raise false expectations with your readers about the content of your blog post. The two must fit together, otherwise, you will lose credibility.

Step 3: Feeding helps

You know it yourself. As soon as you read the first sentences of an article, you already decide whether you will read the post in its entirety, just fly over it or click away again. This is exactly what your readers have. But with an interesting introduction, you can arouse the curiosity of your visitors in advance and get them to click on your article.

Take an example of press releases or journalistic articles. You will always read a short summary of the content before the actual article. The so-called teaser. Exactly the same trick you should use for your blog post. The teaser is your introduction to your actual post.

If your readers are already paying attention to what’s going on in your article, you’ve won. That’s why My tip: Take a look at the Picture newspaper. It’s tearful, yes. But! There you will learn how to generate attention in a few words.

Step 4: Intermediate headings help with orientation

It is always helpful to split a text with intermediate headings. This gives your readers several advantages. On the one hand, subheadlines structure your text and make it easy to read. And on the other hand, they provide orientation when reading.

Many readers just fly over or scan a text and stick to the passages that are interesting to them. With good intermediate headings, you can add value to your readers by pointing directly to interesting passages in your article and thus making it easy for them to read.

Step 5: Content is King

With a gripping headline, an exciting or interesting teaser, and structuring intermediate headings, you have already laid the foundation for a good text. Now we need to expand that base. In this context, the statement “”Content is King”” is probably the most quoted sentence. But what does “”Content is King”” even mean?

A good text is not only characterized by good formulations and flawless writing. But by its content. Does the article solve a problem, does it pass on information to its readers that have not yet been processed, or does it contain links to other interesting pages? These are some of the factors that make your post a good contribution. And good means creating added value for your readers.

That’s the point and you’ll probably hear it often: Create added value for your readers! Then you have a great blog article, which is also ranked correspondingly high on Google.

Google basically has a big goal, which is to provide valuable content on the web. The better the content, the higher the ranking on the net. This is practically your reward. Of course, a portion of SEO (search engine optimization) is also part of the fact that your blog ranks well on Google. I will write more about this in one of the next articles. But first, you should make sure that your texts are good and written and informative. Therefore, pay attention to what you write and what added value you offer.

This also applies to links. Google writes, “”Keep reminding us that our algorithms can distinguish “”natural”” from “”artificial”” links. Natural links to your website result from the dynamics of the web when the owners of other websites consider the content of your website to be relevant and helpful to their users. For the indexing and ranking of your website, only the natural links are important.””

This means for you: The better your post is, the more likely your readers are to share it, recommend it further and report it. As a result, other readers will also become aware of you and visit your blog or website. Ergo you have also achieved an increase in your range and traffic at the same time. If you want to learn more about how to increase your reach and traffic, you can find more articles from me on the topic here and here.

Step 6: Action Baby

A good way to actively engage your readers is to call for action. Technically, it’s called a “”call-to-action”” in which you appeal to your readers to click a link or perhaps leave a comment on your article. By the way, you are also welcome to contribute to this article. However, it is important that your request for action is related to your post. Anything else is counterproductive! You can find out more about call-to-action here.

Step 7: Sharing is caring

You’ve probably heard the saying before, haven’t you? This means that sharing content is desired and the author is very happy if you like the article and you inform your community about it. That’s how social media works.

The word basically says it: “”Social””. Sharing something together that provides your own knowledge or to point out interesting content are the basics of social media on the net. At the same time, you increase your reach and ensure that you continue to rise in the ranking at Google. Basically, it’s like a cycle that thrives on working with each other rather than against each other.

To make it as easy as possible for your readers to share your content, you should make sure that your social media buttons are easily accessible. That is, they should be in a visible place on your blog or website. But don’t just think about Twitter or Facebook. Xing, Google+, or Pinterest can also be useful channels for you to point to your posts. But it is important to know if your target group is there. This idea is part of your blog strategy. You can find out more about this in this article from me.

How do you feel about good content? What does it have to include for you and which blogs do you like to visit for more information? Just leave me a comment with your experiences and recommendations.”
3210,”Corporate Design: A Must for Successful Corporate Blogs”,”

A corporate blog is a good start to make its brand and companies better known online. However, in order not to get down to the flood of content and to position one another clearly in the online networks, good content alone is no longer enough. However, with a clear corporate identity and a clear corporate design, companies can stand out.

Why is corporate identity (today) so important?

How can it be, for example, that the public hardly knows the company or that the employees do not identify with their own company? And this despite the fact that there are a corporate blog and active corporate communication? A common reason: So far, no effort has been made to create a unique selling point, so the company does not have a clear identity or a recognizable profile.

Such an identity – also called corporate identity – can help to create a clearly recognizable profile and to unify communication activities as a holistic concept.

An unmistakable corporate identity is a basis on which security and trust – both employees and customers – can be created. At the same time, you stand out from the competition.

The identity of a company is defined by means of a mission statement. The visual appearance, also called corporate design, is one of the most important instruments in the context of corporate identity. A clear Corporate design visually clarifies identity and creates recognition value and – ideally – an optical brand identity.

  • Corporate Identity conveys the message that the company stands for.
  • The corporate design gives the company a uniform visual appearance.

What makes a good corporate identity?

The company identity is always present and perceptible – intentional or unintentional. It is just not always clearly recognizable. The following three aspects play an essential role in the successful implementation of an effective corporate identity:

Positioning

A company must stand out clearly from the competition by developing its products and services in line with its identity and taking a position on core issues.

Personality

Values and principles must be formulated so clearly that all parties involved – internally and externally – have a consistent idea of the company. Ideally, leaders emerge who live and embody these principles and values and thus give identity a face.

Belonging

With a clear and manageable presentation of the company, one ensures a better brand understanding among all parties involved. A sense of belonging arises when companies provide connecting points and topics with which, for example, employees can identify.

Corporate identity is effective when every employee and every manager in the sense of the company thinks, communicates, and has learned to act. Then identity runs like a thread through all communication activities.

“”The communication of culture, creativity, attention to detail, and genuine interest in the customer is the basis for your future success.”” – Volker Spielvogel, Corporate Identity holistically

What is Corporate Design?

An identity can be visually represented and conveyed particularly well. For this reason, many large companies have a corporate design. However, this is not exhausted in the design and use of a company logo.

No, the corporate design goes beyond that and includes the uniform design of all visual components of a company to a distinctive appearance.

It includes the design of all means of communication of a company:

  • Word/figurative mark,
  • Business printed matter,
  • Vehicle labels,
  • Online presence and advertising media.

Design guidelines define basic visual elements such as font, color environment, formats, and design grids. The Corporate Design Manual is a tool to facilitate the identification of a company.

  • Companies can stand out from the competition with corporate design.

What is the use of corporate design?
Consistent action is essential to stand out from the competition and the general flood of information. A consistent appearance provides the following benefits:

  • Unique profile: A professional impression is achieved through a uniformly designed corporate design.
  • Image formation: The desired image can be more easily desired with a convincing design.
  • High recognition value:  The consistent use of graphical elements creates a high recognition value that creates visibility and belonging.
sustainable integration of design into the corporate strategy [has a demonstrably positive impact on the competitiveness and revenue and profit development of a company as well as the development of new markets”” – Study “”Growth Driver Design Focus”” by the German Design Council (2011)

Corporate Blog and Corporate Identity

Potential customers are not only interested in problem-solving and related products. As the attention and interest in the company increases, so does readers’ curiosity. Stories and backgrounds about products as well as the brand are also of interest to the target group and can mean further benefits.

For more and more companies, the blog has become the center of online communication. Not surprisingly, as you can pursue many different goals with the blog. These include, but are not only

  • Strengthening expert status
  • Increasing the range
  • Dissemination of company news
  • Strengthening visibility

Another important aspect is that a corporate blog also strengthens corporate identity. When employees create positive content directly related to the company, it affects the internal and external image of the company. The blog also supports the development of an online reputation.

  • A corporate blog with helpful information offers potentially high benefits for the reader and strengthens corporate identity.

Reading tip:

Thilo Specht: Monotonous, boring, implausible – German companies have a corporate identity problem

Corporate Design and Corporate Blog

The contents of a blog are, of course, the Ah and Oh. However, aspects such as layout and design must not be forgotten: they are crucial for the corporate identity of the company. Regular review and optimization of design and technical basics are therefore just as necessary as the constant optimization of the content.

The following questions facilitate the analysis:

  • Does your blog have a mobile version?
  • Do the blog topics fit the company’s main topics?
  • Does the used image material match the design and the corporate image?

Companies have the chance to create their own platform with corporate blogs. They are online magazines that can include news, product information, practice tips, and more.

A corporate blog should not only correspond to the higher-level corporate design. The blog design also needs its own concept to increase the recognition value of the brand. This is best achieved through a consciously chosen color world and a clear visual language.

Other elements to consider include:

  • Logo
  • Basic layout
  • Colors
  • Style
  • Font
  • Imagery

Reading tip:

Andreas Weder: How does corporate design work? A guide for beginners
Nadine Burck: How to implement your own corporate design for the blog?

Examples of successful corporate blogs

The following examples show how successful corporate blogs can look like.

Audi – “”Insights for Media Professionals””
This corporate blog is dedicated to a single target group – journalists, bloggers, and online multipliers. The blog provides behind-the-scenes insights. The focus is on products, technology, and design.

In line with the target group, the content – especially the image material – is stored in the highest quality. This may also be due to the fact that the blog is linked directly in the press area of Audi and thus also functions as a download area for press images.

Coffee Partner East Vending Machines – “”Curious Stories from the World of Coffee””
The blog of the vending machine manufacturer Kaffee Partner Ost-Automaten GmbH provides information on the topic of coffee. In addition to the mandatory information on coffee machines, there are also contributions to various coffee types or coffee habits in other countries.

Only at second glance does the relationship with the company become clear: the evaluation button and the menu items “”References and experiences with coffee machines””. The clear corporate design also runs consistently through the blog.

The focus on the topic of coffee instead of the competences of the vending machine manufacturer makes the company sympathetic and the blog also exciting for coffee enthusiasts. The positioning as an expert around the hot drink – technology included – is thus credible.

Greenpeace – Blog with a successful communication strategy

Organizations that rely on donations in particular need a good communication strategy. Greenpeace clearly presents its goals and goals to potential supporters on its blog.

In guest contributions, the organization allows people who are affected by a wide variety of topics to speak. The contributions are in line with Greenpeace’s objectives. The authentic eyewitness accounts are only enhanced with high-quality imagery and some facts and figures.

The editorial staff of the organization takes a back seat and leaves even more room for the voices of those affected. The corporate design is also discreet so that the reader can concentrate on the texts and images. The projects that Greenpeace is working on are clearly presented and receive a human emotional component with the eyewitness accounts.

Reading tip:

Matthias Koprek: 10 instructive examples of successful corporate blogs … and what you can learn from it
Christian Müller: Corporate Blogs for SMEs: 5 Best Practice Examples

Content good, layout good, all good
Corporate design is the result of corporate identity: it communicates the one-off, professionalism, goals, and values of a company. The corporate blog strengthens the corporate identity and strengthens the company with its content. If the blog is provided with a corporate design, this increases the recognition value of the platform and thus ultimately the value of the brand.

Anyone who positions themselves clearly creates a unique identity, uses a uniform design on all channels from the website to the blog is convincing.

Reading tip:

Lars Hahn: How do I blog “”right”” as a company? – Is his corporate blog worth it?
Sascha Theobald: Corporate Blog: My Blog is my Castle
Corporate Design Manuals / Styleguides Examples”
3243,”Landing page Basics”,”Back to Basic.

Sometimes it feels like we’re throwing trade terms and buzzwords around us all day. Of course, correct terms are important, but sometimes we forget the basics. And that is what we want to change in this series. Let’s talk about the basics, in this case, the basics of landing pages.

Landing pages

Landing pages are web pages created for a visitor to land on them and perform a specific action. The classic is landing pages where your potential customers end up when they click on your ad on Google Ads or on social media platforms.

Such visitors would not be optimally accommodated on your normal website, as they need targeted information about the product or service and would be overwhelmed with the flood of information on the homepage.

Visitors are specifically made to perform an action and landing pages are optimized to exploit this traffic in an optimized manner.

Landing pages are a central element of any online marketing strategy and should, therefore, be meticulously planned and designed.  The following questions should, therefore, be clarified at the outset:

  1. What is the landing page’s goal? Should a product be sold or should the visitor, for example, subscribe to a newsletter?
  2. Who should land on the landing page? What are these people, how should they be addressed, what tonality is appropriate
  3. What Value Proposition, what value/value promise do you want to present to the customer? What is the job of a customer related to the product, what is the point that makes their world better? The value proposition should be well selected and tested, e.g. via Ad Words.

As a basis, a landing page template can be taken, which actually offers every landing page builder. We have had good experiences with the landing page builders Unbounded and Get Response, but in principle every tool is suitable.

The most important point in the subsequent design of the landing page is the Hero Banner, the first image a visitor sees when he visits the website. The Hero banner should show the product in action and take up the theme of the headline.

This is followed by a headline, possibly with a descriptive subheadline and of course the call-to-action button on which the visitor should click.

The headline should make a big, bold promise about how the product will change the customer’s world. An apt headline is therefore immensely important. It is recommended to write 5-10 headlines and test them in the circle of acquaintances and select the best headline.

Trust signals should be placed directly below, which can be mentions in the press or customer voices that give the visitor confidence.

The rest of the landing page should always be in a change of product information and prompt for action, prompting your potential customer to interact with you.

Do you have any questions or suggestions about building landing pages or can you recommend your favorite tool? Please let us know in your comments.”
3249,”THE 6 ELEMENTS OF A SUCCESSFUL E-MAIL”,”

Whenever you want to bring a novelty to the market, share relevant information with your customers, or report a change, write an email. Do not send letters by post. Digitization. It has to be fast. The message must be distributed NOW. But just because everything goes so fast, it may be that your email simply goes under in the customer’s inbox. To avoid this, read this post.

 

It is very frustrating that sent emails are not opened and read. Finally, the target group, the content of the mail as well as the best shipping time were dealt with and effort was put into the effort. But I am saying this: put an end to this. Or let us help you increase your open and click rate with our tips. The more people open the email, the more people can interact with your content. If the email ends up directly in the spam or in the trash, a valuable opportunity is missed.

It must also be said, however, that the opening rate today is not quite as meaningful and partly distorted. Many users, certainly yourself, have set a preview window for viewing. That’s why we at Storylead look at the open rate in detail as well as the click rate. Despite the preview function, you can accurately measure the interaction with a CTA. Thus, the system does not first need to remember whether an e-mail has been opened or not.

  1. Increase the open and click rate of your sent emails

There are many different reasons why your email is not opened and viewed. On the one hand, it can be the structure of the e-mail, on the other hand, that the reader simply does not have time at the moment and therefore deletes or simply ignores your e-mail. That’s why it’s so important that your sent message gets important and highly relevant. With ActiveCampaign and the automated email system, it’s easy to implement the following points in the best possible way.

  1. The subject line, show the relevance of your email

It’s a decision to decide whether your email will open at all. So it shows the relevance of the email content. In your subject line, define what it’s all about. Contact the recipient directly with the name! Awaken the desire for more, so that your recipient opens the e-mail and wants to find out more! This can be enhanced by personalization using ActiveCampaign SMART rules or sometimes with an emoji.

  1. Address as accurate and personal as possible

The speech decides whether to read further or not. Is the first or last name misspelled, the gender has been reversed or is you duped even though you are per you? The speech must be correct and as personal as possible.

ActiveCampaign offers the possibility to set up emails with a suitable address including correct gender, first and last name thanks to its properties, SMART rules, and personalization tokens. Just give it a try!

  1. Email items, sometimes less are more

Too many well-intentioned atypical e-mail items can cause your email to end up in spam – and never be read by your recipient.

Untypical e-mail elements can be elaborately built CTA’s, links, but also personalization tokens as well as weird sender addresses. ActiveCampaign has an optimization function for this purpose, in which you can see what you can still adjust for a better open & click rate.

  1. Sender address, contact person vs. company name

A sender’s address should always be clearly defined so that your reader always knows who to contact. In addition, it strengthens and builds trust. We usually do not recommend a “DoNotReply” address as this is very impersonal. An “[email protected]” address indicates that the email comes from a company, but the person responsible is not clearly defined. We distinguish from case to case: Is the contact person sufficiently known for the recipient to contact our company, or is it sufficient to name the company?

  1. Bounces, a maintained database is the A and O

No one wants incorrect and/or outdated e-mail addresses in their database. Certainly not you either. Therefore, check your bounces regularly and adjust them accordingly, maybe even a typo has crept in. Soft bounces can occur by encountering a temporary technical problem with the recipient’s server or by enabling an out-of-office message. In case of further shipping, these addresses will be supplied again. A hard bounce closes to incorrect or outdated addresses so that the email cannot be delivered. Such contacts will no longer be considered in the case of further shipping, as there is a permanent error.

We, therefore, recommend that you actively maintain the database and avoid duplicates. The new feature of ActiveCampaign makes this easier, read more here.

  1. Shipping time, because the timing plays the main role

You decide when your recipient can read the message when the shipping time. The timing is match-decisive, because if it arrives too early, the email may be put into a subfolder or trash because you don’t have time at the moment. If it arrives too late, the information may no longer be relevant to the recipient, as he has already heard about it or it is too short-term.

At Storylead, we recommend sending the messages in the morning or before breaks. So before work starts, maybe also coffee breaks and lunchtime. Sending e-mails in the late afternoon is not recommended in this sense in most industries, as everyone would like to go to work as soon as possible and (almost) no one wants to receive a last-minute e-mail before going home to the inbox. Fridays are also often a bad choice, as the email can soak up well over the weekend. Even during the holiday season, it is not recommended to send relevant e-mails, as their contact persons are often not in the office and only have time to check the most important e-mails after their return.

Finally, we would like to point out that

That it is a discovery process to write a bombastic e-mail, which also strikes correctly. You need to know your customer base and always speak in the right tonality. It makes sense to discuss the sale and put insights into an e-mail.

It is also important that the number of emails you send in a period of time is well matched. Nobody wants to be bombed. Sometimes less is more.

So that you can start optimizing your e-mails right away, we have a starter help for you:

  • Define the target group (also: Buyer Persona) you want to address
  • Analyze whether your previous changes are already geared to the respective target group and determine what can be optimized
  • Set the desired content (adapted to your target group)
  • Determine shipping time and sender and reply-to address
  • Send the email and analyze the open & click rate

If you are not yet satisfied with the results, start again. Because as I said, it’s a long process to write the ‘perfect’ email. But only if you start with it can you learn and learn from it. To make your next email even better than the previous one.

Go! We wish you every success in your next e-mail delivery.”
3258,”A SMALL MOTIVATION SQUIRE FOR MARKETING AND SALES PEOPLE”,”

If you read this, you are either a marketer, sales representative, business developer, chief acquirer, or manager in a medium-sized company. Maybe ICT. Maybe MEM. Maybe industry. Actually, you should call a few potential customers right now. But…They ended up here. On this blog post. Because that’s the case and because I respect your time, I just want to change a few words with you so that your sales calls succeed even better after reading. Are you ready?

First: Make yourself comfortable with a cup of coffee. Then…

The ideal world of acquisition

Imagine an ideal acquisition world in which customers automatically come to you. Almost at the touch of a button. Nothing to do with rum tinkering with digital tools, content, social media, software, and the like. It just slips.

Imagine how you automatically gain new customers – digitally, predictably, and with a system. And how you can develop these customer relationships over the years.

Imagine a world where your marketing processes, customer processes, sales tools, the software you need, and the skills of your teams are neatly aligned with your crystal clear, written growth goals. Everything with the system, as you know it from other areas, e.g. from your cleanly timed production.

In your imagination, you can see that you are not only doing the right thing when it comes to market processing. But that you also do things really efficiently. As in production, where you develop and build perfect products with hundredths of tolerances.

You realize that behind the scenes (what your customer sees in terms of marketing) and behind the scenes (which your customer doesn’t see) everything works like a string. You realize that your customer processes in marketing, sales, and service are perfect and that your teams work together perfectly – with your customers at the center.

You can also see that your customers enjoy a consistent, positive buying experience – from the first contact via the website to automated renewal purchase.

All your touchpoints are one-size-fits-all, they speak the same customer-centric language – whether on your website, in your content, in emails, on the phone, in social media posts, videos, blogs, in white papers, in your price lists, and even on your contracts – a common thread.

If you look outward, you’ll see that your competitors are annoyed because your digital marketing machine has strategically positioned yourself away from your competitors. They run after you, copy and hope to get the connection – but in vain.

And then you look inward and see that you can easily measure the performance of market processing and touchpoints – with your dashboard, which clearly displays the most important metrics and thus allows your team a quick interpretation and course correction.

The sales pin is increasing, so is the margin. Your boss is happy, the board praises you, and then…

… then the alarm clock rings. You wake up:

They dreamed. It’s time to make your sales calls again.

Dispersing or selling?

What is it like in your everyday life – do you get bogged down in the operational hustle and bustle of everyday life? Or do you already sell in a predictable way and with a system? Less dispersed. Sell more. That is the aim.”
3263,”Your Marketing Checklist for More Leads”,”

Whether leads in marketing or sales. Leads are potential new customers and these must be generated in large numbers. But how does lead generation work fastest and most purposefully?

We have put together a marketing checklist especially for you so that you can pick up your leads properly and thus boost your lead generation.

Leads in Marketing Theory

Marketing theory is all about your customers. A look at practice shows, however, that products, product properties, or pure facts are often at the heart of marketing. But the focus on “great performance/great product” seems less and less. Why?

Your potential customers are more informed than ever. The next purchase decision is only a search query away. If you want to succeed, you have to be present in the right place at the right time with the right information. Your customer’s problem is at the forefront of your marketing activities and thus also at the beginning of your sales process. Accordingly, it is important to go ahead with useful information – in the technical language, this is called the psychological concept of reciprocity. Show your customers that you understand them, understand their problems, and solve them (with your products and services).

You don’t know exactly who you want to address, what problems these people have, and how and where they’re informed? Our guide to creating your Buyer Persona is the ideal first step.

Marketing Checklist: Capture customer problems faster and sell better

Marketing is a causal sequence, followed by the deepest understanding of problems by the unconditional will to solve problems and good products. Both your traditional, online and inbound marketing should reflect this process.

You can find out how to understand your customers’ problems more quickly and thus sell them better in the following steps in our marketing checklist. Let’s go:

The plan

In this first phase, you will deal with the current situation. You analyze your starting position, work out the exact goals, define metrics, and consider solutions to achieve the ideal state.

What are your current situation: How many communication & marketing materials do you have for your customers?

How can the problem be measured: How often do words like “we” or “our product” occurs instead of customer problems?

What is your ideal target state: How should your future marketing be geared to the customer’s problems?

What is your measurable goal: Formulate a realistic goal, such as: “80% of our marketing resources for the first contact with new customers revolve around customer problems by the end of Q3…”

What is your zero measurements: How many of your communication tools meet the requirements?

How do you measure progress: How many ‘trimmed’ means of communication you have revised to address the customer problem?

What are the possible causes: Wonder if it could be due to a lack of USPs, product love, or lack of resources?

What is the root cause: Wonder what might be the cause?

What are the possible solutions: How do you trim your marketing resources from “we” to “you”?

What is your ideal solution: For example, to gradually customize all marketing tools and activities that you use in the first contact in the next 90 days?

What are the hurdles facing you: internal resistance, ignorance, convenience, unwillingness to change, “we have only just reprinted the brochure…”?

What inspires your implementation: Is it the mirroring of the chosen language in marketing that your customers also use?

Implementing

The second phase is about implementing the goals, solutions, and measures discussed. Just discussing it doesn’t change anything…

What are your concrete approach: What is your implementation plan? Create a list with Who? What means? Until when? What (concrete) content?

How to document your implementation: Follow your plan (item 13), collect each adapted means of communication, and discuss it regularly in team meetings.

Controlling

The actual situation has been analyzed, the target situation has been worked out and implementation is underway. Now it’s about checking if you’re on the right track.

What is the target-actual deviation: Compare your objective (should: “80% adjusted to the end of Q3”) with the “completed” marketing means under point 13 after the end of the target period. What do you find?

What insights have you learned: What do you learn from the target-actual comparison? Were your targets (“80% adjusted by the end of Q3”) too ambitious? What have you learned during the implementation? What can you do better? Where is there potential in terms of skills?

Improving

The final phase is about the “Act”. Look at what it takes and what you need to do to keep the processes running ‘clean’ even after successful goals.

How do you standardize this cycle: How can a standard process be derived from the process of adapting marketing resources? What are the criteria?

How to improve the cycle: If you have not (yet) achieved your goals, start another cycle – with newly defined goals, however, and taking into account the experience gained.

It’s high time for more leads

NEED HELP? Let’s TALK . . .

FREE Sales & Marketing Strategy Power Session – Book Now

Get the SPARK, that will super-charge your sales and marketing machine!

Whether leads in marketing or sales. Leads are potential new customers and these must be generated in large numbers. But how does lead generation work fastest and most purposefully?

We have put together a marketing checklist especially for you so that you can pick up your leads properly and thus boost your lead generation.
Leads in Marketing Theory
Marketing theory is all about your customers. A look at practice shows, however, that products, product properties, or pure facts are often at the heart of marketing. But the focus on “”great performance/great product”” seems less and less. Why?
Your potential customers are more informed than ever. The next purchase decision is only a search query away. If you want to succeed, you have to be present in the right place at the right time with the right information. Your customer’s problem is at the forefront of your marketing activities and thus also at the beginning of your sales process. Accordingly, it is important to go ahead with useful information – in the technical language, this is called the psychological concept of reciprocity. Show your customers that you understand them, understand their problems, and solve them (with your products and services).
You don’t know exactly who you want to address, what problems these people have, and how and where they’re informed? Our guide to creating your Buyer Persona is the ideal first step.
Marketing Checklist: Capture customer problems faster and sell better
Marketing is a causal sequence, followed by the deepest understanding of problems by the unconditional will to solve problems and good products. Both your traditional, online and inbound marketing should reflect this process.
You can find out how to understand your customers’ problems more quickly and thus sell them better in the following steps in our marketing checklist. Let’s go:

The plan

In this first phase, you will deal with the current situation. You analyze your starting position, work out the exact goals, define metrics, and consider solutions to achieve the ideal state.

  1. What are your current situation: How many communication & marketing materials do you have for your customers?
  2. How can the problem be measured: How often do words like “”we”” or “”our product”” occurs instead of customer problems?
  3. What is your ideal target state: How should your future marketing be geared to the customer’s problems?
  4. What is your measurable goal: Formulate a realistic goal, such as: “”80% of our marketing resources for the first contact with new customers revolve around customer problems by the end of Q3…””
  5. What is your zero measurements: How many of your communication tools meet the requirements?
  6. How do you measure progress: How many ‘trimmed’ means of communication you have revised to address the customer problem?
  7. What are the possible causes: Wonder if it could be due to a lack of USPs, product love, or lack of resources?
  8. What is the root cause: Wonder what might be the cause?
  9. What are the possible solutions: How do you trim your marketing resources from “”we”” to “”you””?
  10. What is your ideal solution: For example, to gradually customize all marketing tools and activities that you use in the first contact in the next 90 days?
  11. What are the hurdles facing you: internal resistance, ignorance, convenience, unwillingness to change, “”we have only just reprinted the brochure…””?
  12. What inspires your implementation: Is it the mirroring of the chosen language in marketing that your customers also use?

Implementing

The second phase is about implementing the goals, solutions, and measures discussed. Just discussing it doesn’t change anything…

  1. What are your concrete approach: What is your implementation plan? Create a list with Who? What means? Until when? What (concrete) content?
  2. How to document your implementation: Follow your plan (item 13), collect each adapted means of communication, and discuss it regularly in team meetings.

Controlling

The actual situation has been analyzed, the target situation has been worked out and implementation is underway. Now it’s about checking if you’re on the right track.

  1. What is the target-actual deviation: Compare your objective (should: “”80% adjusted to the end of Q3″”) with the “”completed”” marketing means under point 13 after the end of the target period. What do you find?
  2. What insights have you learned: What do you learn from the target-actual comparison? Were your targets (“”80% adjusted by the end of Q3″”) too ambitious? What have you learned during the implementation? What can you do better? Where is there potential in terms of skills?

Improving

The final phase is about the “”Act””. Look at what it takes and what you need to do to keep the processes running ‘clean’ even after successful goals.

  1. How do you standardize this cycle: How can a standard process be derived from the process of adapting marketing resources? What are the criteria?
  2. How to improve the cycle: If you have not (yet) achieved your goals, start another cycle – with newly defined goals, however, and taking into account the experience gained.

It’s high time for more leads
NEED HELP? Let’s TALK . . .
FREE Sales & Marketing Strategy Power Session – Book Now
Get the SPARK, that will super-charge your sales and marketing machine!”
3279,”5 SEO CONTENT TIPS FOR A TOP GOOGLE RANKING AND MORE TRAFFIC”,”

Not so long ago, in our blog post with SEO setup tips, we explained to you why Search Engine Optimization (SEO) is part of online marketing and why SEO is so central to your inbound marketing activities. Once again, if you want to find better in search engines like Google & Co. and achieve a better ranking than everyone else, you have to present your website search engine-optimized. This is the only way to achieve higher traffic. In this post we will show you practice-oriented SEO tips and tricks on how to optimize the content on your website as effectively as possible

Content in the SEO world

You then use SEO if you want to get you to be found online and visit your website. For this to happen, the content that is on your website is crucial.

When we talk about content, we mean your texts, keywords, links, etc. So all the content on your website. Inbound marketing is about not providing any content, but content that is tailored to your buyer personas. These are useful and helpful.

The combination of inbound marketing and SEO is central. Why? Quite simply, what good is excellent and relevant content if this content is not read because no one finds us online? Or to put it another way: because the content cannot be found?

This is exactly why we have collected tips and tricks for you on how to optimize your content for ranking requirements on Google & Co.

SEO tips for immediate implementation

It’s time to get started! Your website and your business should be found online. And as far up the rankings as possible. Ready? Let’s start with the SEO content tips:

#1 Set your relevant keywords

You should structure the website to meet the needs of your target group – your Buyer Persona. To find out exactly how your buyer persona ticks, what their needs, desires, problems and daily challenges are, ‘market research’ must be done. Ask your sales and customer service employees about this. Google knows a lot – a lot. That’s why it’s worth taking a look at Google Trends. Enter your keyword and find out when, where, and by whom to find your keyword. The Google Consumer Barometer can also provide you with valuable insights about your Buyer Persona. With various filters and additional functions, you can find out how your target group ticks.

Have you collected enough information? Do you know what moves your Buyer Persona, how you inform yourself, and where to shop? Now the bone work begins for you: The keyword research. Which keywords are searched for, which are not? The Google AdWords Keyword Planner or HubSpot Keywords Dashboard are useful tools to find out what works and how. For the Google AdWords Keyword Planner, you need an AdWords account. We would also like to give you the following tips:

  • Optimize your page to a maximum of three keywords
  • Use additional words such as action verbs
  • Always write the main keyword in a plurality
  • Focus on longtail keywords

#2 Place your keywords correctly

Keywords are a key factor for search engines. Now that you’ve defined which keywords are important to your business, these keywords need to be properly integrated into your website. Simply using keywords everywhere on a fast track doesn’t work (more). Google is clever and classifies a website with too many keywords as spam. So where is it still essential to use keywords?

In the title: Your keyword should definitely appear on the respective page (as early as possible) in the title and within a heading. Especially the main heading H1 is essential because the search engines weight them more than the H2 and H3 tags. Also note: Your title should contain a maximum of 60-70 characters.

In the browser title (“”Title Tag””): In the title of the browser window, you should definitely also integrate keywords. The name of your company and the corresponding keyword is mandatory here. Normally, three to four words are used here, but a maximum of eight words.

In file name: The search engines weight the file names very high. It is advantageous if the file name has a direct connection to the content.

In the old text of images and graphics: The ALT text contains the alternate text for an image or graphic and consists of a maximum of 125 characters. ALT texts are descriptions and appear when images or graphics cannot be displayed due to the loading time or when website visitors are visually impaired.

The first 50 to 100 words in the text: You should integrate the search terms as close as possible to the title or as far up in the text as possible. The search engines recognize that this term is important.

In Meta Description: As mentioned earlier, the meta-tag description is no more than a part of the algorithm. However, we still advise you to integrate your keywords. Because better descriptions lead to more clicks – and more clicks to a better ranking. Create unique meta descriptions for each of your web pages. The respective keyword should occur only once per page.

In the URL: Shorter URL’s with many keywords achieve a higher ranking. URLs should contain less than 115 characters.

#3 Integrate external links

Backlinks are considered one of the most important SEO metrics ever. Links from external sites to your own website (so-called inbound links) increase the popularity of your website enormously. When search engines “”crawl”” the web, they search for connections between websites. What’s more, search engines can estimate and classify the respective connections. It also examines metrics such as trust, spam, and authority. But beware: the links must be natural and relevant to your buyer persona. Think about which links make sense, what your Buyer Persona wants to read, and which companies or bloggers make sense to link to. Please note that Google can classify paid advertising and PR – for example, placing products on famous blogs – like advertising, and this in turn penalizes.

Other ways to generate backlinks:

  • Write and forward media releases to journalists.
  • Comment on blogs and forums.
  • Write guest articles on other blogs.
  • Be active on social media.

The free tools OpenLinkprofiler or Majestic calculate in no time how many backlinks lead to your website and estimate their relevance (but such free tools can often also provide inaccurate values.

#4 Integrate internal links

Search engines generally do not distinguish whether a link appears in the menu or in the navigation or in the text. To create internal links wherever possible.

Internal links can emanate from the footer, for example. Analyze which sites on your site are the most important. Pages shown in the footer are classified as relevant and important by search engines The chances are high that search engines will compensate for this. In addition, a footer helps to better understand, classify, and navigate the entire structure of a website.

Breadcrumbs are internal links to German breadcrumbs to help users navigate a website more easily. Typically, they stand between the main navigation and the content. Breadcrumbs are path information and show the user exactly where they are inside the website. They are also a great way to make it easier for search engines to communicate the structure of a website.

An HTML sitemap in the footer helps website visitors navigate more effectively. If possible, the sitemap should not only map links, but also short descriptions of the page structure.

#5 Check the loading times of your pages

Make sure your pages load quickly. Minimize any ‘load blocker’, such as a too-large image or video files. Long loading times are not only annoying for the user. For search engines, this is a negative factor for the ranking. A website Grader is a good tool for this.

Additional Tip – Perform SEO audits

You should regularly conduct SEO audits to detect and eliminate vulnerabilities. Because the guidelines and factors for a good ranking in search engines are constantly changing. The following tools can be used for SEO audits, among others:

  • Google Search Console: For ranking analysis, website metrics, for managing your URLs in the Google Index, etc.
  • Google Analytics: To analyze relevant metrics about your website visitors, traffic, and performance.
  • Google Search: To check your websites for the position in the Google Index.
  • Ryte: For an on-page analysis of your website.


3514,”Test post – youtube videos”,https://www.youtube.com/watch?v=XHOmBV4js_E
3560,”Ecommerce is becoming crucial during Covid19″,”Despite the growth over the years in electronic devices, Covid-19 has further helped to increase online shopping and innovation in technology.

Purchasing products or services through the internet has become a must for some, especially the elderly and persons with underlying conditions. Many countries being on lockdown with several protocols that include quarantine or stay-at-home restrictions imposed by a state of emergency, reduction in gathering even at supermarkets, has pushed slower technology-driven countries to catapult eCommerce technology.

Consequently, a lot of small businesses have closed their physical locations, some permanently, due to not being considered an essential service. With the necessity of remaining at home, people have been adopting alternative methods of shopping, to protect themselves, and to delay the spread of the virus.

An online store is therefore the best solution to save and help these businesses to survive. Having an eCommerce page can bring small businesses closer to their former customers and earn them new customers with proper promotion and management. This will assist the business owners in maintaining their activity and will be able to pay their expenses. eCommerce opens a door to a new customer network that is not limited to location.

Being more positive, the Covid-19 pandemic has been stimulating entrepreneurial creativity. New ideas arise, with the urgency of an answer to save businesses.

If you have a company and intend to develop an Ecommerce page, SmarterRevolution provides the services you need to bring your business to an online platform. Talk to us, with our years of experience, we will be very happy to present to you a solution tailored for your business.”
3564,”Best Marketing Channels for CBD Businesses in 2021″,”What are some of the best marketing channels for CBD Businesses that we at SmarterRevolution could recommend to any CBD business in 2021?

Firstly, marketing channels could be direct with no middle man, meaning that you have direct contact with your customer; or it could be indirect using one or more channels to connect with your customers.

CBD is also known as ‘cannabinoids’ it is a cannabis plant extract that can be used in multiple ways to create many by-products such as oil, capsules, and much more.  The CBD business is now booming, and with its many proven medicinal importance and legalization in many countries, people are beginning to sit up and take notice.

Now is, therefore, a great time to jump on board with your CBD business idea. With that said, to succeed and outrun your competitor, any business needs a marketing strategy to help gain more customers and the same goes for CBD businesses.

Marketing Channels

Marketing Channels are the different tools and platforms used to communicate with your target audience/customer.  For any business to stay successful in today’s market, they must have some form of a marketing strategy for their product or service to gain customers. Some of the best marketing channels that we at Smarter Revolution strongly recommend are as follows:

  1. Word of Mouth Marketing
  2. Podcast Marketing
  3. Email Marketing
  4. Social Media Marketing
  5. Influencer Marketing
  6. SEO Marketing (Search Engine Optimization)

There are many other marketing channels such as S.M.S. Marketing and Video Marketing, but we will only focus on what we consider the best and most productive channels, for CBD businesses in 2021.

  1. Word of Mouth Marketing:

This channel never gets old. According to Nielsen, 92% of consumers believe recommendations from friends and family over all other forms of advertising.  Value your customers because once satisfied with your product they will, in turn, spread the word to their family and friends. They may even leave a positive review for your product online. It is a proven fact that at least 8 out of 10 customers read reviews before making a purchasing decision. Remember, it only takes one satisfied customer to start spreading the word.

Another way of getting further exposure for your business is by attending various CBD trade shows that are often organized worldwide.  This can help you to build an affiliate network for your business and earn more customers, find better quality products and even gain ideas to expand or start your CBD business.

  1. Podcast Marketing

The podcast audience has grown significantly during the Covid-19 pandemic. A podcast host can help you develop a unique relationship with your intended audience as podcasts are conversational and show a more human side of your business. At SmarterRevoultion, we can help you to meet your business goals in CBD Marketing, check out our podcast at https://smarterrevolution.com/podcast/ and book a meeting via our calendar at https://calendly.com/smarterrevolution/virtual-coffee. Our audience is large and far-reaching.

This is an excellent way to promote your CBD product and earn more customers. People enjoy storytelling and love that they can listen to these podcasts anywhere, anytime.

  1. Email Marketing

This channel is still a great way to interact with present and new customers. It is one of the top ways to market and promote your CBD business. One way to start is by adding subscription forms to your website, to encourage users/visitors to subscribe. This will generate more leads who may in the future become paying customers.

Apart from newsletters, you can send personalized communications to your target audience with quality content that would peak or encourage them to find out more about the product you are offering.

Create fetching but attractive flyers with offers, deals, or coupons, which is a fantastic way of luring customers to your shop.  This can also be added to your newsletters.

One software that we highly recommend and use ourselves is ActiveCampaign which can be integrated with your personal calendar and zoom.

  1. Social Media Marketing

The statistic has shown that over 3.6 billion people worldwide used social media in 2020. That number is growing especially during this Covid-19 pandemic, as many more persons are at home and have more free time.

At SmarterRevolution we use social media to generate brand awareness, foster relationships with our audience, and promote our client’s business or product. We can do the same for you and bring you more customers.  Each social media platform offers its unique audiences desiring to interact with your content.

However, there are drawbacks, as some platforms do not allow cannabis-derived CBD advertising and have certain limitations in place.  Facebook and Twitter are two such platforms.  They both allow advertisements from legally derived CBD topical products in certain states in the USA. More details could be found at the following links (Twitter link, Facebook link). Instagram has similar restrictions on advertising but is a bit more lenient, they do not allow paid advertisements for CBD products, but it doesn’t inhibit regular posts that might feature such products. Linkedin is one of the few social media platforms if not the only platform that allows CBD businesses to advertise once they comply with all applicable laws.

  1. Influencer Marketing

An Influencer is described as an individual with a lot of followers, mainly on social media. Many consumers would lean towards a trusted Influencer more so because they view them as a person like themselves, especially when they share interests in common.

Influencers in the CBD Business can help you to grow your business significantly when you work together. If you cannot afford to hire a big PR firm then an influencer should be your next stop. A customer would quicker buy a product from an influencer who they may follow, know or trust than from a new start-up or not-so-popular business.

  1. SEO Marketing (Search Engine Optimization Marketing)

Search Engines such as Google, Yahoo, and Bing are great marketing channels for getting leads and finding new customers.  Implemented properly it can rank your business quite high on these search engines giving your CBD business the exposure it needs.

Google daily searches are about 89,145 searches per second. People actively search google for answers to questions and solutions to their problems. Using SEO, therefore, makes your business stand out more. This method is a bit difficult to carry out, especially with limited technology skills, but the costs are usually lower than other marketing channels.

Creating quality content and incorporating SEO keywords and phrases can make your content more noticeable on any search engine.  You can check the number of visitors to your website using various analytics tools.

It is readily apparent that if you’re not number one you are nowhere. With a properly optimized SEO website/store your CBD business reach will be limitless.

In concluding different market channels bring various benefits, but most businesses can find a way to merge different channels in their marketing strategies to meet their business goals. The future of CBD business is bright and with the right plan and marketing strategy, you could reach the top.

Subscribe to our blog or follow us on Social Media for future articles.”
3572,”Successful CBD Digital Marketing Tips!”,”Have you ever wondered how much marketing is done for CBD products?

There are several options available to market your CBD product online, but here are some proven digital tips to help you create a marketing strategy for your CBD online business.

Tips to effectively market your CBD product or accessories online:

1. Use lead magnets when putting out your content on various platforms. A lead magnet is just a term for a free item or service that is given away in exchange for gathering contact details from a visitor to your website or social media page. These give away can be trial subscriptions, samples, e-newsletters, or free consultations. This is one of the best ways to get email subscribers and build up your leads list to promote and market your CBD product.

2. Create relevant and quality Content – your content must be of good quality and should include SEO-optimized content. SEO can reduce your advertising expense and increase your visibility on the CBD market. It also drives more website traffic from Google and other search engines.

3. Use effective marketing channels. You can check out our article on Marketing channels at the following link: Best Marketing Channels for CBD Businesses in 2021 – Smarter Revolution.

4. Target the right audience – CBD consumers come from varying backgrounds, ethnicities, and age groups. For example, seniors turn to CBD oil for pain management, so if your product line is CBD oil your target audience can be seniors 50 years and older.

5. Research your competition in your chosen niche or market area. Look at their target audience, their strengths, weaknesses, and selling points.

6. Give your brand more recognition by partnering with like-minded influencers who has a large social following.

7. Leverage social media channels that will allow you to promote your CBD business. Linkedin is the top choice.

8. Create a robust PR strategy that will educate your customers about your product, promote your brand and boost engagement.

The CBD industry is growing rapidly and will continue for the foreseeable future. Competition is becoming stiffer as more and more players continue to enter this industry. Don’t miss out on opportunities to tap into a new and growing market.

By utilizing an online campaign combined with branding and sales, anyone can market their product line to potential buyers around the world. You can reach markets that you would have traditionally only targeted by other traditional advertising campaigns.

Whatever CBD product you choose to sell, you must make your presence felt on the web, and with the right strategy and a strong push towards automation and innovation, your business will reach millions of new customers who will feel just the same way about your product as you do. Some basic CBD Marketing campaign ideas can be effective for virtually any company. There is no shortage of inspiration for your company. Take advantage of some of the amazing resources available to help you get your message out. Consider having an online press release published, investing in a viral marketing campaign, or creating an affiliate program for your product.

With the resources available to you today, there is no reason that your business couldn’t find success in ways that you never thought imaginable. With a little research and creativity, you can easily succeed at marketing an all-natural product, has no dangerous side effects, and is very cost-effective. Take the guesswork out of your marketing campaign and find out exactly how to make it work for you and your company today.

Why struggle with a concept that is easier than ever to use?

SmarterRevolution is here to help:

Smarter Revolution: We are unique as a marketing agency in that our background is not design, advertising, or technical. Our background is in business coaching, and mentoring business owners and directors to achieve better results in their businesses – A service we still provide today. When coaching our clients, naturally we cover marketing, but we also work on leadership and team challenges, time management, financials and sales, and sales training. Contact us today Contacts – Smarter Revolution for your free marketing analysis.”
3574,”How to take Advantage of CBD Ecommerce”,”If you are in the business of selling health and wellness products or any other health and wellness-related products that include or incorporate cannabis then it behooves you to look into getting an online store and we recommend Shopify. Shopify is a multinational e-commerce company that handles everything from Marketing payments to secure check out and shipping. Shopify is one of the few online platforms that allow its clients to sell CBD accessories and products. By taking advantage of what’s new and different in the world of CBD ecommerce, you can build a loyal customer base while tapping into new revenue streams.

Some important ideas you can use to start up your CBD Ecommerce business and take advantage of all that is available are:

Make sure that your business is legally registered, not just as a sole-proprietor but as an LLC. The CBD business is a risky business and you would not want to lose your entire investment.
• You must obtain a Tax ID/EIN from the IRS to enable your bank to process any transactions your business may have.
• Offer your potential customers a site or store that will allow them quick and easy access, such as Shopify.
• Ensure that you source top quality CBD products.
• Use SEO, especially if you intend to create your own website.
• Market your products or accessories.

Add a contact form to your website so that visitors can enter their details to receive updates on special offers or more. This form is important if your site offers a variety of products and services you want your visitors to be able to select which ones, they most desire. By allowing your customer the option to pick from a list on your site, you ensure that they are more likely to order from you again. Another reason for including forms on your website is to give your customer additional product information or even order tools. This will allow your customers to better manage their online orders.

Many individuals and businesses are taking advantage of the ability to offer online coupons. If you have an online site or store that deals with CBD accessories or products then you may want to consider offering your customers discounts or freebies. You can create coupons that can be redeemed when customers make a purchase. This can increase the number of people that visit your site and create a higher conversion rate.

When a customer sees a coupon on your site, they are more inclined to check out your site and see what you have to offer them. This gives your site more credibility and can increase sales. If you are looking to promote your brand or build awareness for new products, this can be one of the best ways to do it.

Building a brand on the internet is very important for success. Many individuals are starting to understand how important it is to offer a secure checkout system for online transactions. When a customer makes a purchase, they want to feel secure that their personal information is safe and that their shopping experience will be handled by a professional company. Your site should be offering a secure checkout so that your customers have confidence in using your site. Many of these safety features are already implemented in Shopify.

Another way that you can help your customers to shop on your site is by having an online catalog available. You can add many products to this catalog. Customers will be able to search through it and see what they are interested in purchasing. This can also help to show all the various specials that you are running and offering. These catalogs can be used to introduce new products or even let them know when current products go on sale.

There are many other ways that you can take advantage of using CBD ecommerce. The main thing is that you are offering a secure shopping experience for your customers. They will enjoy the shopping experience more if they feel comfortable giving their credit card information online. Also, try to offer some promotions and incentives for new customers as this can increase your online sales.

Need assistance with setting up your Shopify store? SmarterRevolution can help

Smarter Revolution: We are unique as a marketing agency in that our background is not design, advertising, or technical. Our background is in business coaching, and mentoring business owners and directors to achieve better results in their businesses – A service we still provide today. When coaching our clients, naturally we cover marketing, but we also work on leadership and team challenges, time management, financials and sales, and sales training. Contact us today Contacts – Smarter Revolution for your free marketing analysis.
3576,”What is marketing automation and how your business can benefit from it?”,”

What is marketing automation and why should this be of concern to your business?

The answer is very simple; businesses that use marketing automation are usually more successful than businesses that do not. It is also proven that Marketing automation helps small businesses stay competitive.

At SmarterRevolution we strongly believe that every business should use automation to reduce human error, become more productive, increase revenue and maximize efficiency.

What is Marketing Automation?

Marketing Automation is about using software to automate certain activities in your business. These activities are normally repetitive, regularly occurring tasks, such as sending out bulk emails. Businesses can target their specific audience with automated messages and responses when a target reacts.

Automation does not reduce the number of employees significantly but it allows employees time to tackle higher-order situations.

What are some of the tasks where marketing automation is most required?

  1. Email marketing
  2. Newsletter signups
  3. Lead generation
  4. E-commerce platforms
  5. Website personalization
  6. Creation of landing pages
  7. Content management tools
  8. Social Media posts
  9. Webinar marketing
  10. Drip campaigns

As your business grows, you will not be able to maintain a one-on-one relationship with customers, with a manual system in place. This is when automation becomes vital, but without the right equipment and proper strategies in place, this can become a headache, as some automation requires the integration of more than one software.

SmarterRevolution is here to guide you and help with the automation process if you are unsure of where to start. Get your free business analysis Meetme – Smarter Revolution

To find out whether your company requires marketing automation, here are some questions you can ask to arrive at a possible answer:

  1. Are you able to nurture your leads?
  2. Do you send each email campaign, response, and blog post manually?
  3. Do you have insufficient funds to hire staff? Automation can reduce the number of staff required.
  4. Can you determine the revenue earned or expenses incurred from each of your marketing campaigns?
  5. Are you able to access a large list of customers and prioritizes customers based on suitably and the likelihood of purchase?
  6. Are your leads falling through the cracks?

If your response to any of the above questions is in the negative, then automation is what you need.

5 Myths about Marketing Automation you should not pay attention to:

  1. Many believe that marketing automation is a spam tool. This is not the case; marketing automation is used to send customized content to your contacts.
  2. Marketing automation can only be used for email. Email may be a major part of a marketing automation campaign, but automation techniques can be implemented in Social media, landing pages, forms, and surveys.
  3. Set up a campaign and forget about it. No, that’s not how it works. Marketing automation must be monitored to ensure that it is on track. At times some responses require a non-present response.
  4. Marketing automation does not automatically create your campaign information, but the technology allows you to use your content to put together a quality campaign with a professional touch.
  5. Finally, marketing automation is not just for your marketing teams. It also provides advantages for sales and other departments. It certainly makes life a lot easier for your sales force because your team can now determine the leads much more effectively and push them to the sale more easily.

Some of the most popular marketing automation software that you can consider when looking to automate your business are as follows:

  • ActiveCampaign
  • Hubspot
  • Omnisend
  • ManyChat.

We strongly recommend ActiveCampaign.

In conclusion, further research can help you to choose the best software for your business. There are many options out there but once you know what your business needs are it will be easier to narrow the list.


3578,”Must know facts about Content Management Systems (CMS)!”,”A content management system is a software that lets users collaborate, report, create, edit, distribute, inform and store digital content. It is especially used in marketing, PR, and sales.

Digital content refers to information available for download or distribution on electronic media such as eBooks, videos, content, and or still pictures.

Why do you need a CMS?

A business needs CMS to enable non-developers to build websites without coding. CMS allows for greater collaboration, allowing multiple users to access and work in the back end of CMS at the same time. This simply means that your developer could be adding codes to build your website themes, while at the same time your IT professional can be implementing security protocols. While these two are working, your marketers can continue to produce content in the CMS. No one is hindered from performing their duties or has to wait until the other person is finished. Workflow and productivity therefore increase.

Most CMS platforms offer SEO features and extensions that are built-in or plugins. With these features, you can add images, choose SEO-friendly URL structures, optimize page load times and customize page titles, and more.

CMS platforms also offer predesigned templates, that can be easily customized to the appearance that suits your business.

Finally, CMS allows you to make changes to your site faster, from major updates, like redesigning your website to minor updates like changing your logo. These are all manageable tasks you can do yourself and reduce costs.

What are the functions of a content management system (CMS)?

The function of a CMS is to manage web content, allowing multiple contributors to create, edit and publish. Content from a CMS is normally stored in a database. It allows users to separate between content and layout, manage editor rights, workflow, website personalization and automates SEO functions.

What should you look for in a CMS?

A valuation of your business should be done before choosing a content management system (CMS). Some important questions you can ask yourself are:

1. What is the business budget? When you have a limited budget, your choices are restricted to what you can afford.

2. What operations does the CMS need to support? This is important, to choose which software is most needed, whether it is for publishing videos or hosting images for blog posts.

3. How many users does this CMS allow? A CMS should be chosen to accommodate the size of your business.

4. Is the platform SEO-friendly? Once SEO is an important part of the business you should look for a CMS platform that offers this feature.

What’s the best CMS?

Some of the more popular CMS are:

1. WordPress – is a platform you can use to build a website without any knowledge of coding. It is very easy to learn, flexible and search engine friendly. Additionally, they offer free themes.

2. Magneto – is an open-source CMS offering eCommerce platforms. They also offer a free version.

3. Shopify – although branded an eCommerce platform is another all-in-one hosted CMS platform that supports in-store sales.

4. Joomla – similar to WordPress, it is a free open source CMS platform with lots of templates to choose from.

5. Woocommerce – this platform runs as a plugin on WordPress.

These are just a few of the most popular CMS platforms, there are many more. The research could help you to eliminate the CMS platforms that are not suitable for your business. The best CMS however is always the one that best suits your business goals and strategy. It should fit into the existing business infrastructure and suitable for all departments and employees involved.

At SmarterRevolution we can offer free business analysis for your business to help you make better decisions when choosing a CMS platform for your business. Schedule a free analysis now Meetme – Smarter Revolution.”
3785,”Marketing Funnel helping”,”

How is Your Marketing Funnel helping you become a well know authority and generate more revenue?

Understanding the fundamentals of the marketing funnel is not difficult. The benefits of marketing funnel are many. Thus, if you can apply proper strategy to every step, it can help you to reach your goals faster. The primary benefits of marking funnel are:

  • Increase sales through personalized nurturing of leads
  • Provide detailed insights on the leads’ behavior, easier for the sales team to close deals
  • Can be automated – saves process time and effort.
  • Create awareness and trust among your leads, helping you create a brand value
  • Fewer errors due to less human intervention since the system can be automated

All of the factors help you to generate more leads and close deals faster. In addition, you can fast-pace your business at an optimized cost.

Would you like a complimentary marketing analysis? Just contact me by Email or Phone-3058040420


3786,”Video Conferencing 1″,”

How familiar are you with video conferencing? Do you use it at all? If you do, do you utilize it as fully as you might, especially during this difficult time right now?

Video conferencing has had a place in the business world since its inception. But now, in the era of the coronavirus pandemic, it has become more than a convenience. It has become an essential, and no longer primarily for the corporate world.

If you own a small business, have you reached out to existing clients and potential new clients to suggest that you and they “meet” through video conferencing?

  • Video conferencing enables you to coach distant clients more effectively than by relying on emails and phone calls alone and can encourage new clients to sign up with you even though they are far removed from you geographically.
  • It also can encourage local clients, who may be apprehensive about in-person meetings due to the current pandemic, to sign up with you or to meet with you more often, knowing that no germs can be transmitted through their computers. (It also protects you from any germs they may be harboring!)

The cost of video conferencing has come down; in some cases, such as with the Zoom platform, basic service is even free. And the quality of the transmission as well as the number of things you can do with it (e.g. share screen shots) has increased. Although you may wish to use a headset (and there’s a good chance you already own one), you don’t need to lay out money for any special equipment. Your computer’s built-in camera and microphone are all you really need.

You’ll find video conferencing useful to you in myriad ways in addition to working with clients, such as attending virtual meetings, conferring with your fellow coaches to exchange tips and best practices, meeting with your accountant (or your lawyer, should the need arise), and more.

I have more to say about the advantages of using video conferencing, but I don’t want to overwhelm you, so I’ll save it for another email.

Till then, give video conferencing a serious look if you haven’t already.

Schedule a Video Call with me and let’s discuss how you can implement video conferencing more efficiently. Make an Appointment with me!

Wolf’s Calendar: https://calendly.com/smarterrevolution/wolf


3787,”Video Conferencing 2″,”

How familiar are you with video conferencing? Do you use it at all? If you do, do you utilize it as fully as you might?

Video conferencing has had a place in the business world since its inception. But now, in the era of the coronavirus pandemic, it has become more than a convenience. It has become an essential, and no longer primarily for the corporate world.

If you’re a coach, have you reached out to existing clients and potential new clients to suggest that you and they “meet” through video conferencing?

  • Video conferencing enables you to coach distant clients more effectively than by relying on emails and phone calls alone and can encourage new clients to sign up with you even though they are far removed from you geographically.
  • It also can encourage local clients, who may be apprehensive about in-person meetings due to the current pandemic, to sign up with you or to meet with you more often, knowing that no germs can be transmitted through their computers. (It also protects you from any germs they may be harboring!)

The cost of video conferencing has come down; in some cases, such as with the Zoom platform, basic service is even free. And the quality of the transmission as well as the number of things you can do with it (e.g. share screen shots) has increased. Although you may wish to use a headset (and there’s a good chance you already own one), you don’t need to lay out money for any special equipment. Your computer’s built-in camera and microphone are all you really need.

You’ll find video conferencing useful to you in myriad ways in addition to working with clients, such as attending virtual meetings, conferring with your fellow coaches to exchange tips and best practices, meeting with your accountant (or your lawyer, should the need arise), and more.

I have more to say about the advantages of using video conferencing, but I don’t want to overwhelm you, so I’ll save it for another email.

Till then, give video conferencing a serious look if you haven’t already.


3788,”Video Conferencing 3″,”

I have more for you to think about if you still haven’t jumped on the video conferencing bandwagon.

Don’t lose potential clients who are eager to self-isolate preventive during the current pandemic!

And looking ahead to when the pandemic will be over, clients will have come to appreciate the convenience of video conferencing and will want to stick with it.

More and more coaches are adopting video conferencing as an alternative to face-to-face meetings. You don’t want to be left out in the cold. Video conferencing offers advantages for communicating with both local and distant clients.

  • You can communicate safely and effectively with distant clients if you use video conferencing.
  • Your relationships with distant clients will be more personal than if you coach them by phone and email alone.
  • And local clients are likely to want to meet with you more often. For local clients, video conferencing means not only not having to leave their homes and run the risk of germ exposure, but saving on gas money and wear and tear on their cars, and saving travel time to get to and from your office or other meeting place. So they are likely to schedule more meetings, which means more money in your pocket.

I believe that even when the pandemic is over, many of your local clients will show a preference for meeting by video conference rather than in person. And of course there’s no gainsaying the advantage of having video conferencing for serving distant clients.

Video calls have another advantage over email and phone calls, and that is that facial expression and body language are visible, making the message less easily misunderstood. For example, if you critique a client by email or phone, especially one who is thin-skinned, insecure, or defensive, they may take it as an attack rather than an attempt to be helpful. But if they see that you are smiling as you say it, the comment is more likely to be taken as friendly help.

Yet another advantage of video conferencing over a simple phone call: When the client knows you are watching them, they are less likely to listen with only half their brain while simultaneously scrolling through their smartphone, reading the news or email, or playing a game.

I hope these emails about video conferencing have been helpful to you in your coaching practice.

Schedule a Video Call with me and let’s discuss how you can implement video conferencing more efficiently.  Make an Appointment with me!

Wolf’s Calendar:   https://calendly.com/smarterrevolution/wolf


3789,”Coach Message Membership Websites”,”

Membership Website, the Why, the How

I’d like to share some valuable insights I’ve acquired over the years.

For example, I’ve been building automated website systems in many verticals. I know their value and I know how to build them.

Let me tell you why I’m so passionate about a membership site like Smarter Revolution: It allows me to reach a large audience on their mobile devices when they are on the go. I charge a monthly fee for valuable content I provide via video messages, SMS reminders, and a private social network.

I’m wondering if a properly constructed membership website would be helpful to you?

What are the primary benefits of a membership website?

1. Memberships usually help people in some way2. You get more reliable and residual income3. Memberships foster relationships, community, and customer loyalty4. You have a pre-qualified audience for marketing and up-selling5. Growth can be exponential6. Member demands keep you on your toes7. Your content establishes your industry authority8. Your value constantly increases

A membership website can be tailored for many businesses. How about you? Could your business be expanded with a membership website?

I bet if we had a conversation and I learned more about you, your business, and your goals, I could point out the type of membership website that would be most advantageous for YOU and the various ways you could benefit from it. Would you like to learn more? There is no obligation.

If you’d like to have a discussion with me about the possibilities, just let me know: https://calendly.com/smarterrevolution/wolf


3790,”Coach Message 3″,”

I’m Wolf Krammel, and I’ve become a real enthusiast about the advantages of podcasting.

Why am I so excited about podcasting? Imagine having a captive audience, every day, 24/7—an audience that connects with you by listening to your advice and/or information while they’re on the go.

What are the benefits of podcasting?

  1. Podcasting is an alternative to video
  2. Offers increased traffic generation
  3. Helps in building better relationships with the audience
  4. Builds your authority in the marketplace
  5. Is easy to create and manage
  6. Podcasts are highly engaging
  7. Podcasting improves public speaking skills

Did you ever think about doing a podcast? What are the topics you would talk about?

Would you like to have a talk with me about what possibilities podcasting offers for YOU? Just let me know, and we’ll set up a time to talk either by phone or on a video chat platform.

How about getting your feet wet by being a guest on my podcast? Schedule a pre-interview session with me. Here is my personal calendar; use the link  and schedule a 15-minute time slot for the pre-podcast discussion. We can keep this conversation brief. I know you have a busy schedule. https://calendly.com/smarterrevolution/wolf


3791,”Coach Message 4″,”

Are you a well-known authority?

How is Your Marketing Funnel helping you become a well know authority and generate more revenue?
Understanding the fundamentals of the marketing funnel is not difficult. The benefits of marketing funnel are many. Thus, if you can apply proper strategy to every step, it can help you to reach your goals faster. The primary benefits of marking funnel are:

  • Increase sales through personalized nurturing of leads
  • Provide detailed insights on the leads’ behavior, easier for the sales team to close deals
  • Can be automated – saves process time and effort.
  • Create awareness and trust among your leads, helping you create a brand value
  • Fewer errors due to less human intervention since the system can be automated

All of the factors helps you to generate more leads and close deals faster. In addition, you can fast-pace your business at an optimized cost.

If you’d like to have a discussion with me about the possibilities, just let me know by reply email. Then we can talk either by phone or via face-to-face video on an online chat platform—your option. You can schedule a pre-interview session with me via my personal calendar. Use the link and schedule a 15-minute time slot for the pre-podcast discussion. We can keep it brief, as I know you have a busy schedule. https://calendly.com/smarterrevolution/wolf


3792,”Coach Message 5″,”

Did you know that Sales Force Automation, also known as SFA, is a technology used by software to automate business operations such as inventory management systems, account management, business process management, customer management, real-time employee monitoring, sales forecast analysis, lead tracking, sales team performance evaluation, etc.

4 Key Features Salesperson Automation:

The characteristics of SFA are more dynamic. SFA is well suited to handle all business affairs. These features are divided into the following sections:

  1. Customer and transaction management
    Since sales are the backbone of any business, you can never overlook sales. The main goal of SFA is CRM, so some key features are part of this area.
  2. Leads Management
    Leads are as important as business sales. Without a lead, sales can be difficult. SFA has an intuitive, easy-to-understand lead management system.
  3. Increased productivity
    One of the main advantages of SFA is that you can leverage the cloud platform to increase your productivity. There are several features that can greatly improve overall productivity.
  4. Insight Management
    Insight is a sketch of effort and reward. All data handled by the SFA ends in the form of insights into demographic data accessible to everyone.The need for SFA for your business
    According to a recent IDC survey, SFA achieved the following results:Transactions increased by 30%.
    Shortened sales cycle 18%.
    Sales management time decreased by 14%.


3793,”Coach Message 7″,”

Because I am hoping you’ll be a guest on my podcast, and because I believe that “one hand washes the other,” I want to share some more information with you, besides the info I recently sent you.

Yes, you’ll derive a benefit—exposure, publicity—just from being on the show. But I want to give you something more. I want to share with you how best to use the landing page on your website and how I use mine to get more members for my Vitality Evolution membership program.

I recently sent you information on using lead magnets to build your email list and turn strangers into subscribers. Another approach is to talk about the service you offer and entice visitors to sign up by appealing to one of their basic wants or needs. So once you get someone who’s browsing the web to land on your site, how do you turn them into a client?

Your landing page is key to accomplishing that. Whether your landing page contains a lead magnet offer or some other appeal that will persuade them to sign up as a client or send for more information about your services, you want to make sure visitors stop and read the landing page.

So, what makes for a good landing page?

~ Keep the message crisp and clear, short and simple. Don’t overwhelm your visitors.

~ Keep your Call to Action (CTA) button or hyperlink visible quickly—no more than two scrolls away at most.

~ Think about what might deter a prospect from signing up, and then include reassuring content to overcome their hesitation.

One powerful reassurance if you’re looking for visitors to sign up or buy a course or other service is a money-back guarantee. Another reassurance is social proof—testimonials from satisfied clients.

There’s a lot more I could say about landing pages, but I’ve given you the most important things to know. Here’s one last very important fact: A good landing page works for me; it can work for you, too. I ought to know: I’m a web expert; I’ve been building sales automation systems most of my adult life.

Now go an…and don’t forget to contact me by reply email to be a guest on my Vitality Evolution podcast!


3794,”Coach Message 8″,”

Thank you for connecting with me on LinkedIn. My name is Wolf Krammel, and I am the founder of Smarter Revolution. I help businesses Work Smarter and Not Harder and skyrocket the ROI with Digital Sales & Marketing Automations.

I believe we have a lot of synergy. Would you like to explore the possibility of being a featured guest speaker on my upcoming podcast: Smarter Revolution – How to Grow Your Business During a Pandemic

Do you have a story? How did you adapt and push your business forward and how are you staying focused on growing your business?

If you like to have a casual discussion that could encourage and help small business owners during difficult times we are all facing, I would love to invite you to be a guest speaker on my podcast. Hey, some fee exposure doesn’t hurt. 😉

Help us get started and do a Virtual Podcast Pre-Interview, this will help me prepare for the podcast and connect with you then via a ZOOM Meeting.


Virtual Podcast Pre-Interview

3815,”Video Conferencing”,”

How familiar are you with video conferencing? Do you use it at all? If you do, do you utilize it as fully as you might, especially during this difficult time right now?

Video conferencing has had a place in the business world since its inception. But now, in the era of the coronavirus pandemic, it has become more than a convenience. It has become an essential, and no longer primarily for the corporate world.

  • If you own a small business, have you reached out to existing clients and potential new clients to suggest that you and they “meet” through video conferencing?
  • Video conferencing enables you to coach distant clients more effectively than by relying on emails and phone calls alone and can encourage new clients to sign up with you even though they are far removed from you geographically.
  • It also can encourage local clients, who may be apprehensive about in-person meetings due to the current pandemic, to sign up with you or to meet with you more often, knowing that no germs can be transmitted through their computers. (It also protects you from any germs they may be harboring!)

The cost of video conferencing has come down; in some cases, such as with the Zoom platform, basic service is even free. And the quality of the transmission as well as the number of things you can do with it (e.g. share screen shots) has increased. Although you may wish to use a headset (and there’s a good chance you already own one), you don’t need to lay out money for any special equipment. Your computer’s built-in camera and microphone are all you really need.

You’ll find video conferencing useful to you in myriad ways in addition to working with clients, such as attending virtual meetings, conferring with your fellow coaches to exchange tips and best practices, meeting with your accountant (or your lawyer, should the need arise), and more.

I have more to say about the advantages of using video conferencing, but I don’t want to overwhelm you, so I’ll save it for another email.

I have more for you to think about if you still haven’t jumped on the video conferencing bandwagon.

Don’t lose potential clients who are eager to self-isolate preventive during the current pandemic!

And looking ahead to when the pandemic will be over, clients will have come to appreciate the convenience of video conferencing and will want to stick with it.

More and more coaches are adopting video conferencing as an alternative to face-to-face meetings. You don’t want to be left out in the cold. Video conferencing offers advantages for communicating with both local and distant clients.

  • You can communicate safely and effectively with distant clients if you use video conferencing.
  • Your relationships with distant clients will be more personal than if you coach them by phone and email alone.
  • And local clients are likely to want to meet with you more often. For local clients, video conferencing means not only not having to leave their homes and run the risk of germ exposure, but saving on gas money and wear and tear on their cars, and saving travel time to get to and from your office or other meeting place. So they are likely to schedule more meetings, which means more money in your pocket.

I believe that even when the pandemic is over, many of your local clients will show a preference for meeting by video conference rather than in person. And of course there’s no gainsaying the advantage of having video conferencing for serving distant clients.

Video calls have another advantage over email and phone calls, and that is that facial expression and body language are visible, making the message less easily misunderstood. For example, if you critique a client by email or phone, especially one who is thin-skinned, insecure, or defensive, they may take it as an attack rather than an attempt to be helpful. But if they see that you are smiling as you say it, the comment is more likely to be taken as friendly help.

Yet another advantage of video conferencing over a simple phone call: When the client knows you are watching them, they are less likely to listen with only half their brain while simultaneously scrolling through their smartphone, reading the news or email, or playing a game.

I hope these emails about video conferencing have been helpful to you in your coaching practice.

Till then, give video conferencing a serious look if you haven’t already.

Schedule a Video Call with me and let’s discuss how you can implement video conferencing more efficiently.  Make an Appointment with me!

Wolf’s Calendar:   https://calendly.com/smarterrevolution/wolf


3823,”How to Decode Innovation and Think Laterally (Outside the Box)”,”

Almost everyone knows that people like Elon Musk and Steve Jobs owe their fame to innovation. But what does this cliched word mean after all? Do people wake up thinking innovatively one fine morning?  Do they bury themselves in self-help books? Or do they wear the same black turtleneck with blue jeans every day?

  • Decoding Innovation

Innovation doesn’t come with a universal guidebook. An innovative business strategy for a small business owner might be useless for a larger organization. It doesn’t always have to be positive or massively disruptive either. You can design something as revolutionary as Google glass and fail, or you can simply rethink your employee feedback system and improve performance.

Innovative thinking is not something people are born with. It is an attitude that can be practiced simply by changing and fine-tuning the way you think!

  • What is Lateral Thinking?

So how do you become innovative? Lateral thinking is one of the best ways to disrupt your thought patterns and adopt innovative thinking. It is simply about exploring unconventional ways of doing conventional tasks.

Ever wondered what motivational speakers mean when they ask you to think outside of the box? That is lateral thinking! When you start finding solutions through unconventional logic, when you go the extra mile to develop reasoning that was not easily visible initially.

Lateral thinking encourages you to be open to change and take needed risks. By thinking laterally, you improve WHAT you do and HOW you do it by revisiting WHY you do it.

  • How to Break the Pattern?

To the innovator’s mindset, “best practices” are a lie. There’s always a better way than the current best way. You can’t expect innovation and change if you continue working the same way you have been. Here are 5 simple ways to adopt lateral thinking:

  1. Being Mindful:

Be more aware of your surroundings and try to observe more. Scan the different aspects of your industry and look for gaps or opportunities. A strategy that failed in one domain might be the missing piece of the puzzle in another domain.

2. Don’t Hesitate to Think Like a Child:

Kids don’t have a hard time thinking laterally because they don’t have any predefined rules to break. They can think without biases, independent of any pre-dispositions because they don’t have a lot of “should be’s” to care about. Hence, don’t hesitate to bring out the child inside you.

3. Get Comfortable Taking Risks:

You can’t play it safe and win the game! You must embrace risk to kickstart the learning process. Having said that, don’t put all your eggs in one basket and leave that basket on the edge of a cliff. Take calculated risks and patch test the new strategy. Continue to closely observe and analyze recent changes to decide where to double down and where to withdraw.

4. Question:

There is no such thing as a stupid question. To make lateral thinking your second nature, you must not hesitate to question norms and “best practices”. Have the courage to challenge tried and tested systems and embrace the unproved and novel.

5. Fake It till You Make It:

Lateral thinking is at the heart of innovation. It isn’t a procedural one-size-fits-all manual but a skill you can develop over time. The more you consciously practice it, the easier it will get to make it an effortless habit.

For the lateral thinking process to begin, it is very important that you are aware of your business environment and that you question your standard processes

However, sometimes we are so stuck in our standard thinking patterns we don’t see opportunities for improvement. In this case, we must break our thinking patterns through external intervention to find a way better than our current “best practice”.

If you want a kickstart to help you initiate your lateral thinking journey, consider signing up for a free Sales and Marketing Strategy session to revisit what you are doing and how you can do it better.

With more than two decades of sales and marketing experience, our veterans will break your best practice myths! Are you ready to ask yourself some powerful revolutionary questions?

Claim your spot today to burst your complacency bubble, dare to question your standards, and embrace powerfully disruptive change!

SIGN UP NOW FOR THE FREE SALES AND MARKETING STRATEGY SESSION

Sign Up Now!















3847,”CMS Vs eCMS – Which Is Better?”,”

A content management system helps you to manage your website easily. It is a software or tool that is popular in the digital world today.

In building your website, you must be very careful with the utilization of visual effects, color effects, lights, font sizes, and content. CMS has the power to utilize the enormous force of data innovation for improving a website’s reputation and individuals’ satisfaction ― instead of simply computerizing customer frameworks. The Content Management System allows you to do that and more.

Here are The Key Features of CMS Based Website:

Easy and user-friendly – requires no special program to install, allows you to edit pages using a Microsoft Word like interface, and update your website from any PC.

Keeps you in control and flexible – you have complete control whether you want to add new pages & menus or change existing content.

Feature rich and cost-effective – allows you to add inquiry or order forms, create photo galleries, and make necessary updates without the extra cost.

CMS Software Users and Types of Sites:

  1. Blogs
  2. News Websites
  3. Ecommerce Websites
  4. Corporate Websites
  5. Intranets Groups

Here are Top Rated Content Management Products

Crown peak DXM encompasses a flexible platform that has met every requirement needed. It also could benefit from UI upgrades. It has the liberty to integrate the DXM platform with its existing technology at no cost.

Concrete5 is the most solid and affordable solution. It is less suitable for anyone who cannot code when modules are not available. When dealing with website security issues, you need to consider this.

Salesforce CMS is essential for tracking customers, marketing efforts, goals, opportunities, and communication. It is a source of truth for the entire sales process. The mobile app is great for a quick check in and provides the flexibility to create real time updates.

MS SharePoint has strong community support. An excellent choice to use as a central collaboration partner. If you need help, you can reach out to Microsoft Support, Consulting divisions, Microsoft community forums as well.

In terms of affordable, reliable, and very professional designs, CMS can work best for you. The services they provide are just significant to your website needs. If you are a website development company and an online service provider for website designs like dynamic website design, static website design, e-commerce website development, and website redesign and redevelopment. CMS caters to all types of online business. From large corporate businesses to small businesses, and even non profitable websites.

How About the eCMS Known as Enterprise Content Management System?

eCMS Overview

Enterprise content management system (eCMS) is defined as a set of digital platforms, strategies, practices, and E-commerce used to create stores, shopping centers, online selling, collaboration in marketplaces, and access content for marketing, sales, internal, or customer satisfaction.

During the early 2000s as software began to emerge with the main aim of assisting businesses to undergo a digital transformation of content and documentation. eCMS releases new software features for marketing content (flyers, brochures, website content, etc.). Providing tools for commercial product needs. Its main focus is internal/employee communication and training content, sales remarkable materials, selling and accounting documents, for consumer communication content.

4 Key Functions of eCMS

Store information from PDFs, images, paper documents, emails, and other sources.

Manage information and data by converting it into a digital-friendly format, with the appropriate access and modification policies.

Store or Shop information and data without redundancies.

Deliver the correct information with the right access based on the user’s security clearance and search strings.

Summary and Conclusions

With our present era, the digital world becomes the most dominated market place because of its availability, affordability, and accessibility. Most of the people who are successful in their online business consider having a decent and comprehensive website for their customers. The same principle is applied online; the customers come first. And to be able to draw a lot of customers to your website, you must build a core that is easy to use, easy to know, understand, and most of all attractive. These are just some of the reasons why you should consider availing yourself of website tools and software like CMS or eCMS. Right?

We defined above the key features and overview. Just like the present industry, competitions are elsewhere but the good news is we can choose which good venue or systems to create a successful business. Whatever you decide on, CMS or eCMS are both available. This software is designed with full content management, easy to navigate, functional, comprehensive, and most of all, it helps you to set up the perfect website for your business.

Still, confused? Act now and get the best advice from us. https://smarterrevolution.com/

A content management system helps you to manage your website easily. It is a software or tool that is popular in the digital world today.

In building your website, you must be very careful with the utilization of visual effects, color effects, lights, font sizes, and content. CMS has the power to utilize the enormous force of data innovation for improving a website’s reputation and individuals’ satisfaction ― instead of simply computerizing customer frameworks. The Content Management System allows you to do that and more.

Here are The Key Features of CMS Based Website:

    • Easy and user-friendly – requires no special program to install, allows you to edit pages using a Microsoft Word like interface, and update your website from any PC
    • Keeps you in control and flexible – you have complete control whether you want to add new pages & menus or change existing content
    • Feature rich and cost-effective – allows you to add inquiry or order forms, create photo galleries, and make necessary updates without the extra cost.

CMS Software Users and Types of Sites:

    1. Blogs
    2. News Websites
    3. Ecommerce Websites
    4. Corporate Websites
    5. Intranets Groups

Here are Top Rated Content Management Products

    • Crownpeak DXM encompasses a flexible platform that has met every requirement needed. It also could benefit from UI upgrades. It has the liberty to integrate the DXM platform with its existing technology at no cost.
    • Concrete5 is the most solid and affordable solution. It is less suitable for anyone who cannot code when modules are not available. When dealing with website security issues, you need to consider this.
    • Salesforce CMS is essential for tracking customers, marketing efforts, goals, opportunities, and communication. It is a source of truth for the entire sales process. The mobile app is great for a quick check in and provides the flexibility to create real time updates.
    • MS SharePoint has strong community support. An excellent choice to use as a central collaboration partner. If you need help, you can reach out to Microsoft Support, Consulting divisions, Microsoft community forums as well.

In terms of affordable, reliable, and very professional designs, CMS can work best for you. The services they provide are just significant to your website needs. If you are a website development company and an online service provider for website designs like dynamic website design, static website design, e-commerce website development, and website redesign and redevelopment. CMS caters to all types of online business. From large corporate businesses to small businesses, and even non profitable websites.

How About the eCMS Known as Enterprise Content Management System?

eCMS Overview

Enterprise content management system (eCMS) is defined as a set of digital platforms, strategies, practices, and E-commerce used to create stores, shopping centers, online selling, collaboration in marketplaces, and access content for marketing, sales, internal, or customer satisfaction.

During the early 2000s as software began to emerge with the main aim of assisting businesses to undergo a digital transformation of content and documentation. eCMS releases new software features for marketing content (flyers, brochures, website content, etc.). Providing tools for commercial product needs. Its main focus is internal/employee communication and training content, sales remarkable materials, selling and accounting documents, for consumer communication content.

4 Key Functions of eCMS

    1. Store information from PDFs, images, paper documents, emails, and other sources.
    2. Manage information and data by converting it into a digital-friendly format, with the appropriate access and modification policies.
    3. Store or Shop information and data without redundancies.
    4. Deliver the correct information with the right access based on the user’s security clearance and search strings.

Summary and Conclusions

With our present era, the digital world becomes the most dominated market place because of its availability, affordability, and accessibility. Most of the people who are successful in their online business consider having a decent and comprehensive website for their customers. The same principle is applied online; the customers come first. And to be able to draw a lot of customers to your website, you must build a core that is easy to use, easy to know, understand, and most of all attractive. These are just some of the reasons why you should consider availing yourself of website tools and software like CMS or eCMS. Right?

We defined above the key features and overview. Just like the present industry, competitions are elsewhere but the good news is we can choose which good venue or systems to create a successful business. Whatever you decide on, CMS or eCMS are both available. This software is designed with full content management, easy to navigate, functional, comprehensive, and most of all, it helps you to set up the perfect website for your business.

Still, confused? Act now and get the best advice from us. https://smarterrevolution.com/


3869,”Guerilla Marketing”,”

Entrepreneurs are looking for new solutions to come out of these hard times or even trying to discover new innovative approaches that lead to market opportunities. Most of the business owners believe that during difficult situations, organizations should downsize – yet this is a huge mistake. The economic impact we’re experiencing is remarkable but there are still opportunities to come out stronger than ever before.

The essence behind guerilla marketing tactics involves time, energy, imagination, and knowledge instead of money. New solutions that meet new requirements and provide more value of businesses. It can be applied for good times and the most challenging times. The key is making a move and putting some time behind the strategy.

Here’s Guerilla Marketing Tactics Can Be A Vital Arm For Your Marketing Arsenal:

Define Your Niche Audience

The easiest way to see the result is to know your niches industry. Ask yourself a few questions like who is your target audience? Evaluate your passions and skills. It’s also important to think about which areas you have special skills or experience in. Choosing a broad category, narrow your target audience down, think about things like gender, geographical location, hobbies, interest, employer or occupation, etc.

One way to start figuring out the market is with comprehensive keyword research. This is useful in optimum organic performance. The Google Keyword Planner is a great tool for this.

Create A Blog Site With Powerful Content

Content is always a king. An essential means of all marketing specialist and search engine optimization. It will also help you utilize the materializing to communicate with your key audience. It helps indexing and publishing of the final digital contents. It gives you the ability to update your business about the products and services. It serves as a solution to comprehend branding awareness.

Use the Power of Social Media

The impact of social media is a great tool to connect with key audiences or prospect customers.

Social media has grown rapidly and is still growing. It is unstoppable. The more the technology gets advanced, the more its scope broadens. The demand is expanding. Since all are already relying on social media it creates a big market.

Social media that helps in making a noise for your business blog because building an audience from zero could be difficult even if you can write the most compelling blogs. The most important thing is have people read it!

Yes, it’s true that one can easily make a profile on Facebook or LinkedIn given the popularity of social networking sites with millions and millions of daily visitors. There are a lot of people out there with the same intention so make sure to give your profile a bigger edge by:

  1. Creating a Significant Profile
  2. Connecting with the Right People
  3. Actively Publishing Valuable Content
  4. Beneficial from automation processes

Use the social network site to look for people who interconnect with people to talk about your particular line of expertise. When you do, make a link with them to begin bridging a connection toward your products or services. Look for groups that are connected to your business and join that would be an opportunity to promote and utilize your key audiences

Create a Local Marketing Campaign and Reach Influencers

In the brick-and-mortar store, your customers are limited; perhaps they are just the people living near your area or simply those that are referred by your previous satisfied clients. But with marketing campaigns, you enjoy a wide range of customers since more and more people now go online to search for products and services that they want to buy or avail.

Finding influencers can bring you to the next level. Interact with them, it helps you to build a good reputation about your business or products. So if you want to get more exposure, you better use the right mix of this technique.

Join in a Different Community That Relates To Your Niche

Perhaps the most important accomplishment for business owners is joining different groups, community and industry affiliations. A driving force put around similar ideas and yet like minded people. They trade “war stories,” see what’s working or what’s not, and even referrals business to one another. This crowd of people can front ahead with your prospects and create good business impressions.

Involved Locally By Giving and Donating To Causes That Are Relevant To You

You get out what you put in. Time and cash are the two most significant assets that business people have, so it’s essential to invest them into causes you profoundly about. In my opinion, local area inclusion has driven me to have a meeting with a great deal on different occasions. I have proceeded to business with a portion of these people, and have even employed individuals from these experiences.

Use Freebies or Sample

Take the advantages of giving free samples to promote your business. Companies offer free samples to introduce themselves to new customers and increase their sales.By providing free samples is an effective way not only promote the brand’s products and services but also build the brand’s image and relationship with customers or prospects.

Applying low cost guerilla marketing tactics to boost sales or attract interest in a brand or business.

Guerrillas track and measureable the entire effort to guarantee that they get a positive profit from their speculations. These days, marketers can use affordable web-based automation software for marketing analytics on auto-pilot with the complexity of setting up marketing journeys and building a business.

Entrepreneurs are looking for new solutions to come out of these hard times or even trying to discover new innovative approaches that lead to market opportunities. Most of the business owners believe that during difficult situations, organizations should downsize – yet this is a huge mistake. The economic impact we’re experiencing is remarkable but there are still opportunities to come out stronger than ever before.
The essence behind guerilla marketing tactics involves time, energy, imagination, and knowledge instead of money. New solutions that meet new requirements and provide more value of businesses. It can be applied for good times and the most challenging times. The key is making a move and putting some time behind the strategy.
 

Here’s Guerilla Marketing Tactics Can Be A Vital Arm For Your Marketing Arsenal:

Define Your Niche Audience
The easiest way to see the result is to know your niches industry. Ask yourself a few questions like who is your target audience? Evaluate your passions and skills. It’s also important to think about which areas you have special skills or experience in. Choosing a broad category, narrow your target audience down, think about things like gender, geographical location, hobbies, interest, employer or occupation, etc.
 
One way to start figuring out the market is with comprehensive keyword research. This is useful in optimum organic performance. The Google Keyword Planner is a great tool for this.
 
Create A Blog Site With Powerful Content
Content is always a king. An essential means of all marketing specialist and search engine optimization. It will also help you utilize the materializing to communicate with your key audience. It helps indexing and publishing of the final digital contents. It gives you the ability to update your business about the products and services. It serves as a solution to comprehend branding awareness.
 
Use the Power of Social Media
The impact of social media is a great tool to connect with key audiences or prospect customers.
Social media has grown rapidly and is still growing. It is unstoppable. The more the technology gets advanced, the more its scope broadens. The demand is expanding. Since all are already relying on social media it creates a big market.
Social media that helps in making a noise for your business blog because building an audience from zero could be difficult even if you can write the most compelling blogs. The most important thing is have people read it!
Yes, it’s true that one can easily make a profile on Facebook or LinkedIn given the popularity of social networking sites with millions and millions of daily visitors. There are a lot of people out there with the same intention so make sure to give your profile a bigger edge by:
1.Creating a Significant Profile
2.Connecting with the Right People
3.Actively Publishing Valuable Content
4.Beneficial from automation processes
Use the social network site to look for people who interconnect with people to talk about your particular line of expertise. When you do, make a link with them to begin bridging a connection toward your products or services. Look for groups that are connected to your business and join that would be an opportunity to promote and utilize your key audiences
 
Create a Local Marketing Campaign and Reach Influencers
In the brick-and-mortar store, your customers are limited; perhaps they are just the people living near your area or simply those that are referred by your previous satisfied clients. But with marketing campaigns, you enjoy a wide range of customers since more and more people now go online to search for products and services that they want to buy or avail.
Finding influencers can bring you to the next level. Interact with them, it helps you to build a good reputation about your business or products. So if you want to get more exposure, you better use the right mix of this technique.
 
Join in a Different Community That Relates To Your Niche
Perhaps the most important accomplishment for business owners is joining different groups, community and industry affiliations. A driving force put around similar ideas and yet like minded people. They trade “war stories,” see what’s working or what’s not, and even referrals business to one another. This crowd of people can front ahead with your prospects and create good business impressions.
 
Involved Locally By Giving and Donating To Causes That Are Relevant To You
You get out what you put in. Time and cash are the two most significant assets that business people have, so it’s essential to invest them into causes you profoundly about. In my opinion, local area inclusion has driven me to have a meeting with a great deal on different occasions. I have proceeded to business with a portion of these people, and have even employed individuals from these experiences.
Use Freebies or Sample
Take the advantages of giving free samples to promote your business. Companies offer free samples to introduce themselves to new customers and increase their sales.By providing free samples is an effective way not only promote the brand’s products and services but also build the brand’s image and relationship with customers or prospects.
Applying low cost guerilla marketing tactics to boost sales or attract interest in a brand or business.
Guerrillas track and measureable the entire effort to guarantee that they get a positive profit from their speculations. These days, marketers can use affordable web-based automation software for marketing analytics on auto-pilot with the complexity of setting up marketing journeys and building a business.
 
 “
3872,”LinkedIn opens the door to ethical marketing done right”,”

Recent limitations in invitation requests brought a drastic slow down in new connection and leads that business can generate from LinkedIn Invitation outreach.

When one was able send out 3000 invitations a month, some might have used a “one message to all” approach. Since April 2021 Linked In has limited invitations to connect to 100 invitation requests per week per account. Since you now can send out only 14 a day, you need to focus on the quality of the message. Personalized and customization invitation strategy has to be utilized.

A powerful way to connect with potential. clients is to. find them in Like Mined Groups – join several you think your potential customer communicate in and JOIN the conversation, respond to a comment or even just a like.

In the Message Response, which is YOUR INVITATION REQUEST, you can copy and paste a section from their comment, for example:  Hello Peter, I really liked your comment “COPIED TEXT FROM COMMENT” – Lets connect and see if there is some synergy. 

Once your invitation to connect is accepted, share a link to your online calendar or an informative video on a lead capture page, so they are able to opt in and you’re able to follow up via email as well.

Recent limitations in invitation requests brought a drastic slow down in new connection and leads that business can generate from LinkedIn Invitation outreach. 

When one was able send out 3000 invitations a month, some might have used a “”one message to all”” approach. Since April 2021 Linked In has limited invitations to connect to 100 invitation requests per week per account. Since you now can send out only 14 a day, you need to focus on the quality of the message. Personalized and customization invitation strategy has to be utilized.

A powerful way to connect with potential. clients is to. find them in Like Mined Groups – join several you think your potential customer communicate in and JOIN the conversation, respond to a comment or even just a like.

In the Message Response, which is YOUR INVITATION REQUEST, you can copy and paste a section from their comment, for example:  Hello Peter, I really liked your comment “COPIED TEXT FROM COMMENT” – Lets connect and see if there is some synergy. 

Once your invitation to connect is accepted, share a link to your online calendar or an informative video on a lead capture page, so they are able to opt in and you’re able to follow up via email as well.


3877,”8 tips for successful inbound marketing”,”

When was the last time you clicked on an advertising banner of a website? A long time ago, right?

Classic push measures such as advertising are increasingly going nowhere. Ad blockers prevent their playout and users do not even notice the banners. The result is unnecessary advertising expenses and weak results. This is often frustrating. And the cookie banners obfuscate up to 30% and more data.

In online marketing, therefore, a change of perspective has begun.

With inbound marketing, you do not play the masses, but set targeted advertising at a time when the customer needs it concretely. Implemented smartly, you not only increase your ROI, but also the lead numbers significantly.
However, it’s not quite that simple. There are a few things you should keep in mind when it comes to inbound marketing. These 8 tips will help you set up or optimize an inbound strategy for your business.

Inbound Marketing​
This is exactly what Smarter Revolution has specialized in​

From the definition of the target groups, to the design of the approach to the elaboration of the internal inbound processes – we advise you in all questions of inbound marketing. If you are interested, please visit our site and book an appointment with us yourself.

1. The focus is on the customer, not your own product :

Inbound measures are primarily about producing relevant content for the user. So your primary question is not which products and topics you want to place in a certain target group, but: What information and what content does a lead or a customer need in which phase of the customer journey?

This requires a fundamental rethink: On the one hand, you have to know exactly who your customer is, and on the other hand, what interests, goals or wishes he has. In practice, this means, for example, knowing your buyers personnel, which in addition to demographic characteristics also includes behaviours and expectations of the customer for your product. To do this, you need to know what stage the user is in who will see a particular piece of content or advertising. All this has a significant influence on the approach and placement of your inbound measure.

2. Know the stage the user is in:

Knowing your customer and what stage they are in is essential for creating relevant content. There are three basic phases that are important here:

  • The Awareness Stage, in which a user is aware of a problem, only wants to inform himself and therefore does not yet need explicit product recommendations. Here you can use general posts in the blog, e-books or white papers on suitable channels.
  • The Consideration Stage, in which your user searches for a concrete solution to your problem. Videos with troubleshooters, tutorials, or podcasts are suitable at this stage.
  • And the Decision Stage. This is where your user makes a purchase decision. While previously content that fits the interests of the user was more relevant, here you now place your product superficially for the first time and aim at the conversion.

Another model that maps the phases of inbound marketing is the “”SEE THINK DO CARE”” model.

3. Don’t underestimate the potential of the landing page:

The landing page (LP) is the smartest way to collect leads. Because only when you know the e-mail address or the telephone number of a user, this is valuable to you. On the LP, for example, you can offer an e-book or a test phase for your product to get the user’s contact details. Make sure that the page is as clear and informative as possible. In addition, I recommend that you do not make the lead form too complicated – in the worst case, this scares off the user and increases the bounce rate.

If you have the contact data, you can then automatically record the lead with an e.B. mail route and thus cleverly lead him to a conversion. But beware: Again, it is in the sense of inbound marketing to produce only relevant content for the lead.

4. With the purchase, the process is not yet over:

If you have managed to develop a lead into a customer thanks to smart inbound marketing, your work is not yet finished. On the contrary: With a good costumer relationship management, you may be able to persuade the customer to buy again. This is even cheaper than developing a new customer. This also requires relevant content in the right places. With thoughtful content, the customer may even reach the status of brand ambassador, who in turn will provide you with more leads – the supreme discipline of marketing.

5. Avoid annoying:

Nothing is worse than getting on your potential lead or customer’s nerves with intrusive questions, too much content, or useless content. Therefore, be aware of the added value of any content you create about your topic and product during the customer journey. As described in the first tip, you should know your users exactly: What content do they need at what time? Do they really want to be confronted with a detailed description of your product when they are just reading into a topic and informing themselves?

Your call-to-action and lead forms are of crucial importance. Far too often, these are seen by users as a spam threat. But you can avoid that! In inbound marketing, there is the motto “”Give first, then ask””. So first create undeniable added value that you offer to your users. Only when you have the trust of the users, you can collect more data from them and ultimately convert them to the customer.

In technical terms, this is called progressive profiling, i.e. the collection of data over time. In contrast to the simple up-front data query, in which you want to have as much data as possible at the first contact with the user, you proceed more cautiously. When you first contact, you only ask for the unique identifier of your lead, such as an e-mail address or the telephone number. You can already read some information from an email: often, for example, the name or company the user works for. You’ll gather more information over time once you’ve gained the user’s trust. So you manage not to scare off the potential customers right away.

6. Try automation:

A well-set up inbound marketing only becomes a real profit generator with a well-thought-out automation. When you think of automation, you probably think of automated e-mail routes. That’s right – but there’s much more!

Email automation

Is probably the strongest weapon in inbound marketing to develop leads or turn customers into repeat buyers. Unlike manually sent messages, automated e-mails are sent to individual users by triggering a trigger or entering an event. For example, if a user has visited your Page’s pricing map multiple times. Or the user receives an e-mail with further content on the topic two days after downloading an e-book. Be creative and think about what a lead wants to read in which situation and at what time. Tip: Work with automated incentives to attract leads.

Programmatic Ads

This is also part of automation. Here you play different advertising depending on the potential customers. This can increase your success enormously.

Dynamic content

You can do the same with content. Think about whether you really need to show each user the same content. Shouldn’t the speech vary? Don’t users have different prior knowledge? Are the intentions of the users really the same? Isn’t it relevant whether the user comes from Facebook or Google? If you play individual content, you increase your lead chances enormously.

You already notice

Good automation has enormous potential. However, the basis for success is that you put yourself in the position of your user groups. You also need to be able to read and classify the data that your users disclose correctly. If you can do that, nothing stands in the way of smart automation.

7. Intelligent Lead Scoring:

As your inbound strategy evolves, you’ll create more and more landing pages, create more content, and set up a lot of email routes. In the long run, this can be a real mess! That’s why it’s important to think about your goals right from the start: When is it worth pursuing a lead further – and perhaps manually? When is a user ready to be approached by the sales team? What does a user have to do to get certain content?

To make all this clear, there is the method of lead scoring. With the Lead Score, you give users points based on their activity. This allows you to prioritize users. Because: The more content a user has viewed, the more emails he has opened and the more pages he knows about you, the easier it is to convince him of your product.

So build a smart lead scoring to prioritize your users and ultimately put resources on the leads that are really promising. This is also referred to as high-quality leads. So you manage to keep the overview and at the same time develop a data-driven system that really helps you.

You can find out more about lead scoring in our separate article.

8. Data Driven, not Gut Feeling:

But all these tips are not worth a penny if you forget one thing: a real and sustainable inbound strategy. You should proceed in a structured way and listen to data instead of your gut feeling. You should be aware of what content to use, which channels you use, in what frequency and order you play relevant content, how to implement, measure and arrange all this.

The measures you choose should suit your company. You don’t have to go along with every wave of trends that exist in inbound marketing – it’s much more profitable and, above all, more sustainable to look at well-founded data and only use the tools and levers that fit your analyses. This approach is one of Smarter Revolution’s basic beliefs. In our consultation, we therefore only recommend the performance behind which we stand 100 percent. Against pure gut feeling and trend waves – for more sustainability and strategy.


3890,”Lead Generation: This strategy helps you get more leads”,”

Hardly any approach currently offers more opportunities for B2B companies than digital lead generation. Customers exchange their email address for information and added value. In this article, we will show you how you can generate leads – and give you a concrete strategy for implementation.

What is lead generation?

A lead is a prospect whose contact details a company could generate. In most cases, this is done in exchange for information. For example, a company provides an e-book on its website. Visitors can download this ebook if they provide their email address and name in return.

Conversely, generating leads means gaining this data. B2B lead generation is therefore a strategy that provides incentives for interested parties to leave their data. Incentive is a good keyword. You should never force leads to leave data with you. You should always do this voluntarily.

As a rule, both sides benefit from lead generation. Visitors receive valuable information and answers to their questions. In return, marketers receive the data of users who have already developed an interest in a topic. Companies can build on this and eventually develop the leads into customers.

How to generate leads?

This is how leads can be generated. The basic principle is already clear to you. The question now is how B2B leads can be generated. The complete arsenal of online and offline channels is at your disposal:

Typical online channels: Landing pages with white papers, e-books, newsletters, SEO/SEA, social media, blogs, downloads, studies and surveys.

Typical offline channels: trade fairs, events, promotional stands, print ads, telephone, flyers and post .

Of course, you don’t have to use all lead generation channels at the same time. The key to success is to know the target group and their problems exactly. So think about which channels the target group is on. And above all, what problems she is looking for. You use these considerations to create content that might interest your target audience.

The so-called Buyer Persona can help you with this. It serves to generalize the characteristics and behaviors of your customer group. Such a buyer persona is always highly individual and is best based on a qualitative data basis.

Point 1:

Draw attention to your topics

Once you have defined your target group and know their problems, you need their attention in the second step. Especially this awareness phase is underestimated by many B2B companies in lead generation. However, it is the basis for generating leads in the first place.

The best way to generate attention is to publish content that fits the problems of the target audience. An example: You sell office furniture. Then you could, for example, create studies on the wrong sitting during work or on the working atmosphere. This content is the anchor that is necessary for the actual lead generation in the next step. Because you can not only promote such content well. They also help you find your business through Google and other search engines.

Point 2:

Pull vs. push measures for lead generation

Your content can be targeted in two ways: as part of a push campaign or a pull campaign. Both campaigns are useful for lead generation in B2B, with pull marketing usually better suited to generating more qualitative leads.

While a push campaign focuses on advertising, pull marketing relies less on direct advertising. Instead, interested parties come across content via the search, for example. So you are looking for a solution to a problem – the best prerequisite for generating B2B leads.

Point 3:

Call-to-action: the most important part of generating leads

You have the attention of the target group for sure? Great, now you have to win the lead. This is where the decisive step begins. To date, the user intention still consists of the acquisition of knowledge. Visitors to your site want information. This is exactly where your company should position itself as a solution provider and problem solver.

Important here is the call-to-action, i.e., the call to action through which you guide the user. Offer him more information on the topic in an e-book. Or show him that your newsletter revolves around this very topic. Another type of lead generation can be a contact form at the bottom of the page or a free consulting service.

The added value is also important here. The more skillfully you place the brand’s USP or the added value of the content, the more likely users are to offer their data in exchange. That is ultimately the goal.


3911,”The 10 Most Common Mistakes in Newsletter Marketing”,”

Many email marketers are plagued by a common dilemma. They regularly evaluate the opening and click rates of their newsletters but cannot assess whether the values ​​determined are good or bad because no meaningful benchmarks exist. To get around this problem we have collected 10 factors that give you an indication of potential for optimization, regardless of specific figures. If you avoid these 10 mistakes you can be sure that your newsletter will be among the best of its kind.

Mistake #1: Lack of Commitment to Subscribers

Upon closer inspection, there are only two reasons why a website visitor registers for a newsletter. Either out of an explicit interest in regular information, or because the registration is necessary, for example in order to proceed with a download. In the second case, you may only be interested in the specific content of the download, but not in regular mailings. This is exactly where the danger to the opening and click rate lies. Those who are not really interested in your content will often ignore the mailings.

You should therefore carry out a reactivation campaign from time to time to draw the attention of inactive users back to your newsletter. If this measure does not work, it can even be useful to clean up your e-mail distribution list. You may have to accept a reduced number of recipients, but you can significantly increase the quality of your mailing list.

Mistake #2: Your Newsletter Mailing List Is Too Old

Even a newsletter recipient list needs a breath of fresh air and new subscribers every now and then in order to achieve consistently good opening and click rates. If you write to the same group of people over a long period of time, your open rate will definitely decrease. So, avoid downtime and strive for a continuous expansion of your distributor.

Mistake #3: You Send the Newsletter Too Often

Most people have one thing in common when it comes to their inbox: it is always full. Therefore, you should not make the mistake of emailing your subscribers too often. Instead, think about whether it makes sense to increase the length of the newsletter and to reduce the frequency of sending it. In this way you can communicate the information you want and at the same time avoid a negative reaction, because “”another newsletter from company XY is in my mailbox””.

Mistake #4: You Send the Newsletter Too Seldom

Isn’t that a contradiction to the previous point? Definitely not, because a sending frequency that is too low can also have a negative effect on click and open rates. As an email marketer, one of the challenges you face is to keep your subscribers loyal to the company. However, if your recipients hear from you too seldom, long-term customer loyalty can be difficult to build.

How high the dispatch frequency should actually be can only be determined on the basis of your content and through detailed tests. There are certainly newsletters that are sent out daily for good reason, for example from news portals. In the case of other subject areas – especially in the case of pure advertising newsletters – the frequency should be reduced significantly.

Benefits of This

  • Many existing customers in the mailing list
  • Targeted registrations
  • Clear target group approach
  • Clear call to action

Mistake #5: Your Newsletter Subject Is Not Exciting

There is no doubt that formulating a catchy subject line is quite difficult and even presents experienced e-mail marketers with major challenges again and again. That said, you should put enough energy into these few words as they are, in large part, responsible for your open rate. Once the newsletter is open, you have many more options to motivate your readers to click.

Mistake #6: The Call to Action Is Hidden

Either way, if you want a high click-through rate, you should make sure that the viewers actual ability to click is as easy as possible. The most informative content will have no positive effect if your readers cannot clearly see what your newsletter’s call to action is. So always formulate a clear call to action and ensure that it is visually highlighted so that every newsletter recipient can recognize and use the call to action without hesitation.

Mistake #7: Your Newsletter Content Is Not Convincing

If this applies to your newsletters, it is time for a profound change. If your content is not convincing, the core of your email marketing is threatened, and you should quickly analyze how you can get more momentum into your newsletters. Your subscribers will forgive you for occasional unsuccessful newsletters. If this mishap happens more often, however, more and more readers will click the “”unsubscribe”” button.

Disadvantages of This

  • Outdated recipient lists
  • Irrelevant, unspecific content
  • Lack of emotional connection among subscribers
  • Too high / low sending frequency

Mistake #8: You Are Sending Your Newsletters at The Wrong Time

The timing of sending newsletters can also have a significant impact on the performance of your email marketing. There are some studies that have identified particularly promising times for the time of dispatch (e.g., during the lunch break), but ultimately only individual testing helps. For example, a logical assumption could be that B2B newsletters are likely to be less successful on weekends than on weekdays. In the case of B2C offers (e.g. special bargains), on the other hand, the weekend could be the better choice, as the recipients have more time to deal with your emails. There is no getting around a few A / B tests to confirm these hypotheses.

Mistake #9: You Are Targeting the Wrong Audience

A really convincing newsletter not only offers information, but also solutions for specific problem cases. To do this, however, it is essential that you know your target group and their needs as precisely as possible. Negative key figures (especially a low click rate) can be an indication that you have not correctly recognized the needs of your recipients and accordingly cannot generate any clicks.  

Mistake #10: Your Competition Is (Too) Strong

Depending on the industry and target group, newsletter marketing can be a commonly used tool. While online shops, for example, operate just about nationwide email marketing, corresponding approaches are somewhat less common in B2B business. If you are now competing for the attention of potential customers in a highly competitive industry, there is a risk that even good newsletters will not lead to high opening and click rates.

In this case, low opening rates are not necessarily an indication of work in e-mail marketing that needs improvement but can be due to the market situation. Nevertheless, this should not be a reason to be satisfied with the low KPIs. Instead, take the result as an incentive to assert yourself against the tough competition.

Conclusion: Focus on Your Own Goals

Even if it would be nice to be able to orientate oneself in email marketing to specific benchmarks for opening and click rates, this wish will remain a dream. Although you can carry out a wide variety of evaluations and calculate average values, the results of these studies will not really be meaningful.

It is much more important to derive your goals from your own key figures from the past and, based on this, to optimize the newsletter. Based on the influencing factors on click rate and e-mail openings presented, you can take the first step and avoid common mistakes in e-mail marketing in order to sustainably increase the most important KPIs.


3918,”CMS Evaluation: What Is the Best CMS?”,”In the past, content management systems were only used to maintain the content of a website. In times of real-time website personalization and globally distributed editorial teams, however, the requirements have increased immensely – as has the number of CMS providers. Accordingly, it is difficult to choose a CMS that optimally meets your own requirements.

As an experienced and system-independent digital agency, we provide comprehensive support to industrial groups, municipal service providers, banks, and authorities. In the case of extensive relaunch projects in particular, fundamental strategy questions are just as important at the beginning of the project as considerations relating to technical functionality and the integration of CRM and content management systems into the existing IT landscape.

A crucial component for the success of complex web projects is the evaluation of the technical basis on which to work. The content management system is of central importance in many projects. This is where the editorially created website content is managed and archived. Media assets are stored here, the links between website content and other systems such as PIM, CRM, and newsletter software. Here you will find the editing interfaces for content managers, online editors, event officers, marketing, and sales. In short, the right CMS will benefit all departments that are somehow involved with functions and content of the company website.

Procedure for the CMS Evaluation :

Like any technical system, the CMS must also fit the purpose, project scope, general company strategy, and the company’s online strategy in particular. It must suit the people who are supposed to operate, fill, and process it. Ultimately, it must match the requirements that are made. Sound obvious? Might be. However, this is not always clear to everyone from the get-go.

Professional, Technical, and Economic Requirements :

Sometimes the requirements for a complex web project only arise when you are already in the middle of it. For example, when things previously seemed taken for granted. In this kind of situation, standard human communication then creates a big problem. Unconscious requirements are based on functionalities that are assumed to be “”natural”” and that are suddenly missing. Those affected often wrongly assume that a new system will adopt all (positive) attributes of its predecessor.

Oppositely, the project team can also meet unexpected requirements. These are based on requirements, the implementation of which does not occur to those involved in the project. For example, the person concerned could have assumed that the requirements actually desired for the project could not be implemented anyway.

The economic requirements are often neglected. If the license or rental costs are usually considered, there are further pitfalls with ongoing fees for maintenance and support, as well as times for updates and configuration. It should also be decided, together with developers, how they want to expand the system. There difference in cost between learning (and mastering) a complex enterprise API and a lightweight REST interface are worlds apart.

These cases can end well, but that is not very likely. It is more likely that the project will at least partially sink into chaos, blame, troubleshooting, and improvisation. It is always better to talk about it beforehand.

CMS Evaluation :

What Is Important?

Most of the time we humans (within a language barrier) somehow manage to communicate with one another. However, are you always sure that the other person actually understood exactly what you meant?

Almost everyone can think of a situation in which what was said was not what was meant, and the reaction was accordingly moody or humorous. With larger projects, however, most project managers will probably stop laughing if both sides only realize that they must have talked about different things too late. The typical problems are differences in know-how, apparently obvious things, requirements that are difficult to formulate, and lack of common language regulations.

The professional, technical, and economic requirements are recorded by Smarter Revolution in a workshop with those involved in the project and (later) operators. These requirements are then evaluated.

How should the new website be set up? What content should it have and who will change it? On the other hand, who will access it? Which of these already exist and can possibly be adopted? What must be created from scratch and by whom? Who is responsible for the content to be created, or does it already exist? Are there any requirements that an existing design places on the CMS? Or is that still to be found out?

Workshop: Content, Structures, Designs :

In a second workshop, questions about content and structures will be discussed. If an existing design is to be adopted, this must be clarified. This in turn may result in criteria for the content management system.

All Clarity Eliminated?

In a CMS longlist, the agency and the client collect various content management systems from different manufacturers.

The requirements of various stakeholders on the CMS from the previous workshops are also prioritized together, at best with a few days apart.

The CMS experts at Smarter Revolution are now creating a CMS shortlist that only contains the software models that meet the requirements. A detailed comparison of the systems, their implementation of the requirements, and the expected effort during the integration is formulated by Smarter Revolution including a graphic and tabular evaluation and a scoring.

The result? A well thought-out and well-founded recommendation for action for the website relaunch, which gives everyone involved a good feeling for the next steps and ultimately comes as a compact relaunch guide in PDF format.

Get to Know the Manufacturer :

A manufacturer presentation of the systems is optional. The CMS manufacturers “”pitch”” their systems at a desired date and within an appropriate framework. Of course, this is courting for your favor – after all, most CMS are not available for free and license costs are sometimes not to be despised.

So that no mere advertising situations arise in such a pitch, in which the CMS manufacturers primarily focus on the advantages of their respective systems, we as the CMS agency have a tight grip on the situation. These are given tasks by Smarter Revolution, who must solve them and present them in the pitch. Sometimes only a limited processing time is allowed for the tasks, so that not only the solvability in principle, but also the necessary effort in the pitch can be assessed. Experience has shown that there are considerable differences in the CMS, especially when it comes to the effort required.

And even if several providers are still in the running at the end, such a pitch situation can have been helpful. Perhaps in the end gut feeling will tip the scales if, for example, systems are very similar or even the cooperation with a manufacturer for whatever reasons is viewed with skepticism.

The CMS experts from Smarter Revolution are on site at the pitch and can critically question the manufacturer’s presentation. Here’s how.

Our Role

How do we see each other in all of this? We hold ourselves, as well as you, to a set of values that are of the utmost importance to us. These are:

  • transparency
  • competence
  • integrity

We advise professionally and objectively and, in the end, recommend the most suitable system – unrestricted by any sales decisions or partnerships. We advise you impartially and independently.

Conclusion :

CMS Consulting – Why All This?

As part of the online or digitization strategy of your company, the requirement will arise to find a system that you can commit to for the next few years, with which the company can successfully pursue its goals.

A CMS must therefore be selected those fits. It must neither be too “”small”” (in order not to hinder future developments) nor too “”large”” (and thus to overturn the project due to the development effort required). Manufacturers must continue to be reliable and accessible, because even the best CMS have errors and must be maintained. With the right CMS, you create the basis for an effective digital strategy for your company and thus set the course for growth and stability.”
3922,”Tips to Increase Your Email Conversion Rate”,”Email is the best known, most popular, and most effective marketing channel. Even a small increase in the conversion rate can lead to massive success. An increase in the conversion rate can also often be achieved with a few simple tricks. In this article, we will explain how you can get the most out of your newsletters and other double opt-in emails and hook your customers.

Email marketing is by far the most important marketing channel in both online and offline marketing. Many marketers also find it is the easiest to use. Also, it’s likely that everyone – both marketers and audiences – are very familiar with the channel.

1. Optimize Double Opt-in

Legally compliant email marketing is a hygiene factor, but a simple confirmation email is far from optimizing the process. Be sure to pay attention to the following four sources of error:

E-mail input:  Let the user confirm his e-mail address or use a service that verifies the e-mail address entered in the background of the registration process. Here’s how to prevent your emails from being lost due to typing errors.

Confirmation email: It is essential that you automate the sending of the confirmation email. This is important because it allows you to communicate with the user in that sweet spot, where they have time for you and are interested.

Precise information: Explain in the confirmation email exactly what the user must do now. Also, deal with eventualities. Sometimes a button doesn’t work, so the confirmation link should (additionally) be given as a link that can be copied.

Context: If a user signs up for a newsletter, you should send them a newsletter. If you have a low transmission frequency, for example every two weeks or once a month, you should send the previous newsletter or a welcome newsletter.

2. Not All Distributors Are Created Equal

The quality of your distributor is important! This is especially true if you’ve identified leads, not traffic, as your main KPI. More traffic is usually taken as a good sign, but if the new readers are not really interested in your product or service, then even the most optimized e-mail will not convince them to convert.

3. All CTAs Are Equal

A call-to-action button (CTA) serves the same purpose in an email as it does on a website. Its purpose is to get readers to click on it. Only you know what is behind the click, be it an article, a landing page, or a special offer. But in order to optimize the conversion rate, you should make sure that you treat the email CTA with as much respect as all other CTAs.

4. Leaving Us So Soon?

It will be inevitable that readers will also unsubscribe from your mailing list. That’s just how it is. Wait a minute – wrong! Optimize your subscriber management so that you can make a profit even when you say goodbye.

Goodbye does not have to be forever. Where possible, give the user various subscription options. If they do not like the current topics or broadcast frequency, they can sign up for another newsletter, for example, monthly instead of weekly.

Ask them why. If someone wants to unsubscribe, just ask. One answer alone won’t be particularly meaningful, but the number of users unsubscribing will show you trends. You can use these insights to prevent future users from clicking that unsubscribe button.

5. Mobile Optimization and Web Version

In the hustle and bustle of our daily lives, all e-mails are opened on the move. At this point it should be obvious, give the reader the opportunity to view the e-mail whenever, wherever. Give them all options. This includes, of course, that your e-mails are optimized for mobile devices, but also that you provide a web version. Finally, the target page must also be optimized for mobile use and be easy to read on devices with small displays.

6. A / B Testing

Email is one of the most important marketing channels. For some companies, it is the main marketing channel. We recommend constant, conscientious testing of the following things:

Subject line: The subject of your email decides whether the reader will even see your content. It must appeal to the reader, arouse their interest, and must not trigger spam filters.

CTA: As mentioned earlier, this element deserves as much respect in an email as it does in a landing page.

Length: Should your email contain four blog articles, or five? Should the teaser texts be one line long or rather two? Different target groups have different needs – test it!

Frequency: Losing readers is easy. It doesn’t matter if you send them too many emails or too few; with the wrong transmission frequency they are gone very quickly.

Number of pictures: This again depends very much on your target group. In contrast to other design elements, images can have a strong impact on the conversion rate because they are often clickable. What’s that thing about pictures being worth a thousand words…?

Number of links: Are your emails leaky? In other words, do you have a leak? An email (or a landing page) is called leaky if too many users do not click the “right” link. For example, if they click on the link to the Facebook profile instead of the link to the blog article like they were supposed to. This is particularly problematic if the email contains a very specific, very important link, for example one to the big annual discount campaign.

7. Analytics

Track everything! Each link in your email should have its own tracking URL. This is the only way you can really understand how users move through your email and what they end up taking with them.

Conclusion

The supposedly well-known medium of e-mail still has an incredible amount of potential for optimization. Emails should be treated like landing pages. They must be continuously optimized and adapted, because they themselves should not be an end goal, but rather a conversion driver. Our three most important quick wins are:

  • Automation of the registration confirmation in order to pick up the user at the height of increased engagement.
  • List management options to keep someone who wanted to leave.
  • Responsiveness of the newsletter and the landing page in order to create the best possible customer experience on all channels.


3925,”The Most helpful CMS Functions {TIPS}”,”Countless online editors use their content management systems every day. Many of the systems have functions that can make the editors’ work a lot easier. Unfortunately, however, many of these functions remain unused because they are overlooked during familiarization with the system. In the second part of our CMS series, you can find out which functions particularly contribute to improving the workflow.

Modern and Intuitive Interface

Nothing makes the work of editors easier than an easy-to-use user interface. If you can find your way around the respective system easily and, above all, intuitively, then the work output is much greater. Even today, not all content management systems have such interfaces. If your editors are missing this key feature, it may be advisable to start looking for a new CMS.

Bookmarks, History, and Search

If your CMS has corresponding functions such as bookmarks or an automatically generated history, then you should make sure that your editors know of their existence. Bookmarks in particular are a good preventive measure for long searches within the CMS. If central storage folders are used for pictures or videos, for example, it is advisable to save them as bookmarks at the beginning, if possible. Should it be necessary to store new graphics or video files, the corresponding folders can be found quickly and easily. The CMS Fire Sprite makes working with bookmarks particularly convenient. These can be filtered according to the date of change or predefined groups.

In addition to the bookmarks, an automatically created history offers an efficient way of moving around within content management systems. In this way, you can easily continue to work on exactly those positions that were previously worked on. An integrated search function is also helpful, but often not used. A good search function – ideally with the option of filtering – can speed up navigation significantly.

Inline Editing for Directly Visible Changes

One of the most practical features is the so-called inline editing, also called WYSIWYG (an acronym for what you see is what you get) editing. The CMS gives the author the opportunity to make changes – whether textual or graphic – directly on the page. Images are simply placed at the desired location using drag & drop and text blocks are immediately and visibly edited. There is also no need to laboriously navigate between the page element folders to get to the desired location. In this way, you can make your editorial work even more intuitive and therefore more efficient.

Preview unction To Double Check Changes

In addition to a good inline editing function, preview functions are the most popular means of checking page changes that have been made. But even when using the preview, there are often overlooked tricks that make the work process even easier. Users of the CMS OpenText, for example, often overlook the “”permanent preview”” function. In this way, the preview window is always automatically updated to the currently edited page and the preview does not have to be reopened with a right-click or the switch provided for this purpose.

With the “”permanent preview”” function, the preview window is always updated on the page that you are currently working on.

Easily Exchange Graphics & Import Folders

Graphics are part of every good page. It is often a good idea to renew outdated graphics or replace certain images. Of course, a graphic is not always located on one page, but may also be used for several content pages on the website. Many CMS offer the option of overwriting graphics that have already been installed instead of simply importing a new graphic. The trick is this. The CMS exchanges the graphics on all the content pages on which they are integrated. This not only avoids additional work, but also mistakes. The CMS Fiona by JustRelate is a good example at this point. In addition, many editors do not know that with some CMS they do not have to import each image individually. Editors often have the option of completely importing an archive with one click. In Fiona, the folder with the graphics must be converted into an archive format in a previous step, but this method saves you a lot of time with large amounts of graphics.

Fast Approval Processes

Many editors will recognize the confirmation step when sharing files and folders, but here, too, there are systems that make it possible to skip the intermediate step. In the CMS Fiona by JustRelate this is possible in the basic settings, for example, by simply removing a checkmark next to the need for confirmation. However, we recommend that only experienced editors make use of this option.

Some CMSs offer another option for even faster approval by completing the entire workflow processing. Before you use this option, however, you should get a clear picture of whether all working versions are intended for publication. Otherwise, the blanket approval could have unpleasant consequences.

Control Publications Precisely

Often available, but not always used is the possibility of time-controlled publication. It is extremely practical, for example, for time-limited campaigns or the advance provision of future relevant content. Sources of error are minimized, especially in the area of ​​time-limited content, as these are automatically no longer published after the time period has been determined. In addition, the function is very useful if work has to be done in advance and content already exists but is only intended for approval at a later point in time.

Conclusion: You Know Your CMS

There are CMS functions that make the daily work of your editors much easier. Many CMS have such helpful features, which is why it is advisable to deal carefully with the respective system and not to waste any user potential. If your CMS does not offer such options, integration may be possible. In most cases, however, the solution is to change the CMS.

  • Invest in good inline editing.
  • Know the useful functions of your CMS.
  • Minimize sources of error.


3930,”The Best Arguments for A Communication Strategy”,”The possibilities of developing a communication strategy for online customer dialogue are numerous and fundamentally very individual. Nonetheless, some elements and topics can be identified that are relevant for all companies or should at least represent an option for the communication strategy. We have collected the most important surveys, analyses, and statistics for these five subject areas in order to make it easier for companies to decide for or against individual elements.

Content Marketing

Content marketing is still one of the most important topics in online marketing. The former trend and insider tip has long been an integral part of the marketing mix of many companies. As a current study by the Initiative Mittel stand shows, over 90% of German companies already rely on marketing with content, of which around 40% have no clear communication strategy. To be able to remedy this deficiency or to guarantee a consistent implementation, almost 80% of the companies rely on the help of external service providers, for example in the area of ​​conception or advice.

How does this widespread use come about? Here, too, the numbers speak for themselves. For example, evidence shows that companies that actively run a blog not only generate significantly more traffic, but also generate 97% more leads. If you expand the thematic perspective and look at inbound marketing as a whole, there is also a clear increase in the number of leads gained. Compared to classic outbound marketing, the number can be increased by 54%. Evidently, it’s no wonder that most companies aim to generate leads when it comes to content marketing (70% in B2B, 48% in B2C).

Another explanation for the strong focus on content marketing as part of a communication strategy is user preferences. The content marketing agency Content Plus found that around 70% of Internet users would rather get to know a company through specialist articles than through advertising banners.

Email Marketing

In order to generate as much attention as possible for their content, numerous companies rely on classic email marketing. A good decision, as McKinsey found in a well-known study showing that sending newsletters is 40 times more effective than using social media. This is made possible by the high willingness to open promotional e-mails. The average open rate of marketing newsletters is 32.9%, on the condition, however, that the e-mails have been subscribed to beforehand. As a result, an average of 13% of the leads generated can be traced back to email marketing.

Social Media Marketing

Are there still good reasons for social media as part of the communication strategy? Absolutely! One reason is the enormous reach. Facebook, for example, has 1.35 billion users per month, while Twitter manages a remarkable 271 million. For 89% of marketers, however, it is still difficult to reliably measure the return on investment, even though more than half see a positive effect of social media marketing on sales activities. Based on a well-founded concept, social media offers great opportunities for companies in B2B and B2C.

Content Personalization

Whether newsletter, social media, or on your own website, we recommend extensive personalization of the content and the most individual customer dialogue possible for all areas, and for good reason, as numerous success stories show. For example, the online retailer reBuy increased the conversion rate of its e-mails by 18% by making its newsletters more personalized and correspondingly more appropriate.

The effect of personalized content on websites is shown particularly well using the example of a landing page. There, a sales increase of up to 15% can be achieved if the content is dynamically adapted to the user, for example using the referrer.

Multi-channel & Cross-device

The free choice for a comprehensive customer dialogue is the provision of information for all channels and on all devices, whereby the greatest challenge is usually the optimization for mobile devices such as smartphones and tablets. In the German industrial sector, for example, only 30% of companies offer a separate mobile website or a website with responsive design. The statistics on mobile Internet use make it loud and clear. According to the online study by ARD and ZDF, half of Germans went online with a mobile device in 2014, while the proportion was significantly higher among those surveyed between the ages of 14 and 40. So there is still a lot of catching up to do around responsive web design.

Additionally, mobile optimization is also very important for email marketing. The Smarter Revolution email experts have found that around half of all emails are opened on a smartphone or tablet. An A / B test by the American online agency act-on also showed that the click rate for responsive newsletters is significantly higher than for non-optimized e-mails. In the specific example, an increase of 130% was determined.

Conclusion: The Decision Is Yours

Basically, there are good reasons for almost every area of ​​a communication strategy that can be statistically proven. In the individual case, however, the decision for or against a specific measure depends on many additional factors. While B2C companies often rely on Facebook or Instagram, companies in B2B business should concentrate more on professional business platforms such as Xing or LinkedIn.

In order to work out these subtle, but very important differences, a comprehensive conception and consultation is required, at the end of which there must be a holistic communication strategy. Only when the individual elements interlock can a customer dialogue arise that not only promotes the company’s goals, but also offers the recipients optimal service, and a satisfactory customer experience.”
3934,”Microsite vs. Landing Page: Which Is Better?”,”When analyzing the difference between landing pages and microsites, the reasoning usually deals with the advantages and disadvantages for search engine optimization. Unfortunately, this consideration often neglects the expectations of the users, where an SEO solution is found, but the implementation does not make a significant contribution to the customer experience. In this article, we will return to the basic questions: When do your customers expect a microsite and when do they expect a landing page? Above all, which variant suits the different stages of the customer journey better?

What Is A Microsite?

A microsite is a website that basically belongs to a higher-level website but has been outsourced to a separate domain for reasons of content. The result is a website that has relatively few pages and deals exclusively with a specific topic. In addition, the design is often adapted to the specific application. For example, a company could aim to specifically advertise a new product on a separate online presence instead of placing it somewhere on the very extensive corporate website. Special marketing campaigns can also be implemented with a microsite.

What Is A Landing Page?

In contrast to the microsite, this is a single page, usually without any further links. The design is clearly based on the existing design of the entire website. A common reason to use landing pages is to promote a whitepaper that is offered for free to download on the landing page.

When Does the Use of a Microsite Make Sense?

Now that you know the difference between a landing page and a microsite, the next question is which variant should be used in which situation. How can website visitors be offered the best possible user experience?

Microsites are always useful where the advertised offer needs to be separated from the main brand as much as possible. This could be the case, for example, if the majority of your customers do not know about the connection between the main brand and the new product and this information is unnecessary anyway. If so, too close a link tends to lead to confusion.

What Are the Advantages of Microsites?

A microsite has the decisive advantage that more space is available for information than on a single landing page. So, if you are promoting a product that requires explanation or want to run a campaign for which your target group needs extensive information, you should opt for the microsite.

A microsite that advertises an event or conference for your company would be conceivable. On the one hand, it makes sense to separate it from the corporate website, since the technical character is to be brought to the forefront. On the other hand, a lot of information about the event must be disclosed that would not find a place on a landing page.

Further advantages of a microsite result from the fact that they are usually completely redesigned and implemented. This means that both the design and the integrated functions can be tailored to the objectives of the campaign and the needs of the users.

What Are the Disadvantages of Microsites?

Any advantage can turn into a problem under certain circumstances. If your website visitors get to the microsite from the main site, the unfamiliar design may lead to confusion and possibly rejection. In addition, you should note that a website with a new design and new technical elements always involves a certain amount of effort.
Here’s a summary of the advantages and disadvantages at a glance.

Benefits

  • Sufficient space for detailed information
  • Deliberate separation from the main website is possible
  • New design and other functions can be implemented
  • Clearly focused target group approach

Disadvantages

  • New design can lead to confusion
  • No direct link with the main brand
  • Effort to implement

Alternative to The Microsite: When Is A Landing Page Worthwhile?

A key advantage of the landing page is the comparatively quick implementation. Since the design and the basic structure are taken from the main page, a lot of the work that would be required when using a microsite is eliminated. Landing pages are therefore particularly suitable for smaller offers that can be described compactly on one page. These include, for example, white papers or products that do not require a detailed explanation.

In addition, landing pages are characterized by the fact that they fit seamlessly into the appearance of the corporate website. In this way, the above-described risk of creating confusion for the user can be largely avoided. So, if you can assume that your website visitors do not expect to jump to a “”foreign”” page, you should rather rely on landing pages and do without the microsite.

However, remember that a landing page can only be a small part of an extensive website. So, there is the risk that your landing page will not get the attention it needs for a satisfactory conversion, and this risk should not be underestimated. If you stay true to your website design to such an extent that the main navigation is carried over to your landing page, the problem of lack of attention is exacerbated.

Benefits

  • Little effort in creation and maintenance
  • Website visitors can clearly associate the content with your main brand
  • A compact page with all the information parts of a landing page

Disadvantages

  • Risk of the content being lost as a small part of the website
  • Little space for detailed content
  • Possibly distraction from the main navigation

Which Solution Is Best?

The analysis of the microsite and landing page clearly shows that both variants have their advantages and disadvantages. However, based on these arguments, your own objectives, and the needs of your customers, it is possible to reliably work out which implementation is suitable for a specific case. When making this decision, you should choose a clever middle ground that is conducive to your corporate goals on the one hand and provides the best result for your customers on the other. You should of course not completely ignore SEO aspects, but questions of content are more important for the fundamental decision between microsite and landing page.”
3939,”White paper Marketing: 4 Steps to Success”,”The fact that whitepapers are a widespread and effective tool for lead generation as part of content marketing in B2B business can easily be proven by means of surveys and statistics. However, it becomes much more difficult to develop an optimal workflow for this special form of online marketing that not only produces high-quality content, but also complies with management’s targets and budget. If you follow our practical tips, nothing stands in the way of the next whitepaper.

Email marketing is by far the most important marketing channel in both online and offline marketing. Many marketers also find it is the easiest to use. Also, it’s likely that everyone – both marketers and audiences – are very familiar with the channel.

Is White Paper Marketing Worthwhile for My Company?

Before you deal with the concrete implementation of our tips, you should be sure that content marketing is fundamentally a sensible strategy for your company. The following statistics from the Content Marketing Institute (as of 2014) provide convincing arguments :

  • 86% of online marketers in B2B are already using content marketing.
  • 68% of them rely on the marketing of whitepapers.
  • 58% of respondents consider whitepapers to be an effective or very effective method for generating leads.

Convinced? Well then, let’s take a look at the perfect workflow for whitepaper marketing. A total of four areas can be identified that map the entire workflow and are indispensable for every online marketer. These are research, fixed processes for content creation, content presentation, and seeding.

The Research: Where Do My Topics Come From?

The first hurdle to successful whitepaper marketing is finding a topic. A whitepaper can only be successful and support your lead acquisition over a longer period of time if the content is convincing. To do this, you need to provide your readers with information that is difficult to obtain without your whitepaper. Try to focus on areas that you deal with daily and that you or your colleagues are particularly familiar with.

This specification also makes it much easier to find an interesting topic for the next whitepaper. Look around your own company for common problems, talk to colleagues from different departments, and then think about what information could be exciting for your readers and potential customers. Often it is solutions for everyday problems in a certain company area that are particularly popular with readers. The more relatable it is, the better.

Statistical data, for example, from a survey or the aggregation of external statistics, is also very popular content for whitepapers. These can be summarized in a handy whitepaper with a manageable effort, which offers real added value for the readers.

The Content Creation: Without A Plan, Things Will Be Difficult

Editors keep complaining that they don’t have the time to create content. If time is usually short for a blog post, how can an entire whitepaper be created? The solution is simple, but it is still used too rarely: create a binding schedule. Make a note of regular blocks of time reserved exclusively for the preparation of the whitepaper and ask your colleagues to respect these work phases and to allow you to be scheduled for other matters later.

Incidentally, this regulation should apply to all parties involved, regardless of whether they are assigned to the content or graphic design of the whitepaper.

The Presentation: Focus on the Content

As soon as the whitepaper is ready, it must be presented in an appealing way on your website – ideally on a separate landing page for each whitepaper. There you can clearly direct the focus of the website visitor to the content and the download form, which is so important for lead generation. If you place your whitepaper in the normal environment of the website, it will be surrounded by too much competing content and further links, which will certainly have a negative effect on the conversion rate. The only alternative to the landing page is a download area where all your whitepapers can be found.

Fret not, creating a landing page is usually easier than you think. Of course, you have to design the structure and the basic design once, but then the content elements can be exchanged, and the basic structure remains identical for the other landing pages.

Content Seeding: Freestyling in Whitepaper Marketing

The whitepaper is ready, and the landing page is set up and functional. Now is the time to get more exposure to your new whitepaper and get started with seeding. To do this, research websites, blogs, and forums that match your whitepaper in terms of content and that might want to link to your content. Since webmasters usually receive this type of request very often, you should definitely write a personal message that provides the recipient with good arguments as to why they should be interested in your whitepaper of all places.

Conclusion: It Takes Some Time, But It’s Worth It

Anyone who deals with whitepaper marketing should be aware that this is a strategy that requires some patience. It will take some time from the first idea to the finished whitepaper and finally to the successfully converted lead. However, you can assume with all leads that the respective reader is interested in the range of topics in your company and, ideally, that you have already convinced them of your expertise. This gives you a solid basis for further sales measures.”
3942,”Responsive Design: 5 Tools for Mobile Optimization”,”Whether e-mail or website, the demands on design and functionality are becoming higher and higher due to the increasing use of mobile internet. It is therefore even more important to test the behavior on different browsers or e-mail clients with different display sizes as early as possible. For this purpose, web designers and front-end developers have a range of (partly free, partly paid) tools available. To make it easier to choose the right instrument, we would like to introduce you to five tools that have proven themselves in the daily work of our designers.

Test Websites for Responsive Design

In the area of ​​HTML development for websites, three test instruments made it onto the shortlist, all of which have certain advantages and disadvantages. As a rule, the decision must be made whether a quick, but not thorough, or a comprehensive test of all properties should be carried out.

Responsive Design Simulator for Display Sizes

A quick and compact look at different screen sizes is possible with the responsive design simulator. Just enter the URL and the website can be checked on numerous devices, from smartphones to tablets (portrait and landscape format) to the classic desktop view. In this way, not only can the optics be tested, but, to a certain extent, the functionalities too.

The biggest disadvantage of the simulator is the pure focus on different display sizes. As a result, the differences between devices and browsers cannot be reliably tried out and optimized.

Conclusion: Super suitable for a quick look at mobile suitability, but not sufficient for professional optimizations.

Chrome: The Internal Variant of The Emulation

The internal test is available in the Google Chrome browser with just one push of a button (F12). There you can select the different display sizes of all common smartphones and tablets or freely define your own sizes. In addition, touch operation can also be simulated to a certain extent with the mouse to receive initial indications of problems with mobile usability. The possibility to optimize the code “”on-the-fly”” is also very practical, since Chrome shows all changes immediately. This means that trial corrections can be carried out quickly and efficiently.

The main disadvantage of this variant arises from the fact that it is an internal emulation of Chrome. Accordingly, only the behavior in this specific browser can be tested; no reliable statements can be made about other providers such as Firefox, Safari, or Internet Explorer. Also, no one hundred percent binding result can be achieved for differences between the devices. Because here, too, the focus is primarily on the pure size of the browser window, and less on device-specific features.

Conclusion: Ideally suited for quick tests and trial corrections but limited to a special browser.

Browserstack: A Thorough Test

For extensive and reliable website tests for responsive design, Browserstack is the number 1 used tool. With this purchasable program, almost all combinations of display size, platform, and browser can be displayed in an uncomplicated manner.

Since real virtual machines are used for the tests, a website that passes this test can really be classified as mobile-ready. This reliability makes Browserstack (or a comparable tool) an indispensable tool for web designers and front-end developers.

Unfortunately, Browserstack also has a few minor disadvantages. In addition to the already mentioned costs that are due for use, the fluctuating performance is particularly striking. The sometimes strongly varying loading times occasionally hinder the work, meaning a complete test is inevitably time consuming. In addition, Browserstack does not allow emulation of touch operation on smartphones and tablets, which can be particularly important for mobile optimization.

Unfortunately, Browserstack also has a few minor disadvantages. In addition to the already mentioned costs that are due for use, the fluctuating performance is particularly striking. The sometimes strongly varying loading times occasionally hinder the work, meaning a complete test is inevitably time consuming. In addition, Browserstack does not allow emulation of touch operation on smartphones and tablets, which can be particularly important for mobile optimization.

Conclusion: Comprehensive and reliable, albeit with few weaknesses.

Optimize Newsletters for Mobile Use

In addition to the websites, there is also a clear trend towards mobile use for newsletters. According to current statistics, more than half of all e-mails are now opened on a smartphone or tablet.

As a result, every newsletter HTML should be optimized and extensively tested for mobile use. With professional tools, different display sizes and the numerous e-mail clients can easily be displayed in order to ensure a satisfactory result for all usage situations.

Litmus: All Information from A Single Source

Our favorite software to test emails for compatibility with different display sizes, devices, and email clients is Litmus. The extensive tool can not only be linked to numerous e-mail dispatch systems (including our Universal Messenger), but also offers all functions that are necessary for professional e-mail design. Starting with a newsletter preview on all devices and clients, to the possibility of making direct test corrections, to HTML analysis and subject line previews. Despite the great variety of functions, Litmus impresses with its simple operation, so that you can concentrate completely on technical aspects.

Since the examination of the HTML newsletter is so extensive, you must accept a certain waiting time. After you have started a test run, it usually takes a few minutes until all results are loaded and available in the preview. Another disadvantage resulting from the large service portfolio is the cost. After a short test phase, there are monthly fees, which are, however, within a fair framework.

Conclusion: Extensive, professional, and recommendable. The features are definitely worth the price.

Campaign Monitor: Tests for One-Off Campaigns

If you want to avoid monthly costs, but still want to carry out professional e-mail tests, you should take a look at what Campaign Monitor has to offer . Here, too, the display of your newsletters is checked on different clients and devices, and a spam filter check is carried out. The most interesting aspect, however, are the payment methods. The services can be booked for one-time use and the prices vary based on the number of recipients.

Conclusion: Interesting price model for the occasional newsletter mailing.

The Right Tool to Suit Your Needs

The selection of instruments for testing websites and newsletters for mobile optimization is huge, so our selection can only give an insight into the numerous possibilities. The choice made in the end depends heavily on the individual requirements, resources, and goals desired. With the tools presented, however, you can be sure that they have proven to be reliable and have tremendously improved our daily work.”
3945,”The Persona Concept for Web Projects”,”In times when content-related website and newsletter personalization have long been part of the standard repertoire, it is particularly important for companies to know their target groups thoroughly. A popular, but unfortunately very time-consuming, approach to this challenge is the persona concept. In order to transfer the procedure to the special requirements of web projects, adjustments are necessary that not only deliver better results, but also mean significant time saving.

A Classic in a New Guise – Personals for Modern Web Projects

The overriding goal of the classic persona concept is to create a clear profile of your target group. Based on various questions, you will develop fictional people who will represent your target groups and serve as a guiding figure for future campaigns and product developments. There are no clear guidelines as to which characteristics of the personas you must define with this method. In contrast to clearly structured conception methods such as Lean Canvas, the persona concept thrives on its flexibility, which leaves plenty of room for creativity and individual requirements.

The following questions are typically answered for a persona definition:

  • What is your persona’s name and how old are they?
  • What are their demographic and character characteristics?
  • What interests and preferences does your persona have?
  • What problems, worries, and needs do your persona deal with?
  • How can your product or offer be helpful to them?
  • Who influences your persona in your decisions (professional and private)?
  • From your persona’s point of view, which criteria are decisive for a purchase?

To obtain even more precise information for future projects, the questions mentioned can not only be answered on the basis of considerations and gut feeling but can also be substantiated with statistical data. If analyzes of your real customers have already been carried out in your company, prepare the results for the questions of the persona concept to specify the description. The evaluations of your web controlling could also provide interesting information about the preferences, wishes and, interests of your target group.

You can also obtain additional valuable information from external demographic statistics, for example from the Federal Statistical Office. Regardless of whether you use additional external sources, at the end of the extensive process there is an exact description of your desired customer based on the entrepreneurial questions.

The Special Features of the Persona Approach for Modern Web Projects

While the classic persona approach aims to provide a comprehensive and generally applicable description of the company’s target groups, web projects usually have a different objective. The focus here is on a specific business case, namely the creation of an optimized website, that is successful in terms of the desired KPIs. The questions should be adapted according to these circumstances so that, for example, the basic needs of the personas no longer need working out, but only those that have a clear reference to the structure and usability of the website.

Not to be neglected are the goals from the company’s point of view, which should definitely be included in the creation of the persona concept. Ideally, all important stakeholders and decision-makers are included in the planning so that the personas can be worked out from different perspectives.

This gives rise to three central questions for the new approach:

  • How do I get potential customers’ attention online?
  • Which wishes and needs of the personas must be met on the website?
  • What business goals should the website achieve?

In this way, not only can the focus be consciously directed to the relevant aspects, but a lot of time can also be saved. The less relevant elements of the classic persona approach are hidden, while the online-specific needs are brought to the forefront.

Personas as the Basis for the Web Active Cycle

Following the development of the personas, the newly gained knowledge can be used in the next step for the creation of so-called web activity cycles, which enable an effective optimization of the customer experience. Our CMS partner JustRelate confirms that the recommended concept is an adaptation of the classic AIDA model to the requirements of web projects by continuing the considerations of the persona approach. For this purpose, the original Attention-Interest-Desire-Action sequence is expanded into a cycle, so that the purchase (i.e., the action) online only represents an interim goal. The focus then shifts to customer satisfaction and long-term loyalty, which ideally leads to a successful cross-selling or upselling process, which in turn initiates a new buying process.

This cycle can be developed specifically for the most important personas to be able to significantly increase the chances of success of the web project. At this point it becomes clear again that it is not the personas in the classic form, but those in the variant described above that are necessary, because this clearly focuses on an ideal customer experience.

Align the Persona Concept to Your Own Needs

Remember to use the greatest advantage of the persona concept, it’s high flexibility. It enables not only an adaptation of the procedure to the individual requirements of your company, but also the described adaptation of the approach to the particularities of web projects compared to classic marketing and sales campaigns. This further development of the persona concept should be carried out urgently for demanding online projects, as the original model is certainly suitable as a basis, but in some areas is no longer up-to-date and only leads to suboptimal results.”
3948,”Service Desk: Help Desk & Ticket System in Check”,”It makes sense to offer the customer various options on how to get in touch with you. Be it by email, by phone, via a contact form on the website, or even via a ChatBot, WhatsApp, or Facebook. For many companies, what service means for the customer harbors the challenge of keeping all lines of communication together.

Software tools help ensure that no customer inquiries, complaints, or tips are left behind and get lost in internal communication. These are called the ticket system, the help desk, or a symbiosis of both: the service desk.

Here we clarify what a service desk system must be able to do, what the difference between help desk and ticket systems is, and where even the best service desk systems have gaps. We also invite you to look at the service desk via a live demo.

Make Customer Support Professional

In many companies, customer service (the call center) has been lost. Internally, customer service agents often face a certain distrust. On the other hand, they play a key role which is direct communication with customers.

The range of inquiries can be huge, ranging from questions about products or contracts to complaints. Chaos is inevitable if the inquiries are to be steered internally in the right direction. Sometimes a specialist department cannot be reached, sometimes an inquiry ends up with the wrong contact person, or the prioritization is unclear.

To prevent all of this, many companies – especially in consumer-oriented eCommerce – use helpdesk software or ticket systems. Often it is a matter of different software, so that an interface problem also resonates. Such assistance software can also be decisive in B2B, especially for providers of highly specialized and / or explanatory and maintenance-intensive systems or services.

If the customer service agent first has to find the right tipster and then has to wait for the answer, the customer may have already dropped out. Modern customer service looks different.

The Subtle Difference: Helpdesk vs. Ticket System

If consultation with a specialist department is required, a ticket system is often used. This is where internal communication can take place, including definition of roles, prioritization, and the status of the request. This is stored by the person involved in the process. Here, the various actors, but also malfunctions, communication errors, and queries are recorded and logged.

Conventional help desk software works at the interface between customer and customer service, ticket systems work between customer service and specialist departments. Between these two lingers a silent post player named customer support. In many companies, it makes sense to overcome this separation so that customer service retains communication sovereignty and the additional information still attests to optimal professional quality.

The customer service agent forwards the question internally (as a ticket), sets a certain priority level, and maintains an overview of the processing status. The agent must know which complex services require a lot of explanation and which industrial systems that require more in-depth interdisciplinary advice or guidance. After all, this is where experts are often in demand.

With a combination of help desk and ticketing this gap can be overcome. At the same time the flow of information can be kept transparent and controllable. Additionally, it makes sense that customer service forms the link for the flow of information between the company and the outside world.

Interface Competence

Using APIs (programming interfaces), attempts are usually made to link the help desk and ticket system to the CRM in use and – where possible – to the merchandise management system, for example to automatically link inventory, returns, goodwill regulations, etc. in retail. The systems used must therefore be compatible with each other.

Proving interface competence means elegantly bundling the customer dialogue across all channels via the service desk.

Cost Control

The prices for help desk and ticket systems are staggered with most established providers. Depending on whether you choose an annual or monthly payment method for the license, you are faced with completely different costs. There are also various models, depending on how many agents are to use the system and which functions are activated in each case. Whether you want to use the software as SaaS, i.e. in the cloud, or host it yourself has a massive influence on the final price – and makes comparability difficult.

Our Solution: Service Desk with the Universal Messenger

With the Smarter Revolution service desk, it is irrelevant whether it is used in stand-alone operation or as an add-on for the Universal Messenger. The number of agents, the volume of customer inquiries, or the hosting (local or as SaaS) have no effect on functionality – there is no “”slimmed-down version”” for small teams, just as there is no “”premium edition”” for large teams.

The service desk can be understood as a fully scalable tool for enterprise CRM. In all cases, the service desk can be seamlessly integrated into your IT infrastructure and connected to your mailboxes or SMTP servers.”
4006,”7 Tips For More Customers in Your Store”,”The year 2019 is still young, but you should not waste any time now to develop the right strategy for a successful year. Essential for every company, no matter in which industry, is of course a constantly growing and satisfied customer base and effective customer loyalty. With our 7 tips, we help you retain existing customers, reach new ones and win back former ones. In this way, the new year will once again be a successful period in your company’s history.

1. Know your customer

The first step of any business planning should start with the most detailed profile of your clientele possible. Because attracting new customers only works if you know them. Based on the product you offer; you should be clear about which target group you want to address. It is no longer enough to know only superficially about your customers – rather, you should know essential information such as the average age, gender or their interests. On the one hand, you can use this data to constantly improve your product, on the other hand, you can adapt your marketing measures to ensure that you reach your target group.

A good way to get such essential data is through surveys. Tools such as SurveyMonkey can help you create customized online surveys that help you get to know your customers and their needs better. Another possibility is the guest Wi-Fi access of Socialwave. By using your public network, the portal automatically collects data and makes it available to you as statistics.

2. Improve the shopping experience

However, you should also get to know your customers outside of the product range. Also give customers the opportunity to give you feedback about their visit to you. You can use the wishes and suggestions expressed to improve your shopping experience. In this way, they ensure that the customer likes to stay in your store. A representative survey by the digital association Bitkom showed that around half of all Internet users aged 14 and over would like to have a hotspot when shopping in order to conserve their own data volume. Similar findings were also shown by surveys in the hotel industry. Free Wi-Fi access helps customers to bridge waiting times or to take advantage of their online offer.

As a managing director, you cannot ignore such basic needs. Always remember that a satisfied customer will not only be very likely to come back, but may also make his circle of acquaintances aware of your business. This has a positive effect on the growth of your customer base:

3. Increase your visibility

In order for your existing customers to recommend you, you need a good product that is based on the desired requirements. Through word of mouth alone, you can secure a growing influx of new customers. However, this external impact can also be promoted through further targeted measures.

For example, visit trade fairs and give presentations. At the same time, you should always draw attention to special offers, discount campaigns and new products via various media. This is where it pays off if you have an e-mail address from your customers and prospects via which you can get in touch. With effective newsletter marketing (but also with classic print media), you keep everyone up to date and strengthen your customer loyalty. It also helps you reactivate customers who have not been in your store for a long time.

4. Be present online

This external impact can be increased especially through a strong online presence. A well-structured and trendy website is now standard in every industry. Especially in retail, an online shop is very good, which allows your customers to access your offer around the clock.

Also, don’t underestimate the impact that social media can have! A Facebook page that announces new products and where the customer can share his shopping experience with others allows you to improve your public image many times over. Or write a blog and share interesting articles from your industry and new products with your customers.

5. Provide the best service

A good product alone is often no longer enough these days. Negative press about inadequate customer service and support can cost a store its most loyal customers. Since customer reviews are more publicly available than ever in the days of Google reviews, Tripadvisor, or Yelp, it’s all the more important to provide good customer service. Good reviews have a great attraction for potential customers due to the public impact. At the same time, good support ensures you loyal customers. Don’t be afraid to actively ask your customers for feedback, whether in person or via social media. Socialwave’s Wi-Fi portal allows you to direct visitors to your store to your Facebook or Google page so they can leave you a review there.

6. Join forces

A good way to generate new customers in the marketing world is called a “”host-beneficiary”” arrangement. A startup, the “”beneficiary””, joins forces with an already established business, the “”host””. The “”host”” offers its loyal customers a special offer from the startup as a reward. While the established business rewards its loyal customers for free, the newcomer receives new customer contacts for little money. Of course, this is only possible if both companies address a similar target group.

7. Stand out

Probably the most important tip for a continuous influx of new customers, however, remains: Stand out from the crowd! Be it a sophisticated product, excellent service, tempting offers, a strong online presence or an appealing décor – take every opportunity to stand out! This is the only way to give the customer a reason to prefer your offer to the competition.

Result

While a loyal and ever-growing customer base is essential for any business that wants to establish itself over a longer period of time, there are many different ways to do just that.”
4009,”Know Your Customers: Effective Marketing Thanks to Target Groups”,”Social media, email newsletters, Google, Facebook and Instagram ads or rather offline marketing? Due to the diverse range of possibilities, some entrepreneurs do not see the marketing jungle because of all the advertising columns. If you invest your precious budget in advertising, you want to achieve profitable results. But how? Above all, be aware of the ways in which you can reach potential customers. The way of the best possible communication varies from product to product and from service to service. A modern trendy restaurant, for example, reaches its young clientele more effectively on social networks than with flyers in mailboxes. A provider of stair lifts will have less success there. In order to find the right way and the right type of communication for your company, the analysis of your target group(s) is essential first and foremost. This can be helped by creating personas that allow you to better identify with the target group, as you draw a concrete picture of them by giving them a face, a name and a suitable identity. Then the data developed can be used profitably for your company. In the following, we will show you how to perform a precise target group analysis for your company, create suitable personas and then use the right marketing tools to invest your money effectively and profitably.

What is meant by a target group?

A target group means the totality of all effective and potential people who are to be addressed with a specific marketing activity. It therefore means the number of all persons in whom a certain advertisement arouses or could arouse interest.

Target groups are usually described by the following characteristics, taking into account both social and economic aspects:

Socio-demographic characteristics

Demographic characteristics: Age, gender, marital status, place of residence

Socio-economic characteristics: Education and training, income

Psychographic features: Attitude to life, wishes, values, motivation

Buying: Price sensitivity, purchase reach, purchase frequency, first-time buyers or intensive users, price changes, customer loyalty

Characteristics of media use: Devices, portals, platforms, duration, which media how and when

Why are target groups so important?

A clearly defined target group increases the efficiency of a company’s marketing. By only addressing people who are likely to buy, the conversion rate (percentage of those who carry out the desired action by the operator) of the ads placed increases, among other things. By placing advertisements in a targeted manner, the budget for marketing activities is used more effectively and wastage is reduced. In addition, since users are interested in the associated products, any advertisements are perceived as less annoying, which creates a higher level of customer satisfaction. The probability of a purchase increases by ensuring an existing interest on the part of those to whom the respective offer is made. Target group marketing is relevant in all industries today. Many entrepreneurs rely on their gut feeling when it comes to finding their own target group. Although this can work in the beginning, in the long term you are much better prepared for developments with regular analyses and suitable personas. Knowledge of one’s own target group also has a positive effect on the areas of product development and customer service, as these areas can also be adapted and optimized accordingly. You can always answer the question of what your target group really wants. For example, if you are looking for the name for the new smoothie stand in your restaurant, you should ask yourself which language your target group speaks. If you then notice that they like to use Anglicisms and are interested in American products, you could call the fruity refreshment “”Fresh-It-Up”” instead of “”Fabian’s Fruit Corner””.

How do you do target group segmentation?

In order to identify the target group of a product or service, it is advisable to ask questions about the social and economic characteristics of the persons. The following questions help to learn more about your own customers and potential customers:

Which gender does the person belong to?

Subsequently, the percentages of the individual genders can be calculated and statistically displayed.

How old is the person?

The average age as well as the percentage distribution to different age groups can be created.

What profession does the person have?

The resulting information helps to understand where the target group can be addressed. If, for example, there are many dentists within your clientele, promotions could be carried out at appropriate trade fairs in relation to dental orthopaedics.

What goals does the person pursue?

For example, a fitness centre operator can learn here that his target group wants to lose weight at the turn of the year. As a result, he can advertise a savings offer, which takes effect from the beginning of the year.

What values does the person have?

If you do not know enough about the values of your customers, errors in communication can occur. If, for example, you place provocative and suggestive pop-ups to generate attention, but your target group is very conservative or strongly religious, this can lead to the loss of regular customers in the worst case.

What are the person’s financial resources?

On the basis of this information, entrepreneurs can determine the final price for products, weigh up whether and to what extent price changes are possible and discuss possible savings offers.

Which media does the person use when and how?

The answer to this question determines which channels are used to address the target group and via which devices this happens at what time and with what intensity.

What are the characteristics of the person’s purchasing behavior?

Case study:

The male clientele of your hair salon visits your premises on average every eight weeks. To increase the frequency, you can now have automated e-mails sent once a month, which include a discount voucher, which is only available for a limited time. Due to the savings, some gentlemen now come to your salon once a month to cut their hair.

Which generation does the person belong to?

In view of sociological observations, different experiences and socialization tendencies, trend research divides humanity of the past century into different generations. In particular, the three generations X, Y and Z are focused here, as they differ greatly from each other in their values and lifestyles. Because of this, it is highly relevant for you to know which generations your target group belongs to.

The target group definition is never completely completed, as the target group is constantly evolving. For this reason, it has to be adapted again and again. As soon as a campaign does not achieve the desired success, a new audience analysis can help to make effective adjustments to the target group and the ads shown.

How do I reach my target group?

Today, all industries benefit from the numerous opportunities to place ads online and on social media. In order to operate optimal targeting, you can make settings on the various platforms that precisely narrow down the corresponding target group. Thus, advertisements placed by you will only be displayed to those who are genuinely interested in your performance. This not only saves you money, your marketing campaigns are also much more profitable.

Case study Shishabar:

Suppose you are the operator of a hookah bar and now know your target group, you can only place ads for them. The following settings could be made, for example, on Instagram or Facebook:

Relevant age groups18-24 & 25-34
Sex70% men, 30% women
LocationMunich
InterestsRap music, football
ValuesCohesion, friendship
Wishesgood alcohol, energy drinks and DJs
Most active timesTuesday 3-6 pm

Abstract target groups become concrete personas

Once the (main) target group of your company has been found, the next step can be taken: the creation of personas. Personas help to form concrete images from the abstract and elusive data of the target group analysis. Personas are fictional people who embody your typical customer. The target group now receives a face and associated features that are characteristic of your customers. These buyer personas are based on the information resulting from the target group analysis and are also essential for inbound marketing, a strategy in which the respective product is adapted to potential customers in such a way that it is independently visited and found by them. The information from the personas can be used in all decisions relevant to the product. Now neither you as an entrepreneur nor your employees have to put yourself in the shoes of the target group every time, but there is the possibility to simply look at the personas and thus understand what the target group wants or needs.

How do I create personas?

An effective way to get the data you need to create personas is by conducting interviews. For example, you can interview existing and potential (regular) customers of your organic supermarket.

Another way can be to use social media to get important information about prospects. Platforms such as Instagram and Facebook offer the free option of creating a business account instead of a conventional profile. This is characterized by the fact that various demographic characteristics of your followers are statistically presented. For example, you can see whether your gym prefers to appeal to women or men or which age groups are increasingly interested in your dealership.

Tools to address the target group

After all the necessary information has been collected, the target group of your bakery or optician has been found and corresponding personas visualize the walls of your office in the form of posters, it is now time to use all this profitably for your company. Nowadays, there are many different tools that can be used to launch promotions. Now that you know exactly where your target group is, you can choose the right (social) networks and contact your customers where they really are.

In order to reach your target group, the corresponding advertisements must therefore be adapted to them. With personalized newsletters, for example, you have the opportunity to address your customers directly. E-mails can be sent automatically to congratulate regular customers on their birthday or to give a voucher for a one-time free beer in your restaurant. If you know that many of the interested parties who were registered for trial training in your gym have not completed a membership due to their low financial resources, you can now have the new savings offer sent by e-mail at the beginning of the year.

Such vouchers can also be displayed as a personalized pop-up using the Socialwave Marketing Package as soon as one of your guests dials into the free Wi-Fi network. In this case, e-mails can also be used to remind you after the visit that, for example, the voucher for the discounted haircut in your salon will soon expire.

If you provide your customers with free Wi-Fi, you can use the data collected by Wifi tracking to analyse the purchasing behaviour of your target group. You can always find out whether they are new or returning guests. The average length of stay can also be analysed. This allows you to always adapt your business to the changing characteristics of your target group.

In order to be able to communicate successfully with your target group via social media and, for example, to inform about the latest upgrades of your holiday apartment for rent, you need appropriate followers. By logging into the free Wi-Fi network, customers can be automatically redirected to your Instagram page, which effectively generates more followers who automatically show interest and reference to your product.

Another efficient tool to communicate with your target group in an uncomplicated way is the Messenger tool, through which you have the opportunity to send WhatsApp messages to your customers. Not only can information be provided from one side, but real customer discussions can also take place.

In short: With the marketing package from Socialwave you operate effective target group marketing, save unnecessary expenses and at the same time increase your sales.”
4020,”Successful With Newsletter Marketing – This Is How It Works!”,”Digital communication is omnipresent today. Sending e-mails has long since overtaken the classic way of Swiss post. Or do you remember the last time you had anything other than invoices in your mailbox? This is due to the great success of online marketing. The advantages of an e-mail over a letter are known to everyone: faster sending at a lower cost. Companies have also taken advantage of this benefit. As a result, newsletter marketing developed into one of the most successful marketing tools.

Digital newsletters are more successful than ever. The regular dispatch, the customizable content and the considerable cost savings are just a few aspects, which is why newsletter campaigns are now an integral part of marketing.

In this blog post, we explain how newsletters are successfully set up and why they are indispensable in today’s (digital) world.

Why newsletter marketing?

Properly implemented, newsletter marketing is a particularly effective and direct measure to promote and communicate. One of the most valid reasons is the fast and cost-effective shipping to the target groups – the cost-benefit ratio could hardly be better! This form of marketing is particularly suitable for SMEs and companies without a large budget. With a low financial outlay, target groups can be addressed directly and in real time. Due to a sufficient selection, an individual, partly personal approach of the recipient is also possible. This is particularly beneficial for customer loyalty in the long term.

However, a targeted approach also includes the timing, content and individual design of the newsletter. Using certain marketing tools, newsletter campaigns can be dated to the minute. Delivery takes place in real time within a few seconds, which immediately reaches a large number of customers (or potential customers). Companies also derive important key figures from the newsletter campaigns. For example, the open rate and the resulting traffic to the website or shop can be determined in detail. The conversion rate is also increased enormously.

On the part of the recipients, newsletters bring with them the great advantage of topicality. Due to the direct shipping, customers are always up to date. Important information, special offers or current discount promotions are communicated immediately. The customer thus experiences an appreciative and personal feeling, which is particularly crucial with regard to customer loyalty. By means of personal newsletter campaigns, for example for birthdays, contact is also maintained on an interpersonal level.

Basically, e-mail or newsletter marketing combines a variety of marketing strategic success factors. However, implementing these is not always easy. Often the first difficulty lies in the actual generation of customer data. In addition, there is the subsequent segmentation of the target group and selection of the recipients of the respective e-mails. The design is also sometimes more elaborate than expected. To avoid this additional effort, Socialwave offers the optimal solution. With its marketing package, all success-critical factors are combined and used by means of an automated marketing tool. Further information can be found here.

How does newsletter marketing work?

In principle, newsletter or e-mail marketing has a simple structure: A company sends electronic mail to the desired recipients by means of a specific sending option. In order to reach them, only the e-mail address is required, but in the best case also the name of the addressee. In order to be legally secure, it is important to obtain the consent of the recipients for the receipt of e-mails or newsletters before sending. The data protection regulations, regulations and laws in this regard are constantly changing, which is why regular review or updating is important.

Viewed in more detail, the process extends to the actual dispatch of the newsletter over a few steps. From the initial distribution list structure and generation of the e-mail addresses to the visual design and data maintenance, the whole thing requires a certain amount of work. This makes it all the more practical when the majority of these processes are completely automated. With the Socialwave solution, for example, you no longer have to worry about setting up and maintaining your e-mail distribution list. This happens completely automatically.

Design of successful newsletter campaigns

Much of the success of newsletters depends on the visual and content design. In general, the decisive factor is the individual and personal approach to the target group. Questions such as “”Which groups of people should be addressed?”” or “”What is my target group interested in?”” should at best provide the framework for the design. The primary focus is always on the right target group. People who receive newsletters in which they have no interest will sooner or later unsubscribe from the newsletter.

In order not to get caught between the multitude of other e-mails, the design begins with the subject of the e-mail. This provides a first insight and is intended to persuade the recipient to open the e-mail. Short and concise formulations that arouse curiosity prove to be the most effective. Also the curling with special offers or discount promotions in the subject line has success. However, only if this also corresponds to the actual content of the newsletter.

Content and visual design

There are hardly any limits to creativity for the actual content of a newsletter. This can range from pure information to special offers to classic reminder mails. How these are implemented in the newsletter is up to each company itself and can be individually adapted depending on the target group or approach. If, for example, the focus is on new customers who are to be surprised with a welcome gift, the personal address is a good idea here. “”Dear Mr. / Mrs. XY”” already gives a more personal impression at the beginning than “”Hello dear customer””. The use of images or graphics is also well received. However, only if they are used in a targeted and meaningful manner. Note the correct size of the file and the resolution. Pixelated images can quickly become unprofessional and daunting. As well as spelling mistakes or incorrectly formatted text passages.

The view of marketing

In order to address the aspect of marketing, it makes sense to always make the basic structure of newsletters similar, if possible identical. The keyword here is “”recognition value””! Newsletter campaigns should be adapted to an existing corporate design, which includes, for example, the company logo, colour accents and graphic elements. Thus, the newsletters have a recognition value that allows the recipient to associate the newsletter directly with the respective company. Socialwave also offers an automated solution for this in order to keep the effort as low as possible – marketing runs (almost) by itself. With Socialwave’s marketing package, companies can choose from different standardized newsletters to send directly to the customer. The design is flexible and can be personalized in no time at all. You can find out more here.

All advantages at a glance

  • Constant traffic for the company’s own website or online shop
  • Considerable cost savings compared to print advertising
  • Targeted communication with (potential) customers
  • personal and individual design options
  • Topicality
  • dateable real-time shipping
  • automatable Marketing tool

Result

Email marketing is one of the most successful and effective marketing tools in today’s (digital) world. When used correctly, newsletter and email campaigns provide tremendous value for any business. There is hardly a marketing measure that pays off better in terms of cost-benefit ratio. Especially with regard to long-term customer loyalty and communication, newsletter campaigns prove to be particularly effective.”
4033,”Google Ads – This Is How Advertising on Google Succeeds!”,”Google Ads is currently one of the most effective marketing measures ever! Google itself is the most successful search engine in the world with around 4 billion daily search queries. No wonder, then, that its own advertising platform is also an enormous success.

But only a few know what is behind the small ad that is regularly displayed on the Google search engine. With sufficient know-how, Google Ads can make a huge contribution to the marketing of any business. The design and use may seem complex, time-consuming and costly – but the effort will be worthwhile.

We offer a little insight into the design and functioning of Google Ads and explain why Google Ads campaigns bring great benefits when used correctly.

What are Google Ads?

The search engine Google offers an Internet-based advertising tool via its own platform – the so-called Google Ads. This was created only a few years after the actual founding of Google itself. Since the search engine was able to record enormous success and growth right from the start, the idea was obvious to use this reach sensibly. The guiding idea behind the advertising platform was or is to offer advertisers the opportunity to use the Google platform with all the advantages. Through advertisements and campaigns, products are to be advertised on the search engine itself, but also on the associated networks such as YouTube. This was the first step towards Google Ads. Since Google itself would of course also like to benefit from such a cooperation, the use or placement of active advertisements is only possible against payment.

Google Ads Basics:

Google’s advertising system is simple in its basic idea. The advertiser, i.e. the one who wants to market his product on Google, selects the search terms under which his product should be displayed on Google. The ad is then displayed by Google as soon as someone searches for exactly this term. The search terms, also so-called keywords, are freely selectable and can be changed depending on the situation. Keywords do not always have to be specific keywords, key phrases or keyword groups, i.e. a sentence or a formulation, can also be defined.

Another advantage that Google Ads brings with it is that they are not only displayed, as some suspect, without exception on the Google search engine. Google has a variety of partner websites and services. Thus, Google Ads can also be displayed, for example, under a YouTube video. The costs of an advertisement are calculated from the so-called “”cost-per-click”” (CPC). This results from an internal procedure, which determines the prices depending on the keywords. For each keyword they choose, the advertiser can set a maximum amount they are willing to pay. In principle, this is like an auction procedure between Google and the advertisement. Automatic bidding can be used to set an average daily budget, which is created based on Google Ads data. This is managed automatically by Google, but can be stopped or changed by the advertiser at any time.

Google Ads how it works:

Basically, anyone can create a Google Ads account to design advertising campaigns there. These are played out to the appropriate target group via Google services according to the defined parameters. Google Ads offers the possibility to focus on different goals with an advertising campaign – yes, according to the individual attitude of the advertiser. For example, there is the “”Brand Awareness and Reach”” option, which increases attention to the product. Further features such as location determination enable an exact approach to the target groups.

In addition to the basic categories that Google Ads automatically suggests, the customer’s motive is also a decisive success criterion. The design of the campaign should therefore promote the desired action of the customer. For example, if the customer is to be directed directly to the website, this should be made visible in the advertisement. These are factors that should be considered before publishing an ad. This not only refines the target group approach, but also benefits the budget.

In addition, the advertising platform scores with a high degree of flexibility. All settings can be changed and/or deleted at any time. It is also possible to pause the advertisements in the meantime and adjust the budget. So if a campaign is not profitable for the advertiser, it can be changed immediately or stopped. In order to be able to track the success of the advertisements, Google Analytics is an additional tool.

Google Ads – Design:

With regard to visual design, a distinction can be made between text and image formats. However, text ads are limited in their design, as only a certain number of characters is available for the heading and the description text. Image ads are structured a little more freely in the design. Google Ads offers the possibility to use them in different formats, as well as the choice between static and animated images, whereby the choice of animations is also free. Visually, Google Ads usually appear in colour on the results list on Google. In addition, these are clearly marked with “”ad”” or “”ad””, which clearly distinguishes and distinguishes them from the other search results.

Another aspect that enhances a Google Ads campaign visually as well as in terms of content is the list of positive Google reviews. These not only arouse the fundamental interest of potential customers, but also create a basis of trust towards the product or company in advance. It should be noted, however, that Google’s ratings are not automatically displayed in the advertisement. Google itself has created a kind of filter for this, which only allows the display if the product or company has received more than 150 positive reviews in the last twelve months. However, generating these is not always easy, especially if they have to be done within a certain period of time. The WLAN marketing package from Socialwave offers the optimal solution for this. With this automated tool, you’ll get positive reviews in no time.

Advertisements can be prepared by the advertisement in advance and thus put directly online, but subsequent editing with the tools of Google Ads is also possible. These offer, for example, the insertion of the company logo.

To ensure the success of a Google Ads campaign, we’ve summarized a few points that are fundamentally crucial:

Pertinence:

For the success of a campaign, it is fundamentally important to reach the target persons. However, the ad should not only be visible, but also appeal to the potential buyer. In other words, the seeker should get a (potential) answer to his question at first glance. Because only then does he click. And only a clicked ad is a good ad. For example, if you are looking for a restaurant or doctor in the area, it is helpful to mention the information of the location directly in the advertisement. With the numerous tools that Google Ads brings with it, the target group can also be addressed on a geographical basis as well as by time of day, sometimes even time. For example, a doctor can set advertising campaigns to Monday to Friday to adapt them to his opening hours. With these factors, the ad gains decisive relevance for demanders.

Design and conciseness:

The formulation and design of a Google Ads campaign is also crucial for conciseness. The searcher should be made clear directly by the display what kind of product, company etc. it is. As soon as scepticism about the ad arises, it is not clicked. Therefore, the following often applies here: less is more. The ad should be concise, but not cluttered. Animations and effects can be used, but usually only fulfil their purpose in targeted use. It is also important to address the target group directly.

Vote ads:

Advertising campaigns in general and thus also Google Ads live from their quality. The more professional and high-quality they are designed and built, the more successful they are – especially in the long term. Spelling mistakes, superfluous punctuation marks or indefinable URLs reduce the quality enormously and are therefore not allowed by Google itself. The display is simply not displayed.

Stay active:

Against the background of the constant change in the needs and wishes of consumers, the advertising campaign should also adapt to them. That means: stay active! Adjustments and refinements of the advertisement and the monitoring of performance must not be forgotten. With tracking tools from Google, Google Ads and their performance can be checked regularly.

Result:

Due to the increasing digitalization, advertising on the Internet is unavoidable. Today, the target group is mainly online again, which is why the reach of Google, YouTube and Co. must be used. Since Google is by far the most widely used platform worldwide, Google Ads are particularly suitable as an advertising medium. With the basics we have explained here, the foundation for successful marketing on Google has already been laid!”
4037,”Community Management – It’s That Easy!”,”One of the most important tasks in social media marketing is community management, i.e. interacting with your followers, visitors and customers. Community management offers companies the opportunity to build long-term customer relationships and uncover optimization potential in their own product and in processes. If you know how to deal with your customers on social networks, they will stay loyal to you and drive up interactions with your business. Because that’s what the algorithm looks for in every social network for every account: a high engagement rate. If this is exceptionally high, the algorithm also lists your contributions high up. Properly operated, community management can help to significantly advance your company in terms of sales figures and market share.

We’ll give you an overview of community management and show you how to handle your online community in a relaxed yet professional way.

Managing a community

As with any company or association, a community needs a framework or an organizer who has a view of the big picture and manages the concerns. The Bundesverband Community Management e.V. for digital communication & social media defines community management as follows:

“”Community management is the term for all methods and activities related to the conception, construction, management, operation, support and optimization of virtual communities as well as their equivalent outside the virtual space. A distinction is made between operational tasks and issues relating to direct contact with the members and strategic tasks and issues relating to the overarching framework.””

What are the tasks of a community manager?

Basically, there are four fields of activity for community management:

Membership generation: Building a communicative reach is the core task of any community management. Arouse interest and actively market the platform on all communication channels (analogy and digital).

Commitment: It is important to constantly promote dialogue. This includes, above all, a motivating and committed moderation, an intensive exchange and a special appreciation of the most active users. Customers want lasting added value, which is created by constantly updated topics and contributions with high utility value as well as emotional attachment. Create a sense of achievement for your customers, for example through sweepstakes or competitions.

Monitoring: Every dialogue requires monitoring and analysis. This is the only way to recognize critical topics and shitstorms in advance and to banish them in good time. With reporting, successes and failures can be recorded in order to find the best strategy.

Interface in the company: On the one hand, the community manager communicates to the outside world like a PR manager. At the same time, he also promotes marketing campaigns via social media channels. He also takes over the support in simple cases and responds to customer inquiries.

Be quick in replying to messages

Communication is the be-all and end-all in social media. And social media in particular is characterized by fast-paced life. The media thrives on current trends and nobody cares about what was yesterday anymore. Not surprisingly, users in the social media sector are extremely impatient. Therefore, companies should have a short response time to be successful in social media marketing. Those who wait a long time for their answer do not feel taken seriously and become increasingly dissatisfied with the company. The worst consequence: The customer ends the relationship with the company and switches to the competing provider.

Customers want to get help quickly. So respond quickly to your incoming messages – even if they are just banal topics – and take every request seriously. However, do not send a copy-and-paste or standard message that you send to the entire community, but respond individually to each message. In this way, users feel sufficiently valued and recommend your company in the best case.

Stay professional even in times of crisis

The great advantage of social media marketing, that content spreads quickly and goes viral, can also quickly become a disadvantage. Especially on the Internet, the inhibition threshold is very low because of the anonymity of a single person. As a result, comments can very easily go under the belt and shitstorms take on unknown and unpredictable proportions. The community has the power to destroy entire large companies – simply by refusing to buy there. Only a single dissatisfied customer who is not happy about a visit or purchase in your company and posts a post on social media is enough. These posts can also go viral and significantly damage a company’s image.

Then professional crisis management is required in order to be able to contain shitstorms as much as possible. The skills of a community manager are worth their weight in gold in such times. Stay authentic with shitstorms, respond to constructive criticism and feedback from your customers, and ignore haters as much as possible. Comments with statements prohibited by law, such as discrimination, incitement or statements glorifying violence, should be deleted immediately. However, deleting a post is the last resort, as you are only adding fuel to the fire with this measure and the users feel run over with it.

In many cases, companies have reconsidered their decisions in the past in order to appease the community again. A relatively recent example is Adidas. In the corona crisis, the large corporation wanted to make use of a passed federal law and no longer pay rent for its sales rooms, although Adidas has considerable financial reserves. Due to the resulting shitstorm, Adidas rowed back and now only wanted to pay rent to a few large landlords.

Rather see criticism, shitstorms and other negative feedback as an opportunity to win more loyal customers in a crisis, improve your offers and discover optimization potential. Because often a conflict results in a much deeper and more long-term customer relationship than you might now assume. When users see that you see your criticism and do everything they can to change that, you’ve made a friend for life.

Know your community

Community management represents a company in the online community. Accordingly, language and positioning should correspond to the self-image of the company – this conveys authenticity and creates trust. It is a good way to create an internal briefing in which all the rules for communication are recorded, from the choice of words to the grammar to the use of hashtags. Adapt your choice of words depending on the platform and target group. Be more serious on Xing and LinkedIn than on Facebook and Instagram.

Responsibilities and the face behind the post

To avoid discrepancies, it should be clearly defined within your team who responds to posts and acts as a point of contact. This is the only way to meet communicative goals and ensure quality.

In addition, communities offer companies the opportunity for direct dialogue between followers or customers and their employees. Take advantage of this opportunity and make the contact persons transparent, for example by using abbreviations behind the comments.

Given the opportunity to interact

Algorithms love high engagement rates. In order for these to remain constantly in a good range, you should offer sufficient opportunities for interaction. Above all, quizzes that test one’s own knowledge are in great demand among a community. So take advantage of the various functions of the individual social media networks such as surveys in Facebook and Twitter and the quiz option in Instagram Stories.

From time to time, address current topics in your content and be spontaneous. Because that’s what skilful social media marketing is all about.

Be creative!

Without creativity, nothing works in social media! With creativity, you can also prepare dry topics in a relaxed and refreshing way for your target group. For example, you can divide complex issues into several small bites – in snack able content – to make it easier to absorb. It is best to create an editorial plan in which you plan the future postings and the associated content. It is important to change the content and find a suitable mix of user-generated content, your own and perhaps a little more serious content, but also casual and fun content.

The focus of your social media presence should always be the added value for your customers. Make users enjoy consuming your content. This is the only way they stay on your social media accounts and interact with you.

Create a FAQ for frequently asked questions

Good community managers answer every question, even if it has been asked dozens of times. This may sound like a mammoth task, but with a fixed list of questions, you are confidently prepared for such cases. But: Standard answers without a personal reference are never well received! With a few linguistic variants and personal salutation, you prevent the unpleasant copy/paste effect. Alternatively, you can address the problem or question individually and then refer to the appropriate section in the FAQ section.

Result

Community management is often still seen as a necessary evil in many companies, but it offers valuable opportunities for your customer relationship management. In order to build sustainable and long-term customer relationships, constant dialogue with the community is particularly important. Efficient community management that acts close to the followers and authentically represents the company can achieve just that.”
4042,”Customer Loyalty: Effective Strategies for Satisfied Customers”,”Behind a successful company is a functioning team – and loyal customers! Long-term and close customer loyalty is one of the main goals of any company. Not only to expand your own customer base, but also to actively stand out from the competition. Although this usually stimulates business, it also increases the focus on consolidating sufficient customer loyalty.

To put it simply, it is basically about a lasting bond between the provider (you or your company) and the customer (your customers) and the resulting primary purpose of increasing sales. The steadily increasing number of competitors in many industries demands the steadfastness of a company and thus also its customers. In order to prevail over the competition, customer loyalty measures and strategies must be actively taken.  A customer must be convinced from the first visit in order to subsequently win him as a regular customer in the long term. Customer loyalty represents an enormous share of every value chain and is therefore indispensable for a successful company.

What exactly is understood by strategic customer loyalty and how you can implement it, we explain to you here.

What is meant by customer loyalty?

In short, customer loyalty is about making first-time customers returning customers, i.e. regular customers and guests who visit your store or business again and again. These are loyal customers who, despite the existing competition and the associated selection of offers, consciously and in the long term decide for your company. The decisive factor is that loyal customers must be kept active, because often other competitors within the industry lure with initially “”better”” offers from the customer’s point of view.

The methods of customer loyalty are versatile and depend individually on the industry, the company orientation as well as the market and advertising situation. The goal is to awaken the customer’s need to come back to your company again and again.

Why is customer loyalty so important?

Strong customer loyalty results in a variety of advantages for your company. First of all, it is crucial that a successful bond benefits from your lengthiness. The longer it lasts, the more profitable it is for the company.

Some of the most relevant aspects include the following:

Economic aspects:

Fundamentally, it is more financially profitable for a company to keep a customer in the long term than to acquire a new customer. For the acquisition of new customers, a sometimes very complex and cost-intensive marketing must be operated, which only balances out after a large number of new customers. Depending on the industry, customer acquisition is five to eight times more expensive than retaining existing customers. A regular customer achieves a multiple of sales compared to a first-time customer. On average, a loyal customer covers nine first-time buyers.

Referral marketing:

Satisfied customers are the best advertising ambassadors! By means of word-of-mouth or via posts on social media channels, friends, acquaintances but also strangers are informed about the positive experience in your company. Satisfied customers talk about their shopping experience in your store or the good service in your restaurant and thus automatically generate the attention of new potential customers for your company.

Before buying a product or visiting your company, first-time customers usually inform themselves on the Internet or in their acquaintances and family circles. The trust of new customers in the opinions of the private environment is particularly strong. The already satisfied customer automatically recruits new potential customers by passing on his experience to his fellow human beings. This not only promotes the general acquaintance and image of the company, but also supports the acquisition of new customers, especially from a financial point of view.

Attention – even negative experiences are passed on. On average, even more often than a positive customer experience. This makes it all the more important that customer satisfaction and the resulting customer loyalty are always actively pursued and further developed.

Emotional and personal connection to the customer:

Above all, customers become regular customers when they feel comfortable, when they are individually looked after and advised. Sympathy and closeness often beat price and choice. The larger the company – and thus the customer base and workforce – the more difficult it is to build such a relationship. But in most cases it is enough to be aware of the interest of customers in your product or service. The needs and wishes can thus be more easily understood and implemented accordingly.

An emotional bond is also important on the part of the customers. You already know your company and face you and your products/services with satisfaction and security. The trust placed in you is the basis of long-term customer loyalty. For example, if you present a new product or change the offer against the background of the trust on the part of the customers, it is generally accepted more quickly and thus also consumed. Due to the satisfaction so far, critical questions and considerations are largely settled from the outset.

How do I improve my customer loyalty?

In order to improve or maintain customer loyalty, you should first be sure what added value you currently offer your customers and how you want to shape it in the future. It is crucial to align this user- or customer-oriented and to adapt it individually to the customer base. The basis is initially formed by the products/services that you offer. The quality and the benefits must convince the customer. With regard to customer loyalty measures, the following instruments have proven their worth:

Demand and implement customer feedback

A particularly effective measure is direct customer feedback. Regardless of the channel (oral, telephone, online), feedback is one of the safest and most future-oriented tools in the process of customer loyalty. The fact that you actively offer your customers the opportunity to express their opinions gives them the feeling of appreciation.

Now it is crucial to get in touch with customers in a conscious and targeted manner. Pay attention to the right time and the right medium, which depends individually on the customer base and industry. However, it makes the most sense to pick up the customer promptly after the purchase, because concrete and current statements can be made here. Be sure to take care of it!

The difficulty in this process, however, is to be able to win the customer for feedback. In most cases, this is the responsibility of the company itself, which is why the possibility must be actively pointed out. Basically, it makes sense to address the customer where he is in direct contact with you as a company – in your local business! This can be implemented, for example, by means of notices, flyers or displays, which refer to a feedback portal or the website. In order to move with the time of digitization, QR codes are available, which the customer can scan with the smartphone and thus directly have the opportunity to submit a review. The more uncomplicated and customer-friendly the process is, the higher the probability of receiving actual customer feedback. We can offer you more information on the topic of generating Google ratings and feedback here.

Offer bonus programs

The idea behind bonus programs is to reward the loyalty and loyalty of customers. This is sometimes one of the most successful measures that is implemented with regard to customer loyalty. For this purpose, a process is introduced, which acts like a reward system. Most often, coupons, discounts, vouchers or special promotions such as exclusive and early access to new goods are chosen. However, these also depend on the respective customer base and must be individually adapted. An absolute all-rounder of the bonus programs is the voucher. Because this can be used in any industry and perfectly individualized. For example, in the catering industry, a voucher for a coffee on the next visit or in the retail trade a discount on the next purchase can be offered. In the hairdressing industry, for example, a voucher for an additional service is also available.

Regardless of this, a first-time customer becomes a returning customer and a regular customer remains loyal to you. In addition, the offer of bonus programs is suitable for a future increase in sales. Detailed information about the use of vouchers and their added value for your company can be found here.

Provide outstanding service

As already mentioned, the emotional and interpersonal component also makes a decisive contribution to customer loyalty. Through sympathy, appreciation and an excellent personal service (as far as this is offered), the bond is further strengthened. Especially for smaller companies, personal customer contact plays an important role. Starting with a friendly greeting to the solution-oriented behaviour if complaints arise. It is crucial to always say goodbye to the customer with a positive feeling.

Result

The listed measures and instruments for customer loyalty are only a small part of the selection you can make in this regard. There are still countless methods to establish a constant connection between your companies and your customers (e.B. free Wi-Fi on site, regular newsletters, social media marketing, …).

However, the aspects mentioned summarize the most relevant points. Basically, it is important that you as a company set the satisfaction of the customer as one of the priorities. A loyal and loyal customer base is often difficult to reach at first, but will pay off in many ways!”
4047,”5 Predictions for The Marketing of The Future”,”In recent years, the way companies do marketing has changed a lot. Last year in particular was full of new challenges and unpredictability. However, this time was also marked by change, opportunities and new possibilities. Digitalization has become particularly relevant and has triggered a rethink in many areas. The developments of the coming months will therefore also point the way for the time after Corona. For this reason, we dare to take a look into the crystal ball and give you an outlook for the marketing of the future and which trends you can expect with the following five forecasts.

Voice assistants are becoming the new trend channel in online marketing

Digital assistants like Siri, Google and Alexa are getting better and better – especially if they are to learn how their owners speak and whose intention is behind general questions. At the moment, things like opening hours, recipes or the weather are mainly searched for via the language assistants. These can be easily read out by Google and Co. through well-maintained, structured data and played out as a result. But websites should also be optimized accordingly in other areas in order to take up the special features of this form of search.

In the future, voice assistants will help you get to know your customers in completely new ways. The reason for this is that it makes a big difference whether people formulate their search on a keyboard or pronounce it in everyday language. For example, a written request on the web consists of only one to three words. If it is pronounced, the questioner, on the other hand, is more likely to formulate conversational questions and use important long-tail keywords.

By the end of 2021, there will be more than 1.6 billion people who regularly use a voice assistant – and not just to check the time or the weather. We are moving towards an economy characterised by dialogue with the consumer and in which voice assistants at home play an important role. Those who can respond directly to the user’s feelings and needs when interacting with the user present themselves as a brand that is directly and effortlessly there for its customers.

Marketing will take place more and more in real time

Real-time marketing basically means targeting audiences across all channels at the right time with personalized offers. In recent years, so-called “”news jacking”” has been implemented as a real-time marketing campaign – a measure that ties in with current news events. One of the most popular examples of this type of real-time marketing came during the 2013 Super bowl. During the game, the power went out, the stadium was abruptly immersed in darkness. Oreo benefited creatively within minutes with his graphic tweet “”dunk in the dark””. In less than an hour, the message was retweeted more than 10,000 times. Even eight years later, people in the US are still talking about it. About a single tweet – not about the complex strategy behind it.

Real-time marketing, however, means something completely different today. Companies are now taking a customer-centric approach to their advertising efforts. This will continue to evolve in the future – it’s about reaching consumers at the right moment with the right products and messages.

Consumers are becoming more and more demanding and expect more than clever messages that are conveyed to a broad target group. Instead, they want advertising that is tailored to their personal, current situation – in real time. Companies’ marketing must live up to these expectations by using apps, mobile-optimized websites and, above all, speech recognition. Speed and accuracy are essential factors that need to be further optimized, because they ultimately make the difference between the acquisition of a new customer or the loss of an existing customer.

Classic display ads as we know them today are dying out

Personalization plays an increasingly important role in marketing today. For example, it can already be observed that classic display advertisements are losing more and more relevance. Over time, they have even achieved the opposite of what they were actually intended for: they interrupt the customer experience, which leads to more and more users installing so-called ad blockers, which ultimately leads to declining revenue on the part of advertisers.

Especially for accurate targeting, first-party data, i.e. all data that companies already own themselves, are becoming increasingly valuable. This is often data from the CRM system or data on surfing behaviour on the company website.

In recent years, a number of web and desktop users have used ad blockers. And the numbers are rising. This means that companies can no longer simply send one-to-many messages. Ad blockers are now quite effective, so brands with display advertising are seeing fewer and fewer successes.

This means that first-party data is valuable. They should be collected and maintained and, ideally, incorporated into the optimization of the customer relationship by using them to provide the target groups with personalized advertising content. However, the respectful and conscientious handling of the data must of course always come first.

Block chain as a core component in the marketing of the future

In order to conduct successful marketing, companies have to master an important and at the same time difficult task: they must know their customers. And this includes digital customer identification. Content that was tracked in the past via cookies or e-mail addresses will in future be regulated via encrypted block chain registers, so-called ledgers.

Block chain technology is finding its way wherever identification and data are concerned – including, for example, in online marketing. The technology provides transparency to the industry. It makes it possible to make the exchange between customers and companies visible and comprehensible at all times. Unlike classic online advertising, thanks to the block chain, companies get an accurate picture of the users they have reached with their advertising, because it is possible to track exactly who touched the “”chain””. Bots or purchased clicks become impossible and third-party providers such as Google superfluous, because companies can see for themselves and determine who their advertising measures should reach.

Cross-device identification: An elementary component in Omni channel marketing

In the coming years, Omni channel marketing will continue to change fundamentally: it will increasingly be integrated into the Internet of Things (IoT). Along with block chain registries, consumers will receive another “”identification”” in the future to ensure they get exactly what they expect from their favourite brands and are willing to consume. Cross-device identification (XDID) will be of crucial importance for consistent advertising experiences across all channels and devices in the future.

This type of cross-device identification allows you to compare connected devices (such as smartphones, tablets, but also smart cars, etc.) with individual contacts. This makes it possible to address the consumer on his preferred devices and channels.

Of course, XDID is not the answer to all personalization problems. But cross-channel identification makes it possible to get to know the people behind the data even better, to draw a more accurate picture of them and to understand how they interact with the brand.

Result

For the future of marketing, it is clear that personalization is becoming an increasingly important topic. Also due to the rapid progress of digitization and technologies, there is still a lot of potential in marketing, as we know it today. So adapt to the changing times and changing consumer behaviour – your customers will thank you.”
4051,”Emoji Marketing: How to Use Emoji’s Successfully!”,”Everyone knows and uses them dozens of times a day: emoji’s! Thanks to the versatile image symbols, it is possible to clarify and convey one’s own emotions. In 1999, the Japanese interface designer Shigetaka Kurita created the first emoji’s for the mobile Internet system “”i-mode””. The goal was to facilitate digital communication. Kurita developed small pictograms especially for this system. To date, almost 2000 emoji’s have been invented and the variety of small emoji’s is constantly evolving. But emoji’s are not only useful in text messages or are suitable for postings on social networks. With the help of emoji’s, you have the opportunity to design your marketing in a variety of ways in order to tailor your product or Your service to draw the attention of your customers or your guests. However, emoji marketing is quite unknown in Germany. Therefore, we would like to enlighten you in this blog post and we will show you how you can integrate emoji’s into your marketing strategy in a forward-looking way.

If you are currently in the process of your company or to market your service online, we recommend that you first read this blog post.

What are emoji’s?

Speaking of emoji’s, we mean the many small pictures and icons that you can find everywhere on the net these days. These emoji’s are sent as classic smileys in text messages. For this reason, they have become an important part of digital communication. The word “”emoji”” is composed of the Japanese words e (“”image””) and moji (“”character””). The most famous emoji’s come in the form of hearts or yellow smileys. However, there are also other well-known objects such as food, animals, weather and many more. In addition to the emoji’s, there are also the emoticons, which are often confused with each other. The difference here is that emoji’s can represent anything, while emoticons are limited to feelings and facial expressions. Unlike emoji’s, you can also type emoticons from simple keyboard characters, such as; ) or :D.

When it terms of emoji usage, there are some big differences between the sexes. Women are more likely to use 🙄, ❤️, 😴, 🙃 and 💜. On the other hand, men are more likely to use 👀, 😎, 🤔, 😅 and 😏 (source).

What does emoji marketing mean?

Quite simply explained: Emoji marketing is understood to mean advertising and communication measures in which emoji symbols are used. The goal is to generate more attention because of the emoji’s. Above all, the focus is on contact with a young target group. The advantage of emoji’s is that the symbols are self-explanatory and messages are recognized faster.

Why you should bet on emoji marketing

We live in a very fast-paced world. What was announced yesterday can no longer be up-to-date today. Especially in the field of social media marketing, the conditions are changing rapidly. Social networks such as Twitter and Instagram reach such high posting frequencies that posts have almost disappeared the next day. Therefore, you are almost forced to immediately achieve an effect, to generate engagement and, ideally, to achieve viral status. In this context, communication with emoji’s is particularly important. A posting without emoji’s is hardly imaginable these days.

But why is this so? The reason for this is quite simple: emoji’s save time. Before you have typed the name of your main course, your finger will find the right emoji of sushi, pizza or the piece of cake. They save themselves words and instead paint a picture full of small, colourful symbols and yellow faces. Due to the large variety of icons, there is hardly anything left that could not be said in this way.

Almost 100% of all Internet users have already used an emoji once and every day they are sent billions of times via different messenger systems. They have not only revolutionized digital communication, but have completely reinvented it. It is therefore only natural to express this Internet language in modern marketing campaigns. People want visual stimuli. Images and seen things are stored much better in the brain than pure text. Conversely, does this mean that you can save yourself the words in the future and rely entirely on the emoji trend? Unfortunately, successful emoji marketing is not quite as easy. We explain some advantages and tips regarding an effective use of emoji for your online marketing.

Benefits of Emoji Marketing

Increase engagement with emoji’s

Emoji’s are not only suitable for teenagers or for short message writers, but also for your marketing. On the one hand, emoji’s increase engagement. This applies not only to social media, but also to newsletters, text contributions, graphics and much more. Thanks to the small icons, the click rate or the openings of e-mail or newsletter campaigns is also increased. When using emoji’s in newsletter marketing, studies have found a 50% increase in message opening once you write at least one emoji in the subject. For push notifications, the increase was almost 90% and conversions increased by 10%.

Furthermore, images express more than words. The use of emoji’s can make a statement much more complex.

See you tomorrow.

See you tomorrow.

See you tomorrow 😁

If you compare these three messages with each other, you will notice certain differences despite the identical text. The exclamation mark conveys something different to the viewer than the laughter emoji. In both cases, completely different feelings and emotions are transported. In this way, your customers or guests perceive each of the three messages differently. Emoji’s don’t just replace words; they complement a whole new level of communication. They are an excellent addition to complement joy, excitement or tension and increase the meaning of a statement. They are, so to speak, the icing on the tip of digital communication.

Emoji’s help to create a personality

In addition, emoji manage to give your brand a personality. Nowadays, more than ever, the company as such is in the foreground instead of the product or service. Customers or guests are more likely to pay attention to the image of a company and what it embodies. Using emoji’s in marketing communications can help you show more personality. No matter if you want to present yourself humorous and youthful or rather funny and extravagant. In this way, you can shape your own brand identity. In this way, you stand out even more from the competition. Your brand or Customers and guests are becoming more and more aware of your service and brand awareness is increasing.

Simple regulation of emoji use

Do you need emoji at all?

In certain industries, emoji’s are simply inappropriate. If you offer high-quality repairs, funeral service, financial support, or other topics, emoji’s can seem out of place or even daunting.

Don’t use too many emoji’s

If you have already dealt with the topic of emoji marketing and have decided to use emoji’s, be careful not to use too many emoji’s at once. According to a study, the majority of all 18-34-year-olds state that they have the impression of being bombarded by emoji’s online. Therefore, we advise you not to exaggerate in this sense, otherwise you will achieve exactly the opposite of what you want to achieve.

Avoid ambiguity

With regard to the use of emoji’s, it should also be noted that you do not use emoji’s whose meaning you do not know exactly. Nowadays, emoji’s are often associated with colloquial language, especially in a social context. For example, a simple eggplant emoji can quickly become an inappropriate message. To avoid such a faux pas, you can look it up in Emojipedia.

Don’t distort your message

With the help of emoji’s, you can add something young or funny to your message. However, you should always be careful not to directly replace your statement with emoji’s. You should write out important words or data so that the content of your advertising remains understandable for your customers or guests. Some emoji chains are almost impossible to decipher afterwards and thus miss your task.

You can think of emoji’s as a complement or embellishment of your communication. Use emoji’s to direct the viewer’s gaze in a certain direction and emphasize important ideas, but don’t replace the statement itself.

Insert key emoji’s

In social networks such as Instagram, Twitter or Facebook, emoji’s have become indispensable. Therefore, it makes a good place to publish the posts with emoji’s, especially in this area. Thanks to the emoji’s, you generate more attention and accordingly more clicks on your post. You have the option to ask your followers directly to interact with the use of emoji’s. For example, through a competition, for the participation of which a certain emoji must be posted or you ask your followers to represent your favourite food in emoji’s. By not only using the symbols yourself, but also inviting the users, you can noticeably boost the engagement.

Emoji’s in ads

Emoji’s also help you to attract more attention in Facebook ads or advertising on social networks. A study shows that a headline with emoji clicks this ad 241% more often than the ad without emoji. Even if the change in the headline initially seems small, the effects on the behaviour of the user are immense.

Emoji’s in the newsletter

With a wide variety of e-mail campaigns, you also have the chance to generate the attention of your customers or guests. Emoji’s can be used in this context, but should be used sparingly. By using emoji’s, you manage to make your mails more likely to be opened, but the click-through rates also increase. In a survey by myclever Agency, 56% of companies saw an increase in click-through rates when emoji were inserted in the subject line.

However, pay attention to the target group of your company or service. An older audience reacts differently to emoji’s than a younger one. Also remember that you will not overwhelm your customers or guests if they do not yet know your company sufficiently. Excessive emoji use can otherwise be disturbing.

Studies have shown that newsletters with an emoji in the subject are clicked on much more often. However, if they are not placed sensibly, the open rate can suffer similarly strongly. Therefore, be sure to always use only relevant emoji’s that underline your message. You should also never test emoji’s first in the newsletter. Instead, you should start switching communication to social media. So your customers or guests can slowly get used to it.

Emoji’s in the Google SERPs

If, for example, you run a blog for your company or service, it is also a good place to work with emoji’s. If a potential customer or guest googles for a specific product or service, posts with emoji’s stand out directly. The striking colours and shapes compared to simple keyboard characters immediately catch the eye of the beholder. Emoji’s appear regularly in meta-title or in the meta-description. Back in 2017, Google introduced this feature. If you don’t like it so conspicuously, you can also use arrow or hook emoji to emphasize certain information in your description.

Result

There is therefore a lot of potential in the small emoji’s, which you can use effectively for your marketing. Thanks to the numerous emoji’s, you can give your company or service a personal touch. You will be on an equal footing with your target group and can communicate with your customers or guests on an appreciated and familiar basis. With the help of this blog post, you are now well informed and have the opportunity to start emoji marketing at any time.”
4054,”SEO Optimization – How It Works”,”Anyone who deals with online marketing or websites will sooner or later stumble upon the terms SEO and SEO optimization. There are countless contributions and various tips on this topic, which can quickly seem overwhelming for beginners. However, SEO is not magic, but a simple process that can bring you many new visitors to your website. To make this process as easy as possible for you, we have collected and summarized the most important information here.

What is SEO?

SEO means Search Engine Optimization. The aim is to optimize your own website so that it is classified as well as possible in search engines such as Google. For example, Google maintains a ranking in the background of the search engine that evaluates websites according to the degree of optimization and ranks them accordingly in the search results. For this reason, it is essential for a successful presence on the Internet to regularly optimize your own page from an SEO point of view. Because most visitors who come to a website consist of organic new users, i.e. people who find the page on their own in searches. If you want to tackle the actual optimization, you have to look at two overarching areas, on-page and off-page SEO. These two categories will be considered in more detail below.

On-page SEO

On-page SEO is the thematic area that describes the technical and content-related measures that you take on your own website. The goal is that the crawler, Google’s program that scans the website, can easily reach all content and index all relevant information. To achieve this, there are several points to consider. First, the technical aspects of the site are examined.

On the one hand, the page speed must be optimized. Page speed refers to the loading speed of the page. In order to improve this, you should especially reduce the file size of the existing images on the page, because too large photos particularly impair the speed.

In addition to page speed, the mobile functionality of the website must also be optimized. In the meantime, the majority of users enter a website via a mobile device, which is why the page must look and function well on a mobile phone or tablet.

In addition, you should definitely pay attention to how your website deals with 404 pages, i.e. missing pages after links and links, because the program also tests this.

Other technical aspects that are somewhat less relevant include the URL structures of the page.

In addition to the technical measures, there are also content points that should be optimized. First of all, when creating the content of the page, it is necessary to pay attention to various things. Above all, the keyword strategy is important. The topic of keywords will be covered later in this post. In addition, the structure of the headlines must be taken into account and there should be no duplicate content.

In addition, you should make sure to provide the existing images with SEO-relevant information. These are mainly an alternative text that describes what the image shows and a title for the image, which should contain relevant keywords if possible.

Off page SEO

Off page SEO describes all the measures you can take outside of the website to be optimized. There are not many different measures that you can carry out yourself, but it is mainly about generating backlinks. Backlinks are links to third-party websites that link to your site. The more backlinks your page can have, the better it will be rated by Google. However, Google not only examines the number of backlinks on your page, but also the quality of the link. Therefore, the best backlinks are deserved, so the operator of another site felt your content was so important that they wanted to link you. You can also buy backlinks, but purchased backlinks are rated worse.

In addition to backlinks, local SEO is also an essential part of off-page SEO. It’s about your business showing up in your environment in location-based searches. To do this, you should definitely have a Google My Business profile so that Google Maps can include your company in the algorithm. A detailed explanation of Google My Business can be found in this blog post.

Keywords

The first step of content creation should be to research the keywords. Keywords are the search terms that the potential visitors to your page could search for on Google. This research is not easy. Because, of course, you should choose keywords that are searched for often, but not so often that you have to compete with the websites of large companies. Because a large company that can only use an entire department for SEO will definitely always take the first places in Google search for certain keywords. Since you have no chance in these search queries, you should definitely pay attention to the competition for a particular keyword. To simplify this research, there are various tools online that can help you with this. For example, there is Ubersuggest. There you can enter the potential keyword and immediately receive various information about the search term. In addition, you get various suggestions for alternative keywords that you could use.

Once you have selected the appropriate keywords, you must also use them on the website. It is important that the term is used often enough and in different hierarchies, i.e. headings, etc. However, you can’t just use the keyword everywhere on the page, because Google also examines the context and checks if it’s organically inserted into texts or headlines.

The most important key figures for SEO

In order to check the success of SEO optimization, you need various key figures to which you can pin it. These metrics, or KPIs, are different depending on the type of website you’re running, as there are always other goals you pursue.

Basically, three keywords are important for all pages: organic traffic, bounce rate and dwell time.

Organic traffic refers to the users who only come to your page from organic searches. The more organic traffic, the better for the SEO performance of your website. Also, it’s likely that users who have been to your page before and who liked your content will come back to your page, which will make Google realize that your page is popular.

The bounce rate describes the bounce rate of users from your page. This metric should definitely be examined in connection with the length of time users spend on your website. The reason for this is that every user has to leave your page sooner or later. Of course, you want it to be later rather than earlier, here you have to pay attention to the length of stay. Because if a user comes to your site and does not find the content he was looking for, he will leave the page immediately. That could be an indication that you’re using the wrong keywords and your page isn’t showing up in the right searches.

You should keep an eye on these KPIs permanently, because this is the only way to know whether your SEO measures are working.

Result

Now that the topic of SEO has been looked at from the most important angles, you know what measures you can use to bring your page to the top of the Google search results. First of all, you learned that SEO is the optimization of the website in terms of search engines. There are two areas of measures, on-page and off-page SEO. In on-page SEO, you cover the technical and content-related aspects of your own page, such as the page speed and the mobile functionality of the page. To improve your off-page SEO, you should try to get backlinks for your website and optimize your local discoverability. When creating the content of your website, you also need to pay attention to the keywords you use. Above all, the research in advance is crucial. To do this, you can use the free tool Ubersuggest.

After you have done all these measures and optimized your page, you should use the KPIs to check whether you have been successful.

In conclusion, it is extremely important to know that SEO optimization is not a one-time task that you do once and that is then done, but SEO optimization must be done regularly and over and over again. This is the only way you can correct your mistakes every time and continue to improve the ranking of your page.”
4076,”Instagram Guides: How does this Instagram feature work?”,”

For the successful online presence of a company, the Platform Instagram is indispensable. The current corona crisis is accelerating this fact enormously. In a previous blog post, we’ve already given you some tips on how to get the most out of Instagram for your business. The latest feature of Instagram was explained in detail in our last blog post. If you haven’t read it yet, we recommend that you read this post first.

Are you already professed with the Instagram Guides function? Then the following blog post will help you create the perfect Instagram guide.

Step by step to the Instagram Guide

Some relevant information for you in advance: The Instagram Guides are not dependent on a certain number of followers or a verification. Every company or service has the opportunity to use this feature for your online presence.

  1. Open your Instagram profile page. In the upper left corner, you will see a “”+””. You click on this sign and the “”Create window”” pops up. To create a guide, select the newspaper icon.
  2. After that, you can decide on the type of guide. Currently, it is possible to choose between three different types: places, products and contribution guides. For example, if you opt for “”Posts Guide””, Instagram will redirect you to your posted and saved posts. If you choose a place or product guide, Instagram will guide you to a location or product selection.
  3. In the next step, select all the desired posts and click “”Next””. Below you can add a title, a cover photo and optionally an explanatory text.
  4. Finally, click on “”Add Posts”” and this guide is published.

Where can you find your Instagram guides?

After successfully creating your guide, you will find it on your Instagram profile in the icon bar above your image feed. As soon as you tap on the newspaper icon, the different guides will be displayed. It is possible to save a guide as a draft first. At this time, it is only visible to you. The advantage here is that you can continue to process your designs at any time. Even after the publication of your guide there is the possibility to change it. You can delete, add, or reorder individual items. It is also possible to edit the headline or the cover photo.

Is it possible to share Instagram Guides?

Yes! You can send the different guides to someone via direct message. You also have the opportunity to post a guide in your Instagram story.

Result

It is still important for you to know that a maximum of 30 posts can be merged into one Instagram guide. In addition, contributions from other accounts may also be published. Currently, larger companies do not primarily rely on this feature to promote your product or service. This is your chance! Be a trailblazer and expand your company’s online presence. Optimize the online presence of your company or your service and give your customers a clear opportunity to inform themselves about a wide variety of topics.


4079,”Working Effectively in The Home Office: 8 Tips”,”

 Especially in the corona year 2020, many employees and donors have recognized the advantages of working from home. Getting up later, saving time by eliminating the journey or increasing flexibility – these are just a few of the many benefit factors that are particularly appreciated. With all these positive aspects, however, there are also difficulties that make working from home more difficult. The potential for distraction is great if the interesting book from the previous evening is next to the desk or your own child repeatedly runs into the room. We provide 8 valuable tips to help you work more effectively from home.

8 valuable tips to make the home office more effective

1. Invest in your equipment

Good equipment is the basic prerequisite for a functioning work process, so this point comes first. Whether that’s a second screen, fast Wi-Fi, a high-quality headset or a new desk, the possible purchases for your workplace are individually customizable. Fortunately, you will usually receive the technical equipment from your employer.

2. Create a permanent workplace

The temptation is great to open the laptop in the home office in bed or on the couch and get started. However, these places in our head are considered places of relaxation, which makes it more difficult to get full concentration. Therefore, it is advisable that you create your own area, which is exclusively worked on and which is left after the work is done. True to the motto: Never mix the private with the professional!

3. Take time in the morning

Get up at 7:50 a.m. and start work at 8:00 a.m.? That sounds very relaxed at first glance. That’s it. But mostly TOO relaxed. The organism needs a while in the morning to mentally “”arrive”” in the day. Thus, you start your working day slightly sleepy, which in some cases can drag on throughout the day. Take at least half an hour in the morning to ramp up your body, have breakfast and only start the day in the home office when you are fully at “”operating temperature””!

4. Dress neatly

No one expects you to sit in front of the computer in a suit in your own apartment. However, many keep their pajamas or comfortable clothes from the day before in their home office. The paradox is that although these garments are comfortable, they ensure that well-being decreases throughout the day because you do not feel “”fresh””. A neat and clean wardrobe selection ensures that you are in the right mood. Associated with this, personal hygiene should also be at the level on which you would also drive to work.

5. Build in breaks

In the office, it is a matter of course to go to the coffee machine in between or to have a short chat with colleagues. If you work from home, on the other hand, you have the claim to have to work eight hours concentrated. This is partly due to the feeling of being available to colleagues around the clock. This results from a fear that the impression could arise that trust is being exploited and that one is busy elsewhere at home. This creates an unfocused way of working, as the head gets too few time-outs. Build yourself a small “”oasis”” of five minutes every two to three hours, during which you can switch off briefly and, for example, make yourself a coffee.

6. Ventilate regularly

What sounds like a matter of course among the tips for the home office is still often forgotten? Since your room at home is usually much smaller than the office space in the company, it must also be ventilated much more often. Used, stale air makes and tired and sluggish, which massively slows down the pace of work. Fresh air, on the other hand, provides energy and drive. Therefore, open the window briefly at least every two to three hours to allow new oxygen into the room.

7. Forgive yourself for distractions

Distractions can hardly be avoided in the home office. If you live with your partner and possibly have one or more children at home, you will not be able to work eight hours at a time in peace. And that’s ok! Your own four walls are not an office in the overall picture, there are also too many private objects lying around on which attention can fall. The claim to be able to work in the home office without any external influences ultimately leads to dissatisfaction, frustration and ultimately to quarrels within the family. Of course, it is important to find the right balance and make clear arrangements with the family or roommates. But you should be aware that distractions on a small scale are perfectly fine.

8. Stay in touch

Good communication with colleagues or superiors ensures transparency. Especially in the home office, the employer gives you a leap of faith. Communication is much more difficult if you are not sitting next to your colleagues. So it is even more important in the home office to have a good and regular connection to the other employees in order to prevent complications. You can also repay your boss’s trust by updating him regularly and showing that you are “”fully in action””!

Conclusion of the 8 tips for the home office

The tips for the home office all point to one thing: Form a routine for your work in the home office, which comes close to the “”normal”” everyday work. Don’t let this grind and integrate one or the other tip into your daily work in the home office.