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Month: January 2021


IN BMG's Marketing Blog,Content

In addition to organic search, you will understand that in Search Marketing the PPC (Pay per Click) tools can be an excellent alternative to bring qualified traffic. One of the great advantages of PPC is that it brings results in the short term.

The use of Pay per Click (PPC) is very common in many digital marketing strategies today. Whether to capture strangers or to remarket and reach leads, the paid click is a great tool.

What is PPC (Pay Per Click) ?

Pay per click means pay per click. In this marketing strategy, today the two main players in the market are Google Ads (formerly Google AdWords) – most used – and Bing Ads, which also provides a tool very similar to that of Google.

There are two very different networks on Google: the search network, which is where we search, and the display network. Google has millions of partner sites, of all types, subjects, and sizes.

In this way, Google allows advertisers to reach their audiences at various points during the purchase journey. Both networks guarantee greater coverage at different times, which is very important for the advertiser.

What do you mean by partners?

They display advertising and in return make money from it. These ads are static or animated banners, texts, or even videos.

When we talk about ads on the search network, we always talk about a list of keywords that we chose in advance and that will trigger the ad. The key to success, in this case, is relevance: appearing at the right time to the right person.

For each click received you will pay a fee to Google. If you choose the wrong keywords you will generate impressions, which are displays of your ad to the wrong people, as often in this case it will not appear what they are looking for.

If you choose the keyword “sneakers” for your ads and a customer types tennis racket, you may appear in the search and people will click, you will pay because she received that visit but the searcher will not buy because it is not the product they’re looking for.

Search Auction

When we talk about Google Ads, we are not talking about a traditional auction, in the style of “who gives more leads” to appear well-positioned in the search. The Google Ads auction takes into account the amount you are willing to pay for the click.

If a digital marketing course advertiser is willing to pay $ 2.00 per click, $ 5.00, and $ 7.00, it is not the latter that will necessarily appear first in the search.

Google will take into account how much you’re willing to pay per click on a particular word – this is called maximum CPC, or cost per click – but also the relevance of your ad or quality score. Each word added to the Google Ads ad group has a score of 0-10.

It will put in the balance how much you are willing to pay and how much you are a good advertiser for that word. The better advertiser for the word, the lower the cost per click. The worse the advertiser for that word, the more expensive the click will be.

If it were not so, the companies with more money would dominate this “auction” and would always appear first. There are three sides taken into account that need to be satisfied: Google, the advertiser, and the client.

If it wasn’t like this and who would appear well-positioned would always be the one who even without quality on the ad would be the best place on the search, the user wouldn’t be satisfied because he wouldn’t always find what he wants.

The way it currently works, pay per click is more balanced and allows everyone to be satisfied.

In practice, what is PPC in marketing?

In this example, we have three advertisers willing to pay different amounts per click for the same keyword in this auction. And all of them have different quality indexes: the prince has a score of 1, which is the worst. Shrek has a quality index of 6, medium, and the donkey, 2.

When the consumer searches for the word that the three are announcing, Google will multiply the maximum CPC of each one by the quality index, generating the ad rank that we see on the table. So, the announcement to be in the first place will be the one of Shrek – greater ad rank -, of the prince in second and of the donkey in third.

How does Google calculate the quality score for each word?

Every word has a CTR (Click Through Rate), which in Portuguese means Click Rate. If in an example my rate is 4%, that means that for every 100 times my ad appears, 4 people click on it. Therefore, most of your Quality Score will come from your CTR. If you have a high clickthrough rate on your ads, your quality score will be good.

For Google, a high clickthrough rate indicates that your ad is relevant. The company also says that if you have a CTR rate of 2% on the search network, you have a reasonable rate. This percentage can vary widely depending on how your campaign is structured and accounted for.

After CTR, secondly, what will most influence your quality score will be the relevance of the ad. Supposing you announced the word “Nike running shoes”. However, the ad does not appear “Nike running shoes”. This makes the ad’s relevance low.

Display Network

Google has millions of partner sites that allow anyone to show ads within them using its interface. We can quickly advertise on several sites that deal with the themes that relate to the ad, all through Adwords.

There are several types of segmentation within the display network, they are:

Content

According to the keywords you chose, Google will search for sites that talk about the topic.

Public

When you choose the characteristics of the people you want to advertise.

Managed placements

Here you manually choose the channels where you want to appear. It can be from mass channels, niche, and other specific websites. It is also possible to merge the characteristics.

THE NEXT STEP…

Now that you have a better understanding of PPC, you need to start to understand how its practice is. An important step is to better understand the role of Google Ads in this environment.

The internet was built out of the efforts of its own users. Nowadays, it is very easy to express yourself through user-generated content. Making your own experience known to others is possible and proves to be a powerful marketing resource for the brands mentioned. This can be highly advantageous for your company. Think of all the visibility potential you are able to achieve with content generated by your customers, such as testimonials, social media posts, and reviews.

With so much competition for public attention amid so many marketing pieces in this dispute, a striking sign of authenticity can be emitted from user-generated content. You need to rely on this feature among your communication tools.

Find out, in the following article, what is the importance of user-generated content for a marketing strategy and how to leverage it in your company.

What is user-generated content?

User-generated content is a term used to refer to any marketing piece that is not created by your brand, but by your audience. It is an excellent way to convey more authenticity and credibility from the brand. This is the case, for example, of posts on a social network that uses a thematic hashtag of a brand in which users show the use of a particular product they have purchased. It can also include videos created by customers in which they highlight their opinions about the company and even reviews left on the internet.

The common denominator in all examples of user-generated content is the authenticity of something not developed through a traditional marketing strategy. As it is the customers themselves who produce the material, it is also distributed in the digital medium through its own channels.

Why is user-generated content important?

With more and more competition for public preference, it is necessary to employ the resources that are capable of humanizing the experience of using your products or services. User-generated content makes it possible to do just that, making it clear how much your own audience is very pleased to have contact with your brand.

Still not convinced? Here are the main reasons for working with user-generated content in your company.

Increases your credibility in the market

Let’s face it: companies of any quality level can implement a good marketing strategy and sell themselves as unmissable options in the market. However, the public is not so easily mistaken.

To gain the credibility that your company needs to be taken seriously and considered by a large volume of customers, it needs user-generated content. The public that sees other people talking about your brand starts to see it with different eyes.

Does not require large investments

Having effective marketing channels that don’t cost that much of your budget is quite valuable. One of the reasons for working with user-generated content is that it is not expensive. The low investment required involves only the effort related to planning the strategy dedicated to encouraging the creation of user-generated content. After that, just monitor your mentions to detect the returns obtained.

Helps to get engagement

If your content does not inspire engagement, something needs to be urgently revised in your strategy. Fortunately, user-generated content serves as a great help in this regard. As it is created by people and not by a brand, the tendency is that this type of publication attracts more public attention. This goes for both the friends of those who made the publication and for others impacted by the post.

How to use user-generated content in favor of the brand?

In view of the benefits that user-generated content can bring to your company, the next step is to implement this idea in the right way. After all, as the point is to convey authenticity and credibility, any failure can be highly damaging to your brand. Below are the main ways to use user-generated content as part of your marketing strategy.

Start an incentive campaign

As much as user-generated content is spontaneous, it does not mean that you cannot implement efforts focused on encouraging it. This is the case, for example, of a marketing campaign that defines a hashtag for the public to share their own posts using their product.

For this, it is worth considering what quality user-generated content consists of and what arguments would make sense to convince your audience to create it. That is why many companies condition participation in promotions to the use of promotional hashtags.

Monitor your mentions on the internet

Part of the work with user-generated content requires competent monitoring of it. You need to be aware of everything your customers are producing associated with your brand. A simple way to optimize this work involves hiring a tool capable of carrying out this monitoring. This is the case, for example, of Scup or OpenSocial, two platforms that can perform constant searches for the terms defined by you.

Emphasize user-generated content

Those who publish user-generated content may be looking for their 15 minutes of fame on the internet. To encourage more and more people to create this type of publication, you can start to highlight them.

For example, many brands are in the habit of republishing their customers’ posts using their products on social media, which is often called a rule. They gain more visibility while your company proves to be more authentic.

The use of user-generated content is no longer just a trend to become reality in multi-segment companies. Take advantage of the tips above to implement a strategy focused on this valuable resource and start enjoying the benefits of placing your client in the position of publicizing your business.

IN BMG's Marketing Blog,Content

Have you ever stopped to think about how close your brand is to your audience? Is there a relationship of closeness, with understanding, desires, and expectations or is it just a link of purchase and sale? The humanization of the brand is to seek a more intimate relationship with its consumers. Making it more interactive and, thus, getting closer to its customer through understanding, desires, feelings, and expectations.

Do you want to know more about how the humanization of your brand can help? Continue reading our article and check it out!

The Path Is The Humanization Of The Brand

Day after day people is becoming increasingly critical, both with society and politics and with issues that previously went unnoticed. See how beer advertisements have changed in a few years, for example. People reinvent themselves, what was previously veiled is no longer accepted. It is a natural evolution of our society.

In order to meet this trend and remain firm in the market, brands should increasingly seek to focus on proximity to their customers. Not only to maintain the buying and selling relationship but to create something bigger, with a partnership of shared actions and causes. The humanization of the brand seeks to combine the wishes, expectations, and ethical guidelines of customers with the company in question.

How about the interaction of your brand with your consumers via social networks? Have you noticed how active Netflix is ​​in responding to your audience in a relaxed way? Actions like this create bonds that cannot be bought and generate expressive results in the long run! In addition, they stand out from the competition! Of course, the consumer will purchase the brand products that interact with him, that answer his daily questions, even though they may seem not so important.

Proximity

A closer relationship with your customer generates trust and credibility vis-à-vis the market, which, as a result, will result in a higher loyalty rate. Using a profile on social networks is a great way to get closer to your target audience. It is not enough to just maintain a profile on Facebook, Instagram, or similar. To generate a relationship of trust, it is necessary to respond to comments made by betting on the interactivity of the parties, generating interaction, and showing that the public is very important for the brand.

Values

Is your brand aligned with the values ​​that your target audience shares? Supporting social causes that involve minorities and actively engaging against macho, homophobic, racist agendas, among others, in addition to being expected is a good way of humanizing the brand.

For your business to be socially engaged, it is necessary that your team of employees is as diverse as possible, only then will it be possible to see all the differences and set up, in the most comprehensive way, your value chain. It is important to make it clear that it is not recommended that the brand gets involved with controversial topics, such as religion or even football. Express the brand values while respecting everyone’s rights!

Memory

Everyone has a memory created by a brand, be it an advertisement that became very famous or an event that positively or negatively marked a certain period. Usually, positive memories are charged with unique, personal nostalgia. Do you remember the Coca Cola? Probably, if you were born in the 90s, you saw this commercial a lot and even today it associates the brand with the product!

How many times have you been to the market and asked for soft drinks? I believe never! But I bet you always get coke! Of course, this makes the sales of this product huge, as it is marked in the memory of consumers and is passed on for generations!

Coca-Cola also uses souvenirs a lot in its commercials. Have you noticed that the advertisements, especially when Christmas time comes, always show the family reunion with a bottle of soda in the middle? It is a way to generate association in the public with a pleasant moment, a good memory.

The use of mascots

Ah, the mascots! Most of the time they are cute, cool, and have a unique look. They are intended to bring the company closer to the target audience in a more friendly and loving way and are great contributors to the humanization of the brand. In addition, they help to increase the popularity of the brand. Who doesn’t remember the mouthpiece of Royal gelatin, Tony The Tiger from Sucrilhos by Kellogg’s, the Quik Bunny from the late Nesquik from Nestlé, or Ronald McDonald from the McDonald restaurant chain?

An investment issue

The humanization of the brand does not happen overnight, but it does not have to be difficult to achieve. Creating a mascot, setting up a profile on social networks, and devising the necessary strategies to promote the close relationship between brand and customer requires the support of companies with advertising know-how.

Having a good marketing consultancy will help you raise the profile of your target audience, as well as their desires, expectations, and the way they want to communicate. From there your social networks will be set up and your mascot created. Investing in this type of advertising will generate a great return on sales by reaching new audiences and an intimate relationship with those who already know the company. This also increases the number of referrals from new customers.

Therefore, we saw that the humanization of the brand is an extremely important process and that it brings important competitive advantages. A better relationship with customers and good positioning are not born overnight, but can have effects on several generations!

Remember that all of these strategies work best with the help of a specialized company. So, if you want to be successful, contact our team now, and let’s create a good action plan!

IN BMG's Marketing Blog,Content

Social networks have become fundamental tools for the marketing of all types of companies. However, it is not enough to just create profiles and start posting anything. You need a content production strategy for social networks. The first question you can ask is whether there is a formula ready to succeed in this type of work. The answer is no.

Working with these marketing channels requires an approach that makes sense for the characteristics of your brand and the audience it wants to reach. However, you can rely on some guidelines that help you define your strategy.

In the content that follows, you will better understand how the work of producing content for social networks is carried out and discover certain tips to help in your process.

How is a content production strategy for social networks made?

A brand’s online presence depends a lot on its ability to position itself properly on social networks. These are essential marketing channels, as many people can be impacted by these profiles and look for them when they need to talk to your company.

Thus, it is clear how important the development of a content production strategy is. It is not enough just to plan your actions in advance, but also to adapt them to the unique characteristics of your business. The effort involved in a content production strategy for social networks requires some essential preparations that help to structure each step of the process. The main ones are:

  • objectives and goals for your actions, which are essential to direct all your marketing efforts;
  • in-depth understanding of your brand identity, how it positions itself, and what its market mission is;
  • knowledge about the audiences you intend to reach, your ideal customer model;
  • contact with current social networks to understand their particularities and resources that can be used;
  • have a qualified team to plan and execute your ideas, from the newsroom to the layout.

What are the best practices for producing content for social networks?

After these preparations, it is time to implement your strategy itself. It depends a lot on your ability to add value to the brand experience in the digital environment, so don’t give up having a qualified team to assist in this process. Check below the essential steps for you to activate your content production for social networks.

Consider the specifics of your target audience

To be successful with any marketing piece, you need to understand the characteristics and needs of the target audience. Thus, it is possible to develop content that generates maximum identification with these people. On social media, this is even more important. After all, your brand is competing for your potential customer’s attention with several other profiles. So take time out of your planning to study the audience slices you want to impact.

Choose the social networks where your brand will be present

It is not necessary to be present on all social networks. Your online presence needs to be strategic and be located only where it makes sense. Once again it is important to retrieve the information captured about the profile of your target audience. Try to understand which social networks they use most for the context of your content. For example, a strategy focused on the corporate universe can benefit a lot when working with LinkedIn.

Draw up an editorial calendar for your content

Publications made on your brand profiles on social networks should not be left to chance. In order to maintain consistency in your posts and align them with your marketing strategy, it is very important that you create an editorial calendar.

On this document, it should be provided which publications will be made on which dates, in addition to other details that make sense. In addition to preventing gaps in your posts, it is something that helps you to anticipate to take advantage of all the opportunities existing in the period.

Create useful content that is shareable

If your brand is unable to make a significant impact on its audience through social media, it’s as if it’s not even using this feature. To take advantage of the medium’s advantages, it is necessary to add value to the publications made.

To do this, turn your attention to how much you know about the needs and interests of your target audience. Do not create posts just to fulfill the table. Each publication must have a purpose and a high potential for sharing.

Interact with your audience with the right language

Social networks are primarily communication tools. So, it is expected that part of your channel’s strategy involves interaction with the audience. Avoid leaving people unanswered, in addition to adopting a tone consistent with the image of your brand to answer the public. Always try to solve the problems brought and clarify doubts when they arise.

Test to make better decisions

It is common to have doubts about certain choices in your content production strategy for social networks. In order not to be paralyzed by indecision, you need to be in the habit of testing. This consists of experimenting with new content formats and approaches as part of your conventional publications. To know which possibilities are better, just look at your results.

Track your results and make adjustments to your approach

Your work of producing content for social networks never really ends. It must always be in full evolution, being improved based on the results you get with your publications. See how your audience is reacting to your content. Try to see patterns that will enable even better results in the future. The most important point is to avoid stagnation.

The production of content for social networks requires a lot of attention and strategic thinking to generate the expected results. Follow the steps above to ensure that your approach has all the elements necessary to add value to the brand experience. Also, keep your strategy evolving by embracing new ideas and trends.

Was there any doubt about this process? So leave your question and we will answer it promptly!

IN BMG's Marketing Blog,Content

A recent survey by the digital marketing industry revealed that 72% of companies that have a corporate blog observe a continuous increase in the generation of qualified leads. What’s more, those that keep the blog content always up to date attract 370% more visitors compared to companies. That does not invest in relevant and consistent content.

Such numbers prove the importance of the blog. To raise the authority of a company on the internet and increase its business opportunities. But if you are still not convinced that you should invest in this strategy, follow the next information:

1- Better positioning on Google

Having a blog with interesting articles for your audience is one of the secrets to reaching the best positions on the search pages. This is because the main criteria for indexing Google is the quality and frequency of content published within a website. Thus, the organic traffic of companies that have a blog is significantly higher when compared to those that do not.

2- More credibility

When creating a blog with tips, trends and news, it is possible to offer enlightening information that facilitates the customer’s shopping journey. In practice, this channel helps to establish closer communication with each consumer. Even if he is not yet prepared to purchase your product.

In other words, the blog helps to build the credibility of your brand, ensuring that consumers remember your product when it is finally time to buy it.

3- Continuous interaction

The blog is an excellent tool for keeping in touch with new and old customers. After all, it promotes an engaging and spontaneous dialogue, encouraging consumers to follow the new publications of your company.

However, for this “interactive effect” to occur, it is necessary to integrate the blog into a newsletter register. Where the client will authorize the sending of new publications, news, offers and informational materials.

4- More results on social networks

With a blog, it is possible to innovate your posts on social networks. Publishing not only short sentences with images, but also calls for your articles. In addition to enhancing the content of your fan page, posts with reading calls encourage social sharing. And, consequently, the dissemination of your brand.

5- Permanent presence

Unlike traditional media like TV, banners and flyers, the blog is a channel of constant visibility. Stop and think: if you stop running a television advertisement, your presence in this media will be non-existent.

However, if you decide to pause blog posts, the old content will remain there, attracting new visitors. Of course, an updated blog will always bring better results, however, old publications will never be a lost investment.

Now that you know all the benefits of having a corporate blog, how about scheduling a digital marketing consultancy with BMG? Get in touch to know more!

IN BMG's Marketing Blog,Content

Most companies already know the importance of investing in a digital marketing strategy with a well-planned design, content, and SEO project. The big question, however, is how to do it all. Hiring in-house professionals or outsourcing work to a digital marketing agency?

This can be a difficult question to answer. So we decided to present three circumstances in which a marketing agency is always the best solution.

1- You need to focus on the fundamental activities of the company

Manage teams, supervise production, and schedule meetings. Most directors and managers of companies need to take care of the basic tasks of the production chain. And there is almost no time to think about planning, executing, and analyzing a digital marketing strategy.

When you have a specialized inbound marketing agency, you will not need to spend time or mental energy to develop digital campaigns. On the contrary: you will have more free hours, while a team of experts takes care of your success on the internet.

2- You already tried to do something, but nothing goes as expected

The calendar already marks the end of the month and when looking at your digital marketing planning you realize that everything is late. The site is still out of date, social networks are “on the fly” and their Adwords campaign is not converting.

This is a common situation in many companies. Since the internal marketing department is almost always unable to reconcile “traditional” dissemination actions with digital actions. Sometimes time, knowledge, or really engaged people are lacking. In these circumstances, the ideal is to seek an agency as soon as possible to ensure the consistency of your strategy.

3- You need to get real returns on your investment

Due to the financial crisis, the majority of companies had to reduce funds allocated to marketing and advertising. And even with a smaller budget, it is necessary to achieve the best possible result. Since in times of turbulent economy no one aims to invest in stocks that bring little or no results.

Fortunately, a digital marketing agency can extract the best performance from an online campaign. Even when the budget is limited. That’s because a team of experts knows exactly how to optimize ads and content actions. So that they become competitive and result in excellent conversion rates.

If you have identified with at least one of the situations listed above, it may be time to schedule an appointment with BMG. We are a complete digital marketing agency with an emphasis on SEO, content, and ads. Contact us and learn more!