“A blog? That is old-fashioned, it is better to update social networks”. Make no mistake and learn why it is important to have a constant source of your own content.
It is true that it is essential to have a strong and permanent presence on Facebook, Twitter or Instagram just like park view city. But where do you think the content comes from to feed those networks and other channels that allow you to have more presence in people’s minds?
First, you have to understand that a business blog is totally different from what we know as a personal blog, for two fundamental reasons:
1. The business blog is not a hobby, as it is a personal blog that can earn money by selling advertising space.
2. It is not the fundamental way in which the company makes its profits, but it can become the most important tool to achieve it.
A business blog is a marketing channel (such as social media, direct mail, or email marketing) that helps your business grow by converting your site traffic into interested people and ultimately potential buyers.
Since we understand each other, start thinking about how to open a blog in your company and do it with these advantages in mind:
1. Help drive traffic to your website
We all want to have more visitors on our website, right? Now, think about the way people get to your site:
By directly entering the name of your business in the search engine, but means that they already know your company.
Through ads that you pay to appear in search engines. But this not only requires money but visitors stop coming at some point.
So how can you generate more traffic? Opening a blog, updating social networks and optimizing searches through SEO.
You may think: I sell fruits and vegetables, why do I need a blog or generate content?
The blog solves two problems. Think about how many pages are on your site: a finite, static number, right? And how many times do you update those pages? Surely not that often. Because, what need is there to update the page of Who we are?
Well, having a blog solves both problems:
- Every time you write a new blog post, you create one more page for the website , which translates into an opportunity for search engines to find you driving traffic through organic, unpaid searches.
- Blogging constantly also helps to keep the presence in networks updated, instead of requiring the community manager to constantly invent content, the blog becomes the repository. Thus, it reaffirms its reach in networks, bringing new visitors through them.
Those new articles can be shared over and over again on social media – Facebook, LinkedIn, Twitter, Instagram – helping the business find new audiences.
2. Helps establish it as a source of knowledge
It’s that simple to bring new visitors to your website.
How? When any person has a problem, they will most likely type it in a search engine and expect immediate answers to their questions.
If you’re constantly creating content that answers the most common questions people have about your industry, then you’re actually helping potential customers. And if they always find answers on your website, you will establish yourself as a knowledgeable authority on it.
Likewise, the prospects who have been reading your articles will generally take you into account when they are making a purchase decision, because thanks to your company they will be more knowledgeable about the industry and what it has to offer.
3. That knowledge helps convert visitors into prospects.
Just as each article written increases your presence in search engines, it also becomes the reason why visitors become customers.
The way it works is very simple: in each article you must include a Call To Action, that is, a button that invites them to continue reading or gives them new offers to which they are entitled, just for visiting their blog. This will turn this content tool into a powerful marketer.
It works like this:
- The visitor comes to your website.
- The visitor consumes your content and sees the Call To Action
- The visitor clicks on the Call To Action, which takes him to a Landing Page, where he fills out a form with his information.
- The visitor fills out the form, submits it, and receives the offer or exclusive add-on content.
In fact, according to Inbound, companies that have a blog (and update it) have 55% more visitors to their website. And 71% of people do thematic searches first before making a purchase.
With arguments like these, it is difficult not to start thinking of the blog as the best friend and promoter of your company.
Do not waste another minute and invite your whole team to put a pencil on paper and generate content about what your company does, whether it is selling fruits and vegetables or services to people, who like you, are also looking for the best alternatives to purchase or investment.
Keys to measuring ROI in a content marketing strategy
“On the internet, you can measure everything”, that is the premise. Yet most marketers feel insecure when it comes to being accountable for the effectiveness of their digital campaigns. How do you know which of that “everything” is important for the client and the campaign? What metrics impact the effectiveness of content marketing strategies?
We will explain the first thing with a popular saying “he who does not know where he is going, any bus will serve him . ” NEVER forget your objectives, they will tell you where to go, because if you do not know what you want to achieve, you will not know what you want to measure and as a consequence you can never talk about Return on Investment (ROI) in your campaigns.
If you are clear about the objectives the key is quite simple, the best indicators for ROI are the ones that measure whatever it is we are trying to achieve.
To understand it better Tajarat properties describes a very simple and helpful chart. According to the stage of the user’s journey, we can see the metrics that make sense when associated with performance indicators (KPIs)
The second thing that should not be forgotten is that there is NOT a single piece that converts, the conversion tactics must be a set of pieces that support a content offer and whose purpose is to deliver increasingly qualified leads or prospects. The key to ROI is creating content that is consistent, valuable, and worth sharing.
Finally, keep these aspects in mind so that nothing fails you when you pursue a spectacular ROI.
Define your buyer persona, use them and build content of value for them.
Do not try to hide the fact that you sell something, be very clear about the actions you want your users to take when visiting your website.
Plan workflows, establish behavior patterns that allow you to take your users through each of the stages towards conversion.
In conclusion, the key is in the content mix and the secret to ROI is to create true valuable information that is consistent in finding the right KPIs that allow you to measure the effectiveness of your strategy.
So was the week. News for your digital strategy.
We show you the news that can affect the way your content moves or your digital strategy.
1. Pokemon Go, you have to understand it to know where mobility is going in the near future
The new app that came out last week is causing global problems. Why?
Pokémon Go, is based on cartoons from the nineties. The television show, in turn, was created from video games and tells the adventures of Ash Ketchum to become the best pokémon trainer in the world with his best friend, Pikachu.
Now in the middle of 2016, it revives but as a mobile game.
In that same sense, the Pokémon Go game was adapted for mobile devices and is an augmented reality game, which means that it mixes real-life locations with Pokémon.
That is, it uses the GPS map created from GoogleMaps and requires you to go for a walk in search of the creatures. All this with an internet connection, of course. When the app is opened, it shows if there are any around: then you have to move the screen to search with your mobile for the Pokémon on duty, which appears when you focus on a certain place.
Still don’t understand? See this video:
- People have already downloaded it millions of times, it is the most successful mobile video game in the United States, even beating Candy Crush and it is causing problems, since interacting with the world generates real inconveniences.
- Already a police station in Australia has been forced to inform players to avoid direct entry to capture one of the virtual creatures. Hundreds of players have suffered accidents because they are aware of the game and not the path they travel and a player found a corpse, while looking for one of the Pokémon.
What good information! How does it affect me? Augmented reality is already walking among us, is at hand, and is causing real headaches.
2. Facebook announces that in less than 10 years it will be only video
The Vice President of Facebook for Europe, the Middle East and Africa, Nicola Mendelsohn affirmed in a recent conference, that “in the next ten years, Facebook will be all video and definitely for mobile” and that every year, there is a decrease in written texts on the social network.
“The best way to tell stories in this world, and the channel through which most of the information enters, is through video. With this, much more information is transmitted in less time.”
Added to this is the new Facebook Live service, which allows live video transmission, sharing in real time and streaming in friends ‘ news feeds.
Adjust your digital strategy according to this information that comes directly from the source.
3. Google launches its first application to teach Digital Marketing
At your fingertips, Primer will teach you lessons on Digital Marketing in five minutes.
Once you’ve installed Primer, you’re ready to start taking lessons in advertising, content, metrics, and strategy. Even when you are offline.
The best part is that you learn by doing. Each lesson ends with “next steps” customized for you, which are automatically saved.
In addition, the update is constant since there are new themes every week. So whether you need to start with the basics, or want to explore more advanced topics, Primer can teach you everything simply and clearly. No technicalities and straight to the point.