Social Networks - People, much more than products

 

People's interests are the same. Digital Marketing, Social Networks, and the Internet itself are nothing but a mirror of people's interests and desires. The internet is nothing more than a mirror of society and its behavior.

People have always felt the need to relate. This is not a current reality. It is not something that was born in this generation. Since the dawn of humanity, man has been related to the beings around him in search of knowledge necessary at least for his survival.

Understanding this, or not, can be the limit between success and failure for any company that intends to venture into the universe of social networks.

A big mistake that many companies and even many marketers have made is comparing and treating people like products. The fact that a person is connected to you through a social network does not make him any less human than when he is in front of you looking into your eyes. The way of relating is different, but people's interests are still the same. When it comes to social networks, the most successful Marketing actions are those that least resemble Marketing actions. The focus should always be on people and their interests.

When a customer sees your brand represented on social media, they expect much more than promotional campaigns or content of individual interest. To be successful in your Social Media Marketing actions, you need to develop an exchange relationship with the community that revolves around your brand. It is necessary to establish a relationship of trust, where people feel that they are much more than products to be consumed or even products to be purchased. In social networks everyone should win, after all, this is the true meaning of a community. Do not forget that the internet is nothing more than a mirror of society, with all its fears, traumas, needs, and desires.

The secret to success is not to be self-serving, but to be interesting. After all, these are not just products; we're talking about people.

SEO and Web Analytics - The perfect combination

 

After intense market research, you have chosen a suitable agency to optimize your company's website. He is happy, after all, the reports issued by the agency show that his site is gaining a great positioning on Google and the number of visits is rising significantly. Except that time passes and you start to realize that something is wrong. The reports show that your site is having thousands of monthly visits, your target audience is coming to your site, but they are not buying your product. He realizes that his website is visited a lot, but the website remains sterile when it comes to generating new business. So you examine yourself, "Where did I go wrong?

The answer to this question lies in the simple fact that you organized a party and invited as many people as you could, but you did not prepare the house for the guests. Did not buy drinks, snacks, music, etc.

The result of this party you can imagine. All the guests left without enjoying anything and will still speak badly of their party to everyone as they could.

Being on the first page of Google is something of extreme value, as it means being one of the first options when someone searches for something you have to offer. But one thing that many agencies forget to inform their clients is that Search Engine Optimization is just part of the job. Getting visits to your site is very important, after all this is the reason your site exists, but what do these people do when they enter your site? Is your site ready to receive these visits?

Role and importance of website optimization (SEO)

When you decide to create a website for your company, your initial goal is for people to know your products or services through the website. The only way this can happen is through new visits. For people to know your company it is necessary that they enter the website of your company. But how can a person who has never heard of your company come to your website? SEO goes into this part. More than 90% of Internet users use search engines to find what they want on the internet. Being on the first page of google means being one of the first options when these people search for something that your company offers.

The differential of SEO is in the fact that your website starts to receive visits from people who previously did not know your brand, but are directly interested in the product or service offered by your company. That means quality traffic to your website.

Example: Your company is a florist in São Paulo. After SEO work, your company's website would be one of the first in the search results for Flowers, Floriculture, Floriculture in São Paulo, etc.

In other words ... The role of SEO is to generate quality traffic to your website. Take your target audience to your website.

Role and importance of Web Analytics

Unlike SEO, Web Analytics is not concerned with driving traffic to the site, but rather with improving the experience of each user within the site. The visitor experience within your site is what will really make a difference when making a purchase decision.

Is your website transmitting security and professionalism to your visitors? Are the colors used really the most suitable for your target audience? Can visitors easily navigate your site? Is the information well structured within your pages? How long does each visitor stay within your site? These are just a few questions you should ask if you really want to make the most of your site.

Getting people to find your site on google and click on your site is a small part of the project. What will return on your investment is not just visits, but visits that generate profit through your website.

Web Analytics monitors the behavior of each visitor within your site. Checks if he is having the behavior you want him to have and if necessary, suggests changes in order to achieve the objectives of the site. Whatever the goal you want to achieve with your website; Selling, requesting a quote, hiring your services. A web analytics project is concerned with ensuring that these goals are achieved when a visitor accesses your website.

4 tips to get better results with your website

 

It is interesting to think that if every action provokes a reaction, all my actions must be well planned, or the reaction may not be very pleasant.

When we create a website, we always expect behavior from our visitors. If our website is e-commerce, we expect our visitors to buy our product. If it is a blog, we expect the visitor to comment on our articles. If it is an organizational website that presents our services, we hope that visitors will contact you requesting a quote for the services. That is, regardless of the site, we always expect and desire action from our visitors. To simplify our communication, we will call this desired action “conversion”.

A major flaw that I see mainly in small businesses is the lack of planning when creating your website. Many companies create their sites because the competitor also has them, so to avoid having to invest a lot, the owner's nephew makes the site, put it on the air and that's it… Now we are a 2.0 company.

This kind of thing doesn't work anymore. The online public is increasingly demanding and if we want to get results through our website we need to be more concerned with the experience of those who visit it. We need planned actions.

Thinking about it I wrote these 4 action tips that can help increase the conversion rate on your website.

1 - The target audience needs to identify with your website.

A law firm's website cannot be all red with yellow polka dots. In the same way that a children's party website cannot be all gray and black, you will probably want to work with more cheerful colors.

Always look at your website through the eyes of your target audience. See if you are really respecting the characteristics of those who will visit your site the most.

In addition to colors, you need to be concerned with the language used, geometric shapes, font type, among others

You don't want to put microscopic handwriting on a website for seniors, for example.

2 - Use images to exemplify or complement your content. Images make your site more pleasant and easier to read!

In my land, when someone can't understand something, we ask, Do you want me to draw? Regardless of the intellectual level of your target audience, the perception and assimilation of the content are always easier when it is accompanied by a related image. Not to mention the fact that your site will be much more pleasant if there are beautiful images related to the subject in question.

Thinking about website optimization, this tip can even help to better position your site on Google.

NOTE: be careful not to abuse the images and take the visitor's attention away from what really matters. You don't want your customer to pay more attention to the beautiful images and designs on your website than to the description of your service or product! Abusing this technique can pollute your website.

3 - Bring the visitor closer to the conversion

Imagine a relatively large clothing store, operating in a four-story building. The customer is on the first floor, where the products they need are. When making the payment he does not find the cashier. He then looks to the side and sees no salesperson assist him. After a long walk, he discovers that payment is only possible on the fourth floor of the store.

This cannot happen on your website. Always make the option of converting visible to the visitor.

If the conversion on your site is a quote request, for example, place a direct link to the quote form on all pages. You don't want your potential customer to leave because they can't find the quote page or order form.

4 - Simplify the conversion process as much as possible.

When I go to some sites I get the impression that people complicate things on purpose. You simply want to fill out a contact form on the website, but it is necessary to inform your full address, CPF, RG…

If at that moment information is not extremely necessary, avoid asking the visitor. Forms that are too long can make you lose a customer who has already made a purchase decision.

Always simplify the steps of the conversion process, making it as simple as possible for the user.

Track the result of your actions with a web analytics tool

Web Analytics - ResultsWhen you apply all of these changes to your website it is extremely important to analyze how much you got from each one. One of the most fantastic points of the internet is the possibility that we have to measure almost everything.

If you have decided to increase the font size a little in the content of your site it is important to know what was the impact of this action on the behavior of your visitors

There are currently several web analytics tools available on the market. One tool I recommend is Google Analytics. A free tool, developed by Google, that will surely show things about your website that you never imagined.

That's it. Do an analysis on your website and see what aspects it can still improve. Then feel free to come back here and leave your comment. I will be very happy to hear about your experience.