Customer Success Manager: what is and how CSM works

Understand how Customer Success Manager works and get to know RD’s entire customer service structure: customer support, implementation and success

Customer Success Manager (CSM) is the professional who performs customer service and guides them in the use of the product or service. It’s more common in subscription software (SaaS) companies, which get more results if customers use the software more and better, avoiding cancellations.

According to Lincoln Murphy , one of the biggest references in the world on the topic, Customer Success or Customer Success is “when the customer achieves the expected result through interactions with his company ”. In this way, a CS professional interacts with clients to help them achieve the business results they aspire to.

Applied to the context of DR, the role of the Customer Success Manager (or Success Manager) is to provide customer service and guide them in the development of Digital Marketing strategies, combined with the use of our tool, which aim to generate success and results.

In other words, in addition to important characteristics such as empathy, resilience and genuine concern for the customer, having experience in marketing and communication helps a lot. Knowing that you influence people and help companies grow, develop and sell more fuels Customer Success Manager.

The ideal is to use creativity to draw strategies based on the precepts of Inbound Marketing to build, gear by gear, a sales machine, only possible with the combination of Marketing and Sales.

Is there standard work experience for being a Customer Success Manager?

What is the ideal Customer Success Manager profile? This is definitely not a simple question, and in RD’s Customer Success recruitment, BlueWorld City Islamabad constantly makes you learning, adapting, and testing this profile. In our experience, there is no standard career or work experience for CSMs, an opinion shared by Client Success CEO Dave Blake as well.

Despite the growing number of professionals, the occupation is extremely new, which makes it difficult to find ready professionals in the market. So, in general, most of these profiles are still being formed in companies. In other words, there are opportunities for people from different backgrounds to develop in the area. Customer Support is a profile that you can find, in a way, more ready in the market.

Today we are certain that we have built a very valuable area, with excellent professionals with different profiles and experiences. We have searched the market for the skills necessary to compose our teams and here we provide the necessary basis for these people to develop essential Customer Success competencies — which are part of the next lesson.

The Key Skills of Customer Success Manager

According to research by the Technology Services Industry Association, the leading US association in the field of technology services, there is a trend, within the “skills” category, of 3 key elements: customer service, technology and functional knowledge.

Customer service

Communication, presentation and account management skills. “To act as an advocate for the customer in driving the best market practices and in the evolution of the company’s product or platform. Have exceptional ability to develop relationships”. Here comes empathy, resilience, listening, persuasion and the satisfaction of helping.

Technology

You need to understand the technology from a user’s perspective and help the customer identify best practices for the maximum and best-intended business use of that technology.

In addition, you need to have a deep understanding of the product and talk to customers about the features that are most relevant to their specific needs.

Functional knowledge

Arguably the most complex of the three is functional (or market) knowledge. If it’s critical to connect technology to the customer’s business, then it’s logical to assume that you’ll need to understand some of the finer points of the customer’s business, acting as a consultant to them.

Other Unwanted Skills

These three skills make a lot of sense, constituting the must-have in everyday life and in training. However, there are other elements that are generic skills, but also critical to performing well in our area of ​​CS.

  1. Curiosity, proactivity and aptitude for fast learning: today we work with a high volume of information and at a very fast pace. It takes curiosity and proactivity to go beyond training;
  2. Self-management, dealing with high volume, high pressure and targets: we have a highly dynamic environment. You have to be multitasking, able to adjust priorities on the fly  and have a lot of resilience;
  3. Problem-solving: within the area, it is necessary to anticipate problems and focus on the solution, paying attention to details;
  4. Persuasion: the dynamics of the area require the ability to engage and retain a customer. You must feel comfortable communicating and collaborating with other areas in the best interest of the client. In addition, knowing how to handle objections and give the correct direction is also essential;
  5. Analytical capability: the role of a CSM requires having the ability to look at the data and get good insights, bringing the best indications of decisions to be made and also of opportunities.

The daily life of a Customer Success Manager

The Customer Success Manager, or Success Manager, has a portfolio of customers from different segments and business maturities. He must manage it completely, focusing on its success and, consequently, retention.

Managing a customer base is not that simple. Therefore, there are processes structured according to needs, indicators related to the health of the portfolios and numerous tools to facilitate activities. This mix goes from extensions and versions free for email and calendar online to expert system in customer service.

However, even with the best software on the market, modern telephone system and email + WhatApp at hand, we do not lose proximity to our customers and partners spread across the country. Videoconferences are our partners in this challenge, indispensable for the most important meetings.

Of course, by typing, we solve the demands with the same effectiveness, but seeing the person there in front of us, reacting to each speech, triggers a powerful effect. Never underestimate the power of a wave or smile with customers and partners.

This is the first step towards the famous Disney effect. I’m sure you won’t forget the little eared mouse, the princesses with their songs and the magic that has been with you since childhood.

Customer Success Manager does Customer Service!

Customer Service (customer service, in literal translation) is the entire structure of a company that works directly on solving customer problems with the product/service, to ensure their satisfaction and loyalty. As it directly impacts customer recurrence, it is considered an extremely strategic area, receiving more attention and investments every day.

For this post, we invite professionals who work daily in the Customer Service areas of Resultados Digitais to share how our entire customer service structure works.

Starting with Agatha Sell, sharing the routine of our customer support area.

The RD Support area

Support is the area that assists customers in using or maintaining the product or service. Its expertise is service and technical knowledge, being able to support the solution of doubts, difficulties or suggestions for improvement.

It has a wide field of vision of these themes, as it is the support point of the clients. In addition, it is in contact with the Product area, which carries out the development of platforms in its areas of specialization.

Support at RD – the Heroes, as we proudly and affectionately call it here – is part of the CS (Customer Success) area. What we take most seriously around here is the quality of care: whenever we have to choose between volume or quality, we favor the second option.

Our service channels

Support is structured based on customer needs. As people are currently more interested in a quick resolution, our chat team is the one with the most agents to provide an agile and assertive experience.

We also have an email service channel, where our agents investigate cases in greater depth. The customer can contact us in whatever way he feels most comfortable.

We have a Level 2 Support team for more complex and telephone cases, the Teleheroes, to forward processes within RD.

In addition, we have a Help Center with over 700 articles in Portuguese – some articles in Spanish and English are also available. We manage and nurture it as new functionality becomes available, and update it as needed.

We recently created a forum where our customers can interact with each other to discuss solutions.

The importance of the Support area

Support is the team that is available to the customer throughout their journey within RD Station Marketing. The team’s differential starts with the selection process of candidates for the vacancy.

It doesn’t necessarily have to be someone who already has the technical knowledge, as this can be learned from our start-up and follow-up training. The important thing is the soft skills, that is: having a cultural fit and alignment with the values ​​of the RD Culture Code.

The unity of our team is what makes us so strong and motivated to work on the difficulties of daily life. Even though we have individual goals, we help each other whenever needed, we are a very cohesive and good-natured group. We understand the importance of being together, whether at parties, in moments of transition or disagreement.

Speaking from my personal experience, we are all multi-channel, but we have priorities according to our profile. So, I spend 5 hours a day in chat and the rest in email calls. I find this format interesting because it causes more empathy between agents from different channels and we have experience in both. After all, each one has its peculiarities.

I recently did training for the new Heroes and I told them that what I find most amazing about training is the learning cycle. That day they were learning. However, in a few months, they are the ones who will be sharing their technical knowledge with the new agents.

Daily life in Support

Our goal is to understand the customer’s needs. We understand that he wants to be served in an assertive, agile, respectful and cordial way. So, our routine is based on meeting this expectation.

Our priority is the services, but we have other complementary activities such as:

– Training:  the team’s agents with more time on the job offer training to the youngest; or agents who are specialists in a specific area provide training to those in need;

– Pitch-bulks:  presentations to colleagues on the most recurrent themes to review the main points that need to be addressed in the assistance;

– Central Heroes:  internal knowledge center where we share what we have learned from investigations that are not so recurrent;

– Weekly:  weekly alignment meetings;

– Categorization of appointments: we classify our appointments by theme to generate statistics on the topics that appear the most;

– Shadow: When a new agent joins the team, he has a “shadow”, which is the person who assists him in internal processes and initial care.

Our Challenges and Rewards

The bar here is high and it is certainly not an easy task to work daily with customer service, even more helping to solve problems. We have contact with different types of audiences (people who work in the company’s marketing, developers, etc.) and with different levels of digital maturity. We need to have the resilience to resolve difficulties and adapt to each language.

There are times when we are faced with a demand from customers beyond what was expected. However, in these cases, we are advised to choose the quality of service and not the volume of customers served. And the team management is following this variation for the possible hiring of new Heroes.

But there are also great rewards! For example, seeing that we are one of the main points of contact with customers and noticing that we help them on a daily basis. In addition, we are part of the group that makes the small and medium-sized Digital Marketing market grow and consolidate. And, I could not fail to add, it is very gratifying to see your team developing, reaching its individual and group goals.

We believe that, today, we are able to provide an agile, assertive and quality service to our customers. However, we are aware of the need for continuous improvement on all these fronts.

As we talk to customers on a daily basis, we are able to capture their suggestions for improvement and send them to the teams responsible for the features – so that they can be analyzed and, if feasible, included in the roadmap.

One of our most inspiring examples is our dear client Thelma, who convinced her boss to stick with her plan with RD by showing the value of our platform and because she loves our Support too much.

Now get to know a little about our Implementation area, by Adriana Balbino .

How the Implementation area in Customer Service works

What a delicious mix of anxiety and happiness! I just acquired the system I’ve been dreaming about for months… After researching, analyzing the proposals, saving money to get my project off the ground, here I am, ready  to access this wonder for the first time! Okay, but now I want to know, where do I start?

Did you identify with this scene? Well, me too! I’m sure you’ve been through this, whether it’s hiring a service, buying a product, arriving somewhere you’ve never been before…

Anxiety and excitement were taking over until you logged into the system, opened the product box, or arrived at the location you wanted. What came next? In my case, in all scenarios, the feeling of “cool, now what do I do? How do I do? Where do I find answers?”

That’s why I never do without instruction manuals, the services of “Didn’t find what you were looking for? Click here” , tourist guide with images listing and explaining why to visit each point.

In the world of SaaS (Software as a Service) companies, where Resultados Digitais is inserted, this process is known as onboarding. Here at RD, for onboarding, we have the Implementation team – which guides customers in their first steps with RD Station Marketing.

You may be wondering why someone needs implementation if you’ve read all the emails André Siqueira sent after downloading some of our materials or followed the entire step-by-step process when you accessed RD Station Marketing for the first time.

Come with me and I’ll tell you everything!

Click “begin”

The CS (Customer Success) core of Resultados Digitais encompasses several areas, including Implementation, which I am proud to be part of!

The area has two teams of implementers that serve each new RD Station Marketing customer. Also, in some cases, people who already used RD Station in another company, hire RD for the new company they are in and come back for another implementation.

Did you find it weird or did you think that “if someone already knows how to work with RD Station Marketing, it doesn’t need implementation?” I’ll explain later why implementation remains important even in this scenario.

Let’s get back to the delicious mix of anxiety and happiness you’re feeling when you hire RD Station Marketing. After all, it’s not just a platform, it’s your chance to: sell more, have your brand recognized in the market, kick-start Digital Marketing, capture all your contacts and be able to find them in one place!

You didn’t just hire RD Station Marketing, you hired the means to achieve everything you want!  So you log into your account for the first time and… Well, you want to do everything you can for yesterday, perhaps not knowing exactly where to start. And at that time, from the delicious mixture of anxiety and happiness, you start to have the delicious mixture of happiness, hurry and need for answers.

What happens then?

Perfect, it’s scheduled

The Sales team already said that someone would call you to schedule your first implementation meeting. The cell phone rings and you receive the long-awaited call. The Account Manager, responsible for implementing RD Station Marketing with you and your company, introduces himself and you set up your first meeting via videoconference…. Okay, your implementation has just started!

From the moment the customer signs the contract until the call to schedule the first implementation meeting, the Account Manager has already been informed of how the sales process took place, who will be the person or people who will participate in the meetings and who the company is . As a good practice, it consulted its website, opened the agenda and identified the closest day and time for the meeting to take place as soon as possible.

Also because this moment is very similar to buying a car or a new cell phone. You have the key in your hand and the car is in the garage, you can’t wait to put it on the road; or take your cell phone out of the box and start exploring everything it can offer you. What prevents you from starting the car, making your first call and, if so, creating your first pop-up? Nothing! But a little help is always good, isn’t it?

Your company has just gained a partner!

Now that you know that Resultados Digitais has an Implementation area, that the Account Manager has already scheduled the first meeting and that you are accessing RD Station Marketing daily to achieve your goals, I will tell you a little more about this area and the day to day of the professional who belongs to it.

If my mother or someone in my family asks me what I do, I always ask:

Do you know when you opened your email for the first time and asked me for help writing the message? Or when you changed your cell phone and said you didn’t know how to handle anything else and I helped you find what you needed? Didn’t you need my help a few times until you felt safe to do the same thing every day by yourself? So that’s what I do as an Implementation Manager!

The Implementation area has the role of understanding the customer’s goals with RD Station Marketing: how is the customer’s company’s current sales process, how he imagines that the platform will help him achieve his goals, what are the biggest difficulties he has.

In the first meeting with the client I always say:

You’ve hired an implementation and it’s not a closed box where I’ll just tell you where to click. I’m asking you all these questions because they will define how your implementation will be. I will be part of your business, together we will design a strategy that makes sense to you and from it I will show you how to put it into practice in RD Station Marketing.

Scenario Mapping

The Implementation area is the first contact that the client will have with Resultados Digitais and RD Station Marketing, simultaneously. This moment is magical, unique and extremely surprising for both sides.

There are customers who already knew the platform, there are others who expected the Account Manager to just say where to click, there are those who did not expect to draw their first Digital Marketing strategy in the first meeting and others who never fired a single Email Marketing.

For all of them, there is an Account Manager ready to provide the best experience possible, prepared to listen and turn every word into action within RD Station Marketing.

The Implementation area at Digital Results is a bridge with all other areas of the company.

We are the next step in the Sales area before the customer is feeling secure and ready to talk about long-term strategies with their Success Manager. We are responsible for understanding how the customer is using the platform and communicating to the Product area about this usability, as well as knowing firsthand about a new tool that will be launched. After all, we will have to help the customer understand it.

We Represent the client within the results of Digital Results and we are the Digital Results in the customer’s company.

Reaping the results

How and why did I end up on the Implementation team? I have a degree in Advertising and Propaganda with an emphasis on Marketing, that is, a communicator. Needless to say, how much I enjoy communicating with people, right? But that’s not all: I found myself working in technology companies and saw that I didn’t need a degree in Computer Science or anything like that to work in the field.

I have always been systematic, organized, willing to help people and willing to listen to them. I discovered that these were fundamental qualities to work in the Implementation area.

The world of technology is constantly changing, an excellent opportunity for the curious – like me – who seek to learn something new daily. In the Digital Results Implementation team, we are true project managers. It is essential that we are organized and have the ability to manage multiple clients simultaneously. We need to help people and be motivated to solve problems, looking for answers outside the box.

For all that, the Implementation area brought together the best of me. Enjoy following processes and be able to customize and innovate with each implementation. Enjoy talking to people and know how to listen to them to design the best solution together with RD Station Marketing. Knowing how to follow the scheduled appointments and being able to make the schedule more flexible according to the client’s needs. Wanting to learn something new daily with resilience for when a new challenge arises.

Customer Feedback

And seeing this reflected in the results of the clients makes me proud to be part of their implementation moment. See two customer feedbacks that made me very happy, and are part of the reward for my work:

Estêvão Soares: “The coolest thing about onboarding was that Adriana went beyond the basics and brought strategies and didn’t just bother to show details of the tool that she knew I could learn on my own.”

Diego Costa, who had used RD Station before and said at the first implementation meeting: “Very cool Adriana, sorry to cut you, I thought this implementation would be, Diego, the tool has A, B, C, D… But no , and your implementation milestone is really cool, I wasn’t even prepared for all of this, I thought it would just be a brief explanation about the tool, I was bored before I even started because hey, how to use the tool basically I know, I’m very happy!”

Upon seeing and listening to each of these words, I am sure of the differential in the implementation of Resultados Digitais and that I did a great job with the client, who will now continue to be monitored by the Success Manager.

The Customer Success area

Every company that offers a product or service wants its customers to succeed. Imagine, now, an entire sector of a company dedicated exclusively to customers, with specialists focused on delivering more and more results. And all this based on a solid and growing service methodology around the world.

Did you imagine?

So, you envisioned the Customer Success area, also known as Customer Success! The main responsible for delivering a good experience with a focus on results to the most valuable part of any company: the customer.

Through personalization in service and with the proposal to guide the consumer to the desired result, this area of ​​expertise was on a LinkedIn list as one of the 10 most promising professions of 2019 in the United States.

The Customer Success area in RD

At Digital Results, this is the company’s largest area. Divided between serving partner agencies and direct clients, our Customer Success team has more than 150 professionals. All are dedicated to the successful delivery of each interaction, 89 of which are aimed at serving direct customers.

With a focus on customer retention and revenue expansion, we are the link between the consumer and our platform. Or, as we say here, “we are non-participating partners”. Plus, we’re certified by the Winning by Design methodology, so we deliver impact!

For direct clients, we have 6 teams made up of Success Managers, the professionals responsible for managing a portfolio that contains, on average, 125 companies. In addition to a system for managing clients, we have team rituals for monitoring metrics, such as Kanban, and our decisions are based on data (data-driven ).

And in practice, what does a Customer Success Manager do?

I’m one of RD’s Success Managers and I’m going to tell you about my daily life here. To manage a customer base and carry out my daily tasks, I need organization. And for that, I have a well-structured schedule.

Reserving time for every action in my day to day is essential. Holding meetings with clients, managing the email inbox, analyzing client information and planning my schedule for the following week are the main points of this organization.

See an example of my schedule on a normal day:

9:00 – I start my day around 9 am, preparing for my first meeting of the day;

9:30 / 10:30 – Online meeting with client addressing strategies and reviews of recent contacts, designing the next steps with RD Station Marketing ;

10:30 / 10:40 – Filling in the meeting information in a customer management tool;

10:40 / 11:00 – Preparation for the next meeting, diagnosis and data analysis;

11:00 / 12:00 – Second client meeting of the day;

12:00 / 13:00 – Lunch Time;

13:00 / 14:00 – Carrying out team rituals such as Kanban, general team meetings to monitor the main individual, team and area metrics.

14:00 / 14:30 – Preparation for the third meeting with clients of the day;

14:30 / 15:30 – Third meeting with the client of the day;

15:30 / 16:00 – Filling in the meeting information in a customer management tool;

16:00 / 17:30 – Contact by phone and emails to clients to schedule the next meetings, planning the following week;

17:30 / 18:30 – Time to answer customer emails, internal emails and organize the inbox;

18:30 / 18:45 –  End of the day.

Arranging the routine

Despite having an organized schedule, not all my days are the same. Each of them contains a different challenge and the demands that arise change the order of some tasks. After all, the fact that we have pre-determined times in the agenda is not intended to freeze the operation.

In fact, the idea is to have greater control in order to be flexible and adapt what is necessary within the routine.

The main task – which demands greater commitment, quality and attention – is to hold meetings with clients. Each contact is fundamental and allows me to study different business models, diversified strategies, tips and market numbers for each company I interact with. My goal is to put RD Station Marketing in every consumer’s routine.

It is a great responsibility to actively participate in each company’s Digital Marketing strategies and use of RD Station Marketing. After all, their result is our result.

The growth of our customers impacts the generation of jobs, evolution and development of markets in different segments throughout Brazil. In fact, in the world, as we have customers in more than 20 countries and we continue to grow.

Customers who use RD Station Marketing in their routine, with the support of meetings with a Success Manager, have a great opportunity to apply our Growth Machine methodology and grow exponentially as our main success cases.

Area challenges and rewards

Our Customer Success area works to educate and develop the market while evolving our own customer base. We do this by generating the content, benchmarking and applying our methodology so that all consumers have an appropriate experience, with recurring results.

I’ve served more than 200 clients from many different segments, such as e-commerce, real estate, gyms, franchises, schools and software companies for everything you can imagine.

In addition to the opportunity to apply my knowledge and learn more and more, as a Success Manager, I have the opportunity to meet many amazing people from different companies. Each one of them has its profile, form of communication and speed of evolution. This makes my communication skills improve every day and allows me to have fantastic customer service experiences.

Customer success is not just about satisfaction, it’s about results. Each new customer that is received by our area has a new journey where everyone involved has the same objective.

Always seeking to evolve best practices and applying our methodology, the Customer Success team continues to grow and impact more and more customers.

Results Digitais partner agencies also “join the game”, which is why we also have a dedicated Customer Service structure for them. Let’s meet Camila Nunes ?

How RD’s CS Partners area works

The CS for Partners area is quite complex, the service is dedicated to marketing agencies that join the RD Partnership Program. We have three areas that work in supporting partners: Implementation Success, Partner Success and Farmers – the latter is part of the core of the sales, so I won’t go into detail in this post.

For an agency to become a partner, it is necessary to fulfill some requirements, such as having a portfolio of recurring clients and selling the Inbound Marketing strategy. The program offers a number of benefits, in addition to commissioning for new sales of the RD Station tool.

It is a very important area for the business strategy of Resultados Digitais, as it is a scalable way for us to reach more markets and segments.

Implementation

When an agency becomes a partner, it goes through an implementation, known here as Engage. It is training for the partner to achieve results with Inbound Marketing for its customers.

This consultancy consists of 7 meetings, where we deal with the strategy of a specific client. Ideally, the partner agency is ready to replicate the strategy with other clients.

Those responsible for this implementation are the ISMs or Implementation Managers. The team is small, but the responsibility is big: in 6 months, partners need to be certified and able to deliver concrete results with the strategy.

Now it’s up to the Success Managers

After Engage, the partners move on to the PCSs service, a team of which I am a very proud part! Each PCS, or Success Manager, serves a portfolio of around 50 partners that, together, add up to an average of 250 accounts.

Our goal is to ensure that partners are able to continue delivering results for their clients and also scale the agency’s business.

Here the team is bigger: we have two teams totaling 16 managers. The demand is great, as we deal with different sizes of agencies and each one has its peculiarities. We serve agencies with 1-person teams up to gigantic teams; that provide complete inbound services to those that only provide consultancy.

Work routine

I started writing about the CSS routine and realized that we don’t have one. I mean, we even have it, but never a day is the same, and this is our rhythm. Our goals, very well defined by our Operations team, are the guide for us to manage our activities. The main ones are as follows:

  • We carry out strategic monitoring of our partners’ customers, constantly analyzing the results achieved;
  • We hold monthly meetings with partners and together define an action plan to optimize deliveries;
  • We intermediate different situations involving other areas;
  • We participate in training, internal meetings and actions for technical and personal development.

All of this is always focused on offering a better experience to our partners and guaranteeing the delivery of results for our clients.

This self-management of activities is possible because the team is very mature and co-participant: we are always asking questions and exchanging experiences. The atmosphere is relaxed, which is great for smoothing out the days with many demands – always in line with RD’s Culture Code.

Resilience

This word has already become a cliché, but it is the one that best defines the profile of those who work as CS. We are resilient and we are able to undergo constant change. Whether in the operation, goals, team, management and also because of the different profiles of agencies with which we are in contact on a daily basis.

I could make a big list of the structure changes I’ve lived in these 2 and a half years as CS, and multiple partner profiles that I’ve managed here at RD. We are pioneers in CS service in Brazil. However, we are aware that there is a long way to go in the SaaS market. And, to evolve, more changes will come and we will always adapt.

Worth it?

The CS area for channels is extremely new and, as I mentioned, the certainty is that we will evolve. This scenario of constant change and multitasking seems a bit chaotic and stressful. However, it is motivating when we manage to empower our partners with strategic knowledge to replicate the results in the market in which they operate. It’s worth the challenge that drives us and we still learn a lot – something new every day!

But the main thing is the real impact our work can have on people’s lives, dreams, businesses and the gratitude we receive! I have separated two statements from partners about the service provided by colleagues here on the team, they were taken from the satisfaction survey that we sent after the meetings:

“We’ve already had good CSs working with Salsa , like Schirle  Fraga or Rafael, who were great with us. Likewise, the contact and partnership we have developed with Isabela has been excellent. (…) Furthermore, she has not only been monitoring the bills, but also resolving all the other requests that we ended up passing on to her, always being fast, efficient and attentive.”  Cauê, Salsa Agency

“Felipe is very helpful whenever we need him. We end up discussing several points to reach a common denominator, both to meet the demands of our clients and to help the agency in this turbulent day-to-day that we have. Felipe demonstrates a lot of knowledge and manages to convey this clearly and always with great sincerity and openness.”  Gisele, Job Content Agency 

A Final Testimony

I separated a statement from partner Maurício, from Tribo agency, about the importance of the CS area for his business. He also talks about how the manager Cristian, a fellow member of the team, is able to help him:

For me, CS is fundamental in the relationship and engagement between companies. I can use as an example Cristian Ross’ service, my CS within RD. In addition to helping me with the quality of delivery to my customers, he can customize actions and service for each one. As he brings the experience of other accounts, he is able to see some problems I may be facing and is able to apply – and help me apply – the best actions so that this customer is satisfied. With that, he manages to generate empathy and we manage to accelerate the results.

This vision and personalization makes me and helps me to retain current customers and opens many paths for new ones. I get a lot more ideas and arguments with new customers because we’re applying different things all the time to current customers. For me, this personalized service has helped me to reach levels at the agency that I thought would take a lot longer. Today, my satisfaction with RD has 100% to do with Cristian’s impeccable work!

 

Personal broker: what is your role in the real estate market?

The real estate profession has many characteristics. One of them is the ability to adapt to new developments in the real estate market, making it always very relevant for people interested in real estate. One of the novelties that has been drawing the attention of these professionals is the concept of “personal broker”.

https://www.lopes.com.br/blog/wp-content/uploads/2018/11/Personal-broker-qual-sua-funcao-no-mercado-imobiliario.jpg

It is a variation of the performance of the traditional real estate broker, with the objective of serving clients with high purchasing power and who demand great efficiency in negotiations.

So that you can understand what this topic is about, we have prepared a complete article on the subject. Read through to the end and discover every detail about the role of the personal broker in the real estate market.

Personal broker: a professional who sells luxury

It is important to clarify that the personal broker operates in an extremely restricted market: luxury real estate. Therefore, to start and work in this segment, it is important to know what a high-end property is.

Luxury properties have some characteristics, we will list them below.

Good neighborhood

A luxury property needs to be surrounded by properties of the same standard like Lahore Smart City Therefore, a large house in a middle-class neighborhood, no matter how spacious and luxurious, may not attract the attention of an investor who hires a personal broker.

This type of customer places a lot of value on the neighborhood, demanding that their property be surrounded by residents of the same social class. It is an understanding of status.

Location

A high-standard property has a good location.  It is no secret to any realtor that this characteristic influences the value of properties. Just check the neighborhoods that have the most expensive square meter to understand this concept. Generally, these neighborhoods have excellent infrastructure, in addition to architectural projects that make the residents’ experience more pleasant.

Privacy

A client looking for a personal broker requires privacy during the entire negotiation. This feature is also required for the property that will be sold.

Therefore, aspects such as the description of professionals working in the condominium, the interaction between neighbors and the possibility of outsiders having access to what happens inside the properties must be evaluated.

Property project

The properties must have projects signed by talented and recognized architects in the market. The decoration must follow logic. The ideal is to work with professionals who have already presented their projects at events such as Casa Cor, for example. The investor in luxury real estate values ​​spacious, technological and beautiful environments.

 

Luxury property as a financial investment

Any broker understands that buying a property is equivalent to investment. However, the personal broker needs to master information about the real estate market.

This is necessary because your client doesn’t just want a house to live in with his family, he wants a property that adds value to his equity. This public already has professionals who do their financial analysis and give investment tips, therefore, the personal broker must be a specialist in the real estate market that will add strength to other people.

Therefore, this broker must know basic aspects about investments in high-end properties, such as:

Appreciation above average

Luxury properties tend to have a higher appreciation than properties with a lower value. This is because they operate in a restricted market, which reduces the offer of this type of product.

In addition, these properties use top-notch materials in their finishing, in many cases imported, and this also adds value to the property.

Added to these characteristics is the fact that the location and size of properties act as an engine that drives the gain in value, as these properties and land are of interest to different segments of the public, from construction companies, governments and other clients with great purchasing power.

In addition, passive income generated by luxury real estate can be an excellent source of income because some people prefer to pay large rents, living in high-end property, than buy one.

A personal broker must know all these facts about the market in which they want to operate and be aware of the changes that occur.

 

Characteristics of a personal broker

In addition to in-depth knowledge of the real estate market, which can only be achieved after a few years of experience, other qualities are expected from a personal broker, for example:

Efficient network of contacts

One way to win good deals for your customers is to have contacts in different areas, as this can help you solve customer problems, such as presenting a list of talented decorators, companies that can do renovations, and so on.

In addition, the network of contacts is essential to gain new customers. One tip is to follow the social columns in your city to begin to understand the habits of people who buy luxury real estate.

True appreciation for refinement

It is no crime for a realtor to think that the needs of the wealthier public are futile, however, it does mean that this realtor is not ready to act as a personal broker.

A personal broker must like to talk — and study — about this luxury market, they need to understand how valid the demands of their customer are.

Appreciation for your image

A personal broker works with your image. This means that these professionals must be careful with the way they present themselves, wearing well-cut clothes that are appropriate for the events they participate in. 

However, the main point that deserves your attention is its credibility. As it is a very restricted market, the personal broker cannot disappoint a client, as this can seriously damage their image.

Financial planning

Despite closing deals with high values, this professional’s commission is not usually above 2% of the sale price. Besides, it’s not every day you sell a mansion, is it?

Therefore, the personal broker needs to be careful with your personal finances so as not to pay to work.

Respect for the time of the client and his advisors

One of the reasons that makes a person look for a personal broker is not having the time (and not the will) to visit real estate. Therefore, this client outsources the task to this broker. Normally, the personal broker will only talk to secretaries and advisors, so visits need to be objective.

Focus on personalization

All this objectivity must result in the customization of the business. Therefore, the personal broker has to devote time to listening and understanding the investor’s needs.

As we saw in this article, the personal broker is a segmented version of real estate brokerage. It is a new way of operating in the market and should be evaluated by professionals who identify with the luxury market.

If you liked this article about personal broker, share it with your broker friends. Are they aware of this news?

 

Sales metrics: types, importance and main one’s for you to follow

Having well-defined sales metrics and constantly monitoring them is essential to know if your commercial area is healthy or not

Will we hit our goals for the month? Are my salespeople performing at their peak? Are they happy with the work? Where to invest training efforts?

Questions like these are common among sales leaders, especially those in Inbound Sales. And did you know that many of them can be answered by tracking the right sales metrics?

Having well-defined sales metrics and constantly monitoring them is essential to know if your sales area is healthy or not.

Then another question arises: what to measure? After all, measuring too little you don’t have answers, but measuring too much can end up spending more time creating reports than selling.

It was with this in mind that we created this article. In it, you’ll learn why sales metrics are important, which types exist, and which types cannot be left out of your monitoring.

Why Track Sales Metrics?

In the past, selling was very simple and was based only on the 3 S:

  • Selection: attracting and recruiting salespeople who had a high-performance potential;
  • Strategy: help these sellers draw ingenious plans for each of the accounts;
  • Skills: teach salespeople to put the necessary skills into practice efficiently.

Finding good people to build a sales team has become an increasingly sought-after role while devising a good strategy and having the right skills has become more sophisticated and complex in recent years.

Thus, although these 3 points are still valid as predictive factors for success, sales teams that work only with these points have lost market share.

In this scenario, sales managers, seeking to remain competitive, begin to look for other factors to be the pillars of their teams, at which time other 3 factors start to guide sales success, the 3 M:

  • Management: especially in relation to first-level management, represented by coordinators and supervisors;
  • Metrics: are raw, atomic and simple composition measures. Measures that go beyond business results and traditional activity measurements;
  • Methodology:  working with a systematic and disciplined approach that allows you to scale your team sustainably.

To keep to the main theme of this article, let’s just focus on the sales metrics part. Their role is apparently simple and clear: they make it possible to understand and improve the performance of the sales force.

How to build a sales dashboard?

In the book cracking the Sales Management Code, authors Jason Jordan and Michelle Vazzana conducted a survey that identified no less than 306 sales metrics that are used by managers and proposes a very valid reflection on how to build a sales dashboard.

Some of these reflections that serve as a war plan for the sales operation are:

  • What does it take to get the right metrics?
  • How to select them?
  • How to test them?
  • How to use them to manage a high performance sales team?

You must always keep in mind the focus on the main functions of a sales dashboard, such as identifying trends (good or bad) and directing actions to the field, since it is easy to get lost in the midst of so many metrics and thus direct the team to the wrong strategy.

The multiplication of tools and the availability of data makes any report seem cool, insightful and, of course, the secret ingredient of sales alchemy. However, having a vision of an action is not the same as having control over it.

Control over the actions of the sales force is, in most cases, the ingredient that sales leaders are lacking—not the vision. The challenge in the future is probably more related to the excess of data than the lack of it.

What types of sales metrics are there?

So the following question arises: how to build a sales dashboard that clearly demonstrates what actions will drive the sales team to achieve their goals?

The basic question we need to ask when the goal is to build a sales dashboard that serves as an action indicator for the sales team is: how manageable are the numbers arranged in the “war room”?

From this it is possible to separate the sales metrics into 3 groups, according to the book by Jason Jordan and Michelle Vazzana that Blue World City mentioned earlier.

1. Business results in metrics

These are the outputs of multiple objectives, which are influenced by operational activities.

They present the result of what the organization does and are at such a high level that they suffer from influences from other areas of the company and even from outside.

In general, metrics related to business results serve to assess the overall health of the organization.

Examples of these metrics are:

  • Revenue growth;
  • Clients satisfaction;
  • Gross profit.

2. Sales target metrics

Between business results and operational activities are the metrics that serve as intermediaries between one point and another.

These metrics are like the compass for sales actions, ensuring they are being directed in the right direction for business results to be realized.

Examples of these metrics are:

  • New customers acquired;
  • Customer retention.

3. Sales Activity Metrics

They are metrics used to quantify and track the daily actions of managers and sellers.

It is from them that the main results are generated and, therefore, the only numbers in the entire sales dashboard that can be managed based on the effort applied to its evolution.

Examples of these metrics are:

  • Number of calls per seller;
  • Percentage of salespeople using CRM.
  • The value used in training.

From this initial view of managing sales metrics, it is possible to explore in depth each of the proposed groupings.

It is important to emphasize that, in case of doubts about which group belongs to a certain metric, it is necessary to investigate its real nature and its measurement intention.

In the case of sales by salesperson, for example, the number of sales serves only as a numerator to assess the success of salespeople or the ratio between them and sales.

Therefore, this metric is a business result, which should and can be influenced by a sales objective, increased efficiency in the sales process itself and which can be managed through one or more activities such as hours spent by managers in pipeline review.

Theoretically, with an increase in activity, we will have an improvement in efficiency, which will lead to the achievement of a better business result.

It is noteworthy that it is the set of evolution in operational metrics (sales activities) that will be responsible for the final impact on organizational results.

Do not know where to start? Learn about the top 7 sales metrics

Although each company has specific indicators, there are some sales metrics that cannot be left out, especially in Inside Sales. Are they:

1. Number of sales per seller

It is important to track sales by seller on a day-to-day basis. For this, it is useful to have a dashboard with the name of each salesperson and, besides, the sales made. It must be updated in real time and visible to everyone.

This metric is important because it gives the manager a quick view of who is on the road to reaching the goal and who may be in need of help. It also helps salespeople to know how their own performance compares with that of their peers.

The number of sales per seller can be measured weekly or monthly. Longer-term goals than this can undermine team motivation.

2. Average sales cycle and by salesperson

Do you know how long it takes your business to turn a Lead into a customer?

Keeping an eye on this number helps you understand which salesperson is taking a long time to close, which can hurt the company. A short sales cycle, on the other hand, impacts cash flow, increasing the team’s sales.

But beware: shortening the sales cycle too much can raise expectations that the company will fail to deliver, as well as bringing in less-than-ideal customers—those who are dissatisfied with the product or service and cancel shortly thereafter.

3. Conversion rates

Knowing bottlenecks and being able to work to improve them are the main benefits of knowing your sales funnel’s conversion rates. With these metrics, you know what percentage of contacts moved to the next phase, out of total Leads in that step.

If, for example, between the connection and evaluation phases, you have 35% conversion, this means that you can improve that conversion a lot.

4. Reasons for customer loss

As a potential customer moves up the sales funnel, it consumes more company resources. Seller hours, for example. Therefore, losing it at the bottom of the funnel is more expensive than at the top.

That’s why it’s important to know why your company is losing potential customers to work on these bottlenecks once again. Is it because of the price? Is it because of the competition? With this metric, you answer these questions.

5. Revenue per seller

This is the most important sales metric, and it helps you understand how much value your salespeople are bringing to the company each month.

But be careful: this metric tells you where the problem lies if the revenue target isn’t met. However, to understand the reason, it is necessary to investigate further.

6. Average ticket per seller

The average ticket per salesperson is calculated by dividing the revenue generated by the salesperson by the number of sales made.

There are sellers who are good at closing deals faster, and with lower values, and others with longer sales cycles, but which cost more. Therefore, it is important to know the profile of sellers. Thus, it is possible to direct the accounts to the right sellers.

7. Ramping time of new sellers

In sales teams that use Inbound Sales as a methodology, it is important to have a well-documented and structured sales process. This makes training new salespeople easier. And for the business to be predictable, it’s important to look at the time it takes these new salespeople to hit targets—the ramp-up time.

Based on this metric, it is possible to know the pace of growth of the team and when it will be necessary to make new hires.

If the idea is to increase sales by 20% in 6 months, for example, and salespeople take 4 months to ramp up, in 2 months it will be necessary to have 2 salespeople hired, so that within 6 months they are delivering the desired sales.

Tracking these and other sales metrics is easier using a Customer Relationship Management (CRM) tool such as RD Station CRM, which allows you to view salespeople’s performance in real-time. With it, you can track the performance of the team and each salesperson with visual and easy-to-interpret reports.

 

11 quick Digital Marketing actions for you to apply as soon as possible

The year is not over yet and it is not too late for you to do some Digital Marketing actions. Check out what you can do today to generate some results, starting right after reading this post by Blue World City.

The end of the year is usually a time for hindsight. Review how the planning was carried out, find where there were mistakes and successes and take these experiences to the next year.

However, despite the fact that December is, for many companies, a month to spend much more time analyzing the year’s results and planning the next steps than executing actions, it is good to remember that this is not a month to stand still.

That’s why we’ve gathered in this post 11 quick Digital Marketing tips for you to apply in the short term. These are simple and effective tips that you can start using right after reading this post.

In summary, the 11 digital marketing actions are:

  1. Convert your audience’s email
  2. create an infographic
  3. Make your first ad on Facebook
  4. perform a live
  5. Create dynamic ads
  6. Promote AB Tests on Facebook Ads
  7. Adjust pages with high bounce rate
  8. Do research with customers after negotiation
  9. Listen more to the sales team
  10. train your team
  11. Evaluate your actions

Come on!

Content Marketing, by Vitor Peçanha

About Content Marketing, we spoke with Vitor Peçanha, co-founder of Rock Content.

specialists-victor-pecana

1. If you already have an audience and don’t convert it to email, start converting it as soon as possible

Put newsletter capture forms on the sidebar; test the damned but super-efficient and super broken pop-ups; start generating your email base, your subscriber list, and your own audience and work it by email.

For this, nothing better than creating nutrition streams within RD Station Marketing. With that, you can get a quick result.

2. Create an infographic on a topic related to your market

From a content point of view, if you are just starting out and want to have a quick win – remembering that this quick win has to be maintained later – at this point I would suggest you choose a theme that has a lot to do with your market and make one very cool infographic and give it a good publicity.

This will generate a good audience for you. It’s a peak, it’s not sustainable, but it’s the first step.

Facebook, by Camila Porto

About Facebook, we spoke with Camila Porto, one of the country’s leading experts in marketing on the largest social network in the world.

experts-camila-port

3. Create your first ad

See how it works and what kind of results you can generate with it, what it can do, how much it can spread your message. I think this is something that many people are afraid to invest in.

Create your first Facebook ad there, make a campaign the way you think is cool, put your first 10 reais there, see how it works and start identifying what opportunities you can bring to your business, so you can see the feeling that it is to make a campaign of your own and start running it.

Because it’s amazing how many people don’t know it’s possible to create Facebook ads, and even more so the fact that people don’t know how to create them.

4. Make a live on Facebook

It’s a little quick win you can have to see how the tool works. Today it is one of the tools that generate more engagement on Facebook.

So if you have a Facebook page, this is something I would suggest you do quickly. Next week – set a deadline for it – make your first live, go interact with your audience using this format. I believe that if you do it, you will become addicted and you will want to do it all the time like I do.

Paid Media, by Fábio Prado Lima

About Paid Media, we spoke with Fábio Prado Lima, founder and director of AdResults.

specialists-fabio-prado-lima

5. Create dynamic ads

Make use of dynamic ads, which Facebook called DPA (Dynamic Product Ads), and now just calls DA (Dynamic Ads). It is a dynamic ad from Facebook itself.

You go up the list of products from your e-commerce there. Obviously, there are some important settings to be done, but then you have a thousand products on your site.

Each person accesses different combinations of products on their website, so Facebook itself takes the products that the person visited and shows those products there in a dynamic ad, on a carousel.

It brings dynamism, it brings scale to the display of ads and, thinking of people in the funnel, that’s really cool. These are people who are more heated up for conversion because they have already accessed the site, they have already seen the product.

6. Perform A/B tests on Facebook ads

This technique consists of isolating variables and testing each group of settings that exist within Facebook and analyzing the reports. Because if you do A/B testing but don’t review reports, you’re going to be shooting in the dark. It’s that old “thinking in the data-driven marketing context”: analyzing the data to make a decision based on it.

So first, I’m going to test threads: which of the threads I tested was better? Oh, it was A.

So now I’m going to take this one and test it with various goals that I can use, Facebook campaign goals to achieve my marketing goal. Now I’m going to do an A/B test of images: which image gets the most clicks, the highest click-through rate, which brings the cheapest CPM (cost per thousand impressions), etc.

Anyway, when you do these A/B tests and analyze the reports, you will be optimizing your results. You get some suspicion, some hypothesis, and with A/B testing you have proof of what was better or not. You will discover what is best for your targeting.

Conversion Optimization (CRO), by Rafael Damasceno

About Conversion Optimization (CRO) we spoke with Rafael Damasceno, founder of Supersonic.

rafael-damascene

7. Make adjustments to pages with a high bounce rate

Access your Google Analytics account and there, search for your main Landing Pages. On these pages you should analyze which of them have a bounce rate considerably above your site’s average.

Note: There is no bad or good bounce rate. This will vary depending on the purpose of the site, the market, etc.

However, if you analyze and realize that a particular Landing Page on your site is receiving a lot of visits and is having a bounce rate that is proportionately higher than your site’s average, this can often represent an opportunity.

With a few small adjustments, you can have an interesting impact on your final result.

8. Customer surveys after they finish dealing with you

This is something that everyone knows exists. Who has never received an email from an e-commerce company asking how was the experience with the product?

Yes, it seems like the most beat up and dumbest thing in the world, but I myself have had a lot of really good insights, which have a huge impact on conversion rate, simply by taking this post-purchase user experience.

Often the customer will tell you why he decided to close a deal with you and knowing this, it will be possible to repeat this experience to more people. Other times the customer will talk about what made him a little upset or what even annoyed him, and by correcting this you can recover many people who probably stopped buying for the same reason.

Thus, if you manage to get really relevant information from this survey and thus correct any errors, it is practically certain that you will have a very considerable impact on the conversion rate and, consequently, on the billing.

To learn more about conversion optimization (CRO):

  • eBook 19 Growth Hacking Experiments
  • A/B Test Kit

Sales, by Lucia Haracemiv

About sales, we spoke with Lucia Haracemiv, CEO of DNA Sales.

experts-lucia-haracemiv

9. For a company president: listen more to the sales team

Listen to your sales force and be present in the market so you understand what your competition is doing. You will combine this with a good solution. Because a very big failure is not listening to the sales team. The marketing sometimes makes shares without listening to the sales team. This is a failure that happens in big players in several areas.

10. For a sales manager: train your team (a lot)

Thoroughly train your team from a technical and behavioral point of view. Make them believe that they deserve to hit a goal that they deserve to make money. Expand the horizons of the crowd, do very strong technical and behavioral work with your team.

The sales manager has the role of coach as if he were a sports team. Sales has a lot of emotion involved, however technical it may be. The leader has to do this job of raising the team’s morale, of making them believe that it’s possible.

11 – For a seller: evaluate your actions

Don’t stop, produce, put a customer in the funnel, don’t give up, follow up, analyze your numbers, see what type of customer you’re losing, analyze your sale step by step, get your sales strategy, each one from the phases, how you are approaching and understanding your customer, how you are researching or asking the questions, how you are presenting.

As you assess yourself and look at your conversions, you learn a lot. I learn a lot from myself, I see what’s right and what’s wrong and I’m optimizing to expand my closing potential.

To learn more about Sales:

Conclusion

Did you write down the quick wins? So it’s time to get your hands dirty!

Don’t just stand there like the year is over. The small actions we talked about in this post – and that you can start doing today – can yield some results and serve as a basis for bigger actions in the following year.

These actions can even help in your planning for the next year. And if you need help with that, check out our Digital Marketing Planning and Analysis Kit, available for free download, and learn how to diagnose your Digital Marketing strategy.

 

8 tips on how to use Storytelling in content production and dissemination of your educational institution

Check out in 8 simple steps how to create a strong link to mobilize and inspire students, parents, educators and employees of your Educational Institution!

If you were a Hollywood screenwriter, what would your content look like? Definitely filled with good stories that motivate people’s hearts. Writing in this way is having in your hands the power to converse with the other in a very meaningful way that reaches you emotionally, convincing you to act the way you want.

Storytelling is a technique that has the ability to strongly influence actions, desires, and values. The main benefits of using storytelling in your content are:

  • Inspire people towards an agreed goal
  • Explain who we are, where we came from and what we believe
  • Establish goal and vision of the future
  • Stimulate innovation and creativity
  • teach important lessons
  • Show troubleshooting
  • Form cultures and values

But how to fit storytelling into the Digital Marketing strategy of an Educational Institution? Much of what an EI needs to attract its students in an ever-growing market is to be able to attract attention, look for ways to personalize its brand, and deal with dropout.

The problem is that in practice, many Educational Institutions forget to use the power of storytelling and fall into the crisis of immediacy, obsessive competition and lack of time. This leads to an extremely direct, cold and rational relationship with the market, which does not work for every type of public, much less for the expected objectives.

Education has the value of social essence and that is what its audience is looking for. Students want to know how Educational Institutions can positively transform their lives through teaching, and telling high-impact stories is one way to bring this information to them.

Thus, storytelling can help a lot in the production of content for your Educational Institution. So, to contribute with inspiration and technique, we have separated 8 steps on how to create a strong link to mobilize and inspire students, parents, educators and employees.

1 – Understand the role of protagonism

The main thing about a story is the protagonism. It is necessary to understand what the soul of your story is and what it’s essence is. For this, the protagonist of your content must have a consistent and convincing image, with real problems. In this way, the audience will identify with him and validate the report.

Keep in mind that stories are about principles and that every protagonist has a genuine desire to create an emotional connection with the audience. And this type of connection can be with content in the form of an email, video, a letter or a post.

Anyone can be the protagonist: employee, student, product, course or the educational institution’s own brand. A good example of protagonism is the Universidad Cesar Vallejo Commercial:

2 – Working with antagonistic forces

They are the ones that can prevent the protagonist from getting his wish. It is necessary to show that the potential of your Educational Institution for the potential student is greater than any force that is a possible impediment.

When preparing your content, you should be aware of the issues that may be raised by your audience as impediments. For example:

  • internal forces (fears, lack of ability, resistances);
  • personal strengths (conflicts, financial difficulties, lack of resources);
  • External forces (competitor, nature, space, government, educational preparation).

3 – Ask the right question

Asking questions helps you understand which way to go in producing your content. Some of them can be:

  • What does my Educational Institution sell?
  • Who chooses my IE to want what result?
  • What is the main message?
  • How will this audience connect to what I’m telling you?
  • What does the story mean?
  • Why does this student need to be at my Educational Institution?
  • What results does my IE deliver?
  • What are my IE success stories?
  • Who are my IE teachers and how credible are they?
  • What is confidence for my students?

Starting by answering these questions helps you organize the rationale of your content and focus on other aspects of your Inbound Marketing strategy, such as creating personas and evolving your potential students’ buying journey.

4 – Surprise

Including a surprise is a feature that makes the audience pay attention and allows the brain to release adrenaline, the neurotransmitter responsible for memory consolidation. In other words, surprising your future students feeds their expectations in relation to your Educational Institution and makes them seek to know even more about what it can offer.

Check out the example of UniCesumar EAD – Voices Poster:

5 – Tell the truth

Don’t tell your target audience that you follow x methodology if you actually follow z. Do not offer content on the use of technological trends in education if traditional teaching models are still applied. A lie may attract you at first, but it reverses the situation right away.

Use real stories and tell the truth so that your future students will get to know your EI and identify with what it can offer. This way, when you reach the sales stage, you will have many more qualified Leads and a greater possibility of closing enrollments.

6 – Use the transformation factor

A story is made up of twists. This structuring must contain a dilemma that leads to a crisis, forcing decision, action and resolution.

Why would someone choose your Educational Institution? What obvious problem would you be able to help solve in the lives of the students who chose your IE?

7- Create visual impact

Storytelling can take many formats and be broadcast through different channels. It is a fact that people respond more to visual stimuli than to simple written accounts.

Cambridge used graphic animations and illustrations to explain how prospective students can apply to the university.

8 – Show data

What stories do your institution’s numbers carry? Data doesn’t move people. Data are only important if they are within a context, that is, if they are well presented and placed within a good narrative structure and with a visual that can help the audience to retain the information.

Another example from Cambridge, which used this technique, but with a well-structured look and story.

Using Storytelling for Different Types of Educational Institutions

Now that you have the main elements, check out some suggestions on how to solve the pains and challenges of your future students if your Educational Institution is:

Primary school

In this IE, the focus is not only on students but mainly on parents. The master word in your story is to tell how your school can convey confidence and security about the learning that the student will have over many years in this teaching phase.

The great concern of parents (decision makers) when choosing a school is to make sure that their child will learn much more than basic subjects, that the school will provide learning about ethics, morals, citizenship, respect and will contribute to the formation of the personality of the student.

Another important point is to sharpen the desire to be at school, with adequate and modern infrastructure, extracurricular activities, security of the place and the teachers’ curriculum. Presenting real student stories makes your institution that much truer.

Faculty or University

Here we are already talking directly to the student, the person who will decide which college is within their expectations and desires. One idea is to present in video format the achievements of students and their transformations on campus and beyond, in the job market.

The student has a great desire for transformation, he enters one way and leaves another in the last year of university. This makes future students want to understand what this trajectory is like, how they can accomplish things in the classroom, how this transformation will actually be.

The audience also pays close attention to teacher awards, rankings and experiences.

The above examples from Cambridge University are excellent stories, with all the storytelling elements.

To learn more about how Digital Marketing can help your Higher Education Institution, read the post “How to optimize your HEI’s selection process with Inbound Marketing”.

Online courses

In this case, the target audience is people with specific needs and some limitations. They are usually people looking for quality, the flexibility of time and investment.

Often the provocative incident to undertake a distance study can be the lack of some specific knowledge that limits your career growth. Another factor is the issue of time/displacement, which makes this teaching format much more attractive and easy to access. Another point that we must not forget is the question of the value of the course and its duration.

Here our protagonists work much more on antagonistic forces and limitations to achieve their goals. Use and abuse real stories and breakthroughs.

Structuring your script or content

So far we understand the elements and pains of each audience, as well as what data and facts can be used for each of them. You must be wondering how to organize all this, right? In this post, which has become a dossier of educational storytelling, we will finish by showing the basic and practical structure to organize all its content and ideas.

The greatest presenters, screenwriters and storytellers use the 3 acts:

Act 1 – beginning

It usually starts by presenting the character and its context, day by day. In this act there is a turning point which is the provocative incident, something that leaves our persona out of balance, a challenge or a certain limitation to achieve their goals.

Act 2 – middle

The character encounters some obstacles that can keep him from his journey. The middle is where the whole plot unfolds, where we find all the good arguments, challenges, overcomings, finding solutions. The turning point is the solution and recovery of the character’s strengths.

Act 3 – end

Leave for the end that moment the audience will remember forever. The ending contains the great transformation, it’s where the character learned something, changed his life, or the company, the brand, the employees, in short, something that his audience really wants. The end of the content can be the beginning of the next story, a continuity as if it were a series, this will make the audience become even more attached to the character.

Steve Jobs always used the 3-act structure: he described the problem, introduced the hero, and closed with the resolution.

These are our tips for valuable, high-impact content. We hope you can create different ways to tell how your differentiators can change your students’ lives.

To complement this post, visit Blue World City to better understand how to plan the necessary actions to face the new scenario of the education market, strengthen your school’s image and overcome dropouts.

Until the next story!

 

Digital Marketing for Marketplace: what is the best strategy?

There are many possibilities for customer acquisition channels through Digital Marketing; Blue World City separated the main ones, which are most used by successful marketplaces

A good marketing strategy is a key element to the success of a marketplace. Attracting visitors who will become customers, continuously and exponentially, is the oxygen for you to generate value for your salespeople.

After all, this is a virtual mall. And without people visiting the mall – that is, traffic – there are no buyers and no billing. In this sense, there are many possibilities to attract potential consumers.

Digital Marketing is one of the most scalable channels for customer acquisition. It makes it easier to measure results and control ROI (return on investment).

Choosing Digital Marketing Channels for the Marketplace

A marketing channel is a specific means of attracting customers. In other words, it is a medium used to promote your business. It is worth noting that choosing the channel is only one aspect of your marketing strategy. It is also important to define the investment, the language and the expected return, for example.

Also, each channel has specific characteristics. You can’t use exactly the same campaign on email and Instagram, for example. Each medium has its own ways to communicate with the public, and you must know how to use them in the best way.

In the book Traction: A Startup Guide to Getting Customers, author Gabriel Weinberg shows that there are up to 19 channels of Digital Marketing. The entrepreneur also developed the framework that we present below, which can help you list which channels are most relevant to your marketplace.

With that, there are many possibilities of customer acquisition channels through Digital Marketing. In this article we separate the main ones, and which are most used by successful marketplaces. We’ll give you valuable tips about each of them below.

Keyword planning

Keyword planning isn’t exactly a marketing channel for the marketplace. However, it is a very important step, which helps to improve your performance in channels such as SEO and Content Marketing.

Keywords or keywords are terms that can have one or more words and are often used in search engines such as Google. Some keywords, like “Digital Marketing”, for example, have a huge amount of monthly Google searches.

That’s why it’s very important that you think carefully about the words used on every page of your marketplace. This is because, in this way, it is possible to improve the position in which your platform appears in search engines.

So the tip is: use the keywords in your marketplace texts that really agree with the content presented on the page.

IF THE SEO is one of the main marketing channels to the marketplace. This Search Engine Optimization technique is optimization for search engines. In other words, they are strategies to improve your site’s placement in Google results. That’s because being among the top positions can bring more visitors and customers to your marketplace.

One of the types of Search Engine Optimization is On-Page SEO. That is, factors within your marketplace that affect you’re ranking. The URL and page title are the most important elements of On-Page SEO. So make sure the title makes sense with the content on the page. And, if possible, use a keyword that has a large number of monthly searches.

If the content of the page is an article, for example, it is also important to rank it, dividing it into topics. It is best to use heading tags <h1>, <h2>, etc. to tell Google which are the most important headings (h1) and subheadings (h2, h3, h4…).

Factors such as website speed and page load time also influence SEO. Also, in a marketplace, it is essential that product descriptions are well formulated, as well as the description of services and the profile of sellers and service providers. Ideally, these elements should mention the same keyword as the page title.

Therefore, I suggest that you have a tutorial for sellers and service providers registered in your marketplace. Because, in most cases, filling in the descriptions is their responsibility. And that directly affects the performance and visibility of the platform.

digital marketplace marketing

Content Marketing

Content Marketing is a marketing channel for the simple and accessible marketplace. For this, you can create a blog with articles, guides, ebooks, and tutorials. Another option is to start a YouTube channel. But, remember that any content produced, whether on a blog or on Youtube, must be associated with a keyword.

The content can be made by yourself, and should always be related to your marketplace. So, if you undertake a product marketplace, you can review the items. Showing the pros and cons of the products sold and creating tutorials on how to use them are other suggestions. Similarly, if you have a service marketplace, you can provide tips on comparing and evaluating professionals.

In this logic, Content Marketing is a way to convert your website visitors into Leads (possible customers). To make this conversion, you can ask visitors to register data such as name, email and telephone number. This is usually done in exchange for some content, such as an eBook. Or, it can be done through a subscription to receive your newsletter.

After the visitor provides his data, he becomes a Lead. And then you can put it into a Marketing Automation flow. That is, a sequence of emails to nurture the Lead until he becomes a potential customer.

Social networks

Another well-known marketing channel is social media. You can gain organic relevance on the networks that make the most sense for your marketplace. For this, it is important to know the specifics of each one of them.

Instagram, for example, is a good channel for those who have a product marketplace with a lot of visual appeals. But if you have a B2B marketplace, LinkedIn might be a more assertive choice.

Regardless of the social network, it is necessary to maintain a minimum frequency of posts. But keep in mind that the organic results of this channel are medium to long term. Thus, it is possible to make your followers become sales or entries in your marketplace.

And to track such conversions, keep an eye on your social media metrics. However, focus on the results that really matter, such as: number of clicks and sales. After all, likes can guarantee fame, but they don’t bring revenue to your platform.

Paid media

As we’ve already said, social networks organically generate results in the medium and long term. However, paid media is a marketplace marketing strategy that can accelerate this process.

To do this, you can create ads on Google Ads or on social networks. One possibility is to advertise an article on your blog, or a page for a specific product in your marketplace. It is still possible to advertise the profile of a service provider or the search page of a certain category such as “plumbers” or teachers”.

An advantage of paid media is the possibility of segmentation. That way you can create targeted ads for each audience. These targeting can be by region, age or interests.

In this channel, you need to constantly evaluate metrics. That is, you must know how many clicks and customers are generated. In addition, it is recommended to monitor the cost of acquisition of customers (CAC).

How much does marketplace marketing cost?

Regarding the costs of marketing for the marketplace, the best thing is to start by spending little. For example, you can invest R$500 per month to test a certain channel.

One option is to start with Content Marketing. So, you can hire a freelance writing professional to create articles for your blog. So, it is possible to test between 3 and 6 months if this strategy generates results.

Another alternative is to invest R$500 in paid media on Google Ads. Then, make a guess as to how many visitors are generated by this channel. And, how many of them would be converted into customers.

Then, based on the results achieved, check the conversion rate, the amount of clicks and customers. These data will help you in making a decision. That is, whether the investment in this channel should be increased or not.

An important tip is not to give up on the first try. The ideal is to do several different experiments and compare them. Therefore, it is possible to optimize the marketing of channels to improve performance. Or, if that’s the case, discard some means of customer acquisition that isn’t working well.

Marketing funnel for marketplace

The marketing funnel is a very effective concept for gaining customers these days. Currently, traditional marketing, marked by invasive advertisements and advertisements, is outdated. Thus, Inbound Marketing emerged, whose focus is the customer’s needs.

To facilitate the application of this strategy, the marketing funnel is used. In other words, a representation of the evolution of a visitor to become your company’s customer.

Marketplace Marketing Funnel

The first step of the funnel is that of visitors. At this stage, your potential customers are still not looking for a solution. So your goal should be to help them identify the problem or desire.

For this, your marketplace can offer content with simple and general language. Social networks and blogs are examples of channels suitable for this step. That’s because they usually reach a large number of people.

The second step is where the Leads are. That is, not all visitors to your website will actually be interested in becoming customers of your marketplace. But, those who have some interest can become potential customers.

To turn visitors into Leads, you need to qualify them. In this sense, you can use a Marketing Automation strategy to send them educational content about your marketplace.

Finally, the third stage is formed by the customers. For your Leads to become customers, they need to identify that your brand is the best solution to their problem. So, you need to advertise the products, services or benefits offered by your company.

Don’t forget to measure your marketing funnel results at least monthly. Pay particular attention to the conversion rates between each of the steps. And, also analyze the differences between the rates generated by each channel.

Conclusion

Marketplace marketing is the main factor that defines the success of such a platform. That’s because generating traffic and customers for sellers or service providers is the biggest responsibility of those who own a marketplace.

This attraction needs to be continuous and scalable, and this can be done by Digital Marketing. From this perspective, there are several possibilities of marketing channels for the marketplace. Therefore, it is necessary to test them and evaluate which ones are the most suitable for your platform.

 

Landing Page Titles: Tips for Creating Titles That Convert

These tips will help you identify the elements that are important to the user and visualize, with examples, possible call constructions

Landing page titles work as a call to an ad: they need to be compelling to capture the user’s attention, spur them on, and ultimately convert. There are some techniques that can be used in landing page titles to achieve greater effectiveness.

Landing Page’s headline or headline is like the headline of an ad: it needs to be compelling to capture the user’s attention, spur them on, and ultimately convert. A simple word change, tense or information unless – or more – can make a difference for generating Leads.

Landing Pages have some rules, such as highlighting and defining very well what the conversion is. In this post, I’m going to talk specifically about creating phrases that entice the visitor to click on the CTA — another prerequisite. It can be to request a trial, fill out a form to receive educational material or some other action that your company defines as conversion.

These tips by Blue World City will help you identify the elements that are important to the user and visualize, with examples, possible call constructions.

But remember: it’s just testing that you’ll be able to find the best calling option for each Landing Page in your company.

Want to test the tips in practice? Check out some RD Station Marketing Landing Page templates, there are several free and editable templates for you to try and create landing pages at will!

1. Offer a solution

If the user arrived at your Landing Page, it’s because they were attracted by some ad or offer that piqued their interest, right? What benefits of your product or service might he be looking for?

Find a possible user problem that your business has the know-how to solve. From there, produce a concise call with this main benefit.

2. Use words like “free”, “free” or “trial”

Is your company offering educational material for free or providing a trial version of a product?

A great way to spark interest is to make this very explicit in the call.

If your business cannot offer totally free offers but can still give you discounts, an alternative is to make the percentage explicit.

For example: “50% discount for registrations made in July”.

3. Mention a service familiar to users

You are able to increase conversions just by mentioning the name of a product or service that users already know about. It is possible to do this by comparing or even exemplifying the application of the material being offered.

For example: in the Landing Page title below, when mentioning that the presentation is in PowerPoint, the visitor already feels more familiar with the offer. This makes it easier to visualize what he will find in the content.

4. Name a professional known by the market

If the content or course to be offered is produced by a professional recognized by the market, please do not hesitate to mention his name. Chances of conversion increase considerably!

When people come across well-known references, whether it’s the name of a professional, a company, or a product they’re familiar with, they feel more confident in the offering.

5. Describe what the person will gain from the conversion

In case the intended conversion is the filling out of a form, it is essential to make clear what the user will receive in exchange for this. Remember that you must fulfill this promise after the conversion, otherwise, the Lead will feel cheated.

There is some information that actually makes a difference for the reader. The two main ones are what kind of material he will receive and what the content is about.

6. Use numbered lists in the Landing Page title

List is a format that has been shown to increase engagement with blog posts. The reason is that the person has a clear sense of what they are going to read, both in terms of size and content.

You can also bet on lists on your Landing Page titles for the same reason. It’s a way to cut to the chase, and very useful when you expand the content of a blog post while keeping the topic.

In the example below, the company could have opted for an “Amazing Places Guide…” offer. Putting the number, however, shows that there are many places, valuing conversion.

7. Sharpen the reader’s curiosity

A feature often used in advertisements — and that you can take advantage of in your calls — are catchphrases that pique the reader’s curiosity.

By saying that the following content will reveal something important or unknown, expressions such as “discover”, “surprise yourself” and “let us reveal” can have an incredible effect.

In the Landing Page title below, the company offers “the truth” about a subject. It’s a good term that sparks interest and demonstrates authority on the topic.

8. Determine a time period

By establishing a period in which the user can try your product, you give him an extra incentive to convert.

In addition, the information that the product can be easily used is implicit, since the indicated time will be sufficient to test the benefits.

9. Include a subtitle

With the subtitle feature, it is possible to give extra information that can be decisive in convincing the user to click to get the product or service. The advantage is that it is also at the top, highlighted on the Landing Page. Tips for Describing Your Offer on a Landing Page

Avoid the “marketers”

They say that people love to buy but hate sellers. In the online environment, the same applies. Don’t try to keep selling on the conversion page, saying how great the products are or how great your company is. Try to avoid adjectives.

Provide objective information focused on your audience’s needs and let them judge if it’s worth it or not.

Use common vocabulary

It is essential to speak the language of your audience and about what can be easily understood by those who are visiting the page.

Be very careful with jargon or technical language used in your industry.

Write fragments or short sentences

People don’t read on the internet, they scan the text. Short sentences will help them better understand your message.

Points in topics with 3 to 7 items are very efficient for this, as they allow you to view the items in question in a simple and clear way.

Use digits instead of long numbers

The numbers, being different from the letters, end up calling a little more attention. They also strengthen the message and make things clearer.

Highlight words that carry important information

Choose a few keywords and bold or different sizes to show that it really matters.

Use clear titles and subtitles

As we’ve already said, people don’t read on the internet, they scan. Titles and subtitles are the main guides in this process. Don’t waste them.

Use active voice and action verbs

If the intention is to encourage the user to perform an action, this must be made clear to him. Active voice and action verbs always help with this.

Link with your Adwords campaigns

If you are doing an Adwords campaign for this Landing Page, try to use a lot of the keywords purchased and the words chosen for the ad.

This gives the visitor the feeling of being met: what he is looking for is what he found on your page. This is great for your conversion rate and also for paying Google less for the click (by increasing your ad’s Quality Score).

Bonus tip: test all your Landing Page titles

As I said at the opening of this post, more important than applying all the tips is testing. Only then will you know what works for each type of conversion that your company intends to obtain.

Something that helps a lot at these times is performing A/B tests, that is, producing two similar versions of the same page, but with different calls. You can try one with subtitles and one without, for example, or one talking more about the solution and another using the suspense effect. There are many test possibilities for titles!

 

How to be impactful at decisive moments

Check out the tips from Rogerio Checker, SOAP Partner, for you to build efficient meetings and make that moment of decision a success.

Text extracted from the hangout with Rogerio Checker for RD Summit 2014.

There’s a big problem when you’re at a turning point. People see you not as you are, but as they think you are. In this case, what matters is not reality but how people perceive you. Each of these moments is an opportunity for you to change your life and career.

In your professional life, you will certainly have many defining moments that can result in success or failure.

These moments are basically situations where you need to communicate with a certain audience to sell your product, service or idea.

However, it is increasingly difficult to communicate: there is more and more noise, communication from all sides, and people are less and less willing to pay attention to the whirlwind of messages they receive daily.

Thus, sales meetings, decisive moments to close a deal, must have a high level of preparation, which does not occur in practice. With the excess of professional activities, preparing for a meeting has become a luxury item.

This preparation can become even more difficult, as there is a misconception that when you know your product or service very well, the sale is already guaranteed.

However, a meeting involves much more than mastering your own business.

To explain what else is behind a negotiation, we watched the full hangout of Rogerio Checker, a partner at SOAP, a communication consultancy specializing in solutions for presentations. Rogerio is one of the confirmed speakers at the RD Summit 2015, which will take place on October 29th and 30th in Florianópolis.

In this article by Blue World City, We will explain how to overcome your problems related to communication.

Watch the hangout “Storytelling for Sales Closing”

How to build an efficient meeting

The first crucial point to make a good meeting is personalization: understanding your potential client’s business and pains and what is important to them.

Doing a social media search on his professional and personal interests can help him break the initial ice and create the synergy he needs to pay attention to what you’re talking about.

Some persuasion techniques that can create this engagement:

Define an approach strategy considering some aspects such as the time you will speak. Here, you must be very careful not to confuse the time of the meeting with the time of your presentation. As the saying goes, time is money. Since your audience takes a specific amount of time for the meeting, exceeding that time can be detrimental.

Divide the meeting into several parts and define how many minutes will be spent for them.

1- Preliminaries

That is, it is the moment that you will break the ice. With simple phrases like “hello, how are you”, “what a nice office”, “I know you from such a place”, you will create empathy and understand how far you can go with more specific questions.

You’ll also get a good sense of what kind of approach you’ll need: more serious, more dramatic, or lighter and funnier intonation.

2 – Investigation

In this second step, ask your audience questions, learn more about their business and their interests. But be careful, don’t overdo it. Asking excessively can give the impression of insecurity on your part. Calibrate the questions according to the permission you’ve been given.

3 – Demonstration

The last and long-awaited step is demonstrating what you have to offer and what your audience gains from your offer.

An important tip: if your speech turns into a monologue, there is a maximum time limit for you to act and reverse the situation. In a 1-hour meeting, speaking for up to 30 minutes without a question is acceptable, but not ideal. After that, ask specific questions about your presentation, see if there are any doubts, and get your audience to interact with you.

At a turning point, it’s very important that you know what your audience is interested in. Master the subject and keep in mind how you will handle it.

If the environment is quiet, without noise, with comfortable chairs, the chance of people engaging will be even greater.

In addition, there are other steps that must be followed if you are to succeed in a decisive moment.

Make a diagnosis

Analyze your audience: Who will you present to? Defining your audience by the position they occupy makes no sense, as human beings are unique and their role within the company will be merely illustrative.

Then find out what that person’s interests are and make the presentation to them. Let go of the corporate clichés of “we are, “we do” and offer an experience of how good it will be for that audience if you close the deal.

Understand the real objective

Most corporate presentations are aimed at closing the deal or purchasing the product or service being offered. But almost never a single meeting will have this outcome. Each product or service has a different sales cycle. Designing the steps of this cycle is essential for you to understand what real objective you should have at the end of a punctual meeting. To make it easier, think about: what would you like the audience to think, feel and do after your meeting?

Awaken interest

The audience is almost never ready to pay attention to you. They are thinking about the email that needs to be sent, the payment that needs to be made, the children they need to pick up from school and so many other activities.

Awaken the audience’s interest by positively surprising them. Ask a question, for example. This will bring her attention back to you. Create suspense about a certain subject, use a sense of humor if the environment allows.

But just arousing interest is not enough. You must keep it. Create a coherent story, convey emotion.

Lastly, finish towards your goal, the one outlined before the meeting. A new demonstration, the presentation of the cost sheet, the involvement of new decision-makers or even the closing of the deal at that moment.

Visual support

Creating a PowerPoint presentation with slides presenting a sequence of unconnected facts and information will not generate engagement.

The human brain cannot segment what is good or bad. The audience will be interested in what you are talking about but may not be able to connect one logic to another.

Studies show that 80% of people understand more with visual aids, it helps to retain information. With it, you direct the person wherever you want. Studies also show that when the layout is clear, making it easier to read, people understand that the product is better.

Use, but don’t abuse, the animations. Keep your presentation at the same pace as your speech. When this happens, people tend to look at the presentation and look at you afterward. This generates visual as well as auditory understanding.

If you don’t have time to create a good visual presentation, remember that more important than that is the content that will speak. Focus on a good oral presentation strategy that will help you a lot.

Tell a story

Try telling a story that makes your audience emotional, it will definitely set you apart.

By having a line that connects all the information you want to present in a story format, with a beginning, middle and end, you offer an experience that is very easy for your audience to understand, and buy.

Give it a try: instead of counting that your company has more than 3 thousand employees and 5 branches distributed in Asia, Europe and South America, why don’t you inform that, among 3 thousand employees, your audience will have unrestricted access to a team of only 20 professionals available full time to serve you and offer solutions with the experiences of other employees from 4 different countries? This will certainly have a lot more impact than talking about yourself and your company. Remember: the focus of the meeting is the customer.

Cause emotion

How you tell this story is also important. Nobody can watch a movie that has only happy situations or only sad facts. Varying between highs and lows makes your speech more interesting and causes emotion to the viewer.

Playful narrative elements of storytelling can be brought into the corporate environment and get engagement without losing professionalism.

Psychology and neuroscience point out that, in general, much decision making is emotional, but people are not aware of it.

However, presentations are usually made with the rationality of the audience as a guide. Often the arguments are consistent and the information pertinent, but even so the presenter can’t get the message across in the best possible way.

In this case, making a balance between the aspects that affect the audience’s objectivity and the aspects that are subliminal is essential in making the decision.

Body posture

A person who speaks to his audience with his hands in his pockets or a more relaxed posture can be interpreted as someone who is not dedicated or unprofessional.

We know that this is effectively not true, but the interpretation, even if wrong, can be negative and harm the negotiation.

The look is another point of high connection between people. A very sharp look can cause embarrassment while looking away can create insecurity. Walk with your eyes to all present, so you get the ideal balance.

The voice is also another point of attention. Talking too fast, in a monotone, stuttering or using empty words to fill the silence are common practices that can distract the audience and make the conversation monotonous. Use shorter sentences spoken slowly and using emphasis to highlight the most important points. Ask questions and make room for interaction between the parties.

Do not interpret the reactions

Be careful with the interpretation of what the person is thinking. If you get it into your head that the person doesn’t like it, you will create destructive self-talk that can completely disrupt them.

Use Digital Marketing as your ally

As mentioned earlier, the preparation of the meeting is one of the most important points. And discovering the audience’s personal and professional interests will help you get better results.

Digital Marketing can help you find this information: what the audience knows, you do not know what the objections are and resistance points more likely that you will find.

In addition, you can find out if there are any professional and personal contacts in common and use this to your advantage. Having a Landing Page to define profile criteria can also help you use that information for a nutrition stream that pinpoints your audience’s interests based on the content they were interested in and the Email Marketing campaigns they clicked on.

Once you apply this information to your meeting’s communication strategy, you build a relationship of trust and synergy with your audience. After all, you already know a lot about her.

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With these tips, you create endless possibilities to make that moment of decision a success. Standing out is everyone’s goal, but few succeed, as it requires discipline, constant improvement and a lot of training? Take out of your life the famous improvisation that so many think to be miraculous and be sure of what you will do.

Applying these techniques on a day-to-day basis will improve not only the numbers in your company but the way you communicate with the world. Your life will progress in all fields of communication.

 

Blog in education: 5 points to understand its importance in Educational Institutions

Check out 5 points that show how the Blog of an Educational Institution can be a great Digital Marketing strategy!

A democratic space for knowledge exchange. This is one of the blog explanations that can already be considered fundamental for those who work with education and see in this environment the constant search for bringing together those who want to learn from those who can teach, in an increasingly personalized and horizontal way.

For some time now, the blog has been considered by some institutions as an extra tool in the teaching and learning process, but in practice, there are still few educational institutions that explore this knowledge exchange channel, which is valid for both relationships. Institution-students and the institution-market relationship.

And the importance of creating a blog in education lies precisely in understanding how to exploit this communication tool to benefit both the teaching practice and the institution’s position in relation to its target audience, with the help of Inbound Marketing.

In order to show that the blog is not an instrument of teacher control or an environment for recording actions pertaining to the school in Blue World City only, but rather the possibility of working with content both with those who are already a student of the institution and with those who may become a student, we list 5 points that allow us to explore this tool far beyond the superficial consensus and that show the importance of the blog for Educational Institutions.

1 – A blog is a communication tool for topics of common interest

Forget the image that the blog in education can only be used to discuss the topic of a subject or pass messages from the institution or teacher. It can even be used for that, but that kind of use is a waste.

In the classroom or in a teaching and learning environment, use the blog to develop subjects related to a topic that comes from a complementary interest to the students’ study. The subject covered should be interesting for both the writer and the reader, as this makes the content flow better and adds more knowledge. When authorship is shared between institutions and students, the academic increase is even greater.

The principle of the relevance of the themes is also valid, and a lot, when the blog is used in Inbound Marketing strategies. Once you understand who the persona of your Educational Institution is, publish content that you have control over and that your target audience will be interested in.

Use the blog as an attraction tool throughout your student’s purchase journey, working on topics that put your IE in evidence, but mainly add value to those who will access it.

The blog can be one of the main channels of communication with your future students, so to help produce content along the shopping journey and enhance the importance of this tool for education companies, check out the post on how to create content based on the journey of purchase of your persona.

2 – Keeping a blog updated and with quality content ensures it stands out in your area of ​​expertise

The greater the exchange of knowledge and the more reach the contents of your blog have, the more responsibility in relation to your authority on the subject you will have. This aspect is extremely important and sensitive since what is made available on a blog is open to both criticism and positive feedback.

That’s why quality is fundamental, and in the educational context, it gains even more strength. Education is a sector that bears the weight of social transformation, preparation and qualification of people. When an institution proposes to share knowledge in the form of posts, these are the gateway to the teaching and learning model it offers. When your prospective students see your institution as an authority in the education market and a reference in their areas of interest, they trust more and are more willing to invest in your courses or academic program.

Make updating and maintaining the blog part of your Educational Institution’s Marketing and Management Planning, so this tool will not be left out with the excuses of lack of time or issues difficulties, which may appear during the two months in their IE and hinder the work of authority before the market.

3 – The interactivity of a blog is attractive both for students and for those who have not yet chosen their Educational Institution

The student’s protagonism is a path defended and put into practice in the educational environment with increasing strength, regardless of the institution’s segment or format.

If you are the sponsor of a College, dean of a University or manager of an Institution of Open Courses in the distance learning modality, for example, you have certainly come across this trend and you know that students are looking for more space to argue and complement the information delivered to them.

With spaces for comments on the blog, this type of exchange is facilitated both for students with the professor and for Leads with the institution. Within the context of the class, time may not allow discussions that complement the central theme to expand enough for all the sharing of relevant information. Keeping a blog that allows this type of interaction only adds to the construction of knowledge.

With the focus on Inbound Marketing, the interactions of the public in the blog comments are one more step in maintaining the relationship with potential future students. That’s why it’s so important to keep the blog alive and dynamic since this sharing of ideas through comments will also make it possible to extract themes for new posts, learn more about the experiences of your institution’s audience and improve actions taking into account the feedback from current and prospective students.

4 – A blog is a study tool for both students and Leads and authors

Since the blog is a channel that puts to the test the conceptual mastery of the themes published in it, for those who write, it is essential to be constantly updated to ground the materials that will be made available.

This channel takes both students and teachers out of their comfort zone when used with shared authorship. If the proposal is complementary to traditional curriculum initiatives, the study of auxiliary themes will be a fundamental part of this dynamic and learning will be shared between authors and spectators.

With the use of the blog for the relationship between the institution and the target audience, the responsibilities and advantages have the same weight as the didactic use, since the intention is to share knowledge and pertinent information with future students.

To be relevant within the education market, the institution must keep up-to-date in relation to the needs of its people and trends for the educational environment in which it operates. And even when the subject of the publication is a specialty of IE, the power of synthesis and revision will also be a form of study. Thus, the content offered educates the Lead and also extends IE’s authority over the pains of its future students.

5 – It is a channel for consultation throughout the student’s purchase journey that helps in closing enrollments

The potential student at your institution is not always ready to enroll in it. When he is looking for possibilities for his educational future, the blog can be the best consultation channel about what his IE can offer and the space for interaction and continuous contact, covering the entire purchase journey until the enrollment closes.

This type of relationship is interesting and functional on a blog because, unlike billboards, pamphlets, paid media and ads on social networks, this tool concentrates all published content and allows you to search even for old materials, that is, there is no deadline validity does not even need continuous financial investment for the student to see the contents when accessing this channel.

Bonus: How to blog in different types of IE

Basic education schools

A project developed in the classroom can start a blog that also serves to feed the interests of students who are not yet part of that institution. An example are some blogs created for critical reviews of literary works used in high school. Even though this is not the school’s main blog, it is one of the channels that can attract students who want to learn more about the subject and discover their IE.

University education

The use of blogs by Higher Education Institutions can be an excellent gateway for prospective students who want to find out more about the job market and the following career options. When the focus is on graduate studies, the blog is a channel for the possibility of targeting increasingly specific topics. A blog that only deals with diseases that affect the eyes will probably be a lure for potential students to discover a Specialization course in Ophthalmology.

Open Courses

The diversity and flexibility of open courses provide even more options for the institutions that offer them. For example, a music school blog can cover topics ranging from new bands to unknown musical instruments, depending on the persona it targets.

Conclusion

The importance of the blog for education goes far beyond an option to complement traditional activities in educational environments. This tool allows for growth between the institution’s interaction with its students, assisting in methodologies that value the student’s protagonism in the most different institutional formats and expand the range of complementary discussions to curricular themes.

For the Educational Institution, the gain is not just in the relationship with its students. A blog is a powerful tool for Digital Marketing strategies, which works as a channel for initial attraction and also for maintaining the relationship with IE Leads.

 

7 tools for your agency to gain productivity in monitoring social networks

Management tools increase productivity, so that time previously spent on operational tasks can be better used in strategy

Social media monitoring is the activity of maintaining and analyzing metrics on the pages and profiles of a company or personality on Facebook, Instagram, Twitter and other social media. It can be done using specific tools and also with the support of specialized agencies.

The social network monitoring service is currently the service most offered by marketing agencies, according to Panorama das Agências Digital. And like most agencies in the country, E-Dialog also provides services on social networks.

We incorporate the social media routine into our inbound funnel, especially in the attraction and relationship stages. In this context, the tools serve to increase the team’s productivity.

With the adoption of these solutions, there is a reduction in the time spent on operational tasks and an increase in dedication to the strategy. Example: When using an app to capture data from social media and compile a report, we have more time to think about what that data means.

We often turn to tools thinking they can do the job for us. In Digital Marketing, however, this does not happen. Despite the productivity gain, the real result produced with the tool still depends on strategy, creation and optimization of results.

Just compare it to something more common, like a blade, for example. In the hands of a layman, it is of little use beyond small everyday tasks; in those of a surgeon, it can save lives. The tool is the same, it changes who operates it. But, of course, the tool needs to be adequate.

Over 7 years of agency, with the help of Blue World City, we absorbed some tools that made our work more productive. Below we share what they are.

Social media monitoring tools that will help you (a lot!)

1. RD Station Marketing

In RD Station Marketing, the main functions we use are post scheduling on Facebook, Twitter and LinkedIn. We also track results reports.

Before knowing the software, we used other tools for the scheduling task. But due to the possibility of integration of Leads data, RD Station became the best option.

By using the app to post on social networks, we were able to monitor conversions more accurately, as there is an integration between the link and the Landing Pages. In addition to this benefit, RD Station already has a calendar with some suggestions for special dates.

In the tool there is also the visualization of which posts gave more results. It helps a lot to think about the repost, for example. Something that surprised us when using RD Station was to see that, for a specific customer, LinkedIn had more impact than Facebook, despite having more followers on the second social network.

2. I reported

A common problem that we had at the agency, mainly because we were dealing with small and medium companies, was that the reports took a lot of time from the analysts in the data collection stage. As there was no communication between data from Facebook, Instagram and Google Analytics, it was necessary to manually search for relevant data.

We managed to solve this with Reportei. It generates a report that joins social media and Analytics within a template. In the report, there is a space to write an analysis of what was seen and then it can be sent to the client via PDF or link.

Reportei does not provide customized data yet, although there are already 2 report templates (simple and complete). The focus is on the report that is sent to the client – ​​it is not ideal as a Business Intelligence tool.

3. Postgrain

Postgrain (formerly Instamizer) is a tool to schedule posts Instagram. In addition to traditional posts, it allows you to create Instagram Stories and make Reposts.

The app also makes it possible to interact with users and monitor comments. Another function that is also useful is the Instagram-focused data analysis tool.

An interesting point is that it allows you to save a group of hashtags to use in posts. Hashtags help to propagate the post on Instagram and can be repeated according to the target persona.

4. Espresso

Adespresso is a tool we use to manage Facebook Ads. The difference is being able to automate some actions, such as boosting certain posts or optimizing ads that have better performance.

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Inside the app there is also the option to create different segments in a few clicks. This selection is very useful for anyone who needs to perform A/B testing. Ad espresso divides the budget proportional to the size of the targeting, in addition to keeping the “champion” ad in the air.

In terms of reporting and data analysis, Ad espresso is quite complete. There is a dashboard for analysts and a “report generator” ideal for sending reports to clients. As the report is highly customized, you need to be clear about what you want to put in the visualization modules – in the beginning, it’s a lot of work.

5. Instagram, Social Influx and Turbogram

Instagress, Influx Social and Turbogram are tools that do pretty much the same thing, with minor differences. They automate some Instagram processes with a focus on gaining more followers and engagement.

The practice of using tools is controversial as many argue that it is a kind of spam. Depending on the usage mode, this can really happen. But there are ways to get productive results without spam.

The 4 default automation are: likes, comments, follow and follow. In other words, the Instagram profile will make interactions at scale. Spam, in these cases, can be when the profile likes posts or comments automatically, without caring about the content or customizing the message. The 4 actions are used to get the attention of potential followers.

When automating, for example, you can choose to follow a competitor’s followers or base targeting on relocation, tags and other options.

Extra care must be taken when using such tools – avoid using them when your Instagram profile is still new or has few followers. This increases the chance that Instagram will ban the profile for spam.

6. Social Scup

Scup Social is a social media monitoring tool that allows companies to know the market in which they operate, the public and competitors. It allows you to manage and analyze different social networks, such as Facebook, Twitter, LinkedIn, Flickr, among others. You design a strategy and the solution monitors it.

Identifying trends, participating in conversations, making improvements in campaigns and establishing a presence on the internet are some of the possibilities.

7. mLabs

The mLabs has several functions of monitoring social networks. Scheduling posts , replying to messages, analyzing metrics and generating reports are its main features. You can invite others to schedule posts and generate reports.

The panel organizes the various social networks managed in a very visual way. Approving content is also simple, as customers themselves can be invited to make adjustments to the publications.

8. Etus

The Etus is one of the largest management tools for social networking in Latin America. Through the platform you will be able to schedule posts, respond to SACs, and generate reports, among many other features. The tool has 24-hour support, in addition to a 7-day free trial on first registration.

And what is the best tool?

Over the years, we have learned at the agency that there is the ideal tool for a certain type of situation and client. And that the right tool for one case will not always be useful for another. A clear example is apps like Instagram, which can do more harm than help a brand if misused. Therefore, not all projects need all 5 tools at the same time.

The use of tools becomes more necessary as the agency needs to serve a greater volume or wants to dedicate analysts’ time to strategy rather than operational. With the expansion and growth of the agency, they will be essential on a daily basis.