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.

 

Product Marketing: what it is and why your company should invest in this strategic area

Understand what Product Marketing is and see 10 actions for you to put into practice in your company

Product Marketing – or Product Marketing, in English – is the area of ​​the company that works to take and sustain the development of its product in the market. The Product Marketing professional takes care of positioning, message, launches, demand generation, competitive intelligence and support to the sales process.

To leverage the results, Brazilian companies have increasingly invested in an area that has been around for 30 years in the international market, but which has become a trend here in recent years: Product Marketing. Product Marketing, in Portuguese, is an area that aims to take (and sustain) the development of a product in the market.

In essence, the person who is a Product Marketing Manager in Skymarketing (or Product Marketing Manager) acts with a strategic eye throughout the entire lifecycle of a product. Among his various responsibilities are managing and conducting projects such as positioning, messaging, launches, demand generation, competitive intelligence and support for the sales process.

These people are professionals capable of thinking strategically about the product, price, place and promotion. A diverse Product Marketing team has professionals with analytical as well as creative and strategic skills, who work together to create strategies based on competitive differentials, define market positioning and what is its value proposition.

And if Product Marketing Managers have a mission within a company, certainly the main one is to be the voice of the product to the market and from the market to the product, oriented towards the company’s strategic priorities.

To fulfill this goal, the person who is a Product Marketing professional works mainly at the intersection between the areas of Development/Product, Marketing, Customer Success but his role also touches several other areas of a company such as Support and Finance.

How important is Product Marketing?

As we mentioned earlier, the Product Marketing discipline is strongly based on principles, and the two areas operate together. Logan Hendrickson, Product Marketing Manager at Chilli Piper, even points out that Product Marketing is a function of traditional marketing, as is demand or generation.

It turns out that, normally, companies that do not have an area like this have a look more focused on generating demand and acquiring new customers, or even exclusively for carrying out institutional campaigns.

When Product Marketing does not exist, it is common to have difficulties in translating what the product does and demonstrating why it is different from competitors in a clear and objective way, with a correct price and positioning for the market. The result? A poorly suited message for the market and less sales.

As April Dunford, author of the book Obviously Awesome, a reference in positioning, would say, “Consumers need to easily understand what your product is, why it’s special and why they should care about it”. It is in the middle of this process that the Product Marketing area enters.

What is the difference between Product Marketing Manager (PMM) and Product Manager (PM)?

As much as professional people from both areas constantly work together, there are differences in performance and responsibilities.

What does a Product Manager (PM) do?

The Product Management area is closer to product development and, therefore, the Product Manager (PM) person works in a kind of triad with a UX Designer, a tech leader and one or more developers.

He is the person responsible for the product or functionality roadmap, which is often done based on inputs from several other areas, but especially from Product Marketing, which brings a view of what is happening with the market and competitors.

The PM person assesses and weighs market and customer needs, guiding product development and then delivering it together with other areas.

What does a Product Marketing Manager (PMM) do?

The Product Marketing area, as we usually say here at RD, “is the voice of the market for the product and the voice of the product for the market”. In the first part, she collects and analyzes market trends, who is buying and not buying her product and what competitive moves are taking place.

The second part, being the voice of the product to the market, concerns positioning, messaging and strategic definitions of how to bring a product to market or the customer base.

Product Marketing people also work very closely in the areas of:

  • Marketing, to align product positioning across all communication;
  • Sales, to collect feedback and create materials that facilitate the purchasing process;
  • Service (CS) and Support, ensuring that those who deal with the customer are also aligned with what is happening in relation to the product.

In this way, Product Marketing distributes messages inside and outside the company. And even with different areas, the work is always interconnected, as they have a common interest: the product being a success in the market.

With that in mind, both create the best strategies within their abilities to deliver a better experience, whether for existing customers or new ones.

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Main challenges in the Product Marketing area

As Product Marketing professionals work together with different areas of a company, daily life is full of challenges that require a variety of different skills. Below we list some:

  • Project management and task prioritization: to be able to cadence the routine of activities between the Marketing, Product, Sales, Customer Success, etc. teams.
  • Manage stakeholders: ensuring that people involved in the approval and execution of projects that are your responsibility are aligned and engaged with the process (mainly C-Level executives).
  • Copywriting: Part of the job is making sure the right message is targeted to the right person/market.
  • Definition and monitoring of metrics: projects must always be aiming for business goals, especially customer retention and attraction of new ones. But not only do that, as the projects that the PMM person supports or drives not always have clear and/or recurring performance indicators. In this case, it is also important to direct and support other areas to achieve goals that are always connected with business objectives.
  • Working together with the Product team: in many companies, it is still common for development to move at a speed and the Product Marketing area is involved very close to the launch date – which is not ideal. One of the most common mistakes is to think the strategy only when the product is ready to be marketed.

10 Product Marketing Initiatives to Get You Started Today

Now that you have a broad view of what Product Marketing is, you may be asking yourself: where do you start? Or still, how to improve this area or even fear of being too complex to handle.

Therefore, we have listed 10 projects that are very relevant and that at some point will be part of the PMM scope of your business.

1. Positioning

Positioning is the intentional definition of what your product is, who it is for, what the main benefit is and how it differentiates itself from competitors. This is one of, if not the biggest, responsibilities of a PMM person. If your company does not have a well-made and diffused positioning, it opens up room for the market or even your competitors to mold a wrong perception about what your product is.

2. Persona

Persona is the fictional representation of the person who is the ideal customer of a business. It is based on real data about customer behavior and demographics, as well as their personal stories, motivations, goals, challenges and concerns. The persona permeates strategic and tactical Product Marketing plans.

3. Shopping journey

Not everyone gets to the point of the purchase right away. There is a path that can be taken in a longer or shorter period of time, which is the Shopping Journey. A clear understanding of what happens during the journey helps Product Marketing to create more effective actions.

4. Go to Market (GTM)

It is the strategy of how to bring an offer of a product or service to the market. A Go to Marketing plan defines how to reach customers, maintaining the company’s goal of results, but in alignment with the healthy financial management of the business.

5. Release

A launch can be either a part of a Go to Market strategy or a stand-alone initiative to bring a new product to market or incremental improvements to an existing product. It is usually associated with communication campaigns in which creative concepts are built to support the message and drive the achievement of established goals.

6. Sales Enablement

This is a very broad initiative, but in the context of Product Marketing, Sales Enablement is about how the PMM person supports the Sales team in communicating correctly about the product. Whether through commercial presentations, demonstration videos, training, among other formats that can deliver the right positioning and message.

7. Pricing

Pricing is nothing but the strategic definition of the price of the product or service. It can be done taking into account a series of surveys and analyzes that position the offer in the most competitive way and with the potential to generate the results expected by the company.

8. Packaging

In a way, the packaging is a complement to the pricing strategy, as it is the way an offer will be “packaged”. In the case of digital products, it is usually associated with offering different plans, billing ranges and features that can be contracted together or separately.

9. Competitive analysis

It monitors on a recurring or on-demand basis, depending on a particular aspect that wants to be evaluated, what competitors are doing. The objective is to generate insights for the company to make better decisions through this information. Whether to better position the product, create comparative materials, or to help the Sales team to overcome the most frequent objections involving other competitors or even to direct the product roadmap.

10. Win/Loss Analysis

It is the process of consolidating information related to the reasons for losing and gaining customers during the purchase process. The Win/Loss analysis can be done in several ways, either with quantitative surveys based on Sales data or qualitative analysis, with interviews, for example. The goal is to see patterns that can drive improvement in various aspects such as the product itself, Marketing strategies, the sales process and even after-sales.

 

Commemorative dates: how your agency can use them to plan and sell more 

Whatever your agency’s model, taking advantage of commemorative dates and seasonality to guide editorial planning can save time and result in more readable content; See the step by step

A few decades ago, the changes brought about by new technologies, especially the internet, have imposed a completely different reality on the world of marketing and the scenario could not be more Darwinian: adaptation is a matter of survival.

One of the evidences of the transformation in the market is the increasing number of traditional agencies that have plunged, expanding and innovating in their service offer.

The expansion of RD’s for marketing agencies and consultancies is a very illustrative reflection of this new context. In the first half of 2016 alone, the program grew 40% and reached 700 branches. Today, we already have more than 1500 partners.

A study prepared by Resultados Digitais in partnership with Rock Content, points out that the second most offered service by agencies.

Despite being so fundamental in this scenario, on a daily basis, in contact with agencies of different sizes, we realize that planning and content production are.

Regardless of that your agency adopts to position itself in the Digital Marketing market, I bring in this post some content planning tips so that you can take advantage of the commemorative dates and seasonality to attract, relate and sell more .

Content is king

Those who are aware of the importance of content in an already know: delivering relevant information to the right person at the right time is what drives your marketing funnel.

But for this to happen, in addition to ensuring a clear study of personas, a good understanding of the buying journey and best SEO practices, editorial planning is essential.

As a journalist, I see content planning for Inbound as a predictable and scalable story plan. And, as a journalist, I bet on opportunism to create stories that have appeal and relevance, as I believe in the influence that context can have on the reader.

Therefore, with the collaboration of Skymarketing , I bring in this post some tips for you to use the commemorative dates and seasonality to produce Digital Marketing content.

Step by step for planning

1. Map commemorative dates

commemorative dates

Raise dates that are celebrated universally or regionally and that make sense to your customers. This mapping must take into account the personas drawn.

In January, for example, we have:

7 – Reader’s Day: for publishers, newspapers, opticians, ophthalmology clinics;

19 – Hairdresser’s Day: for beauty salons, beauty products ecommerce, makeup artists, who offer courses in the area;

20 – Day of the Pharmacist: for pharmacies, regional councils, laboratories;

24 – Retirement Day: for businesses that have the 3rd age as the target audience, accountants etc.

In February, we have:

5 – Dermatologist Day: for suppliers, in general, sector entities;

28 – Carnival: travel agencies, hotels, costume and paraphernalia stores, party houses, liquor stores, among others.

In May, we have Mother’s Day; in June, Valentine’s Day; in August, Father’s Day; in October, the children’s; November is the month of Black Friday and so on.

If you scrutinize month by month, you will certainly find several dates that can yield good hooks for dialoguing with your persona, nurturing your relationship, generating a buzz on the network or even generating new business.

Partner Agency Tip: has a calendar of commemorative dates! Go to Attract -> Post on Social Media.

2. Perform benchmarking

Searching for inspiration in the market and even from the competition can help a lot in. Analyzing an editorial agenda and content that has already been consumed by the market is a way of knowing where to start, how to identify content that has good repercussion and avoid approaches that may not have the desired effect.

3. Make a historical rescue

commemorative dates

If your client has been in the market for at least a year and has already carried out any type of marketing action, the recovery of this content can bring valuable references.

Whether in the more traditional content formats, the commemorative dates may have already been the focus of a previous marketing plan, thus speeding up the development of your own content plan. In addition, the study of materials developed in the client’s life trajectory can also help your agency to innovate, avoiding the production of repeated content.

4. Define content format and purpose

After mapping the commemorative dates that make sense to your client, to continue planning, you can define the purpose of the content and the format in which it will be worked. See some examples designed for the 26th of April, Cocoa Day.

a) Business: aesthetic clinic

Contents: 20% discount coupon for hair removal with chocolate wax

Purpose: is a funnel-bottom content, focused on Lead generation and sales conversion

Format: LP, simple graphic piece to be promoted on social media

b) Business: chocolate e-commerce

Content: post about the benefits of cocoa + CTA to learn about the brand’s line of pure cocoa chocolates

Purpose: top-funnel content for attraction, but with a trigger to increase sales

Format: post in topics, rich in images, promoted on the blog, social networks, link in a press release prepared by the press office about the gourmet chocolate market

c) Business: a bakery that sells cooking courses online

Content: LP with 3 irresistible chocolate recipes

Purpose: funnel middle content, for a relationship with the base

Format: eBook-style content, link to the video and disseminated to the Leads base via campaign

5. Develop an action plan

After being opportunistic, when mapping and planning content, using the commemorative dates as a hook, it is necessary to define an action plan to reconcile it with your Digital Marketing strategy.

In other words, after knowing what to do and why, it is necessary to define how and when to do it, because execution planning is as important as the definition of the agenda and the editorial planning.

If you want to enjoy Mother’s Day (05/14/2017), for example, anticipation is essential. Remember that the date can be an opportunity for many types of business, whether for sale or just for relationships, but it is also a very popular date, so your content should really stand out.

For this, in addition to being a good idea, it is necessary to have good execution planning and a qualified team to “make it happen”.

And seasonality?

But, Larissa, did you forget about seasonality? No, although the logic of opportunism, in this case, is very similar to using actual commemorative dates (those that are officially on the calendar) for content production, I thought it best to address this issue separately.

First of all, I want to exemplify here what I mean by seasonality so that we are aligned. Here I deal with seasonal dates such as those events or periods that are repeated annually, which may or may not have a specific date. Example: Black Fridays, changes in seasons, holidays, dry/rain periods, among others.

Example 1

Period: change of seasons/exchange of hair in animals

Businesses that can benefit: veterinary clinics, home department store (vacuum cleaner, sofa sales), pet eCommerce

Example 2

Period: back to school

Business: educational institutions, shoe and backpack e-commerce, time management and personal organization app, custom furniture trade (creating a home study unit)

As a matter of fact, the planning and production of content in Inbound Marketing can even act as the good old journalism guideline and appropriate social, political and economic contexts to make an agenda more attractive.

In this case, attention to editorial planning should not only be on the calendar, but also on the media and even on the bar table, where a hot agenda or the subject “that doesn’t leave the mouth” of the people can be hidden (from your target audience).

Example 3

Situation: Discovery of a Computer Virus

Businesses That Can Benefit: Information Security Consulting or Technology

Example 4

Situation: increasing longevity of the Brazilian population

Businesses that can benefit: geriatric-focused health clinics, shoe e-commerce for older women, pharmacies, gyms, coaching

General examples

In addition to the examples mentioned above, I also bring actions that illustrate how some brands are being opportunistic with the time of year and commemorative dates to produce content. Check out!

1) It’s hot!

A virtual pet products store launched the campaign “Summer and Fun – Enjoy the best of the season with your pet”, offering products with up to 60% off. The screenshot below is of the campaign sent by email, targeted to Leads that have cats:

A large supermarket chain already ran an email campaign with the subject “How about preparing a different meal?” In this message, he brought products on offer that are not so common in the public’s daily life, but which are more consumed in the summer and at the end of the year, such as shrimp, and also presented a recipe for using the product:

2) With an attentive ear!

As I said before, being in tune with what is going on in your city, in your country and even in the world can enrich the production of content for your customers.

A company from Santa Catarina, which develops technology for education with strong adherence in the inclusive education segment, took advantage of a change in legislation to produce content for and, consequently, attract more visitors, also reinforcing its position of authority before this audience.

3) D-Day

As it could not be missing, I also bring some specific examples of commemorative dates. On Children’s Day, for example, lingerie e-commerce made a campaign focused on the little ones. It may sound weird, but it turned out great. The result you can.

The Jardim da Resurreição Cemetery, known for having a good-humored content strategy for Facebook, registered the Day of the Dead with a delicate message that had almost 100 shares:

A restaurant located in the center of Florianópolis and which works with the concept of healthy eating took advantage of Dentist’s Day to honor professionals and improve the relationship with the category. Check out the repercussions.

It may sound cliché, but the content is at the heart. Therefore, breaking the brain to prepare a well-founded and structured planning and valuing the production of relevant and quality texts should be seen by agencies as a true investment, within the macro strategy of inbound projects.

Regardless of the model adopted by your agency, taking advantage of commemorative dates and seasonality to guide editorial planning can not only save time, but above all, result in content with more reading appeal. After all, why not go beyond personas, SEO and the buying journey?

Do you know of any interesting initiatives in this context? Do you have any doubt? Share with us in the comments! I will be happy to collaborate

 

Know what digital accessibility is and learn how to produce accessible content

Even with 45 million people with disabilities in Brazil, it is estimated that only 2% of websites in the country are concerned with digital accessibility

Digital accessibility is the process of making digital products, such as websites, texts and applications, accessible to everyone, regardless of their deficiencies or limitations.

Have you ever stopped to think about how a blind person consumes the content you publish on your company’s blog? Or how does a deaf person who communicates using Brazilian Sign Language (Libras) understand the video you posted on your YouTube channel?

If your business has an internet presence, but you’ve never thought about it, maybe it’s time to think about digital accessibility. In this article by Blue World City, understand what it is, what the benefits are and how to adapt your websites and their contents so that they can be accessed by all people. Follow up!

What is digital accessibility?

Digital accessibility consists in eliminating barriers to internet browsing. This difficulty mainly affects people with disabilities and other limitations, who encounter obstacles that may not only make it more difficult but also make access to websites, content and applications impossible.

The theme is so relevant that there is even a day dedicated to raising awareness. It is the Global Accessibility Awareness Day (GAAD), created in 2012 and celebrated every third Thursday of May.

The date was inspired by a blog post by developer Joe Devon, which called attention to the lack of information on digital accessibility. The goal is to encourage professionals to strive to make digital products more accessible for people with disabilities.

After almost 10 years since the creation of the date, however, the numbers show that there is still a long way to go: according to a survey carried out by the W3C (World Wide Web Consortium, international consortium responsible for standardizing the World Wide Web), for example, only 2% of Brazilian sites are accessible.

This lack of accessibility among Brazilian websites, however, is not due to lack of demand. In the country alone, it is estimated that the number of people with disabilities exceeds 45 million, according to the IBGE. Worldwide, this audience is 1 billion, according to data from the World Health Organization. Furthermore, creating accessible digital environments is not a nightmare for skilled professionals either.

Why are we advancing slowly in this area?

This happens because, before crossing the barriers of digital accessibility, there is a much bigger one, which does not have to do with technology and information, it is invisible and does not belong to the digital world: the barrier of mentality.

We still have difficulty in promoting accessibility because we bump into an exclusive attitude, one that limits us to developing websites and creating digital content limited to a single standard of person, without functional and sensory diversity.

Often, those who work with Digital Marketing (content producers, designers, developers) do not consider this large portion of the population as a persona in their projects.

Why invest in digital accessibility?

Stereotypes and prejudices are cultural and don’t change overnight. For a long time, diversity and inclusion were devalued, and this change of scenery is still ongoing. In this process, information is a great ally.

In 2019, 69% of respondents to the UK Click-Away Pound survey said they abandoned websites due to accessibility barriers encountered. In addition, 86% said they would spend more on an online store if it were accessible.

Data like this show that it is not just this audience of millions of people who wins when investing in digital accessibility. This is also a way for your company to take its content, products and services to everyone, differentiating itself from the majority.

How to create accessible content? 5 tips to use in your business

At this point you may be asking yourself: “but how can I create accessible content for my company?” Below, we’ll share some good practices in accessible content and design that we can adopt in our daily lives.

1. Understand what assistive technologies are

In practice, depending on the type of limitation they have, people use different assistive technologies to perform tasks. They range from the simplest to the most complex in your daily life, including in the digital world.

Blind, for example, browse through screen reader software, which “narrates” the page’s content for them. Deaf people, who use Libras as their first language, generally have difficulty understanding Portuguese. People with severe motor limitations, such as quadriplegics, navigate by mouth, eyes or voice commands.

It is important to take these assistive technologies into account when producing your content.

2. Create cross-platform, multi-sensory content

The more senses, the more accessible. To create increasingly inclusive content, we need to consider that people access information through different sensory channels, whether because of sensory impairment (such as visual and hearing) or because of a situation that causes sensory impairment (such as a cyclist who have limited vision or a person at a concert with loud music has limited hearing).

To meet the needs of these different audiences and make communication more immersive, multisensory communication is a great solution. Videos with subtitles, texts with audio and images with descriptions are some examples of combinations. If it is possible to use more than one of these platforms combined, the content becomes even more inclusive!

Here on the blog, for example, you can find several texts with audio, including a post about how we use narrated content to improve engagement with the audience! This is an accessibility strategy that has several benefits, such as improving SEO, generating more Leads, helping those with reading difficulties and humanizing digital communication.

3. Use subtitles in your videos

If you are not in the habit of subtitles your videos, in addition to creating barriers for deaf or deaf people to have access (and I’m not just talking about people with hearing impairments, but also your grandmother who turns the TV on to maximum), you also stop communicating with all the people who watch videos on social networks without audio. In 2016, Facebook reported that 85% of its users had this habit.

How about adding a description to the subtitles? That way, those who are just viewing the images know that music is playing or that someone is very angry.

4. Include image descriptions

In order for people who are blind and have low vision to access information on the web, they use screen readers. It is an assistive technology that converts text into synthesized speech, allowing the user to hear rather than see. However, for this technology to work, it depends on us doing our part.

Images with information, that is, photos, graphics, organization charts, illustrations, images that replace buttons or links, graphics, must contain an objective and impartial description through the ALT attribute. On social networks, alternative text, as the image description feature is called, can also be inserted by users when posting images.

Many profiles use the hashtag #PraCegoVer before the description in the post captions to warn about the invisibility of blind people on social networks. The action is a provocation about who is really blind: the person who has a visual impairment or users unable to see diversity?

See an example below, in the RD Sum video, a project for inclusion by Resultados Digitais, which has an audio description and an interpreter of pounds:

5. Structure the texts in an accessible way

The organization of the structure and flow of information in the text directly impacts people with visual impairments who depend on screen readers, people with intellectual disabilities and also those who surf via mobile. Simple formatting choices are able to make information accessible to these audiences:

Prioritize the basics

Serif fonts can be stylish and give an artistic tone to the text, but they are difficult for most people with low vision and situational visual impairments to read, such as reading in a very sunny environment. Like serifs, cursive and fancy fonts are not a good choice either, even for those with vision problems (those with astigmatism should share the same pain).

When we think of simplifying text to make it more accessible, we also mean semantic structure and grammatical construction. Very long sentences, paragraphs with many lines, use of passive voice and figures of speech are barriers to understanding the content for many people. Keep in mind: simple is better.

Description: image with blurry letters, simulating the vision of a person with astigmatism.

Align texts to the left

Many people with intellectual disabilities have difficulty reading through justified blocks of text due to uneven spaces between words. According to UX principles, prioritizing left-justified text is a way to ensure the readability of the content, by making it easier to see for as many users as possible.

Always opt for contrast and visibility

Choosing the right colors for text, images, icons and backgrounds is essential to ensure content accessibility. According to the Web Content Accessibility Guidelines (WCAG), the recommendation is that the contrast ratio is at least 4.5:1 for normal text. There are numerous free contrast testers that can help you with this job.

Choosing the right colors means choosing colors visible to everyone. Not everyone can perceive and distinguish all colors, as is the case for people with color blindness, a vision disorder that interferes with color perception, especially red and green and, less frequently, blue and yellow.

Another essential accessibility factor for this audience is the combination of different elements: shapes, icons and colors to represent information. That is, never restrict information to color, like using green to signal something positive and red to signal something negative.

Opera summary: don’t rely on a color to convey important information and always bet on a good contrast between colors and elements.

Image description: montage with 2 images, on the left side, several colored fruits, on the right side, the same fruits in neutral colors and with little contrast. Created by Juliana Fernandes.

Create accessible links

It is common for many people to browse the web using the mouse, but not for everyone: people with motor problems and users with visual impairments, who use screen readers, navigate with the TAB key on the keyboard through the active elements of a page.

One of these elements is the link, a data reference widely used in SEO strategies and which can be accessed by screen readers, as long as it is accessible. And how to make a link with accessibility?

It needs to be clear, descriptive and indicates the content of your destination. Ideally, use understandable expressions even out of context, for example: “Go to the site (name of the site)”, “Learn more on the portal (name of the portal)” or the title of the content itself, such as “Marketing Tools Kit Content”.

Did you like these tips on digital accessibility? How about starting to put them into practice in your company to create a more inclusive digital experience for everyone?

 

How to make case studies that delight (and 5 examples for you to be inspired by)

Learn how to make a compelling case study for your company, with examples, using this strategy to promote your business much more effectively

A case study, in Digital Marketing, is a practical way for a company to show how its product or service is working for current customers. It attracts new customers by showing how to solve problems, creating credibility. It can be done simply, with interviews that turn into texts and videos.

If your company is already ahead in Digital Marketing like Blue World City, case studies are very efficient content to promote products and services. By explaining how some companies have achieved important results using your services, you demonstrate quality and credibility and increase your chance of attracting new customers.

It is not by chance that this type of material is among the corporate content most accessed by executives and decision-makers. With our experience developing successful cases in Digital Marketing, we will talk about the advantages of producing case studies and present a basic guide to creating attractive cases.

What are case studies in Digital Marketing?

Case studies (or cases) play a fundamental role in a company’s Digital Marketing strategy. Success stories are a practical way to show how your product or service is working for current customers and generate value for potential customers.

The dissemination of these cases has a high impact on generating opportunities. This is because case studies are funnel-bottom content, that is, materials that already talk about what your company does and are intended to assist in the Lead’s decision-making.

Later in this post, we’ll talk about different types of case studies and how to create them. Let’s divide it into two types: to tell success stories and to build credibility.

Case study to show the way the stones

A great advantage of the cases is that they demonstrate, in a didactic and practical way, how a certain company has overcome challenges and achieved important results using quality solutions.

In other words, they provide very important information for the business and any company. Who wouldn’t want to know about an efficient “recipe” to be able to accelerate the entry of new customers, increase their earnings, and spend less to produce more, among other facilities?

This perspective makes the customer, who sees themselves with the same problems, see how to use the same solution efficiently.

Case study to build credibility

Another positive aspect of the case studies is that they are focused on the customer’s perspective. It’s not your company that’s saying your service is good, but who uses it. This ensures incredible credibility for the message you want to get across. In addition to showing a genuine testimonial, the studies tell a story and reveal how their products are used to achieve certain goals. I mean, they are true proofs of success.

While positioning your company as a credible solution provider, case studies help to showcase your expertise and depth in specific markets. You can use this material to arouse the interest of the media, provide information to specialist journalists or even as part of your sales material.

In this way, your brand becomes more and more known in the market, with more credibility and attracting a greater number of potential customers.

case study

How to do a 4-step case study

1. Find the perfect candidate

By talking to your Sales, Support or Service team, you will be able to identify customers who have already achieved important results using your products and services. And, most importantly, that they are satisfied with their company.

A tip: try to find out which profile of new customers you want to attract. Thus, seek to develop cases focused on companies in the same segment.

2. Prepare the right questions

Remember, just like you, your customer doesn’t have time to waste — ideally no more than 8 questions. Ask questions that respond to the following scenarios, preferably in this order:

  • Challenge: What was the customer experience like before: what were the problems/ frustrations? What tactics have been tried to overcome them?
  • Solution: how was the experience using your product: what are the 3 most used features or what actions/components of the service that best help to solve the problem?
  • Results: realize that the results achieved can range from increased sales and billing, through the entry of new customers and opening a branch, as well as better resource management and increased productivity. It is recommended to always focus on tangible, measurable things: the more numbers and the less scope for abstractions, the better.

3. Use an efficient approach with the customer

By contacting your customer by email, you can start by congratulating them on their success and highlighting some information you have had access to. Remember to mention the name of the collaborator who recommended you, as this will help make the client more comfortable with passing on information. Then explain why it is important to have the company’s participation.

You can send the questions asked at the end of this first message, or leave it to do so at the end of the day or even the next day, while the client internally evaluates the participation. With the questions in hand, it will be easier to assess what kind of information he can and cannot provide.

Leave it open for the customer to define the best way to respond, whether by email, phone or in person. Some people find it easier to get their ideas across in writing, while others feel more comfortable talking face-to-face.

4. Choose an attractive case study format

In order to make your case study easier to understand and more attractive to the reader, try to keep the aforementioned structure: challenge -> solution -> results.

Try to value the main benefit achieved in the title. It is interesting to use customer quotes to make the information even more accurate. In this case, if possible, also use a photo of the respondent:

Other resources to make the material more attractive are to include topics, explanatory graphics or even images of customers using your solution.

If your company has professional resources and materials, how about producing the case on video or including just an excerpt of the client’s testimonial on the video to illustrate? The video is real proof of customer opinion and it works very well.

An alternative is to do the interview via Skype, recording the content. Afterwards, you can choose to use it in its entirety or edit the excerpts that you find most interesting.

Extra tips

  • After the material is ready, it is good manners to send it to the client for approval, so that he/she can make his/her considerations. Also, take this time to ask any additional questions or clear up doubts;
  • Remember to use your network to share the content that becomes available on your company’s blog or website: send it to all collaborators, spread it by email and on social networks. It is also important that this material is easily found;
  • After two or three months, it’s worth going back to the case study and checking with the client if there have been improvements to update the case and demonstrate that their products and services continue to pay off.

5 case study examples

The step-by-step above how to create a case is a guide for your company to follow and start producing this type of content. To help you have a clearer understanding of what a case study is and how you can create one, we’ll leave some examples of customer cases from Resultados Digitais.

1. How Endeavor uses Digital Marketing to impact thousands of entrepreneurs in Brazil

The Endeavor is an international non-profit organization, based in the United States and present in 25 countries, including Brazil.

With RD Station, Endeavor generated 15 times more visitors and 800,000 new Leads, of which 400,000 are entrepreneurs.

2. How the Surfing Agency grew 900% after experiencing the most difficult year in its history

The Agency Surfing is a Digital Marketing firm specializing in Inbound Marketing, which provides consulting services in marketing and sales to help clients sell more.

With the Results Digitais partnership program, Surfe grew 900%, increased its recurring revenue by 30 times and now had 60% of its revenue via Inbound Marketing.

3. How Impacta started to convert 80% of opportunities into students

The Impacta is the largest training center and certifications in Latin America with more than one million and a half of graduates in the nearly 30 – year history.

With RD Station, Impacta started to convert 80% of opportunities into students, reduced the acquisition cost by 30% and doubled its Leads base.

4. How Vittude increased its sales by 645% with RD Station Marketing

The Vittude is an online platform that connects psychologists to people wanting to do therapy, online or in person, in order to democratize access to health and wellness in the country.

With the evolution of strategies, Vittude’s sales funnel has also developed, especially as it deepens into the pains of its target audience. Sales increased 645% between January and November 2018, and the company experienced 40% growth in a single month.

5. How Embracon structured a new sales process guided by marketing automation and analytics

The Embracon specializes in selling consortia, both by car, property, motorcycles and services. Traditional sales, with the seller visiting interested contacts in person, has always been the common practice in the business of consortia.

At Embracon it was no different. That was how it was until the turn of the key to Inbound Marketing, contributing to become the main management company of an independent branch consortium.

Discover other case studies produced by Resultados Digitais on our Success Stories page and learn how companies from all over Brazil are increasing their sales with RD Station Marketing. Enjoy and make a free trial of the tool, just leave your email below!

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Digital Marketing for Healthcare: How to Win More Patients in 5 Steps

There are several ways to win new patients. See how to do it in practice using Digital Marketing strategies!

Digital Marketing for health is made from the strategies that clinics, hospitals, insurance companies, pharmacies, suppliers and other companies in this sector use to attract new patients and clients. The goal is to raise awareness about each brand and what they can offer.

Despite being a consolidated and successful strategy in the market, some health institutions have a certain resistance to adopting this type of strategy. But why does this happen?

Culturally, other marketing actions draw more attention from those responsible for the Marketing of these companies than the digital environment. Let’s go to the examples:

  • Traditional media (TV, radio, among others);
  • Events and congresses;
  • Newspapers, billboards, etc.

But this reality has changed in recent years and we are going to explain how clinics and healthcare companies in Blue World City that have been using Digital Marketing in their strategies have managed to stand out, increasing their revenue while greatly improving the routine of patients!

How to make Digital Marketing for healthcare in practice in 5 steps?

When we talk about institutions like hospitals and clinics, we need to keep in mind the following fact: a person doesn’t go to a website of this type of institution in search of entertainment.

It is necessary to build consistent, reliable and truly relevant content for the target audience. But here is the question: how to define what these people want to read and learn? Simple: you can compile data from the service area, scheduling and scheduling exams.

With this data in hand, which can be collected via management tools or even spreadsheets, it is possible to see the target audience of the hospital and clinic, facilitating the marketing work when producing the content.

This is just the beginning of the practical step-by-step you need to follow to build a good healthcare marketing strategy. To know all the details, just follow the next ones below!

Step 1: Learn all about your audience

To keep the flow of patients or customers constantly in your business, you need a comprehensive Digital Marketing strategy, focused on serving the right audience.

In addition to knowing your business like the back of your hand, you also need to get a better feel for which patients to target. In marketing strategy, this is called developing a “patient persona” with the data we talked about earlier. This should be one of the focal points of your efforts.

Persona is a fictional representation of your ideal customer profile. It is based on real data about behavior, demographics, personal histories, motivations, goals, challenges and concerns.

To find your persona profiles, ask yourself questions like:

  • Who are my patients?
  • How old are they on average?
  • What is your income?
  • What jobs do they have?
  • What makes them choose my company to solve their health-related problems?
  • How are they paying for services or products?

This knowledge of the audience will enable the team to create a Digital Marketing strategy that really works and gets the maximum return.

Step 2: Build an intuitive website/blog

This advice should be followed by marketing professionals in any industry. After all, it’s no use having a good service if your target audience can’t reach you.

It is necessary to have a lean website that conveys information in a clear and concise way. That’s right, we know that sometimes we don’t find this on the pages of companies in this sector. What is the use of having an online scheduling tool if the link to it is lost in the midst of various offers and newsletters?

The success of your Health Marketing strategy depends a lot on the quality of your website. Nothing will get new patients through your door faster than a beautiful website that clearly states who you are, what you can do for your patients, and where they can find you.

It’s no use for your institution to be a reference in some type of exam or consultation if the user of your service doesn’t know about it! Therefore, it is necessary to have a website and blog that carry out this communication with quality.

About the blog, let’s check its role in the next step.

Step 3: Make Content Marketing

Remember when we said above that it is necessary to structure a website and blog, with good quality? Well, it’s no use having this without also producing quality content.

Content Marketing and educational content are the smartest way to attract new patients and clients for your health business today. When we talk about Digital Marketing, the focus is on generating value for the end-user — in this case, the patient. And we also know that people always end up choosing to buy from experts.

Therefore, if your institution produces quality content, in order to position itself as a specialist within a segment, it has a great chance of attracting more patients who are interested in that service.

Just think about the famous doctor analogy: whenever you get sick and the doctor prescribes a medicine, the patient will hardly ever buy it, as it was recommended by a specialist.

Remember: you have an audience that can buy your products or services. And this audience goes online to educate themselves before interacting and making a decision. And that’s where any healthcare marketer can step in, creating amazing content to present their brand to the right audience at the right time.

Step 4: Increase the number of patient acquisition channels

The world has evolved a lot in recent years, hasn’t it? Today it is possible to carry out almost any type of activity from a smartphone and on the internet. So don’t limit your content creation efforts to just your site.

Content strategy isn’t just writing and praying that your content will appear on the first page of search results. Also, consider posting original content on social media platforms such as LinkedIn, Facebook, Instagram and Twitter.

Your company has many platforms to choose from and should make the most of the tools available. Therefore, working only with traditional marketing and service means can negatively impact the user experience.

You can count on these channels not only to publicize your content and other Marketing actions but also to use them as an online scheduling solution. This is vital for the success of a healthcare institution’s Marketing strategy, and even WhatsApp can work as a solution!

In addition to having a lower acquisition cost per patient, his experience ends up being facilitated. Let’s list below the differences between analog scheduling, over the phone, and online, just so you can get a sense of it:

  • With online scheduling, there is no chance of line congestion and an exam or appointment can be easily scheduled, regardless of demand;
  • The process can be completed in less than 2 minutes;
  • The cost per service is around cents (80% cheaper).

Step 5: Count on a Marketing Automation tool

After an appointment, it is vital that the health institution continues the relationship with its patients to ensure the greatest number of loyal customers.

From presenting new procedures to talking about good health practices, it is this type of action, in addition to quality care, that will make the patient come back when necessary.

But doing all this work manually is impossible. To really know the best way to communicate with him on a constant basis, you need to know:

  • How the patient is interacting with the institution’s website;
  • What kind of content has he been consuming;
  • Which communication channels they use the most.

All this information can be tracked with a Marketing Automation solution. This is the cheapest and most automatic way to do this work, with features for monitoring and building nutrition flows.

The nutrition flow, a feature that only this type of tool can offer, together with the content produced for the blog, is vital for the success of the marketing strategy!

Just do the following: instead of hiring 4 marketing professionals (to take care of social media, blog management, Email Marketing, and data analysis) and 2 salespeople (to qualify all opportunities), your company can count on a tool that performs all these functions, reducing the final cost of the operation.

With a nutrition flow performing most of the relationship work and the tool centralizing the entire process in a simple and intuitive way, the work is faster and more profitable.

Take the next step in your healthcare marketing strategy

There are several ways to win new patients, but one of the cheapest and most effective methods is with these Digital Marketing steps. Just realizing that a large part of the world’s population is already connected to digital channels makes it clear that not working in this environment is a serious mistake.

Therefore, following the above 5 steps is vital for your institution’s success. These tried-and-tested marketing techniques will give you a considerable competitive advantage, regardless of the segment within the healthcare industry you belong to.

All the tips and steps we suggest in this post can be put into practice with RD Station Marketing. This all-in-one tool makes your Digital Marketing operation more productive by bringing together several functionalities in one place. The plans start at R$19 and can be adapted to your business needs.

You can take a 10-day, no-obligation free trial of RD Station Marketing. During this period, you will be able to check, among other things, how easy it is to create campaigns that work using the drag & drop editors of Landing Pages and Email Marketing. Your work on all your campaigns will be much simpler.

 

Non-violent communication: what it is and how to use it with clients and employees

Good communication is a key factor in any agency’s success; find out what the CNV methodology is and what benefits it can bring to your team

Have you ever stopped to think about the health and quality of communication between your agency’s employees? Are excessive criticism, teasing, labels and rumors common in your work environment? If you answered yes, maybe it’s time to create an internal communication culture based on c nonviolent communication (CNV).

Nonviolent communication is a process of mutual understanding, formalized and disseminated by Marshall Rosenberg, PhD in clinical psychology.

Your goal is to improve the quality of our reactions. Working with empathy, the non-violent receiver analyzes the pain of the interlocutor and seeks to find the agent that motivates the person to act in a certain way, based on the feelings and universal needs of human beings.

So, the basic principle for putting CNV into practice is: listen to the feelings, not the words. Try to find the root cause and bring it to your advantage in a rational conversation between you.

In this article by Blue World City, you will check the pillars of non-violent communication, tips for applying it in your agency’s work environment and with clients, and what are its benefits. Come on?

The 4 Pillars of Non-Violent Communication

CNV is based on four pillars that, when put into practice, have the power to change relationships between people. In addition to creating a more pleasant internal work environment, these pillars can also bring more productivity and results for your agency.

Are they:

1. Observe without judging

Focus on the facts and leave judgment aside. In the feedback meeting, instead of saying “you’re always late”, formulate specific and concrete sentences. Avoid generalizations such as: “in the last two weeks you have been more than half an hour late for our weekly meetings.”

2. Name your feelings

The second step is to understand the feelings behind the observations made. Self-reflection, identify your feelings, and express them clearly. For example: “when you arrive late without telling me, I feel disrespected”. In this way, more empathy is created and a direct and sincere communication channel is opened between those involved.

3. Identify and communicate your needs

What needs are behind your feelings and attitudes? Our actions are based on strong motivations. For example, if the fact that his led late to a meeting with make you feel disrespected, probably the real need behind this situation is to feel respected and valued.

Our feelings always express needs: trust, respect, acceptance, understanding, acceptance, etc. It is critical that you identify your own needs and understand the needs of others. Why does she act this way? What needs are behind her attitude? Question yourself.

4. Asking instead of sending

Express your needs in the form of clear, tangible and objective requests. Always use positive language. Instead of saying “don’t be late!” say “I would like you to arrive on time for our meetings”. Also make sure that the other person understood your request, asking at the end of the conversation: “so just to close, what was defined?”.

4 Tips for Applying Non-Violent Communication at Work

Whatever you think, I think it’s best to say it in good words. (William Shakespeare)

Often, how we say something is more important than the content itself. Although it is common to get carried away by anger or any bad feeling when talking to someone, it is necessary to guard against letting emotions speak louder than the message. Changing our habits is not an easy task, but, little by little and with daily practice, we are replacing old patterns and becoming more empathetic and flexible communicators.

Some tips that can help you put this into practice:

1. Listen more and speak less

Being a good listener takes some training. You must have an open mind, free from judgment, and be available to receive what the other has to say. Pay attention to what the other is saying, be welcoming and make sure the other person is comfortable in your presence.

2. Focus more on the solution and less on the problem

Encourage your team to think outside the box to find innovative and creative solutions to everyday problems. Rather than excessively discussing the problem, how about holding a brainstorming session to find the solution? So your team comes out of a state of frustration and despondency and directs its energies towards creating something new. With optimistic incentives creativity is stimulated.

3. Include short dynamics in your weekly meetings

Starting weekly meetings with a short, relaxed activity is a great idea to break the ice and create more interaction among the team.

For example, a cool dynamic to generate more connection between the team is “Up’s and Down’s”. In this exercise, each team member shares an up (something good) and a down (something bad) about their week. Everything goes from “It’s a sunny day and I love the heat!” to “I closed an important sale yesterday”. It doesn’t matter if the events are related to work or personal life, the important thing is to share. This practice, in addition to making the team know each other better, increases the sense of empathy and understanding among everyone.

4. Create and make available your agency’s internal policies

HR policies such as vacation, admission, dismissal, maternity and paternity leave, as well as reimbursement, travel, event attendance and teleworking policies need to be clear and available to employees at all times. Defined processes minimize conflicts and misunderstandings.

Using Non-Violent Communication to Deal with Customers

The way you communicate directly interferes in a relationship between client and agency. When your client complains about the lack of results, it is necessary to be calm and not activate the defense mechanisms – both retreat and attack. Therefore, CNV can be the key to helping you even with your most dissatisfied customer and turning the game around in your relationship.

To guide you through this process, we have adapted the 4 steps of standard non-violent Communication (Observation, Feeling, Need and Request) for the client-agency relationship.

#1: Look at the big picture

Every violent act is a tragic expression of an unmet need. Marshall Rosenberg.

This is where, among your client’s ugly words or blatant criticisms, you should find and interpret their real pain at that moment. A nice tip is to analyze the situation as if it were an external person, in order to receive that information and not place any personal judgment on it.

An example: during the campaign of a critical event for your client’s business, one of the blog posts had a typo and needed to be taken down, but was soon corrected. The client is extremely reactive and kicks ass, claiming the agency is incompetent, and threatens to cancel the contract.

You as an agency must show empathy and reflect for a minute on the real reason for this threat. Take responsibility and show solutions that can solve the problem in order to prevent these mistakes from happening again.

Show the value generated so far and the forecast for the next months of the project. Having the macro view, the customer stops focusing so much on the details and sees you again as the authority.

#2: Feeling of frustration is a sign of attention

Don’t justify your client’s problem with your agency’s problems. Nothing makes consumers angrier than this!

Think of yourself when you order a pizza and it arrives all disfigured. When you call to complain, the last thing you want to hear from the pizzeria owner is that it was the fault of the motoboy who reared the bike on the way. That’s not your problem, you just want your pizza to be the best it can be!

If the customer is frustrated, understand if there was any misalignment of expectations at the time of the handoff between the Sales and Customer Success areas. Resolving this impasse should be your main focus.

#3: “Behind all behavior there is a need”

If your client feels insecure with his work, it is natural that he will demand more and more, bringing charges that make sense and others that don’t.

It’s up to you to practice active listening and be closer to him at times like this.

Deliver customized solutions and be bold: bring something unexpected like an extra report, a new output, and a new tool that can bring you closer to your customer.

#4: Clarity when ordering

When the customer externalizes his dissatisfaction, it is because he has reached a critical point in the relationship between you.

Your job is to prevent. Don’t let the pains your customer may experience during the service process turn into complaints.

Ask, investigate and demonstrate cognitive empathy by receiving feedback from your client throughout your journey with your agency.

And remember: you need to be as clear as possible. Many terms and actions may seem simple to you who do this over and over again. However, your customer is not familiar with this universe.

The summary of the opera is: Nonviolent communication is the way to communicate with empathy, to put on the customer’s shoes, and listen to the human being on the other end of the line without labeling him as an “annoying customer”. 

In conclusion: The benefits of CNV

The pillars of Non-Violent Communication can help your agency do more business through empathy in customer relationships and human-centered marketing.

In addition, CNV improves the agency’s internal communication, reducing conflicts and increasing the well-being of employees. As this practice increases the sense of collectivity, teamwork is encouraged and strengthened.

People who practice this type of communication develop fundamental skills for the labor market, such as: ability to express themselves transparently and naturally, ability to analyze facts and situations in a neutral way, empathy and a sense of community. And of course, these skills are extremely important for personal life as well.

Good communication like the team of Blue World City is a key factor in the success of any agency, so start applying the CNV methodology now and reap the benefits it can bring to your team!

 

Complete guide: everything you need to know about content production

Learn, from theory to practice, how to have successful content production in your company with the tips in this comprehensive guide

Content production is a strategy that consists of creating and distributing materials in text, video or audio — such as blog posts, eBooks, podcasts and videos — frequently used by companies that invest in Digital Marketing. In order to be efficient, content production must be focused on a target audience and have a defined objective, such as becoming an authority on a certain subject, generating Leads or increasing sales.

When a company is starting a content production strategy, it’s easy to do the job: a single person is able to manage the entire process involving the creation of a blog article or the launch of rich content, from from planning to publication.

With more people on the team and a larger production and release volume, this task can quickly become too complicated to manage on paper.

If you’re having trouble getting your content production going, don’t worry. In this article, rudn enclave will give a complete guide to the subject, we’ll talk about what content production is, why a defined process have for it, how to target your content to your personas and much more. Good reading!

What is content production?

Content production consists of planning, creating and distributing materials in different formats to a specific target audience, with a specific goal in mind. Often, companies that invest in Digital Marketing bet on content production, since Content Marketing is one of the pillars of this strategy.

A content strategy can rely on formats such as text, audio and video, which materialize in blog articles, podcasts, videos, infographics, webinars, eBooks, among other possibilities.

What will define the ideal formats for each business are the personas the company wants to attract. If your target audience is interested in a certain type of content, then it might be a good idea to bet on it.

It is also necessary to take into account the company’s objectives. In general, businesses seek, with the production of content, to become authorities in their business segments. This also contributes to increasing brand awareness and bringing consumers closer to the company, as useful and quality content that helps readers to resolve their doubts will certainly not be forgotten.

But content can also serve more specific business goals, such as attracting traffic, generating quality leads and increasing sales.

Want to learn more about content production? Then download the Ultimate Content Marketing Guide for free and learn how to position yourself as a reference in the market and attract potential customers through content.

What is rich content?

In content production, there is a type of material that differs a bit from a blog post, for example. These are the so-called rich contents (also known as rich or educational materials), which address a particular topic in a deeper way.

In general, to access them, the visitor needs to leave, in exchange, their contact information, becoming a Lead. After that, other materials can be used in the nutrition of these Leads.

These rich content can be of different formats. Just to name a few:

  • eBooks;
  • Webinars (live or recorded);
  • Spreadsheets;
  • Templates;
  • Tools;
  • Checklists;
  • Free evaluations.

Rich content can be focused on:

  • Lead Generation, as they are normally delivered on Landing Pages where, to access the content, a visitor needs to leave some data such as name, email and other information relevant to the company;
  • Lead Nutrition , because the more content a Lead consumes, the more interested it is showing itself in the company and in matters involving a particular market;
  • Profiling, that is, capturing more information about a Lead to understand if it has a qualified Lead profile.

Looking at a sales funnel, these are the moments when they act:

Why have a well-defined content production process?

Okay, now you know what content production is and know some common formats. Now, let’s talk about the importance of having a well-defined process for creating these materials.

Effective content production must have three characteristics: predictability, scale, and error reduction. Understand more about each of them:

Predictability

In a process, delays are common, and this results in lower quality and depth level of the content produced. Hence the importance of good planning to gain predictability.

Scale

With a small volume of content production and only one or two people working on it, it’s easier to keep track of what’s being done.

However, when we increase the volume of content or bring more people to the team, the lack of a place to centralize actions quickly makes the operation become a mess, which will cause a lot of effort to be wasted along the process.

To gain scale without losing quality, it is necessary to have organization and planning.

Error reduction

When you have a process in which each step is well described and the requirements for moving to the next step are well defined, you reduce certain flaws, which are often basic but can compromise a project.

For example: if you run an Email Marketing campaign and do not check if the links are working, it may be that there is a broken link, and this could compromise your action.

For this reason, it is important to use checklists to know what to do next and to avoid failures for whatever reason.

The project management methodology

Here at Resultados Digitais, to create an effective content production process, we seek to understand more about the project management methodology.

We usually say that each content is a project. They need resources, they have costs, they need people involved, and they have a defined scope.

As we are used to working with agile methods, we chose to follow with a hybrid model of Lean and Kanban methodologies, which allow us to give an overview of:

  • All steps in the process;
  • How many projects (content) are in each stage;
  • What remains to be done in each content to move it to the next step?

To do this control, we chose to use Trello , a tool that allows managing projects using these methodologies.

To accompany this post, we created a framework model in Trello where all the steps are described and we put examples of content in each one of them to illustrate the process.

In Trello, you will basically find the following elements:

  • Columns: are the steps in the process.
  • Cards: are the offers. Each material has a card and it advances to the next columns as production progresses. Inside these cards, there is space for comments, checklists, attachments, delivery dates, responsible people, among other elements that I explain better in the webinar that accompanies the template.

At the top of each column, you will find a card called “Instructions” with checklist templates, supporting content and description about each stage.

The steps of content production

Now, let’s go deeper into the content production process and explain how each step works.

The content production process is divided into 3 major phases:

  • Pre-production: encompasses everything from gathering ideas to starting content production. The delivery of this phase is the content that is scoped and ready to be produced;
  • Production: is the stage where we get our hands dirty. Delivery here is the content revised and ready to be consumed (edited video, diagramed eBook, ready-made spreadsheet);
  • Post-production: this phase includes all the preparation for the release of the content, the release itself and the analysis of the results. This means that it is at this stage that we produce the Landing Page, do the email campaign, publish on social media, measure the main KPIs, etc.

Going deeper into each of the phases:

Pre-production

Here we have 3 steps to prepare you to start producing an offer.

Sandbox

Step where all content ideas and offers go. These ideas can come from many places, from thinking yourself about something that could become content, to ideas coming from other people in the company, Leads, customers and partners.

No ideas are discarded and some of them will never leave this stage.

To get out of the sandbox, normally, in a planning, we think about content guidelines to be worked on and look at the list of ideas in search of offers that fit with what was planned. In case there is something interesting, we move to the next step (backlog).

There are also cases where content is advanced at the initiative of a third party. The most common are:

  • Someone else in the company has started producing the content on their own and it’s an interesting subject for the company personas;
  • Another area of ​​the company has ready-made content that, with minor adjustments, can be published (common case with spreadsheets, training and tutorials);
  • Some company is producing something and invited us to publish in co-marketing.

In these cases, we assess whether the material makes sense within the company’s strategy and move the content to the appropriate stage.

Backlog

Here are all the offers that have been prioritized and that will be produced within a defined time scope. The idea of ​​this step is to reflect more on the offer and understand how it can be useful for the company’s personas.

In other words, at this stage we define “what” the material will be, what problem it will solve and we validate if it makes sense to our audience.

For this, it is interesting to talk to customers who may have the problem we want to tackle. It’s also important to get impressions from people in the sales and service areas about the subject.

Here we also look at past data to see if the material has good lead generation appeal or if there is already something that can or should be revised and released as a new edition.

To decide whether an offer will go forward, at this stage we ask a series of questions about the content that aim to give a better understanding of the effectiveness of the offer and the feasibility of producing it, that is, we think about the format, if there is already similar content, whether there is the possibility of co-marketing, among others.

In the template, on the “Instructions” card for this step, you will find the questions we use to reflect on the offers.

After this analysis (essentially qualitative), we will reach the conclusion about whether it is worth continuing with the production of the content.

Briefing

In this step, we define “how” the material will be made, what its format will be, and we kick-start production.

The main objective is to deliver the minimum structure to start production, with defined responsibilities and schedule. Anyone reading the information about a content in this step should understand its scope, purpose, deadlines, etc.

In the case of co-marketing, it is at this stage that we decide which partner will be and we do all the necessary alignment.

Each material format has a “done” criterion to advance to the next step.

Some examples:

  • eBook: done the outline (skeleton) of the eBook and ready to develop the content;
  • Live Webinar: Scheduled broadcast date and confirmed with attendees;
  • Recorded webinar: set the theme and format of the webinar (Slides? Chat?);
  • Tool or spreadsheet: the MVP (Minimum Viable Product) is done , that is, a draft, functional or not, of how the tool or spreadsheet will work.

Content production

With the briefing in hand, this stage is where the content production itself takes place.

Development and review

These two stages contain the contents that are in the production process, whether internal or outsourced.

The way of producing and revising varies greatly depending on the format of the offer. For example, writing the eBook, recording or presenting the webinar, developing the tool, etc.

In the template, each format has its own production and revision checklist and the delivery of these steps is “presentable” content, that is, a diagrammed eBook, an edited video, a spreadsheet with formulas and links made.

Post production

This phase involves all the preparation for the launch of the offer, the launch itself and the analysis of the results.

Regardless of the content format, there are many things in common that are repeated with each offer. Therefore, in these stages, the use of checklists is even more recommended so as not to forget any details and thus avoid errors that could compromise the release.

Pre-launch

With the revised material, in this step we prepare the release, which usually involves, among other things:

  • Make the Landing Page, the thank you page and the thank you email;
  • Make the images that will be used on social networks;
  • Write the text for the email campaign;
  • Make the integrations in case of co-marketing;
  • Configure Lead Scoring and Automation flows.

Anyway, the idea here is to leave the offer ready to be launched and test and review everything that involves this launch.

Launch

At this stage, the offer is promoted in the main acquisition channels, such as email, social media, paid media, etc. — each following their own checklist.

It is important to mention that, if you are a co-marketer, you must ensure that the partner performs the agreed actions.

Analysis and optimization

Here the launch analysis is performed. Ideally, set a default period for the analysis. That way you can get a better basis for comparison between releases.

For example, content that was released two months ago has already been distributed better than one released a week ago.

This period can be defined according to your company’s sales cycle, so you’ll be able to look, in addition to the number of Leads, how many sales were made in the period from the launch.

In this step, you must gather the main metrics of the release and raise what improvements can be made for the next ones.

Evaluating the process

Often, looking at such a process seems to make content production long and bureaucratic.

However, the opposite is true: you gain a great view of what is happening with the production of each offer and the work becomes increasingly agile and fluid.

Furthermore, with this project management methodology, any process change can be quickly implemented and applied to the next content.

By following a process, the chances of launching errors are greatly reduced and you don’t need to think “what’s next?” – you simply look at the process, the checklists and move forward.

See more tips in the video below:

How to direct content production to your personas

Those who follow our blog and materials know that the main pillar of Inbound Marketing is the production of content – ​​whether blog posts, rich content or even website content.

And to know which themes and approaches are relevant to your persona, it is necessary to identify them through the stages of the buying journey. Designing personas can go deep into discovering what is needed for them at each stage and thus help them progress to the point of sale.

You might be thinking: “interesting, but… how to do this in practice?”

Here’s an option we use at Resultados Digitais: interview your audience! They can be current customers of your company or even Leads that haven’t purchased yet. Just direct questions that help identify what’s relevant to him, from discovery to purchase.

First, find out about your information consumption habits:

  • Channels where he gets information (blogs, social media, newspapers, magazines, etc). This is essential to detect where you can reach him: in which blogs he can try to guest posts, in which media to be present and advertise and even guide press relations actions.
  • What topics interest you in general? For example, many people from our base are interested in entrepreneurship. Knowing this, we launched the eBook Digital Marketing for Entrepreneurs.
  • Events you attend (themes, duration etc). If your company offers events, this is the chance to have inputs that will help when putting together one!

Suggested questions according to the stages of the purchase journey

1. Discovery and learning

  • How was your situation when you found our company on the internet?
  • What content did you look for? And what did you find?
  • How did you reach us (through which channel, some specific content)?
  • During this stage, was there a theme that was more useful and met your need?

The conversation about this step should clarify the starting point of your persona in the buying journey, which led her to research the theme X that made her find your company, what her situation was.

Most of the time, she’s after content X, but still has no idea she has a pain or need. Here it is interesting to identify which keywords she searched, as they can be a guide for her future content, which will be “baits” to capture this audience.

2. Problem recognition

  • What was the company’s situation before purchasing our solution? What was your problem/need?
  • When you identified him, what did you do? How did you go about finding a solution for him?
  • What contents of our company were useful to “wake up” you about this need?

Here it is necessary to know what were his pains and needs and what he did when he discovered this. Searched the internet? How was this process? This is a good way to know what content to produce to help Lead recognize this need.

3. Consideration of the solution

  • When you started looking for solutions, what did you find? (Market competitors);
  • What impressions did you have of the information you found about our solution (website, posts, and materials)?
  • Were they helpful for you to understand our service/product?
  • Who in the company did you talk to about the problem and the options you found?

This step is essential to know what to offer to the personas who have come this far and are looking to solve their problem. What contents can help you? What are the competitors she finds at this stage and how to “shield” against them?

It’s also important, if your audience is B2B, to know if your persona is a decision maker and, if not, to understand who needs to be involved at that point.

For example, if you identify that your persona needs to prove the value of your solution to the boss, you can build a presentation template that she can use to unlock this step.

4. Evaluation and purchase

  • What were the most important points of our solution that led you to become a customer?
  • Who needed to be involved in the purchase decision?
  • What information about our product/service was the hardest to find?

Knowing the strengths and relevant to your audience, which are not always what your company believes, helps you direct your communication to highlight them (and even make improvements to your product). Also take the opportunity to detect if your persona finds difficulties in this step to find what you need about your solution.

After the interview, try to separate what content and actions can be useful in each of the steps to serve as a guide for your Digital Marketing actions. It’s important to have this material as a permanent reference, so you always keep your persona in mind and start producing content that really matters to her.

How to segment content production to your audience

If you made it this far in the post, you may still be thinking that you will need to “shoot in the dark” until you find out who you are and how to communicate with your audience.

Therefore, in addition to the above idea of ​​the interview, we have selected some tips for you to discover how to produce segmented content, without relying on “guessing”. Check it out below:

1. Know your audience and provide the right content for them

We like to hit this key, but it’s certainly not for nothing: any strategy that starts without knowing its target audience is fraught with uncertainty. So the first thing you need to do is create your personas.

For example, if you have project management software that serves both small and midsize companies, you can create at least two personas: one that represents the small business audience and one that represents the midsize business audience. Include in these personas all the information you can: from name, age and title to pains and questions you have about your business.

2. Use your brand’s voice to understand what segments want and need

Do you know what the voice of a brand is ? The brand’s voice is nothing more than the company’s personality and can be described through an adjective. She has several tones of voice, which “refine” the voice. A parallel can be drawn with the human voice: the human being has only one voice, but he has several tones of voice, which change according to the situation in which he communicates.

Once your audience contacts your company, whether it’s already thinking about buying or just consuming content, they expect to engage with your brand — soon or over the long term. But for that, it needs to see itself reflected in your brand. In other words, you need to feel that personality and other concepts close to it, such as mission and vision, are in line with what you believe.

Therefore, make it clear what your brand’s goals and values ​​are, communicate them to your target audience and pay attention to who responds and how people identify with them.

3. Adapt user experience to segments and diversify your content

Have you ever entered a company’s website and felt that that brand wasn’t talking to you? Or that the product or service she offered was not being offered to you in an attractive way, even if it was in your best interest?

If so, it’s probably because a) you weren’t the company’s target audience; or b) the brand’s communication was not aligned with its audience(s).

In order for you to be able to better converse with all spectrums of potential customers, tailor the user experience on your website, rich materials and blog to their interests. It’s no use overloading your visitors with content in the hope that they might like something. Instead, get information from your visitors from their behavior on your site.

You can check which links and pages are most accessed by your Leads . They can tell you what are the most viewed content and what subjects your Leads are most interested in. Also, you may start to notice some patterns: those who access content A the most are also more interested in content B, while people who see content C tend to like content D, and so on.

At the same time, be aware of how you are offering this content to your audience. If part of your audience is not very used to reading, maybe the contents accessed by them should not be worked in text form.

Finally, take the opportunity to produce various content for your personas. Thus, you will have the opportunity to obtain information about your different audiences, generating increasingly targeted content which, in turn, will attract more qualified Leads, from whom you can obtain more information and improve your targeting, creating a virtuous circle.

4. Encourage your visitors to self-segment

It is very likely that you understand your market and your audience well, but surely no one knows your visitors better than they do. So, whenever possible, ask them to self-segment, rank, and objectively indicate their interests.

One way to do this is through newsletter subscriptions. You can place them, for example, on the main pages to encourage your visitors to subscribe to receive news from the site. At the time of registration, you can already ask the visitor about what subjects they are interested in and, if possible, you can even create different versions of the newsletter to serve different segments.

Another way is the Landing Pages forms of educational materials. If a visitor arrived at a Landing Page and is interested in the material to the point of providing information to obtain it, take advantage of this moment and ask for strategic data for your business.

Digital Results, for example, asks in its forms for some information about the visitor’s position, company size, website, etc. All of this helps us to identify who this Lead is, where he works, what your company’s interests are, etc. and thus create more suitable content for this profile.

5. Take tests to find out what your audience likes

Often, a subtle change can make all the difference for a content to be more accepted by a certain segment or not. So take tests to find out what each audience likes best.

A good tip is to use A/B tests , in which two variables from the same object of study (which can be an Email Marketing, a Landing Page, a blog page, etc.) are randomly distributed to a relevant sample of people; the one with the most acceptance (more clicks, more conversions, more hits, etc.) is the “winner”.

An example was an Email Marketing that we sent to the Education segment. In version A, we send an email disclosing generic content, which we also send to the rest of the base, with the terminology we use with all our Leads: “customers”, “company” etc.

In version B, we published a similar content, but adapted to the Education segment. The text was adapted to the segment, with some terms being replaced to make them more adapted, for example: changing “customers” to “students”, “company” to “educational institution” etc.

The results show us that version B had better acceptance than version A, with 535 email conversions, while version A had 81 conversions.

However, care must be taken not to exaggerate the number of changes in the object of study. Do it one at a time, or you won’t be able to tell what motivated your visitors and Leads to change their behavior?

6. Segment gradually

If you already have a content production strategy, it’s important to invest in mechanisms to target it — as we did in the case of Email Marketing for the education sector. However, do this work piecemeal, for two reasons?

The first is that, possibly, in the beginning, you still don’t have enough information to create very complex segmentations or that really make a difference. In practice, this means that you may not yet know very well who and how to communicate. So, keep doing the segmentations as you get more data from your Leads.

The second is that if you do it all at once and make a mistake in the segmentations, it will take a lot more work to fix everything. So take it easy. If you try to target all the targets at the same time, it’s possible that you’ll make the mistake of creating generic content for all of them.

The tip is: understand a segment well and, when you manage to segment it correctly, move on to another.

7. Don’t miss the opportunity to use data and technology

In the end, we know that Inbound Marketing is about using a strategy based on data and technology; and segmentation is no different.

This is the typical case where less is not more: the more data you have about your base, the more you can analyze your Leads and understand how to create targeted content.

For example, if your company is B2B, you might feel that you don’t need to get personal data from your Leads. But remember: some personal information can influence work decisions and, therefore, may be important to you.

8. Be aware of changes in segments

The characteristics of the segments are not written in stone: who could say, just a few years ago, that traditional segments such as Education and Real Estate would be so transformed by technology? Or that Commerce would give rise to a segment that grows so quickly, ecommerce?

Therefore, be aware of the changes and consequences they bring to different sectors and their content. This means that just because you’ve managed to create effective targeting (and adequate content for that targeting), doesn’t mean you won’t have to change it from time to time to absorb what’s new.

An interesting and interactive way to track changes and get feedback from your segments: Constantly request information to understand how the industry is changing, ask what’s missing for your content to be more up-to-date, and if you’re approaching the subject correctly.

Once you’ve collected feedback, see how you can apply it to create even better content.

What does a professional gain when producing content for the company?

One way to have quality content is to encourage it to be written by the company’s own employees — not only those in the marketing area, who are already in charge of this work, but also specialists from other teams.

These people, more than anyone else, experience the day-to-day of your business, and can contribute excellent content about their area of ​​expertise. All you need is an editor to help collaborators leave content in the ideal format for publication.

But it’s not just the company that wins. When writing — whether for the company blog, personal project, LinkedIn or Medium — professionals from any field gain learning, recognition and productivity. So it is. Understand each of these points better:

1. Learning

Many people believe that writing is about teaching and informing others. But not only that. Writing has an incredible ability to make you learn and reflect a lot on a particular topic.

Writing organizes and clarifies our thoughts. Writing is how we think about a subject and how we incorporate it into ourselves. Writing allows us to discover what we know—and what we don’t know—about whatever we are trying to learn. (William Zinsser, in Writing to Learn: How to Write–And Think–Clearly about Any Subject at All)

In other words, writing is a two-way street. When producing content, you are, yes, informing or teaching readers about some topic, but at the same time you are developing your knowledge about this subject.

2. Recognition

One of the great advantages of Content Marketing is that, through these contents, the company is able to build an important asset and become an authority in its market.

When we take this to the professional, the idea remains the same.

Associating your name with an idea, good practice, reflection or any other type of content is a small step towards making you also an authority on the subject.

Who wouldn’t want to be recognized? Who wouldn’t want to receive praise for their work? Who wouldn’t want to receive comments or messages saying that your article is helping that person in some way?

Recognition is another priceless value. You don’t buy, you conquer. Once you are a reference in the subject, you gain much more credibility within your market.

This recognition can take place in several spheres. It can start within the area, with the professional becoming a reference among co-workers. It can expand into the company, with the professional becoming a reference among all co-workers. It can expand further and – why not? – reach levels where your work can impact people across the country.

In short, a little authority on the subject can make it easier for you to gain support to do other jobs and projects, as well as improve your relationship and the respect your colleagues and clients have for you.

3. Productivity

Everyone has repetitive tasks, right?

For example, explaining the same thing to several people.

Especially for those who work in direct customer service, publishing an article can give your work a good boost.

This is possible because with an article you can impact all these customers and gain productivity by not having to explain the same concepts to several people. Thus, you are free for more specific questions, to ask questions and to act in a more personalized way.

For managers and team leaders, for example, writing a blog post is like writing a playbook. It can save a lot of time in the future by avoiding repetitive actions too much.

Tips for Content Producers: 12 Habits to Cultivate

There are some highly recommended behaviors for every day to be productive when producing content.

Below, we list 14 highly recommended habits for every blogger, copywriter, ghostwriter, freelancer or any professional who works in content production.

1. Write often

The first habit is in virtually every article on productivity: writing a lot.

Only those who write frequently develop writing. Just like any other task, it is an activity that develops over time. If your job is to write, you need to develop until it feels as natural as your breathing.

So, put the ideas that are in your mind in the text editor and worry about making corrections and improvements when it’s time to edit, which by the way is the second habit you need to have and become familiar with.

2. Don’t save time to edit

The secret to a good text is in editing. Nothing goes perfect without being overhauled.

Edit carefully. That way you can write faster and with less worry, leaving it to be polished later. After all, you need to edit anyway.

There are writers who spend 80% of their time editing what has been written. So, know that this function will have to exist. And you’re going to have to play it.

3. Post periodically

To build an audience from scratch, or to maintain it, you need to nurture it. And let her know that new publications will be posted in a pre-defined time frame.

So, make a content plan, deciding how often posts will air.

Decide whether postings will be daily, weekly, fortnightly, monthly, or in the time frame of your choice. The important thing here is to always keep the reader fueled so that they know how often they should return to your site.

It’s very strange for the blog — and also for the reader — to post in very interspersed spaces of time. For example, post every day of the week and then go a month without updating the blog, then post two days in a row and spend another fortnight with no new posts.

Keep a constant interval. If productivity is flying and over articles, save it for later — as long as it’s not urgent. It might be helpful.

4. Read a lot

Reading is the fuel number for those who write. No one becomes a good copywriter without being in the habit of reading.

Create a daily reading routine. Make it a hobby and take a fixed amount of time each day to read. They can be physical books or eBooks. The important thing is to develop this habit.

An hour of reading a day can already bring incredible benefits in your professional and personal life. Reading daily increases creativity, improves vocabulary, strengthens analytical thinking and improves focus and concentration. In other words, everything a copywriter needs.

  • Read also: 43 book tips for those working with Digital Marketing

5. Search

Before starting to write about your subject, do searches in search engines.

It is critical to know if material similar to what you intend to explore has been published. In addition to helping you think in different ways, research can also bring up issues you haven’t thought of before.

Don’t be ashamed to rely on other content. But, be clear: don’t confuse references with plagiarism.

Previous research from trusted sources can also help you organize the topics that will be written, giving you greater insight into the subject.

6. Be curious

Writing is a form of learning, so being curious is very important in this regard.

Being curious means being willing to break down various subjects and bring your doubts and solutions to your audience.

It means always being ready to learn and develop more. Even more so when technical and conceptual updates are so constant that you need to study daily in order not to be left behind.

7. Consume information smartly

The volume of information that exists on the net is gigantic. Therefore, it is difficult to choose what to consume. On the other hand, it’s easy to get lost in several parallel issues that kill productivity and add nothing to your work.

In times where there is an excess of information, it is necessary to be selective in what is consumed.

If you’re looking for information by going straight to the sources, create folders in favorites and segment them by categories.

If you use social media for that purpose, create lists so that the essentials don’t get lost in the news feed.

8. Write down everything

Everyone responsible for producing content needs to be creative and gather different agendas and ideas for posts that will be published.

So, whenever an idea comes up, write it down! Don’t fall into the trap of thinking, “I’ll remember this later”. It might happen, but the chances of it going wrong are considerable. Also because good ideas usually come up at unforeseen times, when we are doing other side activities.

Use apps like Evernote or even your phone’s default notebook. Or even pen and paper, if you prefer and if it’s close to you. The preference in the form of annotation is yours. What you cannot do is not write it down.

9. Take breaks

Even if you get enough sleep at night, you need to take some breaks during the day.

Give the brain short breaks so that it keeps functioning clearly.

Some people use productivity methods that allow these breaks, such as the pomodoro technique .

Breaks can be for naps, meditations, stretching, walking or even a break to talk with a colleague. The important thing is to get off the screen a little bit to keep your mind healthy and not lose inspiration and creativity.

10. Be authentic

Authenticity is another secret to differentiate your posts. How you tell the story, your tone of voice and your communication style are crucial to the success of your publications.

Being authentic means being yourself, without deceiving anyone. Be natural, in short.

People can get information in a number of places, so they need to identify with you, create a connection, and then visit your future posts again.

11. Respond to comments and chat with your readers

Interacting with your readers makes them feel at home or at least part of the discussion.

Answering questions, thanking compliments and engaging in the side conversations that take place in the comments is a way of showing admiration for the audience, which is likely to be reciprocated.

This behavior creates a sense of trust on the part of your readers, and shows that you exist and care about them.

12. Connect with other writers and bloggers

Even though there is natural competition, it doesn’t mean that bloggers are experiencing competition.

Connecting with other writers who write on similar—or different—subjects is a healthy way to bond with fellow professionals.

Writing guest posts, as well as publishing guest posts by other authors on your blog, is a smart way to maintain this good relationship, bringing benefits to both parties.

But remember: uniting audiences is a common good, so don’t be selfish. Don’t simply want to capture other people’s audience. This happens naturally, so think of it as a form of collaboration.

What not to do? 11 mistakes to avoid in your content production

Is your content strategy in place, but your results aren’t meeting your established goals?

If your answer to this question is yes, it’s time to rethink the way you’re producing content for your site. Or how other people are doing it for your business, whether the work is being delegated or outsourced.

There are numerous reasons for this failure to happen. On the other hand, the good news is that you can fix these mistakes and get on the right track.

Let’s talk in this topic about minor oversights in your site’s content production that can negatively affect your results.

1. Not having a defined audience

Who do you write for? Do you think, before starting the process, who are the people who will read your text?

This is a fundamental question and not for nothing is the first on the list. If every business has a defined persona, the same goes for content.

But don’t limit yourself. A website, product, or service can have multiple personas, and there’s no mistake about that. However, the content must always be segmented.

2. Write to the wrong persona

This error is a complement to the previous one. Maybe you’ve defined your persona, but maybe it’s not right for your business.

This can happen from the way you write your content to the channels you use to promote it.

Do not save time in researching to understand how the audience behavior you want to reach is, in fact, to reach them.

Find out how your audience likes to consume content, what social networks it is present on, what language is the most suitable to generate engagement, what times it is online.

3. Damage your credibility

This is a delicate item on the list. Credibility is not born overnight. But it can be destroyed in the same period.

Be very careful about the information you are passing on to your audience. Spreading false news or inaccurate data are real pitfalls.

Whenever you publish data from a study that is not done by your company or information you discovered by searching the internet, do a careful review to find out if the facts or statistics are true.

It’s by gaining credibility and passing on accurate information that you can make past visitors return to your site later.

4. Do not use internal links

It is important, in the content production strategy, that there is a complement between the materials. Using internal links is a basic way to integrate posts.

You may have noticed that in this post (and in several others on the blog), we use internal links to direct you to related posts that deepen an idea, for example.

5. Produce hard-to-read content

Internet reading is not the same as books. That’s because there are countless forms of distraction, and it’s very common for users to jump from tab to tab, and forget about your content.

To get your readers’ attention, structure your posts in a scannable way, as that’s how people read on the internet.

Paragraphs that are too long, too dense and confusing, for example, get in the way of the user experience.

6. Not telling a story

There is fierce and natural competition in the market. And one way to stand out, with Content Marketing, is to be original, authentic.

Storytelling is what brings your content to life. So create narratives, try to hold your reader’s attention by doing more than the obvious.

If you want your visitors to convert, they need to embrace the idea of ​​your content first. And narratives are interesting ways to do this.

It is important to remember that, for a narrative to be interesting, it needs to hold the reader’s attention from its introduction.

7. Don’t create catchy titles

Its content is wonderful, but no one is reading it. If that happens, it’s no use blaming people or channels. Perhaps the main problem is in the title.

There are thousands of links popping up all day on social media timeline updates, on news portals, on other blogs, and so on. If your content doesn’t have a killer title, which generates some stimulus for the user to click, it’s no use.

But remember: don’t create titles that have nothing to do with your content. Your audience won’t like clicking a link on a topic and stumbled upon totally different information.

8. Do not use multimedia content

Images help people to read. It’s a feature that complements the text, helps with engagement and makes reading easier, more enjoyable and less boring.

And you can even go further and enhance your content with other formats, such as videos, podcasts, and info graphics.

9. Focus on quantity rather than quality

Have you ever stopped to think how good it would be for a single post to have the same number of visits as multiple posts?

It’s not a hypothesis, it’s a reality. Focusing on the quality of publications generates more traffic.

This doesn’t mean you should limit the number of posts, or even reduce them. As long as you manage to maintain a high quality standard, nothing prevents you from publishing as many articles as possible.

10. Play content

Content Marketing is not copying third party content. This is called reproduction.

Producing content, in addition to helping your audience, is also premised on giving your company an authority status. By playing content from other sources, you are reinforcing other people’s ideas, not your own.

It is important to emphasize, so there is no misunderstanding that this does not mean that we should not reference other sources or external links in posts. It means that, instead of reproducing ready-made ideas, we can complement or cite them, producing a new publication.

11. Not keeping a tone of voice

Most big blogs have well-defined tone, voice and writing patterns. And that doesn’t happen by chance. It’s much easier for your visitors to frequently return to your site if they identify with the way you write and are sure they’ll find similarly produced content on their next visit.

This prevents the reader from accessing a link on your site that has very technical terms and a very elaborate language, and the next day accessing a link with a text in informal and simplified language, for example.

Standardizing a tone for blog content helps keep your persona as close to you as possible. And it makes her not feel confused or lost.

And you, did you like the tips in this article? If you want to further improve your content production, take a free trial of RD Station Marketing now, software that helps you send the right message at the right time to your contacts, leading them to the sale.

 

The 6 main points that show the importance of Digital Marketing for companies

In addition to all the online visibility, other factors show the importance of Digital Marketing: talk to the right people, spend less and be sure of the results

Thousands of Brazilian companies have already understood the importance of Digital Marketing. At Resultados Digitais alone, there are more than 20 thousand customers who are investing resources in the internet and reaping good results from this investment, spending less than in traditional methods.

The Covid-19 pandemic crisis further accelerated the Digital Transformation processes. In our Panorama PMEs survey, 85.6% of the companies indicated that Content Marketing, one of the pillars of Digital Marketing, would be essential for the resumption of business.

In the same survey, 70.9% of companies said they would need to improve their Marketing and Sales processes. Combining these two data, we realize that Digital Marketing is the path that many companies will take going forward. Is this your case?

Analyzing this scenario, we need to talk about it and show how Digital Marketing can contribute to the development of a business. We understand that doubts can arise as you are now starting to walk this path.

Therefore, we will show in this post 6 points that prove the value and importance of Digital Marketing for companies. Keep reading to learn why this strategy will help you grow.

What is Digital Marketing?

First of all, you might want to have a clear definition of what Digital Marketing is. So let’s get to it, taken from our epic page on the topic, which we strongly recommend reading:

Digital Marketing is a set of information and actions that can be done in different digital media in order to promote companies and products.

The application possibilities are multiple, but there are some strategies and techniques that are most used by the vast majority of businesses. That’s because they consistently bring positive results. Are they:

  • Content Marketing ;
  • Email Marketing ;
  • Social Networks ;
  • Conversion Optimization ;
  • Search Marketing.

Virtually everything you know about internet marketing is included in these 5 major fronts. It’s all there: blogs, videos, Facebook, Google, Integra, newsletters, WhatsApp, Gmail and much more!

The combination of best practices in these strategies generates great results for thousands of companies. See below some points that demonstrate the importance of Digital Marketing.

Why is Digital Marketing important for companies?

We have separated 6 reasons for you to better understand the importance of Digital Marketing for your business. Are they:

  1. Ensuring a strong internet presence
  2. Build a Qualified Audience
  3. Talk to the right audience at the right time
  4. Get ahead of the competition
  5. Invest little to get started
  6. Analyze results accurately

Now, let’s detail each of these reasons:

1. Ensuring a strong internet presence

When you have a problem or a question, what do you do? If your answer is: I look it up on Google, know that you are not alone.

Google is the largest online search engine in the world. A good investment in Digital Marketing can help your company appear in the results and be found, greatly reducing the cost of acquiring customers.

Not only when someone is looking for a solution that your company offers, but also when someone is looking for your own company. Have you ever felt frustrated when searching for a business on Google or Facebook and not finding it?

Having a digital presence today is critical. And if the customer is looking for your company and can’t find it on the internet, chances are he won’t get in touch with you.

Of course, digital presence goes beyond search engines and social media. A website with its own domain is the minimum your company needs to have a good digital presence.

2. Build a Qualified Audience

How do you relate to your audience today? Do you know who your customers are? Your consumption habits? Your behaviors? Your professions?

Another important point of Digital Marketing for companies is the fact that you can build an audience that really wants to consume your product/solution and relate to them until they get their loyalty.

Digital Marketing allows you to attract people who are really interested and fit with your product/solution.

In addition, you can organize these contacts, whether through registered emails, newsletter subscribers or even followers on social networks. Over time, this audience will become a critical asset to the company.

  • To learn more, read: How to Create an Email and Leads List from Scratch: 5 Essential Steps

3. Talk to the right audience at the right time

In the topic above, we talked about building the right audience. However, Digital Marketing makes it possible to go further and not only build the right audience, but communicate with them at the right time.

Unlike offline marketing, where it is often impossible to specify exactly which audience you are talking to, Digital Marketing enables a much more precise level of targeting of your audience.

It is also possible to create more than one audience and segment the communication for each type of audience. With the tools on the market, it became easy to monitor user activities and profiles.

Thus, it is possible to very specifically target the people to whom you want to advertise a product, service or content. This allows you to customize your marketing actions and campaigns much more.

For example, if you segmented your actions to owners of small markets, this allows you to make content and campaigns that respond to the doubts and pains specific to that segment. As a result, your audience will identify much more with your actions, and so the results tend to be much better.

You know that email campaign you get that has nothing to do with what you need? Or that flyer you got in your mailbox that features a product you’ve already bought?

These communication errors are often costly, and with Digital Marketing you can avoid them.

4. Get ahead of the competition

As we talked about in the introduction to this article, many companies are just waking up to the importance of Digital Marketing. This shows that if you start investing today, you will still differentiate yourself from most of your competitors.

We’ve already talked here on the blog, in the post 5 benefits of Digital Marketing for small businesses + cases for you to get inspired, that Digital Marketing is the best option for companies that need growth.

Your company can differentiate itself from the competition by creating good content that helps the customer to identify and solve their problems. Imagine that you are looking for a solution and you still don’t have references.

So, which company do you trust more: a company that has a good website, a good fanpage and a blog with free and valuable content, or a company that doesn’t have any of that?

  • To learn more, read: 31 types of posts you can produce for your blog

5. Invest little to get started

We are not implying that Digital Marketing is free. It is not. However, with the tools that exist today, with the high power of segmentation and with the most varied strategies for optimizing the site for search engines, investing in Digital Marketing has become much cheaper than investing in traditional media.

Over time, the price for offline marketing has become high. Advertising on television, radio, print media or billboards is expensive. It is a high investment and most companies, especially those that still have little revenue, cannot cope.

Digital Marketing, although it does require a minimum of investment, can be much cheaper than offline marketing. No wonder online marketing strategies also occupy a large part of the marketing strategies of large companies.

  • To learn more, read: Why and when to invest in Digital Marketing: 5 common objections + 5 excellent reasons!

6. Analyze results accurately

As we said above, Digital Marketing allows you to determine with much more precision who your audience is and what their tastes and preferences are. Likewise, it is possible to follow with the same precision the results of any Digital Marketing action.

Let’s use a flyer ad and an Email Marketing campaign as an example.

In the case of flyers, you even know how many pieces you printed, but you can’t know exactly how many were delivered, how many were actually read and how many generated sales for your company.

With the emails, you can have the exact access of how many people opened each one of them, how many clicked on some link and even how many made a purchase through this campaign.

The example is not limited to this type of campaign. You can extremely accurately monitor the behavior of users on your site, the performance of ads on Google, the results of a social media post, the user’s referral path to becoming a customer, and much more.

In this aspect, web analytics tools help a lot when measuring the smallest details of the results of Digital Marketing strategies.

Understand in practice the importance of Digital Marketing for your company

Now that you know the importance of Digital Marketing and how it can help your company grow, it’s time to put it into practice. Here at Resultados Digitais, we have a page of educational materials with more than 200 content that can help you to be successful on the internet — in addition to this blog, of course. 

But if you’re just starting out and need to get started, the best read is our Digital Marketing Kit for Beginners. It is a compilation of 7 contents that teach the essentials of Digital Marketing. Following the proposed order, you will understand the general concepts of this strategy and will be ready to apply it in your business, from planning to result analysis. 

Fill out the form below to access it for free.

 

Moodboard in marketing projects: What is it, what is it for and how to do it

The moodboard can greatly facilitate the creation of pieces for social networks, websites and various Digital Marketing actions

What is moodboard?

In a practical way, we can say that the moodboard is a collection of visual, auditory, textual and even sensory references to be used as a way to give visibility to an idea or thought. It is a frame that can be done either in Photoshop or Canva, joining these references digitally, or physically, with collages, photos, smells and other elements you want to use.

There’s no rule here: you can generate an image file or a PDF with links and sounds, or as it happens, you can print all these ideas and references and paste them on a board on the wall. In this sense, it is a practice that is somewhat reminiscent of Kanban .

Even years ago, when magazines were much more common and graphics programs rarer, moodboards were often a mass of magazine clippings pasted to a wall card, with pictures from fashion magazines (to show what the persona wears ), cars, food dishes and tourist destinations (to show your preferences) and things like that.

But bringing it to the reality of marketing and advertising agencies, we can say that the moodboard is what gives life to the briefing. You’ve already done an incredible briefing for your team, with well-developed content and strategies, but when it comes to putting creation and visual identity off the paper, did the result end up not being what you imagined? If this has already happened, it’s because you didn’t create a moodboard to track the project.

Why create moodboards? What can we get out of this?

Well, before answering this question, Tajarat Properties want you to imagine yourself drinking a KS Coke, the one from a 250ml glass bottle, very cold. Did you imagine? Probably along with this image you also thought of a Coca-Cola commercial with all the vibe it brings: smiles, hot days, and friends, fun, and so on.

Notice how the mood of the Coca-Cola brand is well defined. It is imprinted on the audience’s mind and provokes sensations that are recognized in your advertising. The power of a moodboard is like this: it creates an atmosphere that makes the audience realize what that product, action or project is about. And it is precisely because of this clarity and understanding that you should use it in your marketing projects.

A good moodboard, in addition to bringing the briefing to life, guarantees that the project’s result will come out as expected. It creates a very clear visual alignment between client and agency. No wonder that in visual identity projects, professionals usually create a moodboard and share it with the client before creating a first version of the logo.

The moodboard is a really cool way to involve your client in the creative process, which makes them gain more confidence in your work. Plus, it can greatly decrease your refactoring risk, saving you time and money.

How to make a moodboard for my project?

The good news is that making a moodboard is very simple. Briefly you need to worry about the following points:

Let’s start from the idea that, when creating a website for a client or a campaign for your company, the briefing and the meeting of ideas already exist. This way, making the moodboard is much easier.

When you have an idea of ​​a campaign, for example, you will search for paths, previous campaigns and competitors or similar, and put the most relevant images on the moodboard. This is the best way to try to express to anyone reading what is in the briefing.

In summary, as I point out a little above, making a moodboard consists of putting in the photos, animations, fonts, colors, graphics, patterns, examples of destinations he would frequent, types of art, clothes or food that the persona likes.

Alignment of ideas and briefings

Everything, absolutely everything in marketing projects starts with a good briefing. Therefore, the first step is to collect as much information as possible from the client or others involved in the project. This information will be your guide to seek inspirations that are aligned with the feelings and experiences of the project.

Let’s assume here that you already have this part mastered, so let’s go to the steps that are more related to the moodboard itself:

Design and communication

To start with, you need to define which line of design and communication you want to follow. How does your brand want to talk to the public? Serious or relaxed? Do you want to show something professional/traditional or more innovative? Do you want to bring a more minimalist air or full of information? Urban features or something natural? Warm or cool colors?

There are numerous ways to express your visual identity that you may want to follow when creating your website, marketing campaign or product. Therefore, be aware of trends and what each symbol means to the consumer. And as soon as you find the line to follow, start looking for references of that type.

Important:  you don’t need to be tied to references from your market. For example, if you’re going to create a website for a client who has a beachwear store, you don’t only need to look for elements that refer to the coast to build your moodboard. You can take pictures of food this persona likes, types of hotels she would stay in, programs she likes to do on weekends, sports she likes to play, etc. Think of all the atmosphere you want to create and tell a story.

Color palette and typography

The colors are a very important point when it comes to branding. Therefore, use technological resources to build color palettes for your moodboard. Look for the meaning of each of them and how they behave within the visual arts. After all, a well-made choice of colors can be an eye-catcher for the consumer.

The typography of a project also says a lot about it. Fonts give us different sensations, so the type of font that will be used must match the mood of the project. So, be sure to research as much as you can from different sources, get away from the basics and risk new ways to convey a written message.

Going beyond the image

The moodboard can go beyond images. You can bring textures, videos, sounds and even smells to your frame of reference. Textures for example have a very important part that can bring comfort or desire.

In fashion design, automotive design and even architecture, a first moodboard is often made on the computer, with image clippings. Then it is printed and fabrics, textures, wood veneer samples or other types of finishing are glued onto it. As stated, often the sensation of touch or texture of that fabric can make people more easily perceive what they want to be transmitted. Likewise with videos and sounds.

After all, these features are directly linked to the psychological part of the consumer, affecting areas of the mind that can arouse feelings about the visual identity of the project, so explore them if you fear.

Searches and references 

After all this aligned idea, it is necessary to research, seek information and inspiration. This search goes beyond Google or image bank. So go after sites that convey the same idea you want to get across. Also look for profiles on social networks that use a desired visual identity that you want, and here’s a trick. It doesn’t have to be your industry, it just needs to look like what you want.

And don’t stop there, go further in research. The digital environment is a multitude of ideas, thoughts and people putting all their creativity on display.

Digital tools to create your moodboard

If you choose to make your moodboard digitally, there are three tools that will be your best friends:

Canvas

The Canva is a very famous image editing program, and you probably already know. It’s a super intuitive and easy-to-use tool, in which you can simply separate your inspirations and group them in a panel. You can save in different formats and also share the board with your team, so people can make comments and suggestions.

Pinterest

The Pinterest is the classic references. You have an enormous facility to browse the platform and save your inspirations directly in the folder called “moodboard”. The site also offers recommendations based on what you’ve saved.

InVision

If you are the type who loves drag and drop, this tool will please you. The InVision is a collaborative and also very simple to use platform.

Did you like the moodboard as an extra tool for the visual creation of your projects? If you want to know more about the visual identity of a brand or project, follow our blog!