Customer Success Manager: what is and how CSM works

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

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

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

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

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

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

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

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

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

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

The Key Skills of Customer Success Manager

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

Customer service

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


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

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

Functional knowledge

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

Other Unwanted Skills

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

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

The daily life of a Customer Success Manager

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

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

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

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

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

Customer Success Manager does Customer Service!

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

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

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

The RD Support area

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

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

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

Our service channels

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

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

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

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

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

The importance of the Support area

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

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

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

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

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

Daily life in Support

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

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

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

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

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

– Weekly:  weekly alignment meetings;

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

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

Our Challenges and Rewards

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

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

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

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

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

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

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

How the Implementation area in Customer Service works

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

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

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

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

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

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

Come with me and I’ll tell you everything!

Click “begin”

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

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

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

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

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

What happens then?

Perfect, it’s scheduled

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

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

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

Your company has just gained a partner!

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

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

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

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

In the first meeting with the client I always say:

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

Scenario Mapping

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

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

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

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

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

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

Reaping the results

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

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

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

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

Customer Feedback

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

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

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

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

The Customer Success area

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

Did you imagine?

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

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

The Customer Success area in RD

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

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

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

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

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

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

See an example of my schedule on a normal day:

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

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

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

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

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

12:00 / 13:00 – Lunch Time;

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

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

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

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

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

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

18:30 / 18:45 –  End of the day.

Arranging the routine

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

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

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

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

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

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

Area challenges and rewards

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

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

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

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

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

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

How RD’s CS Partners area works

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

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

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


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

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

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

Now it’s up to the Success Managers

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

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

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

Work routine

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

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

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

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


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

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

Worth it?

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

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

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

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

A Final Testimony

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

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

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

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

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

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

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

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

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

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

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

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

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1 – Understand the role of protagonism

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

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

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

2 – Working with antagonistic forces

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

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

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

3 – Ask the right question

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

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

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

4 – Surprise

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

Check out the example of UniCesumar EAD – Voices Poster:

5 – Tell the truth

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

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

6 – Use the transformation factor

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

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

7- Create visual impact

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

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

8 – Show data

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

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

Using Storytelling for Different Types of Educational Institutions

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

Primary school

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

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

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

Faculty or University

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

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

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

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

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

Online courses

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

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

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

Structuring your script or content

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

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

Act 1 – beginning

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

Act 2 – middle

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

Act 3 – end

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

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

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

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

Until the next story!

Landing Page Titles: Tips for Creating Titles That Convert

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

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

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

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

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

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

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

1. Offer a solution

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

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

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

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

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

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

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

3. Mention a service familiar to users

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

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

4. Name a professional known by the market

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

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

5. Describe what the person will gain from the conversion

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

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

6. Use numbered lists in the Landing Page title

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

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

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

7. Sharpen the reader’s curiosity

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

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

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

8. Determine a time period

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

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

9. Include a subtitle

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

Avoid the “marketers”

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

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

Use common vocabulary

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

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

Write fragments or short sentences

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

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

Use digits instead of long numbers

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

Highlight words that carry important information

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

Use clear titles and subtitles

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

Use active voice and action verbs

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

Link with your Adwords campaigns

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

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

Bonus tip: test all your Landing Page titles

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Bonus: How to blog in different types of IE

Basic education schools

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

University education

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

Open Courses

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


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

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


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

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

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

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

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

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

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

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

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

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

1. RD Station Marketing

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

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

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

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

2. I reported

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

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

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

3. Postgrain

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

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

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

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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.

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.

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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

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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.

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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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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?

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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.

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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!

How to Use Social Payment to Improve Your Digital Marketing Results

Social payment consists of requiring a publication on social networks so that a user has access to a certain offer, such as an eBook, webinar or consultancy

Have you ever heard of social payment?

Despite what the name suggests, this strategy has nothing to do with financial reward for the purchase of a product or service. In fact, these are posts made on social networks by users in exchange for an offer. And the technique can help boost your Digital Marketing results.

Want to know what social payment is and how to use the tactic in your social media campaigns? Read this article by SkyMarketing .

What is social payment?

Social payout is a technique used to ensure that a company’s offering has a much wider reach via social media.

In this context, an offer is understood to be something free (financially), but that has good value for the public. The most common format of offers in these cases are eBooks or educational webinars, but they can also be free assessments or consultancy offers, a raffle, among others.

So, to download the material, receive the evaluation or participate in the draw, the user needs to “pay” with a tweet or a post on Facebook.

Why use social payment?

When the first cases of social payment emerged, many social media “gurus” condemned the practice. The main argument was that it wasn’t “right” to force people to share on their networks, and that if the materials were really good, people would nominate them naturally.

Without getting into philosophical discussions, the fact is that social pay works. Following our examples and several clients, we see that rich content offered in exchange for a tweet or post on Facebook has an average of more than 10 times the number of shares than open content.

The important thing is that it is a fair exchange. People are willing to pay with a share on social media if the content is deep and of great quality.

When to use and when not to use social payment?

We have always been big proponents of Lead Generation, and the most efficient way to do this is to ask the user (potential customer) to fill out a form with their information in exchange for educational material.

However, we understand that it would be too much to ask the user to fill out a form and make a social payment at the same time. That’s why we recommend choosing one or the other option for each moment.

The ideal is, for each material, always create two Landing Pages: one in the normal format with a form, and the other in the “social payment” format. Then, in each channel, you must choose which page is the best to be promoted.

As a rule of thumb, it’s best to promote the social payment page to channels where you already have contact information for Leads (such as the email base), and where people already know and trust the company, so don’t be afraid to pay with a share even without seeing the material first.

For channels where most visitors will be in contact with the company for the first time, it is better to ask for a form to be filled out. Thus, the barrier for downloading is much lower and, mainly, you can collect contact information and generate business opportunities for the company.

How does mechanics work?

There are some systems that make it possible to implement the technical part of this mechanic, but generally the way for the user works like this:

  1. The user sees the Landing Page with the description of the material and clicks the button to pay with a tweet or post on Facebook.
  2. The user goes to a second screen where the message and link that will be posted on the social network is shown. In some tools it is possible to edit the text.
  3. The system asks the user to authenticate the app with their Twitter or Facebook account.
  4. The system publishes the post on behalf of the user, which is sent to the page with the offered content.

Where to point this link?

One detail that seems silly but makes a lot of difference is which Landing Page the link mentioned above points to.

If configured for Landing Page with social pay, new users will also see the Landing Page with social pay. In this case, the viral loop is bigger, but new users don’t become Leads when downloading the material.

If the link is pointed to the Landing Page with the form, new users become Leads when downloading the material. The viral loop shrinks in size, but it’s still big.

Therefore, we recommend the first case only when the objective is to maximize the reach of a material, even at the expense of losing the opportunity to generate (many) Leads.

Technical details to be considered

As I mentioned above, there are some tools and even “home-made” ways to implement social payment. To choose one of them, it is important to pay attention to some technical details that greatly affect the results.

Charge the tweet in fact

In the hall of homemade solutions above or even some WordPress plugins that propose this, there is an implementation of “pay with tweet” that is simple, but not very efficient.

With it, when clicking the button, the user only sees a pop-up with a Twitter window already filled with the message and the link. As the user is not required to tweet (and also has complete freedom to edit the message and the link itself), in practice many of them end up not tweeting to get the content, that is, the number of shares drops a lot.

Do not take the user to an unknown place

Other tools have a slightly different problem. By clicking on the button, the user is sent to a completely different environment from the site he was on, both to edit the message and to authenticate. Many times there is still the aggravating factor that this part is in another language.

This often brings a feeling of distrust that inhibits conversion and diminishes the effectiveness of the campaign.

Mark Lead Conversion

As these systems are usually isolated from the CRM or Marketing Automation tool that the company already uses, the new conversions that a (known) Lead performs end up not being computed and entered in its history.

These conversions with social payment are also important information for the commercial area to have available before approaching a potential customer.


When creating two versions of the Landing Page, as mentioned above, it’s important to tell Google that only one of them should “fight” for a position in the search results.

Therefore, the rel=canonical HMTL tag must be used in the other Landing Page accordingly.

Did you like these tips on how to use social payment? Have you tested this tactic in your company?

If you are looking for a tool to facilitate the creation of your Landing Pages, get to know RD Station Marketing, a software that allows you to create conversion pages in a simple way. Fill out the form below and start your free 10-day trial now.


MVP: How to use this concept to validate an idea and grow with market feedback

Do you know everything about MVP? Know what the Minimum Viable Product is, how to implement and improve it to generate more results before investing a lot of money

In business, MVP stands for Minimum Viable Product – or Minimum Viable Product. It means building the simplest and leanest version of a product, using as few resources as possible to deliver the idea’s main value proposition. Thus, it is possible to validate the product before its launch.

So you had a great idea and you want to undertake it, right? One of the best known methodologies for the development of products and services is the Minimum Viable Product. It was created in the cradle of entrepreneurship and exposed along with the concept of lean startup.

The idea is simple: validate the potential of an idea before investing a lot of money in it. However, the execution of this concept is perhaps the main challenge for product and service creators. Which is understandable: throw the first stone who never got excited about a good idea and wanted to cast it in the best way possible!

Conceptually, making an MVP (Minimum Viable Product) is building the simplest and leanest version of a product (or part of it), using the least amount of resources (time and money) possible to deliver the main value proposition of the idea.

The purpose of this post is to show why and how to implement the Minimum Viable Product concept in your company (or even in your life/project). In addition, we’ll give you some practical tips for maximizing your resources.

Why should you consider the concept of MVP?

The origin of MVP goes back to the Lean concept, widely used by business giants like Apple and Facebook in their growth climbs. The central idea is to optimize the use of resources in order to ensure maximum return. MVP fits into this context as a method to validate the return on a given investment, even before the product is completely finished.

The tactic is basically to use creativity and reasoning to create a simplified version of what you intend to market. That way, you can test the receptivity of your product in the market. From the feedback received, you should develop your hypotheses about how your idea meets that demand.

The Growth Hacking is a methodology that relies much on this concept. Experiments are equivalent to MVPs and are implemented (where the real investment occurs) only when we know the result is positive. We often even test several versions of MVP before adopting the actual solution.

Practical MVP example

Imagine a business model for a Mexican food truck. With the whole idea on paper, we have two options to start the business:

  1. Investing in the development of the best truck possible, customized and allowing the best warm burritos to be delivered to all corners of the city;
  2. Invest only in the development of the main product (your burrito recipe), fill the trunk of your car with them and try to sell them in some points of the city.

Note that the main value proposition of the food truck is present in the MVP: offer burrito wherever you want (or wherever the demand is).

For any endeavor, we can have good or bad results and in different proportions. Considering the three scenarios below as possible, let’s see what happens in each of them when we implement MVP or the final product:

In the business world it’s rare to hit the target on the first try and putting all your resources on a hunch is quite risky.

In the example of the Mexican food truck, the MVP concept validated whether the idea really had potential with real feedback. The use of the concept made the return on investment in a burrito food truck much more conscious, structured and predictable.

3 Simple Steps to Create and Improve Your MVPs

They are as follows:

  1. Define the value proposition
  2. Test market response
  3. Iterate

Next, SkyMarketing will take you to look at each of them separately.

First step: define what the MVP’s value proposition is

Every business model starts with the assumption that a given value proposition will attract the market’s attention and generate revenue to the point of making a profit. In other words, the value proposition is the main output of your product or service to the user.

Aspects that make this offer even more attractive or complement the product are seen as secondary at this time.

Think about your business’ value proposition. The image below is a great example of how to do this:

MVP - Minimum Viable Product

Step Two: Test Market Response

After developing an MVP that addresses the value proposition, it’s time to understand the market’s interest in the product to the point of justifying the investment.

There are many ways to validate the idea. One of them is to do an alpha test, which consists of launching the product or service to a controlled audience. In the beta test, the MVP is released to the general public.

In the food truck example, we carried out the tests in the places where we intended to sell with the truck, that is, we carried out a general launch.

Attention: controlled releases are best suited for solutions that may present unexpected problems if there is a lot of demand. This is the case in the software market.

In this step, we need to do two things masterfully:

  1. Understand the audience’s level of receptivity to your value proposition
  2. Learn what are the main points of improvement that can/should be considered to increase results

Third step: the iteration

After testing the Minimum Viable Product, it is time to interpret the feedback received.

Not everything the user says makes real sense for their business model, but the market is still the best way to test your business model.

Before making the investment, assess whether your hypothesis needs further testing. So, prioritize what really makes sense for building value in your proposal.

If your perception is positive, move towards the final product. Otherwise, use your learnings to formulate a new hypothesis and align your value proposition with market aspirations.

5 tips for creating an MVP

  1. Focus on the core value proposition and hypothesis creation. It will actually dictate the level of demand for your solution.
  2. Do benchmarking to find shortcuts. Learning from others’ mistakes is always cheaper and saves a lot of development time.
  3. Before testing any MVP, know what a good or bad result is and how to measure it. If this is not possible, rethink how to validate traction with the market.
  4. Apply your MVP to a realistic context. Using your friends and family as representations of the market often drastically skews the data and can drive bad decisions.
  5. It is always interesting to create metrics for your business. They will provide the necessary lessons for you to replicate successes and avoid mistakes.

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To finish

The concept of MVP was born in the context of startups, mainly technology. However, the line of reasoning is applicable to virtually all projects.

You can put this methodology into practice from building businesses to relationships. Furthermore, you can base your investment on customer feedback.

The great difficulty is knowing how to eliminate aspects that we often want to do, but which have not yet proven to have functionality and payback.

Besides MVP, thinking about running a business is not easy. That’s why we’ve put together several solutions that will result in scalability for your company and more time for you. It’s the Small and Medium Business Productivity Kit, which is free and can be accessed below!

Frequently Asked Questions:

What is MVP?

In business, MVP stands for Minimum Viable Product – or Minimum Viable Product. It means building the simplest and leanest version of a product, using as few resources as possible to deliver the idea’s main value proposition. Thus, it is possible to validate the product before its launch.

What is an MVP project?

An MVP project is related to the Lean concept, which is, optimizing the use of resources ensuring the maximization of return. In this case, you need to use your creativity and reasoning to create a simplified version of what you intend to market. After testing your product’s responsiveness in the market and receiving feedback, then it’s time to develop your hypotheses about how your idea meets that demand.

How to create an MVP?

To create an MVP project, the first thing that must be done is to define a value proposition, that is, how your project will attract the market’s attention to generate profit. Then, understand the market’s interest in the product or service (that justifies the investment), and finally, interpret the feedback received.