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

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

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

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

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

In summary, the 11 digital marketing actions are:

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

Come on!

Content Marketing, by Vitor Peçanha

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

specialists-victor-pecana

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

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

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

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

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

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

Facebook, by Camila Porto

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

experts-camila-port

3. Create your first ad

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

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

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

4. Make a live on Facebook

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

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

Paid Media, by Fábio Prado Lima

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

specialists-fabio-prado-lima

5. Create dynamic ads

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

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

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

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

6. Perform A/B tests on Facebook ads

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

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

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

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

Conversion Optimization (CRO), by Rafael Damasceno

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

rafael-damascene

7. Make adjustments to pages with a high bounce rate

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

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

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

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

8. Customer surveys after they finish dealing with you

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

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

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

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

To learn more about conversion optimization (CRO):

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

Sales, by Lucia Haracemiv

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

experts-lucia-haracemiv

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

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

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

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

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

11 – For a seller: evaluate your actions

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

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

To learn more about Sales:

Conclusion

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

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

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

 

Digital Marketing for Marketplace: what is the best strategy?

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

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

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

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

Choosing Digital Marketing Channels for the Marketplace

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

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

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

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

Keyword planning

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

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

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

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

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

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

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

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

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

digital marketplace marketing

Content Marketing

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

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

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

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

Social networks

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

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

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

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

Paid media

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

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

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

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

How much does marketplace marketing cost?

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

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

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

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

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

Marketing funnel for marketplace

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

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

Marketplace Marketing Funnel

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

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

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

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

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

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

Conclusion

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

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

 

Landing Page Titles: Tips for Creating Titles That Convert

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

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

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

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

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

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

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

1. Offer a solution

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

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

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

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

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

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

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

3. Mention a service familiar to users

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

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

4. Name a professional known by the market

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

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

5. Describe what the person will gain from the conversion

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

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

6. Use numbered lists in the Landing Page title

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

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

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

7. Sharpen the reader’s curiosity

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

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

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

8. Determine a time period

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

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

9. Include a subtitle

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

Avoid the “marketers”

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

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

Use common vocabulary

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

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

Write fragments or short sentences

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

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

Use digits instead of long numbers

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

Highlight words that carry important information

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

Use clear titles and subtitles

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

Use active voice and action verbs

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

Link with your Adwords campaigns

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

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

Bonus tip: test all your Landing Page titles

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

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

 

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

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

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

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

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

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

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

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

How important is Product Marketing?

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

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

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

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

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

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

What does a Product Manager (PM) do?

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

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

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

What does a Product Marketing Manager (PMM) do?

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

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

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

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

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

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

product marketing product marketing

Main challenges in the Product Marketing area

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

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

10 Product Marketing Initiatives to Get You Started Today

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

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

1. Positioning

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

2. Persona

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

3. Shopping journey

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

4. Go to Market (GTM)

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

5. Release

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

6. Sales Enablement

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

7. Pricing

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

8. Packaging

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

9. Competitive analysis

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

10. Win/Loss Analysis

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

 

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

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

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

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

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

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

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

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

Content is king

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

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

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

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

Step by step for planning

1. Map commemorative dates

commemorative dates

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

In January, for example, we have:

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

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

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

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

In February, we have:

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

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

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

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

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

2. Perform benchmarking

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

3. Make a historical rescue

commemorative dates

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

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

4. Define content format and purpose

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

a) Business: aesthetic clinic

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

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

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

b) Business: chocolate e-commerce

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

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

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

c) Business: a bakery that sells cooking courses online

Content: LP with 3 irresistible chocolate recipes

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

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

5. Develop an action plan

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

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

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

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

And seasonality?

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

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

Example 1

Period: change of seasons/exchange of hair in animals

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

Example 2

Period: back to school

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

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

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

Example 3

Situation: Discovery of a Computer Virus

Businesses That Can Benefit: Information Security Consulting or Technology

Example 4

Situation: increasing longevity of the Brazilian population

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

General examples

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

1) It’s hot!

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

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

2) With an attentive ear!

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

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

3) D-Day

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

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

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

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

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

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

 

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

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

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

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

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

What is digital accessibility?

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

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

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

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

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

Why are we advancing slowly in this area?

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

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

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

Why invest in digital accessibility?

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

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

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

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

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

1. Understand what assistive technologies are

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

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

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

2. Create cross-platform, multi-sensory content

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

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

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

3. Use subtitles in your videos

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

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

4. Include image descriptions

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

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

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

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

5. Structure the texts in an accessible way

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

Prioritize the basics

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

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

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

Align texts to the left

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

Always opt for contrast and visibility

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

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

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

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

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

Create accessible links

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

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

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

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

 

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

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

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

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

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

What are case studies in Digital Marketing?

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

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

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

Case study to show the way of the stones

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

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

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

Case study to build credibility

Another positive aspect of the case studies is that they are focused on the customer’s perspective. It’s not your company that’s saying your service is good, but who uses it. This ensures incredible credibility for the message you want to get across.

In addition to showing a genuine testimonial, the studies tell a story and reveal how their products are used to achieve certain goals. I mean, they are true proofs of success.

While positioning your company as a credible solution provider, case studies help to showcase your expertise and depth in specific markets.

You can use this material to arouse the interest of the media, provide information to specialist journalists or even as part of your sales material.

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

case study

How to do a 4-step case study

1. Find the perfect candidate

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

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

2. Prepare the right questions

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

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

3. Use an efficient approach with the customer

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

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

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

4. Choose an attractive case study format

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

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

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

If your company has professional resources and materials, how about producing the case on video or including just an excerpt of the client’s testimonial on 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. Afterward, you can choose to use it in its entirety or edit the excerpts that you find most interesting.

Extra tips

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

5 case study examples

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Step 1: Learn all about your audience

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

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

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

To find your persona profiles, ask yourself questions like:

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

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

Step 2: Build an intuitive website/blog

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

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

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

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

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

Step 3: Make Content Marketing

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

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

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

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

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

Step 4: Increase the number of patient acquisition channels

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

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

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

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

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

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

Step 5: Count on a Marketing Automation tool

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

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

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

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

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

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

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

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

Take the next step in your healthcare marketing strategy

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

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

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

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

 

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

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

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

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

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

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

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

The 4 Pillars of Non-Violent Communication

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

Are they:

1. Observe without judging

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

2. Name your feelings

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

3. Identify and communicate your needs

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

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

4. Asking instead of sending

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

4 Tips for Applying Non-Violent Communication at Work

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

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

Some tips that can help you put this into practice:

1. Listen more and speak less

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

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

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

3. Include short dynamics in your weekly meetings

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

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

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

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

Using Non-Violent Communication to Deal with Customers

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

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

#1: Look at the big picture

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

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

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

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

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

#2: Feeling of frustration is a sign of attention

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

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

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

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

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

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

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

#4: Clarity when ordering

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

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

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

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

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

In conclusion: The benefits of CNV

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

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

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

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

 

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

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

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

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

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

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

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

What is Digital Marketing?

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

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

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

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

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

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

Why is Digital Marketing important for companies?

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

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

Now, let’s detail each of these reasons:

1. Ensuring a strong internet presence

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

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

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

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

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

2. Build a Qualified Audience

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

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

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

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

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

3. Talk to the right audience at the right time

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

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

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

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

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

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

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

4. Get ahead of the competition

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

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

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

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

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

5. Invest little to get started

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

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

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

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

6. Analyze results accurately

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

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

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

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

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

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

Understand in practice the importance of Digital Marketing for your company

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

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

Fill out the form below to access it for free.