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  • Buyer Journey: What it is and what it is worth understanding

    Thanks to digital development and Internet penetration! purchasing dynamics have changed significantly. Now! consumers are not dependent on salespeople to access relevant information to guide their purchases. A large portion of them do their research online and! according to statistics compiled by Weidert Group ! 47% of buyers view at least 3 to 5 pieces of content before speaking to a sales representative.

    Furthermore! today’s buyer has

     already made 60-70% of their purchasing decisions before contacting a seller! and much of this has to do with the rapid access to information that the Internet provides.

    In this context! inbound marketing is becoming increasingly egypt phone number data important to capture the interest of potential customers! generate trust and credibility in the brand and direct them towards a purchase. Remember that this methodology consists mainly of creating content that addresses the problems and needs of the potential customer by adding context according to the purchasing phase they are in! thus making the journey through the sales funnel much more fluid and natural.

    However! the success of an inbound strategy depends! to a large extent! on a thorough understanding of the Buyer Journey.

     

    Buyer Journey: What is it?

    In general terms! the Buyer Journey refers to the journey singapore data that a person takes from the moment they become interested in a product or service to the point where they make the decision to purchase or hire it.

    This is active research that allows a person to learn about! consider! evaluate! and decide to buy a product or service. Understanding it thoroughly allows you to understand how the customer thinks and how to address their needs.

    As such! the buyer’s journey is divided into three phases:

    • Discovery : At  this stage! the buyer realizes that he your digital content management? has a problem or need. To give an example! imagine the owner of a dog who! while petting him one morning! discovers red spots on the dog’s skin. There is a complication that needs to be resolved as soon as possible! as it may be a disease. Therefore! he will start looking for information related to the subject! ask his friends! consult specialized forums! etc. He wants to know what his pet’s skin problem is

     

  • What is digital marketing and what is its importance

    The number of Internet users is growing every day at a global level. According to the latest report on the subject! by We Are Social and Hootsuite!  while in 2018 there were 4.021 billion Internet users (53% of the world’s population)! last June the figure reached 4.388 billion (57% of the population). Significant penetration that! added to the explosion of social networks and technological development in general! has increased the importance of digital marketing as an effective marketing model! positioning it as a priority for companies that want to increase their reach and presence on the web.

    In order to succeed in digital marketing! you must first know the basics that will allow you to better understand the strategies you should adopt.

    In this article we will learn what digital marketing is! its importance! its characteristics! the benefits for your organization  and some examples of successfully applied digital marketing.

    What is digital marketing?

    Carrying out brand communication or promoting th ecuador phone number data trade of a product or service using digital media with a dedicated strategy specially studied to enhance the results and impact of our commercial actions on the Internet is what we define as digital marketing.

    Online marketing brings with it new communication attributes! digital KPIs linked to web services that not only capture user data! the interactions they perform when viewing! clicking on or visiting a site! but also allow us to know in detail! and then translate into metrics of interest and monitoring! what our clients and users are looking for! like or show real interest in purchasing.

    Digital marketing employs a variety of digital tactics and channels to connect with target audiences online  ! including email marketing! pay-per-click (PPC) advertising! search engine optimization (SEO)! content marketing! and social media marketing.

     

    Best of all! it can work very well for different types of businesses singapore data in any industry! as its implementation and coverage are tailored.

    Click To Tweet

     

    Digital marketing can be done with very small budgets! achieving niche reach. In addition! it is scalable! allowing for growth of both the company and the online marketing project.

    Most people do their research and shopping online. In fact! figures compiled by HubSpot indicate that by 2021! global retail e-commerce will reach sales of over $4.5 trillion! and that 47% of shoppers viewed 3-5 pieces of content before engaging with a sales rep.

     

    Characteristics of digital marketing

    In order to better understand what digital marketing is!  it is important that you also know the specific characteristics that differentiate it from traditional or offline advertising. Take note:

    • Personalization:  The modern consumer has access to a code of conduct based on colossal volumes of information! which allows them to have control over their purchasing journey and! in a way! to disdain intrusive advertising that is not aligned with their interests. They greatly appreciate personalization. In fact! statistics compiled by Omnicore  indicate that 40% of mobile users say they will spend more money with a company if they receive a personalized coupon . Digital marketing! through data tracking and marketing automation software! allows you to deliver offers and content to Internet users according to their searches and needs. In this way! you have greater possibilities of increasing the conversion rate.

     

  • Buyer persona examples to better understand the term

    To target an appropriate message! the first step is to thoroughly understand the person who will receive it. For this reason! to implement a successful marketing strategy! all actions must be based on the characteristics and needs of the market segment to which they are directed.

    In order to understand the interests! challenges and problems of the target audience! what is known as a buyer persona is created .

    To target an appropriate message! the first step is to thoroughly understand the person who will receive it. For this reason! to implement a successful marketing strategy! all actions must be based on the characteristics and needs of the market segment to which they are directed.

    What is a company’s buyer persona?

    This is a fictional character to whom all the characteristics dominican republic phone number data of the ideal client are attributed. The more detailed it is! the easier it will be to define strategies and the better the results will be.

    But how do you create a buyer persona and define the characteristics of a real consumer with a need that your product or service can solve?

    It is important that these archetypes are created with real data obtained from in-depth research and not from simple assumptions.

    1. Research your target audience. If you already have singapore data  a customer base! identify common characteristics of your best buyers (age! location! income! etc.). Conduct surveys! social listening! web analytics! ask your customer service staff and salespeople to gain insights into customers’ most common tastes! challenges! pain points! and objections.
    2. Define patterns . Observe the most common responses! these will serve as a guide to determine buyer persona characteristics.
    3. Create separate personas . It makes sense to have multiple groups of people buying your products. Once you group common responses! if there are groups with different goals! you need to create separate personas. For example! if you sell exercise equipment! one group’s goal might be to lose weight! while another group is looking to gain muscle mass.

    According to a Salesforce survey! 51% of Gen X consumers! as well as 67% of Millennials/Gen Z! expect personalized offers from brands. With a buyer persona! it is possible to deliver the right messages to the right people.

    Buyer persona examples

    To help you better understand how to create a buyer most brands do not convey emotion persona! we will give some examples below! which may vary depending on the company and its objectives.

    Javier! buyer persona for online financial products

    Background

    Has a job at the middle management level
    Well-paid salary

     

  • most brands do not convey emotion

    There comes a time, as Guy Kawasaki says , when you’re either different or you’re cheap.

    If you don’t make yourself different, you will fall into the maelstrom of “coffee for everyone” and, as a brand, you will have to play in the league of competing on price.

    Problems with undifferentiated brands, warning signs

    If we were to talk about tv channels, today we have a wide. Range to choose from (repeated), that is, the product | brand “tv channel” is almost undifferentiated. And it seems that they all agree on broadcasting “garbage” (abundant), and sometimes. One does not know which channel one is on since they all seem the same (interchangeable | homogeneous).

    Given this scenario. If we had to pay to watch the different tv channels. We would choose the cheapest one (minimum price).

    In my humble opinion. I don’t want five hundred a code of conduct based on television channels. I just want a single channel that offers me what I want to watch.

    Brands have worn out. They have fallen into brand manuals, they have lost their mystery. And the worst thing is that they are unable to. Understand the consumer. A consumer who is more critical, less loyal and more difficult to understand.

    The answer is to stop chasing fads and focus

    on creating emotional connections with consumers.

    According to Kevin Roberts , author of “Lovemarks”: what moves human beings is emotion, not reason.

    95% of human mental processes occur in the unconscious mind, and it malaysia phone number list is precisely there where the mechanisms that condition decisions reside.

    However

    In my article on neuromarketing , I discussed the importance of emotion as one of the 6 triggers that influence decision making.

    Brands that are able to create emotional bonds with consumers, going beyond rational arguments or product benefits, are called lovebrands , also known as lovemarks.

    Lovebrands somehow have that ‘magic button’ capable of arousing passions and exciting their customers beyond what is strictly rational.

    In the biochemistry of emotions everything is interconnected

    and makes two neurotransmitters very involved in the purchasing decision process: dopamine and serotonin.

    The brain’s reward circuits are activated when spam data a person encounters stimuli that cause pleasure, producing dopamine.

    Images that generate positive emotions somehow increase serotonin levels.

     

  • a code of conduct based on

    Brands transcend not only products | services, but also people.

    Lovebrandsy personal brands
    A person becomes a “brand” when he or she has personality and reputation for exercising his or her profession.

    Brand awareness should be based on effort and improvement, not on jokes and pranks.

    Passion, emotion, perception, commitment, innovation and experience are some of the “ingredients” of this cocktail.

    Yield, yield, and yield.
    Look for innovation.
    Commit yourself with maximum commitment.
    Simplify.
    Don’t hide.
    Take careful care of your reputation.
    Get ahead and stay there.

    Tell the truth

    Feed the integrity.
    Accept responsibility.
    Don’t skimp on service.
    Take maximum care of the design.
    Don’t underestimate the power of courage.
    Earn trust.
    Online reputation management checklist

    Discover 6 ways to use mentions

    Access this checklist! →
    ADS illustration
    Brands like Nike have known how to “connect” with their audience.

    I could mention many examples of this brand, but I’m only going to talk about the campaign ” Sweat the ham and you’ll look hot .”

    If we didn’t know it was from Nike, we’d say the title was tacky from someone.

    Well, let’s see below how this brand aligns itself with the values: effort japan phone number list and commitment, obviously, to hook the female market with its sportswear.

    Who doesn’t care about their physical appearance?

    Who hasn’t thought about getting liposuction?

    Lose weight by cheating?

    The spot is priceless, even if the resolution of the images is not good.

    Youtube video thumbnail
    Another brand that is perhaps less well-established in Europe but is causing a sensation in Asia is Hello Kitty – a tiny, adorable, cute and friendly cat – a fictional character created by the Japanese company Sanrio, aimed at a female audience, although she is not only “loved” by girls and teenagers, but also by adult women.

    Hello Kitty is not only present in stuffed animals, but also covers all kinds of backpacks, school supplies, purses, accessories, clothing, decorative objects, technological devices and even aircrafts like the one in the example below.

    Hello Kitty Lovebrands
    Not all that glitters is gold, nor is everything that your digital content management? roses: what has happened to brands?
    If we think about it, we are constantly exposed to impacts from different brands.

    Note that on a typical day, you can see more than 1,500 products with trademarks.

    If you go to the supermarket, the number can rise to 35,000 contacts…but not all of them “get through.”

    It’s like having thousands of cows together

    as Seth Godin describes in his book, they all look the same to us, but if one of them is different, it’s a purple cow , it will catch our attention.

    That purple cow has extraordinary, different and transformative characteristics, that is why it draws our attention and why it is the talk of the town.

    Boring things or things under the umbrella of “more of the same” are invisible, but not the “purple cows.”

    If we add to all this lack of differentiation the spam data appearance of the magic and endemic word “Special Offer”, we find ourselves with thousands of products and brands that apparently offer the same thing, and for which the only differential value is the price.

    When this happens, the race to suicide is meteoric.

  • your digital content management?

     

    To quickly track the results of your content, semrush offers you several useful tools.

    Blog post behavior
    many marketers use google analytics with great success to track the performance of the articles they publish.

    However, it is a big challenge to track the behavior of content if it is published on an external medium.

    Semrush’s content platform allows you to track your content’s performance on both your website and third-party sites in a matter of seconds.

    If you want to check the key metrics of your article or post published on an external source, you can track them with the post tracking tool .

    Add a url or group of links to see the number

    of backlinks and shares, as well as its estimated reach.

    Additionally, you can select the target keywords for your post by clicking the “add keywords” button and track the ranking of the content at the same time.

     

    The “daily changes” button will take you to a graph depicting the italy phone number list visibility trend of the post, for example, the evolution of keywords on a daily basis for the target keywords.

     

    If your page’s rankings are faltering or dropping over time, you may want to examine what optimization opportunities you’ve overlooked. quick tip: by connecting google analytics, you can see the referral traffic coming from those external posts that impacts your overall traffic.

    Check out our infographic with the 23 most important content

    metrics and how you can measure them: how to measure

    Social network analysis
    for an in-depth analysis of your social media strategies, the social media tracker will provide you with a wealth of useful information.

    The tool reveals your best posts (as well as those of your competitors) with the highest level of engagement.

    To use it, connect your social media accounts (facebook, twitter, instagram, linkedin, youtube, pinterest), then, in each of the corresponding tabs you can get the following data:

    engagement level and total number of actions (likes/dislikes, views, shares, reactions and comments) for each post.

    Growth of your audience (increase in followers compared to your competitors).

    Types of posts that measure the impact of your story perform best (photos, links, videos, status).

    Main hashtags used in the posts that have the most engagement.

    Mentions of your brand in posts and top mentions by influencers (on twitter).

     

    Social media is an important channel not only for content distribution but also for reaching your audience, communicating with users, and finding partnership opportunities.

    People who share your content are potential ambassadors for your brand.

    quick tip: on the twitter tab, take a look at the “mentioners” column to find out who has mentioned you and your competitors in their tweets.

    content marketing isn’t just

    about publishing spam data blog posts; it’s about the influence your brand has when publishing, as well as its reputation.

    Tracking mentions will help you discover what type of user-generated content triggers your story.

    The brand monitoring tool not only helps you find online mentions, it also allows you to detect the tone of said mention, whether positive, negative or neutral.

    There are a wide variety of filters to find the mentions you are looking for, based on domain traffic, custom tags, presence of links to your website, etc.

     

    Speaking of backlinks, you can always find link building opportunities when you use the brand monitoring tool.

    All you have to do is filter your mentions by link presence to achieve the results found.

  • measure the impact of your story

    Insert gifs, visuals, and emojis to make your post more appealing to your audience.

    In the analytics tab, you can view statistics on the performance of your facebook and instagram pages, as well as audience profiles and their behavior to know when your audience is online and when is the best time to post.

     

    quick tip: create utm parameters when you schedule updates and automatically apply them to your urls to save time copying and pasting.

    External resources

    the first step to successfully distributing content on third-party websites is to iran phone number list create a list of websites to contact.

    Using the brand monitoring tool , you can track mentions of your brand, products, or content as well as those of other competitors.

    Those sites that mention you or your competitors’ brands track the behavior of your content can be potential sources to distribute your content.

     

    Using brand monitoring, you can find authoritative influencers in your industry and detect those who are talking about your competitors.

    This strategy is a great opportunity

    to improve your brand’s online positioning by turning them into brand ambassadors.

    quick tip: if you are interested in a specific medium, use the “resources” feature. Add up to ten domains and follow mentions on those sites.

     

    To learn more about how to effectively manage spam data your mentions, check out this post: reputation management 6 reasons to monitor mentions.

    6.- track your content performance — onsite and off
    performance monitoring is crucial both to ensure the success of your actions and to adjust your future content strategy.

  • track the behavior of your content

    Metrics and recommendations are interactive and vary depending on the changes you make to your text:

    general optimization status — makes sure your text is perfectly structured for the keyword and written in an seo-friendly style before publishing.

    Readability — analyzes the complexity of your text and makes sure it is as close as possible to the average of your top 10 google competitors.

    Word count and reading time

    — check if your text matches the average number of keywords your top 10 competitors have.

    Related questions — consider answering questions users are asking about a topic to create a piece of content that is useful to both people and search engines.

    Recommended keywords — enrich your text with these words share content and find publishing opportunities to achieve better seo results; the tool will show you which keywords are currently present in your text and which ones you are not using yet.

    Title recommendations — don’t forget to use your target keywords in your title, as well as take advantage of other length suggestions to optimize your title.

    Consistent tone of voice — make sure your content piece matches your indonesia phone number list overall brand tone of voice — casual, neutral, or formal.

    Linking — find the optimal number of links your text should have, detect broken links and links that have no anchor text with one click.

    Originality — detects the total percentage of copied words in your text to find original sources of content on the web. Avoid plagiarism.

    These recommendations will help you make

    Your text more friendly to. Crawlers/bots and will help your audience. Find your article among the endless list of google results.

    Once you have a clear plan for what content. Needs to be optimized or created from scratcn. Based on google recommendations, share your documents with your. Writing team using the seo writing assistant to make. Sure you can monitor their work.

    Quick tip: readability and text length goals are set based on analysis of google’s. Top 10 competitors, but if you want to change them. Simply click the pencil icon.

     

    To learn more about creating optimized content, check out this article: how to create seo friendly content with semrush .

    5.- share content and look for publishing opportunities

    creating good content is not enough; well-organized distribution is vital to its success.

    There are different ways to promote content. Semrush spam data provides you with solutions to share your content through two channels: social media and external sources.

    Social networks.

  • share content and find publishing opportunities

     

    In fact, 51% of traffic comes from organic search results. However, it is not easy to reach the top ten results on google.

    One of the biggest challenges when creating content is precisely making it visible to other people.

    Fortunately, semrush offers you a wide variety of tools that will help you achieve these goals.

    Getting an optimized content template

    to achieve optimized content, it is essential to know what performs best in search results. Using the seo content template tool , you can get that information in just one click.

    Enter your chosen combination of keywords to get a list of recommendations for generating text.

    Recommendations are based on google results for your top 10 competitors and if something works for them, it should work for you too.

    Google’s algorithms are constantly evolving, and create seo-friendly content they don’t just stop at keywords. It’s crucial for google to understand what topic your text is about.

    In the “key recommendations” section, you will find semantically related words that are commonly used in content related to your target keywords.

    By using semantically related keywords

    when developing a topic, you will help search engines understand what your article is about.

    With this tool, you can also view a list of resources where you can try to get backlinks relevant to your topic.

    These sources are already linking to your competitors, which may mean they will be potentially interested in your content.

    The average text length will give you insight into your audience’s expectations.

    While long-form content tends to rank better, if the typical length for india phone number list your industry is 600 words, you might want to think twice about creating 5,000-word articles or pages.

    You can also export the template to continue working with it in a document using the writing assistant (read on to learn more about the assistant).

    quick tip: you can get recommendations for a specific location (country, region, city) or device (desktop or mobile) to create content with high local seo potential.

    Creating optimized text

    once you have a clear idea of ​​what your text should look like, it’s time to create content by checking the optimization in real time with the seo writing assistant .

    Using this tool, you can analyze whether spam data your text fits the recommendations offered based on the main google competitors that we have provided you.

    The tool is available as a google docs add-on , a wordpress plugin , and as part of the semrush interface .

  • create seo-friendly content

    This strategy can help you increase your chances of earning a featured snippet by expanding your presence in google search results.

    An example of a featured snippet in google search results
    the megaphone icon in the topic research tool illustrates the success of your title in terms of backlinks: the greener it is, the more people are linking to the article with that title.

    When browsing topics

    you have the opportunity to choose from several types of views until you find the one that is most comfortable for you:

    add subtopics, headlines, and questions to your favorite ideas develop an editorial plan to continue working on them. You can:

    explore them.

    Create seo optimized templates.

    Submit a task to the semrush marketing calendar or trello.

     

    quick tip : enter a domain name to see what topics it is ranking for in the top 100 search results.

    create an editorial plan

    once you’ve selected a list of topics for your future content, it’s time to

    As eisenhower once said, “plans are nothing, planning is everything,” and planning is crucial in content marketing.

    To help you with your editorial calendar and collaborate with your colleagues, we have designed a marketing calendar .

    This tool can help content marketers meet their iceland phone number list deadlines and visualize their workflows in real time.

    In the marketing calendar, you can assign colors to each campaign, add the actions you are planning, and tag each one with quick filtering.

    Share your calendar with your team

    and you’ll have 24-hour information on the progress of their tasks, as well as who is doing each one.

    In addition, you will be able to view in real time each of the changes made by your colleagues.

    You can filter the information by campaign, owner, status and tags, whichever best suits your needs.

    If you want to share the document you’re working on with members of your team, you can add a document to a card or file/folder from google drive.

     

    To make sure you never miss a due date again, we’ve added a “notifications” feature to the calendar home page. You’ll receive a notification two days spam data before the due date for each task assigned to you. quick tip : connect google analytics to track your marketing campaign performance with utm parameters right in your calendar.

     

    Semrush content platform

    power your content strategy with data

    go ahead! →
    ads illustration
    to find out how to solve collaboration and planning problems, read this article: how to manage a campaign with the semrush marketing calendar.

    4.- create seo friendly content
    now that you have some plans for your content, you can start creating the text, but first, you need to be focused on search engine optimization.

    Seo is one of the most efficient channels to make your content visible to your target audience.

  • develop an editorial plan

    In fact, when you have a passion for niches (as i do), one of the biggest “trump cards” you need is to have content that is much better than your competition.

    The problem with most niches is that people create content once, and then never touch it again.

    I think that’s a mistake

    Content must be updated and adapted to possible changes that may arise in the serps over time.

    Search intent, improvements from your competitors in terms of titles, schema, internal linking or new “rules” that appear after an algorithm change are just some of the aspects that we usually check on a monthly basis.

    And when you have a lot of projects, this can become a nightmare.

    That’s why the heavens have opened up for us with semrush’s content tools.

    Whether it’s keyword analysis, gap analysis or the seo content template itself, they have become our best ally in our day-to-day seo.

    once you have collected new

    data from the content audit tool, the next step is to find ideas for your future content or gather more information that will allow you to update that content.

    We have the perfect tool for this, topic research .

    Here you’ll find a treasure trove of keywords, trending topics, related searches, recent articles, and questions users ask google.

    The topic research tool will give you insights into find ideas to create new content what interests your audience most.

    You can filter the data by country

    region, or city and see the most popular topics and recent article titles for your target keywords.

    Additionally, you can see related questions that people are searching for.

     

    You can prioritize the results by any of the hong kong phone number list following parameters:

    volume to see the most popular topics first.

    Difficulty seeing the most difficult keywords.

    Effectiveness of topics to obtain the topics with the best prospects (highest search volume and lowest difficulty).

    You can also identify trending topics, those that are still popular after 60 days on the internet.

    For each topic, you can view titles, questions, and related searches.

    When you conduct audience research and create a content plan, this data will help you understand what information and answers your audience is looking for.

    If you’re thinking of creating an article that provides an answer to a user’s question, be sure to include the question or add a “how to” in the title spam data to get more engagement and shares.

  • find ideas to create new content

    Combining google analytics and content audit data
    depending on your content metrics from google analytics and the content audit tool, you will get the following four categories:

    rewrite or delete.

    They need to be updated.

    Quick review.

    Poor content

     you can create your own

    Set of categories based on different parameters such as word count. Backlinks, search phrases, etc. Click on the “content settings” tab to. Get an overview of the status. Of your content and proceed to analyze each article separately.

     

    By clicking on the exact url. You can see how many sessions and page views have been changed on the article. And discover the top 5 queries in the last 30 days.

    If you want to update or rewrite the article. You can add comments and tasks to each paragraph directly. In the tool and share them with your team members.

    quick tip : click the “save today’s data” button to track the article’s metrics once it’s been updated.

    To learn more about how to conduct

    an in-depth audit of your content, read this article: how to conduct a content audit that guides your strategy?

    And to shed more light on the subject, we asked audit your existing content alex navarro, renowned consultant and seo director at dropalia.com, and this is what he told us:

    Does semrush help you in this regard?

    At the seo level, content is one of the fundamental pillars for ranking any online project.

    Somehow, spots that reflect nice and funny situations, with greece phone number list good music, also achieve this effect.

    To the extent that a brand, its messages or its products generate the secretion of the neurotransmitters dopamine and serotonin , the customer will feel pleasure, be satisfied and increase feelings of empathy , increasing trust.

    One of the most famous cases in which the emotional

    connection is part of the purchasing decision was that of Pepsi vs. Coca-Cola, which Martin Lindstrom cites in detail in his book Buyology.

    This case fascinates me because they managed to explain it some 20 years later thanks to functional magnetic resonance imaging.

    In 1975, Pepsi ran a super campaign in shopping spam data malls in several countries around the world called “Join the Pepsi Challenge.”