Outbound Marketing and Inbound Marketing

The easiest way to divide the marketing areas into two groups: Outbound Marketing and Inbound Marketing. Outbound Marketing one in which the company takes the initiative to the client and wants to take their attention. Tools that can be used here are advertising on radio, press, television, billboards, campaigns in Google Ads, Facebook Ads and other social media, mailing, pop-ups on the site, active sales through merchants, etc. This type of activity has many advantages – allows you to reach a wide audience, is simple and quick to implement, and often you don’t have to wait long for its results. On the other hand, too pushy Outbound Marketing can be irritating to recipients and discourage the brand – that’s why it is sometimes even called disruptive marketing. But has his time passed? Rather not, when used sensitively, it can still bring the company quite a lot of profit.

Inbound Marketing, stands in opposition to it. It means activities that make the customer find the brand and visit it by himself. It is much less obtrusive, you can even compare it to slowly attracting potential customers. This can be done using profiles on social media, sharing blog articles, videos, guides, podcasts or website positioning so that it appears as high as possible in search results. A difficult to implement, but a very effective variety of Inbound Marketing is viral marketing, i.e. publishing content that Internet users will themselves massively disseminate, thus providing the brand with free advertising.

SEM

SEM (Search Engine Marketing), i.e. search engine marketing, are all those activities that we take to make the brand visible in the search results in Google, Bing, Yandex or other search engines. It includes both activities aimed at increasing organic traffic (SEO) and paid advertising (PPC). When we talk about SEO (Search Engine Optimization), we mean the positioning of the website for the most profitable key phrases. Increasing visibility in organic results includes technical optimization of the website, creating texts containing keywords, acquiring valuable external links and many other activities that are individually selected for a given website.

When it comes to PPC (pay per click), there are advertising campaigns launched in the Google Ads system. Thanks to them, we can make the website appear as a sponsored link in the search results or, for example, place our products above the list of results and in the Google Shopping tab. Of course, Google Ads also provides many other advertising formats, thanks to which you can advertise on YouTube or the Google advertising network.

Content Marketing

Content Marketing is currently one of the most frequently chosen areas of marketing. It involves attracting audiences by offering them valuable content for free that will bring them to your site and later possibly benefit from the offer. As part of content marketing, or content marketing, you can create a company blog, YouTube channel, infographics, guides, webinars, podcasts and any other form that potential customers may be interested in. Such content should not be strictly promotional, advertising of individual products or brands may be slightly highlighted in the background, but the main goal is to provide the recipient with valuable advice or inspiration. It is not about the sale itself, but about attracting the customer to the brand, building in him the feeling that he got something without incurring any costs. Thanks to content, it is also possible to arouse sympathy for the brand – show who creates it, what values ​​it believes, and what it emphasizes.

Social Media Marketing

Marketing in social media is a very important element in building relationships with potential customers. It shortens the distance between them and the brand, allows for more free contact, gives recipients a space to express their own opinions and a sense of influence on shaping the future of the brand. It also allows you to show the company from a more human side, because you can place less serious content on social media than on a film page.

When we talk about social media marketing, we mean keeping official brand profiles, but also creating groups or events focused around this brand. An element of Social Media Marketing are also paid ads in various formats – promoting a website, profile, specific post or aimed at gaining new recipients. Of course, not all social media will be appropriate for every brand, but it is worth appearing in at least one or two channels outside your own website. The most popular social media today are YouTube, Facebook and Instagram, but it is not worth underestimating the potential of other platforms, such as LinkedIn, Twitter or Pinterest.

E-mail Marketing

E-mail Marketing is a type of direct marketing in which we send messages directly to recipients from our mailing list. They are designed to build relationships with recipients, and then skillfully maintain them. As part of E-mail Marketing, we can send information about discounts and promotions, new products, test the satisfaction with the services provided, etc. Newsletters in which we send the recipients interesting content are also popular forms of e-mail marketing: a collection of the most interesting content from the last weeks or even material not available from any other channels. However, it is very important to be moderate and not to turn E-mail Marketing into regular spam. If users find brand messages on a daily basis, there is a good chance that they will get annoyed and simply revoke consent to receive the emails.

Real Time Marketing

It is a very difficult type of marketing that requires immediate reactions to the current situation. It consists in sharing content, most often on social media, in some way referring to a famous, widely commented event. However, the condition for a successful action is to create an interesting and creative reference in a very short time – publication of the material a week after the incident will not amuse anyone, and may even irritate the recipient. After all, something new happens every day and news becomes a thing of the past faster than ever. An example of a successful RTM is an advertisement published when Great Britain left the European Union. The company then published a graphic with a question resembling a system message: “Are you sure you want to delete 1 GB?” A funny, ambiguous reference quickly circulated the Internet, giving the company a lot of sympathy for users.

Influencer Marketing

Influencer Marketing assumes promoting the brand through cooperation with celebrities and generally recognizable people on the Internet – for example, bloggers or a popular YouTube channel. Such people can become the face or partner of the brand, but constant cooperation is not necessary here. A common practice of companies is to send products to influencers in return for publishing their reviews on their channels. In this way, the brand gains access to the group of recipients associated around the celebrity and additional interest – after all, for many people recommending a product by an idol is much more motivating to use the offer than any advertising on the Internet or outside it.

Guerrilla Marketing

This type of marketing uses very unconventional methods to interest the recipient with a product or service. Its main goal is to evoke strong emotions in the recipient – shock, amusement or even terror. As a result, the ad is very memorable and widely commented, which gives it additional publicity. For this purpose, you can use urban space, for example by creating murals or city games, or an element of surprise – for example a flash mob or performance. An example is the promotion of the new season of the series Money Heist carried out by Netflix. A few weeks before the premiere, posters with photos of the main characters and a designated reward for their arrest, similar to the “wanted letters” in Westerns, began to appear on advertising posts in the cities. The posters were devoid of the Netflix logo and there was no mention of the series in them, so they interested passers-by and made them search the Internet for information what they meant.

Word of mouth marketing

Word of mouth marketing is based on the fact that a large part of recipients trust the opinions of their friends and friends more than advertising messages. Therefore, it is worth providing them with the so-called social proof, i.e. social proof of rightness – information from other users that a given product or service has proven successful and is recommended. This effect can be achieved, for example, by introducing a referral program for clients. In return for recommending the brand to their friends, they get a cash bonus, discount or any other remuneration.

A widely used, although debatable in terms of ethics, method is also posting comments or opinions about the company by the company, using false nicknames and giving the recipient the impression that the customers praise the brand. A variation of word-of-mouth marketing is the so-called buzz marketing based on making noise around an upcoming event or product to be released. In such cases, people employed by the company often maintain the interest of the recipients, encourage discussion, fuel curiosesity and generally build an atmosphere of expectation, skillfully involving the real recipients of the brand in the dialogue. Thanks to this, the product premiere has a chance to become louder and more widely discussed in the media.

Marketing Automation

Marketing Automation is an area dealing with the acquisition and analysis of information about recipients. These are not so much personal data as information about users’ behavior on the Internet, their professional and private situation, interests or current needs. Such data is used to show the recipient personalized advertisements for products and services that they are likely to be interested in. Of course, they are not analyzed by a human, but with the use of advanced technologies in the field of machine learning and artificial intelligence.

The collection of user data is currently very controversial and some companies are at least partially withdrawing from the most ethically questionable activities (eg Google withdraws from third party cookies). However, many different entities collect data and use it for marketing purposes, and some recipients appreciate receiving personalized, not accidental, advertisements.

ATL

ATL (above the line) includes traditional advertising channels such as radio, press or television, as well as outdoor advertising, i.e. placed outside the place of residence of the potential customer. It is about all kinds of billboards, posters, citylights, etc. Many brands still carry out this type of marketing, but it is much more expensive than more modern methods of promotion. Why? First of all, you often have to pay dearly for a good place in the city space, airtime or newspaper advertising. Second, we have little influence on who sees our ads. We cannot define the target group as precisely as in online activities, therefore a very small percentage of recipients will actually be interested in the product. The return on investment may therefore be minimal or not even cover the costs in some cases. This does not mean that this type of advertising is bad. Showing oneself in a respected magazine or on a channel with high audience builds the prestige and recognition of the brand. Due to the price, however, it is reserved for companies with a large advertising budget.

The Internet is the most promising sales channel – there is no doubt about it. Regardless of the field in which you operate, the ability to reach the customer without locations restrictions gives you a huge competitive advantage. It is worth using it – especially since setting up an e-shop today is simpler than a few years ago.

But be careful! If you think it will become like the snap of a finger… well. It’s not that good. To move from idea to implementation and then successfully build your market position, you need to know how to do it step by step. So see what you need to open a well-functioning online store.

Step 1: refine the business concept

Before getting into the technical details of your own e-shop, you need to go through some basic business tasks. They are the foundation of your investment. Remember: when setting up an e-shop, you invest in the long term. Therefore, you have to be prepared that the development of your business will not happen from month to month, and you will have to wait for the results.

So the question is: how to start? It depends on several factors. Consider: should an online store be a way to develop a stationary business or is it the first step you take on the market? If you already deal with the production and distribution of certain goods via stationary channels, you probably already have appropriate mechanisms developed, including with transport and storage of products, as well as marketing facilities. You already have a customer base and you know who your solutions are addressed to.

However, if you start completely from scratch – the first step is to find an industry. Start with in-depth research. Check what is the economic situation at the moment and consider in what area you are an expert or you can quickly become one. There are two approaches to this topic: either targeting a niche or building an exclusive brand, or vice versa – relying on proven and common material goods.

Also, remember that you have to decide whether you will sell goods under your logo (e.g. by cooperating with the manufacturer to create your own brand) or redistribute it.

It is equally important to ensure a suitable place for running an e-shop. While at the beginning, with small orders, you can manage by storing products, e.g. in a home garage, over time you will need professional storage space.

You can also decide to work in the dropshipping model, which means that you will work with the supplier of products, and you will only deal with the entire sales process until the order is finalized. This solution is good for completely novice entrepreneurs, but of course it also has its downsides, such as limited impact on the shipping process or checking the quality of products.

So, as you can see, if you are a complete beginner, you need to start by developing the business foundation. When they are ready and you know:
– What do you sell,
– to whom your products should go,
– what are your “processing capacities”,
– what budget do you have to start with,

you can start setting up an online store from the technical side.

Step 2: branding

If you already run a stationary business and have developed a brand recognizable by customers, the best solution is to promote it also as part of e-commerce activities. Remember, however, that if your market niche is highly competitive, an expressive, easy-to-associate brand may be one of the factors that will affect your business success. So developing a good branding strategy right from the start is the best you can do. Changing the name later can be time-consuming, costly and, above all, risky.

How to create a good brand? Before you start:
– precisely define the group of customers to which your products will go – assess their needs, expectations, problems, challenges,
– indicate the key values with which your store (and products) is to be associated – which will be more important: prestige and very high quality of products, or maybe their designer character?

Once you know how you want to communicate with the market, you can go to the next step: choose the brand name and its visual identification system.

Especially in the latter aspect, it is worth using the help of professional graphic designers and web designers – they can perform this order on their own or as part of cooperation in designing the e-store layout. It all depends on how you want to “put it up”.

At this stage – when you develop a store brand – it is also worth buying a website domain. Remember that you have at your disposal not only com domains, but also .eu or .co.uk, but also many unusual ones. Nevertheless – these 3 mentioned just now give you more credibility. If you have the option, choosing a domain:
– buy a few “endings” of the address at once – you can then redirect them to the correct store (yours!),
– avoid dashes and other elements in the domain name that may make it difficult for the user to enter the address “by finger”,
– remember that the domain name itself has no impact on positioning – it should be easy to remember and of course be associated with a given business.

Step 3: choosing a platform

At this stage, a very important decision awaits you – which technology will be used in your e-shop. You can go several ways.

A. Commissioning experts to develop your store “from scratch” – it is the safest solution, which at the same time can be fully adjusted to your business needs. However, you must remember that the costs of creating a dedicated platform can be high (and unnecessary), and the time to prepare the website can be very long. That is why this solution is chosen by investors who can afford a one-off spend from several dozen or even several hundred thousand dollars.
B. Take advantage of the e-commerce platform.

When choosing an online store platform, be guided primarily by how large-scale you plan to operate – also in the perspective of many years. Also consider your budget.

When it comes to e-commerce platforms, you have two basic types of services: subscription platforms and open source platforms. How are they different?

Open Source Platforms
This is software that you must install on your own server. They are suitable for people who care about high independence, the ability to adjust the e-store to specific expectations, and above all for medium and large-scale stores. Running them may require previous e-commerce experience or technical support (especially at the beginning).

Usually the platform itself is available for download free of charge, but its operation and extension of the store’s functionality may require investment in paid plugins. It must also be remembered that it will be necessary to implement it on the server and integrate the selected graphic layout with it (own or selected from the available ready-made templates).

Open-source platforms:
– provide the possibility of a very wide “customization”,
– they are friendly for the positioning of online stores,
– they have enormous technical support – especially the users themselves, who are constantly developing this technology

When you choose one of them, you will experience additional costs of implementation, hosting, administration, as well as challenges related to adapting the platform to legal requirements (including developing store regulations).

If you choose an open source platform, you will also need to purchase hosting at this stage. The hosting server should:
– be well secured – so that it is not vulnerable to attacks, and that your clients’ data is safe,
– be adapted to the requirements of the e-commerce platform that you have chosen,
– provide you with sufficiently fast data transfer.

You can choose from shared, inexpensive and suitable for small stores, and dedicated servers – more expensive, but also easier to configure individually. They are suitable for larger and more advanced e-shops.

When choosing an open source platform, you also have a greater impact on the appearance of your e-store. So you can implement it on a template prepared by a computer graphic – so that it fits best into your brand’s visual identity system. You can also take a look at the ready-made templates that are already available.

Subscription platforms (SaaS)
Subscription platforms usually operate in the SaaS model, i.e. Software as a Service. This includes such platforms as Shoper, Shopify or Shoplo. On them you get access to the software in the form of an accessible panel – and this is what your e-shop is based on. In their case, there is no need to “upload” the store to your own server – you use a ready-made system. Fees for using the platform in the SaaS model are charged in the form of a subscription – e.g. monthly or annual, and you, depending on your needs, can choose a specific scope of services and possibilities offered by the website. The costs of such a solution range from several hundred to several thousand dollars per year.

Who are the subscription platforms for? Primarily for beginners who want to run a small-scale online store, especially in the dropshipping model. The use of this solution is the simplest, but it poses many limitations – related to e.g. with limited functionality or the need to choose one of the ready-made graphic templates. Some SaaS platforms are also not perfect in terms of positioning online stores and are burdened with various barriers.

If you are in doubt as to which e-commerce platform to choose, get advice from experts. Analyze your business model with them so as not to make a mistake. Changing the platform later can be costly and time consuming.

Note: Your online store should be responsive. This means that it should be displayed in a fully functional way on various devices – both on computers as well as on tablets and smartphoness. Sales via mobiles channels are also growing very dynamically, so you cannot afford to lose customers from this source!

Step 4: e-shop integration with ERP

Although this is not a necessary requirement, it is worth considering integrating the online store software with the one that controls warehouse resources. Why? The reason is very simple: if it turns out that a customer orders a product that you do not have in stock, you will face trouble. This single situation can happen. However, if such problems become widespread, you will quickly lose your reputation, and with it – your customers.

That is why the best solution is to use the option of integrating the online store with the ERP system. The immediate flow of information will eliminate the possibility of a mistake and make your task easier.

Step 5: selection of payment methods and their integration with the e-shop

In order for customers to be willing to shop in your e-shop, you need to give them the ability to conveniently pay for goods. Of course, a standard bank transfer is not enough. That is why you must decide on a convenient, yet safe and easy-to-use payment method. There are many trading platforms to choose from. When choosing, consider both available payment methods, as well as commissions and other fees, and flexibility in accessing funds.

Step 6: choosing the delivery methods for the products

This is a matter that you need to take care of primarily in the model in which you handle the shipping of goods yourself. If you have decided to dropshipping, your contractor has probably specified the shipping methods.

However, if not, make sure your customers receive convenient forms of receiving products – apart from courier services, pay attention to the increasingly popular options for delivering goods to points, e.g. shops or parcel machines. On the other hand, however, remember that the more options there are for a customer, the greater the logistical challenge. Therefore, it is worth keeping the golden mean.

Step 7: Add Products

Many e-commerce platforms allow integration with wholesalers and automatic updating of product data. However, if you sell your own assortment, you have to describe it “by hand” in the store. When adding products to ready-made subpage templates, it is worth taking care of two key issues: on the one hand, the attractiveness of the presentation of the product range for the client, and on the other – the fulfillment of SEO requirements.

Therefore, both a good and unique description as well as attractive product photos count. If you sell an assortment of other manufacturers, you can usually get ready-made materials. If you distribute your own products, have professional product photos taken.

In the content area, make sure that:
– were written in the language of benefits – so that they presented not only the advantages of the products, but their translation into the customer’s needs,
– were written in a style adapted to the characteristics of the potential client,
– are in line with SEO requirements – care should be taken, inter alia, o the use of appropriate keywords, headings and bullets. You should also take care of entering metadata and generating friendly URLs.

Step 8: Marketing

Once your store is up and running and you start serving customers, it’s time to increase its visibility to customers, and thus – its popularity. In order to promote your e-store, you can take a number of activities – from paid links, PPC advertising, through social media activities, to positioning your online store and using inbound marketing tools.

It is also good to think about a blog in an online store, which will strengthen the potential of positioning and the image of the website. As you can see, the recipe for setting up your own online store is a methodical step-by-step operation based on a well-thought-out strategy. This is the best way to achieve long-term business success.

Permission Marketing – What Is It?

Both newsletters and PUSH notifications are forms of the so-called consent marketing. What is this? Associate requests for permission to send notifications that are displayed to you on various websites? Until you confirm that you want the information … the website cannot send it to you. The same applies to the newsletter – to receive it, you must enter your e-mail address and confirm that you are interested in receiving messages from a given brand.

This “consent” factor ensures the sender is confident that it is reaching initially interested audiences. They may be at different stages of the marketing funnel, but contact with each of them is valuable and may sooner or later bring benefits.

There is one more important advantage, the psychological one. Since the recipient himself agreed to receive the message – he performed some action. Consequently, he is to some extent involved in the communication process. Such a peculiar “foot in the door” also increases the probability that the established relationship will result in a purchase.

However, it should be remembered that consent marketing also brings challenges: first of all, it requires building a database of people who have decided to subscribe to messages on their own. Nevertheless, the results are worth the effort, and skillfully planned and targeted campaigns bring good results. Therefore, it is definitely worth going in this direction.

PUSH newsletter and notifications: how do they work?

Before we answer the question about the advantages of individual consent marketing tools, it is worth taking a closer look at exactly what each form of communication looks like.

PUSH notifications

PUSH notifications are short pieces of information that appear on the screen of the user’s device with his prior consent. They can be generated, among others through applications installed on the phones, however, the most important role is played by sms and web-PUSH messages, i.e. those displayed by web browsers.

These notifications:
– are small – contain literally 1-2 sentences of text and small graphics,
– they appear spontaneously at the moment selected by the advertiser,
– are enriched with a CTA element, which most often refers to a website with more information.

Newsletter

A newsletter is a form of communication via e-mail. It is about sending new messages to the interested group – be it with information about new products and current promotions in the store, or with interesting entries on the company’s blog.

Newsletter:
– it can take various graphic and text forms – it can be very simple and minimalist, and it can contain a long message,
– also most often includes CTAs pointing to a website.

What are the similarities between these tools?

Apart from the similarity discussed earlier, in which in both cases messages are sent after receiving consent from the recipient, other similarities can also be indicated.

Both forms of communication:
– they can be used at every stage of the marketing funnel – to build brand visibility, arouse interest in products or the desire to buy immediately,
– they must be attractive for the recipient to be willing to interact,
– can be used in conjunction with marketing automation tools, which in turn improves the entire communication process and reduces service costs in this area.

The cost of sending both types of messages may also be similar, especially when you calculate the cost per click.

Newsletter vs PUSH notifications: the most important differences

Despite significant similarities between the discussed forms of communication, there are also many differences. Here are the most important ones.

A. The time it takes to plan your campaign
PUSH notifications work a bit like Google ads – they contain little content with a very high CTA saturation. As they are displayed by the browser, there is no need to design their graphic layout or make other tedious preparations. All you need to get started is a catchy, short text that will encourage action and small graphics.

In the case of a newsletter, you may need a much broader strategy – think about the layout, content, communication pattern and much more. Therefore, the preparation of an email campaign may be more time consuming.

B. Shipping time
Even automated mail sending to a large subscriber base can take a long time, with gusts of up to several hours. Such delays can cause the mail to be delivered to the inbox late and… ignored. PUSH notifications are displayed in real time.

C. Ease of Delivery to Addressee
PUSH messages in the browser are not blocked neither by AdBlock nor by other systems. The only limitation is whether the given user has the browser enabled when the message is sent.

In the case of a newsletter, it is not always so rosy – overly sensitive spam filters can intercept such an email. It can also get stuck in the less visited “offers” tab or remain invisible among dozens of other e-mails.

D. The speed of growth of the recipient base
In the case of PUSH notifications, 2 clicks are enough to start receiving messages. What’s more, the recipient does not have to provide any personal data or register anywhere. Subscribing to the newsletter requires at least an e-mail address and confirmation of willingness to receive the message by clicking on the activation link received.

These features translate into the effectiveness of acquiring new customers. As you can guess, the number of PUSH notifications subscribers arrives much faster than those subscribed to the newsletter.

E. Read / convert probability
PUSH messages usually assume an immediate response and require quick action. It could be a double-edged sword. On the one hand, the user, for example, if he is overwhelmed with too many such messages, can reject them without looking. On the other hand, it may click instinctively, e.g. if it finds out that a quick sale in the store ends in 30 minutes.

E-mails are most often viewed at most a few times a day, but if the recipient decides to look at the newsletter message, they usually look at it more closely than quick notification. Something for something.

Does this mean that the newsletter should be replaced with PUSH messages? Not necessarily. The newsletter is part of any good inbound marketing strategy, and the effects of its conduct can bring long-term effects. Web-PUSH works more in the short term. So these tools are not mutually exclusive. On the contrary – they can complement each other.

Meta description – what is that?

Description is part of the meta tags that are located in the source code of the page in the <head> section.

<meta name = “description” content = “Short description of the page.” />
Meta description on the home page and subpages, you can also easily and quickly edit on most content management systems (CMS).
The <description> tag together with <title> is the first contact for the user with the page to which the phrase entered in the search engine leads.

It is the meta tags that often influence the final decision of a user whether he considers a given site worth clicking. The title and short description of the page should therefore answer the questions that are searched for using the keywords entered in Google.

Impact of meta description on positioning

Some time ago, the meta description tag had an impact on website positioning in search engines. Unfortunately, it did not fully fulfill its function, because instead of a neat description of the content of the page, there were – often after the decimal point – keywords related to given issues contained in the content of the site. The multiplication of phrases – yes – was beneficial for the site, which – from the current perspective – a spammy procedure, climbed up. This phenomenon began to be aptly called keyword stuffing. These practices, however, involved so-called Black Hat SEO, so in 2009 Google decided to change the algorithm, as a result of which the meta tag description was excluded from direct impact on positioning. Currently, meta description does not affect the position of the page, but it is important for the click rate.

Therefore, the meta description has an indirect impact on positioning, as it is a kind of showcase of the site. A brief description may interest a potential user, because the information and key phrases contained in it show that a given site will be a potential source of knowledge. Therefore, description must attract attention, contain words that will be important for a given page and subpage, and – what is important – this short description should have a certain number of characters that is visible in the search results. The meta tag description does not affect positioning, but has a positive effect on CTR, or click rate.

What should a good meta description look like?

Meta description should refer to the substantive values ​​of the page or subpage to which it was assigned. As with all content on the site, short descriptions for each tab should be unique so that the content does not duplicate and not duplicate. The description content itself is also very important, as it must answer the question asked by the user, so it cannot be general and devoid of substance. If you type “what is meta description” in the search engine, then both the title and description of the pages displayed in the SERP should lead to the answer. It is good when the meta description in its content will have a question you asked. However, it may not be general, referring to all content that a user can find on the site. It is good practice to include call-to-action in the description, which may encourage clicks. Always before creating the description, think about what information you would like to find in it and what would make you enter a given website.

The length of characters is very important for both title and meta description. In this case, more is not better – quite the opposite. A good headline of the page displayed in the search results should be between 55 and 60 characters, and description between 155 and 170 characters with spaces. How can you check it? The length is easily determined with almost any text editor, but in the case of title and description it is worth using the available tools.

In addition, the page view and meta descriptions can be seen in the page code using the CTRL + U keyboard shortcut.

To sum up, a good meta description is one that:
– is unique,
– answers user questions,
– is substantive and encouraging,
– has a key phrase,
– it is 170 characters including spaces,
– contains call to action.

No meta description – what happens then?

Even if you don’t create a description, this space is not left empty. Description downloaded by the search engine from the page content that best responds to the user’s query. This description is then far too long, and the information it contains is not necessarily substantive and valuable. Lack of meta descriptions can result in a high bounce rate.

The description mat, together with the title, is an important message for the user about what content he can find on the page. If the meta description is consistent, encouraging and contains relevant answers, then there is a high probability that the site will be attractive to him and decide to click on it. Description has no direct impact on positioning, but it can definitely affect the user’s decision to search for information on a given page, which will significantly increase its CTR.