– The leaders of the ecommerce industry in China include Taobao, WeChat and JD.com.
– Ecommerce trends are currently mainly cooperation with influencers, live shopping and selection of products after scans or photos.
– Digital wallets and group purchases are also gaining popularity.

E-commerce leaders in China and their key tools

In recent years, many solutions in the e-commerce world have been refined to adapt to the demanding and changing needs of consumers. Chinese online commerce relies heavily on marketplaces and social media shopping, and the leaders of e-commerce are Alibaba, JD.com and WeChat. Let’s take a look at one of the most popular Chinese e-commerce sites and learn about the solutions they propose.

E-commerce leaders in China:
– Taobao
– WeChat
– JD.com

Alibaba and Taobao Group

The Alibaba group dominates the Chinese e-commerce market. It consists of two of the most famous platforms – Alibaba.com and Aliexpress. Their popularity is due to the fact that they sell abroad. Alibaba operates in the B2B model and Aliexpress B2C.

The other services included in the group are platforms targeted at Chinese users. One of them is Taobao.com – the largest Chinese online store, operating on the basis of C2C. This platform allows small businesses and entrepreneurs to display and sell a wide range of products, from toys and clothing to electronics and cars. Launched in 2003, the site operates on a similar basis to American eBay. Goods can be sold at a fixed or negotiated price or at auction.

There are several tools on the Taobao platform designed to help brands reach more consumers and aid marketing efforts. All these tools have different functions, but one goal – to facilitate the sales process:

Image search: The option available on Taobao allows you to quickly search for a product based on its image. All you need to do is upload a photo and the portal will search for graphically similar articles.

Weitao – Social Media Integration: A social platform built into Taobao that serves better communication between sellers and consumers. Brands and influencers use Weitao to publish content, engage consumers, and consequently to acquire customers and increase sales. Consumers, on the other hand, use Weitao to stay up to date on news, read product reviews and connect with brands.

With this option, consumers, when they see something they like, can go directly from viewing the product to shopping. This eliminates any additional steps that could distract the potential customer from completing the transaction.

Taobao Live – Live Dealer Streaming: E-commerce live streaming is a selling method where streamers introduce products and viewers can make purchases in real time. The possibility of more dynamic, interactive sales based on real-time feedback is of great interest to consumers, and in recent months has broken records of popularity among sellers. Brands and companies that have suffered from pandemic restrictions are increasingly choosing Taobao Live to resume operations and reach as many audiences as possible.

WeChat

WeChat is Tencent’s multi-functional social media, messaging, payment, and shopping application. It is the Chinese equivalent of Facebook, Instagram, Twitter, WhatsApp and many more. Everything in one place.

The e-commerce option was introduced to the application, which was initially intended as a messenger. Thanks to the introduction of the WeChat Store and WeChat Pay functionality, it has become a trading platform. Wechat Pay allows you to make online and offline payments using QR codes. What’s more, the functionalities of the application are constantly developed thanks to mini-programs.

Mini-programs are smaller applications inside one application. Below are the possibilities they provide:

Scan-and-go purchases: Shoppers can use a mini-program to scan products and make payments without waiting in line. There is also a possibility of home delivery.

Multi-Channel Selling: The Uniqlo mini-program allows buyers to place an order online and ship their purchases to the store. The goods are ready for collection within an hour.

Group purchases: Companies offer discounts to the entire group when there is a certain number of people willing to shop. It works like this: a community leader promotes the product at a discounted price in his network to the WeChat group. If enough people make a purchase, each buyer will get the product at a discounted price.

Sales with influencers: Influencers, also known as key opinion leaders, promote products on their profiles and lead buyers directly to a specific product page. The entire purchase – sale transaction takes place inside the application. Influencers have various tools at their disposal to create promotional content as part of WeChat KOL:
– WeChat Article – an option with which you can create content that includes text, photos, videos,
– WeChat Channel – a video channel for content creators, brands, companies and individuals to reach audiences beyond their circle of friends / followers,
– WeChat Live streaming – tools to easily implement live broadcasts.

Self-service stores: An unmanned brick-and-mortar store owner uses WeChat to allow buyers to enter the store, exit their purchases, and receive a bill through their WeChat account. The EasyGo mini-program provides a QR code that shoppers scan to enter the store. Payment is made via WeChat Pay.

JD.com

JD.com is the second largest e-commerce platform in China. It offers millions of different products that fall into categories such as cosmetics, fresh food, clothing and electronics. JD.com allows retailers to open virtual storefronts, but unlike Taobao.com, JD.com has its own warehouses and can be sold directly to end customers. Thus, JD.com works more like a traditional online store, similar to Amazon. JD uses three basic models:

JD.com Direct Sales: JD fulfills orders and is responsible for issues such as international logistics, customs, warehousing, product page design, marketing and after-sales services.

JD.com Marketpalce: Seller completes orders. He deals with customer service, marketing, and generally – sales. However, it can use JD.com’s international logistics services, i.e. it does not have to deal with customs issues, warehousing and delivery to customers.

Worldwide Sales: JD Worldwide is a cross-border ecommerce platform. It offers international traders the opportunity to enter the Chinese market by providing shipping and warehousing solutions. JD Worldwide is open to brands, retailers who are legally registered outside of China and sell products sourced from outside of China.

E-commerce trends in the Chinese market

When it comes to innovation in the e-commerce world, China is definitely the trendsetter. Over the years, e-commerce in China has evolved a lot in response to the needs of customers and sellers. The above-described solutions and functionalities are a response to ecommerce trends, although it is difficult to say unequivocally whether they were always the result or maybe the cause. Here is a list of the ecommerce trends we are seeing in China.

Influencer involvement

To increase brand sales, companies engage influencers, i.e. key opinion leaders (KOL). These are paid collaborations aimed at promoting a given product. KOL is an expert whose opinion is valued in a specific industry. These are people who are trusted and respected in a given environment, have authority through long-term building relationships with recipients. When choosing a KOL to cooperate with a given brand, whether the product fits the content created and promoted by a given author. Everything depends on the product they want to sell. KOLs can be models, movie stars, singers, fashion icons, etc. Not every famous personage or celebrity can be a KOL.

Due to the fact that Chinese e-commerce responds quickly to changing consumer preferences, another type of influencer is more and more often used to build brand awareness and increase interest in the product, namely KOC (key opinion consumer). It is a customer who has reached for a given product himself and shares his honest opinion about it. Chinese internet users are more and more often influenced by the choices of ordinary users, trusting that their reviews have not been paid for.

Digital wallets

In a culture so heavily involved in mobiles, the great interest in digital electronic payment does not come as a surprise. Such a solution is offered, for example, by Tencent (WeChat Pay) and the Alibaba group (Alipay). Digital wallets are a complete payment method that makes it very easy to pay using your smartphones. You can pay on the website, in the application, as well as in a stationary store. Users keep funds in their mobiles digital wallets. Based on these funds, a QR code is generated, which you can pay by scanning it in stores. This trend has integrated online systems with everyday offline shopping.

Trade in the cross-border model

Cross-border online commerce is a relatively new type of sales channel that was introduced to make it easier for foreign brands to enter the Chinese market. In the cross-border model, goods are sold online on platforms intended for foreign companies (e.g. the already mentioned JD Worldwide). Listing your products on such a platform is the fastest way to test the prognosis of a given product on the Chinese market. The fact that you can sell the products directly to the final consumer is also a big advantage. Sellers and consumers making transactions in this model can count on special conditions when it comes to customs, sanitary issues and the necessary certificates.

Shopping via social media (social e-commerce)

The country’s largest e-commerce platforms are heavily integrated with the most popular social networks, offering innovative services such as mini-programs and live trading.

Social e-commerce is a response to an overly saturated market, increased competition and rising costs of acquiring consumers. Undoubtedly, the rise of a new class of consumers – affluent, discerning and mobiles millennials – helped accelerate the e-commerce revolution. Since this demographic dislikes traditional advertising, marketers had to come up with alternative ways to engage and build strong relationships with their customers. Millennials are educated and innovative young people who like to be pampered. Due to the need for entertainment and immediate satisfaction, they choose social media shopping.

Innovative technologies have also improved the overall shopping experience, making the process more convenient, positive and fast. Hence the popularity of live streaming, cooperation with KOLs, group purchases or flash sales (sales consisting of a short-term discount on a given product).

Integration of online and offline channels

Customers add offline products to their online wish list, compare products online, then watch them live, make final purchasing decisions in front of a desktop computer, pick up online orders in stationary, scan QR codes in stores, use self-service checkouts. Based on these consumer behaviors, we see online and offline channels becoming increasingly integrated, creating new hybrid purchasing models. The O2O trend has been present in Chinese for several years and continues to grow in strength.

The term O2O (Online-to-Offline) basically refers to anything in the online world that attracts customers to physical stores or makes them buy products and services that have traditionally been sold offline. While e-commerce in China has huge benefits, O2O companies can still compete by focusing on reaching the right consumers who are willing to go to the store to test the product or save delivery time when purchasing the product.

QR codes play an important role in integrating online and offline channels, which, in addition to being a payment method, can be easily shared online or printed on marketing materials such as posters, packaging, banners, and then scanned with any smartphones . QR codes may link to websites, social media accounts or any other suitable online channel.

Conversational marketing, what is it?

First, let’s correct what is conversational marketing also known as conversational commerce (or conversational commerce). In short, these are all activities focused on establishing contact with the customer and building a relationship with him, which is the basis of a modern approach to sales. It is a method of transferring to the digital ground the habits known mainly from smaller traditional shops, where the seller knows his customers, often greets them by name or puts away favorite products for them, and at the same time willingly engages in friendly chats and can advise on purchases.

Conversational marketing, however, is much more than talking freely with customers. It is a tool that provides both consumers and brands with a lot of benefits! At the same time, it is a more complicated process. The need to communicate with many people at the same time means that various methods of conversation automation and other helpful tools are used.

Tools used in conversational marketing

In order to support conversational marketing techniques, chatboxes and chatbots are primarily used, which allow you to automate many conversations and speed up answering customer questions. In addition, it is used:
– live chat located on the company’s website,
– messengers: Messenger, WhatsApp and other similar applications,
– e-mails,
– SMS,
– live broadcasts enabling dialogue with participants,
– video calls.

These are systems that significantly facilitate two-way communication. Their availability from the levels of various platforms is important. Thanks to this, the client can always get an answer to the question that bothers him. However, the multitude of these tools may also present some difficulties. One of them is the continuity of the conversation. When using multiple channels, it is difficult to maintain. Meanwhile, customers expect to be able to resume the conversation at any time and using the most convenient method at the moment. This is especially important in today’s times where the possibilities for physical interaction are limited. Therefore, it is necessary to use systems that will help in the integration and synchronization of conversations conducted in various channels. As a result, communication is much more effective and satisfactory for the consumer. This solution also improves the work of the customer service department, contributing to its greater efficiency. It is also worth noting that the aforementioned limitation of the possibilities of communication “face to face” means that more and more people appreciate the advantages of online tools. This, in turn, determines that the role of conversational marketing will probably increase in the near future.

Conversational Marketing – How Does It Work?

How to use conversational marketing in practice? In order for it to be effective, it is not enough to launch the company’s Messenger and add live chat functions to the website. If communication with the company is not going to be a chore for the customer, the first thing to do is to have the right resources – both IT facilities and staff. What is worth paying attention to?

Automation
When investing in conversational marketing, you should ensure that your company’s customers can quickly get answers to their questions. This, in turn, often requires many conversations at the same time. Thanks to chatbots, you can limit the customer service department to just a few employees, which will significantly reduce the costs of its operation. The advantage of the vending machines is that they are available 24 hours a day, 7 days a week, which, according to research, is very important for consumers. Bots turn out to be extremely helpful also in periods of increased user activity, which are often difficult to predict.

It is true that chatbots will not solve all customer problems, but they significantly relieve the work of the department responsible for their service. They can be used primarily to answer frequently asked questions and direct users to consultants dealing with specific types of cases. Thanks to them, the client never waits long for a reply and knows that his problems are not ignored. In addition, chatbots can also be used for other purposes – for example, conducting consumer surveys (for example on the quality of customer service) or giving discounts or informing about promotions.

It is worth remembering, however, that consumers appreciate the naturalness of conversation. Therefore, the construction of the bot should be carefully thought out. Long and very vague responses can create frustration, so make sure that they are as personalized as possible.

CRM ensuring contextual conversations
As mentioned earlier, being able to continue the conversation without having to redraw your problem is very important from the customer’s point of view. It can be ensured by using an appropriate CRM system. Its task is to collect the most important information about the conversation in a way that allows consultants to quickly familiarize themselves with the matter. Such a solution significantly increases the quality of customer service and consumer satisfaction.

Analytics
It is also worth thinking about the analysis of data obtained through conversations with customers. This can significantly improve the quality of service and thus increase conversion. It often turns out that consumers ask similar questions or encounter the same problem at a specific stage of the purchasing process. Eliminating obstacles that generate doubts can improve UX, and thus increase the number of orders.

Conversational marketing – it pays off

In line with contemporary marketing trends, customer satisfaction is a brand’s success. Conversational marketing fits perfectly into this model, improving the company’s image and allowing you to build relationships with consumers at the personal level. The implementation of tools and techniques related to conversational marketing brings numerous benefits. Primarily:
– higher quality of customer service,
– building lasting relationships with consumers,
– possibility of faster detection of technical page errors and UX errors,
– valuable information about the needs and expectations of customers,
– convenience of communication.

According to research, more and more people willingly use online tools to get answers to bothering questions. Chatbots themselves are also gaining popularity. More brands are using them, and at the same time, systems of this type are constantly being improved, creating wider possibilities of use and enabling more natural conversations. This contributes to customer satisfaction with this form of communication and encourages them to talk with a given brand or ask questions.

This is an extremely valuable source of important information. Properly used, they can help to refine the offer and adjust it to the expectations of consumers, and thus to increase conversion. That is why the aforementioned analyst is so important. Thanks to messages from customers, it is possible to recognize many frequently recurring problems and objections regarding products or services. Often times a small change can produce great results. That is why it is worth reading carefully the information provided during the conversation. They can also identify errors in the construction of the website itself or various technical problems. Research shows that users of certain websites are often frustrated because they cannot find the basic information about a company or functionality they need or answer simple questions. This way, you can lose a lot of customers and not even know it!

Consumers encouraged to communicate and having access to many of its channels will quickly inform you about any faults or obstacles preventing conversion. If you do not give them this opportunity, they will rather leave the non-functional side fully dissatisfied, and sometimes they will also decide to leave the company a negative opinion on the internet or tell their friends about the negative experience.

Relationship with the consumer as the basis of modern marketing

Conversational marketing is, above all, a great tool for building a relationship. This is what modern consumers expect from brands. They want to feel important, valued and treated individually. Thanks to a direct conversation with a company representative, they get exactly what they need. Thus, their liking and trust in the brand increases.

A positive relationship with customers is something that cannot be overestimated these days. It is the brands that know their identity perfectly and are able to build a community around it that are the most successful. Understanding the customer’s needs is easiest thanks to the direct interactions provided by conversational marketing techniques. They can be used not only to respond to problems, but also to actively strengthen ties with consumers and increase sales. Currently, it is the domain of the most innovative, modern companies. It is worth joining them as soon as possible to stay ahead of the competition and build a strong position on the market.

Google Shopping – what’s that?

The Google Shopping platform, and more specifically the Product Listing Ads (PLA) service, i.e. product ads that began to appear on the right of the search results. The photo, store name and price were displayed, and after clicking the selected ad the user was redirected to the product page. This service could be compared to a price comparison site, which was now available in Google search. Currently, the user has access to the entire Google Shopping tab, and there are definitely more products in the ads. You can filter or sort them by price.

A condition of implementing product advertising is conducting a shopping campaign in Google Ads. The promotion is targeted based on the attributes from the data file in the Merchant Center, and the photos are added to the advertisement from the prepared database. Product advertising is paid on a CPC (Cost Per Click) basis, i.e. when the user clicks on it.

Product advertising – for whom?

This type of advertising is designed for online stores from almost every industry. Thanks to it, it is possible to promote not only physical but also intangible products, such as software. It is worth remembering that, as in the case of other Google Ads campaigns, advertising of alcohol or medicines is prohibited here. A full list of prohibited content can be found on the Google support website.

Shopping campaign benefits

A properly configured shopping campaign is currently one of the most effective methods of generating sales for online stores. Thanks to the graphic form, it stands out from the background of text ads and, as a result, is attractive to Internet users. Viewing a photo and product prices from the search engine level significantly saves time searching the range in stores – the advertisement is always up-to-date, so it displays only available products.

The Google Shopping campaign allows reaching users who are already at the final stage of the purchasing process, because by entering a specific product name in the search engine they count on finding places where they will be able to buy it. The advertisement directs them directly to the product card, which contains the details of the offer and from which they can complete the purchase.

Integration with Google Merchant Center allows you to launch dynamic remarketing, which by displaying product data on banners reminds users of products that have recently been viewed in the advertiser’s store.

Google Shopping – Not For Everyone?

The Google Shopping campaign convinces online store owners for many reasons. It seems particularly attractive mainly because it allows you to present the product in the photo from the search engine. The statistics of our campaigns also show that the results achieved by these campaigns, as well as the confidence of online stores in this advertisement, are increasing.

However, before you decide to launch your Google Shopping campaign, there are a few important things to consider.

The first important issue is price competition. If you are not the only distributor of the product, check whether the price you offer is attractive compared to other online stores, and if it is higher, you can explain it somehow. However, the price is displayed right next to the product in the Google Shopping advertisement and gives you the opportunity to compare, without having to look at the pages of individual stores. If the customer enters the specific product name they are looking for in the search engine, naturally, the offer with the lower price will arouse the most interest.

The second important thing is the inability to match your audience to your ad using keywords. In the case of a shopping campaign, Google decides when and for which Internet queries the ad will be displayed. Before launching the campaign, it is necessary to send a file with information about products – their names, prices, individual parameters, etc. Based on this information, Google selects from among our products and products of other stores belonging to the same category the one that will be advertised. Therefore, the Advertiser has no influence on which queries of Internet users his product will be displayed (only after it is displayed in response to a query entered in the search engine is able to see it), as well as in the environment of which products it will be displayed.

And the last important issue is the problem of displaying products from different shelves side by side. If the customer enters the search query: leather men’s shoes, the results may include both designer shoes from the designer and those from a regular chain store. The visible at first glance difference will of course be the price, which in product ads has the most significant impact on customers’ purchasing decisions. Therefore, if you offer unique products, you must be aware that in the case of Google Shopping campaigns, their value may not be noticed and they will be compared with mass products.

Considering the above, you certainly understand how IMPORTANT ISSUE is the optimization and proper management of the product file from which Google derives information about products. You should not be afraid of all this – a properly built product file, combined with a budget sensible for a given campaign, will succeed.

Google Shopping – summary

A properly created and constantly optimized product advertisement will bring satisfying results to both small stores and large stores with an extensive range. Finally, the Paraphrase-Online.com team would like to mention a slightly different but related issue. If you use product advertising, your products are displayed via CSS – i.e. price comparison websites. Not so long ago, the only comparison website that had access to the Google advertising environment was the Google comparison site.

What is the Nofollow update from March 1, 2020?

The change will affect the indexing of nofollow links. Earlier, Google treated nofollow links only as a mark, so these links did not crawl. In other words, they were not taken into account by the search engine algorithm. This changes on March 1, 2020. From March 1, Google will treat nofollow links as a crawl guide.

Nofollow links policy

Some website owners have used nofollow links to prevent indexing of given pages. Typical pages linked to nofollow can be links to user profiles, links to login pages, links to various sections of the website, or links to external (e.g. sponsored) pages. Using nofollow to block Google from indexing pages has never been a good practice. There are more reliable ways to prevent page indexing (e.g. by adding a meta tag noindex to your HTML).

Will the Nofollow update affect my site ranking?

It is difficult to predict how the update of nofollow link indexing will affect the ranking. This may depend on which Google pages will index. Google can configure the rules for selecting pages to be indexed and not. It has not yet been determined whether Google will decide not to index low quality pages.

How to prepare a website for nofollow update?

A. Read the Nofollow update.
Check what changes Google requires. If the rankings or traffic on your site begins to change, please report this problem to the person managing the website or the website positioning specialist.

B. Analyze the nofollow links on your website.
Incorrect implementation of nofollow can lead to unintended consequences. Check how nofollow links are used on your website and decide if it’s time to remove them and go to the noindex meta robots or to assign them the right attributes.

Content Marketing consists in drawing the attention of potential recipients to the brand with valuable content. For example, if we are producing baking powder, a great move would be to include e.g. recipes for cakes on the blog. Such entries will certainly be useful to our current customers, will warm up the image of the brand, and will also attract new customers who will visit our website looking for recipes.

Popularity of Content Marketing

Is this approach to advertising popular? To answer this question, it’s enough to understand that over 55 million entries, 500 million tweets and four million blog posts appear on Facebook every day. A large part of these entries belongs to enterprises that implement content marketing strategies in this way. Such enormity of information certainly indicates the popularity of Content Marketing. Unfortunately, it also makes it very difficult to stand out and attract recipients. Due to the fact that the amount of created content is currently much larger than users could receive, their attention is only attracted by the most attractive information provided. That is why, remembering that the competition is not asleep and also cares about the website of its company, it is important to contribute to the fact that the content we publish is even better.

Although the amount of content that goes online every day exceeds the processing capacity of its recipients, it would be a huge mistake to recognize that too much content is being created. As many as 75% of people making purchases online are influenced by the content on the site. For this reason, every company tries to “arm” its brand with articles, posts or graphics, attracting potential customers. It is also worth remembering that high-quality content has a huge impact on positioning.

To be appreciated by the recipients, you must provide them with the highest quality content. It is worth noting that it is about content in a very broad sense, it cannot be limited to texts, it is also worth using graphics, videos and all other forms of communication that will affect the positive perception of the site.

Many people are certainly wondering – is this type of action a modern invention that has its source on the Internet? None of these things. Advertising techniques consisting in offering the recipient various types of attractive content in order to draw attention to the brand, worked well long before the invention of the Internet.

Why prepare a content marketing strategy?

Unfortunately, publishing content alone is not enough. It is very important that the activities have a consistent message that meets the client’s needs. That is why there is a need to develop a content marketing strategy. Thanks to it, all published content will be consistent and adapted to the specifics of the industry and the needs of individual recipients. Organized action will allow you to stand out from the competition and be successful.

You can think of strategy as planning your performance in a competition in which the main reward is to draw the attention of potential customers and, as a result, encourage them to use their services or purchase products. Without victory in these difficult competitions, there is practically no chance to be noticed.

That is why the right strategy is the key to success. Unfortunately, despite the rapid development of advertising on the Internet, the awareness of many entrepreneurs is still small. According to Paraphrase-Online.com research, as many as 63% of companies do not have a well-defined and documented strategy. Without it, online success is just a matter of chance. In the event of failure, all the effort and resources invested in online advertising are wasted.

A huge number of companies ignoring the need to have an action plan on the Internet is excellent news for all aware entrepreneurs. By resigning from the strategy, such companies make the results of their work accidental, which makes it easier for companies that will stick to the plan to stand out.

Content Marketing and positioning

Content Marketing brings many benefits, and one of them is the positive impact of positioning. Publishing attractive content on the Internet not only warms up the brand image and makes new customers reach us, but also affects the site’s ranking in the search ranking.

By placing valuable articles on the page, we influence the authority and credibility of our website. It is worth remembering that these are factors appreciated by Google and affecting positioning.
In addition, there is a chance that users who like the content of our site will place a link to it, e.g. on social media.

Summary

If you want your brand to stand out on the internet, you need to offer recipients interesting content that will capture their attention and encourage them to visit your site. It will be helpful to establish a coherent strategy of action in advance, which will ensure that every move will be planned and its result predictable. How to develop such a strategy? You will learn this from the next part of the guide, which will appear soon.

Website positioning for free

Running a professional business is connected with the necessity of incurring many costs. Paying salaries, renting an office, bill payment – these are just the basic expenses to consider. So wouldn’t it be beautiful if some useful advertising tools and forms were available for free? Or maybe you need to put cost-free positioning between cartoons? Before we have to solve the mystery of website positioning for free, it is worth to outline what it really is and what factors can influence the success of our efforts. If you do not spend money on positioning, you will definitely spend on it … your time!

Positioning from scratch

Creating a website is a relatively simple process. Difficulties arise when it is to acquire appropriate coverage and reach a specific group of recipients. The dream of most e-stores is that after the user types a given category or specific product, their platform appears in the first place or at least on the first page in the search engine.

Remember, however, that creating a page is just the tip of the iceberg. Even if it is done respecting the basic principles of SEO, it will still have to work out its place in the search engine.

The task of positioning is to help in this. Everything, however, requires skilful distribution of planned operational activities. Developing a schedule for implementing the necessary modifications allows you to increase control over the process of adapting your site to the requirements dictated by search algorithms. A number of actions necessary to take include optimization of meta tags, content on the page, graphics used and links posted. It may not sound so bad, but when you have an online store and we are talking about optimizing hundreds or thousands of product pages, then it gets interesting.

In addition, you must also remember about other improvements that will allow the smooth functioning of the site (e.g. by eliminating unnecessary duplicates). The list begins to grow as the company begins to increase its reach and becomes more and more popular. When you manage to join the strategic group of market leaders, you should monitor your online presence and respond quickly to any changes.

So conducted SEO activities – or more generally positioning – is a path leading straight to success. However, before you catch up and overtake the competition, you have to spend a lot of time in the peloton of this specific race. The use of cycling metaphor is not accidental, because there are many seemingly imperceptible analogies between these two areas. The best results are achieved by players who have full comfort – they have excellent technical facilities, and the sponsor’s support allows the purchase of high-end equipment. Although cycling is an individual sport, the whole team works hard for individual successes. It is no different in the case of positioning.

The first few laps, or how to overtake the competition?

There are two strategies that can lead to positive SEO results. The first is painstaking individual work. It largely involves independent search for solutions, which means the necessity of using trial and error methods. At the initial stage of business development, a good start is the basis, which is why a large number of mistakes occurring at the very beginning can make the time for prosperity not come. You can put a lot of effort in the process of positioning the page, but without a proper budget and substantive support, it is difficult to obtain positive and long-lasting effects.

It is worth focusing on a second strategy. This is a variant in which the owner of the page asks for help to a professional company, fluent in SEO activities. The solution is beneficial not only during the initial phase of preparing the concept of brand presence on the Internet. At every stage of the company’s activity, you can reach for the experience and knowledge of specialists. This substantive and technological base allows not only to save time, but also money.

Before decisions are made regarding the will to cooperate, the recommended action is to audit the website. Some companies offer this option completely free. At a rapid pace, reaching up to 20 seconds, you can check which elements of the current web page are working incorrectly, what to improve, and which aspects do not require modification. We are talking here about automatic audits, which of course operate to a large degree of generalization – if we are serious about positioning and want to allocate more funds to it, then it will be reasonable to order such an audit to a specialist.

Free positioning tools

Once you have successfully carried out the WWW audit, you can start your adventure with positioning on your own. As already mentioned, although individual work brings results only to a certain extent, it is worth at least taking this effort to be better prepared when talking with SEO specialists. The use of free positioning tools allows you to learn the basic concepts and principles on which the whole process is based.

Every day, most Internet users use Google search and only a few remain faithful to solutions such as Bing or DuckDuckGo. This is for a reason, because it is this gigantic company that has several tools in its portfolio, the use of which helps to elevate the site to the highest positions. Here are some examples that are most useful in business:

a) Google Advertising Academy
Before choosing specific solutions, you should familiarize yourself with the entire system of related opportunities that Google offers. Although the Academy of Ads deals strictly with advertising campaigns, it contains valuable knowledge about how to use Google Ads, Google Analytics or the Double Click platform. Completing virtual training gives you a broader understanding of not only positioning, but also any activity in virtual space. Graduates of the Google Advertising Academy receive certificates, which are an additional asset because their possession is appreciated by the best positioning companies.

In Academy for Ads you will not find direct references to the positioning process, but you will learn the specifics of how Google search engine works, how customers navigate and how to use analytics to achieve business goals. That’s why it’s worth it.

b) Google Keyword Planner
This extremely useful tool facilitates selection of key phrases. It is especially useful when circling a product and service promotion plan. Google Keyword Planner allows you to choose the right solution when developing your Ads campaign and of course – for positioning. An additional advantage is the function that provides verification of the number of queries for specific terms entered by Internet users in the search engine.

The clear interface gives full insight into statistics on selected operations performed on queries and forecasts of the effectiveness of operations. The results are given on an average monthly basis, taking into account the relevance of a specific key phrase. To use Google Keyword Planner you must have an advertising account in Google Ads (formerly: Google AdWords). The tool suggestions result from the ongoing analysis of data flowing into the Google database.

c) Google Analytics
A basic tool that should be familiar to anyone who is going to get involved in professional site positioning. From the statistics set you can read, among others at what times the website and specific subpages are most often visited, and in which places in the world there is interest in a given website. Traffic analysis is a key factor in the effectiveness of SEO because it gives an overview of the profile of users interested in the product or service.

What’s more, Google Analytics can indicate how potential customers came to the page. Based on only this one information, you can evalsuate the effectiveness of the marketing strategy implemented so far and possibly make new assumptions about communication channels with recipients. In direct translation into SEO activity, this means a change in keywords in the positioning process. Having full control over online marketing activities allows you to better respond to the real expectations of customers.

d) Google Maps
The user types in the search query. When it is possible to find the right company that provides a specific service or has the dream product in the range, the internet user makes the key decision – he intends to visit a point of sale, restaurant or hotel. A business card created in Google My Business points to a specific locations.

At this point, Google Maps comes to the rescue. This is one of the most recognizable and most frequently used solutions of the American company. Few people know, however, that it is also a great positioning tool. Integration with the search engine allows not only to find the locations on the map, but also to lead the client to the destination. Having a tag with the right name allows you to be among competitors.

e) Google Search Console
Another tool after Google Analytics and Keyword Planner that is hard to do without. It’s a free platform for professionals involved in website administration. Its task is to monitor the site and to control the indexing of pages. Google Search Console is an extensive analytical database which contains information about links to the site, possible errors and keywords contained on the page.

Website positioning for free and the help of professionals

Examples of solutions that have been successfully presented are available for free to every Internet user. However, as any statistics prove, it is not the number of data collected that counts, but the ability to interpret it. In addition, you need to spend a lot of time devoted to product or service development to become familiar with all the features of specific proposals.

Positioning sites for free will certainly prove very time-consuming. So it all depends on whether you can afford it or if you prefer to devote yourself to another part of your business activity.

When a company aims at positioning a website, it is a good idea to report the needs of an SEO agency. Many years of experience and knowledge that specialists have at their disposal allows us to accurately respond to business needs. The advantage of this output is the fact that all the tool is received in the package together with the service provided. This is a huge saving of time and money. Hard to believe? It is worth getting acquainted with the materials available for free on the Paraphrase-Online.com  blog, which prove that it pays to invest in positioning.

Marketing – the “invention” of the 20th century?

The concept of marketing appeared relatively recently, as it was around the time of World War II, in the USA. However, the fact that it was only then called this phenomenon does not mean that marketing itself was not born until the mid-twentieth century. Because the first ads can already be found in excavations straight from ancient Greece or Rome. After all, competition in the world of selling products and services has never slept. However, it must be admitted that it was the 20th century – not to mention the current times – that was the time when the market developed extremely dynamically. We operate in a consumer-oriented society with extensive needs and open to new products and services. The number of brands, products and solutions is growing not only from year to year, but also by the minute. And if so, the activities themselves that are to encourage the customer to choose product X, not Y, are evolving.

Modern marketing – the one we know today – therefore differs from previous attempts at promotion by one detail that is of colossal importance. It has the form of organized strategic activities, subordinated to a specific goal. Although there is a lot of room for creativity in it, there is no chance and chaos. Then, the likelihood of budget overflows is highest.

What is marketing?

The question of what marketing is is more difficult than you might think. Not at all because there is no definition of this term. On the contrary. Over the past few decades, a whole lot of them have appeared, as well as disputes about what marketing is and what is not. For example: are PR activities part of marketing or a completely separate plot? And … does it matter?

If we define marketing as all activities that support the sale of products and influence customer decisions – not necessarily. Because this group of activities includes almost everything – from designing the brand logo to activities in social media or price reduction.

One thing is certain: marketing focuses on the needs of consumers and satisfying their needs through a specific offer of products or services. By acting in this direction, the company increases the likelihood that the customer will choose its offer, rather than the competition – because it will be better suited to his expectations.

Is marketing the same as advertising?

It cannot be denied that both concepts are closely related. However, they are not the same. Advertising is part of marketing strategies. These are specific messages aimed at promotion, which are sent to recipients. But marketing itself covers a much broader scope of activities – those that have, among others:

– inform the customer about the existence of a given problem / topic or its exposure,
– inform about the existence of a specific brand / product and maintain this awareness in the long term,
– arouse interest and encourage interaction (which at the beginning does not have to be a purchase),
– help “push” the customer towards conversion – understood not only as buying a product, but also, e.g. leaving contact details or starting communication with the brand,
– build a positive brand image based on a specific set of values,
– build and maintain communication with the target group of potential customers – also to research their needs on an ongoing basis and to better match the offered products,
– build long-term relationships and brand attachment – so that the customer returns to it many times.

The very description of these marketing goals shows that advertising alone is only a fraction (very important!) Of this area of functioning in the business environment.

Is marketing the same as sales?

The sale transaction is the last stage to which marketing activities always lead. So that’s the result of marketing. However, marketing alone does not focus on closing sales, i.e. negotiating the target terms of the contract with the customer. The marketing funnel leads the customer from interest in solving a problem or response to needs, through interest in a product or service, to inducing the need for a specific solution. Activities in its area are also carried out after the sale – so as to maintain communication with the client and make him come back again. So let’s keep these differences in mind and look at marketing as a separate element of market communication – the most diverse and crucial for business efficiency in the business world.

The 7P concept, i.e. the elements that make up marketing

To understand even better what aspects marketing covers, you can refer to one of the concepts of marketing mix, i.e. a network of related elements that affect the market environment of an enterprise.

In the first version, created in 1960, E Jerome McCarthy talked about 4P, and thus about the success of the company’s strategy is influenced by:

– product – its quality, design, packaging, brand and fit to customer needs,
– price – the demand for it also depends on how much the product costs. But this does not mean that the pricing policy must be guided towards the maximum reduction in rates;
– place – a market where products go,
– promotion – and this includes, among others, advertising and PR activities or merchandising.

Currently, the literature also adds further aspects to this list, such as:

– people – it’s both about the customer service staff and the customer himself,
– process – the way in which customer service goes from interest in the offer to after-sales service,
– physical evidence – all “tangible” elements of the company’s image that affect its perception, e.g. the brand’s logo, its website, visual identification system or the appearance of its headquarters.

There are also another “P“, e.g. “pleasure“, i.e. the pleasure of using services, so important in today’s consumer market. So, as you can see, issues related to defining marketing are a river topic. One thing is certain: if you take any action with a view to ultimately increase sales – this is part of marketing. Since marketing includes such a large group of diverse activities, you can guess that there are also various divisions and classifications. It all depends, of course, on what criteria of division will be adopted.

Traditional and internet marketing

Marketing, especially online, is a very broad category of activity. Which one will you choose? It depends, among others from the industry in which you operate, as well as your target group or promotional goals. However, it is worth looking at the most popular types.

SEO marketing
These are all activities related to website positioning. The absolute foundation of communication with clients in the 21st century. Why? You will answer for yourself if you think for a moment where you are looking for e.g. information about good restaurants in the area or proven ski equipment. Modern consumers direct their first steps to the Internet search engine and most often click on the first few results on the list. And if so – the position your website achieves in SERPs (search results) determines how effectively you reach customers.

Content marketing
It’s so-called content marketing, and therefore all activities related to “textual” communication with the recipient. This broad category includes content published on your website (and not only, but also because of SEO), external image articles, as well as product descriptions and much more. The better and richer the content you create, the greater the market potential of your brand.

Social Media Marketing
So all activities related to market communication carried out in social media – e.g. on Facebook, Twitter, Instagram or LinkedIn. Warning! It is not only about paid advertising, but above all about adding interesting posts, as well as building a community and communication with its members.

Video marketing
Contrary to appearances, this is not the same as TV commercials. The content of video materials that are posted for marketing purposes can be completely different. Popular are, for example, thematic guides with product placement, cooperation with vloggers or purely image-based clips.

Remarketing
These are automated activities that aim to display to the consumer ads related to what he has previously searched on the web. For example, a person who has visited a website of an online store with clothing displays his ads when he visits other websites. Remarketing is one of the most interesting solutions especially in the context of abandoned shopping carts.

Word of mouth marketing
Based on product and service recommendations – these are now more and more often authentic opinions obtained from customers.

It is also worth mentioning on mobiles marketing – activities aimed at interacting with smartphones users (including, among others, sending SMSs with information about promotions!), and above all about inbound marketing, i.e. ‘inbound’ marketing, which is aimed at waking up interest of the recipient – so that he himself actively searches for content related to a particular brand, as well as offers. Strategies based on it are considered to be the most effective.

This, of course, does not exhaust the list of marketing varieties. But it will never end, because new ways of reaching the customer are constantly emerging – along with the evolution of the market itself, technology and social needs. Keep this in mind when planning your marketing strategy – to be effective, it must be adapted to current trends.

What is a paraphrase?

In the process of interpersonal communication, you can use the procedure of repeating the sender’s words with your own. Interpretation of the information received is called a paraphrase, about which textbooks are written when discussing active listening. The very terminology itself indicates that the processing of the sender’s message gives the impression of carefully analyzing his messages and attempting to properly understand all the issues raised by him. Thanks to paraphrase, you can easily avoid any understatement or overinterpretation, thereby arousing the interlocutor’s sympathy and his respect. In addition, it allows you to remember the information you heard, as well as reduce barriers to attentive listening.

Why use it?

In addition to the already mentioned improvement in the relationship between the sender and recipient of the message, the paraphrase allows … to gain time. Sometimes it happens that by understanding the other side perfectly you don’t have an idea for a quick and proper answer. Thanks to the paraphrase, you can be sure of the correct reception of specific information and come up with a brilliant answer when formulating it. This technique also allows you to reduce tensions or crises. If the conversation is about uncomfortable topics, is too emotional and deviates from the main course, it is worth using a paraphrase. Saying the sender’s words in the right tone can restore peace and change the attitude of people involved in communication. Thanks to the paraphrase, ambiguities can also be corrected, creating an atmosphere of security and certainty regarding the issues raised.

How to master this art?

First of all, remember that listening is not an easy art. Limiting oneself to him during the interlocutor’s statement should be the basic principle of every communication process. You should avoid interrupting, prompting, imposing your views or determining the emotions of the sender, and none of these elements can appear in the paraphrase. This is to be only a transposition of previously heard words, helpful in achieving the objectives mentioned in the above paragraphs. This treatment can be started with the following phrases:

if I understood correctly, then …
did I understand correctly that …
you mean to say that …
(i.e.) in other words …

Their completion should be a paraphrase, after which you will receive confirmation or denial of the correct interpretation of the message. It is important not to go to the next stages of negotiation or conversation without the express consent of the sender. If instead you hear it “not quite as you say”, then you have to ask to repeat and clarify the previous information.

The ability to paraphrase heard messages is extremely useful not only on professional grounds, but also social. Using this technique brings many benefits, allowing not only mutual understanding of the parties involved in the communication process, but also calming emotions and creating a good impression on the interlocutor. It is important to paraphrase skillfully and naturally, which can be learned, for example, on professional courses and training in interpersonal communication.

“To make the brand grow stronger and the customer live better” – this is the motto on the desktop of every salesman and every SEO, and the copywriter repeats them in his sleep to sit down eagerly to work on the text for the site, blog, back-up, portal and wherever the best product or service under the sun can be promoted. Such a “reality” is expected by the client and therefore every scratch on this image is a reason for dissatisfaction, complaints and often unfair assessments, in the light of which all the agency’s work is worth nothing based on weak texts, which in the best case “wrote a graduate of the third grade of primary school with diagnosed dysortography. ” Oh yes, you can listen. SEO copywriting is the victim of the dissatisfied customers who would like to get at least Shakespeare’s prose, and receive an amateur graphom show, which one does not know and who speaks … Oh, you get content authors whose task is to write for SEO, i.e. for the needs of Google search engine optimization.

A rigid framework for creation

SEO copywriting is not an easy job. It is fallow plowing. On the bumpy way of building content that is valuable for a bot, and interesting for a living reader, many difficulties await the creator – and even the disposition that “lopsided” phrases appear in the denominator (including the service and name of the city, eg “cleaning the cobblestones Miami “), and 20 keywords were found in 3500 characters. The guidelines also say that specially constructed headings are needed, and the content on inaccurate topics must be “lengthy”, and substantive. So say the tools analyzing the content of the page (including senuto) and positioners who based on them develop an action plan.

Technical aspects are not everything. If the whole range of guidelines reaches a specialized topic of the site, and the client does not share or does not have materials written in an accessible way, the copywriter will be awaiting a lot of hard work – query, preparation of the outline, and finally developing the right content. It all requires time and the ability to search for factual and reliable information. Therefore, mental acuity, vigilance and detective inquisitiveness in searching for needed data will be useful. Of course, many subjects are considered so-called lighter caliber, but there may be danger in some of them. A seemingly easy issue for one is a minefield for another. So how much truth is it in the common belief that a good copywriter will bear any topic and satisfy every customer?

Who wrote that he didn’t show off?

As a result of the copywriter’s work, a text is created for the website, company blog or thematic portal. Now the client’s task is to familiarize with the material and the decision to publish. In the vast majority of cases, the resulting content is accepted and implemented without reservation. We hear then that we managed, that we know each other, that our content is great and subsequent content orders will definitely reach us.

Some of the texts are returned to the agency with substantive comments or a request to change the style to a more or less official one. Based on explicit guidelines, we improve the material and send it back to the customer. In this arrangement, almost 100 percent. texts gain approval and gets to the site.

It is completely different when the material returns (after all, after a long period of verification) with an annotation that really doesn’t tell us much. The most popular comments include: “it is hopeless”, “bad reading”, “pointless”, “weak”, “who wrote it !!!?”, “Tragedy”. With 5 million characters that pass through our hands in a month, it may happen that the client gets a text not written entirely on the subject, not very “meaty”, stylistically weaker or too similar in content to those of competitors. We do everything to minimize the risk of such a situation. But if it happens, we could accept even the harshest criticism if, apart from the laconic commentary, we received at least one tip – marking incorrect information in the text or fragments that do not match the style of the client. A link to a similar page or thematic materials could be useful.

Meanwhile, in these rare but memorable cases, instead of a chance for immediate improvement (corrected orders give priority), at best we get a series of emails with explicit expressions of dissatisfaction with cooperation, and in a slightly darker scenario – we get bad recommendations on the Internet or announcement of the end of cooperation. In extreme cases, the customer uses this situation as one of the arguments for the early termination of the contract without complying with the terms of termination. We do not know to the end whether the reason for dissatisfaction is allegedly poor quality of the texts or the alleged lack of progress in optimizing the website. As practice shows, if you do not know what exactly is going on, it means that it is about money …, but this is a topic for a separate article.

SEO copywriting – two birds with one stone

Good content is the key to website success. Properly written, they attract the attention of Internet searchers. However, content sites do not make it to the top places in search engines by chance. Professional text design, an appropriate set of thematic key phrases and the optimal length of the text are, next to appropriate linking, one of the most important factors determining the presence in good positions in Google. This is food for vending machines, i.e. the first part of the work. When the page is high enough, i.e. on the first page of the search engine, the probability of clicking the link is very high. If the user already does this and the page does not find information that is interesting to him, i.e. valuable content for him, there will be no conversion, i.e. purchase or registration in the form. It is for the content of the page to attract attention, keep the user on the page and encourage him to act, he shares, among others SEO copywriter. In his work, he must construct a text frame that is formally appropriate and fill it with absorbing, factual content.

You will know them by their fruits

The global network is full of words. Every day, hundreds of millions of characters of new publications reach this unlimited space, many of which are of questionable quality and / or usefulness. When a user searches for information on a given topic, he is interested in specific products or services, he wants to get the one closest to his expectations. The latest research leaves no doubt that today’s internet user does not read the text on the page, but sweeps it with his eyes. A statistical web user stops rather on photos or moving images. At the same time, it is known that the most popular search engine needs content to have criteria for recommendation. On what basis does he choose the optimal ones from among all the texts? Google does not provide a search engine algorithm, but it clearly defines the characteristics of good material that will outclass the content available from competitors:

– the content of the page should respond to the user’s query and / or respond to his purchase needs
– the content should have an educational value
– the text should be fluent, logical and easy to read
– the most important information should be easily identifiable and available at an early stage

A good SEO copywriter is one that “A good pen” can reconcile all of these characteristics. Is able to combine the optimization aspect of content with the lightness expected by the reader, which means that apart from technical knowledge, he will also show imaginative character. However, it should be remembered that in most cases SEO content is not written by specialists in everything. Most of them explore the subject by working on it. The client must be aware that it is great art to write about difficult, often specialized issues in an accessible language that is understandable to the average user. In the vast majority of cases it is he who goes to the page in the search engine.

To understand is to want more

The user who gets to the page with the information sought in a transparent and understandable way will probably stay on it longer. That is why it is worth constructing the content of individual subpages in such a way that it encourages them to move on to the next and become familiar with their content. If the SEO Copywriter is dealing with a field that does not require delving into the ins and outs of professional terminology, the task is simpler. The customer usually does not object to even radical changes in the text layer of the site. It will be a little different when the author is faced with difficult matter, which includes topics related to industries or specialized services. Usually, when there is a proposal to let some air between the lines of a complicated text, i.e. translate it into a less professional language and give it a marketing touch, the resistance on the part of clients is very high. Companies want to maintain the image of a competent, professional enterprise even at the expense of less effective SEO activities. According to people managing company pages, presenting an offer with a less professional language may affect the perception of the company as a serious business partner or supplier of products or services. Meanwhile, as shown by our observations, giving ‘lightness’ to texts on company websites that, after negotiations, allow for changes, brings good results. Customers notice that a user of the internet who is spoken in a more understandable language is beginning to trust them and be more interested in their offer.

There is no positioning without good content. There is no good content without an efficient copywriter, i.e. one that is not only creative but also experienced in the art of creating SEO content. Such an author can write a sample text in such a way that he will convince difficult clients to allow them to change the content of their pages in accordance with the principles of optimization. If our copywriter is able to correctly interpret orders, search for information and complete tasks on time, it means that we’ve got a real treasure.

Google Ads – search engine internet campaigns

If you want to increase your visibility in the search engine, you should bet on a Google Ads campaign. It’s a great solution for those who do not want to wait months for positioning effects. Thanks to paid advertising, your website will appear in search results for specific keywords.

What does it look like from the user’s point of view?
Enters a specific keyword into Google search engine, e.g. cross-country skis. Ads appear at the very top of the search results – they have a green label ‘advertisement’. By clicking, you are directed to the website. For users, Google Ads look exactly the same as organic results. However, they display above organic results, making them more visible.

It is worth noting that thanks to Google Ads you can use other forms of advertising – both in Google search engine and YouTube.

Text ad for mobiles devices
It allows the user to call the searched company by phones. Thanks to this, you can make quick contact, e.g. if you want to order a pizza, make some extra keys, rent a car.

Dynamic ad
It’s also a type of text ad, but the way it is created is slightly different from standard ads. In this case, the advertiser indicates only one description line, while the headline, landing page and keywords are chosen by Google.

Advertising on YouTube
This is an offer for companies that have video material at their disposal. You can choose from: 6-second non-negligible movies, longer commercials appearing as “cutscenes”, films appearing as suggestions for further video materials.

Advertising in Gmail
Advertising messages can go directly to the user’s mailbox. By clicking on them, the recipient is redirected to a specific website.

Advantages of Google Ads

In Google Ads, although it is a paid advertising campaign, it is worth investing. This option has many benefits and is extremely effective.

Long range
The ad reaches a very wide group of users, including potential customers. All they have to do is enter certain keywords in the search engine and your ad will appear.

Quick effects
Google Ads allows you to achieve quick results – unlike for positioning. In this case, the website appears at the very top of the search results even the next day after creating the campaign. So you don’t have to wait many months for the site to appear in TOP10. It’s a great solution for companies that are just starting to implement an online campaign.

The campaign can be adapted to the budget
Keyword Planner is a tool that allows you to estimate the cost of advertising using a specific phrase. Thanks to this, you can plan your campaign without exceeding your budget.

Convenient effects monitoring
Ads displayed as part of Google Ads can be constantly monitored and analyzed. This allows you to estimate the profitability of the campaign and make modifications if necessary.

You can use Google Ads yourself. However, if you are taking the first steps in this field, it is better to ask a specialist for support. You can apply to a certified agency that will carry out an effective campaign for you – in line with your goal.

Content marketing

Content marketing is an alternative to traditional forms of advertising. It allows you to expand your customer base through valuable content published in many places on the Internet. It has long been known that direct advertising messages are no longer valid. Nobody wants to be “attacked” by intrusive ads, which is why they are immediately rejected by the recipients. It is completely different in the case of content marketing – here valuable content is intertwined with a subtle incentive to take advantage of the company’s offer.

As statistics show:
– up to 95% of buyers gain confidence in the company after having familiarized themselves with the content available on the web,
– as much as 96% of users search for information on products / services from industry leaders.

Therefore, it is worth taking advantage of the opportunities hidden in content marketing and strive to become an expert in the eyes of recipients.

Types of content marketing tools
Content provided to users may take various forms. You don’t have to limit yourself to one thing – it’s worth carrying out on several levels at the same time.

Company blog
You can share your knowledge through blog articles. Good if they have a guide form – it increases the chance of being interested in entries. Choose relevant topics from the point of view of potential customers.

Webinars
They are an alternative to stationary conferences and seminars because they are conducted online. The advantage is the ability to conduct a dialogue with a potential customer, which increases his involvement.

Thematic articles on external websites
Thematic articles published on external portals (also as sponsored articles) increase brand awareness and at the same time build the image of an expert.

E-Books
E-books are the content of presenting in the form of guides, reports and many other publications – longer than standard articles. Shared on the web, e.g. in exchange for providing an email address, provide a lot of interesting industry information. Publishing e-books on the Internet helps in: generating leads, building the image of an expert, promoting the company. All this will translate into increased sales.

Advantages of content marketing
Content marketing has many advantages, thanks to which the conducted Internet campaign will achieve the assumed business goals.

You increase communication range
You can expect an increase in website traffic. If the messages are really good, the content has a chance to spread virally, reaching a very wide audience.

You are strengthening your position on Google
Google loves valuable content that is useful to users. That is why published articles – on blogs or external websites – can contribute to an increase in position in search results.

You inspire consumer confidence
Providing useful content that helps solve a specific problem helps build consumer confidence. By becoming loyal recipients, sooner or later they will transform into active clients.

You will become an industry expert
By publishing high-quality content – on a blog, external sites, etc. – you appear as a specialist in the industry. In this way, you not only build brand awareness, but also inspire trust. This translates into an increase in orders – shopping with an expert is a guarantee of safety and good choice.

Do not think about this form of online campaign. Content marketing allows you to get up to three times more potential customers than paid search engine advertising. Develop a strategy (alone or with a content marketing agency), and then start acting.

Facebook

Most of the users are active in social media, with Facebook leading the way. So it’s worth running an online campaign there to reach a wide range of potential customers.

The basis of any actions is the creation of Fanpage (FP) – a website through which regular and potential customers will communicate with the company. However, it will be useful not only for establishing relationships with recipients and engaging them in activities. It is also invaluable when you intend to use paid advertising displayed as sponsored.

A Facebook campaign may include:
– systematic conducting of FP – among others adding entries about your offer, what is happening in the company, etc.,
– paid advertising – can be displayed on the user’s board as a sponsored offer or in the box on the right.

Types of campaigns on FB
If you want to make the most of Facebook, set your goal first. Depending on whether you want to convert, build brand awareness or post related activities, for example, different types of campaigns will work.

You can choose:
– website promotion,
– promotion of posts,
– clicks.

Advantages of an internet campaign on Facebook
The presence of the company on Facebook and running an advertising campaign brings many benefits.

Real-time interaction
Facebook allows you to interact with users in real time. This has a positive effect on the image and at the same time allows for quick matching of products / services according to the clients’ needs.

The opportunity to increase brand awareness
You increase brand awareness thanks to posts and paid advertising. The company becomes recognizable, which increases the chance of gaining new customers. It is worth remembering to provide recipients with quick answers, place interesting content, etc. Positive experiences will help to achieve the set goals.

Access to analytical tools
By running a Facebook campaign, you gain access to practical analytical tools. Thanks to this, you can evalsuate user behavior, post reach, number of likes, shares, etc. This allows you to modify campaigns to ensure their highest efficiency.

Campaigns in other social media

You can also be active in other social media. Being on Instagram is a great solution if, for example, you run a restaurant, clothing boutique, jewelry store, etc.

It is also worth to mark your presence in LinkedIn – especially if you make B2B offers with your offer. The internet campaign on this website allows for high precision targeting, which translates into the possibility of reaching even a very narrow group of specialists. You can run the internet campaigns presented above at the same time. Such multifaceted action will help achieve business goals in a much shorter time.