Week 6: Mkt 348 (SEO) - Pay per click campaigns

Pay per click (PPC) campaigns are one kind of advertisement in which you set up an account in one search engine and you are going to have one campaign that you just going to pay for each click that visitors eventually do. In another words, you have one advertisement, in Google for example, and you are going to set up a budget that you want for the clicks. So you are just going to pay for each click.

This is a really important tool that all the marketers has to keep in mind because in this way, you are going to restrict your budget in effectively consumers. Therefore, you are going to reach easily your potential buyer personas using this kind of campaign.

There are two major players of this tool: Google, and Yahoo. The first one has one project, which is called AdWords, and the second one has the Overture. These PPC advertising, programs offer the best quality traffic for most website marketing campaigns.

Week 6: Mkt 348 (Hubspot) - Sending the right email to the right person

First of all, we have to keep in mind that email is extremely important nowadays. The return on investment (ROI) is really high: 4300%. Plus, the use of email by marketers is growing annually, and it is an easy way to always keep in touch with your customers (creating trust, engaging them).

The point is: How to send the right email to the right person?

There are four steps: determine who your audience is, segment your contents database, send the right content at the right time (try to reach the buyer's journey), nurture a lead into a customer. However, you have to send an email that is going to add value to your product, that will have an interesting and attractive content. Otherwise you are going to create a kind of antipathy in the consumers.



Here you can see some optimization tactics:

1.       Identify a specific goal

2.       Personalize sender information and email copy

3.       Get to the point

4.       Use actionable language

5.       Focus on benefits

6.       Use multiple CTAs

7.       Encourage sharing

8.       Edit the plain text version

9.       Optimize for mobile

10.       Analyze results

Week 6: Mkt 349 - Choose an ad format

After selecting the language and locations, I want to let you guys know about another tool that Google AdWords offers. Do you know the small the small text ads that appear on the Google search result? Well, that is just one type of format that you can create. There are multiple ways that this tool can offer. Moreover, each ad format has its own benefits, in which you can choose what is going to be the best for your campaign. Here you can see all of the ways that you are able to use: Text, ad extensions, image, WAP mobile, App promotion apps, Video, product listing ads, call-only ads.

Moreover, there is the steps to choose an ad format:

1.       Select the campaign and ad group in which you want to create your new ad.

2.       Click the Ads tab.

3.       Click the + Ad dropdown button.

4.       Choose the format of the ad you'd like to create and complete the instructions specific to that ad format.

5.       Click Save ad.

Week 5 - Mkt 349: Language and Location Targeting

As I said in the other posts, Google AdWords is a really smart tool in which you could focus on many different aspects and target your buyer personas. And today I'm going to talk about how to set up language and location targeting. Firstly I wanna explain the importance of it. For example, I speak Portuguese, English and Spanish, so I could focus my campaign on 3 languages and set it up for multiple locations.

Here it is the steps to set the language:

1. Sign in to your AdWords account at https://adwords.google.com.
2. Click the Campaigns tab.
3. Click the name of the campaign you wish to edit to open your campaign settings.
4. Click the Settings tab.
5. Next to "Languages", click Edit.

6.Select your target language(s). In our example, we've selected only English.

7. Click save

Really easy, right?

I hope it was helpful!

Week 5: Mkt 348 (SEO) - Content optimization

For this week, I will keep talking about optimization; however, instead of talking about on-page optimization - like last week- I am going to cover deeply content optimization.

While there are many characteristics of your content that are in the algorithmic calculations, there are a few that consistently hold relatively high priority. These are:

1. Heading Tags

2. Special Text (bold, colored, etc.)

3. Inline Text Links or Anchor text 

4. Keyword Density

The main important thing on the first one, is to always use those rules: Never use the same tag twice on a single page, try to be concise with your wording, use heading tags only when appropriate, if bold text will do then go that route, don't use CSS to mask heading tags. The second one is any part of your text that you want to pop up from the rest. It is often the most significant part of the content that you really want to stand out from the rest. You can bold it, underline, color it, highlight sizing it and italic. Inline text links are links that you put on your content to create value. In other words, instead of quote part of the link, you can put the link of an article on your text. The last, but not least, keyword density has 3 points that you should consider: algorithm is very complex, so you will never understand everything about it; the optimal keyword density algorithm change regularly; and, the keyword density for one search engine is not the same as it is for another.

Week 5 - Mkt 348 (Hubspot) : Creating content with a purpose

After talking social media, in this post I want to talk about the conversion, or how to create content with a purpose. First of all, why inbound marketing can't exist without content? The easy way to see this is to always keep in mind that content is information, as well as that content can influence the sales cycle with content.



Another point is about how to create remarkable content. The most important thing is that content should focus on the solution. And to know the solution you have to know the problem and who you are solving the problem to. Moreover there are two keys to create a remarkable content: you are creating content for buyer personas and the content should be dictated by the buyer's journey.

Week 4 - Mkt 349 - SEO Keywords

Take a look of those words,

"Clothes", "Good clothes", "Big clothes", "Small clothes".

As you guys do usually, whenever we are looking for something (clothes, as the example), we type one, two or three words to find what we want. But we do not find what we want easily with broad terms like in the example. However, if we type more specific words we would get into what we want faster.

So, for the company is exactly the same thing. Whenever you are using Google Ad Words, you have to select specific terms. If you choose the right keywords, we would achieve the right customers, and maybe the buyer personas.

One more thing that is extremely important. In Google Ad Words, you have the option to delete some kind of keywords from the search. For example, if your store sells winter clothes, you can put "summer clothes" as a negative keyword, so your advertisement would not pop up whenever the searcher types it.

This video explains really well how to choose the right keywords:

Video: How to Choose the Right Keywords

Really helpful, right?

Week 4: Mkt 348 - SEO - On-page optimization factors

 On-page factor is the kind of factor that can be changed and modified by a webmaster.Which include:

• Keywords
• HTML tags
• Content
• CSS
• URL rewrites

In this post I am going to explain briefly the three first aspects.

For the first one, I would say that Keyword list is a list of descriptive words that you make for the customer to find the content easily.Moreover, keywords can be considered as "mental images linked to what lies in the heart of your customer". Also, there are many tools to generate keywords, which are called keyword suggestion (helps to choose relevant terms). 

The second one can be resumed as: "When spiders scan a website it actually scans the HTML code of that particular website. There are several HTML tags such as Title tag, Meta tags, Alt tags etc. which should be integrates with the keywords, in terms of greater optimization of the website."

Moreover, a huge and significant part of the HTML is the Meta description tags, which can be summarized as:

• Meta Robots: This tag enjoys full support, but you only need it if you DO NOT want your pages indexed.
• Meta Description: This tag enjoys much support, and it is well worth using.
• Meta Keywords: This tag is only supported by some major crawlers and probably isn't worth the time to implement.
• Meta Everything Else: Any other Meta tag you see is ignored by the major crawlers, though they may be used by specialized search engines.

The third one: Content. That is exactly what makes a good website. It is the best way to keep the customers in your website. However, a simple text is not enough. You need to have interesting materials, good experiences, and things that would keep everyone's attention.

Week 4: Mkt 348 (Inbound Strategy) - Social media

Nowadays, it is extremely important to be aware with all of the new technologies and tools available in the market in order to reach your customer in different ways. Well, in the past 5 to 10 years, social media is getting a significant power in the society. Programs like Facebook, Twitter, YouTube, etc. is always in the top most visited websites.



Therefore, why not to use those websites to attract customers? Facebook has different ways to advertise your company, product or service, in which you can easily and with low cost make an advertisement or create a page for your brand.  Moreover, besides attract customers, with the social media you are able to convert, close, and delight them.

Week 3: Mkt 348 - SEO - Search Engines

 

We use search engines, in which we just put keywords and the it will reproduce the most relevant data according to those words. The huge majority can confirm that this is the easiest and fastest way to find something that you want.

Google is the unquestionable leader of the search engines. Its database is incredible and it always shows the most relevant information. Google is followed by Yahoo!, which is considered the second best search engines.

Nowadays, everything is about time. As soon as you complete successfully something you are considered better than the others. However, that is not only true for the inside of the company, but also for the marketing research. Whenever the customer is looking for something, as fast as he find it, he will be more satisfied.

Week 3: Mkt 349 - Organization of the campaign

The most important thing to achieve the goals with your campaign is to keep it well organized. You have to select the most specific keywords that you can in order restrict the customer's research to your campaign. Doing this you will not lose your clicks and will probably attract the right people to your website page.

Furthermore, we can see that Ad Words is organized into three layers: account, campaigns, and ad groups.

1. Your account is associated with a unique email address, password, and billing information.
2. Your ad campaign has its own budget and settings that determine where your ads appear.
3. Your ad group contains a set of similar ads and the words and phrases, known as keywords, that you want to trigger your ads to show.

When I was living in Brazil, for instance, I used to work for a small company, in which one of my tasks was to manage Google Ad Words for them. Back in those days, I could not realize how important this tool could be for a company. However, this experience taught me, at least, how to manage the basic parts of Google Ad words and how important is to organize the campaign according to the keywords. They did not have a significant database, in which I could see exactly the impact of my work. However, the increase on the demand was so dramatic that all of the credits were given to my job.

Week 3: Mkt 348 - Inbound Strategy - Successful case of Inbound Strategy

A successful case of Inbound Strategy is the company P & G, in which they developed a huge marketing strategy based on that new kind of strategy. All of their websites are focused on the methodologies and practices of the Inbound. This company is achieving significant results on this because they are attracting, converting, closing and delighting their customers. This case serves as an inspiration for any other company.






As you can see in the image, their website is pretty clear and just with necessary information to make the customer stay in the page.