Over the last few years, networks have become the epicenter of discussions on the most varied topics, the center for sharing comic content and, of course, a very powerful channel for advertising and marketing.

This last item justifies the massive presence of brands and companies on social networks through their corporate profiles. It is a resource to expand communication with customers, share useful information about your products and services and sell more.

And it all boils down to one word when it comes to the digital presence of companies: engagement. Every brand wants to see the audience of its page interacting with its contents, sharing them and making them “rotate through the timelines”. In today’s post, we’re going to talk about engagement and interactions on networks and how to expand them. Check out!

1. KNOW THE PUBLIC’S PROFILE

There are no ways to approach engagement and interaction on social media without starting with this tip. Reflect: how can you expect people to interact with content that doesn’t matter?

Every digital marketing strategy starts with audience analysis and persona creation. We’re talking about a standard procedure for creating content that draws attention and awakens interaction .

Keep in mind who makes up your target audience, what are their main characteristics and, based on this knowledge, start developing actions on social networks.

2. USE HASHTAGS, BUT BEWARE OF CONTEXTUALIZATION

The use of hashtags is recommended so that your posts can be found based on a search for a particular subject.

Many companies and profiles of public people use hashtags indiscriminately and even a little “forced”. This behavior does not go unnoticed by the general public, and is not recommended.

Apply contextualized hashtags that can generate engagement with people who are looking for the themes you are producing. You can look for the most important hashtags of the moment and analyze how they relate to your posts, but always be critical when selecting them.

3. QUALITY OF CONTENT IS KEY

Don’t expect positive engagement from bad content. The care with the quality of information transmitted to the target audience is an indispensable task for companies that intend to achieve good levels of engagement.

People can even interact with low-quality posts, but they will certainly not be positive reactions, that is, they will not generate new business opportunities.

Pay close attention to the quality of the posts shared on the company’s profile to prevent erroneous information or controversial opinions being shared that could lead to criticism and repression.

4. BE AWARE OF THE WORLD AROUND YOU

As much as its contents have to be inserted within a context, nothing prevents a company from exploring the main events of the moment and creating connections between them and business activities.

This strategy not only works to attract people’s attention, it also creates the opportunity for the company to position itself as an authority. Let’s think about the following example: an orthopedic equipment company writes a text with tips to avoid contagion with the new coronavirus.

Even if your market niche is patients with physical injuries, when entering a subject that is discussed worldwide, engagement increases, since it is a topic that everyone is commenting on and wanting to know more about.

If there is the possibility of creating a “hook” between everyday matters and business activity, then explore this possibility.

The focus here is on quality. If it does not present good information, the effect will be the opposite of what was expected and the company’s credibility may fall and the engagement achieved will be lower and more focused on criticism.

5. PAY ATTENTION TO THE CONTENT, BUT DON’T FORGET THE LOOK AND FORMATS

Visually appealing content is more inviting to the audience and ensures broader engagement. Combining good images with texts is also a very interesting way to draw attention, including on social networks like Instagram.

And we can’t stop talking about the videos. They are the most consumed formats on the internet. According to research done in the USA, in 2018, 85% of all internet users in the country consumed videos online every month.

With so much audience and an unparalleled ability to mix visual and textual content, videos are the champions of engagement, but here it is worth a point of attention: the video needs to have good quality to generate the positive impact desired by the company.

6. USE CREATIVITY AND WHIMSY TO BUILD GOOD CTAS

Calls to action are calls to interact with content. This is a simple strategy for engagement, but simplicity does not mean lack of quality.

If the company is proposing the conversion, the invitation must be well done! Be creative, contextualize the CTA with the rest of the post and be clear in the conversion proposal to get optimized engagement levels.

7. MAINTAIN CONSTANCY IN PUBLICATIONS

One of the ways to get more engagement on social media is through insistence. Calm down, we’re not talking about being inopportune with the audience, but about making yourself present in people’s feeds.

As the company adopts a posting frequency, the public gets used to the shared content. Little by little, the chances of engagement increase as people come into contact with previous and current posts and become familiar with the company’s presence in their news feed.

Audience engagement is like fishing. You have to be patient and use good baits until you get their attention.

Last tip: post often, but you don’t have to bombard your audience with posts all the time. If the company adopts an overposting posture , there are great possibilities of increased rejection and lack of engagement.

Faced with this more challenging scenario, well-prepared companies began to establish means of constant contact with customers and potential consumers. And one of the main resources used to accomplish this task is the newsletter.

A business newsletter is a powerful tool for attracting, retaining customers and generating authority with the audience. In addition, it can be the key to establishing after-sales relationships and keeping people fed with information about your business and the news that surrounds it.

For your company to be successful in institutional communication and digital marketing, you need to know how to make a quality newsletter. And this is the topic of today’s post. Take the opportunity to learn about the main needs of a newsletter and learn the best way to produce it. Good reading!

AFTER ALL, WHAT IS A NEWSLETTER?

A newsletter is a communication and marketing tool that a company uses to establish periodic communication with customers and stakeholders.

Generally, newsletters are sent to a list of people who opted to receive them, they are the famous subscribers.

The digital newsletter also has another well-known name: Newsletter. The most commonly used platform for delivering newsletters is email.

WHAT IS THE USE OF THIS COMMUNICATION?

The main purpose of a newsletter is to establish constant communication, right? So, think of the newsletter as a kind of magazine. With each edition, subscribers expect new content, different subjects and current themes.

With the newsletter, the logic is very similar: you need to bring news and useful information to subscribers, in order to capture their attention and keep your brand always in touch with customers and leads .

The main difference between a magazine and a company newsletter is their focus. While a magazine goes after different topics, newsletters address subjects that, in one way or another, are in line with the company’s products and services.

Therefore, it is clear that the newsletter is different from an email marketing. Its focus is not on promoting sales, disclosing promotions and stimulating consumption, but on establishing relationships and generating attraction through content.

WHAT ARE THE PROCEDURES FOR CREATING A GOOD NEWSLETTER FOR YOUR CUSTOMERS?

When we talk about strategic communication and digital marketing, we must keep in mind that each line, each link, each resource has a purpose, a purpose.

For this reason, newsletters must be designed with a focus on generating results and, for that, attention and care are needed.

See below what every newsletter should present to get good results!

ESTABLISH A SUBSCRIBER CAPTURE METHOD

First of all, think about how the audience will be captured. As it is a direct communication, in which the customer chooses to receive information from the company, it is essential to establish ways of capturing contacts.

Companies usually offer CTAs for newsletter subscriptions in blog posts , on their websites home page and using other resources such as pop-ups to capture new subscribers.

Remember that no one will subscribe to your newsletter if they cannot attest that your company produces good content, so before thinking about a newsletter, think about establishing communication via a blog, the pages of the business website and social networks.

BE STRATEGIC IN DISTRIBUTING NEWSLETTERS

The golden rule for emails is: if it’s not relevant, don’t send it. This happens because communication via e-mail is very sensitive, it can take you as an example. How many emails go through your inbox every day?

It is necessary to establish periodicity, but above that, think about relevance. Being strategic in the act of communicating requires knowing the exact time to get in touch.

SELECT A PLATFORM FOR SENDING AND BUILDING THE DIGITAL NEWSLETTER

Once you’ve built a subscriber base and curated your content well, it’s time to shape your newsletter.

For this, the ideal is to use a newsletter construction platform. Some of the most famous are:

1. MailChimp;
2. MailerLite;
3. Campaign Monitor.

With these tools, your company can develop different templates for newsletters and even create other types of email communication (such as email marketing).

The great advantage of using these tools is that they eliminate the need to program and create HTML code to shape your newsletter. As a result, production becomes simpler and more agile.

BE CREATIVE FROM START TO FINISH

For good opening and click performance , an email needs to be very creative. The first point of attention with creativity is in choosing the subject of the email.

The subject is the name of your email, which is apparent in subscribers’ inboxes. A good name is half the battle to get the e-mail opened, however, all the “filling” of your newsletter also needs to be well prepared.

INSERT STRATEGIC RESOURCES

Do you have a good text on the blog? So, share the link and give your reader the opportunity to learn about your company’s content directly at the source.

Looking to capture data or drive traffic to a page on your website? Then, use buttons and other types of CTAs to convert your audience.

Newsletters are made from the following formula: content + strategy. Therefore, it is necessary to think of ways to retain attention and increasingly increase the audience’s interest in your company and the information that surrounds it.

DOES YOUR BUSINESS NEED A QUALITY NEWSLETTER? LEAVE IT IN THE HANDS OF PROFESSIONALS!

Our final tip for creating a good newsletter is: bet on those who have expertise in the subject. Creating a digital newsletter can be a lot of fun, however, the task demands production time and strategic knowledge.

Focus your efforts on your company’s core business and choose to use professional services to assemble your content.

This is the best way to ensure that your communications will be strategic, of quality and capable of generating authority in your niche market.

The choice of keywords needs to be done very carefully so that the company’s blog is successful, always taking into account your market and the ideal persona.

Check below what keywords are, how important they are and how they should be used when producing your content!

WHAT ARE KEYWORDS?

The keywords, or keyword in English, are terms composed of one or more words that form the main focus of a search. In practice, they are the way users type their queries into the search bar of search engines to get an answer.

For marketers, keywords are the terms used to craft an article for the web. When the keyword is defined, whoever wrote the article sends the message to search engines, so that they understand the subject addressed in the article.

Still confused? Think about this: you want to lose weight and want to start a diet. So what would you do? Most likely I would go to Google and type something like “diet to lose weight”. In this situation, the keyword corresponds to: diet to lose weight.

It may seem simple, but the choice of keywords must be done with great care, planning and after a lot of research. Otherwise, using them incorrectly can harm your entire content marketing strategy .

WHY ARE KEYWORDS IMPORTANT?

Keywords are like guides for your article . When well chosen and well inserted in the content, they can bring great results to your website and blog. Also, combined with good writing, they can make your article easily findable, widely read and shared with others.

That is, an article without a keyword is like a traveler without a destination. Therefore, if your goal is to be found on the internet by your audience and get customers, you need to take the time to understand which keywords are ideal for your blog.

However, being found on the internet cannot be your only goal. Keywords need to be used taking into account your persona’s buying journey .

Keep in mind that each potential customer of yours may be at a different stage of the funnel and you need to know which keywords are ideal to guide them through that funnel until the moment of purchase.

HEAD TAIL X LONG TAIL: WHAT ARE THEY AND WHICH ONES TO USE?

There are two types of keywords: head tail keywords and long tail keywords .

HEAD TAIL WORDS

Head tails are keywords that are usually made up of one or two terms and are very broad. They have a high volume of searches and end up being generic. Examples of head tail can be: marketing and digital marketing.

However, keep in mind that these words are usually smaller and simpler, having a high search volume. Therefore, the competition is greater and the ranking difficulty as well.

LONG TAIL WORDS

Long tail words , that is, long tail words, are usually longer and composed of 2 or more terms. In general, people use long-tail words to be more specific.

Long tails end up having a lower search volume.  Therefore, there is less competition and it is easier to rank.

WHICH OF THE TWO TO USE?

In your content project, ideally, you produce materials using both types of keywords. However, the best thing to do is to prioritize the use of long tail words , as, as seen, the search volume is lower and the chances of ranking are better.

Tip: if your content project and your blog are new, the ideal is to bet on long tails first for a while .

HOW TO CHOOSE THE BEST KEYWORDS FOR YOUR BUSINESS?

To start choosing the best keywords for content production, you need, first of all, to know your persona well .

Research and analyze what are the pains, the most common problems, the way of life, financial issues, among other important characteristics to know what type of content you can produce to attract attention and make it reach your website.

Then evaluate your market, your business and the solution you have . What exactly do you offer and how can you help your audience’s problems? Think about it. Don’t forget to also analyze the competitors. If they already have a blog, look at the keywords they use!

Also, always consider the stages of the funnel before choosing the ideal keywords . Understanding your persona, mastering your business and your market, what solution your company offers and the stages of the funnel are already great indicators to be able to define the keywords to be worked on.

WHERE TO USE THE KEYWORDS IN THE ARTICLE?

In addition to working as a guide, keywords are important for the blog’s on-page SEO . Basically, you need to use the main keyword and parts of it throughout the text in a natural way.

Also use secondary keywords. Also, you need to use your main keyword in the following places:

• obligatorily at the beginning of the title and SEO title ;
• preferably in the first sentence of the introduction and in the last sentence before the first H2;
• on the first H2 if you can;
• part of the keyword in other H2s throughout the article, if possible.
• obligatorily in the alternative text of the image;
• obligatorily in the name of the image file;
• in the article’s url/slug, preferably just the keyword;
• mandatory at completion.

Using them in these places in your texts can already bring good results.

And, as expected, Digital Marketing itself and its methodologies, such as Content Marketing and Inbound Marketing, are following the evolutionary path and giving rise to new concepts and applications.

One of the highlighted innovations is Performance Marketing. We are talking about an arm of Digital Marketing, which is focused on results. In this case, all decisions taken are built on analytical intelligence, that is, the interpretation of data.

If you have a business, knowing more about Performance Marketing and understanding this concept and its applications can be decisive. So how about checking out more information on the subject in the topics below?

Good reading!

WHAT IS PERFORMANCE MARKETING?

Performance Marketing is considered the methodology for applying Digital Marketing strategies, with the data collected in each of the actions developed by the company as the guide for performance analysis.

With this, it is possible to obtain more intelligence about the results and accurately analyze the feasibility, cost and efficiency of investments made in digital media .

By performing a detailed analysis on performance data, Marketing managers are able to identify which paths the company should follow to impact the target audience and which actions can be canceled or changed to become more effective.

It is worth mentioning that performance-focused strategies are very common in paid actions, such as paid posts on social networks and ads on search networks. however, any action (monetized or not) generates data, and it is enough to perform the analysis of this information to obtain the analytical indexes.

AND WHAT DATA ARE USED IN PERFORMANCE MARKETING?

When we talk about data, we are actually talking about metrics. Within Digital Marketing, there are KPIs (Key Performance Indicators), which are the most important indexes to measure the success and viability of a marketing action.

See which are the main metrics involved in the execution of Performance Marketing.

NUMBER OF PRINTS

Impression data tells you how many times the content was shown to the public. This is a separate metric per channel. That is, it is necessary to measure this index on each platform used (Google Ads, Facebook, Instagram , etc.).

But be aware: the number of impressions does not determine how many people viewed the content/ad, but how many times it “appeared on the screen” of people. Therefore, a single user can be responsible for more than one impression.

CLICK THROUGH RATES

The click-through rate provides additional information to the number of impressions. The click-through rate – along with the number of impressions – will provide concrete information about the effectiveness of the campaign with the public.

It’s one thing to appear on millions of screens, it’s another to have millions of clicks. Interactivity is something desirable and very necessary to determine the effectiveness of a marketing action. Therefore, it is essential to analyze the click-through rates, as well as the Cost Per Click (CPC).

Attention to the tip: if the impression rate is at an interesting level for the company, but the clicks are lower than expected, it is worth carrying out the famous A/B test. That is, running a “copy” of the campaign, but with changes (whether in the text, art, CTA, etc.), in order to verify which one performs better.

ENGAGEMENT ANALYSIS

Engagement Index reveals the number of interactions (such as likes, shares, comments, and reactions) to a post.

Engagement gives room to analyze the ability to “cause interaction” of a marketing action. The higher the number, the more impactful and capable of generating results is the campaign.

LEAD GENERATION

Generating leads is the mission of Digital Marketing . We’re talking about potential new customers, everything a company needs to boost its results, right?

An internet user becomes a lead after expressing interest in your company, whether to subscribe to the newsletter, receive a quote or download informative material. The lead index is essential to analyze the effectiveness of communications and their ability to bring financial return to the company.

Tip: It is essential to analyze the cost per lead of actions (CPL) carried out to assess your ability to generate revenue. If the company invested a lot and received few leads to work with, this means that the performance of the adopted strategy needs to be optimized as soon as possible so as not to generate losses.

NEW CLIENTS

The greater the number of new customers (or rather, new sales), the more in tune is the harmony between sales and marketing. This means that the sector responsible for carrying out the actions understood the public well and was successful in the communication strategy and was able to promote sales work with qualified leads.

However, if the cost per acquisition (CPA) is too high, this is an indication that it is necessary to change the way it works to obtain better performance.

HOW TO DO PERFORMANCE MARKETING?

Attention to the points that cannot be missing when planning a campaign focused on performance:

SET A CLEAR GOAL

Be absolutely sure about the goals of a marketing action. It can be done to generate leads, lower CPC, increase click-through rate, and much more. The important thing is to have a very clear objective.

CHOICE OF METRICS

Once the objectives are determined, identify all the metrics that need to be tracked and analyzed .

SELECT DISSEMINATION CHANNELS

Analyze the digital environments where the company is present and which ones are most aligned with its audience. And, based on this definition, choose which platforms will be involved in the marketing action that will be performed.

USE THE BUDGET AS A COMPASS

After defining the channels, metrics and objectives, it’s time to focus on the budget available for the campaign.

Determining the famous budget is essential to make decisions about how much will be invested in each platform and what will be the ceilings for acquiring customers and leads.

MAKE CONSTANT MEASUREMENTS ON THE RESULTS

If your company runs a lot of campaigns every month and needs to be more effective, it won’t do any good to compile the results of the last 30 days and only analyze them after the end of the action.

The ideal is to monitor the results constantly, even while the campaign is on the air. In this way, it is possible to analyze how the action performed over time and find some important data, such as:

1. Optimal duration of the campaign;
2. When was the engagement peak;
3. How long did it take to get properly outcomes.

Remember that Digital Marketing is empirical. So don’t be afraid to make the necessary changes to generate better results.

CONCLUDING

Digital Marketing was created to give companies more analytical bases for their communications and advertising. Acting on the internet generates consistent data for performance analysis, something that was not obtained with traditional advertising, such as billboards and TV advertisements.

Institutions should take advantage of this benefit and focus their efforts and investments on measurable means that can be corrected and improved.

The way to reach more people goes through the internet, and Performance Marketing is a kind of “flashlight” to light this way and make sure that the company and the marketing professionals do not “shoot in the dark”.

Traffic refers to your audience, the number of visitors your online business receives. Consequently, the more visits, the greater the number of sales. Thus, from youtubers to company pages on Facebook, it is necessary to increase traffic to generate revenue.

After this perception, comes the next question: organic traffic or paid traffic? Certainly, by name, the first one catches the eye. However, although it is extremely effective and sufficient for many, for others the story may be different.

In this article, you’ll find out what paid traffic is and learn about some strategies to increase it. And consequently leverage your sales. Good reading!

WHAT IS PAID TRAFFIC?

While organic traffic requires a lot of planning effort, the ability to produce good content and patience in a very competitive environment, paid traffic is a shortcut for your brand to be seen. It is, basically, a financial investment that you make to be found by Internet users.

With faster results, paid traffic also makes it possible to know when your online business will receive visits. So, whether on Google , Facebook or Instagram, you don’t have to be in a constant state of anxiety waiting for one of your content or products to generate traffic on your website.

These ads created to promote your blog, product or service can be produced on several platforms, such as:

• Facebook Ads;
• Google Ads;
• Instagram Ads;
• Outbrain;
• Taboola;
• Youtube Ads.

HOW IT WORKS?

Each platform works in a way. But, in essence, you pay them to promote your blog or product. Such ads are seen by people who are interested in the subject designated for the ad. So, quickly your online business can start generating traffic, which consequently generates faster sales.

Without the huge competition of organic access, paid traffic can reach the top position on Google for the duration of the campaign. This, however, has a limited time, so it is important to establish a frequency to invest in such ads, based on the analysis of results from previous campaigns.

Despite the advantages and ease of attracting visits with paid traffic, sometimes, however, it may not achieve the expected positive results. This is because, despite the digital content, consumption is done by humans, who demand quality and engaging content.

Continue reading to learn about some strategies for paid traffic success.

STRATEGIES TO IMPROVE YOUR PAID TRAFFIC

There are some action tips to avoid losing money with paid traffic campaigns. Follow!

DEFINE YOUR BUDGET

Examine your business and finances first. You cannot compromise your brand revenue to advertise it. Thus, establish an amount within the available budget. Platforms, in general, have different investment values. So, you define whether you can spend 10 or 1000.

However, if you have higher resources to invest in campaigns, never put all your money in just one campaign. Create different ads and test them to see what works best for your brand. This is even the next tip.

UNDERSTAND THE NEEDS OF YOUR PERSONAS

In order to produce relevant content that reaches the audience you want to reach, you need to know it. Understanding the persona’s needs is not just trying to find out why they need your services. Knowing the language and its consumption habits is extremely important for producing the ideal content for each group segment.

Thus, with different ads targeted at the various targeted persona groups, you can test your communication with each of them. In addition, you can evaluate the results at the end of the campaigns.

CREATE DIFFERENT ADS

A very common mistake in paid traffic strategies is the attachment to a single campaign, progressively increasing the investment in it. However, undeniably, the best way to increase traffic is by creating different campaigns.

This strategy has several advantages:

• you can keep different ads specific to each of your personas;
• you can compare all ads and see which one works best;
• less chance of boring your audience with your ad;
• you can test content ideas.

OFFER FREE CONTENT

Have you ever heard of digital magnets? It is a kind of reward offered for an advertisement or in exchange for a subscription to a newsletter. Anyway, it can be in e-book format about something in your brand’s sector, a video or audio and are used to capture the interest of potential customers.

Also remember that you will always need to offer quality content to feed your audience, whether it comes from paid or organic traffic. Understand that paid traffic can bring you speed, but it will never replace offering valuable content that you must offer your target audience in any situation.

CREATE TRUE AND CLEAR ADS

Regardless of the tone of the language or the type of content, your ads must always be truthful and convey your message clearly and objectively. Remember that advertisements, by themselves, already cause stress to Internet users. Imagine, then, that one of them enters your ad and realizes that he has been deceived.

In this way, make interesting announcements that catch the attention of the public. And, preferably, offer free products and always deliver on what you promised! Lack of ethics is a strong cause for brand rejection.

MAKE IT CLEAR WHAT ACTION YOU EXPECT FROM THE USER

In addition to the objective transmission of your message, to generate traffic, you need to express, from a powerful call to action, what action you expect from the user when creating the ad.

The person will only respond to the call to action, of course, if the content is original and relevant. In those cases where there is engagement, the call to action is also a way of guiding the impacted person to decide more quickly to access your content.

Keep in mind that, although interesting, a wrong strategy in your paid traffic campaign can make you lose a lot of money and not get the expected results.

USE TOOLS TO INCREASE REACH

In addition to specific platforms, such as the paid traffic platform for Instagram (Instagram Ads) or Facebook (Facebook Ads), a series of tools was developed to assist in this intense work of dissemination.

One of them is lookalike , which allows Facebook to find profiles with characteristics in common. This increases the reach of the ad to a similar audience created by the tool. The larger the brand audience list and, consequently, the audience data, the better your lookalike audience and the reach promoted by paid traffic.

Another widely used tool is Graph Search, which collects information from the target audience from Facebook searches. With data on pages and groups that the audience interacts with, the platform is able to segment ads in order to optimize access results.