Social media has become a priority in our lives; with these we can spend our time watching memes, videos, information about what is happening in the world, communicate with other people, and endless other things. Companies are not far behind in these communication processes, and we have had to learn about and grow in that environment as well.
Perhaps for some brands it has been easy to grow on social media, but there are others in which their process has been slower, and it is not bad.
However, let’s talk a little about probabilities (don’t think I’m an expert, I’m just using it for reference); if I were selling phones and 50 persons know that I sell that device, I’m more likely to sell it than if only one person knows it
Sounds reasonable, right? However, in my experience, I can tell you that this would not guarantee me anything; because maybe that one person who knows I sell phones, does want or need one, and the other 50 people don’t want or need a phone.
Now, in which scenario do you think I’m more likely to sell?
The digital advertisement works in this way, it is not just giving money to a company so that you can reach more people; the segmentation of the public to which you will address is more important.
Targeting helps you reach those people you really want to interact with.
In Meta networks, like Facebook and Instagram, there are two general approaches, that can be taken to create a target audience or segmentation: specifically and broadly. The approach depends on what you intend to achieve and the resources available.
Targeting specifically: You work with relatively strict parameters to find the appropriate people to whom the ad will be shown.
Targeting broadly: It works on a more general approach that allows two very specific things: Find potential clients that you would never have met otherwise, and it is also functional if you are not sure who you want to target.
Which one do you think you would occupy with your brand?
When writing an article for our Blog, we must take into account the factors that directly affect its positioning and thus be able to treat them.
Keywords
When it comes to writing an article, we must first do a quick search for the topic to be written, this in order to observe how visitors search for it and thus discover the keywords they use and guide us through them, to achieve that our topic shows up in the SERPs and is competitive.
But it must be clear that the excessive use of these words is not the right thing for our users, because no one would like that every 10 words the same thing is repeated, this will cause a tired and little understandable reading, in addition to how tedious it can to become. We should always write for people and not for Google crawlers.
Although the keywords have to be included in the title and description, we try to make their use in a subtle and striking way, respecting the use of some tags such as H1 for title and H3 for subtitle, since it will help easier positioning.
Organization
The structure of an article is a very important for its understanding. We simply have to know how to order it and how far to cut it, to generate short paragraphs that have a main idea to convey. It is useless to make large paragraphs if at the end it is not clear what you want to share or it is useless to make them short if the idea is not transmitted well. There is not a number of lines that can define a paragraph, nor a number of paragraphs that can define an article, but we must consider the value of the information we want to give.
The parts that we are going to define as the structure for the articles are:
Title: It must be clear and eye-catching, causing curiosity in the reader. Respecting that it fulfills the promise of content.
For example:
How to increase the percentage of web traffic to 50%?
5 incredible tips to master SEO.
Introduction: We present information that captures attention according to the topic, in this case we can vary the content in different ways to start.
For example:
One question: Do we usually change the default view settings in
Google Analytics? We should know that …
An analogy: Using the default view in Google Analytics is like handling
an automatic car, we will never make changes.
A quote: “A good practice is to create 3 basic views and 3 custom views of
according to the needs that arise. “As Albeiro Ochoa affirms
A statistic: 7 out of 10 users only use the default view of
Google Analytics to save information.
A controversial or controversial phrase: Use only the default Google view
Analytics is not that great. Unlike what some people think …
Content: We start the thread of what we want to transmit, it has to be clear and not redundant, taking care to maintain the interest of the reader.
Conclusion and closure: We make a summary of the topic, focused on the main idea to establish what was said before.
Non-redundant content
Sometimes, there are synonyms of words that we can use to express and create a pleasant reading, this in order to avoid falling into redundancy, and always keep in mind that not all synonyms can be used for what we want to convey. Sometimes they will just make a confusing read.
Quantity will never be better than quality, therefore, we always try to get to the main idea without much detouring and although the exact number of words for an article is not known, it is recommended that ours have a minimum of 300 and a maximum of 1300, keeping the reading below 7 minutes.
Pictures
Most of the time, people associate content better with the use of illustrative images, therefore, we recommend using them within the content as long as they are of good quality and preferably their own, otherwise grant credits. We must take care of their weight so as not to generate a slow page load and we have to know how to measure well how many are useful to accompany the text, because an article where they find more images than text does not make sense. Everything is about a balance where what we are looking for is a plus in content.
Social networks
At the end of our article, we must place the icons of social networks so that it is easier to share it. This in order to motivate readers to spread the content strategically.
TOOLS
There are tools that will help us check the quality of our article and the points mentioned above.
READ-O-METER: It helps us to know the number of words in the article and calculates the reading time for it. It is quite useful so that we always keep in mind that it does not exceed the recommended number of words of 300 minimum and 1300 maximum, and that we keep the reading below 7 minutes preferably.
https://niram.org/read/
LANGUAGE TOOL: It is our friend tool, since its objective is to correct our spelling errors, in addition, its advantage is being a Chrome extension, therefore, we can make use of it simultaneously when we write our article online.
https://languagetool.org/es/
ONLINE SYNONYMS: Said before, using synonyms of the words in the article is very important so that we are not redundant. That is why we will make use of this tool which provides us with the synonyms in different contexts that in the end is what we are looking for to write with quality and coherence.
https://www.sinonimosonline.com/
In conclusion, if we put these points and recommendations into practice, we will make our readers interested in our articles already published and to be published. In addition to helping Google crawlers to position them more easily.
We all know it’s important to center our companies around our customers and not have a vision of selling the product it is necessary we adapt to their needs and as a company has a sense of purpose. Which is the case of Blackberry that wasn’t able to adapt its products to the customer’s need. The stubbornness to maintain its design was the cause of its own downfall. Having the brand awareness they had, the purpose of the company is what should have driven them to make every decision based on their core values. Measuring your company’s success with KPIs (key performance indicators) that are centered on your values will help you guide your company on the right path. The downfall of blackberry wouldn’t happen if they measured their decisions based on their values which are Security, Trust & Innovation. If they decided to go with a tactile design before apple did the public would still have the trust and security they had with their products.
What are the company core values and which are right for my company?
First, it is important to understand that core values aren’t meant to be the wish of what the company desires to be one day. It isn’t based on your company’s vision of its future. Its values have to be reflected in every detail and decision that represents your company.
Your values are based on your company’s mission and purpose. These are some questions you can ask yourselves to discover what will be the philosophy of your business:
*What do we value as a company? *What will our users’ value and choose us over other companies? *How will I measure my values?
Our core values have guided us along the way to make decisions, such as hiring people, accepting business opportunities; to stay true to our statement, which is: “We make a difference in the lives of our team, clients, and community by doing things right, cheering other people’s success, and sharing our knowledge.” it is important to keep in mind, to be honest with yourself and only consider up to 4 core values, it isn’t necessary you include so many values only the ones that will be of priority in your company, those values you will build the brand’s identity and will be the foundation to the rest areas in your business.
Have you taken into account your core values when it’s time to take corporate decisions?
If you desire to view our process of designing our core values and how each is measured, you can do so by going to: Emprender.biz
When we started Unplug Studio we encountered the wonders of building a company centered around its users and clients. Applying such knowledge, we decided to focus on constructing our CX (customer experience).
What is customer experience?
It involves every moment a customer interacts with your brand/ company, these moments are also known as touchpoints in which the customer’s perception about your business is being built. Some situations involve the product/service that you offer, the attention given at customer service, marketing or ads, and so on.
Every company creates their own customer experience, even without trying. It just doesn’t mean all experiences will be good nor outstanding. Implementing aspects that the user views as mandatory and necessary won’t make you regard the experience you offer as good; it will be perceived as a regular experience and won’t serve its purpose of retaining customers.
These are the first steps to developing a good customer :
Envisioning your customer’s journey
Having a clear understanding of what touchpoints there are between the customer and your company is important to build a strategy for each interaction. By forgetting or leaving out a certain area without a customer centered experience can result in unsatisfaction with your company.
An excellent exercise to create your customer’s journey is to put yourself in the customer’s shoes and follow the process of buying or requiring the service / product you offer:
You can make the exercise of taking your notepad to write down your customer journey and what encounters you have with your users. Envisioning what service you pretend to give to your customers.
Even though this exercise seems easy, It helps us build the foundation of a sustainable company. We had the luck to encounter Kim Crayton in our path, a consultant and business coach recognized by defending inclusivity, diversity and save spaces for technology. She helped us in a stage of our journey, in which our process was documented and is currently being shared in one of her projects called Biz Development Lab, an open community for entrepreneurs. If you would like to follow our process and share your own start up experiences you can do it here: emprender.biz
