Artículos sobre Online marketing

Edificio futurista de la la ciudad de las artes y las ciencias de Valencia

The social media revolution has changed the way we communicate. Both the rise of social networks and the Web 2.0 marketing have transformed our vocabulary. We have coined new terms that have somehow become part of our daily lives. Since the digital era has led us to include new words in our dictionary, you should start learning these terms if you want to succeed in the 2.0 world. A. AddThis Web tracking technology company that offers a wide range of social media and content tools: from sharing buttons to personalized tracking buttons and recommended content plug-ins, all of them designed to increase participation on a website and gain more followers on social networks. Ads Acronym for Advertising. Most social networks include a section that allows brands to advertise. For example, "Facebook Ads" in the case of Facebook or "Linkedin Ads" in Linkedin. Adsense Together with AdWords, it is one of the main tools for advertising on the Internet. While Adwords is used for promotions in search engines and sites, Adsense includes ads in an own website. It is a way to monetize a blog or a website when used with control. A blog full of advertising can cause rejection or directly a high percentage of rebound and page exit.   Algorithm Set of formulas developed for a computer to perform a certain function. It is fundamental when developing content promotion strategies in social networks, since sites such as Facebook and Google use the algorithms. AMA Acronym for "ask me anything". It originated in a popular subreddit in which users use the term to ask questions to other users. Ambassadors People who demonstrate their support and help spread content and publications. They may arise spontaneously on social networks or be people from a closer circle. It is essential to know how to identify the best ambassadors and take care of them in order to continue generating positive links. API Acronym for "Application Programming Interface". It allows to connect several different platforms, link them together and use them for a specific purpose that we need to achieve. Avatar Image or username that represents a person online, especially in social networks and forums. B. Badge Qualification, mark or award that an application or social network gives to users when they achieve some kind of goal or objective. In most cases it is part of gamification processes in which games between users are promoted. Banner Element of promotion or advertising of products or services that may appear at the top, bottom or side of a website. Bitly Free URL shortening service. Provides statistics for links shared by users. It is popularly used to condense long URLs and make them easier to share on social networks. Bio In social networks it refers to a short text in which the users share information and explain who they are. Blog Website, usually run by an individual or a company, with regular entries of content usually on a specific topic. Blogger Google-owned blogging platform that allows individuals and businesses to post a blog for free, usually in a sub-domain. 2. A person who writes blogs professionally or as an amateur. Bookmarking Action that allows users to save links to the websites they want to keep and/or share. Branding Set of strategies that are put into action to build and make visible the brand of a company or product. Various strategies can be developed through online marketing and social networks for a brand to increase its notoriety, the number of sales and its popularity. C. Canva Design tool aimed at profiles with no technical knowledge of graphic design. Easy to use, offers several templates that adhere to the dimensions required in different social platforms. Chat Traditionally refers to one-to-one communication in a text-based chat application, commonly known as instant messaging (IM) applications. Clickbait Term used to describe the technique based on offering a sensationalist, inaccurate or false title in order to obtain a greater number of clicks and thus increase the income of a medium. Comment Response that is often provided as a reaction to a social network publication. Connections LinkedIn equivalent to a Facebook "friend". Connections are classified by: 1st grade, 2nd grade and 3rd grade. Content Any type of written or audiovisual publication generated by the user. CPC Acronym for "Cost per Click". A way of selling and financing Internet advertising in which the advertiser pays an agreed price only when users click on the ad. CPM Bidding strategy for online advertising. In this case, the advertiser pays according to the number of impressions, namely the number of times the ad is shown, without counting the clicks. Creative Commons Organization that grants public and flexible licenses to documents of general interest so that they can be used and reproduced by the rest of the users without commercial interest. Any user or author of content can register their documents in Creative Commons and choose between different types of CC licenses. CRM Acronym for "Customer Relationship Management". A type of platform through which a company manages all its commercial contacts, its web links and social networks. CRM has become a fundamental tool in commercial work teams. Crowdsourcing Action in which companies and brands generate creative content through their own clients, fans or internet users. This term has been generalized and put into practice above all to encourage participation in social networks. CTR Acronym for "Click Through Rate". A ratio to measure the effectiveness of a text or an online ad. It is used to know the percentage of clicks in an Adwords ad or for a Google result in SEO. It is a data expressed in percentage (%) that results from dividing the number of clicks by the number of impressions. D. Dashboard Area of administration of a website, application or software tool. Delicious Free online bookmarking service. Allows users to store website addresses publicly or privately so that they can be accessed from any Internet-connected device and shared with others. Digg News website that allows members to submit and rate articles. The articles with the most votes appear on the home page and are subsequently viewed by most members of the site, as well as by other visitors. Disco effect Comparison used in marketing to refer to the negative effect of a publication that does not have any kind of participation. In an empty disco nobody wants to be the only one dancing. The behaviour of users in the face of a publication without comments is similar. As a general rule, few people like to be the first and the disco effect is produced. Disqus Worldwide blog comment hosting service for websites and online communities that use a networked platform. Dummie Novice or beginner. There are blogs, post and specific books for this profile of users in various topics. E. E-Commerce Set of actions related to the online purchase and sale of products or services. EdgeRank (on Facebook) Algorithm that calculates and displays on each Facebook wall the most relevant news or publications of each page. It basically depends on three factors: the age or time that elapses from the time it is published on the Fan Page until a user makes it visible on his news wall, the affinity with the page and the participation or weight generated by each of the publications among users and fans. Email Marketing Set of strategies with the main objective of having the contact with customers, promoting and informing of products and services of a brand through email. Engagement Degree to which a consumer interacts with your brand. The commitment between the brand and the users. This is based on creating a certain loyalty and motivation for users to defend and feel part of the brand, and thus refer new users. Engagement rate Popular social network metric used to describe the number of interactions (likes, actions, comments) that a fragment of content receives. Endorsement On LinkedIn it refers to an instance in which a user recognizes another by one of the skills he has included in his profile. F. Facebook Social networking platform founded by Mark Zuckerberg in 2004. It connects people with friends, family, acquaintances and businesses around the world and allows them to publish, share and participate with a variety of content, such as photos and status updates. The platform currently has about 2.3 billion active users. Fans People who like a Facebook page. Favorite It's represented by the icon of a little star on Twitter. By favoriting a tweet, the creator receives a notification that someone has liked their content or publication. Feed Data format of social networks that provides users with a constant flow of updates and information. Flash Mob Large group of people who suddenly gather in a public place, perform an unusual and meaningless act for a short time and then quickly disperse. The term flash mob generally applies only to meetings organized through telecommunications, social networks or viral emails. Flickr Social network to share images. The service allows users to store photos online and then share them with others through profiles, groups, sets and other methods. Follower In the social media environment, a follower refers to a person who subscribes to your account to receive your updates. Friends Friends is the term used on Facebook to represent the connections that users have and the people they follow. G. Gamification Marketing technique that introduces the dynamics of games and contests as part of the promotion and advertising of a product. Geolocation Term that refers to the positioning and geographical location of a business, person or place through coordinates that allow any element to be placed on the map. It is a fundamental tool for applications and sales through mobile marketing. Geo tag Directional coordinates that can be attached to part of the online content. For example, Instagram users often use geotags to highlight the location where the photo was taken. GIF Acronym for Graphics Interchange Format. In social networks, GIFs serve as small-scale animations and movie clips. Google+ Google's late social network. Served as a platform to connect users with friends, family and other professionals. At the same time allowed them to share photos, send messages and participate with the content. Google used the "+1" to serve as the equivalent of a Like on Facebook or Instagram. H. Hangout Google´s video service that allows to video chat with up to 10 Google users simultaneously. Hashtag Label used on a variety of social networks as a way to write down a message. A hashtag is a word or phrase preceded by a "#" (i.e., #InboundMarketing). Social networks use hashtags to classify information and make it easy for users to search. I. Image header Large photo shown at the top of a profile on Twitter, the banner image on LinkedIn or the cover image on Facebook. Impressions How advertisers and publishers track each time an ad is "searched" and recounted. Instagram Photo sharing application that allows users to take photos, apply filters to their images and share them instantly on the Instagram network. It already has more than 300 million users. Instant messaging IM is a form of direct text-based communication between two or more people, in real time. More advanced instant messaging software clients also enable enhanced communication modes, such as voice calls or live video. Inbound Marketing Set of non-aggressive marketing techniques addressed to potential customers or consumers that are characterized by having their strategy based on three fundamental pillars: SEO or positioning, content marketing and Social Media Marketing. Influencer Person who has the ability to viralize and share content on social networks with a large number of people. Infographics Images that combine text and graphics and forms a visual scheme that transmits, quickly and intuitively, concepts and information. Some of the best known free tools to create your own infographics are: Pictochart, Visual.ly or Easel.ly K. Keywords The most important words of a message or text. By themselves they have meaning and embrace the general sense of the content. It is essential to make good use of Keywords to attract with titles and improve search engine positioning. Klout Social influence measurement service that allows users to connect multiple social accounts, such as Facebook, Flickr, YouTube, etc., and then provides each user with their Klout score. The score is out of 100: the higher the score, the greater the estimated influence on the online world. KPI’S Acronym for "Key Performance Indicator". They are the indicators and measurement tools from which useful information is obtained on the level of performance of a campaign or marketing strategy. L. Lead Action by which a user who has given his data to a company, becomes part of its database. Normally they are generated from contents that can be downloaded through a form. Like Action that can be performed by a Facebook or Instagram user as a quick way to show approval. LinkedIn Business-oriented social network. It has more than 380 million members in more than 200 countries and territories. Founded in December 2002 and launched in May 2003, it is mainly used for professional networks. LinkedIn Publishing LinkedIn publishing platform. A place where members can publish their long format content related to their professional interests and experience. While this capability used to be limited to LinkedIn Influencers only, the platform was opened to all in 2014. LinkedIn SlideShare Social network that allows sharing presentations and documents. Users can upload presentations and share them on other social networks such as LinkedIn, Twitter and Facebook. Listed (on Twitter) User that belongs to a list created by a third party in order to control their tweets more easily. Live Streaming Act of delivering content over the Internet in real time. This term was popularized in social networks by applications such as Meerkat and Periscope. Lurkers Participants of virtual communities that have only a receptive activity, without actively contributing with files, writing in discussion forums. M. Mass Media Type of communication that takes place through traditional mass media such as television, radio or the written press. Meerkat Application that allows users to transmit live videos from their mobile devices. Meme Image or video, usually with text, that is used on the Internet to describe a thought, idea, joke or concept and share it widely online. Mention Way to quote another user of a social network so that they can respond directly. The symbol that precedes the user name to mention it is the @. Metadata Data administrator. Metadata structures and classifies information that in turn describes another element from which detailed information of its characteristics can be obtained. Microblogging Program or application that allows to generate contents in which the number of characters is limited. N. Native advertising Native content refers to a type of online advertising in which the format and copy of the ad adhere to the format of a regular publication on the network in which it is published. The purpose is to make ads feel less like ads and more like part of the conversation. Newsjacking The practice of capitalizing on the popularity of a news story to expand sales and achieve marketing success. O. Online reputation Group of opinions and experiences (positive or negative) of users and consumers that revolve around a brand, product or company, generated in the 2.0 environment and social networks. P. Page Rank Numerical value with which Google rates web pages and platforms, including social networks. It represents the quality and importance of a website. Pandora Online social radio station that allows users to create stations based on their favorite artists and music types. Periscope Social video application that allows users to stream live video from anywhere. Users can also interact with other videos, browse live or recent streams, and follow users to receive notifications. Permanent link Address or URL of a particular publication within a blog or website that remains unchanged indefinitely. Pinterest Social network to share, upload, save and classify "pins" through collections called "boards". Collections are usually organized by themes, such as: food and drink, women's fashion, gardening, etc. Users can "pin" and "repin" the content they like in their respective tables. Podcast Series of digital multimedia files, usually audio, that are released on a timely basis and often downloaded via an RSS feed. Pocket Application that allows users to manage a reading list of articles they have saved from the Internet for later reading. Pocket has an open API that allows it to connect to more than 500 applications, including social networks such as Twitter. PPC Aacronym for pay-per-click. It is an online advertising model in which advertisers display ads on various websites or search engines and pay when a visitor clicks. Bid-based PPC involves an auction in which advertisers compete with other advertisers by setting the maximum bid (or the highest amount they are willing to pay) per click. Each time a visitor activates the ad point, the auction process is performed to select the ad to be displayed. Q. Quantcast Tool that provides traffic and demographics of a website. It is mainly used by online advertisers seeking to target specific demographic data. R. Real-time marketing Strategy that requires marketers to take advantage of current events when publishing promotional content. Recommendation LinkedIn term used to describe a written note from another user that aims to reinforce their credibility or professional experience. Reddit Social news site that contains specific, issue-oriented communities where users share and comment on stories. Reply Twitter action that allows to respond to a tweet through a separate tweet that begins with the other user's name. This differs from a mention, because tweets that begin with an @ username only appear in the timelines of users who follow both parties. Report Informative document of the state of the action plans in different strategies of social media. Includes quantitative and qualitative data from the web analytics result. Retargeting Online marketing and advertising technique that allows professionals to show ads to people who have visited your website or are part of your contact database. ROI Acronym for Return on Investment. It is an indicator that measures the benefit against the expense of the investment of a project. RSS (Really Simple Syndication) type of format called XML that allows sharing, reading, receiving and storing information from blogs and web pages. RSS feed Family of web source formats that are used to publish frequently updated content, such as blogs and videos, in a standardized format. Content editors can syndicate a feed, which allows users to subscribe to content and read it whenever they want from a location other than the website (such as Feedly or other RSS readers). RSS reader Tool that allows users to add articles from multiple websites to a single location using RSS feeds. Its purpose is to enable faster and more efficient information consumption. RT Acronym for "Retweet", often used on Twitter. It consists of sharing someone else's tweet. S. SEO Search engine optimization. The process of improving the volume or quality of unpaid traffic to a search engine website. Skype Free program that allows text, audio and video conversations between users. SMO Acronym for "Social Media Optimization". It is a set of actions that aim to boost and optimize the presence of a brand in different social networks, linking and uniting with each other. Snapchat Social application that allows users to send and receive time-limited photos and videos known as "snapshots," which are hidden from recipients once the time limit runs out. However, images and videos remain on the Snapchat server. Users can add text and pictures to their photos and control the list of recipients they send them to. Social Inbox HubSpot software application that connects to the contact database and allows users to optimize their monitoring, publication and social analysis. Social media manager Professional in charge of planning the social network strategy of an organization, product or company. Social media monitoring Process of monitoring and responding to business-related mentions that occur on social networks. Social proof Psychological phenomenon in which people seek the direction of those around them to determine how they should act or think in a given situation. In social networks, the social proof can be identified by the number of interactions a fragment of content or followers receives. If others are sharing something or following someone, it should be good Social selling Sales concept in which representatives take advantage of the power of social communication to interact with potential clients, answering their questions, providing useful content, clarifying information, etc. T. Tag Feature commonly used on Facebook and Instagram. Allows users to create a link to the profile of the person shown in the image or to whom the update is directed. Target Target audience, the group of people that is the most receptive by their characteristics to a product, brand or service. Transcription Consists of writing textually an audiovisual content. As Google does not understand multimedia content, it is highly recommended to transcribe it to position it with that text. Trending topics Most commented topics in a social network through hashtags. These usually appear on networks such as Twitter and Facebook and serve as click links where users can join the conversation or simply browse related content. Transmedia Technique by which the same content can be transformed and adapted to other formats. Troll User known for providing destructive criticism and negative comments without much justification. Tumblr Microblogging platform that allows users to publish texts, images, videos, audios, links and quotes on their blog. Twitter Social network that allows users to share 280-character updates with their followers. Users can bookmark and retweet other people's posts, as well as engage in conversations using @mention, response and hashtags to categorize their content. Tweepi Social network management tool. Provides users with a platform to simplify the way they manage their social followers. It is usually used to follow or leave a group of people based on certain criteria. Tweetdeck Twitter tool that provides users with a way to manage their Twitter presence through custom columns. The platform integrates with the Twitter API to allow users to send and receive tweets. Twitterverse Also known as Twittersphere, Twitterverse is a nickname for the community of users who are active on Twitter. U. Unfollow Action of ceasing to follow an account on a social network. UGC (User-generated content) content created and published by users of a given website, medium or platform. V. Vine Founded in 2012, Vine was a video sharing social service in which users created and got involved with short six-second video clips. Viral Term used to describe an instance in which a content achieves a notorious consciousness. Viral distribution relies heavily on word-of-mouth and frequent exchange of particular content on the Internet. Vlogging Piece of content that uses video to tell a story or inform. Vlogs are common on video-sharing networks such as YouTube. W. Webinar Online presentation organized by an individual or a company. Most of the time, the host requires attendees to complete a form before giving them access to stream the audio and slides. In marketing, webinars are conducted to educate audiences on a particular topic while opening the floor for social networking discussion using the unique webinar hashtag. Web traffic Amount of visits a website has. We can differentiate between number of visits, number of unique users and number of page views. Widget Small, easy-to-install software application that can bring a variety of functionalities to a website. Y. Yammer Private social network for companies that is often described as "Facebook for companies". It is intended to be used by organizations for internal communication purposes. Z. Zapier Software that uses zaps to connect applications and gives users a way to automate tasks. Zaps are automations that contain triggers and actions. For example, you can connect Twitter to Evernote to save your favorite tweets in a folder, or connect Facebook and Twitter to tweet posts from a Facebook page. Main photo: Max Rentmeester

Facebook Ads quick guide

Social media, Online marketing

If there's one online marketing platform that continues to work, and increasingly so, that's Facebook Ads. Gone are the days when everyone was able to advertise in any way and got repercussions. Facebook and Instagram have joined forces in this system for advertisers that is still today one of the most beneficial for any company, brand, business or professional. Whether to give visibility to products or to promote your own brand or services, the platform puts at your fingertips millions of people as a target audience. Times have changed and Facebook has become more demanding than ever, so you will need a quick guide not to get lost in the process. 1. OBJECTIVE Facebook already has up to 11 different types of targets for your ads. But the platform has managed to unify them into 3 groups to facilitate the implementation of your campaign: - Recognition This category includes Brand Recognition and Scope. With these objectives you will be able to generate interest in products or services that you offer, this being the first part of a basic funnel. - Consideration This category includes Traffic, Interaction, Application Downloads, Video Playback, Lead Generation and Messaging. With these objectives you will focus on getting your audience interested in your company and you will give more information than usual to get those people to look for more information about their services or products. - Conversión This category includes Conversions, Product Catalog Visits and Business Visits. It's time to turn your ads into profitability. No matter what your conversion: sales, downloads, subscriptions, requests ... The important thing is to make the target audience perform the action we want. In this case it is very important to have a tracking pixel installed in order to measure the results. 2. SEGMENTATION It's time to choose to whom we're going to offer our ads. It is important to be clear about your target audience and analyze it calmly. It's very easy to waste our budget showing ads to people who won't be interested, so it's best to take your time to define your audience. Facebook Ads allows you to segment a lot your range of people, from the basics: language, sex, country, age ... to a more detailed segmentation that includes values such as demographics (education, work, etc..), interests (customs, hobbies, sports, etc..), behaviors (events, travel, etc.) and more interests that Facebook treasures like gold in a pirate trunk. 3. LOCATION If you already know who you're going to show your ads to, now it's time to choose where to show them. Facebook Ads gives you the option to choose different locations depending on your needs. Like almost everything else, Facebook gives you the option to set the autopilot and let him choose the best locations for you. But if your needs are different, you can customize the locations by choosing from: device type, ad display type, platform type and other more advanced settings. Our default ads will be published on Facebook, Instagram, Audience Network and Messenger. But we can always choose whether or not to appear on any of these platforms. 4.- OPTIMISE DELIVERY AND BIDDING Bearing in mind the budget that we want to give to our campaign, Facebook Ads offers us three types of optimization for our ad delivery. In this way, depending on which one we choose, Facebook will calculate for us the share price with our ads in one way or another. We can choose between: Interaction with a post: it will only show our ad to the people most likely to interact with our ad. Impressions: your ad will be shown to the public as often as possible. Unique daily reach: the ad will be shown the number of times per day we choose, at least once per user. After choosing our delivery, we have to choose the bidding method. We can leave it on "autopilot" so that Facebook optimizes it in the best way, or we can choose between two manual options: CPM or PPM: With this option we will pay for every 1,000 times our ad is shown, even if it doesn't have any interaction. CPC or PPC: With this option we will pay every time one of our ads receives a click. 5.- STRUCTURE It's time to create your advertising campaign. To do this, the first thing you need to be clear about is the structure you must have in order to optimise it as much as possible and, above all, to have it organised. Although it may seem strange, many campaigns end up failing because there is no clear organization chart like the one we show you on Facebook Business. Thanks to this infographics we can see that the structure is: Campaign: With a single objective of the 11 we talked about earlier. Set of ads: Each with its budget, bid, location and segmentation. Ads: It is important that the ads have different combinations of calls to action, photos, texts, links, etc. This increases the success rate. To test A/B with an ad varying some element usually gives a very valuable short-term result of what works and what does not. 6.- FORMATS The visual variety of the ads is fundamental in order to get the attention and sympathy of our target audience. Facebook Ads allows a wide range of ad displays depending on our objectives. We can use photo support, video, carousel images, and even gif. Since a few months ago we can put ads in vertical format both photo and video for Stories. When it comes to promoting our product sales, Facebook Ads provides us with two exclusive formats for mobiles: the Canvas format and the Collection format. They are special to create a micro-web experience on the mobile whose only objective is to sell your product thanks to the visual attraction. Facebook also has a special format for attracting potential customers or Leads, in which with a single click appears on screen a registration form or contact, previously filled with our data that has facebook, and that once the customer click on "Send" will go directly to our database. A very easy system in two clicks to get those leads that cost us so much. 7.- ANALYSIS All this would be useless if we do not pay a minimum of attention to the statistics that our ads throw at us. As we have said before, the first thing to do is to install in our website a tracking pixel to know the behavior of our ads once the target audience interacts with them. The Business Manager tool with which we control our ads has an almost infinite analytical system, you only have to know what you want to see and look for it. Analyze which are your best ads, your best formats, those that convert more and why they do it. What do those that work have in common? If you manage to answer this question, you will get the most out of your money. A tip: the more your campaigns, sets and ads are ranked by hierarchy and names, the easier it will be for you to analyse the results. Even if you know all the steps to follow to set up a Facebook Ads campaign, there are some very typical mistakes that everyone tends to make. When preparing your ads and reviewing the campaigns it is essential to remember about it in order to correct and avoid the errors. In this video you can see which are the most common mistakes and how to prevent them: Two years ago we told you about the potential of Facebook Ads in another article, but since then it has evolved considerably. As you can see, it's not an easy task but you can save time if you know what you have to do beforehand. Dedicating time to Facebook Ads means saving money and making your campaigns profitable in order to achieve the goal. Putting ads without paying attention to all these considerations is like paper advertising, most of the time ends up in the trash. Main photo: Anders Jilden

How LinkedIn algorithm works

Online marketing, Social media

"LinkedIn is a network for professionals, LinkedIn is boring, LinkedIn is not a good promotional tool" How many times have you heard any of these phrases? and most important, are they right? Spain is still a market to discover for the American company that since its arrival in 2012 has been gaining users to get a position of honor in the world of social networks. A year after its launch, LinkedIn had 3 million users in our country, and 200 million worldwide. Nothing to do with the data with those that closed in 2018 where the number of Spanish users reached 10 million, and 500 million worldwide. Undoubtedly, the acquisition of the company by Microsoft gave it the boost it needed to take off worldwide. Today it has become one of the most important social networks in Spain where it has aroused the interest of companies and independent professionals to include it in its marketing strategy using it as a promotional tool. But how does this platform really work? What content works best? In this article, we will explain the LinkedIn algorithm and what content to post to get it viral. To differentiate the relevant content from the one that is not, LinkedIn uses spam filters and thanks to them is able to determine how many people are shown the content, where it is displayed or if it directly happens to be considered as spam, falling into oblivion . In the following graphic created by Hootsuite, it is clearly explained how the content review process of the Linkedin algorithm works. Do not worry if the diagrams are not your strong point, we will explain it to you. The content review sequence on LinkedIn 1. Content publication and first filter The first filter that passes our content when we publish on Linkedin is run by a bot that is responsible for categorizing it once we have given the "Publish" button. The three existing options are: spam, low quality and authorized. To the naked eye it can seem very drastic, since there are two that seem bad and one good. But do not worry if your content has been assigned the label of "low quality" because it is possible that after passing other filters get the label "authorized". 2. Engagement measurement in the feed and second filter When our content has been published for a few hours, this analysis is carried out. To achieve the engagement rate, Linkedin measures the number of recommendations, comments and shares that our publication has had in that time. Here what counts is the potential for attracting your content in the short term. The more it attracts the naked eye, the better. 3. Automatic viralization filter If your content has had good engagement at first, the algorithm goes on to determine the relevance and the real utility of your publication for users. For this, it takes into account other parameters than engagement, such as the users that have been reached by this publication, the connections they have with your profile and the content previously posted in your feed. Another important fact is the degree of relevance in the network of people who interact with your publication. There are so-called "prescribers", people with a high number of high-quality contacts within the network. If several of them interact with your content it is much easier to pass all the measurements of Linkedin and your content content is catapulted to the top of the feed. With this measurement, LinkedIn seeks to avoid publications of spam or "suspicious" type that are promoted through bots or techniques considered illegal by the platform. If the content is labeled as "suspicious" it will not be deleted, but it would be displayed in the feed queue or less frequently. Faced with this situation, the content is in the hands of the users since it is up to them to eliminate that label and that your content becomes "authorized". 4. Review at the hands of the human team Unlike other algorithms, LinkedIn does not have everything in the hands of bots, but the human criterion is crucial for a content to achieve the success we seek. Human staff of the platform is ultimately responsible for checking if after a period of time your content is good enough to continue showing it, or on the contrary it goes to the dark side of the feed. Exceptional content with very good real engagement and widespread dissemination has many possibilities to be shown on LinkedIn's own channel. Content with a month old can be located in the feed over one of an hour ago following this last selection criteria. Now you know how the algorithm works, you need to get down to work and start generating and highlighting your LinkedIn content. Follow the rules and generate real, interesting and potentially attractive content and the next publication highlighted by Linkedin on your channel may be yours. Main photo: Beasty

New position metrics in Adwords

Online marketing, productivity

Do you know what position your Google Ads ads occupy? And how often do they appear? Knowing this data is essential so that advertisers can determine the results obtained in their campaigns and make the necessary adjustments to increase the CTR. Google launches four new metrics so you don't miss out on detail. Until now, the only way to get information about where they appear was by using the average position indicator. This shows the order according to the rest of the auction ads and sets aside its overall position with respect to the search results page (SERP). That is, an ad that has been labeled with the position "1" will not necessarily appear at the top of the page, but this data only shows that this ad will be placed in front of the rest of the ads that have participated in the bid. Even, as explained from Google, there may be a situation where no ads appear on the organic search results and the promoted content is displayed at the bottom of the page. Top positions on the search page It is important to understand the two positions above the Google search page (SERP) that get better click rates: The absolute top position and the simple top position. In the photo below you can clearly see the difference. New position metrics To put an end to all this confusion, Google has decided to launch four new metrics that provide clearer information about the place of ads on the search results page (SERP). Two of them refer to the absolute top position, which for many was the "1" tag, and the other two throw information from the ad impressions of the top above the search results, regardless of whether they are first, second or third. Percentage of absolute top impressions This is the percentage of impressions that appear in the first position above the organic search results. It reveals how often the ad is the first result a user sees above the organic search results. Formula: % absolute top search impressions = absolute top impressions / Impressions Percentage of impressions on top This is the percentage of ads impressions that appear above the organic search results. Together with the % of impressions (Absolute Superior), this metric lets you know where your ads are displayed on the page. Formula: % of upper part impressions = upper part impressions / Impressions Quota absolute top search impressions By dividing the impressions of the absolute upper location among all the possible impressions that could have obtained that same position, the probability of being the first ad seen of the SERP can be obtained. Formula: Absolute top impressions quota = Absolute top impressions / Impressions you could have received on absolute top Quota top search impressions This is obtained by comparing the impressions you received at the top location (anywhere above the organic search results) with the estimated number of impressions you could have obtained at that location. The quota of impressions for both top and absolute top lets you know if your ads have any chance of appearing in these positions. Formula: Quota search top impressions = Top Impressions / Impressions you might have received at the top Do you want to improve your ads position? Using the new two metrics referring to the percentage of impressions it is much easier to detect if the CTR of your ads has been affected by a change of position in the search page. Once you have obtained this information you can use the impression quotas to make new bids and thus improve the position of the ads in your campaign. Note: Google warns that if you only take into account the metrics regarding the percentage of impressions to make changes in the bids could be a mistake. This is because higher bids do not ensure a better position, but on the contrary you would take part in more competitive auctions which could lead to worse results and therefore a worse location. Therefore, forget about the average position that you have used for so long for your results and start familiarizing yourself with the new location metrics. There will be no more doubts, with the information obtained you will know exactly where your ads appear and their impact on performance. Main photo: Thomas Peham

How to plan your blog content

Online marketing, tutorials

Every time I talk to a company or individual they all seem to know the importance of having a blog and include it in the content marketing strategy. However, the vast majority do not have an editorial calendar to follow. The owners of these corporate or personal brand blogs place special emphasis on SEO or value generation, but seem to forget the most important thing, planning. This is the main germ of many blogs that start out eagerly and publish regularly and soon run out of ideas and abandon the activity. Consistency is essential for the development of an online brand, if you don't create new content and post quite often Google will forget you and lose the loyalty of users. In addition, editorial calendars are a fundamental tool for visualizing our medium/long-term content strategy and adapting it to our business objectives. It also helps us select quality content and maintain a constant workflow. In this guide we show you how to plan your blog content using an effective calendar. What steps should you take? Research first Before starting to write ideas about posts and translate them into a calendar, it is important to look back, analyze the results of blog publications so far. In this way we can find out what the interests of the audience are and what kind of users read the blog. How to find this information? Through Google Analytics you can discover all the relevant information to know the tastes of your audience. From the section Behavior > Site content > All pages, you can access this list in which all blog entries are sorted by visualizations. Once you have analyzed this content, the ideal is to create a profile of the interests of the user type of your blog and choose related topics for your content calendar. We recommend that you at least analyze the last 6 months. Reports generated after sending a newsletter can be another way to discover your audience's preferences. If you use Mailchimp you can access very detailed analyses of each of your campaigns that can shed light on your research, such as the number of times it has been opened or how many times they have clicked on the link it contains, among other parameters. Did you just open the blog and you don't have data from previous months? Don't worry, there are other ways to analyze your target. Listen to social networks and find out what users are talking about. To do this you can monitor the conversations of the followers of your brand and thus find out their interests. You can also carry out this analysis even if you already had a blog because thanks to this active listening you will be able to discover potential content that perhaps until now you have not taken into account and have not written about it. Set goals for your content campaign Once all the previous analysis has been completed, it is essential to set objectives. Are you looking to attract new leads? Increase blog traffic? Improve your personal brand? What is your ultimate goal? In order to be able to define objectives in a coherent way, it is important to carry out a previous analysis. First of all, you must be clear about what the added value of our blog is, what makes it different and what makes it different from the competition. Then you have to know who it is going to be addressed to (this question will be easy to answer thanks to all the previous analysis). And finally, you have to establish some keywords, which although orientative, will mark the route of our post at the moment. As time goes by, you will be able to check if these keywords are working and attracting users or you should change them. Look for inspiration in other blogs Thanks to the previous analyses carried out on the interests of the audiences you will already have an idea of the themes of your contents, but now it is time to look for specific themes to develop in your articles. It is not a question of copying, but of inspiring and showing a vision of the theme adapted to the personality of your brand. To speed up your search you can use tools such as Feedly or Buzzsumo, which help you find and capture ideas of quality references. In order not to lose any of the references, create an Excel document and save all the links together with the source that will serve as inspiration and the provisional title for your blog. Important: When choosing this content take into account the topics previously set, as well as the Keywords and the user's purchase cycle to ensure that you cover each of the phases (Discovery - Consideration - Conversion) with the articles chosen. Create your calendar It's time to plan the strategy! You already know your objectives, the target audience and their interests, as well as the topics to be developed, all you have to do is put everything in order in an editorial calendar. To do this, you can create an Excel sheet on Google Drive that allows you to work in teams, sharing and modifying the same document. When creating this calendar you must take into account which are the days with more visits to post the articles with more chances of becoming viralized. You must also establish the best time to launch each type of content: summer, Christmas, going back to school. You're probably not the only one working with this document so it's important that you include all the information from each blog, such as: the title, the author, who it's aimed at and the objective. This will make it easier and faster for the whole team to manage the blog. We hope that you have understood the importance of planning an editorial calendar in order to grow your company or personal brand and how to develop it. In our blog you can also find other step-by-step tutorials to take your marketing strategies to the next level. Fotografía principal: Insung Yoon

Hashtag tracking

Social media, Online marketing

It was in 1993 when we started using hashtags in the IRC to create categories and easily search for related topics. In 2007, Chis Messina proposed using this system on Twitter. This was how the sign of the pad followed by words or phrases began to gain importance. Currently, the reach of this powerful tool is so brutal that it has spread to almost all social networks and even to television and radio programs, who use them to increase the reach of their audience. What started on Twitter has been extended to other social networks such as Facebook, Instagram, Google+, YouTube, Pinterest ... Hashtags allow grouping conversations or publications under the same label. They are a way to create content, share it and encourage the audience to participate. In addition, they help us to spread information about events, raffles, products, etc. Why we have to monitor a hashtag Monitoring a hashtag allows us to measure and analyze the impact obtained from a given action, perform an active listening of our potential customers and identify relevant content for our business. And most importantly, this analysis helps us develop an effective marketing strategy. How to create a hashtag 1- It must be simple, easy to pronounce and memorize. Remember that Twitter still has character limitations so the shorter, the more the user can contribute. 2- It must be unique and original. Prior to choosing the hashtag, we must carry out a research work in the different networks to verify that the hashtag chosen has not been used previously. This that seems so simple, is the number one mistake that is committed. 3-It must make sense in the context of our action. For example, if it is a raffle, it must be related to the product or your brand so that it does not confuse the user. What metrics to choose When making a report there is an infinity of indicators that can be measured. The most important metrics to consider are the following: Reach Nº of tweets Tweets type (likes, retweets, comments) Most active accounts Most influential accounts Tweets with the greatest impact Golden hour (tweets time) and tweets per hour Keywords Trending Topic (if you get it, time, location and place) When extracting these metrics (adapted) from other social networks, we can find some problems. In Facebook, mainly, it can be a complicated task to collect them due to the change of their algorithm and their new privacy policies. The APIs from where our tools take the data do not allow collecting information from private Facebook accounts. Unlike Twitter or Instagram, on Facebook most accounts are private, so users who use this hashtag do not appear in the search of this social network. On the contrary, the accounts of the influencers and brands will. What tools to use There is an infinity of tools to monitor your hashtags, be it in a marketing campaign, the follow-up in an event or other actions. But, if you want a multi-account follow-up, these are the most complete that currently exist. Although there are many other really interesting as Metricool (paid and only for Twitter) and its strong functionality or for example others like: tracker ,Tweetreach, Tweet Binder... Brand24 This comprehensive tool allows you to get information about the hashtag that you are monitoring on Instagram and Twitter (as I mentioned earlier, Facebook does not work well). In addition, it gives you information on the most influential and active accounts, as well as the most popular mentions and those that have the greatest impact. Include a section of phrases posted during the event or during your campaign, which can shed light on your final report. As with most tools, you can download the document and test its functionality for 14 days. Keyhole This tool also has free trial. It gives you basic information about Twitter and Instagram, such as: reach, number of publications, users, impressions, etc. It is less complete than Brand24 in this aspect. You can also find accounts and the most popular mentions. Other very interesting data that this application shows you are the geographical, demographic data, and the devices from where the publications have been made (computer, iPhone, etc.). Also, although you can download the document, you can use the graphics it generates to use it in your own report template. Hashtracking As in the previous tools, you can track the hashtag on Twitter and Instagram. On the other hand, it offers you the service that allows you to know the typology of the publications, the most influential accounts, as well as the most active ones. In the same way, it gives you the option of discovering the sources of the publications, their geolocation or the related words and hashtags. It stands out in this sense for the conclusions that it extracts with the extracted data of Instagram. Finally, we can`t forget that there is an option that analyzes the post based on the predominant colors. Monitor to get a Trending Topic The monitoring of hashtags during an event is one of the actions that more information will throw us and that will allow us to collect a large number of information. During the celebration of the act, you can create a point of union between the virtual and on-site attendees, who themselves disseminate the event by sharing what is happening live, as well as creating new content of their own with their comments. In this way, users who are connected through the hashtag can follow the event live through the eyes of the participants and their point of view. Through this network of opinions the audience peaks that are generated can become the famous Trending Tropics. This will depend on the impact generated by the influencers, as well as the active participation in the social networks of the attendees of the event. In summary, monitoring our hashtags is fundamental to create and improve our marketing strategy. Once we have found the tools that best suit our needs, we must collect the data and include them in our report, to later analyze them and use all that information. The results will help us to make decisions for future marketing actions.

Lead Nurturing: how to convert users in clients

inbound marketing, Online marketing

Lead Nurturing is the Inbound Marketing strategy to attract registered users on our website by creating personalized value content. It is a method to convert leads into clients by establishing trust relationships that decide the purchase process in favor of our products or services. A relationship of trust is achieved by cultivating it little by little, seducing the user with valuable, original and free content, that arouses his interest and that makes him advance in the purchase process. We must try to accompany them throughout the process so that we are the preferred company at the time of making the purchase. For this it is essential to gradually offer the download of valuable content that will help them to become more and more interested in our products. You have to educate users. According to Marketing Sherpa, only 25% of the users that we capture the companies end up becoming clients. That's why we need Lead Nurturing as a technique that brings together marketing and sales departments managing the company's customer funnel and optimizing the objectives. As customer funnels can hold a huge amount of Leads or potential customer records, companies need automation tools to organize such large databases. Automation tools products What really meant the baptism of the Lead Nurturing concept was the appearance of the automation tools of Inbound Marketing. They are what allow us to execute it in a faster and simpler way; for example, Pardot, HubSpot or Marketo. They have been designed to calculate when customers are closer to the final transaction and intentionally mature that process. This is how Lead Nurturing started: we want to send the appropriate content to the right person at the right time. Lead Nurturing main tools and methods Scoring The main criterion of classification of Leads is based on the quality or Scoring of the client, which quantifies from 0 to 100 their probability of purchase or business opportunity. Qualifies each client based on their susceptibility to make the purchase, but is not infallible. A company can take surprises with clients with a low Scoring, although it is very rare for a client with a very positive Scoring to fail. You can do Lead Nurturing without it, but we would be ignoring one of the most determining principles used by companies from all sectors. Dynamic or Intelligent Lists Another essential element, to be able to execute a precise Lead Nurturing campaign, are the Dynamic or Intelligent Lists that allow us to design it based on a very flexible and practical Leads automatic filtration parameters. Unlike Static Lists, common in Email Marketing practices, these can be modified on the fly and designed to make the campaign as personalized as possible. They allow us to record the behavior of users, make an accurate Tracking. An example of a dynamic list is a record of users who have entered with a frequency or a certain number of times on our website. Triggers and Workflows: action-reaction Triggers or triggers allow you to program a series of campaign actions when the conditions previously established in the dynamic lists are met. They are the specific orders that happen according to the lists: chains of progressive emails when they enter the lists, paralysis of the shipments when they stop being, incorporation of SMS, Pull Marketing, etc. Workflows refer to the reaction of the content, which can be customized according to the profile of each user, determined by the dynamic lists themselves. These types of strategies are widely used in ecommerce. Like Amazon, that always presents a personalized content based on what we have bought or snooping. Dynamic CTA The CTA or 'Call to Action' are customizable buttons depending on each profile and integrated into our content. Claim a specific action to the recipients. They need a good creativity exercise to be sufficiently persuasive, without reaching the intrusion, and that the content is personalized and original. Retargeting The Retargeting depends directly on an accurate configuration of the Dynamic Lists. If these are good, we can present clients with personalized ads based on their behavioral analysis, but with a more didactic and non-purely advertising content. Inboundization The Inboundización consists of the compilation of the necessary data to improve the bounce rate of the users that we send to our Landing Pages through the SEM or the SEO. The rate is improved, obviously, by reducing the number of users who leave the web immediately. This is done to put into practice Lead Marketing campaigns a little more aggressive, intrusive, with these users. Chatbots The Chatbots are those annoying pop-ups in the form of chat that usually sprout at the bottom of the page to supposedly offer help. Actually, they are bots that have the mission to collect data for the elaboration of the Lead. Advantages of using Lead Nurturing Segment your database: It's like a two for one. The user covers their needs with the content we offer and at the same time gives us more information to segment our leads. For example, we can offer the user a new offer in which it makes sense to ask the province or community in which he resides, as a training course, and in the future we can launch communications taking into account the location of those users. Immediate and consistent contact It allows us to communicate quickly with our leads in a consistent manner. When they finish downloading an ebook, for example, we take advantage of that moment to offer you more content taking advantage of the moment of maximum interest. You have to know how to choose the right moment and the frequency. We can not overwhelm with badly programmed automatic campaigns because we will achieve the opposite effect to the desired one. It allows to reach more potential customers Successful communication is useful for the user of the database that receives it and, even, it can be useful for those who are not in it! That is, it is possible to get new users to our website through an unexpected dissemination of our content; then we can get fresh leads with which to start a new Lead Nurturing process.

Micro-moments: the business around the impulses

ux, Online marketing

Are we already entering that future that we saw in the series and films of science fiction? At the moment the cars do not fly, but by pressing an electronic button from home they send you a product at the moment. In an era where immediacy is the order of the day, it is logical that consumers are increasingly impatient. But why? Especially because of the enormous development that technology has experienced in the last decade. We want everything here and now. Recently it was said that we had a world of possibilities at a single click, now this world is even more accelerated and closer. We can have everything in the palm of our hand. Thanks to the evolution of web commerce (Amazon has done a lot of good or very bad, depending on how you look at it) and especially to mobile devices, specifically smartphones, in the future we could end up becoming something similar to the human characters of the Wall-E movie. Jokes aside, since we get up in the morning until we go to bed, we look at the screens of our mobile phones on average 150 times a day and approximately 130 minutes. It is here that what is known as micromomento arises, that in which a person accesses a digital medium to satisfy a need to learn, do, discover or buy something. It is curious that the term has been coined by Google, the king of Big Data, which we unconsciously go as if it were an oracle, and from which we expect an immediate and accurate answer: "how to do this, I want to see that, I need to see the other, etc. " We respond to a stimulus immediately, waiting for the best response, with which we will make a mostly improvised decision. To get an idea, after the consumer has been impacted by X television ads, a flash may appear, a need to search for information in a short space of time. This is what we know as "window of opportunity". Preventing the moment and the message as well as facilitating digital infrastructure, will allow brands to box in the ring of micro-moments. It is necessary to distinguish the micromomentos "O.G", those that we consider business opportunity, from those that are not, the "fake" that do not interest us. For it according to the great oracle Google, we can establish that a micromomento consists of four parts: 1.- The person: the target customer. Who he is and what we know about him. 2.- The intention: information, purchase, etc ... 3.- The context: not all micro-moments are the same. 4.- Immediacy: need to satisfy immediately. In an ultra-competitive era, in which we live a gigantic advertising saturation, where the consumer as a rule does not consider a predetermined brand in its search, but goes investigating like Sherlock; micromomentos are very important, since the consumer is really looking to satisfy YOUR need. The companies that elaborate a strategy understanding and satisfying these micro-moments and needs, will be the winners of the battle. But of course, it is not all gold that shines, nor can we know all the micro-moments, nor all the micro-moments are equal. In general, we want our personal moments to be respected. If we publish our breakfast on Instagram, and suddenly we see two elements like Mario Vaquerizo and Rebeca selling tires at a good price, we will consider it strange, intrusive and even annoying. Another totally different case is that we have to pass the review of our car but we do not have too much cash. We may take our cell phone out of our pocket and look for "tires at a good price". This is where the micro-moments race begins. The micromomentos happen through the way of the consumer So, all this will impact on the so-called "consumer path", the pilgrimage and phases in which this can establish a contact with the brands is in continuous change, and therefore can suppose different business opportunities for companies. First, in a certain micromanage, a brand can impact and say: Hey, I'm here! Second, in a micromomento in which the consumer needs information, initiating a process that may end up in purchase, a brand must be able to enter into the consideration of it, that is, that it be taken into account at the time of Make the decision: You know I'm here, and I offer you this! Third, in the purchase phase it is essential not to fail, immediacy and ease are the keys to success: Pim, pam, pum, tuna sandwich !. And finally, loyalty and loyalty are essential to achieve a possible repurchase: Go home, come back for Christmas. How can we benefit from micro-moments We must carefully select what micro-moments we really want to win. The contents we offer are of great importance, as is the treatment of statistical or qualitative data that allows us to better segmentation. So to succeed you must: Analyze micro-moments: what is sought and in what places. It is essential to know the consumers and our target audience. Analyze the context and moments of contact: adapt and offer solutions as quickly and efficiently as possible. Adapt the UX: allow mobility between the contents and the purchase process. Usability and accessibility. In short, optimization, optimization and optimization. Position correctly. Carry out measurements on the different micro-moments and the impact of our responses.. After all this, I hope it has become clear that, through micromomentos, the preferences of the users are defined. Also, not all of these little moments are equal in importance, and in fact you have to avoid being intrusive. For this reason we can not abandon the drift as the Dutch wanderer to our target, we must be present offering the fastest, simplest and most effective solutions through the different phases of the sales process: presale, sale and after sale. There are many websites where you can learn more about how companies currently use micro-moments, and they contain a lot of interesting and useful information.