7 Critical Actions to Consider for Successful Rebranding

Rebranding should not come as a light exercise or an easy decision. It goes beyond altering your corporate look and feel or updating your logo. Your brand isn't just your image; your brand tells your audience what you stand for and deeply influences their feelings about your organization.

There's a lot of psychology involved in our choices as consumers. You may not premeditate too much on what brand of soft drink to pick from the store cooler, but your choice is influenced by a long series of cerebral synapses that lead you to pick a Coke over a Pepsi. You may rarely think about it, but what would make you choose Pepsi instead? And, does Pepsi really even want you to be their customer?

From planning to execution, rebranding should have a defined purpose, a sound strategy for execution and adoption, and marketing readiness. Organizations often rebrand for the wrong reasons, making large investments that can even ultimately lead to their downfall. Here are 7 critical actions your business should take in its rebranding exercise:

1. Start with research

Research your brand, audience, market, employees, partners, and competitors before even taking a rebrand into consideration. Understanding your position, goals, and the needs of every stakeholder that will be affected are of utmost importance in reaching a decision. Make proper assessments, use analytics, and study market data to know where you stand.

2. Justifying a rebrand

Rebrand for the right reason only. Too many businesses decide to rebrand with misguided expectations and set themselves up for a letdown. We've talked about this before; rebranding isn't a cure-all solution, it's part of a larger plan. A rebrand can help you improve or consolidate messaging, differentiate your brand from the competition, and support your marketing and sales teams in their efforts to create brand awareness, among other specific goals. Make sure your rebrand goals are aligned with what is possible and avoid creating false expectations from the exercise.

3. Creating brand awareness

Consider the investment that will be made during a rebrand. It goes beyond designing assets; you'll have to start changing all your promotional material including pens, mugs, shirts, etc., as well as updating your new branding across all your digital channels such as email signatures and social media accounts. Creating brand awareness should not only be an outbound project; the rebrand needs to permeate an organization's people and corporate culture. The idea is to ensure that the effort for brand awareness is an organization-wide effort and that every member of the organization feels motivated by the brand and works to get the message across.

4. Cater to the customer

Rebranding can bring in new audiences for sure, but the last thing you want to do is alienate your existing clientele. When rebranding, consider who your customers are, what their preferences are, and why they chose your company in the first place; don't stray too far from what brought you success. If your organization is in the healthcare industry, you wouldn't want to rebrand to look like you sell fine spirits, for example. Unless you're trying to completely turn around a failed branding experiment or make customers forget about their past experience with your brand, your rebranding efforts should stay within certain limits.

5. Build trust

In our current age of misinformation, spam, and online scamming, its difficult to trust a brand you don't know. Building trust is crucial in earning both brand recognition and new customers. If you have big-name partners such as Microsoft or SAP, you'll want to ensure you flaunt that on your website and other channels. If you have social or community work, charities, or support an NGO, make sure your audience sees this and use it to create a narrative around the positive work your organization is doing beyond capital gains. These are trust-building elements that make your audience feel more comfortable working with your organization.

6. Avoid confusion

Rebranding brings with it changes that can confuse customers and partners if you're organization isn't well-prepared to launch. Marketing strategy, along with marketing collateral, press releases, newsletters, and social media posts, should all be aligned to communicate a clear message that reaches as many people as possible from day one. Be prepared to announce what's going on before any change takes place.

7. Show progress

Rebranding shouldn't be about showing the world you've fixed your problems, nor should it be about hiding who you were as an organization. If anything, rebranding should be about showcasing growth, progress, and positive change. Your rebrand should be about broadening your appeal and audience and show the long way you've come from being a startup in a basement to a booming organization with hundreds of employees. Rebrand from a positive starting point, whenever possible, and show the motive to be about growth and evolution.

Are you considering rebranding? Talk to our experts about your brand and see where you stand and what you can do to improve.

4 Ways to Boost your B2B Social Media Marketing

In 2020, the B2B social media economy will become more relevant than ever. Here are a few ways you can improve your approach to take advantage of this dynamic playing field.

Social media channels are constantly flooded with B2C marketing for everything from fried chicken sandwiches to oddball products from Wish. It seems B2C marketing is all too easy on social media, but B2B social media marketing can often seem less straightforward. Longer sales cycles mean that it might prove difficult to find a clear road towards a successful B2B social media strategy.

B2B organizations commonly find themselves struggling with how to use their social media channels. You've probably seen it from some of your LinkedIn connections: aimless, random posts that serve little to no purpose with flat content that doesn't say much. If you feel that is what your organization is doing, here are a few tricks to get out of bad habits immediately:

1. Use paid social media to flaunt your branding

It doesn't make much sense to pay for social media ads if you're not going to make it eye-catching. Make sure that your organic posts and your paid posts are aligned with your branding style guide. This guarantees branding has exposure and also increases the chances for brand association and your organic posts getting attention from people who have already been exposed to your ads.

2. Insert your customers into your narrative

If you aren't using case studies as part of your content marketing strategy, then please start doing so right now. Case studies, success stories, and testimonials add immediate value to your brand and give other potential customers the chance to identify with similar challenges to those highlighted. B2B companies rely on trust, reputation, and recommendations to secure business relationships; inserting your customers into your social marketing narrative strengthens these relationships.

However, you may not want to come off as trying to haggle some kudos from your clients, so give back by sharing their content and success stories on your social media channels as well. Being a "good neighbor" goes a long way in digital B2B marketing. Boast your successes, but highlight your client and showcase them as the hero in your story. This will make it easier to get testimonials from them or permissions to feature their actual brand in a case study instead of having to white label them.

3. Feed your social media strategy with pillar content

It takes quite a bit of effort to create a piece of content such as a blog, an article, a case study, or a calendar of monthly posts. Since you're putting all that effort into it, why not make the most of it?

First, start with creating a valuable piece of content that has plenty of substance. Let's say an article; this one for example. "5 Ways to Boost your B2B Social Media Marketing". This article is posted on the blog on our website, but we're going to use snippets from this article to use in social media. We're also going to derive ideas from this article to post additional tips throughout the month and use those to tie-in to our other services such as content development and PPC. Also, if you created a video, you can use snippets from the video to feed your social media channels over several weeks while also promoting the video itself.

4. Humanize your messaging on social media

Traditional advertising doesn't sound all that human. They use hyperbole and often try to hard to get your attention. We use social media to interact with other humans, so we tend to expect social media to sound more human than a TV or radio ad. Brands nowadays are always looking for that "emotional connection" with their customers; social media gives you a great platform to do that.

There are several ways to humanize your brand's voice on social media. Inserting a certain amount of humor can go a long way, but be careful to not try too hard or you can risk sounding disingenuous. A great way to show how human you are is to show who your humans are; showcase staff and leadership members alike and share their stories. You can also have your CEO personally write out a message to the public each month and post it.

Your organization can also adhere to a cause and make sure that cause gets plenty of attention across social media channels. Aside from the reward that standing up for a good cause already brings in itself, your audience will see that your company does more than just try to make money. Industry research shows that globally, over 60% of consumers prefer to consume products and services from companies they know are doing something good for the world and reflect their own values.

Here at CXGS, we aim to create social media strategies that create value for our clients. It goes beyond keeping your channels busy, there needs to be a purpose and a direction for B2B social media marketing that will lead to a closer connection with your audiences. Learn more about how we can help!

SAP announces a 3-year partnership with Microsoft: Why you should care


SAP and Microsoft recently announced they had signed a three-year partnership to help simplify the process for SAP customers to bring their data to the cloud. The industry is abuzz about it, but what does it really mean for you?

What does this new partnership between SAP and Microsoft mean for me? Why should I care?”

The Struggle of Migrating to the Cloud

In this day and age, where cloud computing is the gold standard for many businesses, an all-too-common complaint from SAP customers has been that it can be challenging to move from SAP’s on-premise model to remotely hosted services.  This partnership aims to change that.

Embrace: Making Migration to the Cloud Easier

The new partnership between SAP and Microsoft will bundle SAP cloud services with what they’re calling the Embrace. This will help clients run operations hosted at remote servers, supported by SAP’s flagship S/4HANA database. The goal is to allow SAP customers to more easily migrate from their existing on-premises models into the cloud by simplifying the migration to SAP S/4HANA and SAP Cloud Platform on Microsoft Azure.

So, what this means for SAP customers is that moving to the cloud is about to get a lot easier, faster, and less expensive.  It will also provide new and exciting opportunities to both SAP service providers and partners, Microsoft partners, and cloud service providers.

As part of the agreement, Microsoft will resell components of SAP Cloud Platform alongside Azure. It will reduce the complexity and minimize costs for customers as they move to SAP S/4HANA in the cloud. While the partnership strengthens SAP’s relationship with Microsoft and its Azure cloud division and positions Microsoft as SAP’s preferred partner for cloud solutions, Embrace will also work with Google and Amazon Web Services to provide customers with flexibility for their business solutions.

The Benefits of the Partnership Between SAP and Microsoft

Here are a few key takeaways about the new partnership between SAP and Microsoft and the benefits that Embrace offers:

The Cloud is the Future

This partnership between SAP and Microsoft is a powerful indicator that the entire cloud business is maturing and reaching new levels of power and sophistication.  With cloud computing becoming more important than ever before, this new partnership provides a unique opportunity for you to take advantage of the power of these solutions and move your data and services to the cloud to poise your business to improve your existing offerings and poise yourself to take advantage of future opportunities.

Fake News Filters: Spotting misinformation

How do we filter out fake news and misleading information in the vast ocean of the internet?

The advent of the internet brought with it incredible advancements in technology, communication, and the global economy, but with it also ushered in a long list of challenges that were previously unknown to us as a society. Identity theft, email scams, phishing, and other cybercrimes arose as the internet became larger and more widely used.

One challenge that has taken prevalence in recent years is fake news. With the widespread use of social media platforms like Facebook and Twitter, instant mass-communication became a permanent feature in our lives, with people spending anywhere from 2 to 3 hours on their social media channels. As the internet quickly became our main source of information and news, the concept of the "official story" was somewhat muddled in the process.

We used to rely on large broadcasting companies and newspapers to get our world and local news. These companies are traditionally bound to strict codes of practice and legal compliance before they can agree on what the truth about any given story was. Because of the costs behind printing newspapers or broadcasting to television, communicating news and content required a broadscale effort and a lot of coordination. Nowadays, the internet and social media have made it possible for every independent citizen to have an outlet where they can publish content with very large potential outreach. While this has amplified our global communication and made our world smaller, this has also been taken advantage of by those who have found it profitable to peddle in deliberate misinformation and fake news. This has become significantly damaging in recent years as misinformation has been weaponized for political purposes.

It can often be difficult to distinguish fake news from real, credible information, especially given how social media algorithms function to show you content. Critical thinking and discerning are vital to surviving in the fake news era. As a digital marketing company, we feel it's important to start honing these skills as surfers in the ocean of information that is the internet. Before getting into a few tips to get better at filtering fake news, let's take a look at the types of misinformation you may run into online:

How do we get better at spotting fake news?

It's all about improving our critical thinking and applying it as an active exercise when consuming information online. Here are are a few tips to improve your fake news filters:

1) Vetting credibility

Vetting the credibility of a publisher is a simpler task than one would imagine. The reader must ask themselves several questions: does this publication meet academic citation standards? Is the domain name of the site suspicious? Is the author known?

A lot of fake news gets passed around by direct sharing. Remember: just because a link came from a friend you trust does not mean it has accurate content. Do your own vetting, even if the article was shared by someone you trust.

2) Quality and timeliness

Quality is a very important factor when it comes to spotting fake news. If you notice a lot of spelling errors, overly-dramatic tone, or general sloppiness in redaction, it's likely your dealing with a piece of fake news. Another easy way to vet a story is simply by looking at the date. Stories often get recycled for clicks and can be taken out of context.

3) Sources

This goes beyond stories on social media; you should check sources and citations for nearly all the information that comes your way. How did you arrive at this article? Who was it shared by? Is the information on this article available elsewhere? What is or isn't quoted?

Check cited sources and perform reverse searches for sources and images on the content you see. This will help you confirm the legitimacy of any given piece of information.

4) Fact-checkers

Fact-checking websites exist to make it easier for readers to quickly check the veracity of a news article. They use technology and expertise to provide accurate vetting and filtering. Fake stories can show up on more than one website and spread quickly, giving the impression that it is real information. You can check any of these fact-checking websites to help you vet news and stories:

We hope these tips are useful to our readers and help them become better at filtering fake news. Stick to the facts!

Yes, Email Marketing is Still Relevant

With so much going on with social media and PPC campaigns, is marketing via email still an effective tool?

Email marketing is as old as email itself. This thought can often lead us to think that it's a dated, if not obsolete tactic. But just as TV and newspaper ads are still running today, this approach is still quite relevant and highly-effective if executed properly. Email is still widely used, especially in the workplace and in B2B scenarios, so there's a great potential for targeted marketing that your competitors may be ignoring.

Email Marketing has a high ROI

Even today, email marketing has one of the highest yields of ROI among digital tactics, in the range of $38-$44 returned per $1 invested. While there is much to unpack in those figures, they are still very high even in absolute terms. Small investments in email campaigns can make a single dollar go a long way, so they are an easy and cost-effective way to start taking advantage of digital marketing.

Email marketing can beat social media ads

Believe it or not, email campaigns can beat social media ads when it comes to grabbing audience attention. Humans have built up a tolerance to social media ads much like how we tend to ignore most of the physical advertising around us as we drive through a city. Checking your email is a more focused task than surfing through Facebook or Twitter, so your attention span is much more receptive to important information.

At CXGlobals, we work with many companies in the IT solutions industry. Our clients' customer profiles often include C-level execs and IT managers that usually explore their email inbox for work over leisure. This type of audience is way more open to opening an interesting looking email over clicking on social media ad, making this type of marketing an effective tool to communicate with them. Additionally, newsletter campaigns specifically target subscribers. This means that you will be sending information to people who have already been interested in your brand on a previous occasion, increasing your chances of earning a qualified lead.

Email Marketing lets you create an automated journey

One of the advantages of using newsletters and email marketing campaigns is that you can create an automated journey for your potential leads straight into your sales funnel. Sophisticated email design paired with interesting and informative content can easily get a potential lead to go to your website or a landing page within it. From there, a strong website can do the job it's supposed to do: sell your brand.

Email Marketing metrics can be easily tracked

Tracking metrics for email campaigns is both straightforward and very revealing of audience behavior. Nearly every email marketing tool measures open rate, bounce rate, CTR, clicks, and unsubscribes. These metrics can easily be studied and compared to show you what types of headlines are getting more attention, what topics are being most clicked on and how many users are following the automated journey into your website.

So, are you ready to try it out? Read more on our demand generation tactics here.

#MSInspire: How Digitally-Enabled is your business?

Marco, our CEO, was at Microsoft Inspire last July and delivered a session on brand awareness and driving online leads.

Microsoft Inspire 2018 was a massive event, bringing together thousands of partners from the whole Microsoft ecosystem to exchange ideas, discover innovation, and build new partnerships for future success. Among the highlights of this event were:

MSInspire Session Digital Marketing Plan

Marco goes into general overview on online brand enhancement, content marketing, lead capturing optimization, and social media marketing with our exclusive Microsoft-sponsored service, DigitalStride. You can find more about the DigitalStride solution here.

Additionally, CXGlobals will be present at Microsoft Inspire 2019 a little over a month from now. We'll be posting updates on our Facebook, Twitter, and LinkedIn accounts throughout the event. This event is Microsoft's biggest gathering of the year and brings together brilliant minds and experience from across the entire globe to build ideas for the future and work together towards beneficial partnerships.

The Most Common Website Problems That Affect Business

The Most Common Website Problems That Affect Businesses

Your company’s website is it’s most important online sales asset, period. If you expect to create any sort of value for your company through your website, you need to make sure it’s armed for the task.

Bounce Rate is the indicator that shows you how many people are leaving your website after seeing a single page. When your bounce rate is high, it means visitors aren’t liking what they are seeing or aren’t finding what they’re looking for in your website, even though your company might actually provide what they need. If your visitors are bouncing, your website may have problems related to one or more of these categories:

In this blog, we want to take an in-depth look into the most common website issues affecting businesses all around the globe:

Design

Clean, responsive, and visually-appealing design is indispensable for a corporate website. Your visitors need to like what they see first and foremost before you can start expecting them to provide you with their information. Design problems can range from unappealing or outdated visual design to issues with the website’s internal structure. Poor design can result in slow loading time, confusing navigation, and altogether failing to capture leads or even keep visitors interested in staying. Some of the most common website design problems out there are:

Content

A visually-appealing website will keep your visitors interested for only a short period of time if your content isn’t up to standards. We like to say that “Content is King” because content is the answer to your public’s questions. Content is your online sales pitch; you don’t have a face-to-face interaction with your visitors, so whatever they read on your website has to convince them to take the next step. Content also needs to fulfill certain standards so that search engines can find it. As important as content is, it’s probably the area where many business websites are weakest.  Some common content issues are:

Optimization

So, your website’s look and feel are modern and intuitive, and you regularly add relevant content, but you’re still not getting enough organic visits. You may have missed out on a critical step: SEO.

SEO used to be seen as an afterthought, but nowadays optimization is considered a minimum requirement for search engines to give your website any sort of attention. SEO needs to be taken into consideration from the very first steps of content design. Keywords need to be researched, strategized, and implemented with a tactical approach. Overall, SEO is not an overly complicated process, but you need to know what you're doing to get it right. Common SEO issues are:

Lead Capturing

Lead capturing is the science of funneling a lead through your website content a towards them giving you their information to start the sales process. There both front-end and back-end characteristics of lead capturing optimization. A well-designed information flow, strong Calls to Action (CTAs), and comprehensive contact forms are all part of the front-end aspect of lead-capturing. Behind the curtains, the lead funnel needs to be able to notify your sales team and get them to act quickly. Some of the most common website problems relating to the lead capturing process are:

If you are experiencing any of the most common website issues that affect business, you may need some expert advice. Contact our team to find out how your website can improve and become a powerful sales asset for your company.

¿Qué es el Diseño UX?

La Experiencia de Usuario o UX es un componente esencial dentro del proceso de diseño web. 

Actualmente el término UX se encuentra en esa extraña posición de ser excitantemente nuevo para muchos, sin embargo genera también aire de misterio. Esto porque es difícil definir exactamente qué es. Al ser entrevistados, los profesionales de la industria dicen que el término puede ser “subjetivo” y “difícil de describir”, ya que tiene varios significados asociados.

Dan Saffer, Director de Kicker Studios, describe UX como “lo que el cliente percibe al usar o probar un producto y una forma de ver estos productos de manera integral desde el punto de vista de un usuario que probablemente no le importa cómo se hacen, sólo el producto en sí mismo”.

UX Design (User Experience Design) o “Diseño de Experiencia de Usuario” es una filosofía de diseño que tiene por objetivo la creación de productos que resuelvan necesidades concretas de sus usuarios finales, consiguiendo la mayor satisfacción y mejor experiencia de uso posible con el mínimo esfuerzo. Toma forma como un proceso en el que se utilizan una serie de técnicas multidisciplinares y donde cada decisión tomada debe estar basada en las necesidades, objetivos, expectativas, motivaciones y capacidades de los usuarios. Todo esto sin excluir los objetivos empresariales. Los elementos del UX en web son:

El diseño basado en experiencias de usuario se da desde que el hombre crea cosas y estas cosas deben ser utilizadas  por él  mismo o por otros, por lo que es necesario de forma  consciente  o inconsciente definir los medios, procesos y  formas en la que la  persona interactuará con ese objeto que  puede ser un software,  una heladera, el control del TV, un  automóvil, un sitio web, etc.

¿Cómo fue surgiendo este nuevo campo en la  web?

 El campo del conocimiento sobre diseño web fue creciendo a medida que los sitios eran más complejos. En  primer lugar las funciones se dividieron en diseñador y   desarrollador. Entonces, los sitios empezaron a demandar  mucho más complejos back-ends y surgieron los arquitectos de base de datos, administradores de sistemas y una gran cantidad de papeles secundarios. Del mismo modo en la parte front-end, la gente se especializó en el diseño de la interfaz, el desarrollo de front-end, el diseño de movimiento y, más recientemente lo que describimos anteriormente, el diseño de la experiencia del usuario.

El diseño de experiencia de usuario es entonces una serie de actividades (investigación, arquitectura de información, diseño de interacción, etc.), así como un nuevo puesto de trabajo, o una empresa como tal. Una empresa o profesional UX tiene una comprensión profunda de la psicología cognitiva (encargada del estudio de los procesos mentales implicados en el conocimiento), y la interacción persona-computadora.

Para Sim D’Hertefelt, arquitecto independiente de medios interactivos en Bélgica, el término UX representa un cambio en el propio concepto de Usabilidad, donde el objetivo no se limita a mejorar el rendimiento del usuario en la interacción (eficacia, eficiencia y facilidad de aprendizaje), sino que se intenta resolver también el problema estratégico de la utilidad del producto y el problema psicológico del placer y diversión en su uso.

No existe un checklist con respecto al diseño UX en sí mismo, no existe un conjunto de procesos o serie de pasos a seguir. En su lugar, hay que dominar un conjunto de herramientas y técnicas y aprender cómo y cuándo usarlos mejor. El mejor comienzo es empezar con el cliente, educándolos acerca de la importancia de un enfoque centrado en el usuario. Cuando la gente habla sobre el diseño de UX para la web, se refieren a todo lo que la experiencia del usuario involucra: diseño de interfaz, arquitectura de información, usabilidad y diseño de productos que abarcan la presentación, la interacción y la organización de los servicios en línea.

El proceso para el diseño de UX está relacionado con comprender y diseñar la experiencia del usuario de principio a fin, y no sólo el aspecto estético y las funcionalidades de un sitio. Los clientes piden algo tangible inmediatamente, pero primero debemos entender los requerimientos del negocio y las necesidades de los usuarios. Los pensamientos de los clientes sobre un producto son mayormente influenciados por las experiencias y sensaciones mientras lo usan. Una buena experiencia de usuario produce clientes apasionados y felices, esto permite vender más por productos y servicios que la gente ama y considera del más alto valor. En cambio una pobre experiencia de usuario es aquella de la que nadie se preocupa conscientemente y,  en el mejor de los casos,  dará lugar la pérdida de ingresos.

WordPress Top 5: Power To Your Enterprise

From being just a simple blogging platform, WordPress has become a powerful CMS platform. Over the past few years, this platform has grown leaps and bound, becoming the #1 choice of everyone. In comparison to all other CMS platforms, WordPress can really power your business. Wondering how? Keep on reading:

1. Instantly Available And Easy To Setup

The best thing about WordPress is that it’s simple to use and extremely easy to configure. Unlike other CMS platforms, WordPress can be setup in just a few minutes.

2. Safe And Secure Platform

Since WordPress is a popular CMS platform, therefore, it’s on top of every hacker’s list. However, WordPress takes the security of its users very seriously. In case you are still in doubt, you can practice some basic security measures like not downloading themes and plugins from untrusted websites. WordPress constantly updates its software to prevent hack attacks and keep its users safe.

3. Search Engine Friendly CMS

WordPress is one platform that offers search engine friendly components like permalinks, images, etc. This allows search engine bots to easily crawl through your website content and index it with a better ranking. This will not only help you drive traffic to your website, but you would also be able to reach a wider audience base and promote your business.

4. Highly Customizable

While designing your website, it’s important to keep your business goals in your mind. The good thing about WordPress is that it’s highly customizable, so you can easily bend and mould your website according to your whims.

WordPress comes packed with a plethora of cool themes and plugins. You can use a theme that perfectly compliments your business. You can customize it to suit your requirements. There are also a lot of useful plugins present in the WordPress repository. You can choose any plugin and integrate a desired functionality on your website.

5. Helps You Create Mobile-Friendly Websites

These days, it’s important for a website to be mobile-friendly, so that the users can access the website on the go. If you are using WordPress, you don’t have to worry anything. All WordPress websites are already mobile-friendly, thanks to the so-many responsive themes present in the WordPress repository.

Well, these are just a few of the compelling benefits that this platform has to offer, trust me there are more. If you ask me WordPress is the way to go! So what are you waiting for, install WordPress, find an affordable web hosting service, create an awesome website and take your business to great heights.

What do you think? Share your experience of using WordPress in the comment section below.

5 principais maneiras de aproveitar o conteúdo gerado por consumidores e ter ótimos resultados de SEO!

Por mais de 12 anos, eu tenho trabalhado com o conteúdo gerado pelo consumidor como um elemento central do meu trabalho estratégico de SEO. Cerca de metade desse tempo foi focado na otimização de busca de anúncios de emprego para uma agência de trabalhos bem conhecida. A outra, a metade mais recente do tempo, foi focada no conteúdo do consumidor sob a forma de comentários do usuário final.

Ao longo do último período, eu era responsável pela organização e otimização de conteúdo escrito por milhões de pessoas, cerca de um número infinito de temas, cujos escritos eram para ser publicados, sem edições, em alguns dos sites mais populares do mundo.

No início, trabalhar com este grande fluxo de conteúdo, aparentemente descontrolado, fez eu me sentir sobrecarregado. Em seguida, percebi: As pessoas escrevendo este conteúdo foram os mesmos que executaram consultas de pesquisa. Assim, as frases, parágrafos e idéias escritas pelas massas tinha o potencial para se tornar a otimização de busca, de origem no público.

Quando você considera a sua estratégia de trabalhar com conteúdo gerado pelo consumidor, é importante manter os seguintes pontos em mente.

  1. Os consumidores e os comerciantes usam linguagem muito diferente

É uma simples realidade de que os profissionais de marketing são limitados. O conteúdo de marketing, muitas vezes, escrito profissionalmente é eloqüente, fala da marca, e é poderoso, mas também erra completamente muitas vezes por perder valiosas palavras-chave de busca.

Por exemplo, ao fazer algum trabalho de otimização com uma agência de viagens on-line, descobri que as regras de branding bloquearam o uso da palavra "motel". No entanto, em certos mercados em todo os Estados Unidos, esta é a palavra-chave de que as pessoas mais utilizavam nas pesquisas. Ao excluir a palavra de seus materiais de marketing, o site pode ter sido perdendo 20% do combinado hotel / motel nas oportunidades de pesquisa por estas palavras-chave.

Oportunidade: Use o conteúdo do consumidor para ajudar a revelar as palavras que as orientações da marca restringem os profissionais de marketing de usar.

  1. As opiniões não estão isoladas

Os consumidores agora esperam que o conteúdo do comentário esteja disponível e legível, sem necessitar cliques, na página de detalhes de um produto ou serviço (e, na maioria dos casos, os usuários irão parar de ler depois de cerca de 7-8 comentários). Os motores de busca compreendem que o desejo do consumidor mostra suas preferências às páginas da Web que fornecem conteúdo dos comentários por padrão, sem cliques.

Oportunidade: Faça testes A/B para ver onde a receita por visitante e o tráfego de buscas melhoram quando o conteúdo dos comentários aderem a este princípio.


  1. Conteúdo do Consumidor pode ser reaproveitado

Contanto que você tenha direitos legais sobre o conteúdo, é completamente aceitável redirecionar comentários, perguntas, respostas, opiniões, fotos, vídeos e outros tipos de conteúdo do consumidor em vários lugares onde ele pode fornecer ao usuário uma experiência desejável ou ajudar a orientar o processo de decisão do consumidor.

Por exemplo, em um site de melhorias para casa, um vídeo mostrando a técnica adequada para a utilização de uma serra circular pode ser tão relevante quanto construir uma página de categoria e uma página de produto para a própria serra. Da mesma forma, o produto ou serviço do conteúdo do comentário pode ser relevante tanto à nível de páginas de categoria- e à nível de produto de websites.

Oportunidade: Procure por páginas de valor que não têm conteúdo do consumidor, tais como páginas de nível categoria. Prossiga para a implantação de módulos que fornecem uma experiência de usuário relevante ao também adicionar uma quantidade significativa de conteúdo de valor.

  1. O conteúdo escrito pelos consumidores tem uma vida útil de 30-90 dias

Muitas vezes me perguntam: "Como muito do conteúdo do comentário é o suficiente?" A resposta é simples: "Basta que os usuários finais fiquem satisfeitos." Para os produtos de bens de consumo, a maioria dos consumidores vão confiar em comentários com cerca de 90 dias; para a hospitalidade, 30 dias é o ponto onde a confiança das pessoas começa a declinar. Use esses prazos para orientar suas estratégias de coleta de conteúdo.

Além disso, note que a partir de uma perspectiva SEO, quanto mais fresco o conteúdo, melhor. Portanto, permita que os usuários e motores de busca sigam oportunidades de links de paginação para encontrar conteúdos mais antigos que contém potenciais caudas longas para SEO.

Oportunidade: Certifique-se de que você tem uma estratégia de geração de conteúdo em um local que forneça um fluxo constante de conteúdo de qualidade gerado pelo consumidor.

  1. Procure bots precisar de ajuda identificação de conteúdo social

Se duas frases estão lado a lado em uma página da Web e não há rótulos para indicar quem escreveu as frases, é razoável esperar que um algoritmo será capaz de identificar o tipo ou a função do autor? Não. É por isso que grandes motores de busca do mundo colaboraram em 2011 para definir as estruturas encontradas em schema.org.

Sem dados estruturados adequadamente, como os microdados de schema.org, os motores de busca não podem identificar a diferença entre profissionalmente escrito e conteúdo gerado pelo consumidor. E, se os dados estruturados são formatados de modo inadequado, os motores de busca não irão recompensar suas páginas da Web com os mimos especiais, como Rich Snippets do Google.

 

Oportunidade: Trabalhar com uma técnica profissional de SEO e implantar o sistema de rotulagem (itemprops) recomendado em schema.org; na maioria dos casos, tornará os microdados mais confiáveis e fáceis de serem trabalhados.

Estamos ansiosos para ler o seu feedback nos comentários abaixo. 🙂

Buscando maior visibilidade nos motores de busca? 
Consulte as soluções da SEMDrive, multinacional especialista em Marketing Digital: www.semdrive.com
André Vernareccia - Gerente de Desenvolvimento de Novos Negócios.
E-mail: andre@semdrive.com