Target Group – Why Is It Worth Defining It and How to Do It?

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If you are a business owner and offer a given product or service, you can choose to improvise and promote your brand in an intuitive way. However, you are just taking shots in the dark and hoping it works… The target audience – and more specifically defining it – will help in developing effective marketing strategies, which will increase the recognition of your company and bring more profit.

In the past, in order to perform targeted surveys, it was necessary to hire specialist interviewers or a company that does non-participant observation to study consumer behavior, which was thoroughly ridiculed in, for example, the Swedish movie “Kitchen Stories”. Currently, you can also cooperate with various types of research institutes that support the business world, but instead of spending a large amount of funds, it is better to use generally available knowledge and specialized tools that are available for free or for a small fee. With a dose of determination, anyone can become an expert in defining the target group.

Target Audience – It All Depends on the Size of the Business

When you run a small business, you often know your customers and their needs. In this case, questions like – “how to define the target group?” or “how to reach the target group?” don’t make much sense. However, the issue becomes more complicated when the company is of a considerable size and most of its potential clients are completely anonymous. And how to attract people you don’t know?

This will only work if you properly target and create models of customers (so-called persona) who may be interested in your product or service.
A teenager who can be influenced by crazy internet marketing has completely different needs than a middle-aged woman who prefers calmer advertising content. A solid, personalized message can hit the recipients’ sensitive points, evoke emotions and encourage them to engage, which is a crucial part of the relation between the company and the client; this is what content marketing is based on.

Person? The movie?

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No, we will not discuss another well-known Swedish film here, but the basic issue related to defining the audience. Persona is a model of our ideal recipient, its characteristics, which include such issues as gender, age, education, place of residence, preferences, worldview, marital status, life practice, current needs or level of life satisfaction. The company cannot afford to create content (such as SEO-compliant articles, video content marketing) that do not meet the expectations of the recipients who would be interested in the products or services you offer.

You should think about your personas as close friends who you want to meet and make their lives a bit happier by fulfilling their consumer dreams. Everyone lives in their own closed world of beliefs, in their own bubble. Young people will not be interested in maternity-related content, and their parents will find the rebellious advertising campaign just dull.

That is why it is so important to always be a few steps ahead of your audience, trying to oversee the potential trends. For this purpose, it is worth gaining knowledge, reading the trade press and portals, following the content placed under the hashtags important from your point of view, reading comments on social networks and opinions, and of course using tools to define the target audience.

Target Audience – Two Basic Tools

Thanks to individual, specialized analytical tools, you can get to know the characteristics of your target group in great detail. The most popular tools to help target audiences are:

Facebook Audience Insights

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Virtually every modern company uses social networks, because this is where they can meet and make close contact with their customers, presenting the latest promotional materials. Facebook gives you great opportunities to peek behind the curtain and check the details on people who have received your company posts and how they reacted to this content (whether it was hidden, liked or shared).

In addition to basic information about the target group, such as gender, age, place of residence, thanks to this system you can also check the relationship status of your fans or pages that they like. This helps you plan your strategies and collaborate with famous people or companies with whom you share your fans.

However, when publishing video content marketing on Facebook, it is worth paying attention to whether the video is watched to completion or is it abandoned by viewers at some point. Such information may help in better content targeting and allows you to create content that will please, amuse or evoke emotions in your recipients.

Google Analytics

Thanks to this platform, you can check what type of people your website visitors are. What are the characteristics of customers who quickly leave the website or those who stay a bit longer or make a purchase? Google Analytics allows you to verify, e.g. the age, gender, interests, and industries they are close to, as well as how they navigate your site. It is worth setting your promotional activities for people whose visits to your website usually end with a purchase.

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At the beginning of your business journey, it is worth working out your target group by making a series of marketing tests. Sometimes you can opt for advertising texts written in a light, informal style, and other times you can choose more serious content (although even funeral services can be advertised in a fun way). The recipients of your marketing strategies will show you the right path through their positive or negative reactions or no response at all. Reality can surprise you sometimes and you may find that your target audience is completely different than you might have expected.

What Is Marketing?

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All companies – regardless of the industry – have one thing in common: they all want to meet specific business targets. Succeeding will not be possible without appropriate measures. At this point Marketing comes in handy. What is? What are its types? Which forms are the most effective? Now we will explain to you what marketing is all about.

Marketing is a concept that is defined in various ways:

  • according to the American Marketing Association (AMA), it is any activity aimed at creating, communicating and delivering products which have value to the customer and partners;
  • Philip Kotler and Kevin Lane Keller define marketing as activities aimed at identifying and satisfying human needs.
  • There is also, among others, a managerial definition of marketing, according to which carrying out specific activities is aimed at increasing the sale of certain goods.

Types of Marketing

Marketing is a very broad concept, which is why it can be divided into several types. Some of them are the result of modern times – spread of the Internet.

Internet Marketing

Internet marketing (e-marketing) is one of the most popular types today. These are all activities that include the development of a strategy for introducing a product to the market and its promotion. This way, you can increase the company’s visibility on the web.

Personal Marketing

Personnel marketing covers enterpreniers’s activities aimed at building and maintaining the image of a friendly, attractive and responsible company for employees.

Sensory Marketing

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Sensory marketing is defined as activities that engage all the senses of potential customers. This way, certain associations and reactions can be evoked in them, contributing to increasing brand awareness.

One form of sensory marketing is scent marketing. It is about aromatizing rooms to create a pleasant atmosphere, e.g. at the point of sale or at the customer service point.

Sports Marketing

Sports marketing refers to activities aimed at promoting specific products, e.g. by sponsoring sports (sports teams, leagues, athletes, etc.).

Word of Mouth Marketing

This concept covers activities through which marketing information reaches a potential customer. The most common channel of communication is direct discussion.

WOM marketing is connected with the so-called Buzz marketing. It is a method of getting people to talk about the subject of the marketing campaign with other people.

Mobile Marketing

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Mobile marketing refers to activities that use many tools, e.g. SMS advertising, SMS, MMS surveys, etc.

The above mentioned forms of marketing are in fact the tip of the iceberg and hardly exhaust the subject. It should also be remembered that each of them has its own subtypes and it is difficult to find a specialist who would be comfortable with all the types. Therefore, a given form of marketing that we choose should be closely related to the group of recipients of our products or services.

Internet Marketing – “to Be or Not to Be” of Modern Companies

Although marketing has many names, Internet marketing is the foundation of its activities. It is one of the most dynamically developing branches of marketing – due to the fact that you can find many potential customers on the Internet.

The main goal of Internet Marketing is to increase the visibility of a company on the Internet. The activities focus on building and strengthening the brand-recipient relationship. It is a relation in which the role of a potential customer is much greater than in classic marketing. Here the customers are no longer just passive recipients of messages. They can have a dialogue with the brand and respond to specific marketing activities.

There are many techniques and tools that can be mentioned when it comes to Internet marketing. Here are the most popular:

  • website positioning,
  • Google Ads,
  • mailing campaigns,
  • content marketing,
  • viral marketing,
  • remarketing,
  • social video marketing,
  • social media marketing,
  • influencer marketing.

It is worth emphasizing that online marketing activities should be carried out on many levels. Only then will they increase the chance of achieving satisfactory results that will bring you closer to meeting your business targets.

Marketing is not only selling …

Although marketing is associated with sales activities, its role is much wider. It also includes, among others: communication and knowledge of the market, analysis of activities carried out, preparation and implementation of specific strategies.

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Limiting to sales only will not bring long-term effects. Here, you need a carefully thought-out strategy that includes many different activities carried out with the use of various techniques and tools.

Pros and Cons of TV Advertising

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What Is TV Advertising?

Television is one of the mass media. Every day, individual TV stations are watched by millions of people. Commercials have been with people for a long time and accompany them between films or news broadcasts. It is impossible not to notice them. The average ad time is typically 30 seconds. TV advertising includes advertising spots, teleshopping and so-called advertising boards. What are the pros and cons of TV advertising and when should you choose it?

Today, practically everything is saturated with TV commercials. Most of the definitions of advertising say that it is an impersonal, paid advertising addressed to the recipient, presenting the advertiser’s offer. The advertisement, therefore, specifies information that supports the sale offered by the advertiser. Thanks to TV advertising, each brand can build its image and achieve higher profits. TV advertising is one of the most popular forms of marketing for large brands, but it’s also worth remembering that it is also the most expensive outreach option we can imagine. Companies choose TV advertising because it allows them to compete with other producers. In some cases, advertising is even a piece of art, because a team of specialists and visionaries work on it. They care about the catchiness and its consistency with a given product or service. Here are the pros and cons of TV commercial:

Pros and Cons of TV Advertising

Pros of TV advertising

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One of the most important advantages is shaping social attitudes and trends. TV commercials have a very big influence on that. Another advantage of TV advertising is its wide reach, which covers the whole country, and even the world because most people own a television set. Theoretically, TV advertising offers a low cost of reaching one recipient, although its scale makes it still the most expensive medium when it comes to advertising. TV commercials are also much more interesting than, for example, radio or press advertisements, because they combine image and sound – the more stimuli, the better for the recipient. There is also movement in the ads that catches the eye of the potential viewer. Advertisements shown on television also evoke emotions (not necessarily positive) and as a result the product remains in the viewer’s mind for much longer. In short, the advantages of TV advertising are:

  • shaping social attitudes and trends,
  • wide reach,
  • low cost per viewer,
  • remaining in the recipient’s mind for longer,
  • greater efficiency thanks to the use of sound, image and movement,
  • nationwide or even global reach.

Cons of TV advertising

Unfortunately, TV advertising does not only have advantages. There are surprisingly many disadvantages. The first and most important disadvantage is the costs that the advertiser has to incur to create a given advertisement. The team of graphic designers, sound engineers, filmmakers and other advertising creators is just a drop in the ocean. There are also the costs of broadcasting the commercial. Not many companies can afford it. Additional factor that has an influence on the costs is the appearance of celebrities i n the commercials to increase persuasiveness. Another downside is the growing awareness of viewers. They notice that they are bombarded with a number of TV commercials, which are often exaggerated and have nothing in common with the reality. Commercials also do not always evoke positive emotions in the recipients. Some creators aim to shock the audience, but the effectiveness of such a controversial advertisement depends on the beliefs and age of people. Another disadvantage is the short time of broadcasting – 30 seconds is very often not enough to fully show the advantages of a given product and explain why it is worth choosing. In many cases, the frequency of broadcasting a commercial is so annoying that the recipient immediately changes the channel. Besides, now, despite a hypothetically high viewership, television has become a “background medium”. This means that the TV is often simply turned on when we are in other rooms or talking on the couch. We are used to its noise, but we do not pay much attention to what is happening on the screen. In addition, it is difficult to measure the specific effects and actual reach of the commercial. With such a large expense, it is often an argument for shifting the advertising budget allocated to television broadcasts to other channels – eg. Youtube, which offers great analytics and an even better price-display ratio. In short, the disadvantages of TV advertising are:

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  • high costs of creating and broadcasting commercials, 
  • increasing consumer awareness, 
  • short broadcasting time, which makes it impossible to show all the advantages of the product
  • discouraging viewers who feel compelled to watch,
  • evoking negative emotions with controversial ads,,
  • ignoring commercials that are repeated frequently,
  • TV as a background medium,
  • alternative channels also based on video, offering better analytics and better cost-performance ratio.

So, above we have the advantages and disadvantages of TV advertising.

Tips for Creating Effective TV Advertising

The advantages and disadvantages of TV advertising are one thing, and its effectiveness is another. Marketers more and more often create advertisements that are not adapted to the age and education of the recipients. Some advertisements are only dedicated to adolescents, and some only to older people. It is extremely difficult to create an advertisement that will appeal to everyone. It is therefore worth considering the age range, and then creating ads in such a way that it does not conflict with the political views and attitudes of viewers. Advertising should therefore be apolitical and subtle – it only presents the advantages of the product, and does not persuade consumers to buy using the created slogans. The time and place of broadcasting are also crucial in terms of the target group.

When is advertising most profitable?

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Experts say TV commercials are most profitable when they are broadcast with high frequency over a given period of time and slightly less frequently after the given period of time. Generally, however, frequency is the key to success, but it means that the entire campaign can cost several millions. This is an insurmountable barrier for most companies on the market.

Marketing Mix – What Is It?

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In order to achieve specific business goals, each company should conduct appropriate marketing activities. Although there are many ways to accomplish these objectives, many businesses choose the marketing mix. Check what it is all about.

Marketing Mix – What Is It?

In general, the marketing mix refers to the elements that the company can use to promote its brand or product. It is a combination of factors, activities, processes and techniques that are controlled by an enterprise in order to influence the market environment and influence consumers to purchase specific products.

Marketing Mix Concepts

When it comes to the marketing mix, there are several concepts that mixed together influence market activities.

Traditional 4P Concept

This concept refers to developing a product available in the right place and time, which will be properly promoted and will have the right price. There are four main focus areas to this concept:

  • product 
  • price 
  • promotion 
  • place

These are also main tools, which make developing effective advertising campaigns possible.

Product – as it satisfies the needs and expectations – is a value for the customer. Therefore, it must fulfill certain functions and have the appropriate quality. The related elements, such as emotions, aesthetics or the packaging, also play an important role.

Price is the cost that the customer incurs to meet the need. Its amount is determined not only by the production costs, but also by expenditure on promotion and distribution. Various pricing strategies play an important role in this aspect, e.g. well-known brands may inflate prices, which will prove the exclusivity of products, etc. Price determination should include several stages: defining goals and price constraints, estimating demand and revenue, determining the relation between costs, sales volume and profit, selection of an approximate price level, setting the list price, making special adjustments to the list price.

Promotion is a form of communication with the market. It includes the activities and means by which a company communicates information about a product or brand, shapes the needs of buyers, and guides demand. Promotion can therefore not only inform, but also stimulate and compete. It takes into account, among others traditional advertising, online advertising, direct sales – depending on whether it is a mass or interpersonal impact.

Place is nothing more than channels through which the product reaches potential customers. We are talking here about the location of stores as well as the placement of products on the shelf. This element also includes the convenience of purchase – whether the product is easily accessible to the consumer. The choice of distribution channels should take into account several factors, including: the marketing environment, consumers (who are potential customers, where and when do they buy? what products are they interested in?), the product, the enterprise (its financial capabilities, number of products offered).

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The Modern 4P Concept

4P is the marketing mix concept that also comes in a more modern version. In this case, the following elements are distinguished as follows:

  • people – as the marketing rules apply at all levels, it is important to increase the marketing awareness of all employees; marketing success depends on the people employed;
  • processes – control activities that, in the long term, enable establishing relationships with the environment;
  • programs – include activities that focus on the customer and go beyond the framework of the classic 4P; this includes, for example, online activities;
  • performance – informs about the company’s development based on the financial and non-financial measures used.

4C Concept

The 4C concept is mainly customer-oriented. It includes those elements that are important from the customer point of view – as opposed to 4P which includes elements important for the enterprise.

Consumer wants and needs

It is about conducting a detailed analysis of the consumer’s expectations and preferences, which is used to design a specific product. 

It is equivalent to the product in the 4P concept.

Cost to satisfy

This element takes into account the costs to be incurred by the consumer. It is not only about the price of the product, but also the cost of getting to the store, waiting time, and the effort put into the purchase.

It is equivalent to the price in the 4P concept.

Convenience to buy

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The key is to provide the consumer with easy access to the product – including finding and receiving information about it. This element also takes into account a pleasant atmosphere and a high quality service.

It is equivalent to the place in the 4P concept.

Communication

It is all about building a relationship with the consumer that is based on mutual communication. Thanks to this, the company can receive, among others, feedback on the product.

It is the equivalent of promotion in the 4P concept.

Extended 7P Concept

The 7P concept was founded on the 4P concept. It has been extended by three essential elements as a response to the needs of the modern world. This is because not only products and their promotion play an important role, but also people and relations between the consumer and the enterprise.

Additional elements of the 7P concept are:

  • people – they are essential in every company, so you should take care of them regardless of your position; this will translate into better relations with business partners and as a result into increase in sales;
  • process – includes all marketing and sales activities aimed at building a good image of the company and developing trust; therefore steps must be taken to guide the consumer through all stages of the purchase;
    material certificate – includes all components of the company’s image that are responsible for quality and professionalism, in terms of logo, visual identification, and even the arrangement of the company’s headquarters.

If you are going to launch a new product on the market, do not focus only on advertising. Although it is said that this is the leverage of trading, without the other elements used by the marketing mix, you will not achieve the desired results.

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Five Benefits of Using a LinkedIn Premium Account

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LinkedIn Premium Account Types – What to Choose?

Do you have an account on Linkedin? Not yet? Set up one as soon as possible!

Especially, if you run your own business, you are a manager or take any other decision-making position. A profile on this social medium is now a must have.

Linkedin is growing in strength and in the context of business development, it is a pretty neat tool. More and more people see Linkedin potential not only in recruitment, but also in sales and marketing.

The basic account on Linkedin is free and in recent months it did not differ much from the Premium account. Recently Linkedin has started to introduce changes aimed at reducing the features of the basic account (e.g. limiting the search range for contacts) and enriching the features of the Premium account (e.g. the option to check who and when viewed our profile).

How Much Does a LinkedIn Premium Account Cost?

Linkedin offers 4 Premium plans, depending on the purpose for which we want to use the platform, we can choose from:

  • Career Account – for those who are looking for a job (the first month is free)
  • Business Account – for professionals who want to expand their account with a few additional functions and thus expand their network of friends or manage their corporate reputation (first month is also free)
  • Sales Account known as Sales Navigator – for those who want to find clients effectively. This plan can be purchased for one person, a team or the entire business (the price for one person includes a free month of subscription)
  • Hiring Account – for companies whose goal is to find and hire new candidates faster (it is the most expensive package, which offers a free month of use as well)

In this post, we will focus on two Premium plans: Business and Sales (Sales Navigator).

Without doubt it is a large expense for a private person. However, if we plan our activities and the use of Premium account functions well, such an investment will certainly pay off. So how do you fully use the potential of Premium accounts on Linkedin?

Benefits of a LinkedIn Premium Profile

If, after reading the advantages listed and described below, you feel like YES, this is what I need on Linkedin to operate more efficiently, it means that you should invest in a Premium account.

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  • Possibility to search for 3rd degree connections

Previously, it was also available for basic accounts, now, after the changes in Linkedin, it is only available for Premium accounts.

3rd degree connections on Linkedin – who are they?

Let’s start with the fact that 1st degree connections are our friends with whom we are already connected on Linkedin. Connections of 2nd degree are the people who are in connection with those who are in connection with us, simply – friends of our friends (the more friends we have, the bigger is our 2nd degree network of contacts). Connections of 3rd degree are therefore completely unrelated. These are people, you could call  “strangers” with whom we do not have mutual friends, but we often want to establish contact with them.

When will you need this extra feature?

Connections of 3rd degree are particularly important contacts in the sales context. Our friends usually include people from their own or a similar industry, with similar experience, etc. However, it often happens that in order to reach our target group, we will have to look for people in a completely different industry than we operate, with different experience. If this is the case for you, then you already know that this additional function will be useful to you!

  • Additional search capabilities

Advanced search with additional filters is available in the Sales Navigator version. In addition to the filters we have in the basic version, there are more ways to search for people. So if we have a well-defined target group, Sales Navigator enables us to accurately search for people who meet the criteria.

Additionally, after searching, we can filter a given group of people and find only those who, e.g. changed jobs in the last 3 months, published something on Linkedin in the last month, people who have the same experience as us, or people who follow our company fanpage.

When Will You Need Additional Search Capabilities?

These additional options will allow you to target your audience better. And if you plan on sponsoring corporate content, it will allow you to better target ads on LinkedIn. A more detailed specification of a given audience also allows you to view the content that they publish and get engaged in,  on the basis of which you can plan the content that you intend to use in your communication strategy.

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  • Ability to save searches / specific contacts

After searching for a given group of recipients that interests us, we can save the search. So we can create lists of leads that match the given criteria (e.g. a group of IT managers in the computers and software industry who were active on Linkedin in the last 30 days, are from London and their profiles contain keywords such as the SaaS system – quite specific targeting!) Linkedin suggests similar people to those we searched for before. In addition, we can track the activity of subscribers and engage in their publications on a regular basis.

  • InMail included

InMail allows you to send messages to people who are not in our network of contacts. This is only possible for Premium profiles. If we want to send one, we have to pay extra. When buying a Premium profile, we have a certain number of InMail in the package, which is updated every month, so if we do not use the given number in the one month, it goes to the next month.

  • Gold badge on your profile

According to Linkedin, the profiles of people with a premium account are visited more often (up to 6x in the case of Sales Navigator). And probably many of us will admit that the gold badge works! It improves the image of both the person and the company for which the person works.

Other benefits of the LinkedIn Premium gold badge

People with a fancy badge on their profile have paid for the premium account. It means that when contacting us (inviting to friends, writing an inmail) they probably know what they are doing and why they are doing it! From Verseo experience, we can say that the messages sent from someone with the premium account were opened more often, and the people invited were often very eager to make contact and were open to conversation.

If you think that you will need additional functionalities offered by Linkedin for Premium accounts – try them for free for the first 30 days and see if it’s something for you. For some it turns out to be completely useless, for others – mandatory.

Who Should Have a Premium Account?

If you are wondering who in your company should have a premium account, this is what we suggest. Not every person in the company has to have a premium account. It is important to fully use the potential of the tools available in the paid version, so the person who will have a premium account should know how to use it. The premium account will be perfect for managers and business owners who will appreciate the fact that it is easier to make valuable contacts. In addition, people responsible for sales or contact with the client, as well as recruiters will also benefit from the additional features.

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Copywriting Rates – What Is the Price of Content Writing?

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Finance is undoubtedly a difficult topic in the copywriting market. The wide price range does not make it easy to define a good deal, so today we will take a closer look at copywriting rates. What is the most common copywriting price? How much money do you need to prepare to work with a copywriter?

What Determines the Price of the Copywriter?

The rates depend mainly on three factors:

  • Type of texts – the more difficult the topic and the more demanding the query, the higher the price;
  • Order volume – wholesale orders are cheaper;
  • Duration of cooperation – copywriters usually offer more favorable rates to regular contractors.

In addition to the above variables, there are issues of competence, individual financial expectations and the scope of responsibilities (some copywriters embed content on blogs or offer graphic design). The estimate is additionally complicated by the number of possible corrections, and even the possibility of issuing a VAT invoice. All of this makes the copywriter’s price list unique.

Until recently, it was said that due to increased competition, the conversion rate for 1000 characters would be consistently decreasing. Meanwhile, the market did not react with the drop in prices due to the increasing group of SEO copywriters – contrary, the range of rates is going up.

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The reason for this is the fact that creating substantive content is undoubtedly a difficult task. The work of experts never loses its value. Some companies do not save on their image and they can afford more expensive copywriters who create fully professional texts.

So what rates are we talking about? What is the “price spread” today and how much does good content cost?

Copywriting Rates

Below we present the average rates that you can most often see when browsing cooperation offers.

  • Blog articles: from EUR 10 to EUR 50 net for 1000 characters with spaces.
  • Content on backlink pages: from EUR 3 to EUR 18 net for 1000 characters with spaces
  • Descriptions of products and categories: from EUR 8 to EUR 30 net for 1000 characters with spaces
  • Content per page: from EUR 200 to EUR 1000  net, for the project
  • Text for the leaflet: from 30 EUR to 200 EUR net
  • Naming and advertising slogans: from EUR 100 to EUR 5000 net for the project

As you can see, the rates vary and it is impossible to define a universal price. Each company has different needs, so the choice of the price for copywriting will always depend on the financial capabilities and expectations regarding the quality of texts.

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How to Settle?

There is also no ready answer to the question of how to settle accounts with a copywriter. Although in many parts of the world copywriters are paid for the entire project, there are still markets where the number of characters counts.

The predetermined cost of the project is convenient and transparent, although it is not easy to get a fixed text length – usually there is a target value around which the volume of the content oscillates.

When it comes to characters with spaces, it is much easier to count the rate, but it can lead to some confusion. It is not always clear whether tags, meta-descriptions, alternative texts should also be counted. For this reason, when establishing cooperation with a copywriter, it is worth making sure that the settlement rules are clear.

Price for Copywriting – Summary

Talking about money is never easy and comfortable, so it is even more important to clearly define what elements make up the final price.

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The range of rates is wide, so think through your expectations and budget before you go looking for the perfect copywriter. Remember to clearly define the requirements for the quality of texts, as well as define the scope of responsibilities and the number of possible corrections.

Digital Marketing – What Is It?

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Nowadays traditional and digital marketing are inseparable – like two sides of the coin. But in recent years, the role of the latter has increased significantly. No wonder – the Internet is currently the key source of information. That is why it is worth knowing what digital marketing is and what tasks a digital marketer has to face.

Digital Marketing – What Is It?

Digital marketing – as the name suggests – is an advertising activity based on digital formats. In fact, it comes down to any promotional activity of businesses on the Internet.

Within the Internet network, you can divide your activities into those more oriented towards desktop or mobile users, as well as make a different division according to your needs. In fact, where the Internet is, there is also digital marketing, which has many levels.

Digital Marketing – 3 Compelling Reasons

Digital marketing is the future of communication with customers. Are you wondering why? Here are the top three reasons why you should use it.

  • Measurability of digital marketing

Internet marketing solutions offer great analytical opportunities. You can thoroughly analyze your activities in Google AdWords, on Youtube or Facebook and extract a lot of indicators that you are really interested in. A more or less experienced digital marketer can measure the reach or ratio of expenses incurred to obtained contacts or customers. The number of views, clicks or other reactions to your advertising formats. Digital marketing is also a great environment for testing optimal solutions. You can conduct A / B tests to optimize your marketing message and increase its effectiveness. As a result, you will save money spent on advertising in the future.

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  • Digital marketing targeting

We can target network activities to any audience. Do your customers listen to pop? Or maybe they drink more coffee than tea? Prefer to buy online or in physical stores? Where do they live, what do they like, how old are they? If you know who your model client is then half of the work is done. Digital marketing allows for precise targeting. It is enough for a digital marketer to reach for analytical tools from such environments as Google or Facebook. They will allow you to display your ads to your target audience. Thanks to digital marketing, your budget will not burn up without getting the expected results.

  • Digital marketing costs

Many activities in digital marketing require only… time! You can write articles on a business blog yourself. Interact on industry forums or social networks – also. You can answer dozens of questions from potentially interested people and build your company brand.

However, if you have some money to spend, then don’t wait. Digital marketing is an investment that will accelerate your development. You have to be there where your clients are. And where do people currently seek information on services and products? Exactly! Online. The more money you invest, the more likely a potential client will notice your business.

Where to Start Your Adventure With Digital Marketing?

Think as your potential client for a moment. Where would he/she look for information about products or services you offer? Who does he/she ask for an opinion and where? Taking into account the current trends, he/she uses Google recommendations and search results first. Google search engine is  the most frequently used tool for research. You have a chance to appear there in two ways, using the full potential of digital marketing.

  • If you have time

Base your website on unique content based on keywords. Answer questions asked by clients. What are they looking for? What do they pay attention to? Does location matter to them? Potential clients have tons of inquiries. If you’re just starting, it’s a good idea to focus on the less popular ones. Small traffic, multiplied by a few interesting, even rarely searched phrases, will allow you to attract the attention of the first clients.

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Saturate your content with keywords, but make sure the text is high quality and useful to the reader. If you create a text that you would like to read yourself, then in organic – unpaid search – there will be a chance for a high position. Remember – the key is to be in the top 10. Further positions – especially for rarely searched words or phrases – unfortunately will not matter much.

  • If you don’t have time

Use the Google AdWords tool. Even a small financial investment will allow you to appear at the top of the search results for individual phrases and words that are searched by potential customers. You can do it yourself or outsource it to an agency. When doing it yourself, you save on commission, but you probably will not have the experience that will allow you to measure conversion results in all the aspects and thus optimize the campaign. As a result – it may turn out – that the actions carried out by the agency, even including commissions, will be more effective and bring you more traffic and income. In this case, the agency has a direct interest in ensuring that the results of the campaign are satisfactory for you.

Internet Marketing vs Digital – Is There a Difference?

“Technically” it can be said that digital marketing is a slightly broader concept, because it covers all activities that involve digital communication with users. Thus, they also include, for example, SMS campaigns. However, today all digital activities are closely related to the online world. Therefore, you can safely put an equal sign between the digital and online world.

Not only advertising – digital marketing is something more

As we have already mentioned, digital marketing – especially if you have the time, is largely based on good quality content. However, saturation of texts with appropriate keywords is not everything. The key of a modern strategy with customers is to interact with them and guide them through the so-called marketing funnel. That is why it is important to get leads, build social media reach or build valuable links to the content you create.

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Finally, the most important thing: no good marketing campaign – one that is supposed to bring long-term results – is created in a vacuum. It requires developing an individual, well-thought-out strategy and the selection of effective implementation tools. That is why at Verseo we offer assistance of Google AdWords specialists and Verseo Campaign Manager for support. It is a tool that collects large amounts of information and makes thousands of changes a day in your campaigns, which definitely improves them. You can order a free consultation with us and check what we can offer you in this regard. Good luck!

What Is a Newsletter?

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Do you think that mailing is an ineffective marketing technique? If so… read on and see how much you lose when you don’t use it!

A newsletter is an inconspicuous but potent tool. Cleverly used, it will make you build a much better relationship with your customers, and as a result – you will gain in every respect. And what is a newsletter, and how to use it?

What Is a Newsletter?

It is an email message sent regularly to a specific group of recipients. The idea behind this tool is straightforward: to keep clients up to date with your business and share information about your niche.

You may be wondering what for? There are at least a few reasons why newsletters are sent.

  • Staying “in touch” with your recipients

It is crucial to constantly remind them of your brand’s existence and provide information about its activities. Establishing and nurturing customer relationships is a critical component of the contemporary marketing approach. Of course, social media is the first channel that comes to mind. But not all of your customers are there – some may prefer checking correspondence in their inboxes than looking for it on your social media profiles.

A newsletter is a convenient tool for sharing news about upcoming promotions and a great place to present new products. Your subscriber list may also be the first to know about approaching sales and other attractive offers, thus encouraging them to open the email and interact with its contents.

  • Strengthening your image

It is especially true if the newsletter is informative and provides valuable content. Then there is a greater chance that your audience will treat you as an industry expert. Sharing knowledge is the best way to get to and maintain this position longer.

Newsletters are often used to present new case studies and guides or to promote company ebooks with industry tips. You can use scoops from your company blog – for example, most-read posts from last month. Blog roundups are also an excellent way to drive traffic to your site. Email marketing doesn’t have to direct always to a landing page.

  • Improving communication with customers

By sending one newsletter to your subscribers, you can effortlessly expand its outreach to hundreds, thousands, or even more recipients, thus maximizing its impact with minimal effort and financial resources. The purpose of sending emails regularly is to support your other content marketing strategy actions.

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Keeping in touch – through a newsletter – helps gain trust and benefits your sales team too. The content you send is always a good conversation starter.

If you want to personalize the message

Using advanced marketing automation and similar tools, you can adjust the message to each recipient or individual group (person) – to ensure even greater interaction efficiency.

Depending on the tool used to prepare a newsletter, you gain a wide range of data allowing you to verify the effectiveness of the mailing campaign.

By launching the newsletter, you can also use data collection tools and obtain precise information about, for example:

  • how many people have read the newsletter,
  • how many clicked on the link from the message,
  • how communication translated into conversion.

Knowing the click-through rates and bounce rates allows you to build the best email marketing strategy. It helps understand what subscribers check out in your email and what you should improve to run an effective campaign.

How to Prepare a Newsletter?

Now you know what the purpose of a newsletter is and perhaps are thinking about creating a strategy for email marketing. But you still need to decide what information should be included in the newsletter. The is no rule for this because a lot depends on the industry and what is the business’s overall communication strategy. Nevertheless, before you start thinking about what to write to your newsletter subscribers, think briefly about why you are doing it. Remember that:

  • the newsletter is sent to people who have given their consent. These people have already become your customers or are interested in maintaining contact with your brand.
  • your goal is, first of all, to maintain good communication with your audience and provide them with additional content – the kind that will benefit the customer. This can be various types of information or exclusive discounts on your products.

What Can Be in the Newsletter?

What is the most common newsletter topic? You can start and create content and interest the audience with these:

  • what’s new in your business

Has your business opened a new branch? Has developed a machine park? Or has introduced a new product to the market or participated in prestigious trade fairs? These are just a few categories of news that can make quality content for your subscribers – regardless of whether you operate in the B2B or B2C model.

  • new promotional campaigns

In promotional emails, you can inform about this fact in advance or prepare special discounts for subscribers. This is an additional argument for both subscribing to receive it and actually opening an individual email. And don’t forget to track these with your chosen marketing tool!

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  • information about new blog entries

If you run a corporate blog, combine communication through both channels as part of one strategy. Inform the community related to your brand about the new post. It is good to focus on the most valuable content and invite the audience to your website.

  • industry news

They are especially good if your company operates in the B2B model. Your business partners might find the news interesting. You can share lists of engaging analyses and forecasts and share your thoughts about what makes them so important for your niche. Email newsletters are also an excellent place to inform readers about upcoming industry fairs and conferences.

How to Create Engaging Mailing and get the reader’s attention?

First things first – delivery rate and open rate – on average, 3 out of 4 marketing emails end up in the trash without reading them. You probably also do this with many newsletters you have signed up for… So what to do to be in this 25 percent group of emails, which will be opened and read? The results of your email strategy will depend on:

  • a creative, engaging title – one that will stand out in the dozens of other emails. This is where the clickbait strategy or title personalization can work – for example, using the subscriber’s name. The subject line is THE place to make a good impression on your subscribers. Without the correct title, you won’t be able to get the reader’s attention.
  • regularity – if the subscribers get used to the fact that your content comes with a relatively repeatable frequency, e.g., once a week or once every two weeks, reading them may become a habit. But be careful! Sending the newsletter too often, e.g., daily, may hurt your marketing campaigns. If you can produce so much engaging content, give your audience a choice of how often they want to receive news from you.
  • an interesting, helpful content – the recipient must somehow benefit from the fact that they devote the time to open and read the newsletter. Prepare it considering the substantive content of the message you want to convey. Your audience signs up for a newsletter with “top-notch” news, so avoid repeating content that belongs to other channels.
  • clear Call To Action – line of text that prompts to take action, such as “Check now!”, “Must-see!”, “Get a discount!” or “Read more,” etc.
  • clear layout – a newsletter with a wall of text or looks just like an ordinary email will not attract attention. Make sure the subscriber can scroll through the essential information in a few seconds and decide if they want to dive deeper into the content. Use all types of text to differentiate your newsletters, for example – catchy headings, clear paragraphs enriched with lists, or bolded text.
     A successful newsletter should also be in line with other company marketing materials. Keep your logo, colors, and other graphic elements similar across all channels.
  • responsiveness – an email with the newsletter has to display seamlessly across the vast breadth of mobile devices,
  • appropriate length – too long text in the newsletter may scare off. So focus on the essentials. And if you have a longer message to send – treat the newsletter as its announcement and encourage the recipient to click on the link.

To a recipient is crucial to keep in mind various essential components, such as:

  • a button to cancel the subscription – it is important both from the point of view of the recipient’s privacy and due to legal restrictions,
  • a “disclaimer” – information explaining why the user received the newsletter and how this data is used,
  • contact details for the sender – to give the customer a chance to stay in touch/ express an opinion. Adding an image of a contact person can help you strengthen human connection.

Is your newsletter looking too weak? Jump to the next level with these tools!

What is a newsletter without a great tool to create, optimize and send it with almost one click? Choosing the right help is essential for delivering content and building trust in your company.

Check out the benefits of using proper tools for email campaigns in our blog post – “7 Popular Tools for Newsletters“.

Conclusion:

These are, of course, the absolute basics of the rules governing the world of newsletters. It is always challenging to drive traffic to your site, but by choosing the subject line and style of communication, your company can build a great relationship with subscribers.

It’s time to start working on the best content to land in your customers’ email boxes!

If you want to explore this topic, follow our blog or contact us to exchange information on how to use mailing in your marketing strategy.

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