Infográfica de envíos de Email MKT

Why You Need to Segment Your Email Marketing

The Power of Segmentation

One key way to ensure that your emails are relevant to your recipients is to segment your list so that your email recipients only receive email content that's relevant to their particular needs and interests. And when it comes to segmentation, the possibilities are endless, as you can always get more and more granular with your segmentation criteria. But on a broader level, you can generally segment based on categories such as geography (i.e. where they live), demographic/personal information, interest types (i.e. preferred content subjects or formats), behavior (i.e. how engaged they are with your company/content/brand), or industry/role. So if someone visits your website and downloads an ebook on a particular topic, you could put them on a special list and send them more information about that topic, since you already know it interests them. 

The Effect of Segmentation on Click-Through Rates

Furthermore, When I analyzed over 100K emails sent from HubSpot's customer base, I discovered that those with only one list had a lower average click-through rate (7.3%) than those that segmented their overall email database into 2 to 6 lists (8.3%).

The takeaway here is pretty obvious. If you aren't already segmenting your email list to improve the relevancy of your email marketing, you should be. Check out this article on 27 great ways to segment your list for inspiration to help you get started, and give the contacts in your email database what they really want.

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Cómo funciona Facebook Exchange

1. Un usuario visita una página web cualquiera, pongamos de temática viajes, que tiene contratada publicidad con una empresa de anuncios ajena a Facebook.
2. En el ordenador del usuario se indica esta visita, normalmente si ha habido intento de compra, mediante una cookie.
3. Cuando el usuario visita Facebook y se detecta esa cookie, se notifica a las agencias de anuncios. Se comienza entonces una subasta en la que se ofrece la posibilidad de mostrar anuncios relevantes al usuario.
4. El anunciante cuya puja haya sido la más alta aparece en las posiciones publicitarias mostradas en el sidebar de Facebook.
5. Se da la opción al usuario de votar negativamente al anuncio.

Puede parecer lioso, pero aquí va un ejemplo que lo aclararía un poco. Un usuario visita una página de un conocido fabricante de ordenadores y le interesa mucho el modelo X, pero al final decide no comprar. La próxima vez, cuando entre a Facebook, podría encontrarse anuncios de distintas superficies comerciales que ofrecen el modelo X que le interesaba a distintos precios, con ofertas personalizadas para él.

Conversation builds relationships and Relationships result in business or ROI

Here are some reminders that will help you build relationships through questions:

1) Don’t forget to ask questions that expand your conversations with your friends, fans and followers.

2) Use open ended questions that show a sincere interest in your connections.

3) Show interest in what your connections do by asking about THEM.

4) After asking the questions, listen and respond.

5) Take action on others responses by sharing their content, website and information.

If effective social media marketing is about relationships and I believe it is, then taking the time to ask your community questions when they engage with you is imperative. Questions are the most overlooked opportunity to build relationships and reciprocate appreciation. Listening to what people are saying in response to your questions will guide you to the next steps of your social media relationship with them. Pay attention to how they are saying what they are saying, not just the content of their response.

Even the simplest questions can be highly effective. Some I often use with sincerity are:

1) So what exactly do you do (first name)?  I truly want to know. Just asking and understanding, often results in being able to refer them to someone that needs what they do, or my own need being fulfilled in their product or services.

2) How’s it going? Seems simple, but sometimes it is simple enough to getting to know someone much better.

Simple but effective to opening up a conversation. The key is sincerity though. Don’t ask if you really don’t care. There is nothing worse than someone asking about you and then disappearing right away and never responding. This says you are not sincere!

Por qué una página web no puede valer 500$

¿Tu página web fue diseñada y programada por un amigo tuyo que tiene un poco de idea? ¿Tienes una página web porque todas las empresas tienen una? ¿La ejecutaste sin formular objetivos? ¿Sabes cuántas visitas recibes en tu sitio web y de dónde proceden? ¿Quieres abrir un perfil en Facebook o Twitter pero no has revisado tu página web en los últimos 5 años?

Si has respondido “Sí” a casi todas estas preguntas puede que tu página web no esté contribuyendo a la buena marcha de tu negocio.

Mantén la calma, no está todo perdido…. Infinidad de empresas que realizan competitive bidding para la ejecución de su página web escogen a su proveedor en función del precio. Vamos a ser valientes y vamos a gritarlo fuerte y alto: ¡el precio SÍ está ligado firmemente a la calidad y resultados de un sitio web!

Es nuestra intención mostraros las razones por las que una web de calidad no puede costar $500, a menos que tú mismo realices una serie de trabajos previos antes de que tu agencia comience con las tareas de diseño y programación. Para ello podemos destacar algunas pautas y recomendaciones.

Investiga las webs de la competencia

¡Es asombroso descubrir cuántas cosas puedes aprender navegando por las páginas de tus rivales!
En ellas encontrarás ideas brillantes, y otras muchas que te harán aliviar ese sentido de culpabilidad por tener tu web desactualizada, por su escasa usabilidad o calidad: noticias desactualizadas, programaciones en flash, diseños obsoletos…y otros muchos factores que te harán abrir bien los ojos para no repetir esos errores en tu propia site.

Estudia tu posicionamiento SEO

Existen numerosas fórmulas para saber si tu web está bien posicionada frente a la competencia, como el estudio de palabras clave en Google Adwords, o páginas de auditoría SEO, entre otras.

Fija objetivos

Coge papel y lápiz y piensa qué motivos te llevan a tener una página web: ¿quieres conseguir clientes? ¿Quieres conseguir notoriedad? ¿Quieres crear una comunidad? ¿Quieres vender?... Infinidad de objetivos distintos dan lugar al siguiente paso:

¿Cómo vas a conseguir cumplir tu objetivo? Traza estrategias

Una vez que tus objetivos han sido definidos, escribe paso por paso las medidas a tomar: contenidos a destacar, estructura web, cómo vas a dirigir al visitante a las secciones con más interés estratégico, etc.

Planteamiento de estructura y contenidos

Ya sabes qué quieres hacer y cómo lo vas a hacer, así que es hora de ponerse manos a la obra y definir la estructura más apropiada y alineada con tus objetivos.

Si tu presupuesto es ajustado no podrás contratar a un asesor lingüístico, así que dedica un tiempo generoso a escribir los textos, utiliza un buen lenguaje y revisa faltas de ortografía.

Por último recuerda que el diseño tiene que ir acorde con tu imagen de marca. ¡No inventes nuevos colores corporativos o logotipos, a no ser que quieras hacer un restyling!

Briefing a la agencia

Para que todo salga perfecto, debes dedicar un tiempo a escribir un resumen claro de todo lo anterior: análisis de la competencia, objetivos, estrategias, estructura planteada y contenidos e imágenes a incluir para posteriormente, ponerlas en común con diseñador y programador.

Cantidad, calidad y orden de la información del trabajo serán claves para que el proyecto sea ejecutado en condiciones óptimas de tiempo y siguiendo firmemente tus pautas marcadas.

Lanzamiento y control

Semanas de trabajo y esfuerzo no pueden tirarse por la borda. Por eso, una vez tu web sea colgada en el servidor debes llevar un control periódico de los resultados obtenidos.

¿Cuántas personas visitan tu web? ¿Proceden de buscadores o tráfico directo? ¿Cuál ha sido el recorrido que han realizado por el site? ¿Cuánto tiempo han permanecido? Debes manejar e interpretar estos datos para realizar acciones correctoras si fuera necesario.

Cuantifiquemos…

Ya sabemos qué debemos hacer para que nuestra página web sea efectiva y cumpla objetivos.
Por lo que nos vemos obligados a volver a la pregunta inicial…

¿Cuánto tiempo puede llevarte hacer las 7 tareas que hemos planteado, dos, tres, cuatro semanas? ¿Tienes conocimientos y experiencia en análisis, trazado de objetivos y estrategias?¿Cuánto vale tu tiempo? ¿Puedes desocuparte de tus obligaciones laborales para dedicar este tiempo de calidad a tu página web?

Si la respuesta es no, y has leído este artículo hasta el final, comprenderás que las agencias especializadas no pueden permitirse cobrar $500 por realizar una página web de calidad. 

7 Expert Email Marketing Tips

How to Warm Up an IP Address

When you move to a new IP address for sending your emails, it’s very important not to send emails to your whole list all at once. Instead, you should “warm up” your IP by slowly building up your send totals over time.

Here’s why: spammers are known for moving quickly through IP addresses because they think it will give them the best shot at avoiding filters and other blockers. They will typically use one IP address, send out thousands of unwanted emails, and then move on before their IP address can get blacklisted. It’s destructive (and we always imagine they do so with an evil laugh). Because of this practice, a number of companies have automatic blockers set up to limit or reject large-scale email sends coming from brand new IP addresses. 

Steps for Warming Up a New IP:

First, determine whether warming up your IP is necessary. If you have been sending emails from your IP address for a while, it’s already stretched out and ready to go. 

Here's a great article on the difference between dedicated and shared IP addresses that explains this further.

Next, make sure your email list is healthy. This means no purchased lists or emails from people who haven't opted in allowed!

Divide your list into smaller groups. For example, if you have a list of 10,000 names, break it down into several segmented sends.

Email your most active subscribers first. This group is less likely to have bounces and more likely to open your emails, both of which are important for warming up your IP.

• While some companies have done it in less time, we suggest warming up your IP slowly by sending smaller sends over the course of 2 to 3 months to be safe. If you’re sending quality content to a healthy list, it only helps your email deliverability 

Know When to Use Static Lists vs. Dynamic Lists

Static email lists are pretty common in email marketing. They’re lists you upload to your email service provider that remain unchanged unless you manually add to them. Dynamic email lists, on the other hand, are lists that are constantly evolving as certain criteria are met.  

Check with your email software provider to see if dynamic lists are available to you. 

Dynamic lists are best used for email campaigns in which you plan on sending email more than once to a certain type of follower, like a monthly email to all of your customers. As your company grows, a dynamic list would automatically adjust each month to your changing volume of customers. 

Examples of Great Ways to Use Dynamic Lists in Your Marketing:

• Free Trial Check-Ins: Use a dynamic list to send ongoing tips about how to get the most out of your company's free product trial. 
• Interest-Based: Create an evolving list of everyone who downloaded content on a particular topic, then make sure your emails to that list match that interest area.
• Block-Lists: Dynamic lists can also be used to suppress certain contacts and protect recipients from receiving too many emails. For example, you can create a dynamic list of anyone who has already signed up for an event, and block that continually updating list from future sends designed to promote the event.

How to Design Email for Mobile

• To design your email templates for mobile devices, first put yourself in the shoes of a mobile user. It can be hard to click on complex designs that don’t load properly. Here are a few things we’d avoid:Multiple Columns: Every additional column in your email squishes the content and limits the space for clicking via a touch-screen.
• Too Many Images: Don’t make the central call-to-action of your email an image, unless you’re certain your images will load in all devices (and honestly, who can be?). In addition, be sure to add alt text to explain each image in case it doesn't load.
• Too Many Links Too Close Together: Clicking precisely on a link in an email may prove too difficult if your links are all grouped together.  
• Long Emails: Emails for mobile should be short, scannable, and easy to read. Don't leave your readers with a lot of zooming and scanning to do.
• Not Offering a Plain-Text Version: Some devices, browsers, and email clients just can't handle HTML. For them, it's important to offer a plain-text version of your email. Many email service providers, including HubSpot, enable you to create a plain-text version in just one click. 

Beyond thoughtful design, there are a few companies out there that will test your emails and show you how they appear on multiple devices and clients. Here is an email testing example from Litmus:

 

 

Add Tracking Tokens to Links

Let's say you’re promoting your summer sale across email, social media, and in person. Each of these outreach efforts are sending traffic to the same page on your website. Tracking tokens added to your links help you distinguish what traffic came from which outreach effort, so you know which channels were most effective. To create a tracking link that can be picked up in Google Analytics or another analytics provider, add a question mark to the end of the URL you’re linking to, and then a few “UTM variables.” Here’s an example of what a tracking link for email might look like:  

http://www.yoursite.com/?utm_campaign=summer-sale&utm_medium=email&utm_source=newsletter

Chosing Your Variable Names:

• In the instance above, we chose "summer-sale," "email," and "newsletter" as our defined tags. What you call your variables is entirely up to you, but here's a quick guide for choosing them:UTM_Campaign: For the campaign variable, choose a word or phrase that best describes the marketing campaign the link is part of. For example, if we were linking to a page promoting HubSpot's upcoming Inbound conference, the UTM_Campaign code would likely be "utm_campaign=Inbound-Conference". Make sure you use dashes in place of any spaces.
• UTM_Medium: For the medium, just choose the channel that your using to send the link out (e.g. email, social, ppc, etc.).
• UTM_Source: The source is the descriptor of where specifically the traffic is coming from (e.g. newsletter, twitter, adwords, etc.).

Not a fan of coding? There are also a number of free tools that will make these tracking links for you.

Conduct an Email Send Frequency Test

1.  You know the fear. It's worrisome, gut-wrenching even -- you are concerned that you're emailing your subscribers too much. And it's no surprise. A recent study from Constant Contact and Chadwick Bailey reports that 69% of consumers who unsubscribe from an email list do so because they're receiving too many emails from the business. So you want to be careful, but it can also be hard to tell how much is too much. The best way to stop guessing and start feeling confident in your email schedule is to conduct an email send frequency test. Here's how:Establish Your Hypothesis: Determine what specific results you expect to see from your tests so you can identify success. For example, you might hypothesize that increasing your email send frequency from once a week to three times a week will increase your click-through rate by 35%.
2. Choose a List Segment: Think of this as your sample size. Select one segment of your list that you will test, ensure it is sizable enough to provide meaningful data, and make sure it also aligns with the hypotheses you're testing.
3. Establish Baseline Metrics: Note the email marketing metrics you'll need in order to determine success in your test such as your open rate, deliverability rate, unsubscribe rate, and click-through rate for that particular sample.
4. Create and Schedule Your Test Emails: Create a handful of test emails to rotate through the list sample. Once you've created the emails, schedule them for the sending frequency you outlined in your hypothesis.
5. Measure and Analyze Results: Measure your results against the hypotheses you established in the beginning and the baseline results you recorded.

For a more in-depth explanation of how to conduct a test like this, check out our five-step guide to determining your optimal email frequency, which elaborates on the steps above.

Trigger Emails Based on Behavior

Like dynamic lists, this last tip will require software to do, but if you have a marketing automation or workflow tool, you can get started. Before you even dive into the specific setup, make sure you've got a solid behavior-driven marketing strategy in place. First, define the triggers that should cause an email to get sent. A behavioral trigger is an action taken by the recipient that indicates they have moved to a different stage of their decision process. 

 

 

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Agencia 365. Marketing Online en Argentina

¿Qué es el branding y cómo funciona en el Social Media?

El branding, consiste en realizar acciones encaminadas a construir una imagen de marca o bien fortalecerla de cara al resto de los usuarios.

En el Marketing Online el Branding encuentra un aliado muy poderoso en el Social Media, ya que gracias a las Redes Sociales podemos crear una imagen sólida para nuestra marca, difundiendo nuestro mensaje de forma efectiva y posicionándonos como usuarios relevantes. Por este motivo, las plataformas sociales son imprescindibles para nosotros como profesionales si queremos realizar una buena estrategia para fortalecer nuestra marca o crear comunidad alrededor de ella.

Según aytm, la plataforma más utilizada es Facebook para este fin, ya que el 85% de los profesionales la consideran una herramienta imprescindible, mientras que sólo el 49% usan Twitter, plataforma en la que, a pesar del fuerte crecimiento que está experimentando, sólo el 35% de los usuarios entran diariamente, mientras que Facebook ofrece un engagement mucho mayor con el 74% de los usuarios usándolo a diario.

Respecto al tamaño de la comunidad, según las estadísticas ofrecidas por aytm, Facebook es el que reúne a usuarios con mayor número de usuarios, con un 57% de usuarios con más de cien amigos y el 11% más de 500 , mientras que en Twitter, sólo el 25% tiene más de cien seguidores y el 10% más de 500 seguidores.

Para ser capaces de construir una imagen fuerte de marca, debemos ser conscientes de que los usuarios quieren hablar sobre nosotros, por lo que es fundamental darles algo de lo que hablar, una razón.

Los usuarios quieren interactuar con la marca, y, mientras en Twitter sólo el 29% de los internautas siguen a una marca, en Facebook el 58% ha dado un “me gusta” a una marca. Así mismo, en Twitter son menos los internautas que hablan sobre una marca, con un 39%, mientras que en la red social de Zuckerberg, el 42% mencionan en alguna actualización de estado el nombre de una marca. Es un ejemplo también del poder de difusión de los mensajes de las marcas el hecho de que en Twitter sólo un 29% retuitea mensajes referidos a marcas, mientras que en Facebook, el 41% comparte algún link, un vídeo o algo relacionado con una marca.

También es indicativo que los usuarios que utilizan Facebook para hablar de una marca lo hacen para decir algo positivo referente a ella. Según indican las estadísticas, de los usuarios a los que les gusta una marca el 66% tiene más de 100 contactos y son muy activos en la red social, siendo un 84% de usuarios los que entran a diario en Facebook, y cabe también destacar que los usuarios a los que “les gusta” una marca suelen ser más influyentes que aquellos a los que no.

Algo que podemos hacer para aumentar el engagement con nuestros clientes es darles lo que quieren, y a los usuarios les gusta obtener cupones descuentos principalmente, y , si sabemos elegir el canal adecuado para dar a conocer nuestras actualizaciones a nuestra comunidad será más fácil que tengamos una mayor aceptación a la hora de darnos a conocer. Los usuarios prefieren actualizaciones cortas en Facebook y en Twitter frente a emails o a anuncios tradicionales en soportes, digamos, clásicos.

Top 7 Questions About Email Marketing

1-What is considered a decent click-through rate for an email?

This is going to depend on what type of email you're sending. Transactional emails such as order receipts or confirmations have the highest click-through rate, followed by newsletters, with promotional emails having the lowest CTR of all. It makes sense -- think of how much more engaged a brand new customer is with your brand (someone who might receive an order confirmation email), compared to someone who is just periodically staying up to date on your brand (someone who might receive a newsletter), compared to a lead (someone who might receive a promotional email). So a decent CTR for you is going to vary depending on what type of email you're sending, and to which list.

The average email click-through rate of emails it was at 5.5% in Q3 of 2011, up slightly from the previous quarter. The thing is, this is across all industries and email types -- so the data isn't necessarily a proper benchmark for every marketer to measure their emails by. The key is to continue testing variables in your emails that will help improve your click-through rate, Segmenting your email lists is some seriously low-hanging fruit, and has shown to improve email relevance by 34%. 

2- Is the click-through rate of business emails higher on mobile devices than on computers?

 Click-through rates for a company's email marketing increased a dramatic 53% after the company optimized their emails for mobile. While that might be on the dramatic end of the spectrum, the fact of the matter is that when your company optimizes its emails for mobile, your click-through rates will rise. Believe it or not, not every company has optimized their email marketing for mobile. And mobile optimization is a critical component of your email marketing strategy If you want to increase your mobile click-through rate, make sure every email you're sending out is optimized for mobile, because your audience IS there.

3- What is considered a decent unsubscribe rate?

 Under 1%. Aside from being generally trustworthy, you'll be able to achieve this rate by only using opt-in email lists, properly segmenting your lists, only sending relevant content at an appropriate sending frequency, and religiously honoring unsubscribes. 

Unsubscribes aren't all bad! When recipients do unsubscribe, consider it a natural list cleanse 

4- When should I be sending my emails? 

• Time of Day - Dan Zarrella's data showed emails sent at 6 AM had the highest click-through rate. Emails sent from 10 AM-12 PM showed another small spike, and the later the time in the evening, the higher the click-through rate climbed.
• Day of the Week - Experimenting with weekend emails could benefit your business, perhaps due to the lack of other competing emails coming through on Saturday and Sunday. Zarrella's data showed the lowest click-through rate (and highest unsubscribe rate!) occurred on Tuesday, with Wednesday and Friday coming in as the weekdays with the highest click-through rates.
• Number of Days Per Week - Click-through rates decrease the more emails you send in a given campaign, so our best practice here is to "chill" a bit. Space your emails out so your subscribers don't feel bombarded. 

5- If there are multiple links in your email copy, how do you balance the attention you give to each of them?

It's never a bad idea to include multiple links in an email, since each link is a call-to-action that could reconvert your email recipient. That said, you don't want those calls-to-action to compete with one another, which is why it's crucial that you decide exactly what it is you want your email recipient to do upon receiving your email. That way, none of the links are competing with one another for attention 

The first two links called out in orange both lead to the same landing page, but they are accompanied further down the email with a second call-to-action that encourages the recipient to reconvert on more bottom-of-the-funnel offer -- a free trial of our marketing software.

6- What is the difference between a paid and organic email contact? Is one better than the other?

An "organic" email contact is someone who chose to subscribe to emails from your company by clicking on a subscribe button on your website, filling out a form on one of your landing pages, or otherwise indicating their willingness to receive your emails. A paid email contact is someone who didn't indicate they wanted to receive email from you, but whose contact information you purchased.

Organic email contacts are way better than those you pay for. Those who opt in to receive your email communications are more interested in your company than those you pay for, are less likely to mark you as SPAM, will unsubscribe at a far lower rate, and as such, your email deliverability rates and sender reputation won't get totally annihilated.

7- Any tips on how to comply with the CAN-SPAM Act?

Definitely. There are four main points that are important for email marketers to remain compliant with CAN-SPAM:

Don't use misleading, deceptive, or falsified information in your 'From,' 'To,' or 'Reply-to' fields, email subject line, or routing information. Clearly identify who the email is coming from -- be it your company or a specific employee within your organization -- and make sure your subject line accurately describes the contents of the email.

Include your company's physical address in every single email you send out. These are typically placed in an email's footer.

Include an easy to find unsubscribe link in every single email, and make sure to honor unsubscribes promptly and completely. "Promptly" is defined as within ten business days (but try to be speedier than that), and "completely" means that you do not sell or transfer their email address to any other lists after the unsubscribe is complete.

          Make sure the Email Service Provider (ESP) you're using is reputable. If something illegal does go down with your emails, both your ESP and your company can be held responsible.

Social Media Marketing Hidden Treasures

Get More Visibility for Your Tweet Replies

If someone you follow begins a tweet with an @reply to someone you do not follow, the tweet will not show up in your tweet stream! As a marketer, you might want some of those replies you're sending to get more visibility though, right? The solution is putting a period before the @reply at the beginning of your tweet (like this: .@reply) to make sure that any of your followers can see the reply, too.

Don't Use Images With Spaces in the Name

The Facebook API wll not show a thumbnail picture from a link if there is a space in the file name of the image. This is important for marketers to know as including a picture with a link often encourages people to click through the link. So instead of labeling your pictures "email product screenshot," label it "email-product-screenshot" to ensure the link to your blog post about email products actually carries an image over to Facebook!

Use YouTube's Extensive Analytics

YouTube has a ton of beneficial analytics for marketers, including views, subscribers, demographics, and audience retention. This helps you see what video content people are interested in, and what's falling flat, especially when you look at the audience retention metric! It will even tell you when people are watching your full video, and where in the video people start to lose interest.

Video annotations are pop-ups that appear during your video. With them, you can give your viewer a message without interupting the video. Marketers can also take advantage of this to include a promotion or offer in the videos that doesn't rely on the viewer getting to the call-to-action at the end of your video (you know, in case they drop off before that)!

Don't Reupload Videos!

There are a lot of edits that occur before the final video is ready. However, if you upload the video and begin to get views, you will lose those views if you reupload a new video. For marketers this is important to know because it will affect the analytics that show the success (or failure) of your video.

Linkedin: Put Keywords Next to Your Name

If you want to show up for a particular search term, include it right next to your name. For example, if you want to appear when someone searches for "B2B," include it as part of your title within the 'Name' field. Similar to a search engine, LinkedIn will recognize that you have something to do with "B2B" and put you closer to the top of the list of results returned when searches are performed for the term.

 

 

Create Targeted Product Tabs

Using targeted product tabs, you can change what product page your audience sees based on their personal characteristics, like company size, job function, industry, seniority at their company, and geographic location. For example, if you want small companies to see one product page and large companies to see another, that is possible!

 

 

Use Applications to Add More to Your Page

Just like Facebook has plenty of apps to make your social experience better, LinkedIn provides applications that can let you market your company even better than you already were. For example, you could promote some of your presentations with their SlideShare app 

 

Things You Might Have Missed on Pinterest

While Instagram has captured the hearts of mobile users who love visual content, Pinterest has grabbed the rest of our hearts. So make the most of your Pinterest marketing! Here's how.

Use Keywords When Pinning Pictures

When you include keywords that you want to rank for in a Pinterest search in the picture description, it will increase your chances of appearing in a user's search. This is another valuable way for marketers to get the attention of their audiences using visual content, which we all know is sometimes far more appealing than the written word. Creating boards around specific keywords can also help your rank.

Drive Traffic, not SEO

Pinterest will significantly increase traffic to your website, but it will not help your SEO. The "Pin It" buttons that come up on Pinterest always link back to your site, but they are "no-follow links," which do not send along any link juice to your website. This is important for marketers to know because when they see their website traffic increase, they may wonder what happened to SEO.

Check Your Default Settings

The default setting for Pinterest is for your page not to appear in search engines. For marketers, it's important to turn this setting to "On" so you appear in the search engine results. After all, if you are putting in marketing resources to make Pinterest a success, you want it to come up in results!

 

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Social Media Marketing by Agencia365

Pingüino: 5 Beneficios para tu estrategia SEO

El efecto causado por el útilmo algoritmo de Google, Pingüino lo dejó bien claro: para conseguir buenas posiciones en Google sólo hay un camino: cuidar la estrategia de contenidos. Ofrecer información útil y fresca a los usuarios. Cuanto mayor sea la frecuencia de las actualizaciones de tu web, mejor será la consideración que la gran G tenga con ella. Pero sabes que no es tan sencillo. Crear contenido de calidad es una tarea laboriosa, que implica mucho trabajo y un esfuerzo que no siempre estás en condiciones de realizar. La curación de contenidos es una alternativa que puede beneficiar en mucho tu estrategia SEO, comprueba sus ventajas:

Te ayuda a descubrir buen contenido. El hecho de bucear en la red y poner en práctica tus dotes de investigador te ayuda a descubrir las novedades del sector, saber qué hace tu competencia, cuáles son los nuevos tipos de contenido que tienen mayor acogida, qué nuevas ideas surgen… Hace que te sitúes a la vanguardia, se alimente tu curiosidad y quieras saber más y más, llegando a replantearte tu actual estrategia de contenidos. De este modo, evalúas si lo estás haciendo bien, o descubres cómo reconducir tu estrategia y poner en práctica novedades, con las que sorprender a tus usuarios, e incluso poder convertirte en referente en tu sector. Una muy buena opción de content curation es proponerte mejorar lo que ves, aplicar la máxima del "yo también puedo hacerlo, e incluso mejor".

Aumenta la relevancia de tu site. Cuando utilizas contenido de fuentes externas, mencionas a la fuente, incluyendo un link hacia la misma. Estas referencias ayudan a que los autores puedan rastrear e identificar la repercusión de sus creaciones. Al monitorizar la inclusión producto de tu trabajo de content curation, lo normal será que sus creadores participen en la difusión de tu nuevo contenido, generando con ello backlinks hacia tu site, lo que supone mayor relevancia para tu trabajo. Esto propicia además el engagement con aquellos referentes que has mencionado.

Consigues mayor notoriedad en los resultados de búsqueda. Esta relevancia recién adquirida conlleva un aumento de enlaces y menciones en las redes sociales. Como muestra podemos considerar que la eficacia de los tweets y su importancia para el SEO está comprobada y reconocida por el propio Matt Cutts.()

Refuerza estrategia de keywords. Tu nuevo y recién creado contenido, obviamente, está optimizado en función de tu estrategia de palabras clave. Este tipo de acciones son muy positivas para mejorar tu presencia en los resultados de búsqueda. Vienen a contribuir, junto con el resto de acciones on page, a construir una sólida estrategia SEO de cara a Google.

Frecuente actualización de contenidos en tu site. La curación de contenidos es una tarea mucho más sencilla que la creación de contenido único, por lo que puedes hacer nuevas publicaciones con mayor asiduidad. Este contenido, de calidad y nueva creación, favorece la renovación de tu site y con ello que cumplas la principal premisa establecida por tu nuevo amigo, el Pingüino.

Why LinkedIn for Networking?

A personal LinkedIn profile is commonly viewed as an online resume or digital business card, and using it for that is a good start.

However, you can take that further – going beyond LinkedIn’s basic capabilities – tobuild a more powerful means of attracting and managing your connectionsand professional online presence to encourage more business opportunities.10 Tips for LinkedIn

The following 10 LinkedIn features and best practices will enable you to not just make connections on LinkedIn, but to leverage your network to become more visible, better engaged and armed with business intelligence that willaccelerate the growth of your business.

These practices are organized into three distinct categories so you can realize the synergies of their combined benefits.

One point of clarity before we get started – all of these features are available with a standard, free LinkedIn account. More advanced features are available byupgrading to one of the premium accounts.

Optimize for Search Discovery and Ranking

A primary reason for having a complete and descriptive LinkedIn profile that speaks to your expertise and capabilities is to rank well in a general search. In fact, you may have discovered one of the easiest ways to look up business professionals online is to simply Google their name followed by the words “on LinkedIn.”

Taking that a step further, one particular advantage LinkedIn has over other networking sites is its internal search capabilities. You can improve your search discovery and ranking within LinkedIn in just a few short weeks when youoptimize your personal profile with the following four tips.

#1: Use Appropriate Keywords and Phrases in Your Heading and Title

Many people consider their LinkedIn heading to be synonymous with their title, but there is a difference. Your title is indeed important for being findable for a LinkedIn search, but your heading is a valuable opportunity for extending it further by emphasizing and elaborating on your skills, areas of expertise and your ideal customers.

Descriptive key phrases in headings reinforce skills and capabilities in your current title.

#2: Mirror Your Online and Offline Business Networks within LinkedIn

To maximize your benefit from LinkedIn, you should consider importing all of your online and offline business contacts into it, while also being diligent about making frequent updates.

Every network is a web of connections, which are known as social graphs – digital maps that lead new connections to you. When you import all of your other business contacts into LinkedIn, you not only ensure its completeness and relevance to reality, you also maximize the aggregate value of your LinkedIn network.

The following video on LinkedIn Maps illustrates how this works.

#3: Tag Your Skills and Expertise

While tagging your skills and expertise does not presently seem to make a significant difference for LinkedIn search, this may well be the case in the future after this feature moves out of beta. For the time being, consider tags to be additional information that may prove useful for someone who happens upon your LinkedIn profile.

You can add up to 50 tags to identify your specific skills and expertise.

#4: Link to Your Websites with Keyword Anchor Text

LinkedIn provides the capability to link your personal profile to up to three websites or pages, including your company website, personal website or blog.

If this is done properly, you can have those links attached to your chosen keywords and phrases, thereby further enhancing your search engine optimization (SEO) both within LinkedIn and on the open web. The secret is using the “other” category to enable this option.

This video will demonstrate how to maximize the value of the outbound links from your personal LinkedIn Profile.

Personalize for Engagement and Interaction

You can maximize your results from LinkedIn from the moment you make a new connection. This starts with having a profile that encourages others to engage with you –  one that presents you as interesting and approachable.

You already know that using conversational language and having an engaging profile picture make you more personal and attractive. If you are willing to invest a little more effort, the following three tips will prove to be invaluable for opening doors to new opportunities.

#5: Personally Welcome and Acknowledge Your New Connections

My experience is that few people acknowledge new connections with a personal reply, something that takes just a few seconds.

This is why this strategy is so valuable for developing relationships and standing apart from others who are just collecting connections.

#6: Add Video to Your Profile to Make it Come Alive

There are two applications for adding video to your LinkedIn profile – the Google Presentations app and the SlideShare app. Having worked with both, my experience is that the SlideShare app is more reliable.

If you know how to embed a video in a PowerPoint presentation, then you can easilyput a video in your LinkedIn profile with the SlideShare app. You can embed the video in the first slide and set it to launch when your profile is accessed, or use the first slide to introduce the video.

This video will demonstrate how to add video to your personal LinkedIn Profile.

#

7: Note Important Details and Opportunities for Next Actions

In the days before digital when we exchanged business cards at a networking event, it was a common practice to make a note on the card about such things as a particular opportunity to follow up on.

That’s the purpose of this feature. If you scroll down any profile you will find a field forinserting notes. Given that many of us have hundreds of LinkedIn connections,additional information can prove very helpful for personalizing your follow-up communications.

Organize for Business Intelligence and Networking

In many ways, LinkedIn is a database, customer relationship manager (CRM) and social business network all rolled into one. If you take the steps to refresh your personal profile on an ongoing basis, while also keeping all of your contacts current, you will get more out of LinkedIn than the average user.

As you know, your CRM is only as good as the information entered into it – and the next actions you take to use it. These final 3 tips will help you realize the full capabilities of LinkedIn now, and especially as new features are added.

#8: Tag and Filter Connections to Organize and Build Relationships

Asking for a favor when you first meet someone is not smart networking. Thus, tagging your connections so that you can share useful information and build value over time is a great way to build mutually beneficial relationships that will serve you well.

By classifying your connections as you add them, you will create a framework that allows for filtering them in ways that are advantageous to your networking strategy.

#9: Use Context to Acquire Business Intelligence

One way to use LinkedIn to acquire business intelligence is to study the interrelationships of your contacts. For example, if one of your competitors is connected to your new contact, then you can use that contextual intelligence to minimize risk – just as you also can discern potential opportunities from their second- and third-degree connections.

Another way to use the context of your network is for finding better LinkedIn groups. There are thousands of groups on LinkedIn, but your trusted connections can lead you to those that may be best-suited to you as a result of your contextual relationship.

New connections that you share groups with can introduce you to new ones.

#10: Periodically Update Your CRM with Data from LinkedIn

One of the challenges of CRMs is that you have to consistently enter fresh data to derive maximum value from them. Take advantage of the fact that most of your LinkedIn connections are keeping their contact information current by periodically importing that data into your CRM.

LinkedIn has a feature for downloading your connections into a CSV file (like an Excel file) that can then be imported into your CRM. If you do this at least a couple of times a year, you will always have the most current contact information at your fingertips for staying connected.

LinkedIn is a network designed for professionals, one in which the individual is the center of the ecosystem. This is why taking steps to fully enhance your personal profile is the surest strategy for making the most of LinkedIn for your business.

Turismo 2.0 por Berry Whale

Ya no es como antes que tenías tu gerente de ventas y amarrabas las cuentas corporativas, te llegaban reservas que conectabas en el mismo hotel o tenías un teléfono y la gente llamaba y te hacía una reserva. Hoy hay una gran variedad de formas como las OTAs, las reservas a través de Facebook o Google Hotel Finders, los metabuscadores como Kayak, y un montón de modelos de negocios y oportunidades de distribución. Si no la gestionamos bien probablemente seamos menos rentables y perderemos oportunidades

Google Hotel Finder es una gran incógnita

“El modelo de negocio de Google es el ingreso por publicidad (Google Adwords) y la industria del turismo es el segmento que le genera a Google la mayor cantidad de ingresos. Sobre 4 dólares que invierten las OTAs en Google en Adwords, los dueños de los hoteles invierten sólo 1 dólar. Por ello, Google va a tratar de privilegiar a sus mejores clientes.

Lo cierto es que no está aún claro hacia dónde va a evolucionar el producto pero tiene todas las posibilidades de mejorar Google Search que en este momento para el turismo es deficiente, costoso y complejo.

Google Hotel Finder es una apuesta de Google a tratar de mezclar mucha información que tienen de varios servicios, componerlos en un solo sitio y verticalizar la búsqueda de turismo principalmente la del sector hotel.

Luego con la compra de ITA software se puede combinar la búsqueda de hoteles con la búsqueda de aéreos”.

Facebook. Hay que estar y estar muy bien

“Esta red social es uno de los canales más rentables y el inicio de una posibilidad de servicio. Facebook tiene claramente un alto engagement y en EEUU ya hay hoteles y aerolíneas que conducen dinero en una transacción segura dentro de esta plataforma.

Por otra parte hay una realidad y es que Facebook en EEUU ya no crece, por eso se explica su baja en la bolsa. La gente dice “ya no me divierte, hay contenido pornográfico no filtrado, hay invitaciones de cosas que no me interesan, el tema de la privacidad” por ello muchas marcas han retirado sus páginas de Facebook porque los costos de manejar la relación con los clientes es alta y las transacciones no son importantes.

Algo que se ha demostrado también es que la importancia de las recomendaciones de los amigos es relativa. Es muchísimo más creíble, en términos de conversión, que la marca hable en una comunicación oficial que lo que un usuario puede compartir a otro”.
Twitter hoy por hoy es perder el tiempo

“El timeline es muy voraz, muy ágil y se pierde. Además cuesta mucho preparar el contenido de Twitter porque hay que ser muy inteligente y muy hábil para escribir en 140 caracteres.

En turismo hay una planificación media de 22 días antes del viaje y Twitter no es un punto de consulta.
También esta red de microblogging es un mercado que cae, hay cada vez más cuentas inactivas, menos relevantes y la cantidad de contenido generado por usuarios verdaderos es cada vez menor.

Es una generalización pero hay que analizar caso por caso, por ejemplo en atención al cliente, las aerolíneas y los clubes de lealtad”.

5 Top Marketing Tips for LinkedIn

 Once upon a time, networking meant going to conferences and getting out there and meeting people. LinkedIn, however, has made networking on a global basis much easier and effective, allowing users to network with people worldwide from the convenience of their own home or office.

LinkedIn has quickly established itself as one of the top social networking sites for individuals and business owners who want to network with others, to widen their customer base, and to keep on top of what’s going on in their respective industries.

 Succeeding at marketing with LinkedIn requires time and effort and trying the various methods for marketing with the popular social networking platform is important to find what works for your business.

1. Sell Your Skills.

 Whether you opt for an individual or a company profile, your profile is the best way to market your product or service and to sell your skills. A LinkedIn profile is essentially an extended resume that includes a photo and recommendations from others. Fill it out completely to get the most of it from a marketing perspective.

2. Have others Sell You.

 One of the most effective ways to win new business is to get recommendations from colleagues and current and former clients. LinkedIn allows you to request recommendations for each position in which you’ve worked and for your college experience. To take full advantage of marketing on LinkedIn, gather as many recommendations as you possibly can.

3. Position Yourself as an Expert.

 LinkedIn offers an ideal platform to position yourself as an expert in your field or industry. In addition to individual profiles, LinkedIn allows users to post company profiles. Ideally, if you run a business, you’ll have one of each.

People want to work with experts in their respective fields. To build your credibility and share your expertise, become active in answering questions in LinkedIn’s “Question and Answer” section. Every question you answer will become a permanent part of your profile, allowing connections and others to see your wealth of knowledge.

Be sure to also join related groups and start answering members’ questions.

4. Network Offline.

Networking online provides great convenience, but sometimes you just can’t compare it to face-to-face networking. Find networking events in your city by looking at the “Networking Events” on LinkedIn. Major cities, like Los Angeles and Cleveland, also have their own listings of networking events.

You may also want to host your own networking event, which you can then market on LinkedIn.

5. Link to other Social Networking Accounts.

 Keeping on top of all of your social networking accounts can be challenging, but LinkedIn makes it easy to merge your Twitter account and your blog with your profile. You can sync your Twitter account  and your blog with LinkedIn, so both are automatically updated when you publish something new. Signing up for syncing takes less than a minute. Interested connections and others can then easily click on your Twitter address, your website, or your blog to learn more.

Original Article

Agencia 365 - Marketing Online.

Cómo crear una página de empresa en Linkedin

Actualmente, existen dos requisitos necesarios para la apertura de un perfil de empresa en Linkedin. Por un lado, la persona que desee crear una página de empresa en Linkedin, deberá ser obligatoriamente usuario de la misma.

Por otro lado, es estrictamente necesario aportar una dirección de correo electrónico de empresa. Linkedin, no acepta el uso de direcciones de email genéricas como ‘gmail’ o ‘hotmail’.

A continuación, se muestran los pasos a seguir para poder abrir un perfil de empresa en Linkedin.

En primer lugar, deberemos pinchar la pestaña ‘Empresas, incluida en el panel de usuario de Linkedin. De manera automática, Linkedin nos manda a una página idéntica a la que se muestra a continuación. El siguiente paso, será pulsar a la opción ‘Añadir empresa’.

Una vez hayamos confirmado la inscripción, llega el momento de rellenar los campos de la página de empresa en Linkedin.

Descripción breve de la empresa

La sección resumen incluye todos aquellos datos relevantes de la empresa. Esta, será la primera información que verá el usuario cuando visite la página.

Linkedin solicitará la siguiente información:

-Idioma. Dependiendo del origen de la empresa, se seleccionará uno u otro idioma.

-Administrador de la página. Será la persona que tenga acceso a los permisos para poder gestionar y editar la página.

-Logotipo. Imagen corporativa o logo de la empresa

-Descripción. Linkedin nos pide que incluyamos una breve descripción sobre nuestra actividad empresarial. Es aconsejable ser concretos así como el uso determinados keywords o palabras clave descriptivas del sector de la empresa. Por ejemplo, si somos una empresa de ‘consultoría web’, deberíamos incluir el término ‘desarrollo web’, ‘marketing online’ o ‘marketing para empresas‘.

-Tipo de empresa. Deberemos de indicar que tipo e empresa somos

-Tamaño de la empresa. Indicaremos el número de trabajadores que componen nuestra empresa.

-Dirección web. Enlace a la página web de la empresa.

-Sector. Sector de actividad de la empresa.

-Ubicación. Dirección postal, ciudad, provincia, país, etc.

-Feed. Linkedin ofrece la posibilidad de mostrar, de manera automática, las actualizaciones de la web o blog de empresa.

-Palabras clave. Selección de un conjunto de keywords o palabras que describan la actividad de la empresa.

-Mostrar noticias: Linkedin ofrece la posibilidad de hacer públicas todas aquellas noticias referentes a la actividad de una empresa.

Carreras

Linkedin, ofrece a las empresas la posibilidad de publicar las ofertas de empleo de la compañía. Esta opción, facilita la labor de búsqueda, análisis y selección de candidatos para un determinado puesto de trabajo.

Productos y servicios.

Esta sección, permite a las empresas presentar de manera detallada los productos o servicios que ofrece.

Las fichas de producto en Linkedin incluyen los siguientes ítems:

- Categoría de producto o servicio.

- Nombre, imagen y descripción.

- Funcionalidades de producto.

- Enlace a la ficha de producto en la web de la empresa.

- Productos o servicio en promoción.

- Video en Youtube sobre el producto o servicio.

Análisis y monitorización de marca en Linkedin

Al igual que sucede en Facebook o Youtube, Linkedin ofrece la posibilidad de monitorizar la actividad de la página de empresa a través de su aplicación de analítica web.

La herramienta de análisis de Linkedin permite la visualización de las visitas y visitantes únicos de cada una de las pestañas, para un periodo determinado.

Asimismo, el administrador de una página de empresa en Linkedin también tiene la posibilidad de ver cuántos clics han recibido los productos de la empresa, el número de seguidores fieles a la página así como la tipología o perfil del usuario.

Linkedin : networking personal & negocios

Linkedin, la red social profesional líder en España con 3 millones de usuarios, es con mucha frecuencia el patito feo en la estrategia de redes sociales de las empresas españolas, que o bien no tienen presencia en la misma o, en un segundo término, es sólo testimonial. Sin embargo, esta red social puede ser una herramienta clave en muchos aspectos del negocio de la empresa.

El primer paso que ha de hacer una compañía para introducirse en Linkedin es crear una página de empresa. Si bien este tipo de páginas son muy informativas y no sirven como canal de comunicación sino más bien para aglutinar a los empleados, permiten crear una pestaña con los productos de la compañía y pedir recomendación a aquellos usuarios de Linkedin que los hayan usado. De esta forma, nuestros prescriptores están localizados y son visibles ante toda esta comunidad, lo cual nos atraerá más visibilidad.

El máximo potencial que puede sacar una empresa como institución en esta red es creando un grupo y, de esta forma, convertirse en líder de la conversación de su negocio, en el mayor experto. La mejor empresa española que ha llevado a cabo esto en Linkedin es, en mi opinión, Acciona, que ha creado 3 grupos para conversar sobre Energías Renovables y Sostenibles, Infraestructuras y Agua. 13.550 profesionales hablan activamente en estos foros sobre temas muy específicos del sector como, por ejemplo, cómo hacer que las aguas residuales urbanas puedan convertirse en combustible en un futuro. De esta forma, Acciona materializa su posicionamiento como líder en esas temáticas entre los expertos de esta red.

Y sin duda alguna Linkedin es una gran herramienta de networking que puede traducirse en beneficios económicos para la empresa. Una compañía española de telefonía por cable, por ejemplo, logró a través de los grupos de Linkedin encontrar una solución tecnológica de un proveedor más económico que redujo los costes de su infraestructura en un 50%. Y a través de Linkedin siempre podremos encontrar y ponernos en contacto con las distintas personas que toman decisiones en empresas que pueden ser potenciales clientes, y localizar a las personas que conocemos en común y que pueden ponernos en contacto.

Linkedin es la red social más poderosa publicitariamente porque en ella se encuentran los currículos de nada más y nada menos que 3 millones de españoles. Podemos hacer publicidad a usuarios segmentándolos por campos tan diversos como las carreras universitarias que han estudiado o el cargo que ocupan en una empresa (en Linkedin sería posible hacer una campaña dirigida a CEOs, por ejemplo). Las Escuelas de Negocio lo saben y por ello suelen recurrir a Linkedin para hacer publicidad de sus Masters y Cursos de Postgrados, segmentándolos a usuarios con perfiles profesionales altos que puedan demandar este tipo de estudios. Y los llenan.

Linkedin es, por tanto, no sólo una excepcional herramienta de networking personal, sino también de negocio. Te invito a que deje de ser la niña fea de tu estrategia en redes sociales, y la pongas a la altura de sus hermanos, Facebook y Twitter.

Agencia 365: Marketing Online en Argentina