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A new website and a story of success

Today we want to share a story of success. This year, Ser Argentino, a digital media dedicated to communicating about Argentina and its culture, decided to update its website to expand its functionalities and improve its user experience.

The amount of work that it required was enormous. It demanded a whole team of seven experts among designers, layout designers, and programmers. It took six months to take the final product online, and we continue working on improvements and extensions of functionalities.

At this point, you must be asking yourself, “Well… Where’s the success on that?”. Fair question. Here it comes, listen up!

Our designers developed the new image of the site for what they created 25 wireframes, desktop and mobile, and re-designed its iconographies. Also, they designed and generated user manuals. Regarding CMS, we layout around 25 custom-made pages. Regarding its technology, we replaced WordPress for Laravel.

And here comes the best part: We developed five types of widgets according to different content types. Each of them has custom functionalities according to its characteristics. We also extended its language options from just English and Spanish to Chinese and Portuguese! All translations were done using Amazon AWS machine learning.

There is more! Its homepage is now 100% manageable. We developed five types of layouts that the client could choose from. They can duplicate, move, and customize its looking and content! And talking about content, now massive actions to modify and organize it is allowed.

We also developed functionality that allows flowing communication between readers and authors. Each author has its profile where she can receive private messages from users (readers and other authors), and it works like a private chat room. Also, commenting on articles is easier now, and our client can answer and administer them. The author gets a notification when receiving a new comment on his writing. This functionality facilitates the exchange of ideas.

Last but not least, we enhance its functionalities to measure the site’s results. By upgrading its tag system, we can now track down the Tags that are most used, how many clicks they get, and export that data for advertising campaigns. Also, now articles can be graded, giving every writer a total score that serves as an efficiency measure.

We are still working on more updates and extensions. But for now, the speed of the site, its image, loading, and the organization of content has remarkably improved.

If you found this interesting, stay tuned to know about the actions we carried out regarding SEO and its marketplace. And if you want to know further about this work, contact us!

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Marketing automation: Converting the funnel into a cycle

Today we want to give a twist to the generic understanding of the marketing funnel. What would you say if we tell you the funnel could become a cycle? That’s right, nowadays, different software allows us to reduce leaks in the marketing-to-sale process by maximizing the nurture of our leads. Thus, helping us to scale our marketing efforts. How so? By the automation of our marketing actions.

What is marketing automation?

It is a tactic that incorporates the usage of software and technology to optimize, automate, and measure marketing tasks. Which tasks? The repetitive ones, the complex ones, and the tailor-made actions for clients. For example, if I need to make a categorization of 100.000 users, according to their behavior, to determine whether they could be potential clients. I would use an automated qualified lead strategy. Let’s take another case. For nurture campaigns, where the content shown to users changes according to their type of interacción and their place at the marketing funnel, only an automated strategy could make this happen.

Automating allows marketers to maximize their time, become more efficient, and spend more time on essential assignments. At the same time, it enables companies to sharply estimate the ROI of a marketing campaign by improving their targeting strategy. In brief, it allows companies that generate several leads to nurture them across multiple channels.

How does it work?

The nurturing process uses highly personalized, valuable, and timely content that allows converting prospects into leads. Then, it helps prioritize the right leads for us, marketers, to make them surf through the funnel to become clients. More precisely, it is about giving the prospect the information they need in the specific moment they want it, personalizing their journey as a customer. In a world where customers seek to interact with humanized companies, this is a helpful tool.

Specifically, marketing automation has two edges: The outbound and the inbound. In the first case, the company uses its intelligence to target communications based on the prospect’s known characteristics related to their responses or actions online. In the second case, after showing valuable content to candidates, the software can gather data related to the prospect’s activities and engagement. Both strategies allow marketers to present individuals with the right personalized content at the accurate time.

Last but not least, this strategy could and should be applied to different channels and uses: Social Media Marketing, Email Marketing, Metrics and Analytics, Lead Nurturing, Lead Generation, and Management Activities. So, how do these actions transform the funnel into a cycle? When prospects are not ready to buy at a specific time, they can still be returned to more nurturing marketing.

At this point, you must be asking yourself when is the right time to invest in it, if you have not already. Here is a clue: Suppose you are generating valuable content that brings on a constant flow of new and organic leads, and want to take them to the next level -nurturing them into clients-. In that case, you should think of developing an automated strategy. Do you have any questions? Do not hesitate to contact us!

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Customer networks: The new paradigm

During the past years, a new business model has been developing. How so? Darwincould explain it: by the need for adaptation to thrive.


With the increasing usage of digital technologies and social media, rising competition, and market globalization, people are more communicative, both to each other and to companies. As a result, the approach to doing business had to change to match customer networks’ behavior, reshaping the understanding of successfully doing business.


Companies that adapted stopped seeing clients as isolated, passive, and as a mass with similar interests; to understand them as dynamic and interactive users that seek personalized solutions to their needs. Today’s customers are continually interacting, responding, connecting, and sharing content, thoughts, and reviews. This has given much more power and influence on individuals than ever before. By seeing this, companies find the key to persisting and gain a strategic advantage over competitors.


To survive and thrive, from big corporations to small startups and entrepreneurship, they all need to understand customer networks’ behaviors and act accordingly. How do they behave in networks? What motivates them? What do they value? How can you add value to their lives,  and help them get what they need? All these questions should be shaping your business and marketing strategy. But how so? By making customers part of your strategy.


Social Customer Relationship Management (Social CRM), was defined by Greenberg, in his book Social CRM comes of age (2009) as: “A philosophy and a  business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation to provide mutually beneficial value in a trusted and transparent business environment”. But still, we are talking about taking this to the next level: Working with customers just as working for them.


How did different firms take this into practice? The clearest example is crowdsourcing sites that allow customer networks to rate and invest in new products’ ideas. In the case of Netflix, they use the strategy of letting customers rate movies. As for Coca-Cola, permitting fans to bring their Facebook page to fame. Nike opted for launching a line of sneakers that can be designed by consumers. And this is how significantly different business lines have something in common: their approach to customers.


It is crucial to understand how your business could take advantage of this scenario, and for that, to understand the network’s behaviors. Here we systematize five customer network behaviors, according to the ones developed by David Rogers in his book The network is your customer: 5 strategies do thrive in a digital age (2011):
1. Seek to access digital data, content, and interactions as quick and easy as
possible;
2. Customers seek to engage with digital content that is relevant to their needs;
3. They seek to customize their experiences in networks by choosing and
modifying information, products, and services;
4. They want to connect by sharing their ideas and opinions;
5. Customers strive to collaborate on collective projects and goals through open platforms.


Because a network could adopt different combinations of these behaviors, a company’s strategy to approach them should be flexible in order to permit adaptation to changes. This will give rise to various business strategies rooted by the same variable: Individuals.


Our behavior in the online world shapes our actions in the offline world.
Understanding it is key to building strong relationships, creating value, and designing outcomes tailor-made for our clients. So, what is the lesson? The shift in the paradigm from mass media to customer networks impacts the way companies do business, just as Rogers explained it in 2011. If one wants to prosper in this new context, adaptation to a dynamic world’s  contingencies is the only way. Do you focus on understanding how your specific niche and potential clients behave to adapt and shape your business and marketing model?


Sources:
Rogers, D. (2011). The network is your customer: 5 strategies do thrive in a
digital age. Yale University Press, UK.
Rogers, D. L. (2016). The digital transformation playbook: Rethink your
business for the digital age. Columbia University Press.
Greenberg, P. (2009). Social CRM comes of age. Sponsored by Oracle

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Revenue Marketing: why is it essential to analyze and plan our actions?

Revenue Marketing it as a measurable and repeatable contribution by marketers to the creation of closed business. In other words, they are actions that create proven revenue out of marketing and are documented so that success can be repeated. It’s an optimized practice were marketing has a repeatable, predictable and scalable revenue engine, in order to forecast its impact on future revenue. This is why it’s so crucial for any company that applies measurement procedures destined for decision making, such as budget allocations or selection of investment channels.

One fundamental aspect of putting it into work it’s to align the Marketing department and the sales department. It’s vital that the objectives of both departments fall into line to ensure that they co-work to achieve the desired results. The main tools to achieve these goals are CRM and Marketing Automation. Both grant the data centralization in a semiautomatic and orderly manner, through a digital application that serves as operational support, management, control and evaluation of these departments.

How does it work?
This practice is based on the measurement and organization of data generated at each stage of the marketing and sales process of the company. At this point, we seek to identify which marketing investment generated the revenue. This allows us to select in which resources should we invest in the next cycle (Webinars or Tradeshows, in SEO or Digital Advertisement, in SM or PR). It’s fundamental to have clear objectives set for each action, an action that acts in the upper part of the marketing funnel is not the same than one that operates in the lower part. Some efforts will target customer acquisition, and others will focus on direct sales.

In order to correctly implement the Revenue Marketing process, it’s necessary to correctly define the attribution model that will be used. It’s important to take into account at which point each action will interact with the client and what percentage of the sale will be assigned to each interaction. To get this done, we need to understand how our customers’ shop. This is why it’s crucial to analyze the Customer Journey.

Revenue Marketing, while organizing the company, will give us the information to justify the budgets designating for each department on future business plans.