premiada y reconocida por FORBES.

Benefíciate y crea tu página web con botón de pago integrado dándole clic a este enlace por tiempo limitado.

No cabe duda de que el café es una bebida indispensable para muchas personas. Para que te des una idea, solo en Estados Unidos el 64% de las mujeres y el 62% de los hombres consume al menos una taza de café al día, según el libro Business Statistics for Contemporary Decision-Making (2019). Con ese dato, no sorprende que haya aproximadamente 24,000 cafeterías en dicho país, de acuerdo con información de E–Importz.

Si estás leyendo este artículo, seguramente tienes una cafetería o estás pensando en abrir una. En el primer caso, quizás sientes que el negocio puede ir mucho mejor y deseas encontrar la manera de que los clientes te visiten en mayor cantidad.

En el segundo escenario, a lo mejor no sabes hacia qué dirección dar el siguiente paso o cómo lograr que tu negocio llame la atención entre tanta competencia. ¿Acaso temes que, al inaugurar tu cafetería, haya más sillas vacías que ventas en el día?

¡No te preocupes! Cualquiera que sea el caso, aquí te revelamos 5 estrategias de marketing para cafeterías que sin duda le darán a tu negocio un gran impulso. Siéntate, toma una buena taza de café y presta mucha atención.

Estrategia 1: crea una página web vistosa

Comencemos esta estrategia con el principio que hará que tu página web sea exitosa, y hagámoslo con un video donde te lo explicamos paso a paso, ¡adelante video!

Las estadísticas en vivo de internet indican que actualmente hay más de 4.5 billones de personas que tienen acceso a la gran red mundial. Mientras que 2.05 billones compran algún producto o servicio en internet, según Statista. ¿Puedes imaginar cuántos consumidores potenciales existen justo ahora en el mundo virtual? 

Si quieres llegar al menos a una parte de dicha cifra, es importante que te hagas un espacio propio en internet. Para conseguirlo, te recomendamos crear un sitio web para tu cafetería.

Hay dos maneras generales de crear una página web: mediante etiquetas HTML o mediante un CMS (gestor de contenido, por sus siglas en inglés). La primera es un poco compleja, pues debes conocer acerca de ese lenguaje y por lo general lleva bastantes meses de trabajo poder tener listo tu sitio web. 

En el caso del segundo método, debes comprar un dominio, un hosting y crear una cuenta en algún CMS. Una vez hecho, puedes crear contenido en dichas plataformas de manera sencilla. No necesitas ser un experto en programación para tener tu sitio web en tan solo unos días u horas.

Asimismo, usar un gestor de contenido puede resultar más económico para tu cafetería. Por lo general, hay proveedores que te ofrecen paquetes que incluyen tu dominio, tu hosting y el CMS. Kolau te permite tener tu sitio web totalmente gratis con solo unos clics y sin tener que descargar ningún software en tu ordenador o dispositivo móvil.

Para ello, debes crear una cuenta y seguir los pasos que aparecerán en pantalla, tales como ingresar los datos de tu cafetería, elegir una plantilla, agregar tus productos, etc.

Cuando vayas a crear tu sitio en internet, te recomendamos que tengas en cuenta los siguientes aspectos:

Elige un diseño llamativo

Para empezar, es importante que el diseño visual de tu sitio web sea atractivo para quienes lo visiten. De acuerdo con un estudio de Adobe, el 66% de las personas prefiere visitar una página que sea visualmente atractiva. Por ende, utiliza colores que atraigan a los usuarios y que no les molesten al momento de navegar.

Un estudio de la Universidad de Toronto indica que la mayoría de las personas prefiere combinaciones de 2 o 3 colores simples. Mientras que un estudio de Joe Hallock señala que a los hombres les gusta el azul (57%), el verde (14%), el negro (9%)  y el rojo (7%). Por su parte, las mujeres prefieren el azul (35%), el morado (23%), el verde (14%) y el rojo (9%). 

Asimismo, cuida muy bien la fuente y el tamaño de texto que usarás. Es importante que la gente pueda leer el contenido de tu sitio, aunque sean solo palabras, así sabrá dónde hacer clic para navegar por tu web.

Según la agencia W3 Lab, el tamaño mínimo recomendable para un sitio web es de 16 píxeles, pues si un texto es más pequeño, resulta más difícil de leer en una pantalla, especialmente en un teléfono móvil. Ten en cuenta que, de acuerdo con Statista, actualmente el 52% de la gente usa dicho dispositivo para navegar en internet.

Si piensas usar una imagen como fondo, cuida también los colores, pues hay fotos que resultan muy oscuras o muy claras e impiden leer fácilmente el contenido. También utiliza fotografías que no sean muy pesadas, para evitar que el sitio web demore en cargar. Según el estudio de Adobe, el 39% de las personas abandona un sitio que tarda mucho en cargar su contenido.

Sube tu menú para atraer a los consumidores

Una estrategia que te puede dar buenos resultados es subir el menú de tu cafetería. O por lo menos imágenes y una breve descripción de tus mejores platillos. La idea de hacerlo es que las personas vean tus productos y se animen a visitarte. Si subes el menú, al igual que con las demás fotos de tu sitio web, intenta que las imágenes no sean muy pesadas para que el sitio cargue más rápido. 

Asimismo, te recomendamos que las fotografías que subas sean lo más claras posibles para que la gente aprecie mejor la comida. Además, usa fotos en las que tus platillos se vean coloridos, ya que según un estudio de Xerox, el uso de colores vistosos en alguna publicación de cualquier tipo incrementa el deseo de la gente de leer o consumir algo en un 80%.

Incluye diferentes canales de contacto

Algo que no debe faltar en tu sitio web son las diferentes formas en que los clientes pueden comunicarse contigo. De acuerdo con un estudio de KoMarketing, el 44% de las personas abandona una página si ve que no hay al menos una forma de contactar con la empresa o negocio.

Ese dato no debe sorprenderte, después de todo ¿cómo esperas que los consumidores se acerquen a tu cafetería si no saben dónde queda o no encuentran una forma de preguntarte? Por ello, te recomendamos que incluyas en tu sitio web al menos un teléfono, tu dirección de correo y una dirección física. 

También, puedes incluir un formulario de contacto para que los clientes te hagan alguna consulta por escrito. Si lo haces, procura usar formularios que tengan muy pocos campos para llenar. Según QuickSprout, tener solo tres campos incrementa hasta un 50% las probabilidades de que un cliente ingrese sus datos.

Estrategia 2: utiliza las redes sociales para darte a conocer

A día de hoy las redes sociales han adquirido una gran importancia en la vida de las personas. De acuerdo con un estudio de HootSuite, a principios de 2019 había 3.45 billones de usuarios en redes sociales. Esa cifra aumentó a 3.8 billones en tan solo un año, según un sondeo de We Are Social, lo cual equivale a casi un 60% de la población mundial.

Por si fuera poco, un estudio de Global Web Index señala que el 54% de las personas utiliza las redes sociales para buscar algún producto o servicio que desea adquirir. Con esos datos, puedes notar que existe un mercado potencial en dichas plataformas. Por ende, no está de más que aproveches esos espacios para atraer clientes. ¿Pero cómo hacerlo?

Antes de lanzarte al agua, debes seleccionar las redes sociales más ventajosas para tu negocio. Cada una de ellas tiene funciones que pueden potenciar un negocio, siempre y cuando este último sepa qué quiere conseguir con dichas plataformas.

Nosotros te recomendamos que, para empezar, inviertas tus recursos en tres redes sociales: Facebook, Instagram y Twitter. Estas son las que tienen más usuarios a nivel mundial. De acuerdo con un estudio de We Are Social y HootSuite, la primera cuenta con 2.5 billones; la segunda con 1 billón; y la tercera con 330 millones.

Para sacarles provecho a estas plataformas, a continuación compartimos algunos consejos.

Muéstrales tu cafetería a tus seguidores

Si quieres vender, necesitas mostrarle al mundo qué tienes para ofrecerle. En tu caso, es recomendable que les despiertes el apetito y la sed a tus seguidores. Para lograrlo, comparte imágenes y videos de los platillos y bebidas que vendes.

Te recomendamos que combines fotos y videos. Si vas a compartir videos, procura que no sean muy largos para evitar que los usuarios abandonen la reproducción de los mismos. Según Facebook, el 65% de la gente que ve los primeros 3 segundos de un video mira al menos hasta los próximos 10 segundos. Es decir, mientras más corto el material, más probabilidades tienes de captar la atención del usuario.

Por su parte, la agencia Omnicore indica que actualmente se suben más de 100 millones de fotos y videos a diario en Instagram. Además, un reporte de la compañía Mention revela que los videos tienen un 38% más de interacción que las fotos en esta red social. Así que puedes aprovechar Instagram para tu negocio.

En el caso de Twitter, Statista señala que el 42% de las personas utiliza dicha plataforma para ver fotos y un 32% lo hace por los videos. Con todos esos datos, no cabe duda de la demanda de material audiovisual que hay en redes sociales.

De igual manera, muéstrales a tus seguidores un poco más acerca de tu negocio. Por ejemplo, las instalaciones, el personal que tienes a disposición, cómo preparas algún platillo, etc. Se trata de que también les hagas ver el lado “humano” de tu cafetería. Que la gente vea que detrás de un nombre o un logo hay personas reales.

Crea un vínculo con tus seguidores

Si quieres que tu cafetería se expanda, necesitas más clientes. Una manera para intentar conseguirlo es tener más seguidores en tus redes sociales. Para lograrlo, es importante que vayas creando un vínculo cercano con las personas que ya te siguen en las distintas plataformas, así ellas te recomendarán (consciente o inconscientemente) a sus conocidos.

De hecho, Hans-Georg Hänsel, en su libro Brain View, explica que entre el 70% y el 80% de las decisiones que las personas toman son de manera inconsciente, atendiendo más a las emociones que a la lógica. Ahí radica la importancia de reforzar ese vínculo que te mencionamos.

Una buena opción para lograrlo es la sección de reseñas de Facebook. En ella, los clientes que te visiten pueden dejar algún comentario acerca de los productos o el servicio que les brindaste. Esto es de gran ayuda, pues según un estudio de Bright Local, el 82% de los consumidores lee las reseñas en línea de un negocio local. 

También te recomendamos que estés muy pendiente de los comentarios y menciones que recibas en cada una de tus redes sociales. Si son positivos, puedes darles “me gusta” y compartirlos en cualquiera de tus tres perfiles (siempre etiquetando a quien lo publicó originalmente). En caso de que sean opiniones negativas o críticas, puedes responder con educación al usuario y usar su reseña como retroalimentación. Mira el ejemplo:

Esto sirve para que tus clientes antiguos y potenciales vean que estás pendiente de sus comentarios y que estás abierto a sugerencias para ofrecer un mejor servicio o producto.

Mantén informados de promociones a tus seguidores

Según un estudio de Sprout Social, el 50% de las personas sigue a una empresa en redes sociales para estar al tanto de nuevos productos y servicios. Además, un 38% lo hace para conocer las promociones y descuentos que el negocio puede ofrecer.

Tomando esas estadísticas en cuenta, te recomendamos que anuncies en tus redes sociales todas las novedades que vayas a incluir en tu menú. No importa si es un producto pequeño (como una nueva presentación de café) o un platillo completo (hamburguesa con papas, por ejemplo), debes mostrárselos a tus seguidores; así les darás un razón más para visitar tu cafetería.

Puedes usar de ejemplo a Café Regina. Esta cafetería ubicada en Tlaxcala, México, lanzó hace poco un nuevo frappé de manzana y dio a conocer al “nuevo integrante de la familia” en redes sociales:

También puedes publicar cualquier oferta que tengas disponible. Por ejemplo, si ofreces 2×1 en café, un porcentaje de descuento en cierta compra, un segundo plato a mitad de precio, etc. No dejes que tus clientes se pierdan esas ofertas.

Estrategia 3: utiliza el marketing estacional

¿Has notado cómo aparecen ofertas y promociones en todas partes durante fechas o épocas específicas (Navidad, San Valentín, verano, etc.)? Pareciera que de pronto a todos los negocios les da por ofrecer algo especial. Bueno, te contamos que se trata de estrategias de marketing estacional.

Estas estrategias consisten en aprovechar alguna festividad o época del año para ofrecer productos y servicios especiales a los clientes. Por lo general, en determinadas fechas se regala algo a los seres queridos o se conmemora algún acontecimiento que motiva a la gente a hacer alguna compra. Esto lo aprovechan muy bien las empresas. De acuerdo con la NRF, el 65% de las compras que la gente realiza en alguna festividad está influenciado por ofertas y promociones.

Como vendedor de comidas y bebidas, también puedes utilizar esta estrategia para que tu cafetería tenga una mayor afluencia de comensales en determinadas épocas. Para obtener mejores resultados te damos algunos consejos:

Define un objetivo para elegir fechas

Si hojeas un calendario de principio a fin, te darás cuenta de que existen varias celebraciones a lo largo del año: San Valentín, Semana Santa, Día de la Madre, Halloween, Navidad, entre otras.

Súmales aquellas que varían de país en país; por ejemplo, el Día de la Independencia se celebra el 4 de julio en Estados Unidos, mientras que en varias naciones de Latinoamérica se conmemora el 15 de septiembre.

Además, hay festividades que surgen cada año, sobre todo con los avances tecnológicos, y no aparecen en los calendarios convencionales (el Día del Community Manager, el Día del Café, el Día del Abuelo, etc.). Demasiados días por celebrar y tan poco tiempo.

Si sientes que tantas fechas especiales te marean, no te preocupes. Para optimizar tus recursos y sacar el mayor provecho posible al marketing estacional, el primer paso es que elijas qué celebraciones se acoplan a tu negocio y a tu público. En otras palabras, debes decidir a qué tipo de personas quieres llegar. 

Para esto, te sugerimos que analices bien quiénes consumen en tu cafetería. ¿Acaso llegan más jóvenes? ¿Has visto si te visitan familias? ¿Qué tantas parejas ves con frecuencia en el establecimiento? ¿Acaso se forman grupos de estudio o poesía? ¿Quieres que más solteros visiten tu negocio?

Con base en ello, puedes elegir qué festividades o temporadas son más rentables para ti. Por ejemplo, si ves que a tu cafetería llegan muchas parejas o grupos de amigos, podrías ofrecer algún descuento o promoción para el Día de San Valentín, como hizo Café Regina este año:

Sin embargo, si notas que la mayoría de tus clientes llega sin compañía, podrías ofrecer alguna oferta a los solteros para que no pasen solos ese día en que se celebra el amor y la amistad. 

Otro ejemplo podría ser que, si ves que muchos jóvenes consumen en tu cafetería, des algún descuento por el Día de la Juventud. En cambio, si a tu negocio llegan varios padres con sus hijos, podrías ofrecer combos familiares por el Día de la Familia.

Como puedes darte cuenta, tener una idea de qué tipo de clientes te frecuentan y a quiénes quieres atraer te facilita la tarea de elegir una fecha o época para lanzar promociones. Además, según un estudio de ITSMA, el 81% de las personas está dispuesta a pagar por un producto o servicio si la empresa ofrece soluciones específicas. Es decir, mientras mejor definido tengas tu público objetivo, tendrás más probabilidades de atraer clientes.

Por último, sin importar qué decisión tomes, te sugerimos que planees tus campañas de marketing estacional con varios meses de anticipación.

No te quedes solo con un producto

Si vas a optar por el marketing estacional, es recomendable que no ofrezcas el mismo producto o la misma oferta para todas las festividades. Varía un poco para que la gente tenga más motivos para visitarte. Por dar un ejemplo, si durante una festividad ofreces una taza de café gratis, en la siguiente puedes ofrecer un 50% en todos los desayunos con café.

Un estudio de la Universidad de Stanford demostró que un 79% de las personas es más propenso a comprarle a una empresa que ofrece variedad en sus productos. De esta manera, te sugerimos que cambies las promociones en cada temporada. 

Claro que, si ves que alguna te funciona muy bien para determinada fecha, podrías intentar repetirla al año próximo. Para estar seguro, es importante que lleves un control de cada campaña estacional que realices, desde que empiezas a planificarla hasta que finaliza.

Sé creativo con tus productos

Este punto va muy ligado al anterior. Puedes crear algún producto exclusivo para determinada época del año, ya sea completamente nuevo o una variante de uno existente. Por ejemplo, para las fiestas de fin de año puedes servir chocolate casero y venderlo como una bebida de temporada que transporta a tus clientes a un ambiente hogareño. Si el chocolate ya forma parte del menú, podrías optar por servirlo con malvaviscos de colores y un toque de menta o canela.

Si usas este tipo de estrategia, es recomendable que indiques a tus clientes que la disponibilidad de tu producto es por tiempo limitado. De esta forma, los invitas a que te visiten lo antes posible para probar la delicia que has implementado en tu menú.

Puedes tomar como ejemplo a Starbucks. A finales de octubre, esta empresa saca a la venta bebidas con temáticas de Halloween. Como puedes notar en la imagen, son por tiempo limitado:

Estrategia 4: crea un programa para retener a tus clientes

Atraer a nuevos clientes es tentador para un negocio, ¿no crees? Sin embargo, no debes olvidarte de las personas que ya han consumido en tu cafetería. Según un estudio de Frederick Reichheld de Bain & Company, aumentar la retención de clientes en un 5% puede incrementar las ganancias de un negocio desde un 25% hasta un 95%.

En otras palabras, si quieres que tu cafetería se mantenga estable, debes retener a tus consumidores. Para ello, puedes implementar un plan de fidelización. Esta estrategia consiste en recompensar al cliente de acuerdo con el consumo que realiza de tus productos o servicios con el fin de que siga comprando en tu negocio a largo plazo.

Para que tengas una idea del funcionamiento de estos programas, te damos un ejemplo. Starbucks lanzó en 2009 su programa de lealtad, el cual consiste en que una persona adquiere una tarjeta con la que va acumulando estrellas por cada compra que realiza en dicho negocio. Estos “puntos” los puede canjear por productos o promociones diferentes. Por ejemplo, una bebida gratis por cada 100 estrellas.

Según Starbucks, en los últimos dos años la membresía de este programa creció más del 25% y los miembros del mismo lo usan para aproximadamente el 40% de sus compras en Estados Unidos. Asimismo, los ingresos de la empresa aumentaron un 4.6% durante el último año.

Tú también puedes implementar este tipo de programas. De esta manera, invitarás a la gente a consumir en tu cafetería y les darás una recompensa por hacerlo. Eso sí, debes tener en cuenta algunos aspectos si vas a lanzar un plan de fidelización:

Hazlo simple y entendible para tus clientes

La idea del programa es que las personas participen en él. Para ello, es recomendable que establezcas reglas de acumulación y canje fáciles de entender. La plataforma WoowUp recomienda utilizar un método de 1 a 1, ya que este es de los más sencillos y transparentes.

Por ejemplo, puedes dar 1 punto por cada dólar de consumo en tu cafetería. Cuando el cliente acumule 50 puntos, puede canjearlos por una taza de café gratis acompañada con un trozo de pastel.

Con este método, el cliente puede calcular desde un principio cuánto le costará (tiempo y dinero) obtener uno de los premios que ofreces. Asimismo, él podrá llevar la cuenta de sus puntos acumulados sin ningún problema. Claro, siempre es recomendable que le des alguna especie de tarjeta o documento en el que tanto tú como él puedan revisar los puntos constantemente. 

Ofrece recompensas alcanzables y justas

Para decidir qué les darás a tus clientes como premio, elige productos que ellos puedan desear y que no les cueste tanto obtener. Por ejemplo, no hagas a un cliente consumir US$1000 para ganarse una taza de café que le cuesta US$1 o US$2; aunque tampoco se trata de que les regales una bebida cada vez que hacen una compra.

El estudio de WoowUp recomienda, en sus ejemplos, utilizar una regla del 5%. Es decir, ofrecerles a tus clientes un premio equivalente al 5% de lo que han comprado en tu cafetería. Para darte una idea, si les das un punto a tus clientes por cada dólar consumido y una taza de café les cuesta US$2, puedes dar esta bebida gratis a cambio de 40 puntos.

Por otro lado, procura no ofrecer premios deseables que sean prácticamente imposibles de alcanzar. Quizá se te ocurre dar como recompensa un año gratis de café, pero decides que el cliente debe tener 1 millón de puntos para obtenerlo. Es probable que las personas, en lugar de consumir más en tu cafetería o ser parte de tu plan de lealtad, no le presten mucha importancia a esta estrategia.

Estrategia 5: utiliza el correo electrónico para acercarte a tus clientes

Otro canal para intentar retener a tus clientes es el correo electrónico. Aunque te parezca que esta herramienta no tiene tantos recursos como las redes sociales, puede ser muy efectiva al momento de acercarte a tus consumidores.

De hecho, en un estudio de Emarsys y la compañía WBR, el 81% de las empresas indicó que el correo electrónico es la principal herramienta para la adquisición de clientes. Mientras que un 80% respondió que también impulsa la retención de compradores.

Como puedes ver, esta herramienta puede ser muy útil si quieres expandir y mantener una cartera de clientes. Ahora bien, ¿cómo puedes usar el email para llegar a las personas? Lo primero que te recomendamos es crear un correo personalizado para tu cafetería. Nos referimos a que, en lugar de usar Gmail, Yahoo o Hotmail, compres un dominio para que tus clientes identifiquen que se trata de tu negocio.

En términos muy sencillos, el dominio de un correo es la parte que va después de la arroba (@) y su función es la de identificar un sitio en la red. Cuando adquieres tu dominio, puedes empezar a crear a tus direcciones personalizadas a partir de dicho nombre en la web.

Por ejemplo, si compras el dominio “cafeartesanal.com”, puedes crear varios correos que tengan dicha terminación, como “info@cafeartesanal.com”, “promociones@cafeartesanal.com” o “contacto@cafeartesanal.com”. Con direcciones de ese tipo, tus clientes sabrán de mejor manera que sí se trata de tu cafetería y no de algún tipo de engaño.

Asimismo, un correo con dominio propio es muy importante porque, según GoDaddy, las personas están 10 veces más dispuestas a elegir tu negocio sobre la competencia si usas un email personalizado. Además, un 75% de los usuarios considera que es muy importante que la dirección del correo concuerde con el nombre de la empresa.

Así que, cuando vayas a elegir tu dominio, procura usar el nombre de tu cafetería o uno que se asemeje a este. Por ejemplo, si tu negocio se llama Cafetería Las Margaritas, tu dominio podría ser “lasmargaritas.com” o “cafemargaritas.com”. Recuerda no usar caracteres especiales (“ñ”, “$”, “%”, “#”, etc.) para que tus clientes no tengan problemas para reconocer tu correo.

Si has creado tu sitio web con Kolau, tenemos muy buenas noticias. Puedes comprar tu dominio con la plataforma y también distintas direcciones para el correo personalizado de tu cafetería. Puedes guiarte con este video:

Si has creado tu página web con otra plataforma, hay servidores que te pueden proveer de un dominio por una cómoda inversión (como GoDaddy, GSuite, Latin Cloud, entre otros). Además, por cada dólar invertido en una campaña de correo puedes recuperar entre US$38 y US$48, según un estudio de Data & Marketing Association. 

Una vez que tengas tu correo personalizado, puedes usarlo para enviar diferente tipo de contenido. Te damos algunas ideas:

Da la bienvenida a tus clientes

Para poder enviarles correos a tus clientes, es más que obvio que necesitas su dirección de email. Puedes conseguirla mediante pequeños formularios en las cuentas de tus consumidores, en los cuales ellos pueden dejar sus datos para mantenerlos informados acerca de novedades en tu cafetería.

También podrías dejarles la dirección de tu correo en su factura de consumo, invitándolos a que se comuniquen contigo por cualquier duda o comentario que tengan. Y claro, puedes colocar tu correo o dejar un formulario de contacto en tu sitio web. 

Cuando ya tengas sus datos. Puedes enviarles un mensaje de bienvenida dándoles las gracias por preferir tus servicios (además de responder cualquier duda que tengan). Asimismo, sería un plus si les ofreces alguna pequeña promoción limitada para incentivarlos a volver a tu cafetería. Por ejemplo, si vuelven a consumir en tu negocio las próximas dos semanas y te muestran el correo de bienvenida, les puedes ofrecer refill de café o una galleta.

Te recomendamos que procures personalizar el mensaje que enviarás a la gente. Es decir, utiliza al menos el nombre del cliente a quien le vas a responder. De acuerdo con Ascend2, este tipo de personalización es la estrategia más efectiva del marketing por email y es usada por el 50% de las empresas.

Informa sobre promociones y ofertas

Al igual que las redes sociales, puedes usar el correo para mantener informados a tus clientes acerca de las promociones u ofertas disponibles en tu cafetería. Incluso, podrías animarte a darles un mejor descuento ya que están “suscritos” con su email. Por ejemplo, si tu promoción consiste en 2×1 en café americano, podrías ofrecerles agrandar gratis una de sus bebidas o aplicarles la oferta en otro tipo de café. 

El uso del correo electrónico te ayudará también en tus estrategias de marketing estacional, así podrás mantener informados a tus consumidores de las actividades o promociones que vayas a implementar para alguna fecha o temporada especial.

Comparte información sobre tu cafetería

Otra forma de utilizar tu correo empresarial es mantener al tanto de novedades de tu negocio, no necesariamente acerca de comidas o bebidas. Estamos hablando de cambios en la administración o en los horarios de atención, renovaciones en el inmobiliario o local, si estás buscando empleados, etc.

Este tipo de correos tiene la intención de generar un vínculo cercano con tus clientes, que ellos sientan que les tienes la confianza para transmitirles ese tipo de información de manera personal (después de todo, un email es mucho más privado que una red social).

Ya te compartimos la teoría, ahora te toca ponerla en práctica. Anímate y utiliza estas estrategias para que a tu cafetería nunca le falten los clientes. Empieza por implementar las herramientas que te ayudarán a lograrlo: tu sitio web, tus perfiles en redes sociales y tu correo electrónico empresarial. 

Cuando ya las tengas, empieza a utilizarlas de la mejor manera. No dejes que los consumidores potenciales pasen por alto tu negocio. Comparte las mejores imágenes de tu cafetería y de los platillos y bebidas que vendes. Engancha a las personas con las delicias de tu menú.

Y no olvides interactuar con tus clientes antiguos. Si ya te visitaron una vez, convéncelos de que lo hagan muchas más. Ofréceles algún plan de lealtad, una promoción especial en su primer consumo o responde sus comentarios en las redes sociales. Recuerda que para mantener estable tu negocio necesitas crear un vínculo con tus clientes. ¡Haz la prueba y verás cómo se llena tu cafetería!

The post 5 Estrategias de Marketing para Cafeterías appeared first on Kolau Blog.

Create your website quickly and easily clicking here – Offer available for a limited time only.

Nowadays marketing is not just about selling products, it’s about creating an emotional connection with people. Having an innovative product is a good starting point for any brand, but having an innovative product with a great story of social change impact behind can be an extremely powerful advantage when it comes to developing a marketing plan.

This time we interviewed Max Rivest, CEO of Wize Monkey, an awarded Canadian tea brand that innovates in the way of making tea at the same time it contributes to the social change in the Nicaraguan farm community. Max tells us how they’ve managed to market their innovative product and which have been the keys to their success.

• You won Best New Product at the 2015 World Tea Expo and received the Small Business BC Awards’ Best International Trade award. What makes your company or product different?

Well essentially, it’s the fact that we’re using a different leaf than what has been used in the past to make tea.  Traditionally, all the tea out there is from camellia sinensis which is just the tea plant. When you look at green tea or black tea, it comes from the same plant, the same leaf, but just processed differently.

We had the idea after discovering a study about the coffee leaf. To actually use the leaf from the coffee plant instead of the tea plant and use that to make high-quality tea.  At first, it was an idea that we had when we were going to school. Eventually, as we finish the school year, we realized that it could be massive sustainability because you can use the leaf on the off-season to create a year-round income. Inherently the product from the coffee leaf is actually very smooth and is very different from a regular tea product.

• We see you have a solid brand image with a nice eye-catchy logo. Which is the thought behind your brand image? It looks like it’s targeting a younger audience. Is that so? How have you built it?

Yes. Generally speaking, our brand direction is for someone around 24 – 32 [years old]. That being said, we have a lot of customers that are in their mid-40s or 50’s that are some of our most loyal customers. There’s a really good case study — that I’m sure anyone could research and it happens often in marketing — about Honda Element launch.  It’s the car they released, I think, in the mid-2000s. They market it to the 30-year old couple that was physically active. They go mountain biking on the weekends and they don’t have kids as well. However, the people who are most likely to buy it were older couples in their 60’s and late 50’s.

It’s a bit of an indirect marketing play. When you’re targeting a specific age range, you should choose the one where people want to be that age, whether they want to be older or younger than their age.  It sounds kind of funny. But realistically, if you’re doing a brand name age for a 28-year old ‘target’, you’re gonna have eighteen 20-year olds that want to be the 28-year old. Then you’re gonna have 45-year olds and 50-year olds that want to be the 28-year old as well.

This is actually some insight that we got from Christine Day. [She] was the CEO of Lululemon Athletica for 7 years and before that, she worked with Starbucks for 20 years and was one of the first, I think, 20 employees at Starbucks.  She was one of our advisors and she told us that our particular product is a lifestyle product.

It is new and a little bit edgy, so it does make sense to market it to a bit younger crowd. At the end of the day, not only do you get the younger crowd, but you can also capture the older crowd because the older crowd is nostalgic to have that kind of youthful energy. In terms of how the age spectrum works, that’s kind of how we’re playing it.

• And why “Wize Monkey”?

Everyone asks that question. At first, we were using the word ‘wise’ but with different combinations and start to play around with it. We figured the people that are gonna have to really change the way that humanity is going, are the ones that are gonna make the wisest choices and the wise decisions to reduce waste, reuse things, or buy from more sustainable companies.  Just trying to reduce the carbon footprint in general.

For the ‘Monkey’ part, we thought about it and was like ‘you know what, there are monkeys on the farm in Nicaragua, so why don’t we just call it Wize Monkey?’. We actually learn that there are five families of monkeys that live on the farm in Nicaragua where we operate and so it ended up being a perfect alignment.

• Which marketing channels do you use and which is the one that drives the most customers/leads?

So this is almost like a two-part question here because if you look at our revenue, 90% of it is in retail in terms of traditional grocery distribution.  For that channel, we do a lot of samplings in stores and it’s definitely not cheap. The sampling is expensive. For one sampling session for 4 hours, you’re paying anywhere from $130 to 180 USD, so it’s really not cheap.  At the same time, you’re building face-to-face connections with people in the place where they’re gonna buy products. So it helps drive sales and build a lot of awareness. It also helps create a better relationship with your retailer because it shows that you are committed to getting the product to sell in the [retail store]. So that’s kind of part one, the more traditional distribution side.

In terms of digital, the majority of our awareness is through Instagram because we work with a lot of Influencers and do small collaborations. It drives a lot of awareness, but I can’t say that it’s our most or best sales source online. I think our best sales source online, to be honest, is our newsletter.  

The newsletter is mostly made up of people that we have to meet in person at doing events. This is where we are focusing aggressively right now because we’ve done really well with traditional retail, events, and local pop-ups. But in terms of paid advertising, we do Facebook ads and Instagrams ads, but Facebook is getting so expensive and the reach is just brutal.  

Beyond that, we’re looking to do some more paid articles. Unfortunately, our ethos, in the beginning, was not to do any paid articles. We won’t cheat the system by just paying all these news outlets to talk about us because we felt that was really unauthentic and not the way that something should be talked about. It’s bribing somebody and we felt really uncomfortable doing that.  As time went on, we got press. It was cool and good in the early beginnings, but now we’re growing with better products and more success stories. But the press was like, ‘Oh, we’d love to write an article. We like this story, but do you have $5,000?’ (laughs). So I guess we have to pay now. It’s brutal, so we’re looking at different things.

Because Christmas is coming up, we have a couple of articles that we are sponsoring just in the local market in Vancouver and a couple of things in the US.  Beyond that, I think our biggest driver for online sales is our newsletters and a lot of it is personal connections, but we are trying to change that. We try to build a more robust newsletter system.

The real challenge is how much do you want to market to the same people over and over again and that’s where it gets kind of exhausting.  We don’t want to be that company either. A lot of stuff that we decided in Wize Monkey is because we’re really cynical customers. We don’t trust what major companies tell us (laughs) because we all know now that half the stuff we grow up with is a total lie, and so that’s our generation kind of figuring things out. We look at the same way when we look at our communications and how we talk to our customers. Yes, we still need to make a sale otherwise we won’t survive, but we also don’t want to alienate people and treat them as objects.  

In term of where we’re going, we are pushing into some more paid articles just because you’re guaranteed a certain amount of reach.  If you put it in the right place with the right people that follow that news outlet, then you should get some kickback on it. I don’t know, it’s still a bit of a new phase for us. We’ve just gotten organic press in the past, so we have to see how it goes.         

• In your newsletter, what kind of emails do you send to subscribers?

Well, in the past when I wasn’t so busy, I had time to curate interesting content and have cool blog posts that we would do in-house.  In the beginning, it was more casual. You would email customers around once a month and I would do a newsletter saying, ‘this is what’s new’ and ‘check out all this stuff’.  But now we’re kind of grown up and we’re getting past the initial grassroots stage and so in the newsletter, we’re starting to send out a little more commercial stuff.

What I’ve been wanting to do – I think we’ll probably do this in January, in the New Year – is to split up the newsletter and start to give people options of what they want. So instead of having one newsletter that has everything, now we’re gonna have more content streams and other things we need to curate so we don’t lose the people on the newsletter.  

For example, we have content from the Wize Collective which is our group of artists and creatives that we sponsor. We can do a newsletter for just Wize Collective content and really cool stuff like the music we are listening to or movies that we watch and things like this which gives our brand a bit more of an authentic feel. It gives us a creative outline because it’s fun to share good art and it’s fun to share good media. It also brings a lot of value into the brand when a lot of brands out there are just selling stuff.  

That’s something we’re gonna try to do which is to split up the newsletter a little bit so we can retain people, build better loyalty, and have a better relationship with our subscribers vs just sending ‘On sale, on sale, on sale!’. We don’t want to do that because people would just get exhausted and they cut you off, basically.

• What more do you do for customer retention? Do you have any loyalty program?

Yes, we do have a loyalty program. It’s been kinda been in the beta phase for a few months because we want to make sure that we don’t make any mistakes once we launch it.  It’s a pretty standard “my points”-based rewards system where if you get referrals, you get points. Then you get points for (amount of) dollars off and products on our website.  We’ve noticed that our top customers are using it which is really good. That’s the people that we talk to and say, ‘Ok, what do you think of this?’, ‘How was your experience using this?’, and ‘How can we improve it?’.  

Right now, we’re using a Shopify website and we have a plug-in for the loyalty program. We might be moving to another plug-in that’s a bit more robust and a bit more custom to the website, but we’ll see where we’ll go with that.  The loyalty program is something we’re working on because it’s a really nice way to reward your best customers, learn how the buying behaviors are, and see how you can bring a new customer from one purchase for the first time to doing a monthly purchase like a subscription.  We’re bringing them up that ladder by boarding them with unique, added valued items.

• You have a blog on your website. How important is it in your marketing strategy and how do you use it? What type of content do you publish?

For the Wize Collective, itself, it’s something we wanted to create from the get-go.  A lot of people will tell me things like, ‘Oh, don’t waste your time, just focus on the product and getting the sale, to survive and get through this thing’. At the end of the day, it’s something that we always had in my partner’s and I’s DNA.  I’m a creative at heart and eventually, it went into business.

For us, we’re making a brand that’s doing something really unique. It’s a particular product that has no widespread culture that exists around coffee leaf tea. It’s a clean slate. There’s nothing there, really.  We decided that it should be up to us to kind of create that culture, but how do we do that? Do we share innovative artwork? Do we sponsor innovative, creative people? It all came down to just doing the Wize Collective. It started when we sponsored a muralist in Nicaragua with our first members and it just snowballed from there.  For us, using Wize Collective as a strategy, brings us real authenticity, in the sense that we are actually active in the arts community and the music scene. Going forward, it will just build over time.

People are being shown our products, our brand through these artists and creatives where a tea company has never been there before.  If you look at a famous DJ or a famous skateboarder, most brands that are gonna sponsor those people are energy drinks [companies], alcohol brands, or fashion brands.  If we go in there and say, ‘ Hey, Wize Monkey is doing something good. It’s good for your body. It tastes great. It’s good for the people producing it as well.’, these artists now are having a bit more of a social conscience.  All of a sudden, you see these followers they have. It’s nice that they have a social conscience and they’re like, ‘What’s this brand? What’s this Wize Monkey? I don’t even drink tea, but I would try this one.’.  It’s an indirect way of getting new people through a credible source from someone that has already curated their own network.  It’s like sponsoring any other artists, professional athlete, or whatever it may be. The fact that we’re doing it in the art space for a tea brand is unique. That hasn’t been done before.

• How do you get in touch with these famous people?

It’s not the easiest thing in the world for sure.  I wouldn’t say anyone on the Wize Collab team is overly famous (laughs).   But they’re all up and coming creatives and very dynamic and innovative people.  Sometimes we meet them in person. Sometimes we go to a concert or show and they’re the opener.  We’re like, ‘Wow, you killed it. We love your work. We love to sponsor you in some shape or way.’.  Really, a lot of it is just discovering things on Instagram and messaging or emailing them and say, ‘Hey, we like what you do, we just want to send you some free stuff.  If you like it, let us know if you want to do some collaboration.’. I wish it was easier. I wish there was better conversion, but as it goes, you probably send about 20 of those emails to get one back if you’re lucky.  It’s just a matter of building it over time. These things do take time and that’s why I started really early versus starting 2-3 years from now and having to create a whole new thing out of nowhere. All of the sudden, it feels like you invented this concept.  You have 10 people thinking, ‘Was this really part of the company as it kept going or is this just a marketing planned out?’. That’s why we started early because it takes time. As you get more members, as profile rises, then you get another better person. You just build the team up as you go.  

• As you’ve said, Instagram is an important part of your digital strategy.  How do you use it? What type of content do you post?

Right now, it’s a little bit all over the place.  A lot of it would be new product launches, if we’re traveling somewhere, or if we’re going to events to let people know in advance.  As we are coming to Christmas, I’m actually getting some photos done right now. We’re going to do some more product shots and more lifestyle shots of seasonal stuff.  As we are heading into fall, we have just launched a new Chai and creating new shots of that. We have this whole strategy written down.

There’s this content makeup where its 20% promotional, 50% story/brand, then you have ‘X’ and ‘X’ leftover to kind of fill it up.  I wish we could adhere to that a little bit closer considering that it’s just me and a couple contractors here and there. It gets really difficult to stick to that. I wish it was something I could throw at like $3,000 at photos and just have a photographer ready to go all the time, but it’s not always the case for a startup.  You have to manage your cash flows and you kinda have to be smart with how you spend it.

Generally speaking, for us, we want to keep it not so promotion heavy.  The thing with Instagram is that people are really passive. They see promotion and they immediately scroll.  As soon as something is trying to sell them something, they will just go past it. But if it’s a photo of people that are in the business and they’re somewhere at a conference, but they’re doing a funny photo in front of a monument, that gets a ton of traffic because it’s an authentic story.  It shows you real people are doing this and it’s not just some bots. There’s a way to kind of balance that by keeping the promotions to a minimum and have a little post about it here and there. Another way to keep it really authentic and fun is by using Instagram stories. With that, we’ll do more of behind the scene stuff and that brings a human aspect to it as well.  

• So which types of content are you getting more engagement with?

A lot of behind-the-scenes stuff gets more engagement and telling the story of the farm.  So some of our best photos come out as amazing photos because the farm is so beautiful. They’re the best because it reminds people of why Wize Monkey is here.  We’re doing this because it helps people as well. So if it ends up being some really pretty photos of the product on a nice table somewhere, that’s fine, but it gets old really fast.  We gotta try to diversify things and bring it back the authenticity and really the origins stories of what started the whole brand and the reason behind it.

• You’re also on Twitter, Facebook, Pinterest, and YouTube. Have you defined different content strategies for each social platform?

For Pinterest, it’s more like quick recipe ideas and creative projects.  When people scroll through Pinterest, if they’re seeing a recipe for a cocktail, they’ll all of the sudden see the quickest way to make iced tea cocktail.  That is more attractive to Pinterest users because they’re there with the goal to discover something new.

Whereas, Instagram is really about what’s going with the people you already know and keeping up with what’s current.  Pinterest is about finding and creating new projects like recipes and DIYs. It’s a different platform in that sense. Generally speaking, the actual ad rates for Pinterest are much cheaper than Facebook’s. You get good quality leads off of Pinterest.  We’ve been using Pinterest, I would say, a good 2-3 months now. I wished I had started it earlier because it is proving to be a pretty useful platform and there’s a lot of things we need to do to create content for that platform as well.

• We see that you’re using high-quality videos to promote your brand and products such as a documentary series.  Do you think it’s worth investing in the video? Which are the benefits of using this format?

So we created a documentary in 2016 and to be honest, we used that footage in so many different ways and it’s the best money we ever spent. A lot of it we use for press and we also use it for different advertising and different videos for ads.  For example, we have a 50-second video that we’ve used on Instagram. We have a 15 second Instagram story that we’ve used as well. There are so many ways to cut it up. We did a 15-minute documentary that’s cut up into three parts.

The 15 second Instagram stories get a lot of good views and impression, but the thing is that it doesn’t really explain the whole story, obviously.  So the 15 second one (under a minute) is the best, hard-hitting one because you have enough time to explain what’s going on and explain the product, but it’s not too long that you’ll have a massive drop off in viewers.

The challenge with our brand and our product is that it’s such a new thing and people don’t know that tea is from a tea leaf. They don’t even know what it is.  They don’t even know that coffee bean comes from a coffee plant which also has leaves. (Laughs) It’s like we have to educate on coffee and on tea and then explain what we do. So it’s kind of a difficult challenge and so that’s why we’ve done this documentary thing. There’s a lot of facets to it. The social aspect is huge. There’s a lot of indirect and different socio-economic factors involved.  We really want to tell the story to the full extent, but at the same time, not everybody spends the time to watch it, to listen to it, or let alone interested in it. That’s why we’re doing all these different sizes and lengths. It is to see how it does it different platforms.

I wish we could do more videos. I’ve been planning to do a monthly update for Wize Monkey for the last few months. It’s something we want to invest more in and we’ll be shooting another photo/video series at the end of October.   

• So you think it’s worth the effort to produce the video because you get a lot of return from it.

It’s hard to say the direct ROI because the videos are in so many different platforms and it’s not like someone could click on the video and immediately buy it. At the same time, we don’t have the 10 million users to see how many people clicked on your videos.  So it’s hard to say how much ROI is driving. But generally speaking, it works super well. For all the new retailers we take on, we send them the 50-second video and we send them the 15-second video. We’re like, ‘Ok, here’s are two short ones. You can use them for Instagram stories.  This is vertical and this is a regular landscape 15-second video, you can use for your Instagram post or Facebook. And here is the length for the full-fledged documentary’.

We are building the customer’s journey. So you have the really short video to just entice people and be like, ‘Oh, what is that?  It’s really interesting’. Then for the 50-second video, they’ll be like, ‘Oh wow, it really is innovative and the social impact is really cool’. And then they’ll watch the documentary and be like, ‘Oh wow, this is way deeper than I thought. This is interesting’. So if you shoot a 15-minute video, you can have so much footage and clips. They could be cut up for different uses.  It kind of the best way to set up your brand and also have content to reuse in different ways.

• Which advice would you give to a startup that is in the beginning stages?

If you’re doing a product that is going to be sold at other stores, I would be very cautious about only choosing a small number of stores.  Make sure that once you know it sells really well and refine your turnover in those stores, take that formula and go to more stores. So it’s basically like digital marketing.  If you’re going to do an A/B test and you have one method doing super well and they have a good formula, then scale that formula.

The challenge in our business in the grocery world is that we went into a lot of stores really fast and after that, you have to make sure that people in that area know about the product they’ll buy at the store.  Just because it’s on the shelf, doesn’t mean it’s gonna sell. So that’s a really tough challenge. For us starting up, I think we may have gotten in too many stores right at the beginning. We spent a lot of money on samplings. We should have spent more time in digital [marketing] first.

Now, we’re trying to focus our strategy on digital.  If I had the money right now, I would immediately go higher, like hiring an e-commerce expert for like 100 grand a year.  Immediately get that person in the very beginning if you can or find someone who has a legitimate experience in e-commerce.  Because if you spend $60,000 on someone in e-commerce, you might only make 20 grand in sales in e-commerce. But if you spend $100,000 on someone in e-commerce, you might make $250,000 in e-commerce.  Once you get to that certain expertise level, then the ROI just gets multiplied. It’s something you try to get early on and try to incorporate into the business, from the genesis of the business, not something you add on later.        

• Finally, give us a prediction of what you think will be the best way to win customers in your industry in the next few years.

That’s a good question.  I wish I have a perfect answer for this.  I think to do more in digital in terms of communication with customers and have a two-way conversation.  I know that sounds really cliché but if you look at, for example, a lot of brands are creating Facebook Groups instead of Facebook Pages now because the Groups have better reach when you post in there and people can post in it as well.  Whereas on the Facebook Page, it ends up being a really throttled reach, like they control the reach so you don’t go really far. It also ends up being a one-way conversation. There’s no real activity of actual customers. If you create a platform where customers talk to each other, then it creates a connection between people and it amplifies the connection of the brand.  

So we’re just launching a Facebook Group for Wize Monkey fans, essentially. We’re going to start populating it with recipes, do contests, and create more user-friendly content with the Facebook Group because it’s easier to connect to people and they could talk to each other. But beyond that like doing tactical things, I think, generally speaking, if your brand has real authenticity and shows that you’re also fun, innovative, interesting people beyond just the product, I think that stands out a lot.  At the end of the day, it’s the quality and design of the product and how it’s delivered.

The user experience from start to finish is the most stand out things, especially now in e-commerce, where you disconnect the retail aspect and it’s just the package arriving at someone’s house.  They have to love the experience from start to finish, so the design is a big thing and having your customers be able to talk to each other is really important.

________

Kolau is the easiest way to rank your small business on the first page of Google. Start owning your small business online presence today! No marketing knowledge needed. No agencies required. Now you know, now you can.

Be sure to subscribe to our blog for more articles like this!

The post Tea Marketing Ideas – Interview with Wize Monkey appeared first on Kolau Blog.

Not a lot of people need to think about what goes on behind the scenes when an office building or retail store switches owners. Unsurprisingly, commercial real estate agents are almost equally as invisible because most non-business-owners have no need to consider what they do. This can make marketing online for commercial real estate agents a bit of a challenge.

Compared to residential, commercial real estate agents have to target a smaller group of clients who and have to sell a bigger, more expensive property. It’s important to think about where these clients exist on the web and how you can reach them in positive and professionally acceptable ways. You don’t want to attract the people who won’t be interested and miss the ones who will be.

Commercial real estate can bring in a lot of money because of the typical size of the property being sold. The National Association of Realtors (NAR) found that, in 2018, commercial real estate agents most sold land (19%), industrial warehouses (15%) and multi-family apartments (13%). Not to mention, the NAR also notes the average transaction for a real estate agent values at about $1.7 million compared to the average selling price of a home in the U.S ($255,400).

But the transaction can take much longer because there are more parties involved and less demand for commercial property. You have to ask yourself: Who is looking to buy property like this and how do attract their attention?

Let’s take a look at some marketing techniques you can use to improve your business online.

Company Websites

I would go as far as to say that having a company website is nearly non-negotiable. A company website is the starting point for most online marketing strategies, be it for commercial real estate or not. You need a place to link back to when someone clicks on your Google ad or when someone wants more information about you.

It’s a good place to keep all the information you want available to your potential buyer and it makes communication between you two easier to achieve. You can clarify the ways you prefer to be reached, be it email or phone number, to make it easy for potential buyers to inquire and for you to organize.

It’s a good idea to have an online space connected to you that lists your properties as well. If a business is interested in apartment complexes in New York, for example, offering them the ability to look through the option you provide through your website makes it more convenient for them.

If for some reason, you don’t have any apartment complexes in New York available, making it easy for them to find out (through categorized searches, for example) which can save both of you time and frustration.

For example, take a look at the way Marcus & Millichap organize their listings on their business website.

They offer options both for “Property Type” and “Property Location,” plus another section for “Specific Criteria.” They make it as easy as possible for someone looking at their website to find what they’re looking for.

The webpage is well-organized and makes it easy to find other important pages (like the “About Us” page). Something user-friendly will definitely keep visitors engaged and encourage them to revisit.

It’s also a great way to begin building your identity online. What does your business specialize in? What sort of person are you? Who are you hoping to connect with? Social media, which we’ll touch on later, is also intertwined with creating an identity and giving your business a personality.

If you work independently, you’re marketing yourself to other businesses and so it’s that much more important people can feel like they know what kind of person you are. Inspire them with enough trust and confidence in you that they’ll choose you over someone else.

Try to make your website look organized and professional. As I’ve mentioned earlier, it’s the starting point of your online marketing strategy and you want the people who stumble upon your website to be confident in your abilities and professionalism, especially when those people are likely representing other businesses.

Google Ads

Google Ads makes you more discoverable by people searching for commercial real estate through Google’s search engine. Google is the most used search engine in the world and it’s in your best interest to become discoverable on it. Consider signing up for Google Ads and utilizing their automated marketing features to get your ad on the first page for the right kind of search.

There’s an undeniable advantage to being the first link someone sees on a page.

Notice the specificity of the search. It’s not simply “commercial real estate agent.” I’ve also looked for the type of space I want and noted I want to find offices around my area. The first result probably would not have shown up if I was looking for retail space and rightfully so. I would have indicated I was not searching for offices, which seems to be what the ad result specializes in.

Utilizing keywords to find the types of businesses you’re targeting is how you make your Google ad the most effective. Localize your search if necessary–including keywords for the cities you’re selling your properties in and eliminating keywords that bring your ad up despite being irrelevant. This is also important for real estate agents that work in international sales.

The NAR reported a 25% increase in international sales for realtors in 2018. If you happen to be one of these realtors, you really want to make sure your properties are showing up online for the places they need to be. If you’re based in Oregon but you’re selling property in China, you have to make sure the property is showing up when someone searches for areas in China and not for areas in Oregon.

Eliminate keywords that might target the wrong people. For example, if you don’t deal in selling or leasing homes, only offices or land, eliminate keywords that might attract those kinds of clients. If you’re selling an apartment complex, you don’t want someone who is only looking to move into an apartment to click on your ad because it will mean nothing to them and it will cost you money.

Google charges based on how many people click on your ad. You don’t want to be spending money unnecessarily. So it’s best to make sure you’re getting the most out of those clicks as you can. Find out what keywords businesses are using to find listings or commercial real estate agents online and use that to your advantage. It may take some trial and error but the rewards outweigh the drawbacks.

According to a study by Dr. Artta Bandhu Jena and Snehasis Panda, 65% of companies report somewhat success and 20% report being very successful after implementing automated marketing programs like Google Ads. Besides, once optimized to achieve the best results, automated marketing can make the ongoing discovery of better keywords and the ability to quickly update old keywords much easier and more time efficient.

Content Marketing

You can add content on your website, providing useful articles or videos on commercial real estate or something similar to attract traffic to your website. The people who visit your blog posts or videos aren’t necessarily there to inquire on a listing or purchase from you, but it can certainly lead there. The trick is to make your content relevant and useful enough to appear on Google’s organic search results.

Though I say “trick,” there’s really no easy way to achieve this besides putting in the effort and work into writing good, long, genuine posts. Google rewards unique and useful content. If you want to appear organically on the first page, there has to be honesty and effort in your content.

You may be asking: is it really worth it? According to Moz, there are a number of both tangible and intangible benefits to content marketing, including search engine optimization (SEO), and strong brand awareness. Plus, content marketing makes you appear more credible and trustworthy. It says: I know what I’m doing.

Besides, if you’re regularly creating content you’ll build a loyal following that will continually return to your website to read your articles or watch your videos and in turn build the potential for recurring or long-lasting clients.

Take a look at Jim West’s website.

His website appears as the first organic search result no matter the combination of words I use in my search (while sharing my location so I get localized results). He also happens to run a local commercial real estate radio show.

He provides consistent, relevant content, encouraging his visitors to come back and portraying himself as an expert in his field.

Email Marketing

You can also send content through email campaigns. Salesforce notes that “64% of companies consider email marketing their most effective marketing channel.” Email marketing would be great to utilize when you want to make someone you already know is interested aware of listings that become available.

Notice that in Jim West’s radio show screenshot, he also includes an option to sign up using email for a “FREE Commercial Property Workshop.” This an effective way to get people to sign up. Sending out timed emails (weekly/biweekly, for example) encourages them to return and makes sure they don’t forget about you.

We’ve written some tips on how to combine customer retention and email marketing that might be helpful in guiding how you structure your email marketing campaign.

Social Media

Like your company website, social media can be used to create an identity and make yourself discoverable online. It’s a way for you to creatively define what you and your business represent and provide. The trick here is figuring out who you want to reach and how to do so.

The great thing about social media is that it’s not only about making an identity but also about connecting with other people. Since commercial real estate is business-to-business, social media means connecting with other business people and even fellow real estate agents.

You can interact with potential buyers or past clients when they’re not necessarily looking to buy or lease. The advantage is they’ll think of you when they are ready because they’ll know you (or they’ll know the identity you created online). Interacting with them online fosters trust and loyalty.

Not to mention, connecting with other real estate agents keeps you in the loop and fosters connections that could come in handy down the line. For example, if someone contacts another agent about a type of listing they don’t specialize in but you do, they can pass the potential buyer to you and vice versa.

Now let’s look at some essential online platforms. It can be time-consuming and difficult to keep up with several social media sites at once, so it’s okay to start with one and make it your central social media platform. Think about getting on:

• Linkedin

LinkedIn is perhaps the safest website to become a part of. It’s well-known as the online platform for business people and professionals. The website is good both for professionally connecting with other business people and making yourself discoverable to businesses looking to purchase or lease property. LinkedIn specializes in helping employers find employees and vice versa and this is especially helpful when it comes to helping businesses find good real estate agents.

In fact, they have a program called PROFINDER intended to help a potential client find the right business or agent for them based on their answers to a few questions.

Making, at least, a profile page on LinkedIn that lists your experience and qualifications makes you look that much more credible to interested parties.

• Facebook

Facebook is good to consider for a variety of reasons but especially for the opportunity to connect with other people in your business field. You can join closed groups exclusively for real estate agents. At the very least, becoming a part of one or more of these groups can provide you with helpful tips and insights. Ideally, you can network with other real estate agents to keep up with trends and make connections that, as mentioned earlier, may help you in the future.

You can also make a business or “fan” page on Facebook, where you can post listings or helpful articles and link back to your website. The ability to “like” your page makes it easy for work friends and clients to keep track of what you’re up to and makes it harder for them to forget your business.

Facebook, like most other social media sites (Twitter, for example) is all about engaging with the people around you. Being active at least once a day, responding to comments on your posts, and paying attention to shares and likes can really improve how well you attract attention on Facebook. You’ll be invisible if you post nothing.

Facebook, like Google, offers Facebook Ads to allow you to advertise yourself or your business on their website. You can tailor Facebook ads to target specific locations, interests, levels of education, etc.

Because Facebook collects so much information on its users through their profile, targeting ads are very effective. Considering Facebook has more than one billion daily active users, advertising on Facebook could yield some positive results.

• Twitter

Twitter is all about hashtags. It doesn’t have the same closeness as Facebook or the look of professionalism of LinkedIn but it does have a wide, wide reach and plenty of potentials. Some commercial real estate agents use it to advertise their listings by using tags specific to them.

For example, someone might use the hashtag #commercialrealestate but would also use hashtags to specify location and type of property. Like your page on Facebook, though, it’s also a great way to share content you think is relevant to commercial real estate.

Or you could do what the person below that tweet did and use your platform to build your online identity.

The tweet humanizes him in a professional manner that still relates back to commercial real estate. He gives us enough of a glimpse into his life to connect to him. Looking through his profile, you’ll find him tweeting about both store closures and walking his dog. The variety is good because it’s unlikely to leave his followers tired of seeing the same old thing.

Don’t feel pressured to have an account for every social media site out there. It’s better to actively post on one or two platforms than to have several but remain barely active on all of them.

If you need to, make time in your schedule to focus on your social media. Plan out what and when you post or tweet or consider software that will help you manage your platforms, such as HubSpot’s social media manager.

HubSpot’s program, according to their website, can help you “track engagements automatically and schedule your social posts to be published when the right people will see them,” among other things.

Listings

Owning a website and being active on social media is important but don’t forget to list your properties on major listing websites such as LoopNet.com and RE/MAX Commercial.

LoopNet always manages to appear on the first page of my Google searches about commercial real estate, regardless of whether I’m looking for retail, offices or apartment complexes. It’s a listings website meant specifically for commercial property. Their “About Us” page claims they are the “leading mobile and online real estate marketplace” with 500k listings available five million unique visitors.

Not only is LoopNet used as a website for listing your properties (which they allow you to do for free), but you can also use it as a marketing platform. They offer the option for premium (which can range from $70 to $3,000 a month) advertising, which will boost your exposure on their website, utilize search engine optimization and access to marketing tools that would allow you to do things like start email campaigns.

This ad appeared between two listings during my search on LoopNet. Notice how the ad lists the broker’s name, his phone number and what he specializes in. He’s boosted his exposure and narrowed down his targets, which will save him money in the long run.

There are tons of commercial real estate listing groups you can become a part of and it’s a good idea to research and see which ones fit you best. There are local and broader options.

Some websites let you list for free up to a point while others may ask for a membership fee. Make sure to pay attention to your budget because, as LoopNet’s prices have shown, things can get pricey fast.

Some of them say they’ve teamed up with CoStar, a commercial real estate intelligence website that provides useful information and resources that will help you plan out your marketing strategy more thoroughly. CoStar prices vary depending on which of the features you use and the duration of the program.

It can’t hurt to be on the lookout for listings websites that have teamed up with CoStar. CoStar actually purchased LoopNet in 2012 and so the premium service offered on their website will add your listing to CoStar as well.

Conclusion

Commercial real estate marketing can be tricky because it requires different strategies than other kinds of real estate marketing but there are many resources out there made to help, like listing websites made especially for commercial real estate.

Make a marketing plan, choose which social media sites you would like to utilize and keep up with your email or Google Ads campaigns to make sure you’re doing the best you can in improving your business and marketing to the right people.

The post Online Marketing for Commercial Real Estate Agents appeared first on Kolau Blog.

A GoDaddy survey revealed that 83 percent of SMEs that have a website feel they have a competitive advantage over those that do not have a website. To learn how to create a professional website for your company and outperform your competitors, you’ll need the right tools to do so. You’ll also need to know how to structure it, what content to feature to achieve your goals and how to get more visibility in search engines.

How Do I Get Started?

Tools to create a professional web page

As recent as a few years ago, creating a simple web page with minimal visual quality, varied content and solid navigation was considered complicated and laborious. Today, there are some tools that make the task easier and save time and development costs.  

With this in mind, there are two ways to start building your web page:

• Code it from scratch: You can create your website by writing the code from scratch using a text editor. You need programming knowledge and a lot of patience since this can take you months to complete.

• Use a platform to create your website (CMS): There are some platforms, also known as CMSs (Content Management Systems), that let you create a website in two days without worrying about knowing how to code. Platforms including WordPress, Wix, and Squarespace not only allow you to save time and costs when building your website but also greatly facilitate the management including updating your content.

If going the CMS route, you have to choose the platform that has the right features to best suit your needs.

• WordPress: This is the most popular CMS and the one that offers the most customization features. A study of W3Techs found that it currently has a market share of 59.8 percent compared to other CMSs and it’s used in 31.1 percent of the whole world’s websites. It’s more than likely that you’ve navigated several websites created with WordPress.

• Squarespace: This is another platform that is becoming increasingly popular. According to W3Techs, it’s currently used by 2.3 percent of websites that use a CMS. It’s designed for beginners and when compared to WordPress it’s easier to use. However, it loses in terms of flexibility and functionality.

• Wix: You may have watched a Wix ad on YouTube more than once. Lately, this company is betting heavily on video marketing. According to W3Techs, currently, 1.5 percent of the websites using a CMS are using Wix which represents 0.8 percent of all the websites in the world.

• Weebly: According to W3Techs, Weebly is used by 0.6 percent of all the websites that use a CMS which represents 0.3 percent of all the websites in the world. Compared with Squarespace, Weebly’s platform is a bit more intuitive and offers more customization and design options, but it’s not as flexible as Wix.

• GoDaddy Website Builder: According to W3Techs, GoDaddy Website Builder is used by 0.2 percent of all the websites that use a CMS which represents 0.1 percent of all the websites in the world. If you’re looking to create a basic website as quickly as possible and at the lowest price, this is the most appropriate platform. It is the cheapest and simplest option, although its design and customization options are the most limited.

Image credit: tbwhs.com

Make sure your website has a responsive design

It is essential that your website has a mobile version or that it adapts to the screen of mobile devices, which is known as “responsive design.” Although most of the templates from the aforementioned platforms are already responsive or allow you to create a version of your website for mobile devices, it’s important to make sure of it.

As Google says:

Mobile is no longer an option, it’s a need.

Globally, web traffic through smartphones already accounts for more than half of the total traffic. Nowadays, people expect to receive answers instantly to make decisions, learn new things or fulfill wishes, and they use the device they have closest to achieve it.

According to Google data, almost 40 percent of people conduct searches only through their smartphones during the day to meet immediate needs. This data makes clear that the penetration of mobile devices has changed the way people interact with the world and that you will be missing the opportunity to reach many more users if your website isn’t responsive.

There are some regions where browsing the Internet through mobile devices far exceeds navigation through computers. According to data from Statista, mobile web traffic in Asia accounts for 65.18 percent of total traffic while it represents 63.88 percent of all web traffic in Africa.

According to Google, there are also some topics that are searched more often through smartphones. For example, everything to do with health and diseases, the upbringing of a child or beauty (especially nail and hair care) seem to be more researched via mobile devices.

Your company may not be operating in any of the given regions or your content may not match the ones mentioned, but that doesn’t mean you don’t need a responsive website. Since 2015, Google penalizes websites that are not responsive.

If you don’t have a website that adapts to the screens of different mobile devices, your positioning will be negatively affected and you will lose the opportunity to gain visibility through both smartphones and computers.

The components of a perfect web page

To create a perfect professional website, you must make sure it has the right components including these:

CONTACT ITEMS

• Add a clickable phone: According to an investigation about customer service carried out by NewVoiceMedia, 75 percent of people think that calling is the most effective way to get a quick response. Therefore, offering users the ability to call your company from your website is essential to establish contact with your customers.

• Add a simple contact form: You should avoid long forms. Ask only for data that is strictly necessary for users to contact you: a field for their name, one for their email address, one for the subject and another for the message. Do not ask for their phone number if it’s not necessary. According to Outbounce, this field reduces the conversion rate of your form by 5 percent.

At a glance, it looks too long and time-consuming to fill out. According to Outbounce, reducing a form’s fields from 11 to 4 can increase conversions up to 120 percent. So, if you want to get conversions, make a simple form.

Keep in mind that if you sell products or offer services to the European Union, you must add some more elements to your form to comply with the new Data Protection Law (GDPR). Remember to also add a clickable phone number on the contact page.

PAGE STRUCTURE

• If you own a services company, create a page for each service following a landing page style: When adding the services offered by your company on your website, do not include them all in a single page. Create a different page for each type of service and ensure that its design resembles that of a landing page (a separate page that is normally used in online advertising campaigns with the aim of achieving a specific action by the user, such as registration, a reservation or the request of an estimate).

• If you sell products, make it clear to users why they should buy from your store and not Amazon or anywhere else: The competition in the e-commerce sector is fierce and beating giants like Amazon are not easy unless you sell a unique product.

SEO

• Create a unique title and description for each page: To achieve a good positioning in the organic results of search engines you must ensure that each page has a unique title and description.

TEXT AND CONTENT OF THE WEB

• Choose a readable font for your website’s text: All successful publications, whether newspapers, magazines, websites, etc. choose their font deliberately, never randomly.

• Create digestible content: Nowadays, people have less of an attention span than a fish. According to a study by Microsoft Corp., people often lose concentration after eight seconds because of the effects of an increasingly digitized lifestyle.

• Don’t talk so much about “what” and focus on “why:” When you talk about your products or services on your website, do not limit yourself by only listing their features.

• Add emergency items: You’ve probably found a discount or an offer that ended in, say, three days giving you an impulse to buy it immediately as not to lose the deal. Psychologists specializing in behavior affirm that situations of urgency make us suspend deliberate thinking and act quickly.

Now you know how to start creating your website with the best CMS and what elements it should have to gain visibility in search engines, attract potential customers and get conversions.

As you can see, creating a profitable professional website is not an exclusively technical process—psychology plays a very important role. So, to sell more through your website, you must first know your target audience in order to offer them an attractive shopping experience adapted to their needs.

If you’ve already set up your website and want to know how to get it to the top of Google’s results, don’t miss this article about how to rank higher on Google.

The post How to Create a Professional Website appeared first on Kolau Blog.

Someone comes across your ad while searching on Google, browsing a website, or watching a YouTube video. The ad is well done–attention-grabbing and relevant to them. They click on it and arrive on your landing page but, for whatever reason, they don’t stay.

The way a landing page is designed can make the difference between someone running for the exit button or someone becoming a new client. Sometimes it can be hard to see what exactly is not working on your landing page. Maybe you have too many links or your call-to-action button is too hard to find or maybe you didn’t match your landing page to the ad that was clicked to get to it.

That’s why this article will help you understand the anatomy of a landing page, based on what type of Google Ad someone has used to get to it.

Landing Page Basics

Just in case you’re not familiar with landing pages, let’s talk about what they are what their purpose is. First, a landing page is not a homepage, though many people use them interchangeably. It’s not a good idea to link your homepage to a paid ad. The number one reason for this is because the purpose of a landing page should be to convert. You want your visitors to click on that call-to-action button.

A homepage’s purpose is different. When someone goes to your homepage, you want them to explore and learn what they can about your business and/or products. For a landing page, it’s better to have as little exits as possible, which means fewer links and ideally no menu buttons.

One of the things that remains true regardless of ad type is the fact that your call-to-action button should stand out and be as easy to find as possible. Don’t make your visitor search for it by forcing them to scroll through your page to find it. When choosing the design for your call-to-action button, make sure the colors fit your color scheme but also stand out.

One more thing to keep in mind is to make sure your landing page is offering your visitors something they want. It’s all about them! Listing your products’ great features but not telling your visitor how it benefits them is missing the point. For example, say someone is trying to start their own e-commerce business and comes across Shopify.

The landing page is so simple yet the design is gorgeous. If you scroll down, the page lists three benefits the visitor will get if they sign up for Shopify:

• Beautiful themes
• Low pricing
• Ease

They tell the visitor their service looks good (which is proven through the design of the landing page), is affordable, and is trustworthy.

A big part of designing your landing page is identifying the way you’ll achieve your goal. Are you offering a free service such as an e-book or video demo? Or are you offering a deal on a product or a free trial on a subscription? Maybe you’re asking them to sign up for your newsletter.

Your landing page will have to spend more time convincing your visitor if you’re trying to sell a product. Build trustworthiness through social proof such as testimonials and reviews. According to BluLeadz, 88% of consumers trust testimonials and reviews.

Look at the difference between Shopify’s landing page and Gobble’s.

Besides the menu buttons at the top of the page, this landing page is well designed but much longer than Shopify’s. If you scroll down, you’ll find yourself reading about how the subscription service works (through animated images). Lastly, we see a woman drinking wine and smiling while relaxing on the couch.

The landing page is emphasizing the benefit of ease and doing a great job at it. They promise dinner will only take fifteen minutes to cook and that it’s easy to “skip weeks, change dishes, and cancel anytime.”

As you can see, because this landing page is working to convince the visitor to buy something, rather than promising a free gift (such as a free trial), it needs to do more work. Cleverly, the form and call-to-action button follow the visitor all through the page as they scroll. It’s never out of sight and it looks like it belongs no matter where you pause in your scrolling.

All of these things influence your visitor’s experience. Of course, you want a visitor to have a positive experience for the sake of conversion, but Google also takes user experience into account when ranking ads on their search network or choosing which banner ads to show on the display network. If you want to be seen on the first page of a search result or you want your ad to be shown on a relevant website, it’s important to make sure you get the best quality score you can.

One way of improving your score is message matching. This is something that might be easy to miss, especially if you’re linking to the same page for multiple ads but it’s also one of the most important steps for keeping visitors from clicking out of your landing page.

Message matching means making sure your ads match with your landing page so your visitors don’t feel tricked, confused, or frustrated. For all ad types, if there’s text on your ad, that text should match the headline of your landing page, for example.

This is another reason why linking to your homepage is not a good idea. It’s unlikely your homepage will deliver on the promises every one of your ads makes or match up visually with all your ad designs.

Message matching is something you need to have in mind when creating landing pages for all of your ads, but there are different things to match up according to ad type. Let’s take a look at some bad and good examples of ads and their landing pages.

Google Ads Search Campaigns and Their Landing Pages

Google Ads lets you create Search, Display, and Video campaigns. For search campaigns, you create text ads that appear when someone searches your keywords on Google Search. With these ads, you’re reliant entirely on text descriptions to get clicks.

Despite the lack of visual advertising, the conversion rate for search campaign ads is higher than that of display ads (3.75% vs 0.77%). This is because, often, people who click on Google Search ads are in “shopping” mode. They’re looking to buy something while display ads often target people who are simply browsing websites. 64.6% of people in shopping mode will click on a Google ad.

Let’s say someone is looking for a real estate agent and they come across this ad:

There are some good things to say about the ad. It uses numbers well, grabbing attention. “Licensed since 2003” lets us know they’ve been in business awhile, increasing trustworthiness. The description below is short, though. You should use all of your available space, if possible. It’s also vague. “Full Service, Increased Marketing” is fine but it tells us nothing about what that service consists of.

So, what does the landing page look like?

The best way to describe it is busy. If you scroll down, there are paragraph descriptions, a section for reviews, an explanation of what they mean by “increased marketing” and one explaining “full service” plus plenty of videos and links at the top and the right of the page. It looks like a homepage.

If you scroll all the way down to the bottom, you find the call-to-action button.

Yes, this landing page covers all it mentioned in the ad, but it’s much too cluttered. Remember: everytime someone clicks on your ad, you pay for it.

You want those visitors to give you their information and you don’t want to make it hard for them to do that. This landing page is longer than the Dyson hair dryer landing page and it’s not selling anything–just asking for contact information.

Shortening paragraphs (or getting rid of them entirely), moving the call-to-action to the top of the page next to the video, and getting rid of all the links around the page would greatly improve this landing page.

Source: Created using Balsamiq

As an example, moving the call-to-action button and form up to the top of the page would put more attention on it instead of burying it at the bottom. A design more like the one above would be much less overwhelming as well. Including a bit more visuals to back up the promised “top agents” would be fine too but it’s best not to over-explain.

The video pulls a lot of weight! It’s enough to use a video to explain how they’ll increase marketing and provide full service.

The reviews section can help back up their claim about “over 1,000 Local Sales.” So, while many of the aspects on the page are fine individually, together they’re overwhelming and feel disorganized.

Not to mention, the more there is on a page, the more has to load. According to an essay by Renata Bitkulova from Saimaa University, if your page takes longer than 2 seconds to load, 50% of visitors leave.

Another one of the problems with their landing page is that no matter which of their ads is clicked on, it takes you to the same page. Instead of “Real Estate Company,” like in the example, the headline should match the ad and reiterate the benefits it promised.

Now let’s say someone is interested in looking at some fashion magazines and decides to search for Vogue.

The ad uses the offer of a deal for a subscription as an incentive for a click. They’re offering a one-year subscription for $12 (and a free coaster set). Notice how the ad also has links for subscribing to Vogue and giving Vogue as a gift. What happens when we click on the ad?

Vogue takes us to an unsurprising landing page, which is a good thing! The ad used an offer to attract a visitor and the landing page fulfills the promise.

We see two offers, the one they mentioned in the ad and an offer for a two-year subscription. Below the offers, we see another promise fulfilled. You have the option to buy the subscription for yourself or as a gift.

This is a good example of message matching. The landing page repeats the words used in the ad, confirming for the visitor that they are in the right place. The headline and subheadline match. The offers are easy to find and there aren’t any obvious exits (the “Learn More” links bring up a pop-up if you hover over them but they are not clickable).

The free coasters are in the image as well (though they are a bit buried). When you select an offer on their page, it opens a form asking you to input your billing information.

Vogue can afford to get straight to the point. They’re well-known enough that it’s likely most people know the kind of content they’ll be getting despite the lack of information on the landing page. Another landing page whose goal is to convince visitors to purchase something should try to include some form of social proof or point out benefits.

Google Ads Display Campaigns and Their Landing Pages

Display ads are what you see when you’re scrolling through a website and see a banner ad at the top or side of the page. They’re more visual, reliant on images (and, at times, text). As mentioned earlier, display (or banner) ads have lower conversion rates than text ads because they are usually shown to people who are not in “shopping” mode.

When creating your display campaign, do not choose to create pop-up ads. According to Hubspot’s 2018 marketing statistics, 73% of people dislike pop-up ads and 81% have closed out of a webpage because of a pop-up. If your display ad is also a video ad, be aware that 51% of people have lowered their opinion of a brand if they used auto-playing video ads.

The trick here is to market to the right people. Make different ads for different demographics. People should relate to the ad they’re seeing somehow. If you’re targeting women in their 20s to 30s, feature someone who may look like them in your ad.

Many banner ads don’t get clicks because they’re targeting the wrong people or just putting their ads out there without a strategy. Think about how many times you’ve seen a banner ad that had absolutely nothing to do with the site you were on or had been on. How many times have you seen banner ads that had nothing to do with your interests or shopping needs?

At the time of writing this article, it was tax season. So, this ad kept popping up:

It’s the perfect time to be seeing this ad. It features a smiling man holding what we assume is his tax return. This is clarified by the promise “Your biggest refund guaranteed.” So, what does the landing page look like?

It looks almost exactly like the ad except it provides the visitor with a bit more information and the option to sign up. What’s perfect about this landing page is how much it matches up with the banner ad. The man in the picture is the same as the man on the landing page. The colors are the same. The promise is the same. If you scroll down, the page lists prices, reasons to switch to TaxAct, and an accuracy guarantee.

Another way to take advantage of display advertising is to utilize retargeting methods. That means if someone clicks on a product, for example, but doesn’t go all the way through the checkout, you can use retargeting to remind them to come back and purchase it. Banner ads will appear on websites they browse, customized to showcase the exact product they have yet to purchase.

Google Ads Video Campaigns and Their Landing Pages

Video campaigns are video ads that Google runs on YouTube before another video. The length of the video ad varies but usually, they’re short enough to fit all the important information before the “Skip Ad” button appears on the video. Sometimes, video ads will encourage viewers to stay past the necessary time with the promise of a benefit.

Videos can be used as a great marketing strategy if done well. According to a benchmark report by ExtremeReach, in 2017, the completion rate for videos rose to 73%. People would also rather watch a video than reading a text. According to Hubspot, 72% of people prefer to watch videos opposed to reading text when both are available.

Let’s go through a couple of examples and what they’re doing well and what should be worked on.

This is what an ad by Marketo looks like:

The video itself ends suddenly (for the purpose of advertising the full video at the end). Once you click on the ad, it takes you to a landing page that looks like this:

The color scheme matches the video’s, so that’s good. The man we see on the landing page looks like the one we see at the end of the video as well, showing the visitor they’re in the right place. It also fulfills its promise, offering the full version of their demo (plus their other videos).

Is it worth it, though? The video is only four minutes long–not much of an incentive. Also, take a look at the amount of information you’re required to enter to even get there. There are seven form fields.

Though the average is eleven, reducing the number of form fields down to 4 can increase conversions by 120%. It would have been a better strategy to give the visitor the whole video and ask them to sign up to see more videos like it. This kind of landing page is likely to make your visitor frustrated.

Not only that, there are so many ways to leave the page. All those links in the menu are ways for visitors, who could already be overwhelmed by the amount of information they’re required to give up, to click out and forget about those video demos that attracted them to the page in the first place.

So, here’s an ad that does it better.

Below is a video ad for Monday.com, a project management tool. The beginning of the video is fast-paced and honest, grabbing attention right away. It quickly explains what the ad is for and then tells the viewer how the tool will make them feel. Immediately, we see the benefits shown to us through clever visual examples.

The video ad doesn’t begin explaining to us how the tool works until they’ve properly captured the viewer’s attention. Once there, they make the function of their program look very simple. The narrator continues to emphasize the benefits the visitor will get, saying, “You’ll never drop the ball on the important stuff again.”

So what happens when we click on the ad? It takes us to this landing page:

The landing page connects the visuals of the video by using an animated image instead of a still image. We see a closeup of the functionality of the program in the background.

Not only that, the image they chose matches with their headline–”Project Management Is Better When It’s Visual.” There are no obvious exits. In fact, the page is short and offers no scrolling–a good choice because it doesn’t need it.

The landing page itself is great. It has an obvious call-to-action button, the form only has one requirement, and below, it lists the benefits offered if you sign up. The imagery is pleasant and relevant as well.

There are a few things that could be improved to match up with the ad that brought us here. For one, the only terms that match up with things we heard in the ad are “project management” and the name of the service. Though the headline “Project Management Is Better When It’s Visual” is great, the visual aspect was implied in the video but not emphasized the way the feel of it was.

The ending line of the ad–”You’ll never drop the ball on the important stuff again”–is also forgotten. Reminding the visitor about the feeling of satisfaction or mentioning again how Monday.com will solve the pain point of forgetting some of your tasks would reassure the visitor they’ll be getting what the ad promised.

As you can see, message-matching is very important when creating your landing pages. It can be easy to forget to consider each ad you create, which is why you shouldn’t have one landing page for all your ads. Your visitor puts trust in you when they click on your ad and you don’t want to betray that trust as soon as they arrive on your landing page.

If you think you’ve got landing pages down and are ready to learn more about marketing online, check out our article on Social Media Strategies for Small Businesses.

The post Anatomy of Landing Pages Based on Google Ad Types (With Examples) appeared first on Kolau Blog.

Review sites are here to stay and chances are your customers are already using them. With the rise in online customer review websites, a company’s every action, good or bad, is scrutinized and written down for public consumption. Approximately 26,380 reviews are posted on Yelp every minute, and as of June 2017, the site had accumulated 135 million reviews. Yelp contains information on businesses in at least 32 countries spanning North America, South America, Europe, and Asia. Yelp has proven itself to be a industry leader for customers to not only review businesses but also to find quality businesses, whether in their home city or on the go. Unfortunately, many business owners do not take advantage of the services that Yelp has to offer including claiming their Free Business Page and investing in Yelp ads. A business’s current and potential consumers are already visiting Yelp; therefore, it is only logical to advertise where customers are already looking.

Here is how turn your online Yelp presence into a profit:

Claim Your Yelp Business Page

Yelp makes claiming your Free Yelp Business Page fast and simple. It is important to know that even if a company has not claimed their business page it is likely that their business is already on Yelp and receiving customer reviews. According to Yelp, a business typically cannot remove their business profile from Yelp, or other review sites, because it is a matter of public record and consumers have the right to leave reviews. Therefore, own your online presence and cultivate a reputation that you are proud of. The first step in managing your company’s image on Yelp is by claiming the company’s Yelp Page. The Boston Consulting Group found that businesses who claimed their free Yelp Business Page saw an $8,000 increase in annual revenue as a direct result. When a company claims their Free Business Page they are able to:

• Respond to consumer reviews
• Track customer leads
• Add photos of their business, products, and services
• Provide a link their company’s official webpage
• Update business hours and other crucial contact information

(Information provided by https://www.yelp.com/factsheet)

The best part about claiming your Yelp Business Page is that all these services are included completely free of charge. Yelp has even created a free mobile app called Yelp for Business Owners that allows businesses to control their Yelp profiles on the go.

Photo Credit: Apple App Store

Yelp is transparent about which business pages are unclaimed. The image below shows a mexican restaurant in Durham, NC that has not been claimed. If a business owner has not claimed their business page, the word “unclaimed” will appear below the company’s name. To claim your business simply click on the word “Unclaimed” and it will route you to a page that provides step by step instructions. Yelp will then verify that business page was claimed by the actual owner or someone associated with the company.

Photo Credit www.yelp.com

Invest in Yelp Ads

While businesses report seeing an $8,000 increase in annual revenue from claiming their Free Business Pages, companies that invest in Yelp advertising report seeing a $23,000 increase in annual revenue. This means that companies investing in Yelp advertising see revenue increases that are almost 3 times more than their competitors who are not taking advantage of Yelp Ads. The numbers speak for themselves; investing in Yelp advertising is a no brainer.  

Photo Credit www.yelp.com

Advertising is not part of Yelp’s free tool kit and must be purchase for an additional charge. However, Yelp has many options for businesses to choose from, allowing them to control the cost and other key components of their ad campaigns.

What do Yelp Ads Look Like?

Yelp ads provide potential customers with important informations about your business.  Every ad contains the business’s name, photo, rating, location, phone number, and a relevant review or company specialties. If a company has not accumulated enough reviews, they will need to provide a written description of what services their company provides. To learn how to increase your Yelp reviews check out the article 7 Simple Tips On How To Increase Yelp Reviews. It is important to note that these paid advertisements are labeled as “ads,” and this notation appears in the top left corner of the advertisement. Before any of your ads are released on Yelp, you are given the chance to review what the ad looks like and make edits.

Photo Credit www.yelp.com

Now Where do Yelp Ads Appear?

Yelp Ads will appear in several different places on Yelp including in search results and on competitors’ Yelp pages.

For example: I searched for Taco restaurants in Durham, North Carolina which can be seen in the picture below.

Photo Credit https://www.yelp.com/searchfind_desc=Tacos&find_loc=Durham%2C+NC&ns=1

As you can see from the search results the top two options for restaurants are advertisements and then the organic search results start as the third result. Yelp ads will draw attention to your business and ensure that it is featured in front of an audience who is already interested in your products or services. This ensures that your ad will only be viewed by potential customers.

Similarly, ads will appear on competitors business pages. Like ads that appear in the search results, your ads will only appear on competitor pages that cater to a similar audience. However, to ensure that a competitor’s ad does not appear on your business’s page you can add a feature to your ad package that blocks competitors’ ads from appearing on your page. The image below shows two ads appearing on a competitor’s page.

Photo credit https://www.yelp.com/biz/guanajuato-restaurant-of-durham-durham?osq=tacos

Another important feature is that businesses only pay for an advertisement when it is clicked on; therefore, even if the ad appears as the top search result, you will only pay if it is clicked on. In addition, Yelp ensures that your ad campaign will adhere to a budget that makes sense for your business and will never go over the agreed upon amount, which will put any budget conscious business owner’s mind at ease. Once your budget is met your ads will stop appearing. If you notice that your budget is running out quickly every month, there is always the option to adjust your budget. When setting up an ad campaign, Yelp will give you a recommended budget and approximates how many clicks per month that budget will allow. However, there is also the option to create a custom budget, giving you complete control over your spending. When setting your own unique budget you will manually enter the monetary amount you are willing to spend.

Photo credit www.yelp.com

Do people trust advertising?

Even though Yelp has set out safeguards to protect you from blowing your budget, many business owners may ask themselves whether or not people will trust their ads or simply ignore them. It is no secret that we live in a society saturated by advertisements and marketing schemes, creating a generation of savvy shoppers. Therefore, it begs the question about whether advertising is still worth investing in. A recent study conducted by Northwestern University marketing professor, Kent Grayson, came to the staggering conclusion that many people describe “modern advertising techniques” as “credible,” “fair,” and “good.” While people describe marketing techniques such as using celebrities endorsements or paid actors as deceptive, they respond positively to review sites such as Yelp. A New York Times report concluded that, “Certain tactics, such as offering to match a competitor’s low prices, reporting a high rating on a site like Amazon or Yelp or mentioning a recent ranking by a third-party source like U.S. News & World Report, received the most positive reactions from participants.” It is undeniable that Yelp has gained the attention and trust of the general public and is recognized as a reliable source for business recommendations. Therefore, businesses should take advantage of all that Yelp has to offer. Yelp receives an average of 108.4 million unique views from around the world each month, with the vast majority coming from the United States. Yelp has proven itself to be a reliable platform that reaches a global audience accessible from your desktop, smartphone, and tablet. With Yelp advertising you can now reach your target audience anytime and anyplace.

———–

Kolau is the easiest way to rank your small business on the first page of Google. Start owning your small business online presence today! No marketing knowledge needed. No agencies required. Now you know, now you can.

Be sure to subscribe to our blog for more articles like this!

The post Easy Tips for Turning Your Yelp Ads into Profit appeared first on Kolau Blog.

premiada y reconocida por FORBES.

Benefíciate y crea tu página web con botón de pago integrado dándole clic a este enlace por tiempo limitado.

El mundo de la cosmética y la belleza está creciendo a pasos agigantados y se trata de una gran oportunidad para implementar estrategias Marketing para peluquerías. Las personas se preocupan cada vez más por su aspecto físico, por lucir mejor, y al decir ‘personas’ nos referimos tanto a hombres como a mujeres. Esto hay que resaltarlo, porque una de las claves del auge de este sector está en el notable incremento del negocio que genera el público masculino, tradicionalmente menos significativo en todo lo que tiene que ver con la estética y el cuidado e higiene personal.

Un dato que así lo confirma es el que ofrece la consultora estadounidense Allied Market Research, que recoge en un informe cómo de aquí a 2020 el negocio de la cosmética va a seguir creciendo a un ritmo del 3,7% anual. ¿Qué va a suponer esta línea ascendente? Allied Market Research apunta que en tres años se alcanzará un volumen de negocio superior a los 265.000 millones de dólares, más de 265.000 millones de euros. Europa parece ser el continente dominante, agrupando hasta el 30% de las ventas mundiales, pero Estados Unidos destacará por el consumo online de productos relacionados con la belleza.

Las peluquerías son pieza clave en este puzzle. Si bien el comercio electrónico puede competir perfectamente con las tiendas físicas en lo relativo a la comercialización de artículos –cremas, lociones, mascarillas, maquillaje, etc.–, en lo que respecta a los tratamientos capilares y otros servicios la realidad es muy diferente. ¿Cómo podría competir Internet con la experiencia que ofrecen estos centros? Difícil, la verdad… Hay momentos que no puede sustituir una vivencia virtual, por lo que lo vemos algo complejo.

Pero bueno. Lo que no podemos obviar es que cada vez es mayor la competencia. Son muchos los salones de belleza y las empresas deben apostar por diferenciarse de la competencia. Existen fórmulas que están resultando muy productivas y en este post os queremos hablar de info de ellas. Son ideas de marketing para peluquerías que se pueden poner en marcha prácticamente en cualquier tipo de local, tanto los más pequeños como aquellos más grandes.

#1 Idea de Marketing para peluquerías – Una cuidada y completa página web que refleje los valores de la marca

Puede parecer algo obvio y sencillo pero la realidad es que contar un buen site tiene mucho de lo primero –obviedad– pero poco o nada de lo segundo –¿sencillez? ¿A qué nos referimos? A que tener una web efectiva que se traduzca en resultados contantes y sonantes, es decir, clientes, no tiene nada de fácil.

EL EJEMPLO

Hay que convertir la web en el corazón de un plan de marketing online completo y un excelente ejemplo es Emerson Salon, una peluquería de Seattle, Estados Unidos, que en la página recoge todos los eslabones de la cadena:

• Transmite una imagen moderna, de actualidad, sencilla pero elegante. Si ‘vendemos’ estética y belleza, obviamente nuestro escaparate online debe respirar estas cualidades por todos y cada uno de los píxeles de las imágenes que lo vertebren.

• Blog con consejos relacionados con el cuidado del cabello, donde se destacan los looks capilares que están más de moda, se analiza el estilo de celebrities que tienen mucho tirón en estos momentos, entre otros.

• Secciones para dar a conocer y acercar al equipo profesional de Emerson, los estilistas, y un área para recomendar productos que ellos aconsejan.

• Las redes sociales. Son un canal de atención al cliente y de comunicación entre usuarios actuales y potenciales. Se actualizan los perfiles diariamente y tienen buen tirón en lugares como Facebook Twitter o Pinterest, donde están presentes.

• Reservas online. Fundamental: se facilita a los clientes el poder concertar una cita de manera rápida y sencilla, vía web, con una sección de ‘booking’ que funciona perfectamente.

A esto nos referíamos al decir ‘cuidada y completa página web’, no al hecho de estar por estar en la red, de tener una página en la que apenas se aporte información al internauta. En ocasiones llega a ser hasta contraproducente el ‘estar por estar’ si queremos llegar a otro tipo de targets que podrían ser interesantes para la empresa.

#2 Idea de Marketing para Peluquerías – Ofertas y promociones que lleguen a potenciales consumidores de tus servicios.

Los descuentos, los cheques ‘ahorro’, las propuestas de 2×1 o 3×1 –por ejemplo, cortar el pelo y peinar ‘gratis’, o tinte, corte y peinado ‘de regalo’–, días en los que se bajan las tarifas. Son opciones que funcionan muy bien. En Marketing hablar de ‘gangas’ y ‘rebajas’ supone despertar la atención del público de manera inmediata. Si además lo acompañamos de alguna cifra en concreto –‘ahorra un 25% acudiendo a nuestra peluquería los lunes’, que puede ser la jornada con menor afluencia de clientes de toda la semana–, el resultado puede llegar a ser espectacular.

EL EJEMPLO

Salon U, en Homewood, Alabama, confía y practica con magníficos resultados esta técnica de venta no por tradicional menos efectiva. Uno de sus últimos claims es el siguiente: “Free consultaron and $25 gif toward your first color service”. Este negocio de estética ha repetido varios años consecutivos como uno de los TOP 100 Hair Salons in America en la revista ELLE (versión estadounidense) y probablemente se deba a un mix de factores entre los que el ítem ‘precio’ tienen gran relevancia.

Ya sabéis, nada como utilizar palabras que disparan la decisión de compra a la hora de crear mensajes que vayáis a publicitar en medios de comunicación, en el propio punto de venta o bien en vuestra web y en redes sociales. ¡Éxito garantizado! Al menos vas a conseguir que pasen de una escucha pasiva a una actitud activa en relación a lo que les quieras contar.

#3 Idea de Marketing para peluquerías – Especialización máxima: Acotar nuestro target y multiplicar el número de clientes.

El apostar por un nicho de mercado muy concreto es una de las mejores estrategias para acertar en el mundo de los negocios. El mundo de la peluquería es perfecto para practicar esta tendencia a una cada vez mayor segmentación del público al que nos dirigimos. Este sector tradicionalmente optó por separar los servicios por sexo: hombres y mujeres. Poco a poco se están afinando aún más el campo en el que se trabaja: quienes solo trabajan con niños, los que apuestan por los looks nupciales, están los centros que conocen a la perfección cuáles son los cortes de pelo que más favorecen… y después nos encontramos con propuestas tan interesantes y exitosas como More Than Curly Salon, ¿adivinan a qué se dedican estos profesionales?

EL EJEMPLO

Este salón de Aurora, una ciudad del condado de Arapahoe, en el estado de Colorado, confiesa su predilección a la hora de peinar y cuidar el cabello de sus clientes: “Curly Hair is our passion! We have the BEST Curly Specialists in the Rocky Mountain Region!”. Han sabido hacerse un hueco y también aparecen entre los Top 100 Salons de la revista Elle.

Esta especialización la demuestran de la manera más eficaz posible, con fotografías y vídeos. En tema de estética y belleza adquiere más valor que nunca el dicho popular de ‘una imagen vale más que mil palabras’. Se accede a su web o a sus redes sociales y podemos ver casos reales de usuarias que se han puesto en manos del staff del centro y que se muestran más que satisfecha. Hay fotos de las instalaciones y además se dan las máximas facilidades para pedir cita: tanto teléfono como reservas online. La web puede que no sea tan estilos como la del caso que veíamos en el punto 1 pero es muy efectiva.

#4 Idea de Marketing para peluquerías – Un salón ‘todo en uno’: más servicios complementarios para una oferta global especialmente interesante.

Los negocios que deciden centrarse en el cuidado y tratamiento del pelo puede que estén dejando a un lado la posibilidad de ampliar fuentes de ingresos con actividades muy afines con el mundo de la peluquería. Hoy en día al hablar de estética podemos referirnos tanto a nuestra melena, a cómo cuidamos y embellecemos el cabello, como a tratamientos corporales y faciales. Es lo que llamábamos en el título del punto ‘todo en uno’. Esto supone poner delante del usuario un abanico más amplio de opciones para lucir más guap@ y todo ello sin necesidad de ir de un establecimiento a otro, sino que está todo en un mismo lugar y con profesionales especializados por áreas.

Aquellas pymes que consideren que no está a su alcance el ampliar sus servicios no deberían desestimar la idea de recurrir a colaboradores, freelance que puedan acudir al local un día o dos en semana, según lo que decidan, para empezar a realizar manicura, masajes u otro tipo de experiencias que el cliente valorará. Poco a poco se puede ir viendo hasta qué punto resulta rentable pero probablemente su empresa gane mucho con todo ello, tanto por volumen de trabajo como por imagen de marca. Se dará la sensación de un gabinete de belleza más completo y puede ir trabajándose de manera paulatina hasta que llegue el día en el que sea posible contratar a personas que de manera constante y permanente realicen esos servicios en las mismas instalaciones y ello suponga un beneficio más para el/la propietari@.

EL EJEMPLO

The Beauty Room, en Minneapolis (EE UU), destaca a este respecto por contar con un lugar en el que se realizan tanto actividades propias de la peluquería –cortes de pelo, color, tratamientos específicos para el pelo– como otras para la piel y el cuerpo –masajes faciales, para el cuerpo, manicura, pedicura, reflexología. Ofrecen tarifas especiales para los usuarios del centro, de tal manera que uno puede empezar acudiendo para peinarse en una ocasión especial, decide que también lo maquillen y a continuación acaban concertando una citación para una limpieza de cutis.

En su web se puede poner cara a los profesionales del equipo y se dan precios, se trata sobre productos y se ofrece información que puede ser interesante para el usuario.

#5 Idea de Marketing para peluquerías – Imagen rompedora: Diseño y estética que atrapa miradas entre los transeúntes… ¡Y clientes!

En este punto debemos decir que sucede un tanto como en el número 1: Si se trata de un servicio de belleza, lo primero que debemos hacer es ofrecer una imagen corporativa en consonancia con aquello a lo que nos dedicamos. Peluquerías hay muchas, cientos, miles de ellas, por lo que es importante definir bien la identidad del salón y confiar siempre en que la clave es destacarse de la competencia. Una de las maneras más sencillas y eficientes es en el propio interiorismo y decoración del establecimiento. Debemos adaptarlo al perfil de nuestro público: más serio si nos dirigimos a personas mayores, más colorista y que transmita vitalidad cuando queremos que nos visite gente joven… Y después está el caso de sitios realmente rompedores como Bird’s Barber Shop, en Austin (Texas).

EL EJEMPLO

Se trata de una red de peluquerías que cuenta con ocho locales en Austin y uno en Houston. Todos se presentan como lugares realmente vanguardistas, con un estilo muy pop. Confían en dejar ver lo que ofrecen a todo el que pasa por su puerta, por lo que las fachadas de los establecimientos son cristaleras y en su interior se muestra a la perfección el colorido tan propio de esta tendencia.

El sitio respira estilo y conocimiento de la profesión por todos sus poros y la web transmite a la perfección todo eso. Es un lugar abierto a todo tipo de personas y clientes y en su web continúan esa idea de transparencia dando con detalle los precios y tarifas de todos y cada uno de sus servicios.

Y para terminar, os ofrecemos cinco claves para aplicar a vuestro plan de marketing para peluquerías si queréis llegar mejor al usuario, tanto al cliente actual como al potencial:

• Cuidar al máximo la imagen corporativa del negocio. Si nos dedicamos a la estética debemos predicar con el ejemplo y el salón debe transmitir ese gusto y conocimiento del sector en todos y cada uno de sus aspectos.

• Presencia online con fundamento. Es decir, nada de ‘estar por estar’ en la red. Hay que saber estar en Internet y en las redes sociales. Confía en crear una web efectiva y en aportar a los usuarios contenidos de calidad, consejos en los que ellos van a ver un valor añadido a tus servicios offline. Les debe merecer la pena tanto el tratamiento que se le realiza en el local como el seguirnos en el mundo digital y en los social media. Si deseas saber más acerca de estrategia en Redes Sociales también puedes echarle un vistazo a nuestro post anterior, 5 Estrategias en Redes Sociales Sociales para PYMEs en 2021.

• Las ofertas y promociones siempre triunfan. Tienen un buen tirón especialmente para darnos a conocer, para que más personas se animen a probar nuestra propuesta.

• La especialización es una salida efectiva. Nada como acotar al máximo nuestro target para convertirnos en su mejor opción frente a la competencia. Quienes se abren a todo tipo de públicos y de servicios corren el riesgo de hacer muchas cosas… pero pocas de ellas muy bien. Busca siempre la excelencia.

• Líneas de negocio complementarias. El cliente agradecerá que en un mismo local pueda acceder a otras opciones relacionadas con la belleza y el cuidado personal. Eso sí, ródeate de los mejores o caerás en el error que apuntábamos en la conclusión previa.

________

Kolau es la manera más rápida y fácil de que tu PYME esté en la primera página de Google. Empieza a controlar tu presencia web tú mism@, ¡sin necesidad de agencias! Ahora sabes, ahora puedes.

Subscríbete a nuestra lista para recibir los artículos del blog.

The post Marketing para Peluquerías: 5 Ideas appeared first on Kolau Blog.

premiada y reconocida por FORBES.

Benefíciate y crea tu página web con botón de pago integrado dándole clic a este enlace por tiempo limitado.

¿Sabíais que… más de mil millones de animales de compañía conviven con familias de Europa, Estados Unidos, América Latina y Japón? En países como EE UU incluso se contabilizan tantas mascotas como número de habitantes (305 millones vs 324 millones) y la industria relacionada con el cuidado y la alimentación de estos fieles compañeros superó los 56.000 millones de euros en territorio estadounidense. Antes de hablar sobre las estrategias de marketing para clínicas veterinarias más eficientes, veamos algunos datos interesantes.

La alimentación es la partida presupuestaria que concentra la mayor parte de estos desembolsos. En Europa, por ejemplo, la comida supone el 50% del gasto total (15.000 millones de euros), seguido de los accesorios, los servicios y las medicinas.

El sector vive un momento muy dulce, pues cada vez más los animales son tratados como un miembro más del hogar, atendiendo así a sus necesidades y suponiendo un bocado importante al pastel presupuestario de las unidades familiares. Desde hace unos años la facturación de esta industria va aumentando de manera constante: en Estados Unidos se ha pasado de generar un volumen de negocio de 36.504 millones de euros en 2010 a alrededor de 56.300 millones de euros en 2016. Los estadounidenses son los que han incrementado especialmente estos gastos. En Europa se ha pasado de 24.000 millones de euros en 2010 a 30.000 en 2015 y en Latinoamérica de 3.879 millones de euros en 2011 a 8.966 millones de euros en 2016.

Las empresas que forman parte de este ‘universo animal’ van desde las clínicas veterinarias a las tiendas especializadas en mascotas, los fabricantes de piensos y productos para estas, las farmacéuticas y otras propuestas que desarrollan servicios para los ‘mascoteros’.

Las clínicas veterinarias forman parte fundamental de este ecosistema empresarial. En Estados Unidos estas llegan a facturar alrededor de 33.000 millones de dólares (datos de Statista) y la tendencia de ahora hasta 2020 es a que se mantenga esta cifra. Sin lugar a dudas para atraer a más clientes es importante que estos centros tomen conciencia de la necesidad de poner en marcha acciones de marketing para clínicas veterinarias que atraigan a nuevos usuarios y fidelicen a aquellos que ya han confiado en la compañía.

5 Estrategias de Marketing para Clínicas Veterinarias

#1 Estrategia de Marketing para Clínicas Veterinarias – Primera revisión gratuita

Si lo que queremos es atraer a quienes aún no conocen la profesionalidad de tus servicios para animales de compañía, qué mejor manera que ofrecerles el probarlos de manera gratuita. Realiza un chequeo a la mascota donde el propietario pueda comprobar el trato que se da a su mejor amigo, los medios materiales que tienes, las instalaciones, la profesionalidad de los veterinarios y auxiliares que le acompañan, la puntualidad a la hora de acceder a la consulta, entre otros aspectos.

Esta estrategia es muy interesante porque al final estás tratando con una parte muy importante en la vida de una persona. Cada vez más los dueños de estos seres vivos los consideran parte de su hogar y dedican más tiempo y recursos a su bienestar. Esta es una de las tres tendencias que destacan los profesionales del Milwaukee Career College, una institución de enseñanza especializada –y referente– en formación veterinaria. En un reciente informe señalan “el crecimiento del mercado será motivado por la expansión de la población de animales domésticos, y por las actitudes cambiantes que se observan dentro de sus dueños, al tratarlos como compañeros o miembros de la familia. Debido a esta nueva tendencia, el mercado de la salud de animales de compañía se ha podido mantener a pesar de la recesión económica, ya que los dueños no quieren recortar sus gastos cuando se trata de sus mascotas.”

Advanced Veterinary Care Centers (VCA), una reconocida cadena de hospitales veterinarios, lleva unos años apostando por esta acción de marketing. A través de su página web invitan a todos los titulares de algún tipo de animal a que soliciten un examen de salud de forma totalmente gratuita. Se puede ver en la imagen que para ello han habilitado en su página web un formulario donde registrarse fácilmente y recibir ese cupón para el chequeo médico.

#2 Estrategia de Marketing para Clínicas Veterinarias – Atención telefónica 24 horas 365 días al año para emergencias

La ‘humanización’ que se está produciendo del universo de los perros, los gatos y otro tipo de fauna considerada doméstica conlleva una preocupación importante por su estado de salud. De ahí que en los últimos años cada vez más veterinarios estén prestando una atención 24 horas para aquellos accidentes o sucesos que pueden tener lugar fuera del horario habitual de apertura de estos negocios. Si la competencia lo está incorporando como valor añadido, ¿cómo quedarnos al margen de esta tendencia?

Hay que señalar que en pequeñas y medianas empresas esto realmente solo puede suponer tener operativo un teléfono específico para estos menesteres, un número al que puedan dirigirse los propietarios de nuestros pacientes cuando sea necesario. Si contamos con varios profesionales en plantilla se pueden establecer turnos de guardia, algo que se lleva a cabo en otros muchos sectores con excelentes resultados. Este recurso es fundamental hacerlo llegar a nuestro target para que lo conozca y cuente con ello. Valorarán mucho esa tranquilidad de tener un veterinario de confianza al que llamar en caso de emergencia.

Si queréis conocer mejor de qué manera se está llevando a cabo esta idea os invitamos a conocer el hospital para animales Pender Vet, en Virginia. Entre sus facilidades para los clientes está el cuidado 24 horas de lunes a domingo ininterrumpidamente. Cuentan con un teléfono específico para atender esas demandas de atención especial y consiguen con ello captar y fidelizar usuarios.

#3 Estrategia de Marketing para Clínicas Veterinarias – Servicio sanitario a domicilio para mascotas

Junto con el punto 2, esta es otra de las tendencias que se están observando en los centros para animales de compañía. Es otro plus para quien esté buscando comodidad y eficiencia para los cuidados de su mejor amigo. En este caso la inversión dependerá de los recursos que tenga la pyme: si el presupuesto es ajustado, bastará con utilizar un vehículo propio con un botiquín para poder atender al paciente; si se tienen más posibilidades económicas está la opción de equipar un automóvil con mayor material e instrumental médico y se recomienda serigrafiar el coche con el logo, eslogan y la imagen corporativa global de la empresa.

Se puede ver de qué manera lo están explotando con éxito en centros de todo el mundo. Y para conocer más detalles al respecto recomendamos consultar la web de una clínica que se ha especializado en este segmento del mercado, el de la atención domiciliaria para mascoteros: At Home Veterinary Care. Sin lugar a dudas han aprovechado un nicho que probablemente estaba desatendido: personas a las que les resulta complejo moverse con sus animales para visitar al veterinario, aquellos que tienen mascotas de avanzada edad y que encuentran serias dificultades para poder trasladarlas en condiciones seguras y muy especialmente para casos concretos, como es el de la eutanasia cuando esos fieles compañeros de vida están graves.

Esto puede suponer un plus en las tarifas veterinarias pero aquel que recurra al servicio a domicilio va a apreciar esa comodidad de no tener que moverse de casa para que atiendan a sus animales.

#4 Estrategia de Marketing para Clínicas Veterinarias – Especialización: Atender a un tipo específicos de mascotas o centrarse en determinados tratamientos

Los gatos son los ‘peludos’ más comunes en los hogares de todo el mundo, seguidos por los perros: En Europa hay más de 99 millones de felinos conviviendo con las familias y 85,9 en EE UU, frente a los canes, que son 81 millones en el Viejo Continente y 77,8 entre la población estadounidense. Les siguen las aves, los pequeños mamíferos, los peces y los reptiles. En estos últimos grupos hay que destacar el caso de los animales exóticos, que empiezan a ser cada vez más frecuentes en las casas.

Es interesante estudiar el entorno en el que nos vamos a mover, el distrito en el que hemos situado nuestro centro o donde queremos establecerlo. De los datos que se manejan en relación al tipo de mascotas existentes y conociendo bien la competencia que puede haber, un camino interesante es la especialización en subsegmentos de mercado. D&B Hoovers, una gestora de bases de datos –con información de más de 85 millones de compañías, 100 millones de profesionales y 1.000 segmentos industriales–, señala en el informe ‘Veterinary Service Overview’ que “especializarse en un determinada clase de animal o en tratamientos y cuidados particulares son prácticas muy efectivas”.

Casos de éxito en cuanto a especialización en fauna específica hay bastantes. Desde Stahl Exotic Animal Veterinary Services (SEAVS), situada en Fairfax, Virginia, que se dedica en exclusiva a prestar consulta con aves, pequeños mamíferos, peces y reptiles, entre otros, a un complejo en Long Island –Long Island Verinary Specialists– que cuenta con una sección específica para diagnósticos y cuidados de este tipo de ‘compañeros’.

#5 Estrategia de Marketing para Clínicas Veterinarias – Social media para veterinarias

Lugares como Facebook, Twitter o YouTube cuentan con multitud de personas aficionadas al mundo animal y que tienen mascotas en casa más que predispuestas a encontrar ayuda en estos canales. Es por ello que toda clínica veterinaria que quiera estar allí donde se mueve su cliente actual y potencial debe entender que estos canales han de formar parte de sus estrategias de marketing. Danielle K. Lambert (Snout School, Portland) es especialista en social media para hospitales y centros de cuidado de mascotas y ha editado una guía muy interesante: The Veterinary Social Media Survival Guide!

Estos son cinco de los tips más interesantes a tener en cuenta para una presencia en redes sociales activa y efectiva:

• FACEBOOK: Es importante tener una fan page en este medio, considerado la ‘quintaesencia’ de estos canales de comunicación. Podemos postear fotos y videos de estos ‘usuarios’ tan especiales, y links a la página web de la empresa. Fundamental interactuar con la audiencia y aprovechar posibles dudas, preguntas y cuestiones que planteen por este medio para atraerlos a tu negocio. Danielle destaca tres tipos de post como los mejores para conseguir engagement: contar una historia real de un paciente, con texto e imágenes para hacerlo más real y cercano; preguntar en relación a algún tema, acompañando la pregunta de una fotografía o incluso un contenido audiovisual; celebrar, ¿el qué? Pues desde el día de los perros o los gatos, o el de los animales en general, a la efemérides de los veterinarios e incluso cuando sepamos del cumpleaños de las mascotas que acuden a vuestra consulta.

• PINTEREST: La información visual es muy bien recibida por los internautas. En la guía de la que os hablamos se anima a viralizar infografías y fotos que pueden interesar mucho a los propietarios: desde los mejores parques para acudir con tu ‘peludo’ a consejos para cuidar la salud de nuestros mejores amigos o incluso retratos de algunos de los canes o felinos, entre otros, que acuden a nuestras instalaciones.

• TWITTER: La red de microblogging puede ser realmente interesante pero en Snout School advierten de que hay que dedicarle tiempo para saber sacarle todo el jugo. Podemos compartir artículos e información de interés para nuestros seguidores y puede ser un canal de comunicación para responder a dudas o consultas veterinarias que quieran hacernos. En función de los recursos que podamos destinar a esta vía así serán los servicios que prestemos vía tweet.

• OTROS SOCIAL MEDIA: Danielle K. Lambert apunta Google+ y LinkedIn aunque para pequeñas y medianas empresas no son espacios interesantes, la verdad. Hay que tener en cuenta que lo importante es estar… pero para estar bien. No se trata de tener un perfil abierto en tal red social si no se va a cuidar y a atender las peticiones y el feedback que pueda establecerse por ese camino. En redes sociales siempre hay que primar la calidad por encima de la cantidad: más vale estar en menos comunidades online pero en aquellas en las que se actúe se haga convenientemente.

Si os habéis quedado con ganas de más información sobre estrategias en Redes Sociales, también podéis echarle un vistazo a nuestro post anterior: 5 Estrategias en Redes Sociales para Pymes en 2017. Para finalizar este punto, compartimos uno de los audiovisuales de Scout School que puede serviros para aterrizar en este terreno de los likes, los shares y los comentarios.

Esperamos que estas ideas de marketing para clínicas veterinarias os permitan ir avanzando en vuestro negocio. Son fórmulas de eficacia probada para centros especializados en el cuidado y la atención de los animales de compañía. Como señalábamos al comienzo, cada vez más hogares conviven con perros, gatos y otro tipo de mamíferos, reptiles y aves, lo que significa que el mercado sigue creciendo y hay campo para mejorar el volumen de negocio de las pymes del sector.

_______

FUENTES: Fediaf (European Pet Food Industry), American Pet Products Association (APPA), CEESA, Ministerio de Agricultura de España, Pet Food Manufacturing Association (PFMA), Euromonitor International y diario El País.

_______

Kolau es la manera más rápida y fácil de que tu PYME esté en la primera página de Google. Empieza a controlar tu presencia web tú mism@, ¡sin necesidad de agencias! Ahora sabes, ahora puedes.

Subscríbete a nuestra lista para recibir los artículos del blog.

The post Marketing para Clínicas Veterinarias: 5 Estrategias appeared first on Kolau Blog.

Recently, a small business owner asked me which social media channels he should focus his attention on for customer acquisition and retention. I was about to respond with my standard answer that Facebook should be enough when I pondered it briefly and thought of other times I was asked this very same question.

This seemingly ordinary inquiry made me realize that the treacherous sea known as digital marketing, which businesses must navigate nowadays to find success, offers through social media a deep pocket of wavy water rather than a comfortable island that provides reassurance and predictability. In other words, social media yields more questions than answers, and its effective usage remains a mystery to most businesses, especially which channels to utilize and how to do so correctly. 

This article is meant to provide an answer to this common question by listing the top five social media strategies for small business ranked by importance.

1. Advertise on Facebook with Emotional Impact
   

   ---

The king of social media networks was launched in 2004 and has since worked hard to keep users rolling in and businesses advertising on its pages. Businesses have historically encountered difficulty receiving a good return on their investments by advertising on Facebook, however. The reason is simple: Facebook users could not care less about your company. They logged into Facebook to check out what’s going on with their friends, not to shop. This is a rather obvious fact, whether as advertisers we like it or not. We explained this in a recent article in which we delved into the psychology of your customers and why they don’t care about your business or what you’ve got to sell. They just don’t.

If your customers don’t care about your business in general, when logged into Facebook (or any other social media channel for that matter) they are even less interested in hearing about it.

This is a seemingly impossible barrier to overcome, so why should businesses bother trying to advertise on social media channels, particularly Facebook? Well, because there is a hole in the wall through which you can reach out to your customers, and it’s called emotional benefit. In a previous article we explored the importance of highlighting benefits vs. features, which works particularly well on Facebook.

Let’s learn how to apply the emotional benefit strategy successfully with a real Kolau example.

• What: Evoke an Emotion

As you will see in the advertisement below, we don’t talk about what Kolau does, what Kolau is, what Kolau’s powerful AdWords optimization engine does or whether we have a super-great seasonal offer for you. Instead, we show an interesting photograph of the conjunction of two major international cities – New York and Shanghai – with an inspiring headline: “Connecting Small Businesses with the World.” We could be an insurance company, a bank, a mail carrier… anybody. It doesn’t matter, because Facebook users don’t care what Kolau is and what Kolau does. All they care about are the emotions the photo has evoked in them, and consequently they will click “Like Page” and move on with what they came to Facebook to do.

Another example is the ad we ran around New Year’s Day congratulating our target followers. Needless to say, it was a tremendous success. Did we promote our business? No, we did not. Did we talk about how awesome we are? No, we did not (even though we are)! We evoked the deepest emotions of thousands of people who could not help but click on the “Like Page” button.

In fact, it was so arousing that some people even shared the post with their friends and family as their own New Year greeting card.

It was a special honor to see how we became a part of other people’s New Year celebratory online cards. These in return were liked and re-shared with others to promote our company, and this strategy should be mimicked by all small businesses at key times like holidays. Results are guaranteed to follow.

• How: Manage Ads Section

Ok – so how can I run ads like this on Facebook? To advertise on Facebook, you have two options. One takes five minutes, while the other takes twenty.  

Five-minute option – Not recommended

Here you are paying for impressions each time your ad is shown to the user, regardless of whether the user actually engages with it or even sees it. An impression is counted as soon as the ad enters the user’s screen, but again, it might not even be seen. Hint: Most times it is not seen. While this is a quick and easy social media strategy for any small business, this advertising option is greatly discouraged, as it has proven to offer very little (if any) positive return on the investment. It is as easy as clicking on the button “Boost Post” and follow the 1,2,3 steps that follow.

Twenty-minute option – Recommended

These extra few minutes equate to much more bang for your buck. Head over to the right-side menu and click on the “Manage Ads” link, which will take you to another view of Facebook you might not have seen before. Fear not, though; it’s fairly intuitive.

Once you’ve landed here, follow the instructions to create a campaign. You’ll enjoy the granular demographic targeting tool! The most important element, though, is the somewhat hidden section called “When You Get Charged.” Select “Page Like” or “Website Click,” whichever is the goal you’ve set in the campaign, but leave “Impression” unselected – this is very important for this social media strategy to pay off. After all, not paying for impressions is the main reason we create the campaign here and not through the one-quick-click “Boost Your Post” option.

2. Don’t advertise on Twitter – it just does not work
   

   ---

Twitter has been struggling with its advertising platform, which, combined with its sluggish user growth, points toward a less-than-promising future for the San Francisco giant. While advertising on social networks in general is usually not advisable (with the aforementioned Facebook being an exception), doing so on Twitter is particularly discouraged.

Hats off to the platform, though, for its persuasion and clever efforts aimed at convincing businesses otherwise. At this year’s May SMX conference in San José, CA, I was impressed by the stage built by Twitter – by far the most well-staffed and technologically advanced – aimed at selling the idea that Twitter ads work for marketing professionals. The free t-shirt and glossy booklet on social media ads were the reasons I accepted a 30-minute tour of their advertising platform, and I suspect most other professionals accepted for the same reason.

I left unimpressed with everything but the free t-shirt (great quality and design t-shirt). The booklet was mostly useless. Ads on Twitter just don’t work… According to eMarketer, “Twitter’s popularity among digital marketers in the United States is projected to continue declining by approximately 66 percent. The platform is just not wired to encourage users’ engagement with the ads.”

3. Keep Your Twitter Account active
   

   ---

Many small businesses have owned a Facebook page since day one (a great marketing decision), and most update their pages regularly with messages for various occasions, which offer chances to interact with their followers. While this is just an okay social media strategy, it would be most effective for these small businesses to post more frequent updates and engage with its follower base more frequently as well.

A sizable amount of small businesses also have a Twitter account (another great decision). However, many of these businesses fail to maintain frequent activity, leading to a decrease in engagement. An effective Twitter strategy involves keeping the account active, with at least three tweets per week and engagement with at least three Twitter users per week, whether they are customers, leads, or influential users.

How do I keep my Twitter account active?

It’s understandable that your small business keeps you busy day in and day out, and you barely have time to create content for your Facebook page, let alone Twitter. Well, how about duplicating the content in both platforms? This so-called evergreen social media strategy involves recycling content, and it’s a time-saving method for utilizing both platforms.

How do I duplicate the content?

There are free platforms through which you can not only create one piece of content and publish it on both Facebook and Twitter, but you can also schedule future posts. This means you can create and schedule all your week-long content from the comfort of your sofa on a Saturday evening without the daily publishing burden. Hootsuite is one of the most popular platforms in this regard, although there are many other highly rated social media management tools available.

4. Open a Yelp account and use its freebies
   

   ---

Many individuals turn to Yelp for advice before trying new restaurants, shops, or beauty salons. The star rating reflects a business’s performance, and a high rating can lead to increased revenue. Increasing a business’s rating by one star has the potential to increase revenue by 5 – 9%, according to a study conducted by Harvard Business School. With Yelp’s potential to significantly increase your business’s revenue through positive exposure, it seems foolish not to take advantage of their platform.

How do I create a Yelp account?

Yelp offers easy-to-use tools that make setting up a Yelp account a breeze. A package called “Free Tools” helps businesses set up their Yelp profiles at no cost, allowing businesses to upload photos and information, converse with customers, and use analytics to review customer engagement. In addition, Yelp also has a free mobile app, Yelp for Business Owners, that allows a business to monitor its Yelp activity on the go. Now businesses can update their profiles and respond to consumers’ messages and reviews no matter where they are.

Picture: Courtesy of yelpblog.com

How do I start receiving reviews?

Once you set up a Yelp profile, begin encouraging customers to leave reviews after using your services. (Just remember it is illegal to buy reviews.) Ordering a Yelp-branded sticker for your storefront is a great reminder for customers to leave you a review on Yelp or, if they have never been to your business before, to check out your Yelp page.

How do I cultivate positive reviews?

The easiest way to cultivate positive reviews in Yelp is by creating an enjoyable experience for the customer by offering quality products and services, fair prices, and a clean establishment. Try to cultivate a good base of positive reviews, because then your star rating will not be significantly impacted by a negative review.

How do I advertise on Yelp?

Yelp employs an array of free features that make connecting with customers simple and efficient, including Yelp Deals, which are prepaid vouchers that offer consumers discounts on your business’s products and services. A business can sell a $15 voucher that is redeemable for $30 at their store. Yelp Deals create an incentive for consumers to use your business.

Millions of users look to Yelp each month for reviews of restaurants and other businesses in their neighborhoods. Positive Yelp reviews are sure to increase your consumer base while also driving up your revenue.

5. Don’t open a Pinterest account
   

   ---

Pinterest, once one of the hottest Silicon Valley start-ups, seems to be on the decline. With its 100 million active users, it lags behind Instagram, which grew from 400 million monthly active users in September 2015 to 500 million in June 2016. Not only are Pinterest’s total users comparatively low, its growth is sluggish and less than expected. According to Statista, Pinterest has one of the lowest active user bases among social media apps, falling behind Facebook, Tumblr, Twitter, and Snapchat, to name a few. In 2015, Pinterest was estimated to reach 47.1 million people in the U.S., whereas Instagram reached 77.6 million users.

Pinterest’s struggle to gain a larger user base may be tied to their inability to appeal to a male audience. The content-sharing service has long been female-dominated; 85% of Pinterest’s total users are women, according to statistics by DMR, and 67% of their user base are millennials. While some companies may be delighted to find a platform that caters to female millennials, many businesses may choose to advertise on other social media networks that offer a larger audience with more diverse demographics.

As a small business, it’s worthwhile to put your marketing efforts into a faster-growing social media platform that caters to your intended audience.

To sum up, the best social media strategy for your small business is to have Facebook and Twitter accounts and keep them active. In addition, if your budget allows, advertising in Facebook with an emotional touch has proven successful in increasing your follower base and it is also a sound strategy any business, big or small, should do once in awhile.

—-

Kolau is the easiest way to rank your small business on the first page of Google. Start owning your small business online presence today! No marketing knowledge needed. No agencies required. Now you know, now you can.

Be sure to subscribe to our blog for more articles like this!

The post 5 Social Media Strategies for Small Business in 2020 appeared first on Kolau Blog.

Create your website quickly and easily clicking here – Offer available for a limited time only.

While many of you are reading this post, more than 1.790 million people are using Facebook. This is the equivalent of the entire population of Africa (1.216m) and North America (579m) interacting on this single network; the most used social media in the world. What started as a university experiment has become a forum where people communicate, share, create, buy, and think.

How important is this channel? How can this information be interpreted? In a compelling and easy manner: never have businesses, regardless of their size and/or reach, been able to narrow down their target audience, current and potential clients, and those who are on their way to becoming clients, all in one place. Facebook is a place where everyone is – or should be – but it’s not enough to just participate, you must know the rules of the game in order to beat the competition.

The key is to know how to answer the following questions:

• Who? Who do you want to conquer?
• What? Based on the likes, preferences, and needs of the aforementioned, define the information you are going to share and the messages you are going to launch.
• How? The format is essential since Facebook has preferences for these types of content and internet users have their own.
• When? On the internet – and on this social network – articles, news, and entertainment flow constantly, 24 hours a day, 365 days a year. However, close to 2 million active Facebook accounts follow certain conduct patterns when they connect and it´s important to publish posts when your followers are operational.

This last detail is not taken into consideration as much as it should be and it´s essential for the effectiveness of your social media efforts. The key is in knowing which hours are prime time. You must ask yourself: When does prime time take place for my brand? Here, we show you the answer.

Keep this in mind: what statistics reveal

Interesting informative sources reveal when to update your fan page. According to online marketing sources such as visual.ly, bit.ly, QuickSprout, and Shareaholic, these are the main guidelines:

1. Monday to Friday is better than on the weekends. Eighty-six percent of the posts are published on weekdays, obtaining the highest impact on Thursdays and Fridays. Users participate on an average 3.5% between Monday and Wednesday.
2. Shared Facebook content on Fridays obtain 10% more possibilities to get “likes” or “shares”.
3. The best time slots to post during a workday are first thing in the morning (around 9:00 a.m.), during midday (between 1:00 p.m. and 3:00 p.m.), or during the night (from 8:00 p.m. to 9:00 p.m.).
4. Save yourself the effort on the weekends before 8:00 a.m. and after 8:00 p.m. To send a message during this time is like yelling in the middle of the desert, NO ONE will listen (or read!).
5. Facebook updates have an average lifespan of 3.2 hours. We make a point of this and leave it at the end of this article for a reason, to emphasize how important it is to post during certain times. It is useless to get to know your target audience and plan a social media content strategy if you are going to make the mistake in the “when”.

All you need is Facebook

The previous data must be taken as a rule of thumb. Each company is a world unto itself and their target audience is different and has very specific behavior patterns.

Here we show you how to find the largest number of people with your publications step by step.

1. Access the fan page statistics panel: https://www.facebook.com/insights/

In this first phase, look for indicators related to when a page is updated: the reach, the number of people who have seen a post, interactions (“likes,” shares, or comments).

2. Consult the “Publications” items. Find out when your followers are online, by time slots as well as by days of the week. In the example shown, followers of the brand XXXXX connect primarily on Wednesday, Friday, and Saturday. Interactions begin to increase after 9:00 p.m., reaching the highest number of people online between 9:00 p.m. and 10:00 p.m.

What does this mean? That you must be active on Facebook during that time. This would be the “prime time” for your brand.  

3. “Local statistics.” Similar businesses are going to find a very important tool in this social network. These are “local statistics” located right under the “People” section. This provides the geographical location function about the company and demographic information of the users that are physically located near you. Information about gender, age, when, and how they access the internet.

In this real fan page example, one can observe how followers reach the largest connectivity quota from 2:00 p.m. to 6:00 p.m.

From 9:00 a.m., the number of online fans starts to increase and, in this case, no significant differences are observed regarding the days of the week, although Wednesdays seem to be the best day.

Application that can help you

The general connection criteria for this social network is outlined and the statistical tools offered by Mark Zuckerberg are used as much as possible. Here is a third way to publish a post on Facebook. We refer to online apps found on the internet that reveal all types of statistics and characteristics for internet users. They are easy to use, have a free trial version and customized payment plans for the needs of each brand.

Fanpage Karma

Analyze in detail the education community, the publications available, the engagement obtained, and the posting effectiveness. A free trial can be accessed and they also provide different subscription plans. You can take a look at some reports as examples, such as the image below from Allianz Insurance.

Mention

500,000 companies use this resource daily and it is free of charge during a 14-day trial. It offers valuable details regarding the ways to interact with these channels. It also allows you to monitor a community in real time, with complete statistical panels: filters by source, location, related topics, trends, etc.   

—-

Kolau is the easiest way to rank your small business on the first page of Google. Start owning your small business online presence today! No marketing knowledge needed. No agencies required. Now you know, now you can.

Be sure to subscribe to our blog for more articles like this!

The post The Best Time to Post on Facebook appeared first on Kolau Blog.