New Year – some entered it with greater, others with less impetus, but certainly every entrepreneur with hope and plans for the development of their business on the Internet. 2020 gave many businesses a hard time and absolutely forced them to open up online. It was also a difficult exam for us – meeting the requirements of companies and providing equal service to each partner. Our activities for clients were not limited to generating more sales or promoting brand awareness. In many cases, we have supported companies that have just entered the online world, offering them survival assistance and new development opportunities in a difficult time of the pandemic. Many companies decide to invest in online marketing at the beginning of the year, which is why I decided to briefly discuss what cooperation with Paraphrase-Online.com looks like – what we are, what we expect and what you can expect from us. If you are interested, I invite you to read.

We like what we do

On this we base all our activities and projects in which we engage. If we have the heart for it, it means that we will do it the best we can. This is our promise and commitment in one.

If you decide to cooperate with Paraphrase-Online.com, you can count on the full commitment of our team. We will always look for the optimal solution for your business and tailor services to specific goals. We will adjust the form of cooperation to the size and requirements of your company.

We work for a positive, long-term effect. We plan strategies and invest resources in tools that will affect the success of your company – both today and in the future.

We treat each other as a partnership – mutual respect, understanding and trust in our specialists and the work they undertake are extremely important to us. If we are to act, then together – because we have a common goal.

Effects of work take time

For many entrepreneurs it is most difficult to accept the fact that it takes time to develop the expected results. Of course, it happens that we cooperate with a client and we notice an increase in sales or visibility in the first months. In most cases, however, it looks different – you have to wait for the results of the work you put in. Of course, paid channels bring results much faster than, for example, website positioning, but they also need time to learn and work out the most effective mechanisms possible.

So how long do you have to wait? This is best illustrated by examples of common situations.

Many customers expect us to implement solutions that will immediately guarantee them sudden growth and a leadership position. Previously, they used the services of another agency or acted internally, but decided to come to us, seeing that thanks to the technologies, tools and practice used, we can significantly improve the efficiency of activities carried out so far.

However, signing the contract does not mean that on the next day we will “launch the rocket” and conquer the universe immediately. Everything takes time and requires methodical operation. Well-thought marketing is not a sprint. It’s a marathon. In order not to burn out and not to strain the condition of the website or advertisements shortly after the start, you should carefully prepare – test a wide range of possibilities, settings and tools to choose the “master composition”. Even if we know that certain solutions work (e.g. in the case of e-commerce shopping campaigns), it does not mean that we will not launch a search engine or other channel. At the beginning, we want to test the available tools to see if it will bring specific results. Only after checking a specific channel can we be sure that it works. If it did not work, we can be sure that you can opt out of it in a specific case. However, we do not write off any solutions. Each channel has thousands of combinations that are perfect for a different industry. Testing is key to understanding which method is right for your business.

To sum up – the success that we guarantee to many of our clients is often several months of cooperation, implementation of hundreds of improvements, and testing of solutions and channels. When you decide to cooperate with Paraphrase-Online.com, you have to be prepared for it.

We work honestly for your success

We offer many solutions, we are open and willing to test, we expand our service package, develop our skills (e.g. in video creation, graphics, animation, additional analytical and UX tools, optimization) – so as to be able to fully serve each client, according to his needs and expectations, but also with the use of the latest methods of operation.

We try our best, but we are not miracle workers. If your advertising budget in the previous agency was $ 1000 and you decided to invest with us, we will tell you openly that with this amount we will not be able to increase sales by 400%. We can improve the effects by 20%, increase revenues by 30%, reduce costs by 25%. Enchanting reality is not enough – with this type of budget, increasing the profitability of a campaign by several hundred percent is in principle impossible, especially when actions were taken in the right way before starting cooperation with us.

Clearly defined level of service

We have a clearly defined time for our clients. We are advisers, consultants and partners. It is worth bearing in mind that by outsourcing the activities that our specialists deal with, you do not gain an additional employee available 24 hours a day, 7 days a week.

We are always in close contact and you can be sure that our specialist will always come back to you if you need advice. Yes, we are not a full-time employee of your company, although we will comprehensively deal with all the services you entrust to us – but if you expect constant, daily contact, tell us about it in the initial phase of talks – we will be able to clearly tell you whether it is feasible and how much you will pay for it so that both parties know what they can count on.

Really evaluate your business and the chances of success

It is hard. Nevertheless, if you spend 2-3 thousand dollars on advertising activities and you do not notice any effects, and we have checked all possible channels and keywords, unfortunately you should not count on changing the agency to bring any effect. It is then worth analyzing your business, website and offer.

Let me give you an example and explain why changing the agency will be of no use in this case. Suppose you run a coffee roaster. We have already checked all possible channels, keywords (e.g. coffee shop, roasted coffee, craft coffee), several people tried to run the campaign (with a similar budget), and the results are still missing. Do not be under the illusion that another agency, modifying a given keyword (eg instead of “coffee shop” will use “coffee online shop”), will completely change the performance of the campaign. If all the attempts used do not bring results, it means that the fault is not on the side of ineffective advertising activities – most likely something is clearly going wrong in your business model or offer. Although it is sometimes difficult to accept this fact, it is worth accepting it and analyzing your business. This is a good time to make the appropriate changes.

An internet campaign is only part of the business

Please note that we will not plan the entire business model for you if it is flawed. We know advertising, digital solutions and technologies and we can help you with this. Based on our experience, we can suggest what will work for you. You can completely trust us in these matters.

We are specialists in our field, and you, in terms of business goals, count on your precise guidelines to match them with our activities.

Online activities, though, can really drive sales and bring you huge profits. In order to record these effects, you need a clear strategy and a certain business model. And it is worth starting from, and even should be started.

Too often, we encounter the case that an online store owner orders an ad for $ 1,000 or $ 2,000, or even $ 10,000, and does nothing else. The store is empty, maladjusted, unprepared for the campaign, and apart from posting an advertisement directing traffic to the website, no other actions are taken to improve efficiency. If someone thinks that today it is enough to set up an online store and buy an advertisement, e.g. in Google Ads, with the help of an agency or a freelancer, then they are very wrong. Currently, all activities related to running a business must be more comprehensive. The days when someone started an online store in a garage and launched a simple $ 2,000 campaign is long gone and they are unlikely to come back.

Multichannel is a necessity, not a choice

Using a single channel to reach customers significantly reduces the effectiveness of all marketing activities. By choosing only one method of communication, you cannot expect your business to achieve spectacular results. If you know how the Chain Reaction Mechanism works, it will be easier to understand that operating in one channel drives traffic in the next – the evidence for the correctness of multichannel actions are the values presented in the graphs below. It’s obvious you have to start somewhere. We do not always have the option to go all the way right from the start, but in the long run the implementation of new channels is a must – if we do not do it, it will be difficult to scale the company and achieve at least the same or better results.

What happens if you intensify your activities by using different channels?
There is only one answer. There will be a so-called synergy. Through various formats and targeting in Google Ads, advertising on Youtube, Facebook, Instagram or Programmatic, you will both accelerate the success of each of them individually and strengthen the results in each of them.

Building a brand requires a lot of advertising activities

The barriers to entry today are much higher than a few years ago. It is worth taking into account that other companies, i.e. your competitors, have been on the market for longer and regularly spend these funds on advertising. They invest every month, e.g. $ 5,000 or $ 50,000. They have it already contracted in the budget and spend such sums regardless of whether they have better or worse results in a given period. Even if they do not achieve the current results, they are working on intensifying traffic on the site, which in the long run will certainly translate into profits. If you are just starting your business, be aware that you will incur marketing costs. This is an entry barrier that all companies must take into account.

As an owner of a start-up business, you will probably invest wisely in advertising, allocating about $ 2,000 to $ 3,000. Meanwhile, the competition has been spending 5,000 or 10,000 dollars on marketing for a long time. With such a disproportion you cannot expect any spectacular effects.

You need to learn about the operation of individual business models and examine the competition, check how much time is already on the market and what funds are spent on advertising. Of course, spending 50% of the funds available from competitors will, in some cases, estimate the potential of the entire channel. But with us, you can safely skip this stage of estimation. After all, it is because of experience that you hire us.

The guidelines that we submit for implementation are extremely important

It happens that customers ignore the list of recommendations prepared by our team. Some business owners feel that they do not need a mobile-friendly website. Others underestimate the role of redirects. It also happens that clients explain that they do not have enough time to introduce the suggested changes. And it is time that works to our advantage …

The implementation of changes based on the guidelines has a key role in achieving results! The client pays us for the website analysis as part of, for example, positioning or Google Ads campaigns, and we suggest actions that improve visibility and traffic within the website. As practice shows, it still happens that these suggestions are omitted and the client does not implement changes. Of course, this applies only to a certain part of the entities we support, but it is worth mentioning, because even those who rationalize their websites in terms of our guidelines, often do not realize the importance of this action.

If the changes are not implemented, it will certainly affect the results – both current and those expected in the future. When a client entrusts us with a specific task, he receives specific instructions in response, i.e. a work plan that must be performed on his side so that we can achieve the expected results together. It is very important – without appropriate modifications, we cannot efficiently perform our work and rationalize our activities. Of course, we understand that changes are introduced gradually, and in some cases it is necessary to wait six months or a year. However, if we unsuccessfully recall for a few months about minor, but necessary modifications, without which we will not achieve our goals, unfortunately such cooperation will end sooner or later.

The website is one of the most important components of your business

The online store should be treated exactly the same as a stationary point or office where contractors are received. If chaos reigns in the real space, e.g. in a supermarket or local shop, and the exhibition looks outdated, customers will avoid this place with a wide berth. The same goes for online stores. If the online store does not have a mobile version of the website, i.e. it does not work properly on a mobile phone, the potential customer will probably not return to it again. It is difficult to shop when the products are not showing up, and proceeding to transactions or making payments is a torment. This also applies to service pages – if you cannot find a clearly structured offer, gallery or portfolio on the company’s website, and in addition it is difficult to find contact details – acquiring a customer via the Internet will be a miracle. It’s time to accept the fact that users of virtual space have already got used to high standards of service.

At Paraphrase-Online.com, we can do a lot for you in the field of online advertising – improve the website, provide UX tips, implement tracking codes to better optimize the campaign. However, we are not able to change one thing – your approach to doing business.

The website – as a business resource – is still underestimated by many business owners. And very often, implementing a few changes on the website, rationalizing CTA, UX or improving the operation on mobile devices can significantly improve the effectiveness of the campaign. It happened that its effectiveness was increased by up to 50%, at the same cost.

It is worth adding, as if in defense of all Google Ads specialists, advertising specialists in other channels or positioners, that they are too often blamed for failure in terms of search engine visibility or poor sales results. In fact, such cases do not occur among customers who work closely with us and prioritize their website by making the suggested changes.

If we do our best work on the advertising side, but a given client neglects his website, and in fact his business, we will never achieve spectacular results.

Fixed budget for advertising

Only constant, repeatable advertising activities bring long-term effects – mass and regularity count. Constant reminding. I will use the arguments of the author of the book “How brands grow”, who places building and maintaining reach over the occasional but intense frequency of advertising activities. This is particularly important for companies whose customers rarely make decisions. The more often we remind them of cheaply bought traffic, the greater the likelihood that we will hit the moment when they are ready to buy.

Budget to service relationship

We often come across cases in which companies have extensive marketing departments (e.g. 10 people in a team) and spend e.g. $ 10,000 a month on online and offline advertising. Including team members’ salaries, they cost in the range of $ 30,000-40,000. A simple calculation shows that only or ¼ of them go to real advertising activities. Such companies very often have a problem with generating positive effects. This is a flawed concept. Nevertheless, it is worth analyzing your sources of marketing costs to allocate them appropriately.

What is Pinterest?

Pinterest is a website that was created out of the need to apply the idea of a cork board in a virtual space. Its name is a combination of two words: “pin” and “interest”. It was supposed to be a catalog of visual inspirations, a place where you can collect ideas and images encountered on the web and group them on virtual “boards” according to the selected topic. The platform contains certain elements of a social networking site. For example, you can follow other users’ activities and view their public boards.

Despite its long activity (Pinterest was established in 2010) and visible growth (in May 2020 it was used by over 367 million users), the website did not change its basic profile. Over the years, only more features have been added to make it easier to gather inspiration and share it with others. In 2018, it was possible to sharing and storing video clips of any length. Today, Pinterest is also referred to as a visual search engine. It enables, among others search your database based on photos or their fragments, as well as existing “pins”, i.e. inspirations saved by users (images, articles, posts, videos, etc.).

Promotion on Pinterest – get to know your audience

Before you learn how and why to promote your business on Pinterest, it is worth taking a look at the demographics of website users, as well as their habits and preferences. Sources say that the website mainly targets women. According to data from July 2020, as many as 76% of its users were ladies. In addition, the website itself reports that in the United States, Pinterest is used by as many as 8 out of 10 women aged 18 to 64 who have children. The median age for all users is 40 years, but most active users are younger.

The website carefully analyzes the content provided by users and on this basis prepares annual trend reports and other publications aimed at, among others help brands promote more effectively. He also orders research to understand the behavior of “pinners”. The data obtained in this way shows that:

– 85% of portal users say that they use it first when they want to start a new project,
– 98% admit that they tried the ideas found on the website,
89% agree that they use the website as an inspiration for their purchases, and 90% agree that it helps them decide what to buy,
– 70% discover new products thanks to Pinterest, and 72% say that the website inspires them to buy, even if they do not have them planned,
– 66% of users bought a product after viewing a brand’s pins.

In addition, as many as 9 out of 10 users associate Pinterest with a positive message. Most users enter the portal to take a break, seek inspiration for positive changes and get in good mood.

Pinterest in business promotion – is it profitable?

Pinterest is definitely an interesting place on the web. Its users are creative, motivated and actively looking for ways to improve their lives or try out new things. Doesn’t that sound like the perfect clientele for your business? In addition, the website is a great place to maintain relationships, and according to modern marketing principles, they are the most important for increasing sales. It is a great tool for implementing long-term strategies and building a community around the brand. Especially that the average “lifetime” of posts on the site is calculated in months. This is because it is used to make plans, often far-reaching. Meanwhile, other social networks, such as Facebook, Twitter and Instagram, focus more on “here and now” or even on the past. This makes the posts placed in them quickly forgotten.

According to the statistics given above, the platform should be of particular interest to companies that target young women, and in particular mothers. However, there are also ways to get great results with products and services that have a different target audience. Much depends on the adopted communication strategy.

Drive traffic to your website with Pinterest actions

The research cited above shows, among other things, that Pinterest is the most effective in directing Internet traffic to store pages from all social platforms – about 33% more effective than Facebook and as much as 200% more effective than Twitter. The additional traffic to your site means more customers who may want to use the services. All this means that it is increasingly used for promotion. American brands are in the lead in this respect, but they are not only large corporations. Smaller businessmen are also eager to use the website. There is also nothing to prevent companies from using its potential! There are many indications that it may simply pay off.

Pinterest for business – how to start?

What does it take to start promoting on Pinterest? The first step is to create an account. It is worth noting that the portal allows you to create two types of accounts: personal or business. Business users have access to much more tools that enable effective promotion – incl. statistics, analyzes, methods to promote posts. They can also make it easier for other users to get to their website via a direct link. Therefore, it is the only right choice for anyone who wants to advertise their business. The website regulations say that an account created for commercial purposes should be marked as business. You can also convert your personal account into it – just look at the settings.

After signing up for your account, you can start adding pins immediately. However, it is worthwhile to think carefully about your strategy first and analyze the target group and its activities on the website. It’s also good to spend some time observing the website and its customs – especially if you haven’t had any contact with it before. Don’t forget that your Pinterest account can be linked to other platforms such as Facebook, Instagram, Youtube. This will make it easier to build consistent communication and help you reach more people with your posts. It is also worth remembering that the website allows you to publish not only photos, but also infographics or video files. In turn, this will help you diversify your content and create more diverse boards that can grab the attention of many people.

How do I connect my Pinterest account to an online store?

If you run an online store, company website, or even a blog, it is worth remembering about an additional step that will help you “start” your business on the portal faster. This is linking your Pinterest account to the website. This can be done in two ways:
– adding a “follow us on Pinterest” button to a website or blog;
– adding the “Pin it” plugin to product pages in the store – thanks to this, people visiting it will be able to easily add products of interest to them to their boards.

It is a good idea to use both methods and install the “Pin it” plugin in your web browser. Thanks to it, you will be able to quickly create pins from visual content on the web.

Promotion on Pinterest – what to remember?

Once you have your goal, initial strategy, and timing of your posts, you can start building your boards. Website users are usually actively looking for new ideas, so as long as you are able to offer them something interesting, you should not complain about the lack of interest. There are also a few rules to keep in mind.

Make sure that:
– treat the company Pinterest as a business card – carefully select the pins placed on the boards and take care of a consistent, specific message;
– the published content was of high quality – it is mainly about technical quality, i.e. photos, graphics and films in high definition and presenting a professional appearance;
– do not forget about branding – it is worth placing your logo wherever possible (but not in an intrusive way);
– post not only photos, but also important information – if you publish pins with your products, always include the most important information about them in the description (including the price!) or use a paid tool that will add this type of information for you;
– use keywords – more and more users treat the website as a search engine, so their proper selection is very important;
– do not avoid contact with other users – it is worth responding to comments and reacting to other user activities, e.g. pinning your pin or following the account;
– do not spam – too intensive activity and pushy promotion of your products will not be appreciated;
– create your own unique style – a consistent message with an idea is something that Pinterest users love and that will definitely make a good impression;
– publish various, interesting content – the photos of the products themselves can be unnoticed, so remember to create a story around them with inspirational pins that will help website users identify with the brand.

Also, do not forget about using the tools that are available to business account holders. The statistics and analytical tools available on the portal can help you a lot in increasing the effectiveness of your activities.

How to read Pinterest statistics?

Pinterest statistics are available at this address. For business account holders, they are a great source of information to help you improve your brand message. It’s good to know how to interpret them in order to use them to your advantage. Here are four basic measures to help you manage your account more effectively.

Range
Reach metrics tell you how many people see your posts – daily and monthly. In this section, you can obtain data on the views of pins published by your account. This allows you to recognize which content is the most popular and drive traffic to your profile.

Pins from your website
Business account users who link to their website can also check how many pins have been created from it. This data allows you to see how many people liked your products so much that they wanted to save them on their boards. You can also check which of these pins are doing best, for example in terms of impressions or engagement. The same data is available for the pins created by you. This provides you with loads of important information to help you create new content.

Save from your side
Savings, also known as surges, allow you to get more views. It’s a good idea to check if subscriptions are coming from your site and consider what you can do to get more of them.

Clicks
This is a very important statistic that tells you how many people came to your site through Pinterest posts. This is usually the main goal of companies operating on this platform. It is worth taking a look at which pins are the most popular and use them as a determinant for creating new ones.

Is Pinterest for you?

Pinterest can be a great platform to promote your online content and your business and offerings. It is not a complicated service, and at the same time provides many useful solutions for business. In addition to statistics, for example, paid ads that can bring excellent results, as well as the so-called. extended pins for the publication of more extensive content. All this means that the possibilities of using the website are very wide.