Multi-level marketing – what is it?

Multi Level Marketing or network marketing is best known for its short name MLM. Most of us have ever met with this name and probably know, more or less, how people involved in it work. Let us, however, bring its definition a bit closer: the premise of multi-level marketing – MLM – is the sale of products and services through direct marketing. So it is based on relationships with people and WOM (Word of mouth) or viral marketing. What, on the one hand, completely differentiates multi-level marketing from other forms of marketing is that every buyer who wishes to do so can be involved in sales. Then it gains not only discounts on given products, but also a commission on sales (both its own and sales representatives taking place below in the structure). On the other hand, some issues are relatively similar to other forms of marketing, e.g. in internet marketing, where customer references and WOM opinions are equally important.

How does sales look in multi-level marketing?

The quintessence of sales in multi-level marketing are commands and a large part of business is based on them. Distributors purchase products from the company and then sell them to others. Nevertheless, sales representatives, i.e. people involved in the operation of a given MLM, can reach their clients in very different ways, using both more traditional forms and more often, they are leaning towards online solutions, for example by acting in social media.

Nevertheless, according to a report carried out for the global MLM association in 2018, direct contact still plays the largest role. As much as 74% of distributors rely on such contact, and the majority of sales are made via traditional channels (61% by phone and 50% during product presentation, e.g. at distributors’ homes). Unlike most prosperous businesses today, companies based on multi-level marketing only make limited use of sales through their website or social media.

Products or services are therefore sold by people who have often tested them on their own and want to recommend further. Everyone involved in multi-level marketing can earn in two ways:

– by employing more people who also become distributors (earning a commission for each sale),
– by selling yourself.

People involved in sales decide themselves how they want to acquire new customers and increase their network. According to the MLM report (2018), distributors contact potential customers and sell through:

– contacts with relatives (family, friends or neighbors),
– business contacts (work friends, conferences, business events),
– social media activities,
– meetings at home and during product presentations,
– phone calls,
– email
– other unplanned occasions,
– own website or blog,
– door-to-door sales.

Structure in multi-level marketing

A company operating in the form of MLM sells its products to distributors, also known as consultants or ambassadors, at much better prices. Discounts reach up to 60% and depend on the sales volume of a given consultant. Not without reason, multi-level marketing is also known as network marketing – because each of the distributors can encourage sales to more people, thereby benefiting from commissions and increasing their profits. Each subsequent person can also involve others, thus building a network and moving higher in the entire pyramid.

What is the most common way of recruiting new people to MLM?

First step
For many people, joining the group of consultants and starting sales seems relatively easy. Most often, it is enough to purchase products of a certain value and register on the website of the company selling in the form of MLM. There is no obligation to set up your own business or other requirements that could make registration difficult at the beginning.

Second step
A new consultant is required not only to regularly purchase products of a given brand, but also to increase their sales in subsequent periods in order to be able to receive further discounts and take advantage of additional sales opportunities (e.g. during specially organized events or meetings).

Third step
Expanding your network of contacts and recruiting new people. A consultant can also make profits from the sale of people he recruited himself and who will be lower in the hierarchy. Additional bonuses and bonuses are dedicated to those who have extremely fast increases. By increasing their earnings and expanding the network, a given consultant has the opportunity to further develop.

Seemingly, MLM recruitment seems to be a simple path to success and high cash. Nevertheless, very often people involved in the sale of products have to resort to aggressive licks to increase their shares, which is negatively assessed by many consultants (especially beginners). Character traits play a key role here, and whether a person likes the product they are selling. According to the report, those who liked the product they sold and believed in a given product were more willingly involved in and more satisfied with working at MLM.

Multi-level marketing – working time and consultant’s duties

According to the analyzed report, over 60% of people operating in MLM have another job in full or part time, and MLM is an additional form of income, for which 45% of people devote on average 1 to 8 hours a week. Less than 30% treat work in MLM as the only form of income and very often devotes more time to it, i.e. from 8 to 30 hours a week.

The responsibilities of distributors include both acquiring new contacts and recruiting new people to the network, as well as taking care of regular customers. According to the report, distributors offer their regular customers free samples of new products, additional discounts and loyalty bonuses as well as product catalogs or special meetings to discuss current issues and help build their network.

Sales motivations in multi-level marketing

There are many reasons why more people start working as a consultant at MLM. The study participants most often agreed that working in direct sales at MLM gives many opportunities to meet new people, improve their communication skills, manage themselves over time and learn sales techniques. This type of business was also a great solution for those who work full or part time, and thanks to MLM they could earn extra money.

Respondents equally often stated that working at MLM allowed them to develop their confidence and courage.

Multilevel marketing companies motivate their distributors in various ways and encourage sales growth by offering, among others:

– cash rewards (e.g. for reaching a given sales ceiling)
– material prizes (and prizes in the form of meetings and events reserved specifically for people who have achieved a given level or reached a given level of sales),
– commissions for the sale of persons who have been awarded recruited persons,
– greater discounts on products or services.

About the controversy around multilevel marketing

Multi-level marketing has both its supporters and opponents, who spread their opinion among the closest people, thus creating an opinion on the operation of MLMs. Around the activities of companies based on multi-level marketing, there are also many controversial rumors related not only to the issue of financial pyramids, but also relationships or activities of distributors to increase sales. In the history of MLM we will encounter several cases of total fraud and unlawful activities. This is often associated with the inability to regulate the obligations and manner of work of distributors.

MLM is also often associated with the use of sales techniques that are unethical and based, for example, on the consumer’s ignorance and tricks that they simply manipulate. It should be emphasized that not every company that uses multi-level marketing has resorted to such methods, but it is something that – especially in recent years – consumers have paid special attention to.

It is estimated that most people involved in MLM lose money. Only a few people who have been operating for a relatively long time are able to build their network and profit from these activities. Therefore, many people who have tried to start their career in a company based on multi-level marketing, but have not managed to develop their network, have a very skeptical approach to the operation of such companies. The problem is also repeatedly the lack of transparency in such companies, which makes it difficult to simply calculate profit and loss.

Summary – is it profitable to develop a multi-level marketing business today?

Nowadays, it is impossible to rely solely on one marketing channel. It turns out that despite the fact that some channels do not sell directly, they play an important role in the entire purchasing process and direct the customer towards the final decision which is to buy or use the services of a given company. What’s more, focusing all your activities on direct sales may not bring the fast and pre-planned results that the entrepreneur is waiting for. Especially in times when most companies move their activities to the online world and completely give up offline sales – such as multilevel marketing. An entrepreneur who wants to develop his company and invest in additional marketing activities must consider many channels and forms of communication with customers and sales. More and more companies are leaning towards omnichannel marketing, which uses different channels to reach the recipient (both online and online).

Who chooses keywords for positioning?

As we indicated in the introduction to this article, despite the growing strength of the website positioning trend focused on increasing overall visibility, without focusing on specific keywords, positioning on specific phrases, combined with their regular, daily monitoring is still important. That is why the selection of keywords stored in the positioning contract is so important. We know from experience that the results and presence of keywords in the top 10 are one of the bases for assessing customer satisfaction with positioning services, along with increased visibility and website traffic.

Our clients have unique knowledge about what part of the range is crucial for their business, what people interested in their offer ask, what phrases they use, etc. This information is very useful in the context of creating a set of keywords. That is why in-depth customer interview regarding keyword expectations is so important.

A good set of keywords is the result of knowledge of the client and the account manager. The first one is the person who knows his business best, knows what brings him the most money, which is an important and profitable niche worth promoting, which products will soon disappear from the offer and as such are not worth advertising, etc. Paraphrase-Online customer care specialist is a specialist who has an overview through search engine trends, has access to tools dedicated to keyword selection, knows from practice what works in promotion, observes changes in Google search engine (e.g. the issue of local positioning).

Due to this, it is worth cooperating with each other in the selection of keywords – for the common good, it is not worth underestimating the knowledge of both the client and the account manager.

What characterizes a good set of keywords?

Despite the specifics of each positioned website and the uniqueness of the set of keywords matched to the promotion, one can distinguish a pool of common features that characterize well-chosen keywords. We will present them at this point:

A. Matching keywords to the offer visible on the website – this is related to the construction of the Google search engine itself, which in matching pages to the results displayed in the search engine is based on the content of websites. In short: if something does not appear on the website literally (this applies primarily to the content and appropriate meta tags), then Google’s web robots are not able to match such a page to the query – keyword. Therefore, it is not possible to effectively position yourself for phrases absent from the site or “on stock” (unless a sub-page announcing the appearance of a new product or service in the offer is available – such a pre-premiere presentation). For the same reason, it is also not possible to effectively position yourself on competition-related phrases (apart from the ethical overtones of such a situation).

An interesting case related to the selection of phrases is the situation in which some customers searching for a given product or service uses the incorrect term – colloquial, not professional, with a spelling mistake, etc. In the ancient past SEO in the positioning of keyword sets appeared keywords with popular spelling mistakes, but today Google is good at understanding the intentions of the user and correcting spelling mistakes. It looks a little different in the case of synonyms, colloquial names, etc., which are often considered incorrect from an industry point of view, and the customers themselves do not want to have them because of the “unprofessionality” used on their website (although they also want to promote them) efficiently). Their Google robots are not so good at matching terminology yet. In such a situation, a compromise solution is e.g. the use of these colloquial phrases in the texts in the blog part, and not on the product category subpages. The blog entry formula allows for greater freedom and clarification in the entry of the relationship between colloquial and professional naming. This is a compromise, although not perfect solution. However, it allows a meaningful link between the website and the desired keywords.

B. Keyword diversity in length – general, specific and long tails. We have already described the topic of phrases with long tails on our blog. In this post, we also want to present in more detail the trend regarding the length of typed phrases in the search engine. The relationship between shorter and longer phrases definitely indicates the reverse of the “one-word” trend.

C. Matching phrases to business location – this is particularly important for local service businesses. The place names appearing in the keywords must correspond to the real seat of the company (head office, branch, store, stationary point etc. – what has its stationary address). Positioning on a “uncomfortable” town will not be effective. Due to Google’s preferences in matching the displayed results to their location, it is definitely worth placing your stationary address on the website, even if the service is largely provided away or at the company’s clients.

D. Linking phrases with each other – if you decide to position your website on related passwords (forming a kind of family) then you can count on a better effect than in the case of several unrelated terms. It is good to bet even on several groups of terms referring to different elements of the offer than on unrelated passwords. When planning a set of keywords, it is worth consulting a mentor who, based on his experience, will advise on the right set of keywords, supporting the positioning process and properly presenting the offer of the promoted company.

E. Competitiveness of phrases and pace of entry to the top 10 search engine results – it is worth focusing on such a set of keywords that will ensure website visibility at the first stage of the positioning process. For this reason, it’s also good to have less competitive terms in the set, which will quickly enter the top 10 search results and ensure visibility and traffic on the site at an earlier stage of the positioning process. For this reason, it is not worth betting on the very highly competitive phrases, in which we will have to wait for the results, and thus the benefits associated with them.

Selection of keywords – what do people enter in the search engine?

Contrary to popular belief, general passwords are not the most popular and are not the most frequently entered. Research indicates that as much as over 80% of keywords entered in a search engine consists of 2 or more keywords. It should be noted that these more elaborate expressions with long tails are less often described as separate queries (which is a logical consequence of their greater diversity), but in general they constitute the majority of phrases that are typed in the search engine. Therefore, it is important to properly interpret the results for keywords after which potential customers reach the given website. Phrases with long tails will not be at the forefront of such results, but this does not mean that you should give them up.

There is also the question of readiness to buy from a potential customer – the person who enters a more precise password is closer to throwing the product into the basket than the one who searches for approximate general terms.

General or specific keywords?

In this case, a lot may depend on what budget allocated to the positioning service we have. The budget largely determines the planned and feasible actions. That is why it is so important to determine at the outset the amount that can be spent on SEO per month.

It happens that our clients suggest that they find the most general phrases among their keywords, considering that such phrases catch the largest number of their potential customers. General and very varied (unrelated) phrases are best in small quantities, because it will be cheaper – a set of terms such as “windows”, “doors”, “gates”, “drives”, “blinds” – this is the recipe for ineffective positioning .

In the case of a small budget, it is better to bet on varied phrases, among which there will be ones that will bring the effect and visibility faster, and thus more quickly reveal their potential in attracting customers. We write about a small budget because it places the biggest restrictions on positioning and choosing phrases. It is also worth realizing that the concept of “small budget” is relative and something else will be a small amount for a local business from a small town, and something else for an online store. That is why it is sometimes necessary to realize that some amount may be too small to be able to carry out effective positioning activities. In this situation, we inform our potential customers about it, not wanting to expose them to unnecessary and unprofitable expenses. The same way we inform our clients before signing the contract about the fact that a given page is extremely unadapted for positioning and before the SEO specialist starts working with it, it should be looking forward to its new version.

What is a conversion?

A conversion is an action that converts a passive user into an active one. Conversion occurs when he makes a purchase, is interested in the service, clicks on the link or subscribes to the newsletter.

Properly selected and implemented conversion ultimately translates into profit, not only for stores and websites, but also online training conducted by specialists who want to make contact with a potential customer and sell their knowledge via the Internet.

What is conversion then? It is a process that occurs when you manage to attract the user’s interest – through entries, the appearance of the page, text, graphics, newsletter. The idea is to attract recipients who will stay for longer and become not only temporary visitors to the site, but active users and clients. If you expect such effects at home, then take care of proper optimization and positioning of websites.

What is the conversion rate?

A conversion rate or indicator is a term that describes the number of conversions that have taken place on the number of visitors to a page. The result helps determine the page’s effectiveness and the number of visitors who have made purchases or otherwise responded to the conversion goal.

Conversion Goals

Goal conversion is an important strategic element that will allow you to create website or online store assumptions and optimize your website. It will help determine the strategy of action targeted at the given target group. Set conversion goals will help turn users into active customers.

Conversion goals can vary – depending on your company’s business profile. The goal in the online store will be to finalize the purchase, for websites – the customer using the service or simply establishing a relationship with the company (e.g. by contact or newsletter). The goal of the conversion is not just a one-time visit. We want the user / client to remember the page, stay on it as long as possible, use the offered service, but also to come back and make further transactions.

What goals can the conversion have?
– Purchase made by the customer,
– The user will remain on the page as long as possible,
– Returning to the site,
– Registering customer account,
– Subscribing to the newsletter,
– Leaving your contact details,
– Filling out the form, statistics, surveys, studies,
– Clicking on the banner advertising made available on the website,
– Watching the movie on the site,
– Viewing and clicking graphics and infographics, downloading them,
– Going to subpages within the website,
– Customer sharing e.g. of an article or product on social media,
– Downloading free graphics, pdf files or e-books that are available on the website.

Conversion goals are set in Google Analytics, and individual elements are implemented through Google Tag Manager.

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is all actions on the website that are to improve the overall conversion rate. This will ultimately translate into the purchasing process, contact with the customer and his later return to the site. Conversion optimization should be preceded by setting goals, determining who is the recipient of the content, services or products that appear on the page. Appropriate optimization is to achieve these goals and adapt the appearance and content of the site to the needs of the client/recipient. The final result is to be a satisfactory conversion rate. Conversion optimization is also called the CRO strategy and aims to improve on the website all elements that will help achieve the intended goal.

CRO should be combined with SEO optimization, because organic traffic and increased activity on the part of the recipients increase the chance of conversion. In addition, Google’s crawlers take into account behavioral factors when indexing a page. Conversion optimization combines with SEO and web analytics, User Experience (UX) and SXO, so these aspects should be taken into account when implementing goals.

The site’s appearance and functionality adapted to the recipient

User experience – the first impression is important. The appearance of the page, its intuitiveness, accessible functions and general design affect the positive user experience, which allows you to decide on the purchasing process. Pages that do not have interesting graphics, their service is unclear, they do not display well on mobile devices – they will generate a low conversion rate. Therefore, it is important to work on optimizing user experience (SXO) that affects conversion.

Clear and intuitive page – each of the elements on the page should work properly, the purchasing or contact process must be clear and concise. Users may not be distracted by pop-up advertising windows or functions that are out of order. Even if he made a choice and put products in the basket that interested him, he will not complete the purchasing process if the site in the last stage is suspicious for him. The website must be useful, well-structured with a clear menu and appropriate navigation. The clear interface makes the user want to stay on the site.

Minimalist look, clear messages – a page that contains too many graphics, screaming banners or bright colors will cause overstimulation, and a potential customer will not want to stay on it. It is worth using clear messages, e.g. about discounts, promotions, new offers that are striking. Website design trends show that websites that are transparent and intuitive, with bright colors and concise messages work best.

The target group – the appearance of the site, offer, content, graphics or photos – all these elements must in terms of content and design reach a specific target group. If customers’ needs are not specified correctly, it will negatively affect the conversion rate.

Page loading speed – a site that takes a long time to load or does not display some subpages will generate a bounce rate and thus will not convert. There is a risk that an impatient user will leave the site if he doesn’t see the home screen quickly.

Safe, fast and convenient shopping

Encrypted SSL protocol – security certificate definitely improves the comfort of staying on the website, and in the case of SSL online stores it is even necessary. This element also affects trust in the brand and affects the sense of security of the user who is to leave his data on the site.

Online feedback – positive feedback increases reliability and trust in the company. The user is more willing to use the services of an enterprise that has good opinions on the web.

Cross-selling and up-selling – cross-selling and complementary sales are other factors that are designed to maximize profits. It is worth introducing such an option in the online store and proposing additional or similar items to the customer, but for example with a higher and lower price range.

Simplified purchasing method – a user who already decides to buy should go through this process as soon as possible. The icons that tell the client how many steps he will have to complete to complete the transaction work well.

Expert position, building brand reliability and efficient communication with the user

Industry content – the position of an expert increases credibility, but also helps the customer make the final choice. Expert blog content not only builds the content that is needed for website positioning, but also provides industry knowledge, dispels doubts, enriches with new issues and enables you to make a choice (e.g. through an article on the topic on which saw to choose). It is worth sharing knowledge on your website. Users can get to the site through keywords and queries that have been included in the content, and if they like the text, they are likely to share it, e.g. on social media. Content can greatly increase the conversion rate.

Unique content – content cannot be copied from other sites. Content on the page must be unique. It is important to know how to write SEO texts so that they are accessible to users and search engine robots. This is an important element not only of conversion, but also positioning of the page. A site with an internal and external duplicate will lose the trust of users as well as crawlers. Create consistent and targeted content, share knowledge, and personalize product descriptions. Think about what content the recipient can expect and what knowledge to gain from it.

Optimization of photos – it is important to have good photo titles, especially to correctly describe the alt attribute. In addition, photos should be encouraging and allow a thorough view of the product from all sides. At the same time, the graphics must be optimal in size so that they do not slow down the page loading speed.

Video – a short film about a company, product, assembly or how it works, is another factor that affects website conversion. Video placed on the site with some products may affect the final purchase decision.

Header optimization – not only for valid h1-h3 markings, but also for naming. Do not use summary information in product titles and names. Article, category or product description should be properly written using key phrases, long tail and product specification.

Communication – a quick and comprehensive answer to customer doubts helps to increase the conversion rate. In addition, real-time communication (live chat or Messenger) generates a greater number of satisfied customers who return to the store. According to research conducted by Paraphrase-Online.com, as many as 79% of customers prefer live chat because it offers an immediate response. However, as many as 92% of users are satisfied with the level of service, and 63% of consumers return to the store that provides such a way of communication.

There is no one good way to optimize and thus increase the conversion rate. Each time you need to adapt it to a given page, think about what the potential customer expects from it, what can interrupt it in making the final purchasing process and what to do to change it.

How to measure the conversion?

Google Analytics is an indispensable tool for creating goals and measuring conversion effects. Through this tool you can analyze whether the implemented optimization elements give the desired results in the form of new customers and completed purchasing processes. Measuring conversions should include analyzing user needs, implementing them, and correcting what is not working properly.

With the help of this tool you can specify:
– how many people went to the homepage,
– how long they stayed on the site,
– what and how many pages the user viewed at that time,
– what actions did it perform on the site.

Reports from Google Analytics will allow you to analyze the quality of the page and tell you if you will need to implement new facilities on it that will interest the user and lead to a conversion resulting in the purchase or use of the service.

A / B tests

This is another way you can see if your conversion rate is increasing. The A /B test involves creating two versions of the page, in which the interface, layout of graphic elements and content as well as the overall design are different. Then it is measured and analyzed which version attracts more recipients. A/B tests can be performed in Google Optimize, which allows you to edit and correct HTML code, Javascript rules or cascading style sheets (CSS) – without the help of programmers. This tool allows you to later test different variants of the page. The conversion of A and B pages is also measured via Google Analytics or tools that track customer traffic on the website (heat map website).

How to increase the conversion/conversion rate in the online store and on the website?

The basis for increasing the conversion rate is setting goals that minimize the effect of empty traffic (i.e. short visits to the site that are not profitable). What is the reason for this situation? That the customer did not find what he was looking for on the page. He could have been addressed to her via keywords, but the content and products ultimately did not match his expectations. Work on every detail of your website – headers that will reach a specific target group, a category tree that should be legible with overall consistency and credibility. Find out what other ways are there to increase conversion on your website or online store.

Newsletter – it is worth encouraging the user to subscribe to the newsletter. A good way to convince him of this is a bonus, e.g. a discount for first purchases or a free e-book with practical knowledge. It’s worth using the tool to create personalized emails here.

Choice of payment and delivery – customers have their own preferences regarding the choice of payment and delivery methods. It is worth providing some of the most popular options on the site.

Call to action – visible buttons calling to click work well. They can be placed directly on the page or in the text (also in the form of internal linking).

Graphics and infographics – illustrating the purchasing process, graphic category tree, photos that make the product seem more tangible – these are the elements that affect the conversion.

Banners promotions and sales – clear and legible messages about discounts and promotions available on the site encourage potential customers to click on them and take advantage of the promotion.

Social media – consistent actions on social media (matched to the business profile), builds reliability and increases the brand’s position in the eyes of the customer.

Web push – web push notifications are small pop-ups that engage the user. It is also a way to generate leads.

Countdown clock – countdown clocks, which, for example, counts down the time to end the promotion, increases the user’s sense of uniqueness and transience of an attractive offer, which speeds up the purchasing process.

Exit Pop-up – a pop-up window appears when the customer wants to leave the site. The banner that appears at the time of exit should arouse interest and keep the potential customer for longer, e.g. through a discount on purchases, if he subscribes to the newsletter.

Mailing vs. SPAM

An incorrectly prepared e-mail may go to the SPAM folder. To distinguish valuable emails from spam, spam filters use a special algorithm. They take into account, among others:

– message length,
– email content (pornographic content, including sex keywords, 100% free),
– graphics to text ratio,
– the number of recipients,
– message subject.

Of course, spam filters also take into account other factors, but these are the most important of them. Then the algorithm gives each of them a certain number of points – when they exceed a certain threshold, the message goes to the SPAM folder.

It is impossible to say unequivocally how exactly these algorithms work and what to do to prevent the message from being sent to spam. Spam filters are being patched and improved on an ongoing basis, and the algorithm is changing rapidly due to the active activities of spammers and data scammers.

According to data from the Paraphrase Online Team, as much as 57% of mailing messages go to spam. How can your newsletter not share the fate of badly written emails?

Make your email marketing effective!

Maintaining customer satisfaction is key to any business. The more satisfied the subscriber to your newsletter is, the more likely you are that he will not automatically delete your messages. Notorious deletion of messages may result in some newsletters being classified as SPAM. What’s more – some users, irritated by mailing, mark it as spammy messages themselves. How can you increase the delivery of your emails?

– Group recipients and make sure that you provide tailored offers.
– Send only offers that realistically meet the needs of your subscribers.
– Do not spam. Choose your newsletter shipping time carefully and try not to send it too often.
– Encourage clicking before opening.
– Don’t keep subscribers by force – let them unsubscribe from the newsletter.

Effective email marketing: 7 simple rules for success

Encourage action before opening! We’ve examined 10 billion messages. Our report shows that emails with topics containing 1 to 3 words get the highest Open Rate, i.e. the rate of message openings. Short titles are more interesting and usually stand out from the rest.

Remember to change the number of words in the message from time to time. Recipients quickly get used to specific forms. Surprise them!

Check who opens your emails!

The most popular systems for sending newsletters will show you who opens your emails. Why send a newsletter to people who haven’t opened a single email from you in a year? Make sure that the list of subscribers includes people who are actually interested in what you send them. Divide customers into target groups – segment!

Subscriber segmentation is the basis. First, divide your customer base into specific target groups, and then, based on data analysis (e.g. user activity), select groups that: regularly read your messages, click on the links you send, can become your potential customers (e.g. based on historical data). On this basis, match the content of emails to the behavior of specific groups of recipients. Also remember to group your recipients by email hosting providers. Only in 2019, more than one billion new accounts registered on Gmail. All because the advertisements there are unobtrusive, effective and very effective, and the system perfectly filters SPAM.

You can group customers based on: purchases made from you, active opening of messages or information they have left by subscribing to the newsletter (gender, age, education).

Use the data that recipients have shared with you – personalize it!

Subscribers can leave a lot of data about themselves when subscribing to the newsletter. In addition, e-mail marketing systems will provide you with further data that you need to analyze to run effective e-mail marketing. These are among others:

– deliverability,
– openness,
– CTA click rate.

On this basis, you will determine which target groups are dormant leads and which will come back to you for shopping (for such people it is worth preparing something additional, such as discounts for regular customers) or simply like reading messages from you, but do not click links. In addition, demographics alone will provide you with enormous knowledge about your subscribers.

Based on the collected data, personalize titles, content, graphics and CTA. Anticipate what particular groups may like, as well as use data from nationwide reports on the purchasing behavior of individual segments. Thanks to this, you’ll more effectively meet their needs and tastes and preferences.

Write simply and succinctly but also catchily!

The modern recipient is tired of the number of messages and information that surround him. Try to limit the content and graphics in your messages – provide subscribers with the most important information that may interest them. However, try not to do it too intensely. Limit the message to one or up to two important pieces of information. Three or more different information can prevent the recipient from remembering the most important thing you wanted to tell him.

Remember to keep the shape of the letter F when arranging information in the message. The modern recipient mostly scans the text, and according to research conducted by dr Philip Benson and David St Clair from the University of Aberdeen, the reader’s eyes follow the track, forming the letter F.

Give your subscribers free

Give something to your most loyal subscribers. These can be unpublished tips, graphics to print or discounts. Give them something that will make them feel special and make your newsletter prestigious. Remember, however, that the more people get such freebies, the less prestigious the newsletter will be. First try to honor some subscribers this way (segmentation will be useful here).

Test campaigns and analyze effects

Testing your mailing campaigns is an absolute must if you want to run effective email marketing. Check before sending that all elements of the message are displayed correctly and that there are no errors in the content. Check what messages look like on devices with different screens (laptops, smartphones, tablets). Create several versions of the same message and send it to different groups, and then save subscribers’ reactions to individual versions of the message. Check the Open Rate indicator and click-through rate of messages and links in the body of the email. Low OR may indicate that the message was qualified as SPAM. It can also mean that the title did not encourage subscribers to open the message. In turn, low click-through in CTA may mean that you need to change CTA because it doesn’t encourage you to act.

Pareto principle.
Use the Pareto principle. According to her, 20% of workload generates on average 80% of profits. Translating this into effective email marketing and subscribers, it is easy to calculate that 20% of regular customers who are subscribed to the newsletter can give you as much as 80% of profits from email marketing. So let’s save the addresses of people who regularly click on links and buy from you to reward them for loyalty (segmentation and prestige).

Do you already know how to do effective email marketing?

Effective email marketing is based on 7 main activities, thanks to which you have the chance to create a list of valuable leads.

To increase your mailing profits, you must first of all remember to segment and personalize the message content. In addition, make sure that the recipient can unsubscribe from the newsletter at any time. Test, analyze and do not be afraid to experiment with the appearance and content of your emails. Maybe one word will actually prove to be the key to success to increase OR and click-through rate on links? Or maybe your recipients prefer standard message titles? You will learn all this by using tests and analyzing the results.

Be creative, but do not overdo it with information overload. Try to contain the maximum information in the minimum content. Try new things, and don’t be afraid to give your subscribers so-called giveaway – in thanks that they are loyal to you (you can find out by checking data from mailing systems). Try to stand out as well as respond to the needs of target groups that you have created within subscribers as much as possible. Well, analyze, analyze and analyze again. Be creative, but do not overdo it with information overload. Try to contain the maximum information in the minimum content. Try new things, and don’t be afraid to give your subscribers so-called giveaway – in thanks that they are loyal to you (you can find out by checking data from mailing systems). Try to stand out as well as respond to the needs of target groups that you have created within subscribers as much as possible. Well, analyze, analyze and analyze again.

Ideas for free gifts for loyal recipients: dedicated, short articles that will not be published anywhere else, earlier access to the new offer, graphic designs for self printing, dedicated offers, dedicated discounts and vouchers, invitation to a special action, invitation to ambassador/testing.

The rendering process

The rendering process can be reduced to a situation where the Google bot performs several key steps for the final perception of the website. The first is to download the page, the next – to run the code. Then – on its basis – makes its own analysis of the page layout and the entire structure of the site. The set of information downloaded for a specific assessment is collected by this – usually not perceptible moment – which accompanies rendering of the page. As a result, qualitative content, effective link building or meticulously guarded Google Search Console become secondary factors if website rendering generates errors, delays, departures from the norms adopted by magicians from Alphabet Inc.

It can be assumed – from a technical point of view – that every website is two HTML faces: before rendering and after rendering the resources. The first is a set of basic information generated – from content through images to JS and CSS codes. The second face is the same basic code, but enriched with the changes that HTML has caused. And in this narrow space between the two modes lies one of the paths to SEO effectiveness. How the initially assumed commands are implemented in the user’s browser is one of the foundations of proper operation.

How does it look in practice? Launching a website in a browser causes the server to send specific data to a computer or other device. Data collected in HTML format – as well as, for example, XML – are analyzed by the system in terms of obtaining the planned graphic effect. What is presented on the user’s screen is the rendering effect – regardless of its type. And the types of technology provide a lot: from continuous to progressive.

Why is rendering so important?

The reason is simple, prosaic and ruthless: a site that cannot be rendered is not indexed by Google. Does not exist. It’s somewhere in cyberspace, but without much significance and no chance to show itself to the world. Indexation is rendering, rendering is indexation – in this case Google leaves no wicket and mitigating circumstances.

That is why it is so important to check both the home page and other internal websites for, e.g., whether the website contains resources that are blocked or otherwise not made available for Google bots. These are both CSS and JS files or images.

How to render a website effectively?

Google has its own rules, bots are walking their own paths, and all this is hidden in a thicket of code to which ordinary mortals outside Silicon Valley have at most limited access. How can you then verify that the website meets the requirements of a search engine ruthless in this context?

The basic option for a long time was a test for mobile devices. Contrary to what it seems, it does not have to be used only for smartphones or tablets. Checking how the Google bot downloads and renders a mobile page also gives an answer to its rendering quality. In a situation where the website is responsive, problems – and a bad result – mobile rendering also means incorrect adaptation to computers.

In mid-2019, Google announced that the bot would regularly update the rendering engine – Chrome 41 and its function of detecting functions, filling and log errors became the determinant. Blocked resources cannot be seen – after all, the browser will render them anyway – but this path can still be considered as particularly valuable.

It does not require much commitment: just download and install Chrome 41. Before, it is worth uninstalling the other – newer – versions temporarily and backing up bookmarks and files. Having Chrome 41 already, it is enough to enter any URL, and then – in a typical way – examine the page after pressing the right mouse button. This way, developer tools will be open. In the console tab you can see the errors found – just copy the data to programmers to start the process of repairing the shortcomings.

Complicated? The alternative – how trivial! – there is a rendering plugin. View Rendered Source is an excellent solution that captivates with its simplicity of operation.

Plugin link: https://chrome.google.com/webstore/detail/view-rendered-source/ejgngohbdedoabanmclafpkoogegdpob

As an extension added to Chrome, it shows how the browser has built – and therefore rendered – the original HTML for the DOM, including all Javascript modifications. So if a programmer uses the JS framework – Angular, React JS, Vue.js – it lets you understand how search engines see the page. It cannot be presented clearly: the differences between the “raw” and the rendered version are marked with an illuminated line.

Why is it worth verifying the website’s appearance?

– for Mobile First Index
– due to blocked resources that may make ranking difficult
– verification of the size of photos that may obscure the text
– a simple test whether the firewall is working properly
– crawl budget analysis
– Google Search Console doesn’t show everything (unfortunately)

Anyone can theoretically be a copywriter – and most people come out with this assumption, which can often be seen in ongoing assignments. Some think that writing is easy, because what is the difficulty of creating a text based on many source materials. While a dozen or so years ago the group of people writing custom-made texts was quite narrow, now there is a fashion for being a copywriter.

What does this mean for you – as a company commissioning the creation of lyrics? On the one hand, more copywriters mean more competition and the ability to negotiate rates. On the other hand, there is a greater risk that you entrust the text to the wrong person – one who, although he has the most sincere intentions, will not be able to create good quality text.

How not to make a mistake and choose a good copywriter?

Nothing prevents you from reaching a good copywriter. trial and error method. This is a good solution if:
– you have a lot of time and you can wait for good text,
– you have a large budget and are able to pay for texts that you will never use.

However, I assume that you are not going to waste time and want to immediately start working with a copywriter that will meet your expectations. To make this happen, it’s worth checking his skills at the beginning – you will do it in a few simple steps.

A. Read the texts on the website
The copywriter’s website is his business card and it can be a valuable source of information about the quality of the texts offered. However, just as you don’t judge a book by its cover, you shouldn’t just limit yourself to this step. Writing texts for one’s own needs is completely different than commissioned.

B. Review the portfolio
The portfolio is another element thanks to which you can get to know the copywriter’s workshop. You will learn what type of texts he has on his account and what subjects he undertook. However, you must remember that the portfolio includes only selected projects – usually these are the best works. Therefore, it is worth making a correction – especially if the quality leaves much to be desired.

C. Have the sample text written
There is no better way to verify a copywriter than to check your skills in practice. Therefore, write a sample text on the topic you specified. Thanks to this, you will find out whether you expect such style and quality. However, here too, you must bear in mind that the sample text will be written with special care – because who would not like to do the best. So if in this case you have any bigger reservations, it makes no sense to cooperate.

How to check the competences of a copywriting agency?

There are far fewer copywriter agencies than freelance copywriters, but in this case you can’t make blind choices. You can easily check her competences, thanks to which you are likely to establish fruitful cooperation that will not end with a single job.

A. Get to know the website
The copywriter agency will definitely have its own website on which you can make your first selection. Although you can expect a slightly different nature of content, you can easily evaluate texts in terms of quality.

B. Check the implementation
Past implementations can tell a lot about the agency’s competences. Familiarize yourself with the portfolio to assess the quality of texts other than your own. You already know that these are written completely differently. Warning! If you are going to commission the agency to write a highly technical text, see if the company was dealing with this type of implementation. It is also worth verifying whether the agency has already carried out orders for this particular industry.

C. Have the sample text written
Just like in the case of freelancer verification, you can also ask the agency to write a sample text. Warning! If the sample text meets your expectations, make sure that the same copywriter will carry out the correct task. Thanks to this, you will avoid a completely different person creating target texts.

Review the sample text

To find out about the copywriter’s skills, evaluate the sample text you received. It is worth doing in at least three fields.

A. Possible Errors
The resulting text should be error free. While some factual errors can be turned a blind eye (especially in difficult and specific industries), spelling errors are not acceptable. It is good if the content is also free of linguistic or stylistic errors. Remember! Since serious mishaps occur in the trial text (certainly “pimped”), you are likely to expect more faults in target orders.

B. Verification for duplicate
Duplicate content is unacceptable for two reasons: one is duplicate content seen through Google’s eyes, and the other is ethical issues related to the theft of someone else’s work. If at least part of the text is a faithful copy of other content, there is a problem. You are not sure if this will not happen again in the future. However, take into account what results from the duplicate fragment. Perhaps the full name of the act repeats, or are these formulas required for descriptions of dietary supplements, etc.? If so, then the copywriter is somehow justified.

C. SEO Rules
Although the text is intended to be targeted at potential customers, it must also be Google friendly. Therefore, it should meet at least the basic principles of SEO, including contain specific keywords, different headlines, highlights of key fragments, etc.

It’s not just the workshop that counts …

Although the quality of the texts ordered plays the most important role, not only the workshop matters. If you care about long-term contacts, you need to consider several other aspects. They are slightly different when working with a copywriter and different when working with a copywriter agency.

Cooperation with a copywriter – freelancer

If you intend to cooperate with a freeelancer, it is worth paying attention to two main issues.

A. Contact
Note the communication with the copywriter. How fast does it respond to emails? Does he answer the phone? This is very important because it allows you to immediately exchange messages and avoid misunderstandings, etc.

B. Agreement
The agreement protects not only the copywriter’s interests, but also yours. So sign the document, taking into account many key issues, including scope of work, deadline, penalties in the event of non-performance.

Cooperation with a copywriting agency

If you want to work with a copywriting agency, it’s worth:

– ask people from the same industry if they have used this type of service – perhaps they will recommend a specific copywriting agency,
– contact the agency’s client and ask about the assessment of the course of cooperation,
– talk to a company employee from the same industry about cooperation with a copywriting agency, e.g. on the occasion of an industry meeting, conference, etc.

The volume of the order can help in making the decision – if the scope of work is to be large, then it is better to report to the agency. Why? Freelancer may have a problem with the timely implementation of a large job. Regardless of whether you decide to cooperate with a free copywriter or you want to establish cooperation with an agency, ask about the possibility of signing the so-called confidentiality agreement. This is an important issue – especially if you are going to provide sensitive information about your company.

The above tips are just a few of the most important issues that will make finding a copywriter for long-term collaboration easier. The basis is not only limited to the portfolio, but also decide to prepare a sample text – even if it is to be paid.

Facebook Blueprint – available certificates

Level Associate:
– Facebook Certified Digital Marketing Associate

Level Professional:
– Facebook Certified Media Planning Professional
– Facebook Certified Media Buying Professional
– Facebook Certified Marketing Science Professional (Pilot, available only on individual invitation, related to data analysis and visualization, requiring, among others, knowledge of Python, MySQL, and Big Data issues)

Level Developer
– Facebook Certified Ads Product Developer
– Facebook Certified Ads Product Developer II
– Facebook Certified Ads Product Developer III

What is the exam process in Facebook Blueprint?

The exam conditions are very precisely defined by Facebook. If we fail to do so, we may be disqualified, so you should read them well before taking the exam.

You can use the option of taking an exam at work. The conditions for taking the test are to disable all programs and applications, stay in a room where there is nobody else. During the exam, we are observed by the examiner, who can ask to show any place in the room at any time through a webcam built into the laptop. He may also notice when we make any “suspicious move”

Facebook Certified Ads Product Developer I

Facebook Certified Ads Product Developer I is a certificate that was created in place of the former Facebook Bronze Certification. To obtain a certificate, you must complete two parts: a multiple-choice test and an exercise in which a previously created pixel should be installed on the test page, along with several selected events, parameters, a code responsible for advanced matching, and a pixel should be connected to the directory on FB. The exam is a condition of joining Facebook Marketing Partners, and checks knowledge of:

– creating and managing Business Manager and its resources
– creation and implementation of the FB pixel, along with all available events and parameters, and the use of custom conversions
– creating catalogs and catalog-based campaigns
– understanding and implementing processes related to (Advanced Matching) in manual or automatic implementation
– connecting the FB pixel to the catalog
– solving problems related to incorrect pixel implementation,
– troubleshooting problems related to directory errors
– solving problems related to problems connecting pixel signals with products from the catalog

Facebook Certified Media Buying Professional

Facebook Certified Media Buying Professional is an exam for people professionally managing Facebook ads. The exam covers issues in the field of planning, setting, optimization and reporting of campaigns. Exam questions concern practical issues, most of them contain a description of an imaginary situation and possible variants of behavior in it.

Unlike the Product Ads Developer exam, in this case, we can start with a mock exam with 30 questions, the result of which has no effect on the final exam.

How much does the Facebook Bluprint certificate cost?

Each exam takes $ 75.

How do you study for the Facebook exam?

I describe the level of difficulty of both exams as high – certainly, in order to approach it at all, it is necessary to have practical experience in working with various types of campaigns. On the Facebook Certified Media Buying Professional exam, the questions cover a whole spectrum of topics, including reach and frequency campaigns, unavailable for most accounts. In order to take the exam, in my opinion it is necessary:

– reworking the Blueprint course
– min. 1-2 years of experience working with different types of campaigns and on large budgets, regular use of different types of campaign optimization, regular testing of new solutions
– understanding the optimization rules, the ability to respond appropriately if the campaign does not go according to plan – e.g. if the result is not adequate, or if the campaign does not spend the budget

For the Facebook Product Ads Developer I certification exam, it is necessary to have experience with the implementation of the pixel along with all events and parameters, on various CMSs and directly in the code. Unfortunately, after all we do not get information as to where we made mistakes.

Pros and cons of the exam process itself?

After the exam, we wait up to a few minutes for the result and it’s hard for me to imagine that anyone at that time would be sure of success. The level of difficulty of the questions is high, therefore passing the exam gives enormous satisfaction and certainty that we do our work at a high level.

The Google Ads panel in conjunction with Google Analytics and YouTube Analytics gives you wide possibilities of measuring campaign data. When running a video campaign on YouTube, the advertiser can monitor, among others:

– number of views,
– average cost of watching the advertisement,
– daily (or generated in another, selected time period) advertising cost,
– the number and type of conversions,
– cost of conversion,
– video playback percentage,
– activity earned, i.e. likes, shares, subscriptions, etc.

In the case of television, viewership is determined by telemetry. Telemetry surveys are statistical surveys carried out on the basis of a panel, i.e. a group of recipients representing e.g. the entire population of a given country. In order for the panel to be reliable, it must properly reflect the structure of the society it presents, and must also have the appropriate amount of data. According to Paraphrase-Online.com, telemetry tests in the world are carried out on a group of 2,000-10,000 households.

A tycoon on the television research market on its website informs that it is able to obtain data on viewers, the channels they watch, as well as on the time of watching television. As part of the available viewing rates, it provides information on:

– television audience behavior,
– demographic characteristics of recipients,
– programs watched by individual members of the household,
– programs watched jointly by all family members,
– family attributes, e.g. possession of pets, income, education and their correlation with television preferences.

Certainly, telemetry data are a very valuable source of knowledge about recipients of TV programs and commercials. However, they are statistical data, obtained on the basis of a small group of recipients, and in addition they do not present such specific details that can be obtained from online advertising. For TV ads, it’s difficult to get data on the cost of a single interaction or the number of conversions that an ad generated. By promoting their products or services on YouTube, advertisers, however, have significantly more access to data on the effectiveness of promo videos and the behavior of viewers watching videos.

Advertising on television – costs

Online advertising fees are usually based on views (CPV) or per thousand impressions (CPM), not on broadcast time (as with TV advertising). The unit costs of online advertising usually range from a few to several cents per interaction, thanks to which, even with a very limited budget, the advertiser can display their promotional video on the web.

With a limited budget, the additional advantage is the ability to target specific, small audiences and the fact that you can choose specific periods of video display.

In the case of online advertising, the viewing rates are not so dependent on the duration of the spots, and even if they increased at a certain point in time, the advertiser always has access to such data. Thanks to statistics, the advertiser has full control over the daily budget of the campaign, which allows him to decide how much exactly he wants to invest in the promotion. Additionally, it can track expenses on an ongoing basis and decide at any time whether to continue or suspend the display of its campaign.

Targeting TV and Youtube ads

Google Ads offers many types of ad targeting. Audience groups can be created based on:
– demographics
– interests,
– life plans and events,
– destinations visited by internet users,
– topics of pages, channels, mobile applications,
– keywords related to the content of pages, channels and mobile applications,
– devices used by network users.

and combine the above mentioned options.

Television advertising – due to the fact that it is tested telemetrically based on a specific panel of recipients – will never be as well tailored to a specific recipient as online advertising. Unfortunately, television does not allow to narrow down the target audience as precisely as Google Ads allows. Equally important, the television does not have the remarketing option – therefore, it will not be possible to return there with a re-advertising message only to those recipients who were thinking about buying, but resigned from it at the last moment (e.g. they left the shopping cart).

Building engagement & impact on recipients

Online advertising allows Internet users to easily and quickly interact when they are interested in a product or service being promoted. When watching an advertising spot on the web, an Internet user has several different options at their disposal:

– watching the entire advertising film,
– clicking on the call to action to go to the advertiser’s website and get more information or to convert directly,
– movie likes
– entering the advertiser’s channel and watching other available materials,
– subscribing to the advertiser’s channel,
– making the advertising film available to other people,
– temporarily pausing the ad,
– as a last resort and if you are not interested in advertising – skip it.

In the vast majority of cases, interaction with online advertising does not require the use of a device other than that on which the ad is played. Thanks to this option, at the moment of interest in a given product or service, an Internet user can immediately explore the secrets of the offer without wasting neither time nor enthusiasm to reach for a computer or telephone, turn it on and look for the page or name of the product, which in the meantime may have unintentionally disappeared from memory.

In the case of TV ads, it is not possible to interact directly on the advertising medium. To learn more, you need to use a laptop or telephone. Many of you will say that during ads they grab the phone, and therefore at any time can tap the name of the thing that he saw on the glass screen. Truth. But…

According to research carried out by Paraphrase-Online.com during television advertising blocks, 33% of people using smartphones browse social networking applications, 21% of these consumers play games, 8% of people use messengers or have traditional telephone conversations, while 6% use them from online shopping applications.

In the case of TV commercials, it is common to distract the viewer and draw his eyes away from the TV screen. Social networking, phone calls and games often win with a glass screen.

Equally important, TV commercials – in view of the fact that they are most often displayed in the form of blocks of several or several minutes, and appear in between programs or during the break of the series – often serve as a moment to move away from the receiver. I guess each of us has happened to wait for an advertisement to brew tea, quickly prepare a sandwich or go to the toilet and not lose a fragment of an interesting film.

And how many of us at the time of the advertising break “jumps” on other channels and checks whether something interesting is going on there, or what is the result of the match that did not interest us enough to watch it in its entirety?

Simple configuration and optimization

Online advertising campaigns can be built and run by virtually any user who has access to the Internet and has created free Google Ads and YouTube accounts. In addition, there are a lot of guides on the network on how to create and optimize campaigns. The surest source of knowledge, i.e. Google support is in itself a mine of knowledge, good practices and news in the field of online campaigns.

An advertiser wanting to work on his campaign is not dependent on external viewership data providers (as in the case of TV). At any time, he can log into the advertising account and check the effects of the campaign and make necessary changes to it. All statistics are visible in the account, so if there were any anomalies, it can easily catch them.

In addition, all you need to create an online video campaign is a good-quality video on your YouTube channel. In the era of such intense technological development, an advertising spot can be recorded even with a smartphone. Once you have your video ready, simply paste it into the previously created ad group and add the destination URL or ad headline and description depending on the campaign type you choose.

In the case of television advertising, only a professional film is involved, recorded at a significantly higher cost and using a film crew or computer graphic designer. The advertiser cannot optimize the advertising campaign alone, as he has no access to any tools or current data.

Ad Reach

Only a few years ago television was the leading carrier of video materials. Due to the intensive development of the Internet and YouTube, the ways of consuming all kinds of film materials are changing rapidly.

According to YouTube analyzes, the viewership of video posted online has been growing not only on mobile devices, but also TV sets. According to statistics, YouTube has a wider range among young users than traditional television. The overall reach of Google’s video service is constantly growing, and the number of website and application users is increasing from year to year. Same as watching time of available materials. Equally important, many lovers of the glass screen are moving to the online world, because there they can watch programs of their interest at the time they choose, and not when ordered by the schedule.

Accordingly, the online advertising market itself is growing at the expense of the press and television. According to analysts, in 2019 television advertising expenditure was to increase by only 0.6 percent compared to 2018, while expenditure on online advertising was to increase by as much as 11.8 percent (mainly due to the development of video advertising). What’s more, in 2020 the share of television in the global advertising market is to reach 32.6%, which means that the highest place on the podium in this field will fall to the web and its 41.8%. So, does television advertising have a future? Certainly yes, but it appears in increasingly darker colors.

How to present a product in an online store?

Internet users like shopping online because they can make their consumer decisions at home. Nobody asks them “how can I help you?”, Nor do they have to prepare or dress before going shopping. Online stores are available 24 hours a day throughout the year, so even late at night or during public holidays you can opt for even the most extravagant items available on the internet. If you run your business in the e-commerce industry, you are probably aware of the importance of properly presenting products on your website and continuous use of quality marketing strategies. It is worth organizing this knowledge to sell more effectively online and record new profit records.

Optimizing your site for SEO is a must

You can have revolutionary product descriptions on your website and a content management system compared with the seventh wonder of the world, and the competition will still eat the whole cake if you do not adapt your texts to SEO principles that allow for better positioning in google. Category and product descriptions optimized for SEO is the first step to enter search modes and be a viable option for customers interested in a given type of product. Key phrases, relevant headers, a link system should also be used in the blog section, where it is worth regularly placing articles from your industry that will interest and engage the recipients. Content marketing is based on these types of texts, in which compliance with SEO goes hand in hand with interesting content that lays the foundations for establishing a longer relationship with the client.

Unique and engaging content

However, just saturating texts with keywords is not enough. It used to be easy to outsmart google algorithms to create schematic content, or so-called “pretzels,” but now technology has moved ahead and simple excuses do nothing. The basic sin for which the machines of the largest search engine in the world severely punishes is “duplicate content“, which is copied content that appears in many places on the Internet. You should not download product descriptions from the manufacturer’s website, at best be inspired by them.

Pasting the same content to different bookmarks and subpages is just as bad for your site’s ranking. Unique content is the basis and it is worth using the services of professional agencies, whose daily bread is to provide high-quality texts that meet the principles of SEO, are original, well-written, engaging and compatible with the sales system.

Of course, you can try to color your site on your own, but in this matter it is good to rely on the experience of specialists who quickly produce interesting content. Such material conveys basic knowledge about the product, presents its advantages and is a call to action for the customer who after reading such a description will be more willing to buy.

Unique texts written by content agencies are also appropriately targeted. Experienced copywriters adapt the style to the group of recipients, choosing a loose, direct style in content intended for example for young people, and substantive and professional in texts supporting serious business industries.

Appropriate product photos

In addition to unique content, it is worth taking care of the aesthetic appearance of the page and the intuitive interface that will make your customers feel at home on your website. Pictures of your products are very important – it’s not worth saving in this matter. Each item for sale should be photographed from many sides in professional conditions. For many customers, much more important than reading the description is the ability to view the product from different angles in high resolution to see different construction details. To optimize images according to the search engine requirements, it is worth supplementing the title and alt attributes.

You can’t forget about the reviews and reviews section on your website, where customers will be able to express opinions about your products. Also, the newsletter, an efficient search system inside the page and linking it to accounts on social networks are very effective ideas to tie the recipients to the brand.

It is very important for customers on the product page not to look for a purchase, but to see it immediately – the CTA must be very clearly visible and is usually located on the right side at the height of the product photo, which is on the left.

Social media is power

There is no self-respecting company operating in the e-commerce industry that would also not function on social networks. Sites like Facebook, Instagram and Youtube offer huge opportunities for promotion and the use of innovative advertising forms. One of them is live video marketing, thanks to which you can present your products in real time, thus engaging your fans. This type of marketing is most often used among online stores selling clothes. The construction, furniture and cosmetics industries can successfully opt for video content marketing in the form of guides. Unobtrusive forms of knowledge sharing are highly respected by the recipients. Giving something from each other, you can always count on reciprocity from customers. This is important because you can use this type of video both in social media and on individual product cards. Before the e-commerce industry, fat years, if not decades, but in this very competitive business only those who present their product in the best possible way will survive and earn. A functional and aesthetic website, reliable descriptions in line with SEO principles, well photographed products and efficient operation on social networks are the first step to success in this difficult industry.