SEO

SEO is an acronym that stands for Search Engine Optimisation. The aim is to rank as high as possible in search results for the relevant topic(!).
A task that is an incredible amount to do. I will now list some of the more important ones, which I do myself for every client.

I would like to highlight two important tools that I use to create the right settings: the Google Search Console and a plugin, which is usually the YOAST Seo plugin.

These are basic tasks in this regard: crawling, proper indexing, robot.txt file, site map, URL structure...

The most important step is market research to ensure that you have the right knowledge on the subject. This is followed by keyword research and then content production following SEO principles.

Given the keywords and the information you have acquired (about the market segment and its environment), you will focus on:
- Title, subtitle, metadiscriptions, uniqueness, relevance and length of the content.
- Also, the optimisation of the uploaded images is very important: title, alt text, proper format and size.
- This also includes being able to navigate to all pages, with multiple routes to the more important ones (internal link building).
- The basic norm is speed and responsiveness.

There are many ways to show the searcher that our site is important!

Such practices can include:
Taking care of my Google Company, Influencer marketing, commenting, writing guest articles, creating collaborations for joint appearances, link building...

Content
marketing

Quality content is attention-grabbing and attention-maintaining. In fact, this is part of SEO. Whether it's website content, a newsletter, a chat offer or even a blog article.

The aim is to build our audience with interesting and useful content that will strengthen our status as experts. 

5 facts about good content...

  • Support the marketing/company's purpose and mission.
  • Help with the preparation of the offer and sales.
  • Your spelling and communication style are impeccable.
  • As part of SEO, it breathes with the most diverse elements of search engine optimisation.
  • It enhances the image of the company, i.e. it increases the positive perception in people's minds.

E-mail
marketing

It is important that our marketing arsenal is not just one tool on one platform. This is particularly important today, given the monopoly of global companies (Facebook, Alphabet-Google). You can become vulnerable if you rely only on them.

Building our own base and systems is essential in many ways:
Build relationships, convert prospects into customers, encourage repeat purchases, increase expert status...

The tools I prefer are the ones mentioned above for creating and monitoring email automation. I also use a lot of other software for these, which can be tailored to individual needs. Whether it's creating a chatbot or creating a custom funnel.

As part of a fully automated order process, the customer (and the seller) is informed of the status of the order. This includes the automatic issuing and sending of invoices.

The essence of the tried and tested multi-step automatic:

This is a potential customer who leaves the site after entering his or her details, i.e. aborts the purchase process. We will remind you several times, but at the end we will even try to persuade you to complete your purchase with a unique coupon code valid for 24 hours.

Getting an existing customer to choose us again is much more cost-effective than convincing a brand new customer. That's why it's particularly important to put a strong focus on our customers. 

For this reason, depending on the nature of the product, we will contact you with an offer within a certain time from the date of purchase.

One of the most important factors in building customer trust is to collect previous customer reviews.

That's why I like to take extra care to let customers know that their opinions are valuable to us. This value is expressed in the form of a gift. The technical background for this is of course developed and automated. Our customers receive a reward for their review and their rating is posted on the product page. 
Win-Win

To attract the interest of roamers on our site, we are creating a snorkelling offer. This could be a downloadable pdf (5 top tips on how to be the best marketer) or even a coupon code.

This offer is not free, as we ask you to subscribe. We can do this at the end of a valuable data collection funnel, by creating a chatbot to answer your questions, or simply by creating a form in a variety of places on our site.

After signing up, you can even group your enquiries into groups, so that you can keep in touch with them later by setting up an individual automatic system.

Social media

Social media presence starts with a survey to get to know your audience: who, what, when, how and where to communicate. It is essential to have a short-medium and long-term strategy - with an action plan that is trackable and measurable. 

It's important to maintain consistency both within the platform and across the different interfaces of the overall online presence that reflect the company's message.

I think it's important to have a strategy for content on social networking sites. Schedule in priority periods and topics, then schedule posts with the right creative.

This gives you a predictability when you work ahead. This leaves plenty of energy for creative ideas and clever interim posts, which naturally adapt to the stage of our strategy.

I use a wide range of software to create the right creative (image, video...), even if it's just for a single piece of work. For every little detail I find the right one for me, whether it's an Adobe program or an online video editor. It's all about grabbing and keeping the attention.

Promotional periods, sweepstakes, affiliate programs, influencer marketing, or even a cross-promotion with another company...

They can do a lot to engage customers and build community.

Whichever platform(s) you choose, it is important for your business to be aware of the advantages and disadvantages of the platforms.

Each of these platforms has specific characteristics that need to be adapted to the composition of your audience. As they are very diverse I won't go into each of them in detail, but I'll just give a simple example:

For Baby-Mama products, a Facebook community is a particularly good idea. However, if you are active in the B-to-B market, it is a priority to have a Linkedin profile and even to manage ads there... The needs of your company, your products and your customers will determine which platform you will prefer.

I simply have to mention here that PPC campaigns and the technical settings required for them are very important.

For advanced advertising, other features and monitoring, the many possibilities - and the need - for tracking codes / pixels / API integrations are essential. They can be used not only to track ads but also to provide an up-to-date link from your website to your social networking sites.