Social Media Advertising

WhatsApp Business: What it is? Why it is important?

In 2018 about 1.5 billion people use WhatsApp direct chats: 67% of users assume the possibility of directly contacting business realities through the application and 53% would prefer to rely on activities available using instant messaging systems: WhatsApp business it is the company chat that revolutionizes the marketing of SMEs.

The research carried out by Morning Consult and the statistics analyzed by Hootsuite clearly describe the constantly growing trends of the WhatsApp app: users no longer limit their messaging activity to the private sphere, they perceive, in fact, the need to establish a direct contact also with the business realities. WhatsApp business is the first instant messaging app that can establish direct communication between the company and the customer by developing an optimized experience for both parties.

What is WhatsApp business?

WhatsApp business is an application designed in 2018 specifically for SMEs: the app is a direct channel of communication between businesses and customers and is aimed at optimizing the brand and corporate web reputation and constantly improving the consumer experience. WhatsApp is a free app currently downloadable only at the Google Play Store of Android: the application can also be used in the Web version on any type of device, but there are short-term projects to make usable business service even on the iOS mobile device.

The new business chat maintains the standard setting of WhatsApp, remaining essentially an instant messaging app, introducing however some significant innovations: WhatsApp users can create a profile of their business activity and insert details such as company page, geographical position and contact information of the activity. WhatsApp business is therefore a system designed and designed solely for business users in order to automate and organize one-to-one business communication methods.

WhatsApp Business: How does it work?

The WhatsApp for business application allows companies to process messages that are targeted and directly shared with their users: it is important to underline that business content is different from classic advertising, in fact, consumers can decide whether or not to receive information from company accounts.

The new WhatsApp chat provides two types of different business profiles …

  • Verified Business: Verified accounts are profiles directly supervised and approved by the WhatsApp team itself. This type of account is characterized by the presence of a specific emoticon corresponding to the name of the activity.
  • Unverified Business: Unverified accounts are company profiles that have not received prior approval from the application itself. All the business features of an unverified profile are active, it is simply recommended that users pay more attention to shared business content.

WhatsApp business provides its members with various innovative features not present in the messenger version of the application …

Creating a company profile

Even WhatsApp business, just like the other platforms dedicated to the corporate world, offers the user the possibility to create a real company profile with references to the web page and the company’s direct contacts. You can choose the name associated with your account, which cannot be changed, and select a profile photo, which can be replaced or updated repeatedly and at any time.

Set default messages

WhatsApp business offers a communication service always present to its customers: it is, in fact, possible to set automated and predefined messages to be shared periodically with your contacts. The application allows business users to create three different types of pre-set messages: welcome messages, aimed at the warm welcome of all new potential customers; quick answers, set up in advance for the purpose of automatically answering questions asked with particular frequency; and absence messages, created to communicate their availability and inform the customer about the activity hours.

“Structured messages” functionality

Corporate communications can be shared in different languages thanks to the “structured messages” function, which is a type of message that can be automatically translated into multiple languages without having to previously set any type of change.

Availability of tool analytics

WhatsApp for business allows business accounts to constantly monitor the effectiveness of their activities: through the use of specific tools it is possible to analyze which content is most read, appreciated and shared by its customers.

Possibility to segment customers

The business application offers an interesting marketing feature: it is possible to segment your contact lists, create different categories based on customers’ shopping experiences and to share personalized and particularly targeted messages with the different types of users.

How do I set up a WhatsApp business profile?

Here’s how to properly configure a WhatsApp for business account …

1) Configure the telephone number

After opening the application, the first action to be taken is to accept the terms and conditions of the service, the following are required to enter and verify the telephone number that you want to associate with the business profile. The fixed number of the company can also be set as default contact: in order to use WhatsApp Messenger and WhatsApp business on your device at the same time, you must associate the accounts with different numbers. unlike facetime for windows 10, whatsapp can be used in multiple platform as well.

2) Choose the name of the activity

Following registration, the first information requested is the name of the activity: it is important to choose carefully and correctly enter the company name as, following the first confirmation, it cannot be changed.

3) Enter the contacts and the required information

WhatsApp offers the business user the opportunity to enter company contacts, references to company web pages and a brief description of their work: it is important to accurately enter this information to be credible and reliable in the eyes of potential customers.

4) Try to get the verification from the WhatsApp team

To not have problems of reliability it is essential to try to get the official verification of the company profile by WhatsApp: users put, in fact, more confidence in the business profiles already verified.

WhatsApp Business: Why is it important for SMEs?

Some Morning Consult research reports that 69% of SMEs consider WhatsApp for business an instrument able to greatly facilitate interaction with customers. It is clear that the new WhatsApp chat business allows companies to carry out in a simple and innovative way some marketing activities essential for optimizing their communication strategies …

Communicate directly with the customer

WhatsApp business offers the business user the possibility to establish a direct and informal relationship with the customer: chat communications are short and intuitive, the use of emoticons can be an essential tool to intrigue and entertain consumers and the possibility to formulate Informal answers can greatly optimize the company-client communication experience.

Develop new marketing strategies and share promotions via chat

WhatsApp’s business chat can be an indispensable tool for devising new methods of direct marketing: surveys, special promotions, interactive messages and sharing of targeted multimedia content are the innovative tools that WhatsApp business uses to promote its contents in a direct and informal.

Constantly support the customer

A company WhatsApp account is an essential tool for customer care: customers do not like communicating by voice using phone calls, they prefer, in fact, a fast communication with instant messages. To effectively use WhatsApp business you need to be available to your customers: an unanswered chat message is considered to be particularly negative and can undermine corporate reputation.

Know the opinion of users

Knowing the needs of its customers is an essential activity to plan their marketing activities: WhatsApp is a platform particularly suitable for promoting surveys and questionnaires as communication is particularly clear and rapid.

Monitor your activities

WhatsApp’s business app allows its members to constantly monitor their activities: for a company it is important to know which communication strategies have been more successful in order to select new and previously planned marketing solutions.

WhatsApp Business: Tips to get started

WhatsApp business is a potentially very effective tool to increase the visibility of your business, here are some useful tips to use the application in an optimal way …

  • Attract customers’ attention using surveys or interactive promotions: customers are more involved in activities that involve direct feedback and see them as protagonists in the first person;
  • Share your WhatsApp profile on Social channels and on the company website;
  • Promote “personal shopping” activities: divide your contacts into groups and create personalized promotions based on the specific experiences of each user;
  • Set automated and predefined messages to be always available: customers want to get immediate answers especially when talking about chat communications;
  • Use images and videos: multimedia content is appreciated by a greater number of users as they attract more attention;
  • Try to develop direct and informal communication strategies: WhatsApp is a platform used routinely to exchange friendly messages, maintaining an informal and personalized profile can increase the trust placed by the customer in the company.

Do you want to grow your business and improve your business results?

Social Media Advertising

How to sell on Instagram? 10 tips to improve your business

You want to sell on Instagram, well you are not alone as it is an indispensable activity for every company: the Social Network has reached the figure of 1 billion users in 2018, 400 million people use the application every day for about 50 minutes and 72% of consumers declare to at least once purchase a product previously viewed on Instagram.

The research conducted by the US information network ‘The Verge’ underline the positive and constantly growing trend of Instagram: the Social Network is no doubt confirmed not only the most used platform, but one of the most effective marketing and communication channels. Selling on Instagram thus becomes a priority activity for any business with the aim of positively positioning itself on the online market.

Most business subjects have now understood the importance of structuring Instagram marketing strategies to achieve significant results: the effectiveness of communication through images and the extremely intuitive functioning of the Social Network allow marketers to develop effective and targeted communication strategies, aimed at the active promotion of products and the loyalty of the potential customer.

Instagram has recently implemented its functionality with the Shopping tool, a business tool that allows you to advertise products by adding specific tags within their posts in order to redirect the user to the reference e-commerce. The persuasive impact of the image and the ability to add filters or captions to their photos are considered by the professionals of the industry real tools of Content Marketing: sharing post-shopping the company has the real possibility of directing users to their own store guaranteeing them an unparalleled shopping experience.

How to sell on Instagram: 10 tips to optimize your business

If you are reading this article, it is because you have understood the actual potential of the Instagram Social Network. Here are some useful tips to effectively implement your communication and sales strategies with this platform …

1) Open an Instagram business account

The first activity to be carried out for a company that wants to sell on Instagram is undoubtedly to open a company profile: the transition to a corporate account Instagram provides the user with many useful functions to analyze the behavior of followers and improve the flow of users of the profile. Direct connection with the Facebook page, tools for processing statistics and insights about the behavior of the target audience, direct links to company contacts and free access to advertising are just some of the features of Instagram business. The Instagram company profile must be carefully and carefully set up: the presence of a simple and visually impacting logo allows the user to intuitively recognize the brand and the addition of contacts communicates a present and reliable corporate image.

2) Share quality images

Instagram focuses on the image: posting photos with catchy and original photos is an essential activity to achieve significant goals with your profile. With professional and high quality images, shared products are more likely to be successful: a product appreciated by users not only helps increase sales, but also greatly enhances online image and reputation business. A marketing strategy widely used within the Social Network consists of the re-sharing of images posted by consumers themselves: photos of satisfied users following the purchase of a product are the most effective tool to communicate to their public the effectiveness of own commercial proposals. Another essential activity to sell on Instagram is the creation of constantly renewed and different scenarios as the background of their offers: the product is important, the context is fundamental.

3) Use Shoppable Post

An essential innovation for companies that use Instagram for commercial purposes is the Shopping feature: by inserting specific tags within the published photos, it becomes possible to link the products shown in a specific post with the e-commerce of the brand of reference. The intuitive potential of image communication combined with the presence of functional tags for e-commerce is undoubtedly an indispensable tool to achieve considerable profits. Rapidity and continuity are the characteristics most appreciated by users during the purchase flow: through the use of post-shopping the company guarantees its consumers a revolutionary, original and very intuitive consumer experience.

4) Tell stories with Storytelling

To achieve optimal business results and be able to sell on Instagram, you need to plan your production flow: an editorial calendar and a Content Marketing strategy based on the use of Storytelling are the tools that you cannot do without. Posts must be published according to a precise previously planned logic and the images must be able to tell stories: post creative, catchy and able to show the benefits offered by products in the window are the perfect solution for any Instagram business.

5) Use effective hashtags

#Hashtag is a key tool for sharing successful posts: you need to carefully select popular hashtags that perfectly communicate the idea of your company brand. Hashtags are particular keywords that give the post a precise identity thanks to an immediate and intuitive communication with the user. For a company that wishes to establish itself in its own sector of reference, it is not impossible to create a custom hashtag: this tool can be used in photos shared by its customers to create communities or to plan original brand positioning strategies.

6) Suggest a lifestyle

The real success of Instagram is based on the ability of users to offer glimpses of their daily life through the sharing of images: even the brands, to get profit and success with this Social Network, should transmit a particular idea about the lifestyle that its products give to those who use it. The coherence of multimedia content shared on your Instagram profile is essential to create a solid and original image of your brand: a winning business does not plan its communication solely to sell on Instagram, but to create a community of users with whom to constantly share their real experiences and the realization of their products.

7) Create partnerships with Influencers

The growing popularity of Instagram has given rise to a very large network of Influencers, in other words public figures with a considerable amount of followers. Building an effective Influencer relationship program is undoubtedly a win-win activity for companies with the goal of making profits through Instagram: successful Instagrammer product sponsorship (in exchange for a payment or free products) may turn out to be the winning strategy to establish itself in its own niche market in an original and completely natural way.

8) Interact with followers and with the community

Instagrammers love to follow the most active profiles: it is important to post content with a good frequency in order to thrill users and give credibility to their brand. Followers love interactive brands: republishing photos shared by users, responding to comments, taking part in community activities and socializing with other accounts are essential activities to strengthen the relationship between company and consumer.

9) Create promotions reserved for Instagram

It is well known: users love discounts. Instagram is the ideal place to share promotions with its customers: posting images or captions with promotions or discount codes to be used in online stores, you can create traffic to your Instagram page and then increase accessibility and turnout. In this way, users will be prompted to frequently consult the company’s Instagram profile, optimizing the combination of Social Network and e-commerce.

10) Use Instagram ads

Instagram, just like Facebook, provides its users with innovative business interfaces for purchase announcements and original promotions directly from the App. Selling on Instagram is not difficult: after activating a business account, the activity can determine the budget to be invested, the online time required for the advertising activity and the reference Instagram target. This feature allows the company profile to get more visibility and to share its contents with all users who are nearby, greatly optimizing the relationship between brand and consumer.

Do you want to grow your business and improve your business results?

Web Design

Website restyling? 3 basic elements you do not think about

If your website needs to be updated, to adapt it to the new sales strategies of your company, you will probably have turned to a web agency that has proposed you to make a graphics redesign. But is it enough to have a website restyling that will help you sell in 2019? Unfortunately, web marketing agencies often forget that …

A website must be your best seller.

It should not only be beautiful, it must also work to attract qualified traffic, create a database of contacts and help you find customers.

 What do you miss then to have a really useful website restyling?

1 # SEO on the site is not enough

How many pages does your site have?

Already imagine the scene: once you put online the new site, you will think you have finished because the pages you had before (now more beautiful than ever) will do for the purpose. You will not have an editorial plan to make the number of pages increase from month to month. The number of pages will always be those until the next redesign (in a few years).

BAD NEWS. This is not enough! The more pages you have online, the more you are active to publish new ones and the more Google rewards you with good indexing. So, you should not limit yourself to optimized SEO pages that you already have, but you also want to open a blog area!

2 # A site that presents your products is not enough

How many of your site visitors become contacts in your database? If your answer is “I do not know” or “less than 1%”, it means that whoever created the site has forgotten a fundamental part of its effectiveness: the Landing Page.

A Landing Page is a page with a form that allows you to collect the data of potential customers who are visiting your site, and to create a database of contacts.

I’ll give you an example that happened to us: We met a company in the B2C, with a great need to collect names of potential customers. The last agency that had followed the online strategy, had managed to procure only 36 contacts in a year. By adding the right landing pages to the right place, we were able to convert 37 people into contacts on the first day only. After 2 months, we have created a database of over 1,000 contacts!

This is the difference that can make a proper lead generation strategy on your site.

3 # Explain who you are is not enough

You know that in 90% of cases (in 99% in B2B) the page most viewed by your potential customers is the page “who we are”?

Now try to make local mind …

  • What does this page transmit on your site?
  • What do your potential customers understand about you?
  • Did you happen to write that you are an industry leader like all your competitors?
  • Is it a poor page of images and content?
  • Would you buy from your own company after seeing it?

Here are a couple of ideas that you absolutely must not underestimate for website restyling.

Study your buyer well and try to understand what you are looking for from your company. Learn by reading  this article  to identify your needs and desires, try to bring them back (through images, texts, links and videos) in your “who we are” page. When a user lands on this page he/she must understand on the fly that he/she has found the company he/she was looking for.

Add for example …

  • Team photos (if you are in the B2B also the professional role and a bio),
  • Reviews of your best customers (even video reviews!),
  • The differences between you and your competitors (on this point, try to go deep and do not just write that “you’re better because your service is turnkey”),
  • The “Why choose you?” and all that can make you feel like the best company they could turn to solve their problem.
Local Marketing

Big Data: How to find the ones useful for marketing?

On any Sunday you find yourself walking in a shopping center: you buy something, using one of the many loyalty cards for the discount of the month, you connect to WiFi, or wander through various shops not having a clear idea of what that we would like to buy. Willy-nilly, only with our disinterested passage, we can generate a large amount of data that can be reworked and used in a variety of ways by that mall. This logic can be easily applied in companies that have the resources to analyze and interpret collected data, also called “Big Data”.

What are Big Data?

Now we hear about it more often, but maybe you do not have a clear idea of what they are in the specific. The same term can be misleading as instinctively we associate it with a great deal of data, not knowing that our intuition is only partially true.

To better understand we can say that every day we produce a huge amount of information through smartphones, credit cards, sensors installed almost everywhere, and much more; this mass can be identified with the name of Big Data only after having been properly processed and analyzed to find objective comparisons.

Basically, what matters is the algorithm used to manage the amount of information collected and the many variables considered in a short time and with few resources compared to the past. The result is a more visual approach that suggests models of interpretation and new patterns.

A welcome feature is the fact that they are usable not only in the IT industry, but also in completely different markets like healthcare, retail, manufacturing, finance and many others. Practically this approach is functional for any sector foreseeing marketing actions.

Big Data is an ally for agile marketing

Among the billions of terabytes collected, there is a treasure of marketing data that companies need to analyze and understand to know what is relevant and what is not and how to use it to achieve better business results.

It’s not an easy job considering that according to some surveys, companies waste 40% of their marketing budget due to the inadequate use of big data. Big data is naturally all-encompassing and can be difficult to manage or use effectively.

They include structured and unstructured data that comes from many devices. With this wide range of information available, the company’s marketers need to focus on high-impact information – the data that can drive the company’s strategic decisions.

The only way marketing managers can exploit the right form of data is to know what is relevant and what is not. This helps a company to differentiate itself from the competition.

How to understand which data are relevant to marketing? Here are some suggestions …

Use goals to focus

Better analysis of marketing data can reduce ROI from 10% to 20%. But to take full advantage of this, you will need to determine the most relevant data for your business goals and then focus accordingly. About 50% of the companies interviewed by McKinsey showed that companies are struggling to know the effects of digital marketing on profits and sales. There seemed to be a chasm between the information available and the sellers’ ability to link the data with the results. For example, a retailer who wants to increase conversions on one of the web pages should take a close look at the keywords that help drive traffic and then link the metrics with targeted results, such as revenue and conversions. Using this intelligence, the retailer can design a plan that regulates the keywords to provide a positive impact.

Precision of priorities

Regardless of the relevance of data, it is only useful when these are reliable. If certain specific types of data do not fall within core competencies, but are meaningful to the business, do not ignore them. Rather, make sure that you consider alternatives that can help fill in information gaps. When possible, leverage partnerships to obtain reliable sources that provide accurate data. For example, you can collaborate with a company that has close relationships with Twitter when examining social network information.

Group information

The multidimensional and immense nature of Big Data becomes “digestible” by the company and useful only when you look at the specific instead of considering the entire universe of existing information. Rather than checking all the information it is better to group them so as to have smaller and more homogeneous areas. For example, when you see a chance to improve the performance of your mobile devices, take a look at the sharing you have and compare it with that of your strongest competitor. Analysts can use big data to generate information about customer experiences and behavior. This information can then be used to better understand customers, allowing them to meet their needs more effectively.

How useful Big Data can be?

You can focus on the relationship of the Brand with the customer on digital channels, a challenge that becomes more complex day by day due to mobile and IoT. To cope with this difficulty, companies need to be flexible, have an agile marketing and develop more and more skills.

Many of these new skills, which include the ability to select and interpret the collected data for strategic purposes, are still missing in many companies. According to a research by the Boston Consulting Group, 60% of companies underutilize data or do not collect them systematically as they would like.

A rather discouraging fact because the applications of an analysis of this kind are numerous and potentially useful for improving performance and ROI.

For example, Data Driven Marketing investigates among the innumerable information on the customers gathered – demographic, behavioral data, related to the relationship with the company – to identify the best strategies to acquire, maintain or regain customers. In this case, the magic word is customization: being able to interpret the needs of the consumer in more depth allows us to offer goods / services that are more suited to their satisfaction.

Through Data Mining it is possible to identify unusual and potentially useful correlations. For example, according to some research evaluating the financial risk of a person, it has been noticed that the subjects who buy furniture felts can be among the best clients for the lenders, because they are less likely to contract debts.

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Local Marketing

Facebook Ads: 3 classic slips to avoid

Like it or not: for a simple “communication” presence through a Fan Page, to manage a community with Facebook Groups or to try to grab some extra leads or sales by sponsoring posts or Facebook Ads.

On the effective management of a Fan page on Facebook, however, you read everything online and the opposite of everything: anyone has his own opinion and that’s Okay, but you often meet 3 great myths that I think you need to refute before possible.

Let’s see …

More budget in Facebook Ads, better performance -> Not necessarily

A greater amount of resources to invest in Social can translate into more budgets to invest in Facebook Ads.

An increase in the published announcements or the adv budget does not necessarily lead to a proportional increase in the results, in fact usually there is a worsening of key values such as the cost per conversion (of contacts, sales, etc). Also testing various types of advertisements – virtuous action in terms of performance study, during testing – can only lower the average yield of the most performing ads.

Resources must be conscientiously invested; certainly it is good to think in terms of …

  • Raising the average quality of the published contents (with consequent improvement of both the organic results and the results from Adv). The higher quality can also pass through a reduced frequency of publication.
  • Budget optimization through different types of campaigns; this means going out of Facebook and testing other types of promotions, from LinkedIn to Twitter Ads, even though the never-defunct DEM. Or maybe it means totally changing the type of actions, with a view to integrated Marketing Mix (perhaps with campaigns to influencers or focusing more on SEO Copywriting … There are not only social).

Sponsor any post to give it visibility

By staying inside Facebook Ads, a little advice below can be the following. First observe how the post is going in terms of natural reach; if you get some results, then it can mean that you like your target and then you can decide to ride the wave, sponsoring it.

On the contrary, given the poor visibility of natural posts, we tend to sponsor any post or almost all (I mean: who has budget to invest). Instead the most sensible procedure could be just the opposite, as mentioned above, that is to sponsor only the posts that actually find a user’s interest, in addition to the central posts from the commercial point of view. To see if a post gets natural results, you may have to wait even a day or two.

In any case, keep an eye on your Facebook Insights during the campaigns: when the scope of the sponsored post begins to fall, it may be appropriate to stop the sponsorship, to avoid filling up (spending!) of off-target users.

The more fans I have, the more visibility I get … sure?

The vast majority of fan pages find that as the absolute number of fans grows, the number of fans who see / interact with posts decreases more and more.

The number of fans that will interact with the posts of a page will therefore be quite low compared to the total number of fans, ergo the percentage of these users who interact with the posts will tend to lower more as the number of page fans grows.

The greater the number of fans in absolute terms, the lesser the percentage of fans that interact will be.

In addition to this, user news feeds tend to show more and more content published by family and friends (due to updates to the Facebook algorithm that took place between 2017 and 2018), so the fan pages will be getting harder and harder.

This leads us to consider an aspect, often underestimated: the advertising campaigns for the increase of fans are substantially useless and sometimes even potentially harmful.

I do not go into the details of the Facebook algorithm; a super depth was done a few months ago by Hubspot.

Local Marketing

Why local search is important for business?

What factors have made local promotion on search engines important? If you scroll down in the next few minutes you will understand the importance of positioning yourself on local search.

Why local search on Google is important?

A mix of 3 factors has contributed over the years to increase the importance of Local Search and, in particular, the local promotion on search engines referring to all commercial activities with one or more physical locations. Here are these three factors in details …

1. Launch of Universal Search

When Google launched Universal Search in 2007, it laid the groundwork for the exponential growth of Local SEO in the broader sense of Local Search. Through Universal Search, Google returns, on a single page, search results from various sub-groups, or vertical engines (web, news, videos, maps, images, blogs, …).

From that moment on, the geolocalized results (which appear in most cases in a box in the form of a listing) have been perfectly integrated into the SERPs and returned for local search queries, for example. “Hotel + location”.

These results will be taken from a structured database of commercial activities in which, therefore, it is important to be present in order to appear following a given query. In this way the SEOs were seen to jump over the maps and started to study them and give us the right weight.

2. Mobile Development

The advent and the widespread use of modern devices (smartphones, tablets …) makes the presence of a company on maps unavoidable. At any time, a user who searches for a given activity will have the possibility to immediately find his/her “localization” and can easily reach it, taking advantage of the various existing navigation applications.

According to a Google search in USA, “over 90% of smartphone owners have done at least once a local search” and subsequently also performed a specific action, such as calling or going to the store. On smartphones among other things, local searches are not only done with browsers, but also with dedicated apps.

3. The Google Algorithm Update

“Local promotion strengthened in February 2012 when Google launched the local algorithm Update.”

With the new algorithm Google provides local results also for general search queries, which is without the indication of the location, based on the location, detected automatically via the IP address and, in the case of mobile results, through the GPS.

This is the case of “dentist” or “restaurant” research. In November 2013 there was another update with the result of a further strengthening of the effects of the previous local algorithm Update and practically the “local” results dominate some SERPs (Search Engine Result Page).

For example, if a user searches from New York for the “restaurant” query, without explicitly specifying the location, by virtue of the algorithm update, Google will return geolocalized results, i.e. all referred to the city of New York.

These updates have produced a lot of side effects, for example they make the ranking reports very useless for some keywords, as the results change depending on where you are!

To place generic keywords with strong local value, you must have a local physical presence wherever you want to appear or at least talk about local businesses.

The benefits of local search marketing for a business

I had already talked about what is meant by Local Search (local results) and how important it is for a business. Today I want to go deeper to try to understand what the real benefits of positioning in the local market can be.

A great visibility in local positioning

Recent official Google data are clear, 30% of smartphone searches are local. What does all this translate into? The answer is simple, when a person needs something, be it a product or a service, he/she searches for it nearby, relying on a local search and consequently a local result.

I could say that the first big advantage of being present in that particular type of results, then among the results of local type such as Local Pack, Google Maps, etc. is to ensure great visibility.

A greater number of contacts

Another very interesting aspect, highlighted by a Google study, is that this type of users often converts immediately, even within a day. This means that being visible among the local results guarantees you a greater number of contacts, whether it be phone calls or in-store visits, in a period that is relatively short.

The advantages become even more evident in the catering sector because, from another Google survey, it is highlighted that the people who decide to go to a place use their smartphone and, in particular, the applications of Online Maps both to decide the local where to go, both to get information on driving directions. In this case, users are particularly “hot” wanting to satisfy a need, that of looking for a restaurant, almost in real time.

In a period of deep economic crisis, digital marketing activities can represent a lifeline, a way to stay afloat and take advantage of the competition. And in the case of activities with physical locations, such as restaurants, hotels, shops, activities that provide a service in a specific area (e.g. plumbers, etc.), local search marketing is an essential activity.

Very often, what asset owners underestimate is that their business may already be present online among local results (therefore primarily on Google Maps) even without ever having to worry about creating and verifying the Google My Business card relating to their activity.

Why does this happen? Because Google automatically creates local listings based on the data it finds on the web and often comes from user-generated content.

What does this mean? It’s very simple … can happen to be online (without even knowing it) with a card that shows wrong opening hours, wrong address, wrong phone number, even with a phrase “permanently closed” even when it is not true.

The consequences can be disastrous because in all these cases your potential clients will look for you, they will not find you and they will go elsewhere. Verifying or claiming a Google My Business card gives you another big advantage.

Manage, as far as possible, your online presence with correct and updated data. The management of the local card also allows you to respond directly to user reviews, paying particular attention to your brand awareness and brand protection.

Who needs to invest in local promotion?

Geolocalization basically serves all activities (companies, public bodies, accommodation facilities, sales points …) with one or more physical sites “open to the public” and therefore potentially suitable for researching local purposes of various types …

  • When the user searches for a specific activity (that is the one!): in this case the optimization of his/her presence at the local level improves the user experience that finds all the useful information to reach (even physically) what he/she sought.
  • To find a business (not one in particular!) in a given area: in cases where local search is used by the user as a means of exploration. This is the case of research such as “hydraulic in New York” or “Restaurant in Toronto”. Being visible among the local results, following topical queries, means giving your business a great visibility that can turn into a concrete and direct “contact”.

Obviously, some product categories derive more benefits from local promotion than others. For example, for accommodation facilities, for restaurants, for pharmacies, for the various assistance and rescue services of all kinds (but there are also other categories), a good presence in the local search area is vital.

In these cases you can even get half of the traffic coming from local search! In the case of accommodation / recreation we can perhaps speak of “local” categories par excellence. This type of category has a strong feature that is to draw on a vast pool of users and above all a type of highly “profiled” users, accustomed to carrying out local searches and using geolocation using mainly mobile devices.

In some cases, local search is used with the Brand. For example, I’m a big fashion house, I have hundreds of stores and an ecommerce, and maybe some users use ecommerce as a catalog and then want to buy in the physical store. Here it is essential to be present correctly both on the maps and with an optimized store locator. Finally, keep in mind that the more we address non-permanent people, the more useful is the support of local search tools for our business.

I try to explain myself better: those who have been living in the same area for a long time, know a good part of the shops and so they can get there even without maps. Instead the tourist, who has just moved, who is passing through, needs these tools to get acquainted offline! Usually people use maps more in large cities and less in small ones.

How to appear between local searches?

What are the strategies, methods and resources to use to be able to position yourself on google locally? In order to appear among local searches, a business must invest in appropriate promotion strategies that require, a priori, targeted optimization interventions that require qualified skills.

How to position yourself between local searches on Google?

As a basis you need to claim your business card on map systems, first of all on Google Business, without neglecting other systems such as Yelp.

At this stage it is necessary to pay the maximum attention:

  • To the presence of local cards already present, automatically created by Google on the basis of data collected from other local portals
  • The correctness of the data (NAP: name, address and phone) indicated on the form
  • The exact position of the PIN Locator
  • To the choice of the most appropriate category
  • The exact compilation of the Local card in its entirety.

Then you need to perform a series of On Page optimizations on the site that must include:

  • The optimization of Meta Tag Title and Description
  • The correct insertion of the address and of the telephone number, perhaps using microdata, in particular Local Business through which Google, and the other search engines, include in an even more detailed way the information present on your site
  • Optimization of local side content. If there are so many sites, the architecture of the website is crucial to fully exploit the Venice Update.

Do not forget also the geolocated sitemap or the KML file that helps a lot to understand the places where we are.

Finally, there are all the Off Page factors, which include, in addition to classic SEO factors, especially quotes and reviews.

Regarding the classic SEO factors, there are some that contribute to a greater extent to local promotion such as:

  • Domain authority of the website
  • Diversity of incoming links to the domain
  • Quality / Authority of links entering the domain
  • Amount of incoming links to the domain

The quotes are all the mentions related to your business (especially those bearing name, address, etc.) on the web, even if there is, within the quote, the presence of a direct link to your site or your local card.

When Google scans the results of the web, it stores all the info that in some way leads to the same activity regardless of the source (citations can be published on press release sites, social networks, local portals, etc.) considering them as an element for the purposes of the local ranking, provided that all data are homogeneous and consistent with each other.

If the citations scattered on the web and, all attributable to the same business, present incorrect, incongruous or inconsistent information, not only is the ranking at local level compromised (it does not appear among the local results) but it may even risk its own is somehow “penalized” (no longer appears on the maps or does not appear in the Local Knowledge), or that appears in the wrong way generating confusion in users (wrong location of the Pin Locator, incorrect address, etc.).

Not to be missed, as already mentioned, the reviews intended not only as those published by users directly on the local business card, but also all those published on other online portals (for example, TripAdvisor, Booking and similar).

Web Design

What is a website and how to differentiate it from a web page?

You spend the day surfing the internet. With the arrival of mobile technology and the constant growth of new smart devices, it is rare that someone does not connect in 24 hours to the network.

We go from one place to another, moving in a hierarchical way. This is not always the case, because we can really navigate in the way that is most attractive to us. The road may be marked, but you will be the one to decide if you are going by one detour or another.

Here we come to talk about an error that we all make when we try to talk about our web space. You have to differentiate between the terms website and web page. They may seem synonymous. To be clear that they are not.

Normally when we enter the internet, we usually say: “enter my web page” or “browse this web page”. The correct way would be to say website, but very few people use that word when they talk about the network.

In addition, in this article I will use for as example to take you out of doubt, after reading the article. Of course, later you will have to be the one to correct the form or context in which you use these terms.

What is website?

A website or web site is one in which we find a collection of web pages related to and common to an internet domain. Each time we use a specific World Wide Web or ‘www’ as, we will be entering a web space.

Within the website, a lot of information will appear. Everything will be hierarchized with a concrete structure. At present, that order can change according to the design of each site.

Usually, you will find a home. From there, you will navigate through the different URLs, to move from one page to another. All those linked web pages make up the place.

The websites are written in HTML code and accessed through a browser. Nowadays, from any intelligent device, you can enter a website. In addition, you should know that all web spaces must be hosted on a server.

Types of websites

We can find many different classifications while surfing the Internet. We may not name everyone, but these are some of the most prominent types of websites …

  • Institutional or corporate: They are made by a company or entity in order to know you through the network. In the case of companies, it serves to promote your business. Examples: The previously mentioned Cyonwo could serve. Also the websites of the different City Councils, Provincial Councils …
  • E-commerce: These are virtual places that have been created to buy and sell online. Currently, Amazon is one of the best known.
  • Blogs: Spaces where content is offered and readings are recorded. A user can write interesting posts to share with the rest. They can include forums, for the exchange of opinions.
  • Directories: Information is entered and structured by categories or subcategories. We can find company directories, blogs, types of websites …
  • Virtual communities: These are places where people with the same concerns and interests can get in touch through chats or forums. For example, social networks.
  • Informational and educational: They seek to give information or help in the education of people, as their own name indicates. It is not done looking for an economic purpose. Most media offer their news on the Internet without the need to be registered and pay for them. That could be one of the examples of informative site.

In addition to …

  • Downloads: To upload and download from the internet: music, videos, movies, images, programs …. For example, Softonic.
  • Game site: Virtual places where you can play different entertainment games.
  • Auctions: Bid and auction items online. The clearest example is Ebay.
  • Web 1.0: A static place where you can only go through the pages, without interacting with them.
  • Web 2.0: An interactive site where the visitor can do more than go through the page. Contribute content, extract information, etc.
  • Web 3.0: It’s about smart web spaces. It recognizes the user and shows a dynamic according to their tastes, preferences, mood … Their development is still being perfected.
  • Collaborative or Wiki: Users are responsible for keeping the site alive. Wikipedia serves as an example.

What is web page?

For its part, define web page as an electronic document that is capable of containing: text, images, sound, video, links, programs … Each of the URLs that we find on a website, are Internet pages.

When we visit, we arrive at the home of the website. From there, we get to know in depth the startup of development of apps and webs to measure. We will follow a navigation route through the different pages that it offers us.

You can see their success stories. You will have the option to request a budget to publish your future project. In case of being a developer, it will give you the option of certifying it and choosing to carry out work that may arise. You can even visit the blog to read the post with which are updating. All those pages, form Cyonwo and therefore, are integrated into web space.

Types of web page

According to its construction …

  • Static: These are pages that mainly show you a permanent information. They are created through the HTML language and through it, the images, videos, texts and all the contents of the page itself are shown. The files that make up the page are contained in a hosting and are usually not updated continuously.
  • Dynamics: In these pages, unlike static ones, the content tends to vary continuously. They are created in an interpreted language, the clearest example is PHP. CMS as WordPress are the clearest example of interpreted language. Allows the creation of applications within the web itself. Its creation is more complex, so its cost will be higher.

According to your technology …

  • In HTML: Static pages are built in the HTML language. It is easy to learn to build them using software and even in a simple text editor. But they are somewhat poor, and for example they are not recommended for sales or marketing.
  • In Flash: Pages built using Adobe software called Flash. It allows to realize animations. They are pages loaded with effects, movements, sounds, and in general very showy. For viewing, you have to have the necessary plug-ins. They are heavy websites, so the download time could be high.
  • In the language of the server: They are the dynamic pages. They are created in PHP and other languages such as ASP or Ruby. They use a database to store the contents of the page. You must have professional knowledge to be able to develop these types of language. In addition, these pages are ideal for when you interact with other users or customers. Even so that your business is better known through marketing.

From now on, you have to be clear that it is not the same to talk about websites or web page. The mistakes we made before reading the post can be avoided. The difference is simple and just by changing the chip, we will communicate properly.

Local SEO

What are the main Internet marketing strategies businesses can use?

In the Internet age there are a whole host of different Internet-based marketing strategies available to brands and businesses. From traditional methods such as email marketing to less tried-and-tested methods such as modern social media marketing techniques, there are plenty of different options. This article will explore which e-marketing strategies are on offer for a business – and how they can be utilized for maximum effect.

Search engines

 Perhaps the most famous of all Internet-based marketing strategies, search engine marketing is in many ways the classic option. After all, many users begin a standard Internet journey on Google, and the site is responsible for over 90% of all American organic search visits. For an e-marketer looking to make their mark, Google search engine optimization is a good place to start. Organic search engine marketing methods, such as creating unique content which is recognized by the Google algorithms, is one option. Paid-for methods, which include boosting your landing pages around particular keywords in a strategic manner, is another – and online ad maker software is available to make this process as smooth and simple as possible.

Social media

 For the modern Internet marketer, there’s so much more to think about. Social media is perhaps the most new-fangled of the contemporary marketing tools – but it’s one that needs to be engaged with in order to get your business out there. Facebook, for example, provides the sort of tools that can deliver razor-sharp, targeted content to relevant audiences, while Twitter can function as a great – and free – help desk solution for customers who have queries or complaints. In short, social media is the perfect tool for those businesses which need to be reaching Internet-savvy consumers. And with many e-commerce software providers now offering plugins which communicate seamlessly with the major social media sites, there’s even more reason to get a fully integrated social media set up which works well alongside your website.

 Email marketing

 Some e-marketers in the modern age have chosen to dismiss email marketing, claiming that it’s an outdated practice which doesn’t hold many benefits for marketers these days. But as anybody who regularly uses the Internet will know, checking your emails is still a fundamental part of the online experience. Provided you can create compelling subject lines, develop a list of willing recipients and strategically avoid spamming said list once you’ve compiled it, email marketing can still deliver great returns for a savvy marketer.

There are lots of different ways for a talented Internet marketer to make their mark when working on behalf of a business. More modern approaches, such as social media marketing, are bedding in now that more and more tools to help marketers manage their profiles are emerging. And with traditional methods such as search engine or email marketing also still well represented, it’s apparent that the old-school modes aren’t out of fashion just yet. Overall, there’s perhaps more choice available to the modern digital marketer than ever before – meaning marketers can choose mediums which suit their business perfectly.

Social Media Advertising

5 Tips For Success with Instagram Stories Ads

The success of Instagram Stories in 2018 has gone well beyond the most optimistic expectations, as demonstrated by the 400 million and pass of daily active users. For this reason, the fact that more and more companies have started to publish advertisements within them is not a little astonished. It’s known as Instagram Stories Ads, and these advertisements are an excellent tool for online communication for companies, as they guarantee the achievement of new audiences to display the brand, products, promotions and the core business, involving at the same time the audience that already has interest in its activity.

The data published by Instagram leaves no doubt: the Stories have rates of involvement far above the average. Over 30% of the most viewed stories on this social network have direct, renowned corporate brands as protagonists. But that is not all. Those who view the Instagram Stories in more than 20% of cases issue a message to the person who posted it. This means that the interaction rate is very high.

Instagram Stories Ads: Definition

Instagram Stories Ads

What are the Instagram Stories Ads?

Advertisements that have the aforementioned characteristics …

  • Maximum movie length of 15 seconds
  • Video formats .MOV and .MP4
  • Ideal resolution: 1080 X 1920, minimum 600 X 1067
  • Maximum file size: 4 GB
  • Screen proportion: 9:16.

These in essence the specifics to follow to achieve Instagram ads with a sure success.

If the primary intent is focused on making major improvements to the announcements in the Stories on Instagram, it is appropriate to take these aspects into account and use videos and images that occupy the entire screen.

The numbers are very clear: a research conducted by Mobile Marketer highlights how to create a full-screen advertising campaign can be synonymous with success with a conversion rate up to 5 times more than the classic banner.

In fact, the viewer does not get distracted, as is the case for almost 47% of the cases related to more or less involuntary clicks on advertising banners.

Here is a list of interesting tips for posting successful Instagram ads …

#1. Choice of the right audience

The ads contained in the Instagram Stories are distinguished by a different positioning than the classic ads of Instagram. The same applies to the function.

Not surprisingly, the reasons that determine the spread of ads in Instagram Stories are many …

  • Reaching as many users as possible
  • Increase of visitors on the website
  • Increase the views of a movie
  • Generation of conversions, sales and acquisitions of leads in primes
  • Invitation to users to download a mobile app or software

Taking into account the short duration of the Instagram Stories, equal to 45 seconds and 4 content, to really earn with Instagram, it is advisable to be aware that those who see the advertising insertion already know in depth or briefly the distinctive value of the brand.

Only in case of favorable situation, in fact, the various call to action will be clicked. Specifically, the use of audiences who have already had the opportunity to interact with certain contents can be even better. Finally, on the same lines of what happens with Facebook ads, even with those Instagram you can refine the search, selecting the public of interest by affinity in common, geographical area, gender and age.

From the point of view of the company, the experimentation of multiple targets, with reference to different audiences, turns out to be the right move. The reason? Companies, in fact, have the awareness of being aware of the best solution, with high results and low costs.

Instagram Stories Ads

#2. Where to place the text?

In a strategic position. Clear, right? Do you want to capture the attention of your audience? Positioning the text in a central position is a valid choice, as the main message allows you to arouse the interest of those who watch the contents, even before their attention is actually directed to the tag sponsored.

#3. Synthesis is everything: Messages must be short and high impact

When the Instagram Stories sponsor an ad, you must consider that you will see the <> label at the top left. What does it mean? Simply that the ad has nothing to do with the stories published by the profiles that you follow with greater diligence.

If catching the attention of those on the other side of the screen is the number one goal of Instagram Stories, it is all about the writing of texts of immediate comprehension, characterized by the most complete synthesis.

#4. Clarity is an unavoidable requirement for a self-respecting call to action

The call to action (CTA) must be clear in the ad on Instagram Stories. Only in this way, encouraging the public to take action will be an achievable goal. Do you want to be more incisive? The insertion of elements in graphic format or vocal comments is the classic example with which viewers are exhorted to the completion of an action.

#5. The brand logo must never be missing

As the increase in brand awareness is one of the primary objectives of any campaign, inserting the brand is useful for approaching new types of public. To see the stories on Instagram there will be yes followers, but also users who do not have such in-depth knowledge of your brand.


As you have clearly guessed, the Instagram Stories are a decidedly new tool for companies that, in any case, find immense potential in the field of online communication to reach new audiences.

Making an Instagram listing as captivating as possible, on the basis of the advice just indicated, will allow your company to interact with new customers, transmitting the values of your corporate image to them. Seeing is believing.

Local Advertising

How to use digital resources to advertise locally

Local advertising is an effective and convenient tool, sometimes even totally free, to get in touch with customers close to you. In this article we will find out how to use digital resources to advertise locally … and we will try to cover few questions those often rise in our mind when we talking about advertise locally …

  • Why local advertising is important?
  • Where to place online ads aimed at local customers?
  • What are some special features of “local” ads?

Online advertising has changed the way sellers and buyers meet: once there were the Yellow Pages or the telephone directory, now it has been almost exclusively to search engines, online directories, review sites and social network. And while these digital tools are open to everyone, anywhere in the world, many also offer the opportunity to publicize their business with a local clientele.

In this article we will discover the basics of local advertising and how to exploit them for your business. We’ll find out why local ads are so important, where to buy space and what to do to narrow down the field to a local clients.

Advertising On Facebook

Why local advertising is important?

First of all, always remember that the Internet is everywhere. This means that if your bike shop is located in the east of New York, the inhabitants of the west of New York will find you online, but also those who live in New Jersey.

Assuming that those who live in New Jersey will not be very interested in going through a boot to make a purchase in your store, it is probably not a good idea to invest to advertise your business in New Jersey.

And this is precisely what characterizes local advertising: it allows you to limit the display of your ads to people in your area and who could become your client.

Online Advertising

Where to place online ads for local customers?

You can place local advertising online through many different channels: search engines, local directories, review sites and social networks are the best places to start.

On search engines you can choose to show your ad when people enter certain search terms, and all major engines allow you to limit the display of ads to people who live only in certain areas and locations.

For example, if you choose “bicycle repair” as a keyword, you can create a campaign aimed only at those who type these terms and are within a radius of 10 kilometers from your store.

And then? Well, social networks like Facebook and LinkedIn offer professional pages, as well as paid ads targeted to local customers. Social networks are able to detect the position of people and, just like search engines, allow you to show your ads only to those nearby, through local and relevant messages.

Of course, local directories and review sites also offer opportunities to advertise locally. Apart from inserting your card, which is usually free, you can take advantage of paid features to show your ads in prominent positions, such as search results or even your competitors’ cards.

Social Media Trends

What are some special features of “local” ads?

Local advertising gives you the opportunity to take advantage of the presence of people in the vicinity of your store. First of all, your message can be targeted to those who are physically close to the store.

And some local advertising channels offer unique features.

You can in fact enter the opening hours or show the ads only when you are open.

Or you can guide customers with smartphones or mobile devices to your door with step-by-step directions, get in touch with just one click or even let them read the reviews you’ve received.

To Recap

Local advertising can help you find customers near your business, offering you numerous channels and opportunities.

You can choose to use search engines, social networks, directories or review sites, limiting your advertising budget to those nearby, and take advantage of special features to bring out your business in the neighborhood.

Do you have a project in mind to grow your business and need help getting it done?

CYONWO is a team of web specialists. They design and develop “creative” and “result-oriented” digital solutions. They work with commitment and professionalism alongside their customers. They will love to contribute to the success of your projects for advertise locally.

Local SEO

Local link building: What is it? 8 practical tips

What is Local link building?

The local link building is that segment of the local off-site marketing strategy that includes all the actions of optimization for search engines whose goal is to promote a site on the web through the construction of a network of incoming links.

To make a local marketing strategy effective, off-site activities play a fundamental role in the construction of a network of connections that enhances local link building and increases the popularity of our site.

Before the advent of 2.0, when the web was not made up of relationships and social media did not exist, Google recognized as key elements for increasing popularity the inbound links or links that from a third site referred back to ours. For this reason the off-site SEO activity tended to coincide with that of link building. The advent of online communities, the overwhelming power of Facebook and all other social media have influenced the change in the algorithm of Google that today takes into account the social factors for positioning.

In this article there is everything you need to set up a successful local link building. Starting from the definition of local link building we will discuss the importance of off-page SEO activities, how to recognize a good link, to get concrete advice on which to base a strategy to be put into practice to achieve the objectives set.

Local link building

Local link building: Relevance and Proximity

Let’s find out what makes the difference to your local off-page strategy

The advent of online communities, the overwhelming power of Facebook and all other social media have influenced the change in the algorithm of Google that today takes into account the social factors for positioning.

The local link building is a subtle exception and a backlink that may seem “useless” in the classic link building, can have considerable value in a local link building campaign, regardless of the authority or ranking of the domain that sends it. There are two elements that make the difference and are …

  • The vicinity is necessary to ask whether a given link may be relevant in your location, in your industry and in your niche market;
  • The relevance to climb the SERPs is very important that the links refer to a local and sectoral perspective according to the neighborhood, the city or the province. If the links are “locally” relevant, they bring value to the local link building.

Starting from these two elements, it becomes clear that our backlink profile will be enriched when we are able to establish connections with activities, sites, blogs and influencers belonging to our sector or to niches of market products that represent us. We must therefore avoid sites that deal with subjects that are not consistent with our area of interest, whether they have been inactive for a long time or with a high spam score. It is wrong to target quantity, but we must always focus on quality.

Local link building

How to recognize a good link

Quality and authoritativeness of the domain in the territory of reference

For a local link building that contributes to the construction of an effective local SEO, it is very important to monitor the origin of the links evaluating the quality. Obtaining a “good” link hides behind a long activity of strategy, choices and decisions. But the strategy must start from a crucial question: what are the useful links, those that can bring visibility and visits to our site and therefore popularity?

Answering this question is very complex, especially if we consider the local context, which differs greatly from a wider context such as the national one. The focus must be on quality and authority of the domains of origin, without neglecting the quantity of backlinks in the reference territory. So we try to understand how to recognize a good link.

We can define a “good” link if …

  • It produces traffic from the referral site, i.e. from the site on which the link is published;
  • Produces visibility to our brand making it recognizable, therefore popular;
  • Brings improvement to our reputation by increasing the authority and reliability of our site.

These are closely linked features: external links generate referral traffic which positively influences the importance of the brand and its reputation. In even simpler words, a good link is what allows us to grow the popularity and authority of our site.

But this is not enough. In the next few paragraphs of this article we will explain how off-page links and actions can bring us the expected benefits and which references to create our strategy with 8 tips for your local link building.

Local link building

A successful local link building cannot disregard the following elements …

1. Quality

In the local reality, the first thing to do is look around, analyze the ecosystem in which our activity has dropped and make a selection. Community, local online magazines, directories, and forums: these are some of the realities in which to insert ourselves and try to make ourselves known. We carefully evaluate the sites that contain a link to our site. We do not need a lot of links, the important thing is that those that lead to our site are profitable and quality. Never lose sight of backlinks, a good backlink is not said to be eternal today. It could happen that the site that sends it has in turn penalties or start linking other sites in a reckless way.

2. Quantity

Entering company contacts in local directories, niche sites and business associations, always from a local SEO point of view can bring undoubted advantages. In multiple directories you are on the web, the more users can reach us easily.

3. Target

The authority of a site is among the first 3 factors in order of importance for ranking purposes and therefore considering it in our strategy is important. However, we must first assess how much and where our target audience is present and active. Our target exists and we must pursue it. Even if this means reaching it on a site with low authority, but with a lot of traffic.

4. Partnership

Each local activity has partnerships with suppliers or similar companies. Each partner, in turn, could have interesting connections from which to draw and weave a network. In local SEO, we need to leverage mainly on collaborations with local companies in the same sector, with companies in the same building or with members of the same business association. It is the best way to increase the possibility of reaching potential local customers who are searching certain activities on the network.

5. Competitor

It is important to take into account the context in which our business has declined. And in this context a fundamental role is represented by competition. Analyzing our competitors can bring us many advantages. First of all, it can help us understand its moves, “copy” it and perhaps even anticipate it. But above all it can help us to get ideas on what to do.

6. Content

It is the fundamental element for a good link strategy. If we do not have something interesting to say, hardly anyone will be willing to share it. Our advice is not to do blogging if you do not have something truly original and unique to say. Rather than talk about current trends or breaking news try to create niche content.

7. Digital PR

The digital PR activity is carried out with the main purpose of creating strong and lasting relationships with administrators of other sites, bloggers, influencers and opinion leaders and making them talk about you, your products or services. Link building also has the same objective of online public relations activities, with the only difference that while the former is characterized by a colder and more detached relationship, the online PR approach is necessarily more humane. We advise against carrying out any action with the sole purpose of promoting the brand or products; moving the focus and conversations, even outside the simple professional side, can also lead you to build important relationships.

8. Events

For a local activity, events can be the most strategic element ever. They are the moment when online and offline converge and where the best relationships can be born. Each sector event must be adequately documented and perhaps told in real time through social media. Organizing an event, on the other hand, requires much more effort, but if done well, returns can be considerable. Bringing people into your company is a great opportunity to build the best long-term relationships, promote the brand and get your products tested.

Activities like these will help you to position your brand both online and in the local community.

Do you still have doubts about what is the local link building?

In this article we have introduced one of the most relevant topics among the areas that make up a Local Marketing strategy. The importance of off-page actions and the construction of quality links make local link building one of the most interesting segments of the Local SEO strategy, as well as being a continuously updated activity.

Have you already started planning your local link strategy? Are you carrying out local link building actions for your store? Let’s discuss it together in the comments.