Online Advertising

The functional purpose of branding is to identify a differential promise about the values of a brand, and communicate it to consumers in a coherent and consistently way. Political parties have failed to transmit that brand promise, resulting in the total loss of public confidence. This is why politics must learn from branding.

Like any brand that has reached its final cycle of life, political parties need a regeneration if they want to survive. These parties are articulated today as a group of members who share the strictest sense of belonging and the denial of anyone who does not share the same opinion. A totally opposite approach to having citizens at the center of their strategies.

But building a political brand is something that takes time and a careful strategy. Unlike other brands that seek the continued confidence of the public, political brands seem to be focused only on getting confidence every four years, when polls become the best indicator of sales and trust.

In the absence of a clear promise, supporting only their messages by generalist ideologies, political parties are engaged in the speeches of fear and in the discrediting of the contrary. But what would happen in the outside world if Pepsi simply told us how bad the ingredients of Coca-Cola are for our organism? It is clear that negative messages do not get adepts to your lines.

Politicians should learn that they should not only communicate to the voters, but especially to those who do not vote, just like any brand that tries to enter the home of new consumers. Even if we move from parties to politicians or brands to branded products, it is necessary to build an emotional connection between the product and the customer. And that is something that does not conform only during a political campaign.

Fortunately, the population is not stupid and picks out those brands with which it feels identified, who have been concerned to build a positive dialogue. Completely neglected by our political brands. It is time for political parties to take good note of what good management of their brand means and what it can do for them.

Twitter has become one of the favorite tools to companies business by the way it reaches consumers. It´s quick, direct and it works in a perfect way that helps to establish long lasting real time relations by keeping the brand as a part of the daily news. Companies start to be a part of the conversation and the communications turns more personal with the consumers.

But Twitter, as every communicational tool, requires some basic elements at the time users create a digital strategy to reach success when relating with consumers. In other words: everything that can occur on Twitter matters, and not everything brands do is acceptable. Hubspot and SocialBro made a guide of what does and what does not make a brand succeed on Twitter.

Twitter as a perfect tool to build a brand

Social media has become an essential element to build a powerful brand. Twitter is vital for it but it needs to have a good role play. It is important to follow Twitter´s basic rules. According to Hubspot´s information, to acquire engagement within the relationship with consumers first of all it is needed to establish an equal bond with followers. In other words, the audience should be seen as a friend rather than the massive group of people it actually is. By having this on mind the communication turns more personal to each consumer; as an audience you prefer to feel there is a relationship with the brand you follow instead of reading institutional messages that were obviously thought for the mass. Of course, this also helps to embrace the personality of the company by reflecting it in every message they send, and as they publish messages that connect with the audience.

Twitter as a lead generator.

This social media tool does not only works to create powerful bonds within consumers and brands, it´s also useful to conclude several things brands are looking forward to concrete in short term conditions; such as generating leads. To achieve this, tweets must be short and concise: the reader should clearly notice what you are offering. Moreover it must be presented in an attractive way. The best technique to achieve this is by including only one link, by not using hash tags and by not mentioning other users.

Twitter has its own label

It is extremely important not to forget that Twitter has its own label which provides a specific format that needs to be strictly followed. Direct messages are useful when a personal communication is required if not it is considered spam communication. On behalf, something that must be kept on mind is to take care and keep followers. You ought to convince them that your account is worth to follow.  Most of companies twitter accounts loose a 15% of new followers after the 3^rd week they get to know the brand because, the information that was posted wasn´t relevant.

How content is published helps to achieve better results.

Images are much more attractive than texts. Tweets that include images achieve a 34% of re-tweets rather than the ones which not. Furthermore, not every image will work, it needs a previous analysis and selection of what image it will be posted, why and when. First of all, as it is recommended on Hubspot´s guide: make sure you have the right to publish that image, check quality and definition, and be aware that there is a relation with the content.

Images are not the only way to create an attractive post. Playing with URLs it is also a good strategy to have on mind. According to SocialBro´s data base, corporate messages on Twitter that include an URL in the middle achieve in a 26% a superior number of re-tweets, than the ones that includes it at the beginning or at the end.

And, of course, hash tags are definitely an element that helps to motivate the company´s presence in conversations. Terms of use are based on common sense, although brands don´t always have this on mind. Hash tags must be used on appropriate situations. If a hash tag wants to be used to start a conversation it must be creative and clearly linked to the brand, so as to followers link it on their minds. And the most important part is not to use hash tags that have been used by others, especially by the competence.

To conclude, a tweet with numerous hash tags does not reach the objective. The ones with only one hash tag obtain a 69% more of probabilities to be re-tweeted.

Fuente: www.puromarketing.com

Digital Strategy for Companies and Professionals

Thinking in digital strategy is imposed increasingly. This trend has been consolidating in recent years and the number digital marketing actions, communications and thinking and defining a digital strategy is increasing its acceptance and use in the SMB segment and professionals, in addition to large companies.

It is clear that customers or potential customers of a product or service, are increasingly seeking on the internet to analyze, search and compare before making a decision. For businesses, having and maintaining an online presence is a necessity today to maintain growth, reach new markets and avoid loosing ground against its competitors.

Some digital strategy tips you may consider:

• Analize what you have previously done in digital marketing, actions and resulsts.
• Web Site, updated, modern, responsive (well visible in all mobile devices) and dynamic. What do you use it for? It is SEO optimmized?? Is it responsive? It seems obvious, but many companies still do not give importance to what could be one of its major sales channels.
• Internet positioning (SEO / SEM): Natural positioning work and payment positioning (PPC campaigns) to appear in the top positions of search results in major search engines like Google, Bing and Yahoo, by the time when someone searches for your product or service.
• Online Advertising: On the Internet, search engines and most popular websites are like to advertise in large billboards on public roads and in major newspapers. And they have an advantage: You can measure, analyze and adjust permanently the campaign to optimize investment, depending on the results.
• Social Media: It is important to understand their approach, benefits, uses and consistency to suit the communication needs of the company and its target audiences.
  • Facebook, what to do? Shall we have a fanpage? Invest increasing fans? Is the right platform for my company?.
  • Linkedin: Just for looking for a new job? Can we found a linkedin strategy to make it useful to my business
  • Google+ is like another Facebook? Is it important for SEO positioning?
• Contents: Develop a content marketing strategy, with information, notes and actions related to your company, products and services, helps improve web positioning for your company and at the same time provides excuses to interact with your customers and target audience. It is necessary to generate content?
• e-commerce: Shall I consider this for my products or services? It is the right time now to walk this path, what is needed? Are we selling online today?

Define a digital strategy covering the points mentioned above should be a clear objective for any company this year.