In the information age, where it is increasingly difficult to differentiate valuable content, brands face the challenge of being relevant. Those with a strategy that allows them to make effective conversions from digital platforms achieve this .
Thus, as they read it: those that offer valuable content that allow them to sell from the brand’s blog, or profile clients who are involved in the conversion funnel.
Sounds difficult? Scary? Do you wonder how Tajarat properties achieve it? The answer is simple, but execution requires consistency: publish information that generates value for your customers, using tools that guide users along the path of conversion.
Value content is that which is designed and thought for consumers from the essence of the brand. Segmentation and clear identification of customers is the main basis. With this clear, it will be much easier to move forward.
It is proven that 80% of those who make decisions in companies prefer to know information from other companies through their content than through traditional advertising. (Read also4 keys to start designing digital products)
The objective of a content marketing strategy is to reach new market niches, retain your current customers and establish more and better links with your audience .
According to HubSpot, generating content on your blog increases web traffic by 55%. In this way you can make sense of your products and services but not simply by talking about yourself and how good you are.
On the contrary, you must understand the needs of your customers and try to provide a solution through education and offering additional content such as user manuals, whitepapers, compilations, etc.
Talking about what your clients need, providing solutions and educating them on a topic will be your golden ticket to become a benchmark within your industry. Telling details of your company, products and services will reflect transparency and trust in your customers and therefore increase their loyalty to your brand.
Email Marketing is 40 times more effective way to acquire new customers than through Facebook and Twitter. However, social media is the perfect support channel for your strategy.
The objective of segmenting your customers is to create personalized and unique content for each user and to understand the needs of each one. This will help you create a closer brand and make your products more widely known.
Good content will not only be reflected in your relationship with customers, but it will also help you with organic positioning in search engines.
This will translate into more visits to your website and social networks from people who will become potential customers and learn more about your brand and products. HubSpot has shown that websites with 51 to 100 pages generate 48% more traffic than websites with 1 to 50 pages.
These quality contacts are what make it all worthwhile. These new visits that come to your website thanks to valuable content are what we want.
Possible leads, new contacts, potential clients, users interested in what we offer are possible. Thanks to these, you can increase the customer base and increase the sale of products and services, all through content.
4 keys to start designing digital products
There is nothing more terrifying than facing a blank paper without having clear ideas. For this reason it is necessary to follow the theory, be based on methodologies that allow clarifying the ideas and put into practice a series of steps so as not to lose ourselves in the attempt to design a very good graphical interface.
But how to start? Is the question we all ask ourselves. The following steps can help you to better answer it and take on the challenge of structuring the business, user and technology objectives in the design.
Understand the customer:
Recognize your needs, discover how you operate, what you think, what you would like, how you are compared to your competition: ultimately, put yourself in their shoes. It is not enough just to receive some instructions from the project manager or team leader to begin to translate the first thing that comes to mind.
The best advice is to start by reviewing the client’s current site in case it is a redesign, interview it, look for some references, or attend the project kickoff meetings. Do not stay with doubts, always ask.
Identify audiences and objectives:
It is not enough to be clear about who the customer is and what they do, you must know their target audience and turn them into “people”. This will help you to know who you are really talking to, that is, the user who is going to interact with your interface and their mental models.
You must know what he thinks, how he thinks, the aspirations of his life, what are his technological scope and limitations, what may be the connection points with technology and his search needs on the Internet. For this you can use methodologies such as “buyer personas” and “journey map”.
Always contact the information architect:
Usually it is the person who has the entire project in mind, the scope, the new functionalities and, most importantly, the navigation map (an artifact that shows the entire structure of the site at a global level).
Remember that to design you must understand the entire process with the client and with the users. Now, if you don’t have an information architect to guide you, find a way to get involved in the entire process from the beginning of the project.
Identify the starting points:
Once you have soaked up everything that corresponds to the client, the users, the technological tools they are going to use, the navigation tree and the site templates are well defined, you can focus on the home page as a starting point.
Do not go to the screen all at once, start with sketches on paper to correctly define the structure of the page, take as input all the information you acquired and design the prototypes thinking about the objectives of each interest group, the usability standards and conversion. Once you have the entire structure well defined and most importantly approved, you can start designing.
Tips for choosing images that attract attention
We do not give them. Netflix offers proven rules for people to always click thanks to the power of an image.
If you are a Netflix user, you may find that your personalized list is full of movie and series titles that represent your particular tastes and individuality. And while this is still true, the streaming service would like to remind you that since they are a technology company, after all, “free will” on their platform is more of a never-ending construct.
In a recent post published on the company blog, Nick Nelson, Netflix’s Global Creative Services Manager offers a look at how they monitor content selections based on the associated image.
The results are amazing. They found that users spend around 1.8 seconds considering each title that is featured on Netflix. In general, if the person has not decided in 90 seconds on the platform, they will continue scrolling and navigating down.
“We were surprised to find the impact that a single image has on each member to choose the desired content, and how little time we have to capture people’s interest,” notes Nelson. If even Netflix employees are impressed by how little time they have to offer content, imagine the conclusions that we as community managers can draw.
Likewise, on Instragram, Facebook or Twitter, the time of users is limited and generating an impact based on a single image must in fact be “shocking” and effective. According to the New York Times ,during Facebook’s most recent Q1 earnings release, provided by Mark Zuckerberg, people spend 50 minutes a day between Facebook and Instagram (the two platforms he owns), but in intervals of 5 to 6 minutes . In other words, the attention time of the user is limited and the reading type “scan”, the norm.
These are two of the conclusions that you can apply in your media strategy:
1. Emotions are the key to communicate quickly
The human brain is programmed to respond immediately to images of faces. But it is important to know that faces that convey complex emotions generate more engagement than others with neutral expressions.
For example, in this collage , the highest number of clicks was generated, thanks to the photograph of two characters: one happy and the other surprised, contrary to other proposals with the characters alone and with expressions that are more difficult to identify.
This rule can also be applied on your social networks. Dare to carry out this advice in your content strategy. Even a global conglomerate like General ElectricHe does it on his Instagram account with first-person photos and personal stories, which earn more “likes” than others about his technological advances.
How to choose images for networks.
2. Less is more
One of the most marked trends emerged when evaluating that, when a photo contained more than three people, the tendency to click decreased dramatically.
This is partly due to the small space of the thumbnails and the identification that it was most effective with people who had a single emotion reflected on their face (even if this emotion was negative).
For example, for his season of Orange is the new black , people clicked more on the image of the protagonist alone in a defiant attitude, than the one that presented most of the characters in the series.
Blue world city islamabad seems to know this rule and that is why most of his tweets or Facebook posts include a single face, representing an easily identifiable emotion. For a topic as sensitive as the well-being of children, this is a strategy worth evaluating to generate engagement that can change the world.