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Monday, July 27, 2020

July 27, 2020

Inbound or Outbound Marketing? Where to look for performance in 2020?


Did you notice it too?
So-called “natural” lead acquisition sources tend to see their performance decline.
It is becoming more and more complicated to position yourself in Google results on keywords with high search volume.
Social media posts are also struggling to reach the levels of visibility and engagement of 3 or 4 years ago

Recipes that worked see their performance decrease. Why ?

The development of competition is a first element of response.
Inbound marketing has become a mainstream strategy.
Today, it's rare to find a business that doesn't regularly publish blog posts, white papers, infographics, and more.
This competition tends to saturate search engines and social networks.
This observation provides part of the answer , but it is not enough to fully explain the phenomenon of erosion of the performance of so-called “natural” channels.

What if the rules of the game had simply changed?

Let me explain. Natural channels are based on algorithms whose initial priority was to prove to be relevant and useful in attracting users.
Now that users have become captive of the platforms, the balance of power has been reversed . Who can do without Google, Facebook and Linkedin today?
The priority of these platforms is no longer to be used, but to push the monetization of the audience that they have managed to gather.
Their algorithms have reached maturity: they can accurately predict which content will effectively engage which audience… and this now comes at a price.
The bottom line for advertisers: The organic reach of their natural campaigns decreased as the profitability of their paid ads increased.

And now ?

Inbound marketing has revolutionized the way we market.
This strategy still generates the majority of qualified leads for many businesses.
To continue to perform, however, we must follow the underlying trends and adapt to the new rules of the game.
That is to say: develop paid acquisition channels, and return to traditional channels (particularly mailing).
Indeed, Inbound and Outbound are complementary.
Each plays a role and reinforces the other in a new approach that we have developed: the Reach Escape Velocity method ..
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July 27, 2020

What is the flight plan for the Reach Escape Velocity method?



The Reach Escape Velocity method is a new approach to your digital and commercial marketing strategy. It is based on a common language, a method and tools which complement each other and are aligned towards one and the same direction: the ambition for a company to grow quickly and sustainably.

The Reach Escape Velocity method seeks to accelerate the growth of your business by successfully piloting your digital strategy.

We tell you everything about the first of the 4 phases of the Reach Escape Velocity approach: establishing a flight plan!

Define your Buyers Personas

Breaking news : 70% of companies that do not meet their turnover and lead generation goals do not analyze their Persona.

the Reach Escape Velocity method is based on a solid and thoughtful flight plan, based on a good knowledge of your target audience. The latter represents all of your potential prospects that you have not yet managed to identify or reach.

Clearly define your buyer personas. These are your potential customers and therefore as many business opportunities not to be missed. They have a strong sensitivity to the service or product that you are offering in the market.

In order for them to manifest to you, you need to define your persona correctly.

To help you with this process, we've provided a ready-made template for you to download for free 👉 Template Buyers Persona .



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 Establish SMART goals

Did you know that 90% of the time, people who set specific goals and challenge themselves achieve higher performance.

Setting goals may seem obvious, however, it was not always easy or systematic in most organizations. The SMART method (Specific, Measurable, Achievable, Realistic, Time-bound) is the most effective for defining relevant and coherent objectives.

The Reach Escape Velocity approach consists in particular of carrying out regular reporting which makes it possible to measure performance with regard to the SMART objective and to detect the right KPIs to achieve it.



Design on the existing




Tearing down to rebuild is not a good strategy on the Internet. On the contrary, it is the best way to reset your natural referencing and start from scratch or almost. The SMART goals you set earlier give you a great starting point for analyzing your current device .


Do I want to generate leads? What is the overall conversion rate of my site? Which pages perform the most? Which ones perform the least?

A regular audit (every 6 months for example) allows you to take a step back, identify opportunities to generate rapid results and achieve your goals .

How to calculate relevant objectives and prioritize your marketing actions?
👉 Discover our free template.


Align teams

And finally, take a final step and align your teams .

When you launch marketing and / or sales campaigns, your prospects / customers expect you to provide them with a smooth experience as they progress through their shopping experience.

smarketing

This synchronization will considerably boost the performance and productivity of your company on two aspects:

On the one hand, the alignment between your Marketing and Sales teams (and / or Support) is crucial to provide in the best conditions, this experience expected by current consumers.

It is now a necessity to hope to build, in the long term, a lasting relationship with your customers.

Having the same DNA between your teams will allow you to send the right messages to your prospects and customers.
On the other hand, this synchronization will have other beneficial effects for your teams. The marketing team will detect and transmit the hottest prospects to the sales teams more quickly and efficiently.

Indeed, detecting the right opportunities at the right time will allow sales to contact them when they are ready to take the act of buying and those who represent a good fit for their business.
Do you want to take a step forward in your alignment?
👉 Discover our Sales / Marketing template , available for download.



This new Reach Escape Velocity method must therefore be based on a relevant and sustainable flight plan. Any company that wants strong growth with rapidity in achieving their SMART objectives must focus their efforts on all axes of the flight plan.

Do you want to know how this new approach can apply to your business and help you grow?

Make an appointment with Jimmy to discuss it ☕
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July 27, 2020

10 tips for your content marketing that will make your life easier


1 - Find inspiration with keywords

When you are sitting in front of a screen and looking in vain for an idea, you can, according to a structured principle, stimulate your creativity: with, for example, Google Search Console which conducts an analysis based on the keywords that your customers use to get to your site. Also, if your customers regularly ask questions about your product types but none of your articles answer them, fill in the gap. Thanks to the keyword planning tool on Google Adwords or even on Google Trends, examine which questions come up most often in your industry.

2 - talk to your customers

Who other than your customers knows best the issues that affect them and the information they need? As part of your content marketing , you can talk to your customers personally or over the phone. Help yourself to this from your account manager. Small notes, like for example on Evernote, are more than necessary. You can also speak directly with your customers and publish the report on your blog or as a testimonial on your website. 

3 - Structure your ideas

Here's another principle to stimulate your creativity in the event of a breakdown: create an online list with all of your team members so that everyone can write notes. When you come across some interesting articles, you can easily share, collect and organize them through Storify or Evernote. For anyone craving interesting daily reading: Google Alerts is your friend.

4 - Save time with tools 

The content creation process ranges from brainstorming and publishing, documenting, writing, creating illustrations, and proofreading. This process is easier to manage when it is supported by software. Try for example Evernote or Trello. It is very possible in content marketing to quickly lose control over the organization of its topics and over the planning.

5 - Find your article titles with your team

Generating leads in marketing involves a multi-stage conversion process. Thanks to your content and your marketing strategy, leads gradually turn into customers, then into loyal customers. The title of your article plays an essential role from the start: it determines how many people will click on your article and read the first few lines. Your content strategy only works when you have a headline that piques the reader's curiosity. To inspire each other, you can create with your team members a list of article titles that generally arouse the interest of readers (for example: "10 tips for ..." or "For and against ..." ).

6 - Use a thesaurus

In content marketing, don't go overboard with keywords. Concise but varied synonyms and sentence structures are more important than an overused slogan. If you notice while writing or proofreading that you repeat the same word several times, use an online thesaurus. You will then find other formulations.

7 - use synergies

"Author means authority". This is a saying from a time when books were still exclusively paper. This statement is still valid today: there are many people who write interesting articles on a topic, there are fewer who devote themselves intensely over a long period to one and the same question. Those who fall into the latter category should consider publishing an e-book. As part of your content marketing, this offers several advantages:
  • You can reuse articles that you have already written and thus limit production costs, while being careful not to lose the common thread of your book.
  • By writing on the same topic regularly, you have already created an audience for your blog, which may well turn out to be potential customers for your book.
  •  You can also attract the attention of specialists. From such a post, you can generate new marketing opportunities, such as being invited to a debate or to speak at an event. This is how a reputation is built and a subsidiary income is also generated.

8 - speak instead of writing

Technology today makes it possible to turn good speakers into good writers. And that without having to spend hours on a keyboard. If you speak better than you type, you can use speech recognition software. Evernote for example has a function that allows you to change the words you say to text.

9 - interview specialists 

There's an easy way to create great content with the help of outside support: let others do it for you. The interview format that we already know from newspapers, radio and TV also has its advantages on the internet:
  • You can offer relevant and cutting-edge content without you even having to do the research
  • The specialists you invite will surely share the article on their own social networks
  • Select your contact from among your customers and you will increase their support for your product
Tip: for even more efficiency, record your interview with Skype recorder, then transcribe the conversation in writing with speechpad.com.

10 - Generate attention with visual content

Multimedia also means diversity: complete your article with not only photos, but also with charts, diagrams, tables, podcasts, videos and quotes in quotes. With such visual content, you increase the chances of capturing the reader's attention: on the one hand, users more easily share funny photos and relevant graphics on social networks, on the other hand, images serve as visual appeal. reader's attention. In addition, it is often more efficient to create an image or a graphic than to write a long text. Also remember to briefly explain what the figure represents so as not to force the reader to lean into it.
We've put together these 10 tips especially for those who don't want to choose between quality and efficiency when establishing their content marketing. 
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July 27, 2020

10 digital marketing tips to (re) act in the face of the Coronavirus crisis



Dear advertisers, many of you are wondering if you should cut your advertising budgets and what you could deploy digitally to maintain your business. We have identified opportunities that can help you deal with the Covid-19 crisis:

1. You are an e-merchant and still, have the chance to deliver to your customers and to have stock. Start by analyzing what are the top-selling products at the moment, then create specific campaigns. On Google Ads, by bidding on the names or categories of your bestsellers or on Facebook by highlighting these articles in a carousel format for example.

2. If you haven't yet launched a Google Shopping campaign, don't wait any longer to get started! Indeed, this type of campaign is generally very successful, both in terms of the number of sales generated and the return on investment. To do this, open a Google Merchant Center account and create a product feed. In addition, a brand new feature has just appeared that will make your life easier. It is now possible to create a flow without going through your webmaster or through too technical solutions. You can manually add products one by one in the Merchant Center interface by filling in all the fields that will be asked.

3. Concentrate on highlighting products that your customers might need during this time: - essentials , such as food or hygiene items - products that can no longer be purchased in physical stores , such as computer accessories, pet food, or baby furniture and accessories

4. There is a good chance that your competitors will reduce their media budget or even completely suspend their campaigns. Therefore, this would lead to a drop in competition and therefore in the average CPC. If you can maintain your campaigns , do so because there is a real opportunity to acquire new customers at a lower cost .

5. You had already tested Search, Display or Facebook campaigns and the performance was not there. Maybe now is the time to relaunch them and put them to the test? Indeed, everything suggests that the Internet user interested in such or such product today will make an online purchase in the coming days. We believe the lead time is going to get shorter at this particular time. Furthermore, while in normal times most Internet users do ROPO “Research Online, Purchase Offline”, today there is no other option than to order online. Thus, audiences on Google's market (inMarket) are much more inclined to order in a shorter timeframe. Put audiences to the test and test different types of campaigns!

6. A significant variation in your conversion rates is expected, whether positive or negative. In this case, you can implement a seasonality adjustment in Google Ads. This advanced tool allows you to optimize the bids of your campaigns that use smart bidding strategies. It works especially well for short periods of one to seven days.

7. If you have no choice but to reduce or put your campaigns to sleep, take the opportunity to focus on your natural referencing (SEO) . Optimize your site from a technical point of view, semantically, and create new content. Do you think about the problems of your audience during this period of confinement? How can your products, your services help them overcome this ordeal? Offer them positive content, tips, to do lists, advice, entertainment!

8. Offer your services differently: for example, consider setting up a delivery system or organizing online training and communicate them as much as possible.

9. Keep your customers and prospects informed of developments in your situation. Take the opportunity to capture users on your social networks and invite them to follow your pages . Now is the perfect time to strengthen the bond between your business and your followers. If distance no longer allows you to form a physical bond with them, social networks allow you to stay in touch. Consider the video format and the Live solution to strengthen proximity.

10. Show your solidarity by making a commercial gesture or offering your services for free . Get inspired by Canal +, which has decided to help the French to better endure the confinement period by providing them with free access to the group's channels.

Suisseo is there to support you and even more particularly during this period that we are going through. Contact us for any request and if you need help at the strategic or operational level.
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Thursday, July 16, 2020

July 16, 2020

Cyber security best practices checklist can help you prevent attacks on your business


Now that you've put together a cyber game plan, much like a disaster recovery plan, you and your employees need to practice what is known as cyber hygiene (best practices in cybersecurity).
Data security and intellectual property protection concerns are not new, but threats evolve so quickly that your business cannot afford to ignore them. No one is immune to cybersecurity incidents such as phishing, malware, ransomware, or theft of intellectual property.
It is everyone's responsibility, not just that of your IT specialist.

Top 10 Best Cybersecurity Practices

  1. Cybersecurity know-how: Educate and train all your employees, whatever their position, according to the needs of your business. Make the effort to certify employees, if you can. There are many free and affordable online training materials to help employees learn more about cybersecurity.
  2. Back up all data periodically, not only to the cloud, but also to a local hard drive. Systematically test the reliability of your backup systems. Would you be able to recover the essential information that allows you to stay in business and stay one step ahead of your competitors?
  3. Not all employees need access to your company data. Adopt a policy to determine who can access what information, such as financial information, client lists and intellectual property, and under what circumstances.
  4. Consider cyber insurance to protect your business. It can cover elements such as legal representation costs and possible damages linked to a breach of network security, as well as expenses related to the restoration or recovery of data following a breach of security or a denial of service or ransomware attack.
  5. Document your cybersecurity policies and be ready to share them with your customers, if asked. Customers will likely want to know how you handle confidential information, who has access to it, where the data is stored, and what would happen in the event of a data breach. Offer this information to your customers as evidence of good governance.
  6. Plan for a mobile workforce. With more than half of the companies that currently allow employees to bring their personal communication equipment (BYOB), it is essential that you have a documented policy that focuses on best practices. With the growing popularity of wearable devices, such as smartwatches and wireless physical activity monitors, it is essential to integrate them into politics. Require employees to configure automatic security updates and that the company's password policy applies to all mobile devices that access your network.
  7. Apply strong password practices. The vast majority of breaches of data protection are due to loss, theft or weak passwords. In today's world where you can bring your personal communication equipment, it is essential that all the devices of employees who access the company network are protected by a strong password, like X! G43fd54L1! 9p or MonChienAimeLesPantoufles2 ! Never use a corporate password for personal purposes, such as accessing Facebook, LinkedIn, or other social media accounts.
  8. Data encryption means that it is almost impossible to reconstruct data without knowing the password. Microsoft and Apple have encryption features built into their operating systems. Activate this function!
  9. Install malware and keep it up to date. Did you know that on average 30% of employees open phishing emails (an increasing Canadian statistic)? Since many phishing attacks involve installing malware on the employee's computer when clicking on a link, it is essential to install malware on all devices, including network servers. Phishing attacks often target small businesses due to a lack of employee training or outdated software.
  10. For an additional level of protection, multi-factor authentication settings are easy to configure on most major networks and email messaging products. We recommend that you use the employee cell number as the second form of authentication, as it is unlikely that a thief will have both your account password and your employees' cell number. If you don't know what multi-factor authentication is, search Google or YouTube for videos on how to set up this type of authentication on all your email or other accounts.

Stay on top of the latest trends in cyberattacks

Whatever your preparation, an employee could commit a security error that could compromise your data.
Security is a moving target since cybercriminals are becoming more and more sophisticated and use advanced techniques every day.
As a business owner, you need to be up to date with the latest attack trends and the latest prevention techniques. It is essential that you and your employees make cyber hygiene a top priority.
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July 16, 2020

Five reasons why Canadian small businesses should expand internationally


Only 12% of small businesses export their goods or services. However, exporting companies are growing their sales, growing faster, and being more resilient in times of economic downturn. In addition, thanks to the Internet you can give international visibility to your business and easily access foreign markets.
Here are five reasons to expand your business internationally:

1. Take advantage of duty-free countries

With a population of approximately 37 million, Canada has a relatively small consumer market. The good news is that Canada is open to trade. As the country is party to 14 agreements Free Trade in force, Canadian companies have preferential access to over 1.4 billion consumers in 50 countries. Canada is currently studying or negotiating 14 other free trade agreements, including one with China. These agreements give Canadian businesses a competitive advantage.

2. Whether you're ready or not, global competition is coming

The agreement's free trade are mutual. As a result, foreign companies from the 50 partner countries under current trade agreements have preferential access to the Canadian market. This brings more competition for Canadian companies that focus only on Canada as a market. Canadian companies that export are generally more diversified and less dependent on a single market, which reduces their risk.

3. The "Made in Canada" designation is recognized internationally

Canada has one of the best reputations in the world. The “Made in Canada” brand is a clear competitive advantage for exporters. According to an international survey, Canada is one of the most renowned countries in the world; it ranked first or second every year from 2012 to 2017. When the time comes to export, Canadian companies can bet on the “Canadian” brand and thus promote positive characteristics such as exceptional quality, innovation, reliability, and respect for the environment, to name a few.

4. Exports Boost Sales and Profits

A large number of high performing Canadian companies export their products or services. As a result, a larger share of their revenues comes from exports, according to a BDC study conducted in 2017 among nearly 950,000 Canadian companies entitled Export: growth and profitability driver for SMEs. Other studies have shown that exporting companies generate more income, grow faster, and are more resilient in times of economic downturn than those that only sell locally. Exporting companies also need to be more competitive and productive if they are to succeed internationally.

5. Digital technologies facilitate export

Through e-commerce and online marketing, small Canadian businesses can expand their customer base internationally at low cost without significant start-up costs, for example by first establishing a strong presence in Canada or by opening a store in Canada. 'foreign. It is now easier than ever to access global markets and compete on an equal footing with large companies, and the investment required remains relatively modest. In other words, Canadian small businesses can use the Internet to become micro-multinationals.
Before you can take advantage of expansion outside of Canada, you must have a website.
Almost half of Canadian SMEs still do not have a website, according to the 2019 BDC study, Conquering the Web: Strategies to Boost Your Sales, Profits, and Exports. Only 8.5% of SMEs with a website have advanced online functions such as online payment. BDC surveyed nearly 1,500 business owners with national or international operations to better understand their online presence and how they use the Internet to grow their business.
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July 16, 2020

10 WAYS TO MAKE MONEY ON THE INTERNET


Argent Mania presents the best tips and tricks on how to make money easily and quickly on the internet. Thanks to good plans, you will also be able to win gifts. You can make money on the internet by surfing and reading paid emails. You can also go to free games sites that will help you get gifts quickly Argentmania also makes a selection of the best free lotteries Since June 2010, France has liberalized gambling. We will, therefore, present the sports betting and online poker sites that are authorized by ARJEL Thanks to the power of the internet, you will also have the possibility of having paid work at home, setting up your internet business, and therefore being paid ... It will allow you to make a good additional income easily. Every day, we publish the latest free contests.

You are stingy, you want more money, you need money quickly, you want to learn how to make an additional income easily on the internet, Argentina will give you the best means. Follow the guide If you are new to paid surfing, you can start with fairly simple means to make ends meet.

Cashback


 Cashback is not necessarily known to everyone but should be more. It is a very simple way to earn some money regularly by changing your habits. All internet users already buy products on the internet. Did you know that it is possible to have a commission on each purchase on the internet? Indeed, thanks to this technique, each time you buy on one of the partner sites of the cashback site, you have a commission that can go up to 10%! Find the best cashback sites

Paid opinions


  Did you know that it is possible to be paid to give your opinion? Indeed, many sites offer this solution to make an additional income every month. Once you are registered, you are offered to answer surveys and polls, and in exchange, you are given money. With this technique, you can earn a few euros for each survey you participate in ... Find the best-paid survey sites

Paid mails

  It is a fairly simple way which easily allows you to have free money. You just need to register on one of the paid email sites, and then you will start receiving advertising emails. For each email you receive, you simply need to click on the link and visit the site. You will then win a small sum. After a while, as soon as you reach the minimum payment, you can receive this amount by check or PayPal. Find our selection of paid email sites
Free online games: You can win a little while having fun
  1. Gambling:  It is riskier but the winnings are much greater. France now allows online betting and online poker. You bet and are paid according to your results.
  2. Lotteries on the Internet:  It's a hazard, but it's always chances to win more!
  3. Starting a business:  If you want to increase your remuneration, you will have to get your hands on it and invest a little more. It is a way to significantly increase your income but it is also an investment of time. For those who get started, you can make a living.
  4. Sports betting: Thanks to the opening of online betting, you can now bet and win directly on the internet. In fact, since 2010, regulations have opened in France to offer paid bets.
  5. Pub Bars:  It's a concept that has been around since the 2000s, you can get paid to watch ads. For that, nothing more simple, you install a small software on your PC which displays a pub bar continuously on your screen, it takes a little space, but in exchange, each time an advertisement scrolls, you receive points which are then converted into money. A good way to make the most of your internet connection and earn additional income

Create a website :




You can also get started and create a website. Thanks to the sponsorship, you can be paid according to the number of referrals that you recruit on the different sites.
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