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What is a digital marketing funnel?

A new website in the climbers, the Facebook page is taken care of, and you are ready for loads of customers who must find your product or service excellent. The visitors on the website have difficulty getting started and also order (too) little. Where do you start then? You look at the complete digital marketing funnel.

What is a digital marketing funnel?

The digital marketing funnel (or online marketing funnel) is a model that is often depicted as a funnel, which is made up of four (or sometimes more) layers. Each layer ‘contains’ a different level of ‘consumer’. The purpose of the funnel layers is to guide a (potential) customer as well as possible to the next layer. There are many names for the different layers of the digital marketing funnel, but in this article, we cover the following segments: Reach, Traffic, Leads and Conversion.

1. Range

The top layer of the digital marketing funnel is the ‘Reach’ layer, and as the term suggests, the goal in this layer of the tube is to obtain as much relevant online reach as possible. To generate an appropriate range, you can use both paid (paid media) and unpaid (owned media). Examples of owned and paid media that can be used well for reach:

SEO: write interesting blogs and web pages with relevant information that meets the questions or challenges that your target group has.

Social Media: Facebook, YouTube, Instagram, LinkedIn, Twitter and even Snapchat are nowadays platforms that you can’t imagine getting in touch with your target group. Consider carefully which social media channels your target group is located on and place relevant content. Do you sell women’s shoes? For example, Pinterest is exciting to watch. If you provide consultancy training to larger companies, LinkedIn might be interesting to look upon. The golden tip: it is better to arrange and deploy two channels optimally than to want to be present on five different channels and not keep this up to date.

Display advertising: there are several specific websites and advertising platform that can be advertised against payment through banners. Google also has the option to have its display advertising network (to which more than 3 million websites are connected) and to which you can ‘target’ in a targeted way to get attention.

2. Traffic

Traffic means ‘traffic’, and in this case, it means traffic to your website, webshop or app. Social media and SEO are also essential resources for transportation that you can use.

SEA: there is also a paid side to search engine marketing called Search Engine Advertising. SEA via, for example, Google Ads is an auction system where you can bid on specific search terms to buy paid organic results in Google. Within SEA you almost always pay per click (Cost per Click), which means that SEA can be a pricey channel, depending on the industry, competition and search volumes of specific keywords.

3. Leads

Leads are people who, in whatever form, have indicated that they are interested in your company. For a company, a point can be, for example, people who have downloaded a white paper, people who have completed a contact form, people who have requested a brochure or people who have registered for a newsletter. After the ‘leads’ layer, a company can come into further contact with this relevant (potential) customer and start converting it.

4. Conversion

The bottom layer is ‘where the magic happens’ the customer proceeds to conversion. The translation is the ultimate goal on which you focus your digital marketing funnel: concluding a contract or making a purchase in the webshop. How many% of all users of the site ultimately convert depends on many different variables. One of these is optimising your website. Do you notice that specific conversion paths in the website do not translate well, but you do not know exactly where to start?

Conclusion about the digital marketing funnel

There are many resources to be deployed per layer of the digital marketing funnel. It is therefore essential that a clear online marketing strategy is defined, in which the support of the tube is carefully weighed and chosen. If you don’t set up a layer optimally, the ‘tower’ is shaky. Digital marketing is the funnel, just like a game of Jenga.

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Improve the conversion of your website with an exit-intent

People who have reached your site via search engines or social media, browse around quietly, place a product in their shopping cart, proceed to checkout and then suddenly leave the website. The use of an exit-intent provides valuable insights to be able to specifically reduce the number of visitors who leave the site early.

Even the websites that have thought very carefully about the steps on the website find out that not everyone goes through these steps. We call these people ‘get-offs’. People who leave the page before they are converted to the purpose for which they came.

How do you determine the reason why someone leaves the page?

That a percentage of the people on the page leave it without doing anything, that is now clear. But how are you going to take targeted actions to reduce this percentage? More proactive communication through a pop-up with a discount? Review the page layout? Where do you start?

As every marketer knows, there is one possible answer to the question ‘where do you start’: with the visitor himself. Only visitors can tell you why they left the page. Start by asking for reasons via a so-called exit intent.

Exit-intent is a pop-up that appears when one leaves a certain page in your funnel without taking action. The reason for leaving is asked in an exit intent. Usually in combination with an open entry so that you give the floor to customers.

Three tips for a good exit intent on your website

Because visitors experience pop-ups mostly as annoying, an exit-intent must be set up as well as possible. For this reason, I give you three tips that you should take into account when setting up an exit-intent:

Don’t give too many options. If you let visitors choose from 9 choices, this is too overwhelming, and visitors naturally click the exit intent away.

Always add another, namely … option. Sometimes visitors walk away for the reason that you could not have imagined.

Ask for an explanation, but do not oblige. The reasons ‘where the magic happens’ and you get the most input to improve your pages.

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Generate some new entrepreneurial ideas

If you’re at the starting point of your product/entrepreneurial journey, the best way to get an idea on which to base your product and your future are to solve a problem that you’ve personally faced.

There’s a fundamental reason behind it. If you haven’t faced the problem yourself, you really won’t be able to understand the gravity of the situation, and you won’t be able to come up with the right solution. If you wouldn’t understand the problem very well, you won’t be genuinely passionate about solving it. And, when you will inevitably face challenges, you’ll quickly give up and move on.

If your foundation is clear, you can adopt Rapid Prototyping or Lean Startup methodology to move forward.

To keep innovating, the above approach will help for sure, but you can also check out Design Thinking principles which are specifically designed to bring innovation. Necessarily, Lean Startup and Design Thinking principles are the same, but the application is slightly different.

Hope that helps.

Nobody will answer your question accurately. However, I can tell you that thinking about great new ideas should start by really thinking out of the box. Many people are very eager to come up with new ideas, but their mind is always almost want to copycat something that already exists and try to come up with something similar.

Today, we are living in a world of fast-paced inventions and ideas creation. There is a high completion in coming up with the next idea. Our advice to you is to think outside your environment about ideas that would solve issues that we have now or we might encounter at some point in life.

There is a lot of time when you see someone comes up with a great idea, and you go “Why I did not think of that!” The reason why is because we tend to either think within our limitations or overthink.

Here are seven ways how one can generate some new ideas

Engage in Observation Sessions.

Socialise Outside Your Normal Circles.

Read More Books.

Randomly surf the Web.

Keep a Regular Journal.

Meditate.

Use Structured Exercises.

I believe keen observation, combined with W5H (what, when, where, who, why and how), is the most critical factor in developing creativity. Most of the ideas are a combination of knowledge, experience and inspiration from day to day examples.

This is what I do. If I see an example of a design or product or solution that works well, I make a mental note of it. Then I think about where else I can apply its use, what happens if I reduce/increase its size, weight, etc. There are many examples where an altered version of a product has a different use for different user segmentation for a different challenge that wasn’t thought of during the original product creation.

The other way that has been helpful in generating new ideas is to reduce the availability of the resources. If you can do something well in 10 hours, how can you do it in 8 hours? How can you reduce the cost without compromising quality? What are the features that can be combined or made reusable?

In summary, Observation, Analysis and Alternative thinking, Resource constraints help me churn new ideas.

Creativity is a faculty of the brain that has not been fully explained. You get new ideas because your mind can come up with something that it has not thought of before.

Usually, new ideas pop up when the brainwaves are tuned to a specific wavelength, between being awake and in a dream. Hence, we can get plans in dreams, when falling asleep or waking up, listening to music, or walking in nature, relaxing (which is scientifically proven to produce a relaxed and restored state of mind).

Of course, new ideas can be a product of “labouring”, i.e. analysing and thoroughly thinking a problem, but the more fruitful method seems to be to allow your mind wander and relax in search for the new ideas.

“Cross-pollution” also works well, i.e. don’t think of your problem or the need for new ideas, but do everything else: read, write, watch movies, walk and explore the city or nature, etc. When your mind ponders several unrelated things, it can draw new ideas from this expanding pool of influences.

Read. Read. Read More.

You have to make reading a habit. Now you have to decide the Subject. Anything that attracts you to read and find “why”. That’s a STARTING POINT.

From our childhood, our mind keeps telling you to find “why” and you can only detect by doing “how”.

That’s where…somewhere NEW IDEA is waiting for you. It’s a minding game; more you FEED him with KNOWLEDGE, RESEARCH, more you have NEW IDEAS.

According to the study, 93% of subconscious mind occupied with everything you READ, STUDY, EVENTS and that gives you input for your new ideas.

When I started my Unique Idea Business that doesn’t belong to my academic knowledge, I researched, studied and read about global automotive trend and launched the innovative model in India that inspired over 100 start-ups running today.

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What experts say about personalization

Everyone wants ‘something’ with personalisation, but how to start? What do you need, what tools do you use, and how do you set them up so that you can communicate in a personalised way? Personalization is the tailoring of products and services based on the user’s characteristics or preferences.  Parties such as Netflix, Spotify and Amazon seem to have already found the sacred personalization bead. What do they do well in the way they offer their customers a personalized offer and what are the biggest challenges in terms of personalization?

Based on a series of interviews with various experts from the field, we select seven conclusions in the area of personalisation.

# 1 Start at the beginning

Most companies know that they need something to do with customisation, but not what steps to take to get there. Immature digital organisations sometimes first purchase an expensive tool with which they expect to be able to personalise directly. However, they can only use the device to a limited extent because several basic conditions have not been met. According to experts, the basis consists of the following:

A clear picture of what you as an organisation, want to achieve with personalisation. If you think carefully about why personalising is essential for your organisation, this will prevent future discussions about the usefulness of investments, for example.

An extensive and structured database with customer data. If too little customer data is kept or if not all customer data is kept, you cannot take any further steps. Data in itself is not necessarily valuable because it is about the insights you gain from it. Gaining insights from data is only possible with data that is well structured.

An overview of logically selected segments. The data from your entire customer database ‘tells’ which groups display the same type of behaviour. Based on that, you can adjust expressions to the specific action of those groups. It is essential to think carefully about what characteristics you make segments because the formation of a section influences many future decisions. For example, you create segments based on geography, demography, psychography or behaviour. Do you sell books? Then segmentation based on the genre can be logical. Also, you see, for example, customers who almost always buy the latest products and customers who only buy when something is on sale. You could classify the latter as your ‘bargain hunters’ segment. Take a good look inside what kind of parts you as a company can make the most impact with personalisation.

Insight into the customer journey of customers. With this insight, you know at what time you can be relevant and in what way for customers in a particular segment. This, in combination with the behaviour of parts. Adjust the marketing activities of an organisation to the wishes of the customer.

When you have finished building the base, it is time to ride in the Rolls-Royce.

“I see many companies purchasing an expensive tool without having the basics in order. Then you have a Rolls-Royce in the shed, but you don’t know how to drive it, which is a shame. ”

Martin van Kranenburg – Teacher Beeckestijn Business School

# 2 Not enough data for segmentation? Ask your customer!

Segmenting your target audience is the first step in the direction of personalisation. However, you need sufficient data from your customers for segmentation. For example, there is little to personalise if you only know the email address and gender of your customers. If you do not yet know enough about your customers to be able to segment them, ask them to collect more data. You then use the new data and insights to divide all customers into segments. #dare to ask.

“Ask five or six easy-to-answer questions and submit them to the customer. You can then place the customer in a segment. ”

Mark Kruisman – Digital Marketing Specialist at Centraal Beheer

# 3 Learning from customers from the established sections

Setting up a part and requesting additional information from your customers is fun, but then it starts. With all the information that you continue to receive from customers, you continuously learn from their behaviour. Several small groups arise within a segment based on behaviour. With the insights you gain from this, smaller segments have created that present you with a message that is made explicitly for that behaviour.

“You go from segmentation to personalization. You look at the behavior within the segments. You cannot move from what you are doing to personalization in one go. ”

Wilbert Beelen – Digital Specialist CRM Marketing at Univé

This development of constant learning and adaptation is continuous and ensures continuous improvement. The only step by step is your message increasingly adapted to the wishes of the customer. So you take steps from mass communication, via segmentation to 1-on-1 personalised communication.

# 4 A DMP is indispensable for 1-on-1 personalisation

If the theme of customization is still in its infancy, various separate databases and tools are sufficient to serve a more specific message to a customer. For example, an email marketing platform that sends a more specific message to newsletter subscribers. If the organisation has grown into maturity, the next step must be taken: towards a Data Management Platform (DMP). A DMP is a platform in which you link data from your customers, obtained from the different channels that you use as a company. In this way, you can personalise based on all interactions that a customer has with you as a company to be as relevant as possible. Without DMP, you limit your personalisation to the data that you have from a customer within an individual channel, and you close your eyes to what the customer does within another channel. Experts are clear about the value of a DMP in combination with personalisation. According to experts, a DMP is indispensable for reliable 1-on-1 customisation.

“You can personalize without a DMP, but only on the basis of the data within the same channel. With the use of a DMP you can link, measure and use data from all channels in order to be as relevant as possible for the customer. ”

Tom Verdonck – Performance Marketer at Pathé Thuis

An example of a DMP is Datatrics. With Datatrics, you increase conversion and customer loyalty by communicating more relevant and data-driven with your target group. Curious about how Datatrics can work for you? Check it here!

GET STARTED IMMEDIATELY

# 5 Mix customer-driven and data-driven personalisation

Customer-driven personalisation is personalisation based on the preferences indicated by the customer. This data is usually obtained from surveys. Data must be requested from customers in the right way because customers do not merely share information. Data-driven personalisation is personalisation based on objectively established data about behaviour. Customer behaviour that can be deduced from data from Google Analytics is an excellent example of this. Personalisation can mean that content is personalised without explicitly asking the customer about his preferences. Experts warn of the effect of too much customer-driven personalization. For example, imagine that a customer indicates an interest in novels but at the same time, only watches and orders thrillers. As an organisation, do you use the insight from the measured behaviour or the answer that customers have given? A right mix of the two types of ideas is the logical answer. You obtain this balance by providing a weighting to customer preferences that have been requested and the actual behaviour of customers that you distil from the data. The best of both worlds.

“Also give the customer control, let us know what you really want to see.”

Rolf Broer – Manager CRM and Marketing Analytics at Wehkamp

“Personalizing both from the data and from the customer, it is never very left or very right. A combination with a certain weighting is important. ”

Tim Geerdinck – Solution Architect at Datatrics

# 6 Customer loyalty is the goal of personalisation

Organisations don’t personalise for fun. According to the experts, the idea behind customisation is that messages can be adapted specially to the wishes of individual customers. This creates a personalised customer experience that results in higher customer satisfaction. This then leads to higher customer loyalty. Over time you increase the average customer value and therefore, the value of your total customer base.

“We see customer satisfaction increase at Wehkamp through the use of personalization.”

Rolf Broer – Manager CRM and Marketing Analytics at Wehkamp

“You retain customers longer because of the great experience you offer them through personalization.”

Wilbert Beelen – Digital Specialist CRM Marketing at Univé

# 7 Personalization is the new standard

Consumers are already used to personalised experiences that Netflix, Spotify and other major e-commerce parties in the Netherlands offers. And besides, not all options have been exploited. Once you are satisfied with a personalised experience, you as a consumer would instead not be approached with mass communication that is not intended for you. Customers will, therefore, look for the companies where they will find a personalised experience. Know your client, only communicate what your client is waiting for and avoid irritation. If everything goes well, you ensure satisfaction, and ultimately, you have loyal customers with a higher value.

“If you are not currently working on an online personalization strategy, you may wonder whether you will still exist in two years.”

Martin van Kranenburg – Teacher Beeckestijn Business School

Do you want to talk about personalisation and the steps you can take towards the future? Contact our data specialists and get information!

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How do I find the best images for my website?

Three tips to find the best images for the website.

Tip 1: Do it yourself

Feel in your pocket. What do you find there? Right: a camera … Today’s smartphones all have a great camera. Often the fastest way to get the right image is to take a photo yourself. You will find topics all around you. Or, if you are a bit artistic and handy, make a nice picture yourself with a program like Canva or Designfeed. And what about a screenshot?

Tip 2: Outsource it

Why would you want to do everything yourself? On websites like 99designs.nl, Hoofdkraan.nl and Upwork.com, you will find countless talented freelancers who can help you with unexpected, low costs with beautiful, recognisable, own illustrations and photos. The big advantage of making yourself or having it made is of course that you do not have to worry that your competitor will use the same image or that you will infringe copyright.

Tip 3: Search smart for a stock photo

If tips 1 and 2 are not an option, you can also use a stock photo. The trick is to search for smart and targeted. Therefore, first, carefully consider what kind of image you want. A photo or an illustration? Descriptive or conceptual? Suppose your article is about the environmental benefits of electric driving. Do you show an electric car (descriptive), or do you opt for an image of a polar bear on a melting spot (conceptual)?

Bonus tip: Ensure correct dimensions and compress

Ok, now my bonus tip: Make sure your image has the correct dimensions and that you compress it sufficiently. That way your website stays nice and fast and that is nice for your visitors.

In summary: Tip 1 was of course that you could easily create your image. Tip 2 was that you could outsource professional images to a freelancer for little money. Tip 3: Find the right stock photo by searching smart and focused. Photo or drawing? Descriptive or conceptual? And finally: make sure your image is not too large so that your site stays fast.

That was De3 this time. Now you! Apply at least one of these tips today and … Just hit publish!

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Does link building in 2020 still make sense?

We all know that Google is alert about spamming their database. And link building has a somewhat shady image. 

What is link building again? A little history.

Link building is actively trying to get more relevant links to your website (backlinks).

As many backlinks as possible vs natural link profile

“Hey, that’s handy,” many marketers thought. “If I just provide as many links as possible, we will automatically get higher in Google.”

And so an entire industry was created with link sites, fake blogs full of references and other tricks to fool the search engine.

For example, a safe, fast-loading website with a clear internal link structure and of course qualitative and relevant content.

READING TIP: What are the most essential SEO Trends in 2020?

According to Rik Engelen, the balance has been lost: “In practice, we come across organisations that have already spent 4,000 or 6,000 euros on an SEO company. But they don’t get more visitors. ”

“The assumption is that with a new article every week, you automatically get more traffic because people share those pieces. That will only be difficult if you have no visitors.

What should you not do with link building?

But first the simple scrapers. 

Spamming your link on forums or blogs (you can respond to an article with a relationship, but only if it is relevant).

Links from irrelevant pages (for example a butcher who refers to a hairdresser, maximum 10% of the links).

Want to place too many links too quickly (Google will soon regard this as an abnormal growth).

Focus all links on one keyword (it is smarter to focus on multiple keywords, at least start with 3)

One month yes, not another month (it is suspicious if 50 months are added to the left one month and none the next month).

And of course to work with an unreliable party for buying links, about which more in this article.

How do you build a healthy and natural link profile?

What is then the way to get more links to your pages? 

“Link building is related to your keyword research. You identify several terms on which you want to be found. “

LEESTIP: Keywords research: This is how you find the ‘winners.’

You can then use websites such as Moz, Semrush and Majestic to find sites that score well on these terms.

Diverse link profile

But it is not only about the ‘top scorers’: “You prefer to build a link profile in width as much as possible. So from all kinds of sources and about 76% from websites and 24% from social media. ”

Build your link profile

You build your link profile with both free and paid links that you can buy on websites such as Fiverr.com, Peopleperhour.com, SeoMarketingDeals.com or Blackhatworld.com. The latter may scare you off, but you can quickly go there for just active backlinks. These are the best-known ways:

Post guest blog

More well-known websites will often request a fee for this.

Social media

A quick win is to place at least one link in the profiles of your Twitter, Instagram and YouTube channel. You could also enter into a collaboration with a (micro) influencer.

Link exchange

You can exchange links with other websites if this is also relevant for the visitor. Consider a link exchange with a comparable company in an adjacent region or a supplier of related products.

What is more effective: doing link building yourself or outsourcing?

Link building is not a ‘quick fix’. Building a healthy link profile takes time. But according to Rik Engelen, with smart link building, you can see an increase in visitor traffic after about three months: “Although of course, it depends on the number and quality of the links that you manage to place at that time.”

What should you look out for when buying backlinks?

What does the company that you hire have to meet? “I would ask for results. How have you helped other customers get higher in Google with backlinks? And may I also call them to ask them myself? “

Without good content, no link building. Try CopyRobin for free

Conclusion: Link building remains necessary (but is more complicated)

Thanks to dubious practices (full spam forums, link farms, fake blogs), link building has been given a bad name.

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[tagtechweb]

Keep your website safe: 6 useful tips

Every summer the weather hits: thousands of websites are hacked by ‘ script kiddies ‘, or young guests who can program a little, who get bored during the holiday season.

Therefore make sure your website is secure. In this article, you can read how.

The consequences for the owners of hacked websites are often severe.

In 2011, the Diginotar company even went bankrupt because of a relatively simple hack of their website.

Security is, therefore, an essential part of the sustainable management of your website.

Most ‘ normal ‘ websites do not have the budget needed to exclude every risk.

Cybercriminals

If a highly secured website is hacked, it is usually the work of professional cybercriminals.

You can do a lot against that, but it also costs a lot of money. The vast majority of ‘ normal ‘ organisations do not have the budget needed to exclude any risk.

Just as you do not secure your office in the same way as a bank protects its safe, but as soon as you leave your office, do you still turn on the alarm? And do you check that no windows are open?

Most hacks of ‘normal’ websites are  easy to prevent

Security leaks

As I mentioned in the introduction, most hacks of ‘normal’ websites are easy to prevent. They are not interesting enough for professional cybercriminals to spend a lot of time on.

In 99% of the cases, it concerns hobby hackers or professional hackers who mostly use automated security leaks in the software on which your website runs — usually a CMS such as WordPress.

WordPress, in particular, is popular with hackers because around 60% of all websites run on it. The downside to the ease with which you can install plugins in WordPress is that they are often vulnerable to security leaks. Internet security experts discover new security breaches every day, or ‘exploits’. Especially in plugins.

Also, we see more and more automated, professional attacks to use the server on which your website is hosted in a ‘ botnet ‘ to send spam or to participate in DDOS attacks.

What can you do?

Below are five measures you can take to ensure that your website is challenging to hack. In any case, it is so tricky that the vast majority of hackers will not start (or they have to want to grab your website for whatever reason).

You can take the 6th measure if you prefer not to take 2-5 yourself.

1) Handle your login name and password wisely

Make sure that your management environment can only be accessed via a secure connection. The data is encrypted, making it impossible for an outsider; for example, someone eavesdropping, to know what data you are sending.

If possible, use multi-factor authentication. In addition to the  password, an extra security layer is also used based on (one of) the following criteria:

Something the user knows (e.g. password, PIN)

Something the user has (e.g. bank card, smart card, mobile phone)

Something the user is (e.g. biometric properties, such as a fingerprint)

Never use a login name as admin or administrator. Use a hard-to-crack password. The disadvantage is that it is also challenging to remember.

But if you use a service such as   LastPass or   1Password  you can unlock several complicated passwords via one secure, but the crucial rememberable password. That way, it is not that difficult to change your password every quarter, for example. But, alas, this also has to be careful.

2) Make sure your CMS software is up-to-date

The actual cause of the vast majority of hacks is that the website administrators have failed to install the security updates that the software vendors release promptly.

In the case of Diginotar, the CMS had not been updated for three years, so there were countless known security breaches.

Every 14-year-old nerd in the cap was able to hack this website with some information gathered together.

So make sure that your CMS software is always up-to-date with the latest security patches.

Make sure that when you make an update on your website, you always test whether everything is still working correctly.

At Tag tech, we work with an accepting environment that is a copy of the live website to first test every update on the site and submit it to our customers.

Only if that went well, we would transfer the changes to the live site. And then we also test whether everything is still working correctly. You can see our workflow for this in the image below:

3) Protect your website against ‘brute force attacks.’

An average webpage receives a few tens of thousands of failed login attempts per day. Yours too.

If all goes well, your web host will ensure that every source of many failed login attempts is automatically blocked.

This is rather technical work and the further away from your website in the network you intervene, the more effective it is.

What you can do yourself anyway is to change the URL of your administration login page, so that it is no longer the default URL. For example, in WordPress, change /wp/wp-login.php to / control / or similar, hiding the wp-login.php page. That saves a lot of automated brute force attacks on your website.

4) Protect your website against malware

Malware is malicious software that hackers place on your server to infect the computers of your unsuspecting visitors.

Google scans sites for the presence of Malware and blacklists around 6,000 websites every day because they are infected. Not a beautiful picture if your website visitors see this:

Preventive scans your website regularly for the presence of Malware and act immediately as soon as you find malware.

A beneficial help with this is Google’s Google Search Console  (formerly Webmaster Tools). You will find here a collection of useful tools to monitor the health of your website.

If your website is infected with Malware and Google has blocked you, you can submit a request yourself to be declared healthy via Search Console.

5) Make sure there is always a recent backup of your site

If the damage caused by hackers is excellent, then you can in any case quickly restore a good version of the website.

Especially for WordPress users some useful tips from Web Monkey:

  6) Have points 2 to 5 and more provided by a specialist

Let’s face it: for most of us, managing the security of a website ourselves is too much to ask.

The discipline is difficult to apply and the knowledge even harder to maintain.

That is why it is not a bad idea to outsource this critical task to a (WordPress) security specialist. Someone with knowledge, so that you no longer have to worry about it.

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[tagtechweb]

Get more conversions from your website with hotjar

Your website is doing great. Many visitors, many page views. Doing nothing more, you would say? Wrong! It seems fantastic if your website attracts a lot of visitors, but how much do you get from those page views if you hardly have any customers left? Indeed, not that much. Because page views don’t pay your bills.

But how do you ensure that those page views become conversions? How do you know what your visitors find interesting and whatnot, and where they drop out? By gaining insight into their visitor behaviour. How do they navigate through your website? What are they doing? With Hotjar ‘s online tools, you can analyse precisely where things go wrong. At least if you know how to use the software smartly.

How do you ensure that page views become conversions?

In this article, you will read a short introduction to  Hotjar and the possibilities to use it smartly for your conversion optimisation.

  What is the difference between Google Analytics and Hotjar?

Google Analytics is, of course, very well known when it comes to analysing websites. You should not see Hotjar as the replacement for Google Analytics, but rather see it as its helpful, slightly more user-friendly sidekick.

Example: you ask yourself why people drop out on your website. Of course, Hotjar is not going to tell you exactly what it is about, but you do get hints what you can then respond to and thus see whether it was due to that.

For example:

Many visitors with browser X or device Y

Many visitors click directly away on page Z 

But Hotjar goes one step further. You get insight at the page level into the way people surf your website.

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Every new instagram feature released in 2019

2019 was a big year for Instagram!

It’s the start of the new year, yet Instagram hasn’t backed off presently, and with the Christmas season being ready, you shouldn’t either!

We should have a sneak peek on Instagram updates 2018.

The previous year, Instagram revealed a bunch of highlights a minute back amid the Christmas shopping surge, and this month they’re giving us better approaches to associate with our intended interest audience.

The look of Instagram business and individual profiles are additionally changing a bit, with refreshed designs.

  Furthermore, for brands, it will empower the chance to use material evidence. There are around 31 cool Instagram features 2018, which were not there beforehand.

It’s one thing to feel that a brand looks cool and another to see that three of your companions tail it, as well.

We don’t have all the data on what these progressions will be yet, because Instagram is as however testing them and figuring all that. Look out for the changes, and recall that we’ll tell you what they are actually when we know more.

Being said that, Let’s have a quick look at a portion of the significant Instagram features 2019.

Instagram’s 2018 Year in Review:

Most Used Face Filter in Instagram Stories: Heart Eyes

Most Used Giphy Sticker on Instagram Stories: Heart Love Sticker by Arata

Number of times

was used in comments: 14 billion

Happiest Geotagged Location in the World (highest use of

in the caption): Disneyland Tokyo

Top Niche Community Trend: ASMR

Highest Growth Hashtag Community: #fortnite

Top Fandom Community: BTS (#btsarmy)

Top Dance Movement: #inmyfeelingschallenge

Top Advocacy Hashtags: #metoo (1.5 million), #timesup (597K), #marchforourlives (562K)

Instagram is a standout amongst the most imperative and most dominant advertising channels within recent memory. It is incredible for content advertising and paid marketing and, in the meantime, for correspondence and client benefits. It can drive incredible engagements and superior ROI for an advertiser, brand or Ads company.

This is an astounding number and, with regards to advertising, names are noteworthy. It implies that you approach a gigantic group of users worldwide and, in the meantime, because of this current channel’s tendency, you can engage with a committed and connected audience across the globe.

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Speed ​​& efficiency in the process

Speed, performance, efficiency … These are terms that we often use in our services and our daily work for our customers. The excellent performance of the web store is essential for consumer satisfaction and, therefore, the success of our customers. We have recently written several blogs about this speed. What we talk less about is the efficiency of a process or something more specific: how well are we able to achieve a result? The better the process runs, and the automation is deployed, the faster new features can be delivered to consumers, customers, or users.

As soon as we can start working on a new project, this means the start of intensive cooperation between the customer and De Nieuwe Zaak. Each role has its added value in the process and facilitates or blocks with its contribution that efficiency decreases or increases.

The optimum collaboration

Nothing is as frustrating as seeing an opportunity (feature) and then having to wait months before this new feature is available to the consumer. Because of this frustration, but yes, also from efficiency, it is essential to make this lead time as short as possible. Good cooperation between the customer and the supplier is required, and a lot can be gained there. Various roles are invested in ensuring that we are working on the right things (Product owner), that we understand the business well (Business analyst), that quality work is delivered (Development and Test) and that we can deliver on time (Project management, Scrum master, DevOps).

An ad-hoc approach, vague objectives, and limited prioritization are risks for disrupting the planning and development process. Commitment to a method and the appointment of clear expectations and responsibilities oil the machine. A machine from which the necessary deliveries are made in a solid rhythm. Automated, that is.

Release & Test Automation

The time that engineers change something in the code and then immediately “upload” has been behind us for a long time. The interests and risks are too great to continue to use that approach, and since then, significant steps have been made in automating the release processes, for example.

The automation contributes to the reliability and independence of the release process. The further the automation is carried out, the easier it becomes for a repeatable process, and it takes less lead time. The step that is also made in this is to add quality controls. These checks guarantee the quality of the delivered release and thus ensure that your customers can continue to order.

Process optimization & automation

In short: process optimization and automation have a major influence on the efficiency and speed of delivery. These two facets ensure the fundamental performance and agility of your team and web store. Do you need to switch quickly with experts while building or optimizing your webshop? Then we are happy to help you.

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No Response to Compliments

Customers who complain: which web shop owner does not know them? Half of all complaints are answered within an hour, according to a survey conducted recently. The study looked at 59,000 web stores. Strikingly enough, complaining customers seem to get more attention than customers who give a compliment. Two-thirds of all web stores respond to a complaint within two hours. Only a quarter responds to compliments within this time frame. Recruiting customers costs much more time and money, so it is better to pamper existing customers. Negative and positive messages should get a right answer quickly. Although most web retailers are convinced of the added value of social media, the majority do not adequately keep up with their pages. Most do this one or more times a day but should check every notification. “As a result, some posts from existing or potential customers are forgotten. If you use Facebook for customer service, you have to be on top of it, “says Jayesh. The right solution is web care. Outsourcing the monitoring of everything that is written about a company, whether positive or negative, offers many advantages. For example, (potential) customers always receive a reaction at lightning speed, buying signals are picked up immediately, and monitoring is not dependent on (the lack of) workforce within their organization. Contact Tag Tech to discuss the options!

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What is Digital Marketing?

Nowadays, we spend twice as much time online as twelve years ago, and that has changed a lot. Because we have unlimited access to information, the way we make purchases – both in B2C and in B2B – has changed dramatically. That is the reason that traditional marketing methods are less effective than a few years ago.

Marketing is about connecting with the target group, in the right place and at the right time. Today it means that you have to meet your target audience where they spend the most time: on the internet. That is where Digital Marketing comes in. Digital Marketing is the umbrella term for all your online marketing efforts. Or in other words: any form of marketing that is online.

But what exactly is Digital Marketing? Digital marketing is the promotion of your company by using online channels and concepts, such as the website, search engine optimization, digital advertising (paid), social media, blogs, etc. to achieve the objectives.

From the website to online branding, there is a whole spectrum of tactics and resources that fall under the umbrella of Digital Marketing. The most successful digital marketers have a clear picture of how every resource and tactic contributes to achieving the objectives. I have listed the most common Digital Marketing resources and tactics for you:

Most used Digital Marketing resources Most used Digital Marketing tactics Website Search Engine Optimization (SEO) Blogs Content Marketing E-books and white papers Inbound Marketing Email Email Marketing Landing pages Social Media Marketing Infographics Marketing Automation Social media Digital Advertising (Paid)

What is the difference between Digital Marketing and Inbound Marketing? We often talk about Inbound Marketing, and at first glance Inbound Marketing and Digital Marketing are alike. Both are focused on online and content creation. And although many marketers will say that Inbound Marketing and Digital Marketing are almost the same, there are still a number of differences. The term Digital Marketing makes no difference between “push” and “pull” marketing tactics (or “inbound” and “outbound” methods). Both approaches fall under the umbrella of Digital Marketing. Outbound methods are aimed at sharing a marketing message with as many people as possible – regardless of whether it is relevant and whether the target group is waiting for it or not. On the other hand, marketers who use inbound tactics make use of online content to attract the most important target group by only sharing content that is of value to them. One of the most powerful Inbound resources is a blog, with which you can create content that adds value and answers questions from your ideal customer. Ultimately, Inbound Marketing is a method that uses Digital Marketing resources to attract potential customers, convert them to leads, and ultimately close the deal. Digital Marketing is simply an umbrella term to describe online marketing efforts – of any kind – regardless of whether it is inbound or outbound.

Does Digital Marketing also work for B2B companies? Digital Marketing can work for any company in any industry. Regardless of what your company sells, Digital Marketing is still about defining the target group (buyer personas), identifying the wishes and needs of the target group, and creating valuable content. However, that does not mean that B2B companies must do it in the same way as B2C companies. In contrast to B2C companies, the Digital Marketing activities of B2B companies are generally focused on online lead generation with the aim of ultimately speaking to someone from Sales. That is why your marketing strategy should be focused on attracting and converting qualified leads via the website and other digital channels such as social media and email. So that you can eventually transfer them to Sales.

What is the most important advantage of Digital Marketing? Unlike most offline marketing efforts, you can see the results in real-time with Digital Marketing. If you have ever placed an advertisement in a newspaper, then you know how difficult it is to estimate how many people actually saw the advertisement. You do not know how many sales that ad was responsible for – if it is.

With Digital Marketing you can manage the ROI of almost any of your market.

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Inbound marketing vs. outbound marketing

Venture Capitalist and one of the original employees of the Apple Computer Guy Kawasaki once said: “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing.” Jump aboard the train called inbound marketing. I collected some figures about inbound marketing that you can use in your presentation to convince your boss of the usefulness of inbound marketing.

From outbound to inbound: a different approach

The stepped national e outbound marketing campaign is increasingly seen as a jammer. Cold calling, SPAM e-mail, intrusive advertisements that the customer is not waiting for; they are all examples of outbound, where the marketer is central and tries to force his product on the customer (push). The focus is on short-term sales.

Inbound marketing is directly opposed to this. As a marketer, you create and share valuable content that addresses the goals and challenges of your potential customer. You do this with a good website, a blog, and the correct use of social media, among other things. The aim is to attract the attention of the potential customer by being easily found in the search engines. This way, you will be seen when the customer is looking for the answer to specific questions. The result is a customer who is genuinely interested in your product or service. A plant that reaches you, instead of the other way around (pull). With inbound, the customer is always central, and the focus is on building a long-term relationship. 

Earning attention versus buying attention: figures why it works

Is outbound pass é and inbound hot? We put it to the test and collected figures that you cannot ignore.

1) Outbound has a disruptive effect

44% of direct e-mails are not opened, 86% flush advertisements, 84% of 25 to 35-year-olds leave a website that contains too many ads.

2) Outbound is expensive

Leads obtained from inbound costs 61% less than leads obtained from outbound marketing (for example, search engine versus cold calling).

3) Outbound is ignored

70% of the links that visitors click on are organic (created thanks to the search engine algorithm), in contrast to the so-called sponsored links … (Source: HubSpot, provider of leading Marketing and Sales software) , who have revived the term inbound marketing as we know it today)

… in fact, 70 to 80% of users completely ignore sponsored links.

4) Outbound = lower conversion

Conversion is a good indicator if you want to assess the quality of your leads. Inbound leads (leads coming in via search engines) have a conversion of 14.6%, while outbound leads (for example, via advertisements) have a conversion of 1.7%.

5) Search engines have the power

93% of the online experience starts with a search engine. Google appropriates 65% to 70% of the market share of search engines.

6) The customer is online

79% of online buyers spend 50% of their time online reading about products.

7) Social media is essential

In every phase of inbound marketing, social media can be used. 75% of customers use social media during the purchasing process.

8) Blogging provides more leads

Blogging is indispensable in the inbound marketing starter kit. With blogging, you are easier to find in search engines thanks to index pages. B2B companies that blog generate 67% more leads per month than companies that do not.

9) Blogging creates inbound links

B drove, which 97% received more blog links to their website.

10) Regular blogging has results

Companies that blog more than 20 times a month receive five times more visitors on visitors than companies that blog only four times a month or less. 57% of the marketeers have acquired customers thanks to the eyes.

  Does this mean that outbound must clear the field for inbound?

We must continue to realize that the customer does not think in terms of ‘inbound’ and ‘outbound.’ What matters is that the customer comes first, and when numbers tell us that traditional marketing no longer works, it’s up to us to do something about it! The figures show us that the customer ignores impersonal marketing and is looking for authenticity. I am earning attention instead of buying care. From outbound to inbound, from push to pull. 

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Advertising via Linkedin

Do you want to get more business leads with your company? This is possible via LinkedIn Advertising. LinkedIn offers companies in the B2B sector the opportunity to reach the right target group through various advertising solutions. It is a great solution to bring your product or service to the attention of the target group, think of professionals, experts, managers, CMOs, directors, etc. who are also really interested.

In this way, you can grow your brand, company, product or service via LinkedIn, stimulate sales or build a stronger online position.

What exactly can advertising via LinkedIn provide you with?

Because you can target potential customers in a very targeted way, there is a greater chance that these people will eventually convert (contact request, download, subscription, etc.). In addition, the advertising budget to be spent is spent as relevant as possible and ultimately actually delivers something. Ultimately, the detail level can be measured and made clear who has been reached. Reports can be made on functions, branches, education levels, companies, seniority, company size, etc.

How does LinkedIn advertising work exactly?

Based on personas, target group insights and/or target group analyzes, we map out who is the potential customer you want to reach. We map this through a target audience overview. We then jointly determine the online objectives that underlie the LinkedIn advertising campaign including associated KPIs / metrics that show whether we are on track with achieving the objectives.

Then we start with the creative campaign development where we will realize the communication message and visuals and we organize the campaign. During the campaign, we optimize the ads to ultimately achieve the best results. We also report and discuss the campaign with the customer continuously.

The benefits of LinkedIn advertising

Reach the right target group and collect more B2B leads

Targeted targeting of interests, companies, functions, etc.

Increase the number of followers on your LinkedIn company profile

Always insight into the result achieved

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Advertising with Google Ads

Generate more traffic to your website. That is possible with advertising in search engines, or Google Ads advertising. With this Google advertising tool, we create advertisements that will be placed at the top of the search results in Google. When the ads appear depends on the chosen keywords, the quality of your campaign and the budget. The cost of Google Ads is per click (CPC). So you always pay for results.  

How does advertising work with Google Ads?

To get the most out of your Google Ads advertising campaigns, we start with an extensive analysis of the current account and the online objectives that must be achieved. Who should find your company online? On which keywords does the target group search in Google? And on which search terms do you want to be found even more? In addition, it is important to determine the advertising budget that you want to spend. Based on all this information, we make a concrete strategic and tactical plan to grow your business successfully with Google Ads.

What does a good Google Ads campaign deliver?

With Google Ads, you can advertise in a very targeted, local, regional or national way. For example, do you only want to reach customers from your own region? Or is your target group mainly on the internet in the evenings and weekends? By mapping this out as well as possible, we can use advertisements even more effectively. This way you can be found when your customers need you. That leads to more website visitors, potential leads and conversions.

The benefits of Google Ads

Only pay per click on the advertisement

Directly visible at the top on Google

Tailor-made campaigns

Generate website traffic by targeting the right target group

Advertise on the basis of search behavior, location and time

Everything is measured to ensure result-oriented management

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Advertising via Facebook

With Facebook Advertising, you can promote your brand, product or service in a targeted way to potential customers. Based on all the data that Facebook has collected about its users, you can conduct campaigns that are highly relevant. Within the Facebook platform, there are many different creative advertising options for every online goal to ultimately reach, convince and convert the target audience.

Tag Tech helps customers increase their brand equity, generate new customers and increase sales with a low cost per conversion via the Facebook platform. We have extensive knowledge and experience with Facebook advertising.

What does Facebook Advertising actually deliver?

In the past, you could buy advertisements to show them to as many people as possible, but you did not know who saw this advertisement and whether people were really interested in the advertisement. With Facebook Advertising, you can now buy advertisements that are only shown to potential customers. In the end, you will reach fewer people, but because the advertisement is so relevant, it is more likely that the advertisement will be clicked and people will convert (make a purchase, fill in the contact form, etc.).

In addition to the relevance of the advertisements, you also only pay if the advertisement is clicked or if it is shown 1000 times. You can achieve good campaign results with a relatively limited budget. Finally, it is important that a playful, creative and keen campaign is developed that stands out and clearly communicates the communication message to the target group.

How does Facebook advertising work exactly?

1. Facebook target audience research

The first step is to identify the target group / potential customer that you want to reach through Facebook Advertising. We look at the interests, demographic data and adapted target groups (these are customers who look like your target group and are therefore relevant to reach).

2. Facebook creative campaign development

Once the target group has been defined, we will look at the communication message, the advertisement and the copywriting. We always develop a marketing strategy which consists of multiple campaigns with different copy in order to ultimately see within the Facebook Advertising platform on the basis of data which advertisements perform best and thus optimize campaigns further.

3. Landing page design, construction and copywriting

In the third step, we look at the landing page, which must connect one-on-one to the advertisement in order to convince people and convey the correct information quickly. We help build the landing page in terms of structure, visuals and copywriting with the aim of having potential customers converted.

4. Tracking of Facebook conversion

In order to ultimately map the results of the Facebook campaign, we also organize the complete conversion tracking process to measure how many conversions (purchases, contact requests, etc.) have taken place. In this way, we can calculate the ROI and see which advertisements are successful.

5. Campaign set-up and optimization

In the final step, we fully organize the campaign (s) and we go through all the settings together with the customer. Then we can put the campaign (s) live. During the campaign period, we optimize advertisements, bids and target group targeting to ultimately achieve the best campaign results based on data insights.

The benefits of Facebook Advertising

Show ads based on interests and demographic information

Only reach potential customers and collect more leads

Increase brand awareness

More website traffic

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Using Psychology to Build Social Media Campaigns

Social media isn’t only about getting likes, reactions, and retweets – it’s about building meaningful, long-term relationships with your audience.

All human relationships can be classified into three broad categories:

Authority relationships: Relationships where one individual has clear power over the other. One gives instructions; the other fulfills them. Think employer-employee.

Exchange relationships: Relationships where there is an equal give and take. These relationships are sustained only as long as both parties continue to offer incentives to remain together. Ever reward a user for a “like” on Facebook? That’s a classic exchange relationship.

Communal relationships: Relationships where there is a deep bond of mutual trust between both parties. The relationship does not depend on bribes or incentives to survive; it is propelled along by deep-rooted goodwill and shared common ground. This is the type of relationship we share with our closest friends.

Unfortunately, whether they know it or not, many marketers perpetuate exchange relationships, where they “bribe” users to carry out specific actions. Studies show that67% of users who “liked” a brand page on Facebook did so to become eligible for offers.

This model of bribes in return for desired actions is only sustainable up to a certain point. Exchange relationships may be effective for attracting followers, but you may wind up with a pipeline filled with unqualified leads who are only interested in receiving freebies.

The goal of your social media campaigns should be to establish “communal relationships” with your followers – the type that keeps bringing returns over the years without the need for constant “bribes.”

Here are five psychological tactics to help you connect authentically with your social media followers and lay the foundation for an ongoing communal relationship.

1. Put a human touch on brand interactions

Think of brands with distinct personalities – Old Spice (masculine, adventurous, irreverent), Nike (sporty, up for any challenge) each brand paints a vivid picture in your mind.

When a brand is truly successful in demonstrating what it stands for, consumers identify with the brand’s personality. And that’s when conversations (and conversions) start happening.

This goes to show that it’s easier to be friends with a human on social media than with a faceless marketing machine.

Don’t leave that big personality at home. Bring your brand’s personality over to your social media accounts. Let your brand profile, your posts and your voice spell out exactly who your fans are talking to.

To add a dash of personality to your social media campaigns:

Use fixed social media assets like your profile picture or your cover image to evoke your brand’s personality. You could include pictures of your social team or a behind-the-scenes look into your marketing “war room.”

Let your employees connect with users one-on-one with their real names and identities. Beyond putting a face (or faces) to your brand name, this offers employees a renewed sense of ownership towards their work and keeps them more motivated.

2. Use a compelling narrative to inspire followers to take action

Don’t just ask users to “like” your page in exchange for a coupon or a freebie. Give them a real reason to behave in a certain way.

A great way to motivate people to take action is with a compelling narrative. Give users a peek into those small beginnings that have made your brand what it is today, or share the story of a cause you care about.

People feel trusted and important when you open up to them. According to research by Roy Baumeister and Mark Leary, the need to belong and identify with people similar to us is a strong emotional driver and motivator.

Sharing your brand’s story or that of a worthy cause makes people listen to you more than when you simply peddled your wares to them – and it makes them want to reciprocate by sharing their story with you.

If you want people to use narrative in your social media campaigns to engage followers:

Share a story (about your brand or a cause that you believe in) that will strike an emotional chord

Ask your fans to share their own tales to make it an engaging two-way process.

3. Make it fun and encourage participation

Most marketers are so immersed in their brands and maximizing mileage on social media that they forget the most important rule of interaction on social media: It’s got to be fun!

Think about it: In your personal social media accounts, what is the stuff that you see your friends and family sharing the most? Is it updates from the finance team of some company? Or is it hilarious jokes, memes, and one-liners? My money is on the latter.

Fun and laughter are proven to help bring people together – as Psychology Today reports, “Laughter bonds us through humor and play.”

How to apply this to your social media campaigns

You may argue that your brand is serious and not some frivolous youth-oriented one to make a song and dance about.

But hey, surely your brand isn’t more serious than Amyotrophic Lateral Sclerosis, or ALS?

4. Leverage nostalgia to trigger warm fuzzies

People tend to look back at old memories through rose-tinted glasses.

Brand interactions that evoke nostalgia also evoke happy, fuzzy memories that researchers believe transfer to the brand in question. Remember that communal relationship that we discussed with our customers? Nostalgia is an effective gateway to a personal, familial and communal relationship with your fans.

Nostalgia is a strong psychological trigger that prompts sharing, engagement, and social connectedness.

An article from Hootsuite includes a ton of ideas for incorporating nostalgia into your own social media strategy:

Post photos of your first office and employees, or show how your product has evolved over time.

Write listicles or roundup posts that make your prospects think about “the good ol’ days.”

Create quizzes that induce nostalgia and encourage sharing.

5. Shift your mindset from “selling” to “sharing”

Nobody likes to talk to people who can’t stop talking about themselves. The same goes for brands on social media. Your goal may be to sell more of your products, but harping on that one topic alone is sure to make you the most unpopular kid in class.

People hate being sold to. That’s old news. What they do enjoy is sharing ideas, experiences, information – the very basis of social media.

Instead of talking about yourself on social media, shift your focus to sharing common interests with your fans.

Are you a healthcare brand? Share inspirational stories of patients that overcame tough illnesses. Are you a fashion retailer? Share the season’s latest style tips with your fashionista followers.

6. Connect with your followers as people and as friends

If you look at your prospects as statistics – numbers on your analytics dashboard or sales figures on your balance sheet – then you’re not likely to be motivated to connect with them on a human level.

Drop your bean counter glasses and look at users through the lens of what really makes them tick.

Your aim as a social media marketer should be to move from “exchange relationships” with your followers to trust, friendly and transparent “communal relationships.”

This can be achieved by:

Putting a human touch on brand interactions

Using a compelling narrative to inspire followers to take action

Making it fun and encouraging participation

Leveraging nostalgia to trigger warm fuzzies

Shifting your mindset from “selling” to “sharing”

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