SEO&love

What does it mean to create relevant experiences and connections in 2021? It means putting people and their needs at the center. Customers no longer want to see perfect brands, but to embrace the same causes, to collaborate and co-create. They confirmed it to us at SEO&love, the event we attended on October 9th, here in Verona, in the magnificent setting of the Ristori Theater.

An event dedicated to marketing and communication lovers, just like us, where many themes were treated, with a thousand facets and thick speakers.

The day could only be inaugurated by Salvatore Russo, founder of the event and a great branding enthusiast (… and his love for him shines through!).

The invitation he made? Be #humanfirst. Towards customers, but above all with your collaborators.

But what do consumers really expect from brands now? The desire is to be able to create a strong bond, to have someone on the other side with whom you can collaborate, but above all someone you can trust, who will deliver what he has promised.

In fact, the promises are not enough. It is only by taking action that the brand desire skyrockets … and makes consumers come back!

In 2021 it is no longer acceptable to make gender distinctions or discrimination due to physical problems. In fact, it seems that brands that are not inclusive and that do not position themselves with a high NPS (Net Promoter Score) can lose up to 90% of revenues.

According to a research it seems that in 2020 it was 88% of consumers who preferred inclusive brands.

As an example, some advertising campaigns carried out by big brands were taken. First of all who, if not Diesel? A company that has always fought for diversity and that with its “Francesca” campaign has received enormous approval from all LGBT + groups. In fact, it speaks of a transgender girl who wants to become a nun.

The other two brands mentioned, however, were Airbnb with its campaign on accessible tourism (See here!) and Patagonia with its short “They / Them” (Here it is!).

And what have you done to make your company more inclusive?

What procedure did you follow to create your e-commerce? According to Giulia Bezzi, SEO specialist, there are 5 essential points:

1. Organization is the basis of everything. It is of fundamental importance to perfectly study all the categories and sub-categories to allow the user to navigate in an informative manner.
2. Taxonomy. How many sub-categories does each category need? The important thing is to never go beyond the 4th level. The ideal would be 3 categories and two levels!
3. Content. What are my products?
4. Growth of new visitors. That is to say? My potential customers!
5. Let’s say WOW! We can’t focus the same attention on all products, can we? But for the top ones, for whom the customers know me, it is necessary!

But why do SEO in a digital project? And how?Well, the answer is simple: because it is free and because it brings intentional traffic…. And therefore more conversion actions (especially when the budget available is low!).

But how can you really win over your visitors? Tell the peculiarities of your product, fascinate them, capture them! All clear??

Did you think the Facebook era had now come to an end? No sir. There are about 10 million advertisers on the platform, and it is precisely for this reason that the costs for campaigns are constantly increasing! With Veronica Gentili, one of the leading Facebook marketing experts in Italy, we have in fact dealt with this topic! Any spicy facts?

• + 89%? The cost of the CPM in 2021 compared to 2020
• 54%? Users who use social networks to search for products!
• The most interesting one? It seems that 68% of users believe that brands do not publish impactful content on social media! Here another factor certainly comes into play, the so-called TikTok effect! Taking cute photos and videos is no longer enough! They must be engaging and inspiring, and not too perfect, in short, they must embody everyday life!

Here are some tips for small and medium-sized businesses!
Take advantage of CRM and collect as much data as possible about your customers. Use magnets, give users something in return, a reason to come back.
Don’t stop at the conversion cost, but at the quality of the contacts obtained!
Work on leads right away with follow-up.
Use Click-to-whatsapp ads! Primarily designed for small local businesses such as restaurants and pizzerias!
Create Instant Experiences. What are? They allow you to create landing pages directly on Facebook. Much easier to load and immediately refer to the action, but that’s not all! They also allow you to retarget!
Connect your e-commerce to FB and Ig Shop!

And do you take care of your leads?

Oriana Lauria and Federico Rognoni of CreationDose, an agency that deals with the relationship between brand and new generations, explained it to us.

Zoomers: who are they? All the boys born between 1997 and 2012 and represent 30% of the population!
They fight at the forefront for emerging social and political issues and also have very high demands regarding ADV. You have to be very careful indeed! Their attention span is close to 8 seconds!

TikTok, Instagram, YouTube and Twitch are their tools, where influencers have become real talents thanks to quality content and a large following.

The goal is to create hybrid strategies around different platforms and figures, involving 360 ° with video and audio content!

A super purchase method used by Zoomers? Social commerce. A channel that every company should exploit because it avoids losing the user in the flow and allows him to have immediate information on the product and to conclude the purchase! All clear? Ready to go and conquer Gen Z?

Strategy, strategy, strategy. Everywhere you hear about it. But do you really know what marketing strategy means? Jacopo Matteuzzi, Chairman of Studio Samo, wanted to clarify. He described it with the art and science of making decisions. Where we combine creativity and ideas, but where we also have to deal with data.

In a strategy you need consistency, objectives and data. Without these points you would not go anywhere!

The procedure then?

1. Analysis (of demand, competition, market scenarios, …)
2. Planning
3. Execution

He then left us four tips:

1. Strategy is NOT an a priori plan
2. Don’t confuse strategy with tactics
3. There is no strategy without analysis
4. Each action plan corresponds to a measurement plan

For us, being back to a live event was really exciting and the contents proposed were great food for thought. Did we help you understand what your brand needs ?! 😎