Improving the loading speed of WordPress is a task in which different factors come into play.

For that reason, in this post, we want to explain step by step how to maximize the WPO and how load speed affects the SEO.

To explain the whole process and to do it as simply as possible, we have divided the article into different specific sections.

In addition, for the part related to SEO, we have explained how load speed affects positioning.

So, if you want to improve the loading speed of your WordPress, we invite you to get comfortable and follow the advice that our team gives you.

Why should you improve the loading speed of WordPress?

Reducing WordPress loading time is very important for two main reasons:

  • On the one hand, to improve the user experience that visits our website. It’s true, and you are always in a hurry and, if you access a website and you see that it does not load fast, you automatically close the page and leave, right?
  • On the other hand, it is fundamental for The speed of loading a website significantly affects your positioning in Google (below we explain).

What factors affect the speed of loading WordPress?

There are several factors that affect the loading speed of WordPress. Some of them are:

  • The accommodation. Working with a good hosting provider will determine the loading speed of your WordPress.
  • The plugins that you have installed. The plugins are wonderful, right? plugins that you improve your website or blog in terms of design, functionality, options, etc., but they take up space, and this is a factor that also affects the loading speed. The greater the number of installed plugins, the longer the loading time.
  • The weight of the images. This is one of our biggest struggles with clients. If you need a photograph for a post and its maximum width is 800px, why upload it with a width of 2500px and uncompressed? Therefore, the size of the images also affects. If you keep reading this post, we will teach you how to compress them effectively.
  • The external tools that you have linked to your website also consume data and, therefore, reduce the loading time. Pop-ups, forms, tracking pixels, etc. make a series of calls to their own servers and ensure that the loading speed of your WordPress is higher to provide better results.

Tools to measure the loading speed of WordPress

Before starting the optimization process of WordPress, the first thing you should do is an analysis of the loading speed of your website.

For this, there are several tools and pages that offer you all the information you need to optimize your website.

# 1 Pingdom

Pingdom is a tool that analyzes the time of a website. It uses more than 70 centers to test and verify the analyzed pages.

With Pingdom, you can measure the loading time, performance and interactions of your WordPress in order to improve the user experience.

Some of its functions are: analyze file sizes, load times and other details of each element of a web page (HTML, JavaScript and CSS files, images, etc.), sort and filter this list in different ways, plot your performance history or test from multiple locations.

# 2 GTmetrix

GTmetrix is another very complete tool to analyze the speed of your site and thus make it faster.

Your results give you an idea of the status of your WordPress in terms of loading speed. In addition, it provides you with useful recommendations on how to optimize it.

Some of its most outstanding results are PageSpeed Score, YSlow Score, total load time, total page size or requests to other external servers.

# 3 PageSpeed

PageSpeed is a Google tool that measures the performance of a website on both mobile and desktop versions.

Your score goes from 0 to 100 points. Logically, the higher, the better it is.

# 4 Test my site

Test my site is also a Google tool that works with PageSpeed Insights technology and is specifically focused on mobile optimization.

The scores that it throws must be considered important points of improvement and valued in relation to the objectives of the website.

Some of its metrics are loading time or mobile optimization, all presented in a very visual and ordered through scores ranging from 0 to 100.

Plugins to reduce WordPress loading time

Now that you know what the factors that affect the speed of loading a web and the different tools to measure its speed are, we want to review the types of plugins that you can use if you are going to improve the loading speed of WordPress.

The Cache Plugins

The cache plugins are responsible for creating and storing a copy of the HTML files of a website to load them from there and increase the loading time.

That is, they store a copy of your website and, when the browser requests your upload, the plugin serves those files that you have stored.

In the market of cache plugins for WordPress, there are several options. These are some of them:

 # 1) WP Rocket

In our opinion WP Rocket is the best plugin in its modality, that’s why we put it in the first place.

It is a payment plugin in which it is worth investing since its main objective is to accelerate the loading speed of your website.

Its functionality highlights are: caching, preloading the cache, load images “on demand” and compression of static files.

Throughout these years, we have tried the different cache plugins, and WP Rocket is by far the one that offers the best results.

Anyway, if you do not have the resources to invest in a paid plugin, here are some free options.

# 2 WP Super Cache

WP Super Cache is responsible for creating static HTML files from your website. Once the copy has been created, your server will serve that file instead of processing the WordPress PHP scripts, which are much heavier and consume a lot of resources.

 # 3 W3 Total Cache

W3 Total Cache is a plugin designed to improve SEO and user experience by increasing the performance of your page, reducing download times through functions such as the integration of the content delivery network (CDN).

# 4 WP Fastest Cache

Like all other plugins, WP Fastest Cache creates static HTML files from your website.

When a page is processed, PHP and MySQL are used. Therefore, the system needs RAM and CPU.

The configuration of this plugin is very simple. You do not need to modify the .htacces file, because it does it automatically.

 # 5 BJ Lazy Load

BJ Lazy Load is not exactly a cache plugin, but we wanted to include it in this category because loading images on demand make the speed of the website faster and save bandwidth.

This plugin replaces all the published images and the content of iframes with a placeholder and loads the content as the user slides the page.

Since it works with iframes, it also covers embedded videos from YouTube, Vimeo, etc. You can also upload other images and iframes to your theme, using a simple filter.

When do we recommend the use of these plugins?

In our experience, it has worked very well in blogs that use many photos in their posts and pages, such as a fashion blog, kitchen or lifestyle, where images take precedence over the rest of the content.

Plugins To Clean The WordPress Database

Every website created with WordPress (the .org version) is associated with a database in which the data related to our website is stored.

This database must also be optimized and cleaned every so often so that it does not store “junk” that makes the website load slow.

There are several plugins to perform this maintenance task of the database. We detail them below:

 # 1 Optimize Database after Deleting Revisions

This plugin serves to optimize the WordPress database after eliminating revisions of entries and pages.

Surely you did not know that every time you check a post or a page, WordPress keeps a full copy, right?

This means that, if you check an entry three times, WordPress automatically saves the same entry three times in full, which makes it occupy three times as much space in the database.

Therefore, this plugin deletes all those copies that WordPress stores by default so as not to consume so much space in the database.

It is possible to configure it to be cleaned by days or by the maximum number of recent revisions. In our case, we have it configured to clean for revisions that exceed five days old.

 # 2 WP-Optimize

WP-Optimize is a very effective plugin to automatically clean the database of your WordPress so that it works with maximum efficiency and loads in the fastest way.

The most exciting features of this plugin are: optimize the tables in the database, clean all revisions of entries, clean all automatic deletions and discarded posts, and delete spam messages and comments from the bin or not have been approved.

It is the one that we use and recommend!

Plugins To Optimize And Compress Images

As we said before, one of the main factors that affect the speed of loading WordPress is the size and weight of the images contained in the website.

Therefore, we always recommend installing a plugin that is responsible for resizing and compressing its weight.

In particular, for this task, we use the Smush Image Compression and Optimization plugin or better known as WP Smush.

 #WP Smush

The objective of this plugin is to compress the images of your website once you have uploaded them.

Optimizing images is essential to improve the performance of WordPress and speed up its loading process.

In that sense, WP Smush is responsible for resizing, optimizing and compressing all the images that you upload to your website.

It is one of our essential plugins when it comes to designing a website or blog in WordPress.

Plugins To Minify The Code In WordPress

Finally, there is a type of plugins whose objective is to minify the code generated by WordPress, plugins, templates or layout templates.

For example:

1.        body {

2.        background-color: # 000000;

3.        color: #fff;

4.        font-family: ‘Arial, sans-serif;

5.        font-size: 20px;

6.        line-height: 1.7 ;

7.         }

And the minified code would look like this:

1.       body { background-color: # 000000; color: #fff; font-family: ‘Arial, sans-serif; font-size: 20px; line-height: 1.7;}

# 1 Fast Velocity Minify

To carry out this task, in our designs we use the Fast Velocity Minify.

Did you know that Alejandro has a plugin? No, right?

The fundamental objective of this plugin is to eliminate the unnecessary chains of code. You just have to install it, and you do not need to do anything else.

 # 2 Autoptimize

Autoptimize is a plugin responsible for adding, minimizing and caching scripts and styles.

It also injects CSS into the page header by default, moves and differs the scripts at the bottom of the page and minimizes HTML.

Your extra options allow you to synchronize non-added JavaScript, remove the emoji cruft core of WordPress or optimize Google Fonts.

# 3 WP Super Minify

WP Super Minify combines, minimizes and caches JavaScript and CSS files online on demand to speed up the loading of the page.

With this plugin, the HTML, JavaScript and CSS sources of your website will be more compressed. Its size will be smaller and thus improve the loading speed of your page.

To check if the plugin is working correctly, you can check the source code of your site or press Ctrl + U on the keyboard.

 # 4 Better WordPress Minify

Better WordPress Minify allows you to combine and minify CSS and JS files to improve the loading time of your page.

This plugin uses the PHP Minify library and is based on the WordPress encryption system instead of the output buffer, which respects the order of the CSS and JS files, as well as their dependencies.

How to compress the images in WordPress to reduce its weight and size (our method)

Compressing the images before uploading them to your website is essential since it is one of the resources that consume the most data and you should optimize them if you want to improve the loading speed of WordPress.

Next, we are going to explain the process that we use, and it offers us satisfactory results (sure there are many more):

 # 1 Photoshop

The first thing we do, before uploading our images to the WordPress image library, is to work them in Photoshop.

The program has an option called Save for the web, which allows you to choose the size and format of the image you want to save especially to upload it to your website.

# 2 Compressor.io

we have saved a web for the web using Photoshop, and we are going to compressor.io and recompress them.

Done this second step, the images would already be ready to be uploaded to WordPress.

# 3 WP Smush Plugin

Finally, the images are re-optimized with WP Smush, a plugin that we have installed and configured so that the pictures are compressed automatically when we upload them.

So far the part related to plugins and image optimization to improve the loading speed of WordPress now we leave you with all the details about how the WPO affects SEO.

Load speed factors to be evaluated for SEO

When an initial audit or examination is prepared for an SEO project, there are common points to be analyzed in all web projects. One of them is the WPO and within this, our beloved loading speed.

The first thing we must do is to make an initial general diagnosis about the loading speed. According to the characteristics of the type of web project, we must evaluate mainly these points:

  • Download time. The download timeis a direct and important indicator to evaluate the download speed. It is obvious that if a web takes a long time to load, the user’s time is not infinite and will end up leaving before browsing our website. If the download time is longer than 3 seconds, we should start worrying.
  • The number of HTTP requests. Another indicator to consider is the number of HTTP requests. The more files your website has, the more HTTP requests are made. This influences the increase of loading time and especially in the user experience.
  • HTTP2. It is convenient to check if the website is updated with HTTP2. If the previous HTTP 1.1 protocol has been updated and passed to HTTP2, the benefits in UX and upload speedare innumerable.
  • Latencies / Bandwidth. We must not only diagnose internal factors. The latency influences the time it takes to load a web. HTML, CSS, JS and images files can be downloaded with several connections in parallel, but each connection has a time cost between the request and the first byte is received. Therefore, latency is a key point to consider.
  • The weight of the files. We must measure large files, as they will significantly affect mobile devices and the desktop. Many CSS and JS files have additional characters (line breaks, spaces or others) that influence the weight of our website and its loading speed.

Once we have measured and checked the general indicators that affect the speed of the load, we move on to the next step. For this purpose, all indicators are usually examined from two perspectives: Front-End and Back End.

Indicators of loading speed in Front-End of the web for SEO

From the Front-End point of view, to evaluate the loading speed we must examine these possible causes:

  • CSS and JS files. How many types of files are there? How are they located in HTML? Can JS and CSS files be combined? Can JS and CSS files be minified?).
  • Size and format of images and media files in web design. How much space do they occupy? What type are they (PNG, JPG, GIF, etc.)?
  • Compression (files and formats). Considering the size of the files, have all the files been compressed? Is the type of files with less weight used?
  • Preload actions. Has preload been carried out? Have preload tags been included (prefect or preloads)?
  • Third – party APIs. Are there third parties APIS (e.g., Google Maps)? What is the API used for? Does it benefit the user experience? Does it affect web performance?

Speed indicators of the load in Back-End of the web for SEO

It would help if you also diagnosed possible causes that may affect the web loading speed in the Back-End, such as:

  • CMS used. Check the type of CMS used (WordPress, Joomla, Drupal, Prestashop, etc.) and its specific characteristics.
  • Exam of the PHP code. Examine the quality and optimization of the PHP code that may influence the loading and browsing of the web.
  • Examination of the database:
    • Examine queries to the database and ways to improve queries to it.
    • Search optimization formulas to them.
  • Plugins:
    • Check if there is a plugin that hinders the loading of the web.
    • You can also check the utility of them, their performance and the pros/cons of their use.
  • Type of server:
    • Measure server response time (tools such as ServerTest).
    • Check the placement of the server taking into account our users.
    • Evaluate the type of IP (shared, dedicated, etc.).
    • Check if the server misuses the resources.
    • Study accelerate your response by installing other software (Ex: Change Apache by NGINX or LiteSpeed). Study changes in technology (e.g., SSD disks instead of HDD).
  • Type of hosting: You have to evaluate if the web is hosted in a shared hosting, cloud server, or if you host your website in a free cloud server. You have to see the convenience of hosting with the web project.

Why does loading speed affect our SEO-SEM strategy?

The question in this article is clear: Why load speed affects or is important in our SEO-SEM Strategy. What are the consequences of having a certain loading speed?

Web loading speed is an important factor in organic SEO positioning. We would call it key. Every SEO-SEM specialist would have to take it as a further duty when optimizing a website.

The statistical data and the conclusions drawn from them corroborate this:

  • 47% of users expect a page to load in less than 2 seconds.
  • 14% change web e-commerce if the page takes time to load.
  • 40% of users leave a page that takes more than 3 seconds to load.
  • 64% of the buyer-people, who are not satisfied, go to another site for their next purchase.

With all this information and the previous one, we can draw several conclusions that will serve as an answer to the question in this section:

  • The loading speed directly affects the conversion rate and the number of sales.
  • It influences the user’s satisfaction and experience in navigating the web itself.
  • Optimal web speed performance will reduce the bounce rate and increase the number of page views in the navigation.
  • It can favor a return of the user to the website and its subsequent loyalty.
  • The loading speed directly impacts the Google Ads rating on the user experience in the Landing Page.
  • It will help reduce ad costs and improve the position of the ads.
  • It’s better to prevent than to cure. Since Google announced in 2013 that websites with poor optimization could suffer penalties in search results, the loading speed is one more index to optimize.

We hope that with all these tips that we give you in this post you can improve both the SEO and the loading speed of WordPress.

Creating a buyer person should be the basis of any marketing strategy you make.

The problem is that many times due to ignorance, we do not know what a buyer persona is and what are the differences between the target audience and the target market.

In addition, when making a Social Media Plan or a Digital Marketing Plan one of the most critical points is to create a buyer persona.

Why?

Think that all the actions you carry out should be focused on the target of a company.

Otherwise, you will be impacting the wrong audience, and you will be throwing away time and money.

But do not worry either, because we’re also going to see:

  • How to meet your customer online
  • What is the buyer person?
  • Segmentation criteria.
  • How to create content that interests your buyer people?
  • How to identify your client’s purchase intention

But first of all let’s see what differences there are between buyer, target audience and marketing target.

What is a buyer persona?

Definition of Buyer Person: a buyer persona is a fictitious representation of your target.

Thanks to this tool you will be able to know better your target audience and design strategies and actions aimed at them.

Basically, a buyer persona is like a profile stereotype tab of your ideal client to which we will assign:

  • A name
  • The sociodemographic aspects (age, gender, place of residence, academic level, income level, culture, marital status, etc.).
  • Your personality.
  • Your behavior
  • His objectives
  • And their behavior in social networks.

This analysis of the buyer persona will help us determine:

  • In what social networks.
  • In what schedule.
  • With what tone to speak to him.
  • With what copy to address us.

Ideally, you have a template for buyer persona by the profile that you identify because it is normal to have different motivations and desires.

Also, remember that your target audience consists of current and/or potential customers and customers of the competition.

What is the target audience of a company or target in marketing?

To understand what the target audience is first, you have to understand what market segmentation is.

The segmentation of the market basically consists of dividing the market to which a company is directed in small groups or segments.

After making this division what is done is to select which segments we are going to address.

And these segments are our target audience or the target in marketing.

That is a group of people who have needs that we can cover with our products and/or services.

So if you want to know how to define your target audience, the first thing you’ll have to do is determine which segments you want to go to.

What types of the public are there?

When it comes to creating our marketing strategy, we must also be clear about which generation we are targeting.

Depending on the generation of our target audience we will have to adapt our message to them.

We usually talk about these types of target audience:

  • The Baby Boomers (1946 – 1964)
  • The Generation X (1965 – 1978)
  • Generation Y or Millennials (1979 -1996)
  • Generation Z (As of 1995)

If you want to know more information about them, we recommend you read this post.

Why it is so important to define my target audience

Before seeing how to make a buyer persona, I want you to be clear about why it is so important to define the target audience of a company.

Knowing your ideal client is essential to be able to correctly satisfy their needs and design a series of contents focused on them.

When we speak of the audience, we are talking about a specific and concrete concept.

For example, imagine that you sell organic food products.

It will not be enough for you to say that your target is made up of current and potential buyers who are interested in organic products.

You have to go further and specify, an example of the target of a company would be:

My target audience is made up of men and women from 25 to 35 years old who live in urban areas, who are worried about their health, practice sports on a regular basis and usually go to ecological restaurants on Saturdays.

This can be one of the targets.

But then you will have to define different buyer people to optimize your actions in social networks.

However, in the offline environment with demographic information could be sufficient.

But the good (and the bad) of the digital world is that you can measure everything.

Therefore, you can not limit yourself only to these variables, and you must go more in-depth.

It has gone from studying men and women from 25 to 35 years old, who live in urban areas, to generate fictitious portraits of the target audience, which reflect the personality, interests, and behavior of people.

To understand it better, imagine a cake.

The audience is not just the audience that you have as the central core.

Your target will be all the pieces of the cake you want to reach.

This simple graphics will allow you to see that you do not have to reach 100% of the public.

What would result in an excess cost because it is impossible or very difficult to have the ability to create ads to reach everyone?

The important thing is that you create strategies for these targets and that, instead of trying to reach 100% you go for example to 60% but with a much lower budget and more optimized.

For example, a restaurant may have different profiles of the target audience each day of the week.

The audience in the morning may be different than in the afternoon, and this may differ from the target of the night.

Not to mention already the difference between the public of weekdays and the weekend.

This is a very clear example of why it is essential to know in depth your buyer person and be able to offer specific content with different message and tone.

Now, how to segment a market?

The answer is through hyper-segmentation based on creating a buyer persona.

 

How to create a buyer person or define your target audience in marketing

How old are you? Do you study or work? What do you study? Where do you work? Where do you live?

This was the series of questions that we used to ask to define the target.

Right now, those data are no longer enough to make a digital marketing strategy.

This is where the buyer person comes into play.

The buyer persona is the starting point on which the content strategy of your project will be based and always depending on the stage of the purchase cycle in which it is located.

What is the use of creating content if it is not directed to your target audience?

For inbound marketing strategies to be successful, they must be focused on the right audience.

Creating valuable content is the basis of inbound marketing.

But these contents must be created under a previously defined strategy to attract your potential customers to you and subsequently convert them into customers.

How to define my buyer persona

First of all is that you ask yourself a series of questions that make you reflect on who is your ideal client.

Some of them could be:

  • Do you have a well-defined target audience?
  • Why can your products or services interest you?
  • What type of product or service is most suitable for the different types of target?
  • What can you offer them that your competitors do not?
  • What doubts could you have about your products or services?
  • What other products directly or indirectly related to yours consume?
  • What are your challenges, desires and motivations?
  • What is the best way to get to segment A, B or C?
  • In what social networks is it present?
  • In which do they spend more time?
  • At what time do you connect more?
  • What are the most appropriate channels to reach them?
  • What content do you find most interesting?
  • How is your personality?
  • And his buying behavior?

Ideally, you should answer these questions for each buyer you have defined because it is what will allow you to optimize your editorial calendar later.

In the end, create a buyer person you can summarize in 4 key questions:

  • What the potential client does,
  • What do you need,
  • What worries you,
  • How can you satisfy your need?

Once you have reflected on the previous questions, it is time to determine the segmentation criteria of the target audience.

These segmentation variables mainly can divide into four:

  • Sociodemographic factors
  • Personal Factors
  • Online behavior factors
  • Purchasing behavior factors

The buyer person is not always the person to whom you are going to have to direct to sell your product or service. For example, think about what your buyer persona is men and women of 70 years of age. How are you going to address them if few will use the internet? You have to think, who makes the consumption decision? The son!

How to locate pain points (pain points) of your buyer person

When it comes to creating a content strategy, one of the most important things is to locate the pain points of your buyer persona.

Now, what are pain points?

The pain points are those problems, challenges, concerns, curiosities, interests and even motivations that your ideal client wants to satisfy.

That is if you know the point of the pain of your client you will know their driver.

Or what is the same, you will know the motivation that drives you to do a certain search and then make the purchase.

Determine the pain points of your buyer person will be decisive for:

  • Empathize with your target audience and know their problems.
  • Compose the text of your web page and capture landing and sale
  • Use attractive copies.
  • Set the content strategy of your blog.
  • Offer solutions to your pain points and avoid objections.

There are different ways to locate the pain points of your buyer persona.

For example:

  • If your company has a sales department, it is essential that you form them to understand the motivations and desires of your customers.
  • Make online surveys to your current and potential customers.
  • Interview your clients directly and ask them about their problems and motivations.

To make it clearer take a look at this example:

Imagine a company that is dedicated to designing inbound marketing strategies.

This company will be directed to people or companies whose pain point is that they do not know how to capture leads in an efficient way and treat them later until converting them to clients.

After defining the pain of the buyer persona, the company must know what type of searches its target audience performs to seek information about their problems or motivations (which would be the equivalent of the awareness phase).

One way to know the words by which they find you on Google is to go to Search Console and select:

“Search Traffic” ➜ “Search Analysis,” and in addition to seeing which words are found by Google, we can see the clicks they have made, the impressions, the CTR and the average position of that word.

For example, in the recognition phase of the need, the interested person can ask questions on Google such as “what is inbound marketing” “how to do inbound marketing.”

When you locate keywords directly related to the pain of your buyer persona is when you will get higher conversion rates

Once you have identified the words by which they find you, it is important that you optimize your page or article with CTA and registration forms that call the attention of the visitor and leave your information to be later fed with information.

Define your elevator pitch

Well, you know who your ideal client is what the keywords you feel most identified with are and what are those pain points that make you want to change your situation.

This is where you must show that your product or service can change you from situation A (where it is) to situation B (where you want to be).

How to do it?

Thanks to the elevator pith.

That is, you must create a speech (or sales page) by which you make your buyer see that you are the best solution to solve your problem.

Example of how to create a buyer persona or target of a company with Facebook Insight

Everything in life is much clearer with an example, right?

So let’s see how to get to know your target audience thanks to Facebook.

One of the things that I like the most when advertising on Facebook is that it allows us to know our target in a very detailed way.

And after this, we can thank Audience Insight (a function that does not usually get all the performance that is possible).

To access this tool, you will have to go to the Ads Manager on Facebook and select Public statistics.

Here you will be given three options:

  • All on Facebook
  • People connected to your page
  • A personalized audience

We are going to choose Everyone’s on Facebook, and we are going to think that we are a Marketing School and that we want to sell a Community Manager Course.

The first thing that we will have to do is to know how the people that may be interested in this course are.

What we are going to do is add interest to the term Community Management.

Demographic variables

Only with that, we can already know in more detail the demographic variables of the people.

We know that:

  • 64% are women, and 36% are men.
  • From 25 to 54 years is the most interested age group. Mostly from 34 to 44.
  • 43% are married, 31% are single, and 23% have a relationship.
  • 70% have a university education.

Geographical variables

If we analyze the geographic variables, we can also find the cities where there is more interest.

In this case, X,  Y, and Z are the cities where there is greater interest in the Community Manager.

But also we can also know where the interest is growing the most.

For this, you only have to select the blue square.

Behavioral variables

We can also analyze your behavior and know your interests.

For example, we can know how they behave on Facebook if you select an activity.

But you can also know what other interests they have and know what other Facebook pages and categories they like.

In this practical way, we could start to make the fictional portrait of our ideal audience.

4 Variables when building a content strategy focused on your buyer persona

The four variables that will determine if your content strategy is correctly oriented to your ideal client and its phase in the purchase process are:

  1. Product and/or service
  2. Buyer Person
  3. Keyword Research
  4. Pain Points 

To develop a content strategy focused on your buyer, you will need a product and/or service that solve the needs, motivations and concerns of your ideal customer and you will have to analyze keywords that are oriented to the different phases of the customer’s purchasing process.

If you are able to combine these four variables, you will be able to create different types of content depending on the stage of purchase where your target audience is.

To make it clearer, look at this example:

Imagine a Business School that is dedicated to training and one of its products is a Master in Digital Marketing.

The first thing that the company should consider before trying to attract students and advertise will be to define the buyer who may be interested in a Master.

To do it faster imagine that the Business School identifies three types of buyer person who may be interested in doing a Digital Marketing Master:

  1. Unemployed
  2. University students.
  3. Intermediate workers.

The next step will be to define the central pain (what would motivate people to do the master).

And from that point of pain would a keyword analysis oriented to a content strategy that was based on answering the doubts of your target audience  …

If the company has more than one product (as is normal), the vertical axis will refer to the importance of the product with respect to the total.

That is to say, the one that more billing provides to the company will be the one that you will have to represent in the upper part of the vertical axis.

In this case, 50% of its target audience would be made up of middle managers and the rest would be university students and unemployed.

This is a very simple way to visualize the profiles that you are interested in and focus your efforts on those that will provide you with the highest return on investment.

If you have limited resources and you have to choose the type of content for your buyer persona, it is advisable to choose the one with the most volume.

But if the parts of the pain were divided equally:

What theme would you choose?

You should look for that factor that may, to a greater or lesser extent, interest the different types of buyer person.

The other variable that you will have to take into account when determining the content strategy will be the volume of searches and the level of competition of the keywords.

Because maybe you do the job of defining the points of pain and you see clearly the subject, but after doing the keyword research you can see that there is not enough search volume or there is too much competition.

When you have all the types of buyer person and pains (the reason why they will end up buying you) you have to think:

Would it make sense to make a blog that spoke of X (pain 1) and in which also talked of Z (pain 2)?

The more things you can encompass better.

But remember that the blog has to have its own identity and you can not put in the same bag all the themes if they do not have a relationship with each other.

In this case, you could, for example, include the countries to find employment and improve employability and talk about the advantages and career opportunities that can have you having a Master.

20 Tools to create a buyer persona

Very well, we have already seen all the concepts that you should know in depth.

But surely now you’re wondering how to find out my buyer persona.

We will see different tools that are sure to help you.

1. Google Analytics

Google Analytics is a tool with tremendous potential if you know how to squeeze it.

To extract information about your visitors you must select Audience, and you will obtain a series of data from the visits you receive to see if it has a relationship with the buyer that you have built or not.

  • Sex (knowing the% of the genre can help you find the most appropriate tone for your messages)
  • Segments of age.
  • Interests.
  • Language.
  • Location.

If you have e-commerce and you sell for example online shirts and you see that you have more visits from Valencia is a factor that can guide you when focusing your ads campaigns.

While if you select the section of Acquisition, it will show you how people have come to your website and knew:

  • With the bounce rate you can check which post you liked the least.
  • With the number of page views, you can see which post they like the most.
  • You can check which social network gets more traffic.

A good way to take advantage of this data is to make a table with the keywords that most seek you, which are your favorite themes and which pages are the most visited. It is a good way to know the interests of your buyer persona.

2. Alexa

It is a very interesting tool to analyze the demographic information of your own audience and those of the competition.

Alexa provides you with a projection (it serves to have a global idea, it is not an exact data) about the traffic of a web.

For example, we are referring to Marketing and Web of Hub Spot what has much more traffic than our blog, and therefore we see more variety of data such as:

  • From which country the visits to the web come from.
  • Gender male or female.
  • Education (They have not gone to university, higher education, postgraduate and university).
  • The location of navigation (home, school, work).

3. Google Adwords: Keyword Planner and Display Planner

Google provides you with two wonderful tools so that you can know more information about your individual Buyer.

With the Keyword Planner, you will be able to locate which words are most wanted by your target audience and the search trend.

While with the Display Network Planner just by entering the keyword you want, you can access the user profile that is interested in that topic. For example, I have searched for digital marketing master, and you will be able to know:

  • Related Keywords
  • Monthly search for the keyword.
  • The sex of the interested people.
  • The ages included.
  • Related interests
  • The device used to search for information.

These are the best data to optimize campaigns and direct your potential customers, do not you think?

4. Google Trends

Google Trends serves much more than to know trends (usual use). And it is that many times you do not get all the potential you have.

For example, if you are a company or a university that is dedicated to training and offers Community Manager courses you can search for this word in Google Trends and see where in Sweden this word is most searched and what other searches are related.

It is also very useful to segment your buyer person by geography and know what other related searches can do.

If you want to know how to get more out of this tool we recommend this post in our blog on Google Trends.

5. Empathy Map

The empathy map is a handy graphical tool to make a correct segmentation of your ideal client.

The empathy map allows you to put yourself in the place of your ideal client.

If you want more information about this tool, here is a post that explains what the empathy map is and how to use it.

I also leave you a video that explains how to make and use an empathy map in a very simple and brief way.

6. Buzzsumo

Buzzsumo is a tool that is usually used as a content healing strategy to get ideas from the most shared posts of your competition and a specific topic and then write about it but adding more value.

But, you can also use it to see what content is the most shared of your blog by your followers and thus know what can work better.

7. Facebook Insights and Facebook Audience Insights

Facebook Insights is another great tool to get to know your audience on Facebook first-hand.

It provides us with information such as:

  • Demographics: age, gender, country, city, language.
  • Actions on the page: You can see if how many clicks (depending on the information you provide) on “How to get there,” phone number, on the website or CTA of the page.
  • The hours of greatest connection of your followers to optimize the publication of content.

Facebook Insights is used to analyze the audience of your Fan Page, but if you want to go a step further, you can use Facebook Audience Insights with which you can get to know your potential audience better.

The difference between Page Insights and Audience Insights is that with this last one you will be able to know the entire audience of Facebook and not only that of your Fan Page.

This tool is tremendous because you can make a true hypersegmentation of your buyer persona and know:

  • Interests.
  • Behaviors
  • Emotional situation.
  • Training.
  • Work.
  • Important events.

8. Twitter Analytics

If you go to Twitter Analytics and select audiences you will be able to know much more information about your followers in order to optimize future campaigns.

You can know the following data to create the profile of your buyer persona:

  • Demographic data: gender, languages, country, region.
  • Lifestyle: the main interests of the people in your audience.
  • Type of device.
  • Your tweets that have had the most impact, so you can get an idea of what kind of content your audience likes most.

9. Followerwonk

Followerwonk is also often used to analyze the Twitter profiles of the competition.

But it is also exciting to analyze your own audience and obtain the following data:

  • The location of users.
  • Hours of greatest activity of your followers.
  • The most used words in the biography by your users.
  • The social authority of your followers.
  • The antiquity of your Twitter accounts.

10. TweetDeck

With TweetDeck, you can monitor keywords related to the products or services you offer and see what people talk about them to detect their needs and offer a solution.

You should also monitor your brand to know at all times what your audience says about you and to be able to answer them at all times.

With these two uses, you will be able to know first hand the interests and the needs to cover your buyer person and know what you can offer them.

11. Downloadable Contents

Downloadable content such as ebooks, guides or templates are wonderful sources of information to get to know your audience.

For example, you can have a blog in which you have identified several targets.

Imagine that your audience is made up of Community Managers and Social Media Managers for whom you have a different buyer persona created.

For example, you can create several ebooks, one for community managers and one for social media managers and see how many people have downloaded it.

12. Groups, Communities and Forums

Groups, communities and forums are a place where you can get a lot of information about what your target audience needs.

I recommend that you look for groups on Facebook and LinkedIn that are related to your products or services and analyze what they ask.

Look at this example from the Facebook group that I joined recently.

He has used the group to create a survey to understand better the needs and goals of the people who are part of the group.

What better way to know the needs and desires of your buyer person than to ask him, right?

13. Interviews and Questionnaires

Interviews and questionnaires are tools to get to know your very powerful client.

Two useful tools to do questionnaires are Google Forms and Survey Monkey, and if you later want to exploit the data in a more professional way, I recommend that you analyze them with the SPSS program.

Look at this example in which Copy Blogger sends an email to their subscribers to learn more about them and improve their email marketing strategy.

14. Search directly on Google

Another way to identify the needs of your target audience is to look directly at Google for words related to your brand.

For example, you can search for the word buyer persona with a question mark or in the form of a question “what is buyer person,” and you will find searches related to the term.

Also, if you go down to the bottom of the search engine, you will get more searches related to those words.

15. Comments on blogs

You should not only analyze the comments that you leave on your blog in the form of questions.

I recommend you also check the comments left on your competition’s blogs to identify their doubts and be able to answer them or get ideas for a future post in which you respond to this type of ideas.

16. Forms in your blog

Another way to know more details of your buyer is through forms in exchange for downloading the content of value to them.

You should be careful with the number of boxes you put on the form because, the more boxes you have to fill in, the more likely you are that they do not.

17. Email Marketing

The email marketing campaigns can also be used to meet your target better.

The personalization of email marketing will allow you to know the users directly and exclusively.

There are different types of emails.

Ideally, you analyze the openings of your emails based on the different topics you send to see what kind of emails they like the most.

On the other hand, you have to be clear that you can not send the same to your subscribers.

You must know at what point of the purchase process are to offer what they need at the right time.

For this, the best thing is to use an automation tool that allows you to tag the user depending on what he does and in what phase he finds.

We recommend you to read this article in our blog so that you can see everything that an automation tool can bring to your strategy.

18. Studies, Reports and Statistics

Studies on the behavior of people either on the internet or in some other subject are a valuable tool that is not taken into account when identifying the buyer persona.

For example, you can consult the studies of different research organizations or government and get important data such as:

  • Schedules to which they connect.
  • What social networks do you prefer depending on your age?
  • What devices do they use?
  • Why they follow brands.

19. MakeMyPersona

MakeMyPersona is a free HubSpot tool that will ask you a series of questions that you must answer about your buyer persona.

When you have completed all the questions, it will tell you to put an email, and it will send you the template with your buyer defined person.

20. “Jobs To Be Done”

More than a tool is to use another type of methodology to identify your buyer persona.

This methodology is based on identifying the reasons why the client uses your product.

No matter how old you are what your sex is or what you do. What really matters is the use that you give to the product and/or service.

That is, you have to try to find out the motivation that leads that person to use your product.

In this way you can:

  • Know the main motivation and therefore find out in a more simple way your point of pain.
  • Use the motivations of people in the copies of the ads, so they feel identified with your product and/or service and know that they will meet their needs.
  • You will know different uses that can be given to your product and you do not know it (as the case that I mentioned above of the product removes stains) with what you will be discovering new market segments.

Tips and mistakes when defining your buyer person that you should avoid

Finally, I am going to give you a series of tips so that you do not make a series of mistakes when creating a buyer persona that is usually quite usual.

  • The buyer person is not always the person to whom you are going to have to direct to sell your product or service.

For example, think that your client is 70-year-old men and women.

How are you going to address them if few will use the internet?

You have to think, who makes the consumption decision?

In this case, it is undoubtedly the son to whom you should address yourself.

  • Do not limit yourself to defining your Buyer persona according to studies and tools.

Observe it in person.

Research is the best way to get to know your target audience and understand their behavior.

  • Put yourself in the shoes of your ideal client and think about what he needs to cover his needs.
  • It is very important that you keep in mind that your buyer is not a static person.

Your objectives and needs will evolve over time, and your product must evolve with them.

For example, if a person buys you a Community Manager course, once you have trained, your objectives will no longer be the same, and you may be looking for more advanced or specialized training.

  • Join the forums and groups where your ideal audience participates and pay attention to the topics they speak, their questions and their problems to identify what their needs are and cover them better.
  • Analyze why they consume your products, what motivates them and what means they use to reach you.

Monitor keywords related to the products or services you offer to discover their demand patterns.

  • Take into account the different types of audiences and establish an order of preference based on your objectives.
  • Graphically represent your ideal client to visually see who you have to address and where you should devote more effort.
  • Not only identify the target you want to target, but also define the audience you do not want to address to not focus your efforts on them.
  • Keep in mind that there are four generations (Generation X, Y, Millennials, and Z) different with different buying behaviors and that you should know to know how to address each of them.

Extra recommendation: Note the negative buyer persona

A negative buyer persona is the representation of those people who are not interested in arriving and therefore, you do not want to sell your products and/or services.

Usually, companies tend to focus only on the buyer people they want to reach, but it is not usual for them to focus on those who do not want to arrive.

And this is just as important to be able to focus your resources and efforts on those people who are really going to have an active interest in your products and/or services.

For example, an Inbound Marketing company such as Inbound Cycle that offers training ebooks for companies can also attract the attention of students who want to improve their training.

But this type of public probably does not interest them at the business level, and they do not want to spend resources on them. Therefore, they assign a locker so that you can select that you are a student and thus offer them a different treatment.

What do you think is the most important when defining the buyer person? How do you identify your buyer persona?

Today, social networks are a very important part of our marketing strategy, and Instagram is on the top list. It is even likely that many prospects have reached our brand through them. Therefore, it is essential that we make a good campaign on social networks. To achieve this, we must or should learn from previous campaigns. Only in this way can we improve what we will do in the future. In this matter, Instagram Analytics tools can help us. We just have to know how to use them.

“Those who do not remember the past, are condemned to repeat it.” -Lemony Snicket (Daniel Handler)

To know the posts that do work in our Instagram we have to analyze what happened with them. This article describes how we can analyze, extract and use Instagram Analytics to improve Social Media Marketing. You have to keep in mind that Instagram is one of the most used social networks and its popularity continues to grow.

Instagram gives, to the profiles that are configured as companies, the possibility of using Instagram Insights, which is a tool that allows analyzing certain performance statistics of the posts.

Another tool we recommend using is Iconosquare, which allows you to get more Instagram data and it’s free!

5 Instagram Analytics reports essential to evaluate your account data

Each business analyzes different variables. It all depends on what objectives you have proposed in your network strategy. For each particular case, it is ideal to determine which are the variables that reflect the fulfillment of the goals.

These are the 5 variables that you can not stop analyzing:

Instagram Analytics: Engagement

Something you’ll want to pay attention to is Social Media Engagement. Social networks should be a place where you and the clients meet and interact or have “Engagement.”

  • With them your customers and followers demonstrate that they appreciate your content, it is the fastest way in which users give their approval. There are 2.5 billion Likes a day, so take advantage of a piece!
  • The comments have to be the breakfast of all the companies. Generally, comments, like likes, indicate that a user enjoys the content, so much that they want to express their opinion and start a conversation with the team. However, sometimes negative comments are received. Do not get frustrated! This can be an opportunity to turn a client with a bad experience, into a faithful follower if you solve their concern.
  • Engagements by followers. It is natural for large brands to get much higher engagement than brand new or small. In these cases, it is more interesting to measure engagement by the follower, since, being a smaller brand, it is possible to know the level of communication that exists with customers. The more frequent the communications with the clients, the more satisfied they will be.
  • Engagements by media. By segmenting the data, you can measure engagement by type of content. In this way you can know what kind of posts are the most attractive, to be able to make more publications of that style and increase engagement.

Instagram Analytics: Hashtags

Although hashtags have been criticized, they are still a tool that reaches new users. The brands that seek to grow in the networks must know which the most relevant hashtags are for their potential followers.

  • The most used hashtags This metric indicates the number of times a hashtag has been used. It is important to try different hashtags to evaluate then which ones have the best performance for you. That’s when we move on to the next metric.
  • The hashtags with more engagement To complement the previous metric, we evaluated the number of interactions (likes and comments) by hashtag. In this way, we know which ones produce more conversations with followers. By using them, you make sure you have more interactions with your audience.
  • The mentioned hashtags more frequently. Finally, we can use the information of which are the hashtags with more mentions to find those that are related to the service or product offered by your company. This way you will have a high guaranteed range. In the image are the words highlighted in black.

Instagram Analytics: Followers

For marketers, the number of followers is one of the fundamental metrics, from the impact of Social Media Marketing. Although the engagement has now gained more interest for analysts, the growth of the audience is still attractive. A positive change indicates that the company is doing things well, inside and outside of social networks.

  • Followers won. It is the number of new followers in a given period of time. The jumps in the graph indicate that something attracted attention and, when analyzing those days, we find what contents are attractive to the audience. Excellent idea to guide yourself when making future campaigns.
  • People you Sometimes follow in Social Media, it is believed that the relationship followed-followers represents some authority. But this has caused many brands that do not even follow a user. This is not well seen either. Do not be afraid to follow your followers. You can learn from their preferences, and they will surely appreciate you following them.

Instagram Analytics: Content

To know what kind of photos and videos are the most attractive to your audience, there is Content Analytics. With this information, you can make more posts than your followers like.

  • Top posts Knowing which are the posts that have had the best receptivity is the basics. Similar content will surely be well valued by your followers.
  • Photos sent. Having a record or tracking the number of photos published is useful to know if there are days when it was not published. It is important to follow the plan of publication determined, without oversights, not to confuse the followers with the frequency of posts.
  • Submitted videos. If you produce videos for Instagram frequently, it is also useful to keep track of them.

Instagram Analytics: Time of publication

There are moments that are ideal for publishing the content, and that is when there are more followers connected or in other words, peak hours due to high traffic.

Fortunately, the tool we recommend provides this data. Take the opportunity to launch an ideal publication plan. If the publications are daily, then, the hour is the key variable. If it’s about launching a campaign – or other exclusive content – it’s useful to know which day of the week most followers interact with.

Improve your Instagram marketing

To have a really good marketing strategy, you must find a way to make content that interests them. For that, you must create an analysis of your audience.

With the analysis tools, you find answers to questions like, which of my photos or videos receive comments? Which publications have the most engagement? Or at what time should I post? Or any variable that you consider important.

By optimizing the content plan for Instagram, you improve the quality of the publications, and your followers are satisfied. This will help you noticeably when you get new prospects that will possibly become customers.

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The App is vital today for the development and expansion of any business. I have been investigating a bit about the subject, and the truth is that I was hooked enough and could not pass up the opportunity to write a few lines about this. If you want to know the advantages of creating mobile applications for Blogs or any other type of web (portals, forums, e-commerce …), this post will be of great help.

The App can be very versatile and useful, and what is better, easy, cheap and fast to design, although as with web pages, make mobile applications according to the number of screens, functions, design, etc. ., can be very cheap or very expensive. They are very useful for me to manage social networks, manage my content, listen and find music, etc …

I love researching and finding new App and being able to check all the features they offer and what new or different things they have compared to the rest of the App designed with the same objective.

In this article, I try to give you some clues about the importance of the development, design, and creation of an App for your Blog, platform or e-commerce and the multitude of alternatives and business ideas that may arise through it.

Why is it important to create mobile applications for a Blog or any other website?

It is a new world full of possibilities, in which nowadays it is not necessary to know how to program or be a computer to be able to make a space in it and create an Application, thanks to the multitude of App platforms existing nowadays.

That’s the beauty of applications. You can make a great App without being an expert in the field, and that gives the possibility of good business ideas and new services that would otherwise be rejected by the fact that the ideologist does not have enough knowledge in new technologies and computer but if it concerns the activity or business idea (your sector) in which you want to develop the App.

The App has a brutal pull lately, and its potential lies in that having an idea and a low budget, you can start your own business reaching the palm of any potential consumer in a simple way, allowing this to interact on your platform, with the consequent advantage that this causes (sale of products and services directly with lower costs).

That is the reason why they are so popular, and therefore they are a great business opportunity if you know how to create mobile Apps and how to manage them.

This phenomenon has caused many professionals to start demanding this type of platform to be more visible and therefore sell more. App demand is growing, and the supply is increasing.

In many segments, there is still no consolidated competition or even exists, which provides the possibility for many professionals to expand their businesses through their websites and App.

It is evident that the App market is booming, even though it is a pretty exploited sector already. Despite its own changing identity (environment and sector of technological activity), it is the motor that keeps it being a profitable business with the expansion, that is, it is the whiting that bites its tail. I explain…

The App environment, that is, the world related to ICTs (Information and Communication Technologies), the Internet, and creative innovation, are constantly changing and growing, and it seems that in a medium / long term period there is no It has a tendency to decrease.

And it is that increasingly demand more services and technology facilitates the provision of these achieving greater satisfaction of final consumers. Proof of this is the expansion of technology-based companies (startups) on the Internet in the last decade. Examples of this are Google, Apple, social networks such as Facebook, Twitter, etc.

All these companies have all kinds of App, as well as companies not so leading, and is that an App is not complicated to do and does not require a high investment with respect to other types of investments. In fact, the versatility of the App relies in its low cost and its format, which allows the consumer to reach the consumer directly with a clip to any content, service or product you want to offer, making the sales process faster and cheaper.

The App has opened a huge niche in the technological market related to the world of the Internet since they are the best instrument to reach each one of the users/consumers intuitively and simply.

This fact has inspired a new class of entrepreneurs with a real impact on employment and with many expectations for the future.

Here I give you some keys so that you know what they are, what uses they can be delivered and what advantages they have. In this way, you will understand the importance of creating mobile applications for any website.

The definition itself gives the reason why Apps have appeared in recent years as mushrooms for all types of mobile devices and operating systems. And it is that you can create an App for any kind of task, which has led to the emergence of many startups that specialize in this PhoneGap with a different approach to the usual App or a different idea (creativity is important in this sector) have created their own mobile applications, for other companies, as a business idea or as a complement to it to sell their services or products.

Every day thousands of new applications appear for different uses such as sports, health, dietetics, finance, games, home automation, etc …

The development of new supports and the change in the consumption and use of technology have also contributed significantly as part of the technological change that we live in which some call it the 3rd industrial revolution or 2nd technological revolution.

The Smartphone, Tablet and the recent appearance of the Smart-Watch have made us have unlimited access to the Internet from any point at any time, which has led to a remarkable sociocultural change that is reflected in changes in consumer habits ( such as the growth of online shopping), interpersonal relationships (such as social networks of all kinds), communication (everyone can have a blog, digital newspapers, etc.) …

This is how we use the App in Sweden according to The App Date as of March 2016:

  • In Sweden, there are more than 6.7, millions of active users of App.
  • Sweden is the fifth country that buys the most through App.
  • By 2020 it is expected to reach the figure of 25,000 million devices connected to the Internet.
  • 1 out of 5 App is zombie applications (applications that have not been downloaded or updated by their developers being in a total state of abandonment).
  • Of all the App that we have installed, we only use an average of 14 actively.
  • In Sweden, approximately 0.7 million App downloads per day.
  • More and more people have mobile devices of all types, brands, and models for the different operating systems Android, Windows Phone, iOS … Sweden has moderate penetration rates of Smartphone and other mobile devices ( growth of 68% in the purchase of Tablet ) higher in our environment. It is estimated that 93% of the population already has a mobile device and continues to rise. The Smartphone penetration rate has gone from representing 63% to 81% of mobile phones in Sweden.

If you want to know how to carry out the creation of an app for your Blog or website easily and simply, you may be interested in some of these conversion methods:

What is an App or application?

The app is the acronym for the word “Application.” An App or application is a computer program designed to be executed on a device, in order to help the user in a specific task (as an electronic tool).

What types of Apps and what forms of mobile app creation are there?

Depending on the needs that are intended to comply with the App and the process of creating mobile applications chosen in each case, we can differentiate and classify the Apps in different types:

Native Applications

The native applications are those that are developed and created in a specific language and environment, which makes them have a very stable and fluid operation in the operating system for which they were created.

Advantages of Native Applications

  • It works using the resources of the operating system and the hardware for which it is designed, which makes its design fit perfectly with the conditions of this and therefore its use is very intuitive, fluid and with few errors or failures in the functionalities of the application.
  • It can be published in App stores and specific App platforms (depending on the operating system for which it was developed) for distribution.
  • It can be used without the need for an Internet connection for its operation.

Disadvantages of Native Applications

  • They can only be used by a device that has the operating system for which the App was created.
  • It requires a certain investment for its implementation, distribution, and use of the development environment through the platform or App store that is used for its distribution. Depending on the operating system you can choose to create a profile or account (carries an annual fee) of developer App on Windows Phone, Apple Store, Google Play Store …
  • They need approval from these platforms to be published in them.

Web applications

The web applications are those developed using programming languages for creating mobile applications and web pages (usually used for the latter), such as HTML, CSSJavaScript … and a framework for development and creation of web applications like Jquery Mobile, Sencha, Kendo UI, etc.

This type of applications is widely used to offer greater accessibility to information from any device, regardless of the operating system that uses it, since you only need to have a browser to access it.

Advantages of Web Applications

  • They can be used from any device regardless of the operating system that uses this.
  • The creation of mobile web applications usually has a certain cost for its development, but generally lower than that implied by native applications.
  • They have total flexibility, for their design and publication.

Disadvantages of Web Applications

  • You can not publish in App stores or platforms for its distribution and sale such as Windows Phone, Apple Store, Google Play Store …
  • Not being applications developed for a specific operating system does not use the resources of the system or the device, so they do not usually offer functionality as good as those of native applications.

Hybrid applications

As the name suggests, they are a mix between native applications and web applications , since it has characteristics of both.

The hybrid applications are developed using programming languages for web development and design, and a dedicated Framework for the creation of hybrid mobile applications, such as Phonegap, AppMachine, Appcelerator Titanium, Steroids,…

The ease that this type of mobile application creation provides is that they can be integrated with the tools that native applications have. The advantages and disadvantages of this type of mobile application creation are the following:

Advantages of Hybrid Applications

  • This type of App uses the resources of the device and the operating system so that its functionality is optimal for any of them.
  • The cost of creating hybrid mobile applications may be less than that of native applications.
  • They are cross-platform applications. It is not necessary to use a specific environment for the creation of mobile applications of this type.
  • Most of the tools for the creation of mobile applications of this type are free to use, although they usually charge for their maintenance.
  • It allows its publication and distribution through the specific App stores for each respective operating system.

The hybrid applications do not really have any notable disadvantage and are the most recommended.

 

Advantages of the App

1. Expand and publicize your business

An App allows you to reach thousands of users directly (consumers, customers, professionals or investors), making your business available 24 hours a day.

Thanks to the current devices ( Smartphone and Tablet ), any entrepreneur can be connected to your application to have full control of your business at any time. Furthermore, the App, allow to increase efficiency, reduce costs and grow sales and awareness of your business.

They also provide users of the App with your content, since it is instant access for them without having to search the Internet.

2. Professional use

Applications are no longer just a usual tool for consumers, they have also become tools for professional use.

Many companies carry out the creation of mobile applications tailored to each specific group of people that is part of the business or its environment (specific applications for tasks, jobs or particular departments).

3. Flexibility in its use

Some App once installed can be used without the Internet connection, making it easier for users to visualize your content ( native applications ).

In addition, a single person can manage all the options and functionalities of the application. Once your application has been created by the Agency or developer that you have chosen, you can manage all the aspects related to the management and follow-up of it.

This has generated a form of self-employment that many people are taking advantage of right now, since it is very easy for a single person (assisted in some cases by freelance or specialized companies) to handle aspects such as marketing, App development and customer service that centralizes all this in one place.

Keep in mind that this is a market that is growing, in fact, the profile of the application developer is among the most demanded today, with a view to increasing in the coming years.

4. Discover new users and build loyalty to your audience

The growth of App development in Sweden is mostly due to our high penetration rates in terms of mobile devices (highest in our environment). This has caused that in Sweden there are around 6.7 million users of active applications that download every day 0.7 million applications for Smartphone, Tablet, and televisions.

With this data, you can get an idea of the number of people using applications and the market that this generates, which will become increasingly important (for the expansion), to the point of becoming essential for the success of any company or Startup.

“An App is the best communication channel with your client”

The use of an App as a marketing tool, which allows access at any place and time, your customers, employees or employees to all your brand information, products, services … just having a mobile device is a differential advantage Regarding your competition.

In addition something that has always been very common in business when it comes to finding customers, mouth-to-mouth, thanks to applications has become a tactic of attracting more effective customers, because when a customer, friend, acquaintance or family Recommend your application, this can show it to the interested person directly or that this is downloaded the App to see directly from your device all the content of your site.

In any business model, it is important to use offers and promotions as an element of user loyalty. For many business models (such as online stores), the creation and development of an application adapted to your audience means a secure increase in your sales.

So, what are you waiting for to create mobile apps?

The creation of mobile applications for a Blog or any other website  will make the difference with your competition, but you must bear in mind that to find the most suitable application for your blog, you must have bright ideas for the design of it, what needs you want to cover with the creation of a mobile application, your budget, the type of content you want to show, the way in which the application is going to be made, the use of the resources of the mobile devices and its operating system , the time in which that we want this creation of the mobile application, etc. to be carried out

It would be best if you also bore in mind that there are different types of architectures (dynamic or static) that can be implemented in applications depending on the information and content that is going to be offered.

As you can see, there are many factors to take into account in the creation of a mobile application, and developing an App is a complicated and tedious process; in UBT Consults we can help you develop and create an App optimally and effectively, saving you complications and dislikes.

Contact us, and we will advise you without obligation.

In this post, we will explain what buzz marketing, which encompasses this concept, the key points for a successful Buzz marketing campaign and the 2 most representative examples of this marketing technique is.

Buzz Marketing definition

A good definition of Buzz Marketing can be:

Buzz Marketing  is a marketing technique known as  “word of mouth”, “word of mouth” or “mouth-ear” which is to generate a high degree of confidence and satisfaction in consumers to get them to be transmitters of information and the recommenders of the benefits of the brand in order to  viralize the product and increase sales .

Buzz Marketing concept

The  Buzz Marketing concept can be framed within viral marketing, and its goal is to generate conversations between people about a brand or product. This “word of mouth” marketing technique is based on consumer confidence in a product or service. And it is this trust that conveys the knowledge of the benefits of a product or service through a close or known person, and not through advertising in media and other traditional marketing techniques which makes the consumer trust and end up buying.

5 Steps to an effective Buzz Marketing

1. Teaser

The brand has not yet been made public. In this phase, we will go to the most influential sector of our target to capture their interest in the product. A good example would be Gmail, which at first was a product that only a few could access, which generated expectation and cultivated the curiosity of the people so that when it came out that everyone wanted to have it. This step is not mandatory, and the Buzz Marketing campaign can be quite successful without it.

2. Confidence

It is important that we generate confidence in the consumers from this moment and throughout the diffusion of the product to improve its reception and word of mouth. For this, we will use benchmarks, important bloggers of the sector, demonstrations, etc. to increase confidence in consumers.

3. Disclosure

Introduction or exposure of the product or service to the rest of the market. In this phase, it will be important that you have correctly defined your distribution strategy to ensure that you support a possible exponential increase in demand.

4. Marketing

At this point normally your product will need the support of marketing techniques on and offline to enhance its dissemination. We can use press releases, street marketing, viral content on social networks, online advertising …

5. Control

Control and enhance the viralization of the product or service through monitoring, analysis and correction and strengthening of strategy if necessary.

WHAT WORKS IN VIRAL MARKETING?

If you want to know what works and what does not in viral marketing, do not miss our post with:

  • The best tips to get your viral content.
  • Resources to enhance the viralization of your content.
  • The best examples of viral marketing.

SEE OUR POST IN VIRAL MARKETING

6 Key Points in Buzz Marketing

To achieve a  viralization of our product through word of mouth we must take into account the following points.

1. Communication

Our means of communication is the consumer, so we must focus all our communication strategy on it.

2. Satisfaction

The degree of consumer satisfaction must be very high for it to become an “evangelist,” so if your product is not perfect superior in some aspect, this strategy is likely not to work.

3 Superiority

Your product will be evangelized when it clearly exceeds the competition. Usually, that something will be the price or the quality of the product, but there are many ways to overcome your competition. If you want to know them, I recommend reading  “Strategies of sale: How to overcome your competition.”

4. Viralization

Buzz Marketing is not incompatible with referrers, influencers, endorsement or advertising in general. In fact, supporting your  Buzz Marketing campaign with these marketing techniques will help you viralize your product more quickly.

5. Internet

As a recommendation, focus more on the internet and online media (bloggers, social networks, online advertising …) to give that boost to your Buzz Marketing. Internet and viral marketing are so related that without online strategy the viralization will never come, and if it arrives, you will not have the strategy to control it and make the most of it.

6. Measurement

As in any other campaign, you must measure with your monitoring tools what is happening to know how your strategy is working, if you must change something, what actions to strengthen, etc.

 

Disadvantages of Buzz Marketing

The negative characteristics or drawbacks that define buzz marketing are:

  1. The absence of control in interpersonal communication.
  2. High investment in product and distribution.
  3. The difficulty of viralization of the product.
  4. High dependence on the consumer.

Buzz marketing Examples

Example Buzz Marketing Apple

The best example that exists about Buzz marketing is that of the Apple brand. They have done very well since the Macintosh, and along with advertising, word of mouth has been their greatest ally.

As you can see, a good strategy of Buzz marketing is not based solely on the product or the referrers, and although it is almost impossible to carry it out without creating an experience around the product, you will not be able to do it with this either. To achieve success and cause viralization will always have to be supported in a large number of marketing actions that help and enhance dissemination.

Example Buzz Marketing Starbucks

Another example of Buzz Marketing is Starbucks. This company recognizes that its main advertising is word of mouth, but this does not come alone, to achieve this it is necessary to ensure that each product sold is an experience, and this is something that the company can control. In the case of Starbucks we see that:

  1. The client’s name is written on the glass along with a smiley face.
  2. The employees always attend you with a smile on your face.
  3. The product is of quality generally superior to its competition.
  4. The place is cozy, with comfortable places to sit and ambient music to relax.
  5. They have free wifi for customers.
  6. Reward customers with a loyalty card.

As we can see, the fact that getting a coffee becomes an experience creates that buzz marketing, making consumers upload pictures of the place, of their smiling drink and comment on both social networks and with others the great place that is Starbucks to relax and have a coffee. The phenomenon that suffers so well received by where it is that they are already present in more than 75 countries.

 

And you, have you already created your viral Buzz Marketing strategy?

It is like people to grow up playing. When you are born, you are given a rattle and a stuffed animal, when you are 3 or 4 years old, we have the first doll or the first plastic car to throw you down the stairs and make you hit the walls of the house. We continue to grow, and the game is still linked to our lives, we play in the playground of the school, on birthdays, with friends or even alone with our console. Sometimes, we are so in the game that we make the mistake of taking life as such.

But all that does not stop there, the game as life also evolves, thus reaching the working world of people. And this is where I start talking about the main theme of this post, the GAMIFICATION.

There are many who still do not know this term or that includes under his name, that is why I will start with a brief definition:

What is Gamification?

Gamification is a method that integrates different game strategies in non-recreational environments, whose main objective is to motivate and make more enjoyable the work of employees of a company.”

The gamification was born in the digital media industry in 2008; it began to be used in the education sector where teachers sought to make more bearable fun and to learn for their students. It was a tool that favored both students and teachers since what was achieved was to enrich teaching and improve academic results. Now it is in the big companies where this strategy of making work compatible with fun is being implemented.

What is intended to achieve with gamification?

It is very simple, the companies that have implemented this method are looking to motivate the work of their employees so that they are more efficient, through games in which they can get rewards, scores, be in the top of the ranking and thus get more recognition within the entity.

The gamification follows a course of three steps that also follow the traditional games with which we have grown all our lives. They are the mechanics, the process and the components of the game.

  • The mechanics of the game: consists of making the user get involved in the game in a dedicated and fun way to level up, earn points, get medals and prizes, etc.
  • The process of the game:  here are the personal motivations of each that are fed by the rewards, the prestige achieved and the recognition achieved.
  • Components of the game:  they are the avatar of the different players, the accumulated points, the badges, etc.

A company has two ways of approaching gamification, one is towards employees, and another is towards customers. What does the company want to achieve with this tool? Engagement.

The company seeks several things with this strategy, among them are to improve the brand image in social networks, optimize interdepartmental processes and retain both employees and customers.

Gamification focused on employees

Through gamification, we can motivate employees in daily work and increase their competitive spirit, which usually results in good results for the business. In return, workers will receive a unique identity, an approach to others, improvements in their learning, prestige, and recognition within the business.

Gamification focused on users

Some clear examples of gamification focused on users are those carried out by Foursquare and Line.
What Foursquare does is intensify its use with the badges that are unlocked as the user registers in more places. The more, the better.
The line uses techniques that consist of making users download and actively use other Apps, and as a reward, Line gives them stickers or coins of the application.

Why is a gamification strategy so important for a company?

Today almost all people have a very close link with our Smartphone, this means that the mobile environment offers many possibilities for a company to interact with employees or customers, with some to increase sales and others achieve loyalty, respectively.

An estimate was made, and it is expected that in 2015 more than 40% of large companies will use this technique. In this year gamification has found its place in the mobile channel since many multinationals find in mobility a new opportunity to be able to grow their business and in apps the perfect base to be able to carry out those processes that improve the performance of your employees.

Finally, I will tell you what some of the keys to knowing where the mobile channel can fit in your company are. The first thing that the company must do is identify the objectives that it intends to achieve within this type of channel, that is, that it searches with this strategy, because it considers the possibility that the world of mobility can bring positive results, etc.

The most common objectives

Objectives that entities seek in this type of expertise are:

  • Branding create or improve a powerful brand image on the internet and innovative.
  • Engagement:  provide value to clients in order to achieve their loyalty.
  • Increase in sales:  a very recent study states that 75% of companies declare that they have made more sales thanks to mobile. And it was estimated that mobile sales would be more than half of online sales in 2018 and so on for 2019.

We can conclude by saying that gamification is a very innovative activity capable of achieving very positive results for a company. It is an almost sure bet for the growth of companies, employees, and customers. Everyone gains motivation, learning, and satisfaction.

Thank you to all for reading us. Hugs!

It is well known by all the great change that the Internet meant in our lives and how it was not going to be less, marketing adapted to that new era. The Digital Marketing or Online Marketing has pursued the use of the Internet and gave us opportunities to promote a business or brand more efficiently. In the new era of the Internet, the possibility of sharing information quickly and easily thanks to social networks and further information and communication technologies was born.

For some years now, the Internet is not only allowed to use information search engines but also as a community, where there are relationships, experiences, knowledge is shared and feedback is generated with users from any part of the world. Therefore, in this introduction to online marketing, we will discuss the techniques, advantages and why online marketing is becoming the pillar of attracting customers from many companies.

In this new area, the second part of digital marketing is developed, since users have complete freedom to talk about the brand. They have the power of opinion, which was previously only allowed to the media. This happens thanks to the emergence of platforms such as social networks, blogs, corporate websites, Email Marketing, etc. Now everything has changed, and the company and client can strengthen this relationship since by increasing proximity and be able to establish direct contact with the brand, we can create the bond of loyalty that is so coveted.

Introduction to online marketing: most used online marketing techniques

Online Marketing is a set of Marketing techniques based on digital media. Among them we can find:

  • Promotion of the Web:  In the leading search engines (SEOSEM).
  • Social networks:  Take advantage of its impact by managing and optimizing networks and social media marketing.
  • Affiliate networks:  The ability to link with affiliate groups that promote our products or services from your website in exchange for a commission.
  • Email marketing:  Campaigns sending emails that are not classified as spam and that stand out among the other emails received.
  • Web design and development:  Harnessing the potential of the Internet based on the most innovative programming languages ​​and marketing techniques.

All this work, especially lately, has been facilitated by the criticized social networks with their special way of sharing content. You just have to know how to use them with conscience and squeeze them 100%. Among other collateral effects of the use of social networks we can see the example of the exponential increase of Video Marketing, which continues to grow actively flagged by the phrase “A picture is worth a thousand words.”

Introduction to online marketing Why Online Marketing?

This type of Marketing gives us the possibility to reach more people, faster and more economically. After the invasion of the Internet in our lives, we saw modified our behavior habits in society. Each movement is registered, where the individual does not find borders or distances, and this is directly influenced in the way of doing online marketing by taking advantage of these opportunities and benefits offered by the Internet.

The Internet is a gateway to an immense world, a vast range of possibilities. Apparently, everything is not invented, there is always something to learn and improve and that is why you still have to keep continually learning and evolving because that’s what the Internet does.

As technology advances new ways of doing Marketing arise are always inspired by the traditional actions of the real world. But in an orderly manner, with real-time access to an infinite number of parameters that will allow us to measure the exact effect caused by our actions, determining the cost, benefits and risk it offers us and allowing us to make strategic estimates with greater accuracy and greater efficiency.

Currently, the most successful campaigns are eMarketing and Mailing. However, emerging channels such as blogs and social networks are gaining strength, as content marketing is the new star of 2015.

Still, we should always keep in mind that a single strategy will never lead you to success. For a campaign to be successful on the internet, different strategic levels are needed or choosing in each one the most appropriate options. One option would be a central strategy that feeds other small-scale strategies. We could talk about thousands of possibilities such as the creation of a web page oriented to sales,  email marketing, search engine positioning, online advertising, etc.

A small change, great results

I am one of those who thinks: “A small change can give great results.”

It is useless to simply have a web page if it is not adequate for the interests of your business or company. It often happens that people want to be on the internet because they are, and there is little or no use in having a web page without more. Among other aspects, web design plays a key role in online marketing and is one of the key factors to make your investment profitable in an online store or web page. Some of the advantages we could obtain from the correct combination of a web page with a good online strategy would be:

Advantages of a good Online Marketing strategy

1) Increase sales:  The goal of any company is to increase their profits. Online Marketing will help you increase your sales progressively, regardless of your budget. But not only should they look at its economic benefits, but also look at the social benefits it will bring to the company, helping to create a better society.

2)  Increase credibility:  A good online presence and managed consistently, enables you to increase the likelihood of your company.

3) Increase the confidence of the client/consumer:  If your company is present on the internet, it brings spirit to the consumer and thus reaffirms the image of your company.

4) Potential customers:  Establishing conversations is one of the most practical ways to attract potential customers and increase brand awareness. To finally build loyalty.

5) Differentiation of the competition:  Online Marketing allows you to transmit the advantages of your products or services directly, differentiating yourself from your competition.

6) Image of the brand:  The presence in the Social Networks and the first positions of the search engines increases the positive image of a company instantaneously.

7) Segmentation of the public:  The ability of segmentation offered by advertising on the Internet is much more advanced than traditional advertising methods. Let’s not forget Video Marketing, and it’s a very good strategy for differentiation.

8) Controlled investment:  Online Marketing is the perfect solution for SMEs since it allows developing progressive strategies tailored to each company and measuring the results.

 

A web page is an essential part of the company and its philosophy. Before developing an Online Marketing strategy, we must be clear about the objectives we want to achieve. Only then the path to success can begin.