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Online Marketing
and SEO positioning

The website design and the development of the online shop are only one part of the ecommerce. Just as a traditional business requires a marketing plan, online presence must be enhanced with digital marketing. A well designed website, loaded with detailed information about our products and services, is of no use if we do not receive visitors.

Attract - SEO and SEM

Appearing well positioned in Search enginesthat many other sites link to our website and gain notoriety in the Social networking increases visits to our website. This is how you attract your potential customers.

Focus

Offer your visitors an experience nimble, fresh and simple to explore what your company has to offer. Every second counts when it comes to making it easier for your potential customers to find what they need. Make it easy and attractive.

Convert

The objective of the website as a sales channel is to put your company in touch with your potential customers. Through Contact formsfrom Transactions of Sale and even offering them information and news through a Newsletter.

Content marketing.

Its objective is to attract visitors, with a significant volume of traffic, from a segmented market, and convert them into sales. The details of this flow depend on the type of business and its established objectives, but the elements of any online marketing strategy are the same.

A good marketing strategy unites the art of content creation with data analysis.

Keyword planning

The first step is to know what issues we should talk about in our strategy SEO. At Conecta Software we use a keyword generation system based on the combination of Categories, Brands and Services of the company, of educational and transactional type.

Execution of editorial calendar

We have prepared a list of Titles on which articles will be developed on the blog during the next 3 months, with 2, 4 or 8 publications per month depending on the subscription chosen. We will publish them on the different corporate profiles on social networks (Facebook, Twitter, LinkedIn, etc.).

Metrics report

Every commercial website must have analysis tools that allow us to monitor (week by week, month by month) the KPIs, the evolution of visits, the average time spent on our website, the keywords that have brought us traffic, the channels, etc.

How is it different
B2B marketing?

From the purchasing process to the content strategy, B2B and B2C marketing have different characteristics.

It is true that the main objective is the same. One like another tries to sell a product to a person.

Marketing Plan
digital

Discover the components of each step in the development of your SMART online marketing plan. We start with the analysis of the starting point, the definition of the needs, the execution and the analysis at the end of each period.

Analysis
situational

 


It provides a global vision of opportunities, strategies and objectives.

1.1. SWOT analysis

This section describes the product, the market, the ability to serve the desired segments (SWOT) and competitors.
- D - Weaknesses
- A - Threats
- F - Strengths
- O - Opportunities

1.2 Technical SEO Audit

In the audit of SEO technical, the following areas are reviewed
- Crawl
- Index
- Mobile
- Speed
-• CMS
- Hierarchy

1.3 SEO Content Audit

In the content audit, an inventory and analysis of the performance and quality of the current website content is made.

Objectives

 


Before launching into optimization, we must define the objectives of the website and identify the keywords that will help us to achieve them.

They are characterized by being SMART (specific, measurable, achievable, realistic, time bound). The strategy will depend on whether we want to achieve:

  • Traffic
  • Ecommerce sales
  • Branding
  • Lead generation

The website is the company's digital showcase. There are companies that only want to have an online presence to gain visibility and facilitate contact with new customers.

Visit our website design page to learn about the basic elements of any website and the specific characteristics of different business models, from purely informative to the sale of services and products.

The main objectives of a commercial website are developed in 3 phases: Attract a significant volume of traffic (1), to convert into leads (2) and these to be converted into sales (3).

Marketing Strategy

 


Before launching into optimization, we must define the objectives of the website and identify the keywords that will help us to achieve them. Strategies are the paths of action to reach the objectives. Here we find the 4Ps of the marketing pillars, and their evolution towards the 4Cs:
Price -Cost
Product - Client
Plaza - Features
Promotion - Communication

Keywords

What are the key words that help achieve these goals? It's about identifying high volume, high value keywords.

Google AdWords has an important keyword planning tool, and preferential positioning in the results, by means of paid ads.

We distinguish three types of keywords:
- Transactional (Do) - buy, download, register, etc.
- Educational (Knowledge) - users are looking for pre-purchase information.
- Navigation (Go) - users are looking for a URL or specific company.

Market segmentation

All businesses, whether they have an online presence or not, have a target audience to which they direct their messages. But often that target audience is very heterogeneous and we must segment it properly to be effective.
Consumers do not want invasive and undifferentiated advertising, but they are extremely receptive to being told about their interests.

Action

 


 

SEO Off Site

The SEO Off Site refers to the actions we take outside our website, to increase your online visibility:

  • LinkbuildingLinks: These are the links that point to a website, and serve as indicators of its authority. The Link Building has 3 main tasks: to bring authority, confidence and relevance to the web. [More information here]
  • Social Networks: Creating a profile on a social network requires time and dedication and is a long-term investment. Among the most popular are Facebook, Instagram, Twitter, LinkedIn and Youtube.  [More information here]
  • SEO local: It tries to offer the product that the potential customer is looking for, when and where he needs it. The 50% of local searches from smartphone are to find out the address and other relevant information of the company (how to get there, schedules, phone and link to the website). [More information here]

SEO OnSite

Optimization is a long-term process that has several phases. The combination of SEO and SEM is the best bet. SEM (Search Engine Advertising) for short term results, but higher cost and SEO for long-term results and lower cost; but SEO and content marketing usually has the best ROI results.

In the audit of SEO technical, the following areas are reviewed: Crawl, Index, Mobile, Speed, CMS and hierarchy.

After the audit, these are the areas that require special care when optimizing our site: URL descriptive, Page title, Metadescription, Content optimization, UXThe following is a list of the most common types of data, calls to action and structured data markup.

Content marketing

Content marketing is complemented by optimization and both strategies are executed together. Elements of a content strategy:
- Audit & Inventory
- Strategy - Buying process, AIDA model, Inbound Marketing, Editorial Calendar
- Creation - Blog, articles and guides, landing pages, computer graphics [More information]
- Promotion - Diffusion, RRSS, Advertising campaigns

 

Metrics

 


 

The control of the implementation and organization allows to measure the results and also helps to identify problems and variations that may arise, in order to take corrective measures.

Reports, metrics and KPIs in ecommerce

What are the metrics that indicate the performance of our marketing campaigns? Each objective can be measured with a performance indicator. Therefore, we will choose the indicators according to the objectives set out in Point 2. The most important objectives define what our KPIs, Key Performance Indicators, are going to be.

Examples of KPIs in ecommerce

- If the objective is to attract more traffic, a key indicator would be cost per acquisition, or CPA
- For lead generation, a KPI is the bounce rate
- In the case of branding, the aim is to increase the number of prints, so the cost per view, or CPV, would be a key indicator
- In the case of ecommerce sales, we have the cart abandonment rate
Reports
The reports have an important list of indicators. Visit our web analytics page to see all the reports we provide to our clients.

Do you want to know more about online marketing?
Check out our Blog

Frequently Asked Questions

What does the marketing plan include?

The content marketing plans include an analysis of the competition, keywords and an editorial calendar. Based on these three pillars, we can design a marketing strategy that adapts to your needs and that, through the incorporation of valuable content to your website, inbound marketing allows us to improve your visibility, findability and SEO.

Can I do SEM campaigns?

Yes, we can help you design your SEM campaign on Google, Facebook and other platforms to complement your content marketing strategy. This makes a lot of sense if you want to launch new products or services or if part of your product catalogue has seasonality.

Do you do social media outreach?

Yes, all the content we generate in your blog will be disseminated in your social networks, so that visitors who follow you in your social networks are redirected to your website to increase the number of visits and improve your positioning in SEO.

Can I hire you to manage my social network profiles?

No. We can spread the blog articles on social networks, but this does not mean that we will manage your profile, replying to your users' messages or creating exclusive content on social networks. But we can work with you or your Community Manager to develop digital marketing strategies on social networks.

Our prices

Web Optimization

Business
  • Optimization Analysis
  • Positioning Analysis
  • Competitive Analysis
  • Analysis of Backlinks
  • Optimization SEO

Content and Promotion

Business
  • Optimization Analysis
  • Positioning Analysis
  • Competitive Analysis
  • Analysis of Backlinks
  • 4 blog entries
  • Dissemination at RRSS
  • Promotion in RRSS
We plan your strategy
online marketing

Web analysis,
SEO Audit and Ranking

Discover the tools and metrics to track the evolution of visits, the average time that visits spend on your website, the keywords that have brought traffic, the channels that have provided that traffic, the strategies of your competitors, etc..

All the indicators to improve your SEO and attract new visitors.

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Proyecto Cofinanciado por el Fondo Europeo de Desarrollo Regional. Beneficiario: Conecta Software Soluciones SLU. Nº expediente: EATIC2019010001. Inversión Aprobada: 173.800,00 €. Comienzo: 01/04/2019. Finalización: 30/09/2020. El presente proyecto tiene como objetivo el desarrollo de una capa de usuario multilingüe y dashboards para entornos web y windows de solución de Business Intelligence.

Project co-financed by the European Regional Development Fund. Beneficiary: Conecta Software Soluciones SLU. File number: PI2019010001. Approved Investment: 6,444.80 Start date: 17/10/2018. Completion: 16/10/2019. The present project aims at developing a connector software that automates the generation of virtual catalogues so that the company can offer in its Online Store products with a wide description and with images that make the user experience richer and more complete.

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