For those who deal with social media management on a daily basis, an ill-fitting analysis is like navigating a sea of uncertainties, unsure if desired outcomes are being achieved. However, with the constant changes in the digital world, from relentless algorithms to shifting consumer behaviors, do metrics from the past still hold relevance today?
In this article, we delve into this transformation, from the days when follower count dictated success, to the present, where engagement and tangible conversions take center stage. Don't miss out on this journey!
Remember the days when follower was the ultimate marker as the indicator of success on social media? And likes? Ah, how those metrics used to be hailed as the pillars of online recognition! However, here's the truth we didn't fully acknowledge at the time: those numbers don't always tell the whole story.
While a surge in followers may seem impressive at first glance, this metric doesn't truly reflect the essence of interaction. Likes, known as a measure of "vanity," may offer a positive perspective, but do they truly represent the value of your content?
In today's digital landscape, quality reigns supreme over quantity, and engagement serves as a crucial metric in any social media strategy. While likes hold significance, metrics such as shares and "saves" take precedence in gauging user involvement.
Paying attention to engagement is key to understanding what is captivating or disinteresting your audience in your posts. This metric functions as a vital compass, directing your content strategy and aiding in content selection. When it comes to videos, it's essential to scrutinize views and shares alongside "saves," as they assume a pivotal role.
Just imagine: instead of hundreds of empty likes, having dozens of genuine comments and enthusiastic shares. It's every social media manager's dream! After all, the true value lies not in quantity but in the quality of audience interaction.
In recent times, social media algorithms have proven to be quite the enigma. Constantly updated, what works today may not work tomorrow, making it challenging to reach your target audience with the right content.
We've just mentioned on a fundamental point in this process: interactions. They breathe life into your platforms and create genuine connections among users. However, there's another equally crucial aspect to consider: without a good reach, the most valuable interactions risk going unnoticed. It's not enough to just create quality content; you also need to know how to get it to your target audience.
So, you already know that this is a critical metric for measuring the success of your posts. But how can you use this data to your advantage? Imagine you're a small local business and you share a photo of your latest product on your Facebook page. By analyzing the reach of that post, you discover that it reached thousands of people. This indicates that your message is reaching a significant audience, which can result in more potential customers getting to know your store. With this insight, you can adjust your marketing strategies, perhaps investing more in visual content or promoting your posts to further increase reach.
But here's a small disclaimer, which shouldn't be news to you - expanding reach is not an easy task. It requires a strategic and creative approach. You need to produce content that is naturally shareable, that sparks interest and is relevant to your audience, encouraging them to share it with friends.
On social media, every scroll presents a business opportunity. This is undoubtedly a turning point. For companies aiming to boost sales or leads through social platforms, overlooking conversion rates is a misstep.
Imagine this scenario: a user is scrolling through your feed and suddenly comes across a post from your company. They read the content, become intrigued, and decide to click on the link to learn more. Here lies the essence of the true value of conversions. Now, let's suppose your company has launched a new service and decided to promote it on social media. You've posted the content and included a direct link to the purchase page on your website. The result? Every time someone clicks on that link and makes a purchase, there's another conversion moment.
However, there's a crucial point in this process you can't overlook: understanding your target audience's journey. As you know, conversions are much more than mere transactions. They tell a story, a journey unfolding before consumers' eyes. Every click, every interaction, every share is a crucial piece in that path.
As you gain a deeper understanding of user behavior, you can refine your strategies, making each touchpoint more effective and impactful. Understanding consumers' desires and needs allows you to create engaging experiences that inspire them throughout their entire buying journey.
As you likely know, in the intricate ecosystem of social media, every scroll, click, and interaction is more than just a fleeting action - it's an opportunity to build connections, generate business and leave a lasting impact.
As algorithms evolve and users navigate a vast and ever-changing ocean of content, it's crucial to adapt, innovate, and continually refine conversion strategies.
Count on us to unlock the potential of your social media! 😉
Author: Andreia Faria - Copywriter
Vitamina is now an agency with the Meta Business Partner seal. This recognition is a testament to our experience and expertise, bringing a range of advantages for both partners and clients.
So, what is the practical impact for Vitamina? And, even more crucially, how does it translate into benefits for those who trust us as a business partner?
Let's explore in detail!
.jpg)
By achieving Meta Business Partner status, Vitamina ensures an even more specialized and in-depth approach within the Meta universe. With newfound access to the latest tools, specialized training and strategic insights, we are prepared to provide a competitive advantage, boosting the success of your campaigns.
Choosing a Meta Business Partner means placing your trust in a qualified and experienced marketing team. This partnership can yield results across various actions, tailored to the specific needs of each client:
Companies have the opportunity to apply to become Meta Business Partners for various technical and creative solutions, covering categories such as Agency, Ad Tech, Creative Content, Messaging, among others.
Eligibility requirements vary according to the type of solution and usually involve a detailed analysis of the quantity and quality of the company's performance on Meta’s platforms, namely Facebook, Instagram and Messenger.
From this perspective, the process incorporates a set of strict criteria defined by Meta: demonstrated competence in technical skills, a proven track record in driving commercial growth and the achievement of a substantial level of investment in advertising or commercial page management.
Upon receiving the badge, companies join an exclusive group, meticulously assessed for their expertise in the area. They are recognized as trusted specialists, contributing to business expansion, validated by their technical skills and the provision of valuable services. Potential clients therefore identify the best in the field, from managing ads to selling products or interacting effectively with clients.
In addition to the validation achieved for the agency by meeting these criteria, this recognition represents positioning benefits.
As previously mentioned, Meta partners are part of a respected global community with access to unique benefits designed to improve performance.
With the advantages of this program, META's partner agencies, which operate in areas such as campaign management, content marketing or performance monitoring, can meet specific needs of various campaigns and segments. This process not only optimizes operational efficiency but also ensures a more strategic and personalized approach.
We are thrilled to be part of this network of partners, as it reflects our experience and dedication to generating impactful results. As a Meta Business Partner agency, Vitamina remains committed to enhancing the experience and outcomes achieved. We are excited to embark on this journey, seeking to strengthen our capabilities and drive the success of our partners and clients.
More than just a mere seal, we view this certification as a constant commitment to excellence and the continuous delivery of value to our clients!
Digital marketing is one of the most efficient and effective ways to connect with consumers. Through digital marketing, businesses can communicate with customers through a variety of channels, including websites, email, and social media platforms.
The great thing about digital marketing is that it can be customized to target specific audiences, making it a very powerful tool for businesses. However, as businesses increasingly rely on digital marketing to reach consumers, it's important to understand how this type of marketing affects consumer behavior.
In this blog post, we'll explore some key ways in which digital marketing influences consumer behavior and how businesses can capitalize on these effects. Stay tuned!
Consumer behavior is the study of how people make decisions about what to buy, what to consume, and when to dispose of it. It includes everything from the simplest transactions, like buying a cup of coffee, to more complex ones like choosing a new car. It covers all aspects of the consumer's decision-making process, from initial awareness to post-purchase behavior.
If you want to sell more products or services, you need to understand what motivates people to buy them. That's why it’s essential to understand the role of digital marketing in this regard.
Research on consumer behavior uncovers why individuals or organizations choose certain brands over others when purchasing products:
Digital marketing is one of the most important tools that businesses can use to reach new customers and promote their products or services. In a world where more and more people are online, it's essential for businesses to have a strong digital marketing strategy.
There are many different aspects of digital marketing, but some of the most important include SEO, social media, and content marketing. By focusing on these key areas, businesses can create a well-rounded digital marketing strategy that will help them reach their target customers.
Taking this into consideration, it is possible to highlight six major advantages of digital marketing, which influence consumer behavior:
As you read, digital marketing has changed consumer behavior. Let's look at a few ways digital marketing affects consumer behavior:
Consumers are no longer ignorant about products. They are great researchers, especially when making a purchase. They are gaining more insights as technology empowers them with all the information they require through internet.
Furthermore, they now have many contents they can use to research and compare different products. This makes it possible to experiment with another brand before the final choice. So, you can see that digital marketing has empowered both brands and consumers.
Word-of-mouth is one of the most relevant factors affecting consumer behavior. Consumers are always looking for what people are saying about a brand. With social media, consumers can now make their opinions known to a wider audience.
This is increasingly important, since brands need influencers talking about them, in order to get to more people.
Digital marketing has exposed consumers to a wide variety of products and services. This has led them to search for better cost-efficiency.
Today, customers not only value the cost of a product but also factors such as customer support, brand value and discounts. This causes brands to develop more features and offerings.
While this seems to be a new phenomenon, it is a behavior that is just being highlighted due to digital marketing.
Due to the spread of mobile technology and the Internet, it’s easier for consumers to engage with brands.
Brands, realizing this trend, act accordingly by providing precisely what customers want.
Now, digital marketing serves as an ear to brands through the data they collect.
AI has made digital marketing for brands more efficient. It's also a powerful medium that helps consumers make better choices.
Brands that employ AI have a significant advantage over those that do not, and since consumers are always looking for convenience, they will choose brands that operate AI.
Despite the changes that have taken place in digital marketing, one thing remains constant: people still rely on search engines to help them make decisions. Therefore, SEO is one of the best practices for influencing consumer behavior.
Most people use Google or similar search engines to look up information, and most never make it past the first page of the Google results page. So, it's important that you keep your brand visible on the first page and on the first links of the results page.
This way, businesses create useful content and attract backlinks to get the best possible ranking and beat the competition.
So, what have we learned? First, digital marketing is constantly evolving and changing the way consumers behave.
Second, it’s important to keep up with these changes in order to stay ahead of the competition.
Finally, that understanding how digital marketing affects consumer behavior can help you create more effective campaigns and improve your bottom line.
Are you ready to put this knowledge into action? Contact us to know more.
Webflow is a low-code website development platform where we access a tool panel with several components such as sections, containers, divs, images, videos, or even sliders, and the HTML, CSS, and JS code is automatically generated by the platform.
A perfect SEO score and the opening speed of the website are determined by the great architecture of the code being generated. Because of this, it is very easy for Webflow-developed sites to achieve speeds above 90% in Google Speed Insights.
Webflow CMS is also very intuitive and easy to use for customers, based on Amazon S3 servers for fast site management.
As developers, Webflow allows us to work much faster on things like page structure, giving us more time to concentrate on what really matters: development time, interactions, animations, performance, and SEO.
These are the main advantages of a website developed in Webflow:
All the code generated by Webflow is validated by its own platform, which makes it practically bulletproof. By the other hand, we do not need to worry about plugin updates or security risks, such as malicious code injections.
At Vitamina, we develop websites tailored to each client, using WordPress or Webflow.
"Webflow allows us to dedicate more time to interactions, animations, and performance. The favorite part of all Frontend developers. And mine too!" - Pedro Ribeiro, Frontend Developer
The type of project we are working on determines whether we use Webflow or WordPress, always with the objective of delivering a tailored project to the client within the shortest deadline possible!
In the book "How to be a Leader", Daniel Goleman portrays the importance of emotional intelligence in a truly effective leadership.
In the book "How to be a Leader - the importance of emotional intelligence", Daniel Goleman addresses the concept of emotional intelligence, which can be defined as the ability that each person has to recognize and assess his own feelings and those of others, as well as the ability to deal with them. The result of this research conducted in about 200 companies is, in the current days full of uncertainties and constraints, even more important.
There are many styles a Leader can use. And the more, the better. Leaders who use more than one style, four or more, who are flexible and alternate them as needed, are more efficient and achieve a better organizational climate and performance.
Leaders' humor influences the emotions of the people around them, either positively or negatively.
The influence of humor is a true neurological phenomenon and can have an impact on performance. But it's important that the Leader's mood is attuned to that of those around him. For example, if sales are down, a Leader will not be cheerful.
The most effective Leaders boast moods and behaviors that are in accordance with the moment, always dosing them with some optimism.
According to Goleman, emotional intelligence is the "ability to identify our own feelings and those of others, to motivate ourselves, and to manage emotions properly within ourselves and in our relationships.
"The author presents four main components of emotional intelligence: self-awareness and self-management, empathy, and social awareness/relationship management.
Self-awareness: the ability to recognize one's own emotions. It allows people to realize their own strengths and limitations, and feel confident in themselves.
Self-management: is the ability to control one's emotions and act with honesty and integrity in a reliable and flexible way.
Empathy: the basis of relationship management, which involves paying close attention to others and showing concern for them.
Social Awareness / Relationship Management: included skills to communicate clearly and convincingly, resolve conflicts, and establish strong social relationships.
For the author, emotional intelligence is a requirement of leadership.Goleman believes that someone who has the best education, incisive and analytical reasoning, and a plethora of excellent ideas, will only be a great leader if he also possesses emotional intelligence.
Throughout the book, he presents several examples that portray precisely this, that the "aptitude for others" is more important for leadership effectiveness than purely cognitive skills.
If we reflect on this fact, we realize that most work situations involve relationships between people. Therefore, people who have human relationship qualities, such as understanding and empathy, are more likely to succeed.
Goleman reports, for example, on the work of Claudio Fernández-Aráoz, a senior consultant at Egon Zehnder International, who analyzed cases in which exceptional individuals, hired for high executive positions, ended up being fired.
What conclusion did he draw?
That these individuals had been hired for their expertise, but fired because they showed flaws in emotional intelligence.
The central idea is that effective Leaders, in addition to technical knowledge, have in particular self-management knowledge and skills to manage their relationships with others.
To do this, they need a trio of consciousnesses - Internal, External and In Others.
Inner Focus is related to the first two components of Emotional Intelligence, self-awareness and self-management. Leaders with self-awareness manifest realistic self-confidence and an awareness of their strengths and limitations. Self-management is revealed in emotional self-control, flexibility, and the ability to stay focused to achieve goals.
And finally, there is the External Focus, which allows a leader to see beyond his or her organization. A leader with this focus doesn't just predict a change in the economy, for example, but also the impact of that change on the social, cultural, and environmental aspects.
Is it fundamental for a leader to own these three focuses?
Yes, and in a well-balanced way! This is the only way to achieve truly effective leadership and success.
The development of a website involves several steps, from creation to design, implementation and final approval by the client. Therefore, as in any project, it is important to be provided with tools and work processes that are capable of speeding up and, most importantly, facilitating the entire process.
In fact, the beginning phase of a project is one of the most important, because it streamlines all the following steps, the work done by each team member and allows each delivery to be validated before the next stage starts. This is why wireframing is considered today as one of the first and most important steps in a project because it helps clarify exactly what needs to be done afterward.
A website wireframe is a draft or skeleton that, using text and boxes, creates an overview of the website.It should be the wireframe that determines almost completely how the structure of the website will be and what the content will be and that shows the people involved what the direction of the project will be. We can compare a website's wireframe to a film's storyboard.
It is during this phase of the project that UX (User Experience) should be considered as one of the main focuses. It is through UX Analysis that we will design, observing from the user's point of view, the easiness with which the product will be perceived and used.
It is also important to point out that there are variations in the way wireframes are presented and designed, but they fall mainly into two categories: low fidelity wireframes versus high fidelity wireframes. The first is the simplest, hand-drawn models without much detail and without colors. High-fidelity wireframes are sketches much closer to the final version, usually drawn using digital tools, where some interactions, color schemes, and basic graphic elements are already included.
The wireframe is the key to understanding what kind of content the project should contain, the position of that content, and aligning it with the overall marketing strategy.
If the strategy is targeted at capturing leads, for example, it's easier to understand the right way to distribute the text, images and call-to-action to encourage the user to fill out the form.
By drafting wireframes before we deliver the final project, we avoid a lot of hassle and late feedback. In fact, if something is found to be wrong, we can adjust the wireframe as many times as neededmuch easier than in a final design phase.
The first step, as in most projects, is to develop a briefing with those responsible for the project. In this way, it is essential to gather all the information in a document to guide all actions, to know the target in-depth, and to define the goals clearly. As we have already mentioned, it is crucial to prioritize the information/content according to the website's objective.
A wireframe should include as much information on each page of the new website as possible and outline the macrostructure of the pages right away. When we are designing a wireframe we should first consider the main elements of most pages, such as headers, footers, sidebars, content areas, meta-information, and search areas. After that, we start to draw the detailed outline of each of the pages, already placing as much content (text and images) that the designer should use.
Developing wireframes is indeed a key step in the process of developing and starting a website. Even when we are designing a minimalistic and simple website, developing a wireframe helps clarify exactly what we need to do on the different pages of the project.
It's tough to keep up with the latest marketing trends and changes. You need to be where your customers are, but there's just not enough time in the day.
Marketing automation is a great way to bridge that gap. It allows you to, among many things, track customer behavior and preferences to create more personalized experiences. This improves engagement and conversions!
Basically, anything that you can do manually can be automated with software. Keep reading to learn how.
If you're unsure how marketing automation can help your business or have yet to explore if it is a good marketing approach, consider the following ways it can benefit your business:
There are numerous types of marketing automation software on the market; however, marketing automation is more than just marketing software.Marketing automation software platforms allow marketing teams to:
There are many marketing automation tools today, each designated to meet specific business goals and objectives. Since there is no one-size-fits-all solution, organizations must carefully review their needs before choosing a tool that suits their culture, processes, and resources.
Marketing automation tools fall into three categories: lead management tools, campaign management tools, and customer relationship management (CRM) tools.
The technology behind Marketing Automation can be very complex, but when broken down into its simplest components, we can see how it becomes more than just marketing software.
There are a few key components to a successful marketing campaign: a great product, targeted traffic, and effective marketing automation.
A great product is essential for any business. Without a high-quality product, you won't be able to keep your customers' attention or generate repeat business. However, having a great product isn't enough on its own. You also need to generate traffic to your site to convert those visitors into buyers. And finally, you need to use effective marketing automation tools to follow up with your customers and keep them engaged at every stage.
But a good starting point for figuring out the sales funnel and larger market formula is to look at what stage of the buying process your product or service falls into.
For example, if your product is something people need to buy right away, such as a food item or medication, your sales funnel will likely be shorter with smaller overall market size. However, if your product is something that people can take their time deciding on – such as a car or a home – then your sales funnel will be longer with a much larger overall market size.
First, you need to understand your market. Who are your ideal customers? What needs do they have that aren't currently being met?
Once you know that, you can create a sales funnel that will attract them and convert them into customers.
You can automate your marketing tasks and drive more leads and sales through your website with the right tools in place.
Marketing automation makes it easy to create targeted email campaigns, send automated social media posts, and publish valuable content that attracts customers!
It helps you close more sales throughout the lifecycle from lead to purchase, regardless of device or channel, and if you combine this with value-based marketing, a strategy that focuses on creating value for customers rather than on competing on price, you will create a connection with your customers and establish trust. This way, it becomes easier to build relationships with your customers and convince them to buy from you.
And when customers trust you, they're more likely to come back again and recommend you to others!
If you're not using marketing automation, it's time to start!
Marketing automation can help solve many old issues that still plague marketing departments today.
The world's top companies are doing it, and there's no reason you can't be one of them. At its core, marketing automation is about creating loyalty and driving revenue through relevant messages.
And that's something your business can benefit from.
Ready to get started? Let us know how we can help.
The journey of branding is not an easy one. While it's true that most businesses are able to get their brand off the ground with relative ease, there still remains this tedious process which oftentimes leaves many companies feeling frustrated and giving up before they even start!
No, brands do not arrive on the beak of a stork, nor do they grow in laboratories. Brands get the life we give them and are made out of some hours of market analysis and intense work in partnership with the client. But before all this process starts, we need a briefing. The briefing is everything that is asked of the agency and the most important starting point. It is a kind of guide that will help us stay on course.
The briefing must include, in detail, the goals that the client has for his brand. Not rarely, the client doesn't know exactly what he wants, and it's up to us, Vitamina, to help them find what that might be. In this phase, we must be in accordance with timings, budget, how the client's business works, the target audience the brand wants to reach and who knows even the personal preferences of our client.
The success of a brand often depends on how different it is from the competition. Sometimes the product is nothing new, but what will make it unique is the way we communicate it. And this is all part of the branding process. Before we start, we have to look at the "supermarket shelf" and understand where our product/service is going to be. Understanding the strengths and weaknesses of the competition helps us identify the challenge and point of differentiation of our brand.
After all this is identified, we look again at our target audience and we will scrutinize what they have to tell us: what do the people who are going to buy our brand like? What do they do? What do they identify with? Where do they live? What is their lifestyle? How old are they? What desires do they have? What do they aspire to be... and so many other questions can be asked, depending on the complexity of our offering. It is also a good practice to look at examples and references of what our brand wants to become. We all have an idol in music. What about brands? Who is/will be our idol brand?
The third phase is the so-called "introspection time". Have you ever thought how nice it would be if, before we were born, someone gave us the opportunity to define exactly what we want to be? In the world of branding, this is possible and helps a lot in the definition of brand identity.
At Vitamina, we follow the framework suggested by Simon Sinek in his TED Talk "Start with Why". The Golden Circle model is an inspiring way to challenge the tax and find the essence of brands.
It translates into three levels of perception, with different goals, which in the end will complete each other. The "Why", the "How" and the "What". In essence, our purpose, our process, and the result.
If you think of a simple example, namely Nike, you can easily understand the importance of these three points.
Why: Nike's main purpose is to overcome the limits of the human being through sports.
How: To do this, it develops high performance technological solutions for a very specific result.
What: Sportswear that helps us overcome more and more challenges. This is a super interesting exercise to do at home with other well-known brands like Coca-Cola, Apple, Adidas, etc. A successful brand must have an authentic purpose. After all, this is where its true essence is found!
In a fourth phase, it is necessary to define the pillars that will guide our brand now and, who knows, for all time. And here comes the Mission, Vision, Brand Personality, and Positioning. This all sounds far-fetched, but if the work in the previous point has been done well, defining these four points is easy! In short, having a Mission is fundamental and goes far beyond the ultimate goal of the business which, we all know, will always be to sell. The Mission is like an extra motivation when things go less well and should be remembered and shared by all the people involved in the company's business. The Vision is the ultimate goal. It is the maximum distance we want to go and should be translated into a simple sentence.
Finally, the brand has its own personality that must be reflected in the main element, the logo, but not only. It must be reflected in all communication supports. So let's go back to the initial point of this article: comparing brands to people. There are all kinds of people. There are the shy ones, the brave and rebellious ones. There are the mysterious ones and the funny ones. What personality will our brand have?
This will also be the key moment to define what message we want to convey: brand positioning is the place that the brand occupies, before the competition and in the consumer's mind. It is the result of our essence, our pillars, and our personality that we want to keep always present. And the more differentiating it is, the better!
What a long branding process it is! Finally, the logo. This is the most important element of our brand and the one that will convey all of the above points simply and clearly. The logo is the most visible element and the one that will distinguish us from all the competition. In visual terms, the logo must be perceptible, and adaptable to the different media where the brand will live, it must be differentiating and unique. And finally, in terms of chromatic amplitude and shapes, the logo must transmit all the work that was previously defined for the brand.
Excited? Let's start a new branding process together!
