01ceb11223e24d14a7bcce8688bf855c

Online-Marketing-Trends 2022

accounting@yelnex.com (Christian Roeb) — Thu, 25 Aug 2022 14:56:38 GMT

Optimised online visibility as a guarantee for success!

Even though the year 2022 was marked by the Corona pandemic, keeping up with digital trends has hardly lost its relevance. On the contrary: the need to offer products and services online has become greater than ever before. Along with this, the behaviour of customers has also changed significantly. Those who have practised correct tracking and professional web analytics in 2021, observed their own industry and analysed the behaviour of their target groups, are better prepared in 2022 than their competitors.

For many companies with multiple locations, hybrid models, i.e. the combination of online and presence offerings, remain a challenge. It is important that companies continue to support traditional channels while introducing new mobile and online offerings. Delivering a memorable customer experience across all touchpoints is key to business success. Our knowledgeable experts sharetips on how to best shape your online marketing strategy in 2022 to stay competitive, even in pandemic conditions.

To achieve sustainable growth and relevance in the market, companies need to recognise the motivations and behaviours of their customers and develop an appropriate, but preferably personalised, response pattern when consumers want to find out about, for example, flexible delivery times, "in-home" services or the possibility to contact you via SMS. The new recipe for success is called "hybrid", a constellation of virtual and personal work. It implies online technologies and traditional activities serving clients remotely and on-site. Only those who can meet consumer expectations across the entire online customer journey will emerge as winners. A successful hybrid customer experience starts online and leads to offline purchases in the end. The trust gained ultimately creates loyalty. The satisfied customer comes back to you next time and even brings a new customer.

Progressive and memorable. The power of augmented reality

One of the new trends in online marketing is augmented reality (AR), i.e. the interaction of digital and analogue worlds, which has become increasingly popular with customers in recent years and has become an integral part of e-commerce. The IKEA Place app, which allows users to virtually customise the products in their home, can be cited as a perfect example. More and more brands are turning to AR because they now realise that this tool can be relevant with consumers and increase their desire to buy. In an age where the consumer market has very high expectations, the immersive experience is a powerful statement.

Digital and personal interaction offers a clear advantage

Digitisation is advancing for many companies and will reach a new peak in 2022. Delivering an uninterrupted, stable and excellent hybrid CX means understanding the customer's wants, needs, pain points and brand perception. In addition to the hybrid models already in place (contactless payment, click-and-collect, etc.), there are some new additions for 2022:

Google and Apple have simplified the search for desired products for their customers and offer the possibility to find out if the item they are looking for is in stock locally.
The item you are looking for will be easier to find with your mobile phone. You can find out in which location of the big shops, grocery shops or warehouses you can get your desired product.

More quality and value for your customers

To make the customer experience unique, the digital and physical worlds are increasingly merging into one overall experience, with premises transforming into places for entertainment and exchange in addition to shopping, and creating even more excitement among customers. The so-called "store within a shop" model is well on its way to becoming an attractive trend, especially with retailers such as Levi's or Adidas who share their premises with other sports companies. In addition, more and more bookstores are collaborating with cafés to make the reading experience more enjoyable.

No optimal customer experience without personalised marketing messages

Whether your customers want to shop online, offline or hybrid, you always need to focus on seamless and more efficient means to make it easier and faster for them to find you. Yelnex's smart product is designed to help businesses manage the hybrid customer experience in a cohesive and connected manner.

Online and offline customer experiences are to be treated equally. Failure to balance or favour one of the two components misses the point. An online user only sees what is in the store window. If you manage to intrigue him with excellent service when he arrives and thus create a surprise, you will make the difference.

Summary

Digital marketing trends are constantly changing. While some best practices will always remain fairly stable, such as collecting and reviewing customer feedback, other parts of CX design, such as digital transformation, need to be rethought so that you can continue to deliver more enjoyable experiences and push the envelope when presenting your products. Therefore: never settle for your customer experience strategy and don't become complacent.

Source: Uberall GmbH

What do ideal Google Postings look like?

accounting@yelnex.com (Christian Roeb) — Mon, 11 Jul 2022 14:56:38 GMT

Do you want to optimise your digital marketing efforts and build a meaningful online presence for your brand? The focus should be on creating quality Google posts that create more awareness for your online products and are geared towards new customer acquisition.

Google Business Profile is the digital business card of every company

Unlike content on other social platforms, your Google Business profile posts (formerly Google My Business) are intended for the target audience who are looking for information about your business. Google is, in most cases, the first place your customers browse for address, opening hours, location, latest updates, etc. And Google is just as significant as a place where new customers and prospects get a feel for your company , customer service and products. Therefore, it has never been more worthwhile to complete your Google Business Profile with all the latest details and make it more attractive to your followers. But what is so special about Google posts and how do they differ from social media portals?

Google Business Profile is a free and easy-to-use tool for managing a company's online presence. Posts shared on Google are short and simple pieces of content used to communicate with your customers, prioritising quality data in your search results. Consumers primarily turn to Google Business Profile to learn about company data. Research shows that 50 percent of all consumers use Google listings to learn about new branding. Google posts create decisive advantages to stand out from t potential competitors.

Generating compelling Google posts

The following helpful tips should be followed:

It must be made clear what type of post you want to create. What purpose should your post serve and which target group should it address?
Your post should contain an image, a video and a clear call-to-action to attract even more prospects and increase your conversion rate. Photos and videos you upload for your posts should be authentic and not convey the opposite when customers arrive at your site. When using photos and videos, keep the following guidelines in mind:

Photos:

Resolution: 1024 x 576 pixels

Formats: JPG or PNG

Videos:

Maximum size 100 MB

Formats: AVI, MP4, MOV, FLV, WMV, MPG, M4V, MKV, M2TS & MTS.

In your content, try to keep things short and direct, focusing on the essentials to facilitate communication with customers. The text should not exceed the maximum number of characters of 300, and the message should be conveyed to the user in a concise and understandable way.
The headline is important. This is limited to a maximum of 58 characters. The following applies here: A quickly appealing and accurate wording should be able to captivate consumers. Follow this link to learn how to write a good headline.
Get away from the thought: "Once posted, job done". The more postsyou do, the more you will be noticed. Business success thrives on your active engagement. You don't have time to post on different directories because it is very time-consuming? With Yelnex's Reviews & Postings product, you can publish on Google as well as on many different directories such as Facebook with one click.
Don't underestimate the power of emojis. Emojis are the smart icons and help break down language barriers. In Google posts, they can be used to give the content even more emphasis and thus increase click-through rates.
Encourage your customers to take more action with call-to-actions (CTA). Properly placed and designed, they contribute to a clear website and convey a certain degree of trust to the users. A CTA can be, for example, a purchase, a download, a call button or the registration for a newsletter. CTAs increase the number of visitors to your website, which in turn increases your conversion rate.
You can publish news, offers, updates, questions & answers on Google. Yelnex's smart software solution stands out because you can publish different content for multiple locations not only on Google, but on over 20 platforms with just a few clicks.. Contact our team of experts.

Source: Uberall GmbH

Customer acquisition and optimised online reputation through active review

accounting@yelnex.com (Christian Roeb) — Wed, 15 Jun 2022 14:56:38 GMT

Even without an active search, the reputation of one's own company is nowadays constantly present and can be viewed by potential customers at any time thanks to online reviews. Especially as an entrepreneur, it is important to build up a qualitative review management with the help of digital tools and to react quickly to customer reviews.

Review management includes monitoring, analysing, responding to and generating customer reviews across multiple online review platforms.

Going into details, review management includes:

Encouraging clients to give reviews for services provided;
Responding to customer reviews in a timely and appropriate manner.
Generating as many positive reviews as possible to expand the customer base and stay ahead of the competition.
Develop a consistent behavioural pattern for both positive and negative reviews.

Loyalty, trust and improved conversion rate

It doesn't matter if you are a big brand or have a small business: Review management is considered an integral part of reputation management and has a positive and protective effect on the online reputation of any company. It serves to gain the trust and loyalty of customers. Studies show that almost 60 percent of respondents only show their loyalty to a brand if it takes their concerns seriously. Trust is also one of the main drivers of an authentic and transparent brand building process. This includes negative reviews, because the absence of negative reviews tends to fuel mistrust among 95 percent of respondents.

With review management, the so-called "conversation rate" can also be increased. The motto is: the more reviews (positive and negative) are answered, the higher the conversion rate. Companies that had a response rate of 32 in 2021 achieved 80 percent more conversions than their competitors, for whom the same indicator was below 10 percent.

Review management is the real influencing factor in purchasing decisions. This increases significantly when their business service is recommended in the reviews. For 93 percent of customers in 2021, the recommendations of other users were decisive for their purchase.

In review management, the number of positive star ratings is given a special position, because it measures the popularity of a company. Along with distance and relevance, this is considered one of the biggest ranking factors for increased visibility. The star rating is directly related to the conversion rate. In other words, the higher the average star rating, the higher the conversion rate.

Nowadays, customers participate in two ways when it comes to review management: they read and submit reviews themselves. And the trend is rising. According to the latest Statista report, consumers between 25 and 34 have submitted an online review at least once.

Large companies and SMBs are challenged in different ways when it comes to maintaining a good online reputation: the smaller companies suffer from the scarcity of digital resources, while the larger ones find it difficult to develop a unified communication strategy towards customers. In order for these complex processes to go smoothly, a well thought-out approach is essential.

Where are the ratings given?

According to Uberall research, online reviews on Google are significantly more important for most consumers in their purchasing decisions (80 per cent) compared to those on other platforms. However, the importance of reviews on other industry-relevant portals such as Facebook, Tripadvisor, etc. should by no means be downplayed, as these also contribute their share to increasing the online visibility of a location. However, with many reviews from different online directories, it is usually difficult to keep track of them all. In order to manage these centrally and thus save valuable time, an intelligent software solution such as Yelnex is the perfect solution, as it allows you to better analyse customer opinions and gain important insights throughintuitive and flexible reports.

Where are the ratings given?

Successful review management requires the following for success:

Responding to online reviews regularly and promptly.
Ability to maintain composure even in the face of negative reviews, taking the concerns of the disgruntled customer seriously and not shying away from a conversation with them.
Using persuasion to get the dissatisfied customer to return.
Individual or personalised response, which resonate positively with most consumers.
Achieving conversions through a large number of star ratings.
Ability to show the other prospects that one has style and strength and that he really cares about the customers. Last but not least, this significantly increases one's credibility.

In addition to the above, you should refrain from buying positive reviews, because contrary to all beleifs, such an approach can ruin the company's reputation and push down its ranking in the search results.

How do you respond to reviews?

Responding to customer reviews remains at the core of online reputation management. For both positive and negative references, it is advisable to develop friendly and personalised manners:

Positive feedback: If a customer has taken the time to write something nice about your service, it is natural to at least thank them for their time. Responding to a positive review strengthens customer loyalty and makes people feel wanted and appreciated. Ignoring a positive review could usually have the opposite effect and make the satisfied customer feel neglected and turn to the competitor.

Negative feedback: In general, it is important to know how useful negative feedback can be in order to better understand your customers. Other customers will be watching closely to see how much value you place on your customers when something goes wrong. You should not view negative feedback as criticism, but as an opportunity to learn. Admit your mistakes, don't contradict and always remain transparent with the customer, even if you assume they are wrong in their point of view. Apologise and take the opportunity to offer a satisfactory and alternative solution to the problem. As the following study found, 78% of people who criticised a service on social media expected to hear back within an hour. Consumers expressing frustration via other platforms expected a response time of 24-48 hours.

Whether you like it or not, every online service in the digital age will be evaluated sooner or later. Therefore, be active in review management, generate a lot of positive customer feedback, protect your reputation and optimise your online visibility.

Source: Uberall GmbH

“During our partnership with Yelnex, we were shown promising new ways to find new clients and increase sales and customer satisfaction. We would recommend this company highly to anyone.”

01ceb11223e24d14a7bcce8688bf855c

Online-Marketing-Trends 2022

Optimised online visibility as a guarantee for success!

What do ideal Google Postings look like?

Google Business Profile is the digital business card of every company

Generating compelling Google posts

Customer acquisition and optimised online reputation through active review

“During our partnership with Yelnex, we were shown promising new ways to find new clients and increase sales and customer satisfaction. We would recommend this company highly to anyone.”

Sven Taylor

CEO ProX Marketing Ltd.