These profiles are then converted into a business page by Facebook and usually, you can no longer join them. Therefore, just like me, be proactive and turn your personal Instagram into a business account. A business Instagram account also has the advantage that you get access to statistics and promotions. In this article, I will discuss the creation of a company profile, the statistics on Instagram and the option to promote Instagram messages.

Create a company profile

If you get the message from Instagram to make your business account a business account, you can follow that message. Sometimes you get the message that you are not a page manager, while you are. Then first do the following: First, link your Instagram to your personal Facebook page. Permission is then requested to be able to access the pages and you have to give them. Otherwise, you will not get any further. Then you can link your Instagram to your company page.

Company information on your profile

Then, you are enabled to click on the company profile almost at the bottom of settings. You then indicate with your page which information you want to share, such as your e-mail, telephone number, and address. If you have a store, you obviously want to share the address, but if you have an online business or no office where people can visit you can also keep the address for yourself and click on it. Then you can change or delete it.

Now there is a link next to your profile picture that people can click to email, call or to see your address. This can be very interesting because the step to do business with you via Instagram has become a lot smaller. Followers no longer need to go to your website first and find out everything there. It is now just a push of the button and you are in touch. Ideal!

Read also: Instagram and the use of hashtags

Or: Create your Instagram Business account now!

Instagram statistics

First, you had to check your statistics via external sites and grant them all kinds of permissions. Now you can check your statistics on Instagram yourself. If you click on the icon of the statistics in the app you will first get a kind of general page. This indicates how many people have seen your messages that week. Then you see the most popular messages, the time when your followers are online that day.

Views

In the views, you first see the total number of times your messages have been seen. Then you can swipe through and then you also see the number of people you have reached that week, how many people have seen your profile and how often you clicked through to your website.

Popular messages

In the popular messages, you can see which messages have been seen the most in the last 30 days. If you click through it you will get an overview with every number the number of how many times it has been seen.

Followers

For followers, the average time for your followers on Instagram is on the day you watch. If you click on more, you will also see how many followers you have and how many new you have received that week.Then you see the gender distribution of your followers. The ages of your followers, where you can also click on the gender for more specific insights, and you see where your followers come from. This may be important, especially for local companies. Because you want followers in your environment. At the bottom of the followers, you can click through to the other days of the week to see at which times your followers are online. This is useful for the best timing when posting messages.

Promote messages directly on Instagram

And therefore no longer via Facebook! It is the link with Facebook after a social medium that you can use individually for your online marketing activities and get people quickly on your website or on your phone. Promoting a message on Instagram is similar to promoting a message on Facebook. Would you like to know more about drafting, planning and promoting messages for Instagram? Then we can always help you with a workshop, social media coaching, or social media management.

The post Instagram for Business: Create company profile appeared first on FML Marketing.

GET INSPIRED!

A lot has already been made, so you do not have to reinvent the wheel. Take advantage of that. View many examples and pay attention to what you think is good. Archive the favorites so that you can use them as inspiration. Do you want to get inspired right now? View the examples at the top of this page!

VIEW YOUR COMPANY FROM YOUR CUSTOMER

It may seem strange, but a corporate film is not really about your company. It is ultimately about your customers. It has little meaning to just show what you do. That does not affect your customers. They want to know: “What’s in it for me?” So think carefully about what your customers think is important. With what problems do they run and which solutions do you offer as a company? Translate your company’s strengths into concrete customer benefits. For example, your company has a large stock. Good, but what does the customer have? Well, that you deliver quickly because of this! That is the customer benefit that you have to communicate.

USE STORYTELLING FOR MORE EXPERIENCE

The term ‘storytelling’ actually says it all: tell a story. With a good story, you create an experience and give meaning to the message. Go for the story of your company looking for your added value: what drives you, why does your company matter? Do not fall into the pitfall by just telling what you do, just why.

ACTIVATE THE CUSTOMER IN THE FIRST 20 SECONDS

The headline of the story – about the first 20 seconds of the corporate video – is crucial. Then customers decide whether they find it worthwhile to look further. Do not start with a logo, however logical this seems. In the time that the logo is in the picture, viewers are already bored. You have to activate customers in that first 20 seconds, otherwise most of them will turn away. We call this the 20-second rule at Playforward. But how do you activate customers? Make sure you outline a recognizable problem or situation that makes them feel addressed. That is reason enough to keep looking. Then present your company or product as the solution. That way you stimulate your customers and make the company film extra convincing.

KEEP YOUR MESSAGE SIMPLE

A good story is always simple. The more difficult it is to understand, the faster we lose our attention and the less convincing it is. Make sure that the company film tells a simple story. A good approach to this is to bring things back to the core. What is ‘buttom-line’ now that matters?

MAKE A SHORT BUSINESS VIDEO

Time is scarce, especially online. Making a short company film is therefore essential. The longer, the more difficult it is to hold attention until the end. A good length is 1 to 2 minutes. In order to convey the message within that time, it is essential that you make choices and dare to leave out details. Keep in mind that you do not have to tell everything and especially make customers curious about more.

TELL YOUR STORY IN THE ACTIVE FORM

The way in which you tell the story is at least as important as the story itself. Always tell in active form and avoid the leading form as much as possible. With activating texts, your story is simply more powerful. For example: “This gives you a lot of value.” Sounds stronger than “This can give you a lot of value.” Always use spoken language instead of writing language that you use in brochures. Words like ‘however’ or ‘after all’ are really blacklisted!

DARE TO CLAIM THAT YOU ARE GOOD

You have to be convinced of yourself and dare to claim that you are the best at something. Do not nuance, because that takes the power out of the message. This applies to both the benefits of your company and your choice of words. Avoid words like ‘often’ or ‘usually’. That kind of words immediately bring the sentence into mind, but not always, and thus flatten your message.

MAKE SURE YOU WILL BE TIMELESS

You use a good company video for years. In this way you can earn back the costs for a company movie over several years. Make sure that you make the message timeless and avoid information that is barred, such as the 50th anniversary. This type of information shortens the shelf life. Unnecessary, because it is easy to avoid. For example, use the text “Since 1950” when you talk about the existence period of the company.   

MAKE IT PART OF YOUR (DIGITAL) MARKETING 

A company video does not stand alone; it is part of your complete marketing. Make sure that it fits well with your other statements, such as website and brochures. This way, it strengthens each other and you get a consistent communication. This applies to both content and form. 

SAVE THE MOUNTING PROJECT OF THE OPERATING VIDEO

Your company does not stand still. Therefore, ensure that the raw footage and the assembly are retained after delivery. If something changes, for example, the logo, it can be easily updated. Talk to the video marketing agency to save the footage and editing for a number of years.

MAKE YOUR COMPANY PROMO FINDABLE (VIDEO SEO!!)

Strangely enough, we still often see that companies have not really thought about the publication. Company films therefore often remain a bit hidden. Sin! Work out a simple publication plan for the company film in advance. What should not be missing: a prominent place on the website, uploading on Youtube with a smart, attractive title and sharing via social media.

Discover the benefits of Video Marketing for Search Engine Optimization.

The post 12 tips for making a company promo movie appeared first on FML Marketing.

Advertise on Linkedin? What are the advantages of this? Why would you do that anyway? It is not the most popular social medium, so it makes much more sense to go to Facebook?

This is not entirely true for a specific target group. You know that 9 out of 10 people are on Facebook, but many of those who are not on Facebook do use LinkedIn. This is also because LinkedIn is used with a completely different purpose than Facebook and with this goal in mind it is actually very logical to advertise on LinkedIn.
On LinkedIn, there are mainly people in the business area. It is a professional ‘social media’. This way you know that you can reach serious potential customers. Advertising on LinkedIn is, therefore, a very serious area for you.

How do you do that?

In the following paragraphs, you will find a step-by-step plan in which you learn how to advertise on LinkedIn. Read them in advance so that you know what you have to have at hand. Especially step 1 does take the necessary time.

Step 1: preparation

A preparation is certainly important. Ask yourself: What do I want to achieve with advertising? Here are a few examples: Do you want to bring in more customers? Do you want more brand awareness? Do you want to lead people to your webshop? Whatever goal you have, you have to take it into account in your ads.

You have to put your target group together on LinkedIn. Also, think about your budget campaign LinkedIn.

Step 2: Create an account

You must have your own account on LinkedIn and a company page. With your account, you can manage a page for your company and only with that company page, you can advertise messages. If you do not yet have your own account, you have to create it. Then you start working in the Campaign Manager. You create a new account (within your own account) on the name of your company. Choose a suitable name that tells enough about your company.

Choose the right currency for your business. Advertising is not free.

Think about the desired budget that advertises on LinkedIn costs.

Step 3: Campaign type

What kind of campaign are you going to conduct? LinkedIn gives you three choices. Sponsored content, text ads or a sponsored Inmail. What is the difference?

Sponsored content

You reach the customers through sponsored messages in their LinkedIn feed. The messages that you have already created on your company page can easily be sponsored to reach people who are not yet following your page. You can also turn on a feature that allows people to follow your page, which can provide more business followers. Very useful if you want to be seen repeatedly in their timeline.

This is the form of advertising that I usually apply on LinkedIn.

Text Ads

The campaign is listed as an ad on the side of Linked-In or at the top of one line.Advantage: This way of advertising leads to more visitors to your website. So this is more about selling. Because you lead people to your website, they can buy something from you.
Disadvantage: People cannot follow you in this way. You can create name recognition because you are always on the sidelines or top of LinkedIn.

Sponsored Inmail

This type of advertisement looks a bit like email marketing. You make a nice message that you can send to people you indicate in your target group or to the followers you have. The advantage is that this is very personal, the disadvantage is that this can also deter people.

Step 4: Campaign name

Think of a name for your campaign. You can have multiple campaigns on LinkedIn. If you want to order your campaigns, you have to put a number on your campaign. The campaigns are displayed in alphabetical order.
You also have to choose a language for your campaign. Think carefully about this! If you have a webshop, you will want to advertise internationally more quickly than if you have a store.

You can also opt for conversion tracking. This means that LinkedIn keeps track of the results for you. This way you can see whether your ads are effective. You can track how many people click on your ad and how many people go to your website or page. You can also see which campaign is most effective because of multiple campaigns.

For this, you have to install a code on your website, but this also allows you to advertise more specifically.

Step 5: Create the ads

It differs per type of advertisement, which is the working method.

Sponsored Content campaign

You can choose from two types of sponsored campaigns. With one, you sponsor from an existing content and with the other you create a content yourself. Give your ad a name and create a text with a maximum of 600 words and add an image. An image does not necessarily have to, but it appears from the practice that ads with images are viewed more.

Text Ad campaign

You can choose between two options: if people click on your ad, they will 1. visit your LinkedIn page or 2. to your website. Choose a good header for your ad with up to 25 words and a description of up to 75 characters. You can also add an image. You can create multiple text Ads to test which works best.

Sponsored Inmail

This is very similar to e-mail marketing within LinkedIn. You can write a personalized message to make real contact with people and to increase registrations for your real e-mail marketing or even programs.

Step 6: Target group

On LinkedIn, you can very clearly put together a business target group. You can indicate the areas you want to focus on. The professions and functions that your target audience must have, the number of years of experience, the company size and even which diploma your target group must have. Ideal for when you are looking for a business client with a certain position in a certain branch.

Step 7: Budgets

Advertising on LinkedIn is not free! Think in advance about your budget campaign LinkedIn. LinkedIn is relatively more expensive than for example Facebook, but this is also because you can advertise your target audience more accurately. With LinkedIn, for example, I have far less trouble with strange characters who like your ads. You can pay per click or per impression.

Cost-per-click

You pay when someone clicks your ad. Ideal for when you want more traffic to your website or page.

Cost-per-impressions

You pay per 1000 times your ad is shown, regardless of the number of times people clicked on it. This is a perfect deal when you want more brand awareness.
What is ideal on LinkedIn is that it always shows what the competitor does. You can also set a maximum budget per day so that you will not be through your budget after a week. You can also enter a budget for the entire campaign so that LinkedIn has an indication of your costs.

Your ad is ready to enter the world! Good luck! Do you need more help? Then you can always follow a workshop about LinkedIn.

LinkedIn advertising Marbella

If you want to learn more about advertising on Linkedin, or if you want professional support, please contact FML Marketing. Our team of experts is ready to help you and your organization reach your online marketing goals!

The post LinkedIn advertising: Campaigning on LinkedIn appeared first on FML Marketing.

Website marketing Costa del Sol

If your answer is ‘no’, then here in this article I have 5 valuable website marketing tips that can help you get on the road of internet marketing and improve your website. The result: an internet marketing website that helps your company to generate customers via the internet and generate leads!

Website Marketing tips – 1. It is actually not about you

Your website (if you do it right) is not about your company, but about the problems and wishes of your visitor and what you, therefore, have to offer him. That is a world of difference. The best way to put your visitor first is to appeal to him and pay attention to his needs/ problems/dilemmas and ultimately your solution!

Website Marketing tips – 2. Be punctual and clear.

Visitors (just like you) quickly search via Google for a service/product. As soon as they arrive on a website, they want to immediately feel/know where they are. Can I find what I am looking for here? Where am I? What do they have to offer me? In short: a hard first impression is needed to give the searching customer something to hold on to. The more unique / more different the better.

Most SME websites do not convince! Inform them. You get laps of text about a working method, a process or a long description of how something works. But visitors find that only partly interesting. What they find interesting is ‘What does it deliver?’, The result of what you have to offer on the highest form. Convincing means selling holes, not drilling!

Website marketing tip – 3. Create conversion paths!

An internet marketing website leads its visitors to the desired target pages. What do you want your visitors to do? Dial? Fill in a contact form? Purchase a small service? Download an article? Request information? Sign up for the newsletter? Determining and integrating these conversion paths in your website encourages visitors to take action, this is conversion optimization!

Website marketing tips – 4. Lower the threshold

For everything you tell or what you want your visitors to do, low threshold is the magic word. If you want them to fill out a contact form, make this form as short as possible. If you want them to fill out a form at all, indicate that it is non-committal. The more accessible your website is, the easier visitors will take action! Research what the prominent addition of a phone number does!

Website marketing tips – 5. Make your internet marketing website findable

A bonus tip that is more about attracting visitors. It is important to know which keywords you want to be found. How much volume is there? How much competition is there? Creating separate ‘landing pages’ for these keywords ensures a qualitative visit. Also read: Qualitative visit through conversion-oriented SEO landing pages. This article is meant to give you an impression of what is possible to transform your internet marketing website into an online marketing machine. You will not be the first to recruit more than 70% of its customers via its website. Check our Search Engine Optimization page for more details!

Thank you for reading FML’s marketing blog

Do you also want to attract more leads, requests and customers via your website? We would like to help you with this. Contact us for more information.

The post 5 website marketing tips for Costa del Sol companies appeared first on FML Marketing.

Rank higher on Google

Previously, Google showed a video rich snippet in the search results if the page was formatted correctly. Since the summer of 2014, this almost exclusively happens with results from YouTube. This caused major changes in video SEO: YouTube became a must-have instead of a should-have option.

Hosting on YouTube – A must have

If your videos are mainly for name recognition and a wide range, then uploading your videos to a platform like YouTube (or Vimeo for example) is a good idea. This way, the videos themselves will rank higher on Google. In addition, a video rich snippet (see image) and visitors of YouTube (the second-largest search engine in the world!) Can be found there. That is why YouTube is a must have. In addition, the YouTube player functions well and not unimportantly: YouTube is free. The disadvantage is that all traffic goes to YouTube itself and not to your own site. Converting is, therefore, more difficult and you do not benefit (in terms of SEO) from all clicks, likes, and shares.

Self host or Wistia: could have

Do you want to achieve with your videos that your own domain rank higher in search engines and that you get more traffic and conversions? Then you have to make sure that you host the videos on your own server, or via a platform like Wistia. Although this costs money, it is the way to ensure that all backlinks and traffic arrive at your own domain. This is again favorable in terms of SEO value, and also makes it easier to make visitors convert. The disadvantage is that you are missing all traffic on YouTube and it is difficult to get high and striking rankings in Google.

Best of both: should have

If you’re going to host your videos or use Wistia yourself, you can of course upload videos on YouTube to reach those visitors. You can use YouTube as a channel that you organize to send additional traffic to your own website. Crucial to this are, next to high vines, click through to your site. Make sure that it is as easy as possible to click from the YouTube video to your own domain. So there has to be a link at least once in the description, but you can also annotate in the video itself and make a final card. In addition, people must be convinced to click through. Think of visual, emotional, social and informational triggers.

Video Marketing Solutions Marbella & Estepona

If you are looking for professional advice for your business or promotional videos? Contact FML Marketing today, or visit our Video Marketing page first!

The post Video SEO: Higher in Google with video marketing appeared first on FML Marketing.

Search Engine Optimization

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines

Google the introduction

In the Netherlands, where FML Marketing was founded, Google is by far the most used search engine and the importance of being able to score well in Google is high. For example, the overwhelming majority (92%) of the people in the search results does not look any further than page one. And where 31 percent clicks the number 1 position, the number two and three are already considerably reduced to fourteen and eight percent respectively.

Two pillars

Search engine optimization is often referred to as SEO (Search Engine Optimization) and is based on two pillars: On-page: HTML, structure and content and Off-page: link building and social media. By actively implementing improvements in both pillars, your website will be better found. SEO is therefore seen as an effective marketing tool that can be used for branding and increase your conversion.

HTML

With on-page improvements, you can initially think of the optimization in the field of html. Give your site a good title and clear description (meta description). This is the information that is displayed in the search results and visitors have to go to your site. Then make sure that your site meets the expectations you generate with your title and description. The time that people spend on your site or not will affect your position.

Search Engine Optimization Solution Marbella

Local SEO: Why it is important for your business

Download our free infographic

Structure

The structure of your site is a second on-page element that Google takes care of when positioning the search results. The loading speed and the mobile-friendliness of your site are also included. For example, Google recently started mobile-first indexing, where the mobile variant of websites is leading to the compilation of the search results. With this, Google responds to the increase in the use of the search engine on the mobile phone.

Quality Content

Due to increasingly smart algorithms, content is all about relevance. The golden rule is, therefore: write for your customer. In addition to quality and relevance, it is important that your content is current and unique. That does not only apply to your texts, but also to other forms of content such as images and videos.

Keywords

When determining relevance, keywords play an important role. By knowing which search terms people use, you gain insight into the behaviour of your potential customers. An extensive analysis, where you also look at your competition is recommended. There are several programs that can help you with this, such as Google AdWords, Ubersuggest and Google Trends. The search function on your own website can also give you ideas. Then it is important to respond to these keywords with your content.

Link building

In addition to on-page SEO improvements, you can also implement off-page improvements, which ensure that your site is better indexed. Collecting incoming links to your website (link building) is one of the possibilities for this. Here too, the incoming links must be relevant. So do not use automated programs for this, do not pay for links and avoid spamming on forums. However, it is good to link to a relevant website with a high authority and to invite people to assess your products. You can also use interesting content to ensure that people want to link to your site by themselves.

Social media

The use of social media also affects your ranking in Google. So these channels are suitable for direct contact with your supporters and collecting reviews. Make sure you place content on your website that people like to share via social media. So know where your target group communicates and be active there!

The post This is how you realize growth with search engine optimization appeared first on FML Marketing.

A Facebook page does not stand on its own, such as a website, but is woven into a large social network. More and more companies see that their Facebook page gets even more visitors than their website. That makes the Facebook page an increasingly important customer touchpoint.

Facebook Business page Marbella, Estepona, and San Pedro

Facebook is the place where we share personal interests and stay in touch with friends, family, and organizations. We are on average 4.5 hours per month on the social network (!). This offers companies and organizations countless new opportunities in terms of service, customer loyalty, marketing, sales, and branding. I want to give you some useful tips and explanations for setting up a Facebook business page. 

1. Choose the right company profile
2. Choose a cover photo that matches the character of your company
3. Claim your Facebook.com domain
4. Choose a recognizable profile photo
5. Organize your tabs
6. Set your most important highlights
7. Promote your website or campaigns with apps

Also read: Facebook changes its algorithm to bypass link baiting

1. Select the correct Facebook company profile

The first step is to create and set up a company profile. There may already be listings from your brand or company on Facebook. In that case, there are multiple options; you can indicate that you are the owner of the brand, company. If there is no entry yet, you can create a Facebook page yourself. It is important to choose the profile type that best suits your company or brand. The choice of profile type influences how your company is presented on Facebook.

2. Choose a cover photo that matches the character of your company

A cover photo is a big picture at the top of your timeline, just above your profile picture. Just like your profile photo, cover images are public. This means that anyone who visits your timeline can see your cover images. Our experience has shown that people appreciate if your timeline has a cover that is as unique and personal as your company, brand or organization. Choose an image that is representative of your brand and dare to be creative. Keep in mind the conditions of Facebook. The cover photo may not be fake, deceptive or misleading, and may not infringe the intellectual property of third parties. You can of course also adjust the content of your cover photo to current events. Think of hooking up on certain holidays or announcing a sale or promotion. By regularly changing the cover photo your Facebook page stays fresh and up-to-date.

Example of the Facebook cover photo of Senzo Nikkei Tapas on Calle Real 31 in Estepona.

3. Claim your Facebook.com domain

If you are an administrator of a Facebook page, you can choose a unique page address at: http://www.facebook.com/username. Using the right username you can easily promote your company, brand or the presence of your organization on Facebook with a short and clear page address. For example, your page address can be used in your marketing campaigns and on your company website and business cards. Even if you do not want to make direct use of a Facebook company page, it is advisable to create one and register your company name.

4. Select a recognizable profile photo

The profile photo is the image that appears next to your updates and links below the cover photo on the profile page. The profile photo also appears with any sponsored stories or advertisements. Choose a photo or image that fits within the dimensions (180 x 180 pixels) and also looks good when it is reduced to thumbnail size (32 x 32 pixels).

5. Organize your tabs

The Facebook company page has photos and tabs at the top of the page, right below the cover photo. Page administrators can arrange the order of the tabs according to their own views. Click on ‘More’ and then on ‘Manage tabs’ to arrange tabs. This is also a good option to add tabs to promote your products, offers, and special arrangements! 

6. Set your most important qualities

Facebook also makes it possible to share and promote ‘highlights’ on the timeline. This allows you as manager of the page to highlight important events, promotions or new products. As an administrator, you can promote an individual update to highlight by clicking on the star icon. This becomes visible when you move the cursor over the update.

7. Promote your website or campaigns with apps

An app is a kind of webpage within the facebook page. With this you can, for example, draw visitors of your Facebook page to a campaign, or refer to your website. By integrating a call-to-action in the form of an app on the page, the website gets more attention. This can promote traffic to the website.

Finally: What do you want to achieve with Facebook?

We often see that companies start enthusiastically with Facebook, but due to lack of a clear vision and objectives, after a few weeks or months, see no result and stop it. By starting with a clear strategy and objectives, you save valuable time and energy and you avoid disappointments. You can not score without a goal. 

FML Marketing – Estepona – San Pedro – Marbella

Thank you for reading our blog. If you need any assistance in the set up of your Facebook business page or the maintenance of it, please contact us now. We support many businesses in the Marbella, Estepona and San Pedro area. We offer clear social media packages to increase traffic and convert your visitors into clients!

If you do not have a specific strategy yet, but do you realize that Facebook offers new marketing opportunities? Then we are happy to help you map the opportunities for your company and create a result-oriented Facebook strategy.

The post How to build a professional Facebook page appeared first on FML Marketing.

Facebook content strategy: Less clickbait and news

Do you always tag your friends in Facebook posts? When you scroll through Facebook, you will encounter this type of posts multiple times. Until recently, this was an ideal way to interact with your content as a page and thus create a large reach. Facebook is not so happy with this. Engagement bait is often perceived as spam, which creates a negative experience among Facebook users. To prevent this from happening, Facebook applies its algorithm. The use of engagement bait is therefore penalized with a reduced range of your content.

What exactly does Facebook see as engagement bait?

– Vote baiting: hereby asked to vote with a ‘like’ or ‘love’.
– React baiting: this involves asking for a specific action, such as liking if you agree with something.
– Share baiting: these are the known partial actions, for example, to be able to win something.
– Tag baiting: hereby asked to tag friends in a comment on a message.
– Comment baiting: a specific response is requested in the reactions.

More friends and family

Last Friday, Mark Zuckerberg announced that Facebook will update its newsfeed to show more meaningful updates from friends and family. As a result, Facebook returns to its original goal: connecting people.

Recently, Facebook received criticism from its community that public content – messages from companies, brands, and media – overshadowed personal moments that lead us to get in touch with each other.

Facebook content strategy: the current newsfeed

Currently, Facebook determines by the degree of involvement how high posts appear in the news feed. With this new update, they will also give priority to posts that provide interaction, such as a post that leads to a discussion in the comments. This gives the posts of friends priority over content from publishers or companies. This does not mean, however, that the posts of pages disappear in the news feed, but it may be less.

Links to a low-quality website will be penalized

A lot of spam on the internet is fed by traffic from social media channels. Facebook wants to prevent this spam by ‘punishing’ the posts that link to websites with bad web experiences. They have checked 100,000 different pages that are linked from Facebook. Then they have drawn up a list of common features that may indicate that a web page contains low-value or spam-like content.

What do these news feed updates mean for companies on Facebook?

With this update, business pages will see their reach, watch time and referral traffic drop. The impact varies per page and is related to the type of content that they share. Pages that share posts that people usually do not respond to or comment on can see the biggest decrease in their reach. Using ‘engagement bait’ to make people respond to posts is not a meaningful interaction and such messages are punished with less reach.

How do you deal with these updates of the algorithm?

The purpose of your content strategy should be: building a relationship with your target group that goes beyond a like, click or purchase. Therefore, ensure content that fits the needs of your target group. In terms of form, type, this content must also be varied and distinctive enough. If you succeed in this, the involvement will have to come naturally and asking for a like, tag or share will be ‘bad practice’.

In addition, it is also important that you link to landing pages with high quality. Pay attention to the following points:

• Your landing pages must not contain annoying, malicious, or shocking ads.
• Ensure a good loading speed.
• Only place interesting content.
• Check your bounce rate and the number of pages viewed per session. If people go deeper into your site from your landing page, this is a good sign.

Although Facebook itself does not deal with the commercial consequences of the updates, it is clear that pages that want to have more reach really need to invest in their messages in order to create a higher reach. In addition to these updates, we have seen for some time that the organic reach of news feed (timeline) posts is also decreasing. Making it more important that your Facebook advertising campaigns are used in the right way.

The post Facebook is radically changing news feed (timeline) appeared first on FML Marketing.

On many levels, the local economy is experiencing a big boost. In this article, we take a look at some of the major branches that are (affected) by this. Starting with the real estate marketing in Estepona, Marbella and Manilva.

The booming Real Estate market

Never before there were so many new construction projects on the Costa del Sol.  Malaga city tops the list, with plans being approved for 1,214 homes: an increase of 38% compared with last year. It is followed by two towns on the western coast: Estepona, with an increase of 64% (800 properties) and Mijas, where the figure practically doubled to 516. There are several reasons why Estepona and Marbella are increasingly popular. Apart from the great climate and friendly culture, many recent developments have contributed to its rapid acceleration:

1. Local investments in infrastructure
2. Local investment in facilities
3. Prices remain overall reasonable
4. Tourism is flourishing

Estepona sets the example

Estepona is perhaps the best example of a town making a crisis revival. Under the wings of the ambitious mayor Urbano, the traditional fisher town is expanding on so many levels. First, the ambitious coastal walkway that will connect the entire Costa del Sol, but more importantly, Marbella with Estepona. At the moment, nearly all 22 kilometers of shoreline in Estepona already have a beautiful footpath.

Kempinski hotel

This is a reason for (local) business owners to invest in Estepona. Take for example the prestigious Kempinski hotel that recently invested 4 million euro to upgrade the 5-star hotel. Why? Well because of the prosperous future of Estepona, the rising figures of tourists that find their way every year. But predominantly because there are 6 hotels (some boutique) being built in Estepona currently. This is the sort of chain reaction that is occurring on many levels in Estepona at the moment.

Local investment in facilities

The chain reaction is also palpable on the front side of the town. When focussing on facilities and real estate, the impact is enormous. In Estepona, building has started for a new hospital, a new athletic sports complex with offices, and roughly 20 new residential projects. Next to that, new restaurants are opening their doors, the old market is currently reformed into a modern food hall, and there are no signs that mayor Urbano will slow down anytime soon.

Tourism In figures

In December 2017, The president of Andalucía, Susana Díaz, revealed the best tourism figures in the history of the region. By the end of 2017, 29.4 million visitors had traveled to Andalucía and among them, they will have spent 52 million nights in hotel accommodation. It is a no-brainer to conclude that the popular coastal cities, Málaga, Marbella, Estepona, Manilva etc. played a big part.

Bottom line, there will be a steep increase of local residents and tourists in Estepona, Marbella, and Manilva. Moreover, there will be more events in Estepona (thus more people passing through or staying for a day). A good example was the grand opening of a prestigious art collection of Baroness Carmen Thyssen in the center of Estepona, in the orchid park last Sunday.

The focus on three sectors that are going to be affected by these developments. Affected in a good sense, given that local businesses are prepared. Digitally prepared.

Local Business SEO focus areas

1. Construction and building companies
2. Restaurants and bars
3. Real Estate agencies

As one of the few digital marketing agencies Estepona and Marbella,  there are still many ways that local businesses can improve their findability, Google Ranking, and online presence. We have gathered some useful articles for entrepreneurs to take action themselves!

1. Optimize your website and content

2. Social Media: Take advantage 

3. Get more online reviews

The post Local business Estepona: Why (local) SEO is KEY appeared first on FML Marketing.

1. Increase brand recognition

by using social media you increase the online presence of your company. By increasing the reach of your brand or product, consumers will recognize your brand or product name sooner and the name remains top-of-mind.

2. Online reputation management

Nowadays, it has become very easy for companies to monitor on the Internet what customers think of your brand. Here are several tools for finding. This part is very important for reputation management. By monitoring social media, you as an entrepreneur can respond quickly to reactions from (potential) customers and follow up on negative feedback. It is also advisable to monitor and learn from colleagues in the industry. Stagnation is decline: in many branches the saying

3. Stagnation is deterioration

The arrival of social media has changed marketing forever. The Internet is subject to constant changes. So it is important for your company to follow it. Social media is now becoming mature. As a result, you can no longer ignore it as an (innovative) company. Not to mention the massive presence of your (potential) target group.

4. Influence of buying behavior

The social media network of consumers has a considerable influence on buying behavior. Consumers who follow brands on social media often buy these products and regularly order them within their own network.

5. Social media business: Expert status

Your company profile/weblog is an excellent opportunity to be labeled as an expert by the consumer. Through a profile you can keep consumers up to date with the latest news regarding your company, but also sector-related news. When relevant news articles are shared on a regular basis, the consumer sees your company as an expert.

6. Generate website traffic

It is good to add a link to your site in posted messages where possible. By posting regular updates with a link on, for example, Twitter, Facebook or LinkedIn, you can generate additional traffic on the corporate website via ‘clicks’. Incoming links are also a very important factor in search engine marketing.

7. Influence on search engine rankings

Many social media websites use no-follow tags. This means that search engines do not follow them. Nevertheless, social media websites often score very high in search engines. Testing shows that websites with a social part in the link profile (i.e. the no-follow links) rank better than websites without no-follow links. This underlines the importance of a so-called ‘natural’ link profile. If people talk about your site (and link through social media), this is a natural process. Search engines attach great value to websites with a natural link profile. More about Search Engine Optimization and Google Ranking.

8. Niche & local marketing

With the arrival of social media, niche marketing has become even easier. Companies can search through social platforms for demographic characteristics and interests. Therefore, social media lends itself perfectly for location-bound services. These ‘Location Based Services’ are particularly suitable for companies that want to inform their customers about the specific possibilities at the location where the customer is at that moment. In the past, we executed a very successful Social Location based advert campaign for perhaps the most thrilling food truck company on the Costa del Sol, iFood Comida en Ruedas.  

9. Recruiting new talent

Recent research by MrWork shows that a majority of companies already use at least 3 different social media for recruitment. More than 80% of the respondents use social media for ’employer branding’ and ‘direct sourcing’. 58% of the respondents, for example, use vacancies on LinkedIn and / or have built up a ‘social talent pool’.

10. Input product development

Through monitoring of social media channels, you also gain insight into the wishes of the customer. This input is extremely useful for innovating your products. Although many social media platforms are free, it takes time and energy to set up a successful plan to formulate the target group, to find out where this target group is located and to analyze the feedback.

FML Marketing Social Media Solutions

Make more out of your Social Media presence, actions and (paid) campaigns, please contact us for an open-end advice. We are more than happy to share our thoughts and recommendations.

The post 10 reasons to use social media for your business appeared first on FML Marketing.