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Many times we talk about branding and positioning as synonyms. But in reality there is a difference between them , branding is the process of giving visibility. To a brand and positioning is the result of that process . But in most cases they can be used interchangeably. What can be a little confusing when talking about the topic is the concept of place, since we are talking about spaces. Virtual and physical, so we can also talk about points of contact .

Let's define Branding

Branding is a type of marketing that requires Email Leads advanced understanding. Since encompassing the concept “memorable” is not so simple. It is much easier to understand a disclosure of a. Specific product benefit than a brand experience . And that’s the trick! Branding is not intended to be understood literally, but rather to generate sensations associated with a visual identity. Its importance lies in the fact that. Branding is omnipresence, the surprising spark that unleashes the desire, to be invisible and appear only to add value or to solve problems.

Types of brand positioning

What differentiates us is quality; when they EA Leads remember us, an emotion of refinement and exclusivity is triggered in our clients. The prestige, the power. The participation of a select group of people generates an acceptance of a very high price and a cost-benefit relationship of the type. It is expensive and it is for few! A good example is Rolex, which is in 3rd place in The Global RepTtrak. Ranking of the 100 companies with the best reputation in the world – after having led it for four years.

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How to consolidate the strength of your company in the consumer market

This is a factor aligned with Branding. Which reinforces the corporate identity and makes the entrepreneurship increasingly viable and prone to growth. The spaces for which companies compete are on several levels, not only in advertising or in the market, they are also in your mind. Brands want to get a place in your thoughts to provoke shocks. Of happiness every time you remember them. That is a fundamental concept when we talk about brand positioning. Due to its relevance in today’s competitive markets. Today we want to fully explore this key concept.

What is brand positioning

Genius and guru of modern Marketing. And czar of innovative Email Database business processes, are some very good descriptions for Philip Kotler , who also gave us a very good concept of brand positioning. According to Kotler, defender and disseminator of concepts such as the 4 P’s of Marketing , positioning consists of designing the commercial offer in such a way that it occupies a precious place in the minds of consumers.

Positioning vs brand recognition

This unequivocally reflects the difference EA Leads between positioning and brand recognition, also known as Brand Awareness . And positioning is a comprehensive concept, which is related to the level of sales, market share, frequency of use of products or services, positive user evaluation and strength and leadership in general . Within these aspects we also find brand recognition, that is, how well known it is to consumers and how much they know about it. Which shows that Brand Awareness is simply one of the aspects of positioning.

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What should you consider when using this strategy

As in any digital strategy, it is necessary to maintain a consumer-oriented approach. A commitment to promoting better product experiences should be part of the company culture. To do this, development teams must have adequate tools to analyze user behavior. Without an investment in analytics, it is not possible to fully realize the potential of your product. Based on the data available in the intelligence reports, it is possible to make the necessary changes to improve the way users interact with the product. In this process.

Fitness for purpose

When developing your PX strategy, it is important to Job Function Email List consider fit for purpose, that is, whether the product has the necessary features to meet user needs. Sensory design Sensory design refers to how the product attracts the consumer, whether through its visual, tactile, sound, etc. appearance. Usability The greater the usability of the product, the more satisfied the consumer will be. This factor refers to the ease that the user finds when using the product.

How are other brands using the PX

Now that you understand what EA Leads product experience is. Its importance, and what you should consider when implementing your strategy, let’s look at some practical examples. One of the main concerns of e-commerce customers is regret after making a purchase. With this in mind, L’oreal’s PX team has developed a creative way to deal with the situation. They have designed software that allows potential customers to try products before purchasing; all in a completely virtual way. How does it work? Through an interactive platform based on artificial intelligence principles.

If your purpose is relationship-orient

There is no point in carrying out an action for someone who has already purchas or who will not be interest in that product. The relationship routine is more suitable for companies where the sale is complex or the purpose is simply to generate reputation and brand value among the base. Even here, segmenting the base is equally important. The unsubscribe or mark as spam button is right there , and all it takes is one email addressing a subject that doesn’t interest the user for them to be remov from your list. 8.3. When to invest: The basic question to start doing email marketing is: do you have an email base? If you answer yes, consider another question: is it segment? If so, create lists separat by interest, region, product, age, gender. The more specific the better. “Ah, but it’s going to be work. Will I have to make several emails, one for each segmentation?” He is going yes.

Email action requesting more data from your

And that’s what will bring results. Now, if your company doesn’t have a base, consider the other strategies we cover here to generate traffic and leads. But NEVER buy email bases from others. And, if you have a base but it is not segment, evaluate the possibility of carrying out an initial email action requesting more data from your audience. Data that will be relevant to separate leads from the base. But of course, offer something in return . A content, an offer, a discount. Otherwise, no one will special data respond. 8.4. How to measure the result: organic results.Virtually any email trigger tool will offer you simple indicators: openings; clicks; opening rate; click rate; mark as spam; unsubscribes.

Also consider the possibility of running

If your purpose is relationship-orient focus on these numbers and vary the title, content and structure of your emails to try to improve. Also consider the possibility of running a/b tests on your shooting tool. Now, if the objective is sales, it will also be necessary to measure conversions. It’s a good idea to have a dicat landing page to receive traffic from email actions, or at least set up goal conversions in Google Analytics to track registrations generat through the email source. 9. Marketing automation Marketing automation 9.1. What is EA Leads it: Like content marketing, marketing automation is another discipline that has gain prominence due to the popularity of inbound marketing.

The point is as we are talking about intangible

But it can bring brand results. So, if your segment is relat to entertainment and/or products with a short sales cycle, it is possible to invest in social networks to generate sales. But if that’s not your case, getting on social mia will probably bring a return in engagement and branding, and your company will ne the other actions describ here (performance-orient) to bring in sales. 7.4. How to measure the result: Like other digital tools, social networks typically offer a lot of data that can be monitor: likes; comments; shares; engagement; relevance; among others. The point is, as we are talking about intangible aspects, each company nes to establish its priority and how to measure it.

How to measure the result Like other digital

But it can bring brand results. So, if your segment is relat to entertainment and/or products with a short sales cycle, it is possible to invest in social networks to generate sales. But if that’s not your case, getting on social mia will probably bring a return in engagement and branding, and your company will ne the other actions describ here (performance-orient) to bring in sales. 7.4. How to measure the result: Like other digital tools, social networks typically offer a lot of data Latest database that can be monitor: likes; comments; shares; engagement; relevance; among others. The point is, as we are talking about intangible aspects, each company nes to establish its priority and how to measure it.

For example if the objective is to stay in the minds

The big problem is that today email marketing is an analogue of street leafleting. It’s cheap, it’s easy to do and it takes no effort to get start. This causes most companies to rely on inefficient strategies, such as: buy email bases; send the same email to the entire base; send emails in image format; not working well with the email title; not measuring email performance; send without a reply contact. In other words, if your company has a segment ( and well segment ) email base, it is not difficult to do a good job of email marketing. Just focus on your user and you will have good results. 8.2. What is the objective: Email actions typically have two objectives: sales; relationship. Sales work involves EA Leads sending emails to people who can buy more or who haven’t purchas yet. Note that this requires a good amount of segmentation work.

And as they are in an entertainment context

In any case, it is crucial to establish the reason why people use social networks , and how this can be a barrier and/or make it difficult for some companies to enter this field. Users of Facebook.Instagram and the like use these channels primarily for entertainment, to connect with friends and sometimes with companies. But the watchword is engagement. They are not there looking for products, they are relaxing and wanting to know what’s new from the people they know. 7.2. What is the objective: Can promoting your company on social mia work? Maybe yes. But there are caveats. First of all, it is necessary to separate two common contexts: advertise on social networks; disseminate content on social networks. Advertising on social networks, in our opinion, is the same logic as sponsor links. You are targeting, creating ads and chasing conversions. Of course, this approach is closer to interruption.

They will listen to you if you focus more on

That generates engagement. And as they are in an entertainment context, there is no point saying that your product is wonderful or that it is on sale. They will listen to you if you focus more on relationships and try to discuss their pain. Still, the result your company will achieve if it connects with the user is a like, a share or a comment. In other words, engagement metrics. So, for most companies, investment in social networks is the opposite of that in sponsor links. You new database marketing (unlike Google, where the person says what they want), but in practice your company is advertising , paying per click. Content dissemination is different.

You marketing unlike Google dissemination is different

What will be attempt here is to produce material that wins people over.won’t bring visits and leads: you will bring engagement and brand return. 7.3. When to invest: There are inde segments where sales-orient work on social networks is very powerful. This is more common in B2C and retail businesses, such as clothing stores, personal trainers, healthcare professionals, beauty professionals, etc. These are organizations whose product is very close to the entertainment context . And for that reason, connecting with the person using Instagram on your cell EA Leads phone is easier. But when we talk about B2B or even B2C businesses with more complex sales or not link to entertainment, the social network is unlikely to bring sales results.

Therefore we do not see investment in content dissociat

Therefore we do not see investment in content dissociat from the SEO discipline. So, if the company wants to have positions on Google, organic visits and organic opportunities, it nes to invest in content marketing. But this nes to be done in a broader approach, where content production is a pillar of SEO , and not just the creation of materials without considering improving the site and gaining external links. 6.4. How to measure the result: Following the reasoning we explain, measuring investment in texts, images and videos would not deviate from the same SEO indicators. However, it is possible to consider micro indicators, in order to potentially optimize content over time to generate more organic hits and more performance: impressions of content in searches; content position in searches.

Where content production is a pillar

Therefore we do not see investment in content dissociat from the SEO discipline. So, if the company wants to have positions on Google, organic visits and organic opportunities, it nes to invest in content marketing. But this nes to be done in a broader approach, where content production is a pillar of SEO , and not just the creation of materials without considering improving the site and gaining external links. 6.4. How to measure the result: Following the reasoning we explain, measuring investment in texts, images and videos would not deviate from the same SEO indicators. However, it is possible to new data consider micro indicators, in order to potentially optimize content over time to generate more organic hits and more performance: impressions of content in searches; content position in searches.

Channels such as Facebook

Click rate; content conversions; bounce rate; time on page. Leaving the micro, we return to the broader numbers, which would be organic traffic and organic leads. 7. Social networks Social mia 7.1. What is it: Social networks are extremely popular and ne little explanation. Channels such as Facebook, Instagram, Twitter, Whatsapp are already part of everyone’s daily life, regardless of age, income or social class. In the context of digital marketing, however, social mia appears as a great potential opportunity for companies. Why? Because people use it . They spend many hours on these EA Leads channels. And everyone who sells something wants to be in this environment and try to show their products to these potential customers.

How we support companies and accounting professionals in the crisis

How we support companies Working with accounting in the coronavirus crisis is the biggest challenge of our careers. See how we help accountants. Working with accounting in the coronavirus crisis is an unprecedented challenge, and we have just witnessed that it is possible to emerge stronger from this moment with the pequenagrande campaign . Since the start of the pandemic, we’ve been thinking about ways to help small businesses and accounting firms get through this critical phase, and now we’re reaping the rewards of this great initiative. In just over three months, we reached more than 200,000 people with our online courses, tools and exclusive guides that cover everything from immediate cash control to post-crisis recovery. In the same period, 700 hero accountants from all over Brazil signed our manifesto and pledged to save small businesses with the best market practices.

Want to Share These Results with You and Talk

I about Conta Azul’s plans to continue transforming the country through entrepreneurship . I hope reading it inspires you to face the crisis with even more determination and consultative, strategic and efficient accounting. How #pequenagrande gave prominence to Thailand Phone Number Data accounting in the crisis The mission of accounting in the crisis is to help entrepreneurs (especially small ones) overcome this difficult period and make way for the post-pandemic market. With that in mind, we at Conta Azul created the #pequenagrande campaign in two versions: for small entrepreneurs who need support to survive the crisis and for hero accountants who are willing to save small Brazilian businesses. With the motto “It’s the small company that makes Brazil great”, we mobilize accountants to assume their consultative role and guide their clients in a personalized way, helping to keep the cashier healthy and the company open.

Small businesses represent of organizations

The country and generate more than half of jobs, and were the most affected by the economic stoppage. Since April 2020, we have provided online courses, tools and complete guides on how to take care of the cashier, consciously raise credit, find hidden opportunities in the crisis, among other practical short-term actions. And of course, we call on hero accountants to EA Leads sign our manifesto and save small businesses, and we also strengthen accounting offices with exclusive content on digital accounting , customer service and strategic management. All this 100% online and free, so that everyone could have access with a simple registration on the site. Accounting in the crisis: 6 exclusive contents to deal well with the moment During our campaign, we released several exclusive content to save the small business and improve accounting solutions in the crisis.

How to show the value of your work using reports in accounting

Accounting reports guide the company’s management and show the value of its work to the customer. See how to use. Knowing how to use accounting reports to help and impress the client is a great differential of the consultant accountant . I, Pablo Rodrigues, can say this because I command the first company to be certified as a Diamond level partner of Conta Azul — ContabilizaRio . After evolving into digital accounting , I started to use the power of numbers to guide my clients’ decisions and change the trajectory of their businesses. Today, I’m going to share that experience with you and explain how to use and present accounting reporting to support your clients. The content that you are going to read below is part of the complete training of Conta Azul on Value Strategies to use in a crisis.

Available in the online course How to use

Reports to help and impress your client. Read carefully and learn how to show the value of your work. Importance of reports in accounting Accounting reports are key enablers in the conversation between accountants and clients. With the role of the consultant accountant on the rise, these numbers and graphs are essential to inform the client about the Taiwan Phone Number Data financial position of his company and guide the decision-making process. And the process has become much faster and more practical with the advancement of technology, which allows you to generate reports in seconds and have all the information available in real time. At my company, for example, the biggest pain for accountants at the beginning was dealing with overdue accounting and having to generate income reports for all clients at the time of Income Tax.

The Conta Azul platform we have the data

Ready to send to the client immediately, such as the profit distribution for the earnings report. This saves accountants time and allows the team to focus on strategy instead of wasting hours on repetitive tasks. For this reason, reports must be a priority in the relationship with the client and serve as a basis for consultative accounting . How and when to EA Leads file reports in accounting Accounting reports must be presented according to the needs of your clients and the firm’s strategy . For example, my tactic is to send an informative email with the main accounting reports (general balance, cash flow, account position, etc.) periodically according to the size of the company. For smaller companies, a monthly newsletter is enough to understand the financial performance.

Financial BPO: where to start implementing this service?

The Financial BPO is your opportunity to take over the client’s financial management and expand your business. See where to start. Financial BPO is a high-value service that can boost your accounting firm’s growth and expand its horizons. After all, if you already take care of your clients’ tax, corporate and labor issues, why not take on strategic support in financial management and strengthen this relationship even further ? This is the opportunity that outsourcing the financial sector brings to accountants, with advantages ranging from increased revenue to market differentiation. Interested in following this trend ? So, keep reading to understand what Financial BPO means and how to implement the service. What does Financial BPO mean? Financial BPO is a financial management outsourcing solution for companies.

The acronym BPO comes from the English Business

Process Outsourcing or Business Process Outsourcing: a global trend of transferring administrative areas to third-party companies. Therefore, the Financial BPO concerns specifically the finance area, which is now managed externally, acting as one of the pillars of support for decision-making. And nobody better than the accounting firm to take Sweden Phone Number Data over the financial management of its clients and offer a complete service , taking advantage of the proximity to the accounts, equity, cash flow and really knowing how your business works. For this reason, more and more offices and accountants offer the Financial BPO as part of their portfolio of premium services and help companies to keep their finances not only up to date, but also bringing a future vision of the viability of the business.

This opportunity arose with the advancement

The vision of consultative accounting, which positions the accountant as a strategic partner of the company and opens up space for expanding services to a financial sector that we classify as strategic. In addition, entrepreneurs have been looking for EA Leads solutions that help them to focus more on the core business (main activity) of the business. In this way, they can outsource important but secondary activities such as financial management, which is then handled by specialist accountants in the function. How to know if the client needs the Financial BPO There are some clear signs that your customers are in demand for a Financial BPO solution. The first is the absence of a team or internal professional dedicated to the financial area, in the case of companies with reduced personnel and lean structure. Another evidence is the difficulty in maintaining an efficient financial management process.

Online accounting course: 6 steps to go digital