The importance of measuring website performance and key KPIs to consider

When engaging in the digital world, there is a mantra to keep in mind: "For every action, there is a reaction." Every user who browses the Internet leaves a trail in the form of cookies that can be analyzed to use their behavioral data as an asset to improve the company's value proposition. When a user first interacts with the site, a cookie is created that identifies that user. If the user does not accept tracking cookies, the IP address is used by default, but the data collected is not as accurate as with cookies.

Web analytics consists of collecting and analyzing data related to a Web page generated over a period of time in order to optimize it and improve results. These data and reports give us the ability to understand web user behavior, identify areas for improvement, and target web content and usability to the average user we want to reach. There is a lot of data that can be extracted and analyzed, but to be able to interpret this information in an effective way, it is necessary to carry out a preliminary work in which it is established what objectives are to be achieved with the web. These objectives will be accompanied by key indicators, known as KPIs, which will be used to measure the performance of the Web based on the objectives previously set.

Objectives will vary depending on the type of organization and the purpose of the site; an e-commerce site will not be the same as a blog. But regardless of the objective, there are KPIs that can be extrapolated to any web topic. They are used to analyze the overall performance and observe whether the objectives are met or not, in order to launch strategies and optimizations to correct this data and increase the success of digital marketing campaigns. As mentioned above, cookies are the ones that collect this data and Google Analytics (the tool par excellence for measuring web KPIs) is responsible for collecting this data during the visit until the first thirty minutes, then it stops collecting information.

Here are some of the essential KPIs for web analysis:

1. Users: each visitor who accesses the site. Each user is a cookie. If the user changes devices to access the site, two different cookies are counted.
2. Sessions or visits: interactions carried out by users on the Web.
3. Page Views: the number of pages viewed by users during their time on the Site.
4. Average duration: the average time spent by the user on the site. It is a very important indicator because it reflects the interest of the users in the content of the site.
5. Bounce rate: the percentage of users who visit only one page of the site and then leave without interacting with the rest. It is synonymous with the quality of the content and is the most difficult indicator to control.
6. Traffic Sources: Indicator that provides information about the origin of our users' access. It can be organic, paid, direct, social, referral or email among the most prominent.
7. Device: will provide information on what type of device users are using to access the web. This will allow us to optimize the usability by adapting it to the preferred device.

As we have seen, there are many metrics that can be used to measure user behavior on the Web. It will be important to interpret the data relevant to our goals so that we can optimize the web and better reach our target audience. If you would like to learn more about this topic or need help developing your digital marketing strategies and campaigns, please do not hesitate to contact us. We can help you create effective strategies that result in optimal web performance focused on your goals. Together we can grow in the digital environment.

by Global

What is a Community Manager?

In this article, we intend to look for a simple and quick definition that can describe the main characteristics of a Community Manager. To this end, we can say that the Community Manager is a professional who is responsible for building and managing the online community and the brand's identity and image, creating, and maintaining long-term and stable relationships with customers, their online followers or their community.

A Community Manager is a specialist in Digital Marketing, in charge of managing and controlling the social networks of a given company. In addition to trying to humanize the brand, the Community Manager seeks to bridge the gap between the public of a company and the company itself, generating a community.

What tasks does a Community Manager perform?

A Community Manager is responsible for several tasks. The following are the 8 main tasks that every Community Manager must perform:

1. Manage the company's community
2. Listen and know what their customers want
3. Research and analyze the competition
4. Manage the company's digital identity
5. Carry out campaigns on social networks
6. Monitor and statistically analyze all social networks
7. Manage crisis situations of online reputation
8. Keep up to date on the new trends and apply these quickly

These tasks are all related to the brand's community. This demonstrates that the Community Manager must know for whom he/she is speaking and the topics to be addressed. Their mission is to build, sustain and improve the link between the brand and its audience.

The Community Manager must manage five main areas in social networks:

• Monitoring
• Response
• Broadcasting
• Branding
• Analysis

In order to become a good professional and be the best Community Manager it is not only enough to know the tools and different platforms, you will have to acquire a solid performance in your daily tasks as a Community Manager. The best way to work and to develop this experience is to work on your personal brand and personal social network profiles.

Working in an organized manner, with planned monthly content and guidelines for responding to users is vital so that the task does not become overwhelming. Social networks are the voice and image of the brand in the digital space and not a personal portal. We must be cautious and always respect the wishes of the brand. Never take any comment personally. Some of the indispensable tools to make the job easier and keep up with the latest trends are the following: Hootsuite, Facebook business, metricool, Tweet Binder, Google Trends, Google Analytics and Blogsterapp, among others.

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How to Use Tik Tok: Connecting with Younger Audiences

Video is the format at the forefront of social media's evolution, and Tik Tok has been the fastest-growing social network since its launch in 2018. It has even surpassed Facebook, Instagram and YouTube in terms of downloads and hours of video watched. The video app has more than 130 million active users who connect daily, either to watch or create content. It's no surprise, then, that the rise of Tik Tok has caught the attention of many companies, who are wondering how to create a good content strategy that engages users.

The application is a very attractive showcase for companies that want to reach an audience that is mostly young and saturated with traditional communication and the advertising bombardment to which they are exposed every day on other social networks. Currently, the application does not have a large presence of brands, which can be very interesting for those who want to make a difference and get ahead of the change in the advertising paradigm. But how to create a good content strategy that is interesting for users?

First, it is necessary to understand how Tik Tok works and what the goal of this famous application is. Its algorithm focuses on creating a space for the user where videos are collected according to their tastes - based on followed accounts, popular hashtags, as well as likes and comments on different publications. The videos are generally short, although a few months ago they added the option of making videos up to three minutes long, with dances, music videos and challenges dominating. Although the main content of the app is the aforementioned, there are videos for all tastes and about all hobbies and interests: cooking, tips, sports, astrology, etc. Something similar happens with the target of this social network, mainly belonging to Generation Z (young people born after 1996), but there are users of all ages, and an increasing number of Millennials and Boomers are joining the Tik Tok trend.

Here are some key points to develop a good strategy that will impact and retain our target audience, while being able to create a solid community with high interaction.

• The brand language must be adapted to the needs of the app. There is no room for purely corporate content.
• All videos must have a clear focus on audience interaction. Users will punish one-way conversations.
• Keep your brand fresh and fun. Humor and simplicity are much more appreciated than professional, well-produced and planned videos. It is recommended to edit with the resources of the app itself.
• Hashtags are very important and although it is good to create your own brand hashtags, you should use the most popular ones associated with the brand content.
• Look for current trends: which videos are liked by our target audience. To be able to create content according to their needs.
• Be responsive and not fall into the repetition of formulas and challenges that work. Tik Tok moves at breakneck speed and requires constant updates from the creators.
• Do not try to adapt content from other formats. The social network has its own language and demands originality.
• For collaborations, it is better to work with tiktokers themselves. If you want to create content with an influencer, keep in mind that influencers from other social networks do not usually have a strong presence on this application.
• Create content that invites users to participate and become part of the brand by creating a community. Interact with them constantly.
• Ads work, but they are not the only thing that influences users. It is currently a very limited option, but we plan to expand it in the coming months to include new ad formats.

We hope this helps you and that you join the Tik Tok fever. Give your brands a young and dynamic look that makes you stand out from the rest.

by Global

Influencer Marketing: Is This Strategy Right for Me?

The development of an influencer marketing strategy in the digital environment is not an easy task. On the one hand, brands and products must be careful in their choice of influencer profiles, and on the other hand, they must assess the audience's receptiveness to this type of activity. However, influencer marketing is a powerful tool to achieve reach, visibility and connect with users who are immune to traditional paid media and content marketing campaigns, so it is worth considering. So, let's get to it.

The evidence suggests the answer is yes.

Should brands only develop an influencer strategy if they want to reach young audiences? The data tells us so. The accounts that users follow most are still those of their immediate environment, followed by influencers, according to the latest IAB Spain report on the use of social networks. 74% of women between the ages of 16 and 24 follow these profiles. 54% of women between the ages of 25 and 40 do the same.

On the other hand, according to 45% of respondents, Instagram is still the network where they follow the most influencers. This is followed by YouTube (29%) and Facebook (26%). 33% of respondents believe that the influencers they follow have credibility, and 43% believe that the comments of this group are somewhat or very promotional.

In addition, according to Fourcommunications, 49% of consumers state that they are recommended by the opinions of influencers on social networks, which has a clear impact on users' purchasing decisions, for example. Finally, most of those who follow an influencer's account trust them more than commercial communications. This is reflected in a 30% higher engagement rate in actions with influencers.

It´s clear that the data leads us, at the very least, to explore the possibility of launching an influencer marketing strategy. But what should this strategy look like?

Find your influencers

Identifying your brand and product values and finding influencers who align with them, not only in subject matter but also in tone and positioning, is the first step in creating a successful strategy. In addition, there must be verification that both the traffic to their website and their followers are real. Finally, we need to assess whether we want to target celebrities with hundreds of thousands of followers. Or do we prefer a network of micro-influencers with greater capacity?

When we make this type of strategic decision about the type of influencer we want to work with, we need to take into account this classification that we marketers use.

• Mega-influencers or celebrities: these are superstars with over a million followers, usually celebrities, managing a large volume of brand and product collaborations.
• Macro Influencers: Influencers with 100,000 to 1 million followers, usually celebrities, but with a more local reach.
• Micro-influencers: people with accounts that have between 1,000 and 100,000 followers, their authenticity and credibility is usually high.
• Nano-influencers: users with less than 1,000 followers who have an immense amount of influence in a small niche.

Celebrities vs. micro-influencers

A recent study by Bazaarvoice and Savanta, which analyzed social network users' impressions of celebrity-generated content in the United States, United Kingdom, Canada, Germany, France, and Australia, found that 56% of the 9,000 users surveyed prefer to follow anonymous people on their social networks. In contrast, only 34% said their favorite content was generated by celebrities, 29% by experts in certain fields, and 25% by social media stars.

In the same study, users also say that the sources they trust most on social networks are experts (39%) and ordinary people (38%), ahead of celebrities (14%) and entertainment 2.0 stars (9%).

This points to the growing importance of micro-influencers, accounts with fewer than 10,000 followers that are highly responsive and interactive with their own audiences. These micro-influencers are usually part of niche, hyper-localized and hyper-specialized communities and are a good tool for brands to gain visibility and generate more reach.

by Global

How Google's Core Web Vitals affect SEO rankings

We know that the world changes and that we change with it. We know, too, that large digital platforms require constant adaptation and that, in this case, Google is the main critic for all those projects that neglect a good SEO strategy. Nowadays, it's important to work with the Core Web Vitals, which have been operational worldwide since May 2021 and which mark the level of love or hate that the search engine will show towards your platform.

What are Core Web Vitals?

We have engraved this name on our hearts: Core Web Vitals. This is the name of Google's algorithm change, with which the company intends to favor those platforms with a better user experience. Each of these Core Web Vitals is oriented to evaluate an essential aspect of the speed of pages and consumer experience.

Firstly, LCP or Largets Contenful Paint, measures the loading time of the content and for it to be effective, it must be under 2.5 seconds.

Secondly, we have the FID or First Input Delay, which should be below 0.1 seconds and refers to the ability to interact quickly, or the responsiveness of the page. In other words, the time that elapses from the moment the user performs an action until the browser responds to that interaction.

Thirdly, there is the CLS or Cumulative Layout Shift, which measures visual stability and must be maintained below 0.1 seconds. This last point does not measure time, but rather the frequency and magnitude with which internal changes of content are loaded on a page.

What does this mean in practice?

It means that if you have a heavy, slow platform that forces the user to wait longer than necessary to view and interact with the content, Google will penalize your SEO.

To avoid the latter, the common recommendations are:

• Scale images to the correct size so they are not too heavy.
• Compress larger images, for the same reason.
• Have static content load on a delayed basis.
• Have the content delivered in delayed form from the main hosting platform.
• Delete and bypass any unnecessary resources that block rendering.
• Include images that serve next-generation formats.
• Remove any JavaScript that you don't use.

These adjustments are necessary and, even though you can always go more in depth, it should improve the organic positioning of the platforms. However, let's not forget that the relevance of the content still rules how Google evaluates the sites and how it indexes them for users.

by Global

How to build a lead nurturing strategy?

It's very important that your communication actions are directed towards the user and his/her needs. The user must be at the center of the lead nurturing strategy.

The user is at the center of the strategy and content is king. Perhaps these are the two most repeated mantras among digital specialists in recent times, but what does it really mean? How do you put it into practice? How do you create a lead nurturing strategy?

Without a doubt, the user must be at the center of any communication strategy. The user is essential for the achievement of the objectives set by companies and brands, and is vital for their growth and permanence in the market. For this reason, the different communication actions of companies must be built based on the consumer.

However, it is important to understand the consumer and their needs. The objective of companies is not just to sell, but to offer the best service in response to an identified need. These needs are not always the same, they vary over time. The points of contact and approach between companies and consumers must be in line with the current demands and needs at that moment. Herein lies the importance of user knowledge for a good lead nurturing strategy.

So how does the theory translate to digital practice? A very effective technique to provide individualized and personalized treatment to the user consists of nurturing programs. Programs that allow to offer valuable information to satisfy a specific need, making use of the digital channels where the user is most active.

For example: John has planned a summer camping trip 6 months in advance, for which he is researching tent brands and models. Our company offers high quality camping products and John has visited our website and looked at different products. It is time to invite him to join our database and start sending him customized information based on his needs.

Starting with a welcome message, we will provide additional information on the models previously searched for. We will send him surveys and profile the information we offer based on his activity and behavior. When the lead is sufficiently engaged, we will send him a highly personalized offer that will be hard to refuse.

Lead nurturing strategies allow us to create different programs with valuable content to meet the different needs that the user may have, and that companies or brands are able to satisfy. It’s a technique that enables us to know the maturity and relationship level of the lead, to be able to offer him/her what he/she wants to be offered.

The user is the center of the strategy and content is king, but how do we proceed from there? Here are 5 tools you can implement for your digital strategy.

by Global

New Corporate Identity

The new "Global" is now real. After several months of work, the long-standing healthcare creative and communications agency, now presents itself as a strategic partner for its clients. Based on a huge range of talent and 20 years of experience in the healthcare industry to address the needs of an increasingly diverse and complex world that demands complex and multidisciplinary global solutions, Global now prioritizes a strategic and comprehensive approach in all its projects. In addition, the agency has launched a complete rebranding and a new website to kick off the new phase.

Global's focus and objective is now to fine-tune all actions so that the ROI of brands and companies is continuous, allowing customized and effective impacts that all companies are looking for. The agency's new positioning, aimed at providing a more global and complete service to the client, has led to the reinforcement of certain departments with specialists, especially in the digital area.

Strategic tools

The new Global has four main areas of work: Strategy, Partnership, Growth and Performance. These enable a comprehensive approach to projects that responds to a growing demand from healthcare professionals and users, in terms of the relevance and value that companies bring to every communication and every point of user-brand interaction. This approach, where technology is key, drives the creation of tailor-made projects for each situation and with all the necessary tools required by the new communication paradigm.

These include, creativity and personalized strategy, an omnichannel and integrated approach, continuous targeting and lead nurturing, and the creation of journeys for each user. In addition, the agency's employees have in-depth expertise in the digital, scientific, and creative tools. It is important for Global to combine and adjust each one of these aspects of health communication, to accompany clients on their path to success.

Digital, Health Expertise and Creativity

Global's digital projects combine Data Analytics as a transversal and essential element, Social Marketing and Social Media Ads to achieve a quality impact on users of social networks, SEO, SEM and Content Marketing to generate value and position in search engines and Marketing Automation to optimize and automate the monitoring of impacts on the Buyer Persona. And, last but not least, Reporting and Optimization to improve results in real time.

Global's scientific team is essential and works with the necessary tools to develop quality medical content aligned with the strategy of each client.

Why change?

Over the last few months, communication and marketing reality in Health and other sectors has changed radically and rapidly, meaning that simple solutions that used to work are no longer adequate. The way in which brands and companies communicate with their targets is now dramatically different from the way it used to be. That's why Global's executives have designed a new portfolio of services and led a rebranding that highlights the agency's spirit of global, continuous change, reliability, and innovation.

by Global