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Online marketing training courses

Hardly any organisation escapes it; more and more often a purchase of a product or service starts with a search on the internet. Ensuring that your organisation is found correctly and then guide the seeker step-by-step through the phases of the purchase process is therefore of great importance to an increasing number of organisations. Our online marketing trainings contain all the necessary knowledge for this; being found well in search engines, advertising via AdWords and Facebook, to content marketing and measuring and optimizing results with the help of Analytics. All our training courses are given by an experienced specialist and contain, besides the crucial theory, many practical examples.

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Black Friday: 4 tips for online marketers

Friday the 27th of November it's time again, Black Friday is coming up! The last few years you see that people are shopping massively on this day: almost every shop offers its products this Friday with discount. Weeks in advance we see all kinds of advertisements passing by and we make lists of what we're going to buy this time. It is clear that Black Friday is advantageous for consumers. But what can Black Friday deliver for companies? And how can you contribute as an online marketer? Read below 4 tips that will help you to make your company's Black Friday campaigns a success:

1. Collect additional leads

The number of conversions will only increase over the course of Black Friday. If you do it smartly, you can ensure that potential new customers leave their details on your website and at the same time be triggered to purchase a product from you. For example, advertise with 'leave your email address and get a sneak peek at our Black Friday range' or 'get free shipping if you sign up for our newsletter'. These are deals that make it attractive for new customers to leave their customer details on your website. These can be used for email marketing, for example.

2. Increase your customer loyalty with exclusive deals for existing customers

Many companies will realise that discount promotions are a good way to attract new customers. It is more difficult to ensure that existing customers do not go to the competitor when the competitor also offers discounts. One way to avoid this is to offer existing customers exclusive deals in your system, for example extra discount on top of the normal discount or a free product when buying an item on Black Friday. This increases the chance that existing customers will buy their products from you. Existing customers will appreciate such actions, which will increase customer satisfaction. In the long run this will lead to more loyal customers for your company.

3. Use hashtags

The number of conversions, or web traffic, is increasing significantly in the run-up to Black Friday. Not surprising when you consider that people often find out in advance where they can get the best deals. As a company you can respond to this by using hashtags in your social media posts. #Hashtags make sure that your posts belong to a certain category. For example, if you advertise with #BlackFriday and #sneakers, your feed will more quickly reach people who are looking for new sneakers. For your company it can be useful to advertise with multiple hashtags in order to find out which hashtags generate the most conversions for your company.

4. Analyze your discounts

Participating in Black Friday seems important for many companies, but it is especially so when you get/have insight into which actions are valuable. Often you see that customers postpone purchases just before Black Friday, so you should ask yourself as a company whether Black Friday compensates sufficiently for this. In addition, some consumers will already make purchases for Christmas or Sinterklaas during Black Friday. After all, consumers can now buy these products at a discount, but for you as a company it might be at the expense of your purchases later in the year. In addition, it is also important to see what new leads, for example, yield. Do new customers still read your newsletter the week after Black Friday or did they unsubscribe immediately? One way to gain insight in your (discount) actions, is to analyze your conversions of the month in which Black Friday takes place, but also of the month before and after. This can be done using Google Analytics for example.

Online marketing training

Setting up Black Friday actions, advertising for these actions and analyzing data resulting from these actions are examples of work that an online marketer might have to deal with on the shop floor. Other activities that an online marketer is engaged in include: search engine optimization, Google Ads, Google Analytics, Facebook advertising, E-commerce, social media marketing and content marketing. Did you know that Learnit offers a 7-day online marketing training that perfectly fits all these topics? Do you want to expand your skills or develop yourself in the field of online marketing? Then this training is for you! Click here for more information about this training.

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What is Search Engine Optimization (SEO)?

How do you make sure you attract as much traffic to your website as possible? Search Engine Optimization (SEO) is the solution! SEO can best be described as the sum of all the activities you undertake to make your website easier to find in online search engines, such as Google.

SEO explained

Translated to Dutch SEO means 'search engine optimisation'. This term actually covers SEO completely. For example, by ensuring that your products or services appear high in the list of search results of consumers, you can ensure that you lead more traffic to your own website. The advantage of attracting these types of consumers is that you already know that they are looking for your product or service within a search engine. This also means that when you attract these types of visitors to your website, the chance of conversions or maybe even purchases increases.

How do you make sure your ranking goes up?

Now the big question is: how do you make sure you are at the top of the search results? Three aspects play a major role in this: content, technique and authority. Content is of course about the information you share on your website, for example information about the shoes you sell. For example, do you mention the size, or the colour? Technique is about the functioning of your website and user-friendliness. Authority has to do with external links that can be found from your own website, also called link building. If a party like bol.com (which itself is highly praised) have the link of your website on their website, this is a huge advantage for your own website. If you have a lot of this kind of links, your own domain value will increase as if it were your own.

Below we have listed a few important advantages of SEO for you:

  • The brand awareness of your company goes up. An additional advantage of appearing high up in the search engines is that consumers will come across your company name more often. The more often your company name appears, the greater your brand awareness will be. A win-win situation!
  • 24/7 promotion. Another advantage of being high in the ranking of search engines is that people can literally find you more easily at any time. Even if you're not promoting a particular product or service, it's done for you, so to speak.
  • Relatively little cost. If you've ever promoted an ad via Facebook or Linkedin, you probably know that advertising via social media can be expensive. The problem with this kind of advertising is that you have to pay for each new ad again. The advantage of SEO is that investing in it is a lot more sustainable. Once you have good texts on your website, this will stay for a longer period of time. You don't have to invest in this again.
  • Visible in multiple search engines. When you invest in your visibility in one search engine, it is nice if you are visible in the others. The advantage of SEO is that the basis to rank in all search engines are the same. If you manage to rank high in Google, this also automatically applies to Bing or Opera.
  • Understanding your conversions. Did you know that using Google Analytics you can see exactly how many conversions your website is generating traffic? So if you're wondering if your SEO tactic actually delivers what, it's useful to view the statistics of Google Analytics.

Learnit course

Are you interested in SEO and would you like to learn what SEO can do for your company? Take a look at our course Search engine optimization (SEO). Get to know the basics of online search engines and learn how to put your own website in the spotlight!

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Successful job application

Applying, an exciting process for many! In times of crisis, partly due to the coronavirus, the jobs are not up for grabs and it is important that you, as a candidate, can distinguish yourself from the others.

In this blog we give you 10 tips you can apply to have a better chance of getting a job!

1. It all starts with reading and searching for vacancies. Apply specifically and take a good look at the job requirements in the vacancy. Do they match your skills?

2.You always apply with CV and motivation. Limit your CV to 2 A4's and write down both Soft skills and Hard skills. Soft skills are qualities in the field of collaboration, Agile working and time management. Hard skills are more focused on computer skills, such as Excel and Office.

3. Potential employers do not always look at your CV and motivation, but often at other channels as well. Think of your Linkedin Profile or social media. Pay attention to what you put online.

4. "What should I wear to a job interview?"; you only get one chance to make a first impression, so make sure you look well-groomed, and in case of doubt: better 'overdressed' than 'underdressed'.

5. Prepare yourself very thoroughly, but enter the conversation in a relaxed way, as if it were a friendly match. This makes you more receptive and flexible, which promotes contact and the chance of a click.

6. Be on time. Preferably a little early. This not only makes a punctual impression, it also gives you the opportunity to get used to the new environment.

7. Always introduce yourself neatly and preferably give a firm hand (of course not in the 1.5m society). Always look at the person who is talking to you, but don't stare.

8. Answer the questions asked and don't beat about the bush. If you don't have an immediate answer you can, for example, indicate that you are thinking about the question and come back to it at the end of the conversation.

9. Also think about which substantive questions you want to ask; you will be judged not only on the answers you give, but also on the questions you ask. This will show to what extent you have immersed yourself in the company.

10. Never be negative about previous employers or organizations. This can make the wrong impression and you never know what contacts your potential employer has. Finally, you have been invited for an interview so the potential employer will already find you a suitable candidate. Stay yourself and take your time!

More self-confidence in your application process? Take a look at Learnit's self-confidence course!

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SEO-Data more effective and efficient than ever analyze

A tool that allows multiple sources to be linked is not a superfluous luxury. Especially when this tool is free and unlimited. Something like that should already exist, right? That's right, last year Google released an update that provides every SEO with all the relevant numbers in just a few clicks. The Search Console connector is a nice addition for every website owner. In this blog we will explain a few features of this handy tool. We also tell you what it can do for you and how you can become even more SEO friendly.

Search Console Connector

The Search Console Connector collects data from the linked accounts, such as Google Adwords, Google Analytics and the Google Search Console. This data can be converted into clear reports in Data Studio, which makes analyzing data for search engine optimization a lot easier. The reports contain impressions, clicks and average positions. Once you are logged in to Data Studio it is easy to link accounts and view reports.

Search Traffic

The most interesting data can be found under the heading ' Search traffic ' in the ' searches ' section. Where you can hardly see in Google Analytics what keywords people enter on your website can do with this tool. You can see which words people are looking for, but also how many people actually click.

HTML Enhancements

Google adjusts its algorithms regularly, which makes it not always clear how a website ranks high in search results. What is clear is that the position of your website depends on hundreds of factors, including texts and descriptions. Therefore, it is also interesting to look at ' HTML enhancements ', found under ' Site Search ' appearance. This is not as technical as you might think. Google automatically analyzes your texts and looks at the extent to which they meet the requirements. The tool will indicate which texts you should modify if you want to be found in the search results. For example, you may be advised to edit metascriptions or titles.

SEO strategy

It is also possible to look where people are looking for you (demographics), when people search for you (date, time) and on which device (desktop, mobile). That way, it's a small effort to gain insight into how your potential audience is moving on the Internet. In short, with the figures of this handy tool you can find out whether the chosen SEO strategy works or whether it may be improved and contains weak spots. The right strategy grows the potential range. Whether your new strategy also rewards you, you can see all in a chart that shows the number of clicks. A small ' unfortunately ' is that data is processed with a retroactive effect of two days. If you change something today, you will have to wait until you know what the effect is.

Saving

It's definitely worth an afternoon for this, because this Search Console connector is an absolute blessing for any modern organization that wants to work on online visibility. The value of this tool can also be translated directly into euros, because a good SEO score makes expensive advertisements unnecessary in some cases. After all, a larger unpaid reach is the logical consequence of more online visibility. In addition, the time you spend discovering this tool will be more than recouped with the efficiency it structurally delivers.

More about SEO

Want to know more about what search engine optimization can mean for your organization? Then take a look at the course page on our website. Here you can also immediately see when there are trainings again, so you are completely up to date and you can provide your organization with an online boost through the latest SEO techniques.

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A modern jacket for traditional marketing: social media

What is social media marketing?

Social media marketing is a form of online marketing that revolves around creating and sharing content on social media networks. Think of networks such as Facebook, Twitter and LinkedIn. The goal of social media marketing is that users share messages, photos or videos with their own social network. This creates greater reach and brand awareness.

In response to the popularity of social networking and marketing activities, the Social Media Advertising Code (RSM) was created in 2014. ''This code aims to promote transparency in Social Media Marketing, by disclosing the relationship between the advertiser and the person distributing the advertisement.'' For example, bloggers who get paid to share a product/service via their social media account must make this recognizable by, for example, using hashtags #spon (sponsored) or #adv (advertisement). In addition, the RSM describes a 'manipulation prohibition', whereby it is prohibited to edit the messages ''in such a way that the average consumer can be misled by it.''

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Social Media is an accessible platform to share messages, advertisements and ideas with (future) customers. As a company you can get in touch directly with your target group and vice versa too: Customers can respond to an advertisement, send a personal message to the company and immediately give or receive feedback.

Social Media Marketing is an easy tool to achieve different goals such as:

  • Enhance brand awareness
  • Create a brand identity
  • More website Visitors
  • More conversions
  • Higher zoekmachinerankings (SEO)

Social media and SEO are inextricably linked. More presence on social media improves your position in search results (SEO) and at the same time, the efforts you spend on SEO also improve your reach on social media. The more followers on social media, the higher your search engine rankings. Please note: Google can detect purchased followers, so your many followers will have to be organic. As soon as your followers react, share and like a lot - being involved - this will lead to more online presence. More brand presence will lead to more searches for your company/brand. As a positive result, your company will be ranked at the top of Google more quickly, even in searches that are less related to your company.

The more external websites you refer to your website, the more positive Google becomes about your website. So, on your own social media pages, refer to your website, but make sure you have quality content: otherwise you'll quickly fall through Google's basket.

Skeptical consumers

The popularity of social media marketing also has a downside: mistrust. An English study by the Chartered Institute for Marketing (CIM) confirms that only 1 out of 5 interviewees have confidence in online marketing activities. Fake accounts to write positive reviews, purchased likes, misleading campaigns and great promises that the company cannot deliver. Consumers are skeptical about ads and brands on social media. But as a company, how do you get rid of this mistrust? CIM gives advice to be as open and transparent as possible. Respond to a bad review and solve the problem instead of removing the response.

During our Social media marketing training you will learn how to counter this mistrust and how to guard your reputation. In addition, you will discover where your target group is online, what role your company can play on social media and how you can deal with that. In the training we alternate theory, practical exercises and reflection in a pleasant way. Not only will you be able to place the knowledge quickly, but you will also have a lot of starting points that you can work with after the training.

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Optimizing online shopping baskets

Unfortunately, customers regularly leave their online shopping basket before they have paid. In English there is a real term for this (Abandoned Cart Syndrome) and researchers have even officially investigated and evaluated this phenomenon. According to BI Intelligence Estimates, around €2.9 trillion was not paid in 2014, which is more than 60% of the online ordering processes that are stopped. A big problem for online entrepreneurs. The website Statista researched why Americans leave their online shopping cart. A majority of people gave the ordering costs as the main reason, with the cost of the total order in the second place being too high and finally, the lack of payment options was given as a reason.

Realize that many people only ''look, look, don't buy''! What happens in a physical store also happens in a virtual store. Especially online it is very easy for customers to compare products. Where are the shipping costs the lowest or even free? Which web shop looks the most reliable or has the most reviews, for example? Or simply: which web shop offers a product at the lowest price?

Fortunately, today there are many resources to counteract the Abandoned Cart Syndrome. Google Analytics can help you get on your way, the buying habits of your customers are now automatically tracked. To do this, go to conversions > E-commerce > store Gedragsanalyse. This website clearly explains (in English) What you can do to counteract/reduce the Abandoned Cart Syndrome.

What can you do besides using Google Analytics to reduce the percentage of abandoned shopping baskets? Some points you can look out for:

  1. Create a ' ' save ' ' option. This will give you more ' look, watch, save and buy later '. Not everyone wants to buy a product right away, but would like to save several options. Give your customers an option to save products so you can remember them here as well.
  2. Clarity on costs. Clearly mention costs on your website. Not only the shipping costs but also the possible additional costs. This will not scare you (future) customers at the very last moment.
  3. Customer reviews. Provide customer reviews. This makes your website more reliable, it can give customers specific information about products they are interested in and it works as a kind of social proof. The satisfaction of others works convincingly.
  4. Easy payment process. Should a prospective customer first sign up before he or she can buy a product? High probability that the customer clicks off. Make it so easy for your customers. As soon as possible to checkout, with enough payment methods.
  5. Use ' Card Abandonment Software '. Thanks to this software you can mail people after they have dismissible their shopping cart. The mail works as a reminder, in which the products in the shopping basket are central. A clever trick is to give the (future) customer a small discount on the specific product. Get them to buy it yet!

Training E-Commerce

Do you need more help setting up an online store? In our E-commerce training you will learn everything there is to know about marketing your products online. From setting up the plan, determining the delivery conditions to promoting your webshop.