Google Panda 4.0 When Doing the Right Things bring power

Google Algorithm, Panda 4.0 has just been rolled out. The projected impact of this new algorithm update was about 7.5% for the English search queries.This algorithm is looking for punishing low-quality content websites. Ivan Reyes explains here how to write engaging content.

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YouTube| Is it really important?

The second largest search engine in the world.

YouTube is transforming the way the world consumes news and information and the most successful companies are discovering how to use it to great effect and reach potential customers.

YouTube is  the second largest search engine and the fastest growing video sharing website in the world. It processes 3 billion searches a month and is bigger than Bing, Yahoo, Ask and AOL combined. These statistics demonstrate the power and influence that YouTube has to reach a large a varied audience; however, what other benefits does YouTube have?

Why YouTube?

  • Low cost – it’s completely free to host your corporate videos on YouTube.
  • Searchable –  as the second largest search engine in the world YouTube is the best place to host your. videos. Just make sure to title and tag them correctly so they are more visible to searches.
  • Increase brand awareness and maintain loyalty – telling the story of your organisation through video is a great way of communicating your brand values and connecting directly with potential and existing customers.
  • Informing – rather than just using advertising, videos can be used to engage with your customers in other ways. For example on exhibiting the benefits of hiring a venue for conferences, how spacious the facilities are, the level of service provided, the venue location and surrounding areas are a great way of engaging with your customers on a deeper level.
  • Thought leaders – if you want to position your company as thought leaders in your industry then sharing videos on presentations, panel discussions, conferences and brain-storming sessions are a great way of securing that position.
  • Conversion – videos are a good way of converting a casual video viewer into a client. Use the video description text to link to a specific page on your company’s website and extend the customer journey.
  • Measureable – free and easy to use, YouTube’s analytic tools show the number of views, demographics and the trail.
  • Feedback – use the videos to get real-time feedback. Whether you share videos about your products, services or the company culture you have opened the discussion and your customers will tell you what they think. Open dialogue is a good way of building trust whilst helping you to make positive changes look after your customers and build your business.

All in all, YouTube is not only the second largest search engine on earth, it is also the most popular video-sharing website and a very powerful and popular  social media website.

YouTube  can help you to  meet targeted audience that you might not meet anywhere else.

By using YouTube to promote organic traffic to your website, you will have the chance to approach your market and listen what  they have to say  on the comments section.

How To Write a Blog?

Fancy writing

First of all, defining your target audience is essential. That allows you to know to whom you will write to. Once you have your target audience clear, focus on it by searching the best way to reach the majority of individuals from that particular group.

For example, if you are trying to write your personal review about a particular car you should be present in the most popular motor-trade forums, online motor magazines, motor fan clubs or related social media, linking your blog to other related sites, etc.

However, if the vehicle is, for example, a seven seater family car, you should also have to forward your message to family forums, parental-advice websites, family related blogs, parents’ recommendations, and so on.


In order to communicate what you want to say, make it simple! A message has to be written thinking in your target audience and make it:

  • Interesting and engaging,
  • Simple (avoid using technical jargons or complicated words),
  • Memorable,
  • Challenging: Ask questions, make your target think,
  • Creative,
  • Not at all ponderous or pompous,
  • Consistent: the same message across all media.


If you want more suggestions, take these recommendations as a rough idea of how to get across your message online:

  • Make an easy-to-remember title,
  • Use simple words (avoid or explain technical words),
  • Use illustrations, charts, and graphics,
  • Create catchy stories,
  • Use light colours and easy-reading font styles,
  • Bear in mind the (Ux) User Experience (the way your web-visitors will navigate through your site),
  • Let your readers comment on your message,
  • Produce a short video clip about your message,
  • Use all media possible.

Customer Service & CRM

CRM, an effective way of getting closer.

This time I won’t talk to you about social media and its effectiveness to get closer to your target market; this time, I will suggest an older but far more holistic approach that will feed you with a better understanding of your target market and entail all aspects of interaction with customers.

I would suggest having or using; if you already have it; a CRMCustomer Relationship Management – system.

CRM, not only describe a business-customer relationship, it is also a magnificent way to manage business contacts, clients, contract wins and sales leads.

Advantages of having an updated CRM in place

By having one fully updated CRM, you will be able to know the:

  • Status, purchasing figures and frequency of your existing customers.
  • Effectiveness of your existing suppliers
  • Right time to apply Pareto’s principle; if applicable.

Customer relationship management can be synthetised easily by applications, software, mobile applications and solutions. This are capable of providing you with the ability to build an efficient customer business data, that will help you to improve the way of providing services or products that your customers want. It will deliver better customer service, cross-selling and up selling more effectively, closing deals, retaining existing customers and understanding better who your customers are.

So, keep you friends close, but your customers closer!

User Experience – UX

User Experience

Use your imagination by improving the user experience of your website:

By ensuring that the basic functionality of your site meets your online objectives you can differentiate the user experience of your website in a positive way. One good exercise is to create an imaginary persona.

As many kids have an imaginary friend, you can create a persona of your website’s core demographic target, this will help you to be able to think from your user’s perspective.

By sure, your imaginary persona will be different to your competitor’s idea of their users. However, you should be careful to do not stereotype this imaginary side.

Tips to improve the UX on your website:

Other tips I may advice you to look after are:

  • Appearance, the first impression counts! Make your website trustworthy, attractive, different and nice from the user perspective, and do never forget to keep your brand lines in every single part of your web design.
  • Navigation, browsing and accessibility are required. Keep the core webpages and the most profitable ones permanently on the eyes of your users, and accessible from every page within your website. Do not forget to portrait the checkout link to make users goes easily to know where they should progress on.
  • Customisation, make your website as personalised as possible, make users feel that your website has been dedicated and bespoken for them.
  • Direction and path to navigate on your website is also very important. This means that if your website will be scrollable, you should make it clear, if it will be scrollable vertically or horizontally, by showing arrows that indicate the way it will be. However, it is highly recommendable to keep main webpages listed at a visible top menu at all times.
  • Consistency and familiarity are key points that you should keep in mind at all times, although keeping your authenticity and your originality is important, try to adhere to the general industry standard; logo at the top corner; contact page visible; content in the middle, etc. This will make your website easy to navigate on and will make your users feel comfortable.
  • Mind also your jargon, even if you want to be original or create your branded words, make your website understandable by anyone.
  • Compatibility with other devices, also called responsiveness should be thought about even before designing or revamping your website. Refrain from using programming languages or multimedia tools that are not compatible with every mobile or fixed device.

Differenciation Strategy

Market Segmentation


You can compete in every market, even if there are big players; with a massive positioning, unbeatable offers, and resources surrounding you. However, it is important to be different than the rest of your competitors.

I am here to provide you with an idea of how you can become unique and achieve your target market. My first recommendation would be market research.

In this case, I recommend researching what your target market aspires to. It is very important to know clearly which are their affinities, their values, aspirations, and social interests. Afterwards, a deep analysis about your brand positioning and a list of your advantages against your competitors should be made.

From that moment, you can start drawing an emotional bond by matching your brand values with the target market’s unsatisfied expectations. Some of these values could be the:

• environment,
• social responsiveness,
• exclusivity,
• career ambition,
• location,
• security,
• family orientation,
• style – and more.

User Experience

 Also, by providing a unique customer experience you can differentiate yourself from another similar products and services available in the same market. Good examples of beating your competitors are:

• speed,
• liability,
• commitment,
• easiness,
• response,
• and availability.

Customer Service

The key metric to gauge success with your differentiation strategy depends on your ability to meet and overpass all your users’ expectations and your user’s ability to talk boastfully about the superb experience.

Don’t forget that differentiation is only possible if you are sure to make your brand more attractive, by contrasting your unique qualities with other competitors and make a clear message of your advantages.

How to Rank First on the Search Engines Result Page?

Sites – Website Checker

Unless you or your organisation’s website is among the top of search engine results, no one will know your page exists. Therefore, your idea, products and brand will become invisible for your target market. It is important to comply with this ‘Website Checker’ to succeed in the basic optimisation of your sites.

Best Websites – Basic Requirements

If you want to comply with all the minimum SEO requirements to have one of the best Websites in your industry, I recommend that you:

  • Define clearly your business mission and vision.
  • Research your target market. Who is or could be interested in your product, service or idea, either demographically or geographically.
  • Create a high standard public image related to your business objectives, your product and target market.
  • Be consistent; don’t use different logos, colours, names, domains, slogans, images or copywriting style. You must keep only one public face throughout your whole use of the media.
  • Become findable and attractive for the search engines through the organic way, also called SEOSearch Engine Optimisation. Plan a budget for a PPC (Pay Per Click) campaign, and paid online adverts.
  • Establish and maintain a clear social media marketing strategy and make the people talk about you.
  • Embed your social media’s latest news and status into your website.
  • Update your online messages, parallel to your offline marketing activities.
  • Measure all your marketing activities. If they are not measurable, they are not controllable. In other words, if a goal is not measurable, it is not possible to know whether you are making progress toward successful completion or falling into a crisis.
  • Apply ‘Pareto’s principle’ which states that for many phenomena, 80% of the consequences stem from the 20% of the causes.  It is also known as the 80-20 rule as 20% of your business’ online expenses are doing 80% of your revenue likewise 20% of your work time spent creating 80% of your value to your business.

Social Media Strategies.

Social Media Marketing

Social Media Marketing

Lets start from the mere definition of friend. I like the simple and straightforward definition provided by A friend is “a person whom one knows, likes, and trusts.”

So, that’s my point. I am looking for helping you to design a social network strategy focused on creating a valuable menu of alternatives that will match your brand with your target market’s interest. Reciprocally, your efforts will contribute with your social media marketing strategy by providing engaging  information about your business and pleasing your readers,friends or followers in your social media sites.

How find friends &  followers  in Social Media.

I would always start from researching. In this case a social media monitoring program will help to listen and gain relevant insights related to:

    • your brand, products or service,
    • your competitors
    • the important hot topics that are generating trends in your industry.


Get closer; listen to what they want to say! Getting an authentic friend in social media is not about buying their attention and then let them go. That’s why; the best social media marketing strategy you can get is the one capable of building a mutually beneficial relationship between your target audience and your brand.

Then, what are you waiting for? The sooner you start the older and stronger your relationship with your friends will be. However, if you are not ready yet and still don’t have a clear social media strategy, stay the away from social media!

Be smart and patient and always plan ahead and re-think before you sink.  Otherwise you could damage your brand, which is the biggest asset of your company. Be careful!

Conversely, engaging your target audience with your brand and business objectives, your changes, progresses, innovations and awards, will keep them updated and they will follow you closer and closer until they become even more than loyal, as genuine fans.

You soon will identify some of your fans as they will talk about you proudly in their own social spaces as they were your business partner or investors.

Once your social media marketing strategy is created, you should keep monitoring your website and social media platform frequently. Keep writing and generate a fresh content, linked with your social media. Don’t abandon your fans and keep frequent social interactions with them.

Social Networking

Finally and to conclude my quick advice, please forget the wrong idea of being a fan collector those who are bragging about their number of likes, fans, and friends. Most of them could be fake friends bought by pennies, from the wrong target market and will likely scare their target audience away. So before joining the wild social media, please plan ahead a coherent content and interaction strategy in line with you, your brand and/or your reputation.



International Marketing


International Marketing Strategies

I often meet clients interested to develop a presence in several foreign markets and to go global. It is a wonderful idea to start expanding globally, particularly when the right use of Internet and/or information technologies make this far easier than ever before.

Going global could sound exciting but it is indeed an amazing idea. Globalising your business could bring you a faster growth, access to more affordable and cheap raw materials, a vastly bigger demand as accessing to bigger markets, to diversify your industry, and to refrain from putting all your eggs in the same basket.

Conversely, they are many risks to take and measure before embarking on new territory. The fist thing I always say to my client is ‘ never assume’.


Every territory has a specific culture, between your own culture and another culture there are gaps and every culture their own ‘dimensions’, that frame the deep understanding of their customs, tacit rules, manners and methods as well as some others like:

  • The equality of individuals, which is expresses by the attitude of members of that culture towards these inequalities.
  • Individualism, which is described as the people´s self-image definition in terms of “I” or “We”; and many other facts that will draw a more clear idea and help you better tailor your concept for the aimed market.
  • The uncertainty avoidance expressed by the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity.
  • The long-term orientation, interpreted as dealing with society’s search for virtue.


There are also a few more risks to take before deciding going global. To name just a few of the normal situations you can face are:

    • Increasing of your starting costs,
    • Meeting foreign regulations and standards,
    • Dealing with ineffective methods of payment and currency fluctuation,
    • Failing to understand the market norms and customs,


Marketing Strategy

Finally, I would suggest that before penetrating a foreign market, bear in mind that your domestic marketing strategies would need to be partially or completely re-adjusted with some of the following actions:

  • Developing a new brand image,
  • Merging local brands,
  • Applying high level of execution management,
  • Undertaking a comprehensive HR plan adjusted to the country law and customs,
  • Matching your communicational strategies with the target country background,
  • Training your relocated personnel to approach the local people accordingly.