Opportunities lie in a crisis: 5 tips for dealing with customers correctly

In good times and bad – this applies not only to the relationship with your partner, but also to the relationship with your customers. If you follow these five tips, they will remain true to you even in the most severe crisis.

As they say? “You can recognize a good sailor in bad weather” – when the sun is shining and the sea is calm and smooth as glass, such a ship or company steers itself relatively easily. But when towers of clouds are brewing on the horizon and the sea or the economic situation becomes rougher, then it becomes clear who is actually a good helmsman – whether on the water or in a company.

The coronavirus still has a firm grip on the world and the economy. Now companies have the opportunity to prove their seaman qualities and to show: “We are there for our customers even in times of storm.” With the following tips, you too can steer your company and your customers safely through the crisis.

Listen: How are your customers?

Rule number one: talking is silver, silence is gold – and listening is platinum. The feedback from your customers is always important, but especially in times of crisis.

Because there are presumably due to the external circumstances and uncertainties also with your customers special needs, maybe fears and doubts or even very practical problems. So keep an eye on all the channels your customers use to contact you at all times. This can be by phone, email or via social media. Attention and prompt reaction give your customers the feeling: “I am heard and seen, someone is there for me.” On a technical level, a Customer Relationship Management (CRM) system helps when interacting with customers .

Speak: What do your customers need to know?

Proactive communication with your customers is almost as important as active listening. If a crisis situation that your company is in affects your customers – such as changing opening times of your shop or delivery problems with an order – it is not your customers’ job to get information about it. Instead, you should take the initiative here and transparently explain what changes are taking place, where they are coming from and when things can be expected to normalize.

Inspire: What can you contribute in the current situation?

In times of crisis you can support your customers by positioning yourself as a helpful supporter. Is there information, tips or anything else that you can use to improve the current situation for your customers? Then don’t be afraid and share your knowledge – for example in the form of videos, infographics, a free white paper or a blog. Salesforce , for example, did the same . On their blog there are helpful tips for entrepreneurs and managers to get through the crisis well. 

Be helpful: How can you help your customers?

New situations require new solutions. In other words, now is the time to think outside the box and find creative, new approaches. Need some inspiration?

During the quarantine period, Netflix developed and introduced a chat function so that users can chat with friends over a film or series evening despite physical distancing. Automobile manufacturers switched their productions to support the medical industry and suddenly started producing parts for respiratory masks and ventilators instead of car bodies. Restaurants that could no longer be visited organized their own delivery services so that people didn’t have to leave their homes and still enjoy freshly cooked food. Disinfectants were produced in cosmetics and perfume factories; the list is almost infinite. What can you contribute 

Be nice: How can you meet your customers?

Experiencing a crisis means uncertainty – for every individual as well as for companies. Often times during these times you tend to look to yourself and your needs and goals first. Here it is important not to lose sight of the bigger picture and, especially in times of crisis, to ask yourself: “What do my customers need? And how can I support you in the current situation? ”You have already received a lot of inspiration, one last tip is: Be accommodating. For example, in the form of extended payment periods or additional payment methods, through or changed return periods or conditions, through reduced shipping costs or discount campaigns and goodies.

Like almost everything in life, crises have two sides. And even if the negative aspects predominate at first, the tips mentioned here can help you survive the crisis – and see it as an opportunity. Because maybe your actions in the crisis will even attract new customers to you?

In order to be able to support your customers in this way, it is not only goodwill that counts, but also the right technical infrastructure. A well-functioning CRM (Customer Relationship Management) system such as that offered by Salesforce helps you to consistently align the processes of your company to the relationship and needs of your customers.

Promotional campaigns on Twitter: Free online courses available

With its marketing academy, Twitter wants to show advertisers how to use the platform properly. Now Twitter also offers on-demand courses for in between.

Twitter has added an e-learning area to its marketing academy. The Twitter Flight School now includes live training as well as on-demand videos, as announced by Twitter. The videos convey how advertising campaigns work best on Twitter.

Video advertising courses

Twitter has been running the academy since 2014. At first it was only aimed at agencies. Two years later, Twitter expanded the free program to non-agency marketers. Registered users can take part in live courses and have access to information material with tips and data.

The new e-learning area now also contains on-demand videos for the first time. Courses are offered on planning campaigns, creating videos for Twitter and correctly contacting target groups.

Continuing education during working hours

“The 10 to 15-minute learning sequences allow marketing managers in companies and agencies short, relaxed learning units – even during working hours,” says Jolanta Baboulidis, Country Director Twitter Germany, in the press release.

A total of six hours of course material are available. During this time, marketers and agencies should learn the knowledge they need to successfully advertise on Twitter.

Live sessions will continue to be offered

The half-day live training courses remain part of the program. There is personal advice on how to use the platform for video advertising correctly.

Completed courses are rewarded with a “Twitter Flight School Badge”. These certificates can be shared on LinkedIn and other platforms.

Instagram reels: opportunities for social media marketing

Instagram’s newest feature is very reminiscent of Tiktok. Can it keep up? And what opportunities does it offer companies and influencers?

The social media platform Instagram is known for constantly implementing new features to make the app experience even more interesting and exciting for users. The fact that the ideas for new tools do not always come directly from the platform itself, but that the makers also like to be inspired by other social media platforms, is nothing new. From the Instagram story, which was copied from Snapchat at the time and is now the focus of influencer marketing on Instagram, to the latest feature that was only recently launched: Reels .

This function is very reminiscent of the Tiktok platform, which is particularly popular with the younger generation. But can Reels keep up with this at all and what opportunities does the new feature offer in the context of influencer marketing for companies and influencers?

Opportunities for influencers and influencer marketing

One group in particular benefits from creative changes or further developments on the social media platforms: the influencers. She has her professional focus mostly on Instagram – exactly where Reels has now been introduced.

Similar to Tiktok, reels give influencers the opportunity to be creative and try out a different type of content. Especially in times when authenticity is more important for influencers than ever before, this new option helps to present yourself even more directly to your own followers. The trend here is moving away from very high-quality, often posted videos to much looser clips that show the influencer from a different angle.

For the followers, Reels has the advantage that they do not have to leave Instagram as a platform to switch to another, e.g. Tiktok. For influencers, this means that they don’t have to build a whole new community on a new channel. As part of the growth of Tiktok, it finally became apparent that many followers did not make the leap to Tiktok together with their influencers – or did not want to make it.

Larger influencers can also use their very high reach with the help of reels to go viral through the newly introduced top reels page and generate more followers. For small influencers, this site offers the chance to grow quickly and attract attention in order to build a community. It is also possible that the feature, similar to Tiktok, will also produce a completely new type of influencer on Instagram who will occupy a completely new niche with funny or particularly creative clips.

Opportunities for companies

With reels, companies in turn have the opportunity to present themselves in a much fresher, more dynamic and modern way. Thanks to the varied content, you can play content here that might not find a place in your account or in your story.

Another advantage is that you can work with your existing network on Instagram – and thus also on Reels. On the company’s Instagram page, followers are exactly the people who are already interested in the products or services. By switching to another platform, companies run the risk of losing many of them. In addition, many companies are still quite skeptical about Tiktok. This is mainly due to the very young target group. For those companies that appeal to a different target group, Reels is a good way not to have to leave the known followers, but at the same time to be able to show themselves through the clips from a different side.

Just like with influencers, companies can also benefit from the Top Reels Page. If they go viral there, they have the chance to make even more people aware of themselves or their products or services and to win them over to their own brand.

The relevance of reels for social media marketing

If you look at Reels as a whole, it quickly becomes clear that Instagram’s new feature has a lot of potential and, above all, very high relevance. Perhaps this is the beginning of a similar effect to the introduction of Instagram Stories a few years ago: After Instagram had more or less copied the format from Snapchat, Snapchat itself took a back seat. Something similar could now threaten Tiktok.

While nothing has been announced yet, it probably won’t be long before Reels introduces the ability to insert links for corporate accounts. This then opens up a completely new form of advertising that could represent great competition for Tiktok. It is not yet possible to insert links there, which is why it has not yet been used very widely as an advertising platform.

Unless Tiktok comes up with anything new or acts in front of Reels as part of advertising opportunities, it is very possible that Reels will replace Tiktok before the Bytedance app could even get really big in terms of influencer marketing.

Email Marketing: The Most Important Suppliers for Newsletter Tools

Anyone who sends large quantities of e-mails, for example as a newsletter, is dependent either on a professional tool or an online provider. We introduce you to the most important German and international providers.

Email marketing enables companies to have direct contact with their customers and is one of the most important pillars of online marketing. The right software is essential for successful email marketing. The market is big and the choice is therefore not always easy. We have therefore put together a selection of promising tool providers for you

Email Marketing: Providers to Get Started Right Away

Quite a few providers have to first obtain an offer or apply for a test access. Other tools can be used directly and their features can be tested immediately. To make it easier for those who make quick decisions to get started, we have summarized the providers accordingly:

Sendin blue

Sendinblue * offers you an email editor with which you can create and personalize mailings using drag-and-drop. The tool also provides you with real-time reports that show you data on the opening and click rate, among other things. A target group cluster analysis also helps you to compare different recipient groups with each other in order to find out which type of mailing performs best for which target group.

This provider offers an easy way to conclude an order processing contract in accordance with the legal provisions of the GDPR, and thus facilitates legally secure application. Data from customers in the DACH region is also stored on German servers.

Sendinblue * offers three different price models: Free, Lite and Premium, which offer a different scope of services. With the free version, 300 e-mails can be sent per day and unlimited contacts can be saved. The prices of the Lite and Premium version are graded depending on the number of emails and start at 19 or 49 euros per month.

Cleverreach

Cleverreach * , like almost all representatives of this list, offers features such as registration forms for the website, recipient management, reports and analyzes of recipients, automatic mails via autoresponder, design and spam tests as well as A / B split tests. You can also create campaigns and dynamic RSS campaigns, which can also be analyzed using reports.

The service has a tidy and user-friendly interface that should make it easier to get started. Cleverreach also has an integrated double opt-in procedure and unsubscribe links and can therefore easily be used in accordance with GDPR.

Cleverreach * offers a free test account with which 1,000 emails can be sent to 250 recipients per month. The functionality of the test account is limited. If you want to use more storage space for images, A / B testing, design templates and other features, you can switch to a monthly tariff. These are graded according to the number of recipients. It starts with 250 addressees for nine euros a month. The largest package for 900 euros a month includes 100,000 recipients.

Clever Elements

Clever Elements * can have a considerable number of references. For example, Amnesty International, Betahaus, Siemens, Dräger, IBM and Adecco use the service, which offers a range of features similar to Cleverreach.

With Clever Elements you are also on the safe side when it comes to GDPR, because with the tool provider you have the option, among other things, of concluding an agreement on order processing in accordance with GDPR directly in your account.

Clever Elements can be tested for 30 days free of charge and then offers either a monthly or a credit tariff. With the monthly model, the recipient is billed accordingly – the mails per month are unlimited. For example, 100 recipients cost five euros per month, up to 500 cost 15 euros and 100,000 recipients add up to 870 euros per month.

Mail flat rate

Mailflatrate offers you all the important functions for your newsletter marketing. You can choose from an extensive database of design templates, connect the tool with WordPress, Magento, Shopware and other programs using an API and create surveys, for example on customer satisfaction. In addition, you work GDPR-compliant with Mailflatrate; the server location is in Germany.

You can test Mailflatrate for 30 days free of charge. After that, the tool costs between 20 and 87 euros per month, depending on the range of functions.

Rapidmail

The provider Rapidmail *  offers you a simple drag-and-drop editor and more than 250 design templates for designing your mailings. In the dashboard you will find a lot of data to evaluate your email marketing afterwards. There is also a Google Analytics integration for an even more in-depth analysis.

In addition to a simple form for order processing, Rapidmail offers you a wide range of assistance with which you can make your email marketing GDPR-compliant.

Also Rapid mail you offers the choice between a fixed monthly fee or a charge per mailing. With the latter, for example, you pay 16 euros for a mailing with up to 2,000 recipients. Alternatively, you can opt for a monthly cancelable flat rate. It costs nine euros a month for up to 500 recipients, 12.80 euros for up to 1,000 recipients and 16.60 euros for up to 1,500 recipients. If you need more contingent, Rapidmail will create an individual offer for you.

Backlinks: This is how it works with link building – says Johannes Müller from Google

Anyone who wants to claim pole position in Google’s search results will find it difficult to avoid link building. In a Q&A, Johannes Müller from Google gives website operators and SEOs specific tips for backlinks.

Link Earning – The freestyle of backlink building

As the first tip in the Q&A of SEO Südwest , Johannes Müller mentions link earning – the free choice in link building. Backlinks to your own website project are not actively built up by the operator, but rather naturally set by users because of outstanding content. This is certainly the most complex, but also the most effective method.

Digital PR – Many visitors lead to good rankings

As a second tip, Johannes Müller addresses digital PR in the Q&A. The focus here is on the awareness of the brand and / or its website. Backlinks generated in this way are primarily about attracting many visitors and luring them to your own web project. Good rankings are not the direct result of such backlinks that may be set via “nofollow”, but they are associated with massive visitor flows.

Broken Link building – Replace dead links with your own links

The broken link building strategy focuses primarily on detective and research work. The principle is simple and ingenious, if not new: If there are dead links on the web that are similar in content to your own web project, you offer the operator a link to your own project instead. Tip: There are numerous tools on the web for finding broken links, and SEO tools such as Ahrefs make searching easier.

Mentions – Good basis for backlinks

For example, if someone publishes a review on a product of their own brand, it is advisable to ask the operator to link the relevant website. According to Müller, such mentions or citations are a good starting point for backlinks to your own web project.

Backlink building: This is why Google rarely comments on strategies

According to Müller, Google is reluctant to give tips on building backlinks because recommendations are usually taken too literally. Therefore, you usually either do not explain anything or refute strategies that are not working. For further techniques, John Müller refers to a contribution by Britney Muller .

Amazon Marketing: 11 Practical Tips for Retailers and Brands

Promote and sell your own products on Amazon ? Performance and content marketing are essential for retailers and brands on the e-commerce platform. This German company shows you what to look out for!

Purchasing is enthusiastic about the new product – expectations of performance and sales figures are high. What then follows, however, is an unpleasant realization: even if the product makes an excellent impression in reality, it can neither be well presented nor sold online. At the German e-commerce company Sellvin, that’s what they call the Sophia effect: “Sophia was a very high-quality bedspread in our range. The quality of the blanket was much higher than the regular microfiber blanket, but we couldn’t get that across online. This is an article that you have to touch, ”explains Dorothea Zehnpfennig. She is responsible for content marketing at Sellvin Hürth near Cologne.

Your colleague Patrick Müller takes care of performance marketing and advertising. Together they have a lot of expertise when it comes to selling successfully on platforms. In the Zoom interview, both of them shared their five most important tips with us.

1. Unique content

“We create different content for each platform and our own shop. We do not want our offers mutually cannibalizing, ”explains Zehnpfennig. The first focus is on Amazon. Titles, bullet points, images and A + content are the main focus for Sellvin’s products. Especially products that are important for SEO are edited manually. Dorothea Zehnpfennig had all the products in hand.

2. Research in advance

“You have to plan time for each listing” – that sounds banal, says Zehnpfennig, but you are always tempted to shorten processes. She wants to invest half a day in each product to see what the important keywords are, how the competition is doing – and she analyzes the data. “Brand analytics is a powerful tool,” she says.

3. Image production

First, the product is classified. Which ten unique selling points does it have? A photo passport is derived from this. “How can you express the USP in the picture?” Asks the Cologne native. In their experience, users no longer read the text, but also receive the facts, especially through the images. A size comparison is made by always seeing hands in the picture. “There are pictures out there that don’t work,” says Zehnpfennig. Sellvin has just completely rebuilt the subject of images in recent years. You let professional photographers do the work and present the products in their context of use. “The picture is the alpha and omega for the conversion and therefore also for the ranking.”

4. Retail Media

The competition on Amazon is extremely high and there are a lot of cheap products. “A large part of the products can hardly be distinguished from ours optically,” says Patrick Müller. Nevertheless, advertising works best for him in the Amazon universe, simply because the purchase decision is so close and because the sheer reach is so large. “You also accept a higher CPC than on the smaller platforms.”

However, Müller does not want to rule out that smaller platforms can also play a role in advertising. The French platform Manomano is growing very strongly organically for the Cologne-based company. They are just looking carefully. But the process works like in content marketing: “First test it on Amazon and then transfer it to other platforms,” ​​says Müller.

5. Instagram for awareness

It is not directly part of Sellvin’s business model to bring inventions or previously completely unknown products to the market. Nevertheless, Müller and Zehnpfennig clearly see that Amazon SEO will not be enough for such a product. Awareness is increasingly being addressed on other channels, for example on Instagram with short video clips that explain what is new about the product. There is hardly enough brand space on Amazon itself. “That works better with ads than with content, because we can better address different target groups.”

6. Tools and structure

Both content and performance marketing work with keyword and data tools specifically focused on Amazon such as Helium10 , Sellics, and Amalyze . For Müller, it is particularly important that the advertising account has a very clear structure so that he can quickly output reports and change parameters. “Sounds basic, but everyone knows that a gradually growing offer becomes chaotic at some point.” The naming of the line items follows the principle: brand, category, exact product including color and size.

7. Trend surfing

Current keyword trends are also reflected on Amazon. “During the corona crisis, we let a back support pillow run specifically for the keyword home office,” explains Müller. At the same time, content marketing also takes on such trends in the description. “Some of our ideas come from DIY areas on Instagram or Pinterest,” says the Cologne native.

8. The brand on Amazon

“No, the topic of brands is not difficult on Amazon,” Zehnpfennig defends himself against the critical thesis. Amazon is gradually strengthening this as part of the A + content, with the seller account and of course when displaying product recommendations under its own articles. “It’s also about protecting our offer from plagiarism.” Each product title starts with the name of the brand. Brand keywords play a role in advertising insofar as they are cheap to advertise. With one exception: “Of course we also advertise with competitors.” But advertising in competition is expensive.

Brand safety is one of the most important goals in advertising and at the same time serves to upsell with complementary products. “Basically, it is important to be clear beforehand what exactly the campaign is supposed to achieve,” says Patrick Müller. That also decides targeting, creatives and ad placement. “You should use all formats and coordinate the creatives with one another.”

9. Answer questions

“If the seller replies himself, it creates a lot of trust.” Dorothea Zehnpfennig takes care of bad reviews and criticism in order to show the next user that you are involved and are looking for an exchange. In addition, the important questions and problems give rise to suggestions for optimizing the product content. However, according to the Sellvin experts, FAQ topics do not play a major role in the search. Here the “Amazon search engine”, so much touted in the past, is clearly product-heavy.

10. Know listing rules

Each category has its own Amazon laws and hardly anyone knows them. Zehnpfennig is surprised that some retailers are surprised at a ban, even though they have clearly broken the rules. Rules such as showing the word “Special Offer” or promoting “Free Shipping”. “Then comes the seller performance – also known as the Amazon police – and then your listing is closed and then it takes weeks for it to be restored,” says the Cologne-based woman.

Additional tip: test car campaigns

Müller finds the auto campaign function particularly exciting when he is unsure about the positioning of a new product and the associated keywords. “With auto campaigns, you just give Amazon the product and Amazon controls the display itself.” After two weeks, Patrick’s team analyzes the performance and uses the learnings from the Amazon AI to refine a campaign.

Talking to the experts, it becomes abundantly clear how exciting it can be when the “number crunchers” from performance marketing can get along well with the “fine minds” from content marketing. Müller would like to see even closer cooperation.

And the subject of “competition on Google”? He frowns: “We rank behind Amazon when it comes to our own products, you can’t get past that”. Above all, the fact that customers are missing in his own shop annoys him. “We just don’t have enough data for CRM at Amazon customers.”

Google introduces an additional label for My Business

Google introduces a paid label for My Business. Entries with such an award should perform better in the future.

As part of the “ Google Guarantee” qualification process, Google is introducing an additional label for My Business entries. The fee-based award should lead to better performance of the entries of companies in the local search results, as reported by SEO Südwest .

The cost of the label: $ 50 a month

SEO Tom Waddington shared a screenshot of the new label on Twitter . Accordingly, the award should make it easier for potential customers to choose a company. For them that adds up to $ 50 a month.

The label should give local companies an advantage over companies without a label, because the associated My Business entries are simply more conspicuous. This is likely to have a positive effect on visibility and click rates. According to SEO Südwest, the feature should be available for selected companies as part of a test. It is not known whether and when the feature will be rolled out for all companies.

Google Guarantee was originally designed to protect against fraud

Google originally introduced the “Google Guarantee” qualification process to protect users from fraud. In 2017, the green label was only intended for certified and licensed craftsmen and locksmiths, as Frontstreetmedia.com reported. The service is now also used to check local companies for Google Home and Google Assistant.

Why marketing shouldn’t take place in an ivory tower

The formula for strong customer relationships is simple: first listen, then respond to the needs of the other person. Carl Zeiss Meditec AG shows how this communication can be successfully digitally mapped and customer relationships can be strengthened online.

Specializing in the manufacture of medical lasers, surgical microscopes and instruments for eye examinations, Carl Zeiss Meditec AG addresses a target group with a tight schedule: Doctors and surgeons. “Our customers block traditional marketing content,” reports Dr. Jochen Tham, Head of Global Marketing Communications. The solution: stand out with individual and relevant content.

Digitization: more relevant than ever

The restrictions that come with the current coronavirus situation are massive. As far as digitization is concerned, however, they definitely have advantages. “We usually do a lot through personal contacts,” says Tham. “This is of course not possible at the moment. That opens up exciting new options for us. For example, we have developed a plexiglass protective shield for our slit lamps in order to better protect both doctors and patients during treatment. For the registration process we have developed an international website as well as cross-border social media campaigns. Before the current situation, we would have operated strictly according to country. But this way we were able to all the doctors who came forward Send two of these shields to support during the COVID pandemic – we have sent over 100,000 copies in total. Due to the crisis, we have clearly gained digital momentum – we want to maintain that and expand it further. “

It all depends on the perspective 

This also means that processes have to be rethought. “Our customers are used to customer experiences from big online brands in their private lives – we have to map that in the B2B area too,” explains Tham. That is why Carl Zeiss Meditec AG has been using trigger-based campaigns on its own website and on social media channels since the beginning of 2020 and has dispensed with blast mailings. With the help of Munchkin codes, the surfing behavior of the website visitors can be traced.

This has two decisive advantages: On the one hand, it can be derived which areas and products the users are particularly interested in. On the other hand, specific communication offers can be placed on the basis of previously defined points. Because everyday life in the clinic is so stressful, doctors and surgeons have often perceived the blast campaigns of the past as a nuisance. The situation is completely different with the trigger-based campaigns. These are so popular that the opening and click rates have doubled.

The topic of personalization is also moving up on the agenda. “In the future, we want to use the option to create customer profiles to prepare the website in such a way that specialists can be directed to the content that is relevant to them. This means that an ophthalmologist or a neurosurgeon receive content tailored specifically to their needs without having to click through long product lists or menus, ”says Tham.

Adventure journey customer journey

The way is the goal – this saying is no accident. Especially when there are several years between the first contact and the purchase, the customer journey has to be convincing. Whether congresses, information portals for medical professionals or your own website: both online and offline, it is important to connect as many different and diverse touchpoints as possible.

Without targeted tracking, you quickly lose track of where a customer is currently in the sales funnel. In addition, the customer journey does not end with the purchase – after all, devices have to be serviced regularly. To ensure that the journey does not come to an abrupt end, data should be accessible across departments and transparently for all teams.

For Dr. Jochen Tham is therefore clear: “Marketing must not be an ivory tower. Not only marketing and sales have to work closely together, but also marketing and IT. ”When marketing starts a campaign and the customer then calls the sales department with curiosity, the sales team must of course be familiar with the campaign. “Keeping everyone on the same page is an increasingly data-driven process for which marketing and IT have to agree on a common nomenclature.”

Digital marketing thrives on dynamism

Support is provided by a versatile marketing solution such as Marketo Engage from Adobe, which can be easily integrated into all existing programs and data sources thanks to flexibly programmable interfaces (API). Carl Zeiss Meditec AG uses Marketo Engange, for example, to transfer its customer data centrally to a Power BI dashboard, thus ensuring that the respective campaigns reach the right target group.

Whether lead management or email marketing:  Marketo Engage supports brands with flexible tools and solutions to get the best out of their customers. And because this only works when all teams pull together, Marketo is bringing sales and marketing closer together – for customer experiences that inspire.

The new t3n guide with morefire: Increase conversions through joint SEO and SEA

In the new t3n Guide, the Cologne-based online marketing agency morefire presents its self-developed SEM strategy, with which it brings together all the advantages of SEO and SEA and holistically ensures more visibility in the search engines.

The well-known formula “SEO + SEA = SEM” deserves an update. Anyone who is familiar with the disciplines of SEO and SEA knows that more than a mere addition of both measures is necessary to get the best out of them. Do you want to quickly buy a bit of visibility without stealing the organic traffic? Can be done, but should be done carefully and thoughtfully. Or save budgets where a high organic positioning has already been achieved? Makes sense, but can also backfire.

Long-term success on the SERPs

In the new t3n Guide, the experts from the Cologne agency morefire present their self-developed approach to interlinking SEO and SEA and pass on their experience and expertise in this way. Which search and user intentions have to be considered in general? What are the strategies for linking? How can optimization be sustainably and comprehensibly tested for everyone? And how do you create the basis for this, procedurally and structurally?

A content page of the new t3n guide with the Cologne-based online marketing agency morefire, which deals with the interlinking of SEO and SEA

Together, Désirée-Sina Kellner, Head of Paid Media, Isis Neuerbourg, Senior Account Director, and Rhea Moore, Senior Consultant SEO, guide companies, self-employed or Helps agencies with the optimal setup in the SEM area

What exactly can you expect in the guide?

  • Basic introduction to holistic SEM
  • Understand and use user and search intentions
  • Introduction and comparison of the various hybrid strategies
  • Step-by-step instructions for creating, filling and ongoing use of an SEO-SEA matrix
  • Carry out, implement and evaluate test plans
  • Excursus: team structures and collaboration
  • Lots of helpful practical tips and checklists

Now ensure that your company has a sustainable, efficient visibility. Available individually for 99 euros (gross) or as part of a pro membership.

Facebook’s chat plug-in is becoming much more interesting for site operators

With Facebook’s chat plug-in, website visitors can contact the site operator directly via Messenger. This is now possible even if the visitors are not logged into Facebook .

With the integration of Facebook’s chat plug-in into their own website, site visitors have the opportunity to contact the site’s customer support directly via the social network’s messenger service. The chat plug-in has been around since 2017 , but so far it had a big catch: Until now, customers could only use the chat if they had a Facebook account. Facebook has now rectified this shortcoming in the latest update of the chat function.

It is still possible to log in to the chat with the Facebook account, but customers can also contact the site operator as a guest – and thus without logging in. That in turn should make the chat function interesting for significantly more site visitors. Because not everyone has a Facebook account, and some customers sometimes prefer to submit an initial chat request anonymously. According to information from Facebook, the use of the login-free chat plug-in increased by an average of 45 percent in initial tests on company websites.

Facebook competes with chat providers

With the opening of Facebook’s chat plugin, solutions such as Hubspot Live Chat, Olark, Zolo LiveIQ or Livechat have a powerful competitor. Because for many companies, Facebook’s chat solution was not a real option due to the limitations. Facebook’s chat plug-in can either be integrated into the company’s website by the site operator, or with the help of the solutions from cooperation partners Woocommerce ,Manychat * and Haravan .