Lío Padre's Blog

It has arrived, the last blog entry :) the Google Analytics Report! You'll see that luckily there's enough data to start gaining the first insights and influencing the first business decisions and steps. Here we go:  -  Audience Well, it seems like my blog wasn't popular enough.. but hey, it's international! My key learnings from this report is that I have to combine an Outbound Awareness strategy/campaign to gain more traffic and create richer content for people to stay and browse for longer times. For example, providing industry tips and articles, and having my page in Spanish (main target) and English. - Acquisition This is my favorite report (because of the results I see). You can appreciate how the biggest source of traffic is Referral - being DBS the main channel. In the future, I aim to revert this percentage for my business model and make it the lower one, as I only expect referred visits from industry news and partners or affiliate ...

Over the last few weeks I've been giving hints on how I'd like to kick off our Digital Strategy at Lío Padre. It's not easy: we have different kind of short and long-term goals, we count on low budget and we don't have experience in creating these kind of strategies in the past. Although this, one of the things that I've recently learned and want to carry on, is the strategy of producing interesting content for our audience and provide digital experience that not only drives traffic to our sites, but also gives our readers, a wide range of free and valuable resources such as tips, industry trends, contests, resources for their day-to day, etc. That translates into: Combining inbound and outbound channels , such as: -  Social Media can be used as both: Using outbound paid Ads and redirecting to the company page inbound content (i.e., company articles posted, blog entries or company organic posts) Example: LinkedIn is a good channel to create paid ads as out...

If I haven't understood the concept wrong.. Affiliate Marketing is really useful for e-commerce, as it's easy for the customer to be redirected and it works for short sales cycles, that way is also easy to track results.  In our case, this strategy would be costly and probably difficult to track as we are offering a service and the sales cycle will be long, but we will work with Influencer Marketing ! Influencers, at least in Spain, attend to numerous events during the year. Wouldn't it be wonderful that they were organized by Lio Padre? I talked in a previous post about a terrible influencer campaign by a fashion brand, this time I'm going to focus in the best practices we'd like to follow: 1. We'll consider the possibility to work with a well-known territory influencer that mentions our services in instagram or youtube (what should be better?)- To be confirmed :P 2. We'll create also organic partnerships for awareness, for example, this week we...

Ads are the engine in your outbound digital strategy, they form the tool that will drive your target audience to a site, or will pursue them for a call to action. At Lío Padre, we will drive 2 types of Ads. Ones, focused in Weddings, will target people searching for Wedding Planners and we aim to appear as top result in search engines and in YouTube, as our experience is going to be really visual. Here are two examples of this first type of ads: Youtube cover created with  https://www.bannersnack.com/ Google Ad created with  https://andrew.marketing/ad-preview-tool/ On the other hand, to focus on the B2B channel, we will explore, besides also Google Ads similar to the previous mentioned, the LinkedIn paid channel, and here I can proudly show you a REAL post that is already live in this professional network: Although being organic and maybe it's more considered as part of the Social Media, the copy & creative here shown is the one that we'll lik...

The 5S of digital marketing are a simple framework  created by Dave Chaffey to review and define the top-level goals of digital marketing in an organization [1]. Applying them to your strategy, is vital, but also a really complex process, as it makes you decide from the start your future actions, as well as knowing your resources and planning ahead. If I follow the perspective from my current business (events industry in Spain), My own 5S’s approach would be the following: · Sell - Grow sales: As we will dedicate our first year in creating strategy and awareness, our sales goal will be small, a total of 11.000€ (8.000€ in weddings and 3.000€ in corporate). · Serve  – Add value: We will pursue the 5 reviews for this year as we’re planning 5 events for now, although we’ll put a lot of attention into feedback and our goal will be 100% recommendation rate. · Speak  – Get closer to customers: Our mission is going to create a unique e...

For me, Social Media is one of the most important strategies when it comes to Digital Marketing: in any industry where you provide a service, it’s vital to tell a story, and Social Media helps you build that while interacting with your potential clients and creating community. Although this, be careful! Social Media can be a double-edged sword as you are also allowing your visitors to give their opinion, so you have to be very careful that the message you are sending equals the service you are giving, as the inconsistencies in this space are really penalized. 21 Buttons in Spain, is a tech-fashion start-up that has lived both scenarios: They created a Social Media strategy really impactful and according to their culture, inspiring quality and sense of community.  Their revenue model is commissioning the transactions in their application between retailers  and shoppers, so Digital presence is everything for them: The best thing that they did was part...