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Everything is connected

When we understand how your customers think, what they want and how they want to be, that's when we can understand your business. Then we have a very clear goal: together we grow your business.

You can think of successful marketing as an ecosystem where everything is connected. Or like an orchestra where everyone plays together, in the same rhythm and key. We can either help you with a holistic approach or contribute the necessary parts. If you have other suppliers within the ecosystem, we are happy to work with them. If you do certain parts in-house, that's fine too, of course. We fill in where needed.

It is important to start with a strategy. We often conduct workshops to have a well-established plan to follow. We believe in marketing that is based on customer knowledge and that is consistent and targeted. That attracts attention, interests and convinces. And then everything has to fit together.

Data collection and analysis. The basis for a good idea.

In the analysis phase, we work with different types of qualitative and quantitative studies. Sometimes we have
all the data needed, in other cases we need to collect new data and do a proper analysis. We do
some data collection ourselves: interviews, online surveys, competitive and industry analyses. In other cases
we work with specialized research companies. We also make sure to build a system
that continually collects and compiles user data to enable you to be
data-driven.

Contents

We need to understand what convinces and drives the target audience to act. It's about finding the right message and expression, telling a story that makes things happen and creates sales and loyalty. Content is king, as they say. Production of content, continuous follow-up and optimization of text, images and motion are the basis for everything. Test. Repeat until you get it right. If we don't say the right things, choosing the right channel or having the right audience settings in Ad Manager won't help.

We work with communicative concepts, also known as campaign themes or overall communicative ideas. The concepts can then be formatted for different channels. A good concept should feel right for the target group, it should strike a chord. It should carry a message, interest and convince. It should generate sales and customer loyalty.

Producing good content and being able to tweak it and change what needs to be changed is fundamental to successful online advertising and search engine optimization. We see a great advantage in being a content producer that simultaneously manages channel selection, format and target group settings. When we also follow up and evaluate, there are many parameters to tweak to optimize campaigns based on the data we get back. We can see how everything is connected.

The vast majority of businesses rely on their digital presence to generate sales. Even if it is not possible to buy a certain product or service online, customers want to find information there, learn more, compare and evaluate. We often start new partnerships with a check of the digital presence. We often find low-hanging fruit and a small effort can make a big difference.

We work in web development, building large websites with advanced functionality, but also smaller sites and landing pages. Moving material is very important, we produce a lot of films and animations.

Successful marketing is largely about allocating the marketing budget in an optimal way. This requires a holistic approach, testing and optimization.

Driving traffic to a website

There is a wide variety of formats and ways to be seen online. Through Google's advertising module, we buy keyword or display ads that appear on different sites and there are lots of parameters and audience settings to be tested and optimized. Youtube is its own search engine owned and managed by Google. We buy keywords in an auction market, where the winning bid will appear on the SERP: search engine return page, i.e. the page with search results that you land on after a search. But it is not always the highest bid that gives you a place on the SERP, Google also wants to deliver relevant hits and the one who has the most relevant content in Google's opinion, for each search, gets an advantage and is more visible than others. And then we are back to content production. Who has the most relevant content?

Via Meta Ad Manager, we reach out to Facebook and Instagram. There are many different formats and settings to be tested and optimized. With a pixel, Meta's tracking tool, on our website, we can reach those who have placed ads on Meta's platforms, known as retargeting.

We advertise a lot on LinkedIn, it's a channel that costs a little more but if this is where the target audience is, this is where you should be seen. If you work both with advertising and with organic posts and get it to sync, it can pay great dividends. Many companies work successfully with only organic posts. It is important to maintain the channels you choose to work with and not get in over your head. Or you can get external help - we help many companies with strategy, content creation and social media advertising.

Online advertising: measurement and monitoring

All online advertising generates data that can be analyzed and monitored. It's important to choose the right KPIs and really use them to optimize your campaigns. We always provide clear monthly reports on impressions, clicks and other metrics. We are always transparent about what our fee is and what we used to buy ad space. The opportunities to work data-driven are great, but it is important to do the right thing from the start and create a set up with Google Analytics, Google Tag Manager, Meta Pixel and other tools that maximize the outcome of valuable data so that we can optimize campaigns.

We say ja!

We're ready for a chat. Get in touch and come in for a cup of coffee.

Jakobsson Communication AB
Kullagatan 3, 25220 Helsingborg
+46(0)42-4001401
hello@jacommunication.se

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