Search Engine Optimization – Two Outdated Strategies To Avoid

By Cristiane Namiuti

The online space has become extremely important in the modern marketing environment, with many consumers now relying on the information they glean from websites to help them make decisions. This has led to many companies focusing on search engine optimization (SEO) so they can achieve visibility when consumers search for key terms related to their businesses. This field is constantly evolving and there are many techniques that either no longer work or place businesses at risk of penalization within search engines, such as:

  1. Keyword Stuffing

If you have ever read a piece of online content that seemed to be trying too hard to stuff key terms into places where they don’t belong you will have seen an example of keyword stuffing. This is when webmasters try to include mention of desirable key terms wherever they can, paying little attention to relevance or the user experience, in an effort to manipulate search rankings.

  1. Buying Links

The quality of the backlinks that point to a site are used by search engines as an indicator of the site’s quality. In years gone by, SEO professionals have manipulated search results by purchasing backlinks from less reputable websites in an effort to create quantity over quality. This tactic is still used and can attain short-term success. However, it also opens the website up to punishments for unnatural linking in the long-term.

About The Author – Cristiane Namiuti is a brand marketing professional fascinated by digital marketing.

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Three Digital Marketing Ideas For Startups On A Budget

By Cristiane Namiuti

Digital marketing has become increasingly important in the modern business environment; recent studies show that 67% of consumers are influenced by what they see online and 81% of shoppers conduct research before committing to purchases. While large companies have the resources required to capitalize on these facts and trends, smaller businesses need to keep a tighter rein on their funds. This means that their digital marketing campaigns often need to be done on a budget. However, there are many creative / alternative ways to take advantage of these opportunities without breaking the bank:

Commit to Social Media

Many businesses make the mistake of setting up social media pages and then leaving them to stagnate. Your profiles act as a means for you to communicate your brand messages directly to your consumers, while also offering people the opportunity to speak to your company.

You can also use social media to share content that will establish you as an authority in your field and to conduct market research. Most importantly, setting up profiles is free on most social media sites, which means this is a digital marketing strategy that requires a time investment, rather than financial resources. Keep your profiles active by engaging with those who interact with them, offering more reasons for consumers to visit and share them.

Consider Pay-Per-Click

Many small businesses do not have the resources required to engage in full search engine optimization with the aim of having their websites rank organically for desirable keywords. Such campaigns are costly and often take a long time to come to fruition, especially if your competition is fierce. Pay-Per-Click (PPC) advertising is a way to increase your brands exposure on search engines and other platforms. Google Ads are the most prominent PPC structures.

They offer users the opportunity to build advertisements based around their websites and products. Companies pay a certain amount to have their ad ranked for desirable key terms, with this sum being dependent on factors like the quality of the ad, the competition in the industry and how highly the company wishes to rank. You will have full control of the amount of capital you commit to your campaign and can target it to specific audiences.

Connect With Influencers

Establishing authority in your industry will allow you to influence consumer opinions. You can do this online by connecting with key figures in your industry. LinkedIn offers ample opportunity to follow, emulate and connect with authoritative sources. Use your online presence as a means to network and you may generate opportunities for your company and build exposure for your brand.

About The Author – Cristiane Namiuti is a marketing professional skilled at leveraging digital outlets in her integrated marketing campaigns.

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Four Ideas for Promoting Innovation In The Workplace

By Cristiane Namiuti
Innovation in the workplace is often stifled by a desire to see productivity increase above all else, which can lead to creative individuals feeling as though their contributions are not appreciated. To avoid this situation, companies need to actively promote innovative thought. Here are some tips on how to do that:

Cristiane Namiuti

Engage Employees
If employees do not feel connected to their places of work, they are less likely to commit time to coming up with new ideas that may benefit their companies. To counter this, companies need to keep their employees informed about the latest developments, whether this involves changes in internal structures or new products that are going to be soon introduced to the public. By encouraging active participation and employee engagement, businesses can gain access to ideas that their specific teams may not have considered.

Many companies incentivize high performance in what are considered practical areas. This is most commonly seen in the sales environment, where salespeople are rewarded based on the volume or quality of their sales. Similar plans need to be put in place to let creative thinkers know that they play just as important a role in the company. By offering incentives, such as internal recognition for creative thinking, companies give employees more reason to think outside the norm. A key component of this is that businesses should also avoid punishing people for ideas that don’t take off. Not every new concept will be a winner and punishing those that fail discourages an innovative work environment.

Accept Risk
To follow on from that previous point, companies must recognize that risk will always be attached to innovation. Trying something new is intimidating, particularly for businesses that have experienced success with established or traditional methods. This can result in a lack of tolerance for new ideas or, more accurately, little tolerance for the risk involved in exploring new concepts. This discourages creative thinkers and may prevent them from introducing new ideas to senior management. The company needs to support help its employees and help them feel confident to explore and present new ideas in spite of the risk of failing. Because as long as everyone can learn from each failure, failure breeds success. As IBM’s Thomas Watson said: “The fastest way to success is to double your failure rate.”

Focus On Action
Innovation is only effective if the company puts plans in place to follow up on the ideas presented. This requires dedicating time and resources to the exploration of new ideas, their feasibility and how they can be implemented so they stay in-line with the business’ brand strategy and marketing goals.
About The Author: Cristiane Namiuti is a brand marketing professional with more than ten years of experience managing consumer brands for companies like Unilever and Bare Escentuals.


Cristiane Namiuti – Healthy Living with Attainable Goals

By Cristiane Namiuti

Understanding the process of living a healthier life can be dizzying with the barrage of weight-loss programs, diet plans, exercise regimens, and so on. Luckily, with just a few small and meaningful steps, we can create significant changes in our body chemistry that promote weight loss, stress reduction, and an overall better quality of living.

Devote a small portion of each day to exercise. This can include walking to work, biking to the grocery store, or twenty minutes lifting weights at the gym. Whatever your preferred form, make sure to move your body every day.

Cut down on sugar. In high quantities, sugar can cause energy levels to spike and crash. The crashes can be difficult to push through, and the body’s natural response is often to consume more sugar or caffeine to “re-stabilize.” This includes natural sugars, too. Consuming five or six pieces of fruit or numerous glasses of juice in one day has the same effect. Opt for one piece of fruit and a glass of water instead.

Consider getting a blood panel done by your doctor to see what sorts of supplements might be of use to you. It’s difficult to know exactly what your body needs because we don’t always show noticeable symptoms in regard to a specific deficiency.

About the author: Cristiane Namiuti is a marketing professional who is devoted to helping people live healthier and happier lives both inside and outside of the workplace. She is currently building a technology startup in collaboration with the Butler Venture Accelerator Program at Babson College.

Cristiane Namiuti – Developing Strong Bonds with Your Dog

By Cristiane Namiuti

Dogs and humans have the ability to build strong and trusting relationships that, at times, don’t appear to be all that different from relationships between humans alone. Many people consider their dogs a member of the family because there is a deep mutual love and respect. However, in the beginning stages, this special relationship doesn’t always just occur on its own. It takes time and work, and implementing the following techniques can help speed up the process.

  • Learn to listen to your dog through observing body language. All friends need to be able to communicate, and responding to their needs and desires as a result of correctly interpreting a wag of the tail or a tenseness in the ears ensures that the communication goes both ways.
  • Spend time together every day, just the two of you. This doesn’t include watching TV or being on your phone while on a walk. This should be solely focused on time to play, groom, walk, and simply be in the same space together.
  • Train your dog each day through positive reinforcement and set attainable goals to avoid frustration. The daily contact will naturally build a stronger bond, and developing a rewards system that helps your dog feel valued and recognized will leave you both feeling successful. For example, work through the same trick in steps with a treat broken into pieces instead of trying to attempt difficult tricks with no luck.

About the author: Cristiane Namiuti has over ten years of experience in brand management and product marketing, having worked with companies such as Unilever and Bare Escentuals. She loves her little Lhasa Apso and strives to be a good dog owner and make her pouch happy.


Cristiane Namiuti – A Guide to Supporting Strong Sales Teams

By Cristiane Namiuti

Successful brand activation can be traced back to creative sales teams who were able to push through a thousand hypotheticals. Building the dynamic to make this sort of collaboration possible takes a great deal of passion because leaders have the responsibility of pulling out each team member’s best work by using the following techniques:

  • Know how to motivate your team members on both a collective and individual basis. Some people enjoy public recognition after completing a successful task or project while others may prefer the same recognition in a more personal setting. This also pertains to specific work styles. Being aware of the types of conditions in which each team member thrives is key.
  • Allow your team members to act as autonomous parts of the same machine. They will need guidance in goal setting, direction, and support, but give them the space to explore creative solutions both collaboratively and individually. Encourage questions and conversations, but try to avoid micromanaging.
  • Encourage all team members to take part in giving praise when it’s due. While providing recognition is always useful when warranted, collectively recognizing effort and achievement as a group builds morale and increases motivation to unite. Make it a part of your team culture.

Cristiane Namiuti is a marketing and brand development professional who has a passion for inspiring and motivating both external and internal teams to achieve the best results possible. She has served as a brand marketing manager for Unilever as well as numerous cosmetic companies such as O Boticário, Nazca Cosméticos, and Bare Escentuals.


Cristiane Namiuti – The Importance of Painting the Brand’s Story

By Cristiane Namiuti

A brand’s success speaks to the artfulness in which the story has been executed. Skillful marketing professionals know that at the end of the day, this is what sets you apart from your competition. Constructing a solid narrative traces back to numerous moving parts and signals that aim to, above all, garner consumer loyalty. The story is comprised of both spoken and non-spoken truths, a combination of facts and interpretations that enable the consumer to have an emotional connection. This includes the simplest elements, down to the color of the product packaging.

Cristiane Namiuti
Cristiane Namiuti

There are numerous opportunities and strategies to help potential consumers understand what the company stands for as well as the company’s values. Rather than relying on a simple explanation, sharing the story is all about differentiation, and it begins from the first moment when the consumer hears the brand’s name, visits a website, tests a sample product, and so on. This moment should be designed to prioritize the customer in every way possible, and that capacity hinges upon knowing what motivates your potential buyers. The vocabulary, the colors, the images, and the smells have the potential to evoke powerful responses that, in turn, help consumers want to continue telling the brand’s story in their own lives.

About the author: Cristiane Namiuti is a brand marketing and advertising professional. She has built and managed numerous brands with a variety of multinational corporations, such as Unilever and Bare Escentuals. She prioritizes creativity in the workplace and has won multiple marketing awards for her innovation and communications initiatives.