Mani sul Cuore (Hands on Heart) is a new information project devoted entirely to breast health, wellness and beauty.

The project is based on medical-scientific content, in-depth coverage devoted to cosmetic and reconstructive surgery, but also deals with insights on current issues.

Mani sul Cuore is an information portal(manisulcuore.it) dedicated to women, which aims to represent taking care of your body to be yourself, always. The site is joined by a Facebook profile, an Instagram profile, and a company page on LinkedIn to also reach doctors, surgeons, and other health care specialists.

The two macro-objectives of the social profiles of Mani sul Cuore are:

• Promote the output of articles and insights that are published on the site, reaching the portal’s target audience (cisgender women of all age groups who live in Italy and speak Italian). Thus, the first purpose is to spread correct information and scientific popularization.
• Secondly, the purpose of the social profiles (Facebook and Instagram) is to provide a space for target users to aggregate to comment on the site’s news and exchange opinions on the topics covered; with the intention of forming a community of women, for women.

How was Mani sul Cuore portal developed?

Where the project started

Mariangela Dal Pra, managing director for Italy at Polytech Health & Aesthetics, relied on Square Marketing to create a project that could help provide correct information to women interested in the health and beauty of their breasts.

According to Mariangela, the mission of the project was to provide women with the tools to be able to make informed choices for themselves and their bodies, dismantling the fake news circulating online; the brand vision was to reach out to women of different ages, to provide them with the tools to more consciously address choices about the health, well-being, and beauty of their breasts.

The first step in developing the project, after identifying the brand’s vision and mission, was to find a name andvisual identity, and then to define the values that would guide the entire project team.

The project name and brand visual

The name of the project was inspired by an image that is as simple as it is powerful: the position of one’s hands on one’s chest; as this gesture recalls the image of a woman practicing breast self-examination.

Self-palpation is the first tool available to women to “prevent” or detect breast cancer early: so the first meaning of the name of this project is to refer to the importance of prevention and awareness of oneself and one’s body.

The second meaning to be ascribed to the brand name is. emotional participation: “putting one’s hands on one’s heart” is an expression that means” proclaiming one’s good faith,” and the physical gesture of hands on one’s chest indicates appealing to one’s feelings and honesty when talking to someone.

Since the target audience of Hands on the Heart is represented not only by women of all ages, but also those of all ethnicities, it was decided to work on a color palette that would pick up all the shades of color that skin can take to represent theinclusiveness of the project.

To the tones of beige and brown, it was decided to match a blue that would echo the brand color of Polytech Health & Aesthetics and that it would contrast with the pink or fuchsia that usually connote designs dedicated to women’s health: it was decided to go against the trend to show how femininity and being a woman disregard gender stereotypes and that the brand wants to provide women with the tools to be themselves on their own terms.

In this regard, the pay off chosen, “Yourself, always” echoes the idea that the brand provides women with the tools to be themselves on their own terms and that women have the right to make their own choices in full freedom, but with awareness.

The principles that guide our work

Writing a web page that specified the brand’s values was essential to build trust in the brand and give it the right credibility and authority.

The principles that have been identified for Mani sul Cuore are as follows:

• Transparency

All sources used to write the articles and insights on the site are carefully cited through direct links, author names or quotations to allow those who wish to do so to trace them back to the original news story.

• Reliability

Mani sul Cuore team of experts is committed to publishing reliable and trustworthy news and insights intended to encourage-not replace-patient-doctor relationships.

• Authors

Any information provided and hosted by Mani sul Cuore is written by experts in the medical area, science journalists, and qualified professionals.

The authors adhere to the ethical standards of their respective professions and pledge to respond to the principles of Mani sul Cuore to ensure accurate information.

• Data, bibliographies and sources

The origin of information on Mani sul Cuore is always clear: explicit references are always referenced and, when possible, the original links referenced.

• Financing

Mani sul Cuore website is an education and information project promoted and funded by Polytech Italia.

The portal does not host paid advertisements for commercial products or services.

Definition of the content

Once we had identified the principles and guidelines that would guide our work, we identified the content that would host the site.

To do this, we used SeoZoom to find the topics most searched by users on search engines.

Since the main search queries related to the topic of surgery referred to cost and before/after results, one of the first articles written for the site focused on this very topic, with an in-depth look at the problems associated with the phenomenon of “low-cost” cosmetic surgery abroad and a guide on how to consciously choose one’s cosmetic surgeon.

The article ranks about 90 keywords related to this kind of search and has resulted in Hands on the Heart having a featured snippet on Google’s SERP when the user searches for the query “breast implant cost.”

Definition of the content

Within the articles, in addition to decorative images to make the reading more fluent, short infographics and animations have also been added to make it easier for users to enjoy the information.

From site to community: the use of social media

Mani sul Cuore on Facebook and Instagram

As stated earlier, the purpose of Mani sul Cuore social profiles on Facebook and Instagram is twofold:

1. They carry out the action of promoting and sponsoring (through Facebook Ads) the release of articles and insights from the site;
2. In addition to being a hub of information, social profiles are also a space where users can interact with each other to share their stories and exchange views and opinions;

The scheduling of the social media editorial plan follows the release of articles on the site and the seasonal trends related to the topics (for example, in July and August three posts were uploaded regarding the article “Is topless sunbathing bad for breasts?”, while in September the article “Which sport makes breasts more beautiful?” was relaunched with two dedicated posts) to reach as many users as possible.

The brand’s visual was also applied to the posts, taking advantage of rounded graphic elements that echoed the lines of the logo and maintaining the colors of the palette.

The post creatives capture some of the most frequently searched questions on Google and are paired with a short copy with a CTA (call to action) that links to reading the full article on the site.

A friendly and conversational tone of voice was chosen for the posts, which makes even the most complex content accessible and helps to engage users and create a bond with them.

Where possible, the names of specialists (tagging their profiles) who contributed to the article have been specified, to reinforce the idea of reliability and traceability of sources.

In addition to serving as a sounding board for the scientific contributions of physicians and other health professionals, the voices of other women were also chosen to be heard: for example, at the Padua Breast Meeting – Updates in Breast Oncoplastic Surgery, 2021 edition, women who attended the meeting representing a number of associations operating in the area were interviewed, and they had their say by providing valuable contributions on the treatment front and life outside of hospitals.

In particular, content from other pages was chosen to leverage Instagram stories primarily to give visibility to other nonprofits or projects dealing with breast health and beauty issues.

Instagram stories also are used to create impromptu content in the case of brand participation in medical conventions or conferences.

ADV Campaigns

Target audience

Mani sul Cuore target audience consists of cisgender women of all ages (16 years and older), from all ethnic and social backgrounds, who live in Italy and speak Italian. In particular, two possible macro-groups were identified:

• women who have body care and aesthetic medicine as their interests;
• women whose interests include information and news devoted to breast cancer;

The goal of the campaigns has been twofold:

1. The main goal is to grow page audiences (i.e., the number of likes on the Facebook page and the number of followers on Instagram) to stimulate the growth of a community;
   
2. The secondary purpose of campaigns is to drive traffic to individual article pages;
   

For this reason, it was chosen to proceed only with Facebook Ads campaigns (leaving out LinkedIn), focusing on designing interaction campaigns on the two audiences based on the topic of the post, dividing the campaigns by placement between Facebook and Instagram.

Users have responded very well to interaction campaigns: the average CPR (Cost Per Result) for single interaction is 0.03€, while the CPC (Cost Per Click) is 0.05€ with 1501 total clicks to article links on the site.

A total of 77,237 people were reached at a total cost of 366.71, with a total of more than 12,000 interactions with posts on both social media.

Achievements

Since we launched the site in May 2021, we have reached 7,415 users, with an average engagement duration of 50 seconds.

Among the pages that performed best: an article on possible complications of the Covid-19 vaccine after cosmetic surgery, the piece on cosmetic surgery costs, an in-depth article on exercise and cleavage beauty, and a feature on breast beauty and tanning.

The post Unbranded marketing: a project of Polytech Health & Aesthetics first appeared on Square Marketing.

Goals and customer journey

The goal of Luca, the owner, was to attract new customers to his proprietary stores by investing in digital.

With his experience and knowledge of the gold buying market, we were able to outline the purchase path of a potential customer of the company.

Bringing together our cross-functional team with project manager, graphic designer, social media manager, copywriter and web designer, we first hypothesized what a potential customer journey might be.

In our view, in such a fragmented market where there is limited room for maneuver on “branding” (it matters little whether your brand reflects certain values or others), there are three key points for getting chosen:

• territorial proximity;
  
• “getting found” on digital, especially through presence on transactional search keywords (typed by the user at an advanced stage of the “customer journey,” when they are practically ready to take an action);
  
• the price, that is, the euros per gram recognized to the customer should they decide to sell their gold in the store.

Basically, a person who knows that he or she has gold that he or she is not using is already familiar with the gold buying market and how it works, as it has been a type of business in Italy for several years now.

Therefore, we had to try to intercept people who had already decided to sell this gold, and who wanted to realize the highest possible amount.

How does such a prospect move into 2021? He will search in his vicinity for the store that will give him the greatest cost-effectiveness through a digital search.

Raccoglioro Online Search

4 activities were carried out:

1. Website makeover with user experience broken down by geographic location (3 pages dedicated to the 3 locations) and creation of an ad hoc plug in that could allow users to lock in the quote online, at a cheaper price than the physical store. Very important is the live quotation, which allows a price that is always up-to-date, following the fluctuations of the gold market. This price is also better than the (few) online competitors, i.e., others who place the quotation directly on their site. This strategy makes it possible to acquire new customers, even though at a lower margin than those who come directly through the store. However, these new customers, would alternatively turn to other stores that gave the quotation directly online. Therefore, we found it successful to accept the lowering of the margin on the sale.
   
2. Local SEO for the placement of transactional keywords on the geographical areas of interest: San Bonifacio, Legnago, Suzzara, trying to include also Verona and Mantova (cities very close to Raccoglioro’s offices, from which we assumed that a potential client could move to get a better cost/benefit ratio). All while also integrating a company blog on the new website to start an inbound marketing journey and attract potential customers to the site.
   
3. Facebook advertising geolocated and targeted by interest in a way that brings qualified traffic to the 3 pages within the website divided by the 3 stores.
   
4. Google ADS geo-localized to help increase website traffic, again intercepting transactional searches and thus people ready already and taking action.

Results?

Given all the locked-in quotations, which were then transformed into actual sales in the store, the ROI (return on investment) was 300%. This is an excellent figure, which rewards the company’s desire to invest in digital and makes the entire agency team happy for the excellent work they have done.

The post Raccoglioro: how to find new customers from digital, with 300% ROI in 6 months first appeared on Square Marketing.

Facebook is a paid tool. True, very true indeed.

It is possible to achieve excellent results in some cases even without paid adv campaigns. This is also true.

Today in Square Marketing blog, our digital marketing agency, we will cover a topic that demonstrates that very often marketing is not a zero-sum subject but an activity constantly influenced by a multiplicity of factors that can confirm or completely overturn the initial thesis.
Examples of this are the two conflicting statements with which this article begins.

As already introduced, we start from the assumption that Facebook for business solutions can be considered for all intents and purposes as a paid tool: in essence, in order to attract new customers or potential customers, it is necessary to allocate an adv budget appropriate to one’s goals. If this is not done, it does not go very far, especially for those operating at a regional or national level.

This is because Facebook’s algorithm, over the years, has drastically cut the organic reach (reach) of business pages. Partly (probably) by choice of the upper echelons of Menlo Park, partly because competition has increased and so the user is bombarded with content that he or she often does not even look at.

Organic reach of the page: what is it? Simple: it represents the people to whom you show your business post organically, that is, for free.

Some research shows that the average organic coverage of an SME (fan base on the company Facebook page between 1000 and 10000) is around 20%.

What does it mean? Example: if you have a Facebook page with 5,000 fans, when you post your content, only 20% of them, or 1,000 people, will see it. This means the remaining 4,000 people will not hear from your company and will not be in contact with you. Does it always happen like this?

No, and we will show this later by briefly analyzing the Pergola case.
Check the number of fans on your business page, and with this average data, you will understand how many people you can reach.

These, as mentioned above, are average data that demonstrate the platform’s tendency to decline organic coverage of company pages over the years (and updates).

The reason is quickly explained: one of the basic principles of digital marketing is to show the right message, to the right person, at the right time.

If you have never interacted with that particular business page, put a trivial like, commented or searched for some information about them, it is conceptually correct that you do not see their updates.
Because in general you will not be interested in what they have to say.

However, if the message we give is relevant for our fan base (i.e., we receive interactions), Facebook’s algorithm will reward us by increasing the organic coverage and thus the people reached of our posts. This is because if a lot of people interact (especially in the immediate post phase), it will probably be content worth showing to other people, without paid campaigns.

To sum up, Facebook’s organic coverage has steadily declined over the years, with an opposing increase in paid campaigns; nevertheless, carrying your community of customers that you cultivate in your daily work with a lot of sacrifice, it is possible to achieve excellent results and manage to be “visible” without paid campaigns. This is because Facebook is nothing more than (or at least should be) a mirror of who you are as a company in everyday life.

We at Square Marketing, as a digital marketing agency, want to talk to you about a case study that demonstrates this: theHotel Ristorante Pergola in Legnago (VR), a well-known and historic company in the Hospitality sector, a reference point for the province of Verona and beyond for the quality and care of their services.

Thanks to the close collaboration with our agency developed over time and the resourcefulness of the owners Davide and Ivan to tackle the digitalization path of their business, we managed to break down what are the average data of organic visibility on Facebook.

Bottom line: the company page of Hotel Ristorante Pergola is visible, very visible (compared to benchmarks), without the creation of adv campaigns. Contextualizing, we are talking about a Facebook business page with a fan base of about 4700.

Now we want to give you some data on the coverage and interactions that this page is able to achieve:

Post created on the occasion of the delivery menu (Figure 1) designed by Pergola Restaurant during the lockdown period.

As you can see from the data at the bottom of image nr°1, thanks to a massive network of shares (105!!) this post reached more than 10000 people and got almost 3000 interactions. A surprising result, considering also the commercial nature of the message.

Content created on the occasion of Christmas (Figure 2), to maintain the relationship with the customer community through a sincere greeting message.

Here the data show another important result when you consider that out of a coverage of 4017 people, 1108 interacted: more than 1 in 4 people! (Consider that, according to average statistical data, we are talking about an average interaction rate of 2%. In these Pergola cases we are at 27 percent!).

After some introductory data (we will spare you dozens more indicators) let us now analyze the one that interests us most: how so? How can a business achieve 14 times the average interaction rate? How is it possible to reach even more people than one’s fan base in some cases?

This is where the concept of community, or the set of people around your company who talk and interact with you, takes on a key role. This happens every day in your company but also in a digital scenario. That is why it is critically important to come prepared.

In the Pergola case, a strong community of people who like the company’s services and the people who are part of it have continued to show their appreciation, even supporting the company’s messages through shares that only increase the organic reach of the page. Free visibility that a company can deserve through posts relevant to its community.

Therefore, to report some guidelines of this successful case:

• Facebook is a paid tool for businesses, but with a strong community, free messages can also be conveyed, being helped by the sounding board of the people around us.
  
• If in everyday business your company is relevant with a good strategy on major social networks, it will also be relevant in the digital world.
  
• Social networks are perhaps the most important tool these days for keeping in touch with your customers once they walk out your company’s door. This helps strengthen the positioning of your business to your customers (the famous brand positioning).
  
• A close connection with your community will only encourage your customers to speak highly of you, both in real life (word of mouth) and digitally (through shares, comments, reviews, etc.).
  
• If your values as a company are well defined transporting them to social networks, with the help of a digital marketing agency, the process will be simpler and with a higher probability of success.
  
• Achieving significant numbers on social media improves your corporate image, allowing your company to benefit from important social recognition. This is often recognized by people who are already your customers but not so much by potential customers who see your digital position exclusively. If your company on the digital world in 2020 does not exist, or even worse, does not represent what you really are, you are lagging behind your competitors

Concluding with a final consideration:

If your business maintains contact with customers through social media, which will convey

in turn your messages and to other potential customers, they will see you on social channels

with your real business value, how do you think your business will proceed?

Objectively it will only be able to grow.

The post Paying for visibility on Facebook? It depends – Hotel Pergola case first appeared on Square Marketing.