Showing posts with label B2. Show all posts
Showing posts with label B2. Show all posts
Sunday, October 18, 2020
Sunday, October 11, 2020
DIGITAL MARKETING: READING
What Is Digital Marketing? The Complete Guide
In this day and age, a world without the internet is unimaginable.
This transition to the online world has changed the way businesses promote their products and services. Like most things, the field of marketing has come to revolve around the web - with website creation, social media, and online ads largely taking the place of billboards, cold calls, and print ads.
In this guide, we’ll dive into what digital marketing is and how you can use it to promote your brand. We’ll also break down the different types of digital marketing so you can learn about the specific practices that will benefit your business.
Digital marketing is defined as the use of digital channels to promote a product or service. The goal of this approach is to connect with customers online - the place where they spend the most time seeking information or entertainment.
Digital marketing is a broad practice, simply because there are so many online channels available. Posting on social media is a form of digital marketing, as are email marketing and blogging. Together, the promotional content on these various platforms forms a cohesive online marketing strategy.
Benefits of digital marketing
Every company can gain from advertising themselves online. Here are some of the ways digital marketing can benefit your business:
Deepening customer relationships and building a loyal customer base
Guiding customers through the marketing funnel, from the first touchpoint to the sale
Digital marketing isn’t a single practice but, instead, is the sum of several elements. Some of the most common examples of digital marketing include:
While this may seem like a lot, keep in mind that you don’t need to implement each and every one of these practices. However, it’s important that you familiarize yourself with them so that you gain a better understanding of which methods should go into your own marketing strategy.
01. Search engine optimization (SEO)
A foundational element of digital marketing, SEO is the practice of optimizing your website to rank higher in search engine results. When your website appears as a top result on Google and other search engines, people are more likely to click on your link, learn about your brand, and perhaps even become customers.
There are three broad ways to improve your website’s SEO:
On-page SEO involves optimizing the pages on your website by conducting keyword research. When you incorporate strategic keywords throughout your site, you can rank high on search engine results pages and guide customers through the sales funnel with relevant, authoritative content.
Off-page SEO is about improving your SEO by looking at pages external to your website. Inbound links to your website - known as backlinks - are a critical component of off-page SEO. Networking with publishers, writing guest posts, and providing information-rich content on your blog can help improve your off-page SEO.
Technical SEO deals with the backend elements of your website such as coding, structured data, image compression, and more. Optimizing these elements can make it easier for search engines to “read” your site and improve your page speed.
Closely tied to SEO, content marketing is also a core component of digital marketing. This involves creating and promoting content with the goals of building brand awareness, increasing traffic to your website, generating leads, and converting customers.
The content you create can take many forms:
Blog posts: Starting a blog - and using strategic, long-tail keywords in your articles - is a great way to bring traffic to your site and engage your customers.
E-books and whitepapers: Adding in-depth, long-form content to your website establishes your expertise in the industry and builds trust among your audience. You can also offer this content for download in exchange for your readers’ contact information, helping you generate leads.
Videos: Website content doesn’t need to be in written form. Adding videos to your website is an engaging way to provide valuable information to your audience.
Infographics: Another form of visual content, infographics are a fun, helpful way to make information easier for readers to conceptualize. Complex explanations and statistics are particularly well-suited to this content format.
Podcasts: This audible content format is a useful way to strengthen your connection with your audience and build a loyal community around your brand. To start a podcast, try repurposing existing website content, such as blog posts, and adapting it for audio.
Webinars: A merging of “web” and “seminar,” webinars further engage your audience, establish your authority, and delight customers with the extra value they provide.
Whichever content formats you choose, be sure to focus on subject matter that’s relevant and valuable for your audience and that will help boost your website’s SEO.
For further reading click here (WIX BLOG)
Sunday, June 21, 2020
BUSINESS WRITING. Words and Phrases You No Longer Need
When you need to be understood, write clearly, and avoid the following:
Hedging words can make your writing less
powerful. For example:
- Slightly
I’m slightly annoyed by Kate’s repeated tardiness.
- Sort of, Kind of
Their plan was kind of short-sighted.
- Rather, somewhat
The play was rather interesting.
- Quite
His car is quite fast.
- Probably
We should probably wait to send that email until we have final approval.
- As a rule
As a rule, Cats prefer to sleep in warm, comfortable places.
Prepositional Phrases
Some prepositional phrases not only add clutter but sound overly formal and stuffy:
- With regard to / In reference to
I’m writing in reference to about Jimmy’s latest report card.
- As to whether
She inquired as to whether asked whether they would have enough silverware for the party.
- At all times
Look both ways at all times before proceeding through an intersection.
- In terms of
She’s good in terms of writing. She’s a good writer.
- In the event of
Please give 24-hours notice in the event of a cancellation to cancel.
- In the process of
We’re in the process of moving next week.
Jargon
Business writing is notoriously loaded with jargon. We believe these phrases add formality and professionalism. And yet, our communication is more clear and direct without the filler words and phrases.
- Due to the fact that / In fact
Due to the fact that there was a snowstorm Because of the snowstorm, they were closed for the day.
- Definitely
I would definitely like to attend the meeting.
- Has the ability to
She has the ability to can make great contributions to the program.
- I believe / In my opinion
I believe We can make that happen.
- Needless to say
Needless to say, James excelled at his job.
- It’s important to note that
It’s important to note that Business communication should be clear and concise.
Taken from Grammarly
Monday, February 10, 2020
DESCRIBING THINGS
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Characteristics: linking verbs
Firstly, we use the linking verb ‘be’ to describe things. It is called a linking verb because it links the subject to a description, for example:
The iPhone is a smartphone.
b) weight: very heavy, heavy, quite heavy, not very heavy, light, very light
c) shape: round, square, oval, flat, rectangular, oblong, egg-shaped, diamond-shaped...
d) colour: black, gray, brown, blue, purple, green, yellow, orange, red, white
e) materials: wooden, steel, plastic, glass, brick, stone, pottery f) flavours: sweet, sour, salty, spicy, rich, oily, buttery, creamy, bland
g) appearance: ugly, beautiful, cute, lovely, sweet, attractive, modern
h) age: new, quite new, not very old, quite old, old, very old, antique, ancient
Characteristics: linking verbs
Firstly, we use the linking verb ‘be’ to describe things. It is called a linking verb because it links the subject to a description, for example:
The iPhone is a smartphone.
My car is a Toyota.
My books are interesting.
Secondly, we use the verb ‘have’ to describe the features that belong to something.
For example:
My telephone has a camera. My telephone has a USB port. My telephone has a large memory. My telephone has many uses. My telephone has a headphone socket.
Things can be described in the following ways:
a) size: enormous, huge, very large, large, big, quite big, medium-sized, quite small, small, very small, tiny
b) weight: very heavy, heavy, quite heavy, not very heavy, light, very light
c) shape: round, square, oval, flat, rectangular, oblong, egg-shaped, diamond-shaped...
d) colour: black, gray, brown, blue, purple, green, yellow, orange, red, white
e) materials: wooden, steel, plastic, glass, brick, stone, pottery f) flavours: sweet, sour, salty, spicy, rich, oily, buttery, creamy, bland
g) appearance: ugly, beautiful, cute, lovely, sweet, attractive, modern
h) age: new, quite new, not very old, quite old, old, very old, antique, ancient
There are some other ways to describe things too:
a) It’s a kind of… / a type of
A Magnum is a kind of ice cream.
b) It looks like...
A briefcase looks like a suitcase, but it's smaller.
c) It is made of… / It is made from…
We use ‘It is made of’ to identify the material of something, for example:
A bottle is made of glass. (It is still glass)
The chair is made of wood. (It is still wood)
We use ‘it is made from’ to describe the ingredients that are used to make something new or different.
Wine is made from grapes
(It is now wine. It has been changed into something else)
Paper is made from wood.
(It is now paper. It is not wood any more.)
A cake is made from flour, eggs and sugar.
(It is now a cake)
What is ice cream made from?
Ice cream is made from cream, eggs and sugar.
What is your shirt made of?
My shirt is made of cotton and polyester. (It is still cotton and polyester)
Utility and Function
When we describe the function of something we use:
‘It is used for’/ ‘it can/could be used for’ (passive voice).
For example:
What is that sponge used for? (passive)
What do you use that sponge for? (active)
A knife is used for cutting things. (‘for’ with a gerund)
*They used a knife to carve their names on the tree.
(‘to’ with an infinitive)
Monday, January 20, 2020
Monday, January 6, 2020
Greta Thunberg & Sir David Attenborough
Greta's father has said he thought it was "a bad idea" for his daughter to take to the "front line" of the battle against climate change.
Millions of people have been inspired to join the 16-year-old in raising awareness of environmental issues.
But Svante Thunberg told the BBC he was "not supportive" of his daughter skipping school for the climate strike.
Mr. Thunberg said Greta was much happier since becoming an activist - but that he worries about the "hate" she faces......
BBC NEWS 30 December 2019
Saturday, December 28, 2019
2019: GOOD NEWS (Reading/Speaking activity)
Enough of All the Bad News.
Here Are Some Things That Prove 2019 Was an Excellent Year
- - The Netherlands planted the roofs of 316 bus stops with flowers, especially for bees.
- - The humpback whale population, which was on the verge of extinction in the 50s of the last century, has been recovered almost completely. There used to be only 450 of them, now their population is somewhere near 25,000.
- - NASA satellites have recorded that the world is much greener now than 20 years ago.
- - The Vet Friends Foundation organization finds owners among lonely war veterans for old homeless dogs and covers all the medical expenses for the animals themselves. Both the vets and the dogs become happier.
- Norway decided to not drill oil wells in the Lofoten Islands (the oil reserves there are estimated at approximately $60 billion) in order to preserve the local ecosystem.- - Daytime disco-parties are arranged in Seoul, South Korea for people over 65, to help them cope with dementia and loneliness.
- - 20 African countries are taking part in the construction of the Great Green Wall in order to stop the desertification of Africa. About 32 million hectares of land have already been restored. After the completion of the wall, the barrier of trees and plants will stretch for 5,000 miles, occupy 100 million hectares, and be visible from space.
- Tribal ruler Theresa Kachindamoto has managed to terminate with the marriages of 3,500 child brides and help the girls finish their schooling.- - You can pay subway fare with plastic bottles in Rome — one ride costs 30 bottles. Within the first month after the start of this program, about 100,000 bottles were collected.
- - The European Parliament introduced an amendment to the European Union law that prohibits the selling and manufacturing of disposable plastic items.
- - California has passed a law against animal cruelty, which prohibits the sale and purchase of natural fur products.
- - The government of Costa Rica has launched a campaign banning selfies with wild animals.
- - Unusual canal cruises have become popular in Amsterdam: not only can tourists enjoy sightseeing, but they can also collect trash from the water with hoop-like nets. About 146,000 plastic bottles have already been collected.
- - The Nobel Prize in medicine was awarded for the study of the reaction of body cells to the amount of oxygen they are exposed to. This is a revolution in oncology: instead of chemotherapy, which affects the whole body, it will be possible to affect only the tumor cells, depriving them of oxygen, and hence of the possibility to grow.
- Scientists have created food for cats that stops their fur from triggering an allergic reaction in humans.- - The Netherlands became the first country in the world without stray dogs.
- - In 2019, 40 countries banned using wild animals in circuses.
- Which one is your favourite?
- What was the greatest event in your life in 2019? https://brightside.me/
- Vocabulary
- roof
- on the verge of
- drill
- cope with
- fare
- amendment
- disposable
- depriving
- pass a law
- hence
- triggering
- stray (dog)
Formal & Informal English+Word List PDF
We use formal English in serious situations, when applying for a job, essays for school and with people we don’t know well.
Informal English is used with friends, relatives and on social media mostly.
Formal English is more common when writing, informal English is more common when we speak.
formal: I have decided to refuse his offer.
informal: I’ve decided to refuse his offer. (informal: I’ve=contraction)
informal: I’ve decided to refuse his offer. (informal: I’ve=contraction)
formal: The person whom I met in Ireland was very friendly.
informal: The person I met in Ireland was very friendly.
informal: The person I met in Ireland was very friendly.
(informal: relative clause without the relative pronoun whom)
formal: I ate your cake this afternoon.
informal: Ate your cake this afternoon.
informal: Ate your cake this afternoon.
formal: apologize
informal: say sorry
informal: say sorry
formal: as soon as possible
informal: ASAP
informal: ASAP
Usage of modal verbs
Can I offer you something new? (neutral)
May I offer you something new? (more formal)
Might I offer you something new? (very formal)
May I offer you something new? (more formal)
Might I offer you something new? (very formal)
Examples of Less Formal & More Formal Expressions
Less Formal More Formal
a lot of many, much, numerous, a great deal of
about regarding
after that thereafter
also / plus moreover
answer respond
ask for request
at first initially
better superior, improved
breathing respiration
buy purchase
cheap inexpensive
drink beverage
eat consume
end terminate, complete
enough sufficient
fix repair
get obtain, acquire
help assist, assistance
home residence
in the end finally, ultimately
I've got to / I have to I must, It is necessary for me to
kind of / sort of rather, somewhat
leave depart
let permit
live reside
lively animated
need require, necessity/requirement
next/later subsequently
OK / all right acceptable, satisfactory
old elderly
people persons, individuals
people say that… it is said that…
right away immediately
seem appear
show demonstrate
so therefore, thus, consequently
start begin, commence
start again resume
stop cease
sweat perspire, perspiration
tell inform
that's why therefore
try attempt
very, really quite
want desire, would like, wish
watch observe
whole entire
work function
wrong incorrect
you (generic) one, everyone
Monday, November 11, 2019
Tuesday, October 22, 2019
Edgar Allan Poe: Storyteller
Edgar Allan Poe: Storyteller contains seven popular Poe stories: "The Mask of the Red Death," "The Story of William Wilson," "The Fall of the House of Usher," "The Black Cat," "The Murders in the Rue Morgue," "The Tell-Tale Heart," and "The Cask of Amontillado." The stories are slightly adapted for language learners and are suitable for high-intermediate and advanced learners of English.
Tuesday, October 15, 2019
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