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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import*as o from\"react\";export const richText=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Your business's website is the virtual address where you meet your clients. Platforms like Facebook, LinkedIn, Booking, OLX, eMag, Upwork, or any other site where they can find you are merely rented locations where you pay to capture the attention of their users.\"})}),/*#__PURE__*/e(\"p\",{children:\"In this article, I explain why I have come to this conclusion and show you the first steps you need to take to stop renting attention from other sites.\"}),/*#__PURE__*/e(\"h4\",{children:\"What does renting attention mean?\"}),/*#__PURE__*/e(\"p\",{children:\"Big tech players push us to believe that the internet is a place where you can freely express yourself, where you're equal to everyone else regardless of social status, where your valuable voice can be heard as loudly as anyone else's.\"}),/*#__PURE__*/e(\"p\",{children:\"In reality, the internet is monopolized by these companies, and your freedom of expression and equality are limited to what these companies allow.\"}),/*#__PURE__*/e(\"p\",{children:\"For example, on Facebook, no matter how valuable your product or service is, it will be very difficult to reach people who do not already follow you, meaning organic growth (without paying) is challenging. Those who see you are typically existing network members who already know and follow you, trusting in your brand.\"}),/*#__PURE__*/e(\"p\",{children:\"This happens because Facebook has created a system that generates far more content than the attention of all users can consume. For every user who logs into Facebook and sees a certain number of posts and ads, there is several times more potential content that they could see.\"}),/*#__PURE__*/e(\"p\",{children:\"The impact of this system's design is that a business wanting visibility and space on a user's feed must compete and bid against all other businesses seeking the same, akin to gambling, where the house usually wins.\"}),/*#__PURE__*/e(\"h4\",{children:'What are closed ecosystems, generally known as \"walled gardens\"?'}),/*#__PURE__*/e(\"p\",{children:\"Tech giants have begun to crystallize into more or less natural monopolies, not accidentally but intentionally, directing your attention towards a single channel.\"}),/*#__PURE__*/e(\"p\",{children:\"These companies' interest is to capture you (literally) within the ecosystem they've created, enabling them to sell the attention you invest in the ecosystem to the highest bidder.\"}),/*#__PURE__*/e(\"p\",{children:\"Chances are you use Google Chrome (not Firefox or Mozilla), search the internet using Google (not Yahoo or Bing), predominantly socialize on Facebook or Instagram, and less on Twitter or Snapchat. When did you decide to do things this way? Was it intentional, or did you have a choice?\"}),/*#__PURE__*/e(\"p\",{children:\"In this context, your business could easily fall into a trap, paying unjustified rent instead of investing in its own digital property to transform it into a hub for your fans and customers in the long run.\"}),/*#__PURE__*/e(\"h5\",{children:/*#__PURE__*/e(\"strong\",{children:\"Two things you can do today to reduce your business's dependency on Facebook and Google:\"})}),/*#__PURE__*/e(\"ol\",{children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Build the most valuable site in your industry.\"})})})}),/*#__PURE__*/e(\"p\",{children:\"Be a leader, educator, and support for consumers of products or services in your market. Ensure your site is consulted in the customer's decision-making process, even if they purchase from a competitor.\"}),/*#__PURE__*/e(\"ol\",{start:\"2\",children:/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Collect their data directly on your site (with clear consent).\"})})})}),/*#__PURE__*/e(\"p\",{children:\"Stop buying access to people from other platforms. Start encouraging them to come to your site today, collect their data yourself, analyze it, and strive to offer them the best.\"})]});export const richText1=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Your reputation is directly linked to how you present yourself online. While it's tempting to rely solely on social media, creating a website to tell your business\u2019s story solves a number of issues that we will explore together.\"})}),/*#__PURE__*/e(\"p\",{children:\"Never has it been easier to create a website. The platforms available today make it simple and accessible, both financially and skill-wise, almost democratizing this technology.\"}),/*#__PURE__*/e(\"p\",{children:\"Creating a website, buying a domain (.com, .org, etc.), hosting (the server where your site is stored), and accessing a CMS (Content Management System) platform can even be free with certain limitations. Some platforms that offer this include Canva, Website.com, Wix, Squarespace, Weebly, Webflow, and WordPress. Prices range from $0 to $50 per month, including the domain and hosting.\"}),/*#__PURE__*/e(\"p\",{children:\"This article isn't intended to guide you step-by-step through the website creation process\u2014 the platforms mentioned above do an excellent job at that. Instead, let's explore two key problems your business website can solve.\"}),/*#__PURE__*/t(\"p\",{children:[\"The statement \",/*#__PURE__*/e(\"em\",{children:\"\u201CIf you don't have a website, you don't exist\u201D\"}),\" is an exaggeration, but it does contain a kernel of truth.\"]}),/*#__PURE__*/e(\"p\",{children:\"Your business\u2019s credibility can suffer significantly in the eyes of new clients if they have to sift through social media, Google Maps, or other platforms for basic information about you. A website is the digital equivalent of a physical location where you can welcome visitors. It shows that you \u201Cexist,\u201D that you can afford a site, and that you care about the experience people have when they interact with your brand. Imagine having a complex purchasing process\u2014 informing clients through a social media post from 17 months ago is not a solution. They will likely choose a business with even a basic website over one without any.\"}),/*#__PURE__*/e(\"h4\",{children:\"A Website Reduces Your Business's Dependence on Social Media\"}),/*#__PURE__*/e(\"p\",{children:\"The business model of social networks is simple: capture and sell user attention to businesses willing to pay for it. Their primary goal is to keep users on the network as long as possible to see more ads. Businesses, in turn, share all their contact information, locations, menus, prices, and catalogs directly on social media to be as close to the customer as possible. In the short term, this offers significant exposure at a low cost, but in the long term, it teaches users they can find everything they need about you on social media.\"}),/*#__PURE__*/e(\"p\",{children:\"Your business doesn\u2019t need social media users; it needs customers with whom it can transact and build relationships. However, because social media owns the attention, you are merely renting it, not creating long-term relationships. This reasoning extends to marketplaces like eBay, which are more than willing to \u201Crent\u201D you customers while taking a commission for the transaction.\"}),/*#__PURE__*/e(\"p\",{children:\"By controlling a communication channel like a website, you have the opportunity to attract, interact with, and delight your own audience, eliminating the disadvantages of social media and marketplaces.\"}),/*#__PURE__*/e(\"h4\",{children:\"Conclusion\"}),/*#__PURE__*/e(\"p\",{children:\"A website is not mandatory for success, but it is a vital tool for strengthening your online reputation. Becoming a brand imprinted in collective consciousness is not achieved by mere presence on social media or just having a website, but by the ability to capture and maintain an audience\u2019s attention.\"}),/*#__PURE__*/e(\"p\",{children:\"A tool is only useful if used for its intended purpose.\"}),/*#__PURE__*/e(\"h4\",{children:\"What to Do Before Creating a Website:\"}),/*#__PURE__*/t(\"ol\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Outline a list of features it should have and the impact they would have on your business.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Explore the platforms mentioned at the beginning of the article to find the one that best serves your needs.\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"If time is your most precious resource, consider hiring a freelancer or agency for consultation.\"})})]})]});export const richText2=/*#__PURE__*/t(o.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"In this article, I aim to discuss and clarify the marketing channels available to you in 2024, so you can make a suitable decision for your type of business.\"}),/*#__PURE__*/e(\"h5\",{children:/*#__PURE__*/e(\"strong\",{children:\"In short, the digital marketing channels are:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Website\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Search Engines (Google)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Email\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Social Media (Facebook, Instagram, LinkedIn, YouTube, TikTok, etc.)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Direct Messages (Messenger, WhatsApp, SMS, Telegram)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Affiliate Marketing\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Influencer Marketing\"})})]}),/*#__PURE__*/e(\"h4\",{children:\"Why is it important to have a website in 2024?\"}),/*#__PURE__*/e(\"p\",{children:\"I see many small businesses with a good local footprint missing the opportunity to digitalize/virtualize their product or service presentations, or choosing to depend only on social media like Facebook.\"}),/*#__PURE__*/e(\"p\",{children:\"Considering the increased availability of the internet and mobile devices, consumers have developed the habit of looking for inns, organic producers, handmade clothing catalogs, service reviews, and so on.\"}),/*#__PURE__*/e(\"p\",{children:\"Your website is a virtual address, a tool that recommends you as a legitimate business, a business card, but also an opportunity to create valuable discussions with your customers.\"}),/*#__PURE__*/e(\"p\",{children:\"A joke says that the best place to hide a body is on the second page of Google search results.\"}),/*#__PURE__*/e(\"p\",{children:\"Once your brand, even a local one, starts gaining traction, people will search for you on Google. First of all, you need that virtual address \u2013 your website.\"}),/*#__PURE__*/e(\"p\",{children:\"The main tool you have here is called SEO, which means optimizing your site to appear in the top (free) positions on Google, at least for branded searches. The goal here is to ensure that those already interested in you can find and contact you.\"}),/*#__PURE__*/e(\"p\",{children:\"When you are satisfied with your site's organic performance, you can turn to Google's paid offer, which for a few hundred lei a month can help you appear in the top (paid this time) results even for keywords not directly associated with your brand. For example: \u201CService in [Location]\u201D or \u201CInn in [Location]\u201D.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:\"Ask your customers if they would like to hear from you by email.\"})}),/*#__PURE__*/e(\"p\",{children:\"This channel is very powerful with very good results if used responsibly. Try to talk to your customers and understand what would make them open an email from you, and here I am not talking about clickbait titles with false promotions, but about what would truly be valuable for them to read. For example, my barber sends me an email every 3 weeks from my last visit, which means I don\u2019t have to think about scheduling my next haircut.\"}),/*#__PURE__*/e(\"p\",{children:\"In other words, imagine the letters you throw straight from the mailbox. Avoid putting yourself in this situation at all costs.\"}),/*#__PURE__*/e(\"h4\",{children:\"Social Media are many, but the approach is one.\"}),/*#__PURE__*/e(\"p\",{children:\"No one goes on Facebook thinking they want to buy a microwave, so it is important to use these media as bilateral communication channels. The purpose of using Social Media is to create conversations, to discuss interesting topics for your followers, to socialize.\"}),/*#__PURE__*/e(\"p\",{children:\"Over time you will learn (and so will Facebook) what your customers look like on social media, what they like and dislike, what their interests are, etc. so you can start targeting them with ads. Obviously, you can buy ads from the first day of your business, but in this context, do not count on a direct sales impact, but perhaps on an increase in brand visibility.\"}),/*#__PURE__*/e(\"p\",{children:\"Facebook and Instagram also offer you the possibility to create a virtual store directly on the platform. If you have the opportunity to create such a store, do it (even if you have a dedicated e-commerce site), because in the long term you never know where your audience/customer will move, and you want to have a good presence already on a certain platform.\"}),/*#__PURE__*/e(\"p\",{children:'Similarly, start establishing a presence on Social Media which currently (2021) have a content deficit, meaning they have managed to attract more \"consumer\" users than \"content creator\" users. This will help you reach more people for free than on a saturated platform.'}),/*#__PURE__*/e(\"h4\",{children:\"Direct Messages (Messenger, WhatsApp, SMS, Telegram)\"}),/*#__PURE__*/e(\"p\",{children:\"For me as a marketer, the appearance of tools that allow me to mass contact users of messaging apps or SMS using phone numbers gives me hope that this time marketing will do the right thing. I mean regaining the trust of the masses after businesses harassed people by calling them at any time, about any subject, repeatedly, and ignoring their requests not to be contacted.\"}),/*#__PURE__*/e(\"p\",{children:\"With your customer\u2019s permission, send them relevant information via SMS about stocks and new products, or about recurring services. What\u2019s the last SMS you didn\u2019t open? Like me, you probably can't think of one.\"}),/*#__PURE__*/e(\"p\",{children:\"Communicate with them through WhatsApp or Messenger if they ask you a question or request advice. Customers have access to information about most existing products or services, so when they write to you they are testing you, they want to see if you are trustworthy, if you know what you are talking about, if you respond in a timely and nice manner. Meet their expectations and you will create a loyal customer.\"}),/*#__PURE__*/e(\"h4\",{children:\"Affiliate Marketing\"}),/*#__PURE__*/e(\"p\",{children:\"This way of doing marketing can be very lucrative if you already have a business that is no longer small and fits perfectly for e-commerce platforms. In short, you pay commissions to those who generate a sale for you. For example, if you have an accessories store, you can use (in Romania) a platform like 2performant.ro or profitshare.ro to find digital content creators to promote your store on their channels. I see this type of marketing as a symbiosis between brands and content creators.\"}),/*#__PURE__*/e(\"h4\",{children:\"Influencer Marketing\"}),/*#__PURE__*/e(\"p\",{children:\"I avoid getting into a complicated discussion about how we define what an influencer is, but in short, I would conclude that any digital content creator is an influencer to some extent.\"}),/*#__PURE__*/e(\"p\",{children:\"What is important is that this area of digital marketing is starting to mature in Romania, which means that more and more brands trust these creators with their brand image, and on the other hand, creators show maturity in managing this responsibility.\"}),/*#__PURE__*/e(\"p\",{children:\"The key here is defined by the relationship between what your brand projects in terms of values, image, and mood, and what kind of content the influencer creates. The latter is not an affiliate who effectively advertises but is a storyteller for his audience, so treat him accordingly.\"}),/*#__PURE__*/e(\"h5\",{children:\"Action Plan:\"}),/*#__PURE__*/e(\"p\",{children:\"In conclusion, the tactics you can use online are many and can seem overwhelming, but the trick here is not to decide which two to use, but to test them all and do more of what works and less of what doesn\u2019t. The ultimate goal is to be everywhere your customer\u2019s attention is focused, or where you think it will be in the future.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"em\",{children:/*#__PURE__*/e(\"strong\",{children:\"The growth base of all these marketing channels is authentic content. Be brave, write, record, or film yourself, and post as much as you can about what your business is and what it does to improve, even a little, the society we live in.\"})})})]});\nexport const __FramerMetadata__ = {\"exports\":{\"richText\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText1\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"richText2\":{\"type\":\"variable\",\"annotations\":{\"framerContractVersion\":\"1\"}},\"__FramerMetadata__\":{\"type\":\"variable\"}}}"],
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