enlink - marketing digital para pequenas e medias empresas
DESCRIPTION
Slides da palestra da Manuela Sanches, sobre Marketing Digital para PMEs, que aconteceu em Foz do Iguaçu - PR, no dia 23/10/2013.TRANSCRIPT
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Marketing Digital
para Pequenas e Médias Empresas
Manuela SanchesDiretora Geral
@msancheshttp://www.agenciaenlink.com.br
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Oi, eu sou a Manu!
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EnlinkAgência de Marketing Digital, fundada em 2009, que oferece:
• Criação de sites• Otimização de páginas• Criação de Conteúdo• Link Building• Facebook Marketing• Links Patrocinados• Otimização de Conversão
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O que vamos ver hoje:
•O que é Marketing Digital
•Criação de Sites
•SEO
•Links Patrocinados
•Facebook Marketing
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O que é Marketing Digital?
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Oferecer produto ou Informação
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Contato com público
24h por dia / 7 dias
por semana
Sem barreirasGeográficas
Personalizaçãodos Resultados
Criação deRelacionamentocom audiência
Custos podem ser maisbaixos que em offline
Benefícios
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Quais estratégias
vem à mente?
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Website
Email Marketing
SEO
LinksPatroci-nados
RedesSociais
LocalBranding
Conte-údo
MarketingOnline
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Arquiteto da Informação
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Estrutura
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Arquitetura do Site: Wireframe
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Arquitetura do Site: Wireframe
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Arquitetura e Usabilidade: Heat Map
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Dica: Ferramenta Crazy Egg
www.crazyegg.com
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Web Designer
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Layout
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Layout
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Desenvolvedor
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Plataformas
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Plataformas = independência
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Plataformas = independência
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Plataforma: Sites e Blogs
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Plataforma: Wordpress
www.wordpress.org
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Plataformas: Loja Virtual
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Plataforma: Magento
www.magentocommerce.com
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Tema
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Tema: Funciona para Mobile?
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Tema: Funciona para Mobile?
Responsivo!
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Conteúdo
• Informações de contato
• Horário de funcionamento
• Sobre a empresa
• Descrição produtos e serviços
• Criação de banners
• Posts para blog corporativo
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Projeto Enlink: Wordpress
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Projeto Enlink: Wordpress
http://laserprobeauty.com/
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Projeto Enlink: Magento
www.lojawoodstock.com.br
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OneManBand
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Profissão:
Sobrinho
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Por onde começar pesquisas na internet?
• Qual país ganhou mais medalhas nas Olímpiadas de Londres?
• Quanto custa um iPhone 5?
• Como encontro informações sobre uma empresa?
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Como os resultados são organizados?
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LinksPatrocinados
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LinksPatrocinados
ResultadosOrgânicos
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http://www.slideshare.net/GustavoGuanabara/seo-for-dummies-completo-by-gustavo-guanabara
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Tráfego de acordo com Ranking Google
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3a posição
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Palavra
Chave• Uma mesma coisa pode ser descrita de diferentes maneiras
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Quais palavras vêm à mente quando vê este produto:
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Quais palavras vêm à mente quando vê este produto:
Bota
Coturno
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Quais palavras vêm à mente quando vê este produto:
Bota
Coturno
Como escolher a melhor opção?
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www.google.com/trends
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Que tal “bota coturno”?
www.google.com/trends
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URL + ou -
http://www.passarela.com.br/feminino/produto/6010195276/Bota-Coturno-Cravo-E-Canela-85103----Preto
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URL + ou -
http://www.passarela.com.br/feminino/produto/6010195276/Bota-Coturno-Cravo-E-Canela-85103----Preto
Qual produto? Desnecessário
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URL + ou -
http://www.passarela.com.br/feminino/botas/Bota-Coturno-Cravo-E-Canela-Preto-85103
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Título Página
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Título Página
Marca?
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Otimizando o Título
• Bota Coturno Dakota Preta | Empresa
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Descrição Página
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Bota?Cor?
Descrição Página
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Google Adwords
https://support.google.com/adwords/answer/2999770
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Descrição =)
Bota feminina estilo coturno, preta, da marca Cravo e Canela. Confeccionada em couro napa, a bota com aplique de tacha lateral, possui fechamento com atacadores no peito do pé e zíper lateral para facilitar o calce. O coturno conta com forro também em couro (...)
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Imagens
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Otimizando a Imagem
• Insira nome descritivo no arquivo:
• bota-coturno-dakota-preta-couro.jpg
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•Bota Coturno Dakota - Preta de Couro | Empresa
Confira a Bota Coturno feminina da Dakota, feita de couro na cor preta, perfeita para compor looks modernos em dias frios.
(...)
bota-coturno-dakota-preta-couro.jpg
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•Bota Coturno Dakota - Preta de Couro | Empresa
Confira a Bota Coturno feminina da Dakota, feita de couro na cor preta, perfeita para compor looks modernos em dias frios.
(...)
bota-coturno-dakota-preta-couro.jpg
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•Google Local
•Foursquare
•Yelp
•Apontador
Local Branding
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Google Places
www.google.com/local
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Google Places
www.google.com/local
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Google Places
www.google.com/local
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https://plus.google.com/102291268683265098773/about?gl=br&hl=pt-BR
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Foursquare
www.foursquare.com
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Foursquare
www.foursquare.com
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www.foursquare.com
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www.foursquare.com
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www.foursquare.com
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www.foursquare.com
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Resultado Local:
![Page 94: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/94.jpg)
Check List SEO
![Page 95: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/95.jpg)
Dúvidas?
![Page 96: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/96.jpg)
All We Need IsCoffee
Daqui a pouco: Links Patrocinados | Facebook Marketing | Outras redes sociais
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![Page 98: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/98.jpg)
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Como funciona?
![Page 100: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/100.jpg)
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![Page 101: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/101.jpg)
ou Google
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![Page 102: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/102.jpg)
ou Google
$$
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![Page 103: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/103.jpg)
http://brandongaille.com/wp-content/uploads/2013/05/How-Does-PPC-Work2.jpg
![Page 104: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/104.jpg)
Tipos de Anúncio
![Page 105: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/105.jpg)
Search Ads
![Page 106: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/106.jpg)
Search Ads Anúncios de Texto
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Search Ads Anúncios de Texto
Anúncios de Produtos
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Display Ads - Sites
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Display Ads - Remarketing
![Page 110: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/110.jpg)
Display Ads - Youtube Ads
![Page 111: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/111.jpg)
Como criaros Anúncio
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Search Ads - Google Adwords
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Display Ads - Google Adwords
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Display Ads - Google Adwords
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Display Ads - Google Adwords
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Super ferramenta!
www.semrush.com
![Page 117: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/117.jpg)
SEO vs. Links Patrocinados
Retorno sobre investimento
vai continuar a crescer
Investimento mais alto, com
resultados imediatos
![Page 118: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/118.jpg)
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![Page 120: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/120.jpg)
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fonte: http://www.upmarketingdigital.com.br/blog/marketing-digital/facebook-perfil-ou-fan-page/
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https://www.facebook.com/pages/create.php?migrate
Migração
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Categoria: Negócio Local
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Categoria: Empresa
![Page 125: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/125.jpg)
Mudar Categoria
![Page 126: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/126.jpg)
Personalização
1. ImagemPerfil
2. ImagemCapa
3. Apps e Imagens
![Page 127: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/127.jpg)
Adicionar Apps
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Adicionar Apps
![Page 129: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/129.jpg)
Dicas de Apps: Instagram Tab
![Page 130: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/130.jpg)
Dicas de Apps: Youtube Tab
![Page 131: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/131.jpg)
Dicas de Apps: Pinterest
![Page 132: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/132.jpg)
Dicas de Apps: Sorteie Me
![Page 133: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/133.jpg)
Dicas de Apps: Contact Me
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Dicas de Apps: Mail Chimp
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Como AumentarBase de Fãs
![Page 136: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/136.jpg)
O que você acha?
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O que você acha?EnjamentoFãs Atuais
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O que você acha?EnjamentoFãs Atuais
![Page 139: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/139.jpg)
O que você acha?EnjamentoFãs Atuais
Novos Fãs
![Page 140: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/140.jpg)
Posicionamento
News Feed Mobile
News Feed Desktop
Coluna Direita
https://www.facebook-studio.com/fbassets/resource/82/UpdatedAdsandSponsoredStories
GuideasofSept102013.pdf
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AparênciaNews Feed
MobileNews Feed
Desktop Coluna Direita
Texto: 90 caracteres | Imagem: 1200 px x 900 px
https://www.facebook-studio.com/fbassets/resource/82/UpdatedAdsandSponsoredStories
GuideasofSept102013.pdf
![Page 142: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/142.jpg)
Como criar anúncios
![Page 143: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/143.jpg)
Como criar anúncios
![Page 144: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/144.jpg)
Como criar anúncios
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Como criar anúncios: Segmentação
http://www.slideshare.net/fabiohpl/facebook-ads-criando-anuncios-matadores-no-facebook-search-masters-brasil-2013-26199487
![Page 146: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/146.jpg)
http://www.slideshare.net/fabiohpl/facebook-ads-criando-anuncios-matadores-no-facebook-search-masters-brasil-2013-26199487
Como criar anúncios: Segmentação
![Page 147: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/147.jpg)
Exemplos de Bom Conteúdo
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Perguntas
https://www.facebook.com/woodstockloja
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Dia a Dia
https://www.facebook.com/AgenciaOctoplus
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Calendário e Horário Atendimento
https://www.facebook.com/laosbar
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Concursos
https://www.facebook.com/voesky
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https://www.facebook.com/CursosInternetInnovation
Imagens comInformações
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Promoções
www.facebook.com/pages/Uatt
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História
https://www.facebook.com/woodstockloja
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Frases Inspiradoras
https://www.facebook.com/queroPassagem
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Dicas
https://www.facebook.com/paodeacucar
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Outras Redes Sociaispara Ficar de Olho
![Page 158: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/158.jpg)
http://instagram.com/
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Dicas
http://instagram.com/jack_buckers
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http://plus.google.com/
![Page 161: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/161.jpg)
Dicas
PerfilEmpresa
https://plus.google.com/+bottero/posts
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Post emResultadode Busca
![Page 163: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/163.jpg)
+1 de contatosnos Resultados
PerfilAutor nos
Resultados
![Page 164: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/164.jpg)
Informaçõesda Empresa
nos Resultados
![Page 165: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/165.jpg)
Para quem quiser seaprofundar mais:
![Page 166: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/166.jpg)
http://www.enlinkbuilding.com.br/blog/curso-facebook-marketing/
![Page 167: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/167.jpg)
Em qual ponto de Marketing
Digital a sua empresa está?
![Page 168: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/168.jpg)
![Page 169: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/169.jpg)
![Page 170: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/170.jpg)
![Page 171: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/171.jpg)
Dúvidas?
![Page 172: Enlink - Marketing Digital para Pequenas e Medias Empresas](https://reader036.vdocuments.mx/reader036/viewer/2022081413/547ef759b4af9fc6108b4a61/html5/thumbnails/172.jpg)
Manuela SanchesDiretora Geral@msancheshttp://www.agenciaenlink.com.br
Obrigada!