5 Social Media Strategies To Boost Your E-Commerce Business

The e-commerce market is getting competitive by the day, and e-commerce businesses need to find unique ways to build relationships with their customers to create a loyal customer base.

For any e-commerce business, website traffic is the most important segment, and yet it is the most challenging one.

Social media is playing a very powerful role today in the evolution of online shopping. It provides a platform for conversations, reviews, information and expression. An e-commerce business can leverage on the opportunities provided by the social media platforms for their own benefit. According to an article by Magento, 93% consumers turn to social media to help them make buying choices, while 90% say they trust recommendations from their peers.

Several strategies have been listed by digital marketers on how e-commerce businesses can use social media to drive traffic to their website. Listed below are five powerful tactics you can use to embrace the reach of social media for higher benefits.

Smart Targeting and Dynamic Product Ads

Leaving your ad open out there in front of the masses is not such a great idea. Once you have figured out your prospective customer base, you can use targeting options provided by social media sites like Facebook to target your ads to the relevant customer base. Facebook provides you with numerous targeting options based on location, demographics, Interests, device type, etc. It also provides you with features like custom audiences, lookalike audiences and retargeting. Using these targeting options, you will be able to reach your potential customers and engage them more effectively. Smart Targeting will help you increase your ROI on Advertising to a great extent. Dynamic Product Ads can be used to retarget customers who have earlier shown interest in your products or services. To drive more sales across devices, dynamic product ads now provide a lot of flexibility and variety in functionality to e-commerce advertisers.

A classic example would be that of Cathay Pacific Airways. They used dynamic product ads for travel, to reach people who had earlier performed a search on their website. The ads featured an image of the destination city that people searched for to inspire them to act. The ads also included a “book now” button that linked directly to the booking process on the Cathay Pacific website.

Smart Targeting Cathay pacific

Another example is that of eBay. eBay is successfully using dynamic product ads and retargeting to motivate their customers based on the customer’s interest. They connect with their customers by showing them personalised and relevant products in their ads.

Ebay Carousel ads

Facebook Carousel ads are also a great way of showcasing e-commerce website products. They not only help to showcase the products in detail but, when used creatively, also help drive traffic to the e-commerce websites.

Using Influencers

Influencer marketing is the new buzz word and has currently penetrated in the marketing mix of many industries. Mostly food, travel and fashion are the three major industries where influencer marketing is really going up the ladder. Influencer marketing is a newer and organised term for the old-fashioned word of mouth marketing. The way people work through the buying process has changed due to the advent of the internet and social media. People now have become more efficient in their search process, and they look for comprehensive and authentic information online. While associating an influencer with your business, it is important to consider the influencer’s likability, credibility and trustworthiness. Remember that Influencers act as brand ambassadors for the audience and thus the information they put out there should be in sync with what the business stands for.

Influencers can be used in numerous ways: For product launches, reviews, engagement, campaigns, events and so on.

A very good example of this is the Influencer campaigns done by Nykaa.com. Nykaa is an e-commerce store that deals with skincare, beauty and makeup products. Nykaa.com engages with various beauty bloggers and influencers and weaves campaigns with them.  Beauty and fashion are two areas where people rely heavily on reviews and opinions of influencers. Nykaa leverages this very well.Ecommerce Influencer Marketing

Nykaa Influencer Marketing

Using Product Videos

The majority of online shoppers have agreed to the fact that not being able to physically touch and feel the products on e-commerce websites is their least favourite part of shopping online. This is especially true in the case of fashion and beauty industry. Product images from different angles and views may not completely explain a product’s functionality or provide a proper overview of the product. Videos are the new preferred form of media and e-commerce businesses should leverage on the high acceptance of videos among customers. Ecommerce businesses can use videos to bridge the gap between offline and online shopping experiences. Product videos can help in providing a holistic buying experience to the customer and also provide a clear overview of the different scenarios in which a product can be used. This makes it more appealing to online buyers. Product videos can not only be used on product pages but also on social media feeds of the e-commerce brands as well as part of Facebook or Google ads. Not only can these videos be used for Facebook and Google advertising, but they can also be used for advertising on YouTube. There are several versions of videos that are gaining popularity on social media. A few of them are live videos, 360-degree videos, 30-second videos, time lapse videos, stop motion videos and animated or white videos.

Product videos can be used to introduce a new product and show how the product works with other similar or commonly used products, from the brand, and to encourage conversions from existing customers.

Amazon Video Ads

Youtube Advertising

On1y is a food brand that caters to a very niche market segment. It provides spices, herbs and exotic seasoning. On1y uses a lot of innovative ways to engage with its audience on social media and at the same time create a buzz around its products. In the screenshot below, On1y has shared a Facebook live video of a food influencer interacting with customers and cooking up recipes using On1y spices.

Influencer marketing video

Focus on Engagement

Social media for e-commerce is not simply about pushing across products and promotions. Many e-commerce companies fail to understand this. Social media can be used very well for engaging audiences online through high value textual and visual content. Ecommerce brands can find it very tempting to simply fill timelines with product promotions and advertisements. However, social media provides numerous ways by which e-commerce brands can make online shopping a delightful experience for consumers. You can engage audiences through live polls, live videos, user generated content, contests and much more. Topical posts and festive posts can also be used to attract audience attention. To garner high level of engagement, it is important to understand the need of the customers. Understanding this will help brands to curate content accordingly.

Social media can also be used by e-commerce brands to provide better customer service. Nowadays, a lot of customers look for solutions on the internet and prefer quick communication over the internet rather than going through a long phone call. At the same time, brands must encourage satisfied customers to write reviews and rate the products/e-commerce brands. Reviews and ratings go a long way in building a brand’s credibility online.

Content Marketing via Blogs & Infographics

Blogging is a great way to drive traffic to your e-commerce website. It helps your site rank higher in SEO through several internal links and backlinks. Blogging is also a good way to reach out to customer problems and be a problem solver. Most customers search for solutions to their problems online and blogging can be a great way to provide solutions to them. Long form content helps to drive more traffic and definitely helps in higher search page ranking. Blog posts also help to subtly introduce products or promote products in an indirect way. For instance, a blog post on the topic “summer dressing” by a fashion e-commerce site could consist of summer looks using products from the e-commerce site. This will not only create attractive and useful content for the readers but will also serve the e-commerce brand’s purpose of showcasing their products. Similarly, a blog post on “Top 10 budget smartphones” by an e-commerce brand like Flipkart or Snapdeal which sells mobile phones could include descriptions of each smartphone comprising of unique features and direct links to the products on the e-commerce site.

Blog Content Marketing

Finally, it is important for e-commerce brands to identify the right social media channels to leverage their brand. Social media platforms, if used creatively and strategically can help e-commerce businesses reach their target audience in a much faster way. The importance of social media has been adequately realised by fashion and food industries among others. However, e-commerce brands can also leverage the benefits of social media by strategizing and creating fool-proof social media plans.

Social Media Trends for Real Estate in 2017

Over the past few years, social media marketing has been one of the key marketing strategies for leading real estate developers to reach out to their potential buyers. For some developers, over 1/3rd of their sales comes from the digital medium. Advertising your property on social media platforms is a guaranteed way to showcase your property to the real estate investors and increase the possibility of a sale. However, just posting images of your next upcoming project may not be captivating enough. Here are some new trends that real estate developers can leverage upon.

360 Degree Videos & Photos

What if you could give your potential home buyers the luxury of a walkthrough of their new apartment without them leaving their homes? Sounds too good to be true? The latest trend of 360 videos will let you do just that. It is an excellent way to connect with your target audience and show them home buyer what is in store for them if they buy your apartment or villa.

While virtual reality is making an entry in the marketing scene, it is not mainstream yet because of the cost of the VR gears. However, if you are looking for an engaging video, then a 360-degree video is a good starting point. These videos can be created through low-cost tools as well. 

This trend is highly beneficial for real estate for developers to showcase their upcoming projects. Apart from the 360 videos, developers can also use 360-degree photos to showcase an immersive 360-degree experience. Both the 360 video and photo produce more engagement and message retention than regular videos or photos.

Casa Grande, one of India’s leading real estate developers, have used this marketing strategy to connect with their potential customers. For the launch of one of their projects in ECR, Chennai, they used 360 videos to exhibit to the potential clients what is in store for the project.

360 videos to showcase your brand

Growing importance of interactive ads

With organic reach on Facebook almost dead, brands are using focused advertising to reach their potential audience on Social Media. While the regular lead generation and website conversion ads are a great way to reach your target audience, it is also important to engage with the potential audience to understand them to improve the quality of your leads. A good way to do this is by using interactive ads. Interactive ads are the next generation of ads, which has taken social media marketing by storm. These ads increase the engagement by interacting with potential customers. A typical example of an interactive ad are the Facebook live polls hosted by companies to produce user-generated data to study what the customers are interested in buying. For example, a real estate developer can put up a poll on Facebook to check if their clients prefer sea-facing apartments or pool-facing apartments. This will give them a rough insight of what their customers want and can even use this data in pricing their property.

If you are looking at the next level of interactive advertising, try out M-Canvas ads, a mobile-only advertising service with very interactive and engaging ad formats. They are unlike any other format available on social media. They are highly interactive and uses a mix of images, video, and carousel to create a memorable and stunning visual experience on mobile. Moreover, these ads allow you to interact within the publisher i.e while you are reading your news article on the same page you can interact with the ad, rather than going to a different page. Once you click, the ads expand and give your further information and ensure the viewer interacts with the ad to take the next steps.

It is one of the best ways to showcase real estate products. For example, if your end goal is for your customer to enquire about the project, you can show a sneak preview of the project’s interiors with Call to Action that prompts viewers to take the next step. An audience who’s interested enough to swipe all the way through your ad is likely willing to click through to your website and make the enquiry. These canvas ads are a new concept that is catching up, and we see it as a trend that is here to stay.

Micro-Targeting

Micro-targeting is a marketing strategy of using consumer data and demographics to identify the interests of specific individuals and then influence their action of making a purchase. If a property is for sale on OMR in Chennai or in Whitefield in Bangalore or BKC in Mumbai, with three bedrooms, three baths and is close to the IT corridor, then it is most likely to be bought by a working professional in his 30s with a family of two kids. With the help of micro-targeting, real estate developers can reach out to their target audience by specifying the demographics and the geography of the potential customer on Facebook. You can even target users around the world whose hometown matches the city where the project is. Hence, their ads are displayed to a more specific and niche crowd making the probability of selling the property even higher than before.

Growth of regional content and regional ads

Hindi Content has been growing faster than English content, and this is likely to increase even further in 2017. This is not only the case for content but also advertising. if you looking to reach a wider audience, especially in the tier II and III cities, then using regional content is a must. Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.

For example, Aryan Housing, one of the leading real estate developers based out of Mumbai, ran a campaign of ads in Marathi to connect with their local audience and received a phenomenal response.
Aryan - MarathiUnderstand this trend; Google has also recently started ads and keyword targeting in Indian languages to widen their reach.

Adwords
Integrating Offline and Online marketing

While the majority of the first time home buyers are researching online, they make the end decision of buying the property offline only. So for a real estate company, integrated offline and online marketing efforts is highly essential. While it is important to run ads and get leads, it is also important to understand that consumers do not make purchase decisions based on a single ad or message alone.  Potential buyers gather all their information from various channels and this data gathered through several stages of the buying process are the building blocks of sales.

If you have a potential lead from an online ad and your sales team is following up with them, it is important to also reach out that potential lead online as well. You could use automated email or drip email to reach them until they actually make the purchase. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria. Let’s say that a customer has visited property website and shown interest by coming for a site visit, digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties. Drip emails are a powerful lead nurturer, with statistics showing an 119% increase click-through rate via trustworthy emails.

“Across the funnel” marketing

Advertising across social media platforms is all about building your brand and making it a household name for people to connect to and rely on. In “Across the Funnel” marketing, real estate developers build their brand names through four essential steps. They initially start the process by running engaging campaigns on social media, which explain their products and attract potential buyers. Then, they work towards increasing traffic to their websites and drive site visits and enquiries through their conversion data. Lastly, they customise their audience by eradicating cold leads and focus on customers who have actively shown interest in their marketing campaigns.  With Facebook’s Brand Reach & Frequency campaigns, brands can even get assured visibility and reach, similar to what a front page newspaper ad gives.

All of these social media marketing strategies are currently trending in 2017 and are here to stay! Which of these techniques will you be adapting in your social media marketing strategy? Tell us in the comments below.Content marketing blogs to follow.

This article was originally published in Realty Plus Magazine. 

 

How digital marketing is evolving in tier 2 and tier 3 cities of India

Be it a blog, an e-mailer or even posting a simple creative online, a business reaps all the benefits of digital marketing. While the world is rapidly shifting from analogue to digital, is it the same case even in Tier II and Tier III cities in India? One might still be doubtful on how a business in Bihar, or in a small town like Tiruchengode might make use of the digital medium but Social Beat begs to differ.

With more than 3,133 cities that fall under the tier II and tier III category, comprising of almost 31.16% of India’s total population, one cannot simply avoid taking them into consideration while discussing about advertising and marketing online. According to a report by one of world’s leading media investment management group, 2016 and early 2017 was supposed to see a 51% increase in digital marketing in Tier II and Tier III cities. We are also seeing a lot of traction with digital content in regional Indian languages.

How to make digital marketing for Tier II and Tier III cities possible?

With internet access and as well as buying power of smart phones, thanks to the initiatives of the Government and some of India’s biggest internet companies, business in these cities now have a larger playground. Since almost 32% of the rural population with the above facilities access the internet on their mobile phones, it is important to generate such content for higher reach and engagement. For example, Facebook now has 160 million users in India, which are spread not just in the top cities but also in smaller towns and even some villages.

Firstly, to leverage digital for smaller websites every digital asset needs to have a great experience on mobile. Be it a website/landing page or a simple single creative – whatever helps in lead generation or branding of a business, it needs to be mobile-friendly. On small screens, the call-to-action button as well as the navigation button needs to be crisp. The copy has to be short, quick and easy to grasp.

 

 

Vernacular Ads work the best with respect to lead generation / marketing your brand:

 

 

Not just vernacular Ads but vernacular websites work miraculously well for business that either have their base in Tier II and Tier III cities or if they want to target their potential investors in such cities –

 

 

While running a Facebook Ad, it is important to understand that the target audience (TA) first needs to be someone in-and-around the city. For example, if it is a real estate project in Trichy selling affordable homes, the TA needs to be someone who when views the Ad will be able to:

A – Relate to the project in terms of location, approachability etc.

B – Compare the price of the project with other such builders

C – Visit the project with ease

D – Take a decision

While the project in the example cited above is in Trichy, the target audience can be just Trichy to start with but will not have a lot of reach unless we explore the little towns and cities in-and-around Trichy itself.

 

 

Selecting even the tiniest of towns that we might think will not make a big difference will definitely show results. The potential reach crosses over 730,000 people out of which there is a chance of a bare minimum of 40% to convert into customers.

 

 

With regards to the interests and behavior of the target audience, it is always better to keep it a little generic such as focusing on job titles, important IT companies / industries around the city etc. including minor yet vital details like their interest in Business magazines, stocks, shares, etc. If the campaign does well, and if it is for a real estate project in particular (where you think NRIs would like to invest in), go ahead and try a few NRI targeting options too – you never know, it might work wonders!

 

 

Looking at utilizing Google Adwords as a platform to advertise in Tier II and Tier III, it is highly recommended for the below reasons:

  1. Less competition in Tier II and Tier III cities which is good for businesses trying to create an identity for themselves / acquire leads.
  2. Better ‘Search Ad’ results due to the high search queries
  3. Good quality leads since the TA is niche and the demand for product is more

The keywords used for these Ads are usually very simple, straight forward terms. For example, for an e-commerce organic food store business, Google AdWords are likely to work better for keywords – ‘healthy food’, ‘organic vegetables’, ‘fresh organic food’ etc. rather than keywords like ‘organic grocery’, ‘organic farm food’ etc.

Tier II and Tier III cities’ have potential for most businesses and these cities are growth drivers of the future. Tell us how which strategy has worked for you in smaller towns!

 

2017 Digital Marketing Trends – Digital Chai Pe Charcha

The ninth edition of the Digital Chai Pe Charcha in Chennai was held on 25th February 2017.It received an excellent response with about 35 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part.  The topic of discussion was Digital Marketing Trends to expect in 2017.

Here’s a quick summary of the key takeaways from the session:

You may find it interesting to read our other blogs on Digital Marketing.

App Store Optimization Cheat Sheet

So you’ve developed a mobile app, excellent, but what next?

There are more than 4 million apps in the Google Play Store and Apple App Store and this number will only increase with the coming years. While each app is exclusive to the developer, only a few get the deserved recognition from users. To be precise, the fate of your app after its development depends on how many users download and use it. According to research, 63% of apps are discovered through app store searches, so it is highly essential to optimize your app for the app store.

Here are some best practices to get more app downloads and to increase your rankings in the app store.

The App’s Name should be creative and informative

No, naming your app after you or your business won’t work well. A good idea would be to choose two to three keywords and using at least one of them in the title of your app. According to data, apps with keywords in the title rank 10.3 per cent higher than those without a keyword in the title. This way, your app will show easily in the search results. However, make sure that you don’t make the app name look like a spam by overstuffing keywords. The title needs to be short because that’s what users can read in a single screen. Obviously, you don’t want your title to get cut.  Titles are usually cut after the 23rd character (including spaces) in the App Store and the 30th character in Google Play. The first thing that the users see about your app is the name and icon. This is the first and the best chance to impress your users. Therefore, be cautious and creative when thinking of a name for your app.

Always include a description

Most of the times, users may need an app for some particular function, but they may not be sure which, app to download for the same. In such cases, the description option in the app store comes in handy. Reading the description of the app will help the users know what your app does, and it will also decrease the chances of uninstalls as the users know about the app well before downloading it.

SB1

Make sure the description is precise and concise and brings out what the app does exactly. Use bullet points wherever required and avoid dense paragraphs.

Also, read our blog on “10 Free Apps for Productivity, Social Media & SEO.

Have an original app icon

As we said before, an app icon and the app’s name are the ones that catch your users’ eyes easily. Make sure that your app’s icon is designed from scratch. Also, do not make it too elaborate or complicated. Keep it simple, unique, and attractive and make sure the icon breaks through the clutter. Do remember that the play store and the App Store have both varying standards in terms of size, geometry, and color scheme of app icons, so design the icons accordingly. The iOS icons should be sized to at least 1024×1024 pixels and the Google Play requires a 512×512 icon.

Use Screenshots tactfully

Have you noticed those screenshots that are shown in the app store when you check out an app? Well, that’s your next chance to capture the attention of your potential app users. To make a visitor download your app, you must place screenshots tactfully in this section. You can upload up to five screenshots for an iOS app and eight for an Android one, however, only two or three screenshots will appear in the gallery when the page loads. Only use screenshots that will differentiate your app from other similar apps.  For the best results, you could A/B test various screenshots to see, which drives the most downloads. Read our blog on “How Design Can Help Tell a Brand Story.

Update your app regularly

Like any other software, your mobile apps will also need regular updates and upgrades. If you launch your app and forget it, your users will download it and forget or uninstall it. Release periodical updates with relevant release notes explaining what’s new in the update.

Encourage your users to review and rate you

You don’t have to urge them to review or rate you with pop-ups every other minute, but gently nudge your users to rate your app. This will always help in increasing your views. Furthermore, do not ignore negative reviews, but pay attention to what was wrong in the users’ experience and try to fix it. The apps with high ratings are all ones that keep their audience engaged and take customer feedback positively. You can also make use of influencer marketing to get your app reviewed by top digital influencers.

Price it right

If your app is something that needs to be bought, set a competitive pricing. Instead of making your app more expensive than other similar apps, set a nominal price and improvise on making your app the best in the category. If your app is free, then add it to the in-app purchases category to improve its listing and visibility.

Make your app language and device compatible

When your app is available in various languages and is compatible with different OS versions, it is bound to get more view and reach than an app released only for one OS and in English. Both the iOS and the Play store allow you to localize your listings to make discovering your app easier for customers in other countries.

We hope by now you have understood the various best practices that must be followed to improve your app download. Comment below some of the other tips that you would like to add to our app store optimisation cheat sheet.

8 Digital Marketing Trends to expect in 2017

With another year gone by, new technology, tools, and trends have emerged in digital marketing. Keeping this in mind, we have put together eight key trends that we think would be ones to watch out for in 2017.

Mobile UX will be a key focus area

With 90% of mobile usage on FB and more than half of the searches happening via mobile, its already a focus area. We are going to see brands invest a lot more in the mobile user experience, especially when it comes to speed. Google has already launched Accelerated Mobile Pages (AMP) and Facebook is expanding its Instant Articles feature, both of which is going to expand their reach in 2017. Google is also pushing the Progressive Web Apps (PWA) framework to enable websites to give theirs user an app like experience via the browser. Even social media engagement via mobile is going to change with brands adapting to how they can get more engagement on mobile devices.

Less is more when it comes to content

Brands often believed that more content is always better, but with millions of content pieces and social media posts going out every day, the opposite is true. 2017 is going to see a sharp trend towards brands focusing on high value content, which is engaging and far more personalised. With voice search growing in scale (currently at 20% of mobile searches in USA) many of our digital activities are going to be conversation. Even more a reason why content needs to be unique and stand out from the competition. Google also tends to pick more structured and details content for their “Answer Box”, which comes above the regular search results.

Everyone can run digital marketing at scale with automation and machine learning

With automation and machine learning playing a large role in advertising this year will see even smaller brands adapting programmatic advertising. With platforms like Double Click for Google as well as Power Editor for Facebook, a lot of elements will get automated. Google has also launched responsive display advertising allowing for brands to run ads of multiple sizes without having a design team. YouTube is also soon launching a feature to allow for automated product showcase below videos, wherein machine learning would determine which product it is, rather than the brand manually having to tag which videos showcase their products.

Regional language content will grow multi-fold in adoption

The last time Google reported data on this, it showcased that Hindi content was growing faster than English content and this is likely to grow even further in 2017. With Netflix, Amazon Prime and others spearheading the video content in multiple languages, we are also going to see written and visual content growing in regional languages, especially Hindi, Marathi, Tamil, Kannada, Telugu, Malayalam and Bengali. Facebook has also launched an auto-translate feature for all the Brand Pages – though nascent it is bound to improve this year.

Even small brands will leverage the video medium

Building the brand is key and what better way than videos? Its never been easier to create videos with the help of free and low cost tools. As per statistics by Facebook, users watch an average of 100 million hours of video every day and most of these are on their mobile devices. Facebook has made it even easier with its Facebook Live feature, which is a very engaging tool, especially for the entertainment, fashion and hospitality industries.

Attribution will continue to be grey area

Especially for online/offline the attribution will continue to be a grey area. While there have been many initiatives launched and many in the pipeline, most restaurants, retailers and offline stores find it difficult to attribute walk ins and business results to the digital medium. Facebook and Google Maps have been improving their proximity data to understand if users are at a specific location and encourage them to review the location. Google is also in early stage testing of beacons to allow for better attribution but it’s still 1.5 – 2 years away from mass adoption.

Consolidation in the social media networks

Brands have always found it difficult to be active on multiple social media networks and we do expect some consolidation. Twitter has been in talks of selling out and even growth of Snapchat has not increased. As platforms evolve and mature, we will see brands also focusing on select platforms that make sense – usually a maximum of 2-3 platforms.

Virtual Reality will not take us over by storm, just yet

There has been a lot of talk around virtual reality devices, including the launch of the DayDream by Google. While the experience it provides is phenomenal, it is not going to be main stream yet. While the cost of devices is getting lower, the adoption of these rather bulky devices is still limited to a select few tech savvy individuals at least in India.

The article was originally published at Business Standard

The Ultimate Guide on How to Advertise on YouTube

Consumers are spoilt for choices across multi-devices and multi-channels, thus making sales competitive for marketers. As consumers become more and more digitally sound, marketers constantly feel the need to evolve and source new ways to reach their relevant audience to drive long-term online sales. This has lead marketers to venture out and capitalise on brand and product videos along with text and display ads. Here is an ultimate guide on how to advertise on YouTube, types of ad formats, the best way to optimise and measure results for your campaigns.

Why it’s time for every brand to experiment with video content?

Videos are entertaining, engaging and help increase customer retention. Do see our guide on videos can help in content marketing and in engaging with your customers.

As per Google, there are only two things users do more than watch video: sleep & work. Every day, people spend hundreds of millions of hours on YouTube and generate billions of views. Users consume videos to feel the rush, laugh, connect and learn. The youth, younger generation and savvy users are on YouTube most of the times through their mobiles, thus making this channel the most preferred media mix on the go. Studies also claim, 42% use YouTube for pre-purchase research and 64% buy products after watching a video on YouTube, making videos the future of entertainment and online marketing.

Advertise on You Tube, Video Marketing, YouTube Video Ads

Fusion between YouTube and Video Ads

YouTube, being the second largest search engines is a powerful media mix to retain old customers, gain new customers and engage savvy customers through video content.

YouTube is also a community-driven social media channel that values genuine content and meaningful engagement with real people and stories. To get the most out of YouTube, the video content and ads need to build a relationship with YouTube users above and beyond the traditional advertiser-customer relationship.

Since consumers purchase decisions are influenced by the video content, promoting content with advertising messages can make it difficult to increase viewer engagement with the brand.

Videos that are light, fun, humorous, emotional, real and true make it through the consumer’s heart and mind. To know more about how to capitalise on online video and how YouTube can play a bigger role, get hooked on this blog for some more time. Do have a look at some of our work with the Murugappa Madras Song to get a sense of it.

Be Spoiled for Choice – Multiple Video Ad Formats on YouTube

To advertise on YouTube, there are several video ad formats and each offers a unique opportunity to attract consumers and achieve goals. Before making an ad, it is prudent to have a clear marketing goal and know the audience to reach them in the most cost effective way.

The Ad formats include: –

True View In-Stream Ads – Skippable Video Ads

Skippable ads are designed to capture the attention of the relevant audience in the first five seconds of the video. After five seconds, the audiences are given a skip button, to skip the ad and continue watching their initially selected video. These are an excellent way to increase visibility on a Cost Per View as YouTube charges only after the ad is watched for 30 seconds and more. Skippable YouTube Ads appear on YouTube watch pages right before, during and after other videos and to top it all, gives free visibility for first few seconds. These ads contain a call-to-action button that often links to a landing page.

You Tube True View Skippable Ads

Skippable ads work best for branding and often have a lower conversion rate. Although these ads are best for people who view similar content on YouTube, avoid targeting by keywords as this could significantly limit the frequency of the ads. To keep viewers from skipping the ads, create an engaging video that can grab the viewer by their collar within the first five seconds.

True View In-Stream Ads – Non- Skippable Video Ads

They are similar to In-Stream Video Ads, but viewers do not have the option to skip the ads. The ads usually play for 15 – 20 seconds and up to 30 seconds. Non-Skippable YouTube Ads also appear on YouTube watch pages right before, during and after other videos and viewers have to view the entire advertisement. They work best when videos are short, simple and showcase good offers.

You Tube True View Non-Skippable Ads

Bumper Ads

Bumper Ad formats are designed to increase brand awareness and impressions and reach a wider audience. They are usually non-skippable short video format of six seconds or shorter and plays before, during or after another video. Advertisers are charged on impressions (cost-per-thousand-impressions).

You Tube True View Bumper Ads

True View Discovery Ads / In-Display Ads

These ads appear at the top right of the YouTube search results page and to the right of the feature videos. They also appear below the player (for larger players) and are meant to capture the attention of the viewers while watching other videos. They blend with organic listings. They have a thumbnail image with a short text, and the advertisers are charged when the viewer chooses to click the thumbnail and watch the ad.

You Tube True View In-Display Ads

The images on the thumbnails make first impressions and need to provoke the viewers to click and watch further. Choose the video still that highlights the content the best. Also, try and match the image to the content in the promotional text or keywords

Display Ads are best suited to increase subscribers rather than directing them to the landing page.

YouTube In-Video Overlay Ads

As the name suggests, these ads are semi-transparent and appear on the lower 20% portion of the watch video space on YouTube. Link the call-to-action to the relevant landing pages as these ads have a higher chance of lead conversion.

You Tube True View Overlay Ads

With these ad formats, advertisers can advertise their ad inside the videos of their competitors. Overlay ads work well as they get more views without causing interruptions.

Video Optimisation & Best Practices for Video Ads

Try these tips to optimise your YouTube Videos and keep your viewers engaged for long: –

Link AdWords account and YouTube channel

Link AdWords and YouTube to allow both the networks to work together and provide deeper insights like click and engagement performance, reach and frequency, video viewership and other advanced data and reports.

Try the KISS theory – keep it (the video ad) short and simple

Hook viewers in 5 seconds. Create an engaging video content to elevate your customer’s video experience to get more viewer engagement.

Clearly, communicate the brand/service and provide a strong call-to-action button to guide the viewers to the next process i.e. make a purchase, visit a landing page, subscribe, like, share, comment and so on. Having a clear call-to-action within the ad helps direct traffic from the ads to your YouTube brands channel or website with additional video content

Deliver the most relevant message when the video begins, so the audience gets the crux of the video content, in case viewers plan to skip the ads after five seconds.

Use the remarketing list to define the audience

The demographics and other details help to create venturing into a new platform.

Creation of relevant playlists based on search

YouTube uses playtime or watchtime a factor in the algorithm to suggest videos and creating playlists can be used to boost the overall playtime for your videos. When the next video automatically starts playing at the end of the first video, there is a higher probability of keeping the viewer longer on your page.

Use Call-to-Action for subscription in the video to enable more channel subscribers & engagement

YouTube has a feature to Create “Subscription Links” that asks the visitors who click on the link to subscribe to the channel before playing the video. This can help gain more subscribers for the channel, thereby boosting the long-term reach & engagement. This Is How Many Brands Have Grown Their Subscriber Base.

Be open to comments from the viewers

As they say, any publicity is good publicity. While you receive comments and critics, it is also important to respond to the viewers.

Targeting and reaching the right audience for the content

YouTube has a potential to reach a vast audience. YouTube is the world’s second most-used search engine and the third most visited site after Google and Facebook. It has a total of 1.3 billion users and 300 hours of new video is uploaded every minute.

By Targeting video ads on YouTube, advertisers can reach relevant customers at the spur of the moment, just when they are interested in a particular product or service. YouTube’s varieties of targeting options help reach the right customers when it matters.

Advertise on YouTube, Video Marketing, YouTube Video Ads

Advertisers can use contextual placements to show ads on specific videos, channels or websites – places that attract audiences with high conversion potential. Advertisers can also target by keywords, interests, placements, remarketing lists, location and demographics – age, gender, and parental status.

Advertisers can also place their ads on your competitors’ videos and steal leads from right under their noses.

It is not only the volume of users that make advertising on YouTube so interesting, but also the nature of the platform and how audience interact with videos and the brands.

Cost of Video Advertising

The cost of making the video depends on the subject, message, length of the video, the kind of the video and depends on from one brand to another. Here is a guide on how your brand can create low cost videos. But advertising on video can be completely controlled and measured. An advertiser can spend as per his/her convenience and only pays when someone engages with the video ad or watches the video for 30 seconds and more. There are also other ways to optimise your Adwords and YouTube campaigns.

Tracking & Measuring Results

YouTube’s easy to use in-built analytics helps advertisers monitor the performance of the video ads and channels. Data’s like demographics, watch time and traffic sources help the advertisers to optimise the campaigns further. Advertisers can make adjustments to the ads at any time and also are free to run multiple ads at once to see which works best.

Google AdWords also provides certain key metrics to analyse the ad performances in detail. Want to increase leads and multiply your revenue? Log into AdWords account, click on the add new campaigns, select online video and start creating your campaigns. Remember the call-to-action button must make viewers click the ads and optimising the video ads is the key to better results.

Get started and leave comments in case you have any queries.

Digital Marketing by Real Estate Developers in Mumbai

Considered one of the biggest property markets in India, Mumbai has many real estate developers trying to reach their target audience online. Digital Marketing is one of the primary channels to connect and engage with customers online and generate quality leads. Here’s a detailed report on the digital marketing strategies of the top real estate developers in Mumbai.  

Lodha Group

Lodha Group is one of the most profitable players in India. They are known for making landmark developments in residential and commercial spaces and pioneering new trends.

Website

UX Audit:

They have an interesting design of image slider that showcases all the project launches and  promotions. The project locator is a nice filter functionality to find project developments. Project page showcases the projects based on their location and has the information about the price too. This leads to the enquiry page with project brief and lead generation form. The website is, however, not mobile-friendly as the text is too small to read and the contents are wider than the screen.

Key Features:

  1. Projects are well showcased.
  2. Each project has a separate landing page with enquiry form.

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
148.60K 00:01:30 2.17 75.20%

SEO:

Moz rank: They have a Moz rank 42 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 63/100
  2. For Desktop Site their Speed is 69/100

Social Media Presence:

Twitter: They have an active Twitter account with around 8000 followers. They do 20+ tweets a week and have no promoted tweets. They tweet about a wide array of topics ranging from their projects to the general industry based news. In spite of these, engagement is low on tweets.   

Facebook: They have an active page with around 100000 followers. The engagement is good, highlighting the use of promoted posts. Their content includes customer testimonials and event invites.

LinkedIn: They are very active on LinkedIn and have around 47000 followers. Below is a recent post about demonetisation, which received a good response

Lodha Post

Youtube: They have 720+ subscribers with not-so-engaging videos

Google+: Their Google+ account is active having 35 followers.

Instagram: The account is active and has 1500+ followers.

Content Marketing: Though the blog page is not very attractive, they are posting at least 4 articles per month. They have a live chat option on their blog.

 

Lodha group Infographic

Godrej Properties

Godrej Properties develops residential, commercial and township projects across 12 cities in India. They provide imaginative and extraordinary spaces keeping customers’ needs in mind.

Website

UX Audit:

They have a well-organised menu catering to different kinds of website users (buyers, investors, NRIs etc.) They also have a nice hierarchy for project menu, leading to different property projects. Individual project pages include features like project overview, highlights and enquiry form. Their page is mobile friendly.

Key Features:

  1.   Mobile Responsive
  2.   Enquiry Form
  3.   Live Chat Option

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
206.40K 00:02:08 1.89 77.91%

 

SEO

Moz rank: They have a Moz rank 46 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 46/100
  2. For Desktop Site their Speed is 82/100

Social Media Presence:

Twitter:  They don’t have a twitter account for Godrej Properties.

Facebook:  They are not very active on Facebook but they still have around 58000 followers. Below is a recent video post, which has received some responses and views.

Godrej Post

LinkedIn: They are active in LinkedIn with around 36000 followers. Compared to other social channels they are more active on LinkedIn. 

Youtube: They have 740+ Subscribers and videos in their channel are pretty engaging, having a decent number of views.

Google+: They have an active Google+ account having 474 followers.

Instagram: They have 400+ followers on Instagram.

Content Marketing: They have been blogging since May 2016. They have 15 articles as of now, and they have a separate domain for blogging.

 

real-estate-infographic-mumbai-godrej-p

Tata Value Homes

Tata Value Homes is a subsidiary of Tata Housing. It is one of the larger real estate companies that focus on low-cost housing with modern amenities.

Website

UX Audit:

They have allocations to provide a quick filter for the audience based on the city/location of the user. The quick search option leads to a map with property locations highlighted for user convenience. Showcasing their featured projects on the homepage with prominence is an interesting feature. Laying out interesting blogs on the homepage is another noteworthy feature.

Key features:

  1. Enquiry Form
  2. Mobile Responsiveness
  3. Drop Down for selecting the appropriate city

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
70.50K 00:01:12 2.51 68.56%

SEO 

Moz rank: They have a Moz rank 30 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 78/100
  2. For Desktop Site their Speed is 87/100

Social Media Presence

Twitter: They have around 6000 followers. They aren’t tweeting on a regular basis and they use the same content across social media platforms.

Facebook: They have around 250000 followers and have boosted some posts a few months back, but recently they are not very active. Below is a boosted post shared a few months back which has a large number of likes and responses.

Tata value homes post

LinkedIn: They have only 110+ followers, and the page has no posts till date.

Youtube: They are current not active. Their last uploaded video was 4 months ago.

Google+: They have an active Google+ account with 85 followers.

Instagram: They are also active on Instagram having 1300+ followers.

Content Marketing: They have posted only 3 blogs in 2016, highlighting the missed opportunity in content marketing.

 

Tata value homes infographic

Mahindra Lifespaces

Mahindra Lifespaces is the real estate company of the Mahindra Group. They are the first Green Home Developer with Green Design & Healthy Living as their main focus across their projects.

Website

UX Audit:

The web page has nice project filter on the home page following the banner. Sticky enquire now button to provide constant CTA is an interesting feature. A section to attract NRI investors is also present. Menu dropdown feature is quite interesting, especially the categorized submenu for projects.

Key features:

  1. Enquiry Button
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
43.50K 00:01:34 1.65 76.17%

SEO

Moz rank: They have a Moz rank 39 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 55/100
  2. For Desktop Site their Speed is 73/100

Social Media Presence

Twitter: They are active on twitter with engaging tweets. Below is a public awareness tweet.

Mahindra lifespaces post

Facebook: They are very consistent in boosting posts and are active on Facebook, having around 125000 followers.

LinkedIn:  They have an active LinkedIn page, which has around 26000 followers. They are posting engaging contents on a regular basis.

Youtube: They have only 160+ subscribers. They upload two to three videos per month.

Google+: They are not active on Google+ and have only 6 followers

Instagram: They are active on Instagram having 50+ followers.

Content Marketing: They don’t have a company blog.

 

mahindra lifespaces infographic

Sobha Ltd

Sobha Group is one of the largest real estate organizations in India and the Middle East. They focus on delivering the highest levels of quality, with no compromise.

Website

UX Audit:

The premium images rolling in the banner connects the user to the luxury of the brand. The main menu could have been more prominent instead of being placed against the sliding banners. Apart from that, the site has a very nice organization of the project information – presented state-wise and sorted by price.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
259K 00:01:23 2.10 74.75%

SEO

Moz rank: They have a Moz rank 35 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 87/100
  2. For Desktop Site their Speed is 74/100

Social Media Presence

Twitter: They are very active in Twitter having around 5000 followers and they do 3 to 6 tweets a day which is a lot compared to other developers. They have a diverse set of tweets ranging from new project launches to general industry based news. Despite these, engagement is low on tweets.

Facebook: They have an active page with around 7 lac followers and they have been posting at least twice a day and the engagement is good. Below is an organic post which had a good response.

Sobha Developers

LinkedIn: They are very active in LinkedIn having around 16000  followers.

Youtube: They have an Active Youtube account with 570+ subscribers and they have interesting Testimonial videos.

Google+: They have an active Google+ account with 554 followers.

Instagram: They are active on Instagram with 3100+ followers

Content Marketing:  They have a blog, which is not active.They do not have any mention about their blog on their website.

 

real-estate-infographic-mumbai-sobha

Kolte Patil Developers Ltd

Founded 2 decades ago, Kolte-Patil has built residential, commercial, retail, and integrated township projects till date.

Website

UX Audit:

Interesting zoom in feature on the banner images attracts the users. Well organized menu putting out all the necessary information is a great feature. Book Online page showcases all the projects with the quick facility to book. They also have live chat option in all the pages.

Key Features:

  1. Live Chat
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
15.70K 00:05:08 5.1 37.32%

SEO

Moz rank: They have a Moz rank 34  for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 46/100
  2. For Desktop Site their Speed is 61/100

Social Media Presence

Twitter:  They have around 10000 followers and are highly active on Twitter. Their tweets are very engaging.

Facebook: They are having around 67000 followers and post twice a week.

LinkedIn: They have around 6000 followers and are moderately active on LinkedIn with 3 to 4 posts per month. Below is a post, which got pretty good responses.

kolte-patil-developers-limited-overview-linkedin

Youtube: They are not very active and have only 367 Subscribers. Their videos have a decent number of views.

Google+: They are active on Google+ with 114 followers.

Instagram: They are also active on Instagram having 1100+ followers.

Content Marketing: Though they do not have an attractive blog page, they are posting 2 articles every month.

 

kolte patil infographic

Hiranandani Developers

Pioneering new technologies & bold design, Hiranandani Developers have created residential townships & commercial complexes meeting the expectations & lifestyle of the people.

Website

UX Audit:

Their Homepage design focuses on all the launches/promotions. Placement of a common enquiry form across all projects, to make enquiries for the visitor easier is appreciable. The website is mobile friendly.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
11.40K 00:02:35 2.85 32.53%

SEO

Moz rank: They have a Moz rank 32 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 35/100
  2. For Desktop Site their Speed is 45/100

Social Media Presence

Twitter: They have around 1400 followers and are highly active on Twitter with at least 4 to 5 tweets every day.

Facebook: They do have an active page with 71000 followers. Below is a Selfie contest post, which was engaging and had good responses.

LinkedIn:  They have only 190+ followers in LinkedIn and they haven’t posted anything until now.

Youtube: They have 630+ subscribers on Youtube. Though they are not active on YouTube, they have decent views for their engaging videos.

Google+: They are not active on Google+ and have only 29 followers.

Instagram: They are active in Instagram having 300+ followers.

Content Marketing:  They have their blog in Weebly and actively post articles about real estate, their ongoing projects, and latest industry related news.

 

real-estate-infographic-mumbai-hiranandani

K Raheja Corp

K Raheja is the most trusted destination developers of India. From residences to workplaces, hotels to retail destinations, they have made a meaningful impact on the evolution of modern-day living.

Website

UX Audit:

They have a Minimalistic home page with user engagement focussed to the menu. Explore our Projects feature introduces users to all the brands, where each brand project page comes with details of the project and enquiry provision. Their website is not mobile friendly because the text is too small to read and the content is wider than the screen.

Key Features:

  1. Minimalistic Design
  2. Enquiry Form

Web Insights:

Total Visits

Avg. Time on Site

Page Views

Bounce Rate

9.70K 00:01:14 2.60 19.55%

SEO

Moz rank: They have a Moz rank 30 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 51/100
  2. For Desktop Site their Speed is 62/100

Social Media Presence

Twitter: They have only 180+ followers, and they have good quality tweets with no engagement. If they promote their tweets, they can get results.

Facebook: They have 4500 followers on Facebook. They are consistently posting 6 to 7 contents per week all are organic, so they are getting low responses and engagements. Below is an interesting post with not much engagement.

k-raheja-corp-fb

LinkedIn:  They are not active on LinkedIn but have around 10000 followers and they haven’t posted anything till now.

Youtube: They are not active on Youtube and have only 11 Subscribers, and their last upload was a year ago.

Google+: They do one post a week in Google+ but still they have only 8 followers.

Instagram: They have only 8 followers in Instagram.

Content Marketing:  They don’t have a company blog.

 

real-estate-infographic-mumbai-k-raheja-corp

Rustomjee Spaces

Rustomjee Spaces have transformed 10 million square feet of the city into premium townships, corporate parks, retail spaces, and 8,500+ homes with a special focus on Mumbai Metropolitan Region.

Website

UX Audit:

The web page has a simple banner with prominent CTA and Project locator. There is a showcase of featured properties, and they do have an enquiry form. Project Explorer has filters that would help the user to find properties easily and closer to their choice and their website is mobile friendly.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
16.10K 00:02:11 6.08 55.04%

SEO

Moz rank: They have a Moz rank 32  for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 73/100
  2. For Desktop Site their Speed is 89/100

Social Media Presence:

Twitter:  They are active having 1400 followers on Twitter, and they have been consistently tweeting 6 to 9 tweets per week. They have no promoted tweets so there is only little responses. Below is an interesting tweet with little engagement.

Rustomjee post

Facebook: They have around 13000 followers posting 5 to 6 times per week with little response. All their posts are organic. They might get good engagements if they boost their quality posts.

LinkedIn:  They aren’t active past 3 months, but they have decent engagements in their previous posts.

Youtube: They have 220+ subscribers, and they are uploading 3 to 4 videos per month. They have decent views. All the videos are real estate Industry related.

Google+: They are not active on Google+ for the past 2 years.

Instagram: They do not have an Instagram account.

Content Marketing: They are maintaining 2 blogs and have been posting their project related and educative articles at least once per month.

 

real-estate-infographic-mumbai-rustomjee

Adani Realty

Adani Realty has been developing residential, commercial and social club projects across Ahmedabad, Mumbai, Gurgaon, Kochi & Mundra.

Website

UX Audit:

Their web page has an interesting single scroll homepage design, which focuses on two utilities – one showcasing all their launches and promotions and the other leading the visitor directly to projects/gallery/other information via the menu. Elegant project showcase with the project overview and CTA’s leading to individual project websites are some of the noteworthy features.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
2.40K 00:01:45 1.6 37.01%

SEO

Moz rank: They have a Moz rank 16 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 67/100
  2. For Desktop Site their Speed is 86/100

Social Media Presence

Twitter: They have 50+ Followers in Twitter and are moderately active. They do 4 tweets per month. Below is an interesting post having low engagement.

Adani realty post

Facebook: They are active in Facebook having around 4k followers, and they do at least one post per day and have boosted a contest campaign, which had a good response

LinkedIn: They have 785+ followers and are not that active. They do 4 posts per month and the engagement is low.

Youtube: They don’t have a Youtube channel.

Google+: They are not active in Google+

Instagram: They are not active on Instagram

Content Marketing: They have an active blog in their website itself, and there are around 300 articles.  

 

adani realty infographic

Oberoi Realty

Oberoi Realty has developed over 39 projects at strategic locations across the Mumbai skyline. Over the past three decades, they have been consistently providing high-design and quality residential, commercial, and retail spaces.

Website

UX Audit:

The banners and featured projects provide prominent information to the audience coming to their site. Individual project pages are organized state/city wise to make the navigation easier for the users. Schedule a visit is a useful provision for interested buyers/investors.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
148.60K 00:01:30 2.17 75.20%

SEO

Moz rank: They have a Moz rank 27 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 46/100
  2. For Desktop Site their Speed is 68/100

Social Media Presence

Twitter: They are moderately active having only 50+ followers, and they do 2 to 3 tweets per day mostly about their ongoing projects.

Facebook: They are active on Facebook with around 13000 followers posting 3 to 4 times a week. Their posts are organic and have decent engagements. Below is an interesting post about their project.

oberoi-realty

LinkedIn: They are moderately active with around 10000 followers. They do post 3 to 4 times per month, and the posts are engaging with good responses.

Youtube: They are not active this month but have 80+ subscribers. They have many testimonial videos which are having a good number of views and response.

Google+: They are not active on Google+.

Instagram: They are highly active on Instagram having 700+ followers.

Content Marketing:  They don’t have a company blog.

 

real-estate-infographic-mumbai-oberoi

Lesser known Indian marketing books that are worth reading

The best marketers are the ones who constantly try to improve their craft, no matter how good they are at it already. If you are looking to read some offbeat, lesser-known marketing books that will help you in enhancing your marketing skills even more, here is a list of such books written by our very own Indian authors.

Storm the Norm: Untold Stories of 20 Brands that Did it Best

Written by Anisha Motwani, this book is a unique collection of contemporary, true stories about Indian businesses and brands that rewrote the norms of their respective industries. All the twenty stories are not only inspiring, but they will also bring in some remarkable change in your approach towards marketing and business management.

Nawabs, Nudes, Noodles

This quirkily titled book written by Ambi Parameswaran, an ad veteran, discusses the story of Indian advertising over the past 50 years. Over a hundred ads have been studied and examined in this book by the author. This book will let you know how advertisements take inspirations and influences from politics, culture, society, etc. Reading this book will give you in-depth knowledge about Indian advertising scenario.

Is Your Marketing in Sync or Sinking?

Have you wondered why some start-ups become hugely famous while some just fade away? This book published by Notion Press and written by Yaagneshwaran Ganesh gives you an in-depth knowledge of the various marketing principles. While most marketing books talk about the macro concepts, this book speaks of the micro concepts of marketing as well; this is quite crucial for new-age marketers.

Learn Marketing in a Day

Marketing is no longer restricted only to management graduates. As marketing has become a pervasive, universal concept, learning about key marketing strategies has become important for everyone in the corporate field. This book written by Ajith P will act as a beginners’ guide to learn marketing.

Marketing Unplugged – Spotting the Elephants in the Room

How interesting would it be if there is a toolkit of new techniques that you can use to come up with new, innovative marketing strategies? Well, that’s what the Marketing Unplugged book has in store for you. This book written by Suman Srivastava is a book full of scholarly yet delightful ideas for marketing.

IIMA-Why I Am Paying More: Price Theory and Market Structures Made Simple

Satish Y. Deodhar has written a series of management books under the IIMA book series title. If you are looking to read the series, Why I Am Paying More is the right choice. This book explains the dynamics of pricing with respect to demand, supply, market structures, etc. Beautifully illustrated through various case studies and examples, this book is something that you can never put down.

India Reloaded: Inside India’s Resurgent Consumer Market

Dheeraj Sinha’s book on Indian consumer market is something that every marketing professional should read. Some brands and businesses fail in the Indian market mainly because of their assumptions about the Indian consumers. This book tries to break all those myths and misconceptions. It gives a fresh, new, and a genuine perspective about the Indian consumer market.

Linkedin Marketing: An Hour A Day

Social media marketing is the need of the moment. While there are a lot of books, guides, and online materials about Facebook and Twitter marketing, Linkedin is one of the important yet underrated forms of social media marketing. This book written by Viveka von Rosen is a step-to-step guide for succeeding in digital marketing, especially in Linkedin marketing. By reading this book, you will know about how to use this powerful social media platform (Linkedin) to make sure that your business gets noticed by the right set of audience.

The Sweet Spot: How to Maximise Marketing for Business Growth

As we all know the sweet spot is the optimum combination of factors or qualities to achieve success. True to the name, this book brings to your notice the sweet spots that you can explore and utilise in the field of marketing. In other words, just like how sportspeople make hardest shots or tasks look easy because of the sweet spot, this book also allows you to make your business grow in an innovative, seemingly easy way.

Brand Shastra: Use the Power of Marketing to Transform Your Life

Mainak Dhar has written a dozen of books in multiple genres. Considered to be one of the best-selling authors in India, Mainak Dhar primarily writes on science, marketing, and management. Brand Shastra is one of his latest books and is also listed under the Amazon’s list of Memorable Books of 2016 So Far. This book discusses the various aspects of marketing, ranging from primary promotions to B2B marketing. More than talking about the theories of marketing, this book explains the science and logic behind the various marketing tactics.

We hope, by now, you have a handful of books to be added to your to-be-read list. What are the other books published by Indian authors, that you would suggest for marketers to read? Let us know in the comments.

Guide to Using Facebook Live effectively

Mike Henry, a renowned writer in the media industry, once wisely said, “We’re in the operating world where one good video can lead to a massive social following.” With video being one of the trends to watch out for in the coming years, Mark Zuckerberg too joined the bandwagon and launched Facebook Live, allowing millions of users to gain the power to go live and broadcast themselves to anyone in the world. Going on air live is just a click away. Here is a guide to use Facebook Live effectively

How to Use It?

How to go on air with Facebook live?

All you need is your smart phone, the Facebook app and 12 simple steps to follow.

Step 1: Get to your Facebook profile on your Facebook app and click on the status bar like you’re going to create a new post.

Step 2: To go on air, click on to the “Live” tab that resembles a video camera with an eye.

 

Facebook Live tab

Step 3: You will find a pop up asking to access your camera and microphone. Allow Facebook to gain that access. Once you have allowed Facebook to gain the camera and microphone access for the first time, you will not receive the request again.

Facebook Live - Access the Microphone

Step 4: Click on the “Continue” tab on that initial page, which mentions, “Go Live on Facebook.” Clicking continue doesn’t mean your video has started recording to go live. It’s just a couple of steps away.

Step 5: Customise your privacy settings

If you want your Facebook Live video to go viral and have a lot of viewers, then you could customise your audience by clicking on Public. However, if you don’t want everyone to view your live video and want to just keep it to your known people, you could then click on ‘Friends.’ You could always customise your viewers by making a specific group of audience. However, if it’s your first attempt to use Facebook Live and you’re still trying to get used to it and understand how it works, then you can change your privacy settings to “Only Me.” The option to activate “Only Me” can be found by clicking on “More” and scrolling all the way to the last. Later on, Once you’re sure about your video and want it to go viral for the rest of the audience you can change your privacy settings accordingly.

Facebook Live - Customise your Privacy settingsFacebook Live - Customise your privacy settings

Step 6: Write a description.

Once you’ve got your privacy settings sorted, you will need to add in a description about the live video you will be sharing. This description will be more like a caption to the video that will best describe it for your audience. In order to gain a larger viewer list, make sure you have an attention grabbing description so that the audience would gain interest and tune in.

Facebook Live - Describe your live video

Step 7: Set up your Camera View.

Just before you’re all set to Go Live, make sure your camera is facing the direction. You can shoot either with your front camera or rear. You can either hold your phone vertically or horizontally as the video will be in a square format and it won’t matter.

Facebook Live - Set up your Camera view

Step 8: Click on the “Go Live” blue button to begin broadcasting.

Once you have got all the prior steps in place to kick start the Live Broadcast, all you need to do is just click on to the “Go Live” button which will then have a countdown 3,2,1… and the next thing you will see is that you’re on air going live. As soon as you start streaming and going live, you will find yourself on your own as well as others news feed based on the customised privacy settings.

Your online broadcast can as long as 90 minutes. However, do remember that the longer your broadcast is, better the chances of a larger viewership.

Facebook Live - Go live

Step 9: Interaction with commenters and viewers:

In order to make the most of Facebook Live, your aim has to be to engage with your audience by being on air and interacting with them. With Facebook live, there are two ways through, which you can interact with your viewers:

  1. By speaking and responding directly to the audience through the video.
  2. By having a designated person responding to the comments

These comments and reactions can be viewed just below the broadcast live. The earlier comments will be much further downwards as these comments are present in the reverse chronological order like on twitter. While responding to viewers, if you wish to block any particular viewer, you could do so by just clicking on the profile picture on the viewer’s comment and clicking on “Block.” You can always unblock a viewer that you have already blocked.

Facebook Live - Interaction with commenters and viewers

(Image Credit: Hubspot)

Step 10: Click “Finish” to end the broadcast.

Once you do this, the video will stay on your Timeline or Page like any other video post.

Step 11: Save the Broadcast to your camera role

Once you’re done with your broadcast on Facebook, you will come across an option allowing you to save your video to the camera roll like given below, so that you can always have the original copy.

Facebook Live - Save video to camera roll

Step 12: Kudos! You have officially broadcasted your first Facebook Live video. In order to review the video, can always go back to your timeline and do so. You can also change the privacy settings, description or even delete the video just like any other post.

  Facebook Live - Change privacy settings

 

How can brands leverage Facebook Live: 

Live videos can not only help individuals post fun videos but can also help brands reach out to their audience and help build a closer relationship with their fans.  When done well, these videos can be used as a medium to engage the audience and create an active conversation.

From behind the scenes videos to product a launch, this new feature is ideal to showcase some unique content. In fact, brands can also use this feature to give an opportunity to fan to exclusive look at what’s unfolding behind the scenes in real time. For example, Dunkin Donuts, a US-based brand did exactly that. Their first Facebook Live video was that of a behind the scenes look into their kitchen for Valentine’s Day. Their fans were able to see their chef’s make a heart shaped donuts. The video went viral immediately and saw great engagement and plenty of views within minutes. The video has more than 39,000 views till date.

 

[evp_embed_video url=”http://socialbeat.in/wp-content/uploads/video/video.mp4″ width=”500″]

How to analyse your performance on Facebook Live: 

 

The performance analytics of Facebook Live video is similar to that of normal videos you put up on Facebook. However, live videos do have some add-ons.

Facebook allows you to analyse a lot of metrics for the live video like, minutes viewed, unique viewers, video views, 10-second views, average % completion, peak live viewers, people reached, reactions, comments, and shares.

Apart from all of this, Facebook also lets you view and keep a check of relevant analysis of “peak live viewers” in the form of graphs for a particular piece of time during the video in order to know the interaction taken place.

ANALYZE YOUR PERFORMANCE OF THE LIVE VIDEO

ANALYZE YOUR PERFORMANCE OF THE LIVE VIDEO

(Image Credit: Hubspot)

How to access Facebook Live analytics on a Business page: 

Step 1: Click on the “Insight” tab on the Facebook page.

Step 2: On the left-hand side of the screen, click on the “Videos” tab.

Step 3: To open all your videos and their analytics in a new video, scroll down and click on the “Video Library” tab. Under the “Video library” window, the Facebook Live videos that were recorded will have the human silhouette icon.

Step 4: Select the video that you wish to see the analytics for and over time, you will have a graph view as well.

Want to get the most out of Facebook Live? 

The following tips and tricks will help in using Facebook Live effectively:

  1. Do a trial and testing of Facebook Live by using the “Only Me” privacy setting.
  2. If you are on a live form with the number of viewers joining at different intervals, do keep in mind to reintroduce yourself and let viewers know what is happening so that all your viewers are in the loop.
  3. Keep your video engaging and spontaneous to interact better with your views and get the best out of them so that they stay longer too.
  4. Remember while engaging with commenters; call them out by name as it creates a better connection.
  5. In order to gain more followers, go live for at least 10 minutes so that your video gets shows up on the news feed for various other viewers.
  6. Always have someone else watch over and respond to comments to make the process easier as it gets hard to reply to pop-up up comments every second.
  7. Don’t forget to sign off by saying a good bye and a thank you to your audience.

 

There you go, hope this was helpful in order to understand better on “How to Use Facebook Live.”