How to get ROI from digital marketing- Digital Chai Pe Charcha, Mumbai

Banking on a series of successful editions of Digital Chai Pe Charcha in Chennai and Bangalore, we conducted the first edition of Digital Chai Pe Charcha in Mumbai. We had close to 30 participants comprising of entrepreneurs and marketers from across industries. The topic of discussion was getting ROI from Digital Marketing.

Digital Chai Pe Charcha, Mumbai

A quick recap from the session

  • Digital Marketing Comprises of various activities like Landing Page Creation, Search Engine & Content Marketing, Social Media Marketing, Email Marketing, Display Advertising and Influencer Marketing.
  • Digital media can be segregated into 3 types: Owned Media, Paid Media and Earned Media.
  • While building digital assets, it is important to understand that the key is to provide a great user experience across platforms. A smooth User experience helps in driving conversions.
  • A Landing Page is essential for lead generation and helps in faster conversions.
  • According to a research done by Buzzsumo and Moz and Video content gets shared the most across platforms followed by Lists, how to posts and Infographics. While creating content, it is extremely important to focus on the relevance of content to the viewers. The content dynamics have been changing rapidly. From images to videos to gifs to VR, there is a wide range of options to experiment with, to create the right communication piece for your audience. Great content is generally considered as content that provides solutions to the viewer’s problems. Thus, research reports, E-books and guides are some more examples of content that can be created to strike a chord with the audience.
  • Non-branded content helps in gaining engagement. Create content that focuses on the viewer and not essentially on the brand.
  • Vernacular marketing and multilingual content is rapidly gaining importance. Vernacular content helps to create a local connection with the audience.
  • Measuring your digital marketing results is essential as it helps to better strategize your digital marketing efforts. There are several tools available to analyze and measure your results.

Below is the presentation that was discussed during the session which will provide you with more information on the above points:

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.

Content Amplification Strategies to promote content

Why content promotion is essential

Good content can go a long way in effectively building brand recall and trust with a brand’s target audience. This has made content marketing a key ingredient in every business’ digital marketing strategy.

With all marketers the world over dishing out content to reach, inform, engage, educate and connect to their target audience to build their brand, the amount of content produced on a daily basis has grown exponentially. Sure, the internet population has grown as well, but content creation and publishing is growing at a rate much faster than the growth in internet connectivity. In fact, as per a recent AOL and Nielsen report, over 27,000,000 pieces of content are shared every day! Even if we assume that only 1% of this content is great content, that’s a really huge number of great content pieces being published every day! In such a scenario, it is critical to ensure that content cuts through the clutter and reaches the audience it has been created for.

Content amplification strategies

Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. A word of caution here though – content amplification works best for content that has been ideated and created keeping in mind the interests and needs of the target audience. So, here are content amplification strategies you can use to effectively promote your content:

Respond to questions on Quora

Quora is recognised as the most comprehensive and trusted online forum. You can ask and answer questions relating to any subject matter. Since forums provide an open source for your Target Audience to discuss a topic, you can add value by responding to their queries using your existing write-up, if relevant. You can also link back to your blog or website, which effectively renders your work as a credible source.

Tweet various snippets from your content

Have interesting stats or facts that are share-worthy as individual pieces of content? Share those snippets on Twitter. The microblogging giant is one of the most active social media platforms today, so anything interesting that fits within 140 characters is bound to be retweeted. You can even take screenshots of other elements like pictures, infographics and quotes and use a shortened URL of your website for promotion.

Get featured in industry roundups

Roundups are collections of the best or most happening events in a particular industry. If your content is information based, you have a high chance of featuring in a roundup. Begin by searching for relevant roundups on Google (limit your search to the past month), then pitch your content to the roundup curators. If luck is on your side, the curators will feature your content in their collection. Roundups are searched extensively by business professionals, so your content will reach a niche audience, which works brilliantly for amplification purposes.

Contact people who have shared similar content

While researching for your content, you will surely come across existing articles that have written on the topic similar to yours. Content from reputed sources should already be generating traffic through social media shares. Your best bet is to copy the URL of the article and search for it on sites like Twitter and Facebook. You will be able to spot people who have shared the content, so contact these people through a direct message, requesting them to share what you have done as well.

Link to relevant sites/Mention entities when sharing

While researching, you may also come across interesting pieces of information that were quoted by credible sources. It is advisable to link to these sources while writing your article. When you publish your content and promote it on social media, use Twitter mentions or Facebook hashtags to prompt those sources that you’ve used their information. Doing so will increase the chance of your article being viewed by multiple individuals through the mentions.

Use Sniply to leverage the reach of content from more reputed sources

Sniply is a very simple yet effective tool that lets you create a one-liner message about your article and display it along with a button prompt. You can use Sniply to overlay your custom message onto any other piece of relevant content. The tool lets you drive conversions from one piece of shared content to another. Let’s assume you’ve found content that shares information about a topic similar to yours; you can use the Sniply tool to add your link to the topic, prompting the reader to delve deeper and gain more knowledge on the subject matter.

Post on relevant LinkedIn groups

LinkedIn is nothing but the Facebook variant for all things professional. If you’ content has information that can help professionals, LinkedIn is the best platform for promotional purposes. Much like Facebook communities, LinkedIn has an option where you can create groups. Find such groups that could make the most out of your content and share it on their pages.

Contact people who have linked to similar content

There is competition everywhere nowadays; you are sure to find a whole lot of articles similar to yours. Some of these articles would have gained immense social share yet may lack certain pieces of information that your article has. You can take advantage of this by pasting the URL of the similar articles on Ahrefs or Open Site Explorers. You will get a list of pages or sites that have used those articles as links. Reach out to those sites and ask them to link your fresher and better content.

Turn content into a ppt/pdf and upload to SlideShare

SlideShare is the perfect place to promote presentations to get the visibility you need. Once you upload your content on Slideshare, you can also share the link on LinkedIn as well. LinkedIn, as we all know, is fast becoming the go-to spot for business professionals when it comes to reading about industry related news and topics.

Leverage the reach of Influencers

Reaching out to influencers at scale is a good idea to amplify your content. Getting your content featured by some key influencers or getting them to share your content can amplify your reach drastically. Pick influencers that are relevant to your domain and engage with them. Contact more than one influencer and engage with them regularly for better reach.

The content mentioned above include promotion strategies that are used to their fullest potential by some of the best content marketers on the planet. Of course, some of these strategies may die out while others will evolve, so to stay ahead of the curve, you’ll need to keep your eyes peeled and ears tuned.

If there are any content distribution channels which you have tried that could be added to the list, do let us know in the comments below.

ऑनलाइनक्षेत्रीय कन्टेन्ट का बढ़ती

हर मार्केटिंग विशेषज्ञ कन्टेन्ट मार्केटिंग के महत्व को जानता है। यह ग्राहकों से जुड़ने और उन्हें जानकारी प्रदान करने का एक बेहतरीन तरीका है। अपने लक्षित श्रोताओं के लिए प्रासंगिक और मूल्यवान कन्टेन्ट तैयार करना प्रभावी कन्टेन्ट मार्केटिंग का मूल है। भारत में मोबाइल और इंटरनेट की वृद्धि के साथ, भारत के प्रत्येक शहर और गांव में इंटरनेट तक पहुंच बन गई है। इस इंटरनेट क्रांति को धन्यवाद, ज्यादातर लक्षित श्रोता अंग्रेजी के अलावा अन्य भाषा बोलते हुए पाए जा सकते हैं। तो आप इस समस्या का समाधान कैसे करेंगे? हमारा समाधान है बहुभाषी कन्टेन्ट रणनीति।

हिंदी कन्टेन्ट की खपत 94% की दर से बढ़ रही है।

अंग्रेजी, ज़ाहिर है, न केवल दुनिया में बल्कि भारत में भी सबसे अधिक इस्तेमाल की जाने वाली भाषा है। हालांकि, गूगल डेटा हिंदी कन्टेन्ट उपभोग में 94% की वृद्धि दर दिखाता है। इसे ध्यान में रखते हुए वैश्विक ब्रांडों ने अपनी रणनीति की कला के रूप में क्षेत्रीय भाषा पर ध्यान केंद्रित करना शुरू कर दिया है। एक साल पहले, फेसबुक यूज़र्स लॉग इन पेज हिंदी स्क्रिप्ट में देख कर हैरान हो गए थे। इसके बाद अमेरिका आधारित दृश्य खोज टूल पिनट्रस्ट ने एक हिंदी संस्करण लॉन्च किया, जिससे भारत के उपयोगकर्ताओं को अनुवादित संस्करण का उपयोग करने की सुविधा मिल गई। आज, गूगल अन्य भाषाओं के साथ हिंदी, गुजराती, मराठी, बंगाली और तमिल जैसी भाषाओं को भी सपोर्ट करता है। भारत में 127 मिलियन इंटरनेट उपयोगकर्ता स्थानीय भाषा के कन्टेन्ट का उपभोग करते हैं, सभी वैश्विक सोशल मीडिया साइटों ने इस तथ्य को महसूस किया है कि अगर वे भारत में स्थानीय नहीं जाते हैं तो वे जल्द प्रासंगिकता खो सकते हैं। द्वितीय और तृतीय टियर के शहरों के इंटरनेट उपयोगकर्ताओं की आवश्यकताओं को पूरा करते हुए, गूगल अब अपने उत्पादों जैसे गूगल मैप के उपयोग को स्थानीय भाषाओं में, खासकर हिंदी में, विस्तारित करने पर ध्यान केंद्रित कर रहा है।

क्षेत्रीय कन्टेन्ट की उपलब्धता भारत में इंटरनेट की वृद्धि को 24% तक बढ़ा सकती है।

74% साक्षरों में से, केवल 10% लोग अंग्रेजी पढ़ते हैं, जबकि बाकी लोग स्थानीय भाषा में कन्टेन्ट का उपभोग करते हैं। शेष 66% अपनी स्थानीय भाषा में साक्षर हैं। इंटरनेट और मोबाइल एसोसिएशन ऑफ इंडिया और IMRB इंटरनेशनल द्वारा किए गए एक नवीनतम अध्ययन के अनुसार, क्षेत्रीय कन्टेन्ट की उपलब्धता भारत में इंटरनेट के विकास को 24% तक बढ़ावा दे सकती है। भारत में 70,000 से ज्यादा अख़बार छपते हैं और लगभग 90% या तो हिंदी में या अन्य प्रादेशिक भाषाओं में छपते हैं। क्षेत्रीय कन्टेन्ट के महत्व को महसूस करते हुए, भारतीय ऐप डेवलपर स्थानीय ऐप वितरण प्लेटफॉर्म की आवश्यकता को भी पहचान रहे हैं। अंतर्राष्ट्रीय ऐप स्टोर खुद को अत्यधिक भारत-विशिष्ट क्षेत्रीय कन्टेन्ट की आसान खोज में अनुकूलित नहीं करते हैं।


क्षेत्रीय भाषा के कन्टेन्ट का विकास: एक मामले का अध्ययन

उद्यमियों और उद्यमशील पारिस्थितिकी तंत्र को बढ़ावा देने के लिए भारत के प्रमुख मंचों में से एक, Yourstory.com ने, हाल ही में क्षेत्रीय कन्टेन्ट के लिए अलग-अलग अनुभाग शामिल किया है।

language-picउनकी क्षेत्रीय सामग्री रणनीति बहुत अच्छी तरह से बनाई गई है और दर्शकों से उसे सकारात्मक प्रतिक्रिया प्राप्त हुई है। जैसा कि आप देख सकते हैं, हिंदी के लेखों के 650 शेयर हुए हैं और तमिल कन्टेन्ट के 200 से अधिक शेयर हुए हैं। वेबसाइट अपने क्षेत्रीय भाषा के पेजों को दिलचस्प लेखों के साथ हर रोज अपडेट कर रही है। वेबसाइट 10 अन्य भाषाओं में भी सामग्री प्रदान करती है जिसमें मराठी, तेलगू और बंगाली शामिल हैं।

इसलिए यदि आपको विश्वास है कि क्षेत्रीय कन्टेन्ट विपणन महत्वपूर्ण है, तो यहां पर विचार करने के लिए कुछ चीजें दी गई हैं।

दर्शक प्राप्त होना और ग्लोबल SEO संचालित करना

यदि एक प्रमुख भाषा बहुमत बनाती है, तो अन्य भाषाओं को अनदेखा करना आसान होता है। हालांकि अंग्रेजी बहुमत बनाती है, एक ऐसा भी खंड है जो केवल एक क्षेत्रीय भाषा में ही कन्टेन्ट का उपयोग करता है और यह खंड आपके सबसे महत्वपूर्ण लक्षित दर्शकों के रूप में हो सकता है। एक अंग्रेजी रचना 0.1% से 0.15% क्लिक थ्रू अनुपात (CTR) प्राप्त करती है, जबकि एक भाषाई रचना 0.4-0.5% CTR प्राप्त कर सकती है। इसलिए अगर एक भाषा की सामग्री और रचना में आपके उत्पाद या वेबसाइट पर अधिक ट्रैफ़िक आकर्षित करने की संभावना है, तो उस पर अधिक ध्यान क्यों न दें?
 

 ग्राहक अपनी मातृभाषा के कन्टेन्ट पर बेहतर प्रतिक्रिया करते हैं

जब आप अपने ब्रांड की एक क्षेत्रीय भाषा में मार्केटिंग करते हैं, तो यह दर्शकों के भावनात्मक भाग को आकर्षित करता है। इसलिए कन्टेन्ट का स्थानीयकरण (लोकलाईजेशन) सृजन प्रक्रिया का अभिन्न अंग होना चाहिए। उदाहरण के लिए, मैकडॉनल्ड्स उत्पाद विकास के शुरुआती चरण में अपनी अंतरराष्ट्रीय टीमों को शामिल करता है, यह सुनिश्चित करता है कि जहां उसके अभियान चल रहे हैं, वहां के प्रत्येक विशिष्ट संस्कृति के लिए अपनी सबसे अधिक प्रभावी मार्केटिंग रणनीतियों का अनुकूलन कर सकता है। इसकी स्थानीय अनुवाद और स्थानीयकरण (लोकलाईजेशन) टीम सुनिश्चित करती है कि कन्टेन्ट प्रत्येक देश में उपयुक्त तरीके से लिखे जाते हैं।
 

सोशल मीडिया और कन्टेन्ट मार्केटिंग को एकीकृत करना

सोशल मीडिया में भाग लेने का आपका अंतिम लक्ष्य अपनी वेबसाइट पर ट्रैफिक वापस ले जाने की संभावना है ताकि आप उन दर्शकों को लीड में परिवर्तित कर सकें। एक बार जब आपकी क्षेत्रीय कन्टेन्ट तैयार हो जाता है और चलने लगता है, तब उस रणनीति को अपने सोशल मीडिया और पेड विज्ञापन के साथ एकीकृत करना एक बढ़िया विचार होगा। यह उपभोक्ताओं को आकर्षित करने के लिए महत्वपूर्ण हो सकता है और कई ब्रांड अपने विदेशी मार्केटिंग प्रयासों में इसे सफलतापूर्वक अपना रहे हैं।

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!

 

What Type of Content My Target Audience Will Find Engaging?

Content is King; a statement that has held true since the age of advertising. Like all great things, content marketing has evolved and improved over time. Gone are the days when brands would simply pin-up posters of their products in any given location to try and entice consumers.

Ogilvy Rolls Royce Ad

Take the above ad for example; published in 1958 by David Ogilvy’s company, the ad created a sensation among Americans of that era, and greatly pushed the sales of Rolls-Royce. Reading it today, you may find it hard to skim past the long content, but Ogilvy utilised one of the most powerful elements in advertising that still holds high regard today: Audience Engagement.

He did so by using a powerful Headline that was able to connect well with the emotions that the Target Audience felt at that time (the posh society of post-war America). Flash forward 6 ½ decades, Ogilvy’s methods of engagement are still applicable but have been morphed to fit into the current scenario of an internet and technology savvy world.

Content marketing is an advertiser’s new best friend; 71 percent of consumers today feel bombarded with ads on social media. Instead, they want more than just a flashy product commercial; they want an experience, a little taste of what to expect. Content Marketing can achieve that by creating and distributing valuable, relevant and consistent content. The method also adds a layer of trust in Target Audience, Creating what brands crave the most: Loyalty towards their products. Since this is an extensive article we’ve split it into sections to make it easier for you to navigate and read through.

  1. Why must you implement a content marketing strategy
  2. Popular content forms in use today
  3. Platforms on which content marketing thrives
  4. The content marketing formula
  5. Brand/Product/Service specific content marketing

Why must you implement a content marketing strategy?

Leads/Sales for a long period over new channels:

The fact that content marketing gives you an open playing field to mix and match with various content forms over a multitude of platforms, there is a big chance for your brand to generate leads, improve sales conversion and ultimately get closer to your Target Audience on a more personal level.

Reach consumers who use ad blockers:

Everyone hates a pop-up ad; they’re annoying, disorient you from an online experience and are generally considered as spam. Content marketing provides a more genuine, trustworthy advertising approach, one that actively induces consumer interaction.

Get Organic traffic/SEO:

Without SEO, anything you publish online will be lost forever in the massive sea of stars that is the World Wide Web. Content marketing has proven to be an SEO friendly marketing method, and provides credibility with boosting organic traffic.

Ad Fatigue:

Imagine seeing the same ad over and over again as you scroll through your Facebook feed. It can get annoying to the point where consumers lose interest in what the ad is trying to communicate. With content marketing, marketers can keep the essence of the ad fresh while varying the way the ad is presented.

Popular content forms in use today

Infographics:

Pretty much self-explanatory in its naming, Infographics is a presentation of data in a visual way. The concept is widely popular among readers, and gives license to creative freedom in graphical presentation, adding loads of value to the written content. Being a more comfortable way to consume information from, Infographics are likely to be shared three times more on Social Media than general content posts.

inphographic

Memes:

Short and sweet, Memes are one of the easiest content forms you can make. But bear in mind that they are not used for information, rather for entertainment. If done right, memes have a high chance of going viral, as consumers love nothing more than to share something outright hilarious.

Meme

Videos:

If a picture is worth a thousand words, then videos are worth a million. No matter what you are promoting, there are always ways to present in on the screen. Videos have proven to be one of the most searched forms of information or entertainment, so to give your SEO a big boost, consider making one that is relevant to your brand, product or service.

Guides and E-Books:

Guides are a detailed form of content and specifically meant for sharing information. Guides work well for SEO purpose as Google’s crawlers are now paying more attention to long-form content that mixes and matches other content forms.

Guides & Ebooks

Book reviews:

There is a book for everything today, and your target audience is bound to pick up one. Avid readers will love to know how good a book is before they have a read, plus it gives off the impression that you are well versed in your subject matter, adding a layer of credibility to your brand. You can induce some consumer reaction by asking personal reviews.

Book Review

Product Reviews:

Like books, product reviews will boost your brand’s credibility, and if you engage professionally with services providers and manufacturers that are relevant to your industry, that credibility increases tenfold. Collaborate with influencers who can review your product and add a trust factor among consumers.

Product Reviews

“How-to” posts:

The age old 5Ws & 1H concept is still effective to date, and a “How to” post is something that is frequently searched. If you are SEO hungry, “How to” posts will help generate the same, as the format takes advantage long tail keyword searches, ultimately bumping up your site ranking.

How To Post

List:

Humans are hardwired to be obsessed with lists. If you make one relevant to your product or service, chances of it being read are very high. Lists are everywhere and can comprise of anything, and Google analytics have revealed that a numbered list (odd numbers count) are the most popular.

Lists

Case Studies:

Nothing spells professionalism better than a good old case study. Need to explain what your product or service is and its impact on consumers? Perform a case study with all those intricate details. Ultimately, you’ll get a healthy dose of credibility and if promoted well, a strong consumer following.

Case Study

Podcasts:

The radio may have lost its charm among general audience today, but audio files still hold high regard among commuters who like a good plug and play of useful information. If your Target Audience falls under such a category, podcasts could be a useful medium for some knowledge sharing.

Podcast

Remember, there is no hard and fast rule that you must try every form of content marketing. Instead, focus on adapting and implementing an idea into a select content type. When that idea morphs into a quality piece of content, your Target Audience will evolve from one-time consumers to a dedicated and loyal fan following.

Platforms on which content marketing thrives

No matter what type of content you choose to work with, you’ll need a base, a platform on which you’re content becomes viewable. In the online world, content representation into three types.

Platforms on which Social Media thrives

Paid Media:

Media that is bought and sold for; online advertisements like Google AdWords, Facebook ads, YouTube ads and sponsored content, have shown a very high percentage regarding reach towards the Target Audience, and is also reliant on ROI. Strong reach may increase the chance of a targeted user getting convinced to purchase, yet may not provide a longer, more sustainable impact that permanently etches your brand into the consumer’s memory.

Owned Media:

Owned media refers to platforms through which your content is promoted. Your Website, Facebook Page, YouTube profile, LinkedIn, Twitter and Instagram accounts are types of owned media. Think of owned media as your virtual office, space for you to actively promote everything your brand represents and connect to your Target Audience in the online world. Since owned media is just a platform, you are free to use it in any way you like for your content marketing needs. How effectively you use it, with your chosen content strategy, will determine the overall reach and interaction with potential consumers.

Earned Media:

Even if your brand is marketed well online, consumers need to be certain and feel a sense of trust with your product. You can achieve that trust factor through earned media; sharing of social media content, Twitter mentions, blog mentions, product reviews and influencer marketing. Of course, to gain such high level of trust among consumers, it takes time, but also pays off handsomely, in the long run, immensely boosting your brand loyalty.

The content marketing formula

Content marketing isn’t something you could just cook up out of an empty pot. The process requires careful planning and meticulous detailing with a whole host of ingredients blending to make fantastic pieces of share-worthy content on various platforms.

The Basic Formula:

Content Marketing = Ideation + Creation + Publishing + Promotion

Content Marketing Formula

Ideation:

Everything begins with an idea. It is from this seed that your entire content marketing plan branches out. To come up with a path-breaking idea you need to do research and lots of it. You achieve great content marketing when you bridge the gap.

“What they’re looking for”- Analyse your Target Audience:

This is the first and most critical step towards creating your content plan. When you can understand who our audience is and what their expectations are, you will be able to create more relevant content. Analyse these aspects:

  • Audience demographic (age, sex)
  • Audience geographic (location)
  • Audience behaviour (reactions towards competition brand’s content)

When you narrow down the points mentioned above, your next step is to hunt for relevant topics that are trending, valuable and share worthy and in some way link to your brand, product or service.

Analyse the Target Audience

“What we want to say”- Create a content strategy:

Question yourself as to why you are about to create a piece of content. What is your end goal with the content you are about to create? To make this easier and more understandable, create a content strategy. Your strategy must be able to answer one or all of these goals:

  • Boost brand awareness
  • Increase brand reach
  • Page promotions
  • Boost website visits
  • Focus on consumer interaction

Remember, strategies could change even after your content is created and published. Be open to a trial and error method before you push for massive promotions.

Creation:

With your strategy set and your ideas in full flow. It’s time for the actual creation of your content. Again, depending on your Target Audience, your type of content will have to vary in, but make sure you stick to a content formula that is valuable, relevant and has great visual appeal. Based on current market trends and audience expectation, keep your content fresh by mixing and matching its various forms like GIFs, Blog posts, Infographics, Videos, etc.  Ultimately, your content creation must sync well with your strategy and be able to:

  • Solve a problem
  • Trigger a purchase decision
  • Add value to SEO
  • Entertain

Creative Social Media post

Publishing:

Much like creating content for that relates to your Target Audience, publishing your content must also have a timed approach. Google Search algorithms and Facebook’s targeted post boosting have made it easier for marketers to preselect a publishing time and date, resulting in better and more accurate reach to the consumers. It is important to optimise content that is share-worthy on mobile devices as well, with a majority of consumers now spending more time on smartphones.

Publishing funnel

Promotion:

With over 27 million pieces of content being shared every day, your content is just a small grain of sand in a huge desert. To make that little grain noticeable among the rest, you need to make the most out of the promotional options available. So how do you amplify your content?

promotion strategy

Remember, none of these techniques will work wonders unless you connect them with the golden catalyst of content marketing- Search Engine Optimisation. SEO is a broad topic, so we’ve saved it for another detailed post.

Brand/Product/Service specific content marketing

Since content marketing is an ever-evolving subject matter based on shifting trends and change in consumer behaviour, there is no surefire successful approach to choosing an approach to your strategy. But, some content strategies work well over others depending on your brand, product or service. Let’s look at a few successful strategies.

Content Marketing for B2B:

When it comes to B2B content marketing, ultra-professionalism is important. Your task as a marketer will be to convince other business of working with you or using your services. Make sure your content is concise, to-the-point and expresses heavily on your services and the benefits it could offer to another business.

Best Platforms:

Facebook, Twitter, LinkedIn, WordPress Blog/Website, YouTube, Google AdWords

Content Type:

Emailers, Helpful blog posts (Tips/How-to), Product Reviews, Product/Service specific social media posts

Content type for B2B

Content marketing for FMCG:

For FMCG brands, the content strategy must heavily revolve around consumer interaction. This means marketers are free to explore all sorts of content and modify them in a way that involves consumers intrigued and curious to know more about the brand’s products.

Best Platforms:

Facebook, YouTube, Instagram, Guest blogging

Content Type:

GIFs, Memes, Influencer promotions, Product specific social media posts, Guide based blog posts

content type for FMCG

Content marketing for real estate:

With a recent influx of the real estate market in India, developers are making a move into the online space to boost their project promotions further. As always, the competition is fierce, so the best reach towards consumers decides the big winner. Considering how huge the real estate industry is, having an online presence for developer and broker, while also complementing each other’s presence, is vital for the success of a real estate brand in the online space.

Best Platforms:

Facebook, Google AdWords, WordPress Blog, Twitter

Content Type:

Emailers, Helpful blog posts (Tips/How-to), Influencer promotions, Product specific social media posts, Landing pages

content type for Real Estate

Content marketing for lifestyle brands:

Lifestyle brands, especially those in the fashion industry, have a mainstay in the digital marketing space. To get better online presence, lifestyle brands must be appealing both to targeted consumers and businesses.

Best Platforms:

Facebook, Instagram, Google AdWords, WordPress Blog/Landing Page, Twitter, YouTube

Content Type:

Emailers, Helpful blog posts (Tips/How-to/Lists/Guides), Influencer promotions, Product specific social media posts, Video Promotions

content type for lifestyle brands

We end by quoting a famous line by David Ogilvy, “Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine”. Content marketing is the most trusted and honest form of marketing and one that is sure to go a long way in establishing a healthy relationship with your Target Audience.

Are there any innovative content strategies you’ve cooked up? Feel free to share the in the comments below.

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

Content Marketing in 2017 – Digital Chai Pe Charcha, Bengaluru

The second edition of the Digital Chai Pe Charcha in Bengaluru was held on 9th Dec, 2016. We had an audience of 25 including entrepreneurs, professionals, digital marketers and social media influencers taking active part in the discussion. The topic of discussion was achieving content marketing success in 2017 and beyond.

img_20161209_162716354

We had done a similar discussion on content marketing in Chennai in early 2016.

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

 

Making Content Marketing work for your Brand – Digital Summit

Below is the gist of the panel discussion on Making Content Marketing work for your Brand at the Digital Leadership Summit In Chennai In August 2016. We had two panellists moderated by Mr Prem Kumar Sivakumaran from The Smart CEO Magazine: Ms D Vijayalakhmi – Murugappa Group and Mr Rajasekar KS – matrimony.com.

Content-Marketing-Panel-Social-Beat-Digital-Leadership-Summit-2016-Chennai

Summary of the Pannel Discussion

  • Content marketing needs to be more about content and less about marketing
  • Target the right platform that connects with all your key audience
  • Make it lesser about the brand and more about the reader
  • Connect with your audience with emotional stories
  • Video is an effective marketing tool that will continue to grow

What is content marketing?

Content marketing is the current buzz word, and the session started with a discussion on what each of them feels about content marketing. We also have had a Digital Chai Pe Charcha On Content Marketing Success in 2016 andyou Can Read It Here.

Viji from Murugappa Group highlighted that content should be something that is interesting to all readers. Content that makes the reader feel good, look good and do good is a successful content marketing campaign. It should be lesser about the brand and more about the audience. For more detailed steps on creating high quality content check out our blog on 10 Ways To Create 10x Content.

Rajasekar expressed that content marketing is more about content and less about marketing. While most brands believe that it is about amplification, Raj said that it’s more about understanding the customer and their problems. He also said that when a company starts talking about customers problem, its business starts and when it starts talking about its business, its problems start. Content should engage the customers; then it can be a successful one.

Content marketing strategy

At Murugappa Group, it is predominantly about the brand itself. Viji spoke about how at Murugappa, they also think of fun and meaningful stories and try and connect with the target audience, even when it is about the B2B brands.

Raj spoke about their initiatives at happymarriages.com, a content marketing initiative set up by BharathMatrimony. He talked about how it was initially tough to create content around it because people were unwilling to talk about their expectations from marriage. So his team set about trying to understand what issues couple would face. After three months of research, they arrived at 500 themes and worked with authors, senior writers and an internal team to write engaging content that the audience could relate to.

While talking about strategies, one of the members of the audience asked an interesting question about with so much content out there, how do to stand out? The panellists agreed that crowdsourcing high-quality content is the answer. They also spoke about examples of organisations such as Amercian Express Bank, GE initiative that has done a great job in standing out. Prem also highlighted using a platform such as curata.com, a platform that curates content, which also enables marketers to scale content marketing to grow leads and revenue.

How do you measure success?

The panelists both agreed that although you can look at shares and likes, the success can be measured only when you get customer feedback. If a content piece has solved the customer’s pain points, then you have succeeded. They also urged any company using content marketing to use this as a metric.

Video is an effective marketing tool

The panellists spoke about how video is the most captivating of all channels, and each of them highlighted how they leveraged video in their organisations. Raj explained how his team went to five cities and interviewed 36 couples. They chatted with customers about relationships and aired these on national TV.

Viji talked about the Murugappa Madras Song. She highlighted how the company found a connect and used that to create a video that went viral. The video was so powerful that even a  city-based league team requested the conglomerate to make an anthem for them as well.

The panellists also urged marketers to resist making a viral video for the sake of making one and asked marketers to keep their ears tuned to the customer.

There are a lot of ways in which you can create good quality videos with a low budget. Read our blog to know more.

Emotion is essential

Whatever be the industry, there is always a way create stories. The key is to understand the audience. Viji mentioned the farmer video that the Murugappa Group made. They asked a simple question, “What is the most important job in the word?” This emotional video stuck a cord with the public and was shared far and wide not only on social media but also on WhatsApp.

Integrating PR and content marketing

The panellists advised startups to leverage PR and stated examples of the ALS Ice Bucket Challenge and how they used their social media campaign to not only gain visibility but also get a lot of PR coverage as well.

Raj also spoke about Richard Branson, CEO of Virgin Airlines jumping off a ten storeyed building and how the media wrote about it. He also asked marketers only to do these crazy stunts if it suits their personality and the brand. PR is the biggest pipe to the audience, and it can get customers. So whatever campaign a marketer does, it is important to leverage PR.

Content marketing is a must-do for all brands, and more brands are willing to spend money on it. Raj also spoke about how any marketing initiative is ultimately boiling down to content and about how marketing cannot exist without content. Content is the only pipe you can sell any product.

Prem also added that the first ever content market initiative was done in the early 1900s by John Deere, the tractor company when they created a magazine ‘Furrow.’ So the concept is not new only the term Content Marketing is.

 

 

 

Vikas at MDI, Gurgaon on Role of Content & Influencer Marketing

It was an interesting evening spent at MDI Gurgaon with students of Consumer Behaviour. We were talking about the role of Communities, Content & Influencer Marketing on Consumer Behaviour. See the below slide share for details on the discussion we had.

The students had a lot of questions, especially around influencer marketing and its ethics. Many of these can be found in the FAQs of Influencer Marketing here.

MDI-Gurgaon-Influencer-Content-Marketing-Lecture-Vikas-Chawla