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 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.

An ultimate guide to using Instagram Stories

From merely a selfie-sharing app, Instagram has come a long way and now has over 300 million monthly active users sharing 70 million photos per day that garner over 2.5 billion likes daily. Instagram recently launched a new feature named stories, which has a striking resemblance to Snapchat’s feature of the same name. They are essentially photos and videos that last just a day and just like Snapchat; they can be enhanced with drawings or special filters.

Stories are not part of the main feeds and are in a separate space where you can post as frequently as you want without worrying about spamming your friend’s feeds. Wondering how to use this and how you can leverage this feature in your marketing strategy? Worry not! We have the answers.

How to use it

  1. Tap the plus sign in the upper left corner of your screen to get started.

inst stories

  1. Take a picture by clicking on the round icon. If you are looking to make videos, press the round button continuously for 10 seconds.

If you don’t want to take pictures and want to upload from your existing gallery, just swipe down to choose your photos or videos.

step 2

  1. Once you are done with taking pictures, you can use one of the three pen options to doodle on your images.

Additionally, stories also let’s add filters. All you need to do is swipe right.

step 3

  1. Now that your masterpiece is done, just tap the checkmark icon to share.

Your story will now appear on top of your friend’s feeds. It is also visible on your profile page.  You can also save this story for later use. All you need to do is open your story and click on the three dots on the bottom right, then selecting “Save Photo.”

  1. Get to know the analytics

You can see who saw your pictures and videos by swiping up when seeing the photo or video. If you do not want someone seeing it, all you need to do is hit the “X” next to their name to block them from seeing anything you add to your Story.

You can also change your privacy settings to make sure certain people on your feeds don’t get to see your stories. Go to the setting icon in your profile and choose to hide your story from certain users or restrict who can respond to it.

How can brands leverage Instagram stories?

After Facebook took over Instagram, Instagram opened up to advertising on their platform, and more brands have started using Instagram for business. Instagram also has an inbuilt analytics tool, which helps you track the most viewed and liked posts, post engagement rate, website clicks and impressions.

If your brand already has a fairly decent base, Instagram Stories is something you must quickly jump to create a buzz. Wondering how to leverage stories? Here are a few ideas.

  • Behind the scenes

One of the best and easiest ways to use this cool, new feature is during an event. Give your audience a sneak peak of what is going on behind the scenes. Be it a photo shoot or just a short video to show how things are working at your office, it is an excellent way to connect with your audience.    Here is an example of a brand that leveraged this feature,  Mercedes-Benz (@mercedesbenz) shared a compilation of videos and photos of a photo shoot highlighting its Mercedes-AMG model.

  • Endorsing a sale

For any retail brand or e-commerce brand, Instagram stories are an excellent way to announce a sale. With a combination of images and videos, you can send out promotional messages about your upcoming sale. In fact, J-Crew, an American multi-brand retailer did just that. Before their one-day sale of “Jane in Pink”” sunglasses, they took to Instagram Stories to highlight their sale.

endorsing a sale

Source:  Simply measured

  • Teaser videos

If you are having an event in your office or if you are just looking to make a big announcement about your brand, take to Stories to tease your audience about it. If you are making your big announcement through Facebook Live videos, you can use stories to notify people about a Facebook Live broadcast to get more viewers for your live video. This is a great way to promote both your platforms at once.

  • Showcase your product

If you are looking to promote your product, Instagram stories are a great way to do that. You can not only show how your product works but also show them unique ways to use your product well.  This will not only increase visibility but also gives them reasons to buy the product and driving conversions. Be it makeup tutorials with a specific product or styling ideas with a scarf, there is no better way to educate your audience about your product than these stories. Even Starbucks highlighted its chilled cold brew and iced Americano with cream using Stories.

starbucks

Source: Instagram

  • Celebrating milestones

Has your company just turned one or five or did you just win a big award? Well, congratulations! It is important to announce these to your target audience, and this is where Instagram stories come in. Using series of interview video and images, you can create engaging content to highlight your milestone.

South West Airline is a classic example of this. When they retired their 737-500 planes, they took to stories to make this announcement.

showcasing milestones

Source: Social Media Examiner

Showcasing these milestones is an excellent way to humanise your brand and keep your audience and potential customers interested in what you do and how you do it.

Are you going to be using Instagram stories? Share your thought in the comment section below.

This article was originally published in Techstory

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.

 

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.”

 

 

7 tips on how social media can be leveraged by fashion brands

For a fashion brand to be successful, the people behind it must understand, they are not just selling a product, they are selling an entire lifestyle! This has become increasingly easier to convey to the customers, since social media made their entrance. The use of social media in the fashion retail industry is on the rise, because of visual channels like Instagram, Snapchat, Pinterest and YouTube, simply because image is what these brands are selling.
Creating a solid, quality social media following should be a big part of any brand’s social media strategy and these channels are providing the perfect platforms for engaging with users, in order to raise brand awareness, drive website traffic and generate sales. With this in mind, we present seven ways to leverage social media for your fashion business.

Show the personality of your brand!

A platform like Instagram is perfect for a lot of things; including sharing ‘behind the scenes’ pictures for your brand, like major fashion house Chanel or Dolce & Gabbana does. This will make your followers identify with your brand on a more personal level, and that makes them more likely to choose your brand next time. It also portraits a certain lifestyle, to which the consumer wants to belong, and again is more likely to choose your product.

chanel

To know more about how to use Instagram for your business.

Use the content from your followers

When it comes to fashion on social media, one of the great things is that your followers will often create a lot of content for you, and it is right there for the taking! User-generated content works like word of mouth endorsement, with the users advertising your brand by sharing photos of themselves wearing your products. These posts, ofcourse reach the followers and provides free advertisement for your brand, but even more important, you can also share these pictures from your own platform, which not only makes the user feel valued, but further more provides any potential customer with an even more relatable post. Companies like Calvin Klein and Nike has some dedicated followers, who always posts their brand.
If you have yet to build up a strong group of followers, that automatically posts pictures of your products and tags you in it, you can consider running a campaign, that urges people to compete in posting their favorite outfit (including your brand, of course!), giving them a chance to win a price from you.

nike

Influencer marketing

In today’s world where people believe people more than brands, Influencer marketing has become the most effective way of advertising. Over the time, many brands from different sectors and industries have shifted their marketing strategy to influencer marketing. Tie-ups with popular influencers help brands reach the right target audience.

craftsvilla

Craftsvilla a well- known e-commerce fashion brand achieved great results through influencer marketing. The brand did a campaign with famous fashion influencers across different social media platforms. Neha, one of the fashion influencers shared her experience with crafts villa on her blog and other platforms titled ’Embrace the ethnic wear this season with craftsvilla.’ This post on Instagram received great amount of engagement from her followers.

crafts-villa

 

If you have not explored influencer marketing its time you leveraged this option. So, go ahead and try it out today!

Pin it

According to recent statistics, India has around 8.19 million Pinterest users. It is one of the fastest growing social platforms and allows users to save pins and create boards with anything from DIY projects to wedding ideas and fashion tips. Many fashion brands have used this platform successfully. It is a good idea for brands to explore Pinterest more.
Pinning just your products every time might make it monotonous for your users, hence, sharing some ideas or content related to the industry will be a great idea to increase engagement.
Gehna, one of India’s leading jewelry brands has over 5,000 followers on Pinterest. The brand has created boards belonging to different categories based on occasions and festivals. This is an interesting way to showcase your products. It makes it easy for followers to pin jewelry that they like directly from the category they are looking for.

pinterest

For more tips on how you can use Pinterest, find out here.

Videos

Videos are always more engaging than just images. Video options are available in every social media channel today, be it Facebook, Snapchat, Instagram, YouTube, etc. Top Fashion brands are using videos as a promotion tool. You can showcase your products, take your audience behind the scenes, live stream a fashion show, etc., which in turn will drive more engagement to your page.
Free people, a fashion brand from the US has leveraged the videos feature on snapchat to connect with their target audience. Since the brand caters to the current generation, they decided to reach them through a medium that is most used by them, which is Snapchat. The employees, take their fans behind the scenes by giving them tours of the showroom, models during photo shoots, etc. The brand also connected with their fans on a personal level through a campaign called “Question Wednesdays”where snappers can personally snap their questions to the brand’s snapshot account. They even ask snappers personal and friendly questions. The overall involvement and engagement through Snapchat that Free People provides users ultimately creates a valued and elite relationship for the user.

snapchat

Snapchat is one platform that needs to be explored for your business. Check out how you can use snapchat for your business here.

Wider reach

Reach a wider set of audience by targeting the right audience through your Facebook or Instagram ads. Instagram has proven to be the most appropriate and a successful platform for any fashion brand to leverage. Create and place ads with visually appealing creatives on Instagram with a Shop now or Buy no call to action button.
Fossil, created a look by putting together products that would appeal to their target segment and at the same time communicate their brand’s personality. They did this through an Instagram ad in which they used a very attractive image with a call to action button and also added a quirky caption.

fossil

 

Enhance customer experience

Customer service is always key to any business. It is essential to make sure your customers are happy with your products and services. With social media you can do this by responding to their comments, queries, messages or tweets as quickly as possible. Also, ensure you come across as fun and exciting. People on social media do not want to interact with anything that is monotonous or dull.
Another way of making customer experience a delight would be by easing the process of shopping. With the introduction of social shopping, brands can use this feature to reduce the purchase process. Facebook shop is one of the best ways to do so. So, go ahead and leverage this feature for your brand today!

So, what are you waiting for? Go ahead and explore all these tips and tools today! Find the right one that will suit your business and make the best use of it.

– Other contributor to this blog is Stine

Facebook Marketing Trends: What to expect in 2017

Facebook Marketing has become an integral part of any digital marketing strategy and it has revolutionized the way we look at the online marketing industry. Over the last 12 years, Facebook has seen a 360-degree shift, transforming from a simple social networking site to the face of a multi-billion dollar company allowing brands to find new customers, increase their sales, create brand awareness and much more. When we ran an industry survey amongst CMOs and Brand Heads across India we found that close to 90% Brands in India are already leveraging Facebook. Advertisers are spending more money than ever before on Facebook as it has emerged as one of the biggest platforms to engage with their target audience. Keeping this in mind, new features are being regularly added to Facebook and marketers have to constantly make alterations to their strategies to ensure their content is still reaching its target audience. Below are a few points that have been gathered keeping in mind the recent changes which may give us clues as to what 2017 will hold for both consumers and businesses.

Less Is More – Page Posts & Organic Reach

Following the decrease in the organic reach of Facebook page posts last year, Locowise conducted a small study to analyze how page posting frequency impacts reach, engagement and negative feedback.

Locowise study about facebook page frequency

The study reveals that pages that posted once a week or less on their official page reached an average of 15% of the audience who liked their page per post. Interestingly, pages that posted two to four times a week reached only 10% of the page audience and pages that posted once a day reached a lower average of 8.42% per post. This means that organic reach drops with an increase in the number of posts, and over posting content is a common mistake marketers tend to make on FB. This also means that the quality of content and FB posts needs to be extremely high and we are likely to see many brands evolving into fewer but highly engaging posts.

Another study by social@ogilvy reveals that for large pages with more than 5,00,000 Likes, the organic reach has seen a remarkable decline when compared to other smaller pages. It is believed that marketing managers can expect the organic reach to further approach zero in the future. The detailed analysis and data interpretations along with the recommendations are available to read here in the full white paper.

socialogilvystudyorganicreach

 

The number of users on Facebook has doubled from 845 million to 1654 million over the last five years. There are more brands than ever who are joining the bandwagon of Facebook marketing and these brands are posting multiple posts every day. All of this creates more noise and unimaginable amounts of content that will simply be filtered out and never reach the news feed of a specific user. With so much information to be filtered, Facebook uses complex algorithms to pick and show content to users they are most relevant to them and those that they are most likely to engage with.So it can be assumed that increased brand post frequency is aiding in the drop of organic reach.

However, the only exception to this organic reach debate was seen in the news & media industry.  The organic reach of news publishers seems to remain steady, even with a higher posting frequency. Here’s the result of analysis of 3,318 profiles, by Sotrender.

sotrenderstudy1

sotrenderstudy2

Videos – Future of Marketing For Brands

Videos are the next step in the social media evolution and will most likely dominate the online advertising and marketing industry. As per the stats by Facebook, users watch an average of 100 million hours of video every day and most of these are on their mobile devices. Daily views have increased from 1 billion to 8 billion in the last one year. These stats are proof that users have started consuming more of video content and it is essential that brands leverage this in their favor to engage with the potential customers. Video content is the best medium for storytelling and is a great opportunity for brands to connect with their audience.

Live videos were one of the major updates announced earlier this year by Facebook. This gave live videos prime placement in the Facebook app and also adds new ways to find, create, share, and react to them. This move efficiently makes live videos one of the central features of Facebook. Live videos offer a new way to interact on a platform that can feel so familiar that it risks feeling stale. Broadcasting live to your social circle gives you a certain thrill or even just watching a friend’s live broadcast, can bring in a fresh feeling of excitement and make you want to interact on the same old platform in a new way. On an average, Facebook says people are commenting 10 times more on live videos than they do on regular videos. This clearly means that brands must explore Live videos over recorded videos as this would help drive higher engagement levels with the audience. Facebook also rolled out an update where advertisers could add a video element for FB Carousel Ads.  The shift towards video as a tool for marketing is evident and is definitely here to stay.

We also have an interesting blog on how to create low cost videos to tell your brand story – in case you are creating videos for the first time.

Mobile Is King

The fact that a business needs to have a mobile-friendly website is much talked about and is not a new concept. Last year, Google announced that, for the first time mobile searches surpassed desktop searches.  This eventually led to a new situation where Google’s algorithm started to penalize sites that were not optimized for mobile devices.  For the last few years, marketing experts have been stressing on the fact that there is an obvious need for businesses to optimize the sites for the ever-increasing number of mobile users. Facebook Inc announced that it has over 142 million users in India, of which about 133 million access the social network via their mobile devices. This means that a staggering 90% of users are using facebook on their phones in India. It is essential that marketers who are trying to engage with and attract potential customers in order to redirect them to their website, ensure that their website is mobile optimized and are able to leverage every micro moment of Indian consumers.  In today’s Smartphone era, mobile-optimization is the norm and an essential item that can no longer be placed on the back burner to address later.

Ads are Inevitable

A few years ago, advertising on social media platforms was a very niche concept with not too many players in the market. In this new age of online marketing, many brands have become aware of the importance of ads across various social media channels, especially Facebook.  Today, with the various targeting and advertising options on Facebook, we can reach out to millions of potential customers in any part of the world. Facebook advertising is a strong tool that can be used by brands to meet their marketing objectives.

facebookads

Facebook ads allow you to choose from a wide range of possible adverts including but not restricted to Page Post Engagement, Clicks to a website, Conversions on Website, App Installs, Video Views, Lead Ads etc. Over the last few years, Facebook has evolved into a paid marketing platform more than an organic one so it is essential for marketers to leverage the power of the various adverts available. You can read our detailed guide on measuring ROI from social media.

Shop On Facebook

In an attempt to make it easier for brands to reach out to potential customers and drive sales on mobile devices Facebook has started rolling out the Shop section in phases. This section allows a brand to list out their products and let consumers browse through the catalog and purchase products that they like from within Facebook. The social network does not charge you to add a shop section to your Page nor does it take any percentage of the money you make through it. In the upcoming year, more businesses will start selling stuff directly from Facebook as this new section is set to change the way we look at e-commerce and social selling. Ofcourse it also has had Product Ads for E-commerce companies for a long time now – these can be also be leveraged parallely.

shoponfb1 shoponfb2

 

We have left out Instagram Marketing from this conversation, as it warrants its own blog. We are also seeing some interesting developments around Instagram analytics and Instagram targeting going forward.

Do let us know what other features you expect FB to evolve in the coming months.

Digital Chai Pe Charcha – How To Use Instagram For Business

The fourth edition of the Digital Chai Pe Charcha was held at Karya Space on Saturday, May 28th 2016. The turnout for this event was fantastic with over 60 entrepreneurs, working professionals and social media influencers participating in the session. The topic for this session was all about Instagram and how it could be used to leverage business.

Instagram is a very powerful platform which when used correctly can help brands and business reach out to a niche and specific audience. The customers that brands acquire through Instagram can display strong loyalty towards the product or service.

Here’s the presentation that was discussed during the session

It was a very interactive session with the participants sharing their personal experiences with Instagram and asking plenty of questions. Here are few tweets shared by participants about the event.

EventTweet1

EventTweet2

Here’s a quick recap for those who attended the session and for those who could not make it yet would like to leverage Instagram for their business

  1. Instagram is a young and an emerging platform and great for Indian brands to get in early
  2. Instagram pictures showcase not just a good looking product or a service but a lifestyle
  3. High quality and organic pictures work very well on this platform and products need to be showcased with a story
  4. Text showcased on images in a creative and aesthetic way can work very well to promote content like blogs and articles
  5. Instagram does not allow clickable links on the content accompanying the image. Therefor the bio and the website link becomes extremely important to direct the potential customers to the website
  6. Instagram Ads are a great way to reach the relevant target audience. To run ads on Instagram, one needs to use the Facebook ad manager and link the brands Instagram page to the corresponding Facebook page. More details are mentioned in the presentation shared above.
  7. Instagram ads work especially well for mobile apps and websites that are mobile optimized
  8. It is important to keep track of your followers and unfollowers through apps like Crowdfire, social rank etc
  9. Hashtags are very important to help the right audience and can be broadly divided into three categories – Popular, Industry related and Brand specific
  10. There are many influencers on Instagram who specialize in a certain industry, eg. Food, beauty, Fashion, Parenting etc. To help reach the right demographic brands need to leverage and tie with these influencers.
  11. Using analytical tools available online, it is imperative to understand the progress of the page and even analyze the best performing hashtags
  12. Maintaining a steady flow of interesting posts and content is crucial since a long break may result in losing the traction generated over time

While these pointers can help you, like any other platform, Instagram is constantly changing and brands will have to adapt and implement these changes. In fact over the past couple of days, Instagram has rolled out a massive algorithm change due to which you will see posts based on your interests rather than chronological order. The reach due to hashtags will decrease and your followers will be more important than ever.

What has you experience with Instagram been so far? Do share your feedback in the comments!

 

Digital Marketing by Real Estate Developers in Bangalore

The real estate industry in India and Bangalore in particular is growing rapidly with real estate companies establishing new developments in and around the city. Real estate developers are also using digital marketing to update their clients and potential clients on the new projects and any exciting news that they may have.

From opting for a responsive website to having engaging social media content across channels, real estate developers are including digital marketing as part of their marketing and sales strategy. Keeping this in mind, we have put together a detailed report on the digital marketing strategies of some of the top real estate developers in Bangalore.

Mantri Developers

With developments ranging from residential to retail, from commercial to hospitality sectors, Mantri Developers are one of the few real estate businesses that have provided high-quality properties that match the current trends and future needs.

Website:

Mantri Developers have a descriptive website that covers details of all their projects elaborately.

Key features:

  1. Live chat
  2. Email Sign-up and Newsletter Subscription
  3. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
46.2K0:02:573.849.58%

 

UX Audit: From a user’s perspective, this website has a lot of useful information.  However, a more organized and spacious layout would connect better with the users and improve their experience.

SEO:

Moz Rank: They have a Moz Rank 40 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 47/100.
  2. For Desktop Site their speed is 59/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 3k followers. They do 4 to 5 tweets per week and have many promoted tweets too. The tweets are good from the users’ perspective. However, the engagement is low.

mantriblr- Twitter

Facebook: They also have an active page with only organic posts and around 20k followers. Although they have tried interactive posts like the one shown below,  the engagement is quite low. However, they can try to boost their posts to make it reach masses.

Mantri-fb

LinkedIn: They have a LinkedIn business page with around 4k followers. No recent updates are there in the page, but the older posts have good engagement. They respond to the comments on posts, which gives really good impression to the audiences.

YouTube: They have an active YouTube account with 164 subscribers. They post one or two videos every month which has good engagement.

Their Google+ and Instagram Pages are not active.

Content Marketing:

They have a WordPress blog, but the last post was in August 2013. Blogs can give them a lot of traffic, so they should start posting at least one blog per month.

 

Real-Estate-Infographic-V2-Mantri-Developers

Prestige Developers

Prestige Developers is a real estate company that has triumphantly built a lot of residential, commercial, retail, leisure & hospitality based properties.

Website:

Prestige Developers have a common website, which covers detail of all their projects across all the cities they are serving currently. Their website is mobile responsive.

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
147.7K0:02:562.8954%

 

UX Audit: The elite 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, but that apart, the site has very nice organization of the project information – presented state-wise and sorted by price.

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 88/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 2.5k followers. They do 10 to 12 tweets per week and have no promoted tweets. The tweets are mostly about their projects or on reasons to buy property. And the engagement on tweets is decent.

Prestige Group-Twitter

Facebook: This is also an active page with around 4 lac followers. All posts are organic and the engagement is low. They have almost same posts on Facebook as the ones they have posted on Twitter.

       Prestige Group-fb    

LinkedIn: They have a LinkedIn business page with around 3.5k followers. The page is active and engagement is also decent but they are posting same content on all the channels. They should differentiate the content as the audiences are different in different channels of Social Media.

YouTube: They have a YouTube account with 867 subscribers but it is not active. The last post was posted a year ago.

Their Google+ is not an active account, and they don’t have Instagram Page.

Content Marketing:

They don’t have any blog linked to their website. Blogs are a very good source of traffic and link building, so they should start a blog and link it to their website.

 Real-Estate-Infographic-V2-Prestige-Group

Tata Housing

Tata Housing is one of India’s leading real estate developers. It is a closely held public limited company and is a subsidiary of TATA Sons.

Website:

They have a website that covers details of all their current projects. Website has many tools like EMI calculator, Property finder, etc. and has a payment option as well.

Key Features:

  1.   Enquiry form
  2.   Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
144K0:01:472.7265.56%

 

UX Audit: The website comes with a clean layout and a very neat color scheme. One of the hugely useful utility – Search, is well planned here. User experience could be enhanced by placing the search in the primary top portion of the layout – so that it is easily discoverable. Every internal page corresponding to a project, has a different color scheme suited to the image. Even though the common practice is to maintain color consistency across pages, from the UX perspective this is indeed appealing.

SEO:

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

Website Speed:

  1. For Mobile Site their speed is 80/100.
  2. For Desktop Site their speed is 82/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 14.5k followers. They do 3 to 4 tweets per week and don’t have promoted tweets. They have a diverse set of tweets ranging from customer testimonials to the initiatives they have taken in general. The engagement on tweets is good.

Tata Housing-Twitter

Facebook: This is also an active page with around 2 lac followers. All posts are organic and the engagement is good. They have interesting posts like the one shown below:

Tata Housing-fb

LinkedIn: They have a LinkedIn business page with around 12.5k followers. The page is active, and the engagement is also good. Content is exactly same as what they have posted on Twitter.

YouTube: They have an active YouTube account with 1187 subscribers. They post 1 video every month mostly about their new projects.

Their Google+ is active with around 600 followers, and their Instagram account is not active.

Content Marketing:

They have a blog which is linked to their website. The blog is not active as last post was on 6th Jan 2016.

 Real-Estate-Infographic-V2-Tata-Housing

Sobha Developers

Founded in 1976, Sobha Group is one of the largest real estate organisations in India and the Middle East. Today, they have presence in 24 cities and 13 states across India and throughout the Middle East.

Website:

They have a website that covers detail of their current project in all the cities they are serving in India, and they have an option to go directly to Dubai site.

Key features:

  1. Email Newsletter Subscription present
  2. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
226.8K0:03:103.359.85%

 

UX Audit: The submenus on the main menu are very interesting, with an image and well placed submenu items. Even for mobile, the menu is optimized well. The banner is the most informing entity of their website. It covers all the deals, promotions, new launches, etc. Usually extensive sliding banners don’t work, from user perspective. However, since the information below the banner is very minimal, the user has a better opportunity to focus on the extensive banner.

SEO:

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

Website Speed:

  1. For Mobile Site their speed is 67/100.
  2. For Desktop Site their speed is 75/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 2k followers. They do 5 to 6 tweets per day, which is a lot as compared to their competitors. They have a diverse set of tweets ranging from their new projects to the general industry based news. Despite these, engagement is low on tweets.

Sobha Ltd.-Twitter

Facebook: They have an active page with around 5.5 lac followers. All posts are organic, and the engagement is good. They have interesting posts like customer testimonial which is shown below:

    Sobha Ltd-fb.       

LinkedIn: They have a LinkedIn business page with around 15k followers. The page is active and engagement is also good. Content is almost same as what they have posted on Facebook.

YouTube: They have a YouTube account with 466 subscribers but it is not very active. The last post was 8 months back.

Their Google+ is active with around 515 followers, and their Instagram account is not active.

Content Marketing:

They have a blog which is not active. They do not have any mention to their blog on their website.

Real-Estate-Infographic-V2-sobha

Century Real Estate

Century Real Estate prides itself on being an integrated, full-service landholdings development company that offers the best real estate & property developers in Bengaluru.

Website:

They have a descriptive website, which covers detail of their current project in all the cities they are serving in India.  

Key features:

  1. Live chat
  2. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
20.5K0:04:48346.54%

 

UX Audit: The elevation overview image used in the banner is very attractive. It gives a very detailed idea of the luxury and environment of the residential project. The location sorter-tab is a good utility to filter residential projects in specific areas. The slide-in enquiry form looks neat and works comfortably.

The section ‘Bangalore – the place to be’, is well aligned with the idea of living in a place overlooking green luxury – the strength of their residential project.

SEO:

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

Website Speed:

  1. For Mobile Site their speed is 69/100.
  2. For Desktop Site their speed is 70/100.  

Social Media Presence:

Twitter: They have an active Twitter account, but the followers are very less; it is around 50 only. They do 5 to 6 tweets per week, but the engagement is very low. Some of the tweets are interesting which give emphasis on Call-To-Action as the one mentioned below:

Century Real Estate -Twitter

Facebook: They have an active page with around 47k followers. Some posts are organic, and some are boosted, and the engagement is good overall. They have interactive posts like the one shown below:

       Century Real-fb    

LinkedIn: They have a LinkedIn business page with around 1.2k followers. They don’t have any post on their  page till now.

YouTube: They have a YouTube account with only 13 subscribers and it is not very active. They post once in around 3 months.

Their Google+ is not active, and they don’t have Instagram account.

Content Marketing:

They have an active blog which is linked to their website. And they have newsletter sign-up option for their blog.

Real-Estate-Infographic-V2--Century-Housing

Puravankara Group

The Puravankara Group commenced operations in Mumbai and has established significant presence in the metropolitan cities of Bangalore, Kochi, Chennai, Coimbatore, Hyderabad, Mysore and overseas in Dubai, Colombo and Saudi-Arabia.

Website:

They have a website with categories for cities they are serving in India and then cities have description of their current projects.  

Key Features:

  1. Live chat
  2. Email Newsletter Subscription present
  3. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
91.4K0:01:442.267.51%

 

UX Audit: They have a very interesting drop down menu with all their residential projects listed. The supporting icons plus location information makes way of navigating to residential options more convenient.

SEO:

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

Website Speed:

  1. For Mobile Site their speed is 53/100.
  2. For Desktop Site their speed is 48/100.  

Social Media Presence:

Twitter: They have an active Twitter account but the followers are very less, it is around 360. They do 5 to 6 tweets per week but engagement is low. Most of the tweets are themed around investment like the one shown below:

Puravankara-Twitter

Facebook: They have an active page with around 37k followers. The posts are organic and have decent engagement.

LinkedIn: They have a LinkedIn business page with around 4k followers. They don’t have any post on their page till now.

YouTube: They have an active YouTube account with around 400 subscribers.

Their Google+ is not active, and they don’t have Instagram account.

Content Marketing:

They have a blog, but it is not active. It  is also not linked to their website. The last post was in 2014.

 Real-Estate-Infographic-V2-Puruvankara

Ozone Group

Ozone Group one of the top builders in Bangalore & Chennai among the real estate construction companies.

Website:

They have a website with description of their projects on the banner images, which is very visual and catches the attention.

Key Features:

  1. Enquiry Form
  2. Email Newsletter Subscription is Present
  3. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
72.2K0:01:231.7672.22%

 

UX Audit: The information architecture of this page is very well-planned. Banner information with different projects and their status, makes it a valuable source of information. The website has a very well-built footer with latest news, enquiry form, and contact us.

SEO:

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

Website Speed:

  1. For Mobile Site their speed is 69/100.
  2. For Desktop Site their speed is 85/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 1.5k followers. They do 2 to 3 tweets per week, but engagement is low. Most of the tweets are informative, like the one shown below:

Ozone Group-Twitter

Facebook: They have an active page with around 1 Lac followers. The posts are organic and have decent engagement. They have many images posted for different occasions.

LinkedIn: They have an active LinkedIn business page with around 800 followers. They have posts related to their achievements and activities on their page.

YouTube: They have an active YouTube account, but the subscribers are less. They have almost one video upload every week.

Their Google+ is not active, but the Instagram account is active with similar posts as Facebook.

Content Marketing:

They have a blog which is active, and it is linked to their website. Content is mostly about their projects.

 Real-Estate-Infographic-V2-Ozone-Group

Total Environment

Architect led design company in real estate development, Total Environment creates luxury apartments and villas for sale in India.

Website:

They have a website with very less content. They have put images of all their projects and every image has a small description of the project.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
10.7 K0:04:4211.8622.30%

 

UX Audit: The image slider is very different from the usual websites. It focused on every facility that the residence provides, thereby giving the user an entire perspective of what they’re signing up for.

On the con-side, there is no evident attractive information about their residential projects; the user might lose out on the purpose of the page

SEO:

Moz Rank: They have a Moz Rank 21 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 91/100.
  2. For Desktop Site their speed is 96/100.  

Social Media Presence:

Twitter: They have a Twitter account with only 100 followers. The account is not active, last tweet was in April.

Facebook: They have an active page with around 15k followers. The posts are organic and have good engagement. They have interesting posts like the one shown below:

Total Environment-fb

LinkedIn: They have a LinkedIn business page with around 2k followers. They have very few posts that are about job openings only.

YouTube: They don’t have an YouTube account.

Both their Google+ and Instagram are not active.

Content Marketing:

They do not have a blog.

 Real-Estate-Infographic-V2-Total-Environment

Nitesh Estates

Nitesh Estates is the luxury real estate brand, which has developed state-of-the-art homes, hotels, office buildings and shopping malls in India.

Website:

They have descriptive and visually appealing website, which tells about their projects and promotional activities in detail.

Key Features:

  1. Email Newsletter Subscription is present
  2. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
17K0:04:303.929.11%

 

UX Audit:

  1. Convenient categorization of content along the home page.
  2. Nice clear images of the property, enhances the look of the page.
  3. The content of the page really communicates trust via sections like ‘Ambassador banner’ and ‘Commitment to Excellence’.

SEO:

Moz Rank: They have a Moz Rank 31 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 52/100.
  2. For Desktop Site their speed is 65/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 9k followers. They do 5 to 6 tweets per week, but engagement is low. They have tried engaging in campaigns like the one shown below:

Nitesh Estates-Twitter

Facebook: They have an active page with around 42k followers. The posts are organic and have decent engagement. They have many posts that talk about the facilities they have in their projects like the one shown below:

Nitesh Estates-fb

LinkedIn: They have an active LinkedIn business page with around 3k followers. They have posts related to their projects and the engagement is good on their page.

YouTube: They have an active YouTube account with around 1.2k subscribers. They have almost 2 to 3 video uploads every 2-3 months.

Their Google+ is not active but the Instagram account is active with similar posts as Facebook.

Content Marketing:

They have a blog which is active and it  is on their website. Content is very diverse ranging from general topics of real estate to specific topics like tour of their property.

 Real-Estate-Infographic-V2-Nitesh-estates

Brigade Group

Brigade Group is a  real estate and property developer in Bangalore & the rest of South India since 1986.

Website:

They have very colorful website, which tells about their projects across various cities. Their website is Mobile responsive.

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
99.7K0:01:552.2258.56%

 

UX Audit: Quick Finder turns out to be an excellent feature and well-placed to a user’s visibility. Categorizing their properties based on  Commercial, Retail and Hospitality is very thoughtful. However the second half of the website could have maintained a more prominent and vibrant color theme like the first half of the site.

SEO:

Moz Rank: They have a Moz Rank 40 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 55/100.
  2. For Desktop Site their speed is 69/100.  

Social Media Presence:

Twitter: They have an Twitter account with around 150 followers. The account is not active, and the last tweet was in 2015.

Facebook: They have an active page with around 13k followers. The posts are organic and engagement is low. They have tried interactive posts but still the engagement is low as the one shown below:

Brigade Group-fb

LinkedIn: They have an active LinkedIn business page with around 9k followers. They have posts related to their projects and the engagement is decent on their page.

YouTube: They don’t have YouTube account.

Their Google+ is not active, and they don’t have an Instagram account.

Content Marketing:

They have a blog, which is on their website. It is not active; last post was in December 2015.

 Real-Estate-Infographic-V2-Brigade-Group

DRA Group

3 decades of delivering Quality Homes has made DRA a name synonymous with quality apartment constructions in Bangalore.

Website:

They have a website with good description of their ongoing as well as upcoming projects.

Key Features:

  1. Enquiry Form
  2. Mobile responsiveness

UX Audit: Each of the individual projects has a set of features that can viewed by a simple click, and all changes being reflected in a single space. This is a very simple navigation.

SEO:

Moz Rank: They have a Moz Rank 19 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 39/100.
  2. For Desktop Site their speed is 47/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 300 followers. They do 4 to 5 tweets per week but engagement is low. Most of the recent tweets are about their new project.

Facebook: They have an active page with around 25k followers. The posts are organic and have decent engagement. They have most recent posts only about their new project.

LinkedIn: They have an LinkedIn business page with around 80 followers. They have no posts till now.

YouTube: They don’t have a YouTube account.

Their Google+ is not active and they don’t have Instagram account.

Content Marketing:

They don’t have a blog.

  Real-Estate-Infographic-V2-DRA-Group

Casa Grande

Casa Grande defines designs and develops quality livings spaces and operates in niche residential segments like luxury villas and apartments in Chennai, Bangalore, Coimbatore and Cochin. The company also sells plotted development spaces. Projects in the pipeline are to the tune of around 2500 crores in the luxury apartments and villas category across these 4 geographies.

Website:

They have a website which is visually appealing with big banner images, info-graphics and video testimonials from clients.

Key Features:

  1. Live Chat
  2. Email Newsletter Subscription is present
  3. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
76K0:05:293.2143.02%

 

UX Audit: The semi-parallax look adds a luxurious feel to the general theme of Casa Grande. The well laid-out contact information at the top of the page facilitates easy contact. The feature that shows the number of completed, ongoing, and upcoming projects. Clean color theme of the website and well organized layout is a great advantage.

SEO:

Moz Rank: They have a Moz Rank 22 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 69/100.
  2. For Desktop Site their speed is 76/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 2k followers. They do 4 to 5 tweets per week, but engagement is low. Most of the tweets are same as the ones posted on Facebook.

Facebook: They have an active page with around 1.2 Lac followers. The posts both organic as well as sponsored posts have decent engagement. They have some engaging posts like the one shown below:

Casa Grande-fb

LinkedIn: They have an active LinkedIn business page with around 490 followers. They have posts related to their offers but the engagement is very low on their page.

YouTube: They have an active YouTube account but the subscribers are around 200 only. They have almost two video uploads every month.

Their Google+ is active but engagement is low, and they don’t have a Instagram account.

Content Marketing:

They have a blog which is active and it  is linked to their website. They post almost twice per month which is good as compared to their competitors.

 Real-Estate-Infographic-V2-Casa-Grande

Asset Builders

Website:

They have a website with description of their projects and  lot of content related to their mission/ vision. They have videos of testimonials by their clients.

Key Features:

  1. Live Chat
  2. Email Newsletter Subscription is present
  3. Mobile Responsiveness

UX Audit:

  1. A long scroll page with all information laid out in a very appealing manner.
  2. A very different set of visual elements like project details in tabs, featured works in the slider, and various testimonials from client builds trust as a brand from the user perspective.

SEO:

Moz Rank: They have a Moz Rank 24 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 43/100.
  2. For Desktop Site their speed is 54/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 150 followers. They do 4 to 5 tweets per month which is low as compared to competitors. The engagement is low on their posts.

Facebook: They have an active page with around 8k followers. The posts are organic and have decent engagement. They post once a week mostly.

LinkedIn: They have an active LinkedIn business page with around 100 followers. They have posts related to their achievements and activities on their page but the engagement is low.

YouTube: They have an active YouTube account but the subscribers are less. The last video they uploaded was 9 months back.

Their Google+ is active, but they don’t have Instagram account.

Content Marketing:

They have a blog tab on their website but after clicking it is re-directed to their home page only.

  Real-Estate-Infographic-V2-Asset-Property

Mahindra Lifespaces

Mahindra Lifespaces is one of the most reputed real estate property developers and they provide a one stop solution for NRI investment in India.

Website:

They have a website which is very colorful and interactive.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
56.6K0:02:191.7665.56%

 

UX Audit: Using green as a theme is very impressive to an audience in real-estate. The simple and clean design appeals to the user’s experience. Sticky enquire and book now buttons, really serve the purpose of contacting, comfortably.

SEO:

Moz Rank: They have a Moz Rank 41 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 66/100.
  2. For Desktop Site their speed is 79/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 1k followers. They do 2 to 3 tweets per week but engagement is low.

Facebook: They have an active page with around 1 Lac followers. They have both organic as well as sponsored post and have decent engagement. They have some video posts that are quite interactive.

LinkedIn: They have an active LinkedIn business page with around 22k followers. They have posts related to their projects mostly and the engagement is decent.

YouTube: They have an active YouTube account but the subscribers are less. They have almost 2 to 3 video uploads every month.

Their Google+ is not active and the Instagram account is active but engagement is low.

Content Marketing:

They have a blog which is active and it  is on their website. Content is diverse which ranges from general real estate topics to specific topics like their projects.

Real-Estate-Infographic-V2--Mahindra-Life-Spaces

Godrej Properties

Godrej Properties has been instrumental in the construction of Residential, commercial and township projects across 12 major cities in India & continues to be.

Website:

They have a website with all the information needed but it is very simple in terms of design. They have all the information on the banner images which is very visual.

Key Features:

  1. Enquiry Form
  2. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
209.2K0:01:202.0572.01%

 

UX Audit:

  1. A very simple design layout without any cluttering elements, garners user attention.
  2. The information in menus is very well organized, promoting navigational convenience.
  3. Their ‘Book Online’ feature is a well built utility.

SEO:

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

Website Speed:

  1. For Mobile Site their speed is 41/100.
  2. For Desktop Site their speed is 57/100.  

Social Media Presence:

Twitter: They have multiple Twitter accounts according to projects.

Facebook: They have multiple Facebook accounts according to projects.

LinkedIn: They have an active LinkedIn business page with around 33k followers. They have posts related to their activities and the engagement is good.

YouTube: They have an active YouTube account with around 550 subscribers. They have almost one video upload every week.

Their Google+ is active and in Instagram account they don’t have any posts.

Content Marketing:

They have a multiple blogs for various summits and projects.

Real-Estate-Infographic-V2-Godrej-Property

 

~Other contributors to this blog post are Allan William, Pournima Balasubramanian, Nandita Raman, Rohit Uttamchandani, Srilakshmi Indrasenan, and Akila Priyadarshini.

Learnings from Social Media Week, Bangalore

It was a full house at the Social Media Week, Bangalore this year! A great line up of speakers and interesting mix of panel discussions kept us all hooked to our seats. The event was organized over two days and witnessed some great industry experts share their knowledge and experiences with the crowd. Be it two 18-year-old drop outs building a child-caring app – ‘MyChild’ which is now used in more than 135 countries or a ladysingle-handedlyy fighting against one age-old social stigma – Menstruation by using comic books and social media – It was everything a Social Media Week should be.

The event started on a high note with India’s Ad Guru, Prahlad Kakar’s session on Brand Building Through Story Telling. He took us through a journey we would never forget. Sharing stories from his personal life and experiences captivated the audience. A maestro at storytelling, he gave away some important tips on how to build a brand by telling its story in a manner that makes the brand a hero!

Following Kakar’s session, we had Arnav Ghosh from Blippar India talk about Visual Marketing and Changing Consumer Context. The session addressed the scope of Visual Search and how we’re moving towards a future where Physical reality and augmented reality will blend into one. He was highly lauded for his talk and presentation of Blippar, an app that turns everyday objects into consumer-centric interactions. We will be writing a blog post later this month on how Visual & Voice search are going to change digital marketing forever.

Speaking of Visual and Voice, how can one not mention one of the most interesting sessions on cricket by cricket journalists Prem Panicker, Gaurav Kalra and Bengaluru-based popular Twitter personality Ramesh Srivats. Cricket has not only changed as a game but also how people look at it now and what they have to say about every little aspect. Apart from taking part in debates and writing out blogs, Twitter has become the new medium to express or oppose one’s opinion. Though Twitter is infamous for its social media ‘Wars’, it has also given an option for fans to follow the game through live-tweeting. Ramesh agrees saying, “Discussions on cricket are like everything else on Twitter; part stupid and trolling, part insightful and intelligent.”

There were a couple of more interesting talks on People Intelligence and Monetizing Digital Content by Amartpreet Kaur and Mahesh Narayanan, Saavn respectively. There was a very interesting panel discussion with Ganga Ganapathi, VP, Ogilvy as the moderator and Anshul Chaturvedi, G.M, Wohoo and Anjali Gupta, IBM as panel members discussing on ROE (Return on Engagement). They talked about how digital has become an integral part of marketing strategies for brands and what engagement means to the brands. The three of them shared their views and thoughts on how to measure engagement and the effectiveness of campaigns online. Many a times engagement is a great short term goal before arriving at return on investment (which for many brands is leads, sales, revenue and referrals).

The evening continued on an exciting pitch and witnessed digital expert Kiruba Shankar shared his knowledge on the future of communication and how podcasts play an important role in it. The session was interactive and had a lot of guests sharing their thoughts and ideas. Kiruba himself has multiple podcasts which can be seen here.

Day one of the Social media week ended on an exciting note and anticipation for the second day was higher. Sandy Carter from IBM shared her views on Social Intelligence and how important it is for a marketer to identify negative and positive sentiments. She is responsible for IBM’s worldwide focus on startups and having her kickoff day 2 at the event was an absolute delight. She spoke at length at about how even startups are starting to leverage big data and actionable people intelligence to connect with consumers around the world. She gave an example of Chocolate Jhony who has been able to leverage SnapChat and other social media channels to expand to multiple geographies.

Following Sandy Carter’s sessions were various more interesting sessions on Influencer Marketing, Snapchat and on breaking a taboo through social media. A gripping debate on “The ugly face of influencer marketing” amongst some of the industry experts like Kiruba Shankar, NanditaIyer, Karthik Srinivasan and G.Nivedithwas probably one of the best sessions of the day. There was a lot of discussion on whether influencers should sell their soul by reviewing and writing about topics that they don’t personally use. For example, should a technology blogger partner with a beer brand or a fashion brand. Challenges faced by influencers were also covered and many of these are similar to the Influencer Industry Report we had launched earlier this year.

There was also a stand-up comedy by Satish Perumal whose rib-ticklers cracked up every single soul in the room! His joke of the day had to be – In a city where people are dying because of potholes, the only person who can use a helipad has left the country!

A jolly-good week with people from all walks of life coming together to tell their story on how social media – a medium – is more than just Sharing, Liking or Commenting, was what SMW’16 was all about. While leaving the event with the same enthusiasm was one thing, learning to ‘Tell A Story To Sell Your Brand’ was another insight that we take back to our working desks.

For those who could not make it to the event, here are some key bytes from the sessions from both the days –

Storytelling is the heart of every communication” – Mr. PrahladKakar

Visual Marketing is the bridge between the physical and digital worlds” – Arnav Ghosh, Blippar

Content is always paid for, either the brand pays for it or the users pay directly to consume the content” – Mahesh Narayanan, Saavn

A brand is the strongest when it is clear about what it has to offer to its customers” – Ganga Ganapathi, VP, Ogilvy

As the industry matures, most Influencers will have disclosures and be more true to their identity” – Kiruba Shankar

Social media gives you a new kind of surround sound from cricket matches. – PremPanicker

Social intelligence moves the needle of your social media presence to social business”. – Sandy Carter, IBM

Occasional trending does not build long-term emotional connect with consumers” – Alokedeep Singh, Titan

For those who attended the event, do share your experiences and highlights in the comments below!

Making the most of Facebook Carousel Ads

Not so long ago, Facebook took a plunge into uncharted territories by launching Carousel Ads. Though this ad type was initially meant to showcase multiple products in one ad, Facebook crafted a strategy for the Carousel Ads to tease e-commerce clients and make them buy more ads on the platform. But the Carousel Ads slowly moved across verticals, towards becoming one of the advanced Facebook Advertising techniques that is extremely engaging in promoting businesses.

According to a recent survey conducted by Kinetic Social, Carousel Ads can render up to 10 times more traffic to a business’ website, than static sponsored posts on Facebook. LOVOO found that they got a 72% higher click-through rate versus single image mobile app ads. Mirroring the effectiveness of interactive cover pictures on Facebook Pages, it appears quite clearly that these ads can be extremely effective, but how can you maximize their potential? Here are 3 simple ways to use carousel ads that can nail your targets with a bull’s-eye!

1). Showcase products in detail
Carousel Ads allow you to place up to 5 cards with images that can communicate messages effectively. If it’s a single product that you are highlighting, it would be prudent to describe its features in detail, keeping the CTR on an inclined angle. A ballet shoe manufacturer made effective use of showcasing a product, where each card of the ad focused on one distinct feature. They also used the headline copy to provide defined context to each image.
Showcase products in detail

2). Tour your product
It always sums up to be a perfect formula when you try to deliver a good idea of what customers can expect from your offering. This will improve the quality of enquiries/leads, thereby increasing the probability of sales through Facebook. An automobile giant promoted one of its newly launched Coupé by creating an expressive Carousel Ad campaign that displayed features that made the car stand out from its competitors. The cards highlighted the key specs and of model and attracted genuine customers to engage with the carousel ad.

Tour your product

3). Tell a story
Stories are an incredibly effective way for branding, talking to customers, and engaging with them. A popular western airline company created an effective carousal ad campaign to market their vacation packages to The Grand Canyon. They infused a panorama of the location to tell a story that triggered people to book their air tickets to visit the location.

Tell a story

The Monetary Game
Can Carousel Ads be used as a solution to drive clicks to the website? We conducted a small experiment to test the hypothesis on the Clicks to Website Ads, for a glass manufacturing giant. Here’s how the results panned out:

  • The Clicks to Website Ad had a CTR of 3.09% versus a 4.32% from the Carousel Ad for website clicks
  • The CPC for the Clicks to Website Ad was 5.06 INR versus 3.49 INR from the Carousel Ad for website clicks

Saint-Gobain

In our view, with a little bit of testing and optimization to avoid common mistakes, the effectiveness of the Carousel Ads in driving clicks to URL destinations, is very cost effective. Have you experimented with Carousel Ads as a way to drive clicks to your business? We love to hear your thoughts and experiences in the comments below this post.

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