With 300 million active Indian users from diverse backgrounds, Facebook is one of the best platforms for brands to reach their target audience. However, the competition is undeniably high and brands need to constantly look out for ways to stand out. One of the most effective ways for brands to capture their audience’s attention completely in this crowded space is through Instant Experiences. Previously known as Canvas, Instant Experiences offers brands an immersive full-screen experience with new and updated features.
How brands can use Instant Experiences
Instant Experiences comes in five templates, each of which is tailor-made for brands with specific goals:
Instant Storefront: Certain to become one of the top social media trends for FMCG and retail brands, this template showcases products in a grid format along with their price. After clicking on them, users are immediately taken to the product page where they can make a purchase. The convenience that this offers can help brands increase their sales through social media marketing.
For D:FY, we used Storefront to showcase the products and direct viewers to the Amazon product page where they can actually buy the product. This led to higher engagement and increase awareness of the brand.
Instant Lookbook: With the artsy aesthetics of magazine spreads, the Instant Lookbook template can help fashion brands bring their looks to life. Users can scroll through each of the looks and click on them to be redirected to the product page where they can explore the product further and buy it.
Instant Customer Acquisition: For brands focused purely on driving sales and growing their customer base, Facebook’s Instant Customer Acquisition template can encourage higher conversions. This template can be used to showcase the different features of a product and provide users with a clear call-to-action at the end to compel them to make the actual purchase.
Instant Storytelling: While the 20% rule for text overlays on images has been removed, creatives with less text generally perform best on Facebook. Because of this, brands are often unable to communicate their entire brand story as engagingly as they would like. Instant Storytelling offers a solution to this. Through a mix of images, videos and text, this format gives brands all the space they need to communicate their brand offerings and key differentiators. Your brand can leverage the top design trends for digital marketing to create unforgettable experiences for your audience.
Instant Form: Looking for quick lead generation? Instant Forms drive your consumers towards a clear call-to-action by asking them to fill out a form. When combined with the superior visual appeal and space to showcase your USPs, Instant Forms has the potential to drive higher leads than other forms of advertising on Facebook.
Tracking consumer behavior through pixel
Facebook’s new Instant Experiences doesn’t just give you new ways to appeal to your target market, it also helps you analyse just how effective your techniques were. If you have embedded pixel in your company’s website, it will automatically become integrated with Instant Experiences once you start experimenting with it. This will give your brand valuable data and deep insights into the customer journey. It will show you time spent by each users, whether they engaged with it (such as scrolling through a carousel) and how far they scrolled. This will give you a better understanding of what messaging or visuals appealed the most to your target audience, helping you optimise future campaigns. The pixel will also allow brands to re-target their website visitors, which can drive higher engagement. Instant Experience can even integrate with external tracking codes, such as Google Analytics, helping you paint a complete picture of your consumer’s online touch points.
Why your brand needs to start using Instant Experiences
If you have already used Canvas for your brand, the updated Instant Experiences can provide you with even greater results. But if you have never experiments with these immersive ads, here’s why you should start.
1. Faster speed than external links
Your audience is more impatient now than ever before. If your ad doesn’t look quickly, users are likely to bounce immediately. Instant Experiences offers incredible speed, loading almost instantly. This can encourage users to stay on your ad and reduce bounce rates.
2. Captures audience’s attention completely
The digital clutter your audience experiences can prevent them from focusing fully on your ads. However, when they open an Instant Experience ad, it takes up their entire phone screen, blocking notifications, messages and other ads. This makes it easier for your message to resonate with them, enabling better recall.
3. Simple to use
The multiple templates that Instant Experiences offers, makes it very easy for brands to adapt and use. You don’t need complicated codes or development to get started. Regardless of your budget or resources, you can start using Instant Experiences to engage with your audience.
4. Unlimited potential for creativity
Instant Experiences has a number of tools and formats that you can use to communicate your brand story in the best way possible. You can use a mix of stunning images, carousels, videos, text and forms to create an ad that your audience won’t forget.
5. Can improve leads
Interactive ads are changing the way brands advertise by compelling users to engage with them more. Unlike ads on the News Feed, which users can easily scroll past, Instant Experiences offers them more information, are more visually appealing and engaging. This can give users a greater incentive to enquire. The Instant Forms format can also be more effective than traditional form as on Facebook.
No matter what your brand goals are, Instant Experiences offers a novel and exciting way to achieve them. Are you ready to start using it to give your brand an edge?
As shopping patterns continue to evolve, so does the payment platform and payment gateway industry that propels the former. Mobile wallet is a new concept in India that has been surpassing credit card usage and is slowly beginning to replace the traditional payment methods.
A mobile wallet, in simple terms, is a virtual mobile-based wallet where one can store cash for making mobile, online or offline payments. There are various types of mobile wallets in India, such as open, semi-open, semi-closed and closed – depending on the type of usage and payments that can be made. Wallets are growing rapidly as they help in increasing the speed of transaction, especially for ecommerce companies and all ecommerce marketplaces have integrated with such mobile wallets too. With the launch of UPI it has become even more easier, as the the transfer happens directly from the bank account rather than from a wallet.
Here are some of the top 10 mobile wallet and payment apps in India and what they offer to their customers. Our top pick is Google Pay , which is also the No.1 payment app right now
As its part of the Google ecosystem they have scaled up their user base really quickly, inspite of being a late entrant. With Google Pay you can send money to friends, pay bills and buy online, recharge your phone – all via UPI and directly from your bank account. Since Google Pay works with your existing bank account, which means your money is safe with your bank. There’s no need to worry about reloading wallets and you don’t need to do additional KYC – which is required for all the other apps. You can also earn scratch cards and other rewards, with the cashback directly being transferred into your bank account.
Number of installs: 100,000,000+ (100 Million or 10 crore) on Android Play Store
PayTM is one of the largest mobile commerce platforms in India, offering its customers a digital wallet to store money and make quick payments.
Launched in 2010, PayTM works on a semi-closed model and has a mobile market, where a customer can load money and make payments to merchants who have operational tie-ups with the company. Apart from making e-commerce transactions, PayTM wallet can also be used to make bill payments, transfer money and avail services from merchants from travel, entertainment and retail industry.
Capitalizing on the scope and growth of India’s education market segment, they recently partnered with premium educational institutions in India to introduce cashless payments for fees, bills and other expenses.
Number of installs: 100 Million (or 10 crores) on Android Play Store.
Dhani App is part of the Indiabulls group and has multiple features. It not only has a regular wallet like other apps, but it can also be combined with Dhani SuperSaver Card. Dhani also has a reward & loyalty program for Dhani customers wherein customers can play games and win cash to pay for mobile recharge, EMI payments, Insurance, and also for new Dhani products. This can be combined with Dhani Super Saver Rupay (physical and virtual card) which has assured 5% cashback on all purchases done via the card and its completely free for the first month.
Number of installs: 20,000,000+ (20 Million or 2 crore) on Android Play Store and iOS
BHIM Axis Pay is a UPI banking app that lets you transfer money instantly to anyone using just your smartphone. Make online recharges to your prepaid mobile and DTH set-top boxes directly from the app.
Number of installs: 1,000,000+ (1 Million or 0.1 crore) on Android Play Store
PhonePe started in 2015 and in just 4 years it has been able to cross the 100 million download mark. From UPI payments to recharges, money transfers to online bill payments, you can do it all on PhonePe. Its got a very good user interface and is one of the safest and fastest online payment experience in India.
Number of installs: 100,000,000+ (100 Million or 10 crore) on Android Play Store
MobiKwik is an independent mobile payment network that supposedly connects 25 million users with 50,000 retailers and more. This mobile wallet lets its users add money using debit, credit card, net banking and even doorstep cash collection service, which can in turn be used to recharge, pay utility bills and shop at marketplaces. Owing to the growing need for convenience, MobiKwik has also recently tied up with large and small time grocery, restaurants and other offline merchants.
Another unique feature they have is their expense tracker which allows to set budget for your expenses across all payment instruments and it uses your SMS data to analyse and control spends.
Number of installs: 10,000,000+ (10 Million or 1 crore) on Android Play Store
This mobile wallet application was launched by State Bank of India to let users transfer money to other users and bank accounts, pay bills, recharge, book for movies, hotels, shopping as well as travel. This semi-closed prepaid wallet offers its services in 13 languages and is available for non-SBI customers as well. This app also allows its customers to set reminders for dues, money transfers and view the mini-statement for the transactions carried out.
Number of installs: 10,000,000+ (10 Million or 1 crore) on Android Play Store
Pockets by ICICI is a digital bank that offers a mobile wallet for its customers. It provides the convenience of using any bank account in India to fund your mobile wallet and pay for transactions.
With Pockets, one can transfer money, recharge, book tickets, send gifts and split expenses with friends. This wallet uses a virtual VISA card that enables its users to transact on any website or mobile application in India and provides exclusive deals or packages from associated brands.
Number of installs: 5,000,000+ (5 Million or 0.5 crore) on Android Play Store
PayZapp is a complete payment solution giving you the power to pay in just One Click. PayZapp lets you recharge your mobile, DTH and data card, pay utility bills, compare and book flight tickets, bus and hotels, shop, buy movie tickets, music and groceries, avail great offers at SmartBuy, and send money to anyone in your phone book.
Number of installs: 10,000,000+ (10 Million or 1 crore) on Android Play Store
Amazon Pay is an online payments processing service that is owned by Amazon. Launched in 2007 globally and in India in 2017, Amazon Pay uses the consumer base of Amazon and focuses on giving users the option to pay with their Amazon accounts on external merchant websites, including apps like BigBazaar etc. You also get to Shop on Amazon using Amazon Pay. Amazon Pay has also tied up with fintech companies such as ZestMoney to enable no-cost EMI payment options on its platform. This makes it easy for consumers to purchase products on Amazon and pay for it through affordable monthly instalments.
Number of installs: Undisclosed
Data on digital payments in India
And here are some interesting findings on digital payment adoption from the recent ACI Survey:
While these numbers indicate the growing need for secure, faster and efficient payment methods for online marketplace, efforts to make payments to individual or brick & mortar stores is also increasing. Start-ups and huge corporates are constantly on the lookout for customer-friendly technology, thereby giving more power to the customer.
Thus, the day you will walk around without a physical wallet and pay your local dhobi and kirana store uncle using a mobile wallet is not so far.
Do you use any of these mobile wallets? Have we missed out on something important? Write to us in the ‘Comments’ section below.
As the saying goes – The only thing constant is change. Internet usage has evolved in India from being a mere medium to connect with friends to an expansive forum to grow your business and widen your reach. With the drop in the prices of smartphones and the introduction of affordable data plans by Reliance Jio, users from the tier 2 and tier 3 regions of the nation have joined the digital bandwagon and brands are leaving no stone unturned in targeting them.
However, when it comes to generating high-quality leads for your brand, just detailed targeting is not enough. Marketers need to find an emotional connect with the potential target audience to create a solid bond of trust and increase brand assurance. Keeping this in mind, we used multilingual advertising to help our real estate clients reach their target audience using Facebook marketing solutions. Keeping the vernacular approach in mind, we leveraged the reach and convenience of Facebook Form ads with the sole objective of lead generation. However, it was not just the ads that were vernacular, even the content in the forms was presented in a regional language to provide an end-to-end multilingual approach.
Regional ads resulted in 70% drop in CPL for Casagrand
Casagrand is one of the top property developers in the country with a strong presence in the south. In an attempt to promote their recent project – Casagrand Smart Town – we used Facebook to advertise the project. Since the project is located in Thalambur, in the IT corridor of Chennai, we targeted both people working in the region and those who are looking for investing options in the area. The project is smartly priced at Rs 24 Lakhs, making it a great option for first time home buyers as well.
To begin with, we ran English ads on Facebook which resulted in a high CPL. Understanding the target audience is also Tamil speaking, we ran the same ads in Tamil as well. The regional ads generated 3x the number of leads and the CPL was almost 1/3rd. This resulted in almost a 9x better engagement with the same investment. This only proves that targeting your audience with a multilingual ad strategy helps both the consumers and the marketers.
3 site visits and over 25% drop in CPL for L&T
L&T is a household name in our nation, known for top-notch residential and commercial developments that are landmarks of their own. L&T Praganya Eden Park is an integrated township located in Siruseri, with spectacular 3BHK apartments packed with new-age amenities and facilities. Again, since Siruseri is a hot destination for both IT professionals who travel to the locality every day for work and real estate investors looking for burgeoning areas to buy a home in, we targeted both the groups on Facebook through Tamil ads.
The campaign resulted in over 25% reduction of CPL with the average CPL of the campaign being 15% lesser than average CPLs in this micro market. Additionally, it generated multiple leads with 3 site visits.
20% increase in qualified leads with 15% walk-ins for Nisarg
Nisarg Greens located in Ambernath East, Mumbai, is one of the most coveted gated communities of the region with 1, 2 and 3 BHK apartments built in a luxurious plot of 25 acres. This property was promoted in Marathi to connect with the local audience and generate high-quality leads instantly. The price point of this project is attractive, making it a great buy for young families and those who have just started working. Consumers were targeted with an end-to-end multilingual marketing approach with both the lead forms and the ads being presented in Marathi. The campaign resulted in a 20% increase in qualified leads, out of which a whopping 15% contributed to walk-ins, and one successful booking!
64% drop in CPL and 75% increase in leads for Lancor
Lancor Lumina 2020 is a newly launched community enclave offering premium lifestyle 2 and 3 BHK apartments in the fast-appreciating locality of Guduvanchery. The project was promoted on Facebook in both English and Tamil ads. The English ads and Tamil ads were run one after the other and resulted in 64% drop in CPL and 75% more number of leads.
This case study is an important example of the power of social media marketing and multilingual advertising. However, it is vital to understand that multilingual marketing is not just about translation. It is about creating an end-to-end marketing strategy in the language your target audience is comfortable in. This is exactly what we offer at 22 Languages.
16th November 2018, Mumbai – We at Social Beat organised the second edition of our Digital Leadership Summit – a convergence of several business leaders across industries. The first edition took place at Chennai with a focus on driving ROI from digital marketing. One of the biggest talking points of the Summit this year was innovation through Voice, Video and Vernacular with CMOs from various sectors sharing their insights and experiences.
The keynote speaker, Mr Omkar Rajadyaksha from Google, kick-started the event on what businesses can scale up with Google in 2019. The Summit also focused on driving business results through digital marketing with marketers and brands voicing out common challenges they face and upcoming trends.
The keynote session was followed by a panel discussion on building a brand through digital marketing. This session included Ajit Narasimhan, CMO of Sundaram Mutual Fund and Vipin Guliani, Group Head – Digital Marketing at Piramal Group. Moderating the panel, Suneil Chawla, Co-founder of Social Beat, said, “Digital spending is expected to grow 2.5x from $40 billion to $100 billion. This goes to show how businesses are leveraging the power of digital and how it will only continue to grow.”
Appasamy opined, “Digital platforms have, over the last decade, redefined the way we communicate, build our businesses or entertain ourselves at anytime, anywhere. Now artificial intelligence and augmented reality are taking it to a whole new level in terms of efficiency and experience while vernacular is opening up the platforms to native language speakers and new markets.” Appasamy was joined by Channan Sawhney, Head of Digital Marketing at Johnson & Johnson and Pratyush Kukreja, Head – Product Monetisation at Haptic.
The next session focused on measuring return on investment through digital marketing. The speakers of the session were Prashin Jhobalia, Vice President – Marketing Strategy from House of Hiranandani, Monish Ghatalia, Founder of Focus Communications and Pradeep Nidamarthi, Head of Digital at Reliance Capital. Moderating the panel, Vikas Chawla, Co-Founder, Social Beat said, “Today we can track not just online customer acquisitions, but also store visits, leads, calls and brand awareness lifts. This allows marketers to truly attribute how much of an impact digital has on businesses across industries.”
The Summit also had a session on how brands can grow and innovate through digital by Mr Abraham Alapatt, Group President and Head – Marketing, Service Quality and Innovation at Thomas Cook.
The Summit concluded with an interactive workshop where attendees were asked to draft their digital strategy guided by the digital experts at Social Beat.
A number of members of the press and digital news publications were among the attendees and the Summit received a lot of coverage, from afaqs! in particular.
We are happy to announce that our co-founder Vikas Chawla, Head of Social Media Innovation – Anuradha Nair and Creative Head – Panisa Shah have received nominations under the first edition of Social Samosa’s 40 Under 40.
Social Samosa 40 Under 40 is a salute to pioneers in the field of marketing and advertising in India – to celebrate thought leaders and entrepreneurs who have disrupted and impacted growth within the ecosystem.
Google India’s Year in Search report estimates that by 2020, more than 650 million Indians will be online. In the last two years, digital underwent a major paradigm shift – from a support-marketing channel to a full-fledged business platform of its own. According to the Digital Marketing Industry Report 2018 that we recently released, 68% of brands leverage digital marketing to promote their products and services.
Those nominated for #SS40under40 are those individuals who strive to leverage our country’s growing digital audience and formulate the best strategies to engage with the next billion internet users in India.
The nominations are spread across 10 categories namely – Account Management, Analytics, Brand Management, Business, Content Marketing, Creative, Digital Marketing, Media Entrepreneurship/Leadership, Media Planning, and Strategy.
Each candidate is nominated and assessed based on creativity, planning and execution, strategy, ability to analyse numbers and trends and implement them, crafting their brand’s message and how effectively they engage with consumers.
After a whopping 450 plus entries, Vikas was shortlisted among 228 other nominees by a jury of marketing stalwarts namely:
Babita Baruah – Managing Partner, WPP GTB India.
Jyotsna Makkar – Head of Marketing, India HMD Global
Sunder Madakshira – Head Marketing – Adobe India
Kartik Sharma – Chief Executive Officer, Wavemaker – South Asia
Lloyd Mathias – Former APAC Marketing Head – HP
Rakesh Hinduja – Executive Director and Branch Head – Leo Burnett, Mumbai
Gopa Kumar – Executive VP – Isobar India
Roopak Saluja – Founder & Chief Executive Officer – The 120 Media Collective
We wish good luck to our Social Beat members in the final selection!
Whatever be the type of business you are running or the industry you are from, generating leads is what it all comes down to. Without leads, a business has no profit, no revenue and ultimately, no business. However, generating these leads can be a major challenge for companies in the B2B space. Most B2B businesses operate in a very niche segment, which automatically reduces the number of potential leads that can be generated. To add to that, personal relationships with clients has always been the key deciding factor for companies in this sector looking to acquire new customers. These elements might make generating B2B leads more difficult than for other sectors, but it’s not impossible! With the right mix of proven techniques, your business can acquire high-quality leads through the digital medium.
So, as a business owner or an entrepreneur, how do you generate leads to grow your B2B business? Let’s take a look at few of the tried-and-tested ways.
As the age-old saying goes, Content is King. Thebiggest advantage of using content marketing instead of advertising as your lead generation strategy is that it reaches users who have activated ad blockers. Advertising your product through search engine-optimised content marketing also helps in boosting organic traffic to your website.
Blogs have become essential for every business and are the best way to generate informative and educational content about your brand. Blogs are also a guaranteed SEO- friendly marketing method that generates organic traffic to your website. By consistently adding authoritative high-quality content on your blog, you can establish your brand as a thought leader in your domain. Over time, your blog will help build a strong community of interested individuals that you can tap into to generate leads.
If pictures can speak a thousand words, it is safe to say that videos present the viewers with a thousand pictures. They give viewers a detailed insight into the products and services offered by your company which plays a huge role in influencing their decision to convert into leads. Videos can also present complicated concepts in a very engaging manner that is easy to understand. This can help potential clients get a better understand of your products and services. From a whiteboard video explaining a solution to a particular problem in your industry to a product-centric video, opportunities are aplenty.
For Sundaram Business Services, we created a short explainer video detailing how accounting firms would benefit from outsourcing their routine tasks. This video encapsulates Sundaram Business Services’ USPs in a crisper and more compelling manner than any other medium would be able to.
E-book and white papers are excellent examples of content that can be a powerful tool for lead generation. There are two ways you can achieve this objective:
By displaying the full content along with an option to download it as well
Providing a brief synopsis and asking audiences to fill out a lead form to download the full e-book/white paper.
This method gives you a hand-picked database of clients who are particularly interested in your brand as they took the time and effort to fill a form just to read your content. To generate quality leads, make sure your content is extremely informative and educational with the right proportion of generic and promotional content. The best way to do this is to understand what your audience is searching for and write about the topic to cater to their needs.
Reports and case studies
Backing up your content with infographics, reports, graphs and other forms of research adds credibility to your claims. In order to explain your services and their advantages more effectively, take your content strategy up a notch and present your audience with an informative case study. Nothing convinces potential clients better than examples of how much you have succeeded in the past with other B2B clients.
Webinars and podcasts
Content marketing is all about being actively involved in the digital space. Bring out your brand name by conducting webinars or interactive podcasts on topics which are trending among your audience segment audience to spark interest. This will create awareness about your organisation and indirectly showcases your products and services for the world to see.
Search Engine Optimisation
It isn’t just writing high-quality content that is important, but optimising it for search engine rankings. SEO is a guaranteed way to boost your brand image and increase your website traffic.
The logic is simple. Most people searching for B2B services on the internet are looking to close the deal. Presenting them with your website is a guaranteed way to effective lead generation for your organisation. As per a recent study, the close rate of an SEO lead is a whopping 14.6% while the close rate of a sponsored lead is a mere 1.7%. Additionally, of the overall local Google traffic, 67% of searches end up in a conversion. With such stunning numbers, there is no doubt that SEO is the most-effective long-term lead generation strategy for B2B businesses.
LinkedIn is the biggest professional network in the world, so when it comes to findingpotential clients for your B2B business, it is indispensable. It offers more defined targeting options that Facebook does, helping you find your exact target audience, no matter how niche your segment is. The key to successfully using LinkedIn for lead generation is to adopt a ‘full-funnel approach’. Once you create a target audience, ensure that all your promotions are sent to this same template. This ensures that your brand engages with them right from the awareness stage to the final conversion step.
Promoting your blogs on LinkedIn through Sponsored Posts is essential to widening their reach. This tool allows your content to be seen by a highly-relevant target audience who might not have otherwise come across your brand or content. By promoting blogs based on topics that your audience will find useful, you can initiate a relationship with your audience. Being consistent with your promotions will ultimately increase brand awareness and improve your audience’s perception of your company.
We leveraged LinkedIn Sponsored Posts for one of our B2B clients – BijliPay. We promoted an extensive in-house blog on the benefits of choosing mPOS devices over the traditional POS devices. The blog gives the reader a detailed insight into the services provided by BijliPay and indirectly works as a lead generation platform to convert the reader into a potential client.
LinkedIn Lead Ads
LinkedIn lead ads take lead generation for B2B businesses to the next level. They work like usual lead ads, except that when you click on the call to action, the browser takes the user to a pre-filled lead form. The form is pre-filled with information retrieved from the user’s profile, eliminating the need to fill it up manually. Apart from saving a lot of time and effort, this feature allows users to fill in the lead form in the LinkedIn page itself without the need to visit a landing page or website. These ads are particularly effective after you have been promoting your content to the same target audience. Since the audience is already aware of your brand and has started to trust you, they will be more likely to submit the form.
InMail Ads are ads presented in the form of emails to the LinkedIn inbox of your target audience. This form of marketing is extremely effective as you get to handpick your audience based on their LinkedIn profile and do not need their personal or professional email ids to reach them. Additionally, these emails have a guaranteed delivery rate as they are sent only to the active LinkedIn users. Apart from products and services, you can also use InMails to promote your content and initiate downloads of ebooks and promotional videos.
No lead generation strategy is complete without a landing page. A landing page is a single page website that collects the visitor’s information through a lead form. Whether you are promoting your product or allowing visitors to download content (ebooks, webinars and podcasts), building a landing page is often the solution. A targeted landing page will help you capture leads at a higher rate and will help the sales team initiate the lead nurturing process to ultimately convert the leads generated.
A good landing page, especially for B2B, needs to always have a clear headline, copy and direct call-to-action, so that the target audience understands exactly what they are signing up for. This is exactly what we did for one of our B2B clients, LatentView. The landing page for their downloadable white paper clearly conveys what the company does and what value audiences will get from the white paper.
So you’ve generated an extensive database, with the methods mentioned above, of potential clients who have shown interest in your services. But, what next? The B2B space has notoriously long lead cycles, which can prove expensive and time-consuming for companies. That’s when the tried-and-tested method of email marketing comes into the picture.
Email marketing is probably one of the first types of digital marketing, and it still remains a go-to strategy for many organisations. Since emails are one of the most personal forms of communication, they can help you initiate and sustain a strong relationship with potential clients. With email marketing, it’s generally best to keep it simple and use plain-text emails than designed templates. This makes it seem more personal, encouraging people to actually read them. Additionally, you can customise your email as per the preferences of your potential clients with various techniques of retargeting and make your services even more irresistible to them. All you need is astrong email marketing database and a fool-proofemail campaign checklist for guaranteed lead conversions.
Case Study: Full-Funnel Approach for Sundaram Business Services
Sundaram Business Services is a business process outsourcing company headquartered in India, with operations in UK and Australia. As a B2B company, a majority of their leads came through referrals and by networking. To scale up, they needed a strong digital marketing technique that could help them acquire new clients faster and more effectively.
The target audience for Sundaram Business Services is very niche and difficult to identify. With such a limited audience, generating high-quality leads that had the potential to convert would be more difficult than it would be for a B2C brand with a widespread audience. Additionally, since B2B client relationships are longstanding and based on trust, convincing accounting firms to start outsourcing to Sundaram Business Services would be challenging through digital marketing alone.
Starting lead generation ads in isolation wouldn’t help for a B2B brand as it only targets individuals at the bottom of the funnel. To successfully acquire high-quality leads, we needed a full-funnel strategy:
Step 1: Promote blogs on LinkedIn
The Sundaram Business Services blog is a complete knowledge repository, with the right mix of highly relevant and trending topics. We utilised this invaluable tool to its full potential by promoting the blogs on LinkedIn. This created brand awareness and developed our reputation as an expertise in the field of accounting.
Step 2: Landing page
We created a specialised landing page for Sundaram Business Services which provided concise details of the services and USPs of the brand. By bidding for high search volume keywords, we ensured that our landing page would show up for relevant searches. This further increased brand awareness.
Step 3: Client testimonial
Credibility and trust are the foundation of any B2B relationship. To build this for Sundaram Business Services, we created a client testimonial video and promoted it on LinkedIn. This showed our audience the positive relationship we share with our clients.
Step 4: LinkedIn ads
After building awareness and trust among our target audience, we started lead form ads on LinkedIn to actively start generating leads. These ads provided a clear picture of the service we provide and the benefit firms can gain by partnering with us.
Step 5: Downloadable white paper
Since the B2B space is so small, we knew we had to go the extra mile to ensure high quality leads. Content driven marketing is key to generating leads for B2B. Because of this, we promoted an authoritative white paper for which users had to submit a pre-filled form to download. This white paper was by far the best lead generation technique we used for Sundaram Business Services. The white paper was downloaded by CFOs from some of the top companies in India, providing us with valuable information we wouldn’t have been able to achieve through any other strategy.
Through the white paper, we were able to achieve an 800% reduction in cost-per-lead with 0 junk leads. In such a niche segment, these results were truly remarkable. It ensured an optimal use of advertising budgets and a large volume of premium leads we could use to initiate the lead nurturing process. These incredible results only prove that content is the only way forward for generating B2B leads.
If you are from the B2B sector, its time you implement each one of the above-mentioned marketing strategies in your workplace to take your business to revolutionary heights.
Last month, Google introduced a contact form extension for search ads and following its success, they are now replicating it for YouTube TrueView for action. This pre-filled form extension will allow advertisers to generate leads from a channel that has always been known for its top-of-the-funnel marketing approach. Excited to know more? Read on.
How does it work?
By leveraging TrueView for action Form ads, your brand can drive leads through an in-line form submission by the consumer. Your video will have a CTA which will lead viewers to a pre-filled form where they can submit their details (name, email and phone number) in order to learn more about your brand. This way, users can submit information directly to the advertisers in an easy and hassle-free manner, creating a win-win situation for both the marketers and consumers.
Things to consider while implementing YouTube form ads
There are a few pointers to keep in mind while implementing TrueView for action Form ads to get the most out of your marketing efforts. Few of them are discussed below:
Pay attention to your ad copies. Make sure that the headline of your form and the respective CTA is descriptive enough and in line with the objective of your campaign.
Featured below is an example of a TrueView for action Form ad implemented for a car insurance company. As you can see, when the user clicks on the CTA button “Send me more info”, they are presented with a form that appears as a drop down. The form is pre-filled making it easier for the user to submit their details and get one step closer to converting to the brand.
Are you still stuck in the paradigm of an offline marketing strategy with a 60-second TV commercial being your leading mode of communication, supported by print and outdoor advertising? If you are nodding your head in approval, you are being rapidly left behind by those who have adopted a ‘Digital-First’ marketing approach!
With over 450 million Indians online today, your prospects and customers are spending more of their time online than ever before. And this number is slated to grow to 735 million online by 2021. Of these, 199 million will be English speaking, and 536 million language speaking, with over 70% of them accessing the Internet from a smartphone throughout the day. They are increasingly spending more time online than on any other medium. Is there a better way for your brand to engage with India’s next billion Internet users and reach the tier 2 and tier 3 cities in India as well?
A digital-first approach will mean a mobile-first approach for your brand’s digital assets
The online population accesses digital platforms over 150 times a day for various reasons including search. Additionally, 80% of Indian users use their phones to access the Internet. This only proves that it is imperative for your brand to adopt a mobile-first strategy to rank higher than your competitors and leave a stamp in the digital world. From accelerated mobile pages for lightning-fast speed to optimising your web pages for better visibility on a mobile search, you need to leverage a custom-made digital strategy with a mobile-first approach to reach your potential consumers. Everything starts with the recognition that your digital marketing assets need to be optimised for the way consumers are behaving online now and in the future.
We leveraged the speed of accelerated mobile pages for a landing page developed for India Home Health Care, a top provider of home nursing and related healthcare services. The page helped reduce the cost per lead by a whopping 33% with a 20% increase in conversions.
Your brand or business needs to be easily discoverable
How discoverable is your brand or business? Search Engine Optimisation today is very different from what it was a few years ago. Deep and relevant content, like pillar pages and other long-form content, which is easily discoverable and distributed across multiple platforms, or amplified using social media works well. Consumers today are information seeking, with a ‘discovery mindset’, using search many times a day for multiple purposes- both business and personal. So why not market your brand by making it rank on the most used search engine in the world? Featured snippets are a great way to increase brand visibility and drive organic traffic to your website.
This is exactly what we achieved for Casagrand – one of India’s leading property developers with a strong presence in the south. Their blog on the best places to invest in Bangalore got highlighted as a featured snippet with an image and a list of all the locations presented in the blog.
Online consumers want to engage, not have information thrown at them
Is your online communication primarily elements of your offline marketing campaign? If you have to spend to reach your target group with your advertising, what makes you think they will choose to come to your social media pages to see your ads? Instead, your online marketing campaigns must seek to engage consumers by rewarding them in some way with relevant communications on social media platforms. Make sure all your online assets are designed in such a way that they trigger engagement and ultimately result in conversions. You need to leverage the two-way communication model that digital platforms offer to understand what your audience finds intriguing and feed them with high-quality content that converts. Read our blog on how a redesign strategy for Chola helped increase social engagement for more insights.
The most watched channel today is YouTube
YouTube is the second most used search engine in the world after Google with over 100 million Indian users watching YouTube videos every single day! To add to that, according to YouTube Brandcast 2018, 9 out of 10 users consume videos that are in regional languages. This means that you must have a strategy for YouTube that could involve videos on your YouTube channel, or advertising on YouTube to maximise impact. Your channel must be optimised with effective YouTube SEO tips for discoverability, and the videos disseminated on social media platforms. And your ads on YouTube can be optimised based on brand objectives including calls to action. What you cannot afford to do is be absent from a burgeoning channel teeming with users.
Showcasing your brand through engaging and informative videos on your YouTube channel is one of the most effective ways to reach potential consumers and widen your clientele. Social Beat’s YouTube channel features a section on “Digital Bytes”, where experts share their insights on the top digital marketing trends of the industry.
The rise of language content
With the introduction of affordable data plans by Reliance Jio and the drop in the prices of smartphones in India, Internet usage has seeped into the tier 2 and tier 3 regions of the nation. This has unlocked a huge database of online users waiting to be targeted. The only way to connect and convert with these users is by incorporating an end-to-end multilingual marketing approach in a language your consumer is comfortable in – which is exactly what we offer at 22 languages. With the growth of regional content online, we tailor-make a language roadmap for your brand from landing pages and website development to social media campaigns and search engine optimisation. The sooner you start, the faster you will become proficient in the use of language content and communications to grow your business.
For instance, we tapped the reach of vernacular content for Cholamandalam Finance by creating an engaging video about the financial life lessons you can learn from an ant. The English video reached 96,000 users with 3,113 shares. However, the same video in Hindi reached 2.3 million users with 80,524 shares, proving that going regional is the best way to increase your brand’s visibility and reach.
The ability to interact with consumers during the decision-making process
Today, digital platforms enable you to interact with consumers when they are in the decision-making process to positively influence their choice towards your brand. From information search, comparison of brands, to the sites they visit, consumers signal their intent with their digital footprint. They can be addressed during this process to move them down the marketing funnel to fulfillment. Affinity and custom intent audiences of consumers who have expressed their interest in certain kinds of products or services can also be addressed to get their attention at the top of the funnel. Your offline marketing efforts should drive people online to your content or messaging so that you can engage with them positively to influence their decision.