As a ground-breaking development, Facebook is replacing its relevance score -the ad metric that measures the success of your ad campaign with more measurable metrics. Facebook is retiring this score at the end of April and is replacing it with three different granular metrics such as:
Quality ranking: A metric that measures the quality of your ad as compared to other ads intended for the same target audience.
Engagement ranking: A metric that compares your expected engagement rate to other ads targeted for the same audience.
Conversion ranking: A metric that compares your expected conversion rates to ads with the same target audience and optimisation goals.
The relevance score is a metric that tells you whether your ad is relevant to the audience it is going out to. The new metrics that are being rolled out are similar to the relevance score but are a more detailed analysis.
According to Facebook’s official announcement, ”When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting or the post-click experience might improve performance.”
Importance of these metrics:
Whenever you run an ad on Facebook, it takes a look at your campaign goal and your target audience to understand what your audience is likely to do after seeing your ad. In other words, the relevance score is based on the expected action of your audience.
How are granular metrics more beneficial than relevance score?
Since the relevance score is based on expected performance, it is indeed a vague parameter to measure the success of your ad. It is one of the primary reasons why Facebook has replaced the relevance score with three granular metrics. The greatest advantage of granular metrics is that they give you a more in-depth and focussed view of your ad’s performance. According to Facebook, these metrics will help advertisers offer the best user experience for their audience. Facebook advertisers can get better insights to produce engaging videos to drive traffic and revenue.
Apart from relevance score, Facebook is planning to shut down six other metrics such as saved offers, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase and web purchase.
The three granular metrics will be rolled out by Facebook from April 30, 2019. It is highly important for advertisers to keep a tab of these metrics as they help with specialised insights about ad performance. This is indeed crucial for advertisers to strategise high-quality ad campaigns and improve their optimisation initiatives for better brand visibility and revenue.
Data. Marketing. Technology. These were the 3 words revolving inside my mind when I was hunting for my first job after college.
Considering my interest, Social Beat sounded like THE place for me to learn about paid acquisitions and growth marketing, in-depth.
I was overwhelmed working with Sundar and his experienced team of digital advertisers who actively involved me in the accounts since day one. With such expertise and guidance, It was easy to learn more in the 3-month internship than in 4 years of college. The entire vibe was around experimenting and learning from others. One can actually feel themselves grow along with the team, as every coming day posed a new challenge in disguise, an opportunity to learn something new. As a fresher, I used to bombard my colleagues with doubts which they gladly clarified and even took some time out of their schedule if needed. The training sessions and weekly meetings were greatly beneficial in terms of gaining knowledge about new platforms, strategies and exploring further avenues.
As my first professional working experience, I couldn’t have asked for a better environment where each and every team member was dedicated to make their brand a success story and drive ROI. A walk through the corridor would be enough to listen to 10 different things that you never knew before and if you found something that caught your interest, you could just drop by, say “Hi!” and learn about it.
Cross working between different teams was frictionless and it’s something anyone would enjoy since you get a chance to think from someone else’s perspective. An example of this would be working on pitch decks where you’d receive ideas from different members across teams and get a holistic view of the solutions that we as a digital agency can provide to clients.
Reflecting back on my internship, in all honesty, I could have never asked for a better internship experience. Deep gratitude to Suneil, Vikas and Sundar for their constant support and to the entire Social Beat team as well for running this sublime organization in high spirits!
There are currently around 225 million active Indian users on YouTube, with this number expected to increase to 500 million by 2020. Interestingly, this platform’s popularity spans across age groups, languages and regions. 60 percent of videos are watched by audiences outside the top 6 cities in India. Brands are also increasingly switching to YouTube ads from traditional media
SEO in 2019 and beyond requires us to rethink our very concept of search engines in order to rank for them. Google might be the undisputed king in this realm, but YouTube closely follows as the second largest search engine in the world. To grow your organic traffic, marketers cannot afford to ignore YouTube SEO.
Our comprehensive YouTube SEO guide covers eight helpful YouTube SEO tips that you can start implementing immediately!
What was the last post you engaged with on Social Media? If your answer begins with the phrase “A video on…”, then you are among the 80% of Internet users who engage with this popular format of content on a daily basis. Compelling videos are undoubtedly the best way to grab the attention of your target group and elevate the image of your brand.
There are multiple formats that a brand can try out when it comes to video marketing. From animation to explainer videos, you have plenty of options and formats to choose from. One such format that is gaining popularity is vox pop. It provides real-life original content on popular opinions that the audience can often relate to. It is also an incredibly effective way to communicate the brand’s USP while triggering a conversation among people on an important topic.
It helps communicate the brands’ message
It is safe to say that showcasing the USP of your brand in an interesting and insightful manner is the primary objective of every video campaign. Vox pops are your best weapon of choice in this context since they showcase people’s opinions on a broad topic and allow the brand to convey a strong message through people’s answers. What better way to reach the public, than through the public?
Last year, we created a vox pop for our client FundsIndia. The theme of the vox pop was centred around what people do on their phones all day. We received a variety of answers from browsing social media, to paying bills and booking tickets for entertainment. Based on people’s answers the interviewer raised awareness towards the use of the internet to invest money in a SIP or mutual fund. The vox pop helped communicate FundsIndia’s message of the importance of investing early to reap the benefits in the future. The video was promoted on Facebook and achieved high organic views and engagement.
Vox pops are budget friendly
Production videos are great. They do exceptionally well on both YouTube and social media channels as they have a personal connection with the target audience. However, the production costs involved in creating a video can often weigh you down and curb your creativity. Moreover, shooting a video with a studio setup will also result in a lot of overhead costs as they may include travel and sourcing actors. Vox pops, on the other hand, have little to no costs and are a budget-friendly option for new or growing companies. A mic, camera and quirky set of questions are all you need for production. You can gain a quick and creative piece of content at a minimal cost.
It sparks a conversation
Vox pops are great not only for getting insightful and relevant comments from users but it also helps a brand curate original content. People’s opinions on certain topics can help spark a conversation about an important issue or event. Not only does this give the company a unique name but it also encourages conversations about issues that people would not have normally thought of.
For Diwali, we steered clear of the usual celebratory videos for our client Ashok Leyland. To break through the clutter, we used a vox pop video to highlight the important role truck drivers play on this festival. To do this, we asked people what they did to celebrate the holiday. People shared their thoughts on what the festival meant to them- they talked about the sweets and gifts that bring meaning to the holiday. We used this opportunity to remind them of truck drivers who deliver the gifts and sweets across the country to make sure everyone has a great holiday. This sparked a conversation about the people who worked on Diwali and how they deserve to be celebrated as well.
“Diwali Ke Asli hero Kaun hai?” was promoted on all the major social networking channels of Ashok Leyland with the hashtag #YehDiwaliBadiNirali. This was also one of the most trending vernacular vox-pop videos of 2018. The video garnered over 2.5 lakh views across platforms with 3.1K comments and 400+ shares.
Vox pops are relatable
Vox pop videos help voice the opinions of people in society. This provides for a very organic form of advertising as we get to hear people’s unfiltered thoughts on the topic discussed. People’s opinions and views on a topic can vary, making vox pop videos more relatable and memorable. It is a creative way of bringing research to life by producing compelling video content.
We did a vox pop video for our client, Sundaram Mutual, for Father’s day that everyone in our target audience would be able to relate to. The aim of the video was to communicate the importance of saving through our spending habits and how they differed from our dads’. When we asked millennials what they would do with 1 lakh rupees, most of the responses involved food or travel but when asked what their dad would do with the same 1 lakh rupees, the answers included saving money for the future or for their kid’s education. We received a great response to this video with 3 million views, 36K shares and over 600 comments.
In contrast to traditional advertising, vox pops are original. The real-life responses of people can often result in various emotions, both happy and sad. Vox pop videos can also increase engagement on other social media platforms such as Twitter and Facebook as people post their thoughts on the videos. The ability of vox pops to bring out so many emotions in people makes it a great form of advertising for many companies to help add value to their brand while spreading a positive message.
Digital marketing for doctors can be tricky. This is particularly because medical professionals need to go the extra mile to build a sense of trust and assurance with potential patients in the online space. Whether you are a practitioner or looking for ways to improve the visibility of your clinic, it is important to incorporate a digital-first marketing strategy to widen your clientele. Here are a few digital marketing tips for doctors to stay relevant and patient-centric.
Showcase your services through a website
The most important platform that serves as the first point of contact between you and a potential patient is your website or landing page. The user experience provided by your website will lay the foundation for the first impression created on visitors. To provide the best user experience, it is important to create a website or landing page that is extremely navigable and user-friendly. Furthermore, you must ensure it contains all the adequate information patients look for while searching for medical help. Important details such as doctors profile, consultation timings, health departments, courses of treatment and procedure to fix an appointment are extremely vital. Additionally, you can implement AMP-enabled pages for lightning-fast loading speed, to ensure visitors stay on your website and do not bounce off.
Featured below is a website developed for Dr Mohan’s Diabetes Centre – the nation’s leading diabetes clinic. From services to locations of clinics, the homepage covers all the aspects that patients are looking for, making it highly efficient and discoverable.
To add to that, featured below is a video on how AMP landing pages produced 33% lower CPL for India Home Health Care – a leading healthcare provider. When IHHC approached us to generate high-quality leads at lower cost-per-lead (CPL), we incorporated AMP-enabled landing pages that load faster, are mobile responsive and look great on both desktop and mobile. Within three months of launching, the total conversions increased by 20% with a 33% reduction in CPL.
Educate and enlighten with blogs
After creating a user-friendly website, the next area of focus is to build strong informational blogs that resonant with your medical practice. According to statistics, there are about 3.5 million medical searches on Google on a day-to-day basis. As a first step, you need to understand those subjects which are being constantly searched on the Internet. From informational content on symptoms and treatment options and FAQs to home remedies and simple tricks, you can use your blog as a platform to give simple advice to your customers. Additionally, there is no better place than blogs to feature the success stories of your patients. Customer testimonials can greatly influence your website traffic and readership. To stay relevant, it is important to plan an effective content strategy by identifying the important dates and months in the world of health.
Email marketing is yet another effective approach when it comes to digital marketing for doctors. Resourceful emailers help practitioners connect with their audience at a more personal level. Your patients will find it extremely useful as the information is right there in the inbox before even they plan to search for it.
Featured below is the blog page of Neuberg Diagnostics. Neuberg Diagnostics addresses a diverse range of healthcare concerns for its customers through an innovative content strategy. Their blogs are relevant, informative and highly engaging.
Leverage videos to invoke emotions
Recent statistics show that there are 5 million videos that are watched on YouTube every single day. Engaging videos generate 1200% more shares than images and texts combined. Videos are a great digital marketing strategy for building credibility and authenticity for your brand. There is nothing more engaging than watching a medical professional provide deep insights on a particular disease or treatment. It helps your patients feel at ease and assures them that they are in the hands of an experienced practitioner. Videos are also an appropriate place to feature your customer testimonials. The greatest advantage of videos is its ability to invoke a wide range of emotions like hope, passion and courage which pushes them further down the marketing funnel. For example, here is a case study on how Dr. Mohan’s Generated over 40,000 leads through digital marketing.
Optimise to get discovered
Imagine you have a great website, blogs, emailer and videos. But, your patients can’t find you on Google. The best way to solve this problem is to adopt effective methods of search engine optimisation with a detailed on-page and off-page checklist. SEO is important when it comes to digital marketing for doctors since it helps in developing a content strategy based on specific keywords used by your patients for their searches. The first task that you need to implement before developing your content is to do a keyword research using tools like Google keyword research tool and LSI Keyword generator tool. It is always ideal to choose keywords that have a lower difficulty score and higher search volume. Although you need higher search volume for better ranking of your website, quality content is always the king.
Here is a case study on our client Mfine, who leveraged content marketing to gain better leads and engage their audience
Leverage local SEO for higher walk-ins
As per a recent survey, 39% of patients choose their practitioner from a Google search. These statistics prove that listing your clinic or medical practice on Google My Business Listings plays a huge role in increasing your visibility and footfalls. Ensure you provide ready information with updated phone numbers, complete address, services, working hours and a link to your website. GMB listings also offer reviews shared by older patients and visitors that add credibility to your practice. Additionally, you can also feature relevant blog posts in your listings, providing viewers with a detailed glance of what you have to offer.
For example, below is the GMB listing for Dr. Mohans with a link to their website, social media profiles and Wikipedia page.
Go Social for a strong connection
Digital marketing for doctors is incomplete without a strong social media marketing strategy. The most important factor that medical practitioners must keep in mind is the fact that every social media platform has a unique audience. The demographics and preferences of Facebook and Instagram are quite different than that of LinkedIn. So, it is always ideal to strategise your social media campaign based on the nature of the platform. There is no better tool than social media to address the complaints and concerns of your customers.
For instance, online communities and discussion forums are great tools to handle customer complaints. Hashtag campaigns, infographics, quizzes, memes, hangout interactions and live chats are other ways to effectively engage your audience through social media. Featured below is an innovative Facebook campaign done for Neuberg Diagnostics with the hashtag #Samjhoishare. The posts play around the concept of healthy living with a comic touch, covering all the aspects of a successful social media strategy.
Adopt a multilingual approach
Multilingual marketing is a great way to genuinely connect with your audience in a language they are comfortable in. By 2020, 9 out of every 10 Internet users will be consuming content in regional languages. Adopting a multilingual marketing strategy will give medical practitioners an early mover’s advantage to connect with their audience and stay ahead of their competitors. However, it is vital to take up an end-to-end multilingual strategy, from vernacular videos to regional ads, in order to create an impact and increase the credibility of your practice.
For example, featured below is a Facebook campaign on the Ten Commandments of Diabetes. While the English posts got an engagement of 8 likes, the same campaign in Tamil generated 6 shares and 2 comments, proving to be a much effective approach to reach your target audience.
A good digital marketing strategy is one that empowers your brand, but a great digital marketing strategy is one that empowers your consumer. This saying is particularly true if you belong to the jewellery industry – where the customer is queen! Today, digital marketing for jewellery brands is no longer an option – it is a necessity to drive store visits, increase brand awareness and elevate the image of your brand. Read on for fool-proof digital marketing tips to mark your territory in the online space.
Building your brand image
Building a household brand name is every marketer’s prime objective and the first step to that is by creating a strong online presence. Jewellery brands need to focus on the following digital marketing techniques that double up as a powerful foundation for future digital strategies:
A great website:
Whether you have an online store or a showroom, a great website is key to attract more customers and significantly increase your revenue. Opt for a crisp and clean design that helps tell your brand story. Apart from being aesthetically appealing, great design also provides unmatched user experience, creating a seamless transition from an inquisitive lead to a loyal consumer. However, a remarkable design needs to be backed up with great content that keeps your audience engaged. You also need multiple web pages on the homepage that provide in-depth information about your brand and landing pages that behave as e-commerce portals that highlight a particular line of products.
Featured below is the landing page design incorporated for Gehna – an online boutique that specializes in authentic hand-crafted jewellery. The page has a clean layout and enticing images for a pleasant user experience. As you can see, the product is described in a clear-cut manner with no distractions and a relevant CTA.
Search Engine Optimisation:
In today’s digital age, almost every process – right from buying a bracelet that matches your attire to deciding which type of jewellery should be worn for various occasions – begins with a simple Google search. Ensure your brand appears on the first page of the World’s most-used search engine by creating an ultimate SEO checklist accompanied by various link-building techniques and SEO plugins for WordPress. A detailed keyword research and competitor analysis to know what your target audience is searching for is a good way to understand what type of content works.
The one thing that the Internet is known for is tons of valuable information that helps you make an informed decision – and blogging is one of the most effective digital marketing techniques to deliver that. Websites that feature a blog page have 434% more indexed pages on Google which means they are recognised and ranked easily, increasing the probability of appearing on the first page. Jewellery brands need to leverage the reach of informative blogs and go the extra mile with creative infographics, embedded videos and intriguing images that keep viewers hooked. The blogs can cover all aspects of buying jewellery – from tips to keep in mind while choosing a diamond to bridal jewellery looks for the contemporary bride.
Everyone who is anyone is on social media! Reach the very palm of your target audience with a strong social media presence that draws them towards your brand. Facebook, Instagram, YouTube and Pinterest are great digital marketing platforms to increase the exposure of your jewellery brand. Opt for innovative social media campaigns to create awareness about your brand, promote your products and engage with your followers.
Featured below is a Valentine’s Day campaign we ran for Malabar Gold and Diamonds. We created a series of grid posts on Instagram that utilise the entire screen space on the feed. This drove a lot of engagement on the page that led to a whopping 1500 new followers!
Videos are a great way to tell a million stories in each frame. Connect with your audience and push them further down the marketing funnel with compelling videos that convert. Begin by creating a YouTube channel and attract subscribers through optimised videos that show up on the user’s feed based on the keywords entered. Digital marketing for jewellery brands through videos comes with a lot of creative freedom due to the luxurious and fun aspect of the product. Keeping your target audience in mind, you can create thought-provoking snippets through video campaigns that are guaranteed to draw in more subscribers and build your brand image online.
Nothing is more powerful than an influential source suggesting your brand to a potential consumer. Leverage the power of word-of-mouth marketing through social influencers who have a strong following. Keeping the creative space of the jewellery sector in mind, marketers have a huge potential to tap through bloggers and lifestyle influencers. You can also collaborate with influencer marketing platforms, like influencer.in, to hand-pick influencers who resonate with your brand and reach your target audience in a seamless and hassle-free manner.
Featured below is an influencer marketing campaign implemented by leading online designer jewellery brand Voylla. The brand collaborated with top beauty and fashion influencers including Jhanvi Bhatt, Mrinali Das and Anusha, to name a few. Each influencer shared posts on Instagram wearing exquisite pieces of jewellery from Voylla and connected with their followers in the language and tone that reflected the image of the brand. The campaign greatly contributed to increasing the reach and visibility of Voylla with higher conversions.
GMB listings for store visits
Digital marketing for jewellery brands does not necessarily cater to online stores alone! You can drive visits to your brick-and-mortar store by posting your store on Google My Business Listings. Not only will your store show up on a Google Search and drive traffic to your website, but users can also get directions to your showroom and read reviews to get a genuine understanding of your business. As per a MOZ report on factors that help a page rank, GMB listings contribute to 14.7% of the overall influential factors, making it a vital aspect in digital marketing for jewellery brands. Read our blog on the 13 ways to leverage local SEO and Google Maps for your business for more insights.
Since most numbers of searches today are local in nature, an informative GMB listing, like the one featured below for Gehna, will drive more store visits and higher revenue. As you can see, the GMB listing showcases the address, working hours, contact details, directions to the store and images to make it more convenient than ever for consumers to pay a visit. They can also visit the website directly and place an order!
Online ads for higher sales
Digital ads play a huge role in helping you reach your target audience and drive more business for your brand. From Facebook ads and Google ads to newer formats like YouTube and Instagram, you can choose your marketing platform based on your objective and the type of audience you are planning to target. Furthermore, if you are selling your product on Amazon, you can also run ads on Amazon and drive more relevant traffic to your e-commerce store. You can also opt for shopping ads that ensure 8 to 10X return on ad spends. Shopping ads run on a combination of optimisation, monitoring and bidding, with a keen focus on increasing average order values.
We ran shopping ads for Voylla – a contemporary jewellery brand with an e-commerce website. We used optimized images, titles and product descriptions that help the ad show up as a Google Search ad. As you can see in the image below, a simple Google search for “gold plated men’s ring” shows up a series of shopping ads, out of which the Voylla ad is placed as per the position it was bid for.
When it comes to digital marketing for jewellery brands, it is safe to say that the world is your oyster due to the wide range of creative campaigns and ads you can incorporate in your strategies. You can also read our detailed blog on digital marketing for real estate, finance industry, insurance companies and FMCG giants. It is time to leverage the power of going digital and grow your business!