Multilingual Marketing: The Special Ingredient your Digital Marketing Strategy Needs

India’s regional language internet users are estimated to grow at a CAGR of 18% versus English language users at 3%. In fact, by 2012, 9 out of 10 new internet users will browse the internet in their own vernacular. Affordable smartphones and low-cost data plans have also acted as catalysts, further driving the growth of regional content online. Brands will have to focus their efforts on creating an effective multilingual marketing strategy if they wish to cater to India’s next billion internet users.

If you are new to the multilingual marketing bandwagon or would like to learn more about this new digital marketing trend, take a look at our in-depth guide on multilingual marketing, that speaks in detail about:

  • What is multilingual marketing?
  • Why brands need multilingual marketing
  • Common challenges and
  • Tips to create a customised multilingual marketing strategy

Click here to read more!

Social Beat featured in Insights Success magazine

Our co-founders, Suneil and Vikas Chawla, were recently featured in the March 2019 edition of Insights Success magazine, as part of “The Top Ten Mind-Blowing Corporate Media Solutions Provider”.

Digital solutions today are an indispensable part of any brand or company’s marketing mix. While there are several digital agencies in India, the founding brothers spoke in-depth about what sets Social Beat apart from their peers – a client-centric approach backed by creativity.

Suneil and Vikas opine that while multiple agencies are churning out impressive results, one of the biggest challenges facing India’s digital marketing landscape is attracting and retaining quality talent for both the creative and digital marketing areas. The other challenge lies in the dynamism of the landscape and its ever-changing trends. You can take a look at the top digital marketing trends in India that will shape 2019.

To overcome these challenges, the founders speak about adopting new technology for better solutions for their customers including influencer marketing platform Influencer.in and multilingual content marketing platform 22 Languages.

The duo also spoke in depth about Social Beat’s YouTube knowledge series – Digital Bytes that sheds light on current and upcoming digital marketing trends, as well as Social Beat’s book, “Digital Marketing Industry Report 2018” – that provides comprehensive insights into how brands today leverage the power of digital to intensify their marketing efforts.

The success of any company lies in the well-being of its employees. And Social Beat prides itself on creating an inclusive, transparent and empowering work-culture. The founders allude to creativity and enthusiasm running high throughout the organisation that has helped Social Beat grow from strength to strength since its inception six years ago.

Read the entire article on Social Beat: A Homegrown Digital Marketing Leader here.

Featured Snippet: How to ace the coveted Answer Box on Google

If you’re trying to successfully drive traffic to your website’s blog page, getting to the top of Google’s search results is your biggest task. However, if you thought ranking at the number one position was the ultimate goal, you now have a new contender – the Google Answer Box or Featured Snippet.

What is the Google Answer Box?

Google introduced its new Answer Box feature in 2015. Referred to as the Google Answer Box or Rank 0 or Featured Snippet, this feature is a box you see above all search queries on Google. The Answer Box provides users with quick and easy answers or “snippets” of information. These answers are selected from content that ranks on page one,  but not necessarily Position One.

Google Answer Boxes are not only convenient for users who are looking for answers, but it is also an excellent opportunity for brands to gain more page visitors, as Google Answer Boxes get a 2x higher click-through rate and steal most of the organic traffic on the internet.

Before we dive into a few more details, here’s a quick video on the benefits of Google Answer Boxes and how you can rank for them.

Types of Google Answer Boxes

Before we get into how you can optimise your content to get a Google Answer Box, let’s take a look at the four different kinds of Featured Snippets.

  • Paragraphs – These are the most common type of Featured Snippets. Here, answers to a particular search query will appear in the form of a paragraph. The answer to the query might be longer in the source page, but the Google Answer Box will display a small, quick response that works.

paragraph featured snippet

Optimising content for Paragraph Featured Snippet

Paragraph Featured Snippets will only include a short section of your content – around 40 to 50 words, so be sure to provide your answer within that limit. To maximise your chances of getting a Paragraph Featured Snippet, use the query as the title and then answer the query directly below, as seen in the example.

  • Lists – These Featured Snippets will be either in the form of a numbered list or a bulleted one.

Numbered Featured Snippets appear for content that explains a step-by-step process. For example, a recipe or DIY project.

DIY project featured snippet

Bulleted Featured Snippets, on the other hand, will display content in a bulleted list where the order of the information doesn’t matter.

Bulleted Featured snippet

Optimising content for List Featured Snippets

To optimise your content for a Numbered or Bulleted List Featured Snippet, you need to ensure that your content is formatted in the form of bullet points. Like in the case of a Paragraph Featured Snippet, you can maximise your chances of getting picked up by having the query as your main title and answering it directly below, this time as a list. Another way to optimise your content is by outlining steps in your blog post, and using each step as a heading.

  • Tables – Table Featured Snippets are great for showing a collection of data. You don’t necessarily have to format your information in the form of a table as Google will do it for you.

Table featured snippet

Optimising content for Table Featured Snippets

Start by doing the work for Google – put your information in a table. Not only will this make your website’s visitors happy to get all the information they need at a glance, but it also makes it easier for Google to find your content. Finally, start with an appropriate heading followed by your table of data.

  • Video – Of late, a lot of videos have been showing up in the coveted “Position Zero” spot. Googles chooses videos to help answer a number of “how to” queries, highlighting a few seconds of a clip in a particular video that will best answer the searcher’s query. You can see the highlighted clip (the blue bar) in the image below:

Video featured snippet

For further information on how to get your videos to rank, head over to our in-depth article on YouTube SEO Tips: The Secret Sauce to Ranking Videos in 2019.

How to further optimise your content?

Now that you know the basics of optimising your content for the different types of Featured Snippets, let’s delve a little deeper into a few more best practices you can adopt for your content to get its own Google Answer Box.

Be clear and concise

The first rule of getting a Featured Snippet is ensuring your content answers specific queries. More often than not, when a user types in a query, it is in the form of implicit or explicit questions and long phrases.  Structuring your content to answer these questions and phrases effectively is how to rank in Position 0.

Invest in coimbatore

For example, if the query you wish to get a Google Answer Box for is “Best residential localities in Coimbatore” try and match it as closely as possible to that keyword so that you have the chance to appear as a Featured Snippet. Additionally, make sure your answer is precise and that you stay within the prescribed word limit of 40 to 50 words (a maximum of 100 words) or 3 to 4 sentences. If you’re looking for more information to rank higher in the search results, take a look at our blog on must know Google Search tips and tricks.

Target queries that already have a Google Answer Box

Efficient and effective keyword research is the cornerstone to any great piece of content. Creating content without adequate keyword research is like shooting an arrow in the dark – you stand very little chance of ranking in Google’s SERPs.

Before you begin writing content for a Google Answer Box, start your keyword research by looking for question-type queries – those that begin with what, why or how, as well as long-tail queries with no question words. The aim here is to include a seed keyword with as many long-tail keywords as you can in your article. This way, you can create well-written long-form content that answers multiple related questions in a clear and cohesive manner.

Answer the public

To intensify your keyword research, there are a number of tools at your disposal, namely Moz’ Keyword Explorer, Answer The Public or Ahrefs. These tools will be able to throw up more results related to your search query helping your broaden your search for keywords that trigger a Google Answer Box.

People also ask - featured snippet

You can also browse through Google’s own “People also ask” section to further research your topic or selected keyword. These related questions can offer massive insights into what Google considers related topics to your own. You can also check out our blog on On-page and Off-page SEO Tips for 2019 for more information.

Very often, many of Google’s Answer Boxes are filled with content that doesn’t fully answer user queries. Target such examples and ensure your content is better aligned to what users are looking for. If your competition has a Google Answer Box for a particular keyword, read through the content and analyse if you can create similar content or can modify your own existing content to better respond to the search query. This increases your chances of getting your own Answer Box and staying in Position 0 for much longer.

Optimise your UX for better crawlability

Getting a Featured Snippet isn’t just about the quality of your content. You can also improve the design and experience you provide your visitors. Not only do phenomenal UI and UX play critical roles signal Google to rank your website higher, but also heighten your chances of holding on to your Featured Snippet.

Constantly monitor and track progress

Once you’ve achieved your Featured Snippet, work does not end. Answer Box results can change in mere seconds, so the onus is on you to constantly track your progress – for how long you have managed to sustain your Position 0 or if you have slipped down the rankings. Try different things like opting for a table or a list instead of giving information in the form of a paragraph, or answering queries that appear in Google’s related search queries. Including high-resolution images with the right captions and tags and structuring your content with appropriate headings and sub-headings in H2 and H3 tags are also a few ways to help you improve your content and the user experience you provide.

Optimise for Voice

The final point to keep in mind is optimising your content for voice search. India is seeing a 270% year-on-year growth in voice searches, as revealed in the 2017 Google India ‘Year in Search’ Report. As marketers, it becomes imperative for you to action change and leverage the power of Voice Search marketing to tap into India’s next billion users. A vast majority of them will be accessing the internet from Tier II and Tier III cities and Voice Search is a more convenient option than typed queries, particularly because they will be engaging in vernacular languages.

Additionally, Voice Search queries are very often picked up from Featured Snippets, particularly by smart speakers like Alexa and Google Home. Brands will need to constantly update and optimise their content to stay in Position Zero to feature prominently for Voice Search queries. You can also check out our detailed video on Voice Search Marketing for more information.

With these tips in hand, you’re now ready to win your own Google Answer Box! Remember to implement all of these strategies as Google’s Answer Box feature is in a constant state of flux, with rankings and results changing overnight. Keeping yourself up-to-date with the latest trends in digital marketing, will enable you to rank higher, achieve a Featured snippet and sustain it for an extended period of time. Before you go, take a look at our informative video that further explains how to optimise your content for a Google Answer Box.

User Experience – Getting back to Basics & Filling The Gaps

The principle of User Experience has not changed in the past few decades; our approach to UX, on the other hand, is constantly evolving. User experience is the means, not the end to a problem; the process is never ending. The art of balancing user needs and brand message is an important element. We already have many trends rolling out in pace with the technology, and it all boils down to knowing what to use when.

Truly understanding your user

In the race to catch up with the latest trends and continuing to do what exists, we forget the most important aspect – users. It sounds like UX 101, but this is where many designs lose vision. We forget to find out what the users need and instead assume what they want. As a result, most websites look alike and most experiences feel the same.  One may argue that it is efficient and gets the job done. I agree, but what you haven’t tried out may get greater results. Grab the better one, always.

Do you really need a compulsory registration, does your customer have to go through 5 pages before buying a product, and does that information about the company founders on the home page help in any way? Your average user probably does not. The definitive answers to these can be found with some user research, but it’s important to ask these questions. One such case in point was when we designed a simple, no-scroll landing page for a real-estate client. The users had only the most important information presented to them without the frills. The main CTA on the mobile version was a callback feature, which encouraged users to drop just their numbers, without giving out much personal information in an enquiry form.

Casa Grande Monte Carlo

Rather than add a feature because the competitors do it or because it helps with ROI, we need to achieve the same without turning off the user. Find creative ways to add new dimensions to the user journey, a perspective for every type of user.

Satisfying the outliers

With technology advancing each day and the number of devices multiplying, we have a greater challenge to cater to every member of the community. Crafting experiences that are inclusive to all can be a challenge, and the key to achieve that is by understanding that there is no single approach to every problem.

There are plenty of avenues to bring in more users, increase conversions and make more money for the clients. The need of the hour for many businesses is to take it further and this is where UX fits in nicely. Instead of concentrating on what the majority of the customer base is thinking; we need to start looking at what the minority wants. In many mobile versions of our websites, we come across devices that are used by less than 15% of the users but we have ensured that they have a similar experience of browsing as the rest. Customizing to each device size is a little work, but it yields good results in the long run. Begin by understanding how the bottom 20% of the users behave and find ways to enhance the experience for them. Tap into all of your demographics and include the lesser-used browsers; the aim is to have a consistent user experience for all.

Personalization is important; users want to feel that businesses are directly talking to them. A good design gives them that without compromising on brand message and end-goal.

Decluttering without handholding

The last few years saw design minimalism in websites and apps – hamburger menus, single color & typeface, flat icons and hidden sections (the footer especially). This approach clearly works because the style is simple without distracting the user. It is a linear thought process, taking the users from Point A to Point B without making them think about anything else.

While minimalism will be around for a long time, it needs to be handled without being overdone. In the name of de-cluttering many websites and apps have dumbed down their journey so much that users feel powerless. No one likes to be told what to do and it is something that we should avoid. It is crucial to let the users decide how they want to fulfill their needs; the job of user experience is to ensure that the process is coherent and seamless. Gently push, don’t shove.

It can be as simple as having more options during the checkout process – can the customer continue as a guest user, can the customer login through any of social media accounts instead of a compulsory registration or Gmail signup? Test different options to see what works for your business and implement them in the longer run.

We are surrounded by best practices and latest trends that come out every week. They are good to implement but don’t get too caught up in them, always ask if it’s the right one for your user base. We need interfaces that are efficient & data-driven, not just what is in. Create memorable experiences that would bring a user back and make them remember you for a long time.

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