It is safe to say that the user experience offered by the digital assets of a brand either makes or breaks its online image. The exponential growth of mobile users in the past few years has made it imperative for companies to up their game while engaging with the next billion internet users. This need gave rise to Accelerated Mobile Pages (AMP) for faster and easy access to mobile-responsive pages. However, Google has now introduced the “Swipe to Visit” option for AMP-enabled sites to seamlessly direct users to your website from an image search. Here’s all you need to know about this recent update.
What is Swipe to Visit?
Say, you search for an image in Google. Once you key in your inputs, you land on the result page showing multiple images pertaining to your search. Now, when you click on a particular image, it enlarges and suggests related images in the bottom. However, with the new update, there is a preview of the AMP-enabled website in the footer of the image search page. Users can swipe up the preview option to quickly view the corresponding web page that contains the original image listed in the search results. While reading the AMP article, in case you want to get back to the image search result page, all you have to do is to swipe down.
Recent data shows that nearly 63 percent of users performing image searches on Google, click on the image to visit the source website. Leveraging the Swipe to Visit option will now enhance user experience, which, in turn, will help in improving organic traffic to the website. This provides a chance for brand awareness and will lead to the domino effect of increased time spent on the website, due to the high-quality content available to consume. Hence, it is crucial for the website to load quickly and be SEO friendly for better results. On the whole, the Swipe to Visit option enhances the conversion rate of the product which is vital for the success of effective digital marketing. To add to that, web pages that are already AMP-enabled need not take an additional effort to update the Swipe to Visit option as it is automatically upgraded.
Although images are not the most common types of search, since a picture speaks a thousand words, your website will receive increased number of clicks due to this convenient option. Therefore, Swipe to Visit is an important break-through to naturally channelise traffic to your website and improve the quality of leads generated.
The Digital Leadership Summit 2019 held at Bangalore was a massive success, to say the least. With insights shared by leaders of the industry. Mr. Ishan Gupta – Agency Lead, New Business at LinkedIn shed light on how companies and B2C brands can use LinkedIn as a platform to grow their business and how leveraging on the LinkedIn network can help businesses. Let’s have a look at some of the key insights of the session.
Building a new agency partner program for mid-market and independent agencies.
73% of the members are willing to accept B2C content.
More than 3 million mass affluent users can be targetted with the help of content.
Reaching the right professionals in the right context in the right environment
There is 7X more engagement on LinkedIn
Using data to help brands attract, engage and transact with customers.
New Customer Experiences
The linear supply models have become outdated in recent years. Customers today want a new and fresh experience while on the internet. According to recent statistics, almost 73% of members on the platform are ready to accept content which is consumer-centric. These users are keen to accept content that is B2C which also lifts the tag that LinkedIn is only a B2B platform or focuses only on B2B. This acceptance of B2C also makes the platform become the perfect environment for consumer brands to reach out to an audience with whom they can engage with while on the platform. Almost 98% of the existing advertisers believe that the platform is a great place to be on for engagement with consumers.
There is a significant amount of investment being made towards enhancing digital capabilities by brands. This includes creating a space for the brand within the digital ecosystem and making the brand visible to the consumers on various platforms. However, the most important part of the digitization of brands and businesses is customer experience. Good customer experience is very important for the brand and especially the in the digital space the digital customer experience is key to the success of the brand and as a result, almost 70% of the investments towards digitization of a brand or business goes towards creating a good customer experience.
LinkedIn is the largest platform with a global reach for professionals and it is with no doubt that the members of the platform are among the highest paid executives. One-fourth of the userbase of the platform belongs to the highest tax bracket. This also means that the spending capacity of one-fourth of the users is high enough for consumer brands and even luxury brands to target. Good digital customer experience is very important for a business and if the customer is satisfied with the digital experience more than 85% of the customers are willing to pay a premium of almost 16%. All this is possible only because of the good customer experience provided to a customer on a digital platform or marketplace.
Planning for the future
With almost a fourth of the user base being of the highest tax bracket, it is no surprise that the users will be planning for their future. This planning will also include investments of different kinds including investment in the securities market. One in seven users of the LinkedIn platform have invested their money in the market in the form of mutual funds. This makes for some very useful data for the mutual fund companies, and also gives them a clearer idea of their target group.
The data that is collected on the platform with the help of the userbase can help the B2C business. This data can be used for tailoring new products which can focus on a specific target group. The data helps in curating a buyer persona which makes it easier for companies to work on consumer products which can better suit the needs of the consumer. The average user of LinkedIn is on the platform for a specific reason and not just to browse or while away time which makes the platform different from social media platforms.
The best part of having an audience from a platform like LinkedIn is that audience engagement is really good. These audiences have been bucketed into various segments with the help of the new advertising platform.
Mass Affluent: There are more than 3 million mass affluent users on the platform. How the categorization of mass affluent works? Any individual having investible assets worth more than seventy lakh rupees is considered to be a mass affluent. This is the extent to which data can be narrowed down to for categorization purposes.
High Networth Individuals: This again is a very niche segment that can be used to target a certain category of individuals within the platform. The targetting of high net-worth individuals or HNI’s can be done by brands or businesses looking for clientele with a market offering that targets the niche markets.
Young and mobile: Brands, businesses and even jobs that target young and mobile people with the help of the new advertising platform. The target audience can be reached out to directly with the help of filtering in order to be target specific. This again helps in target specific marketing campaigns, this makes the campaign’s cost effective as well as direct.
Function and Industry: With the help of the new platform it becomes easier to narrow down on a person or target group working at a specific function or hierarchy within a specific industry. Making the options to target consumers even more specific and enhancing the interaction with the targetted audience much faster and more effective. This then helps in getting a better return on investment making the initial investment purposeful for the business.
The tool for the platform is effective to the extent where a person or a group of potential consumers can be targetted based on the basis of the school attended by them. Making the search and targetting of consumers more effective to say the least.
With a rapid global shift towards digitization the digital customer experience of utmost importance for a business or a brand. A good digital experience for a customer helps the brand in attracting more customers while also having loyal customers. Engaging with the customers is important to help the brands understand their customers and the requirements in order to cater to the specific customer groups and their requirements.
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!
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!
Road safety has become more important over the years as the number of cars on the road has continued to increase. Traffic safety is essential as it helps prevent drivers of vehicles from causing accidents and hitting pedestrians. Laws are enforced to ensure the safe and efficient flow of traffic.
Social Beat recently did a video on road safety titled ‘A Day in the Office ft. Bad Drivers’. The objective of the video was to mirror the bad behaviour of drivers on the road in our everyday office life. It took a hilarious stance on road safety and covered rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ with the use of common office etiquette as examples. The video aimed to communicate the message that the rules you follow at the workplace should be followed on the road as well.
The video was promoted on Facebook and Instagram and had a total reach of 26,264.
It helped broaden our presence and increase engagement on social media and increase the number of subscribers and followers on different social media platforms. The video also demonstrated our expertise across different video types.
Marketing for any product or service digitally has now become mandatory. With over 234 million internet users currently, the digital market has really opened up a plethora of opportunities for brands today. Real estate is one such industry that has really benefitted from the digital marketing wave. According to research, around 92% of potential buyers do vigorous research online before they ultimately make the purchase offline. Hence, making sure you have a strong digital marketing strategy is of the utmost importance to make your brand name stand out in the real estate industry. To learn more please do read our book on digital marketing or subscribe to our YouTube channel.
Marketing techniques are open to evolve and get better over time. Additionally, if you are an ardent user of the digital space for marketing your products, you know it comes with numerous benefits. Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as well. Real estate developers are yet to realise these benefits and are only scratching the surface when it comes to taking full advantage of what digital marketing has to offer. Here’s where digital marketing in real estate gives developers an edge, with a multitude of digital marketing trends to expect in 2017.
Increased exposure: Considering the numerous housing projects that vary in size, location and cost, having a digital marketing strategy lets you expand your overall reach and even customise that reach towards a selected target market.
Performance Analysis: Digital marketing offers numerous ways to keep track of an advertisement’s performance in the competitive marketplace, making it easier for real estate developers to understand what marketing technique works best for their products.
Creative licence: Be it an apartment, independent house, villa or plot of land, there are numerous ways for developers to showcase their products in the online marketplace.
Brand building: To succeed in the vast industry that is Real Estate, developers need a strong and reputable presence. Having an online presence is considered the next best brand building technique.
Real Estate digital marketing techniques that work wonders
For any real estate developer who is hoping to succeed, digital marketing is a great place to start. Developers not using this medium are losing out a plethora of opportunities that the medium has to offer. Here are some of the strategies that a developer can use:
Building a strong real estate brand through a website, social media marketing, content marketing and search engine optimisation
Acquiring customers through advertising on various platforms such as Facebook, Google, LinkedIn, lead nurturing techniques and influencer marketing
Customer engagement via YouTube videos and social media posts
Let’s look at some digital marketing practices (in the Real Estate Industry) that will help achieve the above-mentioned goals.
1. Building the brand
Creating an online presence is the first, most important step, and serves as a backbone for all future digital marketing activities. To establish a powerful online presence, Real Estate developers need to focus on creating three things.
Even the design of the website matters as it can make a difference to user experience and one such design that has been making waves amongst the real estate websites is a Flat Design. Flat website designs are categorised by their simple, elegant and square’ish’ look; first noticed in the Windows 8 Tile User Interface. With minimalistic animations and loads of white space, the Flat website design has proven to be effective in page speed loading times, readability, mobile optimisation and ease of navigation.
While a good website design is pleasing to the eyes, it only scratches the surface of what matters especially in the Real Estate sector. A stellar design needs to be accompanied by great content to create an impact. Writing good content that effectively communicates a Real Estate brand’s message and intrigues the user to go ahead for a purchase is vital. Presenting your target audience with engaging content is a sure-shot way to grab their attention and generate leads.
Real Estate is a very broad topic, so to fit everything into a single website, other strategies can be utilised to showcase everything a Real Estate developer has to offer.
Multiple Web pages: Aside from having a homepage that gives a gist of the Real Estate builder’s brand, having multiple web pages that provide more information on the brand and interlink with one another through clever content navigation is essential. More pages ultimately result in users spending more time on the website, which directly affects the website’s rank on search engines.
Landing Pages: Landing pages act as mini e-commerce portals that explain in detail about a particular brand’s upcoming, on-going or released Real Estate project. Landing pages that are interactive or those that have video presentations have proven to yield 403% more inquiries than regular pages.
Search Engine Optimisation (SEO)
SEO is the glue that holds an entire digital marketing campaign together. As a matter of fact, digital marketers for Real Estate must have an SEO planner right at the beginning of their marketing strategy. From SEO plugins to various link building techniques, the driving force of good SEO, especially for Real Estate, is keyword research.
Statistics show that 80% of home buyers search for properties online which means having a list of search keywords incorporated into a content marketing strategy will pay off well. Potential customers will most likely be presented with search results about a property that has those keywords. Additionally, real estate companies can also leverage local SEO and Google maps to promote their business.
Content and SEO go hand-in-hand. Real estate companies will have to focus on making their content discoverable and the best way to do so is to create content like pillar posts that are discoverable, sharable and informative. Pillar content is different from blog posts and other long-form content. They are much longer than blog posts, almost like guides on a particular topic. They help you rank for multiple queries on a single topic and generate organic leads and traffic in the long run.Courtesy: Hubspot
For example, pillar pages are a great way to rank for common real estate keywords like “home loan application” or “first-time homebuyers”. A pillar content on either of these topics will act a complete guide for your audience, you can link back to other blogs on your website and internal linking will signal Google to prioritise your website and give it a better ranking. https://www.shriramproperties.com/first-time-home-buyers-guide-india/
Here is an example of pillar content we created for one of our leading real estate clients, Shriram Properties. The pillar page is currently ranking for a total of 1000 keywords out of which 150 keywords are ranking on page one.
Creating a Blog
When people need help or are looking for something, they do one of two things – seek out a person or a place or browse the internet. Blogging has come a long way from being a casual online tool for storytelling to an essential element of a digital marketing strategy.
Blogs are a long, short or creative source of information and if there is one thing Google loves, it is loads of valuable information. Research shows that websites with blogs have 434% more indexed pages. Google recognises and ranks these websites easily due to the information provided, ultimately leading to that site showing up on the first page of search results.
Considering how broad a topic Real Estate is, builders must take advantage of the power of blogging and focus on sharing information to potential home buyers. Blogs that give detailed information on upcoming properties, tips on home buying and guides on investment options are just some of the many topics a Real Estate blog can include.
Having a strong social media presence
The platform of Social Media offers brands a unique way to get more personal with their audience, and it is no different in the case of Real Estate.
There are numerous platforms for Social Media Marketing available today and some of the most useful ones for Real Estate developers include:
YouTube: Videos are, without a doubt, the most watched medium on the planet. Real Estate developers can use optimised YouTube videos to add a layer of instructiveness to their promotional campaigns.
Twitter: This micro-blogging giant has proven to be a rather useful marketing tool in the recent years. Twitter serves as a great platform for Real Estate developers to invite credible 3rd party sources to influence purchase decisions. For more insight on this, make sure you check out our extensive Twitter marketing guide for businesses in India.
LinkedIn: LinkedIn is the go-to medium for anyone looking to expand their business to business portfolio. Real Estate developers can connect to 3rd party realtors, architects, interior designers, house maintenance providers and so on.
2. Acquiring Customers
Having an online presence won’t be fruitful if your potential customers are not aware of that presence. Real Estate developers depend heavily on lead generation, and digital marketing offers the quickest, easiest and most ROI friendly lead generation method. Here are some of the ways Real Estate developers can acquire customers via digital media.
Advertising online is one of the best ways to ensure you are reaching your potential target Group. If done right, it can be the best lead generation tool for real estate developers. Be it Facebook or Google or even other platforms such as Bing and Yahoo, using lead generation, website conversion ads or even interactive ads to engage with your target audience and collect leads.
As of July 2017, there are 241 million active users in India on Facebook. This is a primary reason why advertising on Facebook is something every builder needs to try. From website conversion ads to lead ads and carousel ads, builders should try a combination of videos and images to drive enquiries and site visits. Facebook also has detailed targeting by demographics, age and behaviour. Additionally, you can also target your website visitors and those you have engaged with your post so that the ad is displayed to a more specific and niche crowd making the probability of selling the property even higher than before.
Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.
With Facebook’s Brand Reach and Frequency campaigns, brands can even get assured visibility and reach, similar to what a front-page newspaper ad gives.
Google AdWords is a paid digital marketing strategy that is run on the Google search engine. Adwords smart display campaigns run strongly through a set of rules and guidelines and work best when incorporated into SEO tools and strategies.
Let’s say a home seeker is typing “flats in OMR” in the search box; if the digital marketer has incorporated the keywords “flats in OMR” along with some other relevant search queries, Google will pick up that ad and display it in the search results. The placement of the ad depends entirely on the budget set for the campaign. You can also optimise your AdWords campaign for profound results.
Drip emails are automated emails that are sent out based on a predefined time or user actions. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria retrieved from a strong email marketing database. Let’s say that a customer has visited a property website and shown interest by subscribing to property newsletters. Digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties.
Drip emails are a powerful lead nurturer, with statistics showing a 119% increase click-through rate via trustworthy emails.
Influencer marketing is the Internet’s word-of-mouth marketing method and can prove very effective to generate leads for Real Estate Developers. Just like word-of-mouth, influencer marketing uses popular bloggers and other professionals in the Real Estate industry to promote a particular property. Influencer marketing channels include both blogs and social media channels, so Real estate developers must carefully choose the appropriate kind of influencer to market their properties.
Influencer.in provides a one-stop platform for Real Estate developers to search and connect with the best influencers in the country; they can choose from either working on long campaigns with a selected influencer or contacting multiple micro-influencers over various social media platforms to spread the word.
3. Customer Engagement
The age-old marketing rule of getting new customers while retaining existing customers applies in the digital space as well. Of course, the most popular tool for customer engagement today is social media, and Facebook ranks high up on the list, especially for the Real Estate industry. There are a plethora of social media trends benefiting the real estate industry. Here are some interesting ways developers can utilise Facebook and YouTube for customer engagement.
Post real estate investment advice albeit with a funny picture
Post product comparison images and let the followers vote
Post interesting facts about the locality where the property is being developed
Post about celebrity or high-profile activity that is happening in the locality where the property is being developed
Post about festivals and celebratory occasions while adding a twist that relates to a property
Share information about daily real estate activities
Post videos on property interiors
DIY practical tips on home improvement
Live feed of upcoming events that relate to the property
Virtual reality property experience
4. Multilingual Marketing
As of 2017, India had 450 million active internet users. While these numbers are set to increase over the next few years, what’s interesting to note is that by 2021, 9 out of 10 internet users will be Indian language users. These massive numbers indicate a much larger audience group for real estate developers to tap into. The easiest way to do this, is by employing multilingual marketing as part of their digital strategy. Take a look at our detailed video on why every Indian brand MUST have a Multilingual Digital Strategy and Vernacular Communication.
Be it ads, a landing page or even an entire website, when a potential customer sees content in his own native tongue, several things happen. You create brand awareness and increase brand recall, you build your customer’s trust in your product or brand and finally, you have a higher chance of converting potential leads. In the case of real estate companies, your buyer is likely to purchase a home or at the very least recommend your company to a friend.
The sales funnel of yore has been proclaimed as outdated by many. Today’s digital marketing funnel is a cocktail of strategies targeted at gathering better quality leads, converting them successfully and then nurturing your leads/customers so they keep coming back. Of course, the important aspect of lead generation is quality content. The various phases in a digital full-funnel marketing approach are Awareness, Consideration, Conversion and Retention. You can check out our detailed video of Full Funnel Marketing via digital for an in-depth explanation.
The reason the digital marketing funnel is so important for real estate companies is because back in the day, only the final level was considered important. Driving conversions was the only target real estate brands poured their resources into. However, that’s where the problem lies. Without your audience knowing who you are or the products and services you offer, your brand cannot expect to have a high conversion rate. It is therefore imperative that real estate companies include a solid full-funnel marketing approach in their digital strategies.
Case Study: Digital Marketing for a leading real estate developer in Chennai
One of our esteemed clients is a Chennai based Real Estate enterprise which laid its foundations in 2004. Known for providing niche residential segments like luxury villas and high-rise apartments, the company has since produced 68 projects, selling to over 4000 happy residents.
Our client wanted to scale up its digital presence through powerful digital marketing, focusing on five primary goals.
An intense digital marketing campaign followed, running on platforms like Facebook, LinkedIn and Google search, resulting in an impressive turnaround that showed:
Over 500 Crores in sales from digital enquiries
10x increase in lead generation
Cost per lead reduction by 30%
Organic Traffic increase by 3x
4x increase in leads from organic traffic
Fan base on Facebook has grown to an engaged community of over 1,40,000 fans
Real estate is the most reliable and secure long-term investment you can make, and the ability to purchase a home will only get easier with newer technologies coming into the digital space, which is capable of giving you a real-time experience of any property right through a screen.
Exchange4media organizes the Indian Digital Media Awards since 2010. It has always encouraged contributors in the 360-degree digital media space to keep getting better with the transformations taking place in the industry year on year. For this, it recognizes their talents, appreciates and celebrates them through these awards. It has showcased the work of many contemporary digital professionals and rewarded them for their beautifully executed digital blogs and viral campaigns. This event in itself is a huge networking opportunity for every business professional to connect and grow.
Campaign India is back with the ninth edition of its awards on 5th Jun 2019 to honour excellence in digital advertising and marketing. Rechristened Campaign India Digital Crest Awards (CIDCA) in 2013, the property has evolved over the last nine years from its origins (as the Campaign India Digital Media Awards), to remain contemporary, relevant and inclusive of the dynamic changes in the digital ecosystem. It also features an award evening. Placing greater emphasis on ROI and effectiveness, significant changes were introduced in the jury composition in 2018.
Exchange4Media group boasts of another event that it hosts, the Pitch CMO Summit. It is considered to be their flagship event which gathers some of the greatest marketing minds to discuss the latest, complex and challenging marketing trends in the global market scenario. Every year, the event is theme-based. The theme for 2019 was “Reinventing Consumer Experience”. At the Pitch CMO summit on 7th March 2019, leaders from the Industry explained how to concentrate on ‘the buy’, underlines the challenges, and highlight the opportunities.
ad:tech is the original industry authority for marketing and media technology, where marketing, technology and media communities assemble to share new ways of thinking, build strong partnerships, and define new strategies to compete in an ever-changing marketplace. The 10th edition of ad:tech in Mumbai will take place on 13th and 14th November 2019. The summit will enable participants to explore the future of marketing and discuss the ever-evolving and complex landscape, focussing on how technology, data and content are helping brands win through superior Customer Experiences, regardless of the touchpoint.
Social Beat, a digital marketing firm present in 3 cities, Chennai, Bangalore and Mumbai conducts free events across these 3 cities.
Digital Leadership Summit in Mumbai, Bengaluru & Chennai – This is a CXO event which brings together Business Leaders and CMOs to discuss how to drive business results through digital marketing and share innovation across Video, Vernacular Content, Voice, Artificial Intelligence and Virtual Reality. The business leaders and attendees would be from across sectors, including FMCG, BFSI, Real Estate, Entertainment, Education and Internet Businesses. The most recent Digital Leadership Summit was in Bengaluru on 26th Feb 2019. The one prior to this was on 15th Nov 2018 in Mumbai. The first edition of the Digital Leadership Summit was held in Chennai in 2016.
The Digital Marketing Masterclass: Multiple editions of the Digital Marketclass have been conducted in Mumbai, Chennai & Bangalore in partnership with Google & Facebook. The last one was conducted in Mumbai on 21st April 2017 in partnership with Facebook India. With a packed audience, the event saw an insightful evening on how to approach digital marketing to build a brand and to acquire quality sales or leads. It covered key points such as Mobile First Marketing, Instagram Marketing, Art of Audience Targeting on Facebook and backed it up with a few case studies. An extremely informative and engaging event that should see a place at the top of your consideration
Digital Chai Pe Charcha: Social Beat conducts a series of free workshops for startups called Digital Chai Pe Charcha, which allows first-time digital marketers to get a better sense of how to get ROI from their marketing efforts. After successful editions in Bengaluru and Chennai, it was also launched in Mumbai in 2017. The last event’s topic was on ways of getting ROI from Digital Marketing and the Charcha went on between entrepreneurs and marketers from across industries which were the major makeup of the audience. Newer and first of its kind strategies were unveiled along with some really interesting takeaways.
Conceptualized by the online video analytics & marketing company – Vidooly, StreamCon Asia 2019 is a one-stop congregation for content creators, video platforms and advertisers from the online video industry in India. It is one of largest event of its kind in India with speakers and panelists from UC Web, Indigo Airlines, Eros Digital, Fab India, Oyo Rooms, Trent, Dailyhunt and more. It will also feature many content creators and YouTuber Influencers giving it a power packed event for anyone who is leveraging video content.
A niche awards night started by exchange4media in 2016, is now an annual summit. The last one took place on 7th September 2018. In the world of marketing, content has definitely changed the way marketers present their brands to consumers. As more and more brands choose creative content for engaging with their consumers, the need to stand out increases every minute. Indian Content Marketing Awards aim to promote and recognise this talent, expertise and hard work that go behind cracking breakthrough ideas & concepts to create exceptional brand stories.
Adobe Symposium is one of the biggest Digital Marketing events in Mumbai. This event invites thought leaders in the field of digital marketing to redefine your experiences with Adobe partners. As their marketing promos claim – ‘Take it to another level, soar new heights like never before and extend your digital experience with courses straight from the Adobe Digital Learning Services’. Apart from these, there are several other reasons to attend this conference, including networking goals. This is the most sought-after experience for most digital professionals in today’s utmost competitive era and has been rightly defined as the event “Where digital marketing meets extraordinary experiences.” Every marketer looks forward to making the most valuable connections with their digital marketing pioneers and peers and if luck may have it, then with the digital marketing veterans and Adobe leaders too.
The next Adobe Symposium in Mumbai is scheduled to take place on 16th April 2019 at Mumbai’s Grand Hyatt.
The Marketing Conclave
This is a grand event in Mumbai organized by the IAMAI (Internet and Mobile Association of India). It is an endeavour towards establishing a great comprehension of the modern methods and mechanics of marketing.
Major Speakers were MDs & CEOs of leading companies such as Group M and Pepsico, top marketing managers of Times Internet, Starbucks, HDFC Bank, Kotak Mahindra Bank, eBay and Renault amongst others. There were Panelists to take the conversations to another level. The sessions were followed by networking breaks at regular intervals.
Topics of discussion revolved around Marketing in new age Digital India and around the globe that included:
The new age brand’s marketing techniques that go beyond analysis in numbers
Marketing on Mobiles
Video Marketing as a part of Social Media Marketing
Spread across three cities, the Paul Writer Brand Summit and Hot Brands 2019 is in its second year. The summit will focus on brand engagement, content marketing and marketing AI as an emerging trend in the digital marketing landscape. The summit will also feature a special segment on upcoming brands and startups as well as celebrating those brands that have achieved massive growth and accolades the past year.
The summit will take place between 8:30 am to 6 pm in Bengaluru, Mumbai and Delhi NCR on February 8th, 15th and 22nd respectively.
Since 2015, a two-city conclave has been organised by Reputation Today in the key metros, skipping the metro closest to the PRAXIS venue of that year. Having started in 2015 in Mumbai the conclave has seen 7 editions already. In 2018 there was one each in Gurgaon and Mumbai. Since PRAXIS will take place down south in Hyderabad, Bangalore will not witness the conclave.
It is The Largest Digital Marketing Event in India. This conference generally takes place in September – October. This year it is scheduled to be held on September 4th and 5th, 2019 online. It is a Live Conference held as a response to the massive demand and the huge response it receives. Set your goals straight whether they are primarily aiming to reinforce customer loyalty, improve lead generation, increase sales, or even drive stronger consumer engagement, DIGIMARCON INDIA 2019’s agenda will enhance all your marketing efforts through perceptions of innovators and influential people. Pull up your sleeves for the sessions will enlighten you through remarkable insights through powerful talks on ways to build traffic, expand your brand awareness, improve customer service and finally know about today’s latest digital tools. A must-attend event that impresses you within 20 minutes, you can’t afford to miss it.
CMS Asia is a premier not-for-profit event organized by the thriving marketing community across JAPAC and ANZ. This year the summit is being held in four different cities – Sydney, Tokyo, Kuala Lumpur and Mumbai. CMS Asia will features speakers and attendees coming together to explore and discuss the various facets of content marketing, emerging trends, best practices and innovative though leadership.
The South Asia leg of the summit will take place in Mumbai on May 8, 2019.
IAMAI introduces the 14th edition of the Marketing Conclave – Game of Marketing. A Game of Thrones-themed one-day conference, where the work of marketing gurus and professionals come alive. Its taking place on 5th December 2018. Jaime Lannister, Daenerys, Khal Drogo or the popular favourite Jon Snow – we have watched them, loved them but now it’s time to live the glory of the kingdom with a twist.
The 3rd edition of VdoNxt Asia is India’s largest convention for those who live by the promise of digital video. Having taken place on 17th January 2018, it is the complete experience: listen and network at the conference; get in touch with the latest in technology at the exhibition, and celebrate the best work in digital video at the VdoNxt awards. The next edition will only be in 2020 and there is no event scheduled for 2019.
Yes, it’s true. You cannot ignore the power of digital marketing, especially if you are a real estate developer. With potential homeowners using the Internet to research their future purchase, a strong and powerful digital marketing strategy is what will help real estate developers beat the competition. But with so much information available online, where do you start? We bring you a detailed and extensive guide to digital marketing for real estate to bring you one step closer to your marketing goals. Our guide covers:
The benefits of digital marketing for real estate
Digital marketing strategies for real estate developers
Integrated lead generation strategy for real estate
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?
At Social Beat, being imaginative and innovative is part of our DNA. We work hard to reach our client’s goals and exceed their expectations. So it’s always a wonderful feeling when accolades come our way! The recently concluded Big Bang Awards 2018 by The Advertising Club, Bangalore was a celebration of India’s digital advertising talent.
Social Beat won Silver for the Digital Award in the Real Estate Category. We were recognised for our stellar work for Brigade Group – the leading player in India’s real estate industry.
Established in 1986, the Brigade Group has a pan-India presence with a diverse portfolio that covers both commercial and residential properties. Apart from property development, Brigade’s repertoire also includes property management services, hospitality and education.
Brigade approached us with a simple objective – build user-generated content and create a buzz around Brigade’s social media handles. Keeping this in mind, we came up with a photo contest idea. While the campaign was centred on audience interaction, it reaped a two-fold benefit – the pictures sent in would promote Brigade and thus increase visibility, as well as encourage people to follow the company across social media platforms.
One of Brigade’s top priorities before the start of any campaign is to be as unique as possible, and the Photo Contest campaign did just that. Brigade’s audience was able to actively engage with them. Each participant had to send a maximum of 5 images, of which at least two had to feature Brigade properties. Participants also needed to add specified hashtags to their posts and follow them on social media platforms. This helped Brigade gain visibility and increased their social media followers.
The modern concept of insurance might have started in the 17th century, but consumers and their decision-making processes have changed drastically over time. Modern-day consumers, with the power of the internet at their fingertips, are more informed now than ever before. Prior to making a purchase decision, they extensively research various plans, read reviews about different providers and ask their peers for recommendations. Insurance companies need to adapt to this changing funnel and target their consumers at every stage of the customer journey. Here’s how digital marketing for insurance companies can help brands widen their audience and revamp their marketing strategies.
Cohesive brand message across channels
Insurance companies in India today largely operate in the offline space, both in terms of marketing and operations. When transitioning to digital, companies need to ensure that their branding is cohesive on all platforms. Having a uniform, strong brand image is crucial to improving recall value among customers. All of your future communications, promotions and other marketing activities will depend upon the brand image that your company creates.
In some cases, companies might need to rebrand themselves to adapt to the digital space. If you do decide to update the look and feel of your brand to make it stand out better on digital platforms, you also need to ensure that your offline branding follows suit. Consistency between your online and offline personas is key to creating a strong brand.
Create a comprehensive & performance driven website
When it comes to digital marketing for insurance companies, a website is more than just a tool for branding. While one of the most important uses of a website is to communicate your brand image to your audience, it should also be a useful resource of information for them. When it comes to making a decision about which insurance provider to partner with, customers do so only after carrying out extensive research. The Customer Behaviour and Loyalty in Insurance report by Bain & Company found that more than half of all insurance holders choose a provider only after conducting research on digital platforms. Does your website provide consumers with all the information they need to make a decision?
When developing a website for your insurance brand, you need to ensure that it isn’t just aesthetically pleasing, but is also easy to navigate and user-friendly. Personalisation of home pages is becoming increasingly important for a positive user experience. It’s also important to ensure that the pages are focussed on driving action and driving enquiries or purchases. You can consider creating a login for your customers, which allows them to see details of their plans and customised suggestions based on their needs. It’s also important that you optimise your website with strong SEO techniques to drive organic traffic and gain greater visibility. Apart from supporting your content marketing, local SEO techniques like getting featured on Google Local Listings and Google My Business can help your audience learn more about your company.
Build thought leadership through content marketing
Content marketing is uniquely suited to the marketing needs of insurance brands. Choosing an insurance provider isn’t a quick decision, nor is it a one-time process. Customers need to renew their plans periodically, at which time they can even decide to switch providers. Effective content marketing techniques can help you gain the trust of your audience by establishing your brand as a thought leader in the field. When backed by effective SEO strategies to increase organic traffic and help your content rank higher, content marketing can be one of the most useful ways to reach a wider audience.
Content marketing can take the form of blog posts, informative videos and how-to guides. This can help engage with your customers right from the awareness stage to acquisition and finally the retention phase. When developing a content marketing strategy it’s important that you think from the perspective of your audience and create content that they will actually find useful. The blog by Sundaram Business Services, for example, doesn’t just have information related directly to their services. Instead, it caters to all related queries that their audience might have. In this way, your customers will be able to recall your brand when they need to choose an insurance provider.
Engage consumers actively on social media
Social media isn’t commonly associated with insurance brands, but it is as important for this segment as it is for any other. There are currently around 240 million Indians on Facebook and this number is only going to grow from here. Insurance, on the other hand, hasn’t penetrated as far in India. Currently, only 20 per cent of women and 23 per cent of men in the country are covered by health insurance. Social media is a powerful way to develop your brand identity and consistently engage with your target audience. Through creative posts, digital marketing for insurance can develop awareness of your product, while at the same time, entertaining your audience.
For Star Health Insurance, we posted a series of quirky posts to highlight the importance of being protected with insurance in an unusual way. This is an excellent example of how out-of-the-box thinking can help social media campaigns for insurance companies gain excellent results.
Large insurance companies typically handle huge volumes of customer queries every single day. The Google India 2017 Year In Search Report revealed that there has been a 64 per cent growth in queries related to motor insurance, which has also been a key driver in generating leads. Timely resolution of these queries is crucial to improve a customer’s experience with your brand and to generate leads. But insurance companies might not always have the manpower to do this effectively. To streamline their processes and handle large-scale customer queries, many insurance brands are turning to AI-powered solutions like chatbots.
As a majority of insurance-related queries are related to broadly similar topics like the price, duration and terms of various insurance plans, chatbots can resolve them much faster than human representatives. But the advantages of chatbots aren’t just for the companies themselves; they go both ways. According to the 2018 State of Chatbots Report, 69% of consumers prefer interacting with chatbots over human customer service representatives.
Leverage digital advertising to acquire leads
Paid advertising can be a fast and effective lead generation tool in digital marketing for insurance companies. There are over 25 platforms available today for insurance companies to advertise their services and gain customers. Some of these include Google Search and Display, LinkedIn, Times Internet, Native and Affiliate ad networks. When coupled with high-performing landing pages, these tools can turn your insurance marketing strategy into a lead generation machine. The advanced targeting options available in digital advertising platforms make it easy for insurance companies to find their target audience online. Companies can target audiences by age, locality and intent, which can help them generate high-quality leads. Since insurance companies are also interested in finding younger audiences to build a relationship with them from the start, advertising on Facebook through video ads, carousel ads and more can help them engage with this segment.
Bijlipay was able to capitalise on the power of Google ads to achieve an unprecedented number of leads in a cost-effective way. They used A/B testing to run different landing pages and altered the copies to communicate with different segments of their audience in a targeted manner. This strategy helped Bijlipay achieve 3,569 conversions at a cost-per-conversion of just Rs. 285. Here are some tips on improving the quality of your leads via digital advertising.
Nurture leads through digital media
Digital platforms have helped to improve the quality of audience targeting and retention in a way traditional media hasn’t been able to. The variety of lead targeting and nurturing methods available today makes it possible to engage with your customers at various touchpoints. In the insurance segment, this is very important to gain new policyholders and to retain existing ones even after their plan expires.
One of the most effective lead nurturing strategies for insurance companies is drip email marketing. With this technique, you can create targeted communications for your customers in every phase of their purchase decision process.
A drip email marketing campaign can be broadly categorised into three phases:
Welcome emails: This is an automated email sent out as soon as a consumer expresses interest in your brand by signing up on your website or filling out a form. A consumer in this stage is usually evaluating various insurance providers and hasn’t made a decision about which one to choose. A welcome email can provide them with details of your company and your USPs, to give them a clearer idea of your brand.
Nurturing emails: The second stage goes deeper to provide consumers with more specific details about your various services, details of your plans and your value propositions. Each of these emails should provide consumers with a clear reason as to why they should convert. The exact number of nurturing emails can vary.
Activation emails: If you have effectively used strong lead nurturing emails, your audience should be ready to convert into actual customers. Activation emails can include a link to sign up for an insurance plan or to get in touch with a representative from your company. These emails include a clear call-to-action which gives your audience the final push to convert.
Apart from email marketing, the introduction of WhatsApp for Business offers insurance companies another medium for lead nurturing. However, since WhatsApp is still largely a personal inbox, companies need to ensure that they keep their communications through this app concise. Sending too many messages to consumers can be seen as spam.
Digital marketing has a number of clear advantages for insurance companies. While this segment has traditionally not been active on digital platforms, it’s clear that making the shift will help insurance companies widen their audience and gain more visibility.
Getting recognition and accolades always brings along a warm feeling of privilege and gratitude. We are proud to announce that our co-founder, Vikas Chawla, has been listed as one of the top leaders in content marketing in Linkedin’s Content 50. LinkedIn is the world’s largest network of professionals so being hand-picked as one of the top 50 content marketers in this platform is sure a feather in our cap.
Content 50 is powered by Paul Writer – a marketing advisory firm that connects businesses around the globe. Through Content 50, LinkedIn recognises marketers in India who lead a team of digital wizards and create online strategies to enhance the journey of their customers. Each candidate is assessed on a wide range of parameters such as creativity, execution, targeting, innovation, effectiveness and accolades.
The striking personalities sitting on the esteemed jury chair include Ms Virginia Sharma – Director, Marketing Solutions, LinkedIn India – and Mr Ashish Bhasin – Chairman CEO, Dentsu Aegis Network South Asia.
Few of the other jury members are:
Neena Dasgupta – CEO and Director, ZIRCA Digital Solutions Pvt Ltd
Vibha Bajaj – Head & Vice President of Corporate Affairs and Communication, American Express
Anantha Singh Raghuvanshi – Executive director of Sales and Marketing, DLF Home Developers Ltd.
Manisha Lath Gupta – Chief Marketing and Digital Officer, Clix Capital
Sanjay Mehta – Joint CEO, Mirum India
Pradeep Chopra – CEO, Digital Vidya
The list was unveiled at the Futurist Business Conclave 2018 held at The Leela Ambience, Gurgaon, on 24th of August, 2018. This was the 6th edition of the conclave that hosted panel discussions on the impact of AI on today’s digital front. The event also included a MasterClass that offered one-on-one discussions for invitees only.
India Home Health Care (IHHC) is a leading provider of home nursing and other Healthcare services. They work in partnership with BAYADA Home Health Care to provide patients with registered nurses, visiting doctors, physical therapists and more from the comfort of their home.
Mobile devices account for 90 per cent of total traffic to IHHC’s website, with most users accessing the landing page through 3G and 4G connections. However, the landing page loaded much more slowly than other pages on the site, negatively impacting lead generation. To maintain their foothold in the extremely competitive healthcare space, the IHHC team set out to increase their mobile leads by improving the landing page load time. They also hoped to increase conversion rates and reduce cost per conversion.
Goal: India Home Health Care (IHHC) wanted to generate a higher number and quality of leads at a lower cost-per-lead (CPL).
To make the most of high mobile traffic to the landing page, the IHHC team wanted a faster, more seamless experience for potential clients using their smartphones and tablets. Their digital marketing partner Social Beat (a Premier Google Partner) recommended Accelerated Mobile Pages (AMP), an open-source library that helps developers easily create fast-loading, mobile optimized web pages that scroll smoothly and look great on both mobile devices and desktops. Working with Social Beat, IHHC began to develop AMP landing pages for their Google ads to improve campaign performance. Implementing AMP was very straightforward, with each page taking only a day or two to build. Soon after the January 2018 launch, IHHC modified their AMP code to more easily monitor the pages’ effectiveness and track leads from their Google Ads campaigns. First, they added the <amp-call-tracking> tag, which automatically replaces static phone numbers with dynamically- generated numbers used for call tracking. Next, because some people prefer to submit a contact form, IHHC used the amp-analytics component to automatically sync form submissions with their Google Analytics account. Whether potential customers contact IHHC by phone or through the website, each new lead is automatically incorporated into the company’s CRM system. This enables them to accurately measure the impact of their AMP landing pages and Google Ads campaigns on final sales.
Within three months of launching their AMP landing pages, IHHC had reduced their average cost per lead by 33 per cent, while total conversions grew by 20 per cent. Meanwhile, the bounce rate was cut nearly in half for potential customers who reach an AMP page compared to those who visit the regular website. IHHC attributes these significant improvements to faster load times that help visitors get the information they need so they don’t grow frustrated and leave. AMP’s call-tracking support has proven particularly valuable, spotlighting ad messaging strategies that resonate with prospects.
“Our AMP pages load nearly instantly, which means that customers get a better user experience and they can focus entirely on learning about the high-quality services that IHHC and BAYADA provide.” —Revathy Sankaran, IT Manager, India Home Healthcare.
Since using AMP to optimize their ad landing pages for mobile, IHHC has generated more high-quality leads at a lower cost. Next, the team intends to create an AMP version of the entire website for mobile visitors who don’t find the company through a Google ad. They also plan to experiment with AMP HTML, which allows advertisers to build ads that load just as quickly as an AMP page on mobile, and Progressive Web Apps, which work with AMP to create immersive, full-screen experiences that don’t require installation.
We are also happy to inform that the case study has been published by Google.
As the number of mobile internet users in India and around the world continues to grow, making pages more mobile-friendly will become one of the biggest objectives for brands to reach the next billion users. Implementing AMP could be one of the most effective ways for brands to become more discoverable and ultimately, gain higher conversions, whether you are a Real Estate Giant or a leading FMCG Company. So do try it out and let us know the results you get!
There is no doubt that reaching your target audience through vernacular content is one of the biggest trends of digital marketing. Though the early internet users in the nation are predominantly fluent in English, marketers have noticed that the current crop of digital-savvy individuals find multilingual content much more engaging and relatable. Keeping a tab on this trend, many brands have leveraged the reach of vernacular content to engage with India’s next billion internet users.
We, at Social Beat, took advantage of the reach of vernacular content and the engagement of video content to come up with a ground-breaking social media campaign for our client Cholamandalam Finance. Since the brand mostly caters to small-business owners and entrepreneurs from tier 2 and tier 3 cities, we targeted their audience with an animated video featuring the life lessons we can learn from an ant. The video was initially made in English and gained a traction reach of 409,609 with 3k shares. Seeing these numbers, we released the same video in Hindi which went viral.
The Hindi video currently has reached 2.2 million views with 94% of it being organic. Furthermore, 2 million of these views are unique. The post has reached 7 million users through 79k shares and 50k reactions. These stats are a testimony to the fact that the digital space is evolving and adapting itself to the needs and preferences of its new breed of internet users.
If you are running a business online, you should know by now that generating leads is everything. Lead generation is the single most important aspect of digital marketing that helps your business grow.
If you are looking to capture more targeted leads through digital media, one of the main things that you would need is a well optimised, highly targeted landing page. Still not convinced? Here’s an example!
Conversion Rate Experts, world’s leading agency for conversion rate optimisation (CRO), helped Moz, then SEOmoz, generate $1,000,000 million with just one landing page that had an alluring call to action. What’s more? This revenue was generated by the fantastic landing page and few emails within four months.
Consider your landing page as a system that will convince your page visitors to become your customers. A well-designed landing page, by itself, can help increase lead generation and conversion. Here are some tips to create an appealing landing page.
Use a captivating headline which increases the curiosity of the visitors
Instead of a typical headline, which screams “buy me,” use an enchanting headline that would garner your visitors’ attention.
For example, a landing page headline like this – Your One Stop for a Beautiful Kitchen – would interest the visitors a lot more than headlines that talk only about selling.
Understand your audience
This is easier said than done. How can you possibly understand someone whom you hardly know? However, understanding your prospective audience and designing the page keeping them in mind is absolutely necessary.
In terms of design, a good idea would be to have a quick A/B testing done and experiment with heat maps on your site. Analyse the results and rework on the design perspective if necessary.
If you are creating a landing page to get your visitors to download your content, one way to do that is to research on what people are searching for in your domain and offer them that. Keeping the target audience in mind, we built a landing page for one of our esteemed clients, Casagrand. Casagrand is one of Chennai’s leading real estate developers with premium projects completed in and around the city. Since their target audience mainly consisted of potential home buyers, we created a handy e-book titled, “Chennai Home Buyers Guide” which consisted of useful tips and suggestions to make the process of buying a home easy and hassle-free. We created a landing page in which visitors had to fill in their details for a free copy of the e-book. This strategy was a win-win for both the customers and our client as the customers walked away with a detailed e-book on buying a home and Casagrand just got a lead of a potential home buyer who is looking for projects to invest in.
Be precise in your stand
You might be tempted to put all the information you have on the landing page. However, you must understand that the landing page design has only one purpose to serve – to get users to click on your call-to-action (CTA).
When you overload the page with too much information, it might have an adverse effect as it might become daunting to someone reading it for the first time. Understand that most users are going to read your landing page content and see the design for the first time. They must be able to grab the information they are looking for from the website. That’s when they will become potential customers for your business.
Furthermore, highlight the major benefits of your service or product on the landing page in a significant and striking manner. This will appeal to visitors and persuade them to become your customers.
This landing page scrolls through six sections with each section describing information that users would like to know. In the image shown above, the section project info has listed all the efficient and important project information in the form of bullets; this would be easy for people to read and understand quickly.
Opt for the right tools
To accomplish a task efficiently, you must use the right tool. As the good old saying goes, “You can use a screwdriver to pound in nails, but it’s a lot harder.” You don’t have to do it the hard way always. Understand that sometimes the right way can be easy too.
There are lots of simple landing page creation tools out there, and each one is unique. You must analyse and pick the right tools for you. Some of the tools that we recommend are:
Instapage – it’s a simple, hassle-free landing page tool. It’s a drag-and-drop software tool that has a lot of professional web design templates.
Unbounce – This is another drag-and-drop software tool. It’s quite simple and recommended for beginners.
LeadPages – One of the most well-known landing page creator tools available online is LeadPages. Most top bloggers and businesses use this tool.
Use relevant and alluring visuals
“A picture is worth a thousand words” – This good old saying holds good, especially while creating high-converting landing pages.
Imagine reading the below-mentioned blog page with zero visuals! Tough, isn’t it? Even a blog needs images and other forms of visual support, so landing pages must definitely be visually intense.
Another visual element that matters a lot is the font that you use; use fonts that are catchy and don’t come across as too overpowering.
Optimize your call-to-action/sign-up section for conversions
If you think that you can simply use some opt-in or CTA form and gain leads, you are absolutely wrong. The type of information you put in your CTA form and the way you design it play a major role in increasing conversions. For example, instead of simply asking someone to sign up to your page, you can ask them to sign up to get newsletters or sign up to get daily tips. Also, captions like “connect with us for…” may work well in increasing sign-ups and conversions.
Use customer testimonials
Using real-time customer testimonials is a great way to increase the credibility of your business. Reviews by customers will definitely create a positive image about your business to first-time visitors of your page, and this might, in turn, help in converting them into your customers. It’s a proven fact that customer testimonials improve sales. This option could be left out, for the time being, if you are a new business.
Last but not the least, following up with your leads or subscribers is important. Once you have designed a landing page by keeping all these aspects in your mind, you can definitely expect quite a significant number of leads generated from the landing page. Once that happens, the next step is to convert your subscribers into customers. One way of doing that is to call them up on the numbers provided and talk to them about your business. A subtle way is to send them emails.
However, while sending emails, you must not restrict to sending promotional emails or regular newsletters. Alternatively, it is advisable to send your subscribers a series of crafted emails that will appeal to them. At times, include details about deals and offers, but don’t make this a practice. For more insights, check out our blog on the different ways email marketing can work for you.
Never be afraid of sending more emails. However, refrain yourself from sending emails that follow a standard template. The more you send personalised or crafty emails, the more are the chances of converting your subscribers into customers.
Managing your business and marketing it digitally consumes equal, or at times, even more, time, money, and energy when compared to its traditional counterpart. By creating an influential and captivating landing page, you are investing in a driving force to convert your visitors to potential clients.
LinkedIn, over the last few years has come a long way from being just a job search portal to a platform for lead generation, especially for B2B and small business. The platform has globally around 500 million users and 42 million Indian users, making it an ideal platform to promote your content. However, with Facebook having a sophisticated advertising platform and ad formats, more marketers preferred Facebook for lead generation. Understand this, LinkedIn recently introduced changes to its advertising methods, making it a comprehensive platform to generate leads. Here is a look at all the changes that marketers need to know.
If you have used the Facebook Ads Manager, using the LinkedIn advertising platform will not be too difficult.
LinkedIn Lead ads
The LinkedIn lead ads are the coolest and newest update that the platform has introduced. It is also the most useful one for any B2B business. You can use the LinkedIn lead forms for your sponsored content and campaigns. It works like a regular ad but when you click on the call to action, it takes you to a pre-filled lead from within the platform, making the entire experience seamless and hassle-free for users. The form is prefilled because the form already extracts most of the information from the user’s profile. With more marketers going the mobile first route, this ad format is an excellent option to explore, especially since it does not take you to a landing page or a website, making the process much faster and easy to navigate on the mobile.
Here is a guide on how to create the lead form ad.
Step 1 – Select the Lead Forms option
Go on to the LinkedIn advert manager and select the preferred language, type the name of the campaign and choose the ad format as, “ Collect Leads Using LinkedIn.”
Step 2 – Choose the content
Choose the content that you would like to promote. You can choose from the available content that you have posted or post new content for your target audience.
Step 3 – Set up the lead form
The next step is to set up the lead form itself. Enter a form name, a headline and other information needed. Treat it as a landing page and give all the necessary information including a powerful call to action to make sure that the user fills out the form.
Step 4 – Choose the fields for the form
The next step is to create the form and you can choose up to seven fields that you want to collect from your lead form including name, email address, job title and phone number.
Step 5 – Thank you Message
You also have the option to set a thank you message and display a URL that can take the user to, once some fill out the form. This can be a landing page or website.
Step 6 – Select the target audience
Selecting the target audience is the most important step to collecting the right leads. LinkedIn gives you the option to choose from a wide range of them based on demographics, job titles, location, industry, skills, gender, etc. Once you have selected the audience, choose the budget and define your bid type from CPC or CPM and voila, your ad is now ready!
Measuring results from the Lead Forms
Apart from giving you the basic information of the cost per lead, LinkedIn also tells you how many people opened the advert, how many of them opened the form and how many submitted as well. You can also download the leads from your form and used that data for future campaigns.
LinkedIn already has detailed targeting options, which allows marketers to target potential audience by the company, job title, etc. However, the platform has now expanded and introduced a concept called matched audience. Matched audience lets you retarget website visitors and add your contact database. This option gives you the chance to target people who are familiar with your business, giving you a better chance of capturing the lead and driving sales. Using matched audience, you can target:
As the name suggests, with this feature, you can target people who visit your website. Make sure you add the LinkedIn pixel on all pages of your website, just like how you add the Facebook pixel and create a custom audience in the tools section of campaign manager.
If you have a database of your customers, with contact targeting, you can add them to your LinkedIn campaign manager and target them.
Account targeting lets you reach powerful people who call the shots within your target accounts. All you need to do is upload a list of target companies to match against the 8+ million company pages on the platform.
Sponsored InMail ads look just like a regular email and present the opportunity to marketers to send personalised messages to their target audience. The InMail ads act as an email marketing campaign, which is sent to the target audience’s LinkedIn inbox, without having to acquire their email ids. The best part about this feature is that it has 100% delivery as the emails are sent only to people who are active on the platform when it is being sent.
InMail ads are a great way to showcase your product, branded content, webinars and promote content downloads such as ebooks and infographics.
With the Sponsored InMail ads, you can target a variety of target audience relevant to your business just like the lead ads. The ads are only sent to a user once in 60 days so it eliminates the question of spam and crowd.
Best practices for creating InMail ads
Keep the subject line catchy
Personalise your greetings and your target audience by their first name.
Use compelling text and visuals
Use a powerful call to action
Use relevant target audience
Why do LinkedIn ads work?
Create awareness about your brand
Reach decision makers – From CEOs of Fortune 500 companies to senior level executive, LinkedIn has all the top decision makers who can potentially see your advert.
Increase the reputation of the brand
Who Should Advertise On LinkedIn?
With more than 500 million users and various ad formats, LinkedIn has become the go-to platform to promote content. If you are a small to medium size business and want to sell to decision makers, LinkedIn is the perfect place to be. According to data, more than 80% of the leads generated for B2B companies come through LinkedIn. From promoting relevant content to showcasing the product, B2B services can create a niche market for themselves on LinkedIn.
Although LinkedIn is synonymous with the B2B sector, we have tried it out for B2C sectors as well. It especially works well for real estate, education, finance, the publishing industry, etc. With the right targeting, a business can increase their visibility and possibly generate leads. Given below is an example of how one of our real estate clients, Mahindra Lifespaces, leveraged LinkedIn lead ads to improve the quality of sales. To promote one of their properties on GST Road, Chennai, they look to LinkedIn lead ad feature to target senior level executives. The ad opened to a lead form within the platform, giving a convenient way for potential investors to contact the buyer. With LinkedIn, Mahindra Lifespaces saw a 5x increase in leads at about 20% of the cost.
Which one of these updates are you trying out for your business? Let us know by leaving a comment.
हर मार्केटिंग विशेषज्ञ कन्टेन्ट मार्केटिंग के महत्व को जानता है। यह ग्राहकों से जुड़ने और उन्हें जानकारी प्रदान करने का एक बेहतरीन तरीका है। अपने लक्षित श्रोताओं के लिए प्रासंगिक और मूल्यवान कन्टेन्ट तैयार करना प्रभावी कन्टेन्ट मार्केटिंग का मूल है। भारत में मोबाइल और इंटरनेट की वृद्धि के साथ, भारत के प्रत्येक शहर और गांव में इंटरनेट तक पहुंच बन गई है। इस इंटरनेट क्रांति को धन्यवाद, ज्यादातर लक्षित श्रोता अंग्रेजी के अलावा अन्य भाषा बोलते हुए पाए जा सकते हैं। तो आप इस समस्या का समाधान कैसे करेंगे? हमारा समाधान है बहुभाषी कन्टेन्ट रणनीति।
हिंदीकन्टेन्टकीखपत 94% कीदरसेबढ़रहीहै।
अंग्रेजी, ज़ाहिर है, न केवल दुनिया में बल्कि भारत में भी सबसे अधिक इस्तेमाल की जाने वाली भाषा है। हालांकि, गूगल डेटा हिंदी कन्टेन्ट उपभोग में 94% की वृद्धि दर दिखाता है। इसे ध्यान में रखते हुए वैश्विक ब्रांडों ने अपनी रणनीति की कला के रूप में क्षेत्रीय भाषा पर ध्यान केंद्रित करना शुरू कर दिया है। एक साल पहले, फेसबुक यूज़र्स लॉग इन पेज हिंदी स्क्रिप्ट में देख कर हैरान हो गए थे। इसके बाद अमेरिका आधारित दृश्य खोज टूल पिनट्रस्ट ने एक हिंदी संस्करण लॉन्च किया, जिससे भारत के उपयोगकर्ताओं को अनुवादित संस्करण का उपयोग करने की सुविधा मिल गई। आज, गूगल अन्य भाषाओं के साथ हिंदी, गुजराती, मराठी, बंगाली और तमिल जैसी भाषाओं को भी सपोर्ट करता है। भारत में 127 मिलियन इंटरनेट उपयोगकर्ता स्थानीय भाषा के कन्टेन्ट का उपभोग करते हैं, सभी वैश्विक सोशल मीडिया साइटों ने इस तथ्य को महसूस किया है कि अगर वे भारत में स्थानीय नहीं जाते हैं तो वे जल्द प्रासंगिकता खो सकते हैं। द्वितीय और तृतीय टियर के शहरों के इंटरनेट उपयोगकर्ताओं की आवश्यकताओं को पूरा करते हुए, गूगल अब अपने उत्पादों जैसे गूगल मैप के उपयोग को स्थानीय भाषाओं में, खासकर हिंदी में, विस्तारित करने पर ध्यान केंद्रित कर रहा है।
74% साक्षरों में से, केवल 10% लोग अंग्रेजी पढ़ते हैं, जबकि बाकी लोग स्थानीय भाषा में कन्टेन्ट का उपभोग करते हैं। शेष 66% अपनी स्थानीय भाषा में साक्षर हैं। इंटरनेट और मोबाइल एसोसिएशन ऑफ इंडिया और IMRB इंटरनेशनल द्वारा किए गए एक नवीनतम अध्ययन के अनुसार, क्षेत्रीय कन्टेन्ट की उपलब्धता भारत में इंटरनेट के विकास को 24% तक बढ़ावा दे सकती है। भारत में 70,000 से ज्यादा अख़बार छपते हैं और लगभग 90% या तो हिंदी में या अन्य प्रादेशिक भाषाओं में छपते हैं। क्षेत्रीय कन्टेन्ट के महत्व को महसूस करते हुए, भारतीय ऐप डेवलपर स्थानीय ऐप वितरण प्लेटफॉर्म की आवश्यकता को भी पहचान रहे हैं। अंतर्राष्ट्रीय ऐप स्टोर खुद को अत्यधिक भारत-विशिष्ट क्षेत्रीय कन्टेन्ट की आसान खोज में अनुकूलित नहीं करते हैं।
उद्यमियों और उद्यमशील पारिस्थितिकी तंत्र को बढ़ावा देने के लिए भारत के प्रमुख मंचों में से एक, Yourstory.com ने, हाल ही में क्षेत्रीय कन्टेन्ट के लिए अलग-अलग अनुभाग शामिल किया है।
उनकी क्षेत्रीय सामग्री रणनीति बहुत अच्छी तरह से बनाई गई है और दर्शकों से उसे सकारात्मक प्रतिक्रिया प्राप्त हुई है। जैसा कि आप देख सकते हैं, हिंदी के लेखों के 650 शेयर हुए हैं और तमिल कन्टेन्ट के 200 से अधिक शेयर हुए हैं। वेबसाइट अपने क्षेत्रीय भाषा के पेजों को दिलचस्प लेखों के साथ हर रोज अपडेट कर रही है। वेबसाइट 10 अन्य भाषाओं में भी सामग्री प्रदान करती है जिसमें मराठी, तेलगू और बंगाली शामिल हैं।
इसलिए यदि आपको विश्वास है कि क्षेत्रीय कन्टेन्ट विपणन महत्वपूर्ण है, तो यहां पर विचार करने के लिए कुछ चीजें दी गई हैं।
यदि एक प्रमुख भाषा बहुमत बनाती है, तो अन्य भाषाओं को अनदेखा करना आसान होता है। हालांकि अंग्रेजी बहुमत बनाती है, एक ऐसा भी खंड है जो केवल एक क्षेत्रीय भाषा में ही कन्टेन्ट का उपयोग करता है और यह खंड आपके सबसे महत्वपूर्ण लक्षित दर्शकों के रूप में हो सकता है। एक अंग्रेजी रचना 0.1% से 0.15% क्लिक थ्रू अनुपात (CTR) प्राप्त करती है, जबकि एक भाषाई रचना 0.4-0.5% CTR प्राप्त कर सकती है। इसलिए अगर एक भाषा की सामग्री और रचना में आपके उत्पाद या वेबसाइट पर अधिक ट्रैफ़िक आकर्षित करने की संभावना है, तो उस पर अधिक ध्यान क्यों न दें?
ग्राहक अपनी मातृभाषा के कन्टेन्ट पर बेहतर प्रतिक्रिया करते हैं
जब आप अपने ब्रांड की एक क्षेत्रीय भाषा में मार्केटिंग करते हैं, तो यह दर्शकों के भावनात्मक भाग को आकर्षित करता है। इसलिए कन्टेन्ट का स्थानीयकरण (लोकलाईजेशन) सृजन प्रक्रिया का अभिन्न अंग होना चाहिए। उदाहरण के लिए, मैकडॉनल्ड्स उत्पाद विकास के शुरुआती चरण में अपनी अंतरराष्ट्रीय टीमों को शामिल करता है, यह सुनिश्चित करता है कि जहां उसके अभियान चल रहे हैं, वहां के प्रत्येक विशिष्ट संस्कृति के लिए अपनी सबसे अधिक प्रभावी मार्केटिंग रणनीतियों का अनुकूलन कर सकता है। इसकी स्थानीय अनुवाद और स्थानीयकरण (लोकलाईजेशन) टीम सुनिश्चित करती है कि कन्टेन्ट प्रत्येक देश में उपयुक्त तरीके से लिखे जाते हैं।
सोशल मीडिया और कन्टेन्ट मार्केटिंग को एकीकृत करना
सोशल मीडिया में भाग लेने का आपका अंतिम लक्ष्य अपनी वेबसाइट पर ट्रैफिक वापस ले जाने की संभावना है ताकि आप उन दर्शकों को लीड में परिवर्तित कर सकें। एक बार जब आपकी क्षेत्रीय कन्टेन्ट तैयार हो जाता है और चलने लगता है, तब उस रणनीति को अपने सोशल मीडिया और पेड विज्ञापन के साथ एकीकृत करना एक बढ़िया विचार होगा। यह उपभोक्ताओं को आकर्षित करने के लिए महत्वपूर्ण हो सकता है और कई ब्रांड अपने विदेशी मार्केटिंग प्रयासों में इसे सफलतापूर्वक अपना रहे हैं।
The ninth edition of the Digital Chai Pe Charcha in Chennai was held on 25th February 2017.It received an excellent response with about 35 participants including entrepreneurs, professionals, digital marketers and social media influencers taking an active part. The topic of discussion was Digital Marketing Trends to expect in 2017.
Here’s a quick summary of the key takeaways from the session:
Casa Grande was looking to scale up its digital presence and sales through lead generation online. We ran highly successful Ad Campaigns across Facebook, LinkedIn & the Google Search and Display Network leading to a 10x growth in number of leads generated and a 30% reduction in cost-per-lead.
Key Results achieved:
Number of leads generated increased 10x.
Organic Traffic increased 3x
Leads from organic Traffic increased 4x
Fan base on Facebook grown to an engaged community of over 1,40,000 fans
The Digital Marketing Awards recognises extraordinary work done by the marketing fraternity to take their brands into the digital era and we congratulate the entire Casa Grande Marketing team and Social Beat team on this milestone.
Last year, we started an exciting journey and opened an office in Bangalore and now we are proud to launch our new office in Mumbai.
We are now one of the leading end-to-end digital marketing partners in India, offering the entire gamut of digital marketing services that include Website and App Development, Search Engine Optimization, Social Media Marketing, Digital Advertising and Influencer Marketing.
Our ROI-driven approach to digital marketing has helped us consistently deliver business results for clients across sectors including real estate, finance, e-commerce, start-ups, retail, FMCG and healthcare. We have partnered with over 100 clients including Citibank, Saint Gobain, Akbar Travels, Murugappa Group, Forum Mall, Urban Clap, Casa Grande, Dr. Mohan’s Diabetes Chain, Raintree Hotels, India Home Health Care, Notion Press, Sulekha.com, Cambridge English, PNG Jewellers, JVC Headphones amongst others.
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
Tap the plus sign in the upper left corner of your screen to get started.
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.
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.
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.”
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.
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.
Source: Simply measured
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.
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.
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.
It gives us immense pleasure to announce that earlier today, the World Marketing Congress & CMO Asia recognized our Co-Founder, Vikas Chawla as one of the Most Influential Digital Marketing Leaders in India.
The recognition is a result of an intense research followed by a review by a Jury of senior marketing professionals from across the globe. The criteria for the award included:
· Marketing Competencies
· Strategic Perspective & Future Orientation
· Track Record, Integrity and Ethics
· Commitment to Sustainability (Business, Social & Environmental)
The award function and conference help in Mumbai brought together Marketing Experts, Strategists, & Media from all over the country to learn and share the best practices that shape the digital marketing landscape.
Below is the gist of the panel discussion on Making Content Marketing work for your Brand at the Digital Leadership Summit In Chennai In August 2016. We had two panellists moderated by Mr Prem Kumar Sivakumaran from The Smart CEO Magazine: Ms D Vijayalakhmi – Murugappa Group and Mr Rajasekar KS – matrimony.com.
Viji from Murugappa Group highlighted that content should be something that is interesting to all readers. Content that makes the reader feel good, look good and do good is a successful content marketing campaign. It should be lesser about the brand and more about the audience. For more detailed steps on creating high quality content check out our blog on 10 Ways To Create 10x Content.
Rajasekar expressed that content marketing is more about content and less about marketing. While most brands believe that it is about amplification, Raj said that it’s more about understanding the customer and their problems. He also said that when a company starts talking about customers problem, its business starts and when it starts talking about its business, its problems start. Content should engage the customers; then it can be a successful one.
Content marketing strategy
At Murugappa Group, it is predominantly about the brand itself. Viji spoke about how at Murugappa, they also think of fun and meaningful stories and try and connect with the target audience, even when it is about the B2B brands.
Raj spoke about their initiatives at happymarriages.com, a content marketing initiative set up by BharathMatrimony. He talked about how it was initially tough to create content around it because people were unwilling to talk about their expectations from marriage. So his team set about trying to understand what issues couple would face. After three months of research, they arrived at 500 themes and worked with authors, senior writers and an internal team to write engaging content that the audience could relate to.
While talking about strategies, one of the members of the audience asked an interesting question about with so much content out there, how do to stand out? The panellists agreed that crowdsourcing high-quality content is the answer. They also spoke about examples of organisations such as Amercian Express Bank, GE initiative that has done a great job in standing out. Prem also highlighted using a platform such as curata.com, a platform that curates content, which also enables marketers to scale content marketing to grow leads and revenue.
How do you measure success?
The panelists both agreed that although you can look at shares and likes, the success can be measured only when you get customer feedback. If a content piece has solved the customer’s pain points, then you have succeeded. They also urged any company using content marketing to use this as a metric.
Video is an effective marketing tool
The panellists spoke about how video is the most captivating of all channels, and each of them highlighted how they leveraged video in their organisations. Raj explained how his team went to five cities and interviewed 36 couples. They chatted with customers about relationships and aired these on national TV.
Viji talked about the Murugappa Madras Song. She highlighted how the company found a connect and used that to create a video that went viral. The video was so powerful that even a city-based league team requested the conglomerate to make an anthem for them as well.
The panellists also urged marketers to resist making a viral video for the sake of making one and asked marketers to keep their ears tuned to the customer.
Whatever be the industry, there is always a way create stories. The key is to understand the audience. Viji mentioned the farmer video that the Murugappa Group made. They asked a simple question, “What is the most important job in the word?” This emotional video stuck a cord with the public and was shared far and wide not only on social media but also on WhatsApp.
Integrating PR and content marketing
The panellists advised startups to leverage PR and stated examples of the ALS Ice Bucket Challenge and how they used their social media campaign to not only gain visibility but also get a lot of PR coverage as well.
Raj also spoke about Richard Branson, CEO of Virgin Airlines jumping off a ten storeyed building and how the media wrote about it. He also asked marketers only to do these crazy stunts if it suits their personality and the brand. PR is the biggest pipe to the audience, and it can get customers. So whatever campaign a marketer does, it is important to leverage PR.
Content marketing is a must-do for all brands, and more brands are willing to spend money on it. Raj also spoke about how any marketing initiative is ultimately boiling down to content and about how marketing cannot exist without content. Content is the only pipe you can sell any product.
Prem also added that the first ever content market initiative was done in the early 1900s by John Deere, the tractor company when they created a magazine ‘Furrow.’ So the concept is not new only the term Content Marketing is.
The concept of shared work spaces and business centres is getting extremely popular these days. With Business Centres offering ready-to-move-in workspaces, it saves established companies and startups an easy way to setup operations. With significant cost saving potential and opportunity to network, many start-ups and businesses are moving towards shared workspaces and business centres. Convinced you should try this out? Here is a list of best business centres in Chennai.
The Executive Centre
With cutting edge infrastructure, The Executive Centre provides office spaces that are perfect for start-up and small businesses. Their office spaces have high-speed internet, meeting and conference facilities, making it extremely convenient for businesses. Apart from serviced offices, they also offer virtual offices, co-working space, and instant offices. The Executive Centre is also present in Mumbai, Pune and Bangalore as well. Location: Tamarai Tech Park Level 5, Thiru Vi Ka Industrial Estate, Inner Ring Road, Guindy, Chennai, Tamil Nadu 600032
DBS Business Centre
Located at the heart of the city, DBS Business Centre has an entire range of world class business facilities combined with personalized service. With facilities such as secretarial services, meeting rooms, pantry services and safe deposit lockers, DBS is ideal for any business.
Location: DBS House 31A, Cathedral Garden Road, Chennai -600 034
MLS Business Centres
MLS Business Centres are fully furnished offices that are equipped with professional telephone answering, secretarial support services and meeting and conferencing facilities. Apart from Chennai, MLS Business Centre is also present in Pune. Location: 148, 6th Floor, Dr.Radhakrishnan Salai, Mylapore, Chennai – 600 004
With flexible options and World-class IT and telecoms infrastructure, Regus provides office spaces for one person or a whole team, for a day, week, month or as many years as needed. Regus has modern office furniture, professional business environment and on-demand access to meeting rooms by the hour. Apart from Chennai, Regus is also present in other cities in India including Mumbai, Pune, Ahmedabad, Jaipur, Hyderabad, Bangalore, etc. Location: Chennai Citi Centre 10/11, Dr. Radhakrishnan Salai, Level 6, Chennai, TN 600004
Vatika Business Centre
Vatika Business Centre provides high quality, fully furnished office spaces designed for all kinds of small, medium sized to large corporations. With modern amenities and state-of-the-art business environment, Vatika Business Centre is also affordable. Besides Chennai, they are present in Mumbai, New Delhi, Bengaluru, Hyderabad, Gurgaon and Pune. Location: Prestige Polygon, 3rd Floor, 471 Anna Salai, Teynampet, Mount Road, Chennai – 600035