Quite possibly no other component of digital marketing has been as subjected to the imaginations of conspiracy theorists as SEO has. Almost every year, new claims come out about the death of SEO which are then consequently debunked by experts in the field. But this time, the assertion isn’t coming from marketers pushing for more PPC campaigns, but from concerned content creators themselves.
So why are experienced professionals in the field worried that 2019 could signal the death knell of SEO? Here are a couple of factors that might explain their fears.
With every SERP feature that Google adds, click-through-rates take another dip. In the past, if a user were to search for the weather, they would have to click on a result, enter the website and look for their answer on the page. But now? The search results would look something like this:
This feature is great for users who can now get their queries answered faster, but for a website? Not so much!
These new features don’t just affect broad searches but long-tail queries as well. A first-time real estate investor, for instance, might search for ‘how to calculate stamp duty’ to clear up their questions on it. When they do that, Google will present them the answer neatly packaged in this featured snippet:
If you are wondering how to get the coveted featured snippet. Here is an interesting video:
Since the user already has the answer to their question, they might not feel the need to actually click on the website. What this means for content creators and website owners is that while their search rankings might improve, overall organic traffic to the website might not grow proportionally.
Businesses, understandably, want users to visit their website for all information related to them. This is especially important for local businesses such as restaurants and cafes since purchase intent is typically higher for local searches. However, Google might be hoarding most of this traffic for itself. If a user searches for cafes or restaurant, for example, their search results today looks very different than it did just a few years ago. In the past, they would see a restaurant listing when searching for ‘Chinese food near me’, click on the website link that appealed to them and check out the menu and contact details on their website.
Today, while they will still see restaurant listings, clicking on one will take them to Google Maps and not the restaurant's website.
Of course, a user will still be able to utilise the information provided by Google to visit the restaurant or make a reservation (and thereby convert into a customer). But a business’ website might have less reach and decreased organic performance.
For the last few years, a mobile-first approach to SEO (and almost everything related to digital marketing) has been adopted by marketers everywhere by implementing strategies like AMP. The number of mobile users and mobile searches have also been on an upward trajectory in the last few years, underlining the importance of mobile SEO. However, recent statistics about the nature of mobile searches have emerged, making marketers wonder if mobile SEO still has the same ‘do-or-die’ effect that it did a year ago.
According to Rand Fishkin of Moz, mobile no-click searches have grown by 11 percent, almost 2.5 percent higher than no-click searches on desktop. With these seemingly gloomy numbers, it’s no wonder that websites and brands are worried that they might be losing out on a chunk of their organic mobile audience.
Voice search can be interpreted as both a boon and a bane for marketers. On one hand, it’s a growing new platform to make their brand more visible to users and one of the biggest digital marketing trends of 2019. On the other hand, no-click searches are most prevalent on voice search. For brands and marketers, this poses a unique conundrum: is voice search worth ranking for or will it provide absolutely no value in terms or traffic and brand awareness?
The simple answer to that question is, no. With SEO, when one door closes, another opens. There are certainly many facets of SEO that are dead or dying today, but that has always been the case since its inception. As users, platforms and Google’s algorithm evolves, SEO needs to adapt to keep up.
Instead of getting bogged down by all the alarming statistics being thrown around about the end of SEO, marketers should instead focus on realigning their SEO strategy in the following ways.
If there’s one keyword that Google cannot steal traffic from, it’s searches for your brand. For example, if a user were to search for just ‘digital marketing companies in India’, Google would first list out map listings of companies.
However, if they were to directly search for ‘Social Beat’, none of Google’s SERP features would show up to distract them from clicking on our website.
Going forward, therefore, brands need to focus on building the strength and volume of branded searches if they want relevant traffic on their website.
Most keyword research today consists of analysing keyword volume and difficulty alone. But with the new SERP features, high volume keywords don’t necessarily guarantee high traffic from them. To counteract this, content creators should include a third dimension when choosing keywords to optimise their content with: CTR percentage. By carefully choosing a keyword that has a high click-through-rate, content marketers can be assured that they will be creating content that will drive organic traffic to their website and not just adding to Google’s no-click search percentages.
You can do a simple CTR analysis through most keyword research tools. In this example, we used Ahrefs to dig deep into our focus keyword, ‘digital marketing blogs’. According to the results that the tool gave us, this keyword is worth trying to rank for as 65% of those searching for the keyword have clicked on a result.
In the case of SERP features, content marketers are better off following the adage, ‘If you can’t beat them, join them!’. A featured snippet, can either steal traffic from your website or increase it depending upon how you tailor your information for it. If a user can get all the information they require for their query from the snippet without having to actually click on the link, chances are they aren’t going to visit your website. But if you can offer users just enough information and intrigue them so they click on your link to read more, then the featured snippet can be the most powerful tool in your arsenal to drive traffic to your website.
For example, if a user knows that this list includes 10 mobile wallets, but the snippet only displays a few of them, they will be more likely to click on the link to read the full list.
Creating 10x content and using long-tail keywords have always been the cornerstones of modern SEO, but they were never more important than they are today. The goal for content marketers today is to create in-depth content on nuanced topics that cannot be pigeonholed into any of Google’s SERP features. Essentially, the longer a keyword is, the greater the chance of your actual website ranking for it and not an answer box or any other feature.
Even if parts of your content can snag a featured snippet, it should offer your audience several useful elements that they need to click on your link to explore. The demand for interactive content is on the rise and thankfully, Google hasn’t found a way to display interactive tools directly on SERP yet. Tools like calculators, interactive maps, planners and more can drive organic traffic to your website and offer immense value to your readers.
If SEO is dying, then the one thing offering it CPR is pillar content. This unique comprehensive content format has created waves in the SEO sphere, promising almost an instant surge in traffic and even several high-quality leads. The secret ingredient that makes pillar content so powerful is that it is linked to several related articles within your blog, providing instant link juice to each of them. Because of this, organic traffic to your blog and overall website improve dramatically.
For example, we created a pillar for our client Shriram Properties on ‘A Complete Guide for First-Time Homebuyers in India’. Within a matter of weeks, it started ranking for over 1000 keywords in total and for 100 keywords on page 1. Achieving similar results for a regular page within such a short time span would have been close to impossible with a regular page.
If there’s one thing that has stayed constant in the ever-fluctuating landscape of SEO, it’s that meta descriptions and titles can make or break your organic traffic. These two elements are the simplest, yet most crucial aspects of SEO. If all your hard work has helped your content reach Page 1, but the title and description aren’t compelling enough for users to click on it, your traffic is unlikely to show any improvement. It is also important that content creators don’t get disillusioned by the variety of SERP features available today. A study by Ahrefs found that featured snippets get only 8.6 percent of clicks, while the next result gets 19.6 percent of the clicks!
So even if your brand has lost out on the featured snippet, it doesn’t necessarily mean that your organic traffic will drop because of it.
Instead of putting all your eggs in a single basket, barnacle SEO offers you a way to spread your chances to drive more traffic and increase brand visibility. Today, ‘aggregator sites’ are more visible on Google than they ever were. These sites, for example, Zomato, Urban Clap and Little Black Book, list companies and services on their website. If a user were to search for best massage parlour in Chennai, their search results are most likely to throw up aggregator sites and not individual massage parlour websites.
Is this disheartening for individual businesses? Not necessarily. Trying to compete with aggregator sites will be a David vs. Goliath situation since these sites are typically larger and have a higher domain authority. Instead, businesses should try to get featured on aggregator sites to make their target audience aware of their brand and increase traffic to their website. Getting featured on a compilation can also increase the brand’s credibility in the eyes of the user.
With all the panic about Google’s CTR shrinking, many marketers tend to forget the second largest search engine in the world: YouTube. YouTube is beneficial for marketers for two reasons: 1. It’s a new platform to reach out to users and 2. It can help brands rank on Google as well.
The number of subscribers and video views on YouTube is growing exponentially - particularly in India. If you are finding it challenging to rank for a relevant keyword on Google because of high competition, YouTube could be an excellent way to circumvent this. You can read our in-depth blog on YouTube SEO Tips: The Secret Sauce to Ranking Your Videos to get started!
The second reason to optimise your videos for YouTube is just as important. One of Google’s SERP features is video listings pulled from YouTube that are related to a search term. If your brand is able to create a video that also ranks on Google’s SERP, then you will automatically be able to increase visibility and awareness of your brand.
This strategy is a great way for marketers to beat Google at its own game and use SERP features to their advantage.
You can also check out our video on 'YouTube SEO: 8 Powerful Tips to Help Rank Your Videos'.
Voice search can be viewed as a disruptor or facilitator, but one thing’s for sure: marketers cannot afford to ignore it. Here are just a few incredible statistics on the growing importance of voice search:
To avoid being left behind in the voice search wave, marketers need to optimise their websites and brands to appear for voice queries. This can also help them reach out to new internet audiences, those who are from tier 2 and 3 cities and are more comfortable using voice than typing out a query.
If there’s one thing that hasn’t changed, it’s that content marketing backed by continuous optimisation still has the highest ROI compared to any other type of campaign. By getting an early head start and implementing these elements in your content strategy before your competitors do, you can cement your position on Google’s SERP.
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!
Digital marketing for doctors can be tricky. This is particularly because medical professionals need to go the extra mile to build a sense of trust and assurance with potential patients in the online space. Whether you are a practitioner or looking for ways to improve the visibility of your clinic, it is important to incorporate a digital-first marketing strategy to widen your clientele. Here are a few digital marketing tips for doctors to stay relevant and patient-centric.
The most important platform that serves as the first point of contact between you and a potential patient is your website or landing page. The user experience provided by your website will lay the foundation for the first impression created on visitors. To provide the best user experience, it is important to create a website or landing page that is extremely navigable and user-friendly. Furthermore, you must ensure it contains all the adequate information patients look for while searching for medical help. Important details such as doctors profile, consultation timings, health departments, courses of treatment and procedure to fix an appointment are extremely vital. Additionally, you can implement AMP-enabled pages for lightning-fast loading speed, to ensure visitors stay on your website and do not bounce off.
Featured below is a website developed for Dr Mohan’s Diabetes Centre – the nation’s leading diabetes clinic. From services to locations of clinics, the homepage covers all the aspects that patients are looking for, making it highly efficient and discoverable.
To add to that, featured below is a video on how AMP landing pages produced 33% lower CPL for India Home Health Care – a leading healthcare provider. When IHHC approached us to generate high-quality leads at lower cost-per-lead (CPL), we incorporated AMP-enabled landing pages that load faster, are mobile responsive and look great on both desktop and mobile. Within three months of launching, the total conversions increased by 20% with a 33% reduction in CPL.
After creating a user-friendly website, the next area of focus is to build strong informational blogs that resonant with your medical practice. According to statistics, there are about 3.5 million medical searches on Google on a day-to-day basis. As a first step, you need to understand those subjects which are being constantly searched on the Internet. From informational content on symptoms and treatment options and FAQs to home remedies and simple tricks, you can use your blog as a platform to give simple advice to your customers. Additionally, there is no better place than blogs to feature the success stories of your patients. Customer testimonials can greatly influence your website traffic and readership. To stay relevant, it is important to plan an effective content strategy by identifying the important dates and months in the world of health.
Email marketing is yet another effective approach when it comes to digital marketing for doctors. Resourceful emailers help practitioners connect with their audience at a more personal level. Your patients will find it extremely useful as the information is right there in the inbox before even they plan to search for it.
Featured below is the blog page of Neuberg Diagnostics. Neuberg Diagnostics addresses a diverse range of healthcare concerns for its customers through an innovative content strategy. Their blogs are relevant, informative and highly engaging.
Recent statistics show that there are 5 million videos that are watched on YouTube every single day. Engaging videos generate 1200% more shares than images and texts combined. Videos are a great digital marketing strategy for building credibility and authenticity for your brand. There is nothing more engaging than watching a medical professional provide deep insights on a particular disease or treatment. It helps your patients feel at ease and assures them that they are in the hands of an experienced practitioner. Videos are also an appropriate place to feature your customer testimonials. The greatest advantage of videos is its ability to invoke a wide range of emotions like hope, passion and courage which pushes them further down the marketing funnel.
For example, here is a video created by Dr. Mohan’s on the concept of “What is it about the 90’s?”. It is an inspirationa; video of how a 90-year-old person with diabetes defies all norms.
Imagine you have a great website, blogs, emailer and videos. But, your patients can’t find you on Google. The best way to solve this problem is to adopt effective methods of search engine optimisation with a detailed on-page and off-page checklist. SEO is important when it comes to digital marketing for doctors since it helps in developing a content strategy based on specific keywords used by your patients for their searches. The first task that you need to implement before developing your content is to do a keyword research using tools like Google keyword research tool and LSI Keyword generator tool. It is always ideal to choose keywords that have a lower difficulty score and higher search volume. Although you need higher search volume for better ranking of your website, quality content is always the king.
As per a recent survey, 39% of patients choose their practitioner from a Google search. These statistics prove that listing your clinic or medical practice on Google My Business Listings plays a huge role in increasing your visibility and footfalls. Ensure you provide ready information with updated phone numbers, complete address, services, working hours and a link to your website. GMB listings also offer reviews shared by older patients and visitors that add credibility to your practice. Additionally, you can also feature relevant blog posts in your listings, providing viewers with a detailed glance of what you have to offer.
For example, below is the GMB listing for Dr. Mohans with a link to their website, social media profiles and Wikipedia page.
Digital marketing for doctors is incomplete without a strong social media marketing strategy. The most important factor that medical practitioners must keep in mind is the fact that every social media platform has a unique audience. The demographics and preferences of Facebook and Instagram are quite different than that of LinkedIn. So, it is always ideal to strategise your social media campaign based on the nature of the platform. There is no better tool than social media to address the complaints and concerns of your customers.
For instance, online communities and discussion forums are great tools to handle customer complaints. Hashtag campaigns, infographics, quizzes, memes, hangout interactions and live chats are other ways to effectively engage your audience through social media. Featured below is an innovative Facebook campaign done for Neuberg Diagnostics with the hashtag #Samjhoishare. The posts play around the concept of healthy living with a comic touch, covering all the aspects of a successful social media strategy.
Multilingual marketing is a great way to genuinely connect with your audience in a language they are comfortable in. By 2020, 9 out of every 10 Internet users will be consuming content in regional languages. Adopting a multilingual marketing strategy will give medical practitioners an early mover’s advantage to connect with their audience and stay ahead of their competitors. However, it is vital to take up an end-to-end multilingual strategy, from vernacular videos to regional ads, in order to create an impact and increase the credibility of your practice.
For example, featured below is a Facebook campaign on the Ten Commandments of Diabetes. While the English posts got an engagement of 8 likes, the same campaign in Tamil generated 6 shares and 2 comments, proving to be a much effective approach to reach your target audience.
While implementing an effective digital marketing strategy for doctors, it is always important to ensure that all your digital tools are streamlined and are sync with each other. Doctors must also focus on building a content management platform to track the performance of your digital assets and identify key areas that require updation and improvement. You can also check out our blog on digital marketing tips for Pharma for more insights.
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 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:
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.
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.
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!
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!
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 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.
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.
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.
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.
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.
For some brands, it may be relevant to go after India’s next billion internet users by tapping onto a multilingual content st+rategy. To find out more, find out how we leveraged vernacular content on social media for one of our BFSI Clients, Chola Finance.
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.
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.
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.
Did you know that 28% of search queries in India are already done by voice? And that by 2020, 50% of all global searches will be voice searches? In fact, India is seeing 270% year on year growth in voice searches, as revealed in the recent Google for India event.
The rapid adoption of personal assistants - Alexa, Siri, Google Assistant and Cortana - is changing the way consumers search the internet. Voice search is fast becoming the preferred mode for people to interact with their connected devices. The Mary Meeker 2018 Global Internet Report also noted the advancements made in voice technology and its growing adoption.
So how do we as marketers adapt to this change? Well, that's what this article is all about!
We'll talk about the growth of voice search, what it means for you as marketers and how you can use it to drive awareness, engagement and sales for your brand.
Well, to start with…
Over the last decade, laptop and mobile screens have been the primary ways users have interacted with the internet. However, with the advent and growth of voice assistants, particularly smart speakers like Google Home and Amazon Echo, this is changing.. and changing fast!
The interaction has now started happening through voice, with smart speakers, without using a screen in most cases.
As marketers, we have spent years optimizing for screen User Interfaces and screen User Experiences but when there is no screen anymore, then these aspects become obsolete. The focus is now shifting to building conversational User Interfaces and screen User Experiences, which we will talk about later in this article.
The second thing which makes voice so important is the ability to reach new audiences.
Think about it - the next wave of India's Internet growth - the next billion or so internet users - are going to be largely from smaller cities and towns. For most of them, voice is a much easier and effortless way to interact as compared to typing on a small screen device. While there are indic keyboards to help these new users, voice is also a natural way to ask a question or query. Google is seeing a 270% year-on-year growth in voice queries in India. As a marketer, voice is your gateway to reach them.
Great, so now that we've seen why voice is important, how do we leverage it?
Almost all the keyword research that we do today is based on keywords that are typed into a search box.
However, the queries that people type in are drastically different from queries that people ask a personal assistant.
Think about it - let’s say you wanted to know who the CEO of Google is. If you're using a laptop, you would just head to Google and type "Microsoft CEO".
If you're using a personal assistant like Siri or Alexa, you would ask "Who is the CEO of Microsoft".
The first query was two worlds long while the second one was 6 words long!
Voice queries are almost always conversational, tend to contain questions and tend to be much longer. The average query length on desktop is 1 to 3 words, while voice is 7 to 8 words.
In fact, Moz pulled out data for query length for Cortana searches and compared that with the query length for general text searches. This is what they found:
This changes the way we as marketers should approach our keyword strategy. Brands will need to start optimizing for longer voice-based queries, as compared to shorter keywords that are more used with traditional typed search.
For those of you who use voice assistants frequently, where do you think the assistant pulls up most of its answers from? Well, most of it comes from something called an answer box.
Let me give you an example. Let's say you ask - "Hey Google, what are the top marketing blogs in India?"
Google gives you this answer:
You can see that the assistant credited the brand site here, from which it pulled out the answer.
Now, type in the same query into a Google search box and you will find that the assistant actually read out the answer from the first search result:
This is the answer box, also called a featured snippet or "position zero". To ensure your brand gets featured in answers to relevant voice queries, start building and optimizing content for the answer box.
Here’s a great guide from Moz on how to optimize for featured snippets.
A good percentage of voice searches are for local queries. For example, "What are the best Chinese restaurants around me" or "Where is the nearest coffee shop?"
Owing to this, optimizing for voice search becomes all the more imperative for businesses with a local physical presence. Ensure your local SEO strategy takes into account location-specific conversational based queries.
Here is a useful article on how to capitalize on voice search for Local SEO.
The smart speaker market, led by Amazon Echo and Google Home is projected to reach 225 million installed devices by 2020.
Currently, there’s no way to run sponsored ads on Amazon Echo or Google Home, though I personally feel this will roll out at some point in the near future. However, as marketers, you can use Alexa Skills and Google Home Actions to drive audience engagement, product use and even a new point-of-sale.
Quite a few brands have already started doing this. Just search for Alexa skills in India and you will find all the skills that are currently available.
Brands like ClearTrip, UrbanClap, Byju's and FreshMenu have been early movers here and are already using this to engage their audiences in different ways:
In the US, Tide has a very useful stain remover skill, with step-by-step voice instructions on how to remove over 200 types of stains - a great example of digital marketing for FMCG brands tailored for voice.
Another example of a brand using Alexa Skills really well is Nestle Purina, which helps you find the best canine companion for you, based on your lifestyle.
As the interface to interact with the internet moves from screen to voice, brands must start focusing on building more conversational user interfaces and experiences, modelled on natural human conversation. To start with, this could be as simple as adding voice functionality to the search bar on your website, which can now be done fairly easily by using the Google Web Speech API. Chatbots are another example of a conversational user interface
Voice is one of the biggest trends in digital marketing in India at the moment. As marketers, the faster you begin adapting to it the better.
So, which of the points that we have just talked about are you going to act immediately? Are you going to relook at your keyword strategy? Are you going to optimize for position "0"? Or are you going to try building Alexa skills? We look forward to hearing from you in the comments below!
With almost 80% of search queries coming from mobile platforms, Google has been implementing new ways to make the mobile search experience more streamlined and convenient for its users. One of the most drastic moves to facilitate this was the introduction of Accelerated Mobile Pages (AMP).
On an average, pages take longer to load on mobile than they do on the desktop. This is especially significant in the Indian context as Indians have the highest amount of data consumption in the world and access the internet primarily through their phones. If brands want to engage India’s next billion internet users, implementation of AMP will become one of the most crucial differentiators.
Google initially launched AMP for static content-heavy sites such as blogs. Since an AMP page is a stripped down version of the original version, it improves readability for the user. Implementing AMP on blog pages can have several benefits for the reader and the site owner.
According to a study by Kissmetrics on How Loading Time Affects Your Bottom Line, loading time is one of the biggest factors contributing to bounce rate. Over 40% of those surveyed said they would leave a page if it took longer than 3 seconds to load. A study by Tractus looked into the effects just a 1-second delay in page load time can have on several key metrics. They found that bounce rates increased by 8.3% and page views decreased by 9.4%. This clearly shows that for a successful blog, you need more than just great content. You need an optimised page that improver a reader’s overall experience.
Implementing AMP on blog pages can be one of the most important ways to help your website perform better. When a page loads almost immediately, users are less likely to abandon the page. They are also more likely to explore your site further and click on other links within it. Below is a quick glimpse of one of our blogs, where you can see significant improvement in terms of time on site – just because of the AMP blog page.
When a website implements AMP, they are very likely to see an increase in page speed, page visits, dwell time and a reduction in overall bounce rates. Incidentally, these are also some of the main factors Google takes into consideration when ranking a page. In addition, ever since Google’s algorithm started prioritising mobile-optimised pages, the implementation of AMP could further help improve your website’s SEO.
Implementing AMP will also help your website gain more visibility. AMP-enabled pages have a lightning icon next to them which helps them stand out from the other results displayed. Users are also likely to seek out pages with this icon, knowing that it will load faster. All of these factors can help a website rank high on a search results page.
For content marketers, analytics is one of the best tools to understand user behaviour, what kind of content is working and where traffic is coming from. Tracking AMP pages is very easy as there are analytical tools available to help you track page visits, link clicks, conversions and more on AMP versions of your pages.
Page load speed is a critical factor in improving a user’s experience, especially when you are trying to drive conversions. Understanding the importance of this, Google launched AMP for landing pages. Brands can significantly improve the performance of their landing pages by implementing AMP.
If you run an e-commerce site or any other online business, leads or sales are most likely your number one priority. But if your website doesn’t load quickly, then you could be losing out on valuable customers. The same study by Tractus found that 30% of shoppers who have a bad experience with an online shopping website say that they will never visit that site again and that they will not wait more than 2 seconds for a website to load. So if you want to improve the quality of leads generated via digital, optimising your page speed is crucial.
Implementing AMP could be one of the best measures to create a landing page that converts. There has been shown to be a direct correlation between page load time and the number of conversions. If a page loads quickly and the customer is satisfied with their experience on it, they are much more likely to purchase a product or complete any other call to action.
If one of the main goals of your website is to monetise through ads, then implementing AMP could help you achieve this. This is primarily due to the difference in the way ads are showcased on an AMP-enabled page as compared to a regular page. Since implementing AMP trims all the unnecessary elements of your page and streamlines it, ads are displayed more prominently and with fewer distractions. This can increase the number of clicks on an ad displayed.
Background: 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.
Goal: India Home Health Care (IHHC) wanted to generate a higher number and quality of leads at a lower cost-per-lead (CPL).
Strategy: In order to achieve higher leads for IHHC, we decided to implement AMP for their landing pages. Since a majority of the leads for IHHC came through mobile, enabling AMP would have a strong impact. Google ads targeted towards potential clients redirected them towards an AMP-implemented landing page. As this would significantly reduce the load-time of these pages, we predicted that it could generate higher leads for IHHC.
Results: The implementation of AMP led to a higher number of leads generated as compared to any other pages on the site. The two most important results from this were:
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. 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!
Google announced the beta launch of its Neighbourly app last week. Neighbourly is a location-based app that connects you to people in your neighbourhood and helps you find the most up-to-date, relevant, and credible answers to your questions about the locality.
For example, if you want to know if there is a good, affordable math private tuition centre in the vicinity, people in your neighbourhood can help you find one. Likewise, if you’re looking for a reliable electrician near you or a place where you can quickly get a print-out, the app is designed to help you.
So, how is the launch of the Neighbourly app going to impact the digital marketing landscape in India? Here are five key points:
The Neighbourly app has been launched by Google, as part of their Next Billion Users (NBU) project.
India’s internet population stood at 481 million in Dec 2017. With the population at about 1.4 billion, there are still nearly a billion Indian's yet to access the internet! It is these billion users that Google is going after with their NBU initiatives like Google Station (providing free WIFi to 400 railway stations across India) and now, the Neighbourly app.
These initiatives will accelerate the pace at which the next billion users come online and will rapidly increase the reach for digital marketing.
If you are looking for the best ways to reach the next billion users, here’s a deck that will help you:
Out of the next billion users yet to access the internet in India, over 90% of them are not proficient in English. That will bring about 900 million people online who will want to access the internet and consume content in their vernacular language.
If you want to succeed with your digital marketing efforts going forward, you must include vernacular language content and advertising as part of your strategy. Here’s an interesting case study of how a multilingual approach got us 90% growth in leads
Google CEO, Sundar Pichai, has said in an interview to The Economic Times in 2017 that “Over time you will see more global products that are developed in India first.”
India’s diversity in terms of languages, regions, traditions and social strata, combined with the fact that less than half of its 1.3 billion-plus population is using the internet, makes it a great testing ground for new internet apps and products, for large global companies like Google.
Neighbourly is not the first app or initiative which Google has built with an India-first approach. Payments app Tez, two-wheeler navigation on Google Maps and missed calls in Google Adwords are other initiatives where Google has earlier adopted an India-first approach.
Going forward, we could see a lot more global companies using India as a launch pad for their tech and internet products
One of the key reasons why Google is building apps like Neighbourly is to capture user data. With apps like Neighbourly, Google can capture a lot of hyperlocal user data from millions of users. Moreover, with the growth of voice search, we are hoping the same will be integrated with the Neighbourly App, leading the next billion internet users in India to have a seamless experience. This data is invaluable and can be used not just for extensive research but also to enhance ad targeting capabilities. Which brings us to the next point.
Google Adwords has been constantly enhancing its targeting capabilities to make the platform more powerful for advertisers. Some of the more recent additions have been the inclusion of custom intent audiences and life events targeting. All these improvements become possible only when Google knows more and more about each individual. As Google becomes more data-rich with its various NBU initiatives, Adwords will become a much more potent tool for digital marketers.
It’s important to keep an eye out for these feature enhancements and test them as soon as they come in to stay on top of the game.
What are the other ways you think Google’s next billion users project could impact digital marketing in India? Do let us know in the comments below.
Whether it is opening a bank account or investing in a mutual fund, most users first move is to "Google it." In fact, according to Google's Year in Search report, there has been more than 61% growth in personal loan queries and 72% growth in mutual fund queries. This statistic shows the growing need for the finance industry to adopt digital marketing. Here is a complete guide on digital marketing for finance, one that will help you understand the benefits and ways you can use it along with case studies and best practices.
With over 470 million active users on the Internet, India is the world’s second-biggest online community. The figures are estimated to increase to a whopping 635 million by the end of 2021. These stunning statistics are proof that digital marketing for the financial industry is a guaranteed way to reach a large percentage of the Indian population and convert them to loyal customers.
The dynamic medium of the Internet is a two-way street. Apart from providing financial sectors with an excellent platform to market their brand and feature their products, the online space also offers the benefit of evaluating your services and seeing what works. You will also have complete access to analytics and other such statistical data to track the performance of your digital campaigns.
Customer satisfaction is of vital importance in the finance sector. Ensuring your consumers are happy and satisfied with your services is what drives the banking sector and digital marketing for the finance industry offers just that. From online posts to discussion forums, you will get a closer insight into what your customers are looking for in your products and how you can improvise your services for better consumer delight.
There is no doubt that marketing your brand on the digital space costs much lesser than traditional advertising and branding. Apart from comparatively lesser costing, financial organisations will also get a better reach and can target their audience more effectively. Banks and other financial institutes can take complete advantage of this cost-effective technique and have resorted to digital marketing for the financial industry as their branding strategy.
Now that we know the importance of digital marketing for the finance industry. Let's take a look at ways the finance industry can use digital marketing to reach a wide audience and create a powerful brand online.
Banks and other organisations in the financial sector can leverage digital marketing for the financial sector as their branding strategy by working neck-and-neck with a digital agency. These agencies, such as Social Beat, provide end-to-end digital solutions from social media posts that go viral to top-notch website content that will rank you in the first page of Google.
There are an estimated 300 million smartphone users in India and this statistic is expected to reach a mind-boggling 2.3 billion by the end of 2022. With such a large percentage of the Indian population relying on apps for their daily chores, it is time you dive into the digital space with a high-end app, designed to cater to every need of your customers.
Whether you are a leading bank or a financial data aggregator, investing in a good app is a guaranteed way to take your business to towering heights. In today’s day and age, people like to be on the move even while making financial plans or surfing the internet for research. Apart from merely searching for information, most money transfers and other financial transactions also happen over the phone. With a user-friendly app, all your services and programs will be available at the click of a button which will lead to higher lead conversions and, ultimately, customer satisfaction.
You can also explore the concept of Progressive web apps for your company. This phenomenon is one of the top digital marketing trends in 2018 and is guaranteed to change the outlook of your financial organisation.
Financial institutes can increase the exposure of the organization by tapping on the reach of social media marketing. India is leading the online community with 241 million active users on Facebook. This only means that a large number of potential customers are currently scrolling through their social feeds and there is a possibility that a lump sum of this audience is in the lookout of a reliable and reputed financial partner. With relatable social media posts, and engaging videos, financial organisations can easily use content to engage with their target audience and widen their consumer database. You can also track the performance of your posts through advanced social media analytics tools and strategize accordingly. For more insights on digital marketing for the financial industry, check out our blog on the Facebook marketing trends of 2017.
FundsIndia is India’s biggest online investment platform with over 1 million consumers. In one of their most recent Facebook campaigns, on investing in mutual funds, they targeted the women of India with a quirky creative and copy.
Additionally, they also used a humorous vox-pop video to understand peoples' spending and saving habits. This video helped FundsIndia with their brand awareness and reach.
In today’s day and age, the first thing which pops up in a consumer’s mind while looking for a particular service or product is to perform a mobile search. If you are considering digital marketing for the finance industry, one of your first steps should be to ensure you rank on Google. Focusing on optimal search engine optimization will drive a higher traffic to your website which, in turn, will lead to higher lead conversions.
You can start by ensuring your organisation is featured on Google local listings to increase the footfall to your outlets. You can also get showcased on Google My Business listings to give potential customers a brief insight of your organisation. Apart from Google listings, it is also a good idea to leverage the power of content marketing to get ranked. You can promote your services and packages with engaging blogs and other posts that have the potential to both ranks on Google and go viral on social media. However, make sure you explore all content amplification strategies to promote your content. It is also vital to incorporate all the keywords and trending topics in your blog posts for better results.
Facebook and Google ads have taken the world of digital advertising by storm. From website conversion ads to carousel and lead ads, banks can opt for an array of advertising techniques to drive enquiries and quality leads. You can also market your brand with a creative combination of videos, images and copy to attract your target group. Facebook is the best bet when it comes to online advertising as you can opt for detailed targeting based on age, geographic location, content consumption, online behaviour and many other such demographics. You can also target the users who have previously clicked on your ad or recently visited your website for leads of premium quality.
A Google ad is the other “non-social” type of ad financial organisations can invest in to widen their clientele. These ads show up in Google when potential customers type in the relevant keywords in search of a renowned banking institute.
Email marketing is the most traditional and effective type of online branding, especially when it comes to digital marketing for the financial industry. With the beginning of 2018, this trend has been upgraded with an improvised version of customized emails. Reaching out to your potential consumers with personalized emails featuring the various offers and packages provided by your organization is a guaranteed way of increasing lead conversions. For example, if a user has logged into your website and shown interest in your services by subscribing to your newsletter, you can nurture the lead with regular notifications and offers provided by your firm to attract them further. According to a recent survey, drip email marketing provides a 119% click-through rate on authentic emails.
Apart from lead nurturing, drip emailers are also effective triggers to close incomplete transactions. For example, if a user had clicked on one of your financial programs or was in the middle of a transaction but could not complete the task, your digital team can target them with follow-up emails as gentle reminders. The emails can be customized as per the demographics of the user, with an effective call-to-action to close the deal in a single click. Featured below is one of the creative used in a drip emailer for one of our top clients – Kotak Asset Management who have engaged in digital marketing for the finance industry.
Influencer marketing is one of the top digital marketing trends of 2017 and is expected to continue its reign in 2018. There is a personal element of trust and assurance when customers choose their financial partners based on the advice and suggestions of a commoner and that is exactly the type of branding influencer marketing has to offer. Influencers upload engaging posts and modest reviews in the form of blogs, videos and pictures which has the potential to instantly attract viewers and convert them to consumers. Influencer marketing is one of the main pillars of digital marketing for the finance industry and is definitely something you should leverage for your organisation.
Speaking about digital marketing for finance, follow our YouTube channel Paisa Pujari for insights on how to control your finances. Here's a video on the smart use of credit cards, to get you started:
Bank of Baroda is one of the first public banking organizations to have resorted to digital marketing for the financial industry. Their marketing team focused on creating a premium presence on the online space rather than giving plain emphasis on the number of followers. Each of their campaigns had a specific objective from promotional content to lead generation. One of their most commendable campaigns was that of “One in a leap”. In this campaign, the bank put up a post on Facebook asking their customers to tag the one person who is a role model in their lives. The post was put up on the 29th of February during the leap year of 2016. The hashtag #OneInALeap was trending for a good six hours along with the hot topic of the day – the Indian Union Budget 2016.
Being one of the leading banks in the nation, ICICI tapped the Indian female population with the #FundYourOwnGrowth campaign. The campaign focused on encouraging women to invest in themselves and not be tied down by the shackles of the society. Women around the subcontinent could enroll in the Fund Your Own Growth program and open a woman’s account to enjoy a plethora of irresistible offers and benefits. A lot of online traffic was driven to their website which showcased the program details, advantages of opening a woman’s account and a series of inspirational stories of real women and their struggles against poverty. Through this campaign, the bank took the angle of empowering women to sell a financial product. The campaign also included a 2-minute video ad featuring top Indian actress Konkana Sen Sharma which was splashed on all major digital video platforms, including Youtube.
Apart from banks and leading monetary institutes, B2B organisations that cater to the technologies involved in the financial sector are also focusing on digital marketing for the financial industry. BijliPay, one of India’s top end-to-end providers of payment solutions, collaborated with Social Beat to up their digital game and gain quality leads from the online space.
When the Rs 1000 and Rs 500 notes were demonetized in the end of 2016, a lot of businesses realized the need to go digital in order to survive in the market. Understanding this demand, BijliPay used Google to advertise their mPOS devices (card swiping machines). The primary objective of the campaigns was to acquire more customers in the wake of Demonetisation. In order to achieve our targets, we performed AB testing for different landing pages and altered the copies of various search campaigns based on what was performing well. Our ground-breaking campaigns landed 3,569 lead conversions with a cost per conversion of just Rs 285.
With an average of 225 million active Indian users through mobile every month, YouTube is the world’s favourite search engine for videos, emerging as a game-changer in every brand’s marketing strategy. Keeping this in mind, we partnered with Sundaram Mutual Fund to leverage the reach and branding of YouTube Masthead ads while introducing a new fund offer. Masthead ads are primarily used by brands to create a buzz about a product or service and reach out to consumers in a wide range of demographics. They are displayed on the homepage of YouTube and charged on a daily basis. The open-ended equity scheme offered by Sundaram Mutual Fund was advertised in a short 20-second Masthead ad on YouTube, and the results were phenomenal.
The primary objective of the campaign was to increase awareness about the brand, drive traffic to their page and increase the number of subscribers with the introduction of the new fund offer. The 20-second Masthead ad spiked the number of subscribers on Sundaram Mutual Fund’s YouTube page from a mere 363 to a whopping 56K in just a matter of 24 hours.
With such astounding statistics and mind-boggling figures, there is no doubt that digital marketing for the finance industry is an emerging trend which is here to stay. It is time you leverage the power of digital and secure the future of your financial organisation.
Digital media is changing the landscape for marketers everywhere, especially in the FMCG sector. Traditionally, campaigns for every FMCG product would depend upon determining the right marketing mix of the 4 P’s (Product, Price, Place and Promotion) that would best influence the target audience’s purchase decisions. Today, however, consumers are making buying-decisions differently and with this, strategies aimed at impacting this process need to evolve as well.
Consumers now are exposed to their phone and laptop screens more than they are to traditional media like television, newspapers and billboards. There are also a growing number of consumers who prefer to shop online for FMCG products rather than visit a physical store. According to a report by Google and Bain and Co. $11 billion, or two-thirds, of the total sales in beauty and hygiene products will be influenced through online marketing. In today’s digital era, a strong digital marketing strategy is indispensable for FMCG brands
Digital marketing for FMCG companies doesn’t mean retiring the tried and tested 4 P’s which formed the holy grail of marketing for years. Instead, it involves tweaking the marketing mix for FMCG products to bring them into the current era. Digital marketing trends in FMCG allow marketers to not just capture the consumer at the final buying stage, but also to establish a relationship with them from the start, something that was not possible before. This requires marketers to formulate a holistic FMCG digital strategy to not just influence their consumers, but also to personally engage with them.
Incorporating a strong digital marketing strategy in the overall marketing mix offers many clear advantages to brands.
The FMCG sector is marked by a large variety of similar products, which offer consumers a wide range to choose from. One of the biggest advantages of having an effective digital marketing strategy in place is that it helps brands create a unique brand identity. This helps consumers form a strong opinion of the brand, which will ultimately influence their purchase decision.
In traditional marketing for FMCG, the product display was considered one of the most important factors which influenced purchase decisions. Consumers are visual creatures, so the more attractive your packaging, the higher the chance of it being noticed by them. In much the same way, digital marketing for FMCG companies can be approached as a virtual shelf display. It is even more effective than a physical display because it helps you reach your specific target audience, making your overall marketing strategy more cost-effective. This enables top-of-mind awareness, which can influence purchase decisions. Like physical shelves, digital marketing also allows you to position your products contextually. Through tools like AdWords Smart Display, you can showcase your products while consumers browse through similar categories. For example, if you are a skincare brand, you can display your ads next to beauty blogs your consumers are browsing through.
One of the biggest advantages digital marketing has over traditional marketing is that it helps you track every facet of your marketing efforts. FMCG brands spend large sums on hoardings, TV commercials, print ads, radio ads and more. However, the results of these campaigns are very difficult to measure effectively. While speculative figures can be produced, there is no way to arrive at a definite conclusion.
Digital marketing, on the other hand, helps you track and measure every aspect of your campaign. With the help of analytic tools, brands can recover information about number of impressions, clicks, conversions and more. It also lets them find out exactly which ad prompted the consumer to make the purchase. Advanced analytics can even let you gain deep consumer insights. This can help you create campaigns and content that your target audience will actually find engaging. With the ease of tracking digital marketing offers, FMCG brands can refine their strategies and make it more cost-effective.
Offline purchases might still form the bulk of FMCG sales but the future belongs to mobile phones. Mobile phones and high speed, affordable internet have penetrated almost every section of the Indian audience. A significant portion of Indian consumers are shopping for FMCG products online through various apps and this number is only going to grow. Digital marketing trends in FMCG need to keep up with the increasing volume of customers who prefer to shop online.
One of the biggest areas of growth in mobile usage will be in tier 2 cities and small towns in India. FMCG brands need to stay up-to-date on the constantly evolving digital marketing trends in these tier 2 and tier 3 cities. Unless brands solidify their FMCG digital strategy now, they are going to witness severe drawbacks in the future.
Digital media offers a number of streams for FMCG brands to market themselves. These various platforms also help brands meet a number of marketing objectives, right from creating awareness and brand building to driving conversions and cultivating brand loyalty.
For a long time, the focus of marketing strategies for FMCG brands revolved around a one-way promotion of their products. Today, however, digital marketing trends in FMCG are shifting the focus to creating user-centric content that brings actual value to consumers’ lives. By creating informative content, you can drive conversation among your consumers and build strong communities. Having a solid community is crucial to developing a loyal consumer base. Digital marketing can help strengthen your brand’s community through a number of innovative content marketing strategies that work.
Clever use of content marketing is essential because it helps establish your authority in the space. For example, Johnson & Johnson created BabyCenter.com, a website for moms to share information and engage through helpful forums. While not overtly a part of Johnson & Johnson, all ads displayed on BabyCenter.com were for the brand. This allowed Johnson & Johnson to build a strong community of moms they could tap into to sell their products. This kind of user-focused marketing is unique to digital marketing and helps brands promote their products more effectively than ever before.
Another facet of content marketing that is essential for FMCG brands is creating SEO-friendly content. Incorporating a strong SEO plan as well as including strategies for content amplification is crucial because it drives consumers to your website, enabling them to become more aware of your brand. Keyword-optimized content also helps consumers find you when they have a query, which goes a long way in establishing your brand’s credibility in that domain.
Facebook is undeniably one of the biggest avenues for digital marketing. Through advanced tools for social media analytics, you can find your target audience, refine your marketing strategy and even drive conversions. The Facebook custom audience tool can help you widen your target audience and reach them through your campaigns. FMCG brands can also use Facebook to get deeper insights into consumer behaviour. For example, Raaga Professionals innovatively used an audience poll on Facebook to simultaneously understand the needs of their consumers as well as advertise their products.
However, your consumers aren’t using only Facebook and as a brand, neither should you. Digital marketing for FMCG brands needs to be integrated over various channels to have the maximum impact. This includes ads which play before a Youtube video, promotions through Twitter, Instagram posts and much more. Effective digital marketing for FMCG even includes SEO-friendly content, so your brand shows up when consumers search for a related need. With an increase in the number of FMCG products showing up online, Google Ads are also another important avenue for FMCG marketing.
Traditionally, FMCG advertisements were a one-way interaction, with brands informing consumers about their products over TV commercials, radio spots and print ads. Advertising was done mostly when there was a new product or service to promote. Buying space in traditional media is expensive and only allows for a one-way communication. This is why brands were unable to consistently engage with their consumers.
Digital media is changing all of that permanently. Digital marketing has a clear edge over traditional marketing when it comes to generating user engagement. Digital marketing trends in FMCG products are aimed towards establishing your brand as a constant presence in your consumers’ lives. Through shareable content, helpful information and meaningful interaction, brands can continue to stay relevant at all times. This helps consumers recall your brand at the time of making a purchase decision. Whole Foods, for example, utilised chatbots in their digital marketing strategy to engage consumers and direct them towards completing a purchase.
Influencer marketing is proving to be one of the most important digital marketing trends in FMCG. Through the use of influencers, your brand can tap into their huge number of followers and increase consumer awareness of your products. Influencer marketing is also very useful for FMCG brands because consumers are more likely to believe in the credibility of your brand when an influencer whom they trust recommends it to them.
A one-size-fits-all marketing campaign is no longer effective for FMCG products. While email marketing in general keeps your consumers updated on latest products and promotions, drip emails in particular are a groundbreaking way to personalize your marketing tactics. Drip emails, also known as automated emails, are a set of emails that are sent to consumers based on a specific set of parameters. For example, there will be one email that is sent to consumers when they first sign up, one that will be sent if consumers add products to their cart but leave without completing the purchase, one that will be sent after a purchase is made and so on.
Drip email campaigns are one of the most effective lead nurturing strategies. These automated mails can target consumers at a number of different stages, ultimately guiding them towards making a purchase. This technique can prove a very effective step in digital marketing for FMCG companies by helping influence the consumer decision making process. Automated emails which are sent when consumers abandon their shopping carts are particularly effective, because it pushes the consumer to complete the purchase. Drip emails also help you retarget consumers who have already purchased your products. Research show that consumers who have purchased your products in the past are more likely to do so again in the future.
While this may sound self-evident, not many FMCG products actually sell their products online. To this day, even if FMCG advertisements are being displayed on digital media, their marketing efforts are aimed at influencing the consumer’s in-store purchase decision. But with the launch of many websites that let you purchase FMCG products online, an increasing number of consumers are beginning to shop online. In this case, even if a consumer has every intention of purchasing your product, they will choose a competitor’s product if yours is unavailable online. FMCG brands can choose to sell products through Amazon and Facebook or similar sites to increase sales.
Selling products online also gives you the advantage of being able to reach consumers beyond a limited geographical location. For example, a local makeup brand can start selling their products nationally by making it available online. This ultimately increases the consumer base for FMCG products, a key factor in eventually increasing sales. With a few simple steps, selling online through Amazon and other sites is a very easy way for FMCG brands to increase their online presence. For example, Raaga Professionals, a personal care brand, sells their products through Nykaa. In this way, their content marketing through blogs can direct consumers to a clear point of purchase.
For most FMCG brands, tier 2 and tier 3 cities offer the next big avenue for growth. At the same time, most consumers in these areas are becoming more digitally connected. While the number of English-speaking users online has more or less peaked, regional language users are only going to grow from here. This has been facilitated in a huge part by the dual penetration of mobile phones and internet connectivity in India’s smaller towns. A study conducted by Google and KPMG estimates that the number of non-English speakers using the internet will grow by around 18 percent annually. Additionally, 99 percent of these users will access the internet primarily through their mobile phone. For FMCG brands, this offers a huge opportunity to leverage digital marketing to attract this new wave of consumers. The growth of regional content online will be one of the key factors that can influence FMCG sales in tier 2 and tier 3 cities.
Cavin’s Milkshake is one of the top-selling dairy-based drinks sold by the parent company CavinKare. These milkshakes are sold in single-serving sized tetra paks, and are known for their delicious flavour variants and high adherence to quality standards. Cavin’s is also one of the best examples for a well-thought out digital marketing strategy. Through the use of creative and engaging posts over social platforms like Instagram and Facebook, Cavin’s was able to successfully utilize social media for their brand building efforts.
Cavin’s Milkshake maintains an active Facebook profile, with funny, creative posts that attract a large number of comments and shares. They also have a very large, vibrant community on Facebook who actively engage with the brand by writing positive reviews on their page and interacting with their posts.
Cavin’s Milkshake is a staple in most school canteens and the product brings back a flood of nostalgic school memories. The #JustHighSchoolThings campaign for Cavin’s stuck to the same theme, by associating the brand with school memories most people have in common. The campaign showcased the most common characters most of us were familiar with in school such as ‘The Geek’ and ‘Cutest Couple’ through Cavin’s Milkshakes. These posts were very popular throughout social media, garnering a high reach and number of audience reactions. What is most noteworthy about these posts is that they have performed well organically, proving that excellent content is the most important aspect of digital marketing for FMCG companies
Cavin’s Milkshake utilized Instagram extensively for brand-building. Through the use of striking visuals, their posts on Instagram were able to generate high levels of engagement from their followers. Their Instagram posts involved the clever use of popular memes, special events and engaging artwork tied in with their products. In this way, digital marketing for FMCG companies can help keep brands relevant by immediately cashing in on the latest trending topics.
Instagram was also an important channel for Cavin’s to rope in their followers and build a strong community. With the hashtag #Cavin’sSuperstar, each month, Cavin’s Milkshake showcased one of their followers and asked them a few fun questions about their love affair with Cavin’s. This was an excellent social engagement technique to foster brand loyalty and encourage participation.
Cavin’s Milkshake was able to successfully utilize influencer marketing to reach moms who would ultimately purchase the product for their children. One of the key influencers roped in for Cavin’swas RichaChoudhary who runs the blog All That’s Mom. As part of the influencer marketing campaign, RichaChoudhary wrote a blog post on Cavin’s Milkshake, along with 2 social media posts on Facebook, Instagram and Twitter, plus a short video for Cavin’s. These posts performed extremely well on the blog as well as on social media. Through the innovative use of Cavin’s Milkshake in recipes as well as her posts on how much her child loved Cavin’s Milkshake, the product developed a positive brand perception from her huge follower base.
Apart from macro-influencers, Cavin’ Milkshake also worked with a number of micro-influencers on Instagram. These micro-influencers put up a number of posts where they talked about their positive experiences with the brand, used it in recipes and recommended it to their followers.
Through the innovative use of various social media platforms, Cavin’s Milkshake was able to build their brand identity and reach out to their consumers.
The perfect marketing mix for FMCG advertisements involves a customized combination of digital and traditional media. Developing this unique mix requires a deep understanding of your consumers. Consumers often use their phones and laptops in tandem with other forms of media. For example, they might be browsing on their laptop while watching TV or checking their phone while listening to the radio in their car. This is why digital marketing for FMCG companies also need to develop strategies that effectively blend both these channels. With campaigns and FMCG advertisements that are spread over multiple platforms, brands can develop consumer awareness and influence purchase decisions.
At first glance, Quora doesn’t seem like it would be an important tool for a marketer. However, underestimating the value of Quora can be one of the worst mistakes you can make for your brand. Quora has 1.5 million visitors every month. That’s 1.5 million visitors who have the potential to discover your brand and become prospective leads. This is why one of the biggest digital marketing trends of recent times has been the growing focus on Quora. Quora has a distinct edge over other question and answer forums because of its highly monitored content. User profiles are strictly verified and content is routinely checked for quality. Building your brand’s presence on Quora can help increase awareness of your brand, increase traffic to your site and even generate leads. Here are seven crucial reasons why your brand needs to make use of Quora in its overall marketing strategy.
The biggest advantage Quora offers is that it is made up of a large community built on trust and whose members rely on each other for information. When you provide informative answers to questions users pose, you’re automatically increasing the credibility of your brand. Quora allows you to engage in meaningful conversations with your target audience and establish your brand as an expert in your field.
However, it’s important that you never attempt to oversell your brand on Quora. The community on Quora is distrustful of marketers and hates self-promotional material. When you’re marketing your brand on Quora, ‘less is more’ is a strategy that always works. Instead of speaking about your brand in great detail, focus instead on providing informative answers to the questions being asked. This will gradually build your brand credibility and bring users organically to your site.
Google search results often include Quora posts among its highest ranking sites. This makes Quora a powerful SEO tool to drive organic traffic to your site. You could even increase your chances of showing up in the top results by strategically using important keywords with the help of keyword research tools. However, you need to make sure your content is relevant. Dropping keywords with abandon and speaking extensively about your brand with little to no connection to the actual question will decrease your chances of showing up in search results.
One of the biggest digital marketing trends this year has been the growing importance of influencer marketing. If you’re struggling to find key influencers for your brand, Quora could be a great resource. There are many users who are identified as key contributors by Quora because of their highly informative answers. Users rely the most on these key contributors because they have repeatedly established their credibility. You can engage with these contributors by answering their questions or by providing comments to their answers. You can even directly reach out to them and ask if they would be interested in helping you promote your brand.
If you have excellent content and blog posts on your brand’s website, then Quora is one of the best ways to amplify your content. Again, the key here is to be subtle about promoting your website. Instead of replying to a question with, ‘Visit my website for information about this’, introduce it slowly within your answer. Your answer needs to cultivate interest that will actually make users curious enough to visit your blog. Provide key information within your answers and link your content to it by saying that you’ve written about it in more detail on your blog.
You can also use Quora to crowdsource information for your article. You can mention that you’re writing a blog on ‘How to Improve SEO Rankings’ and ask users for their tips on the subject. When users feel like they have actively contributed to a blog post, they will even be more likely to share it themselves.
You don’t need to conduct expensive, complicated surveys when you have a simple resource like Quora at your disposal. Instead of guessing what your target audience needs, why not let them tell you directly? The questions on Quora are an invaluable source of information about what type of content your target audience will find engaging. If a number of people are asking questions about the same problem, can your brand be the solution to it? Questions (and their answers) are great ways to learn more about your customers, the way they think, what they use and what they need. By actively catering to their problems, your brand can continue to stay relevant.
If you’re stumped for new content ideas, trawling through Quora can help you ideate. A good blog post needs to provide answers to relevant questions anyway so what better place to find these questions that Quora? For example, if a number of people are asking, ‘How do I increase my Instagram engagement?’ then you immediately have an idea for a relevant blog post. Using questions on Quora to ideate for your blog also serves up another advantage. You can link the blog post you’ve written along with your answer to the question and amplify it further.
Thought leadership is a coveted badge every marketer wants for their brand. Establishing thought leadership makes your brand an authority in its field and increases trust in it. Building thought leadership can take some time, but the payoff makes it all worth it. One of the best ways to establish thought leadership is through Quora. By providing meaningful, informative answers to your consumer’s questions, you’re demonstrating the extensive knowledge you have on the subject. Many brands struggle with building thought leadership because they don’t know how to steer a conversation in the direction of their brand’s offerings. Quora saves you the trouble because the conversation already exists; you just need to contribute to it.
Clearly, no marketer can afford to ignore Quora if they want to successfully build their brand’s digital presence. Quora is even more essential when it comes to marketing for a start-up because it helps new consumers come across your brand. So take full advantage of this site for a well-rounded digital marketing strategy.
This article was previously published as Quora: A must-have in your digital marketing playbook on Business Line on Campus.
Considered one of the biggest property markets in India, Mumbai has many real estate developers trying to reach their target audience online. Digital Marketing is one of the primary channels to connect and engage with customers online and generate quality leads. The best real estate marketing companies in Mumbai have noticed this trend are willing to go the extra mile to help real estate developers tap the online space. Here’s a detailed report on the digital marketing strategies of the top real estate developers in Mumbai.
Lodha Group is one of the leading real estate developers in Mumbai and the most profitable players in India. They are known for making landmark developments in residential and commercial spaces and pioneering new trends.
They have an interesting design of image slider that showcases all the project launches and promotions. The project locator is a nice filter functionality to find project developments. Project page showcases the projects based on their location and has the information about the price too. This leads to the enquiry page with project brief and lead generation form. The website is, however, not mobile-friendly as the text is too small to read and the contents are wider than the screen.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 42 for Domain Authority.
Twitter: They have an active Twitter account with around 8000 followers. They do 20+ tweets a week and have no promoted tweets. They tweet about a wide array of topics ranging from their projects to the general industry based news. In spite of these, engagement is low on tweets.
Facebook: They have an active page with around 100000 followers. The engagement is good, highlighting the use of promoted posts. Their content includes customer testimonials and event invites.
LinkedIn: They are very active on LinkedIn and have around 47000 followers. Below is a recent post about demonetisation, which received a good response
Youtube: They have 720+ subscribers with not-so-engaging videos
Google+: Their Google+ account is active having 35 followers.
Instagram: The account is active and has 1500+ followers.
Content Marketing: Though the blog page is not very attractive, they are posting at least 4 articles per month. They have a live chat option on their blog.
Godrej Properties develops residential, commercial and township projects across 12 cities in India. They provide imaginative and extraordinary spaces keeping customers’ needs in mind, making them one of the top real estate developers in Mumbai.
They have a well-organised menu catering to different kinds of website users (buyers, investors, NRIs etc.) They also have a nice hierarchy for project menu, leading to different property projects. Individual project pages include features like project overview, highlights and enquiry form. Their page is mobile friendly.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 46 for Domain Authority.
Twitter: They don’t have a twitter account for Godrej Properties.
Facebook: They are not very active on Facebook but they still have around 58000 followers. Below is a recent video post, which has received some responses and views.
LinkedIn: They are active in LinkedIn with around 36000 followers. Compared to other social channels they are more active on LinkedIn.
Youtube: They have 740+ Subscribers and videos in their channel are pretty engaging, having a decent number of views.
Google+: They have an active Google+ account having 474 followers.
Instagram: They have 400+ followers on Instagram.
Content Marketing: They have been blogging since May 2016. They have 15 articles as of now, and they have a separate domain for blogging.
Tata Value Homes is a subsidiary of Tata Housing. It is one of the larger real estate companies that focus on low-cost housing with modern amenities.
They have allocations to provide a quick filter for the audience based on the city/location of the user. The quick search option leads to a map with property locations highlighted for user convenience. Showcasing their featured projects on the homepage with prominence is an interesting feature. Laying out interesting blogs on the homepage is another noteworthy feature.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 30 for Domain Authority.
Twitter: They have around 6000 followers. They aren’t tweeting on a regular basis and they use the same content across social media platforms.
Facebook: They have around 250000 followers and have boosted some posts a few months back, but recently they are not very active. Below is a boosted post shared a few months back which has a large number of likes and responses.
LinkedIn: They have only 110+ followers, and the page has no posts till date.
Youtube: They are current not active. Their last uploaded video was 4 months ago.
Google+: They have an active Google+ account with 85 followers.
Instagram: They are also active on Instagram having 1300+ followers.
Content Marketing: They have posted only 3 blogs in 2016, highlighting the missed opportunity in content marketing.
Mahindra Lifespaces is the real estate company of the Mahindra Group. They are one of the top real estate developers in Mumbai and the first Green Home Developer with Green Design & Healthy Living as their main focus across their projects.
The web page has nice project filter on the home page following the banner. Sticky enquire now button to provide constant CTA is an interesting feature. A section to attract NRI investors is also present. Menu dropdown feature is quite interesting, especially the categorized submenu for projects.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 39 for Domain Authority.
Twitter: They are active on twitter with engaging tweets. Below is a public awareness tweet.
Facebook: They are very consistent in boosting posts and are active on Facebook, having around 125000 followers.
LinkedIn: They have an active LinkedIn page, which has around 26000 followers. They are posting engaging contents on a regular basis.
Youtube: They have only 160+ subscribers. They upload two to three videos per month.
Google+: They are not active on Google+ and have only 6 followers
Instagram: They are active on Instagram having 50+ followers.
Content Marketing: They don’t have a company blog.
Sobha Group is one of the largest real estate organizations in India and the Middle East. They focus on delivering the highest levels of quality, with no compromise, making them the top real estate developers in Mumbai.
The premium images rolling in the banner connects the user to the luxury of the brand. The main menu could have been more prominent instead of being placed against the sliding banners. Apart from that, the site has a very nice organization of the project information – presented state-wise and sorted by price.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 35 for Domain Authority.
Twitter: They are very active in Twitter having around 5000 followers and they do 3 to 6 tweets a day which is a lot compared to other developers. They have a diverse set of tweets ranging from new project launches to general industry based news. Despite these, engagement is low on tweets.
Facebook: They have an active page with around 7 lac followers and they have been posting at least twice a day and the engagement is good. Below is an organic post which had a good response.
LinkedIn: They are very active in LinkedIn having around 16000 followers.
Youtube: They have an Active Youtube account with 570+ subscribers and they have interesting Testimonial videos.
Google+: They have an active Google+ account with 554 followers.
Instagram: They are active on Instagram with 3100+ followers
Content Marketing: They have a blog, which is not active.They do not have any mention about their blog on their website.
Founded 2 decades ago, Kolte-Patil has built residential, commercial, retail, and integrated township projects till date.
Interesting zoom in feature on the banner images attracts the users. Well organized menu putting out all the necessary information is a great feature. Book Online page showcases all the projects with the quick facility to book. They also have live chat option in all the pages.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 34 for Domain Authority.
Twitter: They have around 10000 followers and are highly active on Twitter. Their tweets are very engaging.
Facebook: They are having around 67000 followers and post twice a week.
LinkedIn: They have around 6000 followers and are moderately active on LinkedIn with 3 to 4 posts per month. Below is a post, which got pretty good responses.
Youtube: They are not very active and have only 367 Subscribers. Their videos have a decent number of views.
Google+: They are active on Google+ with 114 followers.
Instagram: They are also active on Instagram having 1100+ followers.
Content Marketing: Though they do not have an attractive blog page, they are posting 2 articles every month.
Pioneering new technologies & bold design, Hiranandani Developers have created residential townships & commercial complexes meeting the expectations & lifestyle of the people.
Their Homepage design focuses on all the launches/promotions. Placement of a common enquiry form across all projects, to make enquiries for the visitor easier is appreciable. The website is mobile friendly.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 32 for Domain Authority.
Twitter: They have around 1400 followers and are highly active on Twitter with at least 4 to 5 tweets every day.
Facebook: They do have an active page with 71000 followers. Below is a Selfie contest post, which was engaging and had good responses.
LinkedIn: They have only 190+ followers in LinkedIn and they haven’t posted anything until now.
Youtube: They have 630+ subscribers on Youtube. Though they are not active on YouTube, they have decent views for their engaging videos.
Google+: They are not active on Google+ and have only 29 followers.
Instagram: They are active in Instagram having 300+ followers.
Content Marketing: They have their blog in Weebly and actively post articles about real estate, their ongoing projects, and latest industry related news.
K Raheja is one of the most trusted real estate developers in Mumbai and the Indian subcontinent. From residences to workplaces, hotels to retail destinations, they have made a meaningful impact on the evolution of modern-day living.
They have a Minimalistic home page with user engagement focussed to the menu. Explore our Projects feature introduces users to all the brands, where each brand project page comes with details of the project and enquiry provision. Their website is not mobile friendly because the text is too small to read and the content is wider than the screen.
Avg. Time on Site
Moz rank: They have a Moz rank 30 for Domain Authority.
Twitter: They have only 180+ followers, and they have good quality tweets with no engagement. If they promote their tweets, they can get results.
Facebook: They have 4500 followers on Facebook. They are consistently posting 6 to 7 contents per week all are organic, so they are getting low responses and engagements. Below is an interesting post with not much engagement.
LinkedIn: They are not active on LinkedIn but have around 10000 followers and they haven’t posted anything till now.
Youtube: They are not active on Youtube and have only 11 Subscribers, and their last upload was a year ago.
Google+: They do one post a week in Google+ but still they have only 8 followers.
Instagram: They have only 8 followers in Instagram.
Content Marketing: They don’t have a company blog.
Rustomjee Spaces have transformed 10 million square feet of the city into premium townships, corporate parks, retail spaces, and 8,500+ homes with a special focus on Mumbai Metropolitan Region.
The web page has a simple banner with prominent CTA and Project locator. There is a showcase of featured properties, and they do have an enquiry form. Project Explorer has filters that would help the user to find properties easily and closer to their choice and their website is mobile friendly.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 32 for Domain Authority.
Twitter: They are active having 1400 followers on Twitter, and they have been consistently tweeting 6 to 9 tweets per week. They have no promoted tweets so there is only little responses. Below is an interesting tweet with little engagement.
Facebook: They have around 13000 followers posting 5 to 6 times per week with little response. All their posts are organic. They might get good engagements if they boost their quality posts.
LinkedIn: They aren’t active past 3 months, but they have decent engagements in their previous posts.
Youtube: They have 220+ subscribers, and they are uploading 3 to 4 videos per month. They have decent views. All the videos are real estate Industry related.
Google+: They are not active on Google+ for the past 2 years.
Instagram: They do not have an Instagram account.
Content Marketing: They are maintaining 2 blogs and have been posting their project related and educative articles at least once per month.
Adani Realty has been developing residential, commercial and social club projects across Ahmedabad, Mumbai, Gurgaon, Kochi & Mundra.
Their web page has an interesting single scroll homepage design, which focuses on two utilities - one showcasing all their launches and promotions and the other leading the visitor directly to projects/gallery/other information via the menu. Elegant project showcase with the project overview and CTA's leading to individual project websites are some of the noteworthy features.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 16 for Domain Authority.
Twitter: They have 50+ Followers in Twitter and are moderately active. They do 4 tweets per month. Below is an interesting post having low engagement.
Facebook: They are active in Facebook having around 4k followers, and they do at least one post per day and have boosted a contest campaign, which had a good response
LinkedIn: They have 785+ followers and are not that active. They do 4 posts per month and the engagement is low.
Youtube: They don’t have a Youtube channel.
Google+: They are not active in Google+
Instagram: They are not active on Instagram
Content Marketing: They have an active blog in their website itself, and there are around 300 articles.
Oberoi Realty has developed over 39 projects at strategic locations across the Mumbai skyline. Over the past three decades, they have been consistently providing high-design and quality residential, commercial, and retail spaces.
The banners and featured projects provide prominent information to the audience coming to their site. Individual project pages are organized state/city wise to make the navigation easier for the users. Schedule a visit is a useful provision for interested buyers/investors.
|Total Visits||Avg. Time on Site||Page Views||Bounce Rate|
Moz rank: They have a Moz rank 27 for Domain Authority.
Twitter: They are moderately active having only 50+ followers, and they do 2 to 3 tweets per day mostly about their ongoing projects.
Facebook: They are active on Facebook with around 13000 followers posting 3 to 4 times a week. Their posts are organic and have decent engagements. Below is an interesting post about their project.
LinkedIn: They are moderately active with around 10000 followers. They do post 3 to 4 times per month, and the posts are engaging with good responses.
Youtube: They are not active this month but have 80+ subscribers. They have many testimonial videos which are having a good number of views and response.
Google+: They are not active on Google+.
Instagram: They are highly active on Instagram having 700+ followers.
Content Marketing: They don’t have a company blog.
There is no doubt that the best real estate marketing companies in Mumbai are on the lookout to help leading real estate developers leverage the power of going digital. Make sure you read through our blog on Digital Marketing by Real Estate Developers in Bangalore and our detailed Case Study of How a Real Estate Company grew via Digital Marketing for better insights.
You can also check out our blog on how Casagrand generated a record 190 crores in revenue via Facebook for a detailed understanding of digital marketing for real estate.
Social Beat was proud to be part of the NASSCOM Content Marketing Masterclass which took place at Holiday Inn, OMR, on the 16th of November, 2017. The session was led by David Appasamy, head of Branding and Strategy at Social Beat and provided insight on how content marketing can be effective for lead generation in the B2B sector. The session introduced the attendees to the strategic imperative of marketing and highlighted the importance of content marketing in the digital space.
The insightful session threw light on how content marketing builds credibility, confidence, and preference by establishing thought leadership and helps win attention, engage with and convert prospects into customers. It also focused on the ways in which this marketing strategy enhances and amplifies other marketing initiatives such as Social Media Marketing, digital advertising, and lead generation.
The Masterclass included a workshop to provide insights into:
You can view the presentation from the workshop below:
As the old saying goes, “Content is King” and the dynamic industry of digital marketing is not an exception to this universal notion. In today’s digital world, content marketing is the go-to marketing strategy to make your brand trend by targeting your audience and engaging them with your brand. However, it is a common theory to only associate blogs to content. Our minds have been tuned to the fact that good content can only be written in the form of chunks of text. But, in reality, there are many types of content, from catchy videos and hilarious gifs to stunning pictures and gripping podcasts. The plan is to engage your target audience through a means of information which they find interesting and which also promotes your brand in a subtle way.
Nevertheless, with the plethora of information available online at the mere click of a button, making your content rank in the first page of search engines with a strong SEO strategy is quite a herculean task. The key lies in creating content that your target group relates to and religiously promoting it in social media to reach out to your potential consumers. Good targeting will lead to higher engagement on the post, which will lead to a domino effect of it ultimately being flagged off as viral content.
That being said, brands have begun adding heaps and loads of content to their marketing plans. From expansive blogs to informative videos, they are leaving no stone unturned in making sure their brand is out there. But is that enough? Sure this will make the brand get out there but is it really “out there”?
The secret, to making content truly stand out of the oodles of information flooding the Internet, is to post limited information which is 10X better than what is already out there and is packed with the potential to go viral. However, the only way you can truly reach your audience is by vigorously promoting it. Splashing your content on various digital platforms through paid promotions and ads will boost your reach and also give it the push it needs to go viral. A viral post creates a lot of buzz in the target group and ultimately helps in generating leads for the business.
At Social Beat, we religiously follow the “Less is more” content marketing strategy in which we focus on producing high-quality content to amplify on digital media rather than expansive quantities of average content. The idea is to create original and relatable content that also uplifts your brand name and gives it the recognition it deserves. The strategy involves the following approaches:
As per Buzzsumo, Brian Dean of Backlinko has executed this content strategy to great effect. Brian has published just 53 posts over the last five years, less than one a month. These posts have driven nearly 4m visitors to his site. The average shares and links per post are what most of us can only dream of: an average of 2,490 shares, and 275 links from unique domains, for each post.
One such post that went viral with a paid reach of 3,51,565 and an organic reach of 64,79,859 is an informative video for one of our clients from the finance sector. Since our client provides financial services, we engaged their target audience with an explanatory video on the money-saving lessons we can learn from an ant. With total ad spends of Rs. 5000, we reached a total of 68,31,424 people, with 21,65,549 video views and 93,241 shares on Facebook. Additionally, we also customized the ad by using a regional language to make it more relatable and simple for the target audience. This way, we struck gold by amplifying content through both content marketing and native advertising.
To sum it up, it is all about quality instead of quantity in the powerful world of content marketing. Creating engaging content and pushing it to go viral with vigorous promotions and effective ads can not only help in branding your company but also boosts your reputation and authority.
Brands usually are under the misconception that the more content you create, the more visibility you’ll achieve. However, this is not true. Keeping the “Less is More” content strategy in mind, let’s take at a look at the current ad spends model of a company and the ways we can improvise on spending the same amount for a wider reach.
As per the current model, if Rs. 50,000 is allotted for content marketing, Rs. 40,000 of it is used for generating content, and Rs, 10,000 is used to promote posts on social media. Following is a rough estimate of the reach and total number of clicks tracked on a monthly basis:
|Ad spends (FB Promotions)||Rs 10,000|
|Content creation by Influencers||Rs 40,000|
|Total no. of people reached||1,50,000|
By applying the “Less is More” content marketing strategy, the brand will focus on reaching a wider set of audience and generating more leads with the same amount spent on promotions. The plan is to generate content of premium quality and authenticity and promote it on social media for a higher number of link clicks and prolonged engagement in the same budget.
|Ad spends (FB Promotions)||Rs 30,000|
|Content creation by Influencers||Rs 20,000|
|Total no. of people reached||4,50,000|
With all the statistics mentioned above, it is safe to say that though creating gripping content will help you achieve your content marketing goals, the key lies in promoting it effectively. Creating a handful of relatable posts every month and promoting it vigorously on networking channels is the foolproof way of grabbing the attention of a visitor and converting them into a loyal customer.
Having a blog has become mandatory for all organisations. However, with so many blogs out there, how do you ensure your blog is search engine friendly? The best way to do that is through SEO and content. If you are using a WordPress blog, here are 10 plugins that you should use.
1. Yoast SEO
Yoast SEO is one of the most popular plugins for WordPress. It can handle almost all on page elements except markup data and schema tags.
Notable features included in this plug-ins are:
If you are looking to install this plugin, read this step by step tutorial to set up this free SEO plugin.
AMP is a project designed by Google and Twitter to make mobile pages to load quickly. AMP is a kind of Facebook Instant Articles. There are many plugins available to implement AMP in Wordpress sites. The best plugin for AMP in WordPress is "AMP for WP - Accelerated Mobile Pages." Once it is implemented, the page loads quickly, especially on mobile devices.
All in one rich snippet is a free plugin, which currently has 79 5-star reviews from the WordPress community. This plugin is used basically to provide a summary of the page in the search results on Google, Yahoo, Bing and even in Facebook news feeds. It does so by using an interactive format with star ratings, author photo, image, etc. Many webmasters use this plugin to get higher rankings in search results.
ShortPixel Image Optimizer has over 50,000 Installs and the main motive of this plugin is to compress JPG, PNG, GIF and even PDF document. By doing so, it reduces the load time of the website and increases rankings of your website in search results. It also has the option to bulk optimize through media library. This plugin supports both HTTP and Https version of the website.
6. BJ Lazy Load
This plugin allows us to load your website quickly which is good for SEO. It replaces web site's post images, thumbnails, gravatar images and iframes with a placeholder & loads content as it gets close to enter the browser window when the visitor scrolls the page.
Using outbound and inbound links are extremely important for a blog post. However, when you use outbound links, it is important to make sure it is a nofollow link. The Rel Nofollow check box does exactly that. When you install this plugin, it gives you a checkbox in the insert/edit link popup for adding nofollow attributes.
Redirection is a plugin for WordPress to manage 301 redirections, keep track of 404 errors, full log report of 301 redirections. All URLs can be redirected with this plugin except the URL, which doesn't exist.
Although Wordpress is secure on its own, it is a good idea to have a security plugin on your blog page. The plugin has numerous account security features such as password strengthening tool and has the ability to check if any of the accounts have an identical username of passwords. It also provides a security score, which will tell you how secure your website it is.
Keeping people for as long as you can on your website is a great sign for better SEO. A low bounce rate is a hint that your users are finding value in your site and spending more time. One of the best ways to improve this area is to install Yet Another Related Posts Plugin. This plugin displays relevant post related to the current content. This will ensure the users are given interesting content to read and makes sure they spend more time on your site.
We hope this article helped you to get some ideas about must have SEO WordPress plugins every website should have.
Surprising? These figures might sound counter-intuitive with so much focus on English given in digital media today. But it’s a fact that there has been a profound growth of regional content online. Consequently, this holds a massive implication for brands which are not leveraging regional languages for marketing their brand. With an anticipated CAGR of 41% over the next few years, the opportunity will only grow bigger. Taking that into account we have launched 22 languages. This website provides organizations with access to an audience of more than 50 million users nationwide. Companies can use a multilingual marketing strategy to showcase their products and services in over 22 languages through this medium. To understand this concept better, here are a few interesting insights from the latest study done by KPMG India and Google on the growth of vernacular languages in India on the digital front. Check out this video to understand why your brand must adopt a multilingual strategy:
Digital news has caught up easily because of its simplicity. Data is usually accessible through an app or a website with mobile compatibility. Big names have realized the importance of digital media due to the silent downfall in newspaper and magazine sales. Currently, there are 106 million users viewing digital news in local Indian languages. This figure is anticipated to add up to 180 million users by 2021. However, Hindi, Marathi, Bengali and Tamil make up 80% of the current users. The major categories of type of news viewed are general, sports and politics. This only means that there is a dire need of more companies to enter this segment, to keep India more informed and updated.
Digital Classifieds are a very big sector. This sector has the potential to cause a ripple effect as people interact with each other in the same area and subsequently belong to the same target group. This would cause information to travel to a larger audience. Furthermore, Indian language usage would provide an extra boost by causing the information to reach nooks and corners of rural India. The top categories, which are looked up the most in classifieds, are matrimony, recruitment and real estate. Nevertheless, the only obstruction in digital classifieds is the lack of availability. This sector is anticipated to grow to an astonishing 100 million user base in the coming five years with individuals fluent in Hindi, Tamil and Kannada forming 70% of the total users by then.
The sector of digital payments is estimated to grow at 30% CAGR and a humongous 175 million consumers are expected to use it with Indian language interface by 2021. These gates are mostly used for mobile recharge and utility bill payments. Tamil, Telugu and Kannada are heading the charts in the languages open to quick adaption and will form half of the users on the digital payment platform.
According to statistics, Indian language users prefer buying electronics online rather than apparels or other accessories. As for the sellers, it has become much more convenient for local sellers to reach e-commerce giants like Amazon. One can sell their products on Amazon in five easy steps - the steps being creating an account, listing, taking products live and handing over the product to Amazon for delivery. It is quite convenient and hassle-free. The user base for e-commerce in local languages is growing at a high rate. It has a CAGR of 32% and is expected to add 120 million users in the upcoming five years. This popularity can be attributed to two major factors as voted highest by consumers: Firstly, the availability of better promotional offers and secondly, the huge variety of products available online which may not be present in the smaller cities or towns of India. The main obstruction users experience is the lack of end-to-end compatibility in Indian languages. However, as these obstructions show signs of quick recovery, e-tailing in local languages apart from e-commerce in English, will be a lucrative segment for the e-giants.
It is no surprise that impressive progress has already been made in this segment. Currently, a mass population of 162 million exists as the user base. Keeping in mind that the predicted user base by 2021 is 392 million Indians, there is much more that can be done in the digital entertainment arena. The content has the space to be comparatively more experimental and creative than other platforms as the adoption rate is 90% for this sector. The viewer’s quickly adapt to the kind of material available to them. These users consume both audio and video mediums.
To tap into this huge market, we used local languages for our informative videos like the Chola Finance video which was very well received by the Hindi speaking locals. The video got a whopping 1,751,355 Views and more than 64,000 shares.
The challenge remains in picking the right medium like Facebook, Hotstar, Youtube, tvfPlay or other regional channels.
If you are looking to create videos, read our blog on how to create low cost videos.
There are currently 41 million users under the segment of online government services. It is increasing at a CAGR of 33% and is expected to land at a massive 172 million in the next five years. Some of the applications that constitute online government services are tax filling, applying for government jobs and knowing about new rules and regulations. The Indian Government can use this platform to increase transparency and cut down corruption. However, limited local language enablement combined with lack of interest and awareness poses a huge obstruction which needs to be addressed immediately.
Chat applications currently have a 170 million user base and are anticipated to reach a 400 million user base by 2021. Hindi is topping at a huge margin of 50% as of now. Kannada is expected to grow to a far second with a whopping 20% in the coming years. The major challenge in this is the upgrade needed in voice to text, language keyboard and transliteration.
Social media platforms have a total of 115 million local language users as of now. This figure is expected to grow to 300 million by 2021.The South is anticipated to dominate this area due to its better adoption skills.
Digital write ups are a very interesting scope for Indian languages on the digital platform. It will provide visibility for the users who want to put their content online. It will also provide job opportunities for local people by companies looking to improve their SEO options by generating more local language content online. Additionally, mobile friendly blogs are preferred by users. 54% of Indians would adopt reading write ups if they are optimized for mobile screens.
This ongoing shift in India’s internet scenario has not gone past unseen by the Indian Government. Taking into account the increase in smart phone availability due to cheaper prices, a 176 million increment is expected till 2021. A striking 90% of these consumers are anticipated to be Indian language users. The government has taken this into account and made it mandatory for mobile phones sold in India to be Indian language friendly. Additionally, the government has also taken an initiative to make 60 million rural households digitally literate.
There are approximately 500 million Indian language users online. This figure will significantly have a huge impact on the nature of content presented on digital platforms. Additionally, this audience will be more inclusive of the elderly and the rural population. Also, as long as the type of sectors is concerned, Digital Classifieds, digital news and financial solutions will see a major boost.
Due to the local reach, many B2C users might exploit the Indian language user base on various channels. Digital marketing in Indian local languages will get them untapped markets in India. The companies which will be involved could be news sites, e-commerce players, insurance companies and m-wallets to name a few. In tier 2 and tier 3 cities, this can be encashed at a higher level. Since 90% of the new mobile buyers are local language users, a whole new customer base can be reached through this medium. Here's an interesting video that tells you why you need to have a multilingual strategy if you want to create a strong digital presence among your regional audience.
Indian language based websites and application will see a rise. Digital advertisements in local languages could also be used by B2C companies to increase reach. Additionally, Google display ads could be customized to the regional language of the state where they are being viewed.
This progress would result in new data generation for companies. The database, through structured investments, can be analyzed for specific language behaviors. This will help digital marketers in ad planning and targeting.
We need to move to a language agnostic ecosystem. This is required to give a platform to the Indian language content creators. Voice recognition will be of major help to the users who find using search and navigation through text a challenge.
It is affirmative that the preference given to regional languages will play an active role in internet consumption. It will also help explore a huge new market for brands. Brands that miss this bandwagon are sure to lose out on quite a few million potential customers. Furthermore, Indian language in digital will lead to the spreading of knowledge in rural parts of India. Tier 2 and tier 3 cities will also be of prime targeting in this arena. With such profound reach, it is safe to say that marketing through your regional language is the next step in digitizing India.
Banking on a series of successful editions of Digital Chai Pe Charcha in Chennai and Bangalore, we conducted the first edition of Digital Chai Pe Charcha in Mumbai. We had close to 30 participants comprising of entrepreneurs and marketers from across industries. The topic of discussion was getting ROI from Digital Marketing.
Below is the presentation that was discussed during the session which will provide you with more information on the above points:
With the quick rise in demand for Influencer Marketing, there is a need for tools and platforms to aid brands identify the right influencers and engage them. Many platforms have cropped up that either aid you to identify the influencers yourself via a DIY tool or connect you to the right influencers for your brand based on your requirements. Some of them are free while others are either freemium or paid platforms. Let us take a look at the top platforms to discover Influencers for your brand and help you connect and engage them in your marketing campaigns.
Klout is one of the most well-known tools in the Influencer Discovery and Engagement space. Launched way back in 2008, it analyzes the social network presence of an individual to arrive at Klout score. Last year, the tool was updated to serve as a content curation and content discovery platform for users.
BuzzSumo is a paid tool that offers content marketing plus influencer identification on a single dashboard. Quite useful for content marketing by brands, it allows you insights into what type of content works best in your industry / target audience. There are multiple subscription plans available based on requirements of your brand, with the basic plan starting at $79 per month.
Kred is a paid tool for influencer measurement that helps you to identify and engage with influencers based on its Kred Scores. The metrics behind the Kred Scores is more complex in comparison to Klout. The platform provides two types of score- the main Kred Influence Score and the Kred Outreach Score.
A simple tool from the house of Moz, FollowerWonk is a search engine & analytics tool that focuses exclusively on Twitter for Influencer discovery and tracking. Rich engagement metrics and competitor influencers following are some great insights provided by the tool.
Keyhole is a freemium Hashtag tracking tool to discover content & influencers associated with an event or campaign on social media. It can pull-out influencer profiles, conversations and top trending content using a particular hashtag.
Influencer.in is one of the leading influencer marketing platforms with more than 25,000 influencers listed on the platform. The platform offers brand influencers across a wide range of categories such as lifestyle, fashion, sports, travel, healthcare, technology, etc. They also have an excellent Influencer 101 guide.
Topsy is an interesting tool that allows you to track the influencers who are sharing a specific piece of content – it can be your competitors article, link or a tweet. It allows you to pull out all users who share a content relevant to your industry and automatically filter the most influential sharers. It supports upto 10 different languages that includes English, French, German and Spanish.
Creating a blog has become very important for every business. The actual challenge, though, comes when you are faced with the Herculean task of making your post pop up on the top page of all leading Search Engine Result Pages (SERPs). Search Engine Optimisation (SEO) plays a pivotal role in spiking up your web page's ranking and making sure it receives the exposure it truly deserves. Read on for some foolproof techniques to optimise your page and drive all your targeted traffic right to it. You may also find it useful to view the Digital Bytes knowledge series on the Social Beat YouTube Channel.
Here is a list of on-page factors that matters the most:
As per Google’s algorithm, the length of the title tag should be 55 to 60 characters. If it crosses this limit, only the first 60 characters will show up in the SERPs. So ensure that the title is crisp and conveys everything it needs to in the first 60 characters itself.
Meta descriptions are often used to give us a brief explanation of the blog post. Make sure you include all the necessary keywords in the description. The length of the Meta description is limited to 155 to 160 characters. Similar to the title tag, even if the length of the Meta description crosses 160, only the first 160 characters will show up in the SERPs.
How Google displays your result determines whether people want to click on your listing or someone else's. The snippet is your opportunity to say, "Come click me instead of those other guys." If you can optimize this, both from a keyword perspective using the words and phrases that people want, as well as from relevancy.
Google identifies web pages mainly by the URL and the title. So, to rank higher on Google, you need use your focus keywords on your URL. Additionally, try making your URL as short and sweet as possible. Unless your post is an event-based blog, avoid mentioning the year in your URL as Google tends to categorise it as outdated content. This, in turn, decreases your ranking.
The heading of your blog post needs to be in the H1 tag and should contain the exact keyword match. This helps Googlebot in ranking your post as high as possible in SERPs.
The subheadings of your blog post need to be in the H2 tag. If you are focusing on more than one set of keywords in your post, use the other keywords in your subheadings for better SERP ranking.
Once you have completed your keyword research, perform a Google search for those keywords. This will give you a set of keywords, under the top results, titled “Searches related to”. These keywords are called Latent Semantic Indexing (LSI) keywords and are the most frequently used keywords by visitors. Using these keywords in your content and heading will rank your post better.
In addition to the primary and secondary keywords that we mostly target in our optimization efforts, the of LSI keywords in the content will help users understand better by getting answers to their problems for the respective search queries and aid in ranking.
The first thing is to figure out what Google considers to be related to the keywords searches. What does Google think is the content that will answer this searcher's query? You're trying to figure out intent, the type of content that's required, and whatever missing pieces might be there. If you can find the gap and fill that gap with answering the ‘what’ they expected in that search query, this will help to improve the ranking position
Keyword Density is the number of times your focus keyword has been used in your content. A high-ranking post should primarily have a keyword density of 1.5% based on its length.
All Digital Marketers know that content is king. It keeps the visitors engaged in the post and has the potential to make a post go viral. To keep your visitors glued to your blog, make sure you give out more information in a lesser span of time. Images, videos and infographics are your best bet, as they help in better understanding of the content.
Google’s bot should be capable of understanding the content that is on the page in a readable text format. To recognize images and visuals, videos or embeds or anything else that you've got on the page, use them in a way that they are going to help the bot index them.
The images in your blog post play a vital role in ranking your page as well. Insert the keywords in the alt-text used to describe the images to make them show up on Google searches and, in turn, rank your page higher on Google.
Apart from the fact that your keywords need to be frequently used in your post, the placement of the keywords is also important for better SEO. Use your keywords in first 100 words of your content for higher SERP ranking.
Outbound links give Google a better understanding of your content based on the links provided to other web pages.
Internal links help in keeping your users engaged in the blog by providing old links related to the current article within the same website.
Quality and quantity are both important for good content. A blog post without any one of these will not help in keeping users engaged, which will lead to a decrease in SERP ranking over the course of time. To understand this concept better, let's take the example of Alice and Bob. Alice's blog is ranked in the first position, but her content lacks quality whereas Bob's blog is currently ranked in the 4th position, but his content keeps his users engaged for a long time. Google will analyse this behaviour and automatically rank Bob's blog higher than Alice's due to better content.
Using HTTPS for your blog will make it secured. It also helps in increasing your visitors’ confidence and trust in your content.
As per the latest Google algorithm, a web page needs to have a good responsive design, to adapt to all platforms such as mobiles and tablets.
The speed at which a web page loads fully is of paramount importance. Site speed should not be compromised by data speed. You could have the latest website design, but if your site does not load quickly, you will lose you customer then and there. So improving your sites page speed should be of utmost importance.
Content, visuals, and UX are great aspects of a page. But in the case of poor loading time of your web page, the purpose to retain a user is lost. Hence, constantly keeping a close watch on the speed of your website is important. The faster it is, the easier it is for the user the navigate through the site.
Robots.txt helps to block unwanted information in the web page.
When Google indexes the page, it can be seen in the XML sitemap through the following links:
The on-page grader is a Moz tool to ensure your web page is optimised. It gives you a closer insight into the things which need to be done to get a grade A web page. The tool focuses on the following factors to get a higher SERP ranking.
For example, on-page SEO is optimised for this URL http://backlinko.com/on-page-seo is B grade
Structured data error is a webmaster error. Fixing this error is also one of the effective ways of optimising your website. Though this is not a ranking factor, it helps in eradicating all errors on the website.
Fixing the mobile usability error is of utmost importance as the Google Penguin update gives more priority to mobile devices and most of the traffic driven to a website is through mobile. Fixing this error addresses the following concerns:
These errors can be found under the "HTML improvements" tag in "Search Console". These errors pop up when the title and meta description are missing and a duplicate title and meta description is placed on the web page.
Once the above-mentioned checklist is completed, you can work on the advanced on-page checklist for advanced content optimisation for more traffic and higher rankings.
First, find the related questions appearing in SERPs by using your focus keyword. Then, write the relevant answers for those questions. To understand this better, let's take Alice and Bob’s example again. Alice is ranking in the first position but she didn’t answer any related questions. Bob, on the other hand, is ranking in the 10th position but he has answered the related questions. So, his website pops up in the top position without ranking and gets more traffic as well.
This panel is mainly obtained from human edited data, like Wikipedia. It appears on the right side of the Google results page.
While showing results for the focus keyword, Google lists the location on Google maps. So, if your business location is already marked on Google Maps, it is more beneficial for you.
Sometimes reviews with stars and ratings are displayed in SERPs when your business is related to products of a particular kind.
Images are displayed as results when Google sees the need for visual content. To display your image in those results follow these useful pointers:
In 2015, Google began displaying tweets directly in Google results, mixed in with organic results.
In open graph, Google displays your results with concerned social media links, like Facebook. Open graph meta tags allow you to control what content shows up when a page is shared on Facebook.
Breadcrumbs provide better navigation within the web page. Using this in your blog will also help in better Google ranking.
At times, Google will present you with the ability to do a search within the pages of a website, directly from the results page. When doing so, Google will offer a search box under the results description with the word "Search" followed by the name of the website displayed in light grey.
To help refine your search, Google may display the featured pages of a site as independent and clickable links within the result. Displayed under the result's description, these links take you directly to a page within the site.
Accelerated Mobile Pages (AMP) are an open source initiative from Google that focuses on enhancing the speed of a mobile page. It uses stripped-down variations of a web page to improve its performance and can be identified with a lightning symbol in the top right corner. If your blog page has AMP, it will load extremely quickly. Since page speed is of utmost importance, AMP is crucial for all blog pages.
A 404 page is what your target audience lands on when they click a broken link. This is a non-existent page. Your server will throw a standard 404 error, however, that is not the most attractive one for users. A custom 404 page can be branded with your site to provide helpful information.
Listing your business with Google is a great way to ensure that people can see you on the internet. This helps with local SEO and when we build backlinks in specific regional listings, Google will understand which region is targeted.
Social bookmarking sites are the best way to promote any website, event or brand in a shorter span of time. Marking a link to social bookmarking sites plays a very effective role in creating traffic and getting higher ranking in SERPs.
Some of the most popular social bookmarking sites are StumbleUpon, Scoop it, Reddit, Youmob, Pearltrees and Savenkeep to name a few.
Image sharing sites help in improving your website traffic. If you are optimising your content, then it's only for the web search. But nowadays image search is also improving, so people have begun to submit their images to image sharing sites. Mentioned below are a few good high PR image sharing sites, which will help you improve backlinking through images:
Uploading audio files is another prime SEO activity which is useful in promoting your website. You can backlink these files to high PR audio sharing websites for effective SEO. Few of the audio sharing websites are mentioned below:
Video submission is one of the most prominent and powerful methods of promoting a website. While uploading a relevant video, make sure the title and description contain the focus keyword for better ranking. Few examples of video submission sites are:
You can create a blog and directly post it on high PR Web 2.0 sites. Getting natural backlinks is one of the key SEO strategies to increase traffic and, eventually, the ranking of a website or blog. There are many sources of natural backlinks, which are favoured by Google. They include High Pagerank Dofollow web 2.0 websites, such as:
Profile linking websites have improved the level of engagement of users. They offer much better distinctiveness and enable the visitors to interact with the website in an easier manner. Profile creation is a method which offers a brand new strategy to SEO professionals for the best SEO services and link building services. They also significantly provide a more substantial perspective to present creativeness as well as improved the interaction standard of audiences. It is extremely simple to make a "Dofollow" profile backlink.
High PR classified submission sites are an easier way to generate leads and promote your products online. Classified submission sites are very effective for link building, boosting the ranking in search engines and generating more leads for your business.
There are lots of benefits in using PPT sharing sites. You can easily share your PDF files online on these high PR PPT submission websites. These highly authoritative PPT Sharing and submission sites are frequently updated on a regular and daily basis. That's why search engines like to crawl these sites more often. Getting do-follow backlinks from PPT submission sites will get your targeted keywords optimised, and it will help in increasing your site visibility in search engines.
Quora is a great way to drive traffic and get backlinks to your blog. The Quora community consists of an incredibly large number of users discussing a wide variety of subjects and topics. If you haven't yet, then you should join Quora right away and start participating in discussions. You can start replying to questions and mention a post of your blog or the homepage of your blog, as long as it is relevant to the question.
Question and answer sites are great to get some relatable insight into issues which are too specific to perform a Google search. For example, if you want to know the reviews of a product, you can Google it and get a pool of information and a wide range of websites to refer to. This information might tend to get too generic and may not be able to address your concern to the point. Question and Answer sites, on the other hand, give you a more personalised response based on other user experiences. However, it does have a drawback of not providing certified information, like in the case of medical scenarios. Nevertheless, it is a useful platform to get relatable responses from users based on prior encounters.
Google provides an abundance of opportunities for guest posts. You can use any other of the following combinations on Google to find blogs which are open to guest posts. Just type in your focus keywords followed by any of the below-mentioned words to get a list of blogs you can post into as a guest:
Building backlinks by commenting on other relevant websites and get the benefits of both traffic and rankings.
Steal your competitor's backlinks by using tools like Ahrefs, Semrush, Majestic and SEO Spyglass. Spying on your competitor's backlinks can give you an idea of what domains are linking to their posts and thus you can target those sources too.
.Edu and .Gov Backlinks are high-quality backlinks. These backlinks are helpful in building more backlinks
Dropmylink will help you find broken links. Here are some search strings you can use organically:
keyword + “resources”
keyword + intitle:resources
keyword + intitle:blogroll
keyword + “blogroll”
site:.gov keyword + “links”
site:.edu keyword + “recommended sites”
keyword + “related links”
SEO is an ever changing, however, these On-page and Off-page SEO techniques will help you stay ahead in the game and help your blog rank.
One page websites are becoming the talk of the town as many companies are switching to these. But what do they mean? Are they search friendly? What should you do to rank them high on Google? You will have all such questions. So let’s take them one by one.
Since it is a one-page website, your content needs to be extraordinary, with a lot of images for the audience to be hooked on to it. However, make sure there is enough content, and the readability is not compromised. Also, keep the content updated and fresh, as that is what Google loves. You can keep a navigation bar for various sections on the top so that the visitor can directly jump to that position rather than scrolling through the entire page.
One of the best practices when it comes to coding for a one-page website is to have separate div for different content sections. It makes the code look organised and neat. These div id names do not directly improve the search engine rank but help indirectly through the anchor tags.
<div id="floor plan">...content...</div>
Anchor links will help the visitor navigate to a particular portion of the web page. These will create search engine friendly URL on your web page. You can also create anchor text backlinks on the site, on your blogs as below.
//Creating its anchor link
Paginate your content using various H1 headers and forms. This technique will control the flow of information, and they will also act as keywords for our page. Hence they will help in SEO. You can also look at our detailed blog on the On Page SEO factors that matter to see how you can employ some of these techniques for your web page.
Social media does matter for SEO, and hence it is a good idea to link to various social media platforms so that you can reach out to a larger audience for online marketing. You can also implement various other link building methods, which are listed on our blog.
Bounce rates could be high for a single page website because Google Analytics will not account for numerous page views unless you refresh the page.
Single page websites may not be useful for every business, but they are quite appealing and create unique user experience altogether. You can use such tricks to rank your page higher.
Do share your views and suggestions in the comments section and if you have more hacks to rank the single page website higher, feel free to share with us.
Good content can go a long way in effectively building brand recall and trust with a brand’s target audience. This has made content marketing a key ingredient in every business’ digital marketing strategy.
With all marketers the world over dishing out content to reach, inform, engage, educate and connect to their target audience to build their brand, the amount of content produced on a daily basis has grown exponentially. Sure, the internet population has grown as well, but content creation and publishing is growing at a rate much faster than the growth in internet connectivity. In fact, as per a recent AOL and Nielsen report, over 27,000,000 pieces of content are shared every day! Even if we assume that only 1% of this content is great content, that’s a really huge number of great content pieces being published every day! In such a scenario, it is critical to ensure that content cuts through the clutter and reaches the audience it has been created for.
Simply ideating, creating and publishing content does not work anymore and content distribution requires as much, if not more, effort as content creation. A word of caution here though – content amplification works best for content that has been ideated and created keeping in mind the interests and needs of the target audience. So, here are content amplification strategies you can use to effectively promote your content:
Respond to questions on Quora
Quora is recognised as the most comprehensive and trusted online forum. You can ask and answer questions relating to any subject matter. Since forums provide an open source for your Target Audience to discuss a topic, you can add value by responding to their queries using your existing write-up, if relevant. You can also link back to your blog or website, which effectively renders your work as a credible source.
Tweet various snippets from your content
Have interesting stats or facts that are share-worthy as individual pieces of content? Share those snippets on Twitter. The microblogging giant is one of the most active social media platforms today, so anything interesting that fits within 140 characters is bound to be retweeted. You can even take screenshots of other elements like pictures, infographics and quotes and use a shortened URL of your website for promotion.
Get featured in industry roundups
Roundups are collections of the best or most happening events in a particular industry. If your content is information based, you have a high chance of featuring in a roundup. Begin by searching for relevant roundups on Google (limit your search to the past month), then pitch your content to the roundup curators. If luck is on your side, the curators will feature your content in their collection. Roundups are searched extensively by business professionals, so your content will reach a niche audience, which works brilliantly for amplification purposes.
Contact people who have shared similar content
While researching for your content, you will surely come across existing articles that have written on the topic similar to yours. Content from reputed sources should already be generating traffic through social media shares. Your best bet is to copy the URL of the article and search for it on sites like Twitter and Facebook. You will be able to spot people who have shared the content, so contact these people through a direct message, requesting them to share what you have done as well.
Link to relevant sites/Mention entities when sharing
While researching, you may also come across interesting pieces of information that were quoted by credible sources. It is advisable to link to these sources while writing your article. When you publish your content and promote it on social media, use Twitter mentions or Facebook hashtags to prompt those sources that you’ve used their information. Doing so will increase the chance of your article being viewed by multiple individuals through the mentions.
Use Sniply to leverage the reach of content from more reputed sources
Sniply is a very simple yet effective tool that lets you create a one-liner message about your article and display it along with a button prompt. You can use Sniply to overlay your custom message onto any other piece of relevant content. The tool lets you drive conversions from one piece of shared content to another. Let's assume you've found content that shares information about a topic similar to yours; you can use the Sniply tool to add your link to the topic, prompting the reader to delve deeper and gain more knowledge on the subject matter.
Post on relevant LinkedIn groups
LinkedIn is nothing but the Facebook variant for all things professional. If you' content has information that can help professionals, LinkedIn is the best platform for promotional purposes. Much like Facebook communities, LinkedIn has an option where you can create groups. Find such groups that could make the most out of your content and share it on their pages.
Contact people who have linked to similar content
There is competition everywhere nowadays; you are sure to find a whole lot of articles similar to yours. Some of these articles would have gained immense social share yet may lack certain pieces of information that your article has. You can take advantage of this by pasting the URL of the similar articles on Ahrefs or Open Site Explorers. You will get a list of pages or sites that have used those articles as links. Reach out to those sites and ask them to link your fresher and better content.
Turn content into a ppt/pdf and upload to SlideShare
SlideShare is the perfect place to promote presentations to get the visibility you need. Once you upload your content on Slideshare, you can also share the link on LinkedIn as well. LinkedIn, as we all know, is fast becoming the go-to spot for business professionals when it comes to reading about industry related news and topics.
Leverage the reach of Influencers
Reaching out to influencers at scale is a good idea to amplify your content. Getting your content featured by some key influencers or getting them to share your content can amplify your reach drastically. Pick influencers that are relevant to your domain and engage with them. Contact more than one influencer and engage with them regularly for better reach.
The content mentioned above include promotion strategies that are used to their fullest potential by some of the best content marketers on the planet. Of course, some of these strategies may die out while others will evolve, so to stay ahead of the curve, you'll need to keep your eyes peeled and ears tuned.
If there are any content distribution channels which you have tried that could be added to the list, do let us know in the comments below.
There’s an app for everything these days. If you are a heavy user, you probably have numerous apps installed on your smartphone. Each app in your phone serves a purpose, giving you a good reason to use when required. Only thing is, there are too many apps that share similar features and functionality, so you need to come up with ingenious ways to make your app stand out.
At present, there are more than 4 million apps in Google’s Play Store and Apple’s App Store combined, and these numbers are increasing at a huge rate. To stand out in this overflowing marketplace, your app needs powerful marketing and promotion. Here’s a quick guide on the many ways you can market your newly launched mobile app.
Even before you begin marketing your app, you need to be 100 percent sure it is prepped and ready for displaying on a selected app store. Little things like the app icon, software updates, and app descriptions play a big role in your app’s awareness and life cycle in a store. Keep a cheat sheet for app store optimisation next to you throughout the development and marketing of your app.
A lot of apps launching today are really just an extension of a product or service that already has a strong presence on the web. If you’re going the reverse way, you still need some sort of website presence that can be used as a promotive platform. The best option is a landing page, which can be used to promote your app organically. Let’s say you’re writing an informative blog article that centres around your app-based product or people search for the product you offer on Google; if the first point of communication is a landing page, there’s a big chance that searchers get converted into a user of your app.
Make the most you can out of the freedom of expression offered on the landing page. You can provide detailed information about your product and even create a mock version of your app to give users a taste of what to expect.
Human, a fitness initiative, launched as an app to inspire people of all ages to get active for a minimum of 30 minutes every day. To boost awareness for the app, a landing page was created that explained in detail the various features and benefits of using the app. The landing page included app screenshots, a simulator that showed real-time statistics of the app’s usage and various testimonials. Installs of Human hit the 1 million mark and the app was also rated amongst the best of 2014
Advertising is the fastest way to create awareness about a product and the same can be said for your app. There are a number of third party services that enable you to create and promote app install ads, so keep your finances in check and work out the best possible deals for advertising your app.
Facebook and Google’s app install campaigns are the best to start with. Here are the steps:
If shelling out money for advertising isn’t a good option for you, try the alternative route with social media promotions. Blogging, hashtagging, and page posts are some of the many techniques you can utilise on social media. Audience engagement helps build trust and value for your app and works wonders in the long run, provided you have patience and perseverance when using this marketing method.
One of the quickest ways to increase app installs is to request current users to write reviews and rate your app. App Store algorithms calculate app popularity through user reviews and number of downloads, which ultimately push your app to the Top Charts. You can implement the review and rating feature in your app via a number of unique ways; asking for reviews after multiple usages of the app or providing additional app features after a review or rating is done.
Just like Google’s numerous tools that help keep track of a website’s performance or the number of views and clicks on an ad, Mobile App Tracking tools help you track the number of times your app installed. Even when you promote your app through paid advertising, you can use app tracker tools to see from which method of promotion your app is benefiting most. Doing so helps in managing your ad expenses as well as gives you some pointers on what needs to change to enhance your app’s user experience.
Do you know any other interesting tricks of the app marketing trade? Share your ideas in the comments below.
This article was originally published on BusinessLine on Campus
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।
हिंदी कन्टेन्ट की खपत 94% की दर से बढ़ रही है।
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।
क्षेत्रीय कन्टेन्ट की उपलब्धता भारत में इंटरनेट की वृद्धि को 24% तक बढ़ा सकती 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।
क्षेत्रीय भाषा के कन्टेन्ट का विकास: एक मामले का अध्ययन
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।
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?
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 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।