What was the last post you engaged with on Social Media? If your answer begins with the phrase “A video on…”, then you are among the 80% of Internet users who engage with this popular format of content on a daily basis. Compelling videos are undoubtedly the best way to grab the attention of your target group and elevate the image of your brand.
There are multiple formats that a brand can try out when it comes to video marketing. From animation to explainer videos, you have plenty of options and formats to choose from. One such format that is gaining popularity is vox pop. It provides real-life original content on popular opinions that the audience can often relate to. It is also an incredibly effective way to communicate the brand’s USP while triggering a conversation among people on an important topic.
It is safe to say that showcasing the USP of your brand in an interesting and insightful manner is the primary objective of every video campaign. Vox pops are your best weapon of choice in this context since they showcase people’s opinions on a broad topic and allow the brand to convey a strong message through people’s answers. What better way to reach the public, than through the public?
Last year, we created a vox pop for our client FundsIndia. The theme of the vox pop was centred around what people do on their phones all day. We received a variety of answers from browsing social media, to paying bills and booking tickets for entertainment. Based on people’s answers the interviewer raised awareness towards the use of the internet to invest money in a SIP or mutual fund. The vox pop helped communicate FundsIndia’s message of the importance of investing early to reap the benefits in the future. The video was promoted on Facebook and achieved high organic views and engagement.
Production videos are great. They do exceptionally well on both YouTube and social media channels as they have a personal connection with the target audience. However, the production costs involved in creating a video can often weigh you down and curb your creativity. Moreover, shooting a video with a studio setup will also result in a lot of overhead costs as they may include travel and sourcing actors. Vox pops, on the other hand, have little to no costs and are a budget-friendly option for new or growing companies. A mic, camera and quirky set of questions are all you need for production. You can gain a quick and creative piece of content at a minimal cost.
Vox pops are great not only for getting insightful and relevant comments from users but it also helps a brand curate original content. People’s opinions on certain topics can help spark a conversation about an important issue or event. Not only does this give the company a unique name but it also encourages conversations about issues that people would not have normally thought of.
For Diwali, we steered clear of the usual celebratory videos for our client Ashok Leyland. To break through the clutter, we used a vox pop video to highlight the important role truck drivers play on this festival. To do this, we asked people what they did to celebrate the holiday. People shared their thoughts on what the festival meant to them- they talked about the sweets and gifts that bring meaning to the holiday. We used this opportunity to remind them of truck drivers who deliver the gifts and sweets across the country to make sure everyone has a great holiday. This sparked a conversation about the people who worked on Diwali and how they deserve to be celebrated as well.
“Diwali Ke Asli hero Kaun hai?” was promoted on all the major social networking channels of Ashok Leyland with the hashtag #YehDiwaliBadiNirali. This was also one of the most trending vernacular vox-pop videos of 2018. The video garnered over 2.5 lakh views across platforms with 3.1K comments and 400+ shares.
Vox pop videos help voice the opinions of people in society. This provides for a very organic form of advertising as we get to hear people’s unfiltered thoughts on the topic discussed. People’s opinions and views on a topic can vary, making vox pop videos more relatable and memorable. It is a creative way of bringing research to life by producing compelling video content.
We did a vox pop video for our client, Sundaram Mutual, for Father’s day that everyone in our target audience would be able to relate to. The aim of the video was to communicate the importance of saving through our spending habits and how they differed from our dads’. When we asked millennials what they would do with 1 lakh rupees, most of the responses involved food or travel but when asked what their dad would do with the same 1 lakh rupees, the answers included saving money for the future or for their kid’s education. We received a great response to this video with 3 million views, 36K shares and over 600 comments.
In contrast to traditional advertising, vox pops are original. The real-life responses of people can often result in various emotions, both happy and sad. Vox pop videos can also increase engagement on other social media platforms such as Twitter and Facebook as people post their thoughts on the videos. The ability of vox pops to bring out so many emotions in people makes it a great form of advertising for many companies to help add value to their brand while spreading a positive message.
Digital marketing for doctors can be tricky. This is particularly because medical professionals need to go the extra mile to build a sense of trust and assurance with potential patients in the online space. Whether you are a practitioner or looking for ways to improve the visibility of your clinic, it is important to incorporate a digital-first marketing strategy to widen your clientele. Here are a few digital marketing tips for doctors to stay relevant and patient-centric.
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 case study on how Dr. Mohan's Generated over 40,000 leads through digital marketing.
Imagine you have a great website, blogs, emailer and videos. But, your patients can’t find you on Google. The best way to solve this problem is to adopt effective methods of search engine optimisation with a detailed on-page and off-page checklist. SEO is important when it comes to digital marketing for doctors since it helps in developing a content strategy based on specific keywords used by your patients for their searches. The first task that you need to implement before developing your content is to do a keyword research using tools like Google keyword research tool and LSI Keyword generator tool. It is always ideal to choose keywords that have a lower difficulty score and higher search volume. Although you need higher search volume for better ranking of your website, quality content is always the king.
Here is a case study on our client Mfine, who leveraged content marketing to gain better leads and engage their audience
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.
Whether you’re a full-time doctor in a hospital or consult online, implementing an effective digital marketing strategy, is always an important step to ensure that all your digital tools are streamlined and are in 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!
We earlier shared the worlds’ best digital marketing blogs which covered a comprehensive range of the kind of content that is being created and shared worldwide. And then we got to wondering, how well-versed in the Indian market with the digital era?
An increasing number of Indian brands are going digital and the key is to keep yourself updated with the latest marketing trends and digital discoveries and use them to the best of your capabilities to expand your business. After all, digital media is all about growing. So, after a lot of backbreaking research, we got down to rounding up some of the best digital marketing blogs in India which could help you guide your way forward in the social media and digital space. You may also find it interesting to read our book on digital marketing insights or subscribe to our YouTube Channel or take up the digital marketing course at DigiGrad. If you think we missed some amazing blogs, please do comment below and let us know.
Founded by Aditya Gupta and Ankit Gaba, Social Samosa is the provenance of high-toned content which encompasses of agency highlights, in-depth case studies, interviews with prominent icons in the digital world, campaign reviews along with tips and tools that could help you grow profoundly in the social media expanse. The idea is to help businesses understand the world of social media locally and globally.
Deepak Kanakaraju is a leading marketing consultant from Bangalore. Prior to being a consultant, he worked as a digital marketing manager for leading brands such as Instamojo, Exotel, Practo and Razorpay. He is also a published author and his book “How to get your dream digital marketing job” is a handy guide for aspiring digital marketing professionals. His blog Digital Deepak covers a wide range of topics ranging from digital marketing tips to entrepreneurship.
Digital Ready is a leading digital marketing training centre based out of Hyderabad. Their blog is a comprehensive guide for young professionals to understand A-Z of digital marketing. From latest updates and best practices to tips and tricks, Digital Ready covers everything in the world of digital marketing. They also offer digital marketing certifications and placement solutions for students.
Like Campaign Asia, the blogs at Campaign India cover the trending topics in digital media and they act like a solo powerhouse of information that is adequate for online marketers. The content found on this platform is mostly news and opinions from the digital world.
Focused mainly towards digital marketers and CMOs who are looking to create a footprint in the world of digital marketing, Social Beat blogs cater to a variety of industries. The content in the blogs aims at helping businesses understand how different strategies can help them grow their business online. The blogs are enriched with quality insights and goal-oriented strategies to help brands get best ROI from their digital marketing efforts. You may also find it interesting to read our book on digital marketing insights or subscribe to our YouTube Channel.
From the latest news to the top digital media trends, Lighthouse Insights provides everything. Timely interviews with eminent personalities from the creative world are also covered in their content hemisphere. These articles are something to look forward to for people who love nibbling on digi facts and understandings.
The blogs of Shout Me Loud offer tips on WordPress, SEO, money blogging and affiliate marketing. Shout Me Loud also covers exclusive high quality content for beginners on how to make a career out of blogging. It is one of the award winning blogs that gives useful tips on how to become an entrepreneur with the help of blogging. Shout Me loud is owned by Harsh Agrawal, a blogging expert from New Delhi. Today, Shout Me Loud has attracted about 900,000 readers across the world.
Digital Vidya is one of the leading platforms that offers digital marketing courses in India. Their blog section covers all things digital and has detailed step by step guides on each digital platform. Additionally, Digital Vidya blog also has case studies on various industries, which helps brands and marketers alike.
Influencer.in is one of India's leading influencer marketing platforms, connecting brands with bloggers and Influencers. The blog provides excellent insights influencer marketing and tips for bloggers. It is the best resource to stay up to date with Influencer marketing news and tactics for a successful campaign.
Road safety has become more important over the years as the number of cars on the road has continued to increase. Traffic safety is essential as it helps prevent drivers of vehicles from causing accidents and hitting pedestrians. Laws are enforced to ensure the safe and efficient flow of traffic.
Social Beat recently did a video on road safety titled ‘A Day in the Office ft. Bad Drivers’. The objective of the video was to mirror the bad behaviour of drivers on the road in our everyday office life. It took a hilarious stance on road safety and covered rules such as ‘Don’t text while driving’ and ‘Don’t drive on pavements’ with the use of common office etiquette as examples. The video aimed to communicate the message that the rules you follow at the workplace should be followed on the road as well.
The video was promoted on Facebook and Instagram and had a total reach of 26,264.
It helped broaden our presence and increase engagement on social media and increase the number of subscribers and followers on different social media platforms. The video also demonstrated our expertise across different video types.
Marketing for any product or service digitally has now become mandatory. With over 234 million internet users currently, the digital market has really opened up a plethora of opportunities for brands today. Real estate is one such industry that has really benefitted from the digital marketing wave. According to research, around 92% of potential buyers do vigorous research online before they ultimately make the purchase offline. Hence, making sure you have a strong digital marketing strategy is of the utmost importance to make your brand name stand out in the real estate industry. To learn more please do read our book on digital marketing or subscribe to our YouTube channel.
So, what makes digital marketing for real estate such a vital tool for developers and home seekers?
Marketing techniques are open to evolve and get better over time. Additionally, if you are an ardent user of the digital space for marketing your products, you know it comes with numerous benefits. Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as well. Real estate developers are yet to realise these benefits and are only scratching the surface when it comes to taking full advantage of what digital marketing has to offer. Here’s where digital marketing in real estate gives developers an edge, with a multitude of digital marketing trends to expect in 2017.
For any real estate developer who is hoping to succeed, digital marketing is a great place to start. Developers not using this medium are losing out a plethora of opportunities that the medium has to offer. Here are some of the strategies that a developer can use:
Let's look at some digital marketing practices (in the Real Estate Industry) that will help achieve the above-mentioned goals.
Creating an online presence is the first, most important step, and serves as a backbone for all future digital marketing activities. To establish a powerful online presence, Real Estate developers need to focus on creating three things.
For Real Estate, a website can serve two purposes: a virtual office that showcases the builder's latest projects or a virtual marketplace for home seekers to explore purchasing options. To make either one or both of these purposes work well, there are numerous tools and optimisation techniques that need to be implemented.
Even the design of the website matters as it can make a difference to user experience and one such design that has been making waves amongst the real estate websites is a Flat Design. Flat website designs are categorised by their simple, elegant and square’ish’ look; first noticed in the Windows 8 Tile User Interface. With minimalistic animations and loads of white space, the Flat website design has proven to be effective in page speed loading times, readability, mobile optimisation and ease of navigation.
While a good website design is pleasing to the eyes, it only scratches the surface of what matters especially in the Real Estate sector. A stellar design needs to be accompanied by great content to create an impact. Writing good content that effectively communicates a Real Estate brand’s message and intrigues the user to go ahead for a purchase is vital. Presenting your target audience with engaging content is a sure-shot way to grab their attention and generate leads.
Real Estate is a very broad topic, so to fit everything into a single website, other strategies can be utilised to showcase everything a Real Estate developer has to offer.
Here is an example of pillar content we created for one of our leading real estate clients, Shriram Properties. The pillar page is currently ranking for a total of 1000 keywords out of which 150 keywords are ranking on page one.
When people need help or are looking for something, they do one of two things – seek out a person or a place or browse the internet. Blogging has come a long way from being a casual online tool for storytelling to an essential element of a digital marketing strategy.
Blogs are a long, short or creative source of information and if there is one thing Google loves, it is loads of valuable information. Research shows that websites with blogs have 434% more indexed pages. Google recognises and ranks these websites easily due to the information provided, ultimately leading to that site showing up on the first page of search results.
Considering how broad a topic Real Estate is, builders must take advantage of the power of blogging and focus on sharing information to potential home buyers. Blogs that give detailed information on upcoming properties, tips on home buying and guides on investment options are just some of the many topics a Real Estate blog can include.
The platform of Social Media offers brands a unique way to get more personal with their audience, and it is no different in the case of Real Estate.
There are numerous platforms for Social Media Marketing available today and some of the most useful ones for Real Estate developers include:
Having an online presence won't be fruitful if your potential customers are not aware of that presence. Real Estate developers depend heavily on lead generation, and digital marketing offers the quickest, easiest and most ROI friendly lead generation method. Here are some of the ways Real Estate developers can acquire customers via digital media.
Advertising online is one of the best ways to ensure you are reaching your potential target Group. If done right, it can be the best lead generation tool for real estate developers. Be it Facebook or Google or even other platforms such as Bing and Yahoo, using lead generation, website conversion ads or even interactive ads to engage with your target audience and collect leads.
Facebook Ads
As of July 2017, there are 241 million active users in India on Facebook. This is a primary reason why advertising on Facebook is something every builder needs to try. From website conversion ads to lead ads and carousel ads, builders should try a combination of videos and images to drive enquiries and site visits. Facebook also has detailed targeting by demographics, age and behaviour. Additionally, you can also target your website visitors and those you have engaged with your post so that the ad is displayed to a more specific and niche crowd making the probability of selling the property even higher than before.
Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.
With Facebook’s Brand Reach and Frequency campaigns, brands can even get assured visibility and reach, similar to what a front-page newspaper ad gives.
Google Ads
Google AdWords is a paid digital marketing strategy that is run on the Google search engine. Adwords smart display campaigns run strongly through a set of rules and guidelines and work best when incorporated into SEO tools and strategies.
Let's say a home seeker is typing "flats in OMR" in the search box; if the digital marketer has incorporated the keywords "flats in OMR" along with some other relevant search queries, Google will pick up that ad and display it in the search results. The placement of the ad depends entirely on the budget set for the campaign. You can also optimise your AdWords campaign for profound results.
Google’s algorithms are ever changing and evolving to be more consumer-friendly, and 2017 has some cool new digital marketing trends that every marketer must keep close tabs on.
Drip emails are automated emails that are sent out based on a predefined time or user actions. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria retrieved from a strong email marketing database. Let's say that a customer has visited a property website and shown interest by subscribing to property newsletters. Digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties.
Drip emails are a powerful lead nurturer, with statistics showing a 119% increase click-through rate via trustworthy emails.
Influencer marketing is the Internet's word-of-mouth marketing method and can prove very effective to generate leads for Real Estate Developers. Just like word-of-mouth, influencer marketing uses popular bloggers and other professionals in the Real Estate industry to promote a particular property. Influencer marketing channels include both blogs and social media channels, so Real estate developers must carefully choose the appropriate kind of influencer to market their properties.
Influencer.in provides a one-stop platform for Real Estate developers to search and connect with the best influencers in the country; they can choose from either working on long campaigns with a selected influencer or contacting multiple micro-influencers over various social media platforms to spread the word.
The age-old marketing rule of getting new customers while retaining existing customers applies in the digital space as well. Of course, the most popular tool for customer engagement today is social media, and Facebook ranks high up on the list, especially for the Real Estate industry. There are a plethora of social media trends benefiting the real estate industry. Here are some interesting ways developers can utilise Facebook and YouTube for customer engagement.
As of 2017, India had 450 million active internet users. While these numbers are set to increase over the next few years, what’s interesting to note is that by 2021, 9 out of 10 internet users will be Indian language users. These massive numbers indicate a much larger audience group for real estate developers to tap into. The easiest way to do this, is by employing multilingual marketing as part of their digital strategy. Take a look at our detailed video on why every Indian brand MUST have a Multilingual Digital Strategy and Vernacular Communication.
Be it ads, a landing page or even an entire website, when a potential customer sees content in his own native tongue, several things happen. You create brand awareness and increase brand recall, you build your customer’s trust in your product or brand and finally, you have a higher chance of converting potential leads. In the case of real estate companies, your buyer is likely to purchase a home or at the very least recommend your company to a friend.
Keeping the vernacular approach in mind, real estate companies can use vernacular content in their ads to reach their target audience using Facebook Marketing Solutions. One thing to remember is that you can’t stop with just your ads – your entire digital strategy must include an end-to-end multilingual marketing approach. You can read how regional ads resulted in a 70% drop in CPL for one of our biggest real estate clients.
The sales funnel of yore has been proclaimed as outdated by many. Today’s digital marketing funnel is a cocktail of strategies targeted at gathering better quality leads, converting them successfully and then nurturing your leads/customers so they keep coming back. Of course, the important aspect of lead generation is quality content. The various phases in a digital full-funnel marketing approach are Awareness, Consideration, Conversion and Retention. You can check out our detailed video of Full Funnel Marketing via digital for an in-depth explanation.
The reason the digital marketing funnel is so important for real estate companies is because back in the day, only the final level was considered important. Driving conversions was the only target real estate brands poured their resources into. However, that’s where the problem lies. Without your audience knowing who you are or the products and services you offer, your brand cannot expect to have a high conversion rate. It is therefore imperative that real estate companies include a solid full-funnel marketing approach in their digital strategies.
If a picture paints a thousand words imagine what a video could do. Videos have been around for decades and have taken the world by storm across industries – be it education, entertainment, information, etc. YouTube is currently the world’s second largest search engine with over 225 million monthly active users in India alone. Suffice to say that your real estate brand needs to have a comprehensive YouTube strategy to tape into this sizeable audience. It is important to note, however, that you don’t have to stop with just YouTube. Real estate brands will have to explore multiple video formats across social media channels like Facebook, Instagram, LinkedIn, etc and create customised strategies for each. Today, interactive videos are currently an extremely popular trend due to the higher user engagement they deliver. You can also read our blog on tips to create compelling videos that convert.
One of our esteemed clients is a Chennai based Real Estate enterprise which laid its foundations in 2004. Known for providing niche residential segments like luxury villas and high-rise apartments, the company has since produced 68 projects, selling to over 4000 happy residents.
Our client wanted to scale up its digital presence through powerful digital marketing, focusing on five primary goals.
An intense digital marketing campaign followed, running on platforms like Facebook, LinkedIn and Google search, resulting in an impressive turnaround that showed:
Real estate is the most reliable and secure long-term investment you can make, and the ability to purchase a home will only get easier with newer technologies coming into the digital space, which is capable of giving you a real-time experience of any property right through a screen.
Looking for ways to create thumb-stopping content for your brand? Then videos are definitely your best bet! Video content was one of the biggest digital marketing trends of 2018 and is here to stay. Thanks to the cheaper data plans available in the market today, videos can easily be streamed online, without any hassle, on screens of all sizes. Furthermore, smartphones have evolved with high-precision cameras, editing suites and a plethora of video-based apps, making videos easily shareable on all platforms. Moreover, with so much content being shared in the digital landscape, brands are looking for newer ways to stand out of the crowd. These reasons have paved the way for videos to be the lever in boosting conversions for a brand.
Now that you are convinced that video marketing is the way to go, let’s take a look at a few fool-proof video editing tips to make compelling videos that increase conversion rates for your business.
Plan your video in such a way that it is crisp, short and communicates your message quickly and effectively. The first 3 to 4 seconds of your video are most crucial. Make sure your brand name and objective of the campaign is communicated within this time. According to a recent Facebook survey, you can expect a 20% increase in the number of people finishing the video by practising this technique. Additionally, it is important to incorporate text on videos since most videos are watched in mute, especially on mobile. You can use text in the form of subtitles or any other medium to keep viewers engaged and communicate your brand story even with no sound.
You can also experiment with short versions of your video instead of treating it as one big aspect. One of the best video editing tips is to cut it down with multiple storylines. You can also add effects and use the multitude of formats offered by Facebook and Instagram to make it interesting. By doing this, you can create multiple videos that target different audiences, widening your chances of going viral. Here is a sample video that we did for a real estate builder:
Emotional content works wonders on viewers, especially when portrayed in the form of a touching video. Increase the visibility of your brand by tapping trending topics that may not directly speak about your products and services but creates a stir because of the emotional quotient. This is one of the most effective video making tips that will help in creating soul-stirring original content which is always a hit in the digital space.
When Sundaram Mutual – one of the top clients in the finance sector – approached us for a video campaign, we decided to go outside-the-box and create a vox pop video. The video was launched on Father’s Day and spoke about the various financial lessons you’ve learnt from your father.
When it comes to video making tips, it is best to tap audiences across all social media platforms to get the most out of your campaign. With most platforms giving priority to content that drives more engagement, videos have the potential to be your trump card to get ahead of your competitors. Leading social media platforms like Facebook, YouTube and Instagram also give users the chance to share your videos, increasing the chances of them going viral. However, it is important to make sure the videos are targeted at the right set of audiences who relate to the product or service being showcased.
With 225 Indian users active on YouTube every month, a lot of brands are making the shift from traditional forms of advertising to YouTube ads. You can choose from a wide range of types of YouTube ads based on various factors like reach, budget and length of the ad, to name a few. Featured below is a YouTube bumper ad of one of our real estate clients – Asta Properties – who leveraged the reach of YouTube ads to introduce a newly launched project.
The ad played in Tamil and English, witnessing an outstanding reach of around 18,000 users with more than 4,000 clicks. The ad was targeted to users who were interested in a real estate investment of Rs. 1.5 crores, within the age group of 35 to 54 years.
Speaking about going across platforms, one of the most important video editing tips is to check the aspect ratio of your video for full-sized viewing on hand-held devices. As per a recent study, 97% of consumers access Facebook through mobile and Instagram has witnessed a 150% increase in video consumption in 2018. A traditional 16:9 video occupies very less space on mobile screens. Instead, change the aspect ratio of your video to 1:1. This will occupy the entire mobile screen and reduce distractions from other posts. Here's a video on how to optimise your video for Instagram and Facebook for more insights:
Just like any other form of content, videos too need to be optimised to be discovered on search. As per a recent study, 74% of active social media users follow brands on YouTube, stressing on the fact that search engine optimisation for YouTube is now as important as ever. Additionally, with voice search emerging as a top trend in digital marketing, ensure your video is optimised with long-tail keywords that answer the public. Create a comprehensive on page and off page SEO strategy with the right meta-descriptions, a custom thumbnail, a click-worthy title and alt text to ensure your video ranks on the first page of search engines. It is also important to add an appropriate call-to-action and social share buttons to push potential consumers further down the marketing funnel. These are the most crucial video making tips that can either make or break a campaign.
For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.
Landing pages are known to be the weapons of mass conversions and what better way to engage with your potential consumers than an attention-grabbing video? Videos provide a lot more information about your brand with much lesser effort and half as much time. This creates a win-win situation for users being able to get a better understanding of your services and your landing page generating a good amount of high-quality leads for your brand.
We leveraged the reach and high engagement of videos in a landing page for Shriram Properties – one of our top real estate clients. The video provided users with a walkthrough of one of their new projects, giving them a closer look at the property even before the site visit. This, in turn, generated a higher rate of conversions.
Apart from attracting users with engaging content, brands can also generate a list of potential leads who have viewed the video through event tracking on Google Analytics. These leads can then be retargeted and further nurtured until they ultimately convert to your brand.
Influencer marketing is one of the most effective digital marketing techniques that give your brand the visibility it deserves with a word-of-mouth approach. Pick an influencer that resonates with your brand and come up with influencer marketing campaigns across the platforms that are relevant to your audience. Influencers come up with trendy and engaging videos that extend your brand’s reach to their loyal follower database. This, in turn, can open up new opportunities for your brand and boost sales.
We partnered with BioMiracle India to create awareness about their new collagen sheet masks with the help of top beauty and lifestyle influencer Sushmita Agarwal. The video featured on her Instagram handle threw light on how the sheet masks need to be used with peppy background music, driving high engagement and brand awareness. It received almost 8,000 views with profound reach.
With the introduction of cheaper data plans by Reliance Jio and the drop in the prices of smartphones, Internet usage has seeped into the tier 2 and tier 3 regions of India, releasing a whole new wave of consumers waiting to be targeted. Videos are now more relevant than ever, with brands going the extra mile to engage with India’s next billion users. In order to reach India – all of it – it is important to incorporate videos in vernacular languages for increased brand awareness. This is one of futuristic video making tips that will ensure conversions!
We leveraged the power of videos in regional languages for Cholamandalam Finance by creating an animated video on the life-changing financial lessons one can learn from an ant. The video was targeted at small business owners and people in tier 2 and tier 3 regions. The video received around 96,000 views with 3,116 shares. The same video was created in Hindi which received a whopping 2.3 million views and 80,528 shares, proving that the growth of regional content online is here to stay!
Whether you are a real estate company, leading FMCG brand, a top financial organisation or a leading insurance firm, make sure you incorporate these video editing tips and ideas in your next video campaign to increase your conversion rates and boost your sales.
Events and conferences are a great time to network, showcase your product/service and learn from the best in the industry. However, choosing the best marketing events to attend can get a bit tricky. From the line-up of keynote speakers to the panel discussions held, there are a number of factors you need to consider before you head out to one. Read on for our hand-picked compilation of the top digital marketing events in Bangalore that you need to attend to enlighten your team and grow your business.
Quick Tip: We also have a Digital Marketing book that could provide useful insights
Digital Leadership Summit in Mumbai, Bengaluru & Chennai is a CXO event which brings together Business Leaders and CMOs to discuss how to drive business results through digital marketing and share innovation across Video, Vernacular Content, Voice, Artificial Intelligence and Virtual Reality. The business leaders and attendees would be from across sectors, including FMCG, BFSI, Real Estate, Entertainment, Education and Internet Businesses. The last Digital Leadership Summit is in Mumbai in Jan 2020 and the next Digital Leadership Summit is on 27th Mar, 2020 in Bengaluru.
Brand Summit & Hot Brands is a regular event by Paul Writer and they do this across Bengaluru, Mumbai & Delhi. Paul Writer is known for its marketing through research, peer learning, and sharing best practices. The Brand Summit is conceptualized as a power-packed day of masterclasses, discussions, sharing, and learning along with celebrating the achievements of the Hottest Brands in the respective cities. The impressive line-up of jury members includes industry experts and marketing professionals from various renowned organizations of the nation. The keynote speakers include Ravi Desai – Director of Mass and Brand Marketing – Amazon India, Burhanuddin Pithawala – VP Growth and Conversions – OYO and Vivek Sunder – Chief Operating Officer – Swiggy, to name a few.
Where: Taj, MG Road, Bengaluru
When: 8th February 2019. 8:30 am to 6:00 pm.
Join the industry thought leaders as they come together to discuss the digital transformation of the innovative business world at the 5th Inflection Digital Transformation Summit and Awards. Hosted by the Alden Global Value Advisors, the summit is packed with an impressive line-up of panel discussions, forums, insightful keynotes and unmatched networking with the best of the best from the industry. The event also includes an award ceremony where industry leaders are identified for innovation and excellence in logistics, procurement and supply chain.
Where: Vivanta by Taj, Ulsoor, Bengaluru
When: 23rd January 2019. 9:00 am to 6:00 pm.
What better way to celebrate the growth and transformation of the digital hemisphere than by conducting an online digital marketing event? DigiMarCon India 2019 is a larger-than-life online conference and exhibition scheduled to be hosted online – live and on demand. It will be the online hub of leading digital marketing professionals with sessions on a multitude of topics including digital strategy, content marketing, customer engagement, email marketing, programmatic advertising geo-targeting, growth hacking and all things digital. Learn all you need to know about digital marketing with keynotes, bold talks and big ideas presented by industry leaders from across the globe.
Where: Online – Live and On Demand.
When: 4th and 5th September 2019.
With seven keynote speakers covering seven powerful marketing topics that are the need of the hour today, 121 Digital Marketing Summit is a one-stop destination to learn all about digital strategies and branding. From the growth of influencer marketing and how digital marketing in India will change in 2020 to innovative ways to measure the impact of your branding campaign, it covers it all. Attend the session to learn what strategy works best for your business today and the digital approach you need to take up to stay on top.
When: 31st January 2019. 8:45 am to 6:00 pm.
Where: Novotel Hotel, OuterRing Road, Bengaluru
Whether you are a leading real estate giant, a top FMCG brand or a well-established financial organisation, make sure you attend these insightful events to keep up with the fast-evolving digital landscape. You can also check out Digital Bytes - our YouTube channel on the latest digital marketing trends in the industry.
YouTube is going the extra mile to maintain its position as the world’s second most used search engine with the introduction of their Instagram-like stories feature, available exclusively on mobile. According to YouTube Brandcast 2018, 225 million active Indian users access the platform through their phones on a monthly basis, making this feature the need of the hour. However, though the concept is similar to Instagram Stories, there is a significant number of differences between the two. To begin with, YouTube Stories last for seven days and appear on the feeds of both subscribers and non-subscribers. Also, the comments and reactions to the posts can be viewed publicly, increasing community engagement on the platform. Brands find this feature very convenient to showcase teaser videos of upcoming collaborations or put up making-of-the-video snippets. Intrigued to know more? Read on!
YouTube stories are a great way to connect with your target group on a more casual note. You can create a YouTube story for your brand by signing into your YouTube account and tapping the camera icon and choosing “Story”. Then, you can either record a video by holding the capture button or put up a picture by tapping on it. You can also upload an existing video or photo from your gallery.
There are a plethora of tools available to edit your story as well. You can trim your video, add background music, text, stickers and video links. Not to mention, you can also choose from a wide variety of in-built filters to enhance your story.
The stories put up by your brand can be viewed on the stories tab of your page. Though they can be accessed by the public, it is highly likely for them to feature on the subscriptions feed of your subscribers. Additionally, non-subscribers can directly subscribe to your channel through your story, making it convenient for both content creators and viewers.
YouTube Stories can also be used as an effective tool to measure engagement and reach. Brands can keep a tab on the total number of views and comments each story has garnered. You can also see the total number of views generated by all your stories. Your viewers will not have access to this information, making it a useful instrument to customise your content according to the number of views generated.
You can easily respond and moderate comments on your YouTube Story by going to your stories tab and tapping on the comments icon. If you would like to highlight the comment in your next story, tap on the “Reply in Story” option available under each comment. You can respond with a video or a picture by simply recording or uploading the same, and tapping on “Post”. Your comment will appear in the form of a sticker on your story. It can either be pinched to resize or dragged to be placed in a desired location.
Videos are undoubtedly one of the biggest digital marketing trends of 2019 and are here to say. YouTube Stories are only going to fuel this growth further. Whether you are a leading real estate developer, a financial giant or a top pharmaceutical company, it is time you leverage the community engagement of YouTube Stories and tell your brand story.
For more tips on how to rank your videos, read our in-depth article: YouTube SEO Tips: The Secret Sauce to Ranking Your Videos in 2019.
Yes, it's true. You cannot ignore the power of digital marketing, especially if you are a real estate developer. With potential homeowners using the Internet to research their future purchase, a strong and powerful digital marketing strategy is what will help real estate developers beat the competition. But with so much information available online, where do you start? We bring you a detailed and extensive guide to digital marketing for real estate to bring you one step closer to your marketing goals. Our guide covers:
