What CEOs Must Know About Success In Digital Marketing

February 16th, 2015

Facebook has more than 1.3 billion active users. The number of monthly Google searches is somewhere close to 11.9 billion. All businessmen can estimate that even the smallest slice of this huge pie is worth every effort.

In today’s cutting-edge and highly competitive digital market, you need to set your company, product, or brand apart from the next one. Every CEO wants to know how they can get more traffic and more sales. What is the “key” factor that can make the difference?

The answer is pretty simple. There are 5 basic yet crucial thought processes that can pave the path to digital media success.

1. Each channel has needs.

Brands need to understand digital media. It is not just about a CEO who understands the direction of the industry or a CMO who understands buyer personas. It is about filtering down this understanding to a system of success.

For example, Social Media is a one of the digital media channels. But, it is very different from SEO or SEM. On social media, you need to be keyed in to relevant topics and post and respond in real-time, to be a hit with your audience. Like Oreo did with its Super Bowl Slam Dunk:

oreo super bowl slam

@Image credit: http://blog.mindshare.ie/

Remember, digital media success is strongly correlated to online brand positioning. So, first understand what each channel needs. Then, create systems that adapt to the different needs of these communication channels.

2. Do more and get more.

CEOs have a great opportunity to create thought leadership positioning. Thought leadership is a great way to personalise the brand and attract more customers by getting involved in issues that matter in your industry. You can establish thought leadership by:

  • Identifying new opportunities or solutions for growth
  • Overcoming the most pertinent problems within your industry
  • Offering subject matter expertise by sharing consumable content
  • Building trust within a business community
  • Creating a substantial impact
  • Take a look at the responsibilities of a thought leader. Every CEO, in some capacity or other, needs to identify new opportunities, solve problems and build trust within a community. In other words, a robust online presence is the perfect way to build your current profile and add value to your organization.

    what is a thought leader

    @ Image credit: www.prweek.com

    Any company can have a website and a social media account. However, thought leadership can be the key differentiator for your organization’s online presence.

    3. Know thy king.

    Digital marketing has brought a unique emphasis on customers. Every digital media activity is geared towards a better customer experience. Be it simpler navigation, a responsive website, or sharable content, “buyer persona” is at the forefront of key business decisions. But, there is something a CEO is in a unique position to do.

    know thy customer

    With example after example, digital media demonstrates the value of a customer-centric approach. But, a digital marketing company or marketing executive cannot implement a customer-centric business culture. A business leader can do it. Here is how:

    customer

  • Integrate web analytics, sales and customer care to identify customer insights. They can be used in every marketing communication.
  • Utilise key customer insights to create a better product: Year-on-year, every CEO has access to huge amounts of data. Unorganised and disintegrated, it occupies space. The right integration will give you key insights to drive your business forward.
  • The best example is the case of Jan Koum, the CEO of Whatsapp Messenger app. His keen insights into the customer psyche helped him create a user experience. It has allowed him to build more than an app. It has become an integral part of our social fabric because he used those insights to build a successful customer-driven business model.

    4. Get big without big bucks.

    Digital media is not about having big marketing budgets. Though, they do help. Digital media is all about striking the right cord with your audience. Be it a call to action on a landing page, social media post or your personal profile on LinkedIn, everything is an affordable tool. But, the real question is how much will you be willing to pay to get 250% growth in your website traffic?

    Food for thought: These insights are already proven to lead to digital media success. How will you implement them? Contact Us and we will help you to implement these for your business.

    The Art Of Fixing Your Digital Media Blind Spots

    February 5th, 2015

    It’s a little presumptuous to suggest that decision makers have digital media blind spots. But, it’s only human. We work with decision makers day and night. So, we understand that they work really hard to stay ahead of the curve. But, every now and then, these blind spots can rear their ugly heads.

    The Art Of Fixing Your Digital Media Blind Spots

    @ Image credit: http://www.doitmarketing.com/

    Digital marketing has several facets and is ever-evolving. Under pressure to perform, monitor and deliver results constantly, decision makers may overlook a few relevant factors. That’s why it is important to trust your digital marketing partners or in-house experts. Take their counsel seriously.

    Take their counsel seriously

    Are you a CEO, Entrepreneur, Digital Marketer or Social Media Manager? Then, read on and keep an eye out for these common digital media blind spots.

    competition

    Today, every organization wants more attention. They employ SEO (Search Engine Optimization) and SMO (Social Media Optimization). If possible, they use display ads too. But, several decision makers think of competitive brands as competitors. They forget to take into account the growing number of blogs, third party websites, international competitors, etc. Search engines and social media change your conventional “competition”. Is your digital media strategy ready for it? Here is a Google Worldwide Trend of interest over time in “travel insurance”.

    interest over time

    @Image credit: http://www.google.co.uk/trends

    Here is a Google trend of interest over time in “travel insurance” in the UK market.

    interest over time
    It may seem like there is a gradually decreasing interest in the market. But the picture is completely different when you include third party travel websites.

    Third party travel websites - Interest over Time

    So, don’t turn a blind eye to the current and potential key influencers in your market. Watch out for white papers and industry benchmark studies. Identify social and offline influencers in your industry too. Then, you can create a more holistic digital media strategy.

  • Collaborate with online bloggers.
  • Create content your customers are looking for rather than promotional content. This type of content is worthy news content for most third party websites and blogs.
  • Write guest posts for third party websites.
  • customer needs

    Whether you are a CEO, CMO or a digital marketing manager, key decision makers are not spending sufficient time talking to real customers. Frankly, it is not entirely possible. But, your organization has customers and employees in its sales and customer care departments. There is enough data in the sales and web analytics departments to create actionable insights. Powerful business leaders focus on “customers” and so should you.

    Customer is boss - Quote by Sam Walton
    Unhappy Customers Greatest Source of Learning - Quote by Bill Gates
    Customer Experience - Quote by Steve Jobs

    So, integrate the insights from web analytics, sales and customer service into your buyer persona. These data-driven buyer personas have a potential to minimize the risk in your decision-making process. It is not just about using web analytics but making profitable decisions.

    results vs budget

    Decision makers have to consider a number of aspects. There is just too much to be done to look at the next big thing on the digital media front. But, this digital media revolution is spinning at an unbelievable rate. Some organizations are offering just the solution you need for your current problem. But, most decision makers are too involved in traditional problem-solving methods to bother. The true sign of a digital marketing success is “Experimentation”. Drive your digital marketing campaign from your vision of results rather than budget and other constraints. You will be surprised to discover how affordable digital media tools can be.

    An impartial third party advisor can always help you see these blind spots, though. That has been our experience, anyway. Contact Us today to help you.

    The Latest App Store Optimization (ASO) Tips You Can’t Afford To Miss

    January 8th, 2015

    ASO can be quite a misleading term. It may seem like SEO (Search Engine Optimization), but it is a far cry from it. App Store Optimization (ASO) is a multi-faceted field. An ASO professional is like a juggler, who has to keep on increasing the number of balls. The success of this remarkable trick comes down to some basic and unique app store optimization techniques.

    Latest App Store Optimization (ASO) Tips

    But, you don’t need just the app store optimization tips. You need the right context too, so you can make them a profitable choice. Read on to know the best techniques and when to use them.

    Be a marketer before anything else

    Digital media is a myriad of ASO tips and techniques. You search for one, you will get thousands. But, will they work for you? Will they really help you improve the ROI of your app? That’s why you need to be a marketer first and foremost to identify the right context for these tips. Most digital professionals, app store optimization professionals and websites offer data-based information. But jumping right into it will only serve to confuse you.

    Don’t get into app marketing, SMO techniques or open a microsite without confirming the context. What is the context for every ASO tip?

    “Know Thy Target Audience”

    What works on Google Play will not necessarily work on iTunes. What works for messaging, chatting and social networking apps may not work for a game, a note-taking app or a health app. Therefore, once you plan to launch an app for your business, don’t answer these three questions without exhaustive market and competitor research.

    1. Which app store do we launch it in?
    2. What is the USP of this app?
    3. What is the cost of the app?
    4. What kind of user experience are we looking for?

    If you need help with the answers to these questions, you should hire a digital marketing or SEO service, who knows about app store optimization. Alternatively, you can gather similar intel from the following:

    App Store Optimization Techniques

    Remember, you will have to continue to refer to these sources because ASO is an endless process.

    Work app store elements like an advertiser

    90% of your app store optimization techniques are about app store landing page elements. Each of them has their own context. You need to approach these elements and context like an advertising professional. That’s what you will need to be to create the app store landing page of your app.

    Category: The right category is just like the optimum time for a TVC (television commercial) or perfect page position for a print ad. You need to be in the best suited category to be discovered by app-hungry visitors. It is not tricky for every app. But, it can be super-tricky for new app ideas and an app that can be listed in multiple categories.

    App name or App title: This is like a brand name. But, when it comes to app store optimization, you need the right balance of branding and keyword optimization. You need to research app stores extensively to find out what works and what doesn’t.

  • Use the most relevant keyword.
  • Keep the title short, concise and interesting.
  • Use an easy-to-understand and easy-to-share app name.
  • Be 100% sure of the title you choose. You shouldn’t need to launch your brand again and again.
  • App icon: It is your app’s logo and has to be memorable. More importantly, it has to express the function of the app in a creative style.

    Screenshot: In terms of advertising, screenshots are like a visual layout. It has to be stunning and convey a story through the order and design of your app. It is the first impression of your app. So, make it the best one you can. You should be able to communicate the core benefits of your app through screenshots.

    Video demo: This is a 30 second TVC (television commercial). It must have an engaging way to connect with your target audience. Create an interesting and engaging journey for your target audience.

    App description: This is like the body copy of a print ad. But, it is very important for app store optimization. Your first two sentences are like a headline. That’s all most people will see. But, the entire copy has to be good enough to persuade a reader to download the app instantly. It must:

  • Convey benefits
  • Explain features
  • Engage readers
  • Include primary keywords at the start
  • Include secondary keywords in the rest of copy
  • Be easy-to-understand
  • Convey USP
  • Illicit trust
  • Include a call-to-action
  • Keywords: You will need to use the right keywords. Your top 5 competitors on the app store is a great start, but Google Adwords, Google Analytics, and Google trends will also help a great deal. You will need to use primary keywords early for iTunes optimization, since there is space provided for 100 characters only. But, Google Play allows you to use up to 4,000 characters, which does simplify it. Nevertheless, here are some tips for app store keyword optimization.

  • Prefer plural keywords over singular ones.
  • Do check abbreviations.
  • Don’t use multiple word phrases. Break them out.
  • Select the easiest keywords to rank for.
  • Consider search volumes and the relevance of your keywords.
  • Do not use spaces in the keywords field.
  • Keep testing and experimenting with keywords after the app launch.
  • Manage the app like you will manage a destination

    A destination manager and you have the same goal: Attract more people while retaining as many of the arrivals as you can. You need to increase the total number of downloads and retain existing users too. That’s a herculean task because the ways to attract more traffic and improve retention rate keep on evolving every single day. You can hardly do them all. So, if you understand the brand and target audience, then you can select the best channels for post-launch app store optimization such as:

    Cloud – white hat SEO, link building, SMO, SMM, customer care, ratings, reviews, app analytics, app marketing, PR, in-built response, freebies, surveys, app updates, soft launch, a/b testing, in-app mobile marketing, app promotion, app speed, brand trust, microsite, professional reviews, guest blogging, etc.

    Here are some of the Key Performance Indicators (KPIs) for apps that you need to monitor regularly. You can choose the suitable ones from the following list.

  • Total number of downloads
  • Click through rate
  • User retention rate
  • Ratings
  • Reviews
  • Active users
  • Rate of conversion
  • Average revenue per user
  • Discard rate
  • App store ranking
  • Average frequency of usage
  • Half life
  • So there you have it. ASO tips and techniques that will definitely help you put your app on the map.

    Online & Affordable Lead Generation Avenues For B2B Companies In India

    January 1st, 2015

    The Indian e-marketplace is a huge business development opportunity for B2B (business to business) companies in India. This marketplace happens to have a few business to business websites from a select few players. Giant corporations like Amazon and Wal-Mart are stepping in. But, where are the traditional Indian organizations? Where are the entrepreneurs, innovators and prevailing players from B2B sector?

    The fact is, Indian B2B companies hardly reckon any value in B2C media.  The conventional B2B marketing mix has always focussed on business to business marketing channels. However, the online marketplace is a great industrial marketing opportunity. Take a look.

    Online Market for B2B

    B2B marketers know about different types of digital marketing opportunities available in India. By using the right digital media channels in your marketing mix, you can aim for optimal results. So, let’s dig deep into these online marketing channels and identify suitable lead generation opportunities for you. The three steps of lead generation can take great advantage of automated online systems.

    B2B marketing objective Distribution Channel Digital marketing strategy Digital Content
    Generate brand awareness. Search Engine On-page SEO optimization On-page SEO optimization
    Off-page SEO optimization
  • Article submission
  • Social Media Optimization
  • Create a mailing list. Promotional offers – Freebies & more Promotional offers – Freebies & more
  • Blog posts
  • Success stories
  • Search Engine Off-page SEO optimization
  • Blog marketing
  • Forum marketing
  • SMS marketing
  • Mobile marketing
  • Nurture and qualify leads. Email Email marketing
  • White papers
  • Cast studies
  • Podcasts
  • Webinars
  • Website Engage the visitor as a potential prospect
  • Online chat
  • Click to call
  • Call back
  • This is a basic online system for customer engagement. But, most B2B marketers just don’t consider these digital distribution channels profitable enough. In some way, they are right. In simple words, some B2B companies have well established lead generation processes. They believe that their current B2B marketing strategy is way too personalised to be shifted online.

    For most B2B companies, it will remain difficult to find a digital marketing process that is proportional to sales revenue. But there are several B2B marketing strategies that have done miracles for certain companies.  All you need is a digital marketing consultation. The right consultant will eliminate digital media jargon and suggest simple and actionable digital media strategies that can bring out the best in your brand.  Here are some of the amazing online lead generation avenues for B2B companies in India:

    E-newsletter:

    This is a really effective tool. Your current and potential customers are looking for more information about your industry. They are wondering:

  • How do I build my business more cost effectively?
  • How do I avail products and services from my vendors at cost effective rates?
  • How can lower the manufacturing cost of my products and services?
  • So, what kind of information can you offer them to make their business easier?

    This type of information can be easily sent in the form of a magazine, e-book, e-newsletter, etc. If the frequency and type of the information is right, this can be a very useful digital tool.

    Video:

    Most B2B marketers are aware of their company’s customer service and reputation management challenges. They can create digital content to keep their existing and newly-signed customers pleased. This can boost word-of-mouth publicity for your organization and increase your sales. So, what kind of video content can you create?

  • Answers to most frequently asked questions
  • Solutions to most common problems
  • Testimonials of most satisfied clients
  • Demos and how-to videos for using products most effectively
  • Company and leadership related information customers may want to know
  • Then, you can promote this type of content through Social Media Optimization (SMO), Search Engine Optimization (SEO), and through your website. What if you do not have a strong presence across these digital media channels? You can still assist your customers by sending this information via email as and when they need it.

    Presentation:

    Every business to business marketing strategy involves two things.

    A. Creation of a mailing list
    B. Sales pitch

    A mailing list helps you identify and nurture leads. Then, a sales pitch helps you convert a lead into a sale.  The most successful B2B sales representatives, managers and marketers know that a B2B sales pitch cannot be just about offering a product or service. It is also about identifying and solving a problem.  Problem solving is now a common industrial marketing strategy. Therefore, these kinds of presentations tend to remain useful. So, create a presentation and promote it across all digital media channels to highlight different solutions to customer’s problems. Your potential customers will benefit and your sales revenue will continue to grow. What kinds of presentations can you actually display online?

  • A solution of their current problems
  • The most popular reasons to opt for your B2B products or services
  • A proven strategy to optimise their production through your product or service
  • How does your organization stand apart from the competitors?
  • Remember, you can’t just rush into including digital marketing strategies in your B2B marketing mix. You need the right information and right channels to make it a profitable investment.

    As a digital marketing agency, we can offer a more customised digital media solution to current marketing challenges.

    Digital Marketing 101 – How To Sell “Blogging” To Your Boss?

    December 30th, 2014

    Several digital marketing professionals and agencies witness the merits of the corporate blog. It is not always easy to convey them to the boss, though. Blogging is a very unique type of digital marketing tool. It is a valuable digital marketing resource. But, it is not the most obvious or direct one for most digital managers. Here’s a great step-by-step approach for creating a blog as an additional marketing channel.

    Step No. 1 – Align with business and digital marketing goals

    This is the non-negotiable. You cannot start with  reasons for blogging. Everyone knows them. It is almost like discussing the pros of exercising. You have to customise these benefits of blogging to your specific short term and long term business goals. Then, you must align blogging with digital marketing goals, such as:

    1. Higher web traffic

    When you create a blog for your business, it is a huge content asset. You can use it to fuel organic traffic by

  • Updating keyword rich, fresh and relevant content on your website consistently. This keeps your website updated on search engines.
  • Using internal links to increase on-page SEO optimization
  • Including additional keywords into your blog posts to attract your target audience. It is an easy tool to generate higher web traffic.
  • 2. Increasing brand awareness

    Blog content is easy-to-share digital content. Most visitors prefer to share interesting and valuable content on social networking websites. This is a great value add-on to their social profiles. So, this is a great way to reach a wider and more relevant target audience.

  • Sharable and likable content can be used to increase brand awareness on social media platforms.
  • Usable and helpful content draws your target audience’s attention to your brand. This is a great digital media strategy to enter the consideration zone of your target audience.
  • Convert blog into an additional platform to engage and interact with customers. An interactive and responsive blog can create opportunities for collaboration, brand engagement, and brand storytelling.
  • 3. Building authority

    Thought leadership or authority building is a long term goal. It is almost impossible to achieve it without fresh and valuable content about your industry. It should be a non-optional tool in your digital marketing mix. Whether you are a business or an individual, a blog is a great branding tool. With the right theme, content and digital media strategy, your blog can set the foundation to achieve your business goal.

  • Promote valuable third party content on your blog. For example, industry benchmarks, news and white papers to establish your thought leadership.
  • Your blog can be used to share business expertise with customers.
  • Share valuable information that you have gleaned through first-hand experience.
  • 4. Generate leads

    Do not suggest blogging as a digital marketing tool for short term lead generation. Instead, it is extremely effective for the long term objective of lead generation.

  • Testimonials and case studies can be promoted on your blog to convert your visitors into customers.
  • A popular blog can be a used as a great mailing list generating machine.
  • The right responses to customers’ comments will help you nurture and qualify leads.
  • A promotional offer on a popular blog can drive sales revenue
  • Step No. 2 – Optimise available resources and minimise expenses.

    One of the most common reasons for resisting the idea of business blogging is funding. You will need web hosting service and a content management system like wordpress. You will need a blogger or a digital marketing agency for blog post creation and promotion. You will need to fund it month-on-month. However, you can use pre-existing resources for blogging and lowering overheads.

  • Use free content management systems or open source CMS.
  • Engage your current employees and customers to offer useful blog post content by:
    1. o Transforming testimonials into case studies or success stories.
      o Improving employee engagement and retention by publishing brand-related stories on the blog.
      o Repackaging industry news and studies as business blog posts.
  • Has your business already hired a digital marketing agency or a digital marketing consultant? Some businesses use focused digital media agencies like SEO or SMO companies. If you already have a similar vendor, then it is much easier to add blogging as a small addition to their monthly tasks.
  • Do not dash to start a blog without a sound blogging strategy and guidelines. They will help you avoid controversies and remain relevant.

    Step No 3: Set measurable KPIs.

    Most digital managers and marketers prefer plans with goals. You need to set tangible and realistic KPIs (Key Performance Indicators) for this venture. This is the best way to remain accountable and demonstrate the results few months down the line. This is where a digital media agency or consultant will be extremely useful. However, you will need consistent and high quality blog posts to achieve predetermined objectives

    Short term KPIs Long term KPIs
  • Higher organic traffic
  • Brand awareness
  • Higher brand engagement on Social media
  • Higher sales revenue
  • Lead generation
  • Brand advocacy
  • Thought leadership
  • Step No 4: Get prepared.

    When you include blogging for business into your digital marketing mix, you have your work cut out for you. You cannot create a blog, buy a wordpress theme, post content and forget about it. Blog marketing is a major part of a blog’s success. Here are few useful blogging tips to get you started.

  • Maintain the quality and frequency of your blog posts.
  • Keep the blog post content realistic, time-specific, interesting and valuable.
  • Do not ignore valid comments on the blog.
  • Create attractive blog post titles.
  • Use smart blogging tools, free or paid, to reach your business goals.
  • Use efficient blog editor for a productive writing and publishing process.
  • Create a useful approval and publishing system that minimises your work from the start. For example, maintain readability standards for each blog post.
  • Need more blogging ideas? We’re just the people to contact!