Draw up a consistent content strategy that can ensure you are using all the blogging tactics to your advantage!
4. Strategic use of long-tail keywords
You can best use long-tail keywords when you create specific pages for the topics you want to attract traffic for.
By sprinkling these keywords across the specific pages using the right location tags, you ensure that you attract and engage the right traffic.
By providing detailed specific information you ensure that your customers are not disappointed & provide them what they were looking for when they checked into your site.
The motto is to attract more and deliver more value than ever before!
5. Compress media files before uploading
Media flies do liven up your page. But do you know the toll uncompressed media files can take on your website speed?
It is highly advisable to optimize every media file before uploading so that your overall website loading speed is not too high and brings down the performance and ranking of your entire webpage.
Ensure that you are doing your bit to make rendering of your website easy for the internet browsers.
6. Stay ahead with a robust link-building plan
Link-building happens to be one of the topmost priorities of your off-page SEO. Attracting backlinks from other sites can skyrocket your traffic too! But here’s what you should consider first – the quality of the links that are getting integrated will determine a large part of your traffic.
Ensure that you gather quality inbound links to see your traffic soaring through the roof.
7. Meta descriptions & numbers in titles
Any SEO Service Provider worth their salt knows enough about using meta descriptions in optimizing your page performance.
But did you think that you could use the titles to your advantage as well?
Studies show that dates and numbers added to titles have increased a brand’s rankings by scores. So using numbers strategically within your content will always fetch you consistent results!
Provide value, don’t mislead your readers and see how the numbers can impact your click through rates!
8. Used mixed sentence lengths
IF there is one thing we know for sure, it’s the fact that long chunks of webpage content usually get ignored by most readers.
That’s where scannable content comes from. Readers should be able to scan your content for key information phrases easily.
You probably already know not to use long sentences that can’t hold the reader’s attention for long.
But here’s the twist.
It has been seen that long sentences when sparingly used with short and mid-length sentences can actually work better in creating an impact without jeopardizing the scannability of your content at stake!
9. Lazy load your images
Another SEO trump card for you to play to optimize your website.
Lazy loading refers to a technique that defers the loading of non-critical resources at page load time.
By lazy loading such files, you immediately reduce the initial page loading time, page weight, and also system resource usage – all of these have marked positive impacts on performance.
10. Do not ignore alt-tags for images
When it comes to ‘Googleability’ you can not ignore the importance of adding alt-texts to images. With alt-texts you keep your browser’s accessibility and understanding of the kinds of images in your site.
However, you must be wary of NOT stuffing your attributes with too many keywords. Any kind of redundant keyword stuffing can result in a negative user experience, or worse flag your content as spam!
11. Let SEO optimized Landing Pages work wonders
More landing pages mean more gateways for incoming search traffic!
Strategically drive traffic to your landing pages via email marketing, social media campaigns, press releases and watch your website traffic soar!
Rome was not built in a day, neither can your strategy become foolproof in moments. As explained, there are countless different tweaks you could make on it generate a fail-safe SEO strategy that delivers the best results!
Are you ready to explore the potential of the all-new improved SEO strategy yet?
Marketing that’s based on performance – number of leads closed, sales, rate of bookings, downloads, etc, pretty much covers what Performance Marketing stands for today. Year after year, we witness how Performance marketing is becoming a more and more integral part of an effective Digital Marketing Strategy.
In 2020 alone, the US budget for Performance Marketing was as high as $6.82 billion!
In essence, Performance Marketing refers to a combination of brand marketing & paid advertising clubbed together, paid out only when the estimated outcome is attained. It is beneficial for both the ‘merchant’ and the ‘affiliate’, where they can actually target and optimize results with a specific, maximized ROI approach based solely on performance.
One of the key luring points of performance marketing is that it lets retailers get a sense of assured quality – assurance that their money is being spent well and they are getting right returns out of their investment.
With new-age communication optimization tools, personalizing shopping experience for buyers and numerous other online and offline ways, this new performance-based strategy is opening up a whole arena of marketing exposure and brand value that holds immense allure for businesses worldwide.
So, how do you utilize the full potential of Performance marketing in helping your brand succeed? We have a few pointers to guide you along:
1. Choose your ‘Publishers’ wisely
First things first, choosing the right marketing partners for your Performance marketing space is of prime importance. These are your ‘affiliates’ whose quality of work will determine your strategy’s success rate.
These could be coupon websites, loyalty programmes, product review sites, you online blog support, cashback websites, etc.
The world of Performance marketing is slowly moving more towards social media influencers, content sites, product review sites, personalization applications, etc. to fortify your Digital Marketing Strategy. Using or knowing which of these fall in line with your business needs is the first fundamental choice that determines your success in the Performance marketing field.
2. Third-party tracking platforms are essential
When it comes to your affiliate partnership, you can not ignore the importance of third-party tracking platforms. These are like one-stop shop solutions for banners, links, product feeds, promotions, etc.
These platforms are where your merchants issue bonds, sends newsletters, handles returns, etc.
But these platforms also have their own sets of strengths and weaknesses mainly around pricing structures, merchant expertise rungs, and such. Some of these platforms like PepperJam and Rakuten Marketing are highly sought after names in the field of Affiliate Marketing.
3. Dynamic remarketing is the key to success
The world of digital marketing is slowly leaning more and more towards personalizing customer experiences. Who does not like a bit of personalized special touch in the purchase process? The answer is NO ONE! Dynamic remarketing lets businesses target customers based on their previous activities.
Prompting customers to finish a purchase by displaying products similar to their old search patterns is one of the foundational tactics for dynamic retargeting!
These ads could be displayed over ad platforms, social media, search engines, or through display advertising!
4. Smart use of frequency caps
Duplicate sales efforts or ads campaigns can spell disaster for your marketing strategy. While we are on retargeting ad campaigns, let’s not forget to consider consumer preferences and experience is of prime importance.
Set a frequency cap on your affiliate marketing campaigns that determine how many times consumers will be viewing your ads in a day! Overkill is the last thing we want in our strategy.
5. Optimizing visual search options
Visual search turns your phone camera into a discovery tool. Optimizing visual search has been one of the biggest success points of your affiliate marketing strategy!
The entire process of shopping has always been visual – it is only fair that even marketing can catch up to it! So the lure of visual search in marketing is clear. Your customers express a clear intent on a product and marketeers can quickly grab the opportunity to showcase and connect to the customers based on their expressed preferences.
6. The pay per lead or Cost per Acquisition arrangement
Again, one of the biggest success points of performance marketing – assured delivery of results.
As the name already suggests, this is an arrangement where the retailer pays the affiliate as per the leads generated and only after the transaction is over.
Pay per lead, on the other hand could also refer to non-cash transactions. A lead could simply even be a name or an address or a complete form depicting the lead’s degree of interest and chances of conversion. Usually, more complex the lead higher are the rates of payout!
7. Optimize your landing page
Invariably, the Cost per Click (CPC) and Cost per Impression (CPM) parameters of your Performance marketing strategy can only taste success if your landing page is optimized for conversions!
A compelling and user friendly landing page goes a long way in prompting conversions and as well as giving your customers a reason to come back to your business. It is also noteworthy that the positioning and targeting of CPC ads are of prime importance. Round off the bases with respect to the right Google adwords and witness how your landing page works the revenue wonders for you!
8. Do not ignore Brand Positioning
It is crucial that you do not forget the importance of brand positioning in prompting conversions.
Performance marketing strategy is largely focussed on data. And while the data points are important, lead marketeers should also remember that to finally persuade the leads to become a customer, what you offer as a brand needs to be in line with the customer’s expectations!
Use performance marketing tactics to bolster your overall brand positioning as well.
9. YouTube Shopping is a fresh opportunity
Digital marketing trends have mapped how more and more purchasers have been turning to YouTube video tutorials before purchasing a product.
Conventionally, after the video they would go on with their purchase process on other platforms. However, marketeers know that more the number of steps added to the purchase process, higher are the risks of consumers dropping out of the sales funnel.
Therefore, since 2019 customers can directly shop from YouTube videos and that is one fresh new opportunity that performance marketing can fully cultivate for maximizing conversions.
An absolute data-driven way to advertise – that’s the Performance marketing tagline that is convincing businesses to adopt & embrace this new strategy with every passing year. When you unleash the full potential of performance marketing through leading Digital Marketing Services, you unlock phenomenal resources that can fortify and bolster your Digital Marketing Strategy in India! If you want to be success savvy, adopting strategies and adapting your stance seems to be the best shot to success.
Are you ready to unlock the potential of Performance marketing to multiply conversions?
When it comes to writing the perfect CTA for Native Advertising, the mantra has always been simple and clear –
You need to add value to your campaign right at the start. Make a mark & define the utility of your campaign right at the onset by making complex decisions less complicated & technical issues less technical.
Understanding what the audience needs is a key jumping step to writing the perfect CTA for your native ad. Just by 2020, the global investment in Native Advertising has reached a whopping $85.5 billion! To put a number like that into perspective, one must understand that the CTA determines as much as 60% of the chances of your ad getting clicked on.
When the stakes are that high, you would need all the help that you can get to write a killer CTA for your native ads.
First things first, the Call To Action of your Native Ads is the brand message that the users will connect to right at the beginning – needless to say the rest of the content/video won’t even matter if your CTA falls flat.
You can’t go wrong with these tips:
1. DON’T get stuck on word count
Your CTA tells the user exactly what action they need to take & how to take it. It could be as simple as two words or a well-crafted sentence.
But if you are being too wordy with the CTA, you do run the risk of losing your viewer’s attention and not being able to communicate your message.
Case in point: German Rail boosted revenue by 24% with its ingenious campaign sporting an intriguing and impactful CTA – No Need to Fly?
The headline strikes off the brevity checkpoint of the CTA rulebook very well & manages to convey the required message so effectively.
2. Use a strong & clear command verb
Strong command verbs like ‘start’, ‘download now’, ‘find out how’, add that much required zest to your CTA.
A call-to-action is all about increasing the CTR and leading viewers towards that action. Your copy needs to be concise and assertive.
Case in point: Adidas’s Goodbye Gravity campaign hit home and translated to a phenomenal success. In this campaign, Adidas sent soccer balls to the atmosphere to check their spin. The strong & concise CTA did justice to the innovative campaign idea.
3.Add urgency to your CTA
Next to using a strong command verb, what works best with CTA is a note of urgency by using words like ‘now’ & ‘today.’
CTAs for Native Advertising in India have worked best when the command verbs have been accompanied by specific time words like ‘find out today’ or ‘ending soon’ or ‘start now’.
By adding a time word to your CTA, you are ensuring prompt action on the part of the viewer.
4. Add the value proposition
What carries the most weight for your CTA is the unique selling point that ought to appeal to the viewer. In more direct terms, what’s in it for them?
One of the best ways to increase the CTR is a nice & to-the-point CTA+USP mash up that can capture the user’s attention immediately and get them to take the desired action.
Case in point: Again German Rail comes to mind. The chief selling point for them is that it is a more economic alternative to flying. By including ‘No Need to Fly’ in the ad CTA, what they achieved is a certain level of economic appeal so consumers would gravitate towards the brand and the campaign.
Also Brandless achieves this so effortlessly with an uber-intriguing CTA – “How can this be only $3?!” With a CTA like this you can immediately build brand awareness and highlight your chief selling point.
5. Instil the fear of missing out
One of the sure-fire ways of getting clicks on your ad is to establish the fear of missing out on your CTA itself.
Fear of Missing Out, or FOMO in short has been seen to be an excellent motivator. All you need to do is blend it in with a factor of urgency in your CTA – when people feel they might be missing out on a chance that might not come around again, they usually take action promptly.
Instilling the FOMO factor in your CTA by using phrases like ‘Subscribe now to get 50% off’ in your Native Ad CTAs can create a sense of urgency and drive action.
For instance, CanvasPop used this technique in their CTA “Turn your favourite family photos into high quality canvas prints. Get 60% off when you order today!” By incorporating a note of urgency into the campaign while also explaining what you can get, their CTA conveys a complete message that is bound to attract users.
6. Make use of social proof in the form of Customer reviews
Has your brand been successful in harbouring consumer faith? Well, then it’s time to flaunt that in your CTA!
Write compelling CTAs that also exhibit customer support and faith to establish a brand image & maximize your CTR.
7. You cannot go wrong with first person speech
By using a compelling first person tone, you establish an instant kinship with your viewer.
By changing CTAs from second person speech (get your free trial) to first person speech (Get my free trial) has been shown to increase CTR by almost 90%!
8. Know how to use different CTAs for different stages of the decision making process
Each of your native ads have an agenda & your CTA should be based on what suits you best. The main stages in decision making are:
Information Search Stage
Alternative evaluation Stage
Purchase decision Stage
It is important to note that the CTAs apt for each of these stages will obviously be very different & you should use them wisely to optimize your CTR.
When it comes to writing the perfect Call to Action for Native Advertising, there are a number of things to consider – ranging from degree of urgency, purpose, and stages of decision-making process.
We have witnessed how even a change in the form of speech has been instrumental in raising CTR by as much as 90%!
Learn all the tips and tricks of writing the best CTA & turn your Native Ads campaign into a resounding success today!
“Clearly, the thing that’s transforming is not the technology – the technology is transforming you.”
The MIT scholar clearly had his own reasons for coming up with this adage. The decades-old Digital Transformation phenomenon with innovative Digital Transformation Services hit the accelerator pedal with the rising changes in consumer expectations. The new-age consumer is information-hungry and always agile. That is why the rise in the number of CDPs has been one of the most striking Digital Transformation changes!
But we rarely ever stop to wonder the other side of the story. The not-much-talked-about side of the story is the impact Digital Transformation has had on employees and existing work models. It is of little wonder that as Digital Transformation Strategy becomes more complex, traditional work models can no longer accommodate the changes.
Let us look at a few stark changes Digital Transformation has made to workplaces:
While rigid hierarchies compartmentalizes the workforce, enforcing Digital Transformation Strategy needs more agility and fluidity of structure. As such, Digital Transformation is seen to flatten the hierarchy level and increase transparency of operations.
Digital Transformation largely revolves around transparent organizational structures. Dissemination of information is more transparent than ever lending a certain uniformity and agility to the process.
2. Changing for the better – updating employee skills
Businesses that have successfully carried out Digital Transformation have provided extensive training to their existing employee base so that they can keep up with the changes! One of the key practices that businesses could follow is to set up an appreciation program with the HR to help employees keep up their morale and warm up to technology!
3.Collaboration Tools on-the-go
How was a Covid-struck world keeping up with its myriad business communications? From Zoom video conferences to actively collaborating on projects remotely, Digital Transformation Services in India has really turned the ‘work from anywhere, anytime’ expression into a reality.
In a way these tools are truly expanding workplaces – you could have your employee base distributed globally.
From meeting trackers to team collaboration softwares, these Digital Transformation tools are not only globalising your workspaces but also fine-tuning the processes. Task management software tools like Nifty, Quire, etc. are easing making the managers’ job easy. From monitoring a smooth workflow on Slack to seamlessly automating parts of the Sales cycle through Sales Force Automation, businesses have registered a stark hike in productivity and managers are heaving sighs of relief.
4.Better Capacity Planning
This is of greater relevance in the present times more than ever. With the Covid-crisis upsetting business models, certain upsurge of demand for resources in some departments has been on the rise.
With Digital Transformation Services on the rise, resources could be deployed from one department to the other without much ado. This helps the management in taking prompt and effective decisions.
5.Changing Competency requirements
Digital Transformation has had a major impact on hiring and competency requirements of companies. ‘Digital fluency’ is what the recruiters search for in a resume.
Digital fluency refers to the ease with which you can achieve your desired outcomes by using technology. Digital fluency actually refers to something much broader than being technology savvy. It denotes a certain proficiency with which individuals can manipulate information technology to fulfill strategic goals and construct ideas.
6.Rise of telecommuting & Communication Technologies
With a stark rise in affordable communication technologies, Digital Transformation is granting employees a lot of flexibility between work and home roles. Telecommuting is essentially a structure where consumers perform some or all of their work outside traditional office settings! Leading business firms are now compelled to unbind time and task from place, and they have witnessed a stark increase in productivity for this too.
As Digital Transformation Strategy in India gains more layers, it is clear that workplaces will soon be unrecognisable from their old traditional models. Dynamic organizations are shifting to ‘squad’ operational models where there is fluidity in roles and tasks. IDC has already forecasted that by 2024, more than 60% of high-performing businesses will be adopting fluid, outcome-based, reconfigurable team options to optimize results!
Digital Transformation is essentially leading us towards using resources smarter for greater results! Businesses that want to stay on track need to roll along the tide of changes.
They say, Content is King of a Digital Marketing Strategy but Engagement is Queen. And clearly, the lady runs the house!
Saying that Search Engine Marketing in India , undermines the role of SEO in increasing visibility and engagement would be stretching the truth too far. As one of the leading providers of Search Engine Marketing Services in India, we at UrsDigitally understand the crucial role Search Engine Optimization plays in leveraging your content. You could have a robust Content strategy in place, but it can still fail to turn the right heads if your SEO efforts fall short.
Let’s look at these 15 almost-shocking SEO Statistics for 2021 to understand once and for all the decisive role SEO plays in running your Digital Strategy ship:
Over 58% of B2B marketeers agree that SEO generates more leads than any other marketing initiative.
When it comes to B2B SEO strategies, the focus is largely on keywords that decision makers most often search for while they are brainstorming. There are apps and tools that can analyse and rank these keywords based on how effective they can be for Search Engine Marketing lists.
72% of online marketeers describe content marketing as their most effective SEO tactic.
Content is extremely crucial to step up your SEO game. A well-updated content strategy for your website is crucial for acing the SEO checklist. When your content is customized as per target group, you create the image of a brand that is sensitive and caring towards consumer needs.
At UrsDigitally, we follow a content strategy for each month that is created based on extensive research about emerging trends. We are living in the information age. When your consumers have valuable takeaways from interacting with your content, meaningful exchanges are created that goes a long way in building brand faith.
70-80% of people ignore paid search results.
Clearly, people rely more on organic search results because they seem more authentic. There is no shortcut to increase your organic search ranks except following the foolproof SEO strategy.
Bounce rates increase by 50% if your website takes 2 extra seconds to load.
The new Google Search algorithm also specifies that website loading speed is one of the most crucial factors that determine your website SEO score. Higher the bounce rates, lower are your website rankings.
Conversion rates fall by 12% for every extra second that your website takes to load.
Once again, a slow website is the millstone around the neck of your SEO strategy. Even one unresponsive page could lower your website rankings by scores.
87% of smartphone users hit search engine results at least once a day.
The sheer vastness of this statistics should you spur you on to consolidate your SEO strategy.
Almost 40% of users who are viewing your website in mobile mode will leave if it takes more than 3 seconds to load.
We are in the mobile era and optimizing your website for mobile devices should be atop your priority list.
By the third quarter of 2020, almost 60% of website traffic came from mobile devices. Desktops and tablets would be contributing to the rest. You can easily imagine how much you would be losing out on by ignoring mobile optimisation.
Writing long-form content is mostly better than writing 500-word blog articles.
From keyword-density to detailed informative highlights, longer blog articles that provide readers value for their time will surely help you up the SEO ladder.
So why do we focus on long-form content? An informative, well-researched article is just the thing needed to hold the gaze of the information-hungry consumer. That’s how you get visitors to spend longer time on your website, contributing to higher rankings. You provide your visitors with valuable takeaways while your website gets the much-needed leverage.
61% of mobile searchers are most likely to contact a business that has a mobile-friendly website.
A quick, specific, and mobile-optimized website is often the first impression that lays the ground for your future interactions with the brand.
When we updated our UrsDigitally website with floating mobile icons for Whatsapp and Call, the number of potential client inquiries increased by over 60%! Most of these were high-potential leads which got converted thereafter. A mobile-friendly website can easily do wonders to your conversion rates.
75% of people never scroll past the first page of search engine results.
Ranking! Ranking! Ranking! As you can see, all your SEO guides can not help but fixate on your rankings quite as much as Indian parents of youngsters appearing for competitive examinations! It is common knowledge that users rarely make it to the second page of search engine results. Turns out only 0.78% of searchers actually click on results from the second page.
81% of people make some kind of online research before making a large purchase.
Therefore, fix your SEO checklist, use lots of user-generated content, showcase positive customer feedback to ensure that your products are attracting their gaze.
47% of customers view 5-6 content pieces created by a company before talking to a salesman from the company.
The style and tone of your content matters a lot when it comes to Search Engine Marketing. When visitors engage positively with your content, it invariably boosts your rankings. Not to mention, good content also raises the panache quotient of your organisation and creates a strong dynamic brand presence.
When it comes to conversions, leads from search engines have a 14.6% success rate while outbound leads record only 1.8%.
Leads from organic search always have higher chances of conversion. For your consumers, organic search results seem genuine, authentic, and unaffected. On the other hand, cold-calling, email marketing, and other such efforts have resulted in only 1.8% successful conversions. It is therefore little wonder that leading edge Search Engine Marketing Services in India are in so much demand.
69.7% of Search queries contain four words or more.
You might have been hearing the buzzword ‘keyword phrases’ being juggled around a lot. Well, this is the reason behind it. Identify the most trending keywords, use the various tools available, and target keywords that will fetch you real time results.
90.63% of pages get no organic search traffic from Google.
It only takes so much for brands to slip into ‘digital darkness.’ Without the right inbound efforts (SEO, Blog Content,) your brand could easily slip into a digital marketeer’s worst nightmare.
The more backlinks a page has, the more organic traffic it attracts from Google.
Inbound links often attract the traffic of other pages to your page as well. But backlinks should be added to the content judiciously. There should be a specific strategy to adding backlinks rather than a random scattered approach.
92.42% of keywords get ten monthly searches or even less.
Clearly, the volume of search is based on a small segment of keywords alone. This is the sole reason why keyword analysis is of vital importance.
Around 8% of search queries are phrased as questions.
While decision makers are brainstorming options and ideas, it makes sense that they submit their searches phrased as questions.
The #1 result in Google’s organic search results has an average CTR of 31.7%.
Be it ads or your website, understanding the CTR (Click Through Rate) is of primary importance while analysing any kind of strategy success.
51% of smartphone users have discovered a new product or a new company while conducting searches on their smartphones.
The mobile generation feels more comfortable browsing on their mobiles. Therefore, making your website mobile ready has to rank highest in your SEO priority list.
Hopefully, this comprehensive list has abated any doubts you might have had regarding the importance of SEO in fuelling strategy success.
Over 69% of digital experiences begin with a search engine! Most simply put, Search Engine Marketing is used to increase the visibility of websites in search engine results. Battle-proofing your technical SEO is the safest armour you can don on to optimize your rankings. Technical SEO covers all the technical requirements that a website needs to stay optimized for modern search engines.
Technical SEO includes components such as rendering, crawling, indexing, and website architecture. At UrsDigitally, one of the leadingSEO Service Providers in India, we know how much first impressions matter. That is why every aspect of your technical SEO, from ideal URLs to site structure needs to be perfectly arranged to ace search engine rankings.
This 9-step master guide is here to help you fortify your technical SEO checklist:
Cut down on Dynamic URL strings
Static URLs for the win! One of the key steps of strengthening your SEO is to use static URLs instead of dynamic ones. Static URLs contain the targeted keywords and are more user-friendly by default.
Creating XML sitemaps for Search Engines
An XML sitemap is a list of your site’s URLs that can help search engines find your site’s pages more easily. This sitemaps also help in helping search engines choose canonical URLs on your site.
Avoid superfluous words and characters in your URL
Using superfluous conjunctions and prepositions in your URL is a big no-no. Avoid any superfluity within your URL that can steal focus off the main point. Even repetition of keywords should be avoided.
Use Mobile-first Indexing
With the Mobile revolution on the rise, you need to ensure that your site is fully responsive and mobile optimized. Search consoles can be used to beta-test the desktop and mobile versions of your website.
Enable HTTPs for your website
Onboarding the HTTPs bandwagon is a crucial step in ensuring that viewers trust your website. The lock pad on your address bar reassures the viewer and provides the much-needed sense of security.
Regularly safe check links on your site
If you want your website to fare well in Search Engine Marketing, the key step is to remove broken or dead links from your site. Ensure that your internal links are functional and redirection links are taking you to the right pages.
Use Webmaster Tools such as Google Search Console
Search consoles help in chalking out the status of your websites. From mobile usability issues to website traffic, search consoles monitor everything to help you analyze and fix the issues.
Optimize your Robots.txt
Want to know how the robots.txt text file is important? It is the one that directs and gives instructions to websites as to which pages of your websites to crawl and add to the index. You need to minimize the chance of false blockings that might affect your Search Engine Marketing results.
Optimizing the Navigation and Website structure
Last but not the least, while optimizing your URL structure and link audits, you can not ignore the importance of a congruous website structure. Google ranks your website based on its structure and ease of navigation. You need to take that into account while evaluating website functionality.
Minimize site-loading time as much as possible
It is hardly news that site-loading speed is one of the top lookouts for your Google rankings. But did you know that over 40% of users abandoned a site after it took too long to load? When users click on the ‘back’ button, your site’s bounce rate increases dramatically. From optimizing rich files to using CDN, no stone should be left unturned in order to maximize your site loading speed.
Be creative with Microformats
Different websites have different functionalities. Whether events, products, or review snippets are being showcased – you need to use appropriate mark-ups consistently throughout your website. Using microformats such as hCard, hReview, hProduct, hCalender, etc. have immense SEO benefits.
Even apart from these major points in the checklist, SEO Service Providers also need to be mindful of practices like adding breadcrumb menus, structuring data, pagination, etc to stay on top of the technical SEO game.
Even the best content may go unnoticed until you take care of the SEO concerns of your website first. When increased visibility is the prize cake, be ready to take it away with this SEO master guide!
We are all familiar with the age-old adage – too many cooks spoil the broth! While analyzing the recent trends in Social Media Marketing, we at UrsDigitally, one of the leading Social Media Marketing Agencies in India, have decided that the adage needs to be modified a bit to be applied to our context. Not just too many cooks, even the right ingredients in the wrong amounts, or too many ingredients can spoil the broth just the same! Same goes for your social media marketing strategy. Of course, none of us are ignorant of the immense potential of social media in digital marketing. But have you ever wondered why it works wonders for some and not for others?
For the perfect broth, you need to adhere strictly to the recipe. In Social Media Marketing too, there are some ‘do’s and ‘don’ts that you just can not ignore.
Automated Back-link Posting
This is one of the biggest blunders you can make while posting on social media. Imagine you were a consumer interacting with a new brand’s social media page and suddenly there’s a huge number of back-links appearing on your newsfeed. Random, thoughtless back-link posting will make you seem like just another spamming website. That’s the last thing you want!
Not using tracking analytics
How can you possibly manage something that you can not measure? Well, you need to use proper analytics tools to figure out which tactics are working and which are not. For instance, many Social Media Agencies use Google Analytics to figure out the engagement rate, click-through rate (CTR,), and various other parameters that need to be checked.
Don’t be the jack of all ‘platforms’ and master of none
Another oft-repeated adage that supports the point we are trying to make. You can set up social media pages on all platforms, but without the bandwidth to manage them, your efforts will always fall short. Social Media Marketing Agenciesneed dedicated teams to manage all channels and provide quality service to your visitors.
Avoid creating multiple profiles on Social media platforms
This is another serious concern that can put the authenticity of your social media pages to question. When a consumer sees multiple profiles of the same brand on social media, they get confused. More than 75% of the time, they will not be engaging with the brand thereafter.
Not highlighting enough user generated content
No matter how adept Social Media Marketing Companies are at promoting content, nothing convinces consumers better than reviews from other customers. Showcasing user reviews and recommendations can work wonders for your social media strategy. You can not ignore the importance of user-generated content.
Passive stance and Low Visibility
In an attempt to appear less aggressive on social media channels, some brands lose out on a lot. The world of Social Media Marketing is dynamic and ever-changing. You need to maintain a similar energy in your post frequency too!
Deleting or being unresponsive to negative comments
When you have a social media channel, you can not avoid negative comments. But one of the biggest blunders that Social Media Agencies need to be wary of is deleting or any kind of unresponsiveness or passivity while managing negative feedback. Instead, when you respond responsibly, you create the image of a brand that accepts accountability and is ready to provide better services.
Excessive self-promotion and no content diversification
It is no news to us that promotional content runs a huge risk of being ignored for good. Instead of imparting value to your consumers, if your social media activity is largely just self-promotion, you will not garner much engagement. Also, the content needs to be diverse and appeal to the taste of your customer base. If you came across a brand that only spoke about its products and services but not about the value that it provided to your life or the purpose of the brand itself, would you engage?
The world of social media marketing is an evolving vortex, you miss one step and you slip into the ‘low visibility’ zone. That is why UrsDigitally, one of the leading Social Media Marketing Companies in Kolkata, India follows a fixed social media strategy – a plan of action that is updated every month. This strategy is the lifeboat you perfect with time to sail through the changing currents. Policies are updated, trends analysed, and mistakes spotted to foolproof all social media marketing policies. So, what are you waiting for? Grab the reins now and get an infallible social media strategy for 2021!
Imagine you have just moved into a new neighbourhood! The first thing you do once you have settled in is to get to know your neighbours. What you say, how you choose to introduce yourself goes a long way towards creating the right impression! Even this simple analogy throws light upon how crucial Content Marketing Services are for startups. In the world of digital Marketing, your content is the voice of your company that your customers connect to.
Content Marketing Agencies in India play a very significant role in the branding process for startups. Apart from the usual content services that businesses require to boost revenue and increase conversions, startups need even more specialised content tools to create an entirely new brand identity in digital platforms. Google has a radar on how your content is being received and your content engagement online. Therefore, a sound content marketing strategy is not only indispensable to engage and retain users, it also optimizes a site’s Google search rankings. As it is, things are definitely going to be a lot different in 2021. While we are standing at the brink of an almost apocalyptic year, 2021 seems to hold the promise of renewals and rejuvenation. Your brand needs a sound content strategy to surf the waves of digital change that 2021 will bring!
Your brand, your voice
Content strategy has an undeniably important role to play when it comes to creating a brand image for startups. When you are forming a strategy for a brand that has no digital presence, you have to decide the brand voice and create a brand image that will be followed for the rest of the journey. This is in itself a Herculean task that needs market analysis, research, and launching the campaigns at the right platforms.
For instance, UrsDigitally, one of the leading Content Marketing Agencies in Kolkata, India has a detailed procedure that we follow to create or revamp a brand’s digital presence. We run survey campaigns to determine how the brand is perceived by its existing clientele.
When Excel Interior Wallpapers approached us for their digital marketing needs, they did not have any digital presence at all. We ran campaigns, surveys, and employed numerous tools to vitalize their digital presence. We used Content Marketing Services in India such as digital storytelling through campaigns such as Walls Come Alive to create a strong brand voice. Long story short, within a few months the website footfalls reached 1.14 Lakhs while its social media reach skyrocketed to 2,26,601. There has been no looking back since then. You can hear what the CEO of Excel Wallpapers has said regarding UrsDigitally’s impact on their services here.
Your Page Experience determines your SEO ranking: Google’s new Algorithm
Consumer experience has always been the central factor while devising a strategy. As brands grow, so do their SEO traffic. But did you know even new brands can rank on top with a stellar Page Experience? Google’s new algorithm uses Page Experience as a marker of how much users are liking your site. The most liked sites are ranked on top. After delving into the intricacies of how this algorithm works, we have narrowed it down to one key factor for you – your overall Page Experience is dependent on the loading speed of each page! You need to ensure there are no broken pages, irritating pop-ups, and pages that just won’t load on your website. These factors bring down your entire site experience. You also need to assess your website design and sort out any usability issues. There are many analytics tools like Crazy Egg test to check for these issues. The digital world is increasingly running on the ‘what Google thinks’ metrics. Use these tips to stay ahead of the game!
Create a Brand Story that your customers will find engaging and relatable
One point to remember is that everyday your customers are interacting with over 20 brands, only 40% of which manages to leave an impression on them. What is it about these brands that is different? The answer is that they manage to strike a chord of familiarity with the customers, which increases the brand’s relevance in their lives. An engaging brand story ensures client retention as well as expansion. Digital marketing gives you the opportunity to reach your customers on various platforms, but whether you can grab and retain their attention is entirely based on your content strategy. So, one of the biggest steps for a startup is to develop a brand story that will appeal to its target audience.
The new-age consumer is smart, and they expect your attention and support. By personalizing their customer experience with your brand, you make them realize they are important to you, and give them a reason to come back. How do you do it? The answer again is through content. Create a personalized reading experience for them. For instance, if a consumer who interacted with your content last browsed a story about a new restaurant that has opened up, give them a list of the ten best new cafes that have opened up in town! A brand ought to know how to pique their customers’ interest. With content-driven personalization you create a bond of familiarity with the customer, which could just be the content strategy you need to set your brand apart in 2021.
Automated on-request Content Channels to help you stay on top of things in 2021
You are missing out on a lot if you are not making use of the tremendous advancements of technology. Chatbots are slowly becoming the new face of customer support. You can now add innovation to your content as well by creating on-request content chatbots who can aid self-learning. Using content automation has been a very recent trend that is helping businesses expand their presence through various content channels. Here are the few ways in which AI can help with your content:
Identifying trending content topics: What you write about is just as important as how you write for a successful piece of content. This is a relatively easy automatable task that AI tools can help you with – identifying the topics with most potential.
Basic content creation: Although bots can’t create comprehensive blog posts or creative and moving content yet, they can generate basic content. This can be used to fasten the content creation process.
Proofreading: AI can totally take a chunk out of your proofreading time and resource.
With the help of NLP and NLG (National Language Generation) services, AI can really revolutionize your content creation process.
Create campaigns that will capture the prevalent mood and drive it home with an effective strategy
One of the most crucial content-related services is creating campaigns that capture the essence of your product and manage to infuse the prevalent mood of your customers into it. To cite one perfect example of this, we could look at the campaign UrsDigitally suggested for Dalmia Gold Tea. The campaign slogan was ‘chalo chaye ho jaaye’ that manages to capture the Indian sentiment behind making tea an accompaniment with every mood. Be it a get-together with old friends, festival gatherings, or even a simple de-stressing at home after a long day of work, tea captures every mood just as our slogan does.
Such effective eye-catching campaigns is one of the primary content marketing strategies startups should be focusing on. Startups need campaigns that can create an impression and stay with their customers long after their interaction with the brand. The aim is to transform one-time buyers into regular patrons, while also enticing dormant viewers to make a purchase.
Figure out what forms your core Messaging Matrix
Once your brand voice is decided and your objectives are laid out, next-in-line is the process of analyzing what underlying message each of your content strategies are meant to convey. Haphazard strategies do more harm than good, therefore streamlining your campaign messages is one of the most important Content Marketing Services. It lends a definite purpose and pattern to your marketing strategies. This process is especially long and extended for startups because in the nascent stages, your organization really needs to find itself and map out the messages that will appeal the most to the brand’s ideal customer base.
Fix a consistent publishing plan for your content
In relationships and brand activity alike, consistent efforts are your biggest friends. Create a publishing plan for your content – fix the dates, manage regular intervals, and target specific key dates in a month. Constantly updated content retains customer engagement, while a consistent publishing plan builds faith in your brand. The faith-building process is especially crucial in the case of a startup. That is why your ideal Content Marketing Services not only encompasses creating the best content but also maintaining a consistent flow.
Pay close attention to the ‘where’ and ‘when’ while publishing your content in 2021
Did you know many recent surveys that indicate that sharing your content at a specific time in social media platforms such as Facebook and Instagram have garnered more engagement than other times? There’s one tidbit you could use while publishing your content in 2021. Your agency of choice should be the one that is well informed and alert to these trends and patterns so you know that your content is shared at the right place at the right time. A startup should also focus on which social media platform your ideal customer base is most active. This is based on the brand details and product specifications. For instance, LinkedIn is the best place to appeal to a B2B customer base, but Instagram and Facebook have a much wider scope of reaching the young populations (if they are the key demographic of your customer base.) Ads and campaigns are accordingly customized based on the platforms where they are launched.
Multi-Channel Marketing for your content in 2021
Consumers are rapidly adapting to new platforms, brands can not be far behind. Do not miss out on the advantages of multi-channel marketing in 2021! With multi-channel marketing you not only engage a larger demographic, it also helps you chalk out more buyer personas and analyze a greater number of buyer journeys. If the same consumer comes across your content on different platforms, it creates the image of a brand that is alert, engaging, and accessible anywhere. That must work wonders while creating a brand image from scratch!
With Digital Transformation on the rise, Content Marketing strategies are becoming increasingly popular. Content is king, or so they say! But what is it that distinguishes content writing from Content Marketing? A content strategy is what can help your content be more relatable and relevant for your target clientele. A well-informed consumer is a happy customer. As it is, with Digital Transformation on the rise, the primary focus is on enhancing customer service. In a futuristic digital transformation model, even social media channels are meant to serve as Customer Data Platforms. The new-age customer is always connected and alert. To meet the rising and evolving customer expectations, companies are slowly increasing the number of CDPs. A data-driven marketing plan is the need of the hour.
Digital marketing is slowly but steadily leaning towards humanizing brands! New-age consumers no longer buy products or services, they buy ideas and experiences. Surveys have shown that 60% of consumers have agreed that they will not have any further association with a brand after the first negative experience. You can understand the importance of successful customer interactions for successful conversions, and turning one-time customers into patrons.
2021 is going to be different in so many aspects. Amidst the present conditions, everybody is looking forward to this new year more than ever. You need to constantly update your content to match up to the rising expectations from this year. Even apart from these key strategies there are countless more strategies you could employ to give your content an edge over the others.
The key point is ‘Edit! Edit! And More Edits’!
You have to be ruthless with your content sometimes because a well-updated content is one of the key factors that go into building a brand image. A brand that is sensitive to details dedicated towards perfection is the image you need to establish to build faith in your brand. Being interactive on social platforms, attentive towards customer feedback, and informative while solving customer queries goes a long way in building a solid brand image for a startup. Your content is your voice in the digital marketing world! A deep baritone (your brand story) and well-articulated speech (your content strategy) is what you need to make people stop in their tracks and listen.
‘Transformation’ is a very positive and futuristic term in itself. A transformation, metamorphosis, holds a lot of promise for the future and hope of renewal. While we are standing at the brink of an almost apocalyptic year, you should be chalking out a sound Digital Transformation Strategy for the upcoming year. It is normal to set a lot of expectations from a new year. But in the case of 2021, the expectations are mounting sky high, as are the changes. Businesses have been aware of the potential of Digital Transformation since long, but 2020 really put things into perspective. Digital Transformation in businesses evolved from a work-in-progress status to a booming phenomenon. That is why 2021 could be the best year to bring your Digital Transformation vision to fruition.
Digital Transformation Strategy and Digital Marketing Strategy are often complementary. In fact, it is said Marketing techniques and IT solutions should work together to jointly drive digital transformation. Thanks to Digital Transformation, 2021 will see many such exciting transitions from traditional planning to models of active agility. Did you know there are over 8000 apps on Marketing Technology alone? IT has been innovating apps to facilitate marketing since ages. We already have all the resources we need to expedite Digital Transformation. When IT and marketing come together, they open up a vista of endless opportunities where autonomous organisations come up and flourish with their own individual brand of novelty technology solutions and transformation strategies.
For instance, UrsDigitally, one of the leading experts of Digital Transformation Strategy in India, has already joined hands with a leading edge Mobile App Development Company, MaxMobility to bring this futuristic model to work in executing a unique Digital Transformation vision.
With all the alluring possibilities and promises 2021 holds, we bring to you this guide that takes you through the areas of digital transformation that has robust opportunities for innovation & novelty:
Transforming the roles of Chief Marketing Officers and their teams
While Digital Transformation is gaining ground, the roles of CMOs are changing rapidly. Formerly, CMOs were mostly just concerned about marketing techniques and strategies. Now their chief priorities include brand image, brand health & hygiene, and facilitating customer service to name a few. What is it about digital transformation that has caused such a sea change within the internal workings of the company? It is possibly the fact that the chief aim of Digital Transformation is to keep up with the changing needs of the consumer. As you know, the new-age consumer is slowly imbibing the changes in market models and becoming more alert and demanding. With social media channels, customer service outlets, content marketing services and everything else going digital, accessibility has increased and so have consumer expectations. The CMOs are responding to this change by updating their activities too.
Automation all the way
Embracing automation is one of the key things for you to do in 2021 for driving digital transformation. By implementing the correct APIs (Application Programming Interfaces,) you can simplify app development considerably. APIs facilitate communication between your product/service and others of its kind. APIs play a very critical role in expediting the app development procedure, while saving money and resources. But the majority of business leaders across industries agree that often the inability to connect systems, data, devices, etc. or in other words the lack of seamless enterprise mobility options inhibit automation initiatives. Consequently, for your digital transformation model to succeed, you need to put your APIs to better use to reduce automation complexity.
Process automation is another phenomenon that most companies are embracing in every department, be it Sales Force Automation or in HR. The end effect is not just reflected in efficiency but also in a robust revenue boost. In this Covid-struck situation, almost 58% of businesses around the globe are estimated to start Process automation and Robotic Process Automation by 2021. Those who have already started implementing the changes have reported a whopping 83% increase in agility and resilience is their supply chain framework.
Branding as an all-inclusive process
As Digital Transformation gains momentum, we will witness the rise of one-stop consulting firms that provide end-to-end services. When different Lines of Business work together with IT to jointly drive Digital Transformation, we see the rise of autonomous more self-reliant organisations with holistic bands of services. Therein, the entire branding process becomes more uniform. Can you imagine one organisation doing everything for you?
Boom in Customer Data Platforms
Of course Customer Satisfaction Index is one of your most important KPIs, and Digital Transformation brings about a welcome change in the way brands are interacting with their customers. Customer Data Platforms are rising rapidly, and brands are focussing on making customer interactions more informative and value-driven. The new-age customer is alert and expects to remain connected with the brand at all times. Enhanced customer support and easily accessible support platforms is the answer key to the ‘always connected’ customer test.
CDPs have an added relevance amidst this Covid crisis because with the remote working models gaining ground, data is becoming more fragmented. Within such an ever-expanding vista of touchpoints, CDPs will become even more relevant. Organisations are already coming up with newer CDP services with the hopes of gaining the coveted 360-degree view.
Since the Covid crisis hit us, we have witnessed how marketeers have thrown away all the rulebooks. The need for innovation and thinking out-of-the-box is of prime importance now more than ever. Perhaps this need and urgency is aligning perfectly with the rise of Digital Transformation. Companies are increasingly investing on cloud platforms. CIOs are demanding better digital strategies to survive and thrive in the pandemic-hit market. That is why the changes in Digital Marketing Strategy is becoming so important in 2021.
While 2020 only laid the groundwork for the change, 2021 will see the changes taking effect and coming to fruition. From the rise of autonomous branding units to a boost in cloud strategy, 2021 is all set to be a historic year. That is why you need to ensure your Digital Transformation model is fully equipped to set sail on this sea of change we are about to witness!
If you missed our Digital Strategy Made Easy
Webinar which took place on 17th December, you can catch up on everything you
missed right here!
●Amit Lakhmani – Founder and CEO, MaxMobility
●Mitul Das – Co-Founder and CEO, UrsDigitally
●Abhishek Chamaria – Co-Founder and Director, UrsDigitally
●Mouli Basu – Sales Head, UrsDigitally
●Priti Pandit – Growth Leader, UrsDigitally
●Priyanka Mandhyan – Marketing Head, UrsDigitally
●Nirupama Paul – Senior Digital Marketing Executive, UrsDigitally
Our webinar started off with an interesting
structure. All panelists had a role to play in a hypothetical situation. The
client (Mouli Basu) has approached the CEO of UrsDigitally (Mitul Das) for a
pitch on Digital Strategy. Mitul calls upon his trusted team for insights from
his martech expert (Amit Lakhmani), SEO Expert (Nirupama Paul), Content Expert
(Priyanka Mandhyan), Media Expert (Abhishek Chamaria), and E-Commerce Expert (Priti
Let’s see what they all have to say!
The Client Brief
The company Tools India Pvt Ltd is an expert
in manufacturing. Until February, the brand thought that sales via online
mediums was not possible. Unfortunately due to the pandemic the on ground sales
team got affected. So how could they still garner sales?
Following were the asks:
●Can a product like tools be sold online?
●What should be the ratio of spends between organic and inorganic
●How can we build a tech stack and accumulate leads on one platform?
●Figuring out the pain points or Domain Analysis:
To complete a thorough domain analysis, you require an answer to the following
○What was the journey in financial year 19-20?
○What does the brand want to achieve in 2021?
○What kind of actionables does that achievement require?
Tools India Pvt Ltd.
already has a website and Facebook channel but is not getting the results that
it truly desires. So the UrsDigitally team needed to know what happened last
year, what were the hits and misses, and what they were trying to achieve in
●Understand the business KPIs through background research
Tools India Pvt Ltd had the following KPIs in FY19-20 as presented as a vision
When working in digital marketing, there are many verticals. Whether it is SEO,
Content Strategy, Social Media Management, etc. Many times all these verticals
are treated in a compartmentalized way. But it is important to draw a vision
map, i.e., a visual representation of what is the common goal and what are the
aspects to be achieved for the goal, such as the one you can see above to bring
synergy to everything being done in digital marketing.
Going further into the KPIs, it is important to understand what was happening in the last two years in a comparative format.
Following was the analysis for Tools India Pvt Ltd:
Some things that can be analysed include profitability, increase in number of
SKUs, number of channels or introduction of new channels, organic marketing,
After a careful analysis of the above data from Tools India Pvt Ltd, we found
We found these to be the most important takeaways:
○Lack of integration between strategy and analytics
○Inability to inculcate the voice of consumer
Since the consumers were mainly from rural areas, the brand was unable to
create contextual communication targeted to them.
The essence of strategy lies in understanding what the data is trying to tell
you, what your business objective is, what your consumer wants from you, and
ultimately how far you are from that goal.
Keeping that in mind, we found that the following KPIs were most important for
Tools India Pvt Ltd during FY 20-21:
●Create vertical-wise strategies
○The Martech Strategy
To create any martech strategy, it is important to first be clear with the
goals and map them with the kind of tools that would be required.
In the specific instance of Tools India Pvt Ltd, it is important to keep 3
components in mind as per the KPIs and domain analysis:
■The tools and technologies that help keep them connected with
■Tech tools to streamline sales and marketing operations
■Tools that can provide key measurement metrics and provide a
Step 1: Go through a basic checklist. This will map the current tech
Find the full tech stack audit template along with an example of the audit
for Tools India Pvt Ltd here.
Step 2: Find the tools and apps that are fulfil the gaps
Step 3: Measure data and analyze
There are a few metrics that every business owner should be monitoring:
Why its imp?
Acquisition Cost (CAC)
The Customer Acquisition Cost (CAC) is a metric
used to determine the total average cost your company spends to acquire a new
Sales & Marketing Cost = Ad Spends +
salaries + commission/bonuses + overhead in a month/qtr/year
New Customers = Number of new customers in a
CAC = Sales & Marketing Cost / New
CAC illustrates how much
your company is spending per new customer acquired. You want a low average
CAC. An increase in CAC means that you are spending comparatively more for
each new customer, which can imply there’s a problem with your sales or
Marketing % of
The Marketing % of Customer Acquisition Cost is
the marketing portion of your total CAC, calculated as a percentage of the
Marketing Costs = Ad Spends + salaries +
commission/bonuses + overhead of the marketing department only
The Marketing % of Customer
Acquisition Cost is the marketing portion of your total CAC, calculated as a
percentage of the overall CAC.
Lifetime Value (LTV)
Customer lifetime value is a metric to
determine the total revenue that one customer gives during its lifetime
Lifetime Value = Revenue the customer pays in a
specific period * average customer lifespan
Ratio of LTV to
The Ratio of Customer Lifetime Value to CAC is
a way for companies to estimate the total value that your company derives
from each customer compared with what you spend to acquire that new customer
LTV / CAC
The higher the LTV:CAC, the more ROI your sales
and marketing team is delivering to your bottom line. However, you don’t want
this ratio to be too high, as you should always be investing in reaching new
customers. Spendng more on sales and marketing will reduce your LTV:CAC
ratio, but could help speed up your total company growth
Time to Payback
The Time to Payback CAC shows you the number of
months it takes for your company to earn back the CAC it spent acquiring new
CAC / Margin-adjusted revenue from the customer
In industries where your customers pay a
monthly or annual fee, you normally want your Payback Time to be under 12
months. The less time it takes to payback your CAC, the sooner you can start
making money off of your new customers. Generally, most businesses aim to
make each new customer profitable in less than a year
originated customer %
The Marketing Originated Customer % is a ratio
that shows what new business is driven by marketing, by determining which
portion of your total customer acquisitions directly originated from
Marketing originated customer %
New customers originated from marketing lead /
New customers in a month
This metric illustrates the impact that your
marketing team’s lead generation efforts have on acquiring new customers.
This percentage is based on your sales and marketing relationship and
structure, so your ideal ratio will vary depending on your business model. A
company with an outside sales team and inside sales support may be looking at
20-40% Margin Originated Customer %, whereas a company with an inside sales
team and lead focused marketing team might be at 40-80%
Influenced customer %
The Marketing Influenced Customer % takes into
account all of the new customers that marketing interacted with while they
were leads, anytime during the sales process
Marketing Influenced customer %
Total New customers that interacted with
marketing / New customers In a month
This metric takes into account the impact
marketing has on a lead during their entire buying lifecycle. It can indicate
how effective marketing is at generating new leads, nurturing existing ones,
and helping sales close the deal. It gives your CEO or CFO a big-picture look
into the overall impact that marketing has on the entire sales process.
●The Search and Organic Strategy
Step 1: Website Audit and Competitor Analysis
This helps us know the issues that need to be fixed. The competitor analysis
adds on by providing an insight into the backlink strategy and keyword strategy
of the competitors and where your brand can grab at an opportunity.
Step 2: Keyword Research
Selecting keywords in which search volume is high and competition level is low.
A mixture of high to low competition level is usually good to have. Tools like
Google Trends, Keyword Planner, SEMRush and Ubersuggest can be used to search
for these keywords.
Following are the keywords shortlisted for Tools India Pvt Ltd:
SEO and Paid Keywords
Avg. monthly searches
Step 3: Find the Specific Target Audience for Google Ads
Targeting based on geography, types of websites and apps, and mapped against
your various target audiences is one of the best ways to get good results from
Following is the targeting for Tools India Pvt Ltd:
Whether it is Facebook groups, LinkedIn groups, guest blogging sites,
infographic sites, forums, or presentations sites, it is important to be
present everywhere after carefully choosing the platforms on which your
customers are present and mapping out these platforms Target-Audience wise. Once
platforms are chosen, you just need to chart out your content and provide links
to your website to improve your rankings!
Here’s a look at the organic distribution plan for Tools India Pvt Ltd:
This process allows
you to humanize your target audience and understand what they really care
about. It also gives you an insight into what kind of content you can create
and through which channels that would convince them the most.
Here’s a buyer
persona for Tools India Pvt Ltd:
Step 2: Topic Research
Using tools like SEMRush,
Ubersuggest, Buzzsumo or the rest, it is now quite easy to see what is trending
on search engines for your specific keywords as determined by the SEO
specialist. Just insert the keyword, choose your region, and you’re good to go!
Choosing a topic that
has a high search volume is definitely a good move. But SEMRush also gives an
idea of the kind of questions people are asking about the topic. Answering
these questions through blog or social media posts gives immense value and
increases search rankings.
Here’s what SEMRush
has to show about Tools India Pvt Ltd’s keyword hoe agriculture:
results, we can definitely create a pricing guide for garden tools and write a
blog post about the most common farm tools and equipment.
Step 3: Make a Content Plan
It is important to
make a detailed content plan that lays out all your goals, KPIs and desired
results, and mapping your content to those goals.
The content plan also
●Funnel – wise Mapping
We map the content according to the sales funnel we follow in UrsDigitally:
○Lead Magnet – a piece of content that attracts your target audience
so that they provide their information.
○Nurture- Keep communicating with the audience to keep them
interested in your brand
○Tripwire- Offer the most engaged people a free offering so they at
least try your product
○Core Product- Market your main product to people who have already
tried it by providing benefits or discounts
○Profit Maximizer- Upselling or cross-selling products to an audience
that has already bought from you
○Return Path- Keeping the audience loyal to your product through
loyalty programs and offers
So what pieces of
content will you use as a lead magnet, how will you nurture your leads, what
will you offer so the audience tries your product, what features will you
promote of your core product, how will you upsell or cross-sell, and how will
you keep your audience loyal. Furthermore, what platforms will you use to
conduct these activities?
●Target Audience – wise Mapping
The same content can
be divided as per the different target audiences you are targeting.
In case of Tools
India Pvt Ltd, since our target audiences are plumbers, farmers, gardeners and
the like, dealers and distributors, and people who like to try DIY projects, we
need to plan content for each one of these target audiences and define it in
our content plan.
●Platform – wise Mapping
Charting out your social media calendars, email marketing calendars, blog
calendars is something you need to do in your monthly content plan itself.
Do remember that it
is good to post at least 3 posts on social media per week, 4 blogs on your
website, 3 blogs on platforms such as wordpress, blogger, and medium, one
infographic on infographic sites and one presentation on presentation sites.
This forms a good backlink and SEO strategy as well.
Reputation Management, it is recommended to answer 1 Quora/Reddit/Answer per
day and answer negative reviews taking it as constructive criticism.
You can find a
monthly content plan template here.
View the content
plan of Tools India Pvt Ltd here.
●The Media Strategy
The first and
foremost thing to understand before starting off the Media Strategy is to
understand how the sales are doing currently. What is the amount of sales you
are getting versus the amount you are spending on marketing?
Step 1: Understand the number of new customers needed per month
Step 2: Calculate the Customer Acquisition Cost
Step 3: Measure your Cost Per Lead for the campaign once executed
Step 4: Measure the ROI for the campaign once executed
While running the
campaign, it is important to retarget the people who have interacted with your
company. Facebook allows for multiple types of custom audiences who are people
who have either interacted with your posts, page, videos, or lead ads. You can
retarget people who filled your lead form but didn’t submit it, creating
targeted communication and so much more.
Find the media
template complete with formulae required to complete all of the above steps here.
Since ROI is
important for every brand and the commerce marketplaces such as amazon,
flipkart, big basket, grofers and more have started gaining value, digital
sales depends heavily on such platforms.
Step 1: Analyze the sales platform-wise versus marketing budget
This will cover in
detail what is the minimum and maximum marketing budget required, what has been
the performance over the past year, what has been the assistive spend (that is
marketing budget on other channels leading to the ecommerce portal), what are
the new portals that can be considered and the associated paid and organic
activities, as well as the assistive marketing plan.
It is important to
decide which products need paid optimizations and which ones require organic
optimizations. Organic optimizations would include reviews and product
You can find a
template for defining these parameters here.
The commerce plan
for Tools India Pvt Ltd can be found here.
Step 2: Measure the impact
garnering insights from each of the above activities is extremely important to
improve upon the strategy the next time. The reporting needs to involve the
revenue report, target of new portals to be added, product optimization and
addition report, ad campaign report, assistive ads report, and organic listing optimization