How to Implement a Successful PPC Campaign

PPC Campaign

Running a PPC campaign in major search engine is what you do to make money by increasing conversion. But you may be naive to some mistakes that come on your way while working on PPC and resultantly getting you in the wrong direction. PPC campaign not based on proper research and targeting can prove painful for your marketing budget. No matter you are using Google Adwords or Bing Ads, some mistakes you are tempting to do unknowingly may affect your campaign performance. Before stepping ahead with a PPC campaign, know the facts that will help you find the best way of running it.

What are the keywords you need to target?

Is that only those keywords that best describes your product or services? No, it may not be always right. There are several terminology spelled by users in addition to the specialized one to describe your product or service. You can’t ignore them just because of not using the standard terminologies in their search query. Research on how your industry is defined online and the terminologies audiences can use to describe your product.

Your ad headline

Is it good to use the company name in your headline? Your search is not about your company, but the terms people use to find your service in their search query. Most often relevancy is what matters to you rather than the company name. Your company name is how people differentiate you once they discover your business. Help them find you first.

What to change if your ad is not performing

Instead of changing everything like headline, description and landing page for a different PPC ad, you can try altering the elements. This can be a good experience to know which combination of elements is pushing more conversion.

Your Homepage or a customized landing page

Your home page may be the great source of information for your user, but unless your audience is looking for something specific than your company name, it’s better to lead all traffic to a customized landing page. A specialized landing page created for your audience likely to have more conversion rate.

Audience you are targeting

If you want to make best use of your PPC campaign carefully consider the location of targeting. Whatever the area you’re targeting make sure that it is relevant to your business. Targeting the audience in a right demography is crucial to gain potential customers.

Timely updating

There are many factors that keep affecting the user behavior. So once you optimize your PPC campaign, you can’t leave it alone. If you monitor any changes that may have an effect on user behavior, try adjusting the campaign by modifying keywords, changing ad copy, a/b testing and modifying the landing page to keep up with the people.

Only getting hits doesn’t indicate success of a PPC campaign

Your PPC campaign is working to its full potential if you’re able to see higher conversion rates generated from the entire campaign. If visitors are becoming your customers instead of bouncing from your site, your PPC campaign is living up your expectations. You can use the tools that most PPC programs provide to measure the rate of conversion. If your ad is getting clicks, but not leading to conversion there may be some imbalance between your offerings and what the visitors are actually looking for.

Paid search is all about addressing your offerings with the users need. You have a few lines of text to introduce your product to them and it demands an efficient way of conveying the information. Certainly you can achieve it by proper industry relevant keyword research, uniquely defining the same needs in ads and designing a user specific landing page. Of course the time and money spent on it will pay off.

 

3 Tips to Get the Best out of Your Digital Marketing Strategy in 2016

Digital Marketing

For the past five years we have been observing a trend of rising expenditure made on digital marketing. By the year 2015 the budget spent by the companies on television was almost equivalent to expenditure they did on digital. The fact clearly reveals that digital marketing is a trend and it acquires strong foothold in modern day marketing practices. If you want your website to rank higher or yet you don’t have any SEO strategy, adoption of digital marketing can be a better option for you. Before stepping ahead or signing the contract with any digital firm avoid some mistakes that a naive can make.

Never go without pre and proper planning

Before you start investing your real dollars on digital marketing, outlining a predefined strategy is most important to put the things on track. Without a cohesive strategy, it will all lead to wasted time , money and resources. So, be careful about the following before you embark upon it.

What’s going on around you. A brand need to understand its marketplace, its competitors, distribution channels, target audience and every factor that affects marketing.

Analyze yourself. What is your strength, Weakness, Opportunities and Threats.

Clearly outline your marketing objective. What goals you set to achieve and key performance indicators you use to measure success.

Decide your budget for every platform as per its requirement to achieve the business objective. Here you need to spend wisely if you have a limited budget.

Don’t act in haste

If you’re all set to start your digital marketing campaign never get edgy with the result. It takes time for the entire campaign to get on track and lead you to the point where your expectation and result meet each other. Till then you have to be patient. Expectation of instant result is a misconception in digital marketing. It’s important to be frank with your client regarding the time it takes to meet their expectations. Each campaign takes its own time as mentioned below.

Search Engine Optimization

This is one of the vital aspects of digital marketing. To get yourself found on major search engine like google and yahoo your site should be optimized. It mostly depends upon the content and the keywords you’re trying to rank for. Google keeps changing the rule of the game and therefore an expectation to achieve the desired result can be set after 4 to 6 months.

Pay Per Click

With pay per click campaign the copy needs to be a/b tested constantly and the bidding needs to be optimized to find the right messaging. These all take time to gain traction and If everything goes fine the expected result can be achieved in three months.

Social Media

Nowadays social media have gained considerable attention. Engaging the audience through social media is what you need to do for the success of your digital strategy. A well thought out strategy and content both are important to achieve this purpose and content should fit the need of audiences. Proper planning and research on the target audience is crucial for success in social media. All these things, including planning, research and implementation takes almost 60 to 90 days.

So be patient and let the things move. Don’t panic about not having your website on the first page of google within one or two weeks of running the campaign.

Be alert and aware

Being alert and aware about your digital campaign help you maintain standard and save money as well. Every dollar spent on your digital marketing effort can be tracked. How your campaign is performing, where the money is spent on and how much your traffic has improved can be analyzed with the advent of new analytics software. As an owner of the company or marketing head, it’s your responsibility to be aware about where the dollars are spent on. Even if you hire a firm for your digital marketing need you need to analyze their standards. Get familiar with all the terms of digital marketing and key performance Indicators. If you don’t have time, get help from a consultant to carry out your monthly audit and weed out the unqualified works.

Undoubtedly, digital marketing will gain momentum in the coming year and will eventually eclipse other traditional methods of marketing. It’s your time to get prepared and come up with a scalable digital marketing strategy that speaks of contemporary trend.

Seven Tips to Keep Your Audience Consistently Engaging over Social Media

Social Media

The concept of digital marketing has continued to touch and entrenched deep into Marketing scenario. So it’s not a surprise for every business try to have a decent present over social media and influence all the channels for business advantage. Having a good presence over social media and being consistent for long is all what your business need to enhance brand value. But, your way is not so simple or clear among thousands of competitors strewn over the ground. You need to take care of few factors to maximize your potential and ensure long term growth from your social campaign.

The Emotion you create

How do want your company image to grow. Do you impress your audience with thought provoking content or want them to express you as witty or funny. How do you address your audience? These all come under your brands voice and uniquely define you within the social media space. Your brand voice should create an emotional appeal that tempts your audience to connect with you consistently throughout all the channels.

Let’s talk about the look and feel

Consistency defines the same look and feel your audience derive from your brand. While working on different social media channel you need to keep in mind that your brand identity is not different from each other. This is possible only if you take a common element like color, certain feel or look and unfold its presence across all your social media platforms. This visual symmetry helps them easily recognize your brand and remember for long. Tagline and the logo of your brand is of course a part of brand identity and should find mention everywhere.

While responding to audience feedback

Interaction on social media is a two way process. So you can’t deny user comments or feedback arising from your current campaign. While responding to them ensure your uniform response across different platforms. People use different social media channels as per their interest and preference. So make your voice same everywhere, so that your audience can hear your response regarding their query upon you.

Educating them on their topic of interest

Through social media you have to give the audience a reason to stick with you. If you enlighten them with regular updates on the topics they might be interested to know, they will continue following you. They will be with you because they want to enrich knowledge on their topic of interest.

Mind the colors and design

Make sure you’re approaching your audience with stunning visuals and graphics. Human brain always has an appeal for colors and beautiful design. It works great if you’re portraying social media content in a way that attracts as well as engage.

Giving Cross Reference

Let users know about your existence in different social media channel and the content you’re offering everywhere. Although your branding is same across all the channels there may be some variety of information that you post in particular channel like job information, industry news or contest.

Keep Updating

Finally, keep your social media content up to date. Not every time it has to be brand new. You can use the old magnificent content with some modification, like any impressive article you published years ago. Try to reuse all the amazing content in order to actively update your social channels.

 

How to Manage Your Content for Social Media Marketing

Social media marketing

Social media marketing is gaining ground in the brand building effort. Every brand craft different content and present it on social media that speaks to people about the brand’s persona. But how to pin down the right content on the right platform to generate engagement among the specified groups that the brand is looking to reach.  Brands need to ensure their social media content strategy is on point. Having in depth knowledge about how each platform work and serves the purpose of your brand help recognize the best content strategy. It’s important because every platform has unique features and what works best for one may not give you the same results for another. If you’re wondering how would it be possible to manage the updates of a company in different platform simultaneously the answer is very simple. Your communication to the target audience through social media content shouldn’t be repetitive in each platform. Every time it should be fresh even if not entirely unique. Here’re some ways to get the most out of your social media content strategy that makes your brand message reach everyone.

Facebook

Perhaps the most popular social networking site with more than one billion users. Though it has a low number of organic reach of brand pages, still finds a place among the effective social media marketing tools for business. You can use Facebook for both informational and promotional purposes but be sure to make the content attention grabbing and supported by a captivating image. It can be anything, including outside news, industry information that is relevant and shareable.

Twitter

A micro blogging site with a limit of 140 characters and it includes a link. While your brand’s expression shouldn’t be altered entirely in twitter, but should be presented differently than the Facebook page. The best way to increase your reach among the followers is to post frequently and keep up with the moving feed. Don’t forget to Include relevant hashtags and keyword in twitter content in order to appear in searches of your audience.

Instagram

A photo and video sharing platform that makes your audience aware about the product, brand and people at your company. A great platform if you want to have them experience and feel your brand with each update about the product, people and company. This network is often used with content strategy that is light to absorb. Go with it if you have large stockpiles of images. Advertising in Instagram is a newly added feature and it is expected to boost the branding effort in the future.

LinkedIn

LinkedIn is a professional social network and it’s often used for B2B communication. Those companies who operate within the B2B circle and most their clients come from other business can use this network effectively. It’s a good social network for sharing company updates, industry relevant news, articles and other thought leadership pieces that influence your target audiences. But the content strategy tailored for LinkedIn should capture professional interest of your audience.

Pinterest

If you have collection of eye catching creative imagery Pinterest is a good networking site to be included in your social media marketing effort. This platform is basically image driven and brands can add it in social media marketing strategy by smartly orienting their creative expression. It’s quite similar to Instagram and can be a strong channel for the right brand.

To create a good social media marketing strategy the foremost task is to carry out research on your audience. This will help you come up with the best marketing platform and apply it consciously. Your insight about user experience in each platform is the one and only thing in tailoring a successful content strategy that brings value to your business.

How To Optimize Your Blog Post for Search Engine

Blog post

If you have impeccable content for blogs that is great. But writing the content with a purpose of getting traffic is even better. The ultimate goal of your blog is to make your website noticed by the people and gain maximum traffic. However, this doesn’t just happen. There’re some steps and guidelines you need to follow in order to make your content search engine friendly and bring visitors naturally to your site. Here’re some ways you need to consider while writing a blog post. These all play big role in placing your blog post on peoples radar. And if applied wisely, it is beneficial for your business too.

How to make the title and h1 tags

Before writing a blog post just decide on a few facts that help you optimize the post for search engine. What is the major keyword you’re trying to rank for? Are the title and H1 tag highlights that keywords? This tag should be keyword rich. The title and h1 tag should be relevant to your content that make users stay on the page. If you are providing something totally different in the title than what they are looking for , they’re likely to leave your page instantly. Keep the title and h1 tag simple, enticing and keyword rich as best as possible for a positive impact on your ranking.

What h2 or h3 tag mean for you

Placing the keywords or having relevant terms in h2 tags can be very helpful. If you have sub headers in the content than you can make it h2 or h3. These help your content mark better on SEO scale. No need to be obsessed about placing or stuffing the h2 tags with keywords if it breaks readability, but keep in mind that information is presented lucidly to keep the reader engaged.

Let your blog post reach out to everyone

Blog Post

If your content is good its worth sharing in social media. Let it reach out to everyone by effectively utilizing social sharing. Make it convenient for people to share your blog post across different social media platform. Think about the impression your content gets having large number of social shares. There is no better indicator than the numbers of likes and shares to know about how authoritative your content is.

Use Unique Images whenever possible

How can you benefit your blog post by placing a unique image on it? However, it may not be possible for everyone if you’re working within a limited budget or you don’t have a designing team. But whenever possible, applying unique image can give you phenomenal advantage. If the image is presenting the concept of your content in a unique way, its raising the value as well as giving a chance to increase the number of shares. Because, unique and creative image grabs attention easily.

How quickly your page loads

There are several things that make a difference on your existence in search engine. How quickly your web page load is one such factor. Optimize every element of your blog post like images, videos for a quick load on the internet. This makes a huge difference in raising your site’s popularity among visitors and search engine as well.

Meta Description-is it important?

Meta Description leads visitors to the whole content of your blog. It’s a determining factor of click through rate. So don’t overlook the meta description and include the keyword because it gets highlighted in the snippet when they match the keyword searched by the visitors.

If you have some great content throughout your website, you can make internal linking to help flow the conversion. Internal linking would help reader on one hand and your business on the other.

These are some factors that embellish a great content and accelerate its performance for your blog. You can also comply to the SEO rules by applying these guidelines.

How Can You Make Digital Advertising More Effective Marketing Strategy

 

digital advertising

Digital advertising, this concept has become one of the integral part of modern day marketing. And if your business is still not frequently using the correct strategy of digital advertising, you’re missing opportunities of the digital space. If you want your business thrive throughout a much wider audience and your message flow across the audience , digital advertising is a much needed component to include in your marketing strategy. For digital advertising to work in your favor every component of it must have to be perfect or else most likely you wouldn’t get the best from it. To get the best out of your digital advertising campaign, here’re some tactics and you can try it for achieving the result you’re looking for.

Let the Creative elements flow wisely

Every organization like to express their identity using a visual element. This creative expression differentiates you from others in the market and make it easy for customers to remember you as well. Your logo, font, color schemes and every creative element that uniquely defines your brand should find a place in the digital advertising made for your brand. But it doesn’t mean that without considering other aspects you can make insensible use of it. While using this for your campaign make sure that every post give a familiar but unique feel to the audience so that they don’t consider it as repetitive. Make intelligent use of your visual elements sensing the peoples interest and ultimate goal of your digital advertising campaign.

Spend time and money for the best digital advertising plateform

There are several online marketing platforms which you can use but it’s better to choose the right one carefully. Every platform has some unique attributes and you have to choose which one is more beneficial for you. It’s imperative for your business to have the right platform that really work well with the marketing effort. You need to understand very well how each platform works and suits the behavior of your audience. Plan your budget accordingly and set expenditure for the chosen platform.

Do your research

The need of an extensive research is crucial. If you have past experience of audience behavior and what actually worked in favor of you, you can create a strategy based on that. But the strategy should support research evidence you have gathered for your current marketing campaign.

Know the buying process in detail

How do buyers move along the way of buying process. You can use several analytics to measure the actual fact. What is their response to your website pages, how much time they spent on each page and based on the results you can take steps to befit their behavior. This analysis will make you aware about buyer’s journey and what you need to offer at each step for better engagement.

Know your audience well

In your digital advertising strategy, knowing the audience well play a vital role in opening the door of success. Identifying the right group who you need to target is imperative, whether it be off or online marketing campaign.

Leverage Facebook, Twitter and LinkedIn

Facebook, Twitter and Linkedin, although those three are different platform having different vibes, but offers a great advertising opportunity for every business whether it is small or medium. Even with a modest investment it is possible to reach your target market through Facebook advertising. Twitter is also an effective tool that any business can use to communicate with their audience. To know more about how Facebook and Twitter help grow your business, you can refer to our blog ‘Managing Social Media For Small Enterprise’.

Using digital advertising you should aim to improve your ROI. Being proactive in every digital platform and maintaining consistency across the marketing channels you can achieve this. But keep in mind to align yourself with the every latest update of digital advertising trend. By doing so you can set yourself apart from competition.

When You Need to Think of Redesigning Your Logo

logo redesign

A logo is the identity of your company and expression of your brand. It wouldn’t be mistaken to define logo as the signature of your company, but it’s a kind of signature that has a shelf life. The duration of its serving will come to an end and it regenerates the need of revamping your logo. Even if your logo is subtly defined changes are necessary to give it a fresh identification in the eyes of consumers. How would you find the right time for logo update. Here’re some factors that remind you about the need of redesigning logo.

How old your logo is?

This is the first important factor to be considered while you think of logo re-design. Just like every marketing campaign of your company changes over time, the logo need to redress with the end of a particular period. But remember that the fresh look of the logo should not fade audience away of your brand. Most famous brands of the world changes their logo frequently and its relatively unnoticeable. Every time it appears with a fresh look, but without the loss of significance in consumers mind. The recent update of google logo is the perfect example.

Is it digitally adaptive?

Being a part of the digital world every one of us often gets involved in digital interaction. So if your logo is not easily adaptable in digital platform like Facebook, twitter or website, it’s time to revamp it. Decide where you want your logo to be seen. Do you want it printed on all kinds of online and offline marketing materials? If yes, choose a design that is compatible with online and match with other platforms as well.

When you adopt New Marketing Strategy

Your branding strategy keeps changing over time. So make your logo congenial with these updates of marketing strategy. Remember, logo is the visual signature that help consumer differentiate you from others.

If your company goes through organizational changes

When your company embarks upon a new journey, it’s time for upgrading your logo. Embark on a journey means anything that redefines your existence in market like conglomerating with a big venture or joining hands with others. This kind of changes bring transformation to your overall marketing strategies and logo should be modified with new personalities in foreground.

Even if your company experiences some minor changes, this could be an opportune moment to give your brand a fresh look and start a new journey with new energy. But doing so shouldn’t interfere your current identification in the market, especially if you have a good reputation.

If logo mismatch with your business

The design and colors of your logo speak a lot of things about your business and service. If you find any color or design no longer comply with your brand’s personality, then there is no real reason to keep using it. Get professional guidance and advice to give your logo a revitalized look that truly highlights the essence of your brand.

Taking your business to a greater height means a radical change in your marketing strategy and other brand developing elements that help your consumer identify what your business meant for them. So whenever you think of modernizing your brand, considering about the logo is not inconsequential.

Five Key Elements of an Effective Email Marketing Campaign

Email Marketing

Email marketing is still a widely practiced method of direct marketing. A successful email marketing campaign has several attributes and this can be measured after a campaign is being implemented. The click-through rate, number of open e-mail or how website traffic is impacted by a certain campaign can be used to measure the effectiveness of any e-mail campaign. The success of your email marketing campaign depends upon the level of engagement you create with your audience.

Before developing a strategy for your email campaign, it’s very important to know who are you going to target and how you’re going to foster your brand engagement with them. An extensive research of your audience is much needed before you embark on your campaign. Here’re some elements to be considered while creating and implementing an email marketing campaign you expect turn out to be effective.

Timing –The world has several time zones

Timing is the most important factor to be reckoned with. There is a geographical difference in every region of the world. Your targeted demographic audience and location may be different. So, be aware about the time zone you’re targeting. Make sure your e-mail reach their inbox at a time that is convenient and appropriate for them.

Engagement-Why they’ll read the mail

Running an email marketing campaign is worthless if it can’t generate engagement. But it would be possible only if you have found the right time slot to grab their attention. Consider sending mail during three effective time hour of the day. The morning time when they’re commuting to the office, before the lunch break and the end time of office. Most of the people go through their email ids during this time frame. Your subject line also plays a vital role in this regard. If it is catchy enough to have their attention upon it, they’re likely to read your e-mail.

Frequency-How often should you shoot a mail

Avoid being labeled as salesy. If you’re cluttering their inbox your unsubscribers list is likely to grow. Viewers are inundated with email these days and they wouldn’t hesitate to delete or report spam without looking at your mail. So keep it maximum twice in a week to get through the clutters of viewers inbox.

Content-What’s your email should contain

‘Image speaks louder than words’. Adhere to this proverb while creating your email content. Viewers don’t prefer to spend more time in capturing the central message. They want easy digestible content. So, make them read less and grab more through images. If you have lots of content to offer, then provide a link to your landing page.

Don’t forget to turn their attention to CTAs. Through each email you expect your readers to take an action. So, make it more visible and prominent.

When your visual content is ready, check it in different user platform to ensure image loads efficiently. There may be some technical faulty or browser difficulty. Try to minimize it by placing relevant image ALT tags.

Responsive design technique for email marketing

Don’t make the mistakes of tailoring your e-mail only for a particular device. Because you don’t know which device they’re using to access it. These days most of the e-mail users are also active in smartphone and tablets. So It’s better to adopt a responsive design technique for uninterrupted experience.

These are the basic elements you need to apply while composing an effective e-mail for your audience. You can apply more personalize content strategy once your audience demonstrates interest in your service or product. Personalization of content will help ensure their concentrated interest on you and they can turn into your customer if everything goes right during the decision making cycle.

 

 

How To Ensure Visibility of Your Website on Multiple Devices

website

If it comes to your website, what your visitors experience should be.Undoubtedly, you would love to have them a seamless experience no matter what device they use to access your page. That creates a need of optimizing your website for multiple devices. There was a time when optimizing for a standard screen size and testing it on different browser could make you sure about somewhat similar user experiences. But, the present scenario is quite different from the past. In a world where a large number of people have access to smartphones or other digital devices like tablets or iPad, you can’t ensure flawless visibility of your website without optimizing it for multiple screen. During the decision making cycle when consumers move through the buying process, they often visit your website using different device interchangeably. Here’re some ways to make sure that your website provide an unfettered viewing experience regardless of the device used.

Know your customer interaction

First, analyze your web traffic and get deep insight about the route of your visitors. Is your mobile audience growing or coming more from devices other than desktop. What type of content they’re consuming on each device. Depending upon the results you can draw a customizing content strategy for your website. This analysis may help you with accurate information about the users and keeping their goal in front, you can craft a seamless viewing experience for them.

Use responsive technology

Web technology is enriched with many innovations and responsive web design is one of the latest. It ensures your website content display correctly and uniformly on a variety of devices without the need of creating multiple websites and help keeping frustrating scrolling and zooming out of the way.

Need of a dedicated mobile website

If the number of viewers from mobile device is growing gradually, it’s better to build a dedicated mobile website. This approach will help you give users more flexibility in filling the forms, loading the site and viewing content with better navigation. Creating a mobile friendly site is the best solution if your interaction with the audience is more via mobile.

Your website is called the window to your business and it’s your task to maintain it with best possible effort for a better glimpse of your business. Use website analytics and other indexes to measure interaction of your site with various devices and make changes accordingly. After analyzing every single aspect that can effect on user experience, you can step forward with a strategic approach to revamp your website.

Five Creative Elements that Best Explains Your Business in Website Pages

Inbound marketing is still a preferred method of attracting customers. There are different ways to ingrain creativity and make inbound marketing the most appealing way of attracting customers. Such a way is content marketing through blogs and other social media. No doubt, blog and other social media are the integral part of your website, but the embedded creativity of the website page can be one of the great ways to mesmerize as well as hold the attention of your visitor. The ‘About us’ page, being one of the most visited locations on any company’s website, the page certainly entails the expression of a creative hand. All the website page crafted with beautiful content plays a large role in creating first impression on potential customers and sway them towards your business.

Start working diligently to make all pages look elegant

First, you can consider about the creative elements need to be incorporated while working on the website pages. Company vision and Philosophy, Timeline or success story, Team members and other content that defines your business in the true sense.

Expressing your brand Vision in the ‘about Us’ page

What makes you stand alone in the eyes of your audience. Find the unique way of presenting yourself that your consumer can recognize easily “Who and Why are you in Business”. They can hear your brand voice. This doesn’t mean that about us page advocates the need of a text heavy page. It can be crafted simply but creatively in a few lines. Those lines should be appealing as well as eye-catching carrying your brand voice that make them interested in the works you do.

Your success story

Website Page

Most of the people would be interested to know the story behind the growth of a business. So including a timeline in your website page is what makes sense for your audience. How did you benchmark as a brand, how far you have reached and the milestones you have achieved along the way can be stretched in your timeline. Sparkles of creativity in content and visuals of the timeline can make it more engaging for your viewers.

Your team members

Website Page

What drives the vision of your company? Who makes you stand top of others? Your website page should speak of the people who help you turn vision into reality. Talk about your team members and the culture of your organization in a way that best explains your business. If you want to become more approachable and give viewers an opportunity to interact with your team members , you can have their social media profile included in the page.

Presenting Your Business and service in the website page

A smart and easy approach to deliver the concept of your business is infographic. A well designed infographic speak thousands of words. It’s easy to understand and easy to remember.

Need of multimedia Content

There is a popular adage call ‘seeing is believing’. So if you have any interesting story about your brand don’t hesitate to include it in your website. Modern web design allows easy integration of videos and other multimedia elements. So , why not add a video that tells your story and provide a mental picture to your visitors.