Category: Digital Marketing

Meta Descriptions and Brand Name Have the Largest Influence over Search Clickthrough

As indicated by a study conducted by Ignite Visibility, meta descriptions, along with the name of the brand and page title, have the biggest impact on whether clients click through on a search result. Almost 66.7 % of participants involved in the survey said that more ads made them use Google less, and the vast majority of the respondents agreed that Google is improving its search results by adding features such as snippets and other SERP features. Almost 500 respondents aged between 25 and 60 were a part of this survey.

A page title is probably one of the most ignored features of SEO: Creating a unique, descriptive, and concise page title is a must-have skill for anyone aiming to give a quick insight into the content of the page. Title tags are a crucial factor in giving search engines a better understanding of the page is about; they also determine the first impression users have on your page. In 2017, Google was responsible for over 79 percent of all desktop search traffic worldwide, while Bing accounted for over 7.27 percent, followed by Baidu at 6.55 percent and Yahoo at 5.06 percent. Whether you’re looking for higher SERP conversions or increasing the impact of a content marketing strategy, optimizing page titles is a crucial step.

Meta descriptions have the biggest impact on search clickthrough: As mentioned above, meta descriptions have the most influence on clickthrough rates. The respondents were asked to pinpoint the topmost factor that influenced their decision to click on a search result, and 62.9 percent of them said that it was the meta description, 24.2 percent said that the brand name was responsible, while 13 percent said that page title made a big difference to them. Now, a contradictory finding suggested that 55.1 percent of the survey’s respondents clicked on a brand they are familiar with, appearing within the search results.

Crafting precise meta descriptions can help improve your search clickthrough along with concise title tags.

Mentioned below are some of the best practices for writing meta descriptions.

  1. Meta descriptions should not be more than 150-160 characters in length so that it fits easily in the search engine results pages when it is displayed, and users can read it easily.
  2. In fact, every page on your website should have an original meta description. According to Google, site owners should use site-level descriptions on the landing page of the website or other aggregation pages, while page-level descriptions on every other page.
  3. For a large site, it may take a lot of time to craft an original meta description. Google suggests that at least a summary should be created for the important URLs, such as landing pages and popular pages. Google Webmaster Tools, a web service by Google, lists pages that have been marked for having missing or problematic meta descriptions.
  4. Ideally, the meta description tag should target an original keyword for every web page, although by keeping in mind that the keyword appears once and avoiding keyword spamming.
  5. Meta descriptions can be considered as short stories or summaries for the web page. Owners should note that they write keyword-rich descriptions that can attract visitors and engage them, as well as lead them to click through to your website.
  6. It is not necessary for a meta description to be a complete sentence. It can also include accurate facts relevant to potential visitors. For example, in articles, the name of the author, byline information, or date of publication can be mentioned. The only thing that you should keep in mind is the length of the characters.

Respondents said the search clickthrough rates have improved: The survey involving search clickthrough was conducted in December 2019, and around 58.5 percent of respondents found the present search results to have improved much more than results in January 2019. In addition, a similar proportion (55.5 percent) said that the major factor contributing to the improvement of search clickthrough rates is the inclusion of featured snippets and SERP features.

Brand Recognition and the Role of Ads in Consumer Search Experience

The survey noted that almost two-thirds of respondents disliked the idea of ads into the search results, which made them want to use Google less. However, the results contradicted with findings from a December 2018 survey in which 75 percent of participants said that ads helped them in finding the information they’re looking for more easily.

Almost 67 percent of Ignite Visibility’s study respondents did not agree with companies being able to run ads on the basis of other companies’ branded searches. The results of the study match with another study’s finding that suggests the vast majority of users only click on results from brands they know better.

As per the survey, brand recognition had the second-largest impact on search clickthrough rates, and it’s also considered to be a make-or-break factor for some users. Building brand awareness is one of the many things you can do to supplement your SEO efforts in order to gain and capitalize on organic visibility.

Moving Ahead

The study also pinpointed the importance of writing convincing meta descriptions. Website owners and SEOs should make sure that their meta descriptions match with their search content, as Google won’t consider your description if it finds a more accurate one from your webpage’s content.

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Creative Domain Name Will outplay the expensive “.COM”

Due to net neutrality, big tech monopolies are losing control over the internet. The netizens are biting their nails at this point, fearing the decision that could send prices for .com and .org domains skyrocketing. The increased pricing of these domain names is going to make running a website prohibitively expensive.

A domain name is how people access information in their browsers, acting as an address for websites. ICANN (Internet Corporation for Assigned Names and Numbers) is the organization that governs the list of the web’s domain name systems. The organization has apparently opened the door to these monopolies charging whatever they want for registering a unique web address.

Removing Internet Monopolies

The U.S. government formed ICANN in 1998 to avoid a monopoly among the tech giants and smaller start-ups. In the early 1990s, the government privatized the domain name registry. The only bidder for the contract was Network Solutions, which had previously been managing the system. As the use of the Internet was still gaining traction, there were even lesser than 5,000 domain names registered.

Back in the 90s, for the registry of .com, .net, and .org domains, Network Solutions charged as much as USD 100 per registration. Antitrust concerns started rising later. Therefore the ICANN forced Network Solutions to split its registry, which manages the domain extensions, from its registrar business which sells the domain names to customers. The decision disrupted the industry as it led to a drastic decrease in domain prices with the registry as they were selling them to registrars at USD 6, a wholesale price.

Verisign later bought the registry for USD 21 billion in March 2000. ICANN then proposed Verisign to help spur the competition, and Verisign agreed to sell the .org top-level domain (TLD) in 2003 in exchange for an extension to its .com domain. Therefore, the Public Interest Registry (PIR) was the first nonprofit to be awarded.org extension by ICANN. Today, there are over 350 million domain names registered in TLD extensions. The .com TLD comprises of more than 150 million of those names and currently, there are over 11 million registered .org domain names.

Recently, the ICANN agreed to lift the previously installed price caps on the .org domain name registration after the contract expires. In ICANN’s new deal with PIR, the .org domain name is chargeable for nonprofits and other individuals as well. Afilias and Neulevel, domain registries that run .info and .biz TLD extensions also approved the price cap removal.

This means the Public Interest Registry is now free to charge whatever amount they determine for any .org domain name. Namecheap CEO Richard Kirkendall explained that PIR can now charge extra for registrations for specific names that it finds “premium” quality. As domain speculators already charge high amounts for premium domains, this move would potentially cut out the middlemen and allow the registry to generate profit directly.

Higher prices might pose a problem for nonprofits like YMCA, AARP, and NPR. Many debated that this would give rise to budgetary uncertainty to the class of organizations that can least afford such excessive pricings. If a nonprofit loses its .org domain, the name will become readily available to nefarious actors, creating security issues all across the web.

.com domain is next

It doesn’t stop at .org domains either. More price cap removals might be on the way. The current contract of ICANN with Verisign, the registry that runs .com TLS extension, includes price caps, which is why almost everybody can afford the .com domain for USD 10 per year. The renewal of the contract is due in 2024, in which the price caps are most likely to be removed. According to Kirkendall, this is the ultimate endgame. The .com TLD is used by over 70 percent of all registered domain names. Since it is commercial in nature, it would attract a price hike. Verisign also handles the .net domain and the contract renewal for that extension is in 2023.

Reason for removing the price cap

Experts say that eliminating price caps from those agreements would give Verisign the ability to raise prices for two TLDs that represent almost 80 percent of all registered domain names. The act will bring uniformity to its deals for .com and .org alike, also including new generic TLDs like .ninja and .xyz. Agreements for others did not include a price tab but some extensions like .bank cost thousands of dollars per year to register.

There have been trillions of dollars invested in the marketing of these TLDs that have established themselves as the kingpins of the internet world. These TLDs have a stranglehold on the market which is impossible to break. In order to create competition and level the playing field, the ICANN could open up a bidding process for the management of these TLDs by other registries.

Bottom line

If there is one thing common in the list of the most expensive domain names, it is “.com.” The .com TLD has dominated all other domain names. To clear the world wide web of this stranglehold, price cap removal would enable almost any word to be considered valid for the choice for a domain name, opening doors for thousands of such creative new TLDs. If these creative domain names are successful, these solutions have the potential to change our understanding of what it takes to sell a domain name for an affordable price.

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Leveraging Digital Marketing in Asia: How to Optimize Content for Asia Pacific region

Digital Marketing has been changing the way people look at advertising. In the Asia Pacific, marketers have now realized that traditional, outbound advertising strategies have gone stale. These conventional marketing techniques are no longer enough to attract and retain potential customers. According to Aimee Engelmann, the chief executive, and founder of Australian outsourcing specialist Beepo, “Customers are sick of the hard sell.”

With the high-accessibility of technology and time at a premium, consumers are just a click away from the information they need at every step of their purchasing journey. Customers try to stay connected with the brands that take substantial initiative towards helping them make decisions. The process adds a lot of value to their post-purchase knowledge.

Since new and innovative brands are sprouting up each day all across Asia, brands are taking digital marketing and SEO more seriously. Companies are trying to step out of the APAC parameters in order to establish a global presence. Proper usage of these digital marketing gizmos is crucial to make the brand visible to consumers across the world.

Since SEO is one of the most complex topics in digital marketing, there are plenty of sources that provide the latest information regarding Google Algorithm updates and the dynamics of consumer practices. The SEO techniques might differ from country to country, but all of them provide similar results. Few tweaks in the digital marketing strategy are required to make them fit for the Asia-Pacific region.

Here are some tips and tricks for the SEO campaigns in Asia:

  1. Hyperlocal Language Optimization
    The APAC region is made up of a collection of countries located on or near the Western Pacific Ocean. People in each of these countries speak different languages, and the total count of languages and local dialects can go up to thousands. Optimizing the language as per the region is extremely necessary as the language barrier is a prominent problem in all of these countries. For instance, the Indonesian and Malaysian languages have similarities, but they differ in vocabulary and pronunciation.

    Therefore, it is vital to consider all the dialects and languages before creating content. While optimizing the content for Malaysia and Indonesia, it would be necessary to have different translations for each country.
  1. Targeting Language Through Demographics
    A country can have many different languages and dialects. Various Chinese languages fall under the spectrum of what the Western world calls the language of Chinese. Even within the same language, many dialects divide people. A classic example is Mandarin. Mandarin is the official language of China, Singapore, Taiwan, and Malaysia, while the province Guangdong and the manufacturing hub Guangzhou, along with some special regions of Hong Kong and Macau speak Cantonese.

    Therefore, when it comes to creating content for landing pages and ad copies, there isn’t a lot of difference between these regional dialects, but it is advisable to use a local copywriter for similar large metropolitan Chinese cities.
  1. Different Payment Options for e-commerce
    In Asia, selling goods and services online totally differs from the Western world. There is a large number of wealthy potential customers who do not use credit or debit cards as their primary mode of transaction, and some of them might not even have one. As a result, many companies have created options for cash payments in grocery stores, or accept Cash on Delivery. Also, not all credit cards are accepted during overseas usage. Therefore, the credit card penetration rates of a particular target country do not tell the full story of the market size.

    An easy workaround is to use payment gateways like PayPal and Alipay (payment company launched by Alibaba), which adds more options for accepting payments.
  1. Include a Wider Range of Income Levels
    The socioeconomic status of a country has a massive impact on any product’s addressable market. For instance, many groups in Asia do not earn enough to buy the cheapest smartphone available, unlike other countries where a basic smartphone could be purchased for the amount of money earned with a week’s worth of wage.

    Also, smartphone ownership in Asia holds no guarantee that there is a data plan attached to the phone due to affordability and connection issues. Many lower-income groups only use the Internet through Wi-Fi or have to purchase a time-limited data plan. Sometimes even larger cities like Ho Chi Minh City, Bangkok, and Jakarta also have connectivity issues.
  1. Mobile Optimization for Apps and Websites
    Much of Asia is mobile-first, and Android is the dominant operating system. Marketers should consider mobile optimization before building content for Asia. Also, it would be better to build apps for Android. Given the data plan and limited storage on the lower-end phones, applications should be smaller in size.

    SEO and Digital Marketing both are extremely dynamic practices. Hence, the trends keep changing according to the demographics, purchasing patterns, and socioeconomic changes. While implementing digital marketing techniques first-hand is what most companies believe in, there are several digital marketing agencies across Asia to help others cover these marketing touchpoints on the Internet for improved brand visibility.

These are some of the top digital marketing agencies in Asia-Pacific:

  1. InkOniq

    Location: Bengaluru, India

    Clientele: Star Sports, Lowe’s, SanDisk, Chumbak, NDTV, and Flipkart

    InkOniq is an award-winning digital marketing agency located in India. They combine design thoughts, technological mastery, and marketing knowledge to deliver a brilliant experience for mobile, web, smart TV, and the Internet of things.
  1. Reklam5

    Location: Istanbul, Turkey, and New York, the USA

    Clientele: Toshiba, Volvo, Vodafone, Renault, Crowne Plaza Hotels, Emaar and Ergo

    Reklam5 is an agency that creates and develops ideas for customers’ digital marketing needs since 2008. They primarily focus on high traffic, organization of translation rates, and sustaining higher engagement rates.
  1. Xpointo

    Location: Singapore

    Clientele: Canon, Adobe, Amazon Web Services, Sony, Nikon

    Founded in 2008, Xpointo is a hybrid digital marketing agency and technology lab. They create digital campaigns by leveraging social media, rich media promotion, search engines, mobile applications and more.
  1. Brandneu

    Location: Singapore, India

    Clientele: Novartis, Phillips, HSBC, HP

    Founded in 2001, Brandneu is a full-fledged digital marketing agency servicing out in India and Singapore. Apart from digital marketing strategy, they provide social media marketing solutions, association marketing, renovation optimization, and lead generation.
  1. Clickr Media

    Location: Singapore

    Clientele: DBS Bank, SENNHEISER, AXA

    Established in 2009, Clickr Media is an internet marketing consultancy agency. They also provide services related to analytics, design, website development, search, e-mail, display, mobile, and social. Search Engine Marketing, Social Media Marketing, and Advanced Web Analytics are their areas of expertise.
  1. Carbon Interactive

    Location: Singapore

    Clientele: Disney Interactive, Beko, Kipling, Chanel

    Carbon Interactive is a digital marketing agency for all kinds of incorporated and interactive initiatives. The company is a pool of knowledgeable mentors, strategists, creative’s, technologists, and market analysts who want to convert fresh thoughts into impactful campaigns and initiatives.
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Add Value To Your Business With Cost-Effective Digital Marketing

Digital marketing is a great tool that helps businesses of all sizes make themselves visible to the audience. However, many companies are still hesitant to spend extra funds without assurance, especially when it comes to additional marketing processes.

There are various cost-effective strategies to use to attract the audience to the brand, product, or service. Digitizing the advertising process is one of the most common forms of digital marketing, and the Internet is the best place to advertise. Whether it is through the company’s website, social media, or other platforms, intelligent and subtle digital marketing tactics can make a significant difference in the organization’s profitability and popularity.

Here are some ways to make digital marketing more cost-effective:

  1. Targeted Traffic:
    Generating traffic is beyond just getting people to visit a website. For a company to gain maximum returns from a digital marketing campaign, it is essential to generate targeted traffic.

    Targeted traffic refers to website visitors who are actively looking for products and information. It generates better conversion rates as the customers are most likely to purchase a product, engage in services, and ask questions.

    One way to generate targeted traffic is to retarget the ads online. Retargeting lets marketers set a parameter through which they can keep track of consumer behavior, consumption patterns, likes, dislikes, habits, and preferences. These retargeted ads act as reminders for the consumers since they have already purchased the product before; it is highly likely that they would want to repurchase it. Keeping track of the conversion rate will also help marketers to revamp their marketing strategies as per the demand.
  1. Connect Socially and Convert:
    Consumers are paying more attention to what they are buying these days. With the increasing influence of the Internet and social media, consumers are thoroughly researching the product and are making intelligent buying decisions. Recommendations and reviews about a product or service play a huge role in shaping that decision for the consumer.

    Using social media to connect with potential clients always works, and costs you nothing. Social media marketers can monitor their profiles and add value to prospects, thereby engaging customers and building a long-term relationship with them. Sharing creative, meaningful, and eye-catchy content is essential for making profits in the world of social media. Establishing connections with the potential customers and connect with them over the platforms they use, and planning the content for the target audience accordingly is going to enhance the sales efforts.

    Content that is built around providing solutions to customer’s problems is always useful, both for the customers and the companies. By using positive touchpoints with a prospect, brands can position themselves as industry experts. Businesses that are currently selling on social media are gaining increased audience reach, broadening their scope through the prospect of the buyer’s journey, and increasing conversion rates.
  1. Promotional Campaigns:
    The conversion rates and other metrics shed light on the weak spots of marketing campaigns. Trackers and metrics such as increment sales, return on investment (ROI) and retuning visitors on the website help determine the conversion rates in real-time. These markers help companies formulate their brand strategy, observe the problems that need to be addressed, and create a better collaborative environment without spending extra effort and money on the process.

    When a marketing campaign is underperforming, it is easy to detect which points turned the customer off, and it would be easier to know what went amiss. Acknowledging and adjusting the key metrics will enable better allotment of resources to the channels and tactics that are working, hence, making the process a lot more cost-effective. Tracking the conversion rates also helps to determine which campaigns generated the highest conversion rates and replicate them in the future.
  1. Yielding a High Return on Investment:
    ROI is a crucial statistic to evaluate profitability. Since measuring ROI is easy by dividing the investments by sales, companies can invest accordingly by analyzing the returns before. To calculate the budget, sales, and investments for the digital marketing campaigns, KPIs (Key Performance Indicators) are used. These include general performance indicators such as leads, traffics, channel-based indicators (social networks, blogs, search engines, etc.). Source-based performance (organic search, referrals, direct traffic), campaign-based performances are also included since they help in setting realistic goals.

    Once a campaign runs long enough to gather data, it’s easier to get the performance reports and calculating the ROI. It is essential to foster a collaborative environment between the sales and the marketing specialists to enhance ROI.
  1. Budget-friendly Brand Awareness:
    Digital Marketing experts can increase brand awareness through the simplest means without exerting too much pressure on the budget. Email marketing is an inexpensive and highly effective digital strategy. Compared to other digital marketing strategies, marketers report that email marketing generates four times the ROI. Therefore, it is a go-to- strategy for most businesses.

    Running an effective and user-friendly email marketing campaign costs next to nothing. Email marketing tools like MailChimp and Marketo make it easier to run successful and even personalized email marketing campaigns. All you need is a persuasive text connecting the subject line to the body, a timeline that covers the marketing goals, an enticing call-to-action button, and a brilliant landing page.

    In-house creative content writers and website designers can create substantial material for the campaigns and promotions. Outsourcing copywriters and designers to make email and landing pages more appealing is also an option, that too on a limited budget.

Moving forward

Digital Marketing is mainly cost-effective for businesses because it lets you continually evaluate whether it is working or not. Measuring the ROI and campaigns helps companies re-work on strategies and helps put the resources towards the right projects.

Projects like email campaigns, social media interactions, and posts and website content help in reducing the cost levied for additional advertising services. And these projects cost nearly nothing to produce, generating organic leads.

Social Media marketing, through organic posts or influencers, can attract the attention a brand truly needs. Marketers can take advantage of trending topics, community groups, hashtags, and influences who suit the brand’s image. With so many channels available, building brand awareness is not going to burn a hole in your pocket.

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Say Hello to a Trendier, More Convenient Google Maps App

15 years old already! Google is celebrating its 15th birthday, and the tech giant is celebrating by launching a brand new, updated version of Google Maps. Google has updated Maps with a fresh new logo that is simpler than its predecessor. Instead of featuring roads and streets, the Google Maps logo is a minimalistic, multicolored, dropped pin. According to The Mountain View, Google opted for this design because a dropped pin has been an integral part of Google Maps since the beginning.

Google Maps in the app you will find on almost all smartphones. Google Maps, apart from serving as a utility to users, is also a service that collaborates and provides services to other popular applications such as Uber, Swiggy, Zomato, etc. to offer these applications necessary location data.

Google explained that they are updating the look with a new Google Maps icon that symbolizes the revolution Google has made mapping the world. The dropped pin based on a crucial part of Google Maps since the very beginning. It also represents the shift they have made from getting people from one destination to another to also helping them discover new experiences and places.

Google is not stopping at the new logo design, though. The California-based company also revamped its entire Maps interface. Now, after loading up the application, the users will be presented with five primary tabs at the bottom, namely Explore, Commute, Saved, Contribute, and Updates.

On Google Map’s 15th birthday, the company CEO Sundar Pichai has also listed out some of his favorite places around the world. In his dedicated blog post, he expressed his immense love for burritos while talking about the updates and features coming to Maps. According to Pichai, all the favorites marked by him are eating joints, and they serve the ‘best’ burritos in the world. The list shared by Sundar in the blog post talks about 18 places, including one in Mumbai.

Pichai said that he enjoys it when he can combine both of these interests by hunting down a good and local veggie burrito. Burritos are one of the things that help him feel normal when jet-lagged between time zones. Over the years, a burrito-fanatic Sundar has discovered some great burrito places. In honor of Map’s 15th birthday, he curated a list of his favorites on Google Maps, accessible to all.

Later, Pichai moved from burritos and talked about the Google Maps technology that helps him find the perfect eating joint. The company has also introduced various interactive features and a bunch of changes and updates on its Google Maps application on both IOS and Android devices.

The new update

The latest update brings five new tabs- Explore, Commute, Saved, Contribute, and Updates. These news tabs are interactive and make it easy for users to commute and explore new places. The user interface (UI) has been redesigned as well in addition to the new logo that resembles the rest of the logos of other service applications by Google, like Google AI, Files Go, Google Cloud, Google Fi, Google Fit, Google Photos, Google Lens and others.

According to the team at Google, the new layout is specifically designed to encourage users to contribute to the improvement and accuracy of Google Maps and the data it has to offer. Here is some information about the new tabs:

  1. Explore: If you are looking for a place nearby to grab a bite, enjoy live music or play arcade games, this tab will help you out. In the explore tab, you will find information, reviews, ratings, and more for more than 200 million places around the world, including nearby attractions, local restaurants, and city landmarks.
  2. Commute: The Commute tab is there to help users make sure that they are on the most efficient route. Whether they are traveling by car or public transit, the new feature allows users to set up their daily commute to get real-time traffic updates, travel time, time of arrival and suggestions for alternative routes.
  3. Saved: Users all over the world have saved more than 6.5 billion places on Google Maps—from new bakeries across the street to the famous restaurant they want to visit on their next vacation. Now, you can see all of these spots curated at one convenient place, as well as organize plans for an upcoming trip and share recommendations based on places you have been.
  4. Contribute: The hundreds of millions of users around the world keep Google Maps up-to-date by contributing information to the database. With this new tab, users can easily share their knowledge about local places and details about addresses, streets, and roads, missing places, business reviews, and pictures. Each contribution helps other users to learn about new places and pick out an activity to do.
  5. Updates: This tab provides users with a feed featuring the trending, must-visit spots from local experts and publishers. In addition to discovering, saving, and sharing reviews and recommendations with their network, users can also directly chat with businesses to get answers to their questions.

More features on the way

Google has announced its plans on an array of new transportation features for Maps that would help to make users’ commute a little bit easier and convenient for them. The features include the ability to see the temperature of public transport. These features will start rolling out across the world in March.

  1. Temperature: Now, users can check the temperature in advance before boarding the ride for a comfortable journey.
  2. Accessibility: If users have any special needs or require additional support, they can identify public transit lines with staff assistance, accessible seating and entrance, accessible stop-button, and hi-visible LED.
  3. Security: Users can now feel safer knowing if the security is being monitored on board. They can now check if there are security guards present, security cameras installed, and if there is an available helpline.

A more comfortable traveling experience

Last but not least, Google is upgrading the augmented reality (AR) feature in Maps with a simplified mode that will show the location of a destination without cluttering the screen with a host of unnecessary host of direction icons. The feature will arrive soon in the upcoming months.

All these new features will be available for both IOS and Android devices. As of now, the new design is open to all users to enhance their traveling and daily commuting experience.

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Important Tips To Create Quality Content: No Words Wasted in 2020

Creating simple, generic content is just a piece of cake, but crafting high-quality, engaging content is the real challenge. Content creation has become one of the most efficient tools in recent years and it will continue to dominate the digital marketing landscape as it is the one and only source of generating organic leads.

People look for originality and trust everywhere. Content that reflects originality and engages the audience is likely to get promoted on its own, hence becoming the most powerful promotional tool online. For content to make a significant impact on the target audience, it should be planned and executed properly. According to studies, a fresh content design generates three times as many leads to conventional marketing and even costs less. This is not the only benefit of great content; marketers who enhance their blogging efforts are 15 times more likely to witness positive ROI. Over 70% of businessmen say content marketing results in increased engagement and small businesses with blogs receive a 126% higher lead growth than small businesses that don’t publish blogs.

Here are some points to keep in mind while creating quality content for content marketing:

  1. Do your homework: Thorough research is fundamental before writing content. Presenting faulty and plagiarized content will directly affect the brand value. More than that, it would create problems in indexing done by Google. Google’s algorithm directly skips plagiarized information; therefore, the first step should be finding out everything you can about the topic and verify the information with reliable sources.

    Finding the target audience and creating content around their interests in the first step. A simple audience analysis would kick off the process of writing engaging content. The goal is to create accurate reading content by using some audience traits such as:
    • Location, age, gender, and other demographic information
    • Education and Annual Income
    • Marital/Relationship Status
    • Personal interests, values, and beliefs
    • Online habits and behavior
  1. Find relevant keywords: Keywords play a crucial role in Search Engine Optimization. The concept of SEO is essential in digital marketing as almost 93 percent of traffic is generated through search engines. The best way to improve rankings in the search engines is to use relevant keywords, long or short, that are most likely to be entered by a user in the search query. There are several online tools available to identify the finest search terms and phrases.
  2. Write Eye-catching headline: After curating relevant information, it is time to start writing blogs and articles. A headline is the first place to start as titles deserve special treatment because 80 percent of the readers never make it past the headline. A typical visitor doesn’t always read a post if the headline is not compelling enough. This is precisely why it is essential to pay attention to creative headings.
  3. Use Creative Style of Writing: Many successful authors pay great attention to their style of writing because their uniqueness is the primary criteria for building an army of loyal readers. However, it is vital to remember that the target audience also appreciates your style. For instance, tech-based writers who wish to project themselves as trustworthy and authoritative prefer data-driven blogs. Their style of writing is simple and direct because the audience is looking for technical advice, not for heavy vocabulary and literary genius. On the other hand, young audience demands humor, communication, and engagement. When the most appropriate writing style is discovered, writers should make sure that they use it consistently.
  4. Use simple language: Another thing to be taken into account is that users do not always appreciate heavy words and literary style. They face problems in understanding jargon and industry buzzwords that are essentially used just to enhance the writing piece. Besides, complex sentences and paragraphs are easy to misinterpret.

    Instead, the right choice is to write in an actionable, simple and common language. The article should be conversational and engaging, leaving no chances for possible misinterpretations, confusion, and misunderstandings. Writers should try to simplify their sentences whenever possible.
  1. Using Writing Tools to Improve Content: Content writing is a challenging task, but there are some tools available on the internet that can help make it a little better. Grammarly is the most commonly used proofreading application that checks content for spelling mistakes, grammar, plagiarism, and so on. It also suggests corrections to make the written piece better. Writers can use Evernote, to note down ideas and organize writing activities. Hemingway is also an excellent tool to proofread documents, evaluate readability and edit textual posts.
  2. Repurposing Content Matters: The most proficient and creative writers also face writers’ block. It is always a good idea to repurpose the content to avoid the creative drought. According to a study, almost 30% of leading market players smartly reuse and repurpose old content. Adding the current stats, images, and present information to an old post will make it relevant again.
  3. Keep a tab on competitors: Following niche rivals will help the writers understand the approach they use for building quality content. The idea does not suggest copying or plagiarizing, but it means keeping an eye on their updates and stories to make sure that you have not missed any valuable information.

Bottom line:
Today, fresh, high-quality, and engaging content is becoming one of the most effective and popular ways to connect with potential customers in the world of spam and advertisements.

Curating top-notch content might not be easy, but maintaining consistency is even more difficult. To stay ahead in the content marketing game, make sure to follow the current content creating a protocol.

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Effective Email Marketing Strategy For 2020

Digital marketing offers several effective tools to help marketers place their brands on the map, but e-mails have been the most preferred mode for reaching out to customers since the beginning of time. While the prevalence of social media might make marketers think that email marketing ideas have been superseded, but that is not the case. Email marketing tactics are still at par with social media and other methods, as it continues to advance, adjust, and evolve.

Its brand awareness and customer acquisition no longer measure a company’s credibility; rather, it is judged on its customer interaction, engagement, and accessibility. A company’s viability now depends on the way marketers engage with their customers and it eventually impacts the revenue.

According to reports and surveys, it is estimated that about 247 billion emails were sent per day in 2010, as compared to a predicted amount of 307 billion per day in 2020. Given the impact email marketing still has on the market and consumers, it is paramount for businesses to stay on top of their email marketing game.

Here are some trends that are likely to help advance the email marketing strategy in 2020:-

  1. User-Generated Content:
    UGC is any form of content, text images, audio and visual, created by the end-user of the product. Like other channels, user-generated content enables real-time customer engagement between brand evangelists and their prospects at the same time. Motivating and incentivizing the customers to contribute their content through email marketing promotes the authenticity and credibility of the brand, directly influencing the conversion rates.

    According to e-commerce leader 3dcart, 82 percent of customers think that user-generated content is valuable and informative and 70 percent of consumers check for reviews and ratings before buying a product. Additionally, email subscribers are three times more likely to share content on social media than other platforms; email marketing creates a symbiotic relationship with social media, multiplying user-generated content to leverage in the future.

    It is not difficult to gather user-generated content from email marketing. Knowing how, when, and why to ask for reviews and feedback is the first step to start with. Asking simple questions that direct to a survey can help solve the issue “how.” Knowing when to ask for feedback is essential for better results. It is crucial to give the user a chance to experience the product and form his opinion around it. Selecting the right form of email marketing framework for the organization helps to extend the feedback outreach and help gather more content.
  1. Interactivity Encourages Engagement:
    In 2020, most emails will be opened on a mobile device than a desktop or laptop. It is highly likely that users will delete the emails without reading the subject even if they are not interested, or the email is not optimized for the device. Therefore, following a multi-device approach is going to help the emails to survive.

    The collaboration of interactivity and responsiveness poses a challenge for even the smartest email marketers. Back in the old days, interactivity was designed for the entertainment of the recipient, but in 2020, it will be used to drive engagement and in a more practical way to get the consumers’ undivided attention. Here are some elements that are expected to be seen in emails this year:
    • Animated call-to-action buttons
    • Effects to showcase product specifications
    • Accessible product carousels and interactive imaging
    • Polls, surveys, and user-generated interactive content

  2. Enhanced Accessibility:
    In 2020, we will continue to see a rise in voice assistants and smart speakers reading emails out loud to recipients. With more than 250 million smart speakers to be installed in 2020, smart email marketers are already designing emails with keeping accessibility at the forefront.

    According to the World Health Organization, 1.3 billion people are living with visual impairments, and 36 million of them are considered blind. This acts as a delicate challenge for email marketers because accessibility gets hampered, and some segments of the target audience get neglected unknowingly.

    While highly accessible emails seem like a tough task, the improvement of assistive technologies has made the process a little easier for the readers and marketers alike. Here are some attainable ways to make emails accessible to every reader:
    • Content: It is better to keep emails precise and clean. According to pools, the average attention span of an email is only 13.4 seconds, and a reader can read from 250-300 words in a minute. Therefore, the ideal length of the email copy can be around 50 words. Here are some tips for a concise email copy:
      1. Try using shorter sentences
      2. Limit the use of jargon and difficult-to-read words
      3. Localizing the content for a global audience
    • Design: A more accessible design involves removing all email templates and flashy images that make the screen look cluttered. The clear and crisp design makes the text looks better and readable.
      1. Strong visual hierarchy in the email template
      2. Avoiding long sections and center-justified texts
      3. Using appropriate and uniform font sizes
      4. Optimizing line spacing and paragraph spacing
      5. Using proper color-coordination
    • Code: A sure-fire way to create accessible emails for readers is to manipulate the code in such a way that it works for every user. Assistive technologies assess the code as the first step. Having a robust code-base behind the email is the best way to ensure accessibility.

      Email accessibility is not a tough feat to achieve, but each small step matters. Increasing usability and accessibility promotes the inclusion and increments in ROI.
  1. Email Automation:
    The last decade experienced significant advancements in automation, and the next decade is going to change the way we look at automation entirely. Email integration is a fast-moving train today. Marketing cloud services have successfully leveraged data processing and power, allowing improved statistics, cross-channel optimization and carved a path for machine learning, artificial intelligence, and big data to rule the email marketing landscape in 2020.

    Machine learning and deep learning are going to help marketers to set a benchmark more efficiently in all email marketing factors. The automation of customer’s life-cycle and workflow is expected to increase. This smarter segmentation will lead to better performance, customization, and accessibility. Automated reporting will lighten the burden of email marketers and cut costs, leading to increased user retention.
  1. Personalized Content :
    Personalized content and creating segmented email lists are the two main factors that are going to make email marketing campaigns successful in 2020. Effectively segmenting the audience according to age, behavior, preferences, and region will help create better-personalized content. The click-through rates of personalized emails are much higher than emails containing general information.

Vision for 2020:

The future of email marketing is promising as it continues to shift and evolve in the digital marketing landscape. Advancements in almost every aspect of this channel are going to help marketers use email marketing to its full potential, be more impactful and accurate, a delight in every reader’s inbox.

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Content Marketing Trends To Watch Out In 2020

It is not possible to build an effective marketing strategy based on assumptions, especially when it comes to Content Marketing.

Content Marketing is one of the most popular gizmos in Online Marketing. It has a significant impact on the digital marketing landscape. The humongous popularity of content marketing is reflected in the abundance of platforms available online, and the features offered by them, to which marketers and entrepreneurs are drawn to.

Dynamic in nature, content marketing is always evolving. Since people have ever-changing likes and preferences, the content should be crafted by keeping the ongoing trends in mind. Original and fresh content holds top value in the parameters of content marketing and online marketing in general. This type of marketing is useful, authentic, and perfectly suited for the internet-savvy audience.

The channels, tools, and applications used for content marketing will continue to evolve, but here are some trends that might turn out to be useful for content marketing in 2020:

  1. User-generated content: As per reports, 85% of users find user-generated content more effective than brand-generated content. User-generated contents keep the customers engaged and allows marketers to produce content using fewer resources and in a shorter time frame. One way of generating authentic user content is by tapping into the consumer community and extracting fresh ideas out of them.

    User-generated content provides excellent social proof. Coming across content from real users on social media platforms increases the credibility of the brand and enables genuine trust among customers. It is incredibly vital to bring a brand’s promises into perspective. The opinions that are put forward by the users are unbiased and genuine; therefore, it is more trustworthy to the audience. The absence of a sales-pitch improves the authenticity and credibility of the content and the brand overall.
  1. Continuous rise in Video Content: Even if the audience is not interested in buying, but they are surely open to discovery. Video content is easy to access and consume. People are engaged in fresh and creative videos, just like they are watching a short film or an episode of their favorite show on Netflix. Videos act as a link between the brand and the customers. The brand’s ideas are presented in a better and engaging way.

    With the ever-growing popularity of video content, the trend is undoubtedly here to stay. So, marketers and businessmen need to create a proper video marketing strategy with fresh content to build the desired trust they want to develop amongst the audience. Video content also increases the number of shares and social engagement, and an original video with fun elements, animation, precise information and unique content is most likely to be shared by the audience.
  1. Reactive Content: Today, everything and everyone are on social media. Even if the audience doesn’t like to engage, it surely observes and reacts. In a culture where there are endless discussions, unending content cycles, viral media and online discussions, it can become a little difficult for brands to keep track of the trends preferred by the audience.

    Reactive content could be a little hard to produce, but it is a brilliant way of tapping into the trending topics and conversations in real-time.
  1. Engaging Podcasts: Brands that are venturing into this field of content marketing are using podcasts to educate the audience about their brand identity and providing tips, tricks, and advice on their respective sectors. The podcasts can be wide-ranging or extremely niche, depending upon the need of the hour. Podcasts featuring celebrities and experts are immensely popular among the consumers as they feel a sense of connection and trust while their favorite celebrity is talking about the brand.

    As the prevalence of podcasts is not going to diminish anytime soon, there will be millions of podcasts flooding the internet as brands will try to dip their toes in this medium of content marketing for increased user engagement.
  1. Employee Advocacy: Although employee advocacy is not exactly a form of content marketing, examples of employee advocacy can be extremely beneficial for the overall voice, identity, and impression of the company.

    Many brands are slowly beginning to showcase and celebrate their employees. They are also encouraging their staff to express their views and experiences about the brand or the company as an employee. This process helps in adding depth and personality to a marketing strategy. The trend will continue to persist as long as the consumers’ trust, brand’s transparency, and purpose are the topmost priorities.
  1. Quality over Quantity: Quality content is more of a general rule than a trend in the digital marketing landscape, but surely will continue to be relevant till the end of time. Forbes claims that when it comes to digital marketing, quality always wins over quantity and makes the brand more personable in the long run. In the age of transparency, consumers lookout for authenticity.

    Consistency and quality are the two main pillars of original, authentic content. Posting excessive content to increase customer interaction may turn the other way round and overwhelm the audience. Creating a schedule for posts and updates and the overall posting of content online is an excellent way to deliver quality content that might hold value in the eyes of the consumers.
  1. Smart Device Content: An abundance of smart devices has been observed in recent years. It is a good idea to capitalize on smart devices with effective content marketing. To make the most of this trend, understanding the little nuances of the shifts in patterns can enable SEO experts and brands to craft more compelling and relatable headlines and focus on long-tailed keywords within the content.

    Secondly, by looking into the voice queries, it would be possible to gain more insights into the type of information consumers are looking for. This, in turn, can help in tailoring the existing content for SEO, and also inform about future content-creation initiatives.

Overall, content marketing revolves around fresh and engaging content. As long as the content reflects top quality, every other trend would become easy to keep up with. Knowing the types, channels, and mediums can be challenging, but having a grasp on the right kind of content selection and quality would surely enhance the overall creativity and credibility of the brand, enabling better customer response and growth.

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Why Is Instagram Going To Lead The E-Commerce Industry?

E-commerce is a flourishing space which is growing at an unprecedented rate every year. At present, the e-commerce industry is dominated by some of the major retailers, such as Amazon, Walmart, and Alibaba. Instagram has come a long way in the e-commerce space with its more than one billion users across the world and is now planning to enter the online e-commerce market. Once Instagram steps into the online platform, other e-retailers such as Amazon and Walmart will be threatened. According to reports, CEO Adam Mosseri is planning to launch Instagram as a sales platform. This news comes not long after Google’s announcement of redesigning its shopping portal last year, which allows customers to buy products directly from the site without being redirected to a seller’s website.

At present, one of the best social platforms for influencer marketing is Instagram, which is currently being used in approximately 93 percent of campaigns, as indicated by reports. Additionally, the platform’s top post format is Instagram Stories, which have seen its utilization for influencer campaigns grew by 60 percent in the last quarter. To put this in context, Instagram is at present, being used more than twofold the second-most used social networking platform, Facebook. Influencer marketing campaigns on both Twitter and Facebook decreased by 10 percent and 20 percent in 2019.

Instagram Stories and Instagram Live: Driving Business Growth

2019 was a big year for Instagram, where it has witnessed a bonafide boom. Not only did the platform manage to surpass the 1 billion monthly active users mark, but it introduced a slew of new features such as Instagram Stories and Instagram Live. In spite of the fact that the Stories feature is like Snapchat’s feature that led it to superstardom, Instagram Stories saw more than twice the user base than Snapchat’s service. The most astonishing thing about this service from a brand perspective? The capacity to create shoppable content.

Stories were the top post format on Instagram that allowed links to be embedded directly. They likewise offer brands the chance to sell things directly within the application, which is one of the main reasons that there are more than 2 million monthly active users on Instagram. The photo-sharing platform has become one of the premier portals for brands to showcase their products, bringing about 80 percent of users following at least one brand. In fact, it has been estimated that Instagram will account for at least 70 percent of Facebook’s revenue by the end of this year.

Instagram’s E-commerce Capability

Instagram has more than 500 million daily active users, and around 80 percent of all accounts follow a business profile. The platform has become the ideal place to feature your image and products. Without any doubt, it has become the go-to platform for users to search for products and then make a move like visiting the brand’s site or page. Social influencers are taking advantage of this move and increasing their number of followers. Instagram has this feature called shoppable posts that allow the users to buy things directly from a brand’s posts.

Like mentioned before, Instagram stories are another approach to drive traffic to other web platforms. These features allow brands to reach out to the target audience on the portal and take into account the marketing requirement across the globe, where different users follow it at different timeframes. The photo-sharing platform additionally launched a direct sales pilot program in March last year; however, it was limited to just 20 brands such as Nike, Zara, Adidas, and Burberry. The payments through this portal are processed by means of PayPal.

Stories are being leveraged by advertisers so that they can get coveted access to their target audience. While creating content on Stories feature, it’s fundamental that advertisers intend it towards their audience pool. Banner blindness is typical among Instagram users, so the only way to connect users through content is authenticity and creativity. In addition, an ideal approach to make quality content for the younger generation is by leveraging the younger generation.

Every day, Americans get exposed to around 4,000 to 10,000 ads, and creators have to be careful that they spark a meaningful connection with customers. Not only are the creators trusted by their user base, but they are also accustomed to the different formats of the platform. Stories disappear after a day, which is a fundamental piece of the appeal from a creator’s viewpoint. In order to establish a strong hold, creators have to maintain a strong semblance of authenticity–and creators can easily lose their authenticity if they turn their feed into a wall of advertisements. For brands, a recent study demonstrated that 33 percent of respondents said their enthusiasm for brands or items developed after seeing them in Stories.

The Bottom Line

Clearly, Instagram is very much well-positioned to proceed with its journey into e-commerce but has to ensure that the platform doesn’t push away users with over-advertising. One way to ensure is by siloing possibly “intrusive” content. The photo-sharing platform is already experimenting with a standalone app for shopping called IG Shopping, which will allow users to go through lists of products from brands they follow and buy them directly from the application.

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Video Marketing Is A New Way to Build Trust In Customers

Visuals such as pictures, flow charts, and videos offer a brilliant medium to showcase creativity and thoughts. Visuals create a sense of engagement in the audience. The process of incorporating videos in your marketing strategy will in some way or the other, promote your company, raise awareness towards your product or service and engage the customers.

Video marketing is not a tough feat to achieve if you have the idea of what should be brought to the table. A carefully curated video with a hint of creativity and precise information will do the job of a full-fledged blog post. Customers who are on the go generally do not get enough time to go through blog posts and articles. Videos come in handy. A substantial amount of information can be summed up and put into the video, along with animation and sound effects, making the video more exciting and engaging from a customer’s point of view.

Video marketing is mostly data-driven. It is crucial for marketers to monitor diverse metrics and track customer engagement. Crisp video marketing can bring out positive results for small and more prominent brands as well. The content in the video entirely depends on the needs of the marketer and their business strategies.

But, it is essential to keep a few things in mind before crafting a video marketing strategy such as:

  1. Allocating Proper Resources
    The quality of the video depends on how much we are willing to spend on creating that video. There has to be a designated budget for the videos. Take time to create the video, use decent equipment and good editing software. Some companies hire video marketing gurus and even teams to create high-quality, engaging videos.
  1. Storytelling
    Tell your brand’s story in your video. Storytelling is a crucial aspect if you want to make an engaging video. The way you tell the story, its uniqueness and transparency will make the story more appealing and relatable to the customers. Brainstorming is a great way to come up with new ideas that are interesting and engaging at the same time.
  1. Engage with your audience
    Telling a story is not enough. It is incredibly vital to engage with your audience while telling your story. If the audience is not hooked to the video within the first 10 seconds, they will close down the video altogether. The key is to keep the video short. There is no set length for these types of videos, but the general rule states the shorter, the better. Attention spans are short, therefore keep editing your videos to make them precise and crisp.
  1. Publish the videos on various platforms
    Video content is a goldmine for search engine optimization. It helps to build backlinks to the website, boosting the audience engagement by inviting likes and shares. These likes, shares, and comments directly affect search engine ranking, hence driving traffic to the website.

    Try to publish your videos on as many platforms as possible. The videos should be embedded in your website, social media platforms, web 2.0 websites and even YouTube. Promote the videos to make them reach the audience more quickly. Track the statistics of how the video is doing, how many likes it gets to determine which video has the best content that is generating leads.

Make the Most of Visual

Videos act like a bridge that links to the thoughts and expressions of the company, allowing customers to get the real idea of the vision behind the company and the product.

Videos also boost information retention. If the customers only listen to the information, they are more likely to retain about 10% of the information even after three days. By contrast, if the information is accompanied by relevant imagery, there are chances that the customers will retain an average of 65% of that information after three days. Video content accounts for almost 74% of all the traffic. Potential customers also love videos, which means effective video marketing can attract new customers. According to statistics, e-mail subject lines that have the word “video” have more than 19% open rates and about a 65% hike in click-throughs.

Videos also appeal to mobile-phone users. Since people like to watch videos on the go, the number of smartphone users is continuously growing. Google claims to observe a hike of a full 100% users every year on YouTube. Therefore, the audience for video marketing will continue to get bigger and bigger. Google also states that smartphone users are twice more likely to feel a personal connection to brands that display adverts on their devices.

The conversion rates received from video content would be hard to measure, but videos certainly will move the leads closer to actual conversion. Videos will speed up the sales cycles as the potential customers will think quickly and act sooner.

Bottomline

Videos are an excellent tool for learning, along with being super easy to the consume. The modern customer wants to see the product in action as today’s life has become too busy to read long product descriptions and dig deeper for information. Video preferences are one of the most important driving forces in the content marketing landscape. Emotionally charged-up and creative video advertising can become viral on the Internet in a matter of days, generating the traffic your website truly needs.

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