“Websites promote you 24/7, no employee will do that.”

Most consumers search online for information that will help them make smarter purchasing decisions. In fact, according to the eCommerce Foundation, 88% of consumers will research product information before they make a purchase online or at a physical store. This buying behaviour trend emphasizes the importance of a website for today’s businesses.

97% of consumers search for brands and services online. A website helps a brand to build its credibility. Without a website, customers will keep wondering what the business or brand is about and eventually may opt-out or work with other brands whose intentions are clearer. Websites are one of the most important marketing tools that can serve and retain a brand’s current customers as well as be influential in finding new customers.

A brand without a website can lose out on important opportunities in business. However, just having a website does not mean the job is done. In a survey by HubSpot, 76% of the respondents indicated that the most important element for them while visiting a website is whether “the website makes it easy for me to find what I want.” 

UI/UX DESIGN TIPS FOR OPTIMIZING A WEBSITE

UI (user interface) and UX (user experience) largely focus on customer satisfaction which is an important contributor to the success of any agency, organisation or business. Today the most successful websites and applications are those that boast of easy responsiveness and efficiency. Fast navigation features and ease of understanding drive more user satisfaction thereby leading to happy customers which help boost revenue in the long run. A proper website experience raises the confidence level of the customers in the brand which in turn helps in business growth.

Following are some important UI/UX design tips for website optimization – 

Simplicity is key

When a visitor comes to a website, they are either looking for some specific information or to complete a particular action. Hence adding design elements which are unnecessary and serve no functional purpose makes it difficult to navigate a website. From the user’s perspective of experience and usability, a website should be simple.

For instance, brand colours that are chosen for designing a website should go with the theme of the brand and should be part of the same colour palette. The typefaces that a brand opts for should be a maximum of 3 and in different sizes. Graphics should be incorporated into a website design only if it helps a user to complete their intention of visiting the website.

Navigability and search bar

People visiting a website should be able to reach it easily and not have to think much about what to click next. Instinctual navigation on a website is extremely important to ensure that visitors can find what they are searching for.

Hence, it is crucial to keep the primary navigation structure simple and easily understandable. Navigation on the footer of the page is helpful. Use of breadcrumbs on all the pages of the website along with the homepage is advisable as it will keep the visitors aware of their search trail.

Add a “search” bar on the top portion of the page so that it is easy for people to look for products or services. Also, include links within the page copy and clearly show where those links lead to.

important's of navigation bar for website designing

Social Media Share Buttons

The impact of content lessens if the visitors of a website do not have the freedom to share it. Social share buttons are small buttons that are clickable and placed at the top, bottom or at the sidebar of web pages. These buttons portray the icons of different social media sites like Facebook, Twitter, LinkedIn, Instagram etc. which allow a visitor to share a page of their choice directly on their social media channels. A website without these buttons tends to lose a large amount of traffic from social media that is generated from the visitors reading the content, blogs or performing any other action.

Social Sharing Buttons on website

Call-to-actions

Call-to-Action buttons help or direct a user in taking the next step on the page. Brands should incorporate proper call-to-action buttons that lead visitors to content that educates them and assists them in solving their issues. Some useful call-to-actions are “click here”, “watch video”, “sign up for a webinar”, “buy now” etc. 

Call to Action on website

Mobile-friendly

As per research, “80% of internet users own a smartphone and according to Google “61% of users are unlikely to return to a mobile site they had trouble accessing and 40% will visit a competitor’s site instead”.

A website should be optimized for different devices like mobile phones, tablets as well as operating systems and web browsers to enable ease of use and to provide a better and improved user experience. Therefore, this indicates that the design of the website should be responsive and flexible.

Brands can add alt-text to the images which will help visitors on the page understand the content even without being able to view the images. Cohere to platform-specific design conventions instead of stuffing in random elements that might not go well with the particular platform.

Mobile friendly website design

TIPS TO MAKE WEBSITE NAVIGATION EASIER

Establishing easy-to-follow directions through planned website navigation will help a brand’s customers explore their site effortlessly. Good website design and experience is not only about having useful and genuine information but also presenting it in an organized and appealing way. It is important to keep a tab on your website and make improvements from time to time for better user experience.

Keep in mind the following tips to make website navigation easier for visitors – 

Use of clear and simple headings

“On average, 8 out of 10 people will read the headline, but only 2 out of 10 will read the rest.”

The first thing that a user notices when they visit a brand’s page is the ‘heading’, so brands should be able to live up to the expectations and not afford to make mistakes in that. Brands should ensure that all their headings and subheads are clear and straightforward. It is also aesthetically better to keep all headings in the same length and parallel structure. Proper headings and subheads are also important for better SEO and website navigation.

When the headings and subheads are crisp, clear, understandable and directly address the questions that the visitors come looking for to a brand’s website, it makes the site easier and more comfortable to navigate.

Simple heading on Website

Addition of relevant images

Images are a great way to make a website look more appealing, interesting and attractive but only when they are relevant and chosen carefully. Using stock photos for a website is a big mistake in this regard committed by brands. Although it is easy and a cheaper option to use stock photos and may also look professional, it is often perceived to be impersonal, uninteresting and unrelatable by the audience.

The human brain is known to identify images in almost 100 milliseconds. Therefore, selecting images that are an ideal reflection of a brand’s product or services can be a great opportunity to attract the audience even if they skip reading the content on the website.

Important's of relevant images for Website Designing

Interactive website

An interactive website is most likely to make users browse your website for a longer period of time and encourage them to keep coming back. To make that possible, brands can make the text and images on the website interactive, engaging or may add some detailed textual information about a particular product or service. Other creative options for an interactive website include embedding polls and quizzes on the site.

Interesting 404’s

If a visitor encounters a 404 error on a website, it can have a negative effect on that particular site which may drive users away. However, there might be unavoidable times when this issue can crop up, so the best thing a brand can do is be prepared for it.

Brands should keep a thorough check on their website pages on a regular basis so that they are able to find the errors before their users find it. Apart from that, brands can also customize error pages to make it friendly, attractive or humorous instead of a general page. Another interesting way to keep the page audience entertained instead of annoyed is by integrating some kind of games in the 404 error pages.

404 website page design

Image Source: Pinterest

Choice of content

For a brand, if the content on their website is dull, monotonous, difficult to grasp or unnecessary, the audience is more likely to skip the page without reading anything. Style and tone are very important in writing, and so is the formatting and visual appeal. Brands should publish relevant, engaging and interesting content in short paragraphs, break it up into sub-heads and bullet points instead of long paragraphs.

OFF-PAGE SEO STRATEGIES FOR WEBSITE OPTIMISATION

One very important technique which helps generate traffic to a website is search engine optimization. This can be done by obtaining a high-ranking placement on the first page of the Google search engine or other Search Engine Result Page (SERP) like Bing, Yahoo etc. 

A few well-known off-page SEO strategies for website optimization are – 

Guest blogging

Guest posting means posting an article that is written as a guest post by another website webmaster and is considered to be a popular link building method. There are plenty of such quality blogging sites where they allow authors to post articles as a guest. The author incorporates or inserts the links of another article in the guest post which creates a backlink to the author’s website. However, multiple postings on the same guest blogging site should be largely avoided.

Image submission

For better optimisation, brands should often share photos on popular image submission websites to increase visibility. These images should be optimized properly with the right URL and title tag. For visitors to understand the context easily, the images should also have a proper title, description and tags. Some popular image submission sites are Pinterest, visually, flickr.com, tumblr.com, imgur.com, picasa.google.com and mediafire.com.

Image submission for optimization

Google My Business

Brands can utilise this free platform to optimize and gain the best local SEO ranking. It helps manage online presence across Google, including search and maps. Some of the basic things that should be followed while using this technique are:

Web 2.0

Here, a brand can create sub-domains on high domain authority websites like Medium.com, Tumblr, WordPress, Blogger and Weebly. By incorporating Web 2.0, brands can create more link building and increase website rankings. These websites have high page rankings and domain authority, by default. If done the right way, this method works great for building links. One of the biggest advantages of using Web 2.0 technique is that brands will have complete control over handling the links. With this authority, brands will be able to change links, modify anchor texts and also add or delete backlinks.

Directory submission

High PR directory websites provide dofollow links which brands may utilise in order to get valid and quality backlinks. Listing websites on directories is a part of SEO that helps to get powerful backlinks to a website. It is very important to list websites in the correct categories with proper title and description. Some popular directory submission sites are boingboing.net, thewebdirectory.org, dmoz.org, einternetindex.com and elecdir.com.

COMMON MISTAKE THAT SHOULD BE AVOIDED DURING WEB DESIGN

When it comes to developing a website which boosts conversions and generates revenue, several business houses continue to struggle. A brand’s website needs to be appealing, but it also needs to generate money. Designing a website is not only about changing the aesthetics, but it also involves a lot of other aspects. No matter how creatively it is designed- if the audience fails to find a website on Google’s search engine or has difficulty in navigation, it’s a loss for that brand. Therefore, brands need to look into SEO, typography, designing, content, usability, navigation, graphics, performance and more while designing a website. If these aspects are not glorified then they can later adversely have an impact on the website.

Here are some common mistakes that should be avoided while designing a website – 

Non responsive design

“40% of users will visit a competitor’s website after a poor mobile experience.”

Google prefers mobile-optimized sites and therefore, having a responsive website design is one of the best ways to deliver a great browsing experience to users. Most consumers browse on their smartphones, iPads or tablets at a rate much higher than they use desktop. A responsive design makes a brand’s website accessible to the users regardless of the device they are using. It enables the URL of the website to be the same across every device with the same HTML code. This configuration helps Google to crawl through pages and retrieve content easily. Hence, Google recommends brands to optimise their website for mobile, tablets, desktops and other devices.

Poor quality of content

“Content is king”- Bill gates

A stale and boring website will not be able to build a strong relationship with potential or repeat customers. Brands need to offer unique, informative and fresh content to their audience. Frequent sharing of relevant and quality content is now highly valued as an SEO practice. Publishing blogs on the website will allow a brand to share content about industry trends, products, services and helpful expertise. 

A brand’s potential customers need value which, in turn, will help gain their trust and build the brand. Choose topics that provide useful, relevant information and keep the readers engaged and present it in a well-written format. Along with writing content, the infusion of the right keywords in a natural way is also very important. Brands need to identify the keywords that users are more likely to use and include them in the relevant pages.

Slow load times

According to Google, 70% of the websites they surveyed in their study took seven seconds or longer to load.” A web page or website that takes more than 3-4 seconds to load completely is considered to be slow. Slower the site, larger is the bounce rate. It may also significantly affect a brand’s search engine rankings. Therefore the accepted best-practice by Google is the load time of 3 secs for brands who wish to keep visitors on their website. 

Selection of unclear fonts

Cursive fonts, hand-drawn scripts and symbols can be difficult to read for the visitors. Fonts that are unreadable or difficult to read decrease cognitive fluency. Cognitive fluency refers to the ease of use for the visitor. People prefer content that’s easily readable and easy to think about. An unclear font increases cognitive load and decreases understanding.

Absence of favicon

Many website visitors prefer to use lots of tabs while they’re browsing. Some users leave tabs open so that they are able to view them later. Favicon is a small iconic image which represents a brand’s website and is found in the address bar of the web browser. It gives visitors the visual cue they need to orient themselves, saves time while finding which website they are looking for and returns to your tab while browsing.

favicons in website designing

In today’s age of instant gratification, the most successful websites are the ones that are quick, responsive and efficient. Design and software are now heavily based on user experience because it is mostly about the consumer in business. Even if users are simply browsing, it is up to the brand to make the users navigate through their website in the most efficient way possible so they can get the product or service they need.

It is essential for brands to keep a tab on their website and make improvements from time to time for better user experience. Keeping a record of the above important metrics will help in analysing where the website needs work and accordingly it can be designed. To know more about website design and optimisation, leave us a message and we’ll get back to you.

 

Do you know that people spend an average time of 5 years and 3 months on social media in their lifetime? That’s like climbing Mount Everest 32 times and walking your dog 93K times!

In a recent study from eMarketer, there was a 70% increase in the use of all Facebook apps during the last few months. The study shows that consumers are using these apps to keep themselves entertained, connected, and informed while they’re spending time at home or on the go. Brands focus on social media for spreading awareness, driving engagement and increasing sales.

Consumers use different social media platforms for different types of content. For example, TikTok and Snapchat are mostly used for fun and entertainment while Facebook keeps people updated with the latest news and developments. That is why a number of businesses or brands are on different social media channels to connect with their audience and promote their products or services.

WHAT ARE THE LATEST MARKETING TRENDS TO FOLLOW ON SOCIAL MEDIA?

To succeed on social media, it is of utmost importance to stay ahead of the competition and understand and apply the latest trends in marketing strategies. Some trends that need to be followed by brands and adopted for everyday practice include –

Video marketing

A picture says a thousand words and a video tells a million. Through video marketing, brands can tell their story in a more engaging, entertaining, educational and inspiring way which will have a long lasting effect on the audience. The most-shared content on social media are both long-form and short-form videos. According to a report, YouTube ranks second in terms of active users only to Facebook, whereas Instagram is introducing IGTV “landscape” videos. Brands now have to take up the opportunity to produce relevant and interesting video content and also learn how to repurpose video content from other platforms to keep their audiences engaged. 

Stories are gaining more popularity

Over 400 million people use Stories on Instagram daily. Similar to Instagram Stories, Facebook Stories are user-generated slideshows and video collections that are around 20-seconds video content that can be easily created on smartphones and are available for a time-span of 24 hours. For brands, interactive Stories and polls are brilliant ways to go back and forth with their audience, making their content a “must see.” Moreover, with Instagram’s new business features which includes “Growth Insights” and “Stories About You,” brands should expect to gain even more from Stories in 2020.

Instagram Stories

Niche Marketing

People are becoming frustrated with the over-saturation of content on popular social media platforms. Hence they are trying to move towards platforms that help eliminate the noise and posts that are irrelevant to them. Niche networks like Behance, BlogHer, BurdaStyle, Care2, Dogster, Goodreads, Dribble and more. provide brands with the opportunity to connect with a highly targeted and engaged community. Once brands are connected with their audience, they have the opportunity to know them – how they think and act which in turn can help build meaningful and close relations with them.

Niche social networks are smaller and serve only those who want to be there which means going niche allows brands to focus on their communication more precisely. They won’t have to worry about beating any Facebook-like algorithms, so brands can increase the ability to get their content seen by their relevant target audience.

Continued evolution of messaging apps

Did you know that most users, especially millennials, use social messaging apps like WhatsApp, Messenger, Viber more than actual social media itself? The Messenger app of Facebook is used by approximately 1.2 billion people and more than 2 billion messages are sent between businesses and people on Messenger each month. With the increase in the usage of social media messaging platforms, the potential for improving customer experience will expand exponentially.

The amalgamation of messaging apps with chatbots powered by artificial intelligence (AI) will make it possible for businesses or organisations to engage in more relevant, personalized and supportive customer conversations at scale.

Micro-influencer marketing

In the recent past, influencers on various social media platforms have become a major trend. However, macro-influencers with their millions of followers charge a hefty amount and are out of reach for many small and medium-scale businesses. This is why, for influencer marketing, there is a rise of micro-influencers with a limited number of followers but a more engaged community. 

Opting for a micro-influencer with an engaged community and less number of followers, new or upcoming brands will not only be increasing their chances of achieving stronger engagement, but they will also be cutting their overall cost of promotions. The saved budget could be used to promote their products and services with multiple micro-influencers, in different vertices, with different niche audiences thereby making the connections more relevant and creating brand awareness.

Social Media Micro- influencer marketing

WHAT ARE THE BEST SOCIAL MEDIA PRACTICES FOR CAMPAIGNS?

For driving high revenue performance, social media campaigns can prove to be a powerful technique. However, creating a successful campaign requires knowledge of not only the fundamentals in advertising but also the necessary requirements of social media. For capitalization of businesses, driving engagement is vital for growth. It is important for brands to follow best practices to keep the audience engaged and invested to convert into loyal customers.

Frequent posting

A brand is likely to lose on the number of followers with a decreased engagement rate if they are not posting content on a regular basis. By posting real-time updates like Insta stories, Facebook live-streaming, live-tweeting and more will also help ensure that a brand’s social media account is active. While publishing regularly, brands should also post real-time events and holidays to reinforce their relevancy and up-to-date branding while keeping in mind their connection with the audience.

Frequent post on social media

Relevant creatives

According to a report, audiences respond best to visuals because they tend to remember 80% more of what they see than read. Hence for a brand, it is important to make their visuals look fresh, bright and relevant, with high-resolution images and non-copyrighted photos. The dimensions of the creatives should be as per the requirement of different platforms. Poor sizing may make high-resolution images look pixelated. Errors related to visual quality or dimensions on social media will have a negative impact on the trustworthiness of a brand, thereby leading to a loss in the number of followers and low engagement rate.

Social media Creatives

Another important mention, using videos usually have a stronger impact on the audience as videos outperform static images 9 times out of 10 on social media. Also, brands should remember to follow the 20% text rule for creatives that are used to run social media ads or boost posts.

Post boosting

Less than 10% of Facebook followers are able to view a brand’s post organically on their news feed. Hence to increase the visibility rate of a post on their audience’s news feed, brands should boost or promote the posts on their desired social media channel. The target audience can be selected as per geographical area, age, gender etc. Boosted posts optimize post engagement which eventually increases brand awareness and the number of likes, comments and shares on the posts. 

Conversion Ads

Conversion ads are targeted to a brand’s target audience who are likely to click and convert. This kind of campaign is most effective when brands want to track sales or generate leads from form completions on their website. Due to its trackability feature, a conversion campaign is extremely beneficial. From video views to engagement to clicks and finally sales, everything can be tracked.

WHY SHOULD BRANDS EXPAND THEIR HORIZONS ON SOCIAL MEDIA?

It is now the era of experimentation as the online audience is always on the lookout for something new, something interesting, something that they have never seen before.

Brands should take stands

It may be risky for brands to take a stand on social and political conversations openly on social media platforms but young consumers tend to be more inclined and welcoming towards brands that take a stand. Consumers want to hear from brands that converse in intelligent, quirky and impactful ways. According to research, a majority of consumers feel that it’s important for brands to take a public stance on leading social and political issues.

Recognizing other brands

Recognizing a brand on social media can often seem to be risky as interacting with them might give them the maximum advantage to connect to a brand’s network of audience. On the flip side, it may also mean one brand leveraging the network of another brand along with highlighting its product or service USPs.

Recognizing other brands on social media

image credit: Social Samosa

As brands strategize about how to best use social media to engage with consumers, they’re also increasingly engaging with each other. Whether the banter is friendly or sarcastic in tone or manner, the main thing is to capture some recognition for being quick and witty and grab attention as well as gain followers on social media platforms like Twitter.

WHY SHOULD BRANDS USE HASHTAGS ON SOCIAL MEDIA?

Hashtags have become a social media phenomenon and a powerful part of online marketing strategies. It is easy to create them and are also searchable, thus making it an essential tool for brands, businesses, celebrities and even common individuals. If used correctly, hashtags can drive large conversations and help audiences dig deeper into a topic. Understanding the target audience and which hashtags they follow are a key to a successful hashtag strategy.

Expand organic reach

Hashtags are extremely important for social media platforms like Instagram, Facebook and Twitter since they help gain visibility on these channels. With the help of hashtags, brands can reach more number of audiences organically and can also keep a track of the reach and engagement figures. It also lends an attractive look to a social media post and encourages the audience to like the brand or page for more updates.

Expand organic reach through social media

Better click-through rates

According to research, tweets or posts consisting of hashtags receive more engagement than the ones without hashtags. Hence brands can boost their customer engagement rates and click-through rates by simply adding hashtags to their posts. But at the same time, brands should refrain from using too many hashtags in a single post since it may look more like spamming and therefore weaken the meaning of the original message.

Increase visibility and brand awareness

Using a hashtag strategy to its utmost advantage to promote branding is an impressive idea. If a brand is new, hashtags can be utilized to increase audience reach and brand awareness. When users look for a brand, they’ll see the relevant hashtags that the brand is using; or when they search for specific hashtags, the brand’s posts will be visible in the results. This automatically helps the brand gain new followers and eventually potential customers.

Promotions

Hashtags are a social media version of the “word-of-mouth” method. It increases visibility by encouraging followers to use the campaign hashtag, which is further used by their followers and the cycle continues. When promoting an event, contest or giveaway, hashtags help connect a brand with its followers and also their followers with each other. The traction a hashtag can promote before, during and after an event is indeed substantial. 

WHAT ARE SOME POF THE TIPS FOR RUNNING SUCCESSFUL CONTESTS ON SOCIAL MEDIA?

Contests on social media are an easy and interactive way to gain new followers, increase engagement for your brand, boost organic promotion and convert leads into customers. Moreover, it is also a wonderful idea to make existing customers happy while turning them into loyal fans and advocates of the brand.

While running a social media contest –  

Social Media Contests

Social media is continually evolving. Every year, starting from algorithm updates to emerging trends shapes and informs the myriad ways brands interact online. Brands need to plan their social media marketing, campaign strategies, contest formats along with expanding their horizons and taking risks. Brands need to consider how they can implement some or all of the above mentioned points for online marketing. To know more about social media and how it can help boost your business, leave us a message and we will get back to you!

“81% marketers are known to use video for their marketing.”

Video is an engaging and versatile content format that is easy to consume as well as share across different social media platforms. The audience prefers it because it’s entertaining and interesting, whereas marketers believe it has a high ROI. 

Video Marketing Status

Source: Hubspot

From being a single marketing tactic, video marketing has now transformed into a holistic business strategy which is also shaping the future of sales and customer services.

Benefits of Video Marketing:

Here are the top 5 reasons why brands need video marketing – 

1. Social media users love videos

Research says that 48% of social media users are likely to share video content over any other form of content with their friends if they like it. Therefore, if the aim is to increase visibility and shareability, videos should be an integral part of your strategy.

Opportunities in videos are on a constant rise on social media platforms like Facebook, Instagram, Twitter, LinkedIn, etc from GIFs, short-format videos to stories, live videos, and even virtual reality. These flexible options allow marketers to decide on the best distribution method to reach their target audience. 

Live videos on Facebook, for example, get 6 times more engagement and interactions compared to regular videos, the reason why prompt discussions or celebrity tie-ups mostly happen through live videos. Twitter and Instagram videos play automatically in the newsfeed, making such posts more eye-catching and engaging.

2. Mobile and videos make the perfect combination

“65% of video content is consumed on mobile networks in India.”

With more and more people accessing video content on mobile, as a digital marketing service provider, you have to lay emphasis on video marketing in order to reach your audience. On-demand service platforms like Facebook Watch, YouTube and Netflix are also encouraging viewers to use their platforms more frequently while on-the-go through smartphones and tablets. 

The demand for readily available and fast video content is on the rise, and social platforms keep adapting to meet consumer demands. As a marketer too, you have to adapt videos in your strategy to engage and entertain your audience.

3. Videos get more attention

“Statistics say that “a mobile video viewer is 1.4X likely to watch an ad on devices but 1.4X more likely to pay attention to branded content or ads on YouTube.”

Video ads have always been more powerful in capturing attention compared to static advertisements. It can be an innovative way to raise awareness, generate leads as well as improve ROI. Even in the case of websites, 88% of viewers will spend their time on a website with videos. Hence, if you have to make a long-lasting impression through your website, the inclusion of videos is a must.

Video marketing has potential to get more reach

Source: Vidian Media

 4. Videos get you more organic traffic

It has been estimated that 82% of consumer Internet traffic will come from videos by 2021.  

Research says that “brands that have a video embedded on their website are 53 times more likely to show up first on Google search results.” And it is well known that almost 75% of viewers do not go beyond the first page of search results on Google. This emphasizes the importance of videos for organic traffic. 

Getting your video to rank on the search engine results page first involves adding relevant keywords in the title, video description as well as in the video (ex: narration at the start). The voice recognition software of Google picks up words in the video and determines the ranking based on keywords. Apart from that, sharing your video on all social media platforms and embedding it on all relevant places can help drive organic traffic.

5. Videos build a strong emotional connection

Building an emotional connection with your audience is what sets you apart from your competitors and helps create brand loyalty. Moreover, it is also the foundation for high audience engagement and greater ROI. Videos are one of the most effective ways to create emotional bonding while delivering your message, as audiences are more likely to recall a video they could connect with, even if it was viewed months or years ago. 

video builds strong emotion connection

A survey revealed that 94% of the audience are more likely to recommend a brand that they have an emotional connection with, which makes videos an integral part of your marketing strategy.

Types of Video Creation by Brands

According to Hubspot, there are 12 types of marketing videos that brands can create as a part of their marketing strategy – 

1. Demo Videos – To show how a product/service works.

2. Brand Videos – To show the mission/vision of a brand, build awareness and attract the audience.

3. Event Videos – A highlight of presentations or interviews from a conference, fundraiser, product launch or any other type of event.

4. Expert Interviews – Interviews and discussions with industry experts for building trust, credibility and authority among the target audience. Roping in influencers for the same through videos is also helpful in this regard.

5. How-To Videos – Can be used to teach something to the audience, whether usage of a new product or to have a better understanding of your services. Teams that work directly with customers like the service and sales departments can make optimum use of these types of videos.

6. Explainer Videos – Explainer videos help the audience understand how your product can provide a solution to their problem. It often includes a fictional journey of a customer with a certain problem and how the product/service of the business comes across as a solution to the problem.

Effective Video Types

Source: Yans Media

7. Animated Videos – The most preferred format to explain an abstract service or to simplify difficult concepts for easy comprehension.

8. Case Study / Customer Testimonial Videos – Featuring your loyal customers is one of the best ways to build brand credibility. When real customers turn advocates for a product/service, the brand is more likely to get trustworthy among the target audience.

9. Live Videos – Viewers are likely to spend 8.1x longer time on a live video compared to other formats. Be it behind-the-scenes, interviews or events, live videos are a good way to get longer watch time and high engagement rates. 

10. 360° & Virtual Reality Videos – 360° videos have a spherical style to enable viewers to experience content from all angles, like a particular event or location. In Virtual Reality videos, viewers have the option of navigating and controlling what they experience.

11. Augmented Reality Videos – AR videos add a digital layer to the current scene that is being recorded by the audience. Example, IKEA provides a feature where a customer can record a space at their home, and with AR, they can see if the selected furniture will suit that space.

12. Personalized Message Videos – Responding to customers or continuing a conversation with a personalized video message instead of an email or a text can also be a unique way to keep the audience interested and help them in the purchase process.

The Best Practices for Video on Each Social Platform

Creating high-quality video content is one part of the job, but you have to make sure that it fits in each social media platform to get the best results. Here are the best video marketing tips that you can follow while posting videos on social channels – 

1. Facebook & Instagram

Facebook and Instagram are the two most used platforms, that mobile users especially tend to scroll in any time of the day. The silent, autoplay format works very well among mobile users. Hence, videos published on these platforms should be able to convey the meaning even without having the audio on. For example, recipes, how-to videos, easy hack videos work well on Facebook and Instagram, with or without sound.

Uploading videos directly on Facebook gives them more prominence than sharing the link from another platform. The reason being – direct upload would mean reaching out to more people. 

Video Marketing on Facebook and Instagram

Brand awareness videos work best on both these platforms, as the algorithm reads the past video-related history of the user to determine what to show them next. Therefore, videos have to be extremely relevant to your target audience to shoot up the engagement. 

A few more tips to keep in mind are – 

2. Twitter

“Tweets with videos are more likely to get 6x more engagement than the ones without videos.”

Whether it’s to keep the audience engaged, promote a product or to drive traffic to a landing page, twitter videos are a great way to add a human touch to your brand and build connections. Brevity is the most important aspect of this social media platform, hence videos also need to be short and crisp, while delivering the message.

Short videos perform the best on Twitter. Additionally, pinning video tweets on top of the profile page can also help achieve more exposure.  According to Twitter, brands should focus on creating videos – 

3. YouTube

YouTube has more than a billion unique users per month, which makes it a highly potential platform for video marketing. However, you should always have a proper strategy in order to be successful. The questions that you should always ask yourself before posting a video are – 

Himalayan Natives YouTube Videos

With Google owning YouTube, your brand videos can also show up on the first page of the search engine results. There are 3 things you need to keep in mind in order to rank well – keep the YouTube channel and the domain name similar, embed the shared video on your website and keep your descriptions keyword-rich.

4. LinkedIn

Initially, LinkedIn was less video friendly compared to other platforms, but brands can now upload videos and get creative here. There are 4 different themes that LinkedIn provides for video marketing on the channel – 

Metrics for Analysing Results

Once the video has been published, knowing how it has performed is important to decide on your next course of action. Analysing the metrics helps not only in measuring the success but also in setting future goals.  Here are the key metrics to be considered for video – 

1. View Count

View count refers to the number of times your published video has been viewed by the audience – in other words, the video reach. If brand awareness is your goal, this metric is really important to  track to see how many people have seen the content.

2. Play Rate

Play rate is calculated by dividing the total number of people who played the video with the total impressions. This metric can help determine the relevance and appeal of your videos. If you see that a lot of people have seen the video, but only a few have actually played it, that’s a sign that your content has to change.

3. Social Sharing & Comments

Social shares and comments received help determine the relevancy and popularity of the video content. If you see the audience sharing your brand video among peers, it means that the content was successful in making a positive impact. Moreover, social shares also mean more visibility and hence is an important metric to track if you want the video to go viral.

Video Social Sharing Benefits

4. Video Completion

This metric measures the number of times a video is played completely and is among the most reliable ones to measure the success of your video.

5. Completion Rate

Completion rate is calculated by the number of people who watched the video completely divided by the number of people who played the video. This metric helps you understand the audience’s reaction to the video. If you observe that the completion rate is dropping after a certain time, you probably have to shorten the video length or change the content accordingly so that it resonates with the target audience.

6. Click Through Rate (CTR)

CTR calculates the total number of times your Call To Action (CTA) was clicked divided by the total number of views. With the CTR metric, you can analyse if your video was successful in encouraging the audience to take the desired action. 

7. Conversion Rate

Conversion rate measures the number of times the audience has completed the action divided by the total CTA clicks. This is an important metric to measure if you have a video on a landing page where the goal is to lead the audience in completing an action.

Video is now an important part of almost every social media platform and an integral part of every digital marketer’s social strategy and campaigns. It adds a certain personality and connection to the brand – things that the audience truly wants. A well conceptualised video marketing strategy can take a brand to new heights. To know more about how video can add value to your business, leave us a message and we’ll get back to you.

Nationwide, people are forced into self- isolation in a bid to prevent the spread of the deadly coronavirus. This is probably one of the most difficult times that most marketers will have to face in their entire careers. Besides the fact that digital marketing does not require face-to-face communication and therefore is in tandem with social distancing practices, one of the major advantages is that marketers can have clarity on which of their activities generate the highest quality leads and at what expense. 

Current scenario of social media

 

 

There will be no ‘winners’ from this dreadful pandemic, but business houses can come out of it stronger, using a combination of clever crisis management, heartfelt empathy and a deep understanding of the ‘new normal’ that people are facing. 

Some obvious social strategies that digital marketers should focus on in the recent scenario:

Empathetic posts / campaign

Every post, campaign and ad run by a brand will need an extra layer of care and empathy during and after COVID-19. Brands can definitely continue to market and sell their products or services. But it is advisable to not use COVID-19 as a platform for self-promotion. Brands shouldn’t consider the COVID-19 pandemic as something to capitalize on.

Empathetic social media posts

Reconsideration of marketing strategies

We recommend rethinking your content and social media plans to tailor them to the changing needs of consumers and their buyer personas. Based on the current situation, people are more likely to spend on essential goods compared to luxury items.

This is also a good time for brands to rethink on several goals and objectives that brands had up their sleeves. For example, the goal of acquisition of new customers might shift its focus towards customer retention and support.

marketing strategies for social media

Communicate clearly with customers

For brands, it is always better to over-communicate than under-communicate especially in times of crisis. If a brand’s team is shifting to working from home which might impact customer service responses or timely deliveries, then that is something worth sharing. Through social media, brands and businesses should strive to make every communication clear and relevant, and avoid making assumptions. Share decisions as early as possible to provide their customers more time to process and react.

customers on social media

Support your team & keep them informed

In times of crisis, it is of foremost concern for brands to keep in close contact with their employees and set some expectations around what work might look like over the next few months. As people adapt to new working practices, productivity might initially be affected, and it’s important to let the team know about the plans to deal with the new work environment. For instance, the introduction of digitalised signing in, payslip generation, Zoom calls for meetings, temporary and optional slack channel for teams to share information and news, etc. 

It is important for marketers to conduct thorough research on the change in consumer habits and behaviour as consumers may have different priorities, values and attitudes after this crisis. The importance of digital marketing will be even more relevant to small businesses during and after the COVID-19 crisis as they have already experienced traditional marketing yielding lesser returns on investment. As the world goes increasingly digital, so will the marketing. Digital marketers simply need to respond with updated strategies and buyer personas for a different, post-pandemic world. To know more about social media management, leave us a message and we will get back to you!

“Building a website without SEO is like building a road without direction.”

Search engine optimization is a technique that is used for generating traffic to a website. An SEO strategy is considered successful if a website obtains a high-ranking position on the first page of Google search engine or other Search Engine Result Pages (SERP) like Bing, Yahoo etc.

Almost every business now has a website. Hence it is evident that the SEO strategy for different brands has to be on point if they want to remain ahead in the competition. Brands may create amazing marketing strategies, carry out influential outreach and have a great network, but without optimizing their website, it will be difficult for brands to appear on the top of search results.

For better optimization of the website on the search engine results page, there are two methods which can be followed- on-page SEO and off-page SEO strategies. 

Meta descriptions, meta tags, content, images, keyword optimization, internal linking etc. which are done on the website fall under the category of on-page SEO. In simple words, on-page SEO involves structuring and developing the website to be search engine friendly. Off-page SEO helps increase the popularity of the website for increased visibility on search engines. These techniques extensively help improve a website’s placement on SERP.

How does SEO help a brand?

“Google will only love you when everyone else loves you first” – Wendy Piersall

Search engine optimization is an essential part of any successful marketing strategy. It helps a brand earn more clicks and new customers without spending a penny for ad space.

Mentioned below are some of the key benefits of SEO:

1. Improved user experience

The right SEO techniques can help a brand build a user-friendly website and maximize user experience. SEO includes providing the audience with relevant information, related photos or videos to support the information, easy to navigate web pages and a mobile-friendly website configuration.

With the help of these metrics, users will find it easy to navigate a website, which eventually leads to an increase in the click rates, the number of leads, conversion rates and improved brand recall.

The actual intention is to always offer users the information they are searching for, easily and quickly. Quality SEO will help provide a positive user experience, improve its ranking on the search engine results page and leverage these benefits to work in favour of the brand.

2. Generate Leads

Strategies which help generate inbound leads are one of the most effective and successful sources among business to business (B2B), business to customer (B2C) and non-profit organizations.

SEO increases a website’s search ranking if the content consists of business-related keywords that the brand wants to target.

When potential customers search for similar or the exact keywords, the brand’s content appears in the search results which may further lead the visitors to follow those links back to the website, thus creating organic traffic.

3. High conversion rates

According to a study, the average closure rate achieved from SEO leads is 14.6% when compared to 1.7% closure from outbound leads.

Leads generated through SEO have a higher conversion rate than outbound leads because in the former case, potential customers make the actual search of the brand’s product or service that leads to higher conversion.

These potential buyers either have a specific requirement and purpose in mind while searching online or are familiar with the brand and its products which increases their possibility of closing the deal with the brand. 

4. Promote cost management

Google’s organic rankings are completely based on what its algorithm determines to be the best results for any given query. Obviously, this requires thorough research and high-quality content on the webpage.

According to Search Engine Journal, inbound leads lower advertising cost by 61% in comparison with outbound ones. When a brand already has a top ranking on SERP, there will be no need for them to implement pay per click ads for advertising their webpage, at least in the initial stage.

They will continue to stay on top of the search results as long as visitors click on the search links or the search engine deems worthy of directing their visitors to that webpage. 

5. Establish brand awareness

Brand Awareness refers to the extent to which the target audience recognizes a brand and is familiar with its products or services.

Search Engine Optimization ensures that a product is easily visible by the search engine sites through regular and organic searches.

Once a brand is listed at the top of search engine results, the visibility of the brand increases. This leads to a higher tendency for the web link to be clicked, and increases traffic to the website.

Off-page SEO strategies – 

Off-page SEO helps to strengthen a brand or a website’s reputation and authority on digital platforms through backlinks and other reputation-validating placements across the web. Therefore these techniques should be incorporated in every brand’s digital strategy.

Below are some of the popular off-page strategies:

1. Guest posting

Guest posting is a popular method for link building. In this, another webmaster writes an article as a guest post on a guest blogging site. There are numerous quality blogging sites where authors are allowed to post articles as a guest.

The author is supposed to include or insert the links of another article in the guest post. This creates a backlink to the author’s own website. However, posting more than once or twice on the same guest blogging site should be avoided. 

Guest post tips in SEO

2. Image Submission

Various brands are seen to share photos on popular or well-known image submission websites. These images should be optimized properly with the correct URL, title tag, description and tags for better understanding of the context to its visitors. Flickr.com, tumblr.com, imgur.com, instagram.com, picasa.google.com and mediafire.com are some of the popular image submission sites.

3. Google My Business

Google My Business is a free platform which if optimized properly, can be used successfully for the best local SEO ranking. It helps in the management of online presence across Google which includes the search engine and maps. Some basic things that should be kept in mind while using this technique are:

4. Directory Submission

A brand requires high PR directory websites which provide do-follow backlinks in order to get valid and quality backlinks. Listing websites on directories can help a brand get powerful backlinks to a website and forms a major part of any SEO strategy.

It is very important to list websites in the right and relevant categories along with proper titles and descriptions. Boingboing.net, thewebdirectory.org, dmoz.org, einternetindex.com and elecdir.com are some popular directory submission sites.

5.  Web 2.0

Web 2.0 can be of great use if incorporated wisely for link building and ranking websites. Here, a brand is free to create sub-domains on already-existing high domain authority websites namely, Medium.com, Tumblr, WordPress, Blogger and Weebly. These websites, by default, have high page rankings and domain authority.

If executed in a correct manner, it works wonders for building links. One of the biggest advantages of using this technique is that brands have complete control over handling the links. One can change links, modify anchor texts as well as add or delete backlinks, with this authority.

Web 2.0 SEO Benefits

6. Infographic Submission

In today’s digital era, infographics are getting popular on the search engine. Making creative and informative infographics and submitting them on infographic submission websites along with relevant reference links to the brand’s webpage or blog helps increase website traffic to a great extent.

The size of the images differs from one website to another. Some popular infographic submission sites are reddit.com, submit infographics.com, visual.ly and more.

infographic submission SEO benefits

7. Social Bookmarking

Social bookmarking sites are one of the most popular platforms for the promotion of websites. These sites help visitors bookmark or save their favourite web pages, articles, blogs or videos.

When someone bookmarks or saves a web page or article of a brand from popular social bookmarking sites, the brand receives high traffic to the webpage or the blog.

It is an easy and quick method of building links. Some well-known bookmarking sites are delicious.com, stumbleupon.com, digg.com, evernote.com and technorati.com. 

Social Bookmarking

8. Press Release

Press Releases are another effective link building strategy. They are very impactful and effective in boosting search engine rankings.

Through press releases, a brand’s website appears on the news section of Google which helps drive a huge amount of traffic to that particular website.

This technique is slightly more expensive than the others as it might involve hiring SEO experts for the purpose of link building. However, this option can be considered as it will help gain do-follow backlinks to the website.

On-page SEO techniques –

On-page SEO helps the search engine bots understand what the website is about. By changing and optimizing some important features like the meta title, description, heading tags and internal links, the chances of procuring a higher position in the search engine increases. 

1. Meta titles

Meta titles are one of the most important factors in on-page SEO. The number of clicks will increase if the title is relevant, attractive and optimized properly. The more the number of clicks on the blog post, the higher will be the position on SERP.

Brands should try using targeted keywords at the beginning of the title or H1 tag or at least incorporate them in the title. The same keyword should not be used more than once in the title tag. The length of the title should be within 65 characters.

SEO meta titles

2. Heading tags

Brands should use proper heading tags to highlight different headings, sub-headings and important points. Tags also give the content a clear and concise look which makes it easily readable by visitors.

However, it is important to remember that Google’s algorithm is not fond of too many H2 or H3 tags and therefore it’s better to not overdo it.

3. Table of Content

Some brands need to post long-format content like blogs and articles where the word count can reach up to 5000 words or more. Readers can navigate such blogs and articles in a much easier way with a table of content and it also helps to earn jump links in Google search.

SEO Tabel of Content

Source: Topicseed

4. Keyword density

Brands should limit the keyword density to around 1.5% with a mix of LSI keywords. It is recommended to use semantically related words to help search engines have a better understanding of the content.

The main keyword should usually be used once in the first paragraph and once in the last paragraph.

5. Meta description

There should be a unique and relevant meta description for each blog post to compel users to click on the post. Brands need to create user-friendly meta descriptions that are related to the post. Targeted keywords should be used in the meta description for search engines to easily pick up on them.

SEO Meta Description

6. Internal linking

Interlinking of blog posts helps readers spend more time on the brand’s website or blog which can also help pass page rank to other pages of your site. Internal links which are relevant to the original blog post show search engines that the brand is providing additional information within the blog beyond the current content that is being shown.

7. External linking

Apart from linking one blog to another blog on the same website, it is also a fruitful idea to link blogs to external websites if it is relevant. Brands should always provide external links of trusted websites only.

If there are any doubts regarding the authority or popularity of a website, brands can use a no-follow tag to avoid passing their link juice to potentially bad websites.

They should use do-follow links for websites that are trustworthy and no-follow links for those that are less trustworthy. This increases the credibility of the brand in the long run. 

Free Tools List for Search Engine Optimization

A successful and effective SEO strategy may sometimes involve minimal cost or expenditure. But there are a number of free tools which can be used to rank high on search engines. Brands just have to opt for the right ones to achieve their business goals.

Below is a list of free tools to optimize a brand’s site:

1. Screaming Frog SEO Spider Tool

This tool crawls, analyses and then audits any site from the perspective of on-page SEO. This tool is extremely useful especially if brands plan to analyse websites that are of medium or large length, where it is very difficult and time-consuming to keep a track of all the data manually.

2. Google Analytics

Google Analytics helps track the majority of all traffic that is generated on a brand’s website. It displays all the pages that receive the highest number of clicks and impressions from Google.

If brands track the click-through-rates then they would know the pages which have the highest CTR.

3. Google Keyword Planner

For brands to rank on the top of SERPs, they need to have knowledge of what exactly people are looking for. This can be easily checked with the help of Google Keyword Planner.

Brands need to enter a keyword or multiple keywords in the tool and it will provide various kinds of statistics – like monthly search volume, competition, suggested bid, etc.

4. Browseo

Browseo allows a brand to view their website in the same way a search engine would see it. This tool highlights the important segments of a website that are relevant for SEO purposes by removing all other distractions like styling and formatting.

Browseo puts emphasis on HTML codes so that the structure of a webpage can be easily determined. This tool does not need to be downloaded or installed, the URL address of the website only needs to be provided on the official Browseo site to get started. 

Browseo SEO Tool

5. Google Trends

With Google Trends, brands can analyse if there is a genuine market opportunity for a particular product or service. Brands identify the trending phrases and create content around them to remain on top of the search engine results page.

Google Trends provides an idea of how certain keywords perform around a certain course of time along with geographical locations.

6. Siteliner

Siteliner lets a brand identify the most important issues which may have a negative effect on its website quality. This tool crawls through the website and discovers problems like duplicate content, broken links, internal page rank and skipped pages among others.

A live report is generated combining the important data which has been extracted during the entire search process of crawling. Brands need to provide the URL of their website for scanning and click on “Go”, and the tool will take care of the rest.

Siteliner SEO Tool

7. SimilarWeb

You can compare traffic ranking, engagement rates, traffic sources, keyword ranking, etc. between two websites using SimilarWeb. This tool is extremely helpful during competitor research.

SimilarWeb uses a number of sources instead of relying on a single channel to extract the most reliable and accurate data, further converting it into useful information. With these insights, brands can understand the performance of their competitors as well as their strategies, trends and customer intent. 

Similar Web SEO Tool

8. Google Page Speed Insights

With the help of this tool, brands can analyse the speed and usability of their website when opened on different devices. The website URL has to be entered and the tool will test the performance and the loading time of the webpage for both desktop and mobile devices.

It appreciates certain activities that are performing well and suggests improvement opportunities wherever required.

Google Page Speed Analysis for SEO

Search Engine Optimization is one of the most cost-effective and successful strategies that can help a brand not only achieve their organizational goals but also stay ahead in a competitive market.

It’s considered a “new age” marketing technique, which helps gain quantitative and qualitative website traffic through organic search engine results.

Therefore the implementation of strong and quality SEO on a brand’s website and digital platforms is always going to be beneficial to the brand and its marketing efforts.

Make sure to use SEO at the best of your advantage and try avoiding basic SEO mistakes. To know more about search engine optimization, leave us a message and we will get back to you!

 

Apart from bringing the world to a standstill, COVID 19 has made times quite alarming for most marketers. The uncertainty of this pandemic has made a direct impact on the lives of people and it has become a little bit difficult for businesses around the world to decide on the best marketing strategy at par with the situation.

Though many businesses have paused all their marketing activities owing to the crisis, the importance of running social media ads during this time cannot be overlooked. The results may not be the same as they generally would, but there can be other benefits in the long run.

Here are some top reasons why social media ads are still relevant for your business in the times of Covid 19 –

1. Upsurging social media usage

With so many businesses closed and people spending all their time at home, digital attention has increased exponentially.  Due to the ban on outdoor activities, social media platforms like Facebook and Instagram are witnessing a higher usage than normal.

According to Facebook, “their total usage has increased during the pandemic, with message volume up more than 50% over the last month in countries hit hardest by the virus.” This means that there is a better chance of getting more impressions for ads that are running now, and also a higher probability to reach your target audience.

It is better not to test or invest in any new campaigns or initiatives that may seem to be irrelevant in these times. However, the present campaigns that are running are likely to have agreeable market attention.

2. Low operating costs

The COVID 19 pandemic has brought a disruption in usual business, due to which a lot of marketers have paused or discontinued all their social media ad campaigns. With your competitors pausing their activities, there is a chance to capture the attention of the shared target audience and attract new customers for your brand.

low operating cost during Covid-19

Source: WordStream

The most important factor in this regard will be that the competition for targeting the same audience will be comparatively much lower, ensuring your operating costs like CPC, CPMs are less. In other words, lower spending and higher impact on your business.

3. Shift objective to brand awareness

Conversions may not be the right objective to achieve from social media ads at present as people are uncertain and more concerned about what is to come. However, this is a good chance to shift the objective to brand awareness.

In times of crisis, remaining connected and maintaining awareness is very important for brands to thrive, meet customer expectations and ensure long-term profitability. Brand awareness ad campaigns aim to generate maximum impressions among the target audience for higher brand recall.

facebook Covid Strategy

Source: WordStream

Brand awareness ad campaigns bring great results with a little spending, so this might be the right time when you have a tight budget and also realize the importance of awareness over conversion in these times.

4. Serve now, win later

A little change in your approach now can make you admirable and trustworthy in the eyes of the target audience in the long term. Be it discounts, freebies or access to premium content, providing encouragement instead of hard-selling in these times will definitely make a positive impact for your brand, not just now but for days to come.

This time of uncertainty is challenging for everyone. Maintaining the right balance between your business need and tactful communication is crucial to make it through the crisis. To know more about running ads during the COVID 19 pandemic, leave us a message and we’ll get back to you.  

According to reports, “some businesses providing essential needs are flourishing, while most are seeing performance drops of 20% or more from just two weeks ago.”

The Covid 19 pandemic has brought about a sudden change globally, including in businesses. A few companies have reportedly paused all their services for a temporary time period, whereas some companies are working from home to keep their operations running.

website traffic during covid-19 pandemic

Source: districtm

In this time of uncertainty, your digital marketing approach should be reviewed and adjusted in response to the global crisis at hand. It is only by strategic and tactful marketing that you can bring a positive difference for your brand and maximize results.

Here are some tactful and responsible ways of digital marketing to maximize your results during the covid outbreak –

1. Adjust your campaigns and timelines

What happened was very sudden, and nobody was prepared for it. In times like this, the first important step is to make an audit of your current campaigns to decide which ones to pause or continue and what new strategies to implement. 

If there was a major campaign in the pipeline, which may seem inappropriate in the current situation, it is absolutely okay to pause it or push it for later. However, it need not be scrapped altogether as the situation is likely to get better once the outbreak dwindles. On the other hand, some relevant campaigns can be moved up the pipeline if suitable. For example, if you are a healthcare brand and had scheduled a campaign on cleanliness and hygiene for later, bringing it up now is highly relevant.

You can also tweak your campaigns or messaging to be at par with the current situation. Apart from that, use this time to plan your content strategy and campaigns for the next moment – precisely the post-quarantine phase and understand what would be relevant and impactful in that phase.

working from homeImmunity boosting food

Tip: Every region/state is in a different phase regarding the outbreak or spread of the virus, so ensure to have a good understanding of the situation in your geographical business area before planning anything.

2. Focus on the images and language you use

For social media marketing, the way you communicate, both through words and visuals is very important at this time. With such a serious and sensitive issue in hand, scrutinize the messaging and the way your brand is communicating to its audience.

What to keep in mind?

Visuals – Avoid using visuals in your social media posts or in other communications that depict crowds, or a lot of people close or touching each other. For example, professionals working together in offices or outdoor social gatherings, etc. Also, if you have any campaign visuals that may be a bit difficult to understand or tricky, it is better to push it back for later.

working from home during covid-19 pandemic

Language – Refrain from using language that suggests proximity or physical contact during these times in important content places like social posts, emailer headlines, blogs, etc. Phrases like ‘get in touch’, ‘we work hand in hand’, ‘bringing customers closer’, etc are most likely to be scrutinized by all social platforms and can affect your reach. 

Tip: There’s no need to change the pre-existing content on your website, as this period is not permanent and things are eventually going to get back to normal.

3. Communicate with empathy

The sudden change in daily routine, working from home and social distancing is certainly tough for a majority of people. Therefore, having an optimistic tone of communication without capitalizing on the situation is very important for brands to leave a positive impact. For example, you may provide free shipping if you have an e-commerce business or give a discount on essential products, but using coupon codes like ‘Covid 19’ or naming the discount as the Covid Flash Sale would be tactless when dealing with such a sensitive issue.

As a brand, you should communicate the safety measures that you are undertaking for your employees and customers, as it is informative and fosters valuable customer relationships. 

safety measures during covid 19mandatory health check during covid 19

Also, if you’re publishing any news or updates about the pandemic, make sure it is verified from credible sources and mention the source too. 

4. Find alternatives to live events

The lockdown has resulted in the cancellation of live events that may have led to a loss of valuable leads. However, there are other options you can consider to make the most out of this current situation –

Donate to your doctor during covid19 pandemic

5. Plan your future messaging

It has been speculated that coronavirus can severely impact the economic growth of the country. As a business, what you can do is plan what your future messaging will be once the quarantine period is over and life slowly goes back to normal.

If we take the example of the 2008-2009 recession, post which when the world was under economic recovery, a lot of brands had launched campaigns that promoted positivity. The biggest example would be Coca Cola’s Open Happiness campaign. No matter the situation, the market is always open for optimism – so that could be the theme of your campaigns in the near future.

Even if it sounds like a cliché, the fact is that we’re in this together even though we are confined to our own homes. In these testing times, brands need to prioritize the safety of their employees and the comfort of their customers. As the pandemic recedes, eventually businesses are likely to bounce back. To know more about the best online marketing practices in these times for better results, leave us a message and we’ll get back to you.

On-page SEO is one of the many techniques used in search engine optimization to help the search bots understand a website better. To achieve a higher rank in search engine results, vital features like the meta title, meta description, heading tags and internal links should be optimized with slight changes.

The primary goal of on-page SEO is to optimize an article, blog or any content not only in a genuine and natural way but also smartly so that it is easier for search engines to pick out the targeted keyword and bring the target audience to the website.

Below are some of the most popular strategies used by SEO experts for on-page optimisation:

1. Meta Title

Meta titles are one of the most important factors in on-page SEO. If the title is relevant, attractive and correctly optimized, there will be an increase in the number of website clicks and the position on SERP will also be higher.

Brands should practice using targeted keywords at the beginning of the title or the H1 tag, or integrate them in the title. On the title tag, the same keyword should not be repeated more than once. 65 characters is the maximum character limit for a title.

SEO Meta Title

2. Heading Tags

Heading tags should be properly utilized by brands to highlight different headings, sub-headings and important points. Tags also give the content clarity which makes it easily readable and understandable by viewers.

An important point to be kept in mind is that Google’s algorithm is not very keen on using too many H2 or H3 tags, so it’s better to not overdo it.

3. Table of Content

Brands sometimes have to post content in long-formats like blogs and articles where the word count may exceed 5000 words.

With a table of content, readers are able to navigate such blogs and articles in a much easier way and it also helps earn jump links in Google search.

Long form of content for SEO

Source: Topicseed

4. Keyword Density

Brands should limit the usage of keywords in the content to around 1.5% with a mix of LSI (latent semantic indexing) keywords. To help search engines have a better understanding of content, it is advisable to use semantically related words.

The primary keyword should be used once in the first paragraph and once in the last paragraph or wherever it is relevant in the content.

5. Meta Description

A relevant and unique meta description is required for each blog post so that the interested audiences are compelled to click on it.

Brands need to work on user-friendly meta descriptions related to the post. It is wise and helpful to use targeted keywords in the meta description for the search engines to easily pick up on them.

Meta Description Optimization

6. Internal Linking

Interlinking of blog posts helps readers spend more time on a brand’s website or blog which in turn can also help pass page rank to other pages of that brand’s website.

Internal links, relevant to the original blog post allow search engines to know that the brand is providing more information within the blog beyond the current content that is being displayed.

7. External Linking

Apart from linking one blog to another blog within the same website, it is also a wise idea to link blogs to external websites but only if it is relevant.

The external links provided by brands should be of trusted websites only. In case of any doubts regarding the authority or popularity of the link of an external website, brands can use no-follow tags to avoid passing their link juice to potentially bad websites.

Do-follow links should only be used if the websites are trustworthy and no-follow links are for those that are less trustworthy. In the long run, this helps increase the credibility of the brand. 

8. Engaging Content

It is important for brands to learn how to engage their audience through content in a manner that appeals to them. One interesting way to make blog content engaging is to ask a question first to increase the curiosity of the reader and then provide the answer.

If the content published by brands is not building interest among the audience, there are high chances that the bounce rates will increase and the rankings will plunge.

9. Schema

This is a technique which is under-utilised by SEO experts and brands. Addition of schema or structured data may help search engines better understand a brand’s content. 

For instance, adding a phone number and an email address in the footer is significant for visitors but not for the search engine. By the utilization of schema, a brand can provide context to its relevance.

Relevant schema can be used for blogs, articles and on a business website. The most recent type of schema is the FAQ schema which can help a brand improve its content ranking to a great extent.

Schema Code for SEO

To be successful in organic searches as a brand requires constant optimization for a combination of several factors that search engines consider to be important like technical, on-page and off-page factors. Since the search landscape is ever-evolving, it’s important for brands to make sure that their on-page SEO knowledge is up to date. To know more about on-page SEO techniques, leave us a comment and we will get back to you!

With the 1.3 billion Indian population instructed to stay at home to beat the coronavirus pandemic, social media has turned to be an almost ‘essential’ resource, working as a lifeline for a lot of people. Be it for news, updates, experiences, memes or just timepass, social platforms have become the go-to place for both information and entertainment.

While it is true that a lot of brands have been greatly affected by the virus outbreak, staying positive and planning your way forward can help you steer your business through this chaos. If the lockdown has restricted your work in many ways, take advantage of the ‘increased online usage’ to keep your brand on the forefront.

Here are some digital marketing strategies to implement during the time of Covid 19 outbreak –

1. Stay connected with your audience

The whole world is now dealing with the impact of this pandemic, whether they have been infected with the virus or not. Your audience too is now stuck at home, unable to go out, meet friends or visit their favourite places. This is undoubtedly a very small inconvenience if you see the larger picture, but it’s a little upsetting too. In other words, its the right time for brands to show some empathy.

The key strategy here is to stay connected with the audience through social media, but without being pushy about sales. Engaging with the audience and keeping them updated and entertained can help your business gather the right attention. Hashtag challenges like the Quarantine Bingo challenge or photo upload challenges can keep the audience engaged and connected. Apart from that, using your business to contribute some way to the needy people in this time can also uplift your brand image while you do a greater good for society.

For example, Zomato, even though being an online food delivery business, has been encouraging people to have home-cooked meals through their social channels to maintain social isolation. Apart from that, with Zomato Feeding India, the brand is encouraging its customers to make donations to provide food to daily wagers who are likely to suffer the most with the Covid-19 lockdown.

Zomato marketing strategy in Covid 19 Pandemic

Source: Instagram

2. Consider PPC Ads

With the lockdown and people being restricted to their homes, they are spending much more time in front of screens, which brings a good opportunity for brands to connect with their customers and stay ahead of the competition.

Research states that “cost-per-click has known to be decreased by 6% across all verticals” thereby reducing the amount you need to spend as an advertiser for every ad click. With many businesses having ceased their operations in this time of uncertainty, the reduced competition can help you capture more traffic as well as conversions. 

3. Ensure to continue your SEO campaign

Halting your SEO campaign now can prove to be detrimental for your business in the near future. Without proper content and website optimization, it would be like a freefall from the search engine results that can incur a great loss to your business. 

The virus outbreak is most likely to fade in a few months, and as normalcy returns, the purchase behaviour of customers is also going to stabilize. Your SEO strategy now will definitely have an impact on your organic search engine results –  two months later. Even if you see your competitors pausing their SEO due to the uncertainty of the future, make sure to keep improving your ranking and prepare yourself for the bounce-back.

As people are mostly staying at home and looking only at nearby places for supplies and services, make sure to keep your local SEO optimized. If customers find your business in their geo region, they’re most likely to approach you first.

Improve Local SEO

Source: Databox

4. Add flexibility to your business

It is true that every business will be affected due to the virus outbreak and the lockdown, but finding the right ways to connect and help your customers can keep you relevant in these times.  To achieve this, you need to be flexible and work according to the current situation. For example, a lot of local restaurants are offering curbside ordering or parking lot pickup – to ensure lesser human contact and greater social distance.

Other businesses like gyms are completely shut till further notice. However, brands like Rush Fitness are uploading home workout videos on their social channels so that their clients can continue exercising and stay fit at home.

business strategy in corona virus pandemic

Source: Instagram

With traditional marketing being stalled, digital marketing will be more in focus with people consuming more of digital content while in quarantine – thus making it a good time for brands to get noticed and remembered. Moreover, you can also share the latest news, updates, preventive measures and inform customers about your hygiene practices.

Covide 19 safe guide corona virus safe guide

5. Refrain from panic decision making

In these trying times, staying calm and making strategic business decisions is important to survive the crisis. Make sure to analyse the available metrics and data before deciding your next step. Knee jerk reactions will do more harm than good. Remind yourself that the economy is not locked down, customers still need goods and services and they are searching online for the same.

With work-from-home and video meetings, it is likely that you’re saving up some time. This time can be utilized to upgrade your digital marketing. So, if you need a website redesign, SEO audit or revision of online strategies, now would be a good time to do it.

This is a difficult and challenging time for every business, but with progressive thinking and a proactive approach, you can position yourself to achieve success and flourish in the times to come. If you need any assistance for your business or would like to know more on the way forward for your brand, leave us a message and we’ll get back to you soon.

Stay home, stay safe.

With coronavirus declared as a pandemic, social isolation has become an important precautionary measure to fight the spread of the virus. Ittisa has also been working from home, with all of us self quarantining to protect ourselves and those around us.

Work from home may feel like bliss for some, for some it may be a terrifying thought while for others it’s more simple – Netflix and chill! We think it’s none of that.

Based on experience, here’s our list of best practices to keep yourself sane and maintain your productivity at work in the time of Corona –

1. Don’t Jumble up Your Regular Routine

Working from home means no commuting to the office, but that doesn’t mean going straight from the bed to your laptop!

Instead maintain your daily routine just like you would while going to work. Wake up when you normally do, brush your teeth (yes please) and take a shower. Dress in proper clothes – ditch the pyjamas.

how to work from home

You ask why is this important? Being mindful of sticking to a routine prepares you for the workday by creating a distinction between lounging at home and actually working. If you have a 9-5 work schedule, stick to that. We know it’s easy to lose track of time while working at home, but if you can’t maintain a work-life balance, you are likely to be easily exhausted.

2. Create a Work Corner (not the bedroom)

In these uncertain times, when none of us really know when we will be able to go back to work, create a work-nook at home for better productivity. This place should ideally never be your bed. Reserve your bedroom for relaxation and sleep. Set up a workstation in a guest room, the dining table, or even a small desk and chair in your bedroom works if you don’t have any other option.

Working at a desk will give you the feeling that you’re working at the office, and also help maintain good posture and avoid distractions. Keep it tidy and set it up like you would in the office.

make a work corner for WFH

3. Don’t Keep Sitting

Since there’s no chance to walk over to a colleague’s desk for a quick discussion and no friendly chai breaks – we tend to sit in the same place for longer hours. Be mindful and keep a check on how long you’re sitting and make sure to get up and move every hour. A standing desk also helps. 

don't keep sitting while working from home

You’re already saving travel time, so use the extra few minutes for some light at-home exercises to keep both your body and mind in shape.

4. Stay Connected With Your Team

It’s true that you can’t meet your colleagues but you can always stay connected. We, at Ittisa, keep in touch on Slack, while conducting meetings on Google Meet or Zoom. As a regular custom, we also set up regular video conferencing before we begin the day to stay updated, and ensure a smooth workflow.

Ittisa WFH making it productive

It is really important to communicate for inspiration, creativity and to maintain a sense of normalcy. The feeling of togetherness is sure to keep you motivated even when you’re distant from the team.

5. Relax. Breathe. Get Some Fresh Air

Take a break, whether you have a KitKat or not.

Just like you take office breaks, it is important to take breaks even if you’re working from home. Make the habit to get up and look away from your screen for at least 5 minutes every hour.

relax breath while WFH

Taking small breaks will help you think more clearly, work faster and increase productivity. So spend a few minutes roaming in your balcony, play with your pet, water the plants or have some tea. And you never know, you may even have your ‘eureka moment’ while staring at your cat.

A Few Preventive Measures While You Work From Home –

1. Your smartphone, tab and laptop are most likely to be overused at this time. These portable devices carry more germs than you can imagine. Clean them on a regular basis, preferably with an alcoholic wipe. 

2. Wash your hands frequently for 20 seconds with soap & water. Alternatively, you can also use an alcohol-based sanitizer.

3.  Avoid touching your face as much as you can. Try writing “Don’t touch your face” on a piece of paper and keep it at your desk to remain cautious.

4. Cover nose and mouth while sneezing & coughing, but only with a tissue. Else, sneeze into your sleeve or elbow, but refrain from using your hands.

Given the current scenario, social isolation, though difficult, is extremely important to slow down the spread of coronavirus. But we need to remember that we are in it together, and we need to fight it by being supportive, careful, alert and safe.

So let’s give our best, even when it feels like we’re in house arrest!

These silos sufficed. Until they didn’t.

In a world of intensifying global competition, accelerating technological change, and rising customer expectations, that old model of having separate disciplines fails to innovate across them. Yet that is where the most transformative possibilities await. Ittisa, a digital marketing agency, is a place where technology meets design, design meets data which leads to excellent business strategies being conceptualized and together these achieve disruptive digital transformation!

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DIGITAL MARKETING FAQs

In today’s current, hi-tech and informative era, there is an evolution of several new digital marketing trends and strategies. Brands and business should now adopt and utilize the latest ones in their marketing campaigns for more success in their efforts.

Listed below are the latest trends that brands may incorporate in their marketing strategies to meet the desired outcome:

Marketing Trends

  • Lifecycle marketing
  • Conversational marketing
  • Insights-driven marketing
  • Marketing technology
  • Consumer privacy & KYC
  • Digital transformation and marketing transformation

Social Media Marketing Trends

  • The digital detox
  • Communities on social media
  • Micro and nano-influencers
  • Alternative platforms
  • Social media as customer service
  • The continued growth of Stories

Video Marketing Trends

  • Video personalization
  • A data-first approach to video marketing
  • Long-form videos
  • 360-degree videos
  • Integrating videos across the marketing funnel

Email Marketing Trends

  • Mobile email marketing
  • Email copy and design trends
  • AI
  • Trust in email marketing
  • Data-driven email marketing

SEO is important because the higher you rank in results pages, the more clicks and traffic will be generated to your website. And the traffic driven by SEO is organic i.e. you don’t need to pay for those visitors to get them to your website, unlike paid ads. SEO is cost-effective as well as improves user experience, making it more likely for customers to become repeat buyers.

One of the main reasons why digital marketing is so important for businesses is that it enables you to interact with the audience in real-time.

Digital marketing enables you to reach out to a global marketplace and interact with prospective customers to know what they are looking for. It also helps to reach out to more customers while spending lesser money than other traditional forms of advertising.

The USPs of digital marketing include marketing effectiveness, increased market efficiency, precise targeting, enhanced customer satisfaction & experience, increased customer retention, more revenues through personalization, increased cross-sell & up-sell rates and better ROI on investment.

  • Determine Your Accomplishments
  • Have a clear understanding of the Digital Sales Funnel
  • Create buyer personas
  • Ascertain where to find users at all the stages of the sales funnel
  • Implement specific guidelines to reach your goals
  • Incorporate automation & personalization
  • Look for loopholes in your digital marketing strategy

Ittisa is a place where technology meets design and design meets data - thus leading to the conceptualization of exceptional business strategies and a disruptive digital transformation.

Ittisa, a Google Partner agency, has experience of working with a diverse client list. We have worked with popular brands like Sunfeast YiPPee, KLF Nirmal, Aashirvaad Atta, Wahl India, Dogsee Chew, Red Chillies, ITC Snacky, etc and provided them with a transformative digital experience. We have also been recognized on popular platforms like Business Standard, Tech Story, Social Samosa, Forbes and Your Story among others.

Our strength lies in our crisp strategy, communicative content and excellent designs.

Yes, we provide our services worldwide. We have worked with clients across the US, Middle East & Europe.

At Ittisa, our aim is to be a one-stop shop for everything digital so that clients don’t need to manage multiple agencies. This also helps our clients get maximum efficiency out of their digital marketing efforts. Our end-to-end digital services include:

  • Social media marketing
  • SEO
  • Content Marketing
  • Email Marketing
  • Mobile Marketing
  • Search Engine Marketing
  • Video Production & Marketing
  • Performance Marketing
  • Website/App Design & Development

Design is the mainstay of Ittisa, and we are well-known for our highly creative, innovative and strategic design capabilities. We have helmed the responsibility of creating dynamic websites for brands like KLF Nirmal, Aashirvaad Atta, Red Chillies Entertainment, SmartKarrot, Dogsee Chew, etc. We have also designed and developed apps for Doctor Always, Vijaya Bank, Fiesta, MAAD, Shero, etc.

We approach our design & development services quite methodically using the following steps -

  • Identify - your brand & business objectives
  • Research - extensively about your industry & competitors to formulate a strategy
  • Develop - a wireframe & sitemap to define key features
  • Content - creation & placement decision for maximum impact
  • Design - visual elements to bring your website/app to life

A set of digital strategies based on certain indicators that allow brands to promote a product or service but only pay after the outcome of advertising is known, is called performance marketing. In other words, clients need to pay performance marketing agencies only when the agency delivers profitable or agreed-upon results like sales, clicks, leads, conversions and other beneficial marketing outcomes.

In data-driven marketing, brands use customer’s information for optimum and targeted media buying and creative messaging. It is a more personalized strategy which focuses on the strategy of being “people-first”. This helps drive a considerable amount of ROI for brands. Data-driven marketing makes the answers to questions like when, where, who, what actionable.