social media metrics

2 Important Ways In Which Digital And Social Media Metrics Help In Business Development

Both the Digital and Social Media Metrics help out a lot in monitoring the development of a business. It is necessary to keep simultaneous track of both these metrics to understand the required changes. These often help a lot in keeping account of the ROI and also of the changes and development encircling the same.

1. Social Metrics

While many brands and companies may convert the number of likes, retweets or shares as the accountable metric, they are just not enough to give an impactful insight. It needs more. One of these social media metrics include:

  • Tracking with Bounce Rate

It is much easier to keep track of the number of people who click on the content that you post on any of the social media platforms. These click-through rates are an important tool to keep track of the social metrics but it is not enough. It is important to keep track of the click-through rates in addition to bounce rates.

Bounce Rates are a great tool to keep track of the visitors who leave your website just after visiting that one single page they found the link to the social media account. This helps in keeping track of the people who have been redirected from the social media and then compare the same with the normal website visitors. The tally between the two gives a clear result if the Social Media Campaigning is being effective.

2. Digital Metrics

The digital marketing staples are not all that different from the social media ones. They also need a target audience driven engagement along with proper marketing skills to increase the ROI. Much like with the Social Media Metrics, the Digital Media Metric also helps in keeping track of the effectiveness of the campaign and look into the results of it.

One of these includes:

  • Overall and Channel-Specific Traffic

With the Digital Metric for measuring the overall traffic, you get a complete insight into the total number of people who have visited your website over the course of time. It is mainly sourced from Google Analytics and can also be broken down to understand the exact location of the traffic.

The channel specific traffic is the metric which mainly focuses on the page that led them to your website which can either be the direct link, referral link or sometimes the organic or social link.

Both the Digital and Social Media Metrics are going to vary from business to business. It is always best to focus on yours and try to enhance the same for better traffic, visibility and also exposure to the brand.

Brand Campaigns

Two Amazing Brand Campaigns You Ought To Know About

No, this isn’t exactly a “two of the best” or “three of the best” list where we go on and on about brands you have never heard of. But because of the impact they had on the consumer world, these companies and their taglines are our picks for two brilliant brand campaigns by renowned companies for now:

1. Nike: Just Do It.
Back in the early days of its inception, Nike – the sports- and fitness-apparel company – catered almost exclusively to marathon runners. And then the US in the 1970s was taken over by a fitness-frenzy, and Nike knew what they needed to do to surpass their main competitor, Reebok, who was selling a lot more shoes than they did. A few years later, in the late 1980s, Nike created the “Just Do It.” campaign, which was a massive hit – In 1988 Nike sales were at USD 800 million; and by 1998 its sales exceeded USD 9.2 billion.
“Just Do It.” is short and sweet, yet it captures everything people feel when they strain their muscles in the gym or on the field – the drive to push their limits.
What Nike did was ask some very important questions, which your brand should, too: What problem am I solving for my customers? What solution does my product or service provide?
By asking these questions and hitting the core of the issue, you, just like Nike did, will connect with consumers on an emotional level.

2. Volkswagen: Think Small
This was a highly successful campaign run by the German automaker during the first decade of the aftermath of WWII. Americans back then were willing to buy only American-made cars due to the war. They also believed that German cars were small and not up to the standard. The German company knew that they were small, and set out to rebuild the American perception about them.
They did this by admitting that they were small. And therefore – Think Small. In short, they wanted American buyers to think about small carmakers. They marketed their lesser-known yet high-quality products at affordable prices under the Think Small campaign.
The bottom line is that Volkswagen didn’t try to sell their brand as something it was not. Consumers appreciate honesty and price humbleness.

Another example of a great branding campaign was Proctor & Gamble’s Thank You, Mom, which had consumers tearing up with a beautiful message.

business blog

Strategies For Writing An Effective Business Blog Post

Although there are several tactics a business writer can employ to craft blog posts, there are few that separate the “good” from the “bad;” and fewer still that distinguish the “good” from the “perfect.” Although we may not entirely believe that there is anything called a perfect business blog post, we do believe there are a few strategies that the blogger could implement to write a business article that is as effective as “perfect.”

Before we dive into the strategies, we need you to lay a solid ground for your business blogging venture. This ground is made up of intention and desire to write. To go about this, ask yourself a few questions –

● Does my blog attempt to solve a certain problem from a unique angle?
● What can I write about that’s different from everything else anyone has written about that problem?
● Will my unique perspective help my audience?

In short, your blog – in this case your business blog – ought to blend the elements of uniqueness and audience targeting to turn their write-ups from good to “perfect.”

1. Add a provocative opening
According to Copyblogger, 80% of visitors read the headline while only 20% of them read the rest of the article. These numbers apply to business-oriented write-ups as well.
The introduction of your business blog – your headline and your opening paragraph – should be engaging enough for the readers to make them want to continue reading. Even if the rest of your article is amazing and insightful, without a captivating intro, the audience may never even click on the article or, if they do click, be interested in reading it further.

However, if you aren’t sure about your writing skills, keep your headline and introduction simple – resist the urge to be forcefully different or witty or complicated in your headlines. Your viewers will definitely click on your article’s link if the headline is clear and concise.
Add the catalysts mentioned in our introduction to your own; that is, put yourself in the shoes of your ideal reader and attempt to find the problems they would want to solve.

2. Add a relatable image
Don’t worry if you cannot find or create an image that explicitly reflects the theme of your blog post. You just need to find or create an image (relevant to your topic) that your audience can relate to. Successful bloggers and blog sites often use images that trigger certain emotions. Decide what emotions your audience must feel when they read your business blog, and add an image(s) accordingly. Add captions, too, if needed.

3. Make your business write-up clear
Don’t beat around the bush, don’t add unnecessary adjectives or flowery words, avoid verbose, and, as much as possible, steer away from using passive voice form in your article. Business articles ought to be professional, and you must make them so. By the time they have finished reading your article, viewers must be able to tell what they found to be different about your write-up.

4. Produce supportive data from outside sources
Business blogs are often met with scepticism as they are aimed at promoting a product, a service, a brand, or an idea. But that shouldn’t stop you from targeting your audience. You can meet the scepticism head-on with supportive data gathered from third-party sources. These can include customer testimonials, industry research data, expert perspectives, and influencer opinions.
These sources will improve your credibility and build trust among your audience.

5. Structure the blog in a clear way
Although business posts are generally formal and constructed using good vocabulary, they shouldn’t be made complex. And if words are your passion, you can still simplify your article’s structure to make it intelligible.
Make your paragraphs shorter, use proper headings and subheadings, use bold and italics wherever needed, and ensure smooth transitions between paragraphs and logical relation between successive sentences.
These strategies should work well for any business if they want to increase clicks, time on page, and social sharing of posts. Be sure to test these, and other, strategies and improve if the audience isn’t responding as expected.

Artificial Intelligence

Scale Up Your Digital Marketing With Artificial Intelligence

What is Artificial Intelligence?

Artificial Intelligence is that activity where machines are made intelligent enough to work appropriately with foresight in its work environment. Every billboard in the office bay is talking about AI. Does that mean AI is going to conquer the entire workspace..? Or are we going to lose our jobs..? Hold on, it is just the beginning there is a lot more to come.

The power of Big data and Data analytics has brought enormous revolution in automation. Digital Marketing is one of the many fields that this wave is disrupting.
AI in digital marketing has already made its presence and started easing the lives of users and marketers. Here are some of the areas that AI can be tried out to make your life easier.

Natural Language Processing

This field focuses on the ability of a computer to learn and be capable of processing a human language to the level where it can understand the meaning and formulate responses. When the machine can understand language, sentiments, feelings, and opinions, it makes it easier for brands to understand customers on a global scale rather than just as local entities.

Use AMP Pages

Accelerated Mobile Pages reduces the load time of web pages when used on mobile phones. The faster the website more satisfied the customer. So, integrate AMP pages for the website.

Semantic Analysis

It is the analysis by which machines identify the basic, logical form meanings of sentences. Human beings know how machines speak, but it is difficult for a machine to understand what a human being is speaking. To this end, the machine does a semantic analysis. Some of the tools for analyzing semantics are Datumbox, Lexalytics, Bitext.

Segmentation

This is one of the most important aspects of Digital Marketing. Now, the target audience for any brand is not just decided based on geography, it also depends on location, interests, browser, and Operating System. Artificial Intelligence can be implemented in the segmentation section for the effective customization and personalization of the target audience.
Tool: SAP Hybris

Search and filtering

Rankbrain is the AI tool of Google introduced in 2015. It is used to collect the data of your search interest. With machine learning, engineers have less control over search signals and results. AI in search results is definitely here to stay.
Tool: Klevu

Today, AI may not be entirely substituting human efforts in a digital domain, but it is going to be the future of Digital Marketing.

video monetization

Top 10 Techniques For Income Generation Through Video Monetization

It is predicted that future of content is video. If this is the stat, successful video monetization for better audience reach is a mandatory exercise. Many marketers have failed miserably in improving their video monetization on YouTube or other platforms.

 You can monetize your video through:

1. Selling Ads

video creators sell ads before, during or around the video experience.

2. Pay-Per-View

Ask your users to pay for your video. This can be done only when your content is organically useful for the audience.

3. Sponsorships

Sponsor advertising brands; mention them in a special and unique way.

4. Merchandise

Sell or Buy your business related things.

5. Freemium or other hybrid methods

Give the video for free but do keep in-depth and personalised content reserved for paying members.

6. Licensing

Hold a copyright. You will be paid for the rights to use the license.

To monetize video at scale, the following are the video monetization platforms for you to choose from:

7. Brightcove

This platform is designed with Marketing Strategy. Publishing with its video marketing suite works great for lead generation.

8. Wochit

By using its library, it allows publishers to be video creators. It’s a pretty cool platform. Here you can combine various video snippets into storyboard with your own voice-over.

9. Liverail

It is acquired by Facebook in 2014. It gives ‘people – based targeting’ experience.

10. Kaltura

They offer “out of the box video portal”. It has some advanced integration options with other CMS platforms like WordPress.

For a successful video marketing, video monetization is a must. By following the above tips and using the platforms narrated you can make your video monetized. These tips and platforms would give you good revenue through video marketing.

seo trends

The Prominent SEO Trends Of 2018

With the rise in Global Smartphone users and having an outreach of two billion, this shows the popularity and relevance of mobile in the day to day activities of a human. The rise in mobile device users sends a powerful message to companies and small businesses all around the world that it is time to develop a solid mobile SEO strategy to capture the market and profits. Mobile first SEO strategy for a business is inevitable. Here are few SEO trends that will give you a picture of how it is evolving and in which way these are oriented.

1. A Mobile-First Strategy
A responsive website detects the device and adjusts its layout in accordance. This one-size-fits-all strategy will allow you to effectively capture the attention of your mobile users all the while satisfying desktop users as well. SEO also takes a performance of your site into account while ranking.

2. Survival of the fastest
Speed is big. It is a major factor in ranking, it may be part of UI/UX but it has prioritized role in determining ranking. Google expects pages to load in under three seconds. Jump to Content Analysis and test the pages if they fulfil the performance criteria or not.

3. Relevance
Posting relevant content should be a top priority for firms. Google assesses content quality by Latent Semantic Indexing. So make your content comprehensive.

4. Voice search is the real deal
The ratio of voice search is growing faster than type search. Voice search calls for a whole new keyword research routine. Voice searchers use normal sentences instead of the odd-sounding statements. Use Rank Tracker to assist in finding voice search queries that users are likely to ask.

5. Personalized SERP
If the searcher clicks on your listing, then you’re becoming their preferred entity, and their subsequent searches will most likely include your site as the top result.

With over 190 factors in Google’s algorithm, SEO is a complex science. The ever-changing nature of the rules of the game makes it a tough task. To help you stay ahead of the game, use these prominent trends that are gaining momentum and reap success by including all the above-said trends into your SEO strategy.

sentiment analytics

Four Ways Sentiment Analytics Advances Businesses

Businesses try to know what customers are talking about their brand and to get these feedbacks, they look into customer reviews. Viewing customers’ emotions and perceptions as valuable commodities are important to any brand, and these sentiments can be analysed to some extent using automated software tools.
Sentiment analysis can be applied to social media platforms and blogs to study audience behaviour and judge whether the opinion of a certain customer on the company’s products is a liability or an asset to that company.

  • Proactive Business Strategies
    Brands can drive effective business decisions by incorporating sentiment analysis into their business, gathering customers’ opinions on their brand from various social channels and blogs.
    Apart from attaining customer feedbacks on company blogs, forums and social media channels, brands can even gauge their competitors’ performance in their niche. To this end, sentiment analysis provides event analysis, adaptable categories, and automatic reports.
  • Meticulously Measure Audience Behaviour
    Sentiment analysis makes it easier for brands to measure their audience’s reaction to their business moves. Brands can take these feedbacks as inputs to curate their next business plan effectively.
    For instance, back in 2015, Nestle’s Maggi was accused of violating permissible lead levels after it was found to be using an excess of the metal in making one of its products. However, Nestle mitigated the issue by bringing the lead levels down to below the threshold, making its way back into the market. Marketers can from this case draw a lesson on valuing audience safety and making the necessary changes in their products.
  • ROI Of Marketing Campaign
    By performing sentiment analysis on a marketing campaign, marketers can measure their campaign mentions (positive or negative) online. Moreover, brands can scale accurate ROI rate of a marketing campaign by taking qualitative and quantitative measurements into consideration.
  • Strengthens Customer Service
    Experts suggest that sentiment analysis (by monitoring customer interests) is an effective way to support customer service. Especially for B2B businesses, it is very important to tune into customers’ feelings towards their brand. By knowing negative dissatisfaction before negative sentiments, brands can improvise their service and convert a bad customer experience into a good one.

Brands, by using sentiment analysis with caution, can use it as an influential tool to get into the minds of customers and leverage their brand befitting to their audience sentiments.

Branding

The Beginner’s Guide To Branding

The textbook definition of branding is a name, a symbol, or a design that is associated with a company or enterprise, and differentiates it from other companies or enterprises. However, brands are quickly evolving to adapt to the increasingly competitive environment, redefining the conventional meaning. Branding is now defined in terms of who you are, where you desire to reach, who people perceive you to be, and what makes you unique.

And while people are building a perception about you, they generally are judging you in terms of your abilities to out-innovate, your experience and reliability, and your products’ cost-effectiveness.

However, this doesn’t mean that the evolution has rid brands of their need to employ traditional branding techniques. They just need a lot more than those to communicate their brands.

Now that you have a working definition in place, it is time to devise a brand strategy. To lay out a clean roadmap for your branding endeavors, you need to define where you advertise, what you advertise, distribution channels you use for advertising, your target audience, and the quality of the content you communicate.

Strategic branding leads to stronger brand equity – brands with a high added value can charge more for a product than a generic one. For instance, you would pay much more to buy Adidas shoes than that of a lesser-known brand’s.
And the added value comes in the form of perceived quality or emotional attachment to the brand. This can be achieved through ad campaigns that endorse the brand’s intrinsic values instead of just its features. Nike, for example, promotes international athletes in ads to sell its products. The more popular the athlete is, the higher the chance of conversion.

And in order to start the branding process, you first need to define your brand, which can be a difficult, time-consuming yet rewarding task. It requires understanding of your company’s mission, the benefits of its products and services, your current public perception, and the perception you want them to have at the end of the branding process.

Once you have defined your brand, you can move on to the branding phase, which involves:

1. Designing a relevant logo. The style of the logo should represent who you are as a brand.
2. Creating a brand message. What message do you want your brand to communicate? Both your employees and your customers must be aware of your message.
3. Maintaining a style for all your content and communication. If you decide on being formal and articulate, maintain that throughout all your channels of communication. This will reflect on your brand. If you are informal, maintain it throughout.
4. Developing a tagline. Write a caption for your brand that will stick with customers forever. For example, Apple uses “Think Different,” as its tagline.
5. Using consistent designs and brand standards for your marketing materials. Being inconsistent with colour schemes and brand logo placement is bad for business as you will become less memorable.
6. Delivering on brand promises. For example, the IT company, Accenture, promises, “High Performance. Delivered,” under its logo and it must be true to it.

To paraphrase, you must quickly adapt to the rapidly changing marketing microcosm by changing your definitions drastically and redefining your brand strategy, and then be implementing traditional techniques to raise your brand equity and public perception.

content marketing

Why Content Marketing Works In All Cases?

Whatever the way a business organization chooses to market its products/services, every marketing activity finally boils down to sales. When there are different types of marketing, it is normal for a business organization to have a question the best type to go with. But in the digital world, it is difficult for businesses to sustain by sticking to one form of marketing.
So, businesses have to practice multiple forms of marketing to beat the competition fuelled by digital technologies. Among all other forms of marketing, content marketing occupies the pivotal position as it sets the tone for all marketing strategies. Here are a few important points on content marketing.

What is Content Marketing?

It is all about leveraging a form of content to pitch sales for a wide range of audience. It involves brand storytelling, passing information, advertising, and calling to action.

Why is it important?

A good marketing strategy may fail with a poor structured content. As businesses need the attention of the audience, an eye-catchy content with an intended purpose can meet the marketing objectives. With the surge in the social media channels, Content marketing assumed more importance. Based on the target audience, businesses have to develop Content. Visuals, infographics, Videos, and other forms of media content are ruling the social media.

Businesses need to rely on different forms of content to beat competitors.With content in hands, businesses can deal with different issues ranging from PR to Reputation management. Above all, the best part of content marketing is it gives a unique way for businesses to reach the audience. So, with an effective content strategy, businesses can outperform their peers.

viral content

Viral Content, News Jacking, and News Void

News-Jacking is really simple – you grab a major story or trend, use it to reach influencers, build connections, generate social media traction, and drive site traffic; and then you reap the profits. Or, that is what we were told.

More than what the paragraph above reveals, you must go through several steps before you do it right. To underline, in order to succeed at news-jacking the story at hand ought to be newsworthy and trending. Also, the story has to fill a news void.

We will explain you what news void is over the next few paragraphs. Here is an example you need to know. Back in the summer of 2014, a campaign to raise funds for the ALS Association went viral across social media. The person had to pour a bucket full of ice and icy water in order to partly feel the pain of patients of a motor neuron disease called ALS.

The campaign took place for over a month, and went from a few Facebook videos to the lead story on most cable news shows in no month.

When we say viral, we mean scores of Internet users watching it within narrow intervals of time.
Back then, if you wanted to write a story you would write on stories surrounding the Ice Bucket Challenge. But the challenge was – precisely what do you write about? Everyone wrote about celebrities and their ice-bucket nominees. You could write about the charity foundation and their work, or about the disease itself.
A news void is nothing but an empty thought-space about the angle which you want to cover the story from. You can think about anything from covering news about the disease and the celebrities promoting the campaign, through to infographics and animation to help spread it further.
This news void needs to be filled with relevant content that will make the story go viral. And research is one way to go about.

How Proprietary Research Helps Stories Go Viral
You can then harness this research in many ways, including interviews on the topic by renowned publications that are looking to cover your data. However, the data itself doesn’t have to be new to be newsworthy; it just has to be relevant to the story.

Secondary Research

It isn’t always possible to discover new stories or do new research in a field. You’ll need to get a little more creative with data that’s been published elsewhere. Once you’ve found some interesting data, you can analyze it in a new way, combine it with data from additional sources, display it in a more interesting way, or combine these two options to come up with a unique take on existing data.
While proprietary research may be tough to come by, it is totally possible to create content such as infographics for, say, the suggested example about the ice bucket challenge. However, the tough part is to find the part of the story that hasn’t yet been explored.
Conclusion

Proprietary research and findings are a great way to go about despite the difficulty. What’s important to note is that you must have a unique take on the story idea to make it viral. This can be achieved by interpreting data in a new way or spinning it around for a specific audience or niche. It can help your story traction and create a newsworthy piece.