How to Get Started with Remarketing on Google Ads & Facebook

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For those of us who work in digital advertising, any chance we have to make our online strategic approach more successful is much appreciated.

Using remarketing (a.k.a., retargeting) is that chance.

It is a second chance to advertise, an opportunity to cross-sell or an opportunity to nurture your audience with your content marketing efforts.

Inversely, if needed, it is a way to exclude audience targeting and hold advertising dollars for new eyes only.

This Is Old News, Right?

Technically, yes.

Google began remarketing offering for display advertising as far back as 2010. Then remarketing showed up in search advertising in 2013.

So, yes, it has been around for quite a while.

Surprisingly, though, I only see a few new clients who are taking advantage of remarketing – or who even know what it is.

The beauty of remarketing is that our audience targets are what I like to call a “considerate” audience. They know who you are. – Read more

The Do’s and Don’ts of Interacting With Customers on Social Media

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If there’s one thing a brand cannot ignore today, it’s social media.

Gone are the days of just word-of-mouth or newspaper advertisements. Today, for most brands their customers are on social media and are ready to interact with the brand there.

The  most conservative business houses want to make their own facebook page. We are surprised to see fully operational websites of sanskrit publishers like Chaukhamba Orientalia and Dehati Pustak Bhandar. These are the companies which still operate from the narrow alleys of Varanasi and Delhi and their offices are still inside medieval buildings with just electricity as a modern gadget.

Interacting with your customers on social media is a crucial aspect of your marketing plan. But how does one go about it? Entrepreneur India spoke to start-up founders and experts about how they believe one should interact with customers on social media.

Why is Social Media Important?

In today’s day and age, conversations happen on social media. Umeed Kothavala, CEO and Co-Founder, Extentia, believes that social media has become a customer service center for businesses, large and small. Social interactions provide benefits such as increased exposure, lead generation, reduction of marketing expenses, improve online search ranking and develop loyal fans. “Understanding the platforms used by your audience is fundamental towards growing the business,” he said.

Given the large numbers of people today using social media for various purposes, Shenaz Bapooji, CMO, Shopmatic believes that social media marketing is unavoidable. “You have to actively engage with your customers on social media or you lose the opportunity to gain more users,” she said.

Be Open on Social Media . – Read more


5 Reasons Why Social Media Influencers are the Future of Digital Marketing

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Whether you’re scrolling past pop-up advertisements on a smartphone app, clicking through promoted products on your Amazon account, or laughing at cheesy late night infomercials; branded content touches almost every area of your everyday life.

In a world where connectivity is a prerequisite for both personal and professional success, marketing is impossible to escape, and modern consumers are bombarded with ads daily.

In the face of constant media barrage, people are simply tuning out the noise and focusing on their interests. A 2016 marketing report from Salesforce ended with the dire prediction that “consumers are now immune to traditional advertising and marketing strategies”, while a Forrester survey from the same year revealed that only 40% of digital advertisements are viewed by real humans. Edelman’s annual Trust Barometer puts matters into an even clearer perspective, consumer trust in traditional media is at an all-time low and trending downwards.

So, how do businesses connect to increasingly cynical audiences in a marketplace where attention is worth its weight in gold?

Influencers Are the Key to the Digital Marketplace
Over the years, brands like Jenny Craig, Calvin Klein, and Pepsi have used celebrity endorsements as an integral part of their overall marketing strategy. While these multimillion dollar partnerships can still be highly effective under the right circumstances, most movie stars and singers are not able to engage audiences past a few initial videos.

For example, in 2015, Emirates Airlines released a series of TV spots starring Jennifer Aniston to help spread the word about their new premium aircraft. The campaign was a success, drawing a respectable number of views on Youtube and some additional buzz on social media.

Later that same year the brand took their marketing towards a more digitally savvy direction. Emirates gifted the massively popular digital content creator and techpreneur Casey Neistat an early membership to their new premiere class service, in the hopes that Casey would share his experience on his substantially followed social media profiles. The gamble paid off, Casey created two videos praising Emirates new services. To date, these two videos have received over 11 million and 52 million views respectively. Alongside the public attention, the plugs earned Emirates glowing profiles on trade magazines such as Adweek, Maxim and GQ.

With a fraction of the investment, Emirates was able to connect to a new demographic and build its image as a forward-thinking, customer-oriented airline. – Read more

How Instagram’s algorithm works

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Instagram users were missing 70 percent of all posts and 50 percent of their friends’ posts before the app ditched the reverse chronological feed for an algorithm in July 2016. Despite backlash about confusing ordering, Instagram now says relevancy sorting has led to its 800 million-plus users seeing 90 percent of their friends’ posts and spending more time on the app.

Yet Instagram has never explained exactly how the algorithm chooses what to show you until today. The Facebook -owned company assembled a group of reporters at its under-construction new San Francisco office to take the lid off the Instagram feed ranking algorithm. – Read more

How to Determine the ROI of Your Social Media Marketing Strategy

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Social media ROI comes down to having a strong understanding of what your goals are, what you plan to do, and what you’re looking to get out of it.

With more than 50 million businesses owning a Facebook Business Page and 94 percent of B2B organizations relying on LinkedIn for content marketing and distribution, it is clear that social media is continuing to grow.

With so many new businesses breaking into Social Media, it is no wonder they can often times feel overwhelmed and find it hard to determine the impact it is having for their business.

Social media ROI comes down to having a strong understanding of what your goals are, what you plan to do, and what you’re looking to get out of it.

Let’s review some key steps to building a social media strategy that results in definite ROI.

Social Media ROI Definition
ROI is getting a return. Obvious, right?

But when it comes down to how to calculate social media ROI, it isn’t just the result of revenue minus expenses.

ROI is value received in return of an investment.

The value you receive as a return on your social media marketing investment might include increased:

  • Customer lifetime value: Transactions — sales
  • Customer referral value: Referrals — leads, traffic
  • Customer influence value: Word of mouth — branding, reach
  • Customer knowledge value: Information — market research

You might be interested to know that engagement is the social media metric most important to respondents of Search Engine Journal’s 2017 state of digital survey. – Read more

From C to B: How Instagram Stories Offer Value to B2B Brands

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Since its launch in 2016, Instagram Stories has largely been the domain of individual users.

That has made it a great destination for B2C brands, which have used the Snapchat rival to strengthen their brand and connect with their consumer base.

B2B brands, meanwhile, have largely stayed away. To some degree, this has been a product of limited functionality that restricted a brand’s ability to drive the kinds of results that B2B brands are seeking on social platforms (more on that later). But it’s easy to build a case that the B2B avoidance of Stories has as much to do with a lack of imagination as anything else.

And, as Stories continue to gain traction among users, those B2B marketers are finding they can’t so easily write off the social channel, despite its challenges. Instagram Stories needed just nine months to overtake Snapchat’s user base: As of last October, the feature surpassed 300 million daily active users, according to Statista. And Marketing Land reports that branded content published through Stories earns a 15 to 25 percent swipe-through rate, on average.

Even if you take the cynical view and assume B2B content can’t match the potential enjoyed by B2C brands, those numbers should still be all the encouragement you need. Meanwhile, enhancements to the Stories experience are specifically serving B2B interests and making it easier to accomplish marketing goals through this channel.

Here’s a look at how Instagram Stories could support your B2B social media strategy.

The Big Add: External Links for CTAs
Instagram Stories have done a great job of cultivating an experience that attracts users in droves. That’s exactly why it was able to grow so quickly (its built-in Instagram user base didn’t hurt, either). But for B2B brands using social to drive referrals and leads, no feature has been more pivotal than the introduction of external linking for individual pieces of content.

This is a huge advantage of Stories over traditional Instagram content: On the platform’s main experience, the only URL you can post is the one included in your user bio. But Stories let you add a new external link anytime you post a new piece of content. This turns each piece of content into its own referral opportunity, and it allows connected pieces of content to be organized into a living content funnel: While the experience of watching multiple piece of connected content can function as a content funnel, qualifying users and leading them toward a conversion, each individual piece of content can potentially serve as its own CTA, leading users to a corresponding external destination relevant to their position in the content funnel. – Read more

The Rise of Social CRM and Why Your Business Needs It?

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It has taken a long while for Social Media to evolve as a marketing medium for businesses.

Though the B2B space has been slower to grow on this channel, many brands have started to make the most of it. Today, about 85% of B2B marketers use Social Media in one way or another, and they see results.

You may be one of that 85 %, however, are you leveraging social media to the extent you should? Also, are you doing it in the right manner? Social Media, today is a double-edged sword that can be highly rewarding as well as dangerous at the same time. More than 70% of your customers would expect a response from you within the hour, and if you do not, you will probably get an adverse reaction. Social media can beget real-time results but can be quite a minefield, tread carefully.

The way to tread carefully can get tedious, however, integrating your social media assets into a CRM [Customer Relationship Management] system can make it easier. This will not only help you avoid the pitfalls but also enable your business to address customer queries and service issues much faster. And finally, it will help you generate and nurture leads efficiently.

This is where Social CRM steps in. Keeping in mind the required best practices, let us see why you should use it and what benefits can it bring you.

  1. The visibility boost: Search engine optimization has always driven organic marketing and the keywords or key phrases have already debuted in social media. With social media entwined with search engines, it is to your advantage if can integrate those keywords or key phrases into your social media posts, videos or whatever kind of content you post. This is very important since customers need to find your business and the first place they would look at is the search engines.
  2. Influencer marketing: According to numerous studies, it has been found that over 90% of customers trust reviews and recommendations from other people before they make a buying decision. This is where the importance of influencer marketing comes to the fore. An influencer is someone who is an expert in your niche and has a great many followers on FaceBook, Twitter or LinkedIn. Through Social CRM you can keep a tab of influencer activity, and if you choose to engage with them, you can do it with ease. Being a part of their conversations is a very good idea and getting them to speak about your brand is even better. You will need to build a relationship with them slowly before you can engage them to your advantage.
  3. Internal Resources: The best way to get ahead with social media brand building and lead generation are to engage with your customers and offer them world-class service. So much so that they should turn into your brand advocates and speak about you on social media. Another method to gain traction on social media is to engage your employees and create social media accounts for them. They can use those to build your brand. OF course, having a social media manager onboard will go a long way in achieving these objectives using the Social CRM.
  4. Technology to the rescue: Using a Social CRM brings its advantages in terms of making it easier to respond on multiple social media platforms with immediacy. Honestly, all social media interfaces are built for individuals and not for businesses, therefore taking care of many accounts together can be slow and painful, not to mention the limitations that these social platforms come with. To mention, CRM’s are built on the foundation of analytical functions, and they can generate some insightful reports in no time which makes figuring out an effective strategy becomes much easier.
  5. Content is king: This has been reiterated time and again and content on social media needs to be spot on. Social media is a really fast draw, and one has to be on their toes to leverage the full potential. If you see an opportunity and don’t act on it, be sure that your competition has already swung it his way in no time. There is a lot going on – videos, events, freebies, offers, discounts, live feeds and many others wherein taking care of everything in real time can become challenging. A Social CRM can make your proactive on many such goings-on, and you can leverage your leads before they get hijacked.

The above are only some of the benefits that opting for a Social CRM can bring to your table. There are many others which you will realize with use. The world has gone social, and so did you. To stand up in the crowd, it is essential that you opt for a Social CRM. – Read More


Digital Marketing Versus Social Media: What’s the Difference?

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Digital takes the cake in the modern marketing world and social media is an important slice. But, they’re not entirely the same thing.

Digital marketing is a cool Generation X who knows the ropes of the internet and how to market your company in classic world wide web fashion. Social media is a more casual millennial, the product of the Gen Xer’s, who bucks against anything traditional and stays connected to the world 24-7.

You need both to spread your message effectively.

Let’s see how understanding ways the two intersect, and stand apart, benefit your business.

By the Book
Digital marketing is any brand messaging or advertising you do on the internet. It includes creating or managing:

Pay per click advertising
Your website
Email marketing
Digital campaigns
Digital ads
Digital branding
Plus all of social media

– Read more






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Influencer Marketing Is Under Attack: Six Reasons It Still Works

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Building a business on the periphery of platforms you don’t control is always fraught with risk. Add influencer marketing to the industries that didn’t exist pre-social media, and count it among those that have thrived on the backs of the social network infrastructure. In part because of this, and in part, because it’s a new form of endorsement marketing, lots of folks are challenging the premise of influencer marketing.

I’ve been working in influencer marketing since 2008, and my team and I have run over 150 such programs over the years. That gives me a unique perspective on what’s changed, what’s working and where the challenges are in influencer marketing.

Challenges With Influencer Marketing

Today, if all you read are headlines of the marketing trade publications, you could be excused for believing that influencer marketing is, at best, under attack and, at worst, a dubious marketing method. Consider: – Read more


How does… Instagram’s IGTV work for marketers?

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Socialbakers’ Yuval Ben-Itzhak explains how Instagram’s new long form video feature, IGTV, will work for marketers, influencers and brands.

Instagram has seen impressive growth since its acquisition by Facebook and it is rapidly becoming the most engaging platform for brand marketers. From Stories to Carousel, marketers have more content formats than ever to choose from on the platform.
The recent launch of IGTV is opening up yet another avenue for marketers to explore, as they leverage the platform to grow and engage their audience with longer content. It certainly seems Instagram can only win.

By offering marketers the chance to share original user-generated content via the IGTV app, Instagram is making itself even more attractive. With 1 billion users on Instagram, a ready-made audience for content creators, it’s likely that IGTV will be an appealing place for influencers and brands looking to grow and engage their communities at a deeper level. – Read more