Tag Archives: marketing

Make sure your email gets opened

Make sure your email gets opened

Consider a scenario where you have just launched a new product and you are eager to tell your customers about it. Your graphics and content team has spent almost a week in designing a perfect email that would efficiently convey your product. You add the email addresses of your customers and hit “Schedule”. However, when you check out the email stats the next day, you find that not even 5% of those emails have been opened by your customers. This creates a storm inside your head and you start to wonder what went wrong and scout different possibilities by which you can improve the open rate of your emails. Basically, it is no rocket science to make your email look appealing to your customers and all you need to do is just follow a few basic rules which are mentioned below.

1. Write an attractive subject line: Consider that you have received two emails with the same context but one of them has a subject line “Request for review on your recent purchase from Amazon” while the other gets a subject line “Hey Sam, did you like your new product?” In this case, the second email is more likely to get opened than the first because it is personalized and has an attractive subject line which will make the customer click on it. Another way to get your email opened is to avoid using “spam” phrases like “free” or exclamation points.

Write an attractive subject line

2. Create mobile-friendly emails: According to statistics, more than 50% of emails are read on a mobile device. Thus, it becomes necessary for you to make the first four words or 50 characters of your subject line very impactful because that is exactly what the mobile readers will see. There are specific programs like DedicatedMailer which allow you to preview how your subject line renders across a range of email programs and devices.

mobile-friendly emails

3. Make it short and sweet: To be frank, no one has the time to read a lengthy and descriptive email. If the message looks too long, there are high chances that it will get sidelined and will be revisited some other time (which means almost never). Your content should always be easy to skim and you can do this by using bullet points instead of paragraphs. Also, ensure that every paragraph is not more than five to six lines so that people would prefer to read it. Last but not least, always make sure that you cover only one topic per mail rather than squeezing everything into one single mail.

4. Include a call-to-action: By providing a call-to-action (CTA) you are motivating your audience to take that step towards becoming a customer or client. It becomes the determining factor between a lead and a conversion and hence is an important part of your email. Make sure that you add one CTA per email, but include it in at least three places in the form of text, buttons or combination.

5. Segregate your list: In case you are planning to send bulk emails to your customers, make it a point that you do not use the same pitch to all of them. Try to segregate your customers according to their spending habits, locality, interests, etc. and then hit ‘send’. Doing this will also ensure that your customers will feel more connected to you which would in turn help to increase your open rate as well.

Email communication is one of the most traditional yet effective ways of reaching out to your existing as well as potential customers. This method allows you to target multiple customers at a negligible cost which makes it a very productive marketing technique. So, make sure that your email steals the show the next time you are pitching something to your clients.

For further information, you may contact us or visit our website www.bmconsulting.in

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BRAND RELEVANCE

Brand Relevance

Success in the market can be measured through a customer’s preference for a brand. And that is what is known as brand relevance in the marketing language – something that you possibly can’t survive without in the corporate world. This is why even if certain brands are priced at a high value; customers prefer them over other low-priced brands in the market.
Relevancy counts majorly in a steep increment of your business ranking and once you understand the definition of relevance, it becomes very easy to generate relevant content. However, in this fast-paced world where technology and businesses are growing rapidly, even your best content starts losing its charm after a year or two. Thus you should concentrate on developing content with which the customers can actively engage or which relates to their needs and desires.

As the clocks ticks faster than before in the current era of immediate pace; brief and concise have become synonymous to relevancy. Content relevance can be achieved by generating short stories or updates about your product or service or even about the current trend in the market. This can help your customers to stay up to date with the market and also develop a trust in your brand.

Below are a few tips which you can use to maintain brand relevancy:

1. Develop customer-centric content: Everything you write, post and share about your business should be customer-centric. For doing this, you need to know your customers in the best way possible. You can start by studying the people you are targeting and understand their purchase patterns, their likes, and dislikes and even characteristics such as their age, background, job, gender, location, and income. This data will allow you to develop your content in a way that will prove to be beneficial for your customers. This content will be more relevant to your customers and they would be able to connect with your brand very easily.

customer-centric content

2. Develop trending content: No one likes to read about a service or a technology that is already on the verge of getting scrapped or updated. You need to stay up to date about the latest trends in the market and write about them so that people could learn something new out of it rather than wasting their time reading outdated content. There are a lot of sites like Facebook Trending or Google Trends that track the most viral and latest stuff in the market.

3. Personalize your content: A communication is done over the internet never leaves a lasting impression on your customer. However, it is not possible to meet every customer face to face and hence you are left with no option other than online communication. As a result, you need to maximize its effect on the customers by personalizing your content as much as possible. Make sure that you write about the region to which most of your customers belong to. You can even send a few of your followers some interesting and meaningful messages on their birthdays so they will feel special and might even spread the word about your brand. Once your audience starts feeling connected to your content, your business is bound to grow rapidly.

Personalize your content

4. Maintain consistency: Generating a lot of content on a single day and remaining inactive for the rest of the month will not make a good impression on your audience. It is vital to generate quality content on a regular basis but it is also important to maintain consistency while posting it. You need to decide a day of the week when your posts will make the maximum impact and you need to keep posting on that day every week so that it will form a pattern and your audience will know when to expect the next blog or post from your side. You can keep your blogs or posts short and crisp to maintain their relevancy in front of the audience.

Maintaining brand relevance is equivalent to maintaining the loyalty of your customers. You must take your time to understand what your customers want or might want in the future and develop relevant content accordingly, albeit by staying true to your roots and your brand values.

For further information, you may contact us or visit our website www.bmconsulting.in

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Creatives and Marketing

Marketing is empowered and driven by numerous factors – these are the actual building blocks of any marketing strategy that need to be enforced at all times. In almost all methods that are used for marketing, it is the ‘type’ of content that is important which has been used to penetrate through the target audience. As it has always prevailed among marketers – content is king and therefore, it is undoubtedly necessary to portray the content appropriately in order to reach out successfully.

CREATIVES-AND-MARKETING

Among the different types, content containing images, colour and visuals have by far caught the attention of population at large. Information is better absorbed if it is represented in a way that appeals to the target audience. In today’s world of haste and rush, we need to present the audience with information that can be quickly apprehended by them. Research proves that the brain processes images 60000 times faster than text, so there is the gateway open for creatives!

When the population to date is swiftly moving across a wide range if channels, devices, gadgets and screens; the compulsion to present content in creative visuals becomes even more prominent. Creatives have the capability of producing a focus for the customer who is relatively unstable. In a study conducted among 300 online marketers, 40.5% of them stated that 90 to 100% of their published content contained creatives in 2015. This percentage rose to 53% in 2016 (view source). This data is obviously followed by the fact that creatives go viral way faster than any other type of content. Visuals are easily captured by the human brain and thus increase the chances of being shared as well. The more easily the content is understood by an individual, the higher the probability of share.

Another typical feature of creatives is that it gives you the capacity to stand apart. Information may be the same or may be just general, for example ‘50% off’, but using creatives, you have the vicinity to display it many attractive and catchy ways. Creatives help you to present common information in a different way such that it can attract your consumers directly. Displaying information in creative format also increases the legibility and gives ease of reading to the consumer. Tweets that contain images receive 150% more retweets than those without images (view source). Facebook posts with images receive 2.3 times more engagement that those without (view source).

Messages are generally amplified and reach out further in creative formats. The human brain corresponds better to visuals and thus helps in propagation of information. If information is paired with an image or any creative, the human brain tends to remember up to 65% of the content even three days later. Images, colours and visuals resonate with your audience and incline to create a contact for you with them.

Without any second thought, creatives are extremely vital for any marketing strategy to be successful. 37% of marketers believe that visual marketing is the most important form of content for their business (view source). Optimising every aspect of marketing makes a difference in the final result. All marketing facets need designing and integration with creatives, whether it is content, landing page, social media or mobile marketing.

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An Overview of Content Marketing

digital composite of marketing graphics with office background

Content marketing is one of the crucial streams of marketing. If content is not noteworthy then no marketing expert or agency can give you a positive results. Moral of the Story is that “Content is King”.

Content marketing is a tool use to develop, publish or promote and distribute a subject matter to a targeted audience. Mostly content is in the form of blogs, though other types of content can also resonate well with your customer. Content includes:

  • White-papers and ebooks
  • Videos
  • Info graphics
  • Quizzes
  • Lists
  • How-to guides
  • Webinars
  • Q&A
  • Surveys
  • Interviews
  • Editorials/ Op-eds
  • Podcasts

The appropriate type of content for any business will depend on the business’ goals and target customer. For example, an architect provider targeting real estate developers of large residential complexes may benefit from creating a list outlining all the considerations that a real estate developer should consider before entering a deal. Contrariwise, a local catering aiming towards industrious occupied families/bachelors may benefit from a video showcasing the warmth and convenience of a home-made, freshly-cooked meal.

The first step in creating a successful content marketing campaign is to define your target audience, commonly known as user segmentation. Successful content marketers deeply understand their customers’ needs and desires, beyond just their sole interest in their products or service. For example, if you are marketing a food truck, you may define your target customers as young millennials who work within a 5-minute walk of downtown San Francisco and who enjoy trying fresh, healthy foods. The more narrowly you can define your customer, the better you will be able to define content to your target audience.

Content Marketing is used to widen the customer base. Content marketing is very useful to build trust with the targeted customer because we directly promote our content to the customer there is no curtain between the customer and the product or content. It gives clear idea of the product and is often used by businesses to:-

  • Expand their user base
  • Diversify their user base
  • Establish or Increase online sales
  • Increase brand awareness or credibility
  • Create an online community of users

It is important to check the performance of any marketing campaign, content marketing is checked on the following aspects:-

  • Number of visitors to a page
  • Time spent on the page
  • Click-through across pages/ photos
  • Number of emails collected
  • Demographics of visitors
  • Sources of traffic (i.e., SEO, social media, referral, direct)
  • Differences in buying patterns and user-behavior of visitors
  • Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel
  • Time spent on the page
  • Re-engagement (i.e., % of return visitors)
  • Click-through across product pages

Businesses who actively curate their content on these platforms have been able to expand their reach to new audiences. Visit http://www.bmconsulting.in/ for further Insights by the experts.

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Effect of Demonetization on Sales and Marketing

A successful business man does not restrict himself only to the account books. He or she always keeps an eye on surrounding events. And if the incident is that of demonetisation, then it is compulsion to be alert. As we are all aware, Demonetisation process is undergoing in INDIA – the currency note of 500 and 1000 are pushed out of the economy. Currency change results into the eminent shift in the paradigm of the INDIAN market. This decision of Honourable Prime Minister wobbled the INDIAN market. Many of us fail to decipher the dilemma created in the market after currency ban. This article will give you the clear picture of it.

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A sale of goods or services mainly depends on the following criteria:-

  1. A need or desire of a customer.
  2. Willingness to pay for the good and services to be use or purchase.
  3. Ability to pay for the good and services.

All three criteria must be fulfilled to sell the goods/services to the customer. If any one or more criteria are not satisfied then there will be no sale.

Demonetisation reduces the cash flow in the economy which directly affects the need, willingness and ability to pay of the customer. Because of lack of cash in hand, customers are not willing to buy any commodity or product. So there is decrease in the sale of the goods and services. If we consider the online marketplaces, most of the cash on delivery orders are cancelled by the customer because of lack of cash resources. It causes heft loss to all the online market places.

But In the era of digitisation the customers use the options like online banking or mobile wallet for the payment. There is no issue of cash resources as electronic money is used for transactions. So the revenue generated by it is unaffected. According to survey, sale of apparels, shoes, electronics is not affected at all. So we cannot say that the market is totally collapsed. Many sellers stop promoting and advertising their product at online marketplace under the wrong impression of not getting sale. It is suggested that you continue all the marketing campaigns as it will help you to improve your market index. This is the start of digital era and gradually the use of electronic money is going to increase to the extent of reducing the use of physical cash to lowest requirements. Our Prime Minister also focuses on the target of making India Digital. The future will be dominated by the trend of “GO CASHLESS”. Perception of all these aspects leads to the conclusion that continuing all marketing campaigns will help you to improve your market index. Market index is directly related to the market share for that product category. So this is the right chance for the vendors to gain some ground for them and create brand value.

It’s a time to expand you customer base by brand awareness and promotions. Visit http://www.bmconsulting.in/ for further insights and consultation by market strategist.

(Compiled by Nikhil Patil)

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Tracking the Client Conversion Journey

Marketing strategies are rather hard to apply in today’s chaotic epoch, with the clocks ticking faster than never before. As consumers, we are subject to all sorts of advertisements on a variety of platforms ranging from emails, messages, display ads and many more. In such situations, although it would be difficult to actually trace out the exact journey of a client lifecycle, it is of utmost importance to have a basic model that can be efficiently used by an organization and its marketers.

The excursion of a potential client from a requirement arising to contract signing with your organization gives you an ample space to proficiently make an impression on the client. Inbound marketing agencies ought to lay out their lead generation strategies on the buyer’s trail. There are three main stages that this journey can be divided into, which will be described in detail below. In a nutshell, these stages would describe the overall client conversion journey.

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  1. Reaching out – Brand awareness in the current market is the most vital point of capturing an audience. This point should be strong enough to appropriately pick up the correct target audience from the whole market. Making the first contact of your business with the audience occurs at this stage which is a ticking start for the marketers. It is a bit ambiguous for any organization to create exact goals in this stage since even the customer him/herself is usually not able to recognize this stage. One imperative point that the marketers should never overlook is that strategies that are applied at this stage should serve as effective (information) resources and not sales pitches.

Awareness can be measured using the following points:

  • Survey – carefully survey all your running customers and current prospects of how they reached you. Keep a record of all these points and pay more attention to these channels when creating your marketing strategies.
  • Identify the common search terms that are related with your organization and used widely in the market. Put yourself in the audiences’ shoes when researching on keywords and create content for SEO activities using these words.
  1. Driving the decision – Once you have gained the attention of potential customers, you need to drive them towards making a positive decision. Creating more contact and providing with more information is the key to mastering this point. Initiate contact by embedding contact buttons and live chat on your website. Make sure your contact details are easily visible on all your listings. You should also continue to write more blogs with the captured audience in mind. Working with you is highly beneficial – you know that, so convey the same to your audience. Create interactive contents like infographics, eBooks, videos and case studies. Share these widely throughout your corporate networks. Further attraction of decision driving can be done by offering free trials, packages etc. Marketers must make sure to make the right contacts at the right frequency. Don’t forget that overwhelming your audience can easily push them away from you. 
  1. Conversion – After you have given a broader look of your organization to your audience, specific and one-to-one communications follow up. At this stage, the recipient now is a prospect. He is in genuine requirement and is sincerely interested in your offers. Efficiency, communication and mutual understanding gradually result in conversion whereby the prospect now becomes a client.

 Measuring the conversion rate is an essential factor for any marketer. Conversion rate is measured with respect to factors such as total number of leads, total number of website visitors and the likes. As an efficient organization, all leads who did not convert into clients require attention as well. One needs to study why exactly their conversion was hampered. Looking into these reasons will result in higher conversion rates for the enxt scheme/strategy.

 

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THE LESSER KNOWN MARKETING TOOL: PINTEREST

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Time is gone where Facebook and twitter or LinkedIn were the only popular social networking sites for promoting your business. If you still think Facebook and Twitter are only marketing tools for branding your business; you are wrong. It’s now the era of Pinterest. Pinterest pins are 100 times more spreadable than a tweet, with the retweet average hitting only 1.4%. As for Facebook, the half-life of a pin is 16000 times longer than a Facebook post.

Over the past few years, Pinterest has taken the social media world by storm. According to the latest data Pinterest has a total of 70 million users in whole world.

When it comes to using social media to drive traffic to your website, Pinterest is one of the best networks out there. In fact, pewresearch reports that 28% of online adults today use Pinterest, making it one of the most popular social networks (behind Facebook and LinkedIn).

The real strength of Pinterest is the integrated features of their business accounts. Join the 500,000 businesses with Pinterest for Business accounts, and you’ll get added marketing features to promote your brand on one of the fastest growing and popular social media platforms.

Since its creation in 2010, Pinterest has become an incredibly important marketing tool for artists and galleries. Whether you’re just starting out or need a brush up, our guide can help you make the most of Pinterest.

Do you want your business to reach beyond your website or Facebook page? Your best solution is Pinterest. With over 10 million unique visitors per month, Pinterest allows people to share images found online with ease, connecting users from around the world.

As an image-centric social network, Pinterest is an excellent social network for wedding and event professionals; brides and grooms alike will often use Pinterest for wedding inspiration and wedding planning. Other businesses can also benefit equally upon using the display platform applicably. Suitable displays of any forms of business are known to drive attention and thus traffic.

It may surprise you to know that many recommended search engine optimization (SEO) strategies also apply to Pinterest.

Best Pinterest strategies that help drive more traffic to your website by making your content easier to find, both on and off Pinterest.

1. Optimize Your Boards

2. Optimize Pin Descriptions

3. Use Rich Pins

4. Increase Engagement

5. Install the “Pin It” Button

Try it out! Get your business on to Pinterest, use the above small tips and observe your business getting a significant increment in traffic.

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Infographics – A Better Way of Marketing

Marketing online has now become crucial for any business or brand, especially the ones whose most transactions are online or have their business base setup on the internet. Most of them fight over what is the best strategy for advertising. One of the most recent and attractive method for marketing is to use Infographics in your online campaign.

What is an Infographic?
infographic-toolAlthough the term Infographic may sound really complicated, it simply is a word combined of two words “information” and “graphical presentation”. Infographics are graphic visual representation of information, data or knowledge with the intent to present complex information quickly and clearly. Therefore, it is –
• A data rich visualization of a story or a thesis
• An effective way to learn and understand various concepts
• A best way to build brand recognition.
Why Infographic?
It has been observed that a good quality inforgraphic are read 30 times more than plain text and the online traffic steers easily towards publishers who post Infographics than those who don’t. Inforaphics easily go viral and drives customers to your brand; here are a few reasons why-
• People love facts, figures and statistics. Thus, adding inforgraphics can make your campaign addictive and compelling.
• It helps in brand building if the subject matter mixes well with your marketing goals.
• People love to go through content which are visually represented, thus your product will have a better chance of being noticed.
• Because of catchy titles and quirky images, Infographics easily go viral and increase your potential customer base.
• It is a good way to increase your Search Engine Optimization, since, Google’s search engine algorithm work well with Infographics, you are sure to bump up your website’s ranking.
• Large amount of data becomes understandable, easy and interesting.
• One of the most important gains is that it helps cater the audiences who have less time and low-attention span.
How to effectively use Infographic?
The money spent on Infographic should be able to give you lucrative results, and thus, you need to know how you can create the perfect Infographic-
• Choose a quirky, interesting and catchy topic or title.
• Include facts, figures and diversity of sources and statistics.
• Make people engage with your company and brand.
• Promote your Infographic via social media. It will help your brand and infographic go viral
• Minimize the textual content and avoid plain or white background.
• Notify a number of blogs and websites to promote your Infographic and keep on the shares coming.
Infographics may become the new buzz in the town, with the increase of its use. There are millions of blogs written every day, with the use of infographic, you could publicize yourself on various social networking and blogging websites, with millions of shares on social media platform.
Now that you have all the knowledge you need on Infographic, what are you waiting for? Be ready to go viral on the next campaign.

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How Digital Marketing is Changing Marketing

“The landscape of marketing is everything but stagnant- ubiquitous, polymorphous and metamorphic”.  In the amphitheater of marketing, digital marketing has occupied a center stage, standing poised with its arms reaching up to all strata of digital including social media, always ready to interpret the art not of composers but of increasing sales. A kaleidoscope of flavors, each media in the blogosphere compared to a flavor, pervasive yet unique.  Two years after 2012, when it was predicted that the world would end, digital marketing has comprehensively changed the means of marketing.

marketingThis is an ever evolving branch, which never sleeps. Within the time frame of discovering a new trend and flanking it on social media, it has already become old, such is its speed. With a myriad of devices being connected with the net, the wearable devices being looked upon as the emerging wonder, reaching out to the customers was never before so easy.

How technology is Changing Digital Marketing

The conventional marketing was a hole digger in people’s pockets, yet the strategists agnostic about the success of their venture, this digital marketing is a fresh breezer. Digital marketing which can either be done by a singular channel means or by “omni-channelling” and the results are simultaneously displayed when the marketing procedure is working. Nominal rates, often free marketing in the digital world is why this is attracting so many audiences. There is no holy bible or Holy Grail in the digital marketing, with its trends changing every day makes sure any person with innovative skills can become a hot-spot here.

Looking for some great answers to your questions? Open the “Internet of Things” and Wham!! Thousands of results will be displayed in a few seconds. In this nebula of webpages, the most infortaining and most visited are the websites which give the best answers. Those answers which a viewer can most relate to is the one he’ll always prefer checking that website. Initially in its heydays, the digital marketing strategy involved making the website as informative as possible. With the evolution of digital marketing, the websites now have to be interactive and yet informative, making sure it quenches the thirst of the viewer only then will he visit it again.

So said, mediocre or irrelevant data displayed on websites will attract the least traffic. Supreme and superincumbent content that is understandable by the viewers is ruling the search engines. Also if the data is precise and superior but the correct set of keywords are not included, it will not be displayed in the top pages of search engines. This lauds unequal importance to Search Engine Optimization and Search Engine Management,which are the digital marketing trends.

Moreover, the latest challenge to digital marketers that has popped up with the emergence of wearable and integrated devices is making the digital vendors sweat under excursion to stay the best in the race.Wearable technology is going to be a big thing that will show how technology is changing marketing.

The final concluding remark “Inordinate marketing will be all about sublime content, emotional connection, less hindrance by devices or platform restrains.”

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