Author: smurali

BRAND ROUND UP: COMMUNICATION POST-COVID

Communication has always been an integral part of a brand. It echoes the clear, authentic and consistent tone of your brand to the consumers. It most often offers insights, the brands goals and values and creates an intimate relationship between the brand and its consumers. With consumers returning back to the new normal, markets being slowed down and few even being shut down, it becomes important to communicate in the most apt way possible to your consumers. 

A few brands have successfully found their way to function in this ‘new normal.’ 

Tata:

Marketing Post-COVID, requires creativity and out of the box thinking. As seen in Tata Sampann campaign ‘Har Din Haldi, HarGhar Healthy,’ with an aim to promote Tata Sampann’s turmeric powder while still being in sync with the thoughts. Talking about the benefits of various Indian spices, including Turmeric that helps in boosting one’s immunity it launched the campaign. Additional collaboration with Pride of Cows mill in Mumbai, it stressed the importance of Haldi Doodh for immunity.  

KFC:

Aligning themselves with the new communication normal, KFC along with DDB launched the ‘KFC You Soon’ playlist. This was a creative campaign that serenaded its customers through a playlist. This film highlighted barcode scanners, dispensers, chairs, etc exclaiming how they’ve missed their consumers, the campaign further delves into the new norms it would follow including social distancing. 

Bacardi: 

Having a consistent tone is always important in brand communication. Bacardi has seemed to have found that with its latest campaign ‘Roomates’.  The film stays true to Bacardi’s light brand tone and features the story of three real roommates and how they make the most of their quarantine. Relatability is the emphasis of this campaign with the roommates doing at-home activities, the film further encourages people to do what makes them move even when the world takes a pause. 

Big Bazaar: 

Resonating with consumers, and creating a valuable message is what Big Bazaar does in it’s recent Ramadan Campaign. The Campaign titled as ‘Ibaadat Bhi, Hifaazat Bhi’ (prayers with safety), was created, shot and conceptualised during the lockdown. Echoing with the views of the consumers, Big bazaar further emphasised with its made at home campaign the importance to sanitize and maintain social distancing while still offering its festive greetings.

This pandemic has highlighted that consumer minds are ever-changing and brands need to adapt and adjust accordingly, thus, in order to strive in the Post-COVID era, brands need to invest and emphasize efforts on few things, they are:

  1. Social Media: Online activity has seen an increase and is being seen as a primary source of communication, marketers should note its advantage and create content accordingly.
  2. Remote customer service: Adjusting communication channels solely based on emails and apps will be important. Brands need to integrate their service team with online means to provide their consumers with seamless support.
  3. Educate your audience:  educating the public about sensitive information, will help build and retain trust with the consumers. 
  4. Communication needs to be empathetic- Being empathetic to consumers needs and fears will go a long way, messages and campaigns need to resonate with the thinking of the consumers to be successful post-COVID. 

Post-COVID, brands more importantly than ever need to adapt and adopt new communication strategies that will render success. Brands need to stay connected to both consumers and employees and be vocal, consistent, and add value with each campaign that it communicates. 

EMAIL MARKETING BEST PRACTICES FOR B2C BUSINESSES


Email marketing is an efficient tool when used correctly. Marketers swear by this technique as a revenue generic tactic. However, there is a fine line between overselling and underselling your offers through email marketing. It becomes vital to figure out the frequency to send your promotional emails.

According to a report by the Direct Marketing Association’s National Client Email, it shows that around 35% of marketers send up to two to three emails per month, while 19% just send about one email per month. In another survey conducted by Marketing Sherpa, it shows from the consumer’s point of view about 61% have said they don’t mind receiving one promotional email at least once a month, and 15% said they wouldn’t mind receiving one promotional email per day. The same study concluded stating that around 91% of the users have no issue with email marketing.

However, experts and the constant increase of unsubscribers say otherwise. So, how many emails are too many emails? A definite number cannot be given, but here are few factors to keep in mind while deciding on the frequency of your mails:

Industry stats

It is important to analyse your competition and see the frequency with which they send emails per week, noting their return-on-investment, and reach.

Nature of product or services

The number of emails one sends largely depends on the product or service one offers. Hence, it is seen that fashion brands can get away with sending 1 email per day, but it’s not the same for e-commerce companies.

Nature of the email

The goal of the email should be known. Is the email being sent for higher reach? Engagement? Or simply for CTR?

Consumers Decide

Keeping the user in the loop is important, hence offering an option to the consumer to signup for a weekly, monthly or daily update would be crucial too.

Data

Data should be analysed frequently in order to understand the opening rates, the number of subscriptions or unsubscription received, etc. Future adjustments can be made keeping these factors in mind

Engagement rates:

This rate is important in email marketing too. By understanding the engagement rate one can note, which content is preferred by the consumer. If an increase or decrease in the frequency of engagements needs to be done, and develop a well-rounded strategy.

A/B tests

Companies can stick to a testing approach to understand which plan works and which doesn’t, and as always it would be vital to keep an eye on data and its figures.

Hence, if companies keep in mind all these factors, developing an efficient and effective email marketing strategy will be easy, also one should keep updating themselves with trends they see in the industry. Approaches that work in 2020 similarly won’t work in 2021, and so on. Hence, updating along with the above-mentioned factors would be important for a marketer to follow.

BEST PRACTICES

Curated below is a list of marketing practices that a B2C company needs to follow to create their own efficient email marketing campaigns.

1. Send welcome emails

It is important right from the get-go for a company to keep in touch with its customers. Hence, a welcome email, either to a first-time shopper, a user who is prescribed to the newsletter, etc, will go a long way in increasing the engagement rate.

2. Integrate data-driven campaigns

The data available online and through past purchases of a consumer can help in understanding which strategy would work best for a particular user.

3. Focus on personalization

Marketing campaigns need to be relevant. This relevance starts with personalization. Perlization can be done just by inserting the user’s name, to when a prospects sign-up to receive emails to provide a poll to understand what the consumer is looking for. Is it sales alerts? Restock information? Newsletter updates? This can help in cutting out the spam and personalizing the emails.

4. Plan ahead, make a schedule

It is important to plan ahead. If one is sending recurring newsletter subscribers, even if it’s monthly, weekly, or daily, the marketer should stick to a consistent time, and ensure the goals are being met.

5. Stick to consistent branding

Email is a super-personal way to speak to an audience; hence the brand’s voice and values need to be made consistent while sending out promotional messages.

6. Make sure it renders correctly

Mobile is BIG. People are shopping more, browsing more, and buying more on mobile. This also means they’re checking their email on the go. Marketers need to ensure that their email templates are optimized for a mobile viewing experience–and any landing pages they direct to are also mobile-friendly.

7. Make sure your emails are appealing

Spam can be avoided by making your promotional messages appealing. By keeping your lists of subscribers clean, and making sure unsubscribers are being deleted, and not over-emailing any particular segment of your audience, can ensure that the emails are appealing.

8. Put CTAs and important information above the fold

For an email to be effective and drive conversions, one needs to get to the point fast. Inboxes are overwhelmed with promotions, it then becomes crucial to make sure you are explaining the main value proposition in the first section of the email and including a clean call-to-action without making anyone scroll.

9. Appeal to emotions, not logic

In B2C email marketing consumers are moved more by emotions than by logic. For a company to be in line with B2C email marketing best practices, one needs to ensure that your emails tug at your customers’ hearts.

10. Report on your email marketing campaigns

To have a truly successful email marketing program one needs to be able to know if the campaign is performing successfully. That means reporting, it is important to choose the right metrics, to get the data collected more efficiently. This data needs to be tracked and analysed to choose your best B2C email marketing campaigns.

In conclusion, the right email marketing strategy is one that is in accordance with industry best practices, one that sits well with your goals and appeals to your audience by providing immense value at all times.

what to do when blog traffic drops

What to do if your blog traffic suddenly drops

There comes a time for every marketer or site owner when you are faced with a sudden downside of your blog traffic. All the time, effort, and strategies that you put into creating the content, building an audience, planning the content marketing, and keeping your audience engaged, start to look like a waste. This is definitely a cause for alarm but not panic. Because this can be fixed and easily so.

Before you start, know that Google Analytics is going to be your invincible weapon for this fight.

If you are experiencing a traffic drop on your website blogs, then read on to know how you can take care of this situation in the smartest possible ways.

Study the numbers

No matter how bad they look on the analytics report, you must study them to identify where the problem lies. For example, if you read the line graph on the Blog Analytics report, you would clearly see a smooth drop, a sharp drop, or a contrasting rise and drop. Also, see the period (day or days) across which the drop took place. If you notice the graph coming back slowly after a sudden decrease, it is highly possible that there might have been a technical error on your site/page/server for that period.

Identify the sources

Depending on the kind of traffic that has dropped, you can look for a solution. Check if the source was direct, organic, paid, referral, or social. For instance, a drop in direct traffic means that your user behavior has changed and you need to up your game. If it was organic, then maybe check for a possibility of Google Penalty.

Know the users

Determine if the blog traffic is a result of new users or existing ones. For example, if new users are dropping then maybe it is an issue with your searchability. Then maybe you need to revise your keyword strategy. On the other hand, if it is existing users, then you probably need to check the site performance, speed, page errors etc. Accordingly, you also need to take a new approach to your blog content.

No matter what solution you take, always seek expert advice for the best possible results. 

5 Strategies you should consider while running ads on marketplaces

For every online retailer today, being present on leading marketplaces is a given. While the marketplace does their bit to boost sales for their sellers, the retailers also need to constantly upgrade their marketing techniques and strategies to be ahead of their competition. And one such activity to be seriously considered is advertising on marketplaces. Read on to discover a few techniques of marketplace management which can yield better results from your marketplace advertising.

Leverage the buyer’s intent

Most often than not, retailers place their product ads as a means of ‘awareness’. Shoppers on marketplaces are there with the intention of buying. While awareness is required but that could be saved for social ads or other newsfeed ads. Marketplace ads need to be more specific and ‘intent-driven’.

Make the most of keywords

Most leading marketplaces like Amazon have their own keyword tool. Like regular search engine optimization, this tool will also help you identify the right set of keywords you can use in your brand messaging and target users based on what they are looking for the most. This will not only make your ads more efficient but also help you drive better results.

Be clear about pricing

Your pricing strategy should be consistent and reflect on your advertising message. Whether you are offering a discount on your markup or bundling up products and offering a holistic price, your ads should be transparent and linear.

Optimize your targets

You can use both manual targeting and automatic targeting while developing your campaign. You can create a run a keyword campaign using manual targeting for better control and combine it with automatic targeting.

Content around context

Your ad copy needs to be in sync with the trend. For instance, a festive season and cannot be generic about the brand or a special feature. Rather, it should highlight the mood of the season and offer a purpose for the shopper for the particular time period.

Announce your offer

And we mean discounts. But discounts and freebies do the trick when they are pronounced out. Action words like ‘lightning deals’, ‘last X items remaining’, ‘going in X hours’  or bold, striking colors and images can make your offer look like one no shopper can refuse.

Social Media ROI Measuring and Managing

Social Media ROI Measuring and Managing

Did you know that more than 60% of consumers today rely on social media before making a purchase decision? And about 71% of such consumers will more likely make a purchase based on referrals from the social crowd. That goes to say, that a lot of your business success rides on your social media presence.

Needless to say, social media activities are a big investment for businesses and it is essential that you measure your social media ROI to get a fair assessment of your efforts.

Measuring and managing social media ROI

To assess the results of your efforts, you must first set your decide what you want to measure- Brand awareness (traffic/followers) or lead generation or sales (conversions).  Accordingly, you can measure each KPI.

Here are a few things you can start with:

Website Traffic – Are your social media activities increasing your site traffic? Do you have more returning visitors or new users? If you see a constant increase in the traffic, then you should continue with your strategy. If not, then you might need to relook at your approach.

Followers – Do you see an increased number of followers on your social media page? Is it because of your regular marketing efforts or a particular campaign? Although more followers do not directly translate to increased sales, an increased outreach would mean brand loyalty and more awareness, which can prove to be beneficial in the long run

Conversions – Is your social presence resulting in increased sales? Or is it a particular campaign that leads to conversions? Look at your Page Analytics data to determine your leads and what is driving them.

Know your numbers

The numbers that you extract can tell you a lot more than direct results of your effort. You can also analyze the data on engagement, reach, impressions, views etc. Once you have all the data, compare the numbers (results) against your expectations and that of your competitors.

To monitor all your social media activities, you can either use the inbuilt tools provided by each platform or use comprehensive analysis tools like Google Analytics.

While you might be doing everything to boost your social presence, the dynamics of social platforms keep changing almost every day. With the help of a social media company and industry experts, you can enjoy increased ROI from your marketing investments

Facebook ad mistakes that are probably pinching your pocket

Facebook Ads are a powerful marketing tool to grow your business. But it also has a great impact on your marketing budget, because chances are, that you are not doing something right. If you are a smart marketer, you can easily avoid the common mistakes and optimize the benefits of this trusted social media platform

Not testing images
No matter how strong your ad copy is, the image/s is the first thing your user notices in your ad, and testing them can largely impact your click-through rate. Run trials by adding a border, changing the colors, or different themes. Make at least 3-5 creative for every set of ads that you are running, so you can assess which one works the best for your audience and improvise your strategy going forward.

Too much text
Having too much text makes your ad copy weak and difficult to get eyeballs. Be concise but compelling. Highlight only the most critical information about your brand/offer that you want your audience to know about. You can always share details on the landing page to which your visitors click through.

With the help of the new text rating system by Facebook, you can assess if your ad copy is ‘OK’, ‘medium’ or ‘high’ in text.

Not targeting the right audience
Just because you are on Facebook doesn’t mean you can target everyone. By filtering your target group by age, gender, location, interests, or online behavior, you have higher chances of finding people who are interested in your offerings. Facebook’s custom targeting features helps you narrow down onto the right set of unique audience for your ad.

Same ads for everyone
When it comes to ads, one size doesn’t fit all. Your ads for new users should be different from the ads for those who have already clicked through them. While your current customers are looking for something new or different- like a promotion or offer, the new users are looking at information and awareness.

Whether you are an experienced or rookie Facebook marketer, chances of mistakes always remain. To maximize your efforts and ad budget, seek professional support from an expert social media marketing company who can help you with social media optimization, so your marketing exercises become successful and long-lasting!

How to plug in a Social Media plan in an already existing marketing plan

With more than 4.1 billion active users globally, social media opens up opportunities to engage with your audience like never before. However, if you want to gain the best benefits of this pervasive marketing channel, then your social media strategies need to be integrated with your content strategy. But, what if you have your marketing plan all laid out? Then how do can you integrate a social media plan into your current marketing exercise?

First of all, set your Key Performance Indicators (KPIs)

What do you want to achieve with your social media efforts? Do you want to create brand awareness through social conversations? Or increase your website traffic and engagement with your brand? Or do you want your audience to complete an action?

Depending on what you want and expect, you can set your key metrics and the KPIs that you would measure eventually. Most social platforms have inbuilt data analytics tools to help you measure the success of your marketing efforts.

Devise a strategy that would synergize the efforts of your marketing plan

Try these combinations-

Social Media & Email Marketing Enable social sharing within your email content. Talk about your email campaign on social platforms and vice versa. Let your audience have all-rounded communication.

Social Media & Search Marketing– Create quality content for your brand and share it across all platforms where you want to be present. Make sure to optimize it for the search engines and social media.

Social Media & events- Make your audience aware of your live events or even the virtual ones by promoting it across your social channels. Invite them to the event and share real-time updates with your followers.

Social Media & market research– Use your market research data to connect with your social audience. You can create or improvise on your business offerings based on their responses.

Identify your brand voice and target social channels accordingly

Your brand voice and personality will determine whom you want to talk to, leading you to the right social platform. For a more strategic approach, seek the help of a social media consultant or a social media marketing agency

Thus, social media plan is not be created in a silo but an indispensable part of your marketing plan, to boost your efforts and get better results.

Google’s Recent Algorithm update could be killing your SEO efforts.

Google is known to update its search algorithms multiple times in a year. According to a recent tweet by Google, ‘Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year. As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded.

So, what does this mean for the digital marketers? What happens to your SEO efforts?

Well, some updates can work against you and some might work in your favour. However, primarily, you need to stop looking for a fix. If you talk to any digital expert, he/she will ask you to focus on two fundamental aspects of digital marketing:

  • Quality content
  • Keywords

Despite the large number of updates that Google makes to its search algorithm, the main concept of the search engine is to identify and promote original, genuine and high quality content. Keywords play a major role in ensuring that your content is ranked for the right terms and phrases. Having said this, keeping an eye on the updates is necessary to ensure that your efforts are in the right direction. While broad changes don’t affect websites a lot, focused changes done by Google could require to fine-tune your SEO strategy to ensure that you are not being left behind.

Fresh quality content should be at the top of your list if you are seeking to improve the SEO ranking of your website or blog. Remember, Google ranks pages, not websites. Keep all your webpages updated and remove all outdated and irrelevant content. Google can be your best ally provided you don’t try to outsmart the algorithm.

Let the search engine believe that your website creates quality content and has keywords that are highly relevant to the content. With Google’s focus of providing the best experience to searchers, you will almost always find yourself in a ‘sweet SEO spot’. Good Luck!

How to tie up Content marketing and SEO effort

Content is undoubtedly the cornerstone of digital marketing. A well-designed content marketing strategy take your brand far and wide and make it grow. On the other hand, there is SEO, which is needless to say, an indispensable tool that a brand needs to be visible and find their own niche in the ever erupting online landscape. The perpetual conundrum of the modern marketer, however, is whether Content Marketing and SEO can be tied together or treated individually.

A solution-driven response to this is that both of these indispensable tools of digital marketing go hand-in-hand. They are never separate, but rather, interlinked to each other in their functions and objectives. SEO has its own set of requirements which can only be fulfilled by effective content marketing.

To be able to successfully connect SEO strategy of a brand and its related content marketing activities, here are a few things to take into consideration:

  • The best way to apply a SEO strategy is to drive it through well structured, quality content. Similarly, content marketing becomes successful by applying the right SEO techniques.
  • Content marketing develops the ‘content’ which SEO demands. In other words, there cannot be an SEO without content. Anything and everything that is developed for a brand- articles, keywords, social engagement, videos, blogs, etc. comprise content. And when SEO techniques are applied to them, it yields visibility to your brand across the online ecosystem.
  • When SEO demands a keyword or keywords, content marketing fulfills them by integrating them in the brand content. This whole technique and practical application of SEO forms the core of content marketing.
  • When it comes to inbound links needed for SEO, Content Marketing introduces the same in its content at the right places.
  • While SEO helps spread your brand message through powerful content, content marketing helps build an authority of the brand to improve the SEO.

The picture-perfect end objective of the SEO strategy can only be fulfilled through a robust content marketing effort. And, rather than keeping both SEO and Content Marketing in silos, marketers need to blend the key features of each to get the optimum results.

A guide to setting your content marketing budget

 

We have all heard the term ‘Content is King’. But, how many of us know that way back in 1996, Bill Gates published an essay named ‘Content is King’ which is where this phrase originated from. Today, more than two decades later, content marketing is the focal point of most businesses. Every website is trying to create high quality content with a long term strategy in mind. Content promotion to the target audience involves many aspects like keyword position, SEO, etc. Cost is a big factor in marketing content and needs to be budgeted meticulously.

Content marketing generates over three times as many leads as outbound marketing and costs 62% less. In order to craft a successful content marketing strategy, businesses must focus not only on increasing the overall traffic to the website, but increasing the right kind of traffic; that being the number of visits from real people who have the potential of becoming a customer for your business.

To achieve the desired results, distribution of content through organic efforts like search engine optimization or paid efforts should be deployed. Without being too much of a fence-sitter, both paid and organic have the potential to be used at the same time to great effect. But it ultimately boils down to your business goals and what you intend to achieve with a content marketing strategy.

If you are looking to drive traffic and conversions quickly and money isn’t a constraint, then paid social advertising will be a quick fix. However, if it’s for something that will focus more on your client-customer relationship, organic would be well worth investing in.

In this article, you will get some guidelines to set your content marketing budget:

1. Focus on your organization’s business and size

Is your organization into manufacturing or technology services? You need to understand that each industry has its own content requirements. Focusing on your organization will help you understand the volume of content and the thrust required for a successful content marketing campaign.

Further, if you are a start-up, then your budget can be lesser than a big organization in the same business.

2. Define precise goals

What do you want to achieve with the campaign? Steer clear of generic replies like ‘getting more orders’ or ‘increasing customers’. These can be the ultimate motives behind any marketing activity but for content marketing you need to have more tangible and quantifiable goals. Some such goals can be:

  • Increasing organic traffic to your website
  • Improve search engine rankings
  • Build authority of your website, etc.

These goals will determine your content requirement and marketing needs, thereby giving you an idea about the possible budget.

3. How will you execute the campaign?

Do you have a fulltime resource to work on content marketing? Or, are you planning to employ an agency? Or, freelancers? Consider these options well because each one of these cost money and you will need to plug these costs in to your budget.

These three tips can help you set a content marketing budget especially if you are just starting out. If you already have such a plan running, then you can look at the areas that have given you good and bad results and plan accordingly. Remember, high quality content is king, provided it is marketed well.

FOLLOW US

CONTACT

Tenovia Solutions Pvt Ltd.,
139/6-1/1, Rasika,
Amar Jyothi Layout, Domlur Extension,
Bengaluru, Karnataka 560071.
Opp to Hero Show Room.
Phone : +91-9884491228.

© 2020 Tenovia Solutions Pvt Ltd.
Tenovia Solutions – Your eCommerce Expert Contact Us!

Contact Us

+91.98861.00115

+91.98844.91228

+91.80561.38444

Or, let us contact you

we're happy to answer any questions
you have.Drop us message in the form
below and we'll reach out to you