How social media can influence your business?

As a small business owner, are you worried about how to reach your target market? Moreover, Are you worried about how to compete with the big players with your slim wallet?

SOCIAL MEDIA MARKETING holds this answer. Since you are reading this blog, it is clear that you are interested in knowing how social media can influence your business.

Let’s shed light on some of the facts about Social Media:- 

95% of the millennials are on social media which includes CEO’s, business owners and even your consumers.

Approximately 25 million content is shared every month

Consumers believe only 14% on advertising and 78% on the recommendations or referrals

Customers may spend 21% more if they receive extraordinary customer experience through social media.

Consumers prefer contacting businesses online rather than through telephone.

Don’t you think your business must be on Social Media?  Now let’s focus on some vital points which will show how social media will influence your business.

Social media is the best marketing tool to connect to your customers across the globe without much investment

By sharing the content( blogs) related to your business on social media, you can build your credibility in less time. This will make you unique in front of your competitors. Social media platforms are the best place to connect to your highly potential customers.

With the help of digital marketing, you can direct the traffic to your website. Create social media posts and advertisements for your business. As a result, more customers and more profit. Keyline is one of the top digital marketing agencies in Kolkata.

The presence of your business account on all the leading social media platforms builds trust among your potential customers. More followers and sharing of your business page, more sales.

Don’t miss the opportunity to interact with your potential customers and prospective business partners worldwide. With the help of social media platforms, you can directly talk to your potential business partners and customers. It is important to stay active on your social media accounts and answer your customers wisely.

Currently, instead of calling the customer service people prefer chatting to the customer service team on messenger. According to the survey done by the experts if the query of the customer is answered within 5 minutes, then the trust they have on your increases. Moreover, they are even ready to pay more for your services. Above all, what matters to your customers is the quality and quick response from the company.

Through social media, you can keep an eye on the activities of your competitors. For example:- What campaign they are launching recently, what people are saying about your competitors, and many more. As a result, you can take action in your business accordingly.

After going through the points mentioned above, you must now be clear why your business needs a social media exposure and how you can make yourself a BRAND.

It’s high time that you start taking advantage of social media by doing digital marketing or building a website or writing blogs. Promoting the business on social media is one of the fastest, economical and effective way to grow your business and create a brand.

You can start by first looking at building your website and doing digital marketing of your business. Connect to Keyline to create a website for your company. Keylines is one of the renowned website design and web hosting company in Kolkata. It doesn't matter where your business is. Keylines will help you in transforming your small business into a brand.

facebook page

Do You Have a Facebook Business Page?

Are you struggling for new businesses? Social media is the new track to ride on! Every business nowadays is on Facebook, Instagram, Twitter, Linked in for sure. If any business is not there on these social media platforms, then they are missing a huge business opportunity. Facebook business page is one of the most important tools to build a trustworthy communication flow in peoples' minds. It can attract more people to become your customer.


If you have it, then that is really great, and if you don't have it then create a Facebook page immediately after reading this blog. If you have a Facebook business page then look here in the blog that "Are you taking full advantage of the Facebook business page?". Are you getting all the benefits of the Facebook business page?

Let’s peer into some of the benefits of having a Facebook business page.


The Facebook business page has been added to Facebook to boost your business. It is the platform where you can connect with your existing as well as new potential customers. Moreover, you can keep your customers up to date through your Facebook page. As a result, your customer will always be connected to you because you are continuously building trust for them


            Facebook provides different features so that you can engage with your customers. These features are entirely free for you. You can write a post, upload pictures, and videos so that your target audience can know more about your business. Moreover, if your clients or customers message you on your business page, then you can directly have a chat with them. You can reach billions of Facebook users at a time.


There are some free business tools that will support you in building up your business. You can create events, and even you can sell your products or services on your business page. Also, you can even hire employees and interns for your company by creating a job opportunity.


Before taking any step in business, it is important to know your customers. For knowing your customers, Facebook has given a feature of page insights. Through page insights, you can get to know the behavior of the customer. You can understand their liking and disliking. Also, you can check how often people visit your page and interact with your business posts.


            You do not have to pay anything to create your business page. Even boosting the post on Facebook does not cost much. Separately, If you want, you can take the support of digital marketers to boost your business page. Also, you can take the help of the designers to create your attractive business page. You can even tie-up with the content writers to write social media posts for you.

Keylines is the renowned digital marketing agency in Kolkata. We have clients across the globe, and our services have benefited many companies.


Besides helping you in bringing more likes, customers, or clients on your business page, Facebook creates a brand for you. If your business page followers find you active and responsive, then they will definitely not leave you. They would like to do business with you.


Having a Facebook page is one of the best ways to increase organic traffic on your website. As a result, a high ranking on the search engine. To know how it can be possible kindly contact Keyline and we will help you in knowing "HOW". We will be supporting you in increasing your website traffic. We are the top SEO company in Kolkata. Do Connect to us for any queries.

Another important point is if you do proper digital marketing of your Facebook page, it will definitely boost your business. You can connect to a digital marketing agency and get it done for you at a bigger platform.

After looking at so many benefits of having a Facebook page, you must be clear why you need to have a business page on Facebook. Secondly, if you already have, you must have cross-checked whether you are making full use of the Facebook business page or not.


5 Top Secrets Why Your Business Needs a Website?

Gone are the days when you can entirely rely on the customer’s walk-in in your office or shop. Due to the current COVID-19 situation, it is clear that your customers and clients are reluctant to visit your office or shop. As a result, your business is impacted at a high level. You must be thinking either to change your business line or how much to invest in bringing the business on a runway.

Keyline is the best website design company in Kolkata, offers responsive and beautiful website that helps a lot for any business growth. In this COVID-19 situation, your business should grow digitally with an attractive and trustworthy website.

How about if you get a good business just by making a minimal investment?

How about if we say that there is no need for you to change your business line?

The answer to the questions mentioned above is here!! YOU HAVING YOUR BUSINESS WEBSITE!!! We are going to share with you why you need to have a website for your business. In today’s digital era, every business needs a website. It is the best opportunity for you to have a global presence.

“Website is a virtual office for you which will always be available for you 24x7 for your clients and customers.”

Why Do You Need To Have A Website?

Website enhances your credibility:-

Currently, consumers or clients show less interest in businesses having no website. Most people will first check your website to know about your business.

Having your business website makes the long-lasting impression. Website is the best way to showcase your expertise across the globe with a low investment. You can share your office pictures, your business presentations, testimonials and many more.

Your Website Is Your Marketing Resource!!!

Consumers Search You Online!

Do you know that 60% of people search local businesses first on mobile?

There are chances that your consumers in your city can find you offline. Do you think that your consumers in any other city, state or country will find you offline? The answer is NO!! The website takes your business where your clients or consumers are with the help of right digital marketing. More than 97% of people search for business online before making any decision. Right now also when you are reading this article, your potential client must be searching for you

Connect to Keyline Creative Services build a website for your business. Keyline is a best website design company in Kolkata.

Website Cost Effective Way of Marketing

The cost of posting an advertisement in a newspaper, designing and printing of flyers is more than building a website. Even you cannot give surety after spending so much money that your business has reached your target customers. You can make a website to showcase your products or services. Also, you can create an e-commerce website and sell your products directly to your potential customers.

The expense of building a website is one time, and after that, you can do simple updations depending upon your requirement which does not cost much investment.

Website and Digital Marketing Complement Each Other

You must be noticing different factors in current websites- digital marketing through Blogs and SEO( Search engine optimisation) content. Mostly your target consumers or clients check the websites which are either on the first page or second page of google.

Through digital marketing, you can have your website come on the top page of google. You can connect to one of the leading digital marketing agency in Kolkata name as KEYLINE CREATIVE SERVICES.

Website Helps You in Knowing Your Consumers/Clients

You can see which age group, location or income level person is buying your products. This helps you to really manage the costs of advertising and ensures that you spend only the needed amount on marketing.

The analytical tools on your website help you to track the kind of people visiting your website. You can reach your targeted clients or customers with high accuracy. As a result, you can mould your marketing strategy to get maximum business. Moreover, with the help of analytical tools, you can also check how your digital marketing strategy is working for you. Accordingly, you can post the offers, promotions on your website!!!

We hope now you will make the first investment in your business at this time and build your business website. One more point which is essential to note is the design of the website. The building of the website includes the website design as well. The more engaging and attractive your website is that more customers will visit the website.

Google also analyses the ranking of the website by the experience of the user on the website. Moreover, how long the user was on your website and was engaged with the information. Also, if Google finds that your website is not that engaging and your ranking might go down.

It is critical that you need to tie up with the well-established digital marketing and website design and development company. KEYLINES CREATIVE SERVICES don’t just sell the website but create the website that sells. Keyline has been creating amazing websites since 2002. It is one of the top website design company in Kolkata.

google analytics

Top 4 Ways To Use The Helpful Reports in Google Analytics

While you can use the data from Google Analytics in myriad ways, the four most helpful reports for your content marketing cover traffic, navigation summary, traffic from organic search, and conversions.

Once you have grabbed the knowledge of what this data is and how to track it, you can mix and match insights to take advantage of opportunities with your web-based content, driving more traffic to your site and (more importantly) doing more with the traffic you have.

Google Analytics Report

Why this report is useful?

The traffic report also known as Pages report in Google Analytics, looks at the pages getting the most traffic on your website. By default, it displays metrics like time on site and bounce rate.

How to find in Google Analytics?

Go to Behavior -> Site Content -> All Pages
To expand the list of pages, you should first change the number of rows displayed by going to Show Rows at the bottom left of the screen.

You need to also make sure that the report encompasses an appropriate period. It’s better to look at search volume from the past quarter, six months, or year for this exercise.

How to act on this data
This list of pages is a gold mine. It shows so many people arrive on your website through these pages, keep a running list and review them regularly. Remember, just because a page gets a lot of traffic does not mean it’s an effective page. That’s the reason behind posting review the pages that get the most traffic to:
Ensure that the page puts your brand’s best foot forward. Is this page on message? Does your page has current information and the best calls to action?

Include your best links. It is expected that high-traffic pages bring a lot of visitors, make sure to include links to relevant, high-converting pages and posts.

See what visitors are doing. Are visitors spending time on the page? Are visitors exiting or gong to other pages on the site?

Navigation Summary
Why this report is useful - Though there are several ways to understand info about pages to see how visitors are behaving, my favorite report is the Navigation Summary, where you can see 1) how visitors get to a page and 2) which section they click once they are there.

How to find this data in Google Analytics

In the traffic report, click on any page. At the top, click option for Navigation Summary.
This page reveals how visitors are navigating to this page from within your website – and you can see where visitors are clicking. With the traffic report, you can adjust the number of rows displayed.
Google Analytics used to offer an In-Page Analytics report, which showed where visitors are clicking any page on your website, but that report didn’t show how visitors were getting to the page. You have the option to add feature to your browser with the Google Page Analytics extension for Chrome.

How to act on this data
Pay attention to two parts of this report:
The Previous Page Path is useful for knowing which page someone visited on your website right before they arrived on the page you’re analyzing. This page offers some context to understand how people get to this page, and it may offer clues as to what information people have – and what they still need.

The Next Page Path shows what people clicked on that page to continue on your site. This data may indicate what questions people still have. Additionally, you can see whether people are clicking to pages that convert well (more on that later).

Why this report is useful
Not only do you want to know which pages are getting traffic in general, but it’s also useful to understand which pages are popular in organic search.

Search traffic matters for a couple reasons:
If a page is getting a lot of traffic from search, be more sensitive when you make changes to that page. For instance, you would not want to rewrite the text because that could significantly affect how Google ranks that page.
It offers the opportunity to learn more – with some additional work – about the traffic on these pages.
How to find this data in Google Analytics
Go to Acquisition > All Traffic > Channels. You see a list of the channels driving traffic to your web pages.
Select Organic Search and then Landing Page (under Primary Dimension).
To find traffic on a specific page, such as a blog post, paste everything after your primary URL into the search box. You can see the effect of organic search traffic on that page by looking at the absolute number of sessions as well as a percentage of your search traffic.

How to act on this data

Consider two things about pages that get a lot of search traffic.
First, use caution when making changes. Understand that these pages likely rank well in Google. Be careful how much you change on this page, as you don’t want to negatively impact how it comes up in search.

Why this report is useful

In most content marketing programs, conversions are a critical metric – they are actions you want visitors to take when they arrive on your website. Do you want them to sign up for an email? Download something? Attend an event?

How to find this data in Google Analytics

How you get this information varies and likely requires manual work. First, set up your goals. Once your goals are set, track them under Conversion > Goals > Overview. You can look at the goals in aggregate or by pages converting to specific goals.

How you can act on this data
While the raw number of conversions is useful, the number of conversions divided by the number of page views – the conversion percentage – is more useful.

The higher the conversion percentage, the more likely a visitor to that page converts. These are the pages (which Andy calls conversion champions) that you should share and promote.
Once you identify your conversion champions:
Optimize these pages so they have a higher likelihood to show up in search.
Push these pages on social.
Link to these pages from your high-traffic pages.
These are just four ways to use Google Analytics so you can take action.

5 Ways to Fix Your Stagnated Content

People get rid of content when it stops adding company
goals. They fix content when it’s broken by redirecting content or repurposing
it as new opportunities arise. But one thing that marketers overlook is that stagnant
content can re-perform.

Stagnated content is which has seen reduced
performance contribution toward its original intended purpose, and has
therefore slowed down, or stopped adding marketing value completely.

This piece
intends to enrich stagnating content performance reflecting its original
purpose. Content may stagnate in a matter of weeks, months, or years (years in
the case of key/evergreen/cornerstone content pieces) depending on:

  • The content type.
  • The robustness of the content when it went live.
  • The speed at which the contents perceived value deteriorates
    over time.

 Stagnated content can be identified by:

  • Reduced metric performance.
  • A slow declining reduction.
  • Lower value derived over time.

There are fundamental actions that you can take to redress content performance decline and natural stagnation over time, enabling you to revitalize your business-critical content.

Keeping Up With The Changing Audiences

When you create content over time it
becomes dated and disjointed. Initially, the key driving force for drops in
performance comes from changes in audience behavior, wants, needs, and
perceived value of the content compared to other alternatives.

Leading signals that tell you content is beginning to fall is:

  • Lower engagement rates.
  • Declining social shares.
  • Fewer page views.
  • Reduced time on page.
  • Decreased results – impressions, traffic, new users, goal completions etc.

Improving Technical Performance

From time to first byte (TTFB) and mobile
friendliness, to lazy loading images and fixing internal broken images or
links, there is a myriad of technical improvements that can be made
to improve content performance and accessibility to the audience.

Content speed is a ranking factor as much
as it is a site maintenance and usability issue.

When you make content all-device ready,
faster to access, and available spanning all relevant mediums, you expand its
reach and suitability for purpose.

It is not uncommon to see content
performance peaks derived by improving the speed of delivery and associated
technical updates in isolation.

Technical SEO has experienced a
dramatic resurgence in its strategic application and resource attention over
the past several years. In no small part, this is directly correlated to
technological changes such as:

  • Mobile first content prioritization.
  • New SERP features including accelerated mobile pages (AMP) re-results.
  • The broader gains attributed to technical activities implemented.

Increasing Content Understanding

Partially overlapping with technical
updates, content understanding can factor in structured data as a key focus
area, as well as on page content revisions.

You can even consider the external link
signals (for example anchor text used, and external site topical relevancy) as
part of the content understanding exercise.

For the purposes of this
post, structured data and the associated items (,
microdata, JSON, rich snippet targeting and more) should be your primary

Google QAPage code is a must for
longer page question and answers content. This single technical update can
refresh and flag the topical value of existing content to Google for inclusion
within the SERP rich results such as the pre-results and Google Answers.

Other examples of structured data update
you can make include:

  • Local business
  • Organization
  • Logo
  • Media
  • Recipe
  • Review
  • Social Profile
  • Event
  • More

Enriching Topical Completeness

Completeness of content coverage is a
subtle trend that has been growing in market value for some time, coming to the
scene over last 3 years.

Surprisingly, few companies are investing
the time, resources, or expertise required to fully maximize this opportunity
to impact stagnating content.

Some of the most impactful actions to take
to enrich the completeness of the content you are improving focus on:

  • Bringing the content up to date.
  • Adding new statistical reference points and sources.
  • Including genuine authorship to content topics.
  • Expanding/adding the depth of FAQs.
  • Covering all core intent areas tied to the content topic and purpose.
  • Focus on making the content better than the closest match or top performing/ranking content.
  • Turn individual content items into hubs of topical value or series on content pieces.
  • Provide alternative ways to digest the content (podcasts, videos, webinars, presentations, info-graphics, and images).

Trimming & Combining Competing Content

Why has one page on a topic when you can
have 20? Because those 20 pages are most likely fighting each other for
position, causing content confusion, and sending conflicting messages to users
and search engines.

Typically unnecessary content pages on the
same topic create problems understanding what the content is for, which content
is expected to rank well, and what you want people or bots to do with the
content compared to it alternatives.

There are of course logical ways to create
content clusters, align disparate content items into logical series, and bring
together competing signals, but at this time, the question to ask is:

Do all these items add value to the user?

If the answer to this question is no,
consider what elements of the content do add value and think about how you can
bring all of these shallower content articles valuable elements into
an integrated hero piece of content. Most likely the hero content will be
currently stagnating and ready for improvement.

Content stagnates all of the time and frequently gets removed, repurposed, or overlooked entirely.

Here are the five core tactics to deploy
and improve the stagnating content present on your website towards your
business goals:

  • Keeping up with changing
  • Improving technical
  • Increasing content
  • Enriching topical completeness.
  • Pruning and combining competing

5 Social Media Networks Beyond Facebook and Twitter

With engaged user bases and proprietary first-party data, social
networks can be great traffic sources for marketers. Around 88% users use
Facebook to advertise and around 30% in Twitter. But there are other social
network platforms. Platforms such as Quora, Pinterest, Snapchat are used by
fewer than 10% of marketers despite being popular with users. In fact, Reddit
is the sixth most-visited global website, doesn’t break the top eight.

Advertisers don’t want to test other platforms when Facebook &
Twitter deliver enough scale. But testing ads on multiple platforms is
important to an efficient social media marketing strategy. Smaller, less
competitive social platforms might offer lower advertising costs, and depending
on your industry, more specialized platforms might allow you to target
particular audiences in the right mindset to engage with your ads. By trying
new platforms, you can find new audiences, explore new ad mediums, and maybe even
find some success.

Here are five additional social networks that you should try
advertising on, with advice on how to tackle them.


Pinterest is ideal for B2C brands
with lifestyle products that can be clearly expressed in a picture. You can
sell the products using imagery. Last year, Pinterest reported 250 million
users and more than 175 billion pins. The platform also shared that Pinterest
users find Pinterest ads 1.4 times more relevant than ads they see on other
social media networks—which is reason enough to start advertising on the

Pinterest Ads

Pinterest offers Promoted Pins,
which are standard pins advertisers can promote in a user’s feed (the ads are
simple, with an image, short text, and an off-site link). These ads blend in
well and are not obtrusive to the Pinterest experience. When creating a Pinterest
ad, use a vertical image at least 600 pixels wide, and remember that people use
Pinterest to discover new ideas and projects. If you can create a
visually-appealing ad that provides a promise of improvement to the user’s
life, you’ll do well on Pinterest.


Snapchat is also a B2C platform for brands. If your B2C business has a younger demographic, you need to consider testing out Snapchat ads. Snapchat provides a great opportunity to connect with a younger audience (among those 18 to 24, 78% use Snapchat).

Snapchat Ads

Snapchat has multiple ad types, including their Sponsored Filters, which are branded filters people can overlay on their photos. Snapchat’s Story Ads live in the Discover tab amongst organic stories from celebrities and media sites. Here, you have just an image and 34 characters to entice people to click, which prompts them to watch at least three video Snaps you upload. Snapchat also offers Snap Ads, which are slightly-obtrusive ads that appear in between Snaps in someone’s Snap Story (these can be static or video).


Advertising in LinkedIn is mostly of B2B. If B2B is your
audience then you should definitely be testing ads there. But B2C advertisers
can still get success at LinkedIn.  LinkedIn is an extensive platform to target
people with their professional credentials.

LinkedIn Ads

LinkedIn has three main ad units, all native: Sponsored
Content, Sponsored InMail, and Sponsored Job Results. The latter two will
appeal mainly to sales and hiring teams, respectively, while Sponsored Content
is used by marketers to reach people as they browse their LinkedIn
feeds. LinkedIn ads look exactly like organic posts, even showing who
of your contacts follows the sponsoring companies.

The ads themselves tend to promote content like an eBook or
blog article, although on desktop you’ll also see commercial-quality
auto-playing videos. Does this mean you shouldn’t try sending users to a
product page? Not at all, but keep in mind users are likely to be in an
analytical work mindset, versus a buying one, making LinkedIn more of a
top-of-funnel traffic source versus direct response.


Advertising on Qoura might seem
like a waste of time. But this Q&A platform has over 300 million unique
visitors each month. With its wide variety of topics, Quora applicable to
pretty much every marketer—all you have to do is find your audience and
set up your ads.

Quora Ads

Quora’s self-serve portal has
two major ad units: 1. Promoted Answers, where a specific answer gets promoted
in a user’s home feed (but not within the question itself), and 2. Image/text
ads that appear within answer results.

With Quora you can hyper-target your audience. Beyond
the pre-defined Topic and Interest Targeting options (there are literally
thousands), as well as their recently-released keyword targeting, you can
target specific questions. The interface even shows you the expected
weekly views of each question. A successful Quora campaign will involve upfront
research around relevant questions. Consider this missed opportunity: For
the question of “What are the best running shoes?” there’s not a single
footwear advertiser. It would not cost much for a brand like Adidas or New
Balance to pay to appear in the first result.

5 Ways to Improve Your Link-Building Strategy

According to a SEMrush study of
over 6, 00,000 keywords referring domains and backlinks are still the most
important ranking factors. This is why you should have a lucrative
link-building strategy. You need to clearly define the audience and create
valuable content for it. You should also recognize how publishing that content
on third-party sites is essential to link-building.

There are five ways to build
successful link-building strategy.

  1. Free Tools

are few things that can be more effective in your link-building strategy than
an app or tool to help your peers do something or learn how to do it better.
People tend to link in their content to the best tools they can find in their

For example, this can be useful
for link building. You likely would include links to these quality tools: CoSchedule’s headline
analyzer, Neil Patel’s Ubber Suggest, and SEMrush’s title generator.

Are there unique needs in your
industry? You need to aware about the valuable tools, calculators, and
quick-fix answers that could provide you for your audience members. If they
find them worthy, there are more chance that they likely to link to them in
their content.

  • External
    Reclamation and Broken Links

For link-building management, broken or missing links are an
ongoing problem. Broken links suggests inks intended to direct users to a
designated page that instead lead to another page, a non-existent page, or a
404 error response. In case of search-engine rankings, these broken links can
be problematic but are easily corrected through communication. Reach out to the
linking website owners or webmasters and ask them to repair the broken links.
They are more likely to fix them as they want their site visitors to see them
as reliable sources.

Link reclamation includes websites
that mention you, your content, and your products/services without linking to
your site. Your request for a link may be met with more resistance than a
request to fix a broken link. You may not receive a response from the website
manager or your request may be declined based on the site’s linking policy.
However, you need to make the request and consider it as a victory if you get a

  • Internal

Also, internal broken links can prove to be a source that
creates problems in overall search-engine ranking. Google Search Console is the
best tool to analyze the viability of your internal links. You should incorporate internal links on your pages. If you have published a new
article that has information relevant to already published pages then you
should link to that earlier content.

  • Competitor’s

If you’re finding inspiration for your new content, then go
to your competitors’ links. You should search for relevant articles
and ideas that have significant traffic. It’s ideal to write an original piece
and include those highly valuable backlinks as citations.

Make your work easier with tools such as Ahrefs, which allows you
to research your competitors more efficiently.

  • Link

Aherfs tool has made the “link intersection” tool popular. This allows you to find out which sites link to your competition but not you. Based on this information, build relationships with those websites and create content that is more likely to be valued (and linked) by them.

For any website-oriented marketing strategy link-building is
an important part. As an experienced content marketer, you already know that that
a strong foundation requires creating quality content that your audience finds
valuable. But digging deeper into the links the link themselves, your
competitors, and other factors will enable you to develop your link-building
strategy fully.

5 Steps to Calculate Your Influencer Marketing ROI

According to Relatable’s 2019 State of Influencer Marketing Report, almost 80% brands say that they dedicated budget this year to influencer marketing. By 2020, an estimated $8 billion is expected to be spent on Instagram influencer marketing alone.

These show that growth in influencer marketing, but don’t tell if it’s being done well or not. Tracking campaign performance is the best way to measure the success of your influencer marketing program.

This is step-by-step analysis to track your influencer marketing campaign ROI.

Step 1: Set Campaign Goals To Track ROI Accurately

The first and most important step in any influencer marketing program is to set clear goals and objectives. Determining your goals lets you determine what kind of influencers to work with, types of content, distribution platforms etc.  

Some common influencer marketing goals for marketers include:

  • Increase brand awareness
  • Reach new/target audiences
  • Improve brand advocacy
  • Increase sales
  • Manage brand reputation

However, these are broad goals. To run a successful influencer program, dive deeper and set goals at a more granular level. This will make it easier to track your campaign ROI.

Step 2: Define Metrics to Measure Campaign Performance

With campaign goals set, you need to identify the metrics to measure them. The goals need to be well-defined and clear. These are:

  • Be Specific: If your goal is to increase revenue, define by how much in money or percent growth.
  • Set a Timeline: You could track the increase in traffic within two weeks of launch.
  • Be Achievable: Your influencer program is bound to fall if your criterion for determining success is not clear.

You can’t dependent on single metric to understand whether you’ve achieved the goal. Consider your campaign goal is brand awareness. Your performance metrics can be varied and could include number of impressions, brand mentions, clicks, follower growth, increase in brand engagement, etc.

Step 3: Develop Goals and Performance Metrics for Individual Influencers

It’s important for you to understand which influencers are contributing and which are falling behind your expectations so that you can understand what works and cut resources spent on underperformers. Individual influencer goals must align with your campaign goals. For instance, let’s say your main campaign goal is to generate certain revenue within a certain time frame. An individual influencer goal would detail the minimum amount the person would generate within that time frame.

Individual influencer metrics include:

  • Total impressions
  • Number of clicks to landing page/website
  • Average engagement rate
  • Conversions to customers
  • Amount of user generated content created
  • Revenue

With this data, you can assess the performance or impact of each influencer and make informed decisions on how to use them (or not) going forward.

Step 4: Choose The Influencer Tracking Platform

Rather than tracking manually your campaign ROI, you should look for influencer marketing platforms for help. These platforms will make it easier for you to accurately track your campaign performance and the performance of your influencers. Some influencer marketing platforms are:

  • NeoReach
  • TapInfluence
  • Grin

Step 5: Measure The Influencers

Most brands usually measure the performance of the overall campaign but that usually not enough. Pick an initial group of influencers to start the campaign. First, pick an initial group of influencers to begin the campaign. Track each influencer’s performance at the start. Document the engagement rates for each influencer’s post and compare them to the collective group of influencers.

You can do that by two ways Unique URLS, Unique Discount Codes.

Running a successful influencer program requires proper planning and execution. It also requires a detailed measurement strategy. Using this step-by-step guide, you can assess your influencer program with ease and improve the ROI from your influencer collaborations.

What are you waiting for?

6 Actions You Must Take After SEO Audit

Are you planning to improve the organic search visibility of your website? An SEO audit is the answer to do it. An SEO audit can produce valuable insights. It reveals your SEO strategy and tactics. The best audits are done in-depth and focused on aspects across the key areas of SEO:

  • Technical
  • Off-Page
  • On-Page

They use keyword or goal-oriented focuses to compare against. This allows a deeper analysis of keyword performance and competitor comparison. You’re doing SEO because of return on investment or to get high-ranking, traffic and conversion goal improvements.  This makes SEO audit an important part.

Here are some specific next steps that you should take after the audit is completed to build momentum and ensure your time and invested isn’t wasted.

  1. Develop a List Insights

A detailed audit report includes:

  • The list of SEO items audited.
  • The status is of those items weighed against best practices, audience, and competitive filters.
  • Recommendations of aspects to correct or improve.

These are often knitted throughout the report and sometimes are summarized in an executive summary or conclusion section.

For automated audits, this section of findings might be lacking clarity or depth.

The first step after the SEO audit is to get to the short or possibly long list of specific insights and things that need action.

  1. Prioritize Based on Level of Impact

Using the list that was included in the audit report, or the insights you’ve gathered, it’s time to begin the planning phase.

If you have the option to go back to the person or team (internally or externally) who conducted the audit or do a post-audit meeting, this is the time to learn and understand the expected level of impact of each of the items on the insights list.

Not all corrective actions will have the same degree of impact. While SEO professionals are required to avoid promises due to the uncertain nature of the industry, there should be a scale and objective way to prioritize the list based on how big issues are.

Setting expectations of what the impact could be, even when they are based on benchmarks and where you want to be will be helpful later for measurement of actual impact.

  1. Determine Necessary Resources

With a prioritized list of action items based on the level of impact, you can now determine the necessary time, budget, and resources needed to tackle each item.

Few updates can be made within minutes by a single person with little training. Others might require the assistance of other departments, individuals, or outside vendors.

Something like the use of a sophisticated canonical tag strategy require a good technical SEO mind plus the skills of a web developer. Such resources may cost some money and have to be slotted into schedules.

The moment you know how long it will take to implement each item, what it will cost in time and resources, coupled with the level of impact from the previous step, you can filter the list and re-prioritize.

  1. Develop a Timeline

Now you have an outline of the work and needs in front of you. This is not the time to take your foot off the gas. Pushing forward on the SEO plan can be daunting due to time, resource, and budget constraints. However, SEO is a long-term commitment that is fueled by short-term activities and tactical execution.

At this point, you should be able to see what the all-in investment is for implementing all of the items on the list.

Based on budgeting, pacing, and the ability to work, it should be possible to know how much time overall it will take to work through everything.

With this, you can develop a timeline with specific milestones, goals, and reporting cycles to measure the impact of the effort.

  1. Create an Action Plan

Putting the plan in motion, you’ll need to find the right systems to ensure that:

  • Collaboration is easy.
  • Tasks are scheduled and assigned.
  • Accountability is attached.

Whether it’s a workflow program, SEO tool, or project management suite, treating this as a real project or campaign following the audit is one of the best things you can do to give it a fair shot.

Heaping a big stack of tasks or assignments on an individual, team, or group of roles with no expectation or accountability is a big risk for failure.

It’s important to set the tone with a plan and an expectation of it being organized and completed on budget and on time.

Not all stakeholders and roles will understand the potential impact of improving SEO if they only have a small role in certain pieces.

Without some education and a clear assignment with a due date that tucks into the plan, it might go into an IT queue with low priority and never get done.

  1. Achieve Success

It’s not easy to know what SEO success looks like and that this effort was worthwhile.

You can measure performance by tying back into the goals and expectations you set in the first post-audit step of assessing the best estimate possible of the level of impact of the action items identified.

You can identify the project schedule and see where average position, impressions, traffic, and conversions changed during the project or campaign, using baseline or benchmark data,

If you’ve a dedicated plan and concerted effort then you should be able to track specific improvements.

You also need to be sure of using the annotation feature in Google Analytics and have regular reporting cycles monthly or weekly depending on how long your timeline is for implementing the plan. This is really a great way to track improvement over time and understand the actual impact versus the estimated level of impact and to make any agile revisions to the plan or to keep going with the original schedule.

The process of SEO audit can be overwhelming. Depending on the type of audit, and how much support and education you receive at the end of the process, it can be challenging to use the audit as a powerful tool to improve the optimization of a website. Through working from insights to fully-actionable and measurable plan, you can achieve success and find ROI not just for the audit investment itself, but in leveraging SEO as a valuable digital marketing channel.