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.


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.
Conversions

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 (schema.org,
microdata, JSON, rich snippet targeting and more) should be your primary
concern.

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
    audiences.
  • Improving technical
    performance.
  • Increasing content
    understanding.
  • Enriching topical completeness.
  • Pruning and combining competing
    content.

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

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
platform.

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

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).

LinkedIn

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.

Quora

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.


3 Ways Quality Data Can Help You Achieve Success in SEM

Quality vs. quantity. This is most important in the world of search engine marketing. People use data to measure performance, set goals, and drive the decision-making for paid search programs. Data is everything. It helps to:

  • Measure value.
  • Allow to define strategies and boost performance.
  • Be the driving force behind work.

But data isn’t the only key to higher value and better performance. The operative piece is actually quality data. No decision is more important than defining and executing on a bidding strategy.

Without good data, it doesn’t matter how sophisticated the algorithms or optimization techniques you apply to your program. Your performance will lag behind of its peak potential. The lack of data set poses a significant challenge for most SEM programs. Solutions come with capturing and leveraging the right data can have a meaningful impact on the success of an SEM program.

The fewer ways are:

  1. Higher Revenue & ROI

Data has the ability to increase the business performance. By measuring, tracking, and analyzing data on past performance, you can make smarter decisions. These deliver improved results.

Certain core categories of data can be directly applied to increase SEM ROI.

Search teams can empower smarter and more profitable bidding decisions by tying:

  • Analytics data from web and mobile tracking solutions.
  • Offline data from call centers or CRM platforms.
  • Inventory or capacity systems that track real-time supply constraints.
  • Contextual data back to SEM data.

Without leveraging data, large SEM programs can’t achieve peak performance. A unified data set will also offer insights into how deep your prospects are in the funnel. Also, it can show the valuable milestones of the customer journey. Achieving peak performance is hard. But the foundation to get there requires investing in a platform that does two things:

  • It collects the right quality data.
  • It then allows you to apply that data to sophisticated algorithms to automate bidding optimization at scale.
  1. Historical Context For Better Decision Making

Minimize the all-too-common and expensive “bidding learning period”. The quality of data you feed into the new platform is of utmost importance. If you don’t integrate historical data, your team may struggle to see patterns that drive profitable strategic decisions.

When it comes to SEM, almost every business experiences seasonality. Promotional events, holiday periods, or monthly trends.

Ideally, your future promotions and seasonal strategy learned from past successes and failures. Likewise, your bidding strategy should leverage data from past seasonal periods to guide future bids.

Strong historical data is capable of providing the right context required for the best results. But you’ll need the right platform.

Paid search professionals are often forced to write off their bidding platform to control the bids themselves. Real trust derives from good data put to use.

  1. Differentiate From Competition

Quality data powers advanced techniques and capabilities in your bidding solution. These types of feature enable advertisers to achieve best performance and beat competition.

Take forecasting and scenario modeling. While predicting the future isn’t new to the industry, it’s far more accurate when fueled by reliable and comprehensive data.

Proper data science methodologies should be used to model this data. Thus, it is possible to discover higher performance and drive the greatest value from customer audience data. That’s a key requirement to achieving peak performance.


Why SEO Is Important?

Why SEO Is Important?

Before understanding why SEO is important, or why search is important, you need to step back and understand why people search.

Why People Search?

In the early days, people used to search to find a list of documents that contained the words they typed in. But now things have changed. Today people search to find solutions, to accomplish tasks and to ‘do’ something else. You can search to book a flight or want to learn the latest song by a popular singer. When a person starts a search, they start a journey. In marketers’ language, it’s known as ‘consumer journey’. It captures the journey of a buyer from inception to completion. And most of the journey starts with search. Over the last decade, the consumer journey is playing a larger role in search.

Evolution of Search and Consumer Journey

The modern consumer journey no longer get represented by a funnel, but it more looks like a crazy straw partnered with various twists and turns representing various channels, mediums, and devices that users interact in today’s time. Search has evolved from simple words on the page to understand the intent of the users on each phase of the journey. Search is no longer about keywords. It has evolved from providing the right content to the right user at the right time to accomplish their task. For users, it’s all about verbs. And for search marketers, it’s all about their journey. Sticking to the crazy straw model, today’s consumer journey happens using multiple devices. You may search for the product on mobile devices and use work laptop to study about it and finally buys the product using a desktop at home. Search isn’t just limited to computers or smartphones. Users can search from a variety of devices that includes watches, smart glasses, Bluetooth speaker assistants, and even kitchen appliances. In today’s world, in which a fridge has a twitter account and search marketers need to know about how various devices relate to each other and play a part in the user’s search experience. In a hyper-connected world, SEO has become “real marketing.” The days of hacks, tricks, and attempt to reverse-engineer algorithms are gone.  Today’s SEO focuses on:

  • Understanding personas.
  • Data-driven insights.
  • Content strategy.
  • Technical problem-solving.

3 Main Aspects of Any Marketing Strategy or Campaign

Search touches mainly 3 areas, these are:

i) Attract

ii) Engage

iii)    Convert

However, search mainly focuses on the first phase “Attract”. It is no longer feasible to just have an awesome product. You should actively attract customers via multiple channels and outlets. Despite some contraries from clients or design agencies, every webpage is an SEO page.  If you’re using the webpage to attract visitors, engage visitors, or to convert them, there should be an important SEO component to that page.

SEO has come a long way from the days of Metadata. You also need to remember that today’s websites are more application than they are just a website. Web applications come with lots of fancy features that don’t always play nicely with search engines (hi again, angular and react.)

Good SEO

A good SEO today not only focuses on content but also helps:

  • To navigate through multiple versions of the same page
  • Solve issues related to tech that render content invisible to search engines
  • To ensure proper server settings
  • To integrate with social media, content, creative, user experience, paid search, or analytics
  • To find avenues to speed up your site

As a good SEO professional, you have to understand searcher as well as competitive landscape. It isn’t enough to understand the user’s task, as a search marketer you also need to understand what options the marketplace offers and how they fill the gaps.

Suppose the article is about the best hotel management college in Kolkata then surely you have to maintain the focus keyword density.

As an SEO professional, you’ve to wear multiple hats as they help connect development, information architecture, user experience, content strategy, marketing, social, and paid media teams. Search marketers around the globe, in an attempt to create that works for search engine and users.

Conclusion

Search matters because of users matters. The continuous evolvement of technology puts SEO to deal with new ways of searching, new devices to search on, and new types of searches (voice search) but one thing remains constant is why people search. The search isn’t going away.


Google AdSense Policy

Change in Google AdSense Policy: New Sites Need to be Verified to Display Ads

Google has introduced a new rule for its AdSense. The new policy says that every new site has to go through a 2-step verification process to display ads. AdSense publishers who intend to place more than one site will now have to attach each individual site to their account.

2-Step Verification Process

In the first part of the 2-step verification process, AdSense publishers will have to prove that they either own the domain where they want to place the ads or have the permission to modify the content.

The second part of the process involves reviewing the site for compliance adhered with Google AdSense Program policies.

Once Google reviewed a site and approved the ads on AdSense then it will be marked as “Ready”.

What Happens if Not Approved 

If Google has reviewed a site and didn’t approve it then it will be marked as “Needs Attention”. This gives the site owners to correct the mistakes that prevented the site from placing ads during the first review.

What this Means For Marketers 

As a change, “My Stites” tab will be renamed to “Sites” and will be placed on top of the menu to find it easier. This change, other than “My Sites” tab, will not affect the most AdSense users. Those who end up being affected will take help from Google to find the correct ad code to add to a new site. Google has said that they’ve made the change because of improving the quality of the AdSense Program for the advertisers. This would also benefit those who publish ads on AdSense. For More Information Log on Keyline Creative Services.


Digital Marketing Transformation in 2019

3 Important Factors to Digital Marketing Transformation in 2019

Digital transformation is the buzzword of today. However, it means different things to different people. If you put it simply, it is the pursuit of achieving the highest level of scale, efficiency, innovation, and profit using data and technology.

When it’s come to strategy and operations, there are three keys to effective digital marketing transformation.

  1. Organization

Change is a tough aspect to deal with. While implementing, it can seem inefficient. Digital transformations are capable of altering company culture, including long-standing strategies, processes and tools.

Organizational challenges are often considered as toughest hurdles. Adopting necessary technology or data is the easiest way to achieve it. You can only do such things, if everyone is ready to commit a shared vision.

For instance, if you’re a part of a global organization and managing its marketing channel separately by region then there are multiple changes you can make, shifting team structure to drive greater scale and efficiency. It’s harnessing a mindset of think global and execute local.

Think global – It means creating a global framework on that all team members are depending on technical resources, knowledge-sharing, direction, and collaboration.   

Execute local- it means putting trust in the regional teams to put in marketing strategy according to unique and measured requirements of the local markets.

Digital transformation is about finding the right balance between standardization and execution on local scale.

  1. Channel Management

Undertaking a digital transformation to rethink channel management strategy is the important step for any marketing team. Lack of cross-channel optimization can reduce the marketing return on investment (RoI).

Today, applying the rules of traditional marketing in digital marketing could be flawed or misleading. In case of social or content marketing, the outcomes can be visible. These activities are considered as ‘top funnel tactics’.

If you properly manage your digital channels then you’ll get results. When analyzing your sales performance if you look at last-touch attribution, you arrive at a point that best converting channels are paid search and display retargeting. These two do well in converting new customer but stay in the bottom funnel- the stage of the customer journey when people give information that they want to buy something. However, Search Engine Optimization (SEO), content marketing, social are falls into top funnel channel.

The goal for a marketing organization is to grow and manage its audience effectievely.

  1. Technology

Using data management platform (DMP) you can build and define your audience through every customer touch points. DMP can store several information about customers interacted with over time.

For example, imagine you’ve a company that sells airline tickets, and your SEO team builds a landing page of 5 most beautiful paces in USA. The page doesn’t say about the cost of airline to US. However, the page is intended for those travelers to wants to visit US.

A visitor finds the page via Google search and clicks your article. The visitor reads more articles and leaves the page and doesn’t return for a while. On the contrary, you mark them using Facebook tracking pixel. All this information gets stored in DMP.

Later, you start a Facebook retargeting campaign which promotes a special, low-cost travel special to US. You configure your campaigns to serve ads to cater people who viewed pages on your website related to US content.

The visitor in the example never sees the ad. Reasons?  Because a few days before the ad campaign, that visitor returned to the website and purchased a ticket to Berlin. Their information was saved in your CRM which sends data to DMP, and had to set up a rule avoid serving Facebook ads to customers who had bought airline tickets in last 2 months.

Now who takes the credit for the purchase of air ticket to Berlin?  Which media channels deserves credit for saving organization the unspent media amount that could have been wasted on this traveler if someone has served the ad? This is a tricky question.

This is an example of marketing success that can be achieved using all digital channels working together.

Digital marketing transformation is a never ending process. If you correctly execute these three factors then you can transform your team members to pioneer change. Your internal process also become streamlined which changes your organization and helps to achieve distinct advantage over your competitors. 


digital-marketing-company

PPC vs. SEO – Which is the best option Add value to your ROI

“SEO and PPC are two strategies to increase ROI, Let’s go read our blog before you decide to which will bring you high ROI – PPC or SEO?”

Digital marketing company provides the services of SEO and PPC. Before you decide to invest, first you need to know the real impact of SEO which means Search Engine Optimization and PPC which means Pay Per Click. SEO is the organic way to bring your website on the top of the search result. PPC is a way to buy a link, a marketing technique to invest in the website which will make the advertisement appear on the top of the search result, meant to attract more clicks. Clients fail to decide where to make their investment which will meet their purpose with greater returns.

If you are searching for a digital marketing company to enhance your brand, first you look whether the services provided by them include SEO and PPC. Then the challenge is to decide the better option that will meet your purpose. Both have its own merits and limitations. You have to judge how to maintain a balance between these two marketing strategies to gain maximum returns.  

Time needed for better results:

Sole aim of digital marketing is to take the website on top of the search results. If you invest in SEO you have to also invest time to pull your website on top of the SERP (Search Engine Result Pages) using required keywords and attract traffic. Every moment innumerable websites are adding to the list. Therefore to pull your website in top of the result pages following SEO strategy is much time consuming in comparison to results gained from PPC. In case of PPC, you need to run advertisements based on the keywords that will make it appear at the top of the SERP still you continue to invest for the same. This will result to more clicks but only as long as the advertisement is made available by you.   

Effective results:

Applying proper SEO techniques, the keywords used to attract traffic decrease the chances of bounce rate.  Here only relevant clients will visit your site so much are the possibilities to turn prospects to customers. But investing in PPC can result to attract random user meeting lesser relevance for your business. Even after a click on the link the chances of leaving the site remains high contributing to higher bounce rate with low returns.

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Cost Effective:

SEO is much more cost effective in comparison to PPC. Usage of keywords and relevant links attracts more traffic that is likely to increase with time at minimum cost. In case of PPC you have to continue to invest still you want to run your advertisement. Whenever a click in made on the link, money will be deducted from the linked account. Irrelevant clicks increases cost as well as make it difficult to meet the purpose.

Evaluate and Apply

One cannot achieve while applying single marketing technique. Evaluate both the strategies and apply accordingly to endorse your brand for better returns. Investing time over SEO to pull your site in top results of SERP as well as investing money over PPC will give desired returns to your investments. Investing in PPC can generate sale on the other hand keep your users interested with your brand with SEO techniques.  

If you are in need of professional advice to help you decide, the proportionate share of investment on SEO and PPC, then contact us at Keyline Creative Services or Call us at 033-24819206.


free-competitor-analysis

Competitor Analysis- A Tool Used By Successful Business Firm

What is Competitor Analysis?

Competitor Analysis is a marketing tool used by an organisation to identify its potential competitors and evaluate their marketing strategies to determine their strengths and weaknesses.

Analysis of current and budding competitors is a key approach for an organisation to thrive in the marketing field. A full recognition of your competition is vital for formulating your company’s future plans.  

A company’s growth rely on many factors – Market condition, Customer’s demand and satisfaction, competitor’s plans and strategies, by predicting your contender’s  reaction patterns to new products in the market, etc. So proper analysis of your rival’s performances can help you to gauge its growth pattern and also its shortcomings.

There are about 4 steps in competitor analysis:

1) Know the competition:

To prosper in any field, a company has to face tough competition from its competitors every moment and in every respect. So it is always better to have a sound knowledge about them. You should have a gross idea about each and every aspect of a competitor viz. How many competitors are there, who they are, what are their products, what are their strengths and weaknesses, how the are operating, their market value, their success rate over the years, are the customer satisfied with their products, if not, why. This is the first step of Competitor analysis.

2) Product Demand:

Rise in demand of products can cause steep competition between two companies, manufacturing the same product. The demand can be seasonal, monthly or even yearly depending on the type of product and its sale. So each and every company is competing with each other all the time to fulfil the customers’ demands. Based on the products, competition can be of 2 types – Direct and Indirect. Two or more companies offering the same services and products are said to be in direct competition. Indirect competitors are the ones who are offering similar products or services to the same target market.

3) Customer Satisfaction:

You know that customer is the first priority for an organisation. The main aim of a company should be to satisfy its customers by fulfilling what they desire. So at first, you have to do some survey work and market research about the needs and demands of customers. Simultaneously you have to be stay informed about your contender’s marketing style, role of its products in customer satisfaction. If the customers are not fond of your products/services and they are using your competitor’s products/services, then your market value will decrease.

4) Strategic Planning and Its Execution:

You should plan your business strategy after taking into consideration the competitors you have to deal with. You should plan different strategies to take on different rival companies, but your aim should be fixed i.e. to beat them in the long run. Click here free Website Competitor Analysis

You should execute the strategies which are best very effectively. There is no extra reward if you give full effort in analyzing the competition and lose, but if you fail in implementing the plan, then it would be a great loss for your company.