5 Tips And Tricks To Make Sure Your Logo Is Next Level

Whether you are a new business owner or an old one, your logo is the most different aspect of your business. Hence you need to pay special attention when you are creating your logo. Now, most leave the job to the best web design company in Kolkata they find, but they also need to consider certain aspects. That is because your logo will tell the story of your brand, and no one can tell it better than you. So, even when you go to the web design company you have hired, they will ask about your vision regarding your logo. Now let’s see what the tips and tricks are to make sure your logo is at the next level.

To start with, let’s see the must-have things for a good logo. They are:

·        Must be eye-catching

·        It must have a timeless feel to it

·        Must be memorable

·        You can understand the logo even when it is small or large

·        Perfectly symbolizes your brand value/vision

Now let’s see some tips and tricks on how to achieve that. Of course, your logo design company in Kolkata will be doing this job for you, but it is an extra help if you also come up with creative ideas.

Express your brand through picture

The earliest human language was pictorial like the hieroglyphics of Ancient Egypt. That is because there is some image that doesn’t need any language to express, they are eternal. Hence nothing can symbolize or give the vibe of your brand more than an image that captures the essence of your business.

Make a clean logo with white space

Many people think that the best design should be loud and full of colours. While it is true that colours attract our attention more, some businesses can give off the wrong vibe. If you are in a business that is subtle and not in your face, then you need to have a logo that portrays that and not the opposite. This is why logo design companies in Kolkata love to use the blank space or white space as it is called to design a logo that is clean and minimalistic. Such logos not only give a tranquil and calm vibe but due to their white background, are easier to incorporate into other marketing materials like t-shirts, posters and brochures.

Design the logo based on where you are going to use it most

When designing the logo, make sure you discuss with the designer where it is going to be used the most. For example, if the use of it is mainly on the business card that you give away or on your uniform or, on or your website. Based on that, you need to discuss with your digital marketing company in Kolkata when designing your logo.

Make the logo a literal representation of your brand

Being literal with your logo will get you places and increase your brand awareness. Think of Apple and its logo; no matter where you are in the world when you see a bitten apple on a product, you know it is from Apple. So, showing what you do on your logo is both creative and practical, and ask your digital marketing company in Kolkata to help you design one.

Stand out with the use of the right colours

One quality you should look at when designing your logo is salience. Salience simply means using colours in such a way that it stands out from their background. The best way to do that is by using a pop of colour against a white or neutral background. This pop of colour will make sure your logo doesn’t become dull or flat even when you use just a single colour. Take for example the Amazon logo. The orange arrow at the bottom of the name of the brand in black makes the logo eye-catching wherever placed. Many people think monochromatic is the key to a good logo; while it is true, it is also true that for some businesses, black and white may give the opposite impression of what the company wants to say. So, even for a monochromatic logo, use shades from the same colour to make the logo.

Now that you have an idea of what to talk to your web design company in Kolkata regarding your logo, go ahead and contact one to create the best logo for your business.


Top 5 Free Quality Control Tools for Better Content Marketing in 2022

According to the recent statistics of CMI, 91% of online marketers use content marketing to reach out to their intended customers. 

But have you ever wondered with such an enormous volume of content published online daily, how your company will make a mark? Well, the key is to create flawless and valuable content that can generate more leads than the competitors. However, when you have too much to maintain, an official website and blog, social media pages, and newsletters, the chance of making mistakes is high. That’s where free quality control tools come into play. 

Here are the 5 best free content quality assistance tools for your content marketing strategy to work flawlessly. Get more information about the best marketing company in kolkata

Grammarly – Writing Assistant

In these advanced digital times, poor spelling and grammar are no longer acceptable. The online audience won't perceive your pages as professional if it doesn't contain content that is error-free and accurate in grammar and language. Take advantage of Grammarly to spell-check and grammar-check a write-up before making it public.

Evaluate the grammar, readability, tone, and approach of your marketing content with this brilliant content checker. The free version performs a quality check of your contents and spots common errors related to punctuations, spelling, and grammar to ensure seamless editing. This is not all! Besides providing word choice and clarity suggestions, it also features a plagiarism checker. The most amazing part is that it refines content by highlighting the minor errors that are often overlooked during manual edits. You can either use it as a mobile or desktop application or add it to your browser to keep checking the content as you write. 

What makes it stand out?

  • Detects up to 150 grammar and punctuation errors
  • Gives suggestions based on the reading skill of the target audience
  • Modify the writing style as per the selected content goals like tone, intent, formality level, and domain.
  • Offers easy-to-understand explanations for the errors

WebFX – Readability Test Tool

Your marketing content has no value if the target audiences are not able to comprehend the meaning. For example, if your targeted demographic is a business group, the writing style and readability shouldn’t be for high school students. Keeping a check over the readability of your content so that it can be easily accessed by your audience is vital. And in such cases, the WebFX readability tool can save your day. It is the easiest tool at your disposal when it comes to readability checks.

WebFX enables you to understand the readability expectations of your niche market through a grade level by implementing popular parameters. As it gives real-time suggestions, you can fine-tune your writing then and there rather than doing it later. All you have to do is just enter the web URL or type the text that you want to check and the tool will calculate its readability based on several readability indicators. It is perfect for beginners and experts alike, all thanks to its simple interface.

What makes it stand out?

  • Computes the readability of an entire webpage or runs partial checks.
  • Calculates the readability score based on Flesch-Kincaid readability tests.
  • Automated Readability Index, Gunning Fog Index, Coleman Liau Index, and SMOG Index are used to determine language difficulty. 
  • Determines the readability of a referring page linked to your website.

Yoast SEO – SEO Health Checker

Does your content meet the standards to rank better on Google? In content marketing, you need to check off every SEO criteria before putting any text on the web, as your brand reach depends on the published content. This SEO checker has a simple aim- to help users develop content that is easy to grasp. Being a real-time analyzer, it can be seamlessly integrated with all popular platforms. Therefore, while creating a WordPress post, you get a plethora of SEO tools from Yoast SEO to optimize the post in a way that search engines will love to rank.

When it comes to quality control in content marketing, you need to ensure that search engines can find and read your content as that is the key to ranking high in Google searches. Right from analyzing the readability of your blogs, articles, and web pages to helping you optimize them for better search results, Yoast SEO offers all. Its optimization benefits are not only limited to certain pages or articles but have an impact on the overall SEO of your website.

What makes it stand out?

  • Provides continuous feedback for your WordPress, Shopify, and WooCommerce sites.
  • Helps to optimize content for better user experience and conversions.
  • Facilitates the creation of valuable content that is more likely to appear in search results.
  • Offers a variety of SEO tools required for content management, absolutely free.

Co-Schedule – Headline Analyzer

Believe it or not, people are 5 times more likely to simply read a headline and take a decision rather than reading the entire page. Thus, creating catchy and relevant headlines is important as nobody would read your content unless they feel it is worthy to click. If you also want to create powerful data-driven headlines that can bring more traffic, shares, and conversions, Co Scheduler is for you.

Co Scheduler begins by analyzing a title using proven headline formulas. For churning out the best headline suggestions for your business, it runs a history check and finds out headlines from the database that had high conversions in the past. To ascertain that your headline appeals to the target customer, it suggests demographically-appropriate words based on the earlier headline metrics and optimizes the word count and character length for better SEO readability. Using this headline analyzer you can attain the right word balance and analyze the appropriateness of the emotion conveyed in your headline.

What makes it stand out?

  • Records the headline history for future improvement analysis.
  • Performs sentiment analysis and prompts you to reassess the headline tone and structure.
  • Offers a comprehensive headline score for the texts
  • Displays headline previews for social media pages and search engines.

Broken Link Check – Website Validation Tool

In content marketing, a very important but often forgotten tool is a dead-link checker. Do you know broken links can be a major put-off for your customers? Just imagine the disappointment and frustration on a visitor’s face when he gets to a 404 Error or a blank page! And this was just because you had been manually checking your web pages so far. But now, with Broken Link Check at your disposal, no need to manually check stale links anymore! 

Broken Link Check is an online platform facilitating marketers to check their web pages for dead links. With the help of this tool, you can scrutinize your website for problematic tags, discover hyperlinks that are dead, and also view the exact location of those dead hyperlinks in your HTML code. It also aids in their immediate removal thereby restoring your site’s integrity and credibility, the cornerstones of content marketing.

What makes it stand out?

  • Finding and fixing dead tools has been made easier and simpler.
  • Helps to quickly spot mistyped and bad URLs, invalid SSL certificates, malicious reference links, and 404 errors.
  • Scans unlimited web pages including internal and external or outbound URLs.
  • Instead of listing both good and bad links, it reports only the problematic links.

For a content marketer, publishing error-free and SEO-optimized content mark success. In a world where technology has its power play, keeping a check on these vital quality parameters is no more a difficult task for you. Use these 5 best free quality detection plug-ins anytime and create high-quality content as per your audience's demands.

And, if you ever need any help with generating content that is valuable and SEO-friendly, reach out to us


Digital Marketing Agency in kolkata

Why Is Digital Marketing Agency Important For Start-up Business?

If you have already laid the foundation stone for your start-up business and you have no idea about brand awareness and how to reach people within a shorter time, then you should seek the help of the leading digital marketing agency in Kolkata, Keyline Creative Services. The agency has started its journey in 2002 with a team of highly-skilled and experienced people who are very devoted to their work. They are always ready to come up with new ideas and strategies that are ahead of the era. From 20 years of exquisite experience, the team can guarantee you a pinnacle of success within your realm.

Why do Startups need the guidance of a digital marketing agency?

Let us time travel two decades ago. Technology was less advanced at that time than now. People were more into newspapers and televisions. We got to know about a brand or business from banners, leaflets, advertisements based on only two sources- televisions and newspapers. But time goes by too fast. In the meantime, technology touched the sky, and simultaneously the effect was also rained upon us.

Even during the lockdown, we locked ourselves between four walls. We become more mobile-centric. How many of us watch television with our sitting together with our family? Can we remember the last time we read newspapers thoroughly? Knowingly or unknowingly, our world became surrounded by mostly social media platforms and internet surfing. We spend most of our time online.

1. Traditional Vs. Online Marketing

Clearly, this is not the right time to grab the attention of the customers through traditional marketing. It is the era of online marketing. As the trend is now of being tech-savvy, the platforms that should be chosen for branding & marketing are social networking sites. Facebook, Instagram, Google Ads, Google My Business, Reddit, LinkedIn, Quora, YouTube, Pinterest, Twitter- these platforms are considered as the Pandora's Box to reach your customers.

2. Budget-Friendly

Generally, a start-up business does not come with a pool of funds. Some of the entrepreneurs are self-financing their business, some of them are looking for angel investors, business loans from many government schemes, banks & other financial institutions. In that case, digital marketing is very cost-effective. People do not need to pump a big amount of notes behind it. One can get a huge number of positive responses by spending a minimal cost.

3. Drives Business Growth

Digital marketers always analyze the behavior of start-up customers, monitor the market trends, strategies to generate more revenues and organic traffic for the business. They know how to convert leads into sales and improve conversion rates. The better the conversion rate, the higher the growth of the business.

4. Brand Awareness

Marketing strategists can help you find which platforms would be the best or worst for the business. They will provide suitable resources for PPC (Pay Per Click), SEO (Search Engine Optimization), content marketing, and social media strategies. As the best SEO company in Kolkata, Keyline Creative Services offers top-of-the-line digital marketing strategies within a realistic budget.

5. Customer Bonding

Keeping your customers happy is the only way to grow your business. People who are working in the field of digital marketing, know the one-to-one digital connection with customers, how to communicate with them. They survey the products or services your business will be going to provide and find the best possible way to communicate with the customers through their language.

If you want promising leads for your start-up business from potential customers and enrich your business with the latest digital marketing strategies, then tell us what your calendar looks like & have a chat with Keyline Creative Services.


competitor analysis

Tips To Do The SEO Competition Analysis To Boost up Website Ranking

An intensive competitive analysis can be turned into your guide of what you need to do to improve your site to be on par with your rivals. 

It can likewise distinguish both your site's qualities and weaknesses and your rivals' sites for everything from SEO to look through include wins. Using this data, the Digital Marketing Company in Kolkata can find the zones you are feeble to refine them, just as distinguishing the zones where your competitors are weak, and afterward profit by their weaknesses for your site and search performance.

  1. Keyword Research

The initial step is to recognize the keywords that your site can REALISTICALLY target initially. Your first objective is to track down a viable specialty inside this heavy industry that is reachable. Mind mapping is an extraordinary tool to sort out your keyword ideas and buckets. 

There is a horde of approaches to develop your keyword list: 

  • Distinguishing your competitors and typing them into SEMrush to see the list of keywords they're positioning for 
  • Utilizing Spyfu to get a list of keywords they are offering for 
  • Using Keyword Planner to get a list of potential keywords identified with an essential term.
  • Identify Your Top Competitors 

When you have your keyword list, type those terms into Google and write the lists that appear in the best 10. Regularly you'll see similar sites showing up over and over. You'll need to distinguish the sites that position for some keywords in that niche and add them to your list of competitors.

Once more, the keyword tool can be an essential instrument as you can type the area into the search box and decide their organic traffic and number of natural keyword positioning in Google. The more keywords they have ranking in, particularly for high search volume, the ideal space is. It's essential to recognize the long-tail terms you'd target and discover sites that position relevant terms.

  • Social Media and Content Audit 

Since you understand who your competitors are and their backlink profile, you'll need to investigate their content advertising and online media methodology. How regularly do they share reports via online media? What is their engagement ratio? What number of active followers do they have? Here's a format for an online media review poll that can be utilized as a feature of this interaction. 

Check their social media platforms. That will help you decide how active you should be regarding making and sharing content, and once more, to determine your first focuses in terms of follower and engagement ratio.

  • Decide Your Barrier to Entry and Strategy 

When you have an intensive understanding of your rivals, you can make your procedure depends on the midpoints from the information you revealed. 

First, you'll need to know the number of connections you'll have to gain and the nature of those connections to start appearing in the list items. It will be discovered on the midpoints of the sites positioning for the keywords you picked. It's critical to maintain a strategic distance from keywords that have a solid presence of sites with massive space authority; these areas are difficult to beat as they will, in general, be profoundly trusted and rewarded by Google.

Web Design Company In Kolkata will show you what your competitor is doing and how you can emulate or beat those systems to overwhelm the search engine rankings and boost your brand development.

Read More


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

There
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
industry.

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
link.

  • Internal
    Links

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
    Link

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
    Intersect

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.


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.


How to Generate & Use Data-Driven Content for Link Building

How to Generate & Use Data-Driven Content for Link Building

In this data-driven world grabbing the attention of readers, journalists and links are one of the hardest jobs. Your content must be eye-catching, exciting and unique. Data journalism one of the best and easiest ways to create content that stands out from the crowd.  Content with data and statistics makes it interesting, newsworthy and shareable. And it also helps to bring more traffic to your website. A data-oriented content can drive traffic to your website also.

Be The Source

Creating your own data is not an easy thing. If you able to create your own data, people will want to link back to the place they cited. Using Google Trends and Google Consumer Survey, you can search for trending topics and build your own data.

Pick Your Topic 

Google Data doesn’t always ensure good content. You have to figure out how to tell a story using data. First, you need to decide what the content is about. When researching about topic, you should use Google Trends and BuzzSumo. These tools are built for researching and exploring trends.

Gather Your Data 

The most important thing about creating a data-driven content is actually find the data. While building content with your own data, you should remember that more in quantity doesn’t mean you’ll achieve your goals. You need a good content to achieve your goal.

  1. Conduct Surveys

Surveying is the go-to place for collecting information, to get statistics and data that you specifically focus on. Think carefully before asking questions. You want to get best results possible to generate a variety of angles for you to use in your content. Make sure your question should support the story and limit the number of open-ended questions you ask. Include a variety of demographic questions which answers given with the details about the respondents.

  1. Ask Your Community

Do you have your own community or fans? If you work for a bigger brand and have forums where they discuss a range of topics. Many businesses also have a large database of customer contact details to which they send newsletter on a regular basis. You can send them questions on a regular basis to understand their desires.

  1. Use Your Own Data and Reports

Many SaaS companies don’t realize that they’re sitting on amount of data. You have some analytical tools to track success of your own website and marketing efforts. These tools can give you useful insights and data to create a content marketing strategy. Google Analytics is a good place to know your consumer demographics such as their age, gender and location, what they buy, what device they use and more. You can also carry out your own tests and experiments to generate data and insights that will generate data and insights about your industry and your customers.

Search for Interesting Angles

Once you have the data, you’ll analyze which angle you want to give your story. Analyzing data isn’t always easy. That’s why try and highlight any key points in your content derived out of the data. Remember, once you have the strong data with you, you’ll be able to segment your results demographically. This will help to find a range of local angles you can pull out for your content based on gender, age, location etc.

Visualize Your Data

Presenting data is the key to the success of your content. Visualizing data is the first step of making your content engaging and shareable. But data visualization is not easy. Ideally, you should work with a designer to visualize your data. If you don’t have an access to a designer then you can work with a data visualization tool. Once, you’ve created the visual you should add relevant content to make it a story. You should make sure to make content which is responsive on mobile and tablet devices.

How to Structure Your Content Support Activities

If the content is truly a unicorn, you need to do all the supporting staffs around that content. The structuring process should start collaborating with the PR team to create a strategy. PR teams develop high-quality link opportunities.

Then you should conduct manual outreach to industry blog to create back links and guest blogs.

Partner with other companies on a webinar to discuss data.

Create a blog post series to give further context to data and optimize for new search items.

Utilize the data at presentations.

Recreate the data in nfographics, charts, and graphs.

Don’t Have Any Data?

Don’t have any data to collect? Don’t worry. There are plenty of sources you can use and combine to make a whole new data set. You can get access to data from Pew Research Centre, Wikipedia, Google Scholar, The Office for National Statistics, and Reddit’s Data is Beautiful subreddit. You can also get data at Google [keyword] market research, or [keyword] data sets.

A great content don’t have a shelf-life. You will see spark at the beginning and even after 6 months of its publishing. Data-driven content always works because you create something that people want. If your research is done right then you should have a powerful piece of content.  


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.