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#DGTLMRKTNG - Push the tempo! |
“#DGTLMRKTNG: Story of a Website”
Story of a Website is an extension of web marketing best practices mix with content optimization strategies & analysis to keep the visitors engaged with intent.
“#DGTLMRKTNG: Shuffle everyday online routine for Brand Advocacy”
Who else can be a better representative or spokesperson for a brand than their own architects? Shuffle digital marketing for brand advocacy. #plbkkt on #DGTLMRKTNG
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| Digital Marketing Push Content Strategy via +blogs4bytes |
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| Illuminate with +hshdshDGTL |
What sets apart a good & mediocre website is the content
of the brand products and how to portray these via rich visuals & catchy
phrases / titles. In short every webpage is organically viewed by robots via
the Meta description & title data followed by ALT tags for images and a
host of other on-page optimization steps.
Here is how you write
perfect Meta data for page titles & descriptions and SEO in a
Nutshell to give a good understanding in ways to create rich snippets of
your webpage. Rich snippets or structured data form in simple words can be
related with search results that we see in the form of Page Titles, short
description or summary extracted from the page and the link to the webpage. Another
example of how rich snippets look like by posting any webpage link on FB or G+.
The objective of relating how rich snippets look like and
thus how robots read a web page will help understand how to go about on page
optimization. The exercise will also create a data sheet for every webpage URL
under a website in custom columns like page titles, descriptions, keywords or
tags, links & images. Create
a custom hashtag mention for each webpage so that the same could be used to
group updates about the website from the social media network. This data sheet
of rich snippets for each webpage URL under a domain will be also crucial for
website submissions, directory submissions, off page propagation, link building
& most importantly in creating perfectly optimized & rigorously A/B
tested PPC campaign ad copies.
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| A/B Testing Analytics with +hshdshDGTL |
Online marketing is driven by targeted reach of website in
the form of its product contents, features & services. One of the most
frequently asked questions in digital marketing is how to promote a website for
free!
The answer is in the content of a website. The better you
write and present the information the higher will be the level of engagement
from the audiences. Perceiving how web searchers, potential clients &
customers search for information related to a website via keywords and devising
the content development strategy of the website in that lieu defines website
marketing better.
Content Strategy: Incite // Appeal // Entice // Commit
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| Right Visuals Create Right Appeal // +Pallab Kakoti |
Create the content copy of the website products with “one
topic per page” priority so that each webpage under a domain is exclusively
conversing about one particular keyword or product information. Once interest
& engagement is achieved, follow up the content strategy with an exclusive
offer or discount that will entice the audiences and drive them to commit.
After sales assurances like customer service, product warranty, etc warrants
brand loyalty as well as attributing confidence building measures required for
the “commit” or sale.
Profile Creation:
Local SEO:
List your business on Google Places and other authoritative
local search platforms like yellow pages, web directories, web portals etc. Listing the physical address of the business establishment helps greatly if
creating a location map of the business.
Embed the map location on the contact
us page of the website so that the audience & potential leads can easily
trace you down to uplift confidence building measures essential for the
conversion push.
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| Local SEO Strategy // #hshdsh |
Local listing garners indexes for the websites products
& services within the proximity of the physical location of the business
establishment. The easiest way to integrate the same on search engine network
is via the location map. Search engine results are already categorized based on
IP location. So if the search is from India, the results will be tailored from www.google.co.in or in.search.yahoo.com
Thus listing the physical address of business establishments
synced to their respective websites ensures that the local searches include
results from these websites.
Embeds for Social Bookmark & Hashtag Mentions:
Other propagation methods under the ambit of “free” web
marketing include SEO
social bookmarking & hashtag mentions to groups social conversations.
Social Bookmarking & hashtag mentions relate social
signals for SEO, grouping shares & comments via social updates and
creating back links to the website to attribute inbound marketing. All these
back links to the website are “nofollow” which means that search engine robots
will not score them as ranking betterment metrics for SERP otherwise held
accountable under black hat SEO practices.
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| Create. hshdshDGTL |
Pay per Click:
Organic website listing on SERP is a process of indexing the
impressions of website results over a period of time. PPC is a faster, quicker
& guaranteed “be seen” measure for boosting website visibility for audience
engagement & lead generation. Campaigns are designed to tailor results for
keyword searches on search engines like Google, Yahoo & Bing by bidding on
the keywords. The higher the bid for a keyword the better will be the search
listing for the website. Almost all pay per click campaign providers from the
web & social media network offer similar bidding model for keywords with
targeted reach defined by category, location & other preferences.
Assumed Off-Page Assimilation:
Assume a local business website – IFE: Interface for
eLearning, a professional coaching institute from New Delhi for the following
keywords on search results across Bing, Yahoo & Google.
JEE // Bank PO
Examination // SSC Examination
Here is how we go
about:
- Create dedicated webpage or landing pages for each of these topics or keywords
- Create dedicated hashtag mentions for each webpage
- For ex: #IFEJEE, #IFEBANKPO, #IFESSC
- Create social bookmarks for each of these pages
- Share these social bookmarks across social media network via dedicated hashtag mentions
Under the steps
mentioned above, here’s how a tweet or an update on FB & G+ will look like:
#IFESSC // Most decorated & recommended professional
coaching in New Delhi for SSC Examination // www.ife-sitename.com/ife-ssc-examination-coaching-new-delhi/
// #SSC // #Examination
In this example:
- #IFESSC is the custom hashtag mention that will group all future updates when the same is added in the body of the tweet or update;
- “Most decorated & recommended professional coaching in New Delhi for SSC Examination” is the core description of the tweet or update;
- “www.ife-sitename.com/ife-ssc-examination-coaching-new-delhi/” is the link (back link) to the desired website or landing page;
- #SSC & #Examination are set to magnify reach of the tweet or social updates by grouping the conversation for like minded individuals within the network.
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| #HashtagMarketing at www.hshdsh.com |
Research popular hashtag mentions for topics or keywords related to an industry for each respective social media network across FB, Twitter & G+ to shortlist them for inclusion. Tagging these popular hashtag mentions augments the reach of the update to a larger group of targeted audiences. Here is a link to a post on 24 Best Tools for Hashtag Market Research.
What we discussed about rich snippets optimization for web
pages will be handy here in the social content curation – the process of
publishing & sharing social bookmarks as social updates grouped with
hashtag mentions that can be embedded into HTML pages to attribute inbound
marketing from the website. It also plays a crucial role in creating A/B tested
PPC ad copies of the website landing pages intended for the traffic drive.
Most PPC ads offer a single sentence for the page title in
limited characters including spaces, two sentences to describe the product or
follow up the title text in limited characters and finally followed by the link
to the website landing page. Focus on “one topic per page” discussed earlier
for the website content development strategy helps here as the website pages
could itself be used as the landing page for lead capture.
Display Advertising: Google, Yahoo & Bing Network:
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| 72% PPC Marketers Plan to Spend More in 2014 // Source via #hshdsh |
Display advertising elevates the “be seen” factors of
website campaigns by extending the audience reach from search engine results to
thousands of websites across the web. Plus visuals appeal better as compared to
textual formats and thus contributing in higher click through rate. (CTR)
PPC FB
Social media network too is an ideal medium that drives
everyday you & me into engagement. FB PPC ads works in the same business
model of Google Adwords except here you get to target the audience based on
their interest, demography, location, age group and so on. You don’t bid on
keywords here with FB PPC but on an average per click basis of click through
percentage from the advertisements or on FB CPM which is paying for every
thousand impressions of the advertisement.
Relating from the assumption of a local business website as
a reference for example here & also cited earlier, FB PPC or CPM ads can
get audience engagement in the form of likes, shares & visits to the
website. But how much of these activities convert into a successful sale to
attribute social selling conversion analysis is the key to defining the
efficiency of the ROI. FB is more like a fling network and therefore expectancies
of social selling conversions from advertisements related to say “IFE” (the
guinea pigs here) which is into education & professional coaching may not
be the headway. Sure parents too visit FB and so do students & working
professionals. But how much of these engagement audiences categorized by age
groups are attributing in a social sale from the PPC campaign is the key in
comprehending continuity.
It’s wiser to go with CPM ads on FB where the advertiser
pays for every thousand impressions of their advertisements so that branding
visibility & ad recall value are the attributed objectives.
PPC LinkedIn
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| Create LinkedIn PPC Ads // +Linked Marketing Solutions |
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| LinkedIn Campaign Manager // +Linked Marketing Solutions |
Create a campaign for a landing page or an update on the LinkedIn network via professional profiles, group updates or company page updates based on either PPC or CPM. With PPC LinkedIn ads advertisers pays for every click on their advertisements or for every thousand impressions of the advertisement via CPM LinkedIn Ads. Targeted landing pages & internal LinkedIn updates could also be posted as the targeted ad URL so that native advertising look & feel of the advertisements capture better engagement.
The good part with LinkedIn PPC or CPM ads is that targeted
audience reach is defined for websites more so for businesses related to
professional or educational background and the massive recruitment industry.
Plus advertisers know who is engaging with the sponsored updates &
advertisements to funnel the leads for conversion in the long run.
Between Google, Yahoo, Bing, FB & LinkedIn network that
we discussed, the best returns on paid advertisements based on a case study for
a professional coaching institute from New Delhi is expected without doubt from
the Yahoo/Google/Bing network followed by LinkedIn & FB.
For start-ups with no exposure on PPC campaigns, it’s wise
to hit & try from a personal Google Adwords account or Yahoo Bing PPC
Network. Both offers free credit on successfully registering an account so that
advances on a personal level could be made into understanding how the
advertising model functions. Understand how keyword bidding takes place and how
maximum bids are set for keywords. Parlay targeted engagement based on audience
interest, demography, location & other aspects for both search and display
advertising network.
#plbkkt // follow the conversation
Title: #DGTLMRKTNG: Push the tempo!
By:
Pallab Kakoti | Author Bio
Category:
Digital Marketing
Published: 31 May 2014
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