Tuesday, 13 June 2017


Inbound Marketing Campaign

            The goal of the marketing is to sell more stuff to the people.  A successful inbound marketing drives new leads, nurtures your buyer's journey and results in delighted customer, A lead is a person who has shown some interest in your company, brand or product. They might have downloaded your free guide or requested a consultation. To become a lead, the person needs to provide the information of name, address, email or to fill out the form. You need to determine the qualified lead or not by setting up the consultation or they looking for some help etc.

          Lead nurturing is the process of business to develop better relationship with potential customers. It includes listening to their pain points, trying to solve their issues and more importantly finding the solutions and providing answer by email marketing campaigns.  So, the website conversion rate is the total number of conversion(or leads) by the number of visitors who entered your website over specific time range, Aim for the customers and promoters rather than high conversion rate.

         Identify and Develop Buyer Persona : A successful inbound marketing begins with a well defined persona. Businesses and websites are built to profitably serve the needs of the buyers. Customer demographics, behaviour patterns, motivations and goals are all factors to consider when developing your inbound marketing customer persona.

   Understand your Buyer's Journey :
             The buyer's journey is the term that refers to the path that take from being stranger to customer. There are 3 buyer stages that can be referred as, TOF, MOF, BOF ; top-of-the-funnel, middle-of-the-funnel, bottom-of-the-funnel.
              You can choose to call them at each stage, what really matters is that you aware of them when developing your inbound marketing campaign.
         Persona should evolve over time as you gain more customers and learn from them, Follow these guidelines for developing your buyer persona,

           1. Ask for feedback :When developing new leads through your website, make sure to add persona related questions to the appropriate website forms. Ask them what your customers or clients in common.
            2. Review your database of current desirable customers or clients. Look for trends on how they found you,.
            3. Provide high demand content offers :
                         In the awareness phase, your buyer wants free whitepapers, guides and tips, ebooks, checklist, videos etc.,
                         In the consideration phase, your lead is looking for free webinars, case studies, free samples, product spec sheets, catalog etc.,
                         In the decision phase, your buyer need the resources to help them decide what the company will choose to deliver the solution they need like free trials, demos, free consultation, estimates or quotes, coupons etc.,

     Here are some of the best strategies suited for customer engagement in business growth,

    1. The Perfect Welcome Page : Having a clean, well designed and customer friendly landing page will convert the visitor as many as possible.  Ditch the confusing and cumbersome layouts that will increase the engagement.

 2. Use Social Media : Social media is customer outreach tool. where your customers has a chance to voice their opinion, express their likes and dislikes and feedback that will improve the buyer-seller relationship, Be proactive and follow what your customers care most and focus your approach to reaching them online.

3. Use Live Chat : It is one of the customer facing tool and that you can use to generate leads, renew interest and drive the sales. It is an real time solution for your customer needs at the exact moment,

4. Improve Your Content Reach : You should have an content strategy for engaging your customer. The content strategy is the one where all your content is focused on your customers, what they need, prefer or interested in. You can use various channels of your content strategy like blog post, videos, ebooks, whitepapers, case-studies and eye-catching imagery etc

5. Focus on Online Reputation : Manage both sides of search engine results page (SERP) by proactively managing online reputation. Investigate what complaints customer have. Engage your customer and provide workable solutions and always follow up until customer satisfied.

6. Lead Nurturing: It is the deliberate process of engaging potential new customers by providing content that is relevant to their persona and buyer stage.  Effective lead nurturing will position your company as the trustworthy choice to help them reach their goals. It has four basic functions,
   a. Educate your potential customers with your unique perspective on their problems and goals
   b. Show them how to get closer to their goals
   c. Engage them with the content that is relevant to their persona and buyer stage
   d. Convert them to customer by making it clear how to get started

Tuesday, 30 May 2017

The Perfect Landing Page Optimization Technique for Inbound Marketing

                      Companies that leverage the power of inbound marketing gain huge advantage over the competition.  Inbound marketing is a marketing channel to bring potential customers or users to your website or blogs, rather than fighting for their attention. The goal of inbound marketing is to pull your customers towards your product or service by making your startup or your company easy to be found. As opposed to inbound marketing, the outbound marketing pushing your product in front of potential customers through an advertisement or adwords etc. Inbound marketing will help you to build successful startup of your company and prevent you from the failure. The advantages of inbound marketing include,


             * BUILDS A STRONGER BRAND : Inbound customers are happier customers, better reviews and more fun to serve by employee satisfaction

             * Competitors outbound marketing drives inbound marketing to your website

             * Inbound Marketing works very well in good and bad economy

             * Inbound has worked for decades and internet has enhanced the inbound advantage, Inbound marketing isn't going away.

              There are key performance indicators that measure the growth of inbound marketing.   Inbound marketing strategy is connecting your potential customers by sharing content, they find useful. The majority of inbound sales comes through search engines organic results, sponsored ads or local results.

            Here are few things you can test and tweak to your inbound marketing strategy,

                     * Landing page Layouts, images, and colors

                     * Content formats, styles, lengths and level of technical expertise

                     * Promotional channels, frequency, times and days, geo targeting and messaging

              The Landing Pages are very important for inbound traffic, customer engagement and ultimately your goal completion. Generally, there are two types of landing pages : lead generating and transactional .Lead generation are capturing emails and other info essential to your marketing and conversion funnel. Transactional is about getting the consumer to buy the product and you could be on a click away from your shopping cart.

        There are many factors to think about when you are creating landing pages like how much marketing efforts you need to be successful with the platform and technical complexity of website etc., Also, you should have the knowledge about price, template diversity and scope of integration(ex. email marketing tools, CRM etc). The first job of inbound marketing campaign is to attract visitors to your website.  So, follow these guidelines that fits your inbound marketing campaign and attracts visitors into the sales pipeline.

          1. Define your Audience /Personas:  Personas are much more than demographics and require deeper understanding of potential prospects online buyer's behaviour. This information opens a doors and presents a few key opportunities. If your content is high quality, educational and helpful that will give you an amazing opportunity to drive new visitor to your website.

          2. Use your Prospects Keyword : Rely on your industry knowledge to easily identify the basic keyword. Create a goal to rank at the top of search engine results page for the more unique long tail keywords.  These more specific keywords that speak to the unique aspects of your products and services.

         3. Build a landing pages that complement to your call-to-action: The landing page should give your visitor clear and specific instructions on what to do next such as fill out a form or download your free offer etc. Simply directing them to home page is a missed opportunity for seamless lead generation. Each of your call-to-action should be connected to landing page specifically created for it.

      4. Use Simple Design Methodology : Our goal is to create a content rich website. Keep your home page uncluttered and let your navigation menu and calls to action take your visitors deeper into your content,

       5. Also, you have to optimize the following factors for your landing pages like,
                 * Site Speed
                 * Site Responsiveness
                 * Design and Feel
                 * Messaging
                 * Awards and Recognition
                 * Testimonials      etc.,

    Asses your Inbound strategy and improve the website traffic through this perfect landing page technique,and  must have Landing Page Elements .


Wednesday, 17 May 2017

How to improve SEO Ranking and Visibility of Website


           It is important to ensure that your new business website is in front of the right people.  Also, it is necessary to be found by potential customers in google searches. For that, you need the  right SEO practices . The SEO foundation is build on,
         * Content
         * Link Building
         * Good Site Navigation + sitemaps etc.,

Here are the important factors for improving the SEO Rankings,

1. Content : From SEO Perspective, content is critical. But, for in practical terms, what does it mean for the business website. With the careful thought and planning about to publish on website can help to improve the SEO ranking.So, keep track on what people search for in order to find for the products or services can make a big difference. There are 3 components that make up the great content,

             * Relevancy
             * Quality
             * The overall content experience
      You can improve the SEO ranking by regularly adding the new content to your website and providing the fresh content through news articles, blogs and linking in your social media. The good quality and keyword research content create wider reach of online presence and more engagement with target audience. Here are the ways to improve the content suitable for your visitor and not search engines,

    * Create Personas to provide the content and focus on the audience

    * Write on the topics they want to know in details. You can use the tools and find out what the people regularly searching for

    * Engage your audience by asking them questions; offering free downloads, signups and newsletter etc.

 Use of Friendly URL in the Web Page:

       * Keywords in the URL help to confirm the visitors seeing your URL in the social media / email /Newsletter and help them to know what they are looking for.

      * Also, Keywords in the URL are displayed in search results and URL is one of the most considered searching elements.

     So, enhance the visitor experience and improve SEO performance by including keywords in your URL.

2. BackLinks : Links are another measurement of content quality. Backlinks are the most important factor in google ranking. Google reads your backlinks matching anchor text and consider your content are relevant. The top quality content creates high quality backlinks and provides the ranking signals, link authority and link diversity.
Follow these strategy for your website link building,

          1. Link Building Strategy
          2. Skyscraper-technique
Also, using the link auditing software provides information about the number of backlinks and the quality of the links. You can reach out high quality partners for backlinks.

3. On-Page SEO : 
        Page Title : Keywords in the page title getting high position in search results and it should contains only 70 characters. Make the page title with h1 Tags. Don't use multiple h1 tags on the same page
        Meta Desc : Describe your webpage with the keywords in the meta description of 140 characters. Include the long tail keyword that best suits your webpage at the meta keywords section .
         Body Section:  Suitable keyword phrase should come to 4 or 5 times in the body. For the consistency purpose, use keyword 4 times in 300 words. Highlight the keyword by making it italics or bold or underline that are noticeable to users and search engines. Some crawlers calculate text/html ratio of each page. If it is low that affects your page ranking.
        Image Search : Give Logo Name with Keywords so that image search bring the company logo in the search results. Also, give image names with keywords for image search bots to display and make link to your website. The Alt tags on image with keywords can use the search engine and image bots for searching the images related to keywords. Include the keywords in image description for image search bots.

4. UX in SEO Ranking: Whenever the perspective customer land on your website you should give them an experience that is welcoming, responsive and user friendly. The layout is an key element of website design, which cannot be easily measured. It is a look and feel that helps site visitors know what goes where, and easily tell between one element to another. The website structure and the way it organizes the content is important factor in UX. The general guideline to stick here is to not have site visitors take more than 2 clicks to look for what they need.

The Key UX data Points are,
       * Conversions
       * Page value ( total revenue / Unique Visits)  or goal completion within session
       * Unique Visitors
       * Social actions
       * Number of Actions/Visit
       * Bounce Rate
       * Time On Page
       * Exit Rate
5. Account Creation and Analysis : 

         * Make the social media buttons on the home page to visitors like or follow and get company updates at social network feeds.
        * Set up your place on google maps pointing your store location to improve local searches and search  queries with place names.
        * Give Sign up option via social media to collect information about your customers so that finding and exploring more interest of them.
        * Give dynamic content like latest tweets, user comments etc., at the home page for page freshness..
         * Rich Snippets : Use the structured data from the schema.org for rich snippets. Make a photo or stars along the indexed webpages at the search result page.
     In a nutshell, your content has to be elite and has a chance to score highly on search results. If your content isn't competitive in relevance and quality, links won't help. If it is, links will make the difference. So, your focus should turn to marketing that will drive your reputation, visibility and helps attract links to your content.

Tuesday, 25 April 2017

How to Create a Effective or Compelling CTA for Business Website


       The compelling CTA to rack your brain for creative ways to pitch something that hopefully turns into action over and over again. The CTA does a great job that someone can get a quick answer. The CTA is one of the most important elements for any business websites. Good CTA can drive more visitors to your content, generate sales, increase leads and conversion rates

    CTA could be any form of text, images, or a button that serve as a relevant offer your business has created. Normally, CTA pulls your users to the marketing funnel and persuade them. CTA should stand out from the background of your site so that it is impossible to overlook.

    There are some of the reasons that your CTA are failing to deliver the results for your business like,

    1. CTA isn't as visible as you think : Make your CTA visible and increase chances of conversion by placing your CTA both above and below the fold of your web page.

    2. CTA leads to the user somewhere irrelevant : Give your user the clear direction and need to ensure that CTA are linked to dedicated landing page.

    3. Not Making use of the Thank You Pages : Use the thank you page to the user whatever the action they have just completed.

      Try with the best ideas that improves the performance of your CTA like,

 . 1. Use Actionable Language :  The call to action marketing is asking your reader perform a distinct action. Using the verbs find or explore can help draw visitors towards the action you want them to take.

   2. Be consistent with your tone : Once you called out and focused attention to a particular type of CTA, it can be helpful to carry that format throughout the website. Use the same tone as the rest of your content. Not only does this shape the perception of your brand, but it will help visitors to make sense of your CTA.

  3. Give Opportunity to your Customer : The very dynamic and densely packaged home page includes multiple call to action and less white space. Those include,

       * Learn More
       * View Offers

       * Shop Now

       * Download

       * See Comparison  etc.,

4. Improve the Clarity of CTA : Clearly communicate the benefit that people don't want to get surprised. Avoid the people make assumptions about what will happen when they click that button.

 5. Make Big CTA : Readers scan your website, so make it impossible for them to scan past your CTA. The bigger the CTA, the better chances that gets noticed.

    The following Elements should be considered while Designing CTA Buttons :
       It should be screen specific and more importantly flow-specific. Also,

     1. Shape the CTA: It is good to have custom shapes rather than square, round, triangle. If it is unusual, it is riskier for the user to understand the button.
     2. Padding and Sizing : It helps users easier to interact with the button. Buttons size is related to finger pads; which user uses to tap the button. Padding between the buttons helps separate the different control and enough breathing space.
     3. Use the Right Labels : Labels indicate the function of each button, its like explicitly showing the user what they do.
     4. Colour of CTA : Colour help users navigate and understand the action more clearly. Use the colour and contrast to help users differentiate and interact with the right elements,

      Design the buttons exactly as what you expect user to lead them next, once they tap it. Also, Design the CTA buttons to satisfy every device screen.


Wednesday, 12 April 2017

5 Amazing Conversion Rate Optimization Technique for your Business

     The best way to optimize the website for your visitor is to connect the content they see when arrived and what they actually saw your website. Getting someone to click the link is difficult. They will click your link for a reason. If you immediately don't present what they expected to see, there is high likelihood they'll bounce.

Here are some of the best practices for CRO,

1. Landing Page Optimization:  Strategies like deep linking with landing pages can help reduce the bounces and presenting the more relevant content. The sole purpose of landing page optimization is converting your visitor into subscriber or a customer. Websites are designed to convert website visitor to customer. The conversion can occurs at all over the website - on the home page, pricing page, blog, and landing pages.
         Businesses have a finite demand for products and services. So, it is important that you make the most out of your existing website traffic.  Check with Google's Market Finder for the potential customer demand. The goal has to be set to tackle CRO at your company as,

        1. Lead Generated / Website Traffic = Conversion Rate
        2. Revenue Goal / Average sales price = # of new customer

      The first thing your landing page needs to do is meet the expectation of the visitor. The link in your email and the headline,logo,brand color, featured image and call to action in your landing page should be message matched.

      Conversion will be increased dramatically, When the CTA was moved to prominent location. Follow these principles for your visitor's don't bounce out of frustration,

            1. Call to action should contrast rest of your content.

            2. Colors have the big impact of discoverability of your CTA.

            3. CTA button should accommodate the F-pattern and Z-pattern styles of reading online.

            4. Do not overly stylish the button

2. Local Search Optimization : The information pertaining to your business will be able to bring countless customers if you dominate the local search. Many of the local purchases comes with high intent, When you create opportunity for your business in local mobile searches . Mobile search is where you need to focus the majority of your local search optimization efforts. If your business isn't showing up for those searches, you're likely missing out. It is necessary to see the best known or popular keyword term related to their business. Follow these guidelines for effective marketing,

NAP: It refers the exact name of your business, address and phone number. By knowing your business name, your perspective customer will be able to identify you. Make certain that this information is consistent in your website and any other site you are mentioned.

Claim Citation : There are the listings of your trade both in social media and on the social search engines. When social media users see the citations, marketing will be extremely effectual.

Get links from other websites: You can dominate the local search effectively by getting links from other website that are relevant to your business locally. you need get the links of the website that are influential in your locality. These links will improve your chances of getting to the top of the searches.

3. Website Conversion with SEO :
Columnist khalid saleh says,
"Breaking down the wall between your SEO and CRO strategies will help you rank better in search and boost conversion"
Improved user experience becomes stronger criterion for the conversion and SEO. when setting marketing plan, you have to create different pages for different stages of your conversion funnel. Depends on the strategy and business needs, you need to create designing SEO focused pages in relation to CRO focused pages. This change in focus turns to change in content. Each page you create should have a goal towards micro or macro conversions filled by CTA.

Implement the strategy that combines CRO and SEO :

Strategy 1 : Maintain entry page 'scent' :  Maintaining the strong connection between source ad or organic search result and a specific landing page are crucial for conversion. Information Scent reassures visitors that they are at the right place. Scent affects whether visitor arrives on your website and soon leaves or stays around to complete the purchase.
Follow these principle to optimize for scent,

* Match title Tag and H1 heading

* Design Clear Site Structure

* Optimize your category pages with dynamic search ads

* Adjust your layout based on keywords

* Set local phone numbers for organic business location

Strategy 2 : Improve Page Load Time : Loading time is a major contributor to abandon of a page. The one second delay may make your user leave a site immediately. Even if they stay, its unlikely they will complete the call to action.

Strategy 3 : Incorporate Videos : Explainer video play an important role in increasing conversion rates. These videos can also help increase page engagement and time spent on site. Also, it provides business opportunity to clearly convey their value proposition.

4. Design and Development affect CRO : The design and development play crucial role in user experience. Design based on the analysis will help you increase conversion. It could be adding video, updating content, making CTA more visible etc. Also, the design elements branding, visual communication, simplicity and clarity will improve the CRO. Web development in CRO  means mobile responsiveness. All design should be developed with mobile responsiveness in mind. All content and forms should be readable on mobile viewports. Growth Driven Design(GDD) is an approach in website that usually minimize the risk associated with design and web development features that are impactful and adding an element of continuous learning to methodologically improve the website.

There is also an better approach to internet marketing as,

1. Know the target audience
2. Design the website and develop the content to tap the target market motivation and follow the SEO best practice at the same way
3. Test the site with your users natural actions, help you craft the design and content that gets best results
4. Continue to test for optimal ROI :

5. Ecommerce CRO : Ecommerce CRO plays complex set of rules and can even be trickier. Your Product Pages should have best navigation and other means of discovery. You need to have a best picture with multiple angle of clothing or tables of contents for books. Also, you need simple, short product details  that your customer will compare the shop and make it easy to buy the product with prominent buttons and clear instructions.
Follow these effective tips for your ecommerce website,

1. Improve site Usability : Ensure that people can easily find what they are looking for. On your site. Once they find it, they should be able to get all the details about the product and they can make informed decision. Also, the checkout process should be simple enough that there is nothing preventing them for completing the action.

Improve the website usability by these methods,
a. Site Navigation : Neatly categorize your products so people can find easily what they need. Also, make it easy to find elements like contact page, FAQ page,, search bar and checkout button without trouble.
b. CTA button : The purpose of the product page is to get purchase. So, make sure that CTA is clearly visible.
c. Checkout Process : Make the signup or signin easily do it in just few steps. A complicated checkout process result in high abandonment rates.

2, Establish trust :  Trust influences people purchase decision. You will buy the product only that you trust the brand or product that works. So, An effective way to trust the product is recommendations of other consumers. Highlighting the most helpful reviews will win the trust of your shoppers.

3. Provide timely help to Your buyers: Provide the help to your shopper what they are looking for in your website. Make sure that you provide as much information as possible about your products.This will help shoppers for informed decisions.

Tuesday, 28 March 2017

7 things to know about bounce rate and improve the conversion of website

Google Defines Bounce as a single page session on your site. Bounce Rate is the percentage of single page session compared to all sessions on your website, For example, if a user clicks your website but doesn't visit any other page before leaving, that's a bounce. If ninety out of ten people do the same thing, then the bounce rate is 90%.

   You can use bounce rate as a metric that indicates the quality of webpage and/or the quality of your  audience. The quality of your audience means whether the audience fits the purpose of your website.    

     Sometimes, the focus on optimizing metric can lead to adjustments that may worsen the user experience. So, there is an right and wrong way to reduce bounce rate. Our goal shouldn't be to optimize the bounce rate, but to improve the user experience.

There are several things that you can do to decrease the bounce rate of your website as follows,

1.   Page Load and On PageTime: 

           People leave your website the instant your page refuses to load (in 4 seconds or less). The time your visitor spend on the pages is an good indicator of their overall interest. The more time spend on the pages, more pages visited, and a lower bounce rate, its safe to assume that your visitor more likely to convert.

2. Tell the Story :
       Every website should tell the story. It means the problem-and-solutions that visitors notice when looking through your website. So, if you are not sure of your website story, you must rethink your website design and content for a stronger and cohesive messages that captures your audience attentions.
3. Offer User required Content:
            The goal is to create a regular blog/ website content that drives readers to stay on the page until they get to very end. Website get stale if left alone for too long time. So, you must push the new content through the pipeline which is relevant and useful for your visitor. Infographics are excellent way to get visual and engage your audience in real time.

4. Employ Interactivity :

         It holds your visitors attention and propelling them to their website. Sliding animations give visitors a reason to stay engaged. Animations works well in page transitions,
  Movement: The right type and right speed helps keep visitors engage in whats on the screen as your site loads in the background.
 Flow: As you tell the website story, you need to have the smooth transition from one page to the next. Use the transitional element that will keep the story moving seamlessly along.
 Modernization: Website uses the right kind of animation appear more modern than the static counterparts. You can employ the parallax scrolling, video etc.

5. Use Expressive Images for your Content : 
        If you want your audience stick around, you have to use lots of striking images to your website/blog Text. You can use lots of interactive images and screenshots that explain the ideas in which they are trying to communicate to audience. If you really want get some result, you have to create some expressive images to help your content shine in your niche.

6.  Optimize for the Right Keywords :

          When the prospects puts the search query in the google, they are presented the pages to provide the answer. Before you publish a web page make sure that title tag and meta description accurately represent the content of the page. If the visitor clicking through the search engine result, if they don't find the landing page, they will bounce.

7. Personalize your CTA :

       Your content marketing lives or dies based on the success of CTA. knowing to write a call to action that hooks your readers interest is the key to your content survival. The content marketing success hinges on the bounce and conversion. Call to action is providing your reader with some form of actionable task. So, you must include some purposeful element in your content that specifically ask your reader to do something about your brand.

     Bounce Rate and Conversion: Bounce Rate can be used as a metric to measure success. If you designed a new website and hoping that it will convert better, then make sure that keep an eye on the bounce rate of that page. If you find increase in bounces, it means the changes you have made might been wrong.

       Also, you can look the bounce rate from traffic sources perspective.  If you are running the adwords campaign, you should keep an eye on the bounce rate of that traffic sources. Which traffic sources lead to a high or low bounce rate?  Can you figure out what causes this bounce rate?  Check the bounce rate of the popular pages. Learn from the pages which has low bounce rate.

Friday, 10 March 2017

How to Build Effective Business Branding Strategy


   Business/Personal Brand is not only essential for your potential employers, it is also important to your personal development, career advancement and establishing your brand in online etc. The customized collections of actions and ideas that let your customers know about you. There are number of steps to take into considerations for building the effective brands like utilizing social media, practice the writing, understanding the competition etc., Effective branding strategy improves customer experience and can build your business in to brand. Earning trust, becoming the leader in geographic region is depend on building a reputation for brand quality, value and connection.

      Branding is the experience of your customer have with your business at various levels and touch points  at sales, stores, services, products etc. Positive brands create loyal customers for a recurring revenue.

1. Craft your Personal Branding Statement : This statement should include mission,value, your audiences and avoid using buzzwords.

2. Be Presence Online : Optimize your social media profiles for to discover someone searching at some point of time.

3. Position your Product/Service to Customer: Understanding why you  are in business and how will you add value to customers life will position your product/service in the market.

4. Deliver your Brand Promise : Keep it clear that how are you going to deliver the value you are promising. Compare it in your business and follow the traits to provide the best service for your customer.

5. Make an Emotionally Strong Brand: Find out the emotional benefits your business is offering that should trigger your brand experience.

6. Brand Consistency is the Key : It is the planning into action by syncing your brand strategy with customer touch points and activities, Write down all the possibilities of customer engagement with the brand and ask everything resonate with brand strategy. The customer engagement touch point could be on your Social Media Presence, Website, Product Packaging, Stores etc., Once you prepared the list, work on making them uniform and align with your brand strategy. Keep your brand information uniform across all channels are consistent.

Also,  you should be clear in the process of building personal brand and avoid making the mistakes. Refer  the website 7-mistakes-thought-leaders-make-when-building-their-personal-brand for more information