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Different Ways To Increase Facebook Ads Performance

There are many social media platforms where you can advertise your business but Facebook is one of the best social media platform to advertise and to reach your audience. Approximately there are 1.609 Billion active users on Facebook and it has users from all age demographics, making it one of the most diverse social channels. There are number of ways to get your Facebook Ads work.

1. Targeting

Facebook’s advert targeting options allow you to build audiences of people who are likely to be interested in what you have to say and there are many ways through which you can do so:

  • Location: Target adverts by country, postcode, region or even the area around your business. You can reach your customers in the areas where they live or where they do business with you.
  • Demographics: The customers your business serves are on Facebook and you can choose the audience that should see your adverts by age, gender, interests and even the language they speak.
  • Interests: When people are interested in your business, they are more likely to take action on your adverts. You can choose from hundreds of categories such as music, film, sports, games, shopping and so much more to find right people for your business.
  • Behavioural and Connection: As you know your customers best, you can find your easily according to their behaviour or the type of phone they use.
Facebook Ads
Facebook Ads

2. Types of Ads

One of the most common purpose of Facebook Advertising is to generate traffic to your website. There are different types of Ads that helps brands in improving the awareness of their products. some of the types are:

  • Carousel Ads: The carousel format allows you show up to ten images/or videos , headlines and links, or calls to action in a single ad unit. Anyone who sees your ad can then scroll through the carousel cards by swiping on mobile phones or tablets or clicking the arrows on a computer screen. This format can support a variety of businesses and needs. Carousel Ads can also helps in:
  1. Showcasing specific products you sell or you own
  2. Showing details about specific products, packages or applications.
Facebook Ads
Facebook Ads
  • Dynamic Ads: Dynamic ads look exactly like other single image ads or ads created in the carousel format on Facebook, Instagram and Audience Network. It use your Facebook pixel or SDK to show ads to people who have already shown interest in your business by taking actions you care about on your site.  However, instead of individually creating an ad for each of your products, you create an ad template that automatically uses images and details from your data feed for things you’d like to advertise.
Facebook Ads
Facebook Ads
  • Offer Ads: Offer Ads encourages people to shop at your website, at you physical store or both. You can share offers that are discounts with your customers on Facebook and you can also design your offer to appear as a video or include up to 5 images that people can click through. 
Facebook Ads
Facebook Ads

3. CTR affects Ad quality 

Quality of an ad should be the first priority for the best performance of an ad and CTR is a most important to measure the quality of an ad. CTR or clicks through rate is a number of clicks received divided by number of impressions received on Ad. (If your ad received 10,000 impressions and 100 clicks then your CTR is 100/10,000 = 0.01%).

Facebook runs an algorithm to decide the quality score between your own ads and optimise to get the most value. When you launch a campaign with many ads, Facebook give all of them the same exposure in order to identify the CTR of every individual ad. Once Facebook realises which add is generating a higher CTR or have a higher quality score – these get more impressions compared to the less converting ones. Over time Facebook will stop showing ads with a lower CTR completely. The higher CTR you can achieve, the greater chance you have at winning auctions. If you create an ad in the carousel format, you can see the CTR for each carousel card within the ad. Generally, the first card in the series will get the most link clicks, but it’s not necessarily the best performing card. CTR takes into account how each card performs against other cards in the same position.

4. Retargeting

Retargeting is an effective way to increase and prove your conversion rates through Facebook ads. When someone visits your webpage say an online shopping, and browses through some pages but leaves the page without buying then the brand can retarget your customers  and can prompt the user through Facebook targeted ads. When you advertise on Facebook, you can target people who have an existing relationship with your business. This existing relationship is the basis for custom audiences, which are really remarketing or retargeting audiences.You can also create a personalized target audience through which you can retarget only a portion of traffic that has visited to your landing page earlier.

Facebook Ads
Facebook Ads

In order to start retargeting your audience you’ll need a pixel code on your website. When someone visits your website and takes an action, the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer took an action after seeing your Facebook ad. You’ll also be able to reach this customer again by using a Custom Audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimisation.

Photos: Digital Vidya Gallery





What Is Inbound Marketing And Why It Is Essential For Every Marketer To Implement

If you have more money than brains, you should focus on Outbound Marketing. If you have more brains than money, you should focus on Inbound Marketing.

-Guy Kawasaki



You may have come across this phrase ‘Inbound Marketing’ from various different sources and especially in recent times, its use has increased stupendously… and rightly so!

So let’s dive right into it. What is Inbound Marketing?

Traditional marketing is a one-way conversation – the marketer talking ‘at’ the potential customer. Inbound marketing is an invitation to an ongoing dialogue in which you can communicate with your customers in both a professional and congenial fashion.

In general, Inbound Marketing is an approach focused on attracting customers through content that is relevant to capture and convert potential customers through channels like blogs, search engines and social media which draws the user base to your product or service.

If the content educates, informs and engages directly with your target buyer persona, it serves to build awareness and increases interest generating leads. Once a visitor becomes a lead, based upon on a scoring system, you can pass them into a sales funnel. Once they convert and buy repeatedly you can analyse the process to produce more desirable content and showcase your expertise.

Now that we understand the concept of Inbound Marketing, let’s get onto why it is important because there is no point in learning, understanding and implementing something if it’s useless and does not help us achieve our ultimate objective.

Why is Inbound Marketing becoming so popular these days?

If you’re new to digital marketing, you might be a little bit fuzzy about the concept of inbound marketing. It’s a relatively new tactic that’s almost exclusive to the Internet.

Inbound Marketing did not exist from day one when the digital marketing industry cracked into the traditional marketing world. Today, more and more businesses are trying to jump onto the Inbound Marketing bandwagon and trying to leverage it as a part of their overall marketing strategy.

  1. The Role of Customer in the Buying Process is Changing-

The traditional Marketing Funnel has changed its attributes. This new marketing funnel visualizes the various psychological phases a customer travels through before they actually try or buy your product. In recent times, a customer now passes through all the stages of the funnel, their number dropping out at each stage, and only when they reach the last two stages of Evaluation(final stage before the purchase decision) and Sales(the result of the marketer’s effort throughout the process) does the actual consideration of purchase take place. Earlier was a much simpler and easier time when sales took place right from when a customer began considering a product or service.

2. Majority Are Not Ready To Buy Yet-

Now, with a shorter attention span, massive increase in competition and increasing availability of sources of information, customers are getting onto the web more so for research purposes than to make an immediate purchase.

This normal distribution curve (bell curve) shows that the majority(95%) of qualified prospects on your website are there to research and not to buy.-Marketo

What is important to keep in mind here is that it is not that this 95 % of people are not relevant or not interested in your product or service but rather that they are just not ready to buy from you at that point of time. The bell curve shows that only about 5% of users are actually there on your website to make an immediate purchase. These are very very significant numbers and something that every marketer must consider at the time of developing his inbound marketing strategy.

Of course, these numbers are not always 100% accurate. there is a minor deviation on a case by case basis depending on the industry, but overall this graph applies to every marketing campaign.

Marketers now need to nurture the users who have just visited their website to research more about the product or service and convert their interest into a purchase through regular and efficient inbound marketing, holding their hand from one stage of the marketing funnel to the next.

70% of people on your website will buy either from you or from your competitor- Marketo

3. Personalization Is Possible At Scale-

In today’s day and age, technology has increased at such a stupendous pace that there is now an availability of tools and techniques which has enabled personalization at scale. This was something that was not possible earlier.

This custom tailored Happy Birthday email mentioning the name of the viewer and wishing him on his birthday along with a discount coupon is a perfect example of Personalization. Instead of simply handing over a coupon, to a customer, the brand gifted it, and that’s what makes all the difference. What this does is that it builds a relationship between a user and the brand, thus increasing relatability and credibility.

With today’s technology, it hardly takes any super-coding skills in order to actually create such detailed personalization.

4. Cost of Inbound Marketing Strategies-

Studies show that Inbound Marketing costs 62% less per lead than outbound marketing.

Inbound marketing tactics don’t generate leads, they generate revenue.-Hubspot

The average PPC on any popular website will support that statistic.

5. It’s Organic and Natural 

Take this scenario: someone searches online for a specific service at 3:00 am on a Saturday; your listing appears in the search engine’s results; your rich content provides them with fundamental value and inside knowledge that will improve their understanding and prompts them to contact you – they become a profitable lead. Inbound marketing is natural, targeted and truly resonates with a primed audience.

6. Attract More Website Visitors-

Inbound marketing is about getting the most out of your website. Creating great content that will attract customers is part of the process. A blog becomes an asset that drives traffic to your website. You can identify “keywords” that your customers are searching and leverage it to your advantage. Therefore, SEO is of utmost importance. If you commit to the process you can drive more visitors to your website. This can increase your chances of converting visitors to leads.


Inbound Marketing is no longer a secondary marketing tactic within our overall digital marketing strategy. In 2018 it will be a must for every marketer to implement and only those businesses that are able to leverage Inbound Marketing effectively will be able to survive in this fast-moving digital marketing world, the rest will inevitably perish.

Wondering how to organically increase your level of engagement on Facebook? Check out ‘8 Types of Facebook Content to Drive Engagement’.

Image Source- Google, Digital Vidya

How To Get Highest Returns Through Email Marketing

What is Email Marketing

A message in a electronic form is popularly known as ‘Email’. A personalised message or commercial message to a group of people by use of electronic form can be defined as ‘Email Marketing’. Most commonly through advertisements, requests for business, or sales or donation, any email communication is considered email marketing if it helps to build business, customer loyalty, trust, product, company or a brand. Email marketing is an effective and a efficient way to stay connected with your clients while also promoting business.

Why Email Marketing

With email marketing, one can easily and quickly reach target markets or industry without large investments on print space, television or radio air time or high production costs. A study by Direct Marketing Association has observed a $35 Return-on-investment for every $1 which is spent on Email Marketing and no other medium delivers this high on returns.

Email Marketing

Here are few compelling reasons why email marketing is important and how they can help business:

1. Stay in contact
Emails have the ability to keep your customers informed.Consumers are capable of checking their email when it is convenient. It can give them a feeling that you are thinking of them. This email can be as simple as saying: “Hi, you’re on our mind, here is a special offer!” Those that have signed up to your email list have already made a commitment to receive these notes. So they will likely enjoy these emails and will boost engagement with your customers.

2. Reach customers in time
According to Litmus, 54% of all emails were opened on a mobile device. This is very significant and should come into play when planning any marketing strategy. More and more consumers are using their mobile devices to access not only emails but all other types of media and information.



3. Preferred medium type
For a long time now, email has been a form of communication. As the years have gone by, email has fast become one of our main choices of communication. We have all been groomed to reply to an email in some fashion. Whether it is to reply, to forward, click through to something else embedded within the email, delete, or to buy something, or to sign up. We tend to do something with the email. Knowing this, you can use email to drive people to your website, to pick up the phone and call or any other call to action.

4. Email marketing is easily measurable
Email marketing tools or softwares offer the ability to track what happens after you have sent out your email campaign. You can track delivery rates, bounce rates, unsubscribe rates, click through rates, and open rates. This gives you a better understanding of how your email campaigns are working, which ones to tweak or which ones to get rid of altogether. These metrics should not be ignored. They are an important part of your internet marketing campaign as a whole.

5. Email marketing is affordable
Emails can reach a large number of consumers for less than pennies per message and the cost per conversion is so low with email marketing. Email marketing services such SendGrid, iContact, GetResponse, MailChimp, Pinpointe and SurveyGizmo are the email marketing software solutions suitable for various types of businesses. These email marketing software solutions also do offer larger monthly plans for growing businesses and high volume sender plans. They also offer subscription services for higher-volume senders. So, yes, while it does offer a significant ROI, it might be a wise idea to hire someone to manage these efforts.

6. Targeted messaging
One of important aspects that email marketing serves is lead nurturing. The main idea here is that potential customers are at different stages of the buying cycle. Segmenting these customers into appropriate email marketing lists helps businesses target these groups more effectively. Customers need information to move them to the next buying cycle stage; pushing the right content can do just that.

7. It’s timely
One of the benefits of email marketing can be to sell your products, if approached in correct time and correct fashion. It’s important to use all the customer data and information you can. Sending customers a special offer on festivals, birthdays – customers are much more likely to purchase the deal.

8. Everyone Uses Email
A Hubspot survey states that 91% of consumers use email. That alone should be enough to convince you to explore the tool. Email is especially huge in the B2B world as it accounts for the most prominent form of communication.


Email Marketing Objectives

Email marketing is an indispensable tool for achieving the targets set out in your online email marketing campaigns. The use of email marketing requires the design and development of a clearly structured strategy. This includes the definition of concrete objectives that have to be reached with individual measures, such as mailers or newsletter, campaigns or transactional messages.

Learn Email Marketing







Below are 6 critical objectives which can be achieved with email marketing:

1. Increase In Sales
Probably the most pursued objective in email marketing is to generate sales. Email marketing, however, can help to prepare a potential purchase by explaining the product.

2. New customer acquisition
When it comes to attracting or acquiring new customers, it is about making offers to customers / prospects that are still no clients of the company. But since email marketing is about permission marketing you can reach users who have already registered for your emailers or newsletter.

3. Brand and product awareness
Inform recipients of the availability of products or services that they may want or need and keep your brand image strong and consistent.

4. Brand recall
It means that the user remembers a trademark immediately just when the product category is mentioned, a high brand recall is needed and email marketing surely stand’s out here.

5. Customer Loyalty
Email marketing strengthens customer loyalty and helps in achieving long-term commitment from customer, seducing the person to regular purchases, and most importantly guaranteeing not to lose the customer to competitors by offering relevant offers that meet the customers’needs.

6. Customer Retention
There are a lot of reasons why email marketing drives retention. It’s more personal and direct than other marketing channels, and people love receiving email from their favorite brands. The type of emails work best for driving retention are such as Welcome Emails, Loyalty Emails, Post-Purchase Emails, Transactional Emails etc.


Email Marketing Challenges

Email marketing is a key to successful marketing and sales process, but there are numerous challenges to making the most of this critical marketing tool. As per MarketingSherpa’s email marketing benchmark study, the most important email marketing challenges were:
– Integrating email data with other data systems.
– Improving deliverability.
– Increasing Open Rates.
– Growing and retaining subscribers.
– Achieving measurable ROI.


It’s likely that there will always be new email marketing challenges just like any other marketing channel. But don’t give up because you can always overcome such problems by making the right moves and observing your performance. Email marketing is often an unbelievably powerful tool for curating, and keeping a loyal client base engaged with a clear impact.

Hope I did not miss that you wanted to know about Email Marketing – if yes, then please update in comments.

Top Social Media trends to look out for in 2018

With 2017 vying for an end, social media with its set of trends and surprises are ready for 2018. According to findings by We Are Social in 2017 social media penetration globally was around 37 percent i.e. 2.80 billion users. As you look ahead to 2018 and plan to strengthen your social strategy, it’s important to keep a pulse on trends. To help, here are some social-media trends you need to prepare for in 2018:
  1. Opportunities for personalized content arise due to robust social analytics:

    Everyone likes content relevant to them, which is especially true during interaction with a brand you have a rapport with. The only thing we want is a piece of relevant content that offers something unique to us as a member of that audience. In fact, only 25% don’t care about the content while rest get really frustrated with irrelevant content.

    Personalized content for audiences is a major trend in content marketing, and same goes for social media, too. As social media platforms evolve, their analytics tools and business-specific insights and features will become more important to brands. This kind of data means marketers will have the insights to craft better and more personalized content that speaks and engages audiences.

    The need for selectivity arises as platforms’ features overlap:

    Timed videos and visual content were both features of Snapchat and Instagram, so the main points that differentiate them are the audience and reach. Compared to Snapchat, Instagram Stories has a wider reach and is more engaging. Daily opens with Instagram Stories of Instagram celebrities are up to 10 percent of their audience members, which is significantly higher than in case of Snapchat. On the other hand, Snapchat continues to entice younger demographics.

    As more platforms continue to offer overlapping features, brands and marketers will have to be more creative and selective about what to invest in. Take advantage of analytics and reporting features to identify which platforms could offer you the best return, and start there.

    Brands will be able to get through to audiences by social listening: –

    Mentions and what people are saying should be key metrics of comparison of social media performance between competitors and us.

    “Using web monitoring, we can collect an enormous amount of data on our company and our competitors that can be used in our marketing strategy. At Brand24, our research showed that in one month, 14,000 online searches started with ‘Can anyone recommend?’ and about 30,000 searches started with ‘Where can I buy?’ About 60 percent of these questions never received responses from companies; this is a huge opportunity,” says Magdalena Urbaniak, global communications manager at Brand24.

    Urbaniak says monitoring these social mentions can be an insight into the shared audience’s like and dislike, which can show how a brand can improve. Social listening can be the key advantage in social media strategy as they give you valuable information about your competitors’ performance and your own audience.

    Chatbots will be key to faster and easier customer service: –

    Instant connection and high internet penetration have prepared an adequate condition for brands to give instant feedback to the fast-growing impatient customer base. Unfortunately, this has prompted a lot of brands to do one of two things: respond so quickly that mistakes are made and service quality suffers, or freeze in their tracks because they’re not quite sure how to meet this demand for speed.

    Chatbots give you the chance to interact quickly and personally with your audience. Maybe that’s the reason why there are at least 100,000 monthly active bots on Facebook Messenger and over two billion messages per month are exchanged between brands and their audiences.

    Transient content will lead the pack: –

    Latest marketing buzzword ephemeral/transient content, in the coming years. Snapchat Stories and live streaming videos are some examples of ephemeral content today. This type of content has a short lifespan of 24 hours and then disappear. Thanks to Snapchat’s popularity this content has seen a steady rise.

    The Snapchat Discover channel of Cosmopolitan generated “more than 19 million average monthly visits.” It is interesting to note that the brand’s website generates “20 million unique visitors per month.” With 10 billion daily video views, it is one of the best platforms to reach millennials and generation Z. It’s a no surprise that Instagram and Facebook are also following the footsteps of Snapchat by providing services for distributing fleeting content.

    It’s a difficult time for marketers as it might sound scary that all efforts and money that went into creating the content which has become fleeting in nature. But the results may be quite outstanding provided content created is really interesting and have proper strategies for ephemeral content marketing. There are quite a few reasons why ephemeral content works:

    Fleeting nature of the content, like those raw clips and images available on Snapchat or Instagram, fills users with excitement and trust for the brand. A great way to show insight into forthcoming projects, showcase BTS content, offer promotions and other content that is supposed to be short-lived.

    Augmented Reality will gain more focus: –

    Apple announced the iPhone 8 and the iPhone X at the first-ever event hosted in the Steve Jobs Theater. Both devices incorporated a new chip that allows the phones to become augmented reality enabled and provide users with extraordinary experiences. While mobile gaming seems to be first affected by augmented reality, it is likely that social media platforms will find ways to incorporate the new technology as well.

    Similarly, brands could soon project their products into the homes of social media users through special filters.

    Social platforms compliance will become stringent:-  After a series of controversies that cropped up during 2016 US presidential election, social media platforms have adopted a far stringent way to govern the conduct on their respective platforms. Facebook recently turned over thousands of ads that seem to be connected to Russian meddling and has invested in new AI and human forms of monitoring.

    In 2017, Facebook and Twitter received a very wide criticism, it is likely that these platforms will embrace codes of conduct and governance policies that protect the brands from future criticism. Better compliance will not only promote better content but also safeguard the interest of the users.


Understanding these trends will present marketers with better opportunities to connect with the audience and create better content. These shifts are frequent, therefore understanding and staying ahead of the trend is of vital importance.

LinkedIn VS Facebook- From A Marketer’s Perspective

With the increasing number of social media platforms, as a marketer, we need to make a crucial choice of focusing our social media efforts on a limited number of platforms. This decision is vital to the existence of a brand and can make or break it as well.

In this blog post, we will discuss the difference between LinkedIn and Facebook and which platform will best help you achieve your goals and objectives.

A brief introduction of our two contestants for today:-

Facebook– People tend to spend more time on Facebook than on LinkedIn for the simple reason that it is perceived as a more ‘fun’ platform where friends are able to get together and share their thoughts and opinions over a casual post like a meme or joke. Facebook is clearly in the quantity win with over 2.07 billion monthly active users.

LinkedIn– LinkedIn, however, is a more serious platform where users log in for a specific purpose, be it recruitment, job hunting, connecting with colleagues or sharing their professional expertise on specific industry related topics. LinkedIn is far behind Facebook when it comes to the numbers game, with around 467 million members.

1. Audience Profile

Facebook– General consumers. Facebook is primarily a platform where friends and family get together to de-stress or connect with known persons. Marketers on Facebook need to keep their audience interests in mind, keeping the tone light and friendly. Create content which your audience would like to consume.

LinkedIn– Companies/organizations/businesses. LinkedIn allows users to create a professional, job-oriented profile, offering a variety of ways for a marketer to target based on seniority, job function, industry and more. Marketers on LinkedIn should keep the tone serious and professional, industry-specific and to the point. LinkedIn is primarily used by B2B businesses to connect with users in the same industry segment.

2. Analytics-

Facebook- Facebook provides real-time, built-in reports consisting data of the type of audience, their country of origin, and others ranging from likes, reach, visits, posts, people, events, videos, messages to a lot more. This data is very useful to a marketer as their job hardly ends after an advertising campaign is created. They constantly need to optimize it to achieve the best results at the lowest cost.

LinkedIn- LinkedIn does not provide extensive insights on page performance limiting to updates, interactions, clicks, impressions, reach, followers and visitors. This makes it difficult for a marketer to analyze and extract data on the performance of a LinkedIn campaign. 

3. Cost-

Facebook- Facebook gives the option to adjust how much you’re willing to pay per day (starting at Rs.40 per day), which corresponds to the number of users you reach out to. Overall, Facebook is a much cheaper option, with the average CPC of Rs. 5, being the lowest across all social media platforms. As a marketer, a lower cost is of vital importance in determining the success of an advertising campaign  

LinkedIn- LinkedIn offers a specific way to reach an audience but the cost is higher than Facebook’s. LinkedIn is said to be one of the most expensive advertising platforms in terms of average CPC of Rs.150. The minimum amount that LinkedIn will generally require you to allot for your CPC and CPM bids is Rs.100 (for either). And the minimum budget generally allotted by LinkedIn for your daily budget is Rs.500. The huge difference in cost from that of Facebook, shy away many marketers, making LinkedIn a secondary consideration. That being said, there a number of successfully launched campaigns on LinkedIn as well,  like the Volkswagen Campaign, where the results were far greater than the initial cost.

4. Branding-

Facebook- On Facebook there is a strong distinction between a user’s personal profile and a brand’s page. The content posted on a personal profile and a company’s page is completely different and unrelated. A marketer must build his company’s brand and his personal brand separately and simultaneously.

LinkedIn- On LinkedIn there is no distinction between personal and professional branding as it seamlessly integrates with each other in the form of a common profile. Through a user’s profile, it enables the audience to connect with the brand. Vice-versa if a brand posts valuable content then the employees of the brand are known as well. A marketer needs to be able to sell himself as well as his company through the use of one single profile.

5. Thought Leadership-

Facebook- Facebook is not a platform where users generally express their professional opinion but rather a light and casual conversation amongst friends. Marketers cannot hope to get their audience to pour out their expertise and insights into their industry or job.

LinkedIn- LinkedIn is the primary platform where users come together to influence others through their professional opinions. The most common place of thought leaders is LinkedIn groups where experts speak about their opinions with respect to a specific industry.

6. Marketing Objectives-

Facebook- As a marketer, Facebook provides a number of opportunities to achieve objectives such as Awareness, Consideration and Conversion but is more suitable for Direct Sales and Traffic. The level and detail of targeting on Facebook is world’s apart that of all other social media platforms, making it ideal for marketers to grow their brand.

LinkedIn- As a marketer, LinkedIn cannot be used to directly sell to your industrial buyers as users on LinkedIn login for their own personal and professional development rather than to outright buy a product or service. It will lead to a very low conversion rate and more often than not, a poor brand image.


The controversy of which platform is better for marketing has been chewed over and over in the last years by marketers, entrepreneurs and bloggers.

Lately, Facebook is focusing on improving their paid marketing campaigns and continue to develop new and innovative features appealing to B2B companies and marketers alike, in a strive to reach above LinkedIn in the B2B space.

Having a deep understanding of who you are marketing to (your buyer personas) and how they use these platforms at each stage of the buyer’s journey, will enable you to become more customer-centric in your marketing.

Instead of focusing on which platform is better for your marketing strategy, simply being aware of how and when to use each on the potential journey your prospects go through before they decide to buy from you can make a dramatic shift in your marketing strategy.


Image Source- Hootsuite, Pear Analytics, Pinterest, Social Media Examiner.

5 Social Media Branding Strategies To Follow In 2018

Social Media Branding Strategies To Follow In 2018

Every company in today’s competitive world is after creating a long and everlasting impact on their customers. Every time we step out to shell out some bucks we look for a brand. We don’t like to compromise a brand for money. So, we can see how a proper branding of a product is so valuable for continuous growth of our business. Businesses are trying to figure out their target audiences and best fit products or services for their target audiences through various social media channels like Facebook, Twitter, Instagram etc. Until 2017, in social media marketing, platforms like Facebook, Twitter, LinkedIn, Instagram, WordPress, Tumblr played a major role in branding. There are few social media branding strategies needed in 2018 and brands should keep an eye on these while preparing marketing strategies.

Strategy 1 | Embracing Virtual Reality and Augmented Reality

Imagine a user experience where shoppers can try your products and make a buying decision without walking into the store. Have you experienced Lens kart’s augmented and virtual reality on their product landing page? Yes, they use both strategies to help users decide on their purchase by providing them a live experience about the product. In short, Virtual reality uses a 360- degree product view to move you from your current environment to a virtual world. On the other hand, Augmented reality adds digital insights to transform the current environment. Therefore, virtual reality replaces your sight, augmented reality enhances it. So, let’s look at some key facts which will help us decide to embrace these technologies.

  • 25% of the brands will embrace AR to enhance their end-user experience and it will record more spending starting from 2018 to 2022.
  • In 2017 end, 37% of world’s population is active on social media. In 2018, most of the giants and mid-level brands are going to incorporate AR to stay ahead in the market.
  • AR & VR users will hit 200 million by 2018 and 65% of the online customers will make a purchasing decision on the product landing page. AR advertising spending would be on the higher side than VR. Businesses, marketers should bet big on using AR on social media platforms like Facebook, Twitter, and blogs.

Strategy 2 | Embracing Investment In Influencer Marketing

Social Media is all about influencing and attracting your customers towards your brand. Furthermore, businesses focus on influential people to influence potential buyers and influencer marketing is proven to be the best way of marketing in social media in 2017. It will continue to be a focus of smart marketers from the beginning of 2018.

Also, let’s find out who all are our mega, macro and micro influencers in social media. Mega influencers are the celebrities in social media and they have typically more than a million followers. Macro influencers are typically business professionals or famous product specialist or freelancers. They typically have approximately ten thousand to a million followers. And, micro influencer category has 500- 1000 followers because they are mini-celebrities in their own circle. Working with micro influencers can provide best results if the business is following a long- tail strategy. So, let’s dig down to the facts of influencer marketing and why it could be useful for marketers.

  • Influencer marketing delivers 11 times more ROI than traditional digital marketing. The need for Marketer interest in Influencer marketing increased 90x from 2013 to 2016. This has been drastically doubled in first nine months of 2017 and the same is excepted in 2018.
  • People follow and highly seek for influencers in social media platforms like Twitter, LinkedIn, Instagram and Facebook. To attract customers and promote products or services, most of the businesses decide to include influencers having thousands of followers. In return, the high demand Social media personalities increase the value of services.
  • Video content would be the biggest platform for influencer marketing in 2018 with a presence in social media. A report shows that videos are twice as effective to lead generation or drive sales as normal text-based contents.
  • 49% people depend on the influencers engagement on their purchase decisions.
  • Twitter users reported 5.2 times increase in purchasing decisions made when they are exposed to influencer contents.

Strategy 3 | Focus On Gen Z

According to a recent study conducted by Goldman Sachs, Gen Z is more valuable to any business. Did you know that from a span of 2018 to 2020, Gen Z will account for 40% of all consumers? The oldest Gen Z’s are avg. 22-year-old and businesses are planning to move their marketing strategy based on Gen Z’s need. 2018 will experience a big bet investment made in Snapchat or Instagram which are loved by Gen Z’s.

Gen Z’s represent a buying power of $44 billion and influence an additional $600 billion of family spending. This includes over 70% of family food choices and 80%- 90% of the items are purchased for them. Marketers need to make the video content more engaging and especially relevant, Gen z’s have an 8- second filter for any digital content. According to the research report, 9 out of 10 Gen Z’s watch YouTube daily, 70% prefer streaming over broadcast or cable TV.

Strategy 4 |Increasing Brand Participation In messaging Platforms

While approx. 2.5 billion people use various messaging platforms and yet, brands focus on connecting with consumers on social networks. It is high time that brands should focus on messaging platforms which comes handy for customers to use and communicate. It is likely that brands will invest more in 2018 in time and money to connect with consumers in messengers. Technologies like artificial intelligence, voice assistants, and chatbots will enable brands to offer personalized shopping experiences on messaging platforms like WhatsApp, messenger etc.

Strategy 5 | Invest In Popular Social Media Platforms Of 2017

Don’t you think this can be a great strategy to embrace the familiar social media platforms and make more investments to enhance them? Therefore, few points will help marketers take appropriate decisions.

  • There must be an increasing popularity of Instagram stories. Over 200 million people use Instagram stories each month, which is over 50 million more who use snap chat. As a result, half of the Instagram users will use stories at the end of 2018 and brands must take time to master their stories.
  • Expansion of live streaming is going to be a great way to capture the attention of the followers in social media. 2018 would be a booming year for more and more brands to introduce live streaming to their customers to enhance customer experience.
  • Twitter branding strategy needs rethinking. Twitter has failed to grow followers significantly in 2017, therefore, Twitter leadership will aim to rethink on the platform which includes revamping the Twitter advertising options.
  • Marketers need attention in the recent Facebook business strategy. Facebook is coming up with a new technology called “Spaces” which is designed to allow friends and followers to connect in Virtual Reality. Facebook will be the first successful VR social media platform for marketing.

In conclusion, marketers should be clear about the objective, target audience, a clearly defined outline to measure KPIs and last but not the least, make sure your goals are SMART (Specific, Measurable, Agreed-upon, Realistic and Time-Based).

Top 4 Tips To Improve Organic Farming Through Digital Marketing

How the Thought Process Started?

Just a few days ago I had come across a article in Times of India on “Marathwada women’s organic farms sow new seeds” it was basically about hardships and difficulties faced by a woman named Shrimati Mangal Waghmare from Marathwada Maharashtra who earns about 25k INR a month selling organic produce grown on her farm and what led to her in taking such a huge step.

Which comes to my next point on why not give Smt Mangal a good Digital Education on how she can find a larger customer base who is in need of pesticide-free good organic vegetables. We are living in a India were farmers due lack of adequate support, lesser profit margin and Debt ridden are committing suicides. This should not continue further as Agriculture is the Backbone of our nation, it has proven time and over again. Just a small fact to justify the above statement:

India accounts for 7.68 percent of total global agricultural output. GDP of Industry sector is $495.62 billion and world rank is 12.

Contribution of Agriculture sector in Indian economy is much higher than world’s average (6.1%).

So Organic Farming in India is still in its infant stage due to low awareness at the producer level on the difference between conventional farming and organic farming. At the consumer level there is confusion between natural and organic products and limited understanding of the health benefits of organic food products.

What is Organic Farming???

Organic farming is a method of crop and livestock production that involves not to use pesticides, fertilizers, genetically modified organisms, antibiotics and growth hormones. The principal goal of organic production is to develop enterprises that are sustainable and harmonious with the environment.

Top 4 Tips to increase organic farming through Digital Marketing

Tip 1: Educate the Organic farmers on Digital Marketing tools/ Benefits

This is the basic initiative that any private or government organization can take as to educate farmers to the benefits they can get through the internet by using Digital Marketing. The cost effectiveness they can gain through Digital Marketing as it is a Low Cost Marketing. Here is where the govt has to play a major role by giving free/low cost internet access/basic smartphone to the registered organic farmers under various govt initiated schemes like Pradhan Mantri Fasal Bima Yojana/ Paramparagat Krishi Vikas Yojana/ NABARD etc.

Tip 2: To have all the schemes/services UNDER 1 UMBRELLA

There should be a one-point of source for the farmers to access like a mobile app (Ecommerce Platform) wherein he/she can get information of various schemes and products available like organic seeds, fertilizers for better soil fertility, search for distributors/wholesalers, current pricing index for better profit margin, tracking Delivery status, weather forecast linking with weather stations, create a discussion forum for sending queries and suggestions. The Government here must rope in agricultural scientists and international research institutions. The App should majorly be in Hindi/English and customized to various regional languages as well for better usage and traffic.

Tip 3: Using “The Right Keywords and Phrases”

By using the right keywords and phrases through Digital Marketing Tool SEM, SEO the organic farmer can tap the right set of customers directly without involving any middlemen who mostly eat away most of the profits and can be a successful technique by targeting the right audience. Again this can only be done through proper Digital education and knowledge or through hiring a Digital Marketer to do the needful.

Some of the “Keywords or Phrases” which can be used:

Organic Fruits and Vegetables

Pesticide-free Fruits and Vegetables

100% Natural and Healthy

Tip 4: Not to Focus only on Rural Areas

The focus should be to have more Organic farmers from all parts of the country like Tier1, Tier 2 Cities, Towns and even Urban areas where there lots of farmers and housewives who are interested and keen in doing the same (house terrace gardening). If the Target audience are Housewives the strategy can be positioned to promote Women Empowerment and creating a campaign like “Createyourownfood” this can be done through creating a Facebook page whereby adding value to the the content by posting pictures, videos on tips to improve organic farming, availability of organic seeds, articles on organic farming through personal experiences. The outcome will be more engagement of women in Organic farming through Facebook, as there more number of women users on Facebook. The same can be done through twitter and Instagram for eg #createyourownfood. Video Marketing is another unexplored and upcoming Digital Marketing tool wherein a Farmer can upload his current Organic Produce on any social media platform thereby creating and engagement, awareness, reach and Demand.

The Ultimate Goal

Through Integration of Digital Marketing and Organic farming these 3 important Goals/Objectives can be achieved


Using Digital Marketing Tools an Organic Farmer can easily have a better Reach and Accessibility to his/her potential customers, thereby increasing the production Organic produce with the desired Demands from the Market.


In all the aspects Digital Marketing if used wisely is economical for a farmer as he can utilize those profits for the Research and Development in Organic Farming. As Digital marketing tools are cost effective makes the farmer directly in contact with the consumer/retailer.


Organic Farming if helped by Digital Marketing can have a acceleration in production of Organic produce, better reach to the relevant consumers, more number of Digital users in Rural Market using Digital Tools/Medium.

A Few Laudable Outcomes

Today, Sikkim is an organic state with 75,000 ha of land under organic cultivation based on an initiative that started in 2003.

Meghalaya aims to convert 200,000 ha under organic farming by 2020.

Kerala has more than 100,000 farmers practising organic farming and 10 cooperatives promoting the sector. The Centre’s announcement for allocation of 1 billion for organic market development and 3 billion for the participatory guarantee scheme is commendable.


Organic Farming can be Boon for a few like Smt. Mangal Waghmare from Marathwada but if implemented wisely through a low cost medium like Digital Marketing it can be a boon for many and further Contributing to the Agriculture sector for Indian economy’s Growth Story.

6 Mistakes That Can Kill Your Email Marketing Campaign

Email marketing is the key to promotion and notifies the user. Marketers use to compute leads and get subscribers to opt-in or open emails. Most of the time problem converting the readers into a valued customer. Yeah, The email conversion rate. In this article, you will learn 6 mistakes marketers and bloggers do to kill their email marketing conversion. And how you can correct them.

The common problem has come from not enough experience. For instance, a company would like to have a good email campaign but does not have enough experience or knowledge. If you are in such a predicament, either consult any professional or read on to find out what’s killing your email marketing game, so that you can avoid going down the wrong path.

Lack of Consistency

When you are sending the email marketing campaign you have to make sure. That your subject line is clear to the point. You have proper and attractive visual elements. Also, you have to remind users that they are registered with you. If you are aiming for click-through rate. You have to make the email and landing page similar in appearance. If you lead clients to a totally different visual and massage. You will be playing with their trust.

Your Text is not Crispy Enough

A proper sale text able to sell product or service itself without any visual element. but if you attach an image to the offer, you will be putting great emphasis on the text as well. This is where you need to apply various principles of persuasion that can beat the hesitation and encourage potential customers to make a purchase. Make it more specific and personalize to connect client’s emotions. That will do the magic.

Are You Using Segmentation

email marketing segmentation
Email Marketing Segmentation

Email Segmentation is definitely very important. The user registered with you by purchasing a product or downloading your free product. Immediately, You will get an idea what type of content will catch their attention. You also can segment users based on their previous action either they click on the link, response to your emails or made some action on your website. You can segment them based on their behavior and their interest. Make sure that you have something for all your segments. Mostly few numbers of the user will convent into a valuable customer.

It will be your job to convert the rest of the user base. Do not let any of them drop out. Use proper segmentation, use automated email for each step of their conversion. You may find some users are not converting at all. Maybe they are just there for your content update or they are already purchased from your competitor. You can provide those users valuable content. So they visit your site. That way you are getting few amount of traffic in your site, helping in your SEO.

Are You Measuring

email marketing measurement
Email marketing measurement

You need to monitor and analyze indicators often on. In the long run, to see how certain solutions will work. If the only change you are making is that the sender of your emails will be different or you write the subject line in another style, that will not be enough. Monitoring and analyzing indicators will significantly change the results and you will immediately gain remarkably valuable data.

Poor Delivery and Engagement in your Email Marketing

You could get into a big serious legal issue if you are adding peoples without their permission. You should first check country’s law again the spam. Too many time businesses take the shortcut and buy the email list. And compile them in an unethical manner. Spam hurts the reputation of your business in big time. Once people making your email as spam you are under spam radar. Thereafter, most of your email campaign will be sent to the spam folder or drop out as undelivered.

Email marketing measurement
Email marketing measurement

For an instance, understand you have to send email to people. You must their explicit permission first. For an instance, if you collect a business card from an event or somewhere. You should not add it to your list.
Someone may be opt-in for digital content or downloads once, it does not mean they really interested hearing your marketing message. They will not be converting enough. For such subscribers, you can reconfirm their subscription permission.

  • Ask them simple question if they want to continue receiving your emails.
  • Send Extra Free Downloadable content to find out, if your reader’s interest in receiving contents from your or not.
  • Ask your readers to subscribe to another list to segment your list further.
  • It’s also important to remind your user why they are receiving your email from you. you can add it to your footer information.

Email Marketing – Poor delivery

Email Marketing’s crucial is deliverability and engagement. Send emails to your subscriber list will be less likely delivered. Also more likely to be engaged with it. ISPs and Cops always looking how many email campaigns you are sending. How frequently you are sending your campaign. What is your email open rate, and click through rate or your unsubscribe rate or spam report rate.

Your Email Should be delivered

email marketing engagement
Email marketing engagement

If your Email Marketing Campaign delivery rate is very low. It causes your reputation score with ISPs.
There are many ways to ensure your email is delivered:

  • Implement a double opt-in – Asking email subscribers to confirm their email address before they are added to the list will ensure cleaner data and in turn, improve delivery rates.
  • Only send to engaged users – Sending to recipients who have opened or clicked through to your campaigns within the last six months will increase the likelihood of emails landing in the inbox.
  • Give users access to a preference center – A preference center, where a user can select which type of emails they would like to receive, is a good alternative to only giving the option to unsubscribe. If you have many lists, this allows users to opt out from some emails but stay on the list for others.

Email Marketing – List Management

Email marketing list mannagement

Whether you’re gathering bad data, not taking out hard bounces otherwise emailing the inactive subscribers.Lazy list management can affect your open rates. Ultimately, being lazy about managing your list results in one of two things:

People receive email they’re not interested in

  1. ISPs don’t deliver email messages
  2. You guessed it – both of these are bad for open rates.

So how can you be more responsible for managing your list?

Create a permission-based in-house list

43% of email recipients click the spam button based on the “from” name or email address, so it’s important that email recipients know who you are and expect to receive emails from you. And it’s extremely important that you have their permission.

Building a permission-based in-house list isn’t difficult. Here are a few tips to get started:

  • Ask permission after a purchase by including a checkbox that encourages users to also opt in to your mailing list.
  • Implement an email sign up form that allows users who aren’t ready to purchase to still give you their email address. The form could be added to your homepage, landing pages or on social media.
  • Offer an incentive in return for their email address. This could be anything from a discount on their first purchase to a free piece of content.
  • Set expectations with email subscribers. Inform them the types of emails you will send and how often they will be emailed.


If the open rates are in struggle, your recipient either doesn’t know you or just isn’t interested in the content of your campaign.
If your click-through rate is bad, you must be your email content and landing page is not relevant to each other.
Segment the email list by personal interest, or behavior or purchase date. Sending the targeted message in a timely manner make your campaign more relevant make subscriber to open your email.
Combining with conscientious list management and a stellar subject line (that you’re A/B testing, of course), it will bound to improve.

Top Ways To Promote Private Businesses on Social Media


Social media marketing is the method of achieving marketing goals for businesses through social media sites. It includes activities like text, photo and video updates.


It is a very effective and powerful way for businesses of all sizes to reach desired customers. Since social networks are one of the fastest growing industries in the world, social media marketing creates a platform to build a brand and increase a brand’s popularity, through building relationships and communicating with potential customers.


There are various SMM sites available nowadays and each SMM site requires a different approach. Allow us to illustrate how these different SMM sites can be used to achieve your marketing goals.


Facebook is the biggest social network in the world with an average of 2.07 billion monthly active users. Hence it only makes sense that one needs to be on Facebook to achieve results.
Here are some ways you can market of Facebook:

1. Create your company page

Pages are the simplest way to start marketing on Facebook. They are very easy to set up and moreover its free. Pages are similar to profiles, but its used to promote businesses and organizations. They do not have any restrictions on how many people friends they can have. A unique feature only offered in Pages is Page Insights. This allows the administrators of the Page to see what activity the Page has been receiving during a period of time, even in a graphical representation.

2. Create Ads

Facebook Ads are the best way to reach desired audience. You can create ads targeted at specific geographic areas, ages, education levels, and even the types of devices used for browsing. Unlike pages, Ads aren’t free on Facebook but provide powerful targeting parameters.

There are two ways by which ads can be run, pay per click or pay per impression. Facebook helps you decide a budget that is most suitable for your ad. You can even set daily limits so that you don’t end up blowing your entire budget.

3. Create Groups

Facebook groups acts like a discussion forum. It provides a platform for free communication between service provider and the consumer. Restrictions can also be placed on the groups to filter who all can visit the page. Groups are sometimes preferred over pages as it gives the audience the freedom to interact with the organization and get their queries and complains heard.


LinkedIn is a professional networking site. With over 106 million active users, it is the go to place to meet different professionals from different fields. It is more focused on b2b than b2c.
Here are some ways you can promote your business on LinkedIn:

1. Create your company page

Your LinkedIn company page is your business’s LinkedIn profile. Creating a company page and linking it to your profile helps you to add more content and information which in turn offers customers to learn more about the business, know about the people who work there and interact with relevant content.

2. Post great content

The main aim here is to attract the right audience. Thus, posting content that targets the right kind of people is key. Get colleagues to share and like posts. This helps posts to reach a larger audience.

It is also important to note that you don’t lose the interest of the audience. So, update frequently. Posts with great visuals go a long way since LinkedIn isn’t a very visual network. More clicks, shares and comments are great indicators of great content.

3. Groups

Creating a group on LinkedIn helps you to hold discussions with the audience regarding the services your business offers. This helps engage the people and it makes sure that the members know what your business is about.

It is also important to participate in other groups. This helps to identify new audiences, interact with new users and create new relations.

4. LinkedIn Ad campaigns

LinkedIn ads helps you find what you want. Be it target executives, influencers, or job seekers, there are numerous ways to advertise on LinkedIn through different ad types, including self-serve, partner programs, and other options.

The benefit of using LinkedIn’s sponsored content is that is helps reach a larger audience, attract more company page followers and increase clicks on various platforms like desktops, mobiles etc.


With 330 million monthly active users twitter is one of the best microblogging social networking site available online. People follow (subscribe) to your Twitter account, and you follow other people. This allows you to read, reply to and easily share their tweets with your followers (retweet).

Here are some ways twitter can be used to promote your business:

1. Showcase your brand

Your Twitter profile helps tell your business story to the Twitter community. Tweets help convey messages and to communicate with your audience. So, open communication is key. Respond to tweets about your business. You can retweet posts that are positive and address negative tweets in a respectful manner.

Even though Twitter offers us a 140-character word limit, it’s better to keep tweets short and sweet. The key is tweet often and not tweet long. An ideal length of a tweet would be around 20-25 characters. This encourages others to retweet or add additional content.

2. Mentions and Tagging

A great way to increase social ties with other businesses is to retweet their content. This will lead to others retweeting your content.

Another way of mentioning others in your tweets is by using @username. This is called tagging. Tagging is used when you want to include someone who was at a particular event, to give credit when credit is due or to increase the reach of tweets by encouraging others to share it.

3. Using Hashtags

#Hashtags is a way to organize your tweets around a specific events/keywords/topic. They act as hyperlinks to tweets associated with the hashtag. It’s also a good way to find prospects who may have an interest in your business, products. Be sure to not use more than 2 hashtags per tweet. Tweets with not more than 2 hashtags have 21% more engagement than those who have 3 or more hashtags.