Greta Thunberg – what your brand can learn from this young activist

Most of us would wonder how the teen, Greta Thunberg environmental activist rose to popularity so quickly! We all know she is not the first climate activist with quotable speeches, but why has she risen to fame so fast?

Reason for the quick fame

One reason is her age, obviously, she is just 16. Last year in August, the Swedish teen took her activism public and conducted a school strike for “Climate” before the Swedish Parliament just before the elections.

Later in December, she continued to get global attention after her speech at the U.N. Climate Talks in Poland. Her strike impacted tens of thousands of students from around the world including Japan, Germany, The UK, and more to join her campaign #FridaysForFuture.

In a few days she was a sensation on all social media platforms because of her powerful campaigns. Her tone was right on the money that grabbed the attention of the world, creating awareness using the power of social media.

Things to learn from Greta Thunberg

1. The appropriate voice

Greta had the appropriate voice in her social campaigns; her objective needed a powerful tone which she did quite right. Having a brand voice that doesn’t match the campaign objective or the platform you are on can hamper the motto of your campaign.

2. Never ask for likes

The little girl never asked for likes in her campaigns, but still got all the engagement because of her straight-forward approach. You need to keep the matter simple and to the point. If your content reaches the right set of audience, your post will be liked, or even better shared.

3. Make people listen

Greta used the social media tool for listening, not just talking. She made people listen to her, a thing to learn for brands. Make people listen to what you want to convey, use the right language to match the social media platform you’re on.

Apart from learning how to use the social media right, we can learn other important things from the teen activist. They are:

  1. To start right away
  2. To be unique
  3. To be clear with your thoughts
  4. To be fearless
  5. To express yourself

For someone so young, Greta Thunberg, has taught us so much. She has taught us to be brave, dedicated, transparent and sincere and not to be afraid of doing things. What we assume is not the reality, most of the times. It is sometimes necessary to take a bit of risk to keep moving forward. So, express yourself, don’t limit yourself.

Today, most of us visualize of one face when we hear the phrase “climate change”, that of Greta Thunberg. And, one of the major reasons of her fame is social media. That’s what social media can do! It can make someone or something go viral within days or even minutes. Board your brand into social media today and tear down the curtain concealing your brand from users!

5 futuristic brand building exercises

Today, brand building has become an integral part of business development and marketing strategies for organizations of any size. A strong and stable brand communicates trust to its customers and building it gives it an identity. Let’s start off by understanding what brand building is.

What is brand building?

The essence of Brand building cannot be contained in one definition. Most people assume that brand building is just about exposing the brand and communicating; well, that’s just one side of the dice. The best way to put brand building is it is the process of creating value to every single customer. To put it in a nutshell, building brand is about converting a normal customer into a loyal one.

Do you think you are in the right track in building your brand? For you to know where you stand in your branding strategies and to create a successful brand, we have compiled a list of best branding exercises like we do for our clients.

1. Empower customers

For any business, customers are the biggest and most important asset. Empowering the customers should be your first priority as they are the ones who dictate how your brand is perceived. The bottom line is, for your brand to taste success, keep your customer happy and satisfied.

2. Concentrate on brand visuals

Visual branding is one of the most important practices in brand building; it defines how your business appears to the external world. It is extremely important to get things right from the very beginning, because first impressions do matter.

  • Choose an impressive and compelling name that makes customers easily connect with your business
  • Come up with a strong tagline that outlines your business objectives
  • Create a logo that reflects your business

3. Position your brand

Before kicking off on building your brand, you have to spend time to differentiate your brand from others to attract attention. But, how do you make your brand stand out from competitors? Well, you need to come up with a unique value proposition post which you need to use a good branding strategy to position your brand in a way that will help customers recognize your brand. You can seek help from us to position your brand and appreciate the greater value of your brand over competing ones in the market.

4. Research brands

Researching brands within your industry niche is vital. Never mimic what already established brands are doing in your industry. But, you must be watchful of what they do well and also, where they fail. Set your objectives to stay one step ahead of your competitors and convince a customer to opt for your brand over them.

5. Review

No brand is static- it will surely go through a series of changes in its lifetime. Your brand might grow in strength with time. As your brand grows, so do the expectations and the best way to keep up the reputation is to review your activities and evaluate your successes. Reviewing your brand strategies will help you exploit new opportunities, maintaining your commitment to stay true to your vision.

Today, there are various technological advancements like AR (Augmented Reality) and AI (Artificial Intelligence) that allow brands to stay always in touch with the user journey. AR makes it easier for customers to get information, research the products, bringing experiences to real world instead of keeping customers in a fiction world. And, chatbots can directly chat with a customer, clarifying all their queries. Apart from following the above 5 practices, implementing such technologies can further help build your brand.

Brand building is not a one-off thing. Your brand has to be defined, differentiated, presented and reviewed. At Chlear, we adopt brand strategies that will add value to your customers, helping them develop the right impression on your brand!

Let’s kill the boredom and be a little unconventional

One of the biggest nightmares for many small start-ups today is competing with the already established brands in the marketing world. Unlike bigger brands, small businesses don’t have big money to spend on marketing strategies. But, worry not, all is not lost! There are various other unconventional ways to make your brand visible to others, pull interest, and obtain new customers.

There is no denying that PPC, SEO, email marketing, content marketing and such are excellent strategies that can actually improve your conversion rates. PPC, Google AdWords, or Social Media are great channels and are worth spending the money, but they are already crowded. So, where should you spend your rupees? Or, what should you do to stand out?

Well, here’s where the unconventional marketing strategies kick in and come in handy. It doesn’t really require spending a bag of money for effective marketing. Making smart moves, a little imagination with some creativity, thinking weird at times and the courage to try new things can really help you spread the word about your brand and attract new customers.

Here are few unconventional marketing tactics that can help your brand reach bigger crowd.

Be creative, be weird

You stand a great chance to make your brand a hit with some catchy content. Try to think from a completely different angle and come up with a striking line as what Snickers did with the campaign tagline in India “Who are you when you are hungry” (https://www.exchange4media.com/advertising-news/snickers’-massive-new-campaign-targets-millennials-in-the-most-unusual-way-87136.html). With a little creativity, you can come up with something that can benefit your business and community simultaneously and do wonders to your business.

Do not hide the truth

A few months ago McDonald’s performed an action where they made their customers to send them questions, to which McDonald’s answered (https://yourquestions.mcdonalds.ca/). Imagine what if McDonald’s just released a detailed article or a video explaining their production process. It would have just been a one-sided conversation. A one-sided approach never can have a mighty impact as two-sided communication does. Clearly explains why transparency is important, regardless of the size of the organization.

Be different

Be imaginative, be different, be bold, however you choose to market your brand. In order to stand out from your competitors, you must give your customers something that your competition doesn’t. If you are willing to take a few calculated risks, act smart at tough situations and leave no stone unturned, you can convert every idea into an essential part of your marketing strategy.

Give free things

This might sound a bit controversial rather than unconventional marketing strategy. But, it can really be effective.

Giving away stuff for free can mean two things. One, organizing contests on social media with prizes. This can be used to drive customer engagement.

Two- giving away for free, literally. Have a look at what Netflix does. They offer one month free subscription for new users. So, how exactly does something like this benefit a business? It’s simple. By giving away things for free it is very easy to convince people to join you. If they like your product or service, your customers increase and if they don’t you can ask them for feedback and improve based on that!

Unconventional Campaigns

The ongoing campaign “#ProudToBelong” (http://www.luxottica.com/en/proud-belong-2019-ray-ban-celebrates-emotions) by Ray-Ban is a clear example of how unconventional you can get with your social media campaigns. The campaign pushes everyone to be daring, to stay true, to laugh, to cry, to love, to celebrate emotions, ultimately to discover and be yourself.

In this article, we covered a few unconventional approaches to marketing strategies that can really boost your business at minimal cost. All of them include a fair bit of thinking outside the box. Although unconventional marketing may seem a bit risky, the return can extremely outweigh all your imaginations because customers like brands to approach them with new and exciting ideas.

Memes – when a medium of pun became a serious communication tool

The modern world today is completely controlled by technology, and we know how Emojis have changed the way we chat, or how texting is being overtaken by voice recordings, or how audio calling is slowly dying out due to the use of video calling. Technology seems to evolve every day and one of the pieces of technology that we use today is memes.

So, what is a meme? A meme is a humorous image, gif or a video with a piece of text that is copied and spread quickly across social media platforms by users. This internet marvel has grown in popularity and is now a large part of online world. Since memes grab people’s attention for their sarcastic and fun-touch, businesses have started using them to their advantage.

How memes are good?

The quote “laughter is the best medicine” is absolutely true. The presence of humour in one’s life can lighten their burdens, connect them to others while keeping them focused and alert.

Memes are one of the easiest ways to include humour into one’s busy life. We have all probably experienced this, scrolling through an Instagram meme page on a stressful day and our load lightens instantly, well, that’s the power of memes!

Memes are a way to communication

Memes are one way of communicating, similar to emojis and pictures. A meme has the ability to share a message to people without the use of hundreds of words. In addition to getting a good laugh, memes are excellent platforms to understand an idea, concept and current happenings that one might have not seen in the news.

The youth today are keen in global and political issues engaging themselves through social media, more precisely, through memes. With the help of ever-evolving technology and young meme creators, the internet allows communities to connect and know almost every happening in a very short period of time (in days or even hours).

Meme Marketing

Meme marketing is an effective approach to grab people’s attention and get response from social media. Memes are everywhere, on Instagram, Facebook, Twitter, Tumblr and all social media sites. Meme marketing is one of the top social media marketing strategies and its usage is rapidly increasing for the various benefits it offers. Let us look at some of the benefits of meme marketing.

  • Meme is absolutely free.
  • You do not need technical knowledge to create a meme; select the image of your choice and add the text you want to show in your meme.
  • Memes help you emotionally connect with audience.
  • They are already viral, so use something that’s already famous for your business purpose.
  • Internet users love to share interesting and funny memes, when done so, you definitely stand a great chance to get likes, new followers and fans.

Memes are, in general, beneficial and effective as they can easily catch a person’s eye and get in a laugh. They communicate with everyone from all over the world and provide an interesting learning and updating platform.

Tracking real time customer expectations with the help of AI

Customer expectations are increasing at a rapid pace, and marketers are running amok while trying to keep up because of the connected and real-time experiences that are regarded as the norm when interconnecting with brands. It’s just not enough to be friendly and efficient in solving customer inquiries, connecting with has become the need of the hour.

Customer Expectations

Customer expectations refer to the recognized value or benefits that the customer seeks when buying a good or using the service. They are the result of the ‘learning’ process and can be formed very quickly. Once accepted, these expectations can have a significant impact in decision-making processes and can be difficult to change.

Just knowing your customer well is not enough, the trend is keeps changing as more behavioral based marketing has come into the picture lately. The ongoing need can be tracked using real-time data analytics.

What is a real time customer tracking?

Real time customer tracking refers to website tracking system, a process that collects behavioral data about the visitors of your site. Most of the tracking systems also transform this data into relevant reports.

The software displays data on customizable dashboard. This data given is displayed in numerically line graphs, bar graphs, pie charts and percentages. This display of the data can be sorted according to priorities and preferences.

Digital Genius: Digital customer experience trends for 2019

As speedy advancements in technology continue to change businesses that are developed in the modern world, entrepreneurs are constantly exploring smarter ways to operate more logically and remove issues that have plagued the progress and the performances. One of the most important decisions that founders face today is selecting the right software as there’s also a greater demand for automated customer support systems.

One such tool is the AI-powered customer service tool that uses machine learning and natural language processing to automate the consumer support process completely. The AI platform is capable of personalizing user interactions, automating repetitive tasks, and understanding conversations, for good satisfying quality service.

This tool uses deep learning that helps to identify the customer’s needs, resolve inquiries through connecting directly with the third-party backend systems. This technology eliminates the need for human customer service to deal with issues such as refunds, finding lost items and changing passwords.

Artificial intelligence is still in its early stages. There are many people, researchers and engineers, working on advancing the science and theory behind artificial intelligence because using this technology has a lot of advantages.

Advantages of artificial intelligence

The first step in providing excellent customer experience is in understanding the customer and their needs. By leveraging artificial intelligence (AI) this understanding could be accelerated.

The success of AI depends on getting the execution right –that also includes developing a strategy, pursuing the right use, building a data foundation, and having a strong ability to experiment.

  • AI has a low error rate, it has incredible accuracy, precision and speed.
  • AI organizes and manages records in large volumes.
  • AI does not get influenced by hostile environments, they can explore in space and also help in mining and digging fuels.
  • AI can replace humans in tedious and repetitive tasks as it can work 24/7.
  • AI can detect fraud in card-based systems and other systems in the future.
  • AI provides entertainment such as video-games.
  • AI assess in medical purposes, such as health risks and emotional state, it can stimulate medical procedures.

Artificial Intelligence technologies have the possibilities to categorize, organize and analyze customer data in real time, whether to understand the customer’s sentiments or analyze the written and spoken words because customers not only require speed but also accuracy and relevant results.

Why social media advertising is more helpful than TVCs

The social media has taken over the world by storm of late. With reported 9 out of 10 businesses running some form of a campaign on social media, social media marketing is the fastest growing marketing trend. Anything that’s put on social media goes more viral than the ones on TV. I came across this campaign #TheBestManCanBe from Gillette that went remarkably viral on social media this year, receiving 567K likes on Twitter, 54K likes on Instagram, 220K reactions on Facebook and over 32 million views on YouTube to date – an example of how effective social media campaigns can be and how viral they can go.

Selecting the right advertising medium for your brand can be tricky. So, in this article, we will take you through the various advantages social media advertising has over TVCs.

Target Ads

Connecting with the right audience is important for any business. Target ads are a boon to advertisers as these ads help them connect with their target audience directly. Most social media platforms do behavioural analysis of its users, which helps advertisers to understand their customers’ interests and likings, and ads can be targeted accordingly.

As target ads directly deal with their target audience, they are considered very effective. From a receiver’s standpoint, receiving ads about things they are already looking for would keep them away from irrelevant ads.

Cost of Ads

The making cost of TV Commercials is far too expensive compared to social media marketing strategies. As the production of TVCs involves a large crew and other equipments, the cost turns out to be significantly higher. On the other hand, social media ads are easy and quicker to design and are much cheaper to run as a campaign.

In social media advertising, you will pay a fragment of the traditional TVCs expense while reaching the same number of people (sometimes even more) and target the audience you want.

Not Limited to Just Videos

You and I know TV Commercials are limited to just video advertising. They are compiled with a strong script, relevant message and background music, but the presentation format remains the same.

A social media ad can be presented in various formats; it can be in an image, video ad similar to a TVC or motion poster format. These ads easily catch the eyes of a viewer while scrolling down their feed.

Faster and Wider Reach

TVCs are targeted at a wider audience which might not even be relevant to the viewer, making it difficult for the brands to understand if they are really targeting their desired audience. But, SM ads can be targeted at a specific set of audience by understanding their behavioural patterns towards a particular product or brand. Social media is considered to have a faster reach; the use of social media is so wide and fast that it hardly takes a few seconds to make a content go viral.

Unwanted Ads

Most of you would have experienced this- coming across certain TV ads that are not relevant to you as a user. Social media keeps it right to show ads that users would want to see. Such SM ads are quite effective and advertisers can expect immediate action from end users. These ads make users want to research about them or consider it as a choice.

On the whole, as consumers how many of you see a TV ad and say to yourself, “wow, that product must be as great as it is portrayed. I am gonna buy it!” Well, maybe one or two. Instead, you get into research mode, jump online and look for reviews and side-by-side comparisons to choose the best product. This shows how you have transformed and evolved as a buyer!

And, as brand owners, wouldn’t it be great for you to have an agency alongside that can help you in building strong SM strategies? Well, you are at the right place if you’re seeking for guidance on reaching your potential customers. Yes, CHLEAR is all about digital marketing and advertising; we have the ability to integrate innovative ideas into your social media strategies, making your brand bigger and better.

Things You Need To Know About Outbound Link Penalty

One of the worst situations a website manager can witness is coming to know that he is facing outbound link penalty. Now the question is that what is outbound link penalty?

Your website faces an out bound link penalty when it has unnatural, illegal pages/websites linked to it. Outbound link penalty happens when your website has low-quality spam links attached to it. If your website is facing such a situation, there is a possibility that Google may punish you for this fault. This is because when Google detects any unnatural links on your website it thinks that your website is a source of spam and thus should be penalized. Penalizing a website also has two types-

  • Site-Wide Penalty– In this type, all the pages of the website will be penalized irrespective of where the illegal links are present.
  • Page penalty– Page penalty means only the page that contains the illegal link will be penalized and the rest of the site will stay as it is.

But how would you know how to identify which links are unnatural and spam. Identifying the wrong links is important, as you wouldn’t want to remove the links that actually help you. Let’s know more about it-

  • Google does not have a fixed criterion as to which link is unnatural and which is not, so differentiating between the two types can be tough.
  • The first thing could be checking for links that you sold. Many times paid links are the ones spamming bringing you outbound link penalty. Check if anyone has bought links from you and convert them into nofollow.
  • Check all your reciprocal links. Reciprocal links are external links that two webmasters agree to have on their pages to get their traffic exchanged. Such reciprocal link may not be doing you any benefit other than making you vulnerable to link penalty.
  • Guest posting their content on your website could be one of the places which may be bringing you spam links.

If your website gets penalized once, its rank on the SERPs degrades automatically. So what should one do to make sure that his/her website does not get penalized without any fault from his side? Let’s take a look-

  • No Linking to Spam Websites– Let’s say you notice a website approaching you which has been trying to deceive the search engines. These are the sites you need to stay away from. Websites that try to cheat the customers can lead you to get a penalty. Apart from this, you also need to ensure that your website does not have any tools and application that help to cheat on customers and search engines.
  • Keep track of User Created Content – Keeping a track of user created content is as important as keeping track of the content that the website manager publishes. Make sure that in the comment section of the website, no user has put a comment that has spam links. One way to tackle this situation could be to disable all website links in the section and instead of displaying the entire URL, just display the text of the URL without any links.
  • Guest Post Links– Guest posts are undoubtedly a great way to improve your website’s content and to attract a better audience. But what if your guest writer turns out to be the one who is getting you involved in outbound link penalty. Whenever you allow a guest writer to0 publish some content on your platform, always check it before putting the content on the website. The guest may have with or out without attached spam links to his/her post which can turn out to be bad for your website.
  • Paid Links – Many times an external website offers compensation (money, services, etc.) to add its links to your website. If this comes to Google’s notice, Google may consider such links as illegal and paid and may penalize you for it.
  • Link Wisely – Linking to other website is important as it adds value to your website. Many times to avoid getting involved in the trouble of outbound link penalty, marketers choose out of adding links. This could even do you more harm. The solution is not that you stop adding links but to make sure that whatever website links to yours must not be a spam.

A penalized website can be a huge setback for your success as it not just stops work website from working but also reduces the traffic that you get by huge numbers. So to steer clear of any such problem keep a tab on any content that you publish and any link that you may attach from external websites. You may not be able to detect every spam link, but it is important to keep your eyes open and avoid as many illegal ones as possible.

How to Set Up Google Analytics Content Grouping?

Content creation is becoming the easiest way for marketers to get traffic. This has led to millions of contents being uploaded regularly on the web. With this comes the need to manage the content and evaluate it, i.e. if it is actually bringing any good results for your website. This is where Google analytics jumps in. Google Analytics allows you to evaluate your website’s content and manage it efficiently. But with the new content grouping feature, the process can be made even easier.

Now the main thing to consider is how to set up Google Analytics Content Grouping. Let’s see how it is done-

Key Vocabulary-

Before starting with explaining the process of setting up content grouping, it is important that you get to know a bit of the key terms used in the process.

  • Group- A group is a collection of content. The content could include anything like pages on your website or screens from your app.
  • Grouping- It is just a bunch of groups.
  • Content groupings contain multiple content groups.
  • A marketer can also create various grouping in Google analytics and juggle between them as per his needs.
  • If there is an item that has not been included in the grouping, it will be present under the ‘not set’ part.

Now that you have basic knowledge about content and analytics terminology, let’s get on with setting up content grouping for Google Analytics.

Implementing Content Grouping

Content grouping is implemented on the views level. The grouping has a limit of 5 content groupings for your groups. Content grouping for Google Analytics is done in three ways-

  1. Code Change
  2. Extraction Method
  3. Rules Method

Let’s get to know these three in detail-

Code Change

Code changes are made by modifying the Google Analytics tracking code. Using this method provides the marketer the benefit of grouping the content without breaking them during the site structural changes. One of the drawbacks of this method is that changing the code requires developer to be present during the initial set-up.

Extraction Method

In this method, the groups are created by extraction of data. Extraction is done on the basis of the data dimensions present in the Google Analytics. The data that is extracted comes from various sources like URL, Screen Name, Page Tile, etc. Marketers can use Regular Expression (Regex) to collect information from the data dimensions and create groups from it. For better understanding let take an example-

If you had an URL of- /blue/flowers/and /blue/leaves, in this case you can extract the group ‘flowers’ and ‘leaves’ out of the URL by using the Regex tool.

To implement the process, you need to follow the following steps-

Step1– Go to the Admin Page and then go to the view that you want for your content grouping. Next select the option Content Grouping.

Step2- Write the name of the content grouping that you want to create.

Step3- Select the method-‘Extraction’.  Next select the data dimension that you want to use. For automatically creating groups, use the Regex tool.

Rules Method

The Rules method achieves the same results as the Extraction method but in a different way.

The extraction method allows you to use only the Regex to collect information, but in the Rules method the marketers are allowed to use a variety of predefined patterns matching options like: ‘starts with’, ‘contains’, ‘ends with’, etc. Unlike the others the Rules method is not automated. In this you are required to set the name for each group.

You can follow the steps given below to go ahead with the process-

1– Go to the Admin Page and then go to the view that you want for your content grouping. Next select the option Content Grouping.

2- Write the name of the content grouping that you want to create. Next select the ‘Rules Method’ of grouping.

3– Name the groups that you created. Then select the matching pattern type. Use the ‘OR’, ‘AND’ function if your site’s URL is complex.

Content grouping is an effective way to add additional dimensions within the Google Analytics account. Groups will reflect the structure of your site in a better way and will make it easier for you to evaluate your pages and screens.  Creating groups can help you in observing structures and comparing with the other groups. All this may seem like a complex task to do, but requires you to put in very little efforts. So, no more wasting time, get started with content grouping!

Disciplined Approaches To Google Analytics You Should Try

The web has a large amount of digital data and it is increasing at an even faster pace. But what needs to be kept in mind for your digital marketing needs, is that data is not just about social media, emails and YouTube videos. For your business to be successful, you don’t need to just create data but also need to focus on how to use that data to improve your brand’s marketing strategies. Given below are a few disciplined approaches to Google analytics, which marketers use to make full use of their data-

  • The Proactive Approach– Proactive approach requires the marketer to question the brand and the market to come up with better ideas. Some of the questions that you can ask are –

What content resonates most with my brand?

All your content is not the same and will not bring an equal amount of traffic. You need to identify which pages get you the best result and which lag far behind in the same. Identifying your highest and lowest grossers will help you in having a fair about where you need to put in the most efforts.

  • Under performing Platforms– Different people use different search engines according to their needs. Google Chrome may be topping the charts but users favouring Internet Explorer and Mozilla Firefox are no less. Your marketing strategy should cover all of it. Use Google Analytics to make sure that you fulfill the needs of all. Do not focus only on chrome. What if a large part of your customers are using Internet Explorer and your site does not load properly in the platform? That could land you in a bad space. Keep in mind that no platform is under-performing, all of them can be used to help your brand achieve success.
  • Terms that bring Traffic– Keywords rule the digital world. They are the ones that bring traffic and marketers need to put in a great effort into keywords management. Don’t just go with any keyword. Do some research and find out on what searches your website comes up, on the search result pages and what people are looking for on the web. You need to know what is popular on the web and create content accordingly.
  • Landing Pages– Landing pages are the first impressions of your website. They are the gateway to your webpage. A good landing page creates a lasting first impression. Make sure that the landing page is such that it converts visitors into leads. One way to do this would be to find your best landing page and optimize them for better.
  • Visitor Engagement with the Pages– It would be wonderful if you could know exactly how the visitors interact with the pages, wouldn’t it be? Now it is possible with tools like Crazy Egg. Apart from this, you can also get a lot of data using Google Analytics. The data that you get from these websites can help you in providing the audience a great user experience and achieve conversions.
  • Reactive Approach– Asking questions and then deciding your plan of action is a good way to deal with your marketing strategies, but you also need to work on the data that you already have. Once you register on Google analytics, you a provided with a bunch of data about your website. Study that information and come up with the best solutions regarding it.
  • Event Tracking– Event tracking helps you in gathering information about how users behave on your site. It allows you to monitor details like a user rating your site, watching a video, leaving a comment, etc. All these details would go unnoticed without the help of event tracking. Observing all this will help you in having an idea about what kind of content your website needs.
  • Channels- The main motive of any website is to result in conversions, but there will be no conversions if there is no traffic. To get traffic, you need to manage your channels and keenly observe which channels bring the most traffic. Find out about the under performing channels and work on improving them.
  • Exit Pages– It is important to know how users enter your website, but how exit pages have an equally important part to play in your brand’s success. Check from what pages most of the users exit. You never know may be there is something that is shooing them away. If there is something as such, you need to make sure it is taken care of.
  • Funnel Visualization– Funnel visualization allows you to know how many visitors completed all the pages on your web page. Use Google Analytics to check if your website funnel is leaking or failing anywhere. If it is true, you need to fix it.

Google Analytics is a great tool to manage your data, but for that you need to approach it with multiple strategies and options. Make use of the above mentioned information and you are set to go.

Content Marketing or Content Strategy? Do we need both?

A successful marketing plan is one which is based on a good content strategy. But the main question is that what exactly is meant by a content strategy. Is it the same as content marketing? Do we actually need it? This article will provide you answers to all such questions. Go on, let the learning begin.

Introduction to Content Strategy and Content Marketing

  • Content Marketing- Content marketing is the marketing strategy about how you will be making your content reach your audience. It involves techniques and tactics to make your content visible to your target audience and convert your audience into leads and leads into customers.
  • Content Strategy- Content strategy is the part of marketing that is mainly focused on, planning, creating, delivering and analysing content. Having a content strategy is a must to ensure that your website has well-structured high-quality content. Content strategy is a part of content marketing.

Creating Content Strategy

To start with your content marketing plans, you first need to have a content strategy. Let’s get to know the steps involved in preparing a content strategy.

1. Purpose of your Content

Before creating any content, you should have a fair idea about who you are creating for and what is the goal that you will achieve by creating the content. Some points to focus on during the start would be-

  • Increased Visibility of Brand
  • Increase the Inbound Leads
  • Establishing the Authority in the Particular Industry
  • Increasing Sales of the Brand

However, when you are working on achieving the above targets, you need to remember that content is also of different types. A content which may work for driving inbound leads, may not work for increasing the brand visibility.

2. Client Understanding

Understanding your clients is the basic step towards an effective content strategy. You need to know that what content will help the audience and give them the relevant information that they need. If you keep this in mind while formulating your brand strategy, you will be able to become a reliable information delivery platform for the audience and will also get the public’s trust.

3. Frequency

Creating content requires creative thinking and creative thinking is only possible when the mind is free and uninhibited. So to make sure that you deliver to your audience a good and high-quality content, you should commit to only what you can actually deliver.

4. Creating, Managing and Maintaining Content

A single soul cannot do all the tasks. So if you consider yourself efficient enough to manage all the tasks and get them completed, give it a try. But if you think that some help would do you good and help in producing better results, then you should assign the tasks of creating and managing the content to skilled individuals. This will not just make things easy for you, but will also end up helping your company grow.

5. Style Guide

Style Guide is an important element in maintaining the consistency of the content on your website. In cases where you are outsourcing content from external sources, you need to follow a specific colour, font, style to make sure that all the content present on your website looks smooth.

Content Marketing Strategy

Now that you have your content strategy set up, you can now think of creating a content marketing strategy, which will form a base for inbound marketing plans. A marketing strategy will provide you with an outline about how to use the content that you created to attract leads and convert them into customers.

1. Your Marketing Goals

Your marketing goals play an important part in deciding what your marketing strategy will be. Before you start planning your strategy, you should jot down the goals that you want to focus on.

2. Needs of the Buyer

A buyer goes through the journey of-Product awareness, information about the solutions, Product need. To make sure that you convert your leads of the initial phase into customers that last till the final phase, you should cater to the needs of the customer at every step.

3. Content Type

Content is not just about words. It includes other elements like audio, images, texts, etc. Different types of contents affect the audience differently. A good mix of a variety of content can work wonders in getting you leads of potential customers.

4. Distribution Strategy

If you create a high quality and influential content but do not distribute it, then it has a nil value. You need to make your content’s presence felt at places where the audience needs it the most.

5. Editorial Calendar

While going forward with the marketing process, you can make the process easier by creating an editorial calendar that will provide you with an outline of the content purpose, timing, type, etc.

With this new found information given above, we can say that content strategy forms that base for content marketing. Without a strategy, content marketing is not possible. So to meet the needs of your audience it is important to include both of them in your marketing and promotions plan.