In this decade where everything has gone digital, everyone wants to create their impressions in the digital world. This is the prime reason behind the growth of online business today and thereby increasing the significance of SEO and other digital marketing techniques. 

It is an undeniable fact that a lot of marketing efforts are required to produce a website visible to its target audience. To ensure the proper working of the marketing efforts, you need to track it. This is where the Key Performance Indicators or KPIs take their amazing role.

Welcome to the world of Marketing KPIs. In this blog, we shall be looking closer at what KPI means, what you need to understand about tracking your digital marketing KPIs, and how to use KPIs to make successful decisions for your business.

Written by: Shibu Kumar

Social media has been an integral part of our daily lives for years. It has extremely evolved from an instant messenger to one of the powerful tools to promote products and reach the online audience in this digital era.

As we already know social media has a great effect on the popularity of your websites and this makes it more important to focus on the social media engagement activities and strategies for driving sales of e-commerce products.

But have you ever wondered how social media plays a vital role in improving your website rankings? Does it really impact the SEO? In this blog, we are going to find answers to these questions by exploring the social media signals and their impacts on search engine rankings.

Written by: Shibu Kumar

Google has released new updates that will help in providing site owners and marketers with related information when cookies are unavailable. The latest tracking method, which does not use Google’s contended FLoC (Federated Learning of Cohorts) technology but depends on ‘consented first-party’ data and machine learning. These solutions are intended to help marketers to measure conversions and discover helpful insights while respecting user privacy.

Written by: Shibu Kumar

Website traffic doesn’t directly generate revenue for a business, unless the revenue model is plain old display advertising. However, statistically even display advertising doesn’t bring a lot of revenue per visitor compared to other models.

Many studies suggest that only close 30% internet visitors actually check out a display ad. For an online business, monetizing traffic by converting them into leads is vital. These leads can then be provided with promotional messages or mails for a product or service.

For all this, you begin by directing traffic to your website. Pre-planned content marketing can help with that. And effective content marketing requires the marketer to post blogs, send emails, and leverage social media marketing tactics. Good search engine optimization makes a website more visible to people looking for information in search engines, thus driving traffic.

Conversion comes after attracting the traffic. Let’s delve deeper into that by exploring 5 effective ways to convert traffic into leads.
 

  1. Appealing Landing Pages

 
Landing pages in a website are literally where a visitor lands after clicking a link that directs them to the website. There could be other pages in the website that provides information relevant to a visitor. But landing pages, on the other hand, are seen as one of the most effective ways to convert visitors into leads.

Building many landing pages inside a main content website for the most popular keywords can in turn increase the chances of visitors getting directed to them via search engines, direct traffic, or referral.  The key thing to note here is the fact that a landing page may not be appealing to all types of users. Analyzing the performance of landing pages can give the marketer a better idea on which landing pages attract which type of visitor.
 

  1. Popup Forms

 
You may have already seen popups just appear out of nowhere while browsing through a website. Truth is, these popups that you may just close on a whim are actually another effective way to convert traffic into leads. The key is in the effectiveness of the offer that’s shown on the popup. If it’s relevant to the visitor, and if the offer is attractive, the visitor can likely be converted into a lead.
 

  1. Notification Bars

 
These are screen-wide banners that you may see on top of a website page. Internet users tend to look at notification bars occasionally because that’s where warnings from the browser may appear like when it blocks popups or when a plugin is missing.

The bars can be configured to be displayed on top even when the visitor is scrolling down the website. Because they can catch some attention easily, it’s a wise idea to include email forms in the notification bar or some exciting offer that redirects visitors who click on it, to a different landing page for conversion.
 

  1. Opt-in Forms in Sidebars

 
Opt-in forms should be present in various sections of a website, particularly in sidebars of a blog. This is because when people find the content to be uninteresting, they may take a look at the sidebar. Again, if the offer is good, they may opt-in converting themselves into leads.

The area below the blogs are also a suitable place to include opt-in forms as this would be the first thing visitors would notice once they are done reading an interesting blog.
 

  1. Redirecting First-time Visitors

 
It’s much effective to redirect a first-time visitor of a business’ blog to one of their landing pages. The blog would attract them, and on clicking the link, they’d be redirected to a website with the display of an opt-in offer that promises something of relevance or value to them in return for opting in.

Plugins can be used for this, configuring them to redirect only the first-time users and not returning ones. However, this option is only useful for generating leads in a short time period. If not done right, this can affect user experience.

For instance, a returning visitor might be using a different device to access the website. The visitor will be treated as a new visitor by the plugin, and subsequently redirected. The plugins may not work when certain caching mechanisms are active. And if the caching mechanisms are turned off, the website may slow down. So it’s better to use this tactic in short bursts to generate leads quickly.
 

Conclusion

 
For the traffic part, businesses can either invest in their in-house marketing team or hire an integrated digital marketing solutions expert to do the job. For the conversion part, the business still needs to have an adept sales and marketing team, or rather ‘smarketing’ team.

These tips can up the chances of converting visitors into leads. The chances of failure depends on how well the marketing strategies are executed. Nevertheless, with proper analytics, the business can increase traffic and improve their lead conversion rates considerably.

Written by: Shibu Kumar

The palmy days of content marketing isn’t behind us. It’s ahead though many experts believe otherwise.

2018 will be a rough yet promising year for content marketers who are giving it their all. An idea on the trends that would potentially dominate 2018 can help them prepare an effective content marketing strategy. This year, videos retained their importance in internet marketing. And it looks like videos and original content would still be of great benefit to enterprises next year as well.

Let’s get on with what awaits content marketers next year.
 

Blogging just won’t be enough

 
An active, engaging blog has always been effective when it comes to getting people’s attention and getting links for a website. The commonly practiced strategy was to make the blog visually appealing and relevant by including infographics, videos etc. If done on a regular basis, brands wouldn’t fall behind.

However, 2018 will be a bit different. It’s just like when content marketing was a fresh concept. Back in the days, people just posted as much content as possible stuffed with keywords for SEO benefit. Online marketing matured over time, replacing quantity with quality. Now we need to measure not just the reach but also engagement.

Though good blogs can still be useful when it comes to engagement, just that alone won’t be enough next year. Marketing teams won’t be able to do much just with a writer. They will have to make use of different content formats and find creative ways to engage people.

A good example is the new trend where enterprises release creative short films that increase brand awareness, and attract the audience to check out what they offer. Experimenting with apps, podcasts, and new ways to get people to look at your services won’t hurt your brand in the long run.
 

Content will be consumed away from screens

 
This has been a topic of discussion in TED talks for a while now. The advancement of technologies, particularly the advent of IoT, might very well lead people away from screens. Content marketers have already started exploring marketing potential with Amazon Echo and Google Home. Developers have started building voice-activated apps thanks to Amazon Alexa Skills, opening doors to new content formats.

Artificial Intelligence and Internet of Things (IoT) are not to be taken lightly, as many haven’t considered their impact on digital marketing solutions and services. Planning for leveraging them effectively in 2018’s content marketing strategies is a good idea.
 

Content marketing is not a collection of advertisement campaigns

 
Considering the potential of content marketing, many companies are now prepared to allocate more budget for it.

In a study by Content Marketing Institute (CMI) this year, it was found that 32% of B2B marketers are expected to increase their budget for content marketing over the next 12 months. Investments are clearly increasing.

However, Joe Pulizzi of CMI notes that a majority of these budgets are campaign-oriented i.e. most companies seem to have the wrong notion that content marketing is a collection of advertising campaigns scheduled to be done one after the other.

Campaigns are an important component for any content marketing strategy. But the purpose is not just to advertise. The essence of content marketing is to provide content that’s relevant to users so they will know about the kind of services your business provides and what makes you different. It can build loyalty and relationships. This is why it shouldn’t be treated as a string of ad campaigns but something more that gives better results. Even with a big budget, if there are no relevant or compelling content, the marketing strategy would end up as a failure.
 

Creating content for micro-moments

 
What Google identified and named as micro-moments is a specific type of consumer behavior where we impulsive use our phones to search answers for a question that suddenly popped up in our heads. It can be anything like ‘Do crocodiles eat other crocodiles?’ or ‘where can I play arcade games near me?’

Every time someone does this, they would be expecting a relevant answer to their query. This is why consumers of a business expect to easily find and understand information about that business. They wouldn’t want to spend time digging up that information from the business website or social media.

This means the content marketing team should focus a good amount of effort to develop content for every stage of the sales funnel – anticipating what a customer would be seeking and providing answers so they won’t have to seek it for long. A content audit can help a lot in such a scenario.

This is probably where content marketers are going to spend the most time next year.
 

Conclusion

 
Content marketing is becoming more comprehensive and sophisticated. To keep up, marketers will have to find the right mix of creativity, planning, and scheduling. 2018 will certainly bring big benefits from content marketing alone but the strategies we are now going with, won’t be enough in the long run.

Written by: Shibu Kumar