Top 10 Tips For Social Media Community Management

30 Sep 2020 Social Media

Strong customer relationships can help your business succeed, retain customers, and help in building an emotional connection between the customers and the business. One of the most efficient ways to build and nurture these connections is to create an online community. The online community becomes a platform for interaction with customers regularly. With the growth of this community, the business, its leads, and referrals grow too. However, effort need to be focussed on monitoring conversations, organizing data, and having metrics to measure, run, and grow a successful community and humanizing the brand at the same time.

What is Community Management?

Community management refers to an active effort to build an authentic community among a business’s customers, employees, and partners while encouraging conversations with the brand’s social media presence. This gives an opportunity to the people interested in the brand, to put their point across and have questions answered online. The key to community management is to directly engage in conversations with social media users and at the same time highlight those who advocate your brand.

Why is it important to have Community management?

The popularity of community management has grown and is now recognized by all types of businesses. Proper management of the community is important to the success of a brand and allows any business to:

  • Get feedback and ideas from the customers through real conversations.
  • Provide support when needed by the customers, fans, and prospective customers
  • Increase brand awareness among the target audience
  • Build relationships with the audience and the brand.
  • Learn about the needs, wants, and expectations of the customers with regard to product, services, support and content.
  • Boost conversion, sales, and customer interactions.
  • Provide value addition to customers beyond a product or service.

There are many steps involved in building effective community management for social media. There are different tools and requirements available for each of the social media platforms. Let us look at how to build a community management strategy.

  1. Choose a primary community channel – Different social media platforms are preferred by different demographics. Getting an understanding of where the target audience is spending time online will help you reap the most from community management efforts. Each platform has its unique best practices and user expectations. Understanding each platform is essential for the growth and success of community management.
  2. Identify your audience – Once you have selected the social media channel, the next important thing is to identify the audience on that social media platform. By doing so, you can gain insights into the kind of content the audience is interacting with, what are their likes and expectations from similar brands, and who they engage with. This information can help in devising the content for your target audience and the platform chosen.
  3. Ask the target audience what type of content are they looking for – It is not only important to identify the target audience but also know what is the content they are looking for so to create that content. This will help reach the target audience through the content they seek. Regularly asking for feedback and suggestions show that you care about their opinions and what they have to say. This helps in enhancing brand loyalty and advocacy and creating interaction within the community.
  4. Identify the parameters for success – It is important to define the parameters for success. These are based on your business and what matters most to it. For example, you might want to focus on the increase in followers or the amount of content shared/like by the followers or simply increase brand awareness.
  5. Goal setting – It is important to set attainable goals to achieve the different objectives of the business and measure success. Try doing a trial run in case if you have never set goals for social media community management and measure your success. Based on the results obtained during the trial run, you can make adjustments to the goals and begin collecting data for analysis.
  6. Post regularly and engage with the audience – To be successful on social media, one needs to be consistent with the posts and engagement. A clear plan for posting on various social media platforms should be laid out for the audience to know when to expect content and they begin to start trusting your brand. Social media offers a great opportunity to develop relationships with your brand with the audience. It is important to let the audience know that they matter and the company values their opinions, comments, and concerns and is happy to address any questions or queries that they may have. Whichever way you choose to interact with your audience, make sure to address each person as an individual and be authentic. It not only adds a human element to the interaction but also makes the brand trustworthy to its community members.
  7. Use images and content wisely – Images can be emotional and elicit a response in the community. Choose images wisely to avoid sending out the wrong message about community values.
  8. Measure the results – Measuring results on social media should not just be about quantitative data as numbers don’t always reflect the impact of the efforts. These results are rarely immediate. Hence, you should decide on the method that works best for your business goals. Some of the common ways of measuring results are social listening which involves monitoring all social media accounts to look for and track all mentions, keywords, customer feedback, and discussion related to the brand, its product, and services. A deeper look at these can help analyze and give insight into what is working for the customers and followers and what activities need to be modified

Having considered the important steps in creating a community management strategy, let us gain some insight into the top 10 tips for social media community management.

  1. Set community rules and guideline – Having community guidelines for all members and contributors are important to keep the conversation positive and effective and have an accurate portrayal of the brand. Having basics like being respectful to everyone, not sharing private information on the platform, not having discriminatory or derogatory comments. Creating a page with the guidelines makes it easier for any new member to access this information. The FAQ document can also provide this information.
  2. Check the community regularly – It is important to check on the community members, the content being shared by your brand and its customers. Whether it is related to your forum, community website, or the brand ambassador program, it is the job of the company to ensure smooth running with people receiving the support they need, their queries are attended to and there is a sense of community.
  3. Be original – There needs to be originality in the way the community is managed. The voice and branding should make you stand out to your fans, followers, and your customers who come to your community. Being genuine and human in the interactions is the key to making your community members feel valued.
  4. Listen – Listening is crucial to community management as it requires thoughtful interactions with its members. This could be social listening, responding to online feedback, reviewing FAQ pages and forum regularly, listening is how the community can be improved and built. It also shows your members and audience that they are valued and that you care about their experiences within the community.
  5. Appreciate – A major part of successful community management is about appreciation for the members. This helps in building trust and brand loyalty between the brand and its members. Some important tips to show appreciation are by interacting with new community members and asking them how you can make their experience a good one. Another way is by paying attention to the biggest contributors to the community and appreciating them from time to time by sending them messages.
  6. Share user-generated content – Online community management is not only about your audience sharing the branded content. User-generated content such as reviews and stories can help increase the genuineness of the brand for the prospective audience
  7. Ensure that you maintain your brand voice at all times – Maintaining the brand voice is critical to community management. It is what makes the community unique and stands out to its members and audience. It is important for all people working on maintaining the community to understand the brand voices through all interactions, content, and engagement.
  8. Discover new ways to engage – Always discover new ways to engage members of your community. Learning why members engage in your community, their wants will help you explore new ways to interact with them.
  9. Examine how your audience engages with your competition – The company can learn more about its audience by understanding how they engage and react to your competition. This will help you as a brand understand what the competition is doing that you are not. Is the competition engaging the audience in a way that they expect them to? Getting answers to some of these questions will help in understanding the strengths and weaknesses of the competition in engaging and leveraging social media to gain an advantage over them.
  10. Stay organized – Community management of social media is about managing a lot of information from questions asked for stories shared. It is important to keep it all organized so that the information can be used to the advantage of the brand.

Using these tips can help turn the online community into a valuable tool that drives leads, nurtures customers, attracts a new audience, and enriches the experience of working with the brand.

What Are Backlinks and Why They Matter?

27 Sep 2020 Digital Marketing

Backlinks are essential for a website to receive free visitors from search engines like Yahoo, Google, and Bing. A backlink is a link created when one website links to another. Backlinks are also referred to as “inbound links” or “incoming links” from an external site and are very crucial for SEO. They are an essential feature of the web that makes the web a powerful source to share content, ideas, and make these discoverable. Websites with a high number of backlinks tend to have high organic search engine rankings. In other words, backlinks to a website are a signal to search engines that others have confidence in them and vouch for the content.

How to get Backlinks to the website?

Gathering backlinks may seem like a complex process, but there are smart ways to obtain and earn links to a website.

  • The broken link-building method – This works best to create one-way links to a website. It involves getting in touch with a webmaster to report a broken link on his website in your niche. You can recommend other websites to replace that link or your website. The chances of gaining a backlink to your website are high.
  • Getting backlinks through infographics -Infographics is one of the most popular ways of bringing traffic to the website and gaining backlinks. They work well as it is easy to understand and share visual data. Care should be taken to select the infographics for your website which are unique and tell a story to the audience. Research and gather data for the content on the current trending topics relevant to your website and have the infographics prepared. List these infographics on the various infographics directories and reach out to people who have previously linked to similar infographics or have shared them on social media using email.
  • Guest articles – Guest blogging is one of the most effective ways to reach out to a new audience. By publishing, articles on the popular website will get the content in front of a new audience and will help gain more exposure. It not only helps in gaining backlinks but also improves the online reputation and social media following.
  • Spy on the competitors – To get more organic traffic, it is imperative to know what online marketing strategies are the competitors following. Spy on their social media and look for link building techniques and content marketing methods. A good way to know what the competitors are up to is by setting up alerts to know when they are publishing new content. Try and gather information on when and what backlinks the competitors are earning or building.
  • Build internal links –Internal links are key to running a successful blog. With a good internal linking structure, the users can navigate through the website easily and have a good overall user experience.
  • Promote the content – To generate backlinks, content should be promoted. Reach out to the current and new audience through email and social media channels to promote the content.
  • Write testimonials – An easy way to earn quality backlinks is by writing testimonials for websites that you are using.
  • Get interviewed – Online interviews are a great and easy way to earn backlinks to your website. Being showcased on a website that runs interviews provide a great boost for backlinks.

Earning backlinks can be a challenge but with the above ways, you can easily find many link building opportunities. Having stated how backlinks can be generated, let us now look at why backlinks are important for any website.

  1. Backlinks determine how high the content of the website gets indexed – Search engines like google use search spiders to index websites based on the quality of the backlinks they have. Good quality backlinks and indexed content on search engines drive more quality traffic to the website. The website becomes more relevant. Inbound links to the website indicate the importance and relevance of the website. Google gives more weight to the website that has been endorsed by other websites. But remember, backlinks that lead to wrong content will keep the ranking low of the website on search engines.
  2. Type of backlinks matter – Better results with inbound links can be achieved through proper placement of links within the contents of the website. Backlinks placed in the middle of sentences commonly referred to as “contextual backlinks” are important in SEO as the contents are subjected to having them linked. These links are directly related to the topics and keywords on the website so they generate higher ranks.
  3. Building quality backlinks takes time – Backlinks that get added to a website abruptly will not have any impact. Backlinks added over a period of time are considered by search engines. The criteria for rating backlinks by search engines have become stricter than ever before.
  4. Backlinks help in building relationships – Link building involves reaching out to other relevant websites for the promotion of content or infographics of your website. This helps in building long-term relationships with key influencers in the industry which can further lead to your website is highly regarded and trusted.
  5. Backlinks help in generating referral traffic – We know that backlinks have a direct impact on the rankings, but it is important to note that a good backlink can help increase the traffic to the website too. This increase in traffic can lead to higher sales. The value of the link is not just about SEO but also about the customers.
  6. Backlinks help in brand building – Good backlinks can help a brand establish itself as an authority in its niche. Link building techniques such as content creation help in showing the audience the expertise of the company and go a long way in building the brand.

Building quality backlinks is extremely important for any website for not only Search Engine Optimization but for achieving the long-term objective of brand building increased traffic and building long-lasting relationships.

The Democratization of B2B Sales

27 Sep 2020 Blog

COVID 19 pandemic has changed the lives and livelihood of many around the globe. Although the full consequences of the pandemic are yet to be seen, the impact of it is visible on the economies of the world. During this period the sales leaders need to adapt to the new normal where they face fearful buyers, tighter budgets, and the inability to hold in-person meetings to make adjustments to the sales strategies for the new customer habits. The changes in customer behaviour have made the sales leaders realize that they need to address and adapt to the new reality and revisit their sales model.

  1. Get proactive and create buyer-centric strategies – The focus of any organization needs to be on developing a comprehensive approach for customer outreach and lead generation through outbound and inbound lead generation channels. With the fast-paced digital advancement, the customers have ready access to information required to purchase with multiple options available and high expectations for personalization. The customer wants value addition, continuity, and meaningful interaction every time they buy hence the selling approaches need to be enhanced using AI tools to deepen sales integration for nurturing opportunities at scale.
  2. Revisit the sales process – Post COVID world is way too competitive. The focus for any organization cannot just be on one-time sales, rather the sales team needs to focus on a series of value-added efforts. Every prospective customer who contacts you may or may not be eager to buy. The sales process needs to be outlined for every stage of the customer’s journey from initial contact and discovery stage to product demo, Q&A with decision-makers to closing the deal.
  3. Siloed sales routes fall short with buyers – As the customer buying cycles and the purchasing team grow, the buyers look for increased convenience, value for time and more flexibility to move between channels for their immediate needs and preferences. Buyers are becoming more loyal to experiences vs unique sales route.
  4. Disruptions in traditional selling due to remote working – Remote working has taken over since the onset of the pandemic. With major giants like Microsoft, Facebook, and Twitter revaluating their work from home policy and work from home becoming the new normal with many other companies, the shift will have an impact on the role of the seller and the methods of selling are going to change dramatically.

Today, there is a clear shift that can be seen in sales which is now more team-based collaboration rather than it being about a few individuals. B2B organizations are laying emphasis on ‘sales are for everyone’ approach as:

  1. Sales representatives have the flexibility of closing large deals – The inside sales representatives have far additional opportunities to do more and close big deals more efficiently at a lower cost to the company than the field sellers. Many companies are shifting their resources to inside sales for higher efficiency and to better map the buyers’ preferences.
  2. The convergence of inside and field sales activities – The activities of the selling professionals are shifting from traditional ways to becoming more digital. The digital buyers need to be engaged on channels where they are more active by both the inside and field sellers to leverage relationships. With sellers and buyers having access to digital tools, the physical and virtual boundaries are blurring.
  3. After-sales activities have a direct impact on retention and growth – The focus of any organization is no longer on closing a sales deal but on the after-sales activities that help deliver a consistent experience to the buyers to enhance the wallet share and advocacy for the brand.
  4. Revenue generation to be supported by more employees across an organization – All leading B2B companies are introducing incentive programs and guidance to have all employees help with sales and achieve the targets.

Let us consider how digital tools are driving the change and enhancing the sellers. The role of the seller has evolved with the focus on bringing value to the process and deliver insights on how things need to be done. Having a stronghold on the digital tools lends an advantage to the sellers by:

  1. Instilling confidence and accuracy in selling – The new tools available like Kaia offer AI assistance to sellers based on buyers’ interests. Kaia flashes digital information cards visible to the seller that help with relevant information for the conversation or address the specific question posed by the buyer. This tool help sellers engage successfully.
  2. Reorganize the sales meeting dynamic – Another tool that is driving the change for sellers is Kaon interactive which is an omnichannel customer engagement platform bringing in buyers through engaging with them. The seller provides the buyer with an interactive application to explore options on their own. The role of the seller is to guide and observe the actions of the buyer to understand their preferences and interests. The focus for the seller shifts to validating ideas, answering questions and advise the buyer in a meeting.
  3. Deliver tailored market insights – With the use of Klue’s tool the sellers can stay informed about the products and market moves of the competitors. The sellers are able to leverage the database to provide the buyer and prospects tailored market insights. The tool helps the sellers outline various market activities and their impact on their customers’ business.

With the shift to remote working and boardroom meetings and face to face interactions becoming a thing of the past, the hierarchies between inside and outside sellers have blurred. Pre and post COVID trends will come together to change the business models, sales strategies, and unsettle industries. It is time for a B2B sales leader to take advantage of the current changes and reset their definition of sales success by evaluating the onsite meetings and understanding that they will be an exception used for major deals and the rest of the meeting will shift to the online platform. Investment in digital tools needs to be increased and enhanced to maximize productivity with the remote working model. With the platforms being used to assist sellers for revenue intelligence, the sales leaders now have access to data that can be used to their advantage. Relationship analytics can be used to identify account managers with deep relationships with buyers, understand buyer behaviour to deliver the experience to increase buyer responsiveness. The companies now need to focus not on an individual seller to compensate for a deal but on compensating larger teams for the collaborative effort in the sales process.

The B2B sellers need to start preparing for a different buying and selling landscape where the sales leaders must reorganize and incentivize team success. With more and more companies reducing the sales headcount since the onset of the pandemic, the B2B sales leaders need to transform strategies to better meet the needs of the current and future buyers. The sales teams need to conduct an audit and renegotiate vendor contracts to roll out the tools to revenue teams. The next step is to educate the sellers with digital tools that help increase interactivity, foster self-discovery, and collaborate to take the seller and buyer engagement to the next level. Invest in upskilling and reskilling the revenue team to meet the buyer expectations for tailored, omnichannel interactions. With the blurring of inside and outside sales, the hierarchies need to become insignificant to start thinking of all sellers as sellers. The sellers need to be armed with the right tools and training to take on buyers in the new digital environment. Lastly, the organizations need to relocate the variable compensations across the organization to incentivize a wider range of employees who can contribute by opening up their networks and help in other ways to the sales.

 

 

Top 5 Software For Analyzing Website Performance

23 Sep 2020 Web design

The speed of the website is one of the most important factors leading to a high conversion rate. Fast loading websites gain from higher SEO rankings which have a direct impact on user experience, low bounce rate, engagement as well as conversion rates. Conducting a performance test for any website helps in understanding the responsiveness and the scalability of the website, which have a direct impact on the user experience and the revenue generation.

Before beginning the process of testing a website for its performance, it is important to keep in mind a few considerations.

  • One of the most crucial things to understand is the purpose of the website. Is it to provide web services or is being used to sell products and services.
  • Understand the reason for testing and what is it that needs to be measured. E.g. response time, number of users, etc.
  • Understand customer expectations
  • Understand the availability of QA tools and the project schedule.

What are different kinds of performance test that can be conducted for a website?

  • Performance test – This is done to check the responsiveness, speed, and scalability of the website
  • Load test- this is done to check the behaviour of the website under a certain workload.
  • Stress Test – This is to check how the system reacts under extreme load conditions and helps in finding out issues related to memory leaks and synchronization
  • Endurance test – This is done to ensure that the system can handle the expected load for a long period of time.
  • Capacity test- it is done to understand and check how many users/transactions can be supported at one time.

To conduct Website testing the following tools can be used

  1. GTMetrix – A free application that summarizes the page performance based on key indicators of page load speed. It generates scores for webpage performance and gives recommendations to improve it. The key features of this application are:
    • It allows testing the website from 28 different servers located in 7 countries
    • It provides a summary of the key performance indicators
    • Website performance can be tracked through monitoring and it is presented in graphs.
    • It allows checking a webpage on different simulated devices.
    • It allows us to playback webpage loads with videos that help analyze the bottlenecks.
  1. Pingdom – Is a free website and performance monitoring tool dedicated to making the web faster and reliable. The key features of this application are:
    • It allows you to examine all parts of the webpage
    • Provides performance overview
    • Traces the performance history as results are saved every time testing is done. Changes over time can be reviewed.
    • Allows testing from multiple locations.
  1. DareBoost – Is an online application which analyses and optimizes the website performance. It allows a large number of checkpoints when analysing the site speed. It is mainly designed to reduce page loading time and increase its quality. The key features of this application are:
    • It allows comparison with competitors for website speed.
    • It analyses webpages continuously to detect quality and loading related issues.
    • It enables you to check the user behaviour on the website.
    • You can test the mobile website using this tool.
  1. GeekFlare – It is a collection of free tools that are used to test the website for security, Domain Name Server performance, network, and SEO issues. The key features of this application are:
  • You can see how fast your server responds to the browser request.
  • It allows you to check if your site has a secure header or not.
  • It can quickly find out the hosting provider for any website.
  • It checks for any broken links on your websites.
  • It analyses server preferences, certificate details, supported protocols, etc.
  1. SpeedCurve – It is a tool that measures website performance and design. It enables you to debug website performance issues at the page level. The key features of this application are:
  • Measure when the most important content renders
  • Provides engagement charts and uses the data to understand the impact of page slowdowns on the site’s bounce rate.
  • Any metrics can be tracked including conversion rate, A/B testing, and cart size.
  • It enables you to debug website performance issues at the page level.
  • Helps in creating performance budgets and get alerts.
  • It enables you to track the code changes between deploys with the use of its Deploy API.

For analysing the performance of a website, there is a multitude of different tools available. Knowing which ones work best for you will depend on your business needs.

Contact the experts!

 

10 Tips For Working From Home

22 Sep 2020 Blog

‘Working from home’ is the hottest topic in the midst of the COVID-19 pandemic. A large number of companies have implemented work from a home policy which is a new reality, but it takes time to get used to. In the UAE alone, 70 percent of the workforce was restricted to their homes at the beginning of March this year. Even with the restrictions easing after the initial three months, things have not gone back to what they were and may never go back to it even after the pandemic is over. Working from home has been a mixed experience for employees, with most stating an increase in productivity and a few stating that an office environment is important to be professional and productive.

An interesting study conducted by Forbes Middle East showed that three-quarters of the respondents work as well or better at home, with 42 percent stating that they were as productive at home as at work and 34.3 percent showed an increase in productivity when working from home.

Working from home has its benefits from achieving greater work-life balance, increase in performance to business continuity but it also involves self-motivation to get as much work done as one would in an office setting in a given amount of time.

Working from home is a blessing in many ways, but it can become a problem if it is not managed well.

We will explore some useful tips on how to be productive when working from home. These tips will make sure that you are successful in getting your work done and maintaining your mental well-being.

  1. Have clearly defined working hours – Working from home is a commitment that requires discipline. If you want to be productive and get the maximum out of your time, then there is a need to have clearly defined working hours in place. If you feel that you are most productive early in the day then plan your working hours accordingly. In many roles, working involves other people as well where emails need to be responded to and meetings need to be held remotely within the working hours of the company. Plan your working hours as per your role and commitments.
  2. Set up a workspace – To be productive from home, the best thing to do is to set up a separate workspace where you are most comfortable and away from distractions to focus on your work. Establishing a designated comfortable workspace can help train your brain that you are in a place where work is done productively.
  3. Establish a work routine – Follow a routine when working from home similar to what you would follow at your workplace. Get up, get dressed, and prepare yourself mentally to start work. Make a schedule as you would in the office. Plan your breaks to allow yourself some rest time between your work and to ensure a fresh mind and energy to go through the working hours. Keep the housework for later as they are distracting and make you lose your focus and work rhythm.
  4. Design a process for collaboration – Working from home involves interacting with others, be it meetings, assignments, giving, or receiving feedback. There should be a clear process in place to collaborate with different people when working remotely. From using chat apps to meeting software, there should be a clear guideline for the various tools to be used for work.
  5. Prioritize your tasks – To be productive when working from home, it is important to learn how best to manage your time and prioritize your work. Spend some time every day before the start of the workday to organize your tasks and prioritize. Be objective and don’t plan more tasks than you can manage in the day.
  6. Use your peaks in productivity to your advantage – When working from home, it is important to identify when your energy levels, motivation, and concentration are high. Plan your schedule based on these factors to get the most out of your day and stay motivated. A task that is more complex and requires more focus and energy, schedule it for the morning. Spend less productive time on tasks that do not require mental effort.
  7. Communicate – With the new normal of working from home, there are many challenges that one is likely to face. The key to overcome these challenges is to communicate with your direct upline or your co-workers. Have a clear plan in place that lays out the expectations from you with regard to communicating regarding different aspects of work. This plan may evolve and change as you go along. Remember to reach out and ask for help. If communicating through video conference is the need of the hour then use that instead of email to avoid any miscommunication.
  8. Avoid distractions – Working from home can lead to developing some unproductive habits. Avoid social browsing, checking personal messages, and reading the news during work hours to be able to meet the deadlines. If you fear that you will give in to one of these distractions, use applications that can block access to social networks and websites during the workday.
  9. Use time management tools – Time management tools come in handy if you are struggling to stay focused on your task and being less productive. Tools like RescueTime and harvest will help in monitoring the amount of time dedicated to each task to help you discover how you lost time. TomatoTimer can be used to schedule the time of maximum concentration with breaks.
  10. Stay connected with your co-workers – To efficiently work from home, it is important to stay informed about any changes in the company that may impact your work. Line of communication should be kept open with your boss as well as your co-workers. This will not only help you in performing better but also help you stay connected and ease the loneliness you may experience when working from home. Scheduling calls at the beginning of the day to plan out the work with team members, catch up calls at the end of the day to see how far each of you has reached works well in staying connected.

Working from home presents an excellent opportunity to develop new professional skills that can help you in your current job as well as for the future. The benefits of working from home go far beyond just skipping the commute. You can focus on your professional life along with ensuring the welfare of your family.

10 Ways to Drive Engagement to your Website

18 Sep 2020 Web design

Engaging with visitors to a website is just as important as driving traffic to the website. Engagement is not only about attracting visitors but making them stay on the site to achieve your goals by fulfilling their needs. It is one of the most important aspects of website design for understanding the performance and ROI on and is directly linked to the growth of the business. A positive user experience enables trust and builds relationships with prospective customers.

How Does Website Design Impact User Experience?

How the website is perceived by the users and how they interact with it can tell if the site is a success or a failure. The website design can influence the user experience in the following ways:

  • A well planned and designed website will ensure that the reader keeps scrolling. This would mean, organizing and grouping content into smaller parts with the use of visuals, banners, and other elements to utilize the white space.
  • The first impression always matters. So, grab the attention of the visitor. It takes a split second for a visitor to decide whether they would like to scroll through a website or not. It is important to have high-quality visuals and cohesive design with text organized systematically to hold the attention of the visitor.
  • The functionality of a website plays a huge role in the overall user experience. Responsive web design ensures the website and its functions are the same when accessed from different devices.
  • Having a well-planned updated website is the key to making an impression on the visitor and presenting the business as professional and reliable. It reflects the clean and professional manner of conducting business.

Having stated how website design can impact user experience, let us look at some of the important elements of a good website design

  1. Strong, limited colour pallet – Colour scheme and usage of colours play an important role when it comes to website design. People associate colours with certain things so use colours thoughtfully to make an attractive website. The number of colours used on a website is a very important element as too many colours can be visually distracting. A Simplified colour scheme with 2 to 3 colours makes it easier to focus and is preferred in modern website design.
  2. White Space – It is a term used for the space that acts as a buffer between all the elements on the page including sidebars, margins, etc. There should be ample room around various elements on the website for a clean and organised look. As the current trend in website design is all about minimalistic style, having white space on the website will allow the visitor for easy navigation.
  3. Tell a Story – As mentioned earlier, a good website design should be able to attract the attention of the visitor and have them scroll down the page. This can be achieved through the use of visuals that help tell a story and captivate the audience. Video is another source to introduce the brand to the first-time visitor and provide information about the product and services. Graphs, charts, and data visuals help in putting across information in a more attractive way rather than content that carries all the information in text form. Finally, the words used on the website should complement the storytelling and guide users.
  4. Offer a Search Bar – People browsing the website are usually looking for specific information. Engage them by helping them find what they are looking for swiftly. The search bar should be placed where visitors would expect it to be which is the top right corner of the page. Features like auto-suggest and drop-down menu can enhance the user experience.
  5. Loading time for the website – If the speed at which a site load is slow, then the engagement will suffer. According to Think with Google, 53 percent of the people leave a mobile page if it takes more than 3 seconds to load. Similarly, 47 percent of people expect a desktop page to load in 2 seconds or less. As the load time increases the bounce rate increases too. The speed of the website can be increased by using compressed images, enabling browser caching, reduce the number of plugins, reduce server response time, and minimize HTTP requests.
  6. Call to Action– Converting visitors into leads and customers is very important for modern website design as websites are meant to connect with people who are interested in your offering. Once there is a connection, it is important to retain these visitors. Converting visitors into customers start with the process of having them sign up for e-mail newsletter, subscriptions, free products forms, free consultations, or other exclusive invites. This is only successful when there is a Call to Action. These should be incorporated into website design as they help in gathering important contact information of the visitors to continue interactions and convert them into customers.
  7. Organized Card Designs – Currently the focus is on minimalistic website design which has made the use of cards very popular. Cards help in organizing content by grouping together text and image forming an eye-catching element. This helps visitors consume the content more easily. Using cards for website design helps you achieve a clean, organized look while prioritizing user experience.
  8. Clean Backend Coding – The modern website design element is the most important from a functionality point of view. Coding dictates the performance of a website. Ensure clean backend coding to help in making it easier to write, read, and maintain how the website functions.
  9. User-Friendly Design – The website should be designed keeping in mind the user. It should be user friendly. If the users get a good value from the website and they keep coming back to it, it starts ranking higher on Google search. Always remember to give more importance to the content rather than SEO especially when you are starting out to be able to build a group of loyal and recurring visitors.
  10. Elements to boost SEO– Having stated earlier that website should be user friendly, but one must not forget the importance of SEO. There are elements of modern website design that enhance and improve the SEO of the website. These are a part of the backend coding for pages and posts. Meta tags, title tags heading tags, and other HTML coding go a long way in improving the ranking of the website on Google search engine. Ensure to teak and optimize these elements to improve the search ranking.

The aim of any website should be to provide a fluid and intuitive user experience by integrating the 10 elements in the modern website design. Prioritize user experience and ensure website optimization not just for design but for its functionality. If users can easily access your website, engagement will follow.

10 Interesting Facts About LinkedIn

16 Sep 2020 Social Media

LinkedIn, founded in the year 2003, is the world’s largest professional network. It has grown from a platform where the users would post their resume to an undisputed leader for professional networking, building business relationships, recruiting, and advertising for niche markets. With the current member base of 706 million in more than 150 countries in 24 languages, the LinkedIn network is set for exponential growth in the coming years.

To discover more about LinkedIn, let us look at some interesting facts about the platform:

  1. More than 70 percent of LinkedIn users are based outside the US. 87 million Millennials are using the platform. Out of that number 11 million hold decision-making positions. 90 million of its users are senior-level influencers. LinkedIn has undoubtedly, become a popular platform for recent college graduates with 46 million students as its users.
  2. 80 percent of B2B leads are generated on LinkedIn. It is a perfect place for a B2B marketer to have their presence and use the network for lead generation. Producing content and becoming an expert in your field is another way to tap into the potential the platform offers with 6 out of 10 users actively looking for industry insights.
  3. LinkedIn members want to have a mentor or to be one to others. This feature of LinkedIn was introduced in November 2017 which primarily connects members across the network for mentorship opportunities. To get started, you need to go to your LinkedIn profile and find the Career Advice hub. Enter your preferences and a list will be provided to you with recommended members based on the specifications, mutual interest, and profession. An important point to note is that this feature is available to the users for free.
  4. Another feature of LinkedIn that needs a mention is the live video streaming service which was launched in February 2019 called LinkedIn Live. It gives its members and businesses a platform to build deeper connections and drive more engagement. Live videos get on average 7x more reactions and 24x more comments than the standard videos. It is helpful for the launch of new products, showcasing the people behind the brand, or to demonstrate thought leadership. All you need to ensure is that the live videos are engaging and interactive.
  5. LinkedIn is the most used social media platform amongst Fortune 500 companies and 41 percent of millionaires use this network. These figures provide enough evidence that it is the place to reach your ideal customers and clients and decision-makers for B2B companies.
  6. 70 percent of people who are hired through LinkedIn are hired at companies where they have connections. Who you know plays a very vital role in getting noticed on LinkedIn. It allows its users to have a maximum of 30,000 connections but you can grow your network by creating compelling content, thereby establishing you as an expert in your field.
  7. LinkedIn users use some phrases in their profile that may sound unique and powerful but they may be the same words that are being used by everyone else. To stand out, you need to make a change and avoid the 10 words mentioned below with a suggestion for their replacement
  • Motivated- ambitious, determined, fired up
  • Passionate- enthusiastic, fanatic, zealous
  • Creative- original, artistic, inventive, gifted
  • Driven- energetic, enthused, dedicated
  • Extensive experience- accomplished, trained, capable
  • Responsible- accountable, reliable, in control
  • Strategic- tactical, goal-oriented, purposeful
  • Track record- stats, accomplished, performance history
  • Organizational- structural, administrative, managerial
  • Expert- skilled, savvy, sharp
  1. LinkedIn has come out with the top Hard skills and Soft skills that companies are looking for on the network in 2020. Hard skill essentially is the ability of an employee to do a specific task which requires specialized knowledge and technical abilities and is easy to measure whereas soft skill is more about the way you do specific tasks- like how you collaborate, solve problems, adapt, and make decisions. These skills are more difficult to measure. A survey conducted by LinkedIn of 2000 business leaders found that 57 percent of them say that soft skills are more important than hard skills. Let us look at the list of skills

Hard Skills                                                      Soft Skills

  • Blockchain                                               Creativity
  • Cloud computing                                    Persuasion
  • Analytical reasoning                              Collaboration
  • Artificial intelligence                             Adaptability
  • UX design                                                Emotional Intelligence
  • Business Analysis
  • Affiliate Marketing
  • Sales
  • Scientific computing
  • Video production
  1. 30 percent of the engagement of a company on LinkedIn is by its employees. They play a crucial role in advocating brands and help them boost their reputation and succeed. Employees have 10 times more reach across social network sites than the company’s official page.
  2. LinkedIn carries 15 times more impressions for content than job postings. It has transitioned from being a recruitment platform to a professional one where people can find resources and information. It is viewed as one of the most credible sources for content and now 98 percent of the marketers use LinkedIn for content marketing for B2B businesses and lead generation.

LinkedIn as a professional platform has many features that one can explore and benefit from. Used wisely it can help a business and a personal brand grow.

Use the platform to your best advantage.

 

 

10 Tips for creating engaging content for an ‘Always-On’ economy

15 Sep 2020 Content

Producing content is easy for anyone. But content without any objective has no value and is ineffective. For content to qualify as engaging it needs to be original, valuable, rich, and should trigger a measurable response in people. Content should be impactful on the target audience for it to be considered as engaging be it in the form of an article, a blog post, a video, report, podcasts, or visual content. It is all about generating results such as an increase in traffic, clicks, conversions, sales, comments, mentions, opt-ins. These metrics help in measuring engagement.

There are certain prerequisites to keep in mind before creating engaging content for your organization.

  1. Know your Audience – The technology-driven era gives a better chance to know your audience. Presence on the web and through social media platform presents an opportunity for a business to interact with its target audience and understanding their interests. Knowing what the target audience is looking for online helps in devising the content that will lead to higher engagement.
  2. Create with Intent – The preparation phase for creating compelling content that connects with the audience is of prime importance. Know the objective that you want to achieve with the content, be it creating brand awareness or increasing conversions. Understanding what the audience is looking for, understanding what you want to accomplish with content, experimenting, and altering content to best suit the audience and the organization objectives will lead to creating engaging content.
  3. Be original, tell a story, and make it valuable – Creating unique content is a challenge in today’s day and age. The main goal should be to create content that stands out. Focusing on being original and making a connection with the audience by sharing your experience and expert insights on topics is the key. This connection with the target audience will make it more likely for them to read the content and know where to look for when the content in the future as well. This is a great way to create a target audience into loyal customers. E-books and newsletters are some of the tools offered by organizations to offer value to the target audience.
  4. Produce content that is actionable – As an organization you need to be aware of what objective will you achieve when you engage your audience with the content. For example, writing a blog on the new product launch highlighting its features and benefits and how it can improve the lives of the target audience will drive them to make a purchase. Ensuring a hyperlink on the page that redirects them to a landing page where they can make the purchase will achieve the action required.
  5. Focus on the strengths – One of the most effective ways to create engaging content is to focus on the strengths. If as an organization, you are good at something, make sure to use it to your advantage. If social media is your strength, make it attractive, and use it to get your content across to your target audience to engage them. Similarly, if the blog posts gain more traction, then the focus should be on that medium. Make sure to be consistent in your method of engaging with the audience to make a lasting impression on the audience.
  6. Diversify content – The content marketing strategy for any organization should not focus on one medium. Vary the content with visuals through the use of images, infographics, videos, etc. as they impact the audience more. Infographics and videos are used to enhance content and take it to the next level. The possibilities with video content are endless. Video content can be shared on the website, through newsletters, and across social media channels to generate higher engagement.
  7. Focus on creating a compelling headline and use subheadings – Before your audience engages with the content, it should be attractive enough for them to click it. Focus on creating a headline that is clickable as that is what people will see first. It should generate curiosity amongst the target audience to learn more and explore the topic you are presenting. Some of the popular top-performing headlines by engagement metrics on Facebook by BuzzSumo are “can we guess”, “that is why”, “the reason is”, “will make you” amongst others. After getting the attention of the audience to ensure that content is presented in a way that is easy to follow. Content should be presented with clear headings and subheadings, lists, bullet points to ensure the audience stays on the page and consumes the entire content.
  8. Mix up the content to make it more engaging – Putting out the same type of content is boring. Mix up the content by using articles based on research followed by a video, writing about recent events, and promoting a product. This keeps the customers excited about the content leading to higher engagement levels.
  9. Share the content – Great content serves no purpose if no one gets to see it. When planning the content, think of ways how best it should be distributed and shared to achieve its objective. Planning a detailed schedule or a calendar will add consistency and ensure that the content is shared to engage with the target audience.
  10. Use Artificial intelligence – All the elements stated above help in creating engaging content but we cannot ignore the role AI can play in making content engaging and successful. It not only helps in identifying the audience but also helps in understanding the performance of the existing content. AI-powered solution helps in predicting the best performing content for each audience to guide and improve content planning. It also helps in giving insights for every content to better understand who it attracts. It provides key metrics like top content views, conversions, and more to measure the impact of each content on the business.

Creating engaging content is not an easy task and presents its own challenge. Connecting with the target audience through compelling and original content is what drives engagement and turn them into loyal advocates for your organization. Focusing on the steps mentioned above will surely lead you to create engaging content.

5 Engagement Metrics You Should Track

14 Sep 2020 Digital Marketing

The pandemic has made the businesses realize that customer engagement is what will help them sail through these times. Customer Engagement is the emotional connection between a brand and its customers. It is a process where customers interact with the brand through various channels to develop and strengthen their relationships. Customers that are highly engaged with the brand, buy more, promote it, and are more loyal to the brand. The focus of any business needs to be on providing value beyond just products and services to its customer. Products and services initially attract customers, it is the quality of the experience along with relevant content that helps in developing long-lasting relationships.

Why is customer engagement important?

The most important reason for customer engagement is that it leads to brand loyalty by the customers and these customers serve as loyal advocates of the brand. They are more open to any kind of marketing and communication and spend more on the brand than on the competitors. A study conducted by Ray Wang of Constellation Research found that companies that have improved engagements drive up-sell revenue from 13 percent to 51 percent, increase cross-sell by 22 percent and increase order size from 5 percent to 85 percent. These statistics indicate a direct correlation engagement of customers and the profitability of the business. Not having a customer engagement strategy in place means missing opportunities to interact with customers and building a relationship. There is no standard procedure for customer engagement as each company needs to tweak its plan as per their needs and target audience. However, focusing on clarity, empathy and simplicity is the key to successful customer engagement.

Having stated the importance of customer engagement, it becomes imperative to track the level of engagement at every step.  Let us explore the engagement metrics to track

  1. Activity Time – Is the best metric for measuring the success of the customer engagement strategy. It refers to the total time spent by a user online interacting with the services offered and is one of the earliest indicators of how well the engagement strategy is working and if any changes need to be made to keep the users engaged. It measures the actual time spent by the user interacting with the service and factors out the time a user is idle. More time spend by the users on the website positively impacts the search engine optimization and increase the chances of the user converting to customers by buying the products and services offered. Similarly, time spent on social media channels helps to identify the content most valuable to the target audience.
  2. Return Users – How often a user returns to you is a key indicator of the value they derive from your brand. It is often referred to as value frequency. Value frequency helps in understanding the patterns in customer behaviour and use it to the advantage of the brand. If the expectation from the user is to return daily then the value frequency should be measured against that. If the user is creating an account and then not returning may mean that the product or service does not appeal to him. This metric is important at later stages of growth and development in the design and addition of features. Keeping your user updated with the latest changes and developments is the key to keeping them engaged.
  3. User Action – It is important to understand how the user is engaging with the brands. Google Analytics and other tools can be used to understand what the users are most focused on and what content is being viewed. Understanding the actions of the users will help in finding out any problems or pain points. These insights help in determining what is working well and what isn’t working well with the customers, which in turn can help in making improvements. Knowing the actions of the users’ help in understanding how best to keep them engaged with the brand.
  4. Net Promoter Score – This is a measure of customer loyalty. In other words, how likely is it for a customer to refer the brand to others. This metric is important in understanding how well the products and services fulfill the needs of the customers. Customers are the biggest marketing asset for any brand. They do a better job of putting the brand in front of the potential user. The most common way to measure net promoter score is through a survey where the customers are asked to rate their experience and how likely are, they to recommend your product or service to a friend/family. To get the most out of the NPS is to ask some open-ended questions along-with some sliding scale questions. This helps in quantifying the NPS and take some necessary steps for improving customer loyalty and referrals. Ensuring a high score means exponential growth for the brand in the long-term
  5. Daily active users vs Monthly active users– Daily active users are considered a vanity metric and do not have much weightage whereas monthly active users help in understanding the customer engagement in a better way. To understand how well the product/ service is performing with the users, you need to measure how many customers are actively engaging with the brand and how the brand resonates with them. By comparing the daily active users vs, the monthly active users will help in understanding if the users are sticking with the brand or not returning.

It is important to understand customer engagement and how it can benefit any business. It helps in understanding the customer interaction with the product/service and their likes and dislikes. It is ideal to have high customer engagement to have more loyal customers and higher returns. Tracking engagement metrics help in understanding what is working well and what is not to make changes accordingly.

Top 25 Analytics Apps

10 Sep 2020 Blog

The objective of any business is to extract actionable and commercially relevant information to improve performance. According to Sharad Agarwal, CEO of Cyber Gear, “If you’re able to go into a meeting, and other people have opinions, but you have data to support your arguments and your recommendations, you’re going to be heard.”

The Top 25 Analytics Apps that can help you make smart decisions are reviewed below:

  1. Agency Analytics- an all in one reporting platform for the marketing activities undertaken by any business. These include Email marketing, Search Engine Optimization, Pay Per Click, Social Media, and many more. It allows users to create dashboards that can be customized and branded for each campaign enabling users to present information based on the metrics that matter the most. The reporting can be done on a daily, weekly, or monthly basis through the application. It allows for providing comments and recommendations for each section of the report.
  2. Akita- is a Customer Success Management Platform designed to help reduce the customer churn, nurture customer relationships, and increase revenue from existing customers. It allows for customization of automated alerts for important customer interactions. The dashboard gives an insight into the customer contact details, customer segment, lifecycle stage amongst other things, and the actions that need to be taken. It also gives an overview of the monthly recurring revenue, customer lifetime value, average health scores, and other metrics with details of the percentage change. Users can view the list of organizations or people who have been identified as churn risks by Akita.
  3. AC Video Tracker- is used to tag and track the videos viewed by the contacts. Tagging viewers allows marketers to gain insights into how each viewer has engaged with the video content so targeted follow up can be done. If a contact has viewed only a part of the video, the follow-up sequence covers the information missed. It works well with Youtube, Wistia, and Vimeo video. Viewers can be tagged or untagged, added, or removed from the automation.
  4. Big Picture- helps in tracking custom events and measure the funnel conversion rate. Providing detailed event analytics help understand how the users and visitors are engaging with your app or the website, find opportunities for optimization, and upgrade the process. It can help easily track taps and clicks, page scroll, video engagement, and form interactions. Integrating this data with the CRM and sales engagement tool helps you target the right people.
  5. Bridge Subscription Manager-a recurring billing software that provides a solution to the challenges faced in manually monitoring and processing subscription credit card charges every month. Payments can be automated, accounts of clients can be disabled automatically in case of a declined payment, clients are notified when an update is needed on the credit card. It reduces the time needed by staff for all these activities. It integrates well with all leading payment gateways.
  6. ConvetFlow- powering over 10,000 marketing teams and fast-growing companies, ConvertFlow is an all in on platform for converting the website visitors. It provides you with tools to convert website visitors, generates leads, audience segmentation, drives sales, and personalize the website. Create, personalize, and launch landing pages, forms, surveys, pop-ups that can be fully integrated without coding. It gives marketers “no-code” superpowers.
  7. Data Hero- is the fastest and easiest way to automate business insights without the need for complex queries or coding. Connect all the data sources to track sales, marketing, and customer success data in one place. Create drop-and-drag charts to generate insightful, intuitive data visualization in no time. It helps organizations dive deeper into the data and use the intuitive tools of the application to get meaningful insights and results.
  8. Dasheroo- the amount of data available to us is a growing challenge. Many applications are required to run a successful business which makes the process very long and time-consuming. Dasheroo is a collaborative business dashboard that helps in monitoring the metrics from all the apps in one place, making it easier to understand the data and use it best for the growth of the business.
  9. Databox-is an analytics tool that allows users to create a custom analytics dashboard with data from multiple sources to be viewed on one device. It is built to track performance, discover insights, and understand the business. It organizes business KPIs in one place and delivers the metrics without any coding. The feature of live previews helps users view the data in real-time.
  10. Deliverability Dashboard- helps in viewing and tracking the overall email Health Score. It helps in monitoring the engagement stats, thereby making informed decisions to improve the reach to the clients’ inbox. Email engagement is the most important factor in email deliverability.
  11. Evidence- it is a simple tool used to boost the website engagements and conversions using powerful social proof. Once the app is working on the site new website visitors can see other sign-ups for the newsletter, purchase of product or service, register for a webinar, or schedule a live demo. Displaying these conversions in real-time builds buyer confidence and makes the visitor to the site take similar action.
  12. Google Analytics- a web analytics service offered by Google, it provides comprehensive reporting and analytics tools for all kinds of websites. The users can monitor website traffic, understand user interaction with the site, and can generate reports customized to the needs of the business. Google Analytics collects, manages, and consolidates data showing the user how to engage with the website, videos, social tools and ads across all devices.it also helps in understanding the behaviour of the end-user. Business can improve their marketing campaigns and web content with the right insights. Website managers can gain insights into what is working and what is not working to make necessary changes.
  13. Grey Metrics- is a marketing report and dashboard software for digital agencies. By using this software, companies can create reports/dashboards with the data from marketing platforms. These can be checked on an hourly basis to track marketing performance.
  14. Import2 Wizard- allows you to import, update and export contacts, deals, and more with CVS files from other apps. This application helps in updating data from the CVS files to fill in the missing information in the existing records. It offers the freedom to select data and download to share with others who do not have access to the database and also for business analysis. Data is the basis for making informed decisions. It is important to extract only the data that is needed to support the business.
  15. MailOptin- it converts the website visitors into e-mail subscribers and customers. You can engage with these visitors by sending event-triggered emails. MailOptin grows the ActiveCampaign email list, capture leads on the WordPress site using conversion-optimized beautiful newsletter signups. You can schedule email campaigns daily, weekly, or even monthly keep your most interested visitors engaged with your brand.
  16. Mail Timers- is being easy to use application that allows you to create countdown timers marketing emails for sales, events, holidays, webinars, and more. It has additional features like transparent background, advanced colors, background picture, expiry message, and more. With this service, design customization can be done using adobe photoshop PSD layout and by using advanced technology GIF images can be created.
  17. Octoboard- is a business dashboard solution that generates visual analytics and reports to provide users with insight into their business performance. Brands and marketing agencies send Octoboard reports to clients and key stakeholders. Companies add ActiveCampaign data to Octoboard to find the dependencies between email marketing, website traffic, sales funnels, and align email activity with the company goals.
  18. Piesync- takes care of syncing the contacts bi-directionally between the cloud apps in real-time. It works in the background and updates the customer information from anywhere. The sync can be customized, sync direction can be changed, and use PieSync to keep the contacts continuously consistent across all types of apps.
  19. PlusThis- is a campaign toolkit for marketers and entrepreneurs. It has 50+ tools and integrations like SMS, webinar connection, countdown timers, Facebook retargeting, video triggers and tagging, and expiring offers and content.
  20. Segment- it is a customer data and analytics solution that helps in analyzing contact data from multiple sources and funnels it into apps that you may be using. The contact data is shared between apps which gives a complete picture of the data and the apps have more data to leverage. The data is sent to Segment by installing lines of tracking code in the website or app. Segment integrates with some of the most popular analytics, marketing sales, developer, and user testing apps. There are currently 150 partners.
  21. SegMetrics- is a data analytics app that helps in getting clarity on where the best leads are coming from, how they act, and how much the marketing efforts are worth in terms of how many leads turn to customers. SegMetrics gives actionable insights without any coding, spreadsheet exporting, or pivot tables.
  22. SendForensics- is a specialist email deliverability suite that allows you to test and optimize the deliverability of emails before they are sent, getting the maximum engagement out of each campaign.
  23. Wicked Reports- automatically track and attribute revenue to gain ROI and LTV insights. It connects lead generation to high-value clients over time. Wicked reports have deep integration with Facebook, Google, and all popular CRM, marketing, e-commerce, and order management platforms. It gives reliable conversion data. It automatically detects and reports all email clicks that lead to sales. Best clients are recurring subscribing clients. Wicked reports detect this and connect it to marketing.
  24. Wistia- lets your videos do the work. It is a video marketing software that makes it easy to find, engage, and grow the audience. Custom lead capture forms can be placed directly into any Wistia video at the exact moment chosen.
  25. Woopra- is a customer analytics platform that helps in visualizing, analyzing, and optimizing every touchpoint in the customer journey, empowering data-driven teams to grow and innovate faster. It provides a unified analytics solution that is used by on-demand services, e-commerce, and SaaS for understanding, connecting, and engaging with customers through data. Woopra’s customer journey and segmentation data enable the user to deliver relevant messages to improve conversions and drive customer engagement.

The exhaustive list above gives a good insight into the important and significant analytic apps that are available online.

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