Why is Email Marketing important for building Brand Awareness?

Why is Email Marketing important for building Brand Awareness?

email-marketing

 

In its essence, Email Marketing is the use of emails to promote products or services. The intention is not just to convert leads into customers, but to also enhance the relationship with potential or existing customers.Now the challenge is, how to rank organically high in the SERPs?

Why Email Marketing?

 

01

Cost Effective

Compared to traditional marketing approach where printing and labour can be an expensive affair, Email marketing allows a business to reach out to consumers for a comparatively negligible cost.

By sending out emails to the right target audience, the business is likely to see an increase in the ROI (Return on Investment). The key here is to build your own email list after doing a careful study on choosing the right audience. But beware, unsolicited emails are a turn off for most of us. So, buying a random list of email ids and sending out emails is not advisable and chances of interfering in the receiver’s personal space are high.

 

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02

Call to Action

A business can incorporate a ‘Call to Action’ in the email in the form of a click-through which helps the consumer to inquire, subscribe, get routed to the website, provide feedback, or make a direct purchase. This way an email can be used to not only promote the brand but can also be used as a platform to entertain queries and even drive sales.

 

03

Accessibility

With a mobile device in almost every pocket, it is easy to get notified of new emails instantly. Although social media posts is a marketing trend, according to recent study consumers are more likely to check an email than a social media post.

 

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04

Measurability

While working on a campaign strategy, it’s quite essential to keep track of the response rate. This will help gauge which areas need attention and which areas are favouring the business. An Email Marketing software can help you keep a track on the number of email recipients who have opened the mail, signed-up/ unsubscribed, clicked on links in the mail etc. Accordingly, the business can change bring about changes in the strategies that’ll help build a rapport between the brand and consumers.

 

05

Newsletters – to keep consumers informed

Newsletters are an excellent means for a business to ‘educate’ the consumers about its various products/ services. It is an opportunity for the business to showcase its expertise on some matter related to their products and services.

For example, through articles that help consumers make the right choices while making a purchase, or how as a business your products cater to the consumer’s needs by emphasising on the quality of the materials used. This would prompt the reader to know more and probably even subscribe to the newsletter. In this gradual process of building trust with the subscriber, the brand gets etched in the consumer’s mind.

 

Do I really need a Website? – Part 1

Do I really need a Website? – Part 1

website

/wɛbsʌɪt/

noun

a set of related web pages located under a single domain name.

 

A question which haunts any small businesses is “Do I really need a website?”.

In simple words possible, Yes! You do!

The reason is also extremely simple. In one word, No, two words to be precise.

01

Digital Footprint

It may sound preposterous. It really isn’t. The whole idea of anything ranging from posting a personal photograph to updating your current location on social media is all about Digital footprint.

Having a website helps a business greatly.

 

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02

Visibility

It is a beacon where customers can queue in front of your door. It not only provides you with visibility but also sales and a way for you to advertise your expertise. A clean, beautiful website with necessary content surely puts you ahead in the game.

03

Credibility

Small businesses face problems with credibility. A customer is always aware of this fact and before placing for service or product, he/she will have a look at your website. And what would they think if you had no/mediocre website? You guessed it right. They walk right past you. This has a huge impact on sales.

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04

Engagement and Retention

Customers are always on the lookout for engaging content. Blogs are a way to achieve that. Websites with blogs are always appreciated. Blogging is also a way of increasing traffic to your website and it is one of the most sought-after marketing tools.

According to Hubspot, 53% of marketers use blogging as a top inbound marketing priority. Another statistic to blow your mind away, according to Hostingfacts, There are now 3.74 billion Internet users in the world as of March 2017.

So, in short, your business is available to this huge number. With proper plans and marketing strategy, you can tap into the plethora of prospects.

 

05

Why

The question now really is “Why don’t I own a website?”. Think about it, in this time and age, where there is tons of competition, getting ahead is what counts. Smaller things in a business which were not a priority, makes a huge difference now. Companies are finding out ways to entice customers. Websites are one way to create a buzz and remember “First Impression is Key”.

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Design is more than just a Software Tool

Design is more than just a Software Tool

Design is more than software tools 1

 

There are three responses to a piece of design – Yes, No, and WOW! Wow is the one to aim for. – Milton Glaser

To instil the WOW in your audience, you need a great combination of concept, content and design. Easier said than done, right?
This blog addresses how to get the WOW emotion from your audience through design.

Does a software tool have anything to do with creating an extraordinary design?

Most of us are familiar with the “I heart New York” logo, Milton Glaser came up with that in the back of a taxi on his way to a meeting in the year 1977.

Hardware tools used: Pen and Paper
Software tool used: None.

This logo earns the New York state close to $30 million each year.
Did he use any exquisite software tool? No.

It is a common misconception among many that, to design, you need to have a good software in place. This was not the case a couple of decade’s back when designs were manually done with pen, paper and sketch boards.

To design is to envision, it is to see something that doesn’t yet exist.
To design is to give your ideas and thoughts, physical form.

If you’re new to designing and you feel that not knowing a particular software is holding you back from what you want to achieve, this article is for you. It is also for designers who feel they can’t reach their pinnacle because of lack of knowledge of a particular software.

“I am a great believer in the primacy of drawing as a means of engaging the world & understanding what you’re looking at.”   – Milton Glaser

The design you make is a medium through which you communicate your ideas. Designing with a pen and an artboard has its own perks. To design it with a pen is to give it physical form. Work done manually always lasts longer in your memory.

Listed below are the general requirements for designing:

01

Ideas

Ideas are the mysterious spur in our minds about a particular subject. Each one has his own ideas and that is why we are so unique. Having an idea is the first step towards good design. Ideas are the fundamental blocks of design.

design software tool ideas 1
design software tool strategy

02

Strategy

Strategize how you want to achieve your design, a design is a combination of ideas. Haphazard execution of ideas would lead to a mess.

03

Vision

Designing is like walking in a dark tunnel until you find the light at the end of that tunnel. Then you go back and get other people to also see that light.

Roughly picturize how you want your final design to look. When you start you have no idea what your final design will look like, but you must have rough a picture in your head. To envision is to create a path to that light source at the end of the tunnel.

 

design software tool vision
design software tool memorability

04

Memorability

To create a good design is to make it rememberable and distinct. Simpler is better. The first impression should be a lasting impression.

05

Intricacy

The details of your design are very important. The smallest details have the largest impact on the big picture. Scrutinise to the minutest detail.

design software tool intricacy

06

Patience

Patience is a requirement for all designers. Some days are tough, where your ideas seem abysmal. Take a walk, free your mind by engaging with people.Talking helps in exchange of ideas, also giving rise to fresh ones.

Designing software’s are means by which you create your design. It is the workplace for your design and is a means to an end.

8 Simple Tips on How to Write Good Blog Titles

8 Simple Tips on How to Write Good Blog Titles

8 tips to write blog
  • How do I write good blog titles?

  • Do questions make good blog titles?

  • Are my blog titles too boring?

  • SEO vs. Creativity?

Every writer/blogger is faced with these questions. In a world where your blog titles are the difference between your readers skipping your blog or clicking the link to revel in your infinite wisdom, mastering the art of writing good blog titles is imperative.

Are good blog titles important?

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar. – David Ogilvy

 

  1. Titles are the first things that show up in search results. 9 out of 10 times, they decide if the reader clicks your blog link.
  2.  They can engage your customer to within a few moments.
  3. Search Engines determine what your website is about from your page titles.
  4. They hugely contribute to your SEO, thereby making your blog more findable.

 

Here are my

8 Simple Tips on How to Write Good Blog Titles

Tip #01

Make Sure it's Relevant.

Your title is a promise to the reader. They click your blog title link hoping to find useful information. Your title should accurately describe what the reader will find in the body of the blog. The meta description should support the blog title. Do not mislead. Do not annoy.

With regard to SEO, an unhappy reader will hit the ‘Back’ button and up your bounce rate, thereby reducing your website ranking.

Tip #02

Be Creative. Be Original.

A unique title will present the reader with a pleasant surprise in an otherwise boring list of titles in his search results. It is an easy way to stand out and grab the reader’s attention. Your blog titles should ideally be a balance between creativity and SEO.

Tip #03

Brevity - Keep it short. Keep it simple.

Your blog title should typically be between 6-8 words, an ideal title can be read with just a single glance. When you share your content on social networks or when it appears in the search results, your readers should find the entire title instead of half cut words.

Tip #04

Include Keywords - Optimize for Search and Social Media

Creativity is for the human readers to click the blog title, keywords are what will help search engines know what’s in your blog. Keywords also help the reader know the subject of the blog.
Make sure you keep just 1-2 keywords.

You can use the formula

<Number> – <tips/tricks> – to – <adjective> – <promise> – <keywords>

An example would be

8 – Simple Tips -on How  to – Write –  a Good – Blog Titles

Tip #05

Intrigue the Reader - pose a question.

Questions make great blog titles. They introduce the element of curiosity. Suggest to the reader that there is something to look forward to after clicking the title.

 

Tip #06

DO NOT COPY SOMEONE ELSE'S TITLE.

The internet is filled with hundreds of similar titles, always perform a search before you freeze a title. If there’s already an article named ‘Marketing Tips’, you should probably reconsider the title or change the order of the words to ‘7 Simple Tips for Successful Marketing’.

This Improves your ranking and also makes you distinguishable.

Tip #07

Make sure you answer the 'Why' or 'So what' question.

Always address the question ‘Why’. Why should a reader read your blog? Why is it more preferred than someone else’s blog?  For example, this blog could have been named ‘Guide to writing blog titles‘, But that does not answer the question Why should I read it?

Examining the name ‘8 Simple Tips on How to Write Good Blog Titles’, 
Why should I read it? So I can Write Good Blog Titles.

Tip #08

Write at least 3 versions of your headline.

You might not always have the best version on your first attempt. I generally write 3 version of my title, listen to myself say the 3 titles and choose the one I would click among the 3. If you’re not sure which one you’d click, use the process of elimination and remove the ones you wouldn’t click until you’re left with 1 title.

 

Please let us know what you think of our blog title tips. I’m sure you might have a few tips of your own, please feel free to share them in the comments section.

5 Copywriting Tips for Creating Interesting Social Media Posts

5 Copywriting Tips for Creating Interesting Social Media Posts

3 cs of copywriting

Copywriting requires a combination of 3 skill sets – storytelling, conciseness, and creativity. In a world where people don’t pay more than a few seconds of attention.

Brevity is the soul of wit – William Shakespeare

keeping your social media posts short, sweet and to the point is of paramount importance. Here are the 5 Copywriting Tips for Interesting Social Media Posts:

01

The 3 C’s of copywriting

The number 3, symbolizing trinity, the minimum number of sides required to form a closed shape, symbolizes completeness. So it would only make sense that the rules for copywriting would come in 3’s.

So here are the 3 C’s of copywriting:

  1. Clear
  2. Concise
  3. Compelling

Your social media posts need to be clear, to the point and interesting enough to invoke an action.

c
u

02

The 3 U’s of copywriting

    1. Unique
    2. Useful
    3. Urgent

    Your writing needs to create a sense of urgency so it encourages the viewers to act.

    03

    The 3 W’s of copywriting - Who? Why? What?

    Copywriting is similar to storytelling, therefore an effective method that can be incorporated is the 3 W’s, which is the condensed version of Who? Why? When? What? Where? How?

    1. Who is this for?
    2. Why should someone care?
    3. What should be done next?

    Answer these questions so it stays relevant to the reader and there is purpose, personalization, and direction for the reader.

     

    w
    social proof1

    04

    Use Social Proof - Substantiate your claim

    There is little trust on the internet. People make a lot of claims. A LOT!

    There are a lot of fraudulent posts online, this makes users sceptical to the claims made online. If you have relevant information to back your claims, it might be a good idea to use social proof in your posts to increase the trust factor.

    An easy way is to link the person you are referencing (ideally an influencer with a following) or show proof in the form of imagery.

    People are far more relieved and more likely to act when they know someone else has walked the same path with desired results.

    05

    AIDA

    AIDA is an old-school marketing technique and can be used effectively in copywriting as well. example.

    AIDA stands for:

    1. Awareness
    2. Interest
    3. Desire
    4. Action

    It is the act of moving someone from the state of being Unaware about a certain topic to a state where they perform a desired action, like purchasing your product or service.

    A person might spend 10 seconds or less on your post title, make sure there is something that grabs their attention right off the bat. Interesting imagery or content could grab their attention – social proof is a good method to move your prospects from awareness to desire. Action is a matter of good lead follow-up processes.

     

    aida
    Interview with Business Growth Consultant – Heemanshu Ashar

    Interview with Business Growth Consultant – Heemanshu Ashar

    heemanshu ashar

    Heemanshu Ashar is a Business Growth Consultant with 2 decades of experience across FMCG, Industrial and Service Industries spanning geographical boundary. At present Heemanshu consults companies in their 2X, 3X.. growth strategies starting from concept to implementation translating the next Big Idea into profitability. He accomplishes this using Branding, Marketing and Design disciplines extensively.

    01

    What does branding mean to you?

    A Brand is a thought. When we think of a brand, we have a flash in our mind about the brand. This is a neurological response to the brand which is a summation of all experiences, perceptions and non-experiences about the brand. For example, we would have experienced Amul as a brand but may or may not experience any of the following – BASF, Siemens, Bosch, Zeiss directly but would have some idea of the presence etc. For some brands we would have experienced them daily like elevators in a building and would not care much whether they were from Otis or thyssenkrupp but would have an opinion about watches say from an HMT, Casio, Timex, Fastrack, Tanishq, Omega and a Rolex even if we own all or none of them (like me).

    02

    Why did you choose to focus on branding as a career?

    People want to belong to something. A lot is written about how people buy things to make meaning about themselves. Things we buy are not merely serving the functional, but also the emotional and aspirational (needs). The colour of the car depicts what kind of a person I am as much as the model and make of the car. This is a wide opportunity to understand Branding as science, art, psychology, mathematics and economics built in one discipline. As pure marketing offers more than a lifetime of opportunities of learning and practising this craft of satisfying consumer needs – it is a rewarding career to devote a lifetime to.

    03

    Branding experts toss around terms like Brand identity, Brand image, Brand strategy etc. Can you connect these into a meaningful narrative (to the layman)?

    Branding is part of Marketing and a social science and not a precise science like geometry, physics or mathematics. Hence, adding to the numerous definition of the above would be adding to the confusion. Hence definitions change to context, industry and maturity of the audience. So here is adding to the confusion.

    Brand Identity – It is the composition of the graphic, numerical and text of a product (read as goods, services and experiences). For example the Brand Identity of Audi with 3 circles is clear and distinct to the 5 circles Identity of Olympics. The distinctiveness of these circles leaves no doubt in mind on which brand we are referring to.

    Brand Image – is a composition of the tone of image, voice, text and narratives that define the Brand Identity. For example, Baskin and Robins ice cream is a family ice-cream with a 31 flavours range. Haagen Daz is an ice cream for adults and do not feature family imagery in their communication; yes they also have many flavours but the image of these ice-creams are distinct to each other. To draw a parallel Amul, Vadilal, Kwality and Arun Ice Creams have an image which is distinct. A brand image is not only what the brand is but also what it is not.

    Brand Strategy – Strategy is a tool on how to deliver the Brand across its stakeholders not only its consumers, but suppliers, investors, employees and shareholders.

    04

    What does it take to build a brand? In the past it took years to establish a brand – Amul, Britannia etc., now we see the new age companies like swiggy, Flipkart, Paytm etc. which are already popular brands? What has changed?

    At a dinner table last year, someone did ask me how much time it takes to build a global brand. I replied as soon he finished his question – A lifetime! This has not changed, as brands have to get continuous attention, nourishment and care from the marketeer to remain connected to its audience. There are now more tools of amplification through social media, marketing analytics and viral techniques but the principles remain the same only the methods of engagement changes.

    Amuls and Britannias of India have survived because of their constant attention and nourishment of the brand, in their league, there were HMT, Parle, Garden Sarees, Hakoba, etc. have not remained contemporary to their audience and hence have suffered or phased from the public memory.

    05

    What are the aspects that make a brand memorable?

    Feeling. It is the ‘Feeling’ of the brand that makes it memorable. As often heard, ‘Form’ follows ‘Function’. What follows ‘Form’?. ‘Feeling’ follows ‘Form’. Marketeers have to deliver ‘Feeling’ through Brand Experience in their product, messaging, purchasing and consumption. Only when marketeers focus on ‘Feeling’ they can achieve customer satisfaction, delight, joy which are all ‘Feelings’!

    06

    Charlene Li and Josh Bernoff, in their book Groundswell, state “your brand is whatever your customers say it is…”, so what can marketers do to influence customer opinion?

    The above sentence is incomplete. The brand is not only what the consumers says. Look at Kingfisher Airlines, when it was in operation, the flyers spoke highly about the flying experience, its check-in experience, in-flight entertainment and cuisine. But today lenders have a larger share of voice on their debt recoveries that has tarnished the brand image irreparably. Even if Kingfisher airline was bought over by a different airline it would be an uphill task to win back the same flyers.

    Today the marketeer has to include all stakeholders of the brand and not only the customer.

    07

    What’s your advice to an entrepreneur regarding the best and surest brand building approach?

    The first aspect is to believe that Brand Building is much needed, as any other function of Finance, HR, Sales and Operation. This is first and foremost for an entrepreneur.

    The second is to plan a budget regardless of any product, business or geography for Brand Building without this it is an expense of whim and fancy by the entrepreneur. 

    The third is to allocate and commit to the budget across the mediums of print, social, events etc. This is thought just a start of the journey. Last but not least, is to hire an expert deploying the marketing budget – as it is not only the expense account but responsible for sales.

    Last but not least, is to hire an expert to deploy the marketing budget – as it is not only the expense account but is also responsible for sales.

    08

    Anything else you want to say to marketeers and business owners about branding.

    Branding is about investment, of as much importance as investment in plant and machinery. Branding when converges with accounts and finance on the balance sheet translates to goodwill. Investing in Branding is investing in the value of the Business.