Digital Marketing Insights 2017 – A Book Review


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Book- Digital Marketing Insights 2017
Author – Social Beat Digital Marketing LLP
Published by- Notion Press

 

Available on– Amazon, You can buy a copy here – Digital Marketing Insights 2017

 

About Social Beat – Social Beat is South India’s leading digital agency with offices in Bangalore, Chennai, and Mumbai. Social Beat is a premier Google Partner, Member of Facebook India SME Council. They have a rich experience of working with various clients across verticals like Real-estate, e-commerce, hospitality, and Wellness etc. Honoring its exceptional accomplishments, in the Digital Marketing space, Social Beat was awarded the Best Social Media brands awards for its social media marketing efforts. Social Beat’s co-founder Suneil Chawla was awarded the Best Digital Marketing Professional by SMO Council and the Outstanding Digital Person of the Year award at the Digital Marketing Conclave & Awards by Think Media and VIT University Business School. In 2016, Vikas Chawla was recognized as one of the Most Influential Digital Marketing Leaders by CMO Asia.

Digital Marketing Insights 2017

 

The Book Review

A book about Digital Marketing, coming from the house of Social Beat, an established digital agency, makes it one of the most sought after books in the online marketing circles. In those terms, Digital Marketing Insights 2017 hits all the right notes. Right from the structure, the content and the layout has been created keeping in mind that the book will serve as a quick reference guide.

 

This is a definitive guide for someone trying to understand and explore the Digital Marketing Arena. Digital Marketing grew organically and then exploded on the marketing scene world over. When India caught up with the world trends, there was a lot happening already and we had to catch up real fast. Hence there was never a structured learning in place when it came to Digital Marketing. This book acts as a stepping stone for those looking to explore and understand the Digital Marketing Space and it does a good job at that. Currently, there are a lot of Digital Marketing schools or online courses. I would definitely recommend this book to those pursuing such courses as it gives a detailed idea of what they need to prepare for.

 

The book chapters are well organized and they start by forecasting trends for 2017 along with Industry Report for 2016. This acts as a great guideline for marketers and clients looking to benefit from online marketing in 2017. It further explores each social media channel starting with the most popular one in India. This helps as there are very little insights about India specific data for social media marketing. Then the book moves on to other aspects of digital marketing like the content marketing, UX and Web Design, Video Marketing etc. The book does a good job of explaining the approach to a client or business that a person should take before getting on with their Digital Marketing.

Digital Marketing Insights 2017

 

What I liked about this book

  • A nice progression into the topic for those who wish to learn about Digital Marketing. It is well categorized and delves into all aspects of Digital Marketing in India
  • It is one of the few books available in the market that focus on Indian audience and their thought process.
  • It touches upon the various best practices for websites, UX, design and content marketing
  • It has an easy to understand How-To section for better understanding of social media channels and various forms of advertising
  • It rightly touches upon the rise of content in local languages and how the Year 2017 could be the year of exponential growth in local language content.
  • Influencer marketing is something that has not been given its due credit in the Indian marketing sector; however, the book puts the focus on its importance and showcases new ways of exploring this under-utilized opportunity.
  • It also touches upon app marketing, which is comparatively new and still catching up in India.
  • The Industry Report for 2016 helps with deeper understanding of the market shift and current trends that the businesses should focus on.

 

Social Beat has established itself as a thought leader in the industry. I bought a Kindle Version of the book and it was certainly worth it. Overall I would rate the book a four and a half star and definitely suggest it to all those trying to get a foot hold in the online marketing industry.

7 tips to promote small business online

Read on to know how online marketing can help you take your business to the next level

Congratulations! So you have started a business and it is doing well. However now you are facing a different problem, you have exhausted your local areas and want to tap into new markets. How do you go about it? Or, you have utilized the traditional route of word of mouth, leaflet, advertisements in newspapers etc., but aren’t really the local brand that you wished you would be when you started off. You aren’t big enough to advertise on TV and hoardings. What do you do?

Start off with a checklist for online marketing, next is to follow these seven tips to promote your small business and level up

Google local listing

Google has an option of listing your local business. It is important to list, as that will show your business when people search for things around your area/ search locally for something. It will also show up in various places like Google search and Maps. Listing in local business also helps you review your online presence at one place. You can check the reviews of your business & insights about the traffic. It showcases all your important information in one place – phone number, address, maps, and reviews. The best part is it is free!

Embrace Social Media

A small business means doing a lot of things on your own or without much help. In such a scenario adding another dimension to the existing spread might sound too much. But here are some facts based on the survey by Clutch.Co, which will help put things in perspective.

 

 

 

 

To see a more detailed report please visit Clutch.Co, a Survey 2017.

Try one social channel at a time

If you have the time and resources for just one channel, your best bet is Facebook. If you are open to trying out two or more channels and are a restaurant or, deal in experiential items or things then Instagram is a good choice. Twitter is great for engaging with your audience and gauging sentiments and reputation management.

 Try FB shopping

There are options where you can set up a store right on your FB page. If you deal in products and goods but do not have a full-fledged e-com store, you can try this. It will give you the option to reach your audience faster and get orders quicker from those not in your local area. However having a good delivery service is essential if you wish to try this out.

 SEO company website

Having a website is like having a virtual home. People know where to look for. It is an important place that you cannot ignore. Having a good website with all the updated information is essential when starting out on social media marketing. People will want to know more about you and will look you up before deciding to order. Optimize your website by having a responsive site, adding good images of your products and having good internal links. Make sure that the website content has ‘just right’ mix of keywords and is listing organically when searched. Ensure that you have a good landing page that gives complete information to a first-time visitor and makes ordering simple (if you deal in e-com) Non-e-com sites should ensure that your contact details are easily accessible.

Join relevant communities

Be where your consumer is most likely to be. Just having a page on Facebook isn’t going to work if you don’t post regularly and engage with your audience. Promote your social media handles at the physical store, all offline advertisements, and promotions. Segment your audience to understand their profiles and then join relevant communities and groups on Facebook. So if you are a baker and realize that your audience is health and fitness conscious you could promote your healthy bakes section in popular health and fitness groups.

Retain existing customers

The best investment for a small business is to retain their existing audience. It is simpler to connect with an audience who has tried your products/services and have probably enjoyed the experience. Engage with them by way of regular postings and quick turnaround for messages. Run campaigns targeted towards returning customers (coupons, special sale preview, referral discounts etc.) If you are having an event, put it up on Facebook for wider reach.

Spend on online marketing

Content is and will be the king, however since the recent changes in Facebook and Google algorithms it has been observed that the organic reach has scaled down. Even in normal scenarios, the Facebook feed is cluttered with everyone’s updates – right from a friends engagement to another one’s cute dog image, updates from pages and groups you like, group discussion, to seeing someone’s FB live ( live streaming video) there is a lot happening. Your audience missing your posts in this noise is natural. Supplement your organic efforts with advertisements. This will help you reach the right audience at the right time, and that makes for solid ROI.

Do you have some more tips to share? Do comment below. Or if you are a small business, share your thoughts or doubts with me and I will try and answer them.  

7 Steps Checklist for online presence of small business

A quick guide to help small businesses get on with online marketing

When was the last time you checked yellow pages or a telephone directory to know about local businesses? Probably never in the last ten years! The greater penetration of mobile phones, growing market share of smart phones and better network connectivity have changed the way we search for things and even buy them.

When there is such a shift in the way businesses are searched for or purchased from, the vendors can hardly afford to stay traditional. We look at seven important steps for a small business to undertake while revamping their online presence.


Is online the place for your business – If this question has crossed your mind, chances are you didn’t know the following facts. 81% of consumers conduct research online before making a purchase. 70% of mobile searchers call a business directly from Search. Almost 90% of small business owners confirm that online marketing has helped them get new customers. So, whatever your business, having digital marketing in your mix is always beneficial. Depending on the segment that you are in, the budget or spread of digital marketing will vary, but online marketing is here to stay and small businesses need to be there to attract the right audience.
Asses your target audience- If you have past data to rely on then understand your audience and segment them based on age, demographic, interests etc. If your physical store is new, ask your walk-in audience for their feedback. Check out where in the digital space is your competition? If you have a website, see where the traffic is coming from. This data about your audience will help you understand the right places to invest in. For eg: If you are a restaurant, you might figure out that your audience prefers take-away and offering a discount on referral’s during weekdays will help increase your revenue. You can even increase the ad spend to reach more audience if you know your top referral sites. If you are a new business and planning to start with online marketing, then such data will help you figure out your audience presence online and based on that you could start with one or two popular network.
Audit your channels – If you have been doing a half-hearted effort on the online marketing front, then it’s time to audit the channels. Figure out which work for you and which don’t. If a channel isn’t helping you, you could even consider closing the same. Check if you have been posting regularly and what is the reach you have garnered? Can it be increased with some dedicated time for social media marketing? Is Google Adwords a good fit for you? These questions need to be answered before plunging head first into online marketing. Do check the speed of your website. A slow loading website translates to loss in business as online customers today are impatient.
Message and Media – Gone are the days when just a status update was enough to sustain your online marketing effort. The marketing posts from a business need to have a strong call to action, sharable images and attention grabbing headlines. Online audience is impatient. A study suggested that a one second delay is page load leads to 7% loss in conversions. Make your message interesting and engaging. Include lead generation forms, Ask for feedback and opinions, Always keep an eye on competition and do an evaluation of what can be improved.
Optimize the landing pages- Landing pages are the pages where a user is taken once he clicks on an advertisement, or a post or a tweet. Make sure the landing page is relevant and offers what your advertisement promotes. Do ensure that the landing page offers the conversion that it seeks by good images, crisp messages and requires no further clicks by the user or there could be a loss in translation.
Use automation tools to get the job done – Managing a small business means doing a lot of things hand’s on. Add to it the online marketing process and at times things can get too overwhelming. Try and figure out automation tools that will help you with timely messaging. There are many tools available in the market that can ease up the pressure in terms of posting like Buffer, HootSuite, Co-schedule etc. You could also hire a freelance marketer to ensure you get the job done professionally and within budget.
Utilize Google – Google Analytics helps monitor a lot of online marketing effort and that too for free. Keep a track of your business performance online using analytics. Set goals in analytics and monitor your progress in achieving those goals. The reports also segment the traffic in –paid, organic, social media referrals while giving you a channel wise break-up of traffic. If you run any promotions online the click-through rate and conversions for the same too can be analysed with Google.
Running a full-fledged business, while doing online marketing can seem like a mammoth task, however these tips will help you gain some semblance and put you on the right track towards establishing your digital media marketing presence and growing your business online.

Neha Tambe is a certified Google Adwords Professional with a rich experience in helping small and medium businesses figure out the digital marketing space.

6 Important tips for new businesses planning to start social media marketing

Congratulations! on taking the plunge in the entrepreneurial world. Establishing a new business is a tough job. Resources and cash flow are limited and hence there is usually an urge to try and do everything on your own. You feel you have a Facebook and Twitter a/c, and almost all knowledge resources are available online, so how hard could social media marketing be, huh?

Initially it might seem that you are saving on the overheads, however in the long run it either becomes too overwhelming or just another effort with no substantial results. Here are a few tips that could help make your effort yield some results.

  1. Decide your Expectations – Like any other marketing medium, social media marketing plan too needs to be chalked out with some clear expectations. Expecting it to give you all kinds of returns in the first month itself is just too much to ask. Identify the mediums that can be used to promote your business. If you are unsure about the mediums, discussing your business and target audience with a social media marketing expert could help. In today’s world of globalization, outsourcing social media marketing too can be a good option. Based on this create a six month expectations plan clearly stating what you think can be achieved.
  2. Research Competition – Competition need not be local or direct. Social media gives a level playing field to all the brands, so aim high. Check out what big brands from your relevant industry are doing on social media. Such research will further distill your expectations plan and give you a clear focus.
  3. Don’t spread yourself too thin – Like I mentioned earlier, jumping the social media bandwagon just because everyone is doing it, isn’t going to help your business. Once your expectations from the medium are clear, you can choose and start with 2-3 channels to begin with. Again using the help of a social media expert or freelancer here could save you a lot of time and money.
  4. Appoint an expert – In a bid to save on those precious dollars, it is common to hire an amateur or even interns, however it needs to be understood that only if the person handling the social media marketing is clear about the big picture, can the effort yield some positive results. An expert on the other hand would have complete knowledge about the medium and its short comings, the results that are expected from this effort and the technical know-how to ensure that the marketing effort is run on a budget. Once the initial focus, mediums and tone of language are established then the interns could take over and create regular content on a daily basis.
  5. Discuss till you distill the thought – Discuss and get complete clarity on your expectations and the deliverable’s from your offline and online marketing team. If the same is outsourced, it becomes even more important that before the marketing effort is launched everyone is on the same page and a strong message has been agreed upon which will drive all the marketing efforts
  6. Ensure uniform offline and online communication- Once the marketing campaign is launched monitor the tone and voice of your communication. A little effort in the initial stages will give you seamless marketing across boards. This will in-turn help achieve your targets quicker. It will also give you more free time that can be invested in improving and expanding your business, which is essentially your passion.

(This post was originally published on my Linkedin account)