Industry Best Practices – #04 SEO Tips (Part 2)

SEO Tips (Part 2)

1. Much like Google+ Local, Yelp is a platform to complete and post information about your business. More importantly, it helps feed Apple Maps with local business results.

2. Include geo-specific keywords, such as your city, neighborhood, and zip codes, in your website, blog, and even social media copy to appear in search results for these terms.

3. Don’t only promote blog posts once. Repurpose them as engaging images, quotes, or questions in order to generate additional views, shares, and subject relativity.

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Regular Entries open until 31st August 2017

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INKSPELL – Case Study of the Week (Digital Integrated Campaign)

Best Digital Integrated Campaign 2016

HCL Technologies – Digital Marketing Analytics

The Campaign

HCL Technologies thought leadership platform Straight talk had built its online digital community www.straighttalk.hcltech.com/community which is similar to LinkedIn group for Senior director and above executives and was planning them to the new community with marketing campaigns on social media platform and efficiently track its analytics.Since campaign landing pages and campaign planning were done in parallel by one team therefore it was identified to carefully craft the digital analytics and capture insights on the campaign.

The Idea

The campaigns from HCL for thought leadership were planned launched in February 2016 in three broad phases on LinkedIn, utilizing Inmail, Spotlight ads and Sponsored Updates targeting senior-director-and-above executives from different geographies and company sizes to bring them to the landing page which had the right messaging to join the Straight Talk community and also had a feature allowing them to join using their LinkedIn sign in. The following digital analytics strategies were used for the execution of the campaign 1.Database variables at the backend of the landing page that pushed details of submission of the form and campaign sources from URL parameters 2.Google analytics enabled on the campaign landing page to track the following parameters a.Average Session time b. Bounce rate c. Number of users who visited Applying UTM to each phase of the campaign helped with A/B testing to understand which of the creatives performed better and the contribution from each phase of the campaign.

The Result 

The total community recruitment from the landing page were 1500+ members of senior-director-and-above executive and each of the properties utilized performed above the industry benchmark. The details tracked using digital analytics to contribute and optimize the campaigns are as below 1.Total of 2000+ number of requests were received as tracked by UTMs 2.As per Google analytics, there was spike in user activity with parameters tracked as below from February 2016 to August 2016 a.Bounce Rate : 56% b.Session duration: 1:36 c.Number of user page views: 5175 The further details of campaign results are as below 1.The CTR LinkedIn Spotlight Ads was 0.34% which is 209% more than the Industry Benchmark of 0.11%. 2.The InMail Campaign had achieved an open rate of 62%, which is 51% higher than the average industry performance of 41%. The campaign had CTR of 23.88% which was 234% more than the industry benchmark of 6.5%.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

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INKSPELL – Case Study of the Week (Email Marketing Campaign)

Best Email Marketing Campaign 2016

Via.com – The Biggest Online Travel Sale by Octane

The Campaign

Via.com, a leading travel company, wanted to encourage people to participate in their ‘Biggest Online Travel Sale’ which went live on December 9, 2015, across desktop sites, Mobile sites, Android apps and iOS apps. Via engaged in an offline-online campaign and used Octane Marketing’s services to reach out their email subscribers. The primary objective was to increase their customer reach, expand their new customer base and retain old customers by targeting customers based on their travel preferences. The secondary objective was to cash in on the seasonal upsurge in the bookings during the holiday season.

The Idea

3 Days of crazy deals on travels! Up to 85% off on Hotels, up to 50% off on Flights, up to 40000 off on Holiday packages only on Via.com. Biggest Online Travel Sale ever! To keep their consumers engaged on email, the Octane Team & Via sent two devices responsive newsletters- “Two days to go” & “Only 24 hours- which also contained Via’s contest details. For their email campaign, they adopted a segmentation strategy: for airline users, they sent emails to airlines; to their holiday booking customers, they sent holiday offers etc. They also adopted a device-specific method. The epoch-making campaign was a milestone achievement. Octane Marketing’s effective targeting drove engagement & galvanised email subscribers to participate in Via’s BOTS campaign. For those three days of the BOTS campaign, Via received almost four times their average unique visitors. “#VIA BOTS” was trended on December 9 while “5000 cashback” trended on December 10.

The Results

Via.com received a remarkable 500 million impressions and a reach of 100 million users in just a span of three days during the ongoing campaign. The transactions rose by 10 times for those three days and the number of sessions grew by 8x.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

Lets Connect!

 

INKSPELL – Case Study of the Week (Mobile Marketing Campaign)

Best Mobile Marketing Campaign 2016

Sumit Sambhal Lega Mobile Interactive Masthead

The Campaign

STAR Plus is known for family dramas with women at the core who hold the family together. Sumit Sambhal Lega turns this on the head and re-imagines the role of a man in keeping the family together. Goal was to drive affinity towards Sumit’s character and conversations around #HarMardKaDard. #HarMardKaDard talked about a man’s pain when he is stuck between the two women in his life – his mother and his wife and his struggles in order to please both of them and the funny results of such efforts. Interactive masthead showcased Sumit stuck in a situation and asking users to choose which side he should be on – mother or wife. Users could choose any side they wish through annotations in the video. Each side would end with Sumit trying to balance the situation as he had to take side of the other and strategically ended with tune in communication of the show.

The Idea

The basic idea was to showcase marriage from a man’s POV and humorous take on the Saas-Bahu conflict that will make even women laugh. Strategy was to engage users by giving the opportunity to help Sumit, their lead protagonist of the show who is stuck in banter between his mother and wife. Interactive YouTube masthead was created wherein users could actively choose whose side should Sumit be in a situation where he is caught between his mother and wife banter. This ended with a video that communicated the tune in for the show. Desired engagement from both men and women in the target group was achieved through content that was relatable to both with everyday common situations in a family man’s life expressed in a funny manner. Interactive masthead showcased Sumit stuck in a situation and asking users to choose which side he should be on – mother and wife. Users could choose any side they wish through annotations in the video. Each side would end with Sumit trying to balance the situation as he had to take side of the other and strategically ended with tune in communication of the show. Interactive Affinity banners targeted Android and iOS users with add to calendar feature for show reminder.

The Results

Staggering 34Mn impressions for the video on YT masthead and 6.4lakh+ clicks with a CTR of 1.88%. Video reached out to 11mn users. 23k users added reminder to their calendar for the show.

Click here to view the campaign video.

If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.

Share your views by leaving a comment below. Alternatively, write to [email protected]

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Industry Best Practices – #04 SEO Tips (Part 1)

SEO Tips (Part 1)

  1. Having a business blog is useless if you don’t regularly create and promote original and shareable content to help prove relevance and therefore rank in search engines.
  2. Enable share buttons on your blog so that readers can easily post your content to their social media pages and drive visitors back to your website.
  3. Optimize your Google+ Local page to help your business name, phone number, location, and even opening hours show up in Google Maps and Google’s local search results.

Share your views by leaving a comment. Alternatively, write to [email protected]

Enter the digital Hall of Fame! If you have an exemplary website that reflects industry’s best practices then submit your work by clicking here.

Regular Entries open until 31st August 2017

Let’s Connect!