INDUSTRY BEST PRACTICES – #21 SOCIAL MEDIA TIPS (PART 1)

Social Media Tips (Part 1)

1.Think, review, and review again before you make a social media post or comment. The ability to easily take screenshots makes it difficult to take back a social media mistake.

2. Since your employees also represent your brand, both in person and online, implement a social media policy that at the least permits them from sharing internal information.

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INKSPELL – Case Study of the Week (Best Display Marketing in Digital)

Best Display Marketing in Digital

By Lyf for Earth

The Campaign

LYF Smartphone+ also known as Reliance LYF, is an Indian mobile handset company. The brand was all set to launch their flagship model EARTH 2. The primary focus to make the users aware about the products and its unique features and also to create a brand value.

The Idea

The key to marketing lies in reaching the right target audience at the right time with the right content and hence, LYF Mobiles took a contextual marketing based approach in order to reach the target audience and strengthen the brands connection with consumers. They segmented their target group as per the needs, intent and interest. Banner ads were then served contextually, exactly as the consumers would expect from a particular website. Breaking the monotonous tradition of flashing same banners across platforms Lyf went in with contextual banners that communicated relevant content on each and every website. Along with this they also did YouTube Masthead innovations where in the banners were interactive in nature. Thus, increasing the overall engagement and impact of the campaign.

The Result

The overall campaign objective was achieved via strategized contextual marketing. The YouTube mastheads help them serve more than 18 Million impressions with an achieved CTR of 0.05%. Contextual banners across Times Tech Network, IBN news, Yahoo & Money control garnered 13 Million impressions. With a cumulative video count of 5 Million+ & 480K engagements, the campaign was a success.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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Industry Best Practices – #07 SEO Tips (Part 4)

SEO Tips (Part 4)

 

1. Since positive reviews rank in search engine results, generate positive reviews with high rankings to help persuade consumers to choose your business.

2. Once you receive positive reviews, promote them on your website and social media sites so that consumers who search for you business on social sites or local directories see the great things others say about your business.

3. Images can help sell your business, and they also rank in search engines. Don’t name your images “photo.jpg,” and instead name them more descriptively, add alt text, or captions on your website to help images show up in search results.

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INKSPELL – Case Study of the Week (Best Marketing through a Website/Blog)

Best Marketing through a Website/Blog

By WATConsult for Parents of Fertility

The Campaign

30 Million couples in India are infertile, but only 5% approach clinics. Infertility issues are considered as Taboo. Surveys suggest couples wait for an average 14.4 months before they could seek any help. Few directly go to an Obs Gyn & may after multiple unsuccessful treatments are then referred to an IVF specialist. In the bargain, lots of patients get lost and don’t reach at right place in right time.

Brief:

Devise an outreach awareness program using digital to make couples aware about fertility issues, the fact that it does not just affect women and direct them to IVF centers.

Objectives:

Target the 95% who are afraid to approach an IVF clinic. The main challenge and objective was to break the stigma and get people to talk about it.

The Idea

Keeping in mind the audience and the situation around infertility, they used a 4 pronged strategy – Awareness, Education, Consideration and Conversion. To get to the correct audience, they used filters like age, location, life stage (married) and online behavior to identify and create an audience pool. This audience was then directed to an interactive website (parentsoffertility.com) via a web & mobile integrated campaign which humanized content and used engaging educative formats like videos, blogs and a Fertility Quiz. The 6 month campaign was rolled out in two phases. The first phase (‘It’s About Time’) was aimed at those stalling a clinic visit & encouraged them to take action. The second phase (‘Infertility Can be Dealt With’) was a supportive approach to evoke a sense of hope in infertile couples.

The audience was driven to the website using the digital tools like SEM, Social Promotions, Native Ads and Remarketing. The website encouraged unrestricted dialogue (via call centre + chat functionality) and also disseminate information about fertility.

An exit intent survey allowed them to understand the reasons for drop offs and they were able to optimise the website to reduce the bounce rate by 15%.

The Result

They hosted a total of 200 thousand people on their site with over 169 thousand page views. The average time spent was 2 and half minutes mainly on the blog pages indicating that the majority visited the portal to get more information on the subject. They received 7000+ leads in the form of appointment bookings with various trusted IVF clinics. Their KPI for footfalls was 15% of the total leads received and at the end of the campaign they achieved a conversion rate of 12% which is higher than the industry standard for the category.

If you, too, have executed exemplary campaigns in the last one year, go ahead and submit your nominations for the ICL Awards 2018 – India’s most sought-after Content programme of the Year.

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Industry Best Practices – #06 SEO Tips (Part 3)

SEO Tips (Part 3)

1. Enable Google Authorship to help build your personal brand. By establishing yourself as a subject matter expert, you can share your own content, generate more shares, and drive more website visits.

2. Since positive reviews rank in search engine results, generate positive reviews with high rankings to help persuade consumers to choose your business.

3. Getting backlinks from influencers and other industry-related websites that have already established credibility are great for building your own authority and driving more visits back to your site.

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

The run for Content Superhero has begun! If you have an exemplary website that reflects industry’s best practices then submit your work by clicking here.

Early Bird Entries open until 25th January 2018

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