Tag Archive for: Small Industries

How Can Audience Profiling Help Reduce Marketing Costs And Improve Online ROI?

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Who is your online audience?

In most cases cusotmers say well, this is online right, so anybody can come & see my website.

Well, in this video we are going to see why audience is so crucial for defining online ROI for your business?

There are 3 ways How You Can Define Your Online Audience?
Let’s get started

1) Know Thy Business:

Treat your audience as if you are sitting right in front of customer across the table.

So if you customer is sitting across, before he makes buying decision.
Those questions need to be answered to yourself & then you’re content to be positioned in that manner. Because you would want to talk to your potential customers right?

You won’t want to talk to everyone at the street about your product. You would want to talk to customers who are going to give you time who are interested in buying from you.

Know your business, what are the questions, what are the problems. Do not optimize you online content for search engines, optimize for your customers problems & solutions that you provide to them.
Because, make no mistake your customers are looking at solutions on the web not searching for random website.

2) Purpose Of Your Audience:

Now this will vary from business to business. But you need to clearly understand, identify & established what the purpose of that audience is when he comes to your website or online presence.

  • Is he coming for information?
  • Is he coming to take some action? Or
  • Is he coming to make some transaction? May buying from your store.

That purpose will be very clearly identified, established & presented to your customer.

Because many cases I have seen retail websites, giving away too much information without the main transactional calls. On the other hand I see lot of B2B websites giving a lot of transactional CTAs without providing right information. This is going to take your customer away. As I said customers are going to come to your website for solutions to their problems.

Therefore you need to be able to position yourself, your content, messaging in such a way you & they are very clear when they come online as to what they want & what has been delivered to them.

3) Audience Demography:

This is also an important aspect, but highly overlooked. Because you may have the relevant, engaging content, but if you are not hitting the right demography they you may be losing big opportunities.

Example: Is your business geared towards interacting with CEOs or you are trying to educate mid management through your online presence or you are trying to provide information to base level executives? Is that clear? Is it clear on your website? Do you know who is going to watch that content? Have your positioned your content? If you have very basic information given out & CEOs coming out watching out your content are they going to be impressed at all? No. Or you really give out high end stuff & your audience is the base level executives looking to find information so that he can create reports to present it to his boss, even he is going to get stuck. Because the way they will interpret, deceive for the language is going to be extremely different right?

So you really need to know who is going to read that content & how they are going to interpret it towards taking business actions & business decisions. So understanding of that demography becomes so crucial.
So those were 3 ways of establishing your online audience, there are so many other factors well but I have tried to cover top 3 according to me.

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How To Build An Online Business Sustainable Long Term With Changing Technology?

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In this ever-changing online world where things changed over six months.
What approach should be taken to be able to grow the online business sustainability?

Very interesting question and to that my answer was If we takes care of these 3 aspects, we would be able to build a sustainable and stable business over the long term.
Let’s see what they are.

1. Intent:
In the online world, a billion searches are happening every day for various reasons. For example, you are an online store selling mobile phones what could be the more pertinent search for you? An iPhone history our latest iPhone X Model which is more relevant for you? The second one Right? Which means understanding the context of what that search is so important for your business.

Because if I were to optimize for iPhone history which has been searched 10K times. It’s not going to bring your business. It just going to bring me traffic where people are trying to search for the iPhone history.

You want people to buy from you, Right? Therefore, capture the intent of the keywords being typed in and then optimize your online presence for that intent. That will always deliver relevant traffic for you and relevant traffic means business.

2) Content:
Once you’ve established intent on the search. You must quickly able to position the content that addresses that specific intent. So if in the previous example: latest iPhone X model Right? The content should be positioned to show various versions of the model, colors & specifications & everything that the user wants to know when he is making that final decision. What’s more? There should be also things like giving him comparisons to other models so that he can make an informed decision and at that place itself.
If he has a query, he should be able to connect with you as well. So positioning that content is so very important. So you understand the intent then you position your content to be able to convert that relevant traffic into an engaged one.

3) Engagement & Enablement:
The part of the content was to ensure that you create your content in such a way that the user remains engaged on your website or your online presence. So there are some questions, he is talking to you, looking at videos, reviews. He is able to ask questions. It’s all engagement.

And once you’ve got him engaged you have to be able to give him the power to make those buying decisions and to be able to simplify his buying experience. So you have an e-commerce facility on your website so he can make that purchase decision. You have a facility where he can request a quote, he can compare models, and you can give him offerings of accessories along with his purchases.
All that is enablement for the customer to make that buying decision.

So if you go through this root INTENT | CONTENT | ENGAGEMENT WITH ENABLEMENT

Irrespective of whatever happens in the online world, technology will change, the competition will increase, and search engines will go up and down. But you are directly targeting the customer. If we do that then that is no harm to business your business would always remain stably sustainable. Yes, you will have to make those changes. You will have to adapt to changing new technology and environment.

But the primary focus is the customer. So if you really understand your customer, you will be able to deliver long term business for your customers and grow your online business.

I hope this blog was helpful. If you have any questions please write to us on the email is shown on your screen.

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Why Is Your Website Traffic Not Converting Into Sales For Your Business?

Why Is Your Website Traffic Not Converting Into Sales For Your Business?

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Hello everyone.
In this video, let’s find 3 Reasons why website traffic not converting into sales and could be the probable reasons?
Let’s get started.

1) Relevancy of Traffic Over Volume Of Traffic
You may be having a lot of traffic coming site. But it may not be relevant for your business. Now by relevancy, I don’t mean that people are not searching for the correct phrase or search term. Let’s take an e.g.: You are a B2B manufacturer of air conditioning systems. So you are only supplying air conditioners to other industries where the requirements are huge. However, your website gets optimized for the term ‘air conditioner’ because probably you build a website around that word. So you start getting traffic, for household customers who want to buy one ton or one and a half ton air conditioners.

Is that your relevant audience?
Is that going to add business value to you?
Are you able to serve those type of customers?
You will see that even though the searches are relevant, it is not going to yield into business value for you. Hence the traffic was generated but did not add any business value to you. Hence RELEVANCY. This is where the relevancy factor is so important.

To be able to address, you need to understand, define your audience in the correct manner upfront when planning for your online and then build your content, build websites, social presence in such a way, that you are targeting only relevant customers.
So the volume of traffic is not the critical part. The relevancy of the traffic and relevancy for your business, not relevancy for the search presence. Please note that now.

2)Relevant Traffic Is There, but It’s Not Engaged
You would be getting good traffic, it may be relevant for that but this as well. It’s not getting engaged. Now continuing with the same example: with the B2B air conditioner manufacturer.

If you get traffic from other B2B companies or industries for the air conditioning requirements, but when they land on your website all they see is some brochure or some technical specifications of the air conditioners or some pricing points. Probably does not generate that kind of trust in them.

Because there are 20 people or competitors like you who are giving them the same information. So what is your USP? Where do you stand out? What are the features? What are the factors that make you stand out from them? Why they should come to you? Why they should deal with you? Why they should really connect with you? Ask questions.

So that’s where we have to build our website’s content in such a way that it’s not just getting that relevant traffic, it engages them in the right way, keeps them connected. Once they look at the website they want to talk to you.They want to connect with you, ask you questions. So you want to create those avenues for them. So that they remain engaged. They want to come back to you again and again. So engaging your relevant customer is your next step in improving your conversions.

3)Enable Customers
 The most important aspect now is once the customer is engaged you ENABLE him to make that purchase or enable him to convert. Now how is it possible in the B2B scenario?

Is once he’s engaged and he’s connected you must be able to create a contact with him time and again and could for emailers/WhatsUp campaigns, it could be through actual physical visits, with calls and all this has to be in terms of improving on the previous experience, improving on the previous interaction. So that his questions and answered, his queries are resolved, all his specific issues, technical requirements are handled.
Using that OMNI channel approach, in which you are constantly giving him a consistent and connected experience to your user so that it creates an impression that he is talking to the right business, he is interacting with the right person and that’s when the sale is going to happen. That’s when the business is going to happen.

let’s summarize the cycle:
Traffic Coming On Website= To ensure its relevant traffic and relevant for your business = With Relevant Traffic Want To Engage Them = Relevant Traffic Want To Talk To You =Once Engaged Create An experience, Showcase your skill, knowledge and your experience with them = To enable them to make them buying decision.
This is how you convert traffic into sales Online.

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3 Ways B2B Marketers Can Use LinkedIn for Lead Generation

3 Ways B2B Marketers Can Use LinkedIn for Lead Generation

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Hello everyone.
As a B2B marker today, LinkedIn is one of the most powerful tools right? Are using it right?
Understand these 3 aspects or 3 ways in which you can use LinkedIn in more powerfully to generate leads for your business.

1) Profiling:
80 % of customers that I consult, when I check the LinkedIn profile, I see them incomplete.that’s a big letdown.
This is your CV to your prospective customers. It must be up to date. Make sure you have

• All your skills & experience
• Your projects, certifications, and awards
• Your videos, links to papers you have written
• Recommendations from others.

Because customers are going to create an image when they are going to connect with you. Therefore your profile has to be absolutely up to date, if not do it today.

2) Prospecting:
When we look around LinkedIn connections and if we feel all out this is the one I want to connect with.
Just go and send the message, “Hi I would like to be on LinkedIn connection” and sent.

Do you think it’s going to work that way? It does not.
It’s very rare that someone will just randomly connect with you. Yeah if they’re trying to build their own network they may want to add another one. But it’s not really something that they want to do to create an association with you. Get the point.
Make sure to make the right connections so that the connection becomes an association, where you can really engage yourself with the other person and explore opportunities to get.

3) Sales Navigator or Paid Advertising Using LinkedIn:
This is another aspect which is very grossly overlooked. Yes, it is expensive. But it is very powerful.

Paid Advertising:
Another aspect of this is people generally try to boost posts and hope for people to connect. No, you must create targeted campaigns & ads.
Take stock, look at the insights, between those ads, keep doing it an ongoing basis. Some fantastic results can be achieved with this.

Sales Navigator:
With sales navigator, you can send out e-mails to specific clients with personalized messages. You also get a chance to check who is reviewing your profile. That is very powerful.
Therefore it makes a really good case to invest money in LinkedIn Paid Advertisement.
So those were my 3 inputs for B2B marketers, to really try their leads and the sales for their business using the LinkedIn platform.

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3 Ways To Maintain Customer Connect And Long Term Biz Relationships?

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Hello everyone.

In an ever changing complex business scenario, where it’s becoming increasingly difficult to retain customers. Here are three ways you can maintain customer connect and enjoy long term relationships for your business.

No 1: The E-mail Trail

Make sure your customers sign up to your emailers and newsletters. This is the easiest way to maintain customer connect. Keep sending the information, industry news, ideas innovations, your new product or service launches and even offerings. So that constant connect constant engagement remains in the minds of the customer. And when he is ready he is ready to connect you to do business.

No 2: The Online Trail

Social media is it’s so easy to follow what your customers are doing. What seminars they attending or hobbies they have or interests they follow users because it would be easy to track. What they are doing and if there’s interest or a hobby or any subject that is complementary. You can really connect with them and share your ideas share tasks and that can boost and create a very good customer connect. And lead to more opportunities isn’t it. So keep your eye on the social media for the right reasons.

No 3: The Personal Trail

Try and create a connect with your customer as a person. Look beyond contracts look beyond transactions look beyond business. Try and collaborate with him as a person. Try to understand his values his vision and what he wants to achieve as a business and as a person. See there are complementary strengths see there are supplementary strengths where you can really collaborate and create new ideas. Isn’t that powerful. So never ever miss out on any personal connect with your customer. Any company any kind of a leak. So those are my three methods of creating great customer connect and improving your business relationships. What are yours?

Please share your thoughts or if you have any questions please write to us on the e-mail shown on your screen. And we can get talking. Until then bye.

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3 Reasons Why B2B Sales Happen? Know the three Ps …

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Hi Everyone!

As a B2B marketer. We get all the three P’s right.

We have a great PRODUCT, our PRICE it very competitively and our PROMOTION is very excellent.

But we still struggle to make those sales breakthroughs right and the reason is we miss out on the fourth very important P, which drives B2B sales and that is PAIN.

So in today’s video, we are going to see three reasons why B2B Sales happen. And surprise, they are three Ps again. Let’s take a look.

P number one is: Existing PROVIDER issues.

Most B2B sales happen, when businesses have issues with existing providers, they are not happy overall. Their service may not be Ok, their communication may not be Okay, they may have integrity issues or they must not have love the service. This leads to businesses taking call on finding new partners or new providers. This could be your opportunity to establish where their issues in businesses in terms of existing providers are serving. That could be your gateway into that business.

P number two is: PATCHED solutions.

Most B2B businesses are very comfortable using their existing systems. So they are kind of averse to technology upgrades or new innovations coming to the market. However if you have learning to build solutions that patch with their existing systems. Then they will be more than happy to look at your product or service. If it’s an add-on to an existing system. It will be easy for them to learn and use it better. This could be your opportunity.

P number three is: PIECEMEAL solutions.

This is another area where business is really bored the fact that they have managed so many providers one for software one for the online one for hardware, one for logistics. It becomes too much for them. So if you can actually look out for an area in that business where you can provide a complete turnkey solution or a one stop approach that could become your opportunity.

Businesses would love to hear such solutions that they have managed only one provider which takes care of the entire problem as you see is three Ps are the key drivers and therefore as a B2B marketer you must really focus on them to drive B2B sales for your business.

I hope this video was useful. In the upcoming videos, we are also going to see how we grow businesses to generate B2B inquiries.

Share your feedback & queries in comments or email us @ amod@zoomyourtraffic.com or business@zoomyourtraffic.com

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3 Reasons You Could Be Getting Junk Leads From Your SEO Campaigns

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Trying really hard but getting junk leads for your business using SEO?

Join me to understand 3 reasons why this could be happening?

Reason #1: Incorrect Audience Profiling

This generally happens when we target Google rankings and traffic as key metrics in our campaigns. The focus is on numbers rather than quality.

What would you prefer? Handling 15 targeted enquiries or 150 sales calls from all over the park? Imagine marketing a 500 ltr water cooler to an organization of over 5000 employees OR Marketing a 50 KVA UPS to companies with less than 25 computer systems? by optimizing terms like “best water coolers” or “UPS power for your business”.

Its not going to work right? Although you may receive enquiries, get into meetings, make presentations but there is big mismatch in your offering vs the requirement conceptually.

Remember: Get your audience right. Don’t go for traffic. Go for customers.

Reason #2: Are you Engaging your customer enough?

Most websites often carry “information” about themselves, their services and offerings, etc. The customer is frankly least interested in knowing about you (at this stage atleast). Instead he is looking for

1.What is in it for him?”

2.Should he spend a couple of minutes of his valuable time reading what you have to offer?

3.Is there something different to offer? Something that matches his requirements?

4.Can he ask questions to you? Does he feel confident about you? Does he feel safe dealing with you?

All this forms part of user engagement which is extremely critical to make that connect.

Please evaluate your online presence on these factors. Extremely crucial. There are a lot of sophisticated tools out there to help you with this analysis.

Remember: An engaged customer buys and stays with you.

Reason #3: Inconsistency in marketing and/or too much chop-n-change approach.

Just when your campaigns are about to deliver some meaningful responses, you feel this isn’t working well and decide to change approach or methodology.

Sounds familiar? Inconsistency is a big let-down in many marketing campaigns across the globe. If planned well, then make sure you stick to it and keep going.

You may ofcourse tweak and adjust according to your analytics, but don’t deviate too much or stop it completely.

Remember: Plan well and then be patient enough to see results coming in.

What are your reasons? Would you like to discuss?

Do send in your messages/comments to amod@zoomyourtraffic.com and I will touch base with you to discuss with you.

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The im”pending”​ death of SEO…

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The day since Google’s content and link relevancy mapping algorithm (Panda) was introduced in late 2012, every year brings in a whole new set of theories about how “SEO is DEAD” or “RIP SEO” or “End of SEO”.

2019 is no different and there a ton of articles, videos and other material that explains that SEO is thing of the past for good.

Here are some questions to ponder about:

•Have you stopped using Google search (or any other search for that matter) to find things online?

•Are you the only business in your domain so there is no need to be searched online at all?

•You don’t use a mobile phone to locate shops or cafe nearby while travelling?

•You don’t use online media at all?

If your answer to all these questions is big YES, the article ends here for you. You are one of the most happiest guys on the planet (angelic really).
Please keep spreading that happiness.

If your answer is a big NO, then SEO not only survives, it thrives!

What does SEO mean?

SEO stands for Search Engine Optimization – a method or concept by which you can optimize your websites technical data and content in such a way that search engines will rank your content high on their search consoles for visitors to reach you.

Old School Perception of SEO

Since all search engines are basically programs or bots (as they are popularly known today), smart techies found out a way to outthink these programs.

These counter programs and methodologies decoded the bot’ logic and manipulated chinks in their design to ensure content (implementing these smart programs) always stayed on top of search listings.

Needless to say, they received the highest traffic and hence best conversions.

Then it became rampant.

Then it led to abuse.

Then it led to visitors shying away from generic search and that’s when nice search based platforms took birth (Youtube for video, Amazon for products, LinkedIn for professional contacts, etc).

This jolted Google’s revenue model big time and thus awoke the sleeping giant …

The Big Change Comes In – the New Avatar of SEO

In 2012, they introduced a series of updates to their search algorithm (Panda, Penguin, Hummingbird and almost all flora and fauna versions over the coming years) to strengthen “QUALITY” of content that showed up when a particular search was punched in.

With Quality, content mapping became subjective (just what Google wanted).

They introduced parameters to “judge” user’s experience on your website to determine its quality when ranking it on their search engine. (Fair as long as they apply this uniformly across all domains and brands)

o How much time was a user spending on your webpage?

o How many pages did he check during one session on your website?

o Did he click on links or fill out forms or clicked phone actions on your website?

o How frequently did he visit your webpage?

o External factors like reviews, ratings and reputation forums

o and a lot more factors that were “difficult” to manipulate using smart-programs (although there are smart cookies doing even that .. it’s a race for domination)

SEO now became Search EXPERIENCE Optimization

The experience of the user’s engagement with your online presence became de-facto ranking and rating signals for search engines to place your website on top of their search results.

This is changing year after year as marketing companies and businesses vie for user attention, interaction and engagement.

As this evolves in 2019 and beyond, a lot of new factors will be incorporated to map relevancy, recency and urgency of the customer’s journey towards your online brand.

Imagine this scenario: You visit an online store to buy a mobile phone but don’t make a purchase. The next time you visit your facebook profile or gmail or other sites – do you see advertisements of the same model you were exploring a few days ago? Yes J. This is how powerful search engines are becoming. They are tracking your journey across the web and mapping your experience with marketing technology to enable you to make that buying decision. Isn’t that powerful ??

SEO is not dead, it has shed its skin and transformed into a resplendent new avatar !!

Use it to grow your business online….

Article coming up – Is The Blatant Misuse Of The Word SEO Across Community Giving It A Bad Name?

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3 Reasons Why Businesses AVOID Online Marketing. What’s Yours?

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A new year dawns in with a lot of expectations and hope that my business will zoom to the next level this year using online marketing and SEO. I am super excited and decide to look out for help to grow my business online.

Being a traditional manufacturing business I have my questions (skepticism, really) about the media and hence reluctant to make a move. A lot of talk around me in friend circles, social media, WhatsApp messages and competition add to the fuel – using technical jargon like Google rankings, SEO, SMO and Online marketing but something inside keeps asking me, “Will this SEO thing work for me?. Then I make up my mind to go for it … yes 2019 is going to be my breakthrough year with an online version of my business (feeling very happy).

That’s when I hit the second hurdle – “I need help to do this. But, will I get the right help to execute my plans?” – the same friend circles, social media, messages and competition also wail about “money down the drain”, “this SEO is some mushy job that I have no clue about what’s happening?” or “get someone from my sales team to work on this for and see if it helps?”

“Shucks … now I am confused. What to do??”

As a business, do you see yourself getting caught in this yo-yo thought process?

Do Not Worry. You are not alone. 88% of SMEs across India face this every time they look at options to grow their business.

The three KEY reasons Why Businesses (SMEs) DO NOT trust online media to deliver for their business:

A. I am too SMALL to think online.

•I am a small trader or local manufacturer or a grocery shop owner. Either people walk into my business or I reach out to them by phone or visits. Mine is an offline model of business

•Who will find me online? Will it matter?

•Am doing good business with my established network. I don’t think I need to grow any further than this. Am happy with what’s on the plate!

•I can’t afford big bucks needed to “spend” for online marketing.

B. I don’t have TIME to even look at that stuff.

•Everyone I talk to tells me – I need to create content, provide time for developing online strategy. Am too busy handling client calls and meetings. Let’s talk later.

•There is too much to do. Website, blog, stores, Google, social media, video. Who has the time to do all that? Excuse me please ….

•My team is managing this for me. Let them handle the show. I don’t need to be involved. All I want to see is if whatever they do helps our business?

C. I don’t TRUST anyone would “really” help me.

•Have tried before with external agencies. They make their money and I am left in the lurch with nothing to gain.

•They say it will take time. How much time? LOL … I can’t wait for ages to see if this thing is working for me?

•Am not sure most of these agencies or freelancers we hired, had any knowledge about online marketing? I found them wanting on real business issues

•At the end of every month, I used to get complex PDF reports that are hardly understandable. Am left wondering what’s happening?

•Am really not sure how much I should invest in this because no one tells me what will be the ROI? Everyone just talks deliverables – postings, social media links, SEO, etc (aha … am atleast getting to learn the online jargon through these experiences now J)

IMPORTANT: We have listed these out based on our internal survey of the Indian market. We observed most businesses remarked atleast one of these three reasons in our first meeting with them. Please respond with a 1 or 2 or 3 or all 3 to establish your reason to avoid online marketing. OR if you have a different reason to avoid online marketing for your online business than the ones above? feel free to share them via email or comments below. We look forward to reading them and understand your perspective.

If you have any questions or need help creating successful online strategy for your business, do write to us at business@zoomyourtraffic.com

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