Search Eccentric https://www.searcheccentric.com Search Eccentric Wed, 02 Sep 2015 14:05:53 +0000 en-US hourly 1 http://wordpress.org/?v=4.3 How has the methods of Digital Marketing changed in 2015https://www.searcheccentric.com/how-has-the-methods-of-digital-marketing-changed-in-2015 https://www.searcheccentric.com/how-has-the-methods-of-digital-marketing-changed-in-2015#comments Wed, 02 Sep 2015 14:05:53 +0000 https://www.searcheccentric.com/?p=3619 “I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.” – Angela Ahrendts We now know how customer-centric strategies matter the most in all digital … Continue reading

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“I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.” Angela Ahrendts

global digital binary view

We now know how customer-centric strategies matter the most in all digital campaigns. When content marketing can generate large dollars for your business, both directly and indirectly, you better know you are riding on a tiger that is racing faster than we perceive. Capable of driving voluminous traffic to your website,  intelligently executed content marketing strategy can help you elevate your authority and inspire incredible brand value in your audience. As Brian Clark, Founder of CopyBlogger would say, ” Content marketing creates authority, which prompts people to choose from other solutions that might cost less. People are paying to make sure the problem is solved, or the desire is fulfilled“.

When mobile users overtook the computer users in internet activities, it became clear that the digital world will be ruled by more visual content than the textual ones. More than 70% of professional marketers use visual assets and blogging while implementing their social media marketing.

common form of ocial media content

As a matter of fact, 77% of B2B marketers use blogs to make their campaigns effective and penetrating. Trend analysts estimate the numbers to go higher soon. Not that the textual content is bad or redundant, it’s utility and value is as secure as the Centenary diamond. Nevertheless, visual content has emerged as the most used and viewed content in recent years. Graphics, animated slides, powerpoint presentation, videos, there is a big fertile world of visual content that content marketers have found to suit their purposes perfectly.

 

How can marketing professionals gain from this interesting shift of attention towards content creation and content marketing? Whether you have a wedding planning company or some real estate agency, content marketing can have noticeable and measurable impact on your promotion and overall business. Besides, it’s fun too; making your websites attractive through SEO was a “once-upon-a-time” ritual. Make your websites climb higher ranks this time by implementing a well-timed and intelligent content marketing strategy.

Paying attention to social media marketing

 

96% of digital marketing professionals use social media to meet their respective business requirements. With 92% users acknowledging the use and value of social media in marketing their businesses, we can understand that social media offers a high return on investment for your campaigns.

You can promote your blogs, videos and other graphics on Facebook, Twitter, LinkedIn, etc. and get a very large domain of audience value your presence. Maintaining online presence is essential to every business, and it certainly helps in terms of generating leads, driving traffic to your website and rendering a worldwide promotion. You get all these unbelievable features at a cost that you can always pay.

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Now that technology has blurred the division between the physical and digital worlds, social media introduces you to a cosmos of the enormously omnipotent audience. Well-planned and appropriately executed content strategy can make a big difference in bring your clients (as well as prospects) to your digital existence. Add your active social media profile URLs to your website, emails, business cards and you will see the difference yourself.

Online Engagement Optimization is the better SEO

 

Beyond debates, we can say that by, and large, SEO tactics have taken back steps in the last few years. More so after Penguin and Panda updates, SEO practitioners have realized that SEO is effective only up to a certain limit. User activity has increased dramatically on social networking sites. Analyzing the crowd behavior and in general psychology can help marketers formulate an actionable plan to draw more audience and thus customers to the business. Social media offers a wide open platform for finding potential customers.

Social engagement graph

Using scalable metrics to measure the social properties, you can understand the preference of users better. No more spending great sums on conducting surveys, get all the answers on leading social networking sites. While you can know about customer’s choices and what makes him/her choose a product, you can also use the opportunity by displaying your products in the right context.

Paid Advertising Usage

 

Regardless of whether your engagement is B2B or B2C, social media can propel your promotional efforts. Traditional print and other offline promotion have taken a backseat, now is the age where Search engine marketing considers promoting your posts and ads online.

Facebook and Twitter comparitive graph

Extensively using SEO and SEM techniques to build an unparalleled brand value, businesses aim to get a cost-effective solution and no longer rely just on the product’s intrinsic value. Apart from adding value and network reach, the highly impressing ad formats create a long-lasting impact on every viewer.

Having a well-defined, documented and tested content marketing strategy is critical to your campaigns. While there is never a guaranteed result, the high customer engagement value and the everlasting impact that content marketing can create is unmatched. With content writers, delivering quality rich and engaging content, your marketing investments will yield you greater returns in terms of brand awareness, trust-building, sales, and revenue.

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New opportunities for SEO in App-Marketinghttps://www.searcheccentric.com/new-opportunities-for-seo-in-app-marketing https://www.searcheccentric.com/new-opportunities-for-seo-in-app-marketing#comments Tue, 25 Aug 2015 13:33:25 +0000 https://www.searcheccentric.com/?p=3615 Have you ever wondered why among millions of apps, only a few have appealed the audience globally? Several mobile application softwares can be accessed and purchased at various app stores. Despite the availability of tons of apps, most of the … Continue reading

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Have you ever wondered why among millions of apps, only a few have appealed the audience globally? Several mobile application softwares can be accessed and purchased at various app stores. Despite the availability of tons of apps, most of the apps struggle in vain to become a universal favorite. A major reason behind this is that the search engines do not rank app contents very accurately, and hence users simply don’t know about most of the available apps. No matter how good a particular app might be, you will not appreciate it’s worth until it comes into your notice.

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Where are the chess pieces now?

Google has already implemented its decision to index android apps and as a result, more than 15% of Google searches on Android return deep links to apps through App indexing. The fast-pacing app industry is changing beyond compare providing the SEO methods a vast sky of opportunities. Mobile phones have already overtaken computers in terms of internet usage. Most of the websites are trying to create a mobile-friendly version to maximize their audience reach. App markets, however, are untouched so far. How can a digital marketing professional exploit this trend? How can you modify your existing practices to create a long-lasting impact on this market?

Content action graphic representation

As of now, app developers take help of social media sites or word of mouth marketing to create a buzz about an app. While social media posts and online advertising can help your app gain a certain amount of reputation and foster brand awareness among the customers, these methods are expensive and have very less certainty. Also, as we can verify, the landing pages of apps are not very content-oriented, so their scope and prospects are limited. Like a dark road lit only by fluctuating lamp posts, app market, as such, is more or less “invisible” to the end user. So while most of customers have installed apps for Facebook or Walmart, they struggle to find and use the less popular ones.

 

How can SEO rise in this competition?

SEOs have skyrocketed website rankings, more so in the last decade. With the emergence of this “app-culture”, SEOs will again be utilized to make apps more visible and rank higher. Of course the new task will require a new modelling of tactics, strategies, KPIs tools etc, yet the core concepts may still remain the same. To create an impressive brand-value and drive a greater level of user engagement, SEO techniques are must-use tools in app marketing.

Having app links, marketing professionals can drive huge traffic not just to the particular app but a broader spectrum of related apps. An app link takes your customer to the desired web page seamlessly and saves time, thereby helping the customer to click a particular ad or say, upgrade to some paid app. Such a seamless experience will help you build trust among your audience. In contexts of ecommerce, this is especially helpful because consumers no longer wish to browse the whole website. They prefer having a suitable app where they can find products that they can purchase within a fraction of time.

 

 

 

 

 

 

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How can hosting Webinars propel your Content Marketing effortshttps://www.searcheccentric.com/how-can-hosting-webinars-propel-your-content-marketing-efforts https://www.searcheccentric.com/how-can-hosting-webinars-propel-your-content-marketing-efforts#comments Thu, 13 Aug 2015 22:27:19 +0000 https://www.searcheccentric.com/?p=3608 A webinar, also known as a webcast or web seminar, is an online event held by any individual or organizational setup to broadcast the information or ideas to a confined group of audience. Analogous to real seminars, webinars have speakers … Continue reading

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webinar enterA webinar, also known as a webcast or web seminar, is an online event held by any individual or organizational setup to broadcast the information or ideas to a confined group of audience. Analogous to real seminars, webinars have speakers and specialists who express their thoughts and ideas on the assigned subjects.

As it is an online event, technology and innovative methods are extensively used. Popular tech tools that  are used in a typical Webinar videos, Powerpoint presentations, and other multimedia content.  The visual content of the webinar can be shared and accessed through any standard Internet browser such as Firefox or Google. Also, one can use some proper web conferencing tools for the same purpose. Google Hangouts and ClickMeeting are some of the most cited webinar service providers.

Having a two-way communication facilitates more real-time questions and sharing of ideas. Moderators/speakers address the relevant questions and thus the success of a webinar highly depends upon the audience engagement. Born in a millennium where Internet has become a necessary organ for all of us, webinars serve as a highly functional and effective way of transmitting the essentials.

Why Webinars are a huge success worldwide?

Information minus Boredom

 

Webinars allow you a many options to inform your audience through impressive visuals (graphics, videos, animated, etc.) so that the audience can relate to the transmitted information. Since you intend to promote your services as well as yourself as a brand, you can utilize this feature by demonstrating “how your products can help a customer reach his ends” conveniently.

Brand awareness

 

Webinars are not just an informative class. They work great in creating the brand (and also in brand-recalling). Creating brand awareness requires you to promote yourself consistently through various channels like social media, online and offline advertisements, etc. You can achieve the same end through a webinar. Hold a web-seminar based on the topic that involves your product or brand and your audience will begin identifying the value your brand can add to their lives.

Captivating and convenient

 

Almost everyone has access to the internet, whether through computers, mobiles or tablets. Holding a session through webinars lets you connect with a large audience at very little cost. So whether you are in California or New Jersey, you can participate in a webinar hosted by an organization in Houston without having to travel at all!

Generate new leads

 

You can include a smartly developed lead generation questions at the stage where a user signs up for the webinar. You can easily get good inputs for your potential customer database such as names, location, phone numbers, email ids, etc. Try not asking too many questions though, nobody likes to fill a long form.

Massive customer reach

 

A webinar on some trending topic, say a news piece or currently launched gadget, gets you to target an enormous audience group. Having a good research and quality content presented in an appealing visual manner, you are sure to draw your potential customers in the webinar.

It is important to understand that the more engagement your webinar can have with the audience, more you can impress them and ultimately generate leads for your website and business.

You will also be able to derive important insights about your customer’s preferences by analyzing their responses during the webinars.

 

 

Establish your authority in virtual world

 

When you hold a webinar and gather the audience, your reputation and authority is automatically established. Instead of pitching your daily sales script, you are now going to make them more informed and helping them make their right decisions. Naturally they will be more connected to you and hence rely more on your credibility.

 

Economic and sound solution

 

Webinars are not at all costly. It is as cheap as browsing through your Facebook page. Or watching a Youtube video. Simply put, all you need to host a webinar is a proper internet connection, an adequate service provider such as Google Hangout and a small team that can create the content for the web session. While having a few esteemed guests or speakers will add value to the event, a good and well-researched content will do better. Have a team to plan a line of action and execute that for your webinar.

Points to consider while hosting a Webinar

  • Choose a topic that is trending or that people will like to know more about. You can use Web analytics tools like Google Insights to understand which theme is in great demand these days.
  • Prepare a good, researched and balanced content for the selected topic. Use more visual content (infographics, powerpoint presentations videos, etc). The content should be thought-provoking and should encourage audience to put forth their opinions and feedbacks.
  • Use social media, blogs Google ads, etc. to inform people about the webinar. You can also promote this event as a news piece on your website in “News and Events” section. If your website has a newsletter, you should inform the subscribed users about the webinar in well advance.
  • You can also write a blog post (or guest post) about the web event you intend to host. Apart from general ideas, the post should be able to express the key features your webinar is going to address and how it will benefit the audience. The blog should be short and written in a clear and concise manner.

 

When you hold a webinar and gather the audience, your reputation and authority is automatically established. Instead of pitching your daily sales script, you are now going to make them more informed and helping them make their right decisions. Naturally they will be more connected to you and hence rely on your credibility.

 

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Google Snack Pack hits Local Businesseshttps://www.searcheccentric.com/google-snack-pack-hits-local-businesses https://www.searcheccentric.com/google-snack-pack-hits-local-businesses#comments Fri, 07 Aug 2015 04:00:23 +0000 https://www.searcheccentric.com/?p=3592 It has been a little over 2 weeks since Panda 4.2 refresh came out, where people are still trying to grasp the full effect of the update; when Google made heavy changes to their local listing service that has left … Continue reading

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evilgooglelogoIt has been a little over 2 weeks since Panda 4.2 refresh came out, where people are still trying to grasp the full effect of the update; when Google made heavy changes to their local listing service that has left local businesses and SEO companies in disarray.

Touted as the ‘Snack Pack’ update, Google has removed the existing 7-pack local listing searches for a short 3-pack version. Although, this single change in itself stands to scare the existing businesses who have their local listing results getting ranked on 4th and 5th positions and so on, there are however, additional changes and tweaks added to this update that have damaged a lot of Local Listing campaigns as well as user experience in general.

3 better than 7? Google Believes so

Up until now, Google had been providing a 7-pack local listing search result for businesses to rank upon. Many businesses aimed to be there in the top 7 and when they did, they were happy and had sufficient visibility.
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With this change of 7-pack to 3-pack, the competition for ranking on the top 3 becomes more aggressive. One local business owner who has suffered a drop in his business recently said “It is literally a race to earn Gold, Silver and Bronze medals now. Businesses will spend more and more in their local listing service providers to be able to rank in the Top 3 positions in order to drive some sort of traffic or even have visibility for that matter.

This change was rolled throughout Thursday (6th July, 2015).

Good bye Address and Phone Numbers

local listingIn my quest to unravel the mystery of local listings further, I randomly searched ‘Café Miami’ on Google. To my surprise (and horror, if I were a local business owner) I found the 3-pack search result with no exact address or phone number of the location (refer to the screen shot). I did find some cool Street View images, but that is more cosmetic than of any real help.

If I look at it from the user’s point of view as well, I would have to now,  navigate to each of these locations to find out further information and frankly, that is quite tedious.

Google did add the working hours of the businesses onto the searches, but hey, if I can’t find the business in the first place, what good will the working hours do?

More clicks = More Frustration

Keeping the local businesses aside, let us look at the changes from the user’s perspective. Google has always tried to put the user first. They have strived and also achieved phenomenal success in creating value-added and accurate search experiences.

Google dont be evilHowever, all that goodwill gesture is currently falling flat as the users themselves are finding it quite overwhelming to navigate through to the information that they are looking for.

Like I mentioned earlier, due to the absence of exact address and phone numbers, the user would now have to click on to the search results in the hope of finding what he/she is looking for. This means that although the website might get more clicks on it, however, if the user doesn’t find what they are looking for, they would bail instantly. This would directly affect the bounce rate of the website.

If Google wanted to improve the search experience by improving the accuracy and search relevancy in a quick fashion, this certainly wasn’t the way to go.

 

Overtime for SEO Companies

It is well known that thousands of SEO agencies and companies around  the world are working day and night to bring result for their client’s businesses by optimizing the local listing search rankings on SERPs.

While in the previous 7-pack model they had a breathing space of 7 positions to rank on with additional benefits of phone numbers and exact addresses; all of that has not only gone for a toss but has also increased the work pressure on the teams following the latest ‘Snack-Pack’ update.

cartoon drowning overtime

Local Business clients pay us to help them rank, generate visibility and increase their traffic and overall business. With so much ambiguity and fewer positions to fight for, most of our previous on going campaigns will be hit. In order to bring a balance to those campaigns and also work on new strategies, we will not only have to double our efforts but also believe in the power of ‘luck’ thanks to the changes administered by Google” replied an SEO expert sarcastically upon being asked about his thoughts on the latest update.

Google has made certain other modulations too that include Reviews not entailing the Google tag (impacts brand value and trust factor), Google+ links removed and other minor tweaks. Compounded together, the general consensus is that Google has abandoned the businesses in open waters with limited to no assistance at all.

 

It will be interesting to see how these changes play out in the near future. Will we find new strategies to combat or take advantage of these changes? Will Businesses invest more in SEO services now more than ever? How will the users adapt to this paradigm shift? We’ll find the answers soon enough. Stay tuned.

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Google opens the gate to Panda 4.2https://www.searcheccentric.com/google-opens-the-gate-to-panda-4-2 https://www.searcheccentric.com/google-opens-the-gate-to-panda-4-2#comments Tue, 28 Jul 2015 13:33:39 +0000 https://www.searcheccentric.com/?p=3575 Google is known for constantly upgrading its algorithms in order to improve its search accuracy for the users. In this regard, it has come out with various forms of updates (Panda, Penguin, Pigeon) that cater to various forms of crawling … Continue reading

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Google is known for constantly upgrading its algorithms in order to improve its search accuracy for the users. In this regard, it has come out with various forms of updates (Panda, Penguin, Pigeon) that cater to various forms of crawling methodologies within a website.

Blue background Panda 4.2Panda Update, for instance has been dealing with content that are put up on the websites and targets duplicacy and validity of contents based on the value it offers to the end user.
The last official Panda update was rolled out around 10 months back in September which was called ‘Google Panda 4.1’. Since, it was a slow-rolling update as well, many experts were of the opinion that various issues were not completely dealt with in that update and thus, another quick update is required that would fix the loopholes.
Finally, here we are with the official release of Google Panda 4.2.  It was earlier scheduled to be rolled out in the month of June, but due to certain last minute technical issues, it got postponed up till July.

 

Panda Refresh

Commonly referred to as the Panda Refresh, Panda 4.2 is slowly but steadily rolling out as we speak. The first signs of this update was noticed on Mozcast, where we saw weekly fluctuations in the search algorithm pattern.

mozcast temperatureAs we can infer from the graph, we can quite clearly notice that on 1st, 11th, 17th and 22nd of July there were sudden peaks. This reflects a pattern, which indicated that a major update is coming in soon.

Google has confirmed that this refresh affects only 2-3% of search queries, which is lower than the previous refresh of 3-5% in September 2014 and the last true update in May 2014 which affected 7.5% of search queries.” said a Google spokesperson addressing the update release queries.

 

Refresh Vs. Update

Although Panda 4.2 is released as an update, it is, in nature, more of a rehash of the previous update 4.1. What this means is that, 4.2 in itself is not as much of an update as is a patch for the original 4.1 update.

This update is rolling out at snail’s pace. Therefore it is hard to determine its actual effect on the SERP as of now. However, researchers actively working on tracking the changes have found that medium to small sites are now getting more recognition than before and they feel that this 4.2 update has a crucial role to play in this.

Based on user (and webmaster!) feedback, we’ve been able to discover a few more signals to help Panda identify low-quality content more precisely. This results in a greater diversity of high-quality small- and medium-sized sites ranking higher, which is nice.” – Pierre Far

Is 4.2 the answer to the chaos?

White background Brian & Matt cartoonAlthough Google strives to improve its algorithm with each set of updates, it is hard to say as of now, whether Panda 4.2 has been beneficial so far. As I had stated earlier, that weeks before the official roll-out, mozcast had been hinting at SERP fluctuations; it is difficult to measure the actual effect of the update as things stand.

Adding to this, since the roll out is unusually slow, it is too early to decide and state whether Google Panda 4.2 is the answer to the 4.1 chaos that had hit a number of big websites.

Experts are of the opinion, that we should stick to the basics and focus on providing more value to the content of each web page and ensure that it is unique and adding value to the users.

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Why Customer-Centric Strategies matter the mosthttps://www.searcheccentric.com/why-customer-centric-strategies-matter-the-most https://www.searcheccentric.com/why-customer-centric-strategies-matter-the-most#comments Mon, 15 Jun 2015 22:38:48 +0000 https://www.searcheccentric.com/?p=3536 These days, digital marketing is paying special attention to keyword strategy. If content fuels the digital marketing campaign, then keywords serve as ignition buttons throughout the campaign. Keywords are capable of influencing the ranking of your website. Despite a universal … Continue reading

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These days, digital marketing is paying special attention to keyword strategy. If content fuels the digital marketing campaign, then keywords serve as ignition buttons throughout the campaign. Keywords are capable of influencing the ranking of your website. Despite a universal agreement over this fact, not all of the innovative ideas been put into practice. It is not about keyword planning anymore, it is about the applications of keyword planning in a wide context of digital marketing.

Nowadays, search queries have stepped out of the traditional form and comprise of a variety of input formats such as voice search, image search, and the text search as usual. Amplifying our attempts to understand the customer’s psychology should be the top most priority. We need to analyze the customer’s preferences extensively so that a mindful strategy can be formulated. Users have elevated  their expectations like never before. They need precise, concrete and relevant information in as detailed manner as possible. Strategists will gain to understand the customer’s requirements, and then plan keywords so as to meet the expectations in today’s increasingly complex roads to business.

customer centric marketing

Source: http://www.daniellemacinnis.com

Why do we neglect the customer’s viewpoint?

  • Outdated notions about how business works
    It is difficult for us to think ‘out of the box’, and so our efforts turn towards solidifying our perception. That is often coupled with our limitation in paying attention towards customer’s real motives in the business. The traditional practice has been to promote the website by explaining the concordant USPs. However, we should understand that the information provided on the website should address customer’s pain points, with an intention to resolve them.
  • Failure to see the essential connection
    We do not understand that improvement and optimization directly correlate with (and is proportional to) customer-centricity. According to Bryan Eisenberg, they are the two sides of the same coin. Having a well-researched customer-centric keyword strategy will help landing pages be more specific and help visitors to reach the right place seamlessly. Also, it will proactively address customer’s chief concerns. Website visitors are more likely to go for a purchase once they realize that the interface is working for them. A consumer-oriented keyword extends this emotional advantage to the online environment.
  • The transitory nature of customer preference
    Consumer behavior swiftly changes based on the evolving trends. It is confusing for a keyword researcher to cope up with the rapid shift in trends and search phrases.

Why the market is pitching in for customer-centric strategies?

Recognition of the audience profile (including queries and complaints) can have a substantial impact on content-development that must add value to customer’s time.

Apart from being quality rich and engaging content, what is necessary is that the content should have authentic keywords inserted so that the search engine algorithms can divert the search query to your website. Customer-centric keyword strategy promotes the growth of an organization and also elevates the brand value in the market

Analyzing consumer’s behavioral patterns can also let you know what channel of communication is most preferable and effective for a particular group of audience. It facilitates identification of relevant media partners you should be looking forward to approach for mutual gains.

Hold all the aces with Consumer-centric methods

Customer-centric strategies begin with identifying and agreeing to what the customers want. A keyword phrase should be able to capture the essence of the query that the user has in mind.

  • Provide direction and purpose to the keywords
    Start with analytical tools. Recognize the potentially rewarding keywords. Make sure your keywords have a broad context, so that it can cover various related queries.
  • Forums and platforms for interaction
    While every brand aspires to highlight its presence on every social media platform, the best Q&A site on the internet, Quora, is not appropriately exploited for that purpose.

Sites like Quora are the excellent manuals to understand customers’ opinions and queries. Many potential customers ask questions, discuss their concerns and also attempt to answer what they need from a particular product. Take those questions as a foundation for the keyword planning.Interestingly keywords based on these Q&A sessions can upsurge the traffic to your website by 50%.

What can a Customer-Centric Keyword strategy mean for your business campaign?

Having a consumer-centric approach can conspicuously benefit your digital campaigns. Websites can claim maximum benefits by transmuting customer’s sentimental and informational needs. If you can identify a customer’s problem while searching for the product you attempt to promote, you can work on that and add relevant information to the product description. Therefore, whenever a customer searches about that particular concern, search engines are able to link that to your website thus bringing you an organic visitor.

Given that your keywords cover user’s concerns well, you are sure to get a higher ranking gradually. Quality content will complement this endeavor and rather than being an accidental visitor, the customer might become your long-time customer in no time. Apart from the obvious profits (in website ranking and driving traffic) the businesses can also expect indirect gains like:

  • placing more relevant advertisements and thus generating higher digital revenue
  • the increase in website traffic can lead to a greater level of brand promotion
  • Rise in e-Commerce transactions through customer-suited cross-selling and up-selling by recognizing the customer’s pain points at the time of sale

How can Customer Support team help in highlighting customers’ emotions?

In most of the firms, there is a noticeable communication gap between the customer support team and the marketing team. One should cut down the barrier between these two teams, and facilitate regular correspondence to gain raw insights and understand the general concerns of the customers.

This can also help the marketing team to understand the average customer’s perception about the product or services and the company as a whole. Identify the key questions that the customers have in their minds. Planning your keywords to cover these questions can improve your strategy and will rank you higher than the competitors.

Today the world has radically changed the supply chain equation. With customer terminals migrating to online markets, every activity, whether social or recreational, is gradually shifting to the virtual space at an uncontrolled rate. Business houses and marketing firms need to go beyond their traditional practices to reach out to customers by providing more customer-centric solutions instead of just the product information. Having a customer-centric keyword strategy is the new normal of digital marketing. By responding to customer’s new behavior and accommodating their stimuli into keyword strategy, marketing can reach up to a new horizon.

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Social Media Hacks Every company should knowhttps://www.searcheccentric.com/social-media-hacks-every-company-should-know https://www.searcheccentric.com/social-media-hacks-every-company-should-know#comments Mon, 20 Apr 2015 12:45:37 +0000 https://www.searcheccentric.com/?p=3498 Social Media appears to be all the rage in the current marketing arena. Everyone, from your regular local laundromat to successful multinational companies seem more than eager to bite a big chunk off of it. Social Media , although complex … Continue reading

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Social Media appears to be all the rage in the current marketing arena. Everyone, from your regular local laundromat to successful multinational companies seem more than eager to bite a big chunk off of it.

Social Media , although complex and sophisticated, is highly dynamic. Despite being a popular marketing choice for accomplishing Brand Value and Recognition, many companies, more than often, fail to sustain even a single successful term plan. The knack of competent utilization of Social Media lies in obtaining the foolproof mixture of ideas, resources and implementation; your ultimate social media mix.

social-media-marketing

Your plan is the man !

The vast probabilities of success offered by social media combined with the myriad of intermittent planning and unrealistic expectations could be your first misstep. Social Media has so much to offer  and you have so much to share; in between all this confusion, you might end up deviating from your prime objective.

A concrete plan with realistic expectations is the bedrock for sustaining a successful Social Media campaign. A strong Social Media Plan should not only direct your organization’s efforts the right way, but also speculate for any deviations ahead.

The  appropriate step for you could be listing down your goals and resources ( men, money and material) along with various combinations of Social Media mixes to choose from. Such form of comparison and analysis could help you build a better plan.

If your plan is your sapling, then your patience should be the water. Your productive attempts would definitely bear fruit, but, they might not be as early as you would expect. They key is to be patient and steady with your approach. Don’t lose hope if a fraction of your attempt fails, try to keep on the move.

Bring ’em on board!

Social Media marketing is all about building a thriving community online. No other media could provide such an interactive exposure to your target audience than this. This is your big chance. Read them your story, comment on their opinions, converse, engage, but never disconnect!

You could also engage your audience better by offering them your USP. You could start by telling them how you are one-of-its-kind out there!

Be a solution to their problems

Once you have grabbed your audience’s attention by advertising your exclusiveness, let them know how well you can solve their problems. You could start by encouraging conversation regarding your audience’s select psychographic attributes, for example, their opinions , hobbies, suggestions, ideas etc.,

This kind of communication would be beneficial for you in assessing your audience better. With such first hand information, your chances at delivering to them exactly what they want increases considerably. This kind of interaction also ensures effective word-of-mouth and successive online sharing of your brand.

Sunny side up! Always!

Your company’s social media profile is it’s  identity in the digital zone. Therefore, it is crucial to be careful regarding the kind of picture you wish to paint with it. A vibrant and pleasing design along with select carefully chosen words could be more influential in generating targeted website traffic than you would have thought.

You could keep enhancing and improving the features of your website to ensure consistent interest and engagement. Asking for suggestions and comments would also raise up your popularity meter. Your audience’s least concern would be your company management techniques and how it is to productively do so. Your audience should not be bombarded with everything under the sun, but only what they wish to hear about. If possible, be witty and fun while conversing with them.

A Friend in need is a friend indeed

Social Media opens up the possibility for you to connect across a wide and diverse audience. But, such kind of connections do not just spring out of the blue. It is advisable to keep your focus on targeting influential people so as to create a valuable network, that will help grow your brand’s online presence more constructively.

Slow and steady wins the race

And how true it is in this context! Social Media , despite it’s mass appeal and  high rates of success , works rather slow. Only a company with a consistent, dedicated and disciplined approach can reap the complete benefits of their Social Media Marketing strategy.

You could probably use this attribute of social media being comparatively more cost and time effective to your full advantage. In case, you feel uncomfortable using  a wide array of softwares available on line to monitor and enhance your campaign, you could start by sticking to what the native platform has to offer.

Keeping up such kind of consistency and appeal helps build trust with your audience, ultimately leading to the success of the brand.

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Upcoming Updates in the Google Algorithmhttps://www.searcheccentric.com/upcoming-updates-in-the-google-algorithm https://www.searcheccentric.com/upcoming-updates-in-the-google-algorithm#comments Thu, 02 Apr 2015 15:12:41 +0000 https://www.searcheccentric.com/?p=3483 During the past week or so, Mozcast has been experiencing temperature fluctuations ranging from the usual 55 degrees to as high as 86 degrees on Tuesday (24th March, 2015). These temperature fluctuations can only indicate one thing: Changes in the … Continue reading

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During the past week or so, Mozcast has been experiencing temperature fluctuations ranging from the usual 55 degrees to as high as 86 degrees on Tuesday (24th March, 2015). These temperature fluctuations can only indicate one thing: Changes in the Google Algorithm

Upon further investigation, our SEO experts extrapolated various informations that proved that

Google is working on a few updates, out of which two updates are already in process while two more updates are predicted to come out next month (April, 2015).

Updates Under Process

  1. "Doorway pages" update is related to pages that are created for Search engines and not for the users. You can find the in-depth information over here: http://googlewebmastercentral.blogspot.in/2015/03/an-update-on-doorway-pages.html

    This update will target websites that are using doorway pages and other spam techniques to misguide the Google search bots/crawlers.

    Google-panda-pengiun-updatesource: digitalmediagyan.com

  2. Another update rolling out from Google’s end is the “Panda Update” which is related to on-site contents. The “Panda Update” is said to target poor quality or thin content on a website, which does not provide any value or benefit to the user.

There are various sources that support this information, some of which can be found in the following links below:

  1. http://en.wikipedia.org/wiki/Google_Panda
  2. https://www.seroundtable.com/google-update-20028.html
  3. https://www.seroundtable.com/google-real-time-instant-panda-19954.html

Up-coming Updates

  1. In terms of the "Mobile Friendly Design" update, we’ll be providing you with various suggestions that will help you to optimize your current Mobile Version of the Website. In case you don’t have a Mobile version of your website then we’ll be providing you suggestions for development of a Responsive Mobile  Website.
    These article talks in detail about the update:
    http://googlewebmastercentral.blogspot.in/2015/02/finding-more-mobile-friendly-search.html
    http://searchengineland.com/google-search-algorithm-adds-mobile-friendly-factors-app-indexing-ranking-215573
    responsive_web_design_for_desktop-_notebook-_tablet_and_mobile_phonesource : graydigitalgroup.com
  2. "Penguin Refresh"  is another expected update in April, 2015 but it is not officially announced as of now. However, based on certain ongoing discussions over various trustworthy sources over the net that have speculated  that the "Penguin Refresh" update could possibly see the light of day in April.
    google-penguin-for-seoSource: neilpatel.com

    You can find more information regarding the same over here: https://www.seroundtable.com/google-announce-penguin-update-19993.html

All these updates would mean that every website will need to be analyzed thoroughly to check if they are aligned with the recent series of updates from Google’s end, especially in the areas of content as well as links/website pages, so that the website is not in any danger of being penalized by Google.

You could simply contact your respective SEO managers for more indepth information and analysis of your websites to ensure that your website is safe from Google updates’ target.

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How to leverage Paid Social Distribution to ensure best returns out of your Content Marketing Campaignhttps://www.searcheccentric.com/how-to-leverage-paid-social-distribution-to-ensure-best-returns-out-of-your-content-marketing-campaign https://www.searcheccentric.com/how-to-leverage-paid-social-distribution-to-ensure-best-returns-out-of-your-content-marketing-campaign#comments Mon, 23 Mar 2015 07:01:24 +0000 https://www.searcheccentric.com/?p=3406 Content Marketing is on the rise as a part of the latest digital marketing trend. Although everyone is more or less aware as to how these work, but seldom do people realize the actual potential of content marketing and how … Continue reading

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Content Marketing is on the rise as a part of the latest digital marketing trend. Although everyone is more or less aware as to how these work, but seldom do people realize the actual potential of content marketing and how they can make the most of it.

CMSource

More often than not, I have found myself answering various client’s queries pertaining to what and how will the their content marketing campaign generate their desired result. These questions are still easy to tackle. However, there are other questions that are a little more tricky to handle. Such as “why am I not getting the results I intended for through my current campaign, even after x number of months?”. These type of questions, although viable, have little to do with a direct answer from our end. It has more to do with understanding how content marketing works and how it can be utilized optimally.

I have tried to shed a brief light on the same topic of contention in this post.

Generating Results through Content Marketing

The first limitation that every brand or business encounters is the budget. Depending on the scale of business, the budget for the marketing campaigns vary. Therefore, the brands go into their campaigns expecting a generous profit and results.

But, it is also important to understand that since every company has a limited budget, no company can virtually have all its needs met since it is not possible to have everything in abundance where there are financial restrictions. Therefore, the best thing to do in the pre-planning stages of a campaign is to realize the potential for the targeted campaign and prioritize few selected goals that are not only feasible but also realistic enough to target and achieve.

As I had mentioned in an earlier article that i had written, regarding content development recipe, there is no one perfect recipe for content. So, while developing the content for your marketing campaign, it is always a safe bet to follow, “The Rule of Thirds”, as the experts like to call it.

As per this, the content piece should ideally have 1/3rd section original, 1/3rd section licensed or sponsored and the final 1/3rd section community/user generated information, already available in the blogs and other material sites.

In this way we are not only creating a harmonious content that has the potential to attract and engage traffic (users) but also is cost effective. This kind of balance, in my experience, has the potential to generate the best kind of results; especially when used as a part of a larger campaign.

Paid Social Distribution

These days, everyone has taken to the internet and social platforms. Amongst millions of anonymous users engaged for content, there are few bloggers and authors, whose words and works have earned a trust factor. These people are known as “influencers”. These influencers often engage in organic exchange of content and other benefits such as getting contents published on good authority sites. But, the drawback to having this organic outreach is that not all influencers are easy to track and target, let alone engage and getting the desired results. It becomes a time taking process.

However, since marketing campaigns are usually time governed and budget oriented, more often than not, organic outreach becomes unfeasible. Therefore, as alternative methods of content exchange and engagement, Paid Social Distribution comes into the picture.

 

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Power Struggle: Is PPC winning over SEO?https://www.searcheccentric.com/power-struggle-ppc-winning-seo https://www.searcheccentric.com/power-struggle-ppc-winning-seo#comments Tue, 03 Mar 2015 11:41:57 +0000 https://www.searcheccentric.com/?p=3378 With the advent of each year, new tools and strategies pop up throughout the internet that provide facilities and techniques to improve ROI. However within the last few years, it has been noticed that quite surprisingly, PPC (pay per click) … Continue reading

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With the advent of each year, new tools and strategies pop up throughout the internet that provide facilities and techniques to improve ROI. However within the last few years, it has been noticed that quite surprisingly, PPC (pay per click) campaigns are receiving more successful conversions as compared to SEO tactics.

The deeper we delve, we find SEO unable to break the shackles of Search Engine’s algorithm updates, where as PPC hitting bulls-eye more often than not. Especially in context of transaction SERPs & sponsored keywords, SEO is losing ground as compared to PPC. Therefore, I decided to look into this in more detail.

Team Blue: SEO

1) Initial Victory and Google interventions

Back in the days, SEO was touted as the most cost-effective way to generate traffic and resultant revenue. Various aspects of SEO such as Meta-tags, and link-building strategies earned their dough without much of ado. This went fine until Google decided to up the ante by initiating a competition for the users and services to rank on the results page.

3IM

Source: http://blog.ebyline.com/

These changes were brought about in the form of Panda and Penguin updates and shot down over thousands of sites that were using either unethical (black hat) techniques or other illicit methods of ranking the web sites. It was like a digital encore of Pearl Harbor, where sites were being shot down, without them even realizing the fact that they have been hit.

The ones that survived the wave of attacks managed to retain the coveted top spots on the SERP. This sifting, made room for new contenders to join the game and thereby started pushing the competition to a new level.

What holds back the SEO in achieving or aiding the websites the top positions are:

1) Amount of content generation,

2) Link partnerships

3) High competition

And in this rat race, PPC comes in and saves the day in a lot more cost effective way all the while achieving a higher degree of accuracy as compared to its counterpart, SEO.

2) The Waiting Game

On paper, SEO practices involve generating dynamic and user oriented content that is unique. This is done through doing blog posts and constantly upgrading on page content with smart use of keywords.

With a strong Content Strategy and execution process, SEO can indeed do wonders. But, in practice, not every company has the right talent, respurce, or even the time to do these processes in their deadline and therfore their SEO strategies start to fail.

Hence, in a desperate last ditch effort, small to medium scale businesses prefer going the PPC way due to its short term higher conversion oriented schemes.

Team Red: PPC

1) Re-marketing

Re-marketing isn’t a new concept, however, the tools and practices that are constantly evolving, enable the users and marketers to implement them more and more due to their ease-of-use nature. For instance, Facebook’s Atlas allows marketers to target their users based on their search and surf queries. This helps in deriving more accurate audiences and thereby ensuring a higher rate of successful conversion.

2

Source: http://www.fanscreens.net/

Both Google and Bing have quite a versatile array of re-marketing solutions, but Google, having a much larger database of user history and searches, provides more accurate solutions than any other search engine marketing solutions provider.

Bing’s marketing solutions are strictly limited to user’s display network only.

2) Inter-connectivity

In my Online Marketing experience, I believe the biggest boon that we digital marketers have been blessed with, is the seamless inter-connectivity of all the campaigns that we handle with the tons of analytic and data that go hand in hand with the campaign research.

However, despite all the tools at our fingertips, PPC requires a lot of attention to detail that is not as overwhelming in SEO practices. Hence SEO gets an upper-hand in this regard.

The Result

Although throughout this article we can see that PPC has been a getting slight edge over SEO. But if you consider the long term process and outcome then PPCs tend to loose out on to SEOs or at most compete on an equal level, if I may freely say so.

1IM

Source: http://watchingamerica.com/WA/

SEO helps build invaluable position and sustenance, developing upon each step of its practice. Whereas, PPC helps boost brand and improve ROI in the short run, but PPC can’t be implemented on a very frequent basis because it thrives on ‘Thunder-strike tactics’ more.

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