Tag: Branding

The Importance of Blogs, For Companies

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Many companies are doing it right in the virtual world. Most start-ups find investing in content management and marketing essential for their business. And that is because they have understood the momentousness of keyword density and customer relationship.

Drawing examples from two Indian companies; Fedena and Zeta have proliferated their company’s potential multifold. Now, why does content unlock doors to businesses has been a key question for many.

To answer justifiably, what holds the first enhanced user experience on any website is the graphics, responsiveness, and content of the homepage. However, on a limited desktop screen, any particular website’s homepage that is being showcased of a business or company is comparatively little.

Now brands or companies who look for a potential clientele off the internet, exclusively maintain an outbound marketing budget and thus, exercise their sales and purchases accordingly.

For ones, who know that they will likely find leads online, look for stable schemes of marketing, and thus find promoting through inbound marketing slow, but effective in yielding results.

An average website may have a substantial bundle of 20 pages or likewise. But what brings forth customers or clients to checking those pages out is awareness.

Awareness in the virtual sphere can be spread exceptionally through videos, graphics, posts, images and blogs. But substantially, blogs generate faster, satisfying results.

Why is then that blogs are important for business? For starters, they exuberate consistently, the following for a business

  • the brand voice
  • its values
  • keywords
  • what’s new and trending
  • information

A content marketer knows the value of publicizing a business or company, consistently. The repetitiveness and the context of producing fresh content on such topics that mostly answer a client’s inherent questions regarding a product or service, by far, is done superiorly by blogs.

And sometimes, the human scanners who trod upon many websites unknowingly, find themselves, astonished with:

  • The information that blogs impart,
  • The enhanced value of a product or service that is described,
  • The unique urge to enquire about a product or service that blogs create,

That effect of content, that delivers a quest for knowledge, an exposure to a unique product or service and lastly, the possibility of that human virtual onlooker to convert into a lead.

Fedena and Zeta do justice to their readers; inferences that can be drawn about a blog’s importance starts with such companies.

Stability and tolerance must be there to hang in, for content to deliver distinctive results, is a gradual ongoing process.

The human quests for knowledge. Thankfully, the internet is here, at everyone’s fingertips. And thankfully, companies are here to conquer the value of generating stable, consistent content for readers online. And largely, the importance of well researched, informative content that helps many, to enlighten themselves with teeny-weeny morsels of information, consumed through companies’ websites.

The Art & Science Of Writing Profound Content

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I follow this very simple philosophy when it comes to writing;

‘Write like a science student but think like an artist’

Most technical students will write short, concise and precise contents. They don’t ever go around beating the bush or even try to use fancy words to seem cool. They treat writing as only giving out information, that too, important information only! No extra words, no random things – only relevant data finds a way in.

But artists and people who write for pleasure can go on and on and on. More often than not, I fall under this category. I can take a simple sentence and spin it out infinitely, making my work so long that exceeding word limit becomes a lesser worry that exceeding space limits!

Writing content for businesses and marketing should be a healthy balance between these two styles. You cannot bore your consumers with only statistics and facts, neither can you bore them with your entire life story in a single piece.

A healthy dose of information with interest piquing anecdotes or captions keeps your content from drowning in a sea of unnecessary words. Take the brand Chumbak for example- the captions on their Instagram page are short, fun and exactly clues you into what’s going on.

Taglines and captions in this social media-obsessed world are so very important. Every tag and every word live online forever and this forms your brand image.

Remember, content is the hook of your business. Line it well for a smashing sinker!

Case Study Writing Essentials

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Download this Weekly Newsletter to know what features in a well-formatted case study!

Click on Copy of PP Newsletter 1 to read more!

Know What Inbound Marketing Can Do For Your Business

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Inbound Marketing

You may have found this term floating around the internet and are not quite sure about what it entails and how you can use it. But again, marketing is a term you understand.

Inbound Marketing is precisely what you think it is. It is an umbrella term for all kinds of marketing, content creation and promotion done online; like Search Engine Optimisation, Social Media, Blogs, Websites, Discussion Forum, etc.

Whereas, Outbound Marketing is done through TV, Magazines, Newspapers, Hoardings and Sponsorships.

I stumbled upon a really amazing blog written by Vital. The blog postulates differences between Inbound and Outbound Marketing in good vocabulary.

Inbound Marketing happens in circles; to draw an example from a product based brand, diversifying across India: Chumbak.

Chumbak in 2010, started out as a small retail kiosk in Shopper’s Stop, Bangalore. The company hasn’t looked back. Chumbak acquired customers and received great feedback; their product philosophy was cherished as it was unique; colourful. What did they do next?

They built their e-commerce website and started extended their product range and stores in different locations of Bangalore. Today, they have stores in all major cities of India. They got the youth hooked online on Facebook, Instagram and Twitter. Customers receive updates about new product launches, sales, events and programmes through creative, quirky emails. Surprisingly, Chumbak doesn’t invest at all in outbound marketing.

What do they invest in?

  • Design, Concept, Colour and Illustration
  • Targeting the right audience
  • Branching out; Stores
  • Social Media
  • Word-of-Mouth Marketing
  • Email Marketing

Chumbak is growing since.

In the same manner, many companies and brands find investing in inbound marketing crucial for the growth of their business. Why is that? Because each one of us is a potential customer who has gadgets at their disposal to browse, locate and discover what is trending locally as well as globally.

Our immediate response or reflex to acquire information has become searching for it online, or to use the lingo, Googling it. Our brain and behaviour have channelled us to incessantly quest knowledge by browsing or reading feeds.

Fun stuff; audiences’ search behaviour and virtual existence can be tracked and located online. Which gives companies realistic figures about their marketing ROI.

What keeps companies and brands ahead in the game?

Content stays as the highest authority for Inbound marketing. But for prospects to convert into effective leads or customers, inbound marketing has to be strategic and planned.

Content relies on keywords, but not heavily so. The written copy must effectively and coherently speak to, talk to and relate to the audience receiving it. The company or brand must have a sure management strategy as to how it plans to attract a potential client. The content Marketing team should vouch for the content to be:

  • grammatically flawless
  • coherent, clear
  • audience specific
  • meticulous
  • well – planned

Inbound Marketing will have dominance over all forms of marketing in the near future. Businesses and start-ups who plan to grow steadily with an assured customer base should look for the best content strategy, right away.

The Psychology Behind Successful Marketing

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Talking about my most treasured subject today: PSYCHOLOGY.

You may have crossed all milestones of setting up your business or company or even a start-up. But I bet, thinking about the psychological factors of effective marketing would not have crossed your mind.

Emotions are inherent and purely individualistic. Each person or being has his/ her own set of powerful reflexes and fetishes. We may have advanced in technology, as a society and not to mention education. But we, often times, have failed to embrace the actuality of emotional triggers.

To built the foundation of a great client base, we must, as businesses, understand and reflect inward on knowing how a particular product or service will be received by the masses.

Today, I share 3 tips that will boost your inner, impassive Shrink to reflect better.

  • Understand Enough To Explain Elaborately 

Because it is our business, our company’s service or product, we know what we are offering to our customers, word for word. But they don’t! Ensure, that your website, marketing collaterals, social media and other platforms of advertisements share that information in a direct, explanatory fashion. Your potential client will likely get interested with what you offer if, he or she is sure about the company, its goals and what it is providing.

  • Understand To Know

At shopping centers, you will find yourself drooling over a new flavor of ice-cream or in my case, I am glued to the attractive stationery section. What I try to say here is this – every subjective or objective thing if channeled accurately has the ability to trigger emotions. That play of feelings in our mind direct us to either buy a product, or read an informative blog, or check social feeds.

Facebook does this best. They have got the global audience hooked to their social media platform. How did they achieve such an inclusion so soon?

Think about it, they understood the psychological aspect of human behavior, that each person is inherently a social animal who loves networking and sharing all kinds of crazy daily tidbits with others. What trumps this interpretation is that they understand; besides sharing all that is to say and do with folks; people on Facebook can unwearyingly keep a check on others’ stories.

  • Trigger Those Emotions And Build A Connect

In my previous post on Boost Your Brand Voice I share my thoughts on how Titan Company builds a connect through well-illustrated, chummy stories.

But there are other ways of building catharsis. You need to find what works for your company or business. Answer people’s innermost questions. Connect your product or service through strategically and uniformly conditioning people’s mind by;

  1. Having catchy taglines
  2. Contributing towards a social cause
  3. Sharing your start-up story
  4. Sharing how you plan to grow your venture
  5. Why you, your company/business or presence matter in the larger scheme of things

And once you have this, my friend, you shall see slow but effective progress in,

  • Client Engagement
  • Readership
  • Leads

Most monumental companies know what ticks and clicks with their client/ customer base. It is high time, you should know too!

Market the Right Content

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In the day and age of hashtags and ‘U versus you’, when e-commerce is taking over 3D shops, content marketing can be a total game-changer for your business. Good quality content represents all that is your company and its products/services, it establishes your brand ideology. With just a few well-chosen words, you get to directly communicate with your consumers.

What exactly is ‘good content for marketing‘?

When your content is getting too long, too boring or too filled with grammatical errors – that is when you have officially lost the good content tag.

While looking at product or service descriptions, advertisements, captions etc; consumers will generally gravitate more towards concise yet clear content. The better you portray what you write, the more people will not mind reading and in turn having a look at it. With retail dynamics shifting online, sellers are devoid of physical contact with their customers.

Good content is like your online window display, it attracts people towards your business and piques the interest of passers-by.

Don’t rely on amateur writing; like other aspects of a business, professional help in content marketing can truly elevate the look and feel of your brand.

Charismatic writing and personality are what you look for in your sales team and is what you should be looking for, in the words of your content creator.

Online or offline, make content king; for he represents your entire kingdom!