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Contizant is one of the leading Digital Marketing Agency in Gurgaon with a result-oriented and ROI driven approach to growing your business. Our strategies blended with execution lead to sustainable results that truly meet our client’s expectations. As the best Digital Marketing company in USA, we deliver solutions to the digital need in the entirety, and here we defined the idea behind the creation of Contizant.
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The pandemic has changed how consumers behave and now as we head to the end of the year, as marketers it is our job more than ever, to shift our content marketing approaches so as to engage and add value to customers. There is fatigue from old messaging, there are shifts in the value propositions people react to, and there is a real shift in what is important to people. Frankly, if you do not adapt to your target audience’s rapidly shifting behaviours, then you’re missing out on a lot of opportunities for your business. And with research from The Content Marketing Institute showing that 72% of marketers have results that show content marketing increases leads, having content for your consumers is essential.
But therein lies the question: how can you ensure you are providing the right content for the right consumer at the right time especially in this new world? Here are our top content marketing approaches that you should consider.
Actually, let’s step it back a bit – let’s look at what businesses are doing wrong, then reframe it to look at what you should be doing.
Being online is not a guarantee that you will be able to drive traffic to your website and get people to purchase your products or services. Nor is having great content the secret to driving traffic either. As our founder Hamish often says to clients “I can give you the best paper on Napoleon Bonaparte, but if his history is not relevant to your business, then it shouldn’t be on your website. Content needs the X Factor to add Context”.
Here are some other areas where you may be missing the mark with your content development:
Being mindful of the above, developing content should be a methodical, strategy-led exercise that seeks to actively solve problems for clients and would-be clients – remember to talk to all points of your (re)purchase cycle.
A marketing strategy that defines the problems you solve, your audience and your point of difference is great, but if you have not considered how you will execute upon this, then you are missing a pivotal component. Make sure that your Strategy includes tone of voice, execution parameters (what to say, where to say it and even where not to) and actively solves problems. The build out a content calendar that covers everything from site content, white papers, blog content, guest editorial content, videos, social media and even press releases.
It is also important to identify meaningful key performance metrics which you can measure against so that you can make adjustments as and when needed.
Using the buyer journey as a guide, look to create different pieces of content that will be more likely to resonate with the intended buyer group. Focussing on a “Buy Me” or “Shop Now” Call to Action (CTA) in content which should be educating those who are in the consideration phase will likely alienate the greater majority. To run with the analogy we’ve started, when visitors are still in the consideration stage, share educational videos and posts that will help them see the benefits of choosing your brand over the other.
As a word of warning: whilst the messaging should change in each piece of content you share depending, the tone of voice, and who you present as a brand should always be consistent. Do not make claims you cannot substantiate or present yourself in a way which is not ion keeping with your brand.
As with all marketing, there is no one-size-fits-all solution in content marketing. When creating your plan, make sure that the distribution channels are identified too.
What types of content are you sharing on LinkedIn? On TikTok? On Facebook? How about on Twitter? But as importantly, should you be sharing on these platforms, or should you be keeping off some?
Further, have you considered channels beyond social media to determine where else you can distribute your content. Are you going to use a guest post service? A company newsletter or even online presentations.
But it doesn’t stop there, because as important as it is to be (or not be) on a certain platform it is just as important to work out how the different platforms work to support each other and similarly, how they drive users to progress down the funnel.
Beyond the need to consider the platforms, the inference is, you actually need to understand the platforms you are looking to use, and how your audience who use these platforms actually use them. In other words, if you want to maximise the potential of getting your brand known online, you have to learn which platforms your target market uses, what their behaviours are, and which content format is most effective for them.
Perhaps James Bond’s infamous cocktail direction is the best way to frame how you create content: Shaken not stirred. If you go out there and consistently serve up subtle variations of your content, you are really not shaking things up. People will potentially become tired of your content if you fail to serve them something new from time to time. And if they become bored, then they will shut off and you may lose a potential chunk of your audience.
When you are writing content, especially content that may sit on your site, remember your SEO principles. Don’t keyword stuff, and do not look for quick wins, but if you do know that your customers may be searching on a specific term, look to add value which answers that exact query.
If you are creating images or videos, then use the description and meta data to enrich the
Why share content if you do NOT know what is working? As we mentioned, it is important that you define metrics as part of your strategy which you can use to litmus test your content. Whether it is a landing page, a blog, or a social media video, you should have a way to measure whether your content is working. We know that the content of each piece will have its own intent and can be measured against slightly different metrics, but you should have an overall measure which you use to determine how well your strategy is working.
Measure the results of your content marketing efforts using analytics and data and then apply these insights to identify loopholes and gaps and then improve on your strategy.
Ultimately, producing content – as long as it is consistent with your overall branding – is a key approach to boosting your profile. The key is to turn ad hoc into meaningful content, as this then gives you a better chance of improving the results you get.
You know how it is not enough to just have a toothbrush and expect your teeth to be clean? Well because your teeth don’t really clean themselves, you need to take said brush, apply some tooth paste and then get scrubbing if you want to see results (or not have ongoing gum and teeth issues). Well in the same vein, having a product or service on your website or social media is not enough to drive your business. You need to have a plan for using these platforms and adding something to them (the paste) if you want to see results.
To make it big as a business, it is vital that you create a strong online presence, which means taking advantage of a variety of digital marketing platforms available today.
In this article, we’ve compiled a list of online marketing platforms that you should consider (each business and industry are unique so some may be more suited to you than others) in order to reach your business goals. We’ll go through each one and explain which part in your strategy each platform may work best.
According to Gartner.com, one of those companies that ooze gravitas when it comes to leading research and advise, digital marketing platforms are “designed to support an extensible set of requirements within a single neighborhood or two…” referring to a specific realm of marketing or domain in the online world. Some of these platforms claim to “… address virtually all digital marketing neighborhoods but the methods and objectives of each neighborhood vary widely. Any platform sufficiently general to span them all would take the form of a general-purpose tool such as a spreadsheet or a browser with applications outside of digital marketing. So any platform in digital marketing needs to address requirements specific to a limited number of neighborhoods or domains.”
Simply put, each digital marketing platform, albeit powerful, has its limitations and only covers a specific component of digital marketing. Where you try to get it to do something outside it’s intended realm, its impact becomes more generalized and less impactful. In short, there is no one-size-fits-all solution that will allow you to extend to other elements. By being cognizant of this reality, it’ll be easier for you to understand that you need more than one platform to ensure your success online.
You know the analogy about a shotgun approach vs a sniper rifle, whereby you may cover more territory with the first method, but you are likely to get more accurate and meaningful results with the latter, so instead of using everything, it is essential you evaluate each platform deliberately. Make sure each one suits to your business, your target market, your time limitations and even your budget.
Before deciding which marketing platform to leverage, endeavour to answer these questions first:
Keep in mind that different people use online platforms differently. So make sure that you understand how your audience and your prospects consume online content and how and where they access the information they need before you invest in a particular platform or which of the platforms you should prioritise first.
Did you know that as of December 2019, the boffins at Brandwatch.com worked out that a person has an average of 8 social media accounts? On top of that, between October 2018 and October 2019, social media users grew by 328 million, making today’s social media users total around 3.725 billion.
Just think about the number of people using Facebook, Instagram, Twitter, LinkedIn, Pinterest, and other social media platforms—TikTok included. Whilst the majority are not going to be in your target market, it is hard to ignore the wide reach that social media marketing offers. In publishing relevant and engaging content (whatever that means for the chosen platform) you can create awareness for your brand. And once you have awareness, you have the ability to go beyond that and generate conversation leading to leads and (hopefully) conversions.
If you are a small business starting out and want an affordable and easily accessible platform to promote your products and services, getting into social media marketing should be on your list.
While it is true that each person has a preferred online platform, more often than not, people generally choose between Google and Bing to conduct an online search. Whether it is hunting for a new bicycle or looking for restaurant recommendations, people’s daily online experience usually includes the use of a search engine.
Because of this, it is vital for you as a business to invest in search engine optimisation aka SEO. Aim to rank on the first page of the search engine results page for search terms that are relevant to your business and to your target market. By optimising different elements of your website—including the code, content, and images—you should be able to reach a large number of people who might be interested in what you are offering.
This all said, remember that SEO is a long-term strategy and you won’t see immediate results. But if you abide search engine best practice and are somewhat familiar with how the different algorithms work, you should be able to attract high-quality traffic to your website that, when partnered with impressive copy and strong website design, will result in conversions too.
Paid search marketing, which is also known as search engine marketing (SEM) or pay-per-click advertising (PPC), refers to paid listings shown in a search engine’s results page, its network, or its partner sites. Usually, advertisers pay only when their ads are displayed (cost-per-thousand impressions), when clicked (pay-per-click), or when a call is generated from a specific ad (pay-per-call).
Google Ads is probably the most used digital advertising platform for paid search marketing today but it is for a good reason. Being a search engine giant, Google has thousands of partner sites and related networks where you can run a plethora of campaigns: search, shopping, app promotion, display, and even video.
You know your audience, you know your product, and (hopefully) you know their pain points. The key is to now build content that speaks to the common intersects of these three things. But the key here is not to focus so much on the second part (your product), but rather to focus on adding value to your audience by discussing and providing solutions to their pain points. By inference your product or service is why they are reading or viewing your content.
The next key is to tie in your content in such a way that it is native to the platform you share to and as importantly, that you are considering where in the purchase cycle they may be. If you are posting on Instagram, are they generally in the awareness stage, consideration phase, or even a potential repeat purchaser? Remember that your end goal is still to influence their buying decision not to scream at them what to do. Influence, not dictate, so you avoid coming off as an insensitive and pushy business looking desperate to bring in sales.
If you are relatively familiar with the above methods, then you may be ready to step up and consider marketing funnels (which we have discussed in a post (The Role of Sales Funnels in Marketing and Business Development). We are not talking about the old-school approach of pushing as many leads as you can into a sales process which are then hounded and called by a team till they convert. Rather we are referring to the use of multiple digital platforms that seek to engage, add-value to and then hopefully convert would-be customers. Think of it as marketing automation driven at converting you to a sale.
It is seeking to engage customers on a platform and drive them to an action which in turn triggers a series of other actions which should hopefully, add value to them, nurture them and then turn them into a sale. But they shouldn’t stop there, they should then move them into a new funnel which keeps them engaged and keeps them returning for more sales well into the future.
Think of it as a CRM on steroids. A system that seeks to keep your target coming back for more, and which you can tease into the right direction.
It requires you to have many steps, and value-adding content for these steps and these may be something which we need to tackle in their own right (stay tuned for that blog). Suffice to say, a funnel may have multiple components including:
There are many ways to approach this type of marketing, but ideally it involves use of digital platform. There are many to choose from, so researching what is right for your needs is essential.
If you want to be relevant and stay ahead of the game in the digital marketing world, you need to make a splash across different channels. Learn how to piece each one together to be consistent with your overall digital marketing plan and ensure you have a cohesive net to capture as many people as possible. And if you need any help with any of it, give us a shout.
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It is no secret that marketers often feel they are attacked from all sides. CFOs and the accounting department, in general, are always looking to curtail budgets, the sales department are looking for more qualified leads and point to a failure in marketing if this is not the case and consumers in general often deride any marketing which they feel isn’t in-line with the brand as a whole.
So perhaps it is time that within the marketing department for more cohesion and less bickering between roles and functions. In this case, we are looking at developers and digital marketers.
While developers are focussed mostly on the code, UX and functionalities of a website, digital marketers are usually concerned with site optimization: how easy it is to find the site through search and other channels, Click Rate Optimisation, making the site sticky and ensuring (in-line with product teams) that people make multiple repeat purchases. Both roles are trying to achieve the same thing, but a failure in communication often means that because both professions prioritise different things, more often than not, it takes numerous exchanges between these two departments before a well-optimised website is ready for launch/the market.
So as we asserted above – it is time for the marketing department to function more cohesively and with joint purpose.
Once upon a time, it may have been enough to build a site with a view to a quick way to increase SEO rankings and online traffic. But those days are LONG gone. In fact, it is no longer enough to simply build a website, load it with keywords, get it up and running online, and keep your fingers crossed that your target market finds it. If you want people to actually visit your website, use it, and return to it regularly, you need to ensure that it is designed intuitively and optimised properly for search engines. But this is not about spammy use of keywords or hundreds of inbound links. Rather it is about adding value to the site visitor in such a way that they get more than a transaction from it.
Similarly, it is not a case of executing a gorgeous looking or highly functional site as part of your web development. You need to have the insight of the digital marketing professionals within the team (analysts, strategists, and those working to engage the customer) to be able to identify on-site optimisation activities, which your web development team can implement. This then needs to be mapped in a way which allows the site to be created efficiently and with a view to ensuring that the code base of the site allows the marketing team to draw down on the insights they need to make the right decisions moving forward (case in point: adding “no follow” and “no-index tags” and including a JSON script in the code that digital marketers know they need but are unsure how to implement).
Brand awareness is ultimately one of the most powerful indicators for a brand’s success. Early uptake will come from good marketing, but ongoing brand awareness (driven by the consumers themselves) will be what gives a business true advantage. When your broader digital marketing team is on the same page, it is easier for your business to develop and maintain a clear branding message and core promise. This clarity is what your consumers want – a clear understanding of what you stand for and what they will get through interacting with you.
Bringing it back to your website design, upfront there needs to be discussion and agreement on how the core brand message (your identity) will be implemented and designed into the site. With this agreed to and shared with all, mapping out how everyone can contribute and what the expectations are is the next important step. Your web development team will rely on the other team for creating a design that relays the vision of your business. But they need to also consider landing page design, heading use, and so forth, so that the promotional efforts of the others in the team are optimised from the getgo. This means the analysts and strategists need to work in-step with the developers and creative teams to think through the process so all assets and functionalities can be captured early and built-in as part of the scope.
In other words, it is important that everyone is aligned and cooperating right off the bat.
It may be obvious to most, but if you are not analysing user behaviour on your website, then you are potentially missing out on key information that can improve your business. This data is essential for future decisions, but for a developer, this data is less exciting than knowing how fast a page loads. This is again where both teams need to work together to implement the tracking mechanisms in such a way that pulling live data as and when needed is easy, as knowing your audience will give you an advantage in terms of formulating ongoing development and digital marketing strategy.
That is why it is essential to Incorporate analytics in your website. While the marketers have the goals and metrics in hand, it will be the web developers who will insert the necessary tracking codes and pixels that will help generate data about your website’s performance and your actual audience. Having these in place will help you understand the customer journey, the abandonment possibilities, and the channels where your audience has reached your website, among others.
When your web developers and marketing personnel are not coordinating with each other, costly mistakes are more likely to happen. Without proper communication, more time might be required on redesigning your website.
But perhaps worst of all, failure to plan will likely mean that there may be features missing and you might need to push back on your website launch and the content developed for the site may be low-quality which would not only hurt your SEO efforts but turn your potential customers away as well.
Well-synchronized web development and digital marketing campaigns are one of the secrets to your business’ online success. The roles of a digital agency providing web development and design services as well as digital marketing are vital in building a strong website and making sure that you achieve your business goals.
If you are looking for an agency that understands the balance between web design, web development, and digital marketing, or if you are looking for an agency that can balance the make-up of your own in-house team, let’s have a chat, our experts are ready to help you.